Blog

Why I Want Private Schools to Close Quickly and Not Linger

Blog, Competition, Enrollment Manaagement, Marketing / Claude

The Ripple Effect of a Downward Spiral In the fiercely competitive environment for full-pay students, it might seem that I would welcome the closure of struggling schools for the potential gain of more students in my applicant pool. However, my motives for wanting schools to close quickly are rooted in a broader concern: the overall health and perception of the private school brand. Private schools currently serve about 11% of the school-age population, a critical base for families to understand and appreciate what a private education offers. When schools find themselves with few other private schools around, parents don’t understand the concept, because they don’t know others who have children attend them. This is particularly true for independent schools and even more so for boarding schools. When a private school begins its financial decline, the resulting drop in the quality of education tarnishes the reputation of all our institutions. Most consumers don’t distinguish between the various types and qualities of private schools; a failing school reflects poorly on us all. During my tenure in Rhode Island, I witnessed numerous parochial schools falter. These struggling institutions became examples cited by families as reasons to doubt the value of my private school and others as well. The Need for Swift Action It’s a leadership problem, and we don’t seem to have enough great leaders to run our private schools effectively. Once the downturn begins, the net tuition revenue starts to fall. Schools may recognize that it is a leadership problem, but by the time they do, they can’t afford to get a strong leader. Subsequently, they can’t hire the best teachers, the program quality declines, and the student body is no longer a good match. This process is typically slow, causing consumers to have poor experiences and to question the value of paying for their child’s education. This doubt spills over to all of our schools. Why can’t they just close quickly? Each independent school has a noble mission at its core. We exist for a purpose, but if a school’s mission seems to be failing and it is heading towards closure, it is better for the industry if it closes quickly. Prolonged struggles harm the brand and reputation of other schools. What to Do About It? I wish schools would pay more attention to the leadership they choose. They need not only good educators but also savvy business leaders. If they can’t get both, they should prioritize savvy business leaders; the ones who follow Jim Collins, “Good to Great” concepts. These leaders are more likely to ensure that the educational program is worth the cost, more so than a good educator ensuring that the educational program is worth the cost. What do you think we can do? Please write it in the comments section.

Why I Want Private Schools to Close Quickly and Not Linger Read More »

Excellent Education: Why Don’t Schools Prove It?

Blog, Customer-centric, Faculty, Marketing / Claude

Imagine you’re shopping for a luxury car. You wouldn’t just take the dealer’s word for it—you’d want to test drive it, see the features, and understand why it’s worth the price tag. Full-pay families looking at private schools are no different. They expect tangible proof that the tuition they’re paying is justified. Yet, many educators resist this notion. In one of my previous roles, I proposed that we invite prospective parents into classrooms to see our teachers in action. I thought it would be a fantastic way to showcase our excellence. However, one high school teacher wasn’t having it. She snapped, “I didn’t take this job to teach parents. What we do here is good, and I don’t want it out there for our competition to see. Is this what your marketing is all about?” Her reaction was a wake-up call. It highlighted a significant disconnect: some faculty members don’t see the need to prove the value of their work to paying customers. They believe their excellence should be self-evident and that requiring proof diminishes their professional integrity. The “Inspired by God” Syndrome I call this the “Inspired by God” syndrome. Educators afflicted with it operate under the belief that their passion and dedication should be enough for everyone to see their value. When enrollment is strong, this belief is reinforced. But when schools struggle to fill seats, this mindset can be detrimental. Schools need to ask themselves: is there another way to look at this? Faculty members often view full-pay families as entitled and out of touch with the realities of education. This perspective doesn’t motivate teachers to go the extra mile, even though they need the revenue these families bring in. Leaders need to bridge this gap, helping teachers understand why these families are “picky” and that their pickiness is driven by the very real need to make an informed choice. The Emotional Investment in the Educational Program To many educators, the school’s educational program is like their child. They’re protective and resistant to any evaluation or critique. They expect parents to trust in the program’s value without question. While this protective instinct is admirable, it’s unrealistic when asking families to make significant financial commitments without concrete evidence. When requesting faculty to demonstrate their program’s value, it’s crucial to approach them with sensitivity. Understand that you’re asking them to showcase their child to an audience they may not relate to socially or economically. Schools can maintain their mission and still meet the needs of full-pay families; be market sensitives. Ignoring the necessity to prove value might eventually jeopardize the school’s mission. Moving Forward with Faculty Support Depending on your school’s culture and the importance of the full-pay market to your financial health, you may need to tread carefully in getting faculty buy-in. However, without their support in providing evidence of the program’s value, schools risk failing to attract the necessary student body to fulfill their mission. Convincing faculty to support marketing efforts doesn’t mean compromising educational values. It’s about understanding that, in today’s market, providing tangible proof of excellence is essential. Just like you wouldn’t buy a house without a thorough inspection, parents won’t invest in education without seeing clear evidence of its worth.

Excellent Education: Why Don’t Schools Prove It? Read More »

Building a Basic Marketing Plan to Attract Full-Pay Families: A Beginner’s Guide

Blog, Brand, Five Pillars, Marketing / Claude

Imagine you’re at a potluck. You’ve brought the main dish, but everyone else is expecting a five-course meal. Creating a marketing plan to attract full-pay families can feel just like that—overwhelming and perhaps unreasonable. But don’t worry; you’re not alone. Let’s break it down into bite-sized steps. Step I: Clarify Expectations First, get crystal clear on what your head of school or Board of Trustees mean by a “marketing plan.” Don’t assume you know—ask directly: What specific outcomes are expected? Is there a budget allocated for this? This initial conversation can set the stage for realistic goals and ensure you have the support you need. Step II: Choose Your Communication Styles Your marketing plan will involve three main styles of communication: Monologue: Traditional, one-way communication like viewbooks, letters, newspaper ads, and postcards. Digitalogue: Online, interactive communication such as emails, blogs, Instagram, and Meta. Dialogue: Personal, two-way engagement like campus tours, open houses, and class visit days. Brainstorm with your head or marketing team to identify the most effective tactics. For each tactic, answer these key questions: Who is the target audience? What is your message? Why should they care about your offerings? Why would they engage with this medium? What action do you expect them to take? How will you measure success? Plan these activities across the year. A typical cycle might run for about 16 months, starting in May and continuing through August of the following year. Step III: Add Essential Elements To give your plan structure, include these core components: Philosophy Statement: Describe your overall approach based on the chosen communication styles. Goal Statement: Outline clear goals for what you aim to achieve. Success Metrics: Define what success looks like and how you will measure it. This basic plan won’t cover everything but it’s a solid starting point. Pro Tips for Beginners Start Small: Focus on a few key tactics and do them well. It’s better to be effective with a limited scope than to stretch too thin. Engage Your Team: Involve others in brainstorming and executing the plan. Shared ownership can lead to more creative and effective strategies. Iterate and Improve: Marketing is not set in stone. Continuously assess what’s working and make adjustments. Remember, even seasoned marketers started as beginners. By following these steps, you’ll build a foundation that not only addresses immediate needs but also sets the stage for more sophisticated plans in the future. You’ve got this! Now go out there and start attracting those full-pay families with confidence.

Building a Basic Marketing Plan to Attract Full-Pay Families: A Beginner’s Guide Read More »

Why Your $150,000 Branding Campaign Doesn’t Last

Blog, Brand, Enrollment Management High Level, Marketing / Claude

Picture this: You’re at one of my Five Pillars workshops. Among the attendees is a director of admission who’s just wrapped up a branding campaign for her school. You’d think she’d have everything she needs to boost full-pay applications, right? But here she is. Curious? So was I. After chatting with her, it hit me—why do these six-figure campaigns need a refresh so quickly? They either fizzle out or become obsolete, only to be replaced by the next “unique” pitch. How many unique positions can one school have? Clearly, something is amiss. Are these campaigns missing a crucial element? Or are schools dropping the ball on execution? Turns out, she nailed it. Something was missing—key components not typically covered by most branding initiatives. These elements weren’t on her vendor’s radar, nor did they appear in those quick-fix solutions offered by marketing agencies. So, what’s the missing piece? A Tale of Two Bakeries Let’s break it down with a bakery analogy. Imagine you’re buying a cake for a friend’s birthday. You walk into a bakery and see a variety of beautifully designed cakes. You ask, “What kind of cakes are these?” The salesperson replies, “They’re all chocolate cakes, just with different designs. Pick the one you like because they all have the same ingredients—finest chocolate, sugar, flour, oil, and eggs.” You think, “They look different, but they all taste the same.” You pick one, but next time, you’ll probably choose another design. After all, the taste won’t change, just the look. This mirrors many branding experiences. Schools get stunning materials with catchy taglines, yet the core message—quality of faculty, program, facilities—remains the same. There’s usually some improvement in applications, maybe even full-pay ones. But these campaigns don’t typically segment and target the full-pay market—the very reason for the hefty price tag. Parents ask, “What kind of school are you?” and you reply with your branding spiel: great faculty, facilities, students, programs. Sounds familiar? It’s what every other school says. Parents start to wonder if the ingredients truly differ from school to school. They focus on finding the best mix of academics, faculty, facilities, and college placement. Some will like your latest design, but not enough to fill your full-pay quota or outshine the top-branded school. Meanwhile, public schools offer similar ingredients for free. Now, the Second Bakery Let’s visit another bakery. You’re still cake shopping. This time, the cakes are labeled uniquely. You ask, “What kind of cakes are these?” The salesperson enthusiastically explains, “This is Raspberry Almond, that’s Chocolate Mousse, this one’s Passion Coconut, and here’s Lemon Velvet Bundt. And of course, we have our standard chocolate cakes.” Each specialty cake has its own distinct flavor, and the salesperson highlights the premium ingredients used. You choose the Raspberry Almond because it fits the birthday girl’s taste perfectly. Next year, you’ll likely pick the same cake because of its unique flavor. Key Takeaways for Your Branding Campaign Differentiate or Disappear: Without identifying your unique ingredients, your campaign won’t yield the desired results. Customers will always seek the best of the common qualities—faculty, students, programs, college placements. If there’s no clear differentiation, why would they choose your school? Serve Unique Needs: Families will only sacrifice the best in common categories when they find something that uniquely meets their needs. If your school can solve their specific problems and it’s worth the cost, they’ll pay the higher tuition. Go Beyond the Beautiful Design: A stunning website or viewbook is great, but without conveying the unique value you offer, your campaign will lack impact and longevity. So, remember, it’s not just about having the best design or tagline. It’s about offering something uniquely valuable that makes families come back year after year, just like that irresistible Raspberry Almond cake.

Why Your $150,000 Branding Campaign Doesn’t Last Read More »

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.

Are You Under Utilizing Data About Graduates’ Achievements? Read More »

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,

Private Schools: Seven Reasons to Use Corporate Marketing Strategies Read More »

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.

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

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.

11 Tips to Start Advancing Your Yield Strategies Read More »

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.

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

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.

Establishing an Admission Risk Committee: Optimize for Student Success Read More »