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Are You Under Utilizing Data About Graduates’ Achievements?

Administrators, Alumni, Blog, Customer-centric / Claude

During my tenure as Dean of Enrollment, I underutilized data about graduates’ achievements. Yes, it was not easily available to me, but I should have pushed harder to try and gather it. As I think back, this information can be shaped into such great evidence to demonstrate the excellences of one’s institution across many stakeholders. I see it as so valuable that I believe there should be a specific position in the office of marketing, advancement or admission where this takes up a significant amount of this person’s work. Take a look below at the benefits that multiple segments can get from the same information, perhaps, presented differently to focus on their respective needs. Benefits for Stakeholders Current Students: Highlighting the achievements of graduates provides current students with concrete examples of what they can aspire to achieve. Seeing the success of former students who were once in their shoes can be highly motivating, fostering a sense of pride and a drive to excel. It creates a roadmap of possibilities and instills a belief that they too can reach great heights with the education and resources provided by the school. Current Parents: For current parents, showcasing graduates’ achievements reinforces their decision to invest in the school’s education. It provides them with tangible evidence that the school is delivering on its promises and effectively preparing students for future success. This reassurance can lead to greater satisfaction and continued support for the school, including participation in school events and contributions to school initiatives. Prospective Students and Parents: Prospective students and their families are often seeking proof that an educational institution will provide a return on investment. Highlighting successful graduates serves as powerful testimonials of the school’s value. It helps them envision the potential outcomes of attending the school, making it easier to choose the institution with confidence that it will help them achieve their long-term goals. Faculty: Faculty benefit from seeing the success of their former students as it validates their efforts and teaching methods. It can be incredibly rewarding to witness the impact of their work over the years. Moreover, these success stories can inspire faculty to continue improving their teaching strategies and to remain committed to providing high-quality education. It fosters a sense of pride and accomplishment among the faculty. Advancement: For the advancement team, highlighting graduates’ achievements is an essential tool in fundraising and development efforts. Alumni success stories can be used to engage potential donors and alumni, demonstrating the impact of their contributions and encouraging further support. It helps build a compelling narrative about the school’s effectiveness, which can be leveraged in marketing campaigns and development initiatives. Admission: The admissions office can use data and stories of successful graduates as a key part of their recruitment strategy. These success stories provide persuasive evidence of the school’s impact, making it easier to attract new students. They can showcase how the school’s environment, curriculum, and extracurricular activities contribute to producing well-rounded, accomplished individuals. This differentiation can set the school apart from competitors. Alumni: Alumni benefit from seeing their alma mater celebrate their success. It strengthens their connection to the school and fosters a sense of pride and loyalty. Highlighting their achievements can also enhance their personal and professional reputations. This can encourage alumni to stay engaged with the school, participate in alumni events, and contribute to fundraising efforts. Community Partners: Local businesses and community organizations that partner with the school can benefit from seeing the success of graduates. It reinforces the value of their collaboration with the school and can lead to stronger partnerships. Successful graduates who stay in the area and contribute to the local economy also reflect positively on these community partners. Board of Trustees: The board of trustees benefits from seeing tangible proof of the school’s impact, which helps in strategic planning and decision-making. Highlighting graduates’ achievements can validate their investments and policies, motivating them to continue supporting the school’s mission and goals. Potential Employers: Employers who hire graduates from the school benefit from understanding the quality and preparedness of their future workforce. Highlighting the success of alumni can strengthen the reputation of the school among employers, leading to better job placement opportunities for future graduates. Head, Assistant Head of Academic or Student Life Programs: By analyzing the success of the graduates, administrators can find ways to make the programs even better. They can see what works well and where improvements are needed to meet the needs of future students and the job market. This data-driven approach ensures that the education stays relevant and effective, preparing students for whatever comes next. Conclusion Showcasing graduates’ achievements is an incredibly powerful tool with a high return on investment (ROI) for private K-12 schools. It can be produced in many different mediums, such as digital marketing, print publications, social media, and alumni networks, and it has a strong influence on various stakeholders. The success of graduates is a testament to the quality of education provided by an institution. By analyzing and showcasing data on graduates’ achievements, schools can demonstrate the tangible outcomes of their programs and the impact they have on students’ lives. This data not only serves as a measure of success but also as a valuable tool for prospective students, parents, and stakeholders in evaluating the effectiveness of an educational institution.

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Private Schools: Seven Reasons to Use Corporate Marketing Strategies

Advertising, Blog, Brand, Marketing / Claude

In 1997, as a new director, I faced a dilemma. I needed a marketing plan, but veteran directors were unable to provide guidance. One director had a plan, but he couldn’t share it. I was on my own. I dedicated significant effort to finding the information I needed. I attended programs by NAIS, AISNE, ISM, and EMA. I even ventured into the college world with AACRAO programs. But I still lacked the training to execute a solid plan. That’s when I turned to the corporate world, where I discovered a treasure trove of marketing strategies. My eyes were opened to strategies honed by corporations investing tens to hundreds of millions of dollars in marketing, communication, and sales systems. I found more affordable ways to learn through authors and researchers like Jack Trout, Patrick Hanlon, Al Ries, and Malcolm Gladwell, who distilled the secrets of successful profit organizations and the pitfalls to avoid. Jim Collins, in his book “Good to Great and the Social Sector,” emphasized, “A culture of discipline is not a principle of business; it is a principle of greatness.” As you consider advancing your marketing efforts, here are seven reasons to leverage corporate world insights: Corporate Expertise in Action Corporations hire highly paid experts to drive purchases. Think about the kind of investment brands like Ferrari or IBM make in marketing research. These companies don’t leave anything to chance. They spend vast amounts of money to understand consumer behavior, preferences, and trends. In comparison, the resources allocated to marketing research in the education sector are minimal. Yet, the principles remain the same. Understanding your market deeply allows you to tailor your messaging and outreach in a way that resonates more effectively with potential families. Imagine having the same level of insight and expertise guiding your strategies. It’s about leveraging proven methods and adapting them to your specific context. Accessible Research and Insights Expert authors in marketing share their extensive research for the cost of a book or workshop. Jack Trout’s positioning theories, Patrick Hanlon’s brand strategies, Al Ries’ marketing warfare, and Malcolm Gladwell’s tipping points offer a wealth of knowledge. These resources condense years of research and millions of dollars of corporate investment into digestible and actionable insights. Investing in these resources is essentially investing in a shortcut to success. These experts have done the heavy lifting. By applying their principles, you can avoid common pitfalls and focus on what works. It’s not just about reading these books or attending these workshops; it’s about integrating their lessons into your daily operations and strategic planning. Evidence of Success Experience firsthand why corporations like Apple, Starbucks, Southwest, Disney, Toyota, or Google succeed. As a consumer, analyze why you are loyal to these brands. These companies excel because they understand their customers at a granular level. Apple doesn’t just sell products; it sells an experience and a lifestyle. Starbucks creates a third place between home and work. Southwest Airlines emphasizes friendly service and no hidden fees. Disney offers magical experiences that transcend generations. Toyota provides reliable and affordable vehicles. Google makes information universally accessible and useful. Each of these companies understands its unique value proposition and communicates it effectively. As enrollment management professionals, we can learn from these examples. Think about what makes your school unique. How can you communicate that effectively to prospective families? Understanding Your Audience Many companies target discerning full-pay customers, similar to our clientele. Consider why your customers choose Rolex, Mercedes, or vacation homes over other options. These customers value quality, exclusivity, and prestige. They are not just buying a product; they are buying an identity and a set of values. The same principles apply to education. Full-pay families are looking for more than just a school; they are looking for a community, a vision, and a commitment to excellence. They want to ensure their investment in education yields tangible results. By understanding what drives these families, you can better tailor your messaging and engagement strategies. It’s about speaking to their aspirations and demonstrating how your school can fulfill them. Adaptable Strategies Corporate strategies can be adapted to fit the education sector. With an open mind, tailor these strategies to meet your school’s needs. For example, consider the concept of brand storytelling. Companies like Nike and Coca-Cola don’t just sell products; they sell stories that resonate with their audience. Nike’s “Just Do It” campaign is not just about athletic wear; it’s about empowerment and overcoming obstacles. Coca-Cola’s advertising often focuses on happiness and togetherness. How can you apply storytelling to your school’s marketing efforts? Perhaps it’s through alumni success stories, showcasing the unique journey of each student, or highlighting the dedication of your faculty. Storytelling makes your message more relatable and memorable. Leveraging Technology Technology offers affordable access to 21st-century tactics: websites, blogs, social media, marketing automation, consumer data, Google AdWords, artificial intelligence software, and customer relationship marketing systems. Custom printing is now more affordable, too. Embrace these fantastic options. The digital age has leveled the playing field, allowing schools to reach a broader audience more efficiently. Social media platforms enable you to engage with prospective families in real-time, answer their questions, and showcase the daily life at your school. Marketing automation tools can help you nurture leads through personalized email campaigns, ensuring no prospective family falls through the cracks. Data analytics tools allow you to track the effectiveness of your marketing efforts and make data-driven decisions. These technologies are not just for corporations; they are available to everyone and can significantly enhance your marketing effectiveness. Moving Beyond Traditional Methods Are you tired of the same old strategies discussed at independent school conferences? It’s time to move beyond “That’s old hat” or “I’ve tried that, and it only works if they’re already interested.” It’s time to embrace innovation and think outside the box. Corporate marketing strategies offer a wealth of innovative approaches that can breathe new life into your marketing efforts. Whether it’s leveraging the power of influencer marketing, creating immersive virtual tours of your campus,

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Is Your School’s Educational Approach Worth the Cost of Full Tuition?

Blog, Brand, Marketing / Claude

Imagine a parent named Karen, standing in the lobby of your school, pamphlet in hand, eyes scanning every detail. She’s thinking, “Why should I pay a hefty tuition when public schools are free?” It’s a fair question and one that many independent schools struggle to answer convincingly. Let’s dive into this with a story. Remember Volvo automotive? Yes, the brand known for its rock-solid safety features. Volvo doesn’t just build cars; they build peace of mind. Every bolt and seatbelt screams, “Your loved ones are safe with us.” Now, picture this same principle applied to your school. The Heart of the Matter In Simon Sinek’s famous TED Talk, he emphasized, “It’s not how you do what you do, but why you do it.” This is the essence of what sets your school apart. Do you know why your school educates students the way it does? Do you genuinely believe it’s the best choice for a child? And most importantly, can you communicate this belief clearly and compellingly? The Volvo of Education Volvo’s commitment to safety is unwavering. They believe that your children, relatives, and friends deserve the highest safety standards. This belief is in every design decision, making Volvo synonymous with safety. Followers of Volvo share this belief and trust in Volvo’s ability to deliver on it. The Disney Experience Disney believes in fun. From the moment you enter their parking lot to the time you leave, everything is designed to provide a fun experience. This belief in fun is evident and attracts families who value Disney’s promise of joy and entertainment. The American Red Cross Mission Consider the American Red Cross. Their mission is clear: to prevent and alleviate human suffering in the face of emergencies by mobilizing the power of volunteers and the generosity of donors. This belief in humanitarian aid drives every action they take, from disaster relief to blood donation drives. People trust and support the Red Cross because they see the tangible impact of their core belief in action. The Harvard Promise Harvard University has a clear promise: to educate the citizens and citizen-leaders for our society through the transformative power of a liberal arts and sciences education. This promise is reflected in their rigorous academic programs, diverse community, and commitment to developing leaders who make a difference in the world. When families invest in a Harvard education, they are investing in a legacy of excellence and leadership. The Swarthmore Commitment Swarthmore College stands out with its commitment to intellectual rigor and social responsibility. They believe in providing an education that not only challenges the intellect but also instills a deep sense of ethical and social responsibility. This belief is woven into every aspect of the Swarthmore experience, from its rigorous academic programs to its emphasis on community engagement and social justice. Students at Swarthmore are encouraged to think critically, act ethically, and contribute positively to society. This commitment attracts families who value a holistic and socially conscious educational approach. The Northfield Mount Hermon (NMH) Philosophy Northfield Mount Hermon (NMH) believes in the power of education to transform lives. Their philosophy is centered around a commitment to rigorous academics, comprehensive student support, and a dedication to fostering a diverse and inclusive community. NMH aims to cultivate well-rounded individuals who are prepared to make meaningful contributions to the world. This belief is evident in their unique combination of challenging coursework, extensive extracurricular opportunities, and a supportive residential life program. Families who choose NMH value this integrated approach to education, which balances intellectual growth with personal development. Building Your School’s Belief System Identify Your Core Beliefs Reflect on why your school exists. What educational philosophy drives your teaching methods? Are you committed to experiential learning, a particular pedagogical approach, or a unique student-teacher relationship model? Communicate Consistently Your belief system should be evident in every interaction with current and prospective families. From your marketing materials to your school tours, every touchpoint should reinforce what you stand for and why it matters. Create Stories and Testimonials Share success stories that highlight your educational approach. Testimonials from students, parents, and alumni can powerfully convey the value of your beliefs in action. Train Your Staff Ensure that every member of your school community can articulate your core beliefs and demonstrate how they are implemented in daily school life. This unified voice will build credibility and trust. Deliver on Your Promise Ensure that your educational approach delivers the promised outcomes. Families need to see tangible benefits from your philosophy to justify the cost of tuition. Making Your Beliefs Apparent and Valuable What does your school believe in, and is it apparent to your constituencies? Is it worth following, and valuable enough to justify full tuition? People support what they believe in. They follow leaders, organizations, and schools that embody their values. When you find believers in your school, not only will they be willing to pay your tuition, but they will also support your school beyond that amount. Passionate followers will champion your school’s name to others, creating a ripple effect of support and enrollment. So, ask yourself: Why do you do what you do? How is it different from other schools? Can you assure families that they will receive this unique approach consistently? Demonstrate that it is worth the cost, and your school will not only attract but also retain dedicated families who believe in your mission.

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11 Tips to Start Advancing Your Yield Strategies

Blog, Customer-centric, Faculty, Marketing, Recruitment / Claude

How to Attract and Enroll More Full-Pay Families to Your K-12 Private School Imagine walking into a store with a clear intention to buy. You’re welcomed, guided through the aisles, and given personalized recommendations. You feel valued, understood, and convinced that this store has exactly what you need. Now, let’s translate that experience to the admissions process at your school. Here’s how you can craft a yield strategy that will help your school matriculate more of the desired full-pay applicants. Develop a Clear Plan Without a plan, you’re navigating in the dark. Whether it’s a formal document or a shared understanding, brainstorm with your team and lay out the steps. Your plan is the map that guides your yield strategies, ensuring everyone is on the same page. Assemble Your Allies Your plan’s execution depends on a diverse team. Group A includes selected employees – administrators, faculty, and staff. Group B consists of your disciples – alumni, current and former parents, and students. Group C comprises referring parties – secondary placement professionals, educational consultants, and day care providers. Tailor your approach to each group’s unique needs and roles in the yield process. Know Your Audience Full-pay families are not monolithic. Understand the nuances between urban and rural full-pay families to tailor their experiences accordingly. This segmentation allows for more personalized and effective interactions. Consider a segmentation format such as NAIS’s Job-to-be-done. Equip Your Team Everyone involved needs to understand your brand message. Create a written description of your brand that your allies can use to consistently describe your educational offerings. You want families to hear a unified message that makes them eager to be part of your community. First Impressions Matter First contact can happen at any time – a phone call, a visit, or an impromptu conversation. Ensure all employees understand their influence on prospective families. Even the maintenance person can make or break a family’s first impression. Leadership should regularly remind staff of their impact. Purposeful Experiences Each event should clearly communicate how your school meets the families’ educational needs. For instance, a student panel should demonstrate student engagement and the positive peer environment. These events should leave no doubt in the families’ minds that your school is the right choice. Personalized Contacts Identify key contacts for personalized interactions – coaches, teachers, advisors, etc. Ensure these individuals are prepared to convey your brand’s strengths alongside their specific expertise. These conversations can significantly influence a family’s decision. Leverage Ambassadors Student and parent ambassadors can be powerful advocates. Know their stories and biases to ensure they reinforce your message effectively. Their authentic testimonials can tip the scales in your favor. Highlight Revisit Days Revisit Days for accepted students are crucial. This event should be your best marketing performance, showcasing everything that makes your school unique and desirable. Invest time and resources to make it unforgettable. Address Objections Head-On Identify common objections families might have – location, specific programs, single-sex environment, after-school care, etc. Acknowledge these concerns and focus on the exceptional value your school provides that outweighs these objections. Analyze and Adjust Regularly review data on who participates in your events and experiences. This analysis helps you understand what works and what doesn’t, allowing you to refine your strategies. Always track full-pay applications to gauge the effectiveness of your efforts. Conclusion: Implement and Thrive Now imagine this scenario: A family is considering your school but is hesitant because of the distance from their home. You’ve already anticipated this objection and addressed it by highlighting the unique opportunities and superior education your school offers that no other institution can match. You connect them with a current parent who shares a similar commute and swears by the positive impact of the school on their child. The family is convinced, enrolls their child, and becomes your newest disciples. By following these 11 tips, you’re not just creating a yield strategy; you’re crafting a comprehensive, intentional experience that speaks directly to the needs and concerns of full-pay families. This approach not only increases your yield but also builds a strong, loyal community that values and supports your school’s mission. Implement these strategies today and watch as your school thrives with a more focused and effective yield program. If you have questions or need further clarity, let’s keep the conversation going in the comments.

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Are You Treating Full-Pay Families Differently in the Admission Process?

Blog, Customer-centric, Enrollment Management High Level, Marketing, Recruitment / Claude

In the realm of K-12 private school enrollment management, the question of whether to treat full-pay families differently from aided families is both crucial and complex. Both groups deserve excellent treatment, but the strategies and attention given to each might need to differ to address their unique expectations and needs. Full-pay families, who can choose freely and have higher expectations, might require a tailored approach to justify their significant financial investment. Here, we explore several business cases where customers with greater financial means receive different treatment, illustrating how schools can adopt similar strategies. Business Case Studies Automotive Showrooms: Mercedes vs. Used Car Lots Mercedes Showroom Experience: When visiting a Mercedes-Benz showroom, potential buyers are often greeted with a luxurious environment. From personalized service to high-end amenities like gourmet coffee, plush seating, and detailed vehicle walkthroughs, the experience is crafted to match the premium nature of the product. The objective is to make customers feel the exclusivity and high value of their purchase. Used Car Lot Experience: In contrast, used car lots for brands like Ford or Toyota focus on efficiency and practicality. The environment is straightforward, aimed at providing reliable vehicles at an affordable price. The bells and whistles of a high-end showroom are absent, reflecting the different expectations and budget considerations of their customer base. Retail: Saks Fifth Avenue vs. Walmart Saks Fifth Avenue: At Saks, customers experience personalized shopping assistance, upscale store environments, and exclusive events. The store aims to create a sense of prestige and personalized attention, catering to those who expect and can afford a premium shopping experience. Walmart: Walmart, on the other hand, focuses on cost-efficiency and convenience. The shopping experience is designed to be quick and affordable, aligning with the needs and expectations of a cost-conscious consumer base. Air Travel: First Class vs. Economy Class First Class: Airlines offer vastly different experiences for first-class passengers, including priority boarding, spacious seating, gourmet meals, and personalized service. The intent is to provide an exceptional level of comfort and exclusivity that justifies the higher price. Economy Class: Economy class is more utilitarian, focusing on affordability and essential services. The experience is standardized to accommodate a larger number of passengers, meeting the basic needs of travel efficiently. Implications for Enrollment Management and Marketing in Private Schools Rationales going the additional mile The truth is that if you had the resources to treat everyone the same, you probably would. Unfortunately, most admission offices don’t have enough resources to give everyone the same amount of attention. Yet you can’t afford not to provide additional attention to your most needed segment – full-pay families. Schools that have 5 or more full-pay applicant to each space, probably won’t do the additional touchpoints. Are you one of those? If not, you have to accommodate the target market. Also, you will get a competitive advantage when you up the attention for this group and win over your competitors. Understanding Motivations To effectively market to full-pay families, schools must deeply understand why these families are willing to forego free public school options where they probably pay a considerable amount of taxes to that school district. Key motivations often include: Superior Educational Outcomes: Full-pay families seek evidence of exceptional academic results and college placement records. Holistic Development: These families value comprehensive development opportunities, including extracurricular activities, leadership programs, and arts education. Community and Networking: The social environment and networking opportunities provided by the school can be a significant draw. Tailored Marketing Strategies Based on these motivations, schools can develop tailored marketing strategies for full-pay families: Personalized Tours: Offer tours that are specifically designed for full-pay families, highlighting aspects of the school that align with their expectations and interests. Exclusive Information Sessions: Conduct special information sessions that provide in-depth insights into the school’s offerings, catering to the high expectations of full-pay families. One-on-One Meetings: Arrange private meetings with school leaders to discuss the unique value the school can offer their child. Phone Calling: Reach out to these families with personalized phone calls. Have conversations about their specific needs and connect them with faculty who can address their interests. Creating a high-touch experience makes full-pay families feel valued and appreciated. I have been accommodating full-pay families differently for decades. You might ask, “What if someone finds out?” Only twice have aided families asked why they weren’t invited to an event after finding out their classmates received invitations. I immediately invited them to the event. No harm, no foul. Conclusion Treating full-pay families differently in the admission process doesn’t mean compromising on the core values of equity and inclusion, nor does it mean neglecting other families. It involves recognizing and addressing the unique needs and expectations of full-pay families to secure the necessary revenue for the school’s sustainability. By drawing lessons from various business sectors, private schools can craft strategies that cater to full-pay families while maintaining their commitment to providing an excellent education for all students.

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Establishing an Admission Risk Committee: Optimize for Student Success

Blog, Faculty, Recruitment, Student Composition / Claude

In the ever-evolving landscape of private school admissions, establishing an Admission Risk Committee (ARC) is a strategic initiative that can optimize for student success in special consideration cases. The ARC at Northfield Mount Hermon (NMH) is designed to evaluate students whose admission profiles present various concerns but also hold potential benefits such as increasing net tuition revenue, enriching student composition, boosting philanthropy, or yielding influential connections. Purpose and Process: The primary goal of the ARC is to identify students who, despite some reservations, can contribute positively to the school’s objectives noted above. The process begins with the Dean of Enrollment reviewing the profiles of students who either score below a certain threshold or are flagged by the review committee. Based on the dean’s review, these students are categorized as acceptable, unacceptable, or requiring further evaluation by the ARC. Committee Composition: The ARC comprises key stakeholders, including: Director of Counseling Director of Academic Support College Counselor Academic Dean Dean of Students Director of Admission Dean of Enrollment Target Student Groups: Students considered for further review by the ARC may include: Selected full-pay students, especially those who are children of alumni Children of NMH employees Selected athletes or performing artist considered for funding Decision-Making and Outcomes: The ARC’s decisions are predominantly final, with rare exceptions escalated to the Head of School. Recommendations for accepted students may include pre-attendance requirements or in-year support measures, such as writing help or counseling sessions. Benefits and Impact: Informed Admissions Decisions: The ARC provides a platform for deeper insights into applicants, ensuring that all factors, including potential risks and benefits, are thoroughly considered. Strategic Enrollment Management: By focusing on students who can enhance net tuition revenue, enrich the school’s composition, increase philanthropic contributions, or serve as influencers on behalf of the school, the ARC aligns admissions with strategic financial and community goals. Enhanced Support Systems: Faculty and staff involved in the ARC are pre-emptively aware of students’ needs, enabling proactive and tailored support, thereby increasing the likelihood of student success. Implementing an Admission Risk Committee is a forward-thinking approach that not only optimizes admissions strategies but also fortifies the support framework for incoming students. This initiative empowers faculty, aligns with institutional goals, and ensures that these students have the potential for success at NMH.

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Navigating Financial Aid: Thoughts for Enrollment Management Professionals

Blog, Financial Aid, Recruitment, Student Composition / Claude

As an enrollment management professional in the competitive landscape of private school education, you’re constantly faced with the delicate balancing act of attracting top-tier students while ensuring financial sustainability. This intricate dance is supported by the effective allocation of financial aid. Here’s a closer look at the primary financial aid strategies and how they can impact your school’s goals. Understanding Financial Aid Allocation Financial aid is not a one-size-fits-all solution. Its execution comes in various forms, each serving a different purpose and audience. Here’s a breakdown: Need-Based Financial Aid: Need-based financial aid relies on standardized formulas, like those from Clarity or School and Student Services , to evaluate a family’s financial capacity. This ensures a fair assessment of how much tuition a family can realistically contribute within the allocation boundaries of the particular school and somewhat across schools. Merit-Based Financial Aid: Merit-based aid isn’t tied to financial need. Instead, it’s targeted at attracting students who can add significant value to the school. This might include exceptional athletes, artists, or scholars. Sometimes, even families who qualify for need-based aid might receive additional merit aid to make the offer irresistible. Commonly, it is used for net tuition revenue generation. Discounting: Discounting involves reducing the tuition cost for certain students without any internal financial backing. It’s a tactic used to fill seats that might otherwise remain vacant, offering a family a reduced rate, say $40,000 instead of the standard $50,000, to ensure enrollment. This action can be need-based or merit-based assistance. Fully-Backed Financial Aid: In this scenario, the discounted tuition is offset by the school’s endowment or annual fund. It’s real money unlike discounting. This is a strategy that all schools aiming to provide aid while maintaining financial sustainability should pursue. Establishing a strong endowment is essential for this approach. Net Tuition Revenue Generation: In this case, you may be discounting or you may have fully-backed financial aid. However, the purpose of this money is to get more of the families who can pay some, usually, higher portion of the funds so that you can achieve your net tuition revenue. It can also eliminate full-pay families who are at the bottom of your choices for a stronger high-pay student. Access-Oriented Aid: This focuses on achieving specific compositional goals, such as increasing diversity or supporting first-generation college-bound students. The objective here is to enhance the community’s makeup by providing opportunities to those from varied backgrounds. The Goals Behind Financial Aid Financial aid typically aims to achieve two main objectives: generating net tuition revenue and strengthening the student body composition. Schools need a clear strategy to ensure that every dollar spent on financial aid serves these goals effectively. Strategic Utilization of Merit-Based Aid Some schools question the rationale behind offering merit-based aid, particularly to families who might not need financial assistance. However, this practice can be a strategic move. By offering merit-based awards, schools can attract students who might otherwise choose more prestigious institutions. It’s a way to level the playing field and ensure a diverse, talented student body. However, it can cause more full-pay families to want to get merit-based aid when they discover you gave it to the child of their friend. The Formula Dilemma Each school’s approach to need-based aid can vary significantly. Some might not consider home equity, while others do. The assessment might include factors like cost of living or the financial contribution of a non-working parent. This situation makes it difficult in the crossover with other schools, who may loosen up what they account for as part of the financial picture or may not do a good evaluation of the families financial picture. I think this variation is a challenge, but not unethical as some schools may define it. It’s just a different business practice. The Risks of Discounting Discounting can be a double-edged sword. While it helps fill seats, it will also affect net tuition revenue growth. Schools that rely too heavily on discounting without addressing underlying issues in their value proposition may find themselves on a slippery slope. An exit strategy is crucial to avoid long-term financial instability. Case Study: The Impact of Discounting Consider a hypothetical school with a tuition of $50,000. If they decide to discount 20 seats by $20,000, the net tuition revenue per discounted seat is $30,000. Over four years, as more seats are discounted, the total net tuition revenue decreases significantly, highlighting the importance of a sustainable financial strategy. I didn’t factor in the tuition increases which would further the gap from year to year. Full-pay Spaces filled Full-pay Net Tuition Discounted Spaces filled Discounted Net Tuition Total Net Tuition Revenue 2024 80 $4,000,000 20 60000 $4,600,000 2025 70 $3,500,000 30 900,000 $4,400,000 2026 60 $3,000,000 40 1,200,000 $4,200,000 2027 50 $2,500,000 50 1,500,000 $4,000,000 Conclusion: Crafting a Thoughtful Financial Aid Strategy Financial aid allocation should always align with the school’s overarching goals. Whether it’s about boosting net tuition revenue or enhancing the student body composition, every decision must be strategic and well-planned. Remember, it’s not just about filling seats; it’s about creating a sustainable future for your institution.

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Are You Following Up Effectively to Turn Prospects into Enrolled Students?

Blog, Customer-centric, Marketing, Recruitment / Claude

Imagine this: A family walks through your school’s doors for the first time. They’re excited, hopeful, and a bit overwhelmed by the choices ahead. They leave the tour impressed but not yet convinced. What happens next can make or break their decision to choose your school. This is where the power of follow-ups comes into play. For enrollment management professionals, mastering the art of follow-up communication with the write touchpoint is essential to converting prospective families into committed members of your school community. According to McKinsey & Company the consumer needs 12 with your admission counselor, faculty, coaches, and administrators and dozens more with your branding and third-party websites. The Power of the Follow-Up A single interaction is rarely enough to make a lasting impression. Think of the follow-up as your second chance—an opportunity to reinforce your message, address any lingering questions, and build a relationship. It’s about showing families that you genuinely care about their child’s future and that your school is the right place for them. Why Follow-Ups Matter: Reinforcement: A follow-up allows you to reiterate the key points from your initial interaction, ensuring that the family remembers what makes your school unique. Addressing Concerns: It gives you a chance to address any questions or concerns that may have arisen after the initial meeting. Building Relationships: Consistent communication helps build trust and shows that you are invested in their decision-making process. Effective Follow-Up Techniques So, how do you ensure your follow-ups are effective? Let’s dive into three key strategies: timeliness, providing value, and being available. Timeliness: The Sooner, The Better Picture this: a family tours your school on a Monday morning. By Monday evening or Tuesday morning, they should receive a follow-up email. Timeliness shows that you value their time and are eager to assist. Example: “It was great meeting your family today! I wanted to share some upcoming events where you can see our community in action. Also, feel free to reach out if you have any questions.” Provide Value: Keep the Engagement Going Each follow-up should offer something new. This could be information about upcoming events, introductions to faculty members, or additional resources that might interest the family. Example: “We have a school play next Friday that showcases our students’ talents. We’d love for you to attend and get a glimpse of our vibrant community. Also, here’s a brochure with more details about our arts program.” Be Available: Open the Lines of Communication Ensure that families know how to reach you. Provide direct contact information and encourage them to ask questions or schedule another visit. Example: “I’m here to help with any questions you might have. Please don’t hesitate to call or email me directly. If you’d like, we can also arrange another visit to discuss specific programs in more detail.” Making It Personal Follow-ups are most effective when they feel personal. Do you understand the particularly problems, needs, wants, or desires they are trying to address? Avoid generic messages and take the time to tailor your communication to each family’s interests and needs. Mention specific details from your interaction to show that you were paying attention and genuinely care about their child’s future. Example of a Personalized Follow-Up: “Hi Smith Family, It was wonderful to meet you and Alex during your visit yesterday. I remember Alex was particularly interested in our robotics program. I’ve attached a brochure with more details and photos of our latest projects. Also, our robotics team has a competition coming up next month. We’d love for you to come and see them in action! Please let me know if you have any questions or if you’d like to schedule another visit. Best regards, [Your Name]” Insufficient Resources: Not an Excuse Claiming “not enough time” is an unacceptable response to enrollment challenges. The Admissions Office must be adequately staffed to stay current with market trends. In my experience with enrollment management, our greatest advantage was that our competitors failed to allocate sufficient resources for consistent follow-ups. The potential loss in revenue far outweighs the cost of hiring the necessary personnel to ensure enrollment success. By investing in a well-resourced Admissions team, schools can maintain a more competitive edge and increase the chance for a steady enrollment, ultimately safeguarding their financial stability and growth. Conclusion: Turning Prospects into Part of the Family Follow-ups are more than just a courtesy; they are a critical part of your enrollment strategy. By being timely, providing value, and making yourself available, you can turn a single interaction into a lasting relationship. Remember, the effort you put into following up with prospective families shows them that your school is not just another option but the best choice for their child’s education.

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Admission and Marketing: How Much Money Should We Spend?

Administrators, Blog, Marketing, Recruitment, Staff / Claude

When it comes to admission and marketing budgets, the question isn’t just “How much should we spend?” but rather, “How do we ensure our investment yields the best results?” It’s a puzzle that every private school must solve to thrive in today’s competitive landscape. The Benchmark Fallacy Starting with a benchmark might seem like a smart move, but it’s only a piece of the puzzle. Benchmarks fail to consider the weight of a strong brand. A well-established brand can afford to spend less on marketing while still enjoying top-tier applicant pools. In a city like New York, with over 2000 kindergarten-aged children vying for spots in private schools, the competition is fierce. Unless your brand stands out, you’ll need to pour more resources into marketing to capture attention. Schools with a strong brand can limit spending on advertising, travel, and events while still attracting their ideal students. However, when they are added into the benchmark, the numbers are skewed. The Real Question So, how do you determine the right amount to spend? You need to allocate enough funds to generate the desired revenue, supported by a solid action plan. Convincing the Decision-Makers Often, school heads aren’t convinced that increasing the marketing budget or admission staff will yield gains. They may doubt whether the director of admissions or communications has the skills to use these resources effectively. The common refrain, “We can’t afford it,” is used to avoid budget increases. But if you’re not filling spaces, can you afford not to spend more? Ignoring the need for a larger budget won’t solve your enrollment problems. Understanding Your Unique Situation To tailor your marketing budget, ask yourself these questions: Revenue Generation: How difficult is it for your school to generate revenue? When do you typically reach your target goal – summer, the start of the school year, or the middle of the fiscal period? Insecurity Levels: Is there high uncertainty about meeting your enrollment goals? Empty Seats: Do you have unfilled desks or beds that could bring in revenue? Financial Aid Strain: Are you spending too much on financial aid to generate some income, making your business model unsustainable? Full-Pay Families: Could you attract more full-pay families to boost income per seat? What is your ratio for full-pay domestic applications to full-pay spaces needed? One-to-one in a competitive market and you are bleeding. Two-to-one and you are hurting. Senior Team Awareness: Does your senior team understand current marketing, communication, and sales trends? Do they see the value in increasing admission and marketing resources? Market Data: What data do you have on current market conditions? How many full-pay families do you have per opening? What are the trends and satisfaction levels of your current families? Pilot Initiatives: Can your director of admissions or marketing present a case for piloting new initiatives? Give it due consideration. Funding Solutions: Based on your findings, provide the necessary funding for an effective solution. The Cost of Inaction If your school isn’t generating income as it should and you decide not to allocate more funds, how will you solve the revenue problem? Many heads I’ve spoken with who faced enrollment shortfalls admitted the problem didn’t arise overnight. It grew from a lack of discussions about enrollment conditions. Sounds similar to how capital expenditure decisions get delayed when they’re not addressed promptly. Proactive Conversations Most schools are under-resourced in today’s market. Serious conversations need to take place. Some may wait until their situation becomes critical, but whatever money they save now by not addressing these issues proactively will cost them much more in the future. The Bottom Line So, how much money is enough? Allocate enough to pay for the right leadership and a high-quality marketing initiative that supports generating the right amount of revenue for your school.

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Are You Navigating the Double-Edged Sword of Third-Party Sites?

Blog, Marketing, Recruitment, Social Media / Claude

Third-party sites can be a powerful ally or a formidable adversary when it comes to positioning your school’s brand. On one side, it offers a remarkable platform to showcase your school’s expertise and program excellence, enabling positive testimonials and immediate feedback. This feedback can provide valuable insights into what works well and what needs improvement. However, the other side of the third-party site’s sword is its potential to be a platform for spreading opinions about your school’s flaws and inadequacies. This aspect, particularly when the criticisms are unfounded, can be counterproductive and damaging to your school’s reputation. Understanding the Critique-Sphere Cheri Cross, former Director of Marketing and Communications at Northfield Mount Hermon, introduced the concept of the “critique-sphere.” This term encapsulates the environment where everyone can freely critique any product or service, including your school. This critique-sphere allows individuals to voice their opinions directly on platforms where prospective families are most engaged with your school, giving these opinions enormous potential to influence your brand perception. Within this critique-sphere, parents and students provide countless opinions on your school’s policies, events, procedures, faculty, and students. Unfortunately, many prospective parents and students do not critically assess this information or evaluate their child’s side of the formula, especially if it is endorsed by their peers. Who is correct and who isn’t ends up not mattering. In the fast-paced decision-making process, families often rely on these readily available opinions to form their judgments. Leveraging the Critique-Sphere Despite its challenges, the critique-sphere offers a significant opportunity for schools to bolster their brand by providing evidence that supports and promotes their premier educational offerings. Schools can engage with this critique-sphere either offensively and defensively: Offensive Strategy: Empower your stakeholder to actively contribute to third-party websites such as Great Schools, College Confidential-Prep Schools, Niche, or Boarding School Review. Share success stories, highlight unique programs, and showcase student achievements. By doing so, you can fill the narrative with your allies and position your school as a leader in education. Defensive Strategy: Monitor these platforms for negative feedback and address concerns promptly and professionally as you are able. Engage with critics constructively, offering solutions or clarifications. This approach not only mitigates potential damage but also demonstrates your school’s commitment to transparency and improvement. Building a Stronger Brand Investing time in managing your presence within the critique-sphere can significantly enhance your school’s brand position. Here are some steps to consider: Develop a Content Strategy: Regularly update your profiles on third-party websites with fresh content that highlights your school’s strengths and successes. Engage with Your Audience: Respond to reviews and comments, showing that you value feedback and are committed to addressing any concerns. Encourage Positive Reviews: Motivate satisfied parents, students, alumni, and teachers to share their positive experiences online. Educate Your Community: Inform your school community about the importance of critically evaluating online information and encourage them to contribute constructively to the critique-sphere. PeerPal – Part of the Arsenal Consider PeerPal as an offensive action. PeerPal is an excellent platform that allows students, parents, alumni, and teachers to make themselves available to speak with prospective parents. By strategically selecting and focusing on these individuals, you can create an immediate influencer group for your school. From this point, you can take this same group of disciples and ask them to post on third-party websites. If there are other groups like this one, please let us know in the comment section. Conclusion The internet’s double-edged sword presents both challenges and opportunities in positioning your school’s brand. By strategically engaging with the critique-sphere, schools can transform potential vulnerabilities into strengths, thereby securing a robust and positive brand image. As deans of enrollment management and heads of schools, leveraging these strategies can ensure your institution stands out as a beacon of educational excellence in the digital age.

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