Administrators

Admission and Marketing: How Much Money Should We Spend?

Leave a Comment / 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.

Admission and Marketing: How Much Money Should We Spend? Read More »

The Dean of Enrollment: The Power to Drive Revenue and Catalyze Mission

Leave a Comment / Administrators, Blog / Claude

The role of a Dean of Enrollment hasn’t transformed dramatically over the last 50 year, but the role has been recognized by schools, many who have had to struggle to realize what this position is all about and the value it brings in securing the financial sustainability and mission of the schools. Those institutions who have not, have either been fortunate that the demand and their brand position has sustained them for now. However, most schools aren’t in that position and many are still in the dark. It is my hope that this article will help with the reality of the importance of this position. A position in the past that was reserved for friendly and affable people who weren’t necessarily enrollment managers. Now, It’s no longer just about planning friend-making events and evaluating students. Today, the job demands a strategic mindset, revenue generation skills, and a deep commitment to the school’s mission. Let’s dive into what makes the Dean of Enrollment a linchpin for any school’s success. Strategic Enrollment Thinker Why It Matters: The Dean of Enrollment often has the broadest view of the school’s landscape. They must adopt a comprehensive approach that covers educational, admission, fundraising, and summer programs, understanding the budgeting process inside out. This strategic operation is crucial for effective enrollment management. Real-Life Example: Think of a Director who not only plans open houses but also collaborates with the fundraising team to create scholarship opportunities that attract a diverse pool of applicants. Revenue Generator Why It Matters: The Dean of Enrollment or Enrollment is directly responsible for a large chunk of the school’s operating budget. This includes enrolling students for both regular and summer programs in some cases. They need intentional strategies to achieve revenue targets, considering factors like student entry points and financial aid allocations. Real-Life Example: A Director who identifies potential high-donor families during the admission process and sets the stage for future fundraising efforts. Mission Patron Why It Matters: Unlike the for-profit sector, private schools aim to create the best educational experience that aligns with their mission. The Dean of Enrollment must be the strongest advocate for the school’s mission, influencing programming and student selection to ensure mission achievement. Real-Life Example: A Director who selects students that not only meet academic criteria but also embody the school’s values and contribute to its culture. The 13 Subsets of Excellence To excel, a Dean of Enrollment needs proficiency in these key areas which are subsets of the major three above: Evaluation of Program Quality: Assessing educational and extracurricular programs to ensure they meet the needs of the customer. Financial Acumen: Mastery of budgeting, forecasting, and financial planning to sustain revenue generation. Student Composition Evaluation: Managing the demographic and academic mix to enhance learning and meet strategic goals. Value Proposition: Clearly articulating the school’s unique benefits. Brand Positioning: Developing a strong, distinct brand identity. Marketing, Communications, and Sales: Implementing strategies that move families from awareness to loyalty. Data-Driven Decision-Making: Using analytics to inform strategies and decisions. Presentation Skills: Effectively conveying the school’s value to stakeholders. Internal Marketing: Promoting the school’s mission and achievements within the community. Risk-Taking Assessments: Evaluating and managing risks in enrollment strategies. Development Prospect Management: Cultivating relationships with potential donors. Auxiliary Services Management: Overseeing revenue-generating programs like online classes and summer camps. Strategic Enrollment Management Optimization: Refining recruitment, admissions, and retention efforts for sustainability. The Dean of Enrollment is more than a recruiter; they are a strategic thinker, a revenue generator, and a mission advocate. By mastering these roles and fostering collaboration among faculty and staff, schools can create a robust recruitment strategy that ensures long-term success. This role is critical for maintaining financial integrity and achieving the school’s mission, making it one of the most crucial positions in any educational institution.

The Dean of Enrollment: The Power to Drive Revenue and Catalyze Mission Read More »

Empowering Faculty and Staff: Enhancing Effective Recruitment

Leave a Comment / Administrators, Blog, Faculty, Recruitment, Staff / Claude

Recruitment isn’t just about getting applications—it’s about building connections, leveraging expertise, and fostering collaboration. At the heart of this process are the faculty and staff. By empowering them and involving them in the Admissions Team, you can elevate your recruitment strategy and attract and yield more students. Let’s explore how. The Power of Teamwork and Collaboration Leveraging Diverse Expertise Faculty members are the experts on your academic programs, curriculum, and learning environment. When you collaborate with them, you tap into this rich well of knowledge. This collaboration allows admissions professionals to effectively communicate the school’s strengths to prospective students. Real-Life Scenario: Imagine a prospective student interested in science. A faculty member can share insights about the latest lab projects, research opportunities, and success stories, painting a vivid picture that goes beyond the standard brochure. Building Authentic Connections Faculty members often have strong, ongoing relationships with current students. They understand their needs, aspirations, and challenges. Involving faculty in recruitment helps build genuine connections with prospective students, increasing the likelihood of enrollment. Real-Life Scenario: A prospective student hears directly from a faculty member about how the school supported a student’s transition and growth. This authentic connection can be the deciding factor for many families. Enhancing Student Success Faculty play pivotal roles in student success beyond recruitment. When they help identify students who align with the institution’s values and strengths, it leads to higher retention rates and overall student success. Real-Life Scenario: A faculty member identifies a student who is a perfect fit for the school’s values and programs. This student not only enrolls but thrives, thanks to the targeted support and alignment with the school’s environment. Strategies to Empower Your Team Establish Open Communication Channels Encourage regular and transparent communication between admissions professionals and faculty. Create an environment where all team members can freely share ideas, insights, and concerns. Real-Life Tip: Host monthly meetings where faculty and admissions staff can discuss strategies, share feedback, and brainstorm solutions. Admittedly, I wasn’t good at this, but I had some great moments. Provide Professional Development Opportunities Offer training and workshops to faculty members, equipping them with the skills to effectively contribute to the recruitment process. This could include storytelling, public speaking, and effective student engagement techniques. Real-Life Tip: Organize a workshop on “Crafting Compelling Student Narratives” to help faculty share impactful stories during recruitment events. I used “What Great Salespeople Do” by Michael Bosworth and Ben Zoldan with my admission team, but I had a few key administrators who needed it badly. Hard to be a consultant at your own school. Recognize and Value Contributions Celebrate faculty members who actively participate in recruitment efforts. Recognize their achievements, share success stories, and acknowledge their impact on attracting and retaining talented students. Real-Life Tip: Feature a “Faculty Spotlight” in an admission newsletter, highlighting their contributions to recruitment and student success. Foster Collaboration Encourage cross-departmental collaboration by organizing joint meetings, brainstorming sessions, and collaborative initiatives. Diverse perspectives can lead to innovative recruitment strategies. Real-Life Tip: Host a bi-annual “Recruitment Innovation Day” where faculty from different departments come together to develop new recruitment ideas. Going the Extra Mile Host Guest Lectures or Workshops Faculty members can organize guest lectures or workshops for prospective students. This showcases their expertise and gives a glimpse into the academic rigor of the school. Real-Life Tip: A history teacher hosts a workshop on “The Untold Stories of Ancient Civilizations,” attracting history buffs and showcasing the school’s engaging approach to learning. Write Testimonials or Articles Encourage faculty to write testimonials or articles highlighting unique aspects of the school. Share these on the website, social media, or in recruitment materials. Real-Life Tip: A math teacher writes an article on “How Our Math Curriculum Prepares Students for STEM Careers,” providing valuable insights to prospective families. Attend Fairs and Events Invite faculty to represent the school at fairs and recruitment events. Their presence lends credibility and allows for in-depth conversations about academic programs and faculty expertise. This idea can be particularly hot when you are adding a new program or building in which the faculty is a part of. Real-Life Tip: A science teacher brings engaging demonstrations to a recruitment fair, drawing in prospective students and parents with interactive activities. Engage in Personal Outreach Faculty members can reach out personally to prospective students interested in their academic department. This personalized approach establishes a connection and piques curiosity. Real-Life Tip: A science teacher sends photos of telescope and microscope views to prospective students, asking them to guess which is which, sparking engagement and interest. Participate in Scholarship Selection Involve faculty in selecting recipients for academic or subject-specific scholarships. Their expertise helps identify deserving candidates who show potential in their fields. Real-Life Tip: An English teacher serves on the scholarship committee, ensuring students with exceptional writing talents are recognized and supported. Engage in Community Outreach Faculty can give presentations or workshops at local schools or events, enhancing the school’s reputation and connecting with potential applicants early on. Real-Life Tip: A music teacher hosts a workshop at a local middle school, inspiring young musicians and introducing them to the school’s vibrant music program. Empowering faculty and staff in the recruitment process significantly boosts an institution’s ability to attract talented students. By leveraging their expertise, fostering collaboration, and involving them in the Admissions Team, schools can create a comprehensive and compelling recruitment strategy. Effective teamwork and collaboration strengthen the school’s reputation, engage prospective students authentically, and contribute to the overall success of both the institution and its students. So, roll up your sleeves, get your faculty involved, and watch your recruitment efforts soar!

Empowering Faculty and Staff: Enhancing Effective Recruitment Read More »

Admission and Marketing: How Much Money Should We Spend?

The Dean of Enrollment: The Power to Drive Revenue and Catalyze Mission

Empowering Faculty and Staff: Enhancing Effective Recruitment

EM:for Schools

ENROLLMENT MANAGEMENT FOR SCHOOLS