We just need a few to bring the average down so much, the rest are above it. Got to use those outliers to make some good PR.
My point is that for internal competition, using a comparison to other members as a target is never going to end well. In the end, the 'average' figure is a pretty meaningless value.
Instead, I think it's more important to target a standard. E.g. a minimum level of literacy/numeracy. "50% of our children can't spell" is a much more meaningful statement. Now as for how you measure that... that's a whole other problem.