Schools are all about the future, students are all about their promise.
By using the word promise we suggest something a little different from “potential”, which is itself a powerful enough word. Potential conveys all the possibilities within a student that is waiting to be fulfilled, and the energy that is waiting to explode into being once that potential is unleashed. Promise includes this meaning, but also suggests a relationship to that potential, conveying that the student, and his or her parents, and the School have undertaken to be active and committed to that potential. It suggests we are going to consider that potential and feel a responsibility to realize it, both in ourselves and the world.
By now the penny may have dropped that these thoughts refer to the School’s vision, where we use the word promise. When you use the fewest words possible, you have to think about each one.