Customer-centric

Action Plan for Setting Up a Reception Event at a Current Parent’s Home

Advertising, Blog, Communications, Customer-centric, Faculty, Parents, Recruitment / Claude

Objective: This action plan is designed to assist enrollment management professionals in organizing a successful reception event at a current parent’s home. This event aims to engage prospective families, provide them with valuable insights into the school, and create a personal connection that supports enrollment goals. Pros: Authentic Testimonials: Current parents can provide genuine and relatable insights into their experiences with the school, making a powerful impact on prospective families. Personalized Engagement: Hosting the event in a parent’s home creates a warm and intimate setting that encourages open communication and personal connections. Cost-Effective: Utilizing a parent’s home can reduce venue costs, allowing more budget allocation for other aspects of the event, such as catering or promotional materials. High Credibility: When current parents, who have a vested interest in the school, advocate for it, their endorsement carries more weight and can be highly persuasive to potential families. Cons: Potential Bias: Prospective families might perceive the host’s views as biased or overly positive, possibly leading to unrealistic expectations about the school. Limited Reach: The number of attendees may be restricted by the size of the host’s home, potentially limiting the event’s impact. Varied Representation: The experience and views of a single family may not fully represent the diversity and breadth of the school community, leading to a skewed perception. Privacy Concerns: Inviting prospective families into a private home might raise concerns about privacy and safety, both for the host family and the guests Step 1: Identify Target Locations Demographic Analysis: Start by conducting a demographic analysis to identify regions with a high concentration of potential families that match the school’s ideal student profile. Use data such as income levels, educational background, and family size to determine the most promising areas. School Affiliation: Consider areas where current parents and alumni reside, as their proximity to the event location can enhance attendance and engagement. Step 2: Determine Schedule, Date, and Time Coordination with Division Heads and Head of School: Schedule a meeting with division heads and the head of school to determine the best date and time for the event. Consider school calendars, local events, and holidays to avoid conflicts. Convenient Timing: Choose a time that is convenient for both current and prospective parents, typically an evening or weekend event. Step 3: Select Special Presentation Content Development: Collaborate with division heads and the head of school to create a special presentation tailored to the audience. This could include highlights of the school’s achievements, student testimonials, or a showcase of the school’s unique programs. Engaging Format: Ensure the presentation is engaging, visually appealing, and concise to maintain the attention of prospective families. Step 4: Identify and Confirm Hosts Host Selection: Identify potential hosts from the current parent community who are well-respected, enthusiastic about the school, and have a suitable home for hosting the event. Get approval from division heads to ensure alignment with the school’s image and goals. Contact and Invitation: Reach out to the prospective host to discuss the event details and formally invite them to participate. Provide them with a clear understanding of their role and the event’s objectives. Step 5: Involve Parent Volunteers Recommendations: Seek recommendations from division heads on which families would make excellent parent volunteers for the event. Volunteers can assist with logistics, greet guests, and share their positive experiences with the school. Step 6: Determine Invitation List Division Counts:Work with division heads to determine the number of invitations to be sent out for each division. Notification: Notify division heads of the final invitation counts to ensure they are informed and can support follow-up efforts. Step 7: Organize Event Logistics Flower and Food Arrangements: Coordinate with the host to arrange for catering and decorations. Ensure the selections reflect the school’s brand and create a welcoming atmosphere. Invitation Production: Design and produce the invitations, ensuring they are professional, informative, and visually appealing. Include all necessary details such as date, time, location, and RSVP instructions. Include pictures of your current students who live in the area. Invitation Distribution: Send out the invitations well in advance to allow families time to plan. Use both physical and digital invitations to maximize reach. Step 8: Manage RSVP and Communication RSVP Tracking: Maintain an up-to-date RSVP list, noting any special accommodations or preferences. Update the host, division heads, admission staff, and head of school on the expected number of attendees. Event Reminders: Send reminder emails or messages to confirmed guests a few days before the event to ensure high attendance. Step 9: Event Set-Up and Execution Event Materials: Gather all necessary admission materials, brochures, and school swag to distribute at the event. Ensure the presentation is ready to go and that all technology is tested in advance. Assignments: Create a round-robin grid to ensure all staff, hosts, and volunteers know their responsibilities and can rotate through different roles during the event. Name Tags: Prepare name tags for all attendees, including students and their grades, to facilitate introductions and networking. Final Preparations: Ensure the set-up is complete at least an hour before the event starts. This includes arranging seating, setting up the presentation area, and preparing food and beverages. Step 10: Post-Event Follow-Up Thank You Notes: Send personalized thank you notes to the host, parent volunteers, and any other key contributors to express appreciation for their support. Event Debrief: Hold a debrief meeting with division heads and admission staff to review the event’s success, discuss any challenges, and identify improvements for future events. Statistic Report: Compile a report on the event’s impact, including attendance numbers, follow-up actions, and any immediate enrollment interest generated. By following this action plan, enrollment management professionals can create a well-organized, impactful event that fosters strong connections between prospective families and the school community.

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Are Selling Strategies Only for the For-profit Industries?

Blog, Competition, Customer-centric, Selling / Claude

You’re sitting across from a family, eager to showcase your school’s exceptional programs. You launch into a passionate speech about your state-of-the-art facilities and award-winning curriculum. But as you speak, you notice their eyes glazing over. What went wrong? Here’s the kicker: You might be missing out on one of the most powerful tools in your enrollment arsenal – strategic selling techniques. Now, I know what you’re thinking. “Sales strategies? That’s for corporate suits pushing products, not for educators like us!” But hear me out. What if I told you that mastering these techniques could be the key to connecting with more families and boosting your enrollment numbers? Let’s dive into the world of strategic selling and uncover how it can transform your approach to enrollment management. 1. The Marketing-Sales Tango Imagine trying to dance the tango solo. Awkward, right? That’s what selling without proper marketing is like. Your marketing efforts lay the groundwork, crafting the messages that resonate with potential families. Without this foundation, your enrollment conversations are like trying to build a house without blueprints. Action step: Sit down with your marketing team. Ensure your enrollment conversations align with the broader narrative your school is telling. 2. WITPTBSFTC: The Magic Question No, it’s not a secret code. It stands for “What Is The Problem To Be Solved For The Customer?” This is your golden ticket to enrollment success. Instead of rattling off a list of your school’s achievements, try this: Lean in and ask, “What’s driving you to consider an independent school education for your child?” Then, listen. Really listen. You might hear: “We’re worried about large class sizes at the public school.” “Our child is gifted in music, but the local schools have cut their arts programs.” “We want a more diverse, inclusive environment for our family.” Now you’re not just selling a school – you’re offering solutions to their specific concerns. Action step: Create a list of common parent concerns. Practice tailoring your school’s offerings to address each one. 3. The Power of Reinforcement Ever notice how TV commercials often repeat the same message? There’s a reason for that. Your enrollment conversations need the same reinforcement. If you’re touting your school’s innovative STEM program, make sure it’s prominently featured in your brochures, on your website, and in your school tour. Consistency is key. Action step: Audit your communication materials. Do they back up the key points you make in enrollment conversations? 4. Becoming the Trusted Expert Here’s a little secret from the world of influence: People are more likely to say “yes” to experts. But here’s the twist – you don’t have to brag about your expertise. Let others do it for you. Try this: Have your head of school introduce you to prospective families as “our enrollment expert with 15 years of experience in independent education.” Watch how differently families interact with you after that introduction. Action step: Craft a brief, impressive bio highlighting your expertise. Share it with your colleagues to use when introducing you. 5. The Never-Ending Learning Curve Think you’ve mastered the art of enrollment conversations? Think again. In the corporate world, even top salespeople undergo continuous training. Why should education be any different? Action step: Commit to ongoing professional development. Attend workshops, read books on communication and influence, and practice new techniques regularly. 6. The Emotional Connection Remember: Parents aren’t just choosing a school. They’re entrusting you with their child’s future. That’s an emotional decision. Don’t be afraid to show your passion. Share stories of student success, of lives transformed. But remember – link that emotion back to solving their specific concerns. Action step: Collect and practice telling compelling stories about your school community. Make sure each story illustrates how you solve a common parent concern. 7. Digging for Hidden Needs Sometimes, parents won’t openly share their deepest concerns. Maybe they’re worried about their child making friends, or they’re anxious about academic pressure. Your job is to gently uncover these hidden needs. Try asking: “If we were having this conversation a year from now, what would make you feel the investment in our school was worthwhile?” Action step: Develop a list of probing questions to uncover hidden concerns. Practice using them in a natural, conversational way. Remember, mastering these selling techniques isn’t about becoming pushy or manipulative. It’s about truly understanding families’ needs and effectively communicating how your school can meet them.

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Aligning Your Admission Strategies with the Consumer’s Problems: A Key to Successful Enrollment Management

Blog, Competition, Customer-centric, Differentiation, Enrollment Manaagement, Parents / Claude

In today’s competitive educational landscape, enrollment management professionals and marketing and communications teams face the daunting task of standing out among a plethora of choices available to prospective families. The key to success lies not just in showcasing your institution’s strengths but in directly addressing the problems and concerns that drive families to seek out your school in the first place. Identifying the Consumers Problem The journey of choosing the right school for a child is fraught with anxiety and countless questions. Families are not merely searching for an institution that offers an excellent education; they are looking for solutions to specific problems they perceive in their child’s current or future educational environment. Understanding these problems is the first step in crafting admission events that resonate deeply with your target audience. For instance, prospective parents might be asking: Is the program challenging enough to meet my child’s academic needs? Will the teachers know my child and cater to their individual strengths and weaknesses? Does the school offer a broad and deep curriculum that prepares students for future success? These questions highlight the underlying concerns that families have when considering your school. It is crucial that your marketing activities are designed to address these specific issues head-on. Aligning Admission Activities with Consumer Problems Once you have identified the key problems your target audience is grappling with, the next step is to ensure that your admission events are aligned with these concerns. This alignment is not just about promoting what your school offers, but about demonstrating how your school provides solutions to the problems that matter most to prospective families. Here are some examples of how to align admission activities with consumer concerns: Admission Activity: Student Panel led by the Head of School Admission Activity: Round Robin Discussions with Faculty from Each Department Admission Activity: Lunch and Social Time with Current Parents Engaging Your Team in the Process To ensure the success of these marketing activities, it is vital to engage your entire team in the process. Faculty, admission personnel, students, and current parents all play critical roles in delivering your message. By sharing the underlying problems that these activities aim to address, you can help your team stay focused on the task at hand and ensure that every interaction with prospective families is purposeful and impactful. When your team understands the specific concerns of your target audience, they are better equipped to highlight how your school can meet those needs. This approach not only makes your marketing efforts more coherent and persuasive but also increases the likelihood that prospective families will see your school as the right choice for their child. Conclusion Aligning your marketing activities with the problems your consumers are facing is essential for successful enrollment management. By identifying the key concerns of prospective families and demonstrating how your school provides solutions, you can create a compelling narrative that resonates with your audience. This strategic alignment not only strengthens your school’s appeal but also fosters a deeper connection with the families you seek to serve, ultimately driving enrollment and long-term success.

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The 5 Marketing Objectives Every Private School Needs (But Most Ignore)

Blog, Customer-centric, Data Driven, Enrollment Management, Leadership, Marketing / Claude

Picture this: You’re sitting in a room full of private school enrollment management professionals, members of a consortium you’ve just join. It’s focused is on recruiting students. You ask, “Who has a solid marketing plan?” Crickets. Tumbleweeds. The uncomfortable shifting of bodies in chairs. Sounds familiar? It should. Because I’ve seen it happen. Twice. The Marketing Plan Paradox Here’s a head-scratcher for you: How can a group of schools, some collaborating for over a decade, operate without a marketing plan? It’s like trying to sail a ship without a map or compass. You might move, but you’re not going anywhere specific. But here’s the kicker: It’s not just the old-timers. Even new consortiums are guilty of this marketing malpractice. They’re out there targeting cities, burning through resources, all without a clear plan. Madness, right? The 5 Objectives That Will Revolutionize Your Enrollment Game But fear not, dear educator. I’m about to hand you the keys to the kingdom. Five simple objectives that will transform your marketing from a shot in the dark to a laser-guided missile. Ready? Let’s dive in. 1. Solve the Right Problem Pop quiz: Why would a parent pay for something they can get for free? The answer isn’t in your fancy brochures or state-of-the-art facilities. It’s in the problem you’re solving. Parents come to you because something’s missing. Your job? Figure out what that is. Is it logistical (How do I choose?), programmatic (Does this school offer what my child needs?), transformational (Will my child grow?), or personal (Can we manage the commute?). Identify the problem, and you’re halfway to solving it. 2. Showcase Your Expertise Here’s a truth bomb: Parents don’t want a school. They want experts who can guide their child’s future. So, stop selling and start educating. Offer free advice. Share insights. Become the go-to source for all things education. Remember: People don’t buy from schools. They buy from experts. 3. Prove You Can Deliver Your mission statement looks great on the wall. But can you back it up? Parents want evidence. They need to believe you can transform their child’s life. So show them. Use stories, data, testimonials. Make your success so tangible they can taste it. 4. Justify Your Price Tag Let’s face it: private school education isn’t cheap. And parents are weighing more than just dollars. They’re investing time, effort, and emotional energy. Your job? Make it a no-brainer. The benefits you offer should so wildly outweigh the costs that saying “no” becomes unthinkable. 5. Build an Army of Advocates Here’s where the magic happens. Turn satisfied parents into raving fans. Convert alumni into ambassadors. Make educational consultants your biggest cheerleaders. Why? Because word-of-mouth isn’t just powerful. It’s nuclear. When others sing your praises, your enrollment practically manages itself. The Bottom Line Creating a marketing plan isn’t just about filling seats. It’s about creating a narrative so compelling, so irresistible, that families can’t help but want to be part of your story. So, stop fumbling in the dark. Grab these five objectives and let them guide you. Because in the high-stakes world of private education, you can’t afford to leave your marketing to chance. Remember: A school without a marketing plan is like a classroom without a teacher. It might look the part, but nothing meaningful is happening inside.

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The Secret Sauce: Differentiation That Speaks to Your Ideal Families

Blog, Customer-centric, Differentiation, Enrollment Manaagement, Marketing / Claude

You’re at an ice cream shop. There are 31 flavors, but they all taste the same. Boring, right? That’s what happens when schools try to differentiate without understanding their customers. But what if your school could be that one irresistible flavor that families can’t stop talking about? That’s the power of relevant differentiation. So, what exactly is differentiation? It’s not just being different; it’s being meaningfully different in a way that matters to your ideal families. It’s about standing out in a sea of sameness by addressing the specific needs and desires of your target audience. Why should you care? Because in the crowded world of K-12 private education, being “just another good school” isn’t enough. You need to be the school that families can’t imagine living without. Let’s dive into how you can create this game-changing differentiation: Uncover the “Why” Behind the Search: Don’t just ask families what they want; dig deeper to understand why they’re looking in the first place. Example: Instead of offering generic “small classes,” create a personalized learning program that adapts to each student’s pace and learning style. Address the underlying desire for individualized attention and growth. Turn Your Leadership Team into Detectives: Your team isn’t just there to make decisions; they’re your secret weapon in understanding your community. Example: Have each leadership team member “adopt” a few families. Regular check-ins and casual conversations can uncover invaluable insights about what really matters to your families. Make Your Differentiation a Living, Breathing Thing: Your differentiation isn’t a tagline; it’s a promise that should infuse every aspect of your school. Example: If your differentiation is “fostering global citizens,” don’t just offer language classes. Create international partnerships, integrate global issues into every subject, and make cultural competence a cornerstone of your curriculum. Speak Their Language, Not Yours: Your differentiation should be expressed in terms that resonate with families, not educational jargon. Example: Instead of touting your “inquiry-based STEM curriculum,” talk about how students become confident problem-solvers ready to tackle real-world challenges. Make it Tangible: Don’t just tell families about your differentiation; let them experience it. Example: If your differentiation is “nurturing creative thinkers,” host a “Day in the Life” event where prospective families engage in the same creative problem-solving activities your students do daily. But here’s the kicker: True differentiation isn’t about being unique for the sake of being unique. It’s about being uniquely valuable to the families you serve. Remember, in the world of K-12 private schools, you’re not just competing with other schools. You’re competing with every other option families have for their children’s future from summer camps to a home on the Vineyard. Your differentiation needs to make choosing your school a no-brainer. Differentiation isn’t just a marketing strategy; it’s the heart of your school’s identity. It’s about moving from “Why should families choose us?” to “How could families possibly choose anyone else?” So, heads of schools, are you ready to stop blending in and start standing out? Your ideal families are out there, searching for exactly what you offer. The question is: Are you ready to show them why you’re the perfect fit? Remember, in the competitive world of private education, it’s not about being all things to all people. It’s about being everything to the right people. And that’s exactly what relevant differentiation helps you achieve. Are you ready to become the irresistible flavor in the educational ice cream shop? Your ideal families are waiting to take a taste. It’s time to serve up something they can’t resist.

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Can you increase enrollment on your current path?

Blog, Customer-centric, Marketing, Selling / Claude

You’re sitting in your office, staring at the enrollment numbers for the past few years. They’re not going up. In fact, they might be going down. You feel a knot in your stomach. “Can we increase enrollment on our current path?” you wonder. Sound familiar? You’re not alone. Many K-12 private schools find themselves in this predicament. The first year, you brush it off as an anomaly. By year four, it’s a full-blown crisis. Let’s dive into this enrollment conundrum and find a way out. The Signs of Stagnation: 1. Employee salaries are stagnant or declining. 2. Deferred maintenance is piling up. 3. The school’s appearance is deteriorating. 4. There’s a nagging feeling that educational quality is slipping. 5. Satisfaction surveys are good, but not great for your tuition price. 6. Whispers about the admissions office’s performance are circulating. 7. The advancement office can’t raise enough to cover lost tuition revenue. Does this sound like your school? If so, it’s time for a wake-up call. The Financial Reality Check: Pull out your budget from five years ago. Compare it to now. How much has your net tuition revenue changed? Hundreds of thousands? Millions? That’s money not going into your programs, your staff, or your students. The Tactical Trap: Maybe you’ve tried some quick fixes. A regional conference here, some merit funds there. But full-pay numbers keep declining, and now everyone wants a scholarship. It’s a vicious cycle. Breaking Free: Here’s the truth: You can’t let this stifle you. Your school has a mission to achieve. So how do you break free? 1. Ask the Right Questions:Start with your loyal full-pay parents. What are you doing right? Why is it worth the cost to them? These insights are gold. 2. Build from Strength:There are other parents out there like your loyal ones. Find them. Attract them. They’re the key to your growth. 3. Take Action, One Step at a Time: Stop asking, “Can we increase enrollment on our current path?” Start asking, “What’s our next move to make a difference?” 4. Embrace the Challenge: Yes, your tuition is outpacing cost-of-living increases. That’s your reality. Now, how can you provide value that matches? 5. You have to have resources. If you can’t get the resources, you are not going to make progress. Who needs to be convinced? Who can ally with you? 6. Start with this ebook to gain ideas and move ahead. The Path Forward: Remember, I’ve been through 29 admission seasons as a director. Every year, I ask myself the same question you’re asking now. But I refused to let it paralyze me. You shouldn’t either. Your school’s future isn’t set in stone. It’s shaped by the actions you take today. So take that first step. Then the next. Before you know it, you’ll be blazing a new path to enrollment success. Are you ready to break free from the enrollment conundrum? The only thing holding you back is the willingness to try something new. Your school’s mission is counting on you. Don’t let it down.

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Unlocking Success: Marketing Strategies to Attract Full-Pay Families

Blog, Customer-centric, Enrollment Manaagement, Marketing / Claude

When embarking on my first role as director of admission, I quickly realized the paramount importance of generating sufficient revenue to sustain the institution. The key to financial stability was clear: attracting and enrolling families who could pay the full tuition. This realization set me on a path to mastering the art and science of marketing to full-pay families. The Journey Begins Initially, I believed that simply showcasing our school would naturally draw full-pay families. A good product, I assumed, would sell itself. However, the complexities of the market soon became apparent. To truly understand why families choose to invest in our institution, I needed a strategic approach, not just tactics. Seeking Knowledge and Building a Foundation My quest for knowledge led me to the professional development resources offered by EMA, NAIS, and ISM. Despite the valuable insights, I found that many practitioners lacked a comprehensive marketing plan strategy. Determined to find a solution, I sought guidance from marketing workshops and industry leaders like Jeff Wack, Kathy Hansen, and Robert Sevier. These experiences helped me develop the “Marketing Volcano,” a contemporary approach to the admission funnel, but I needed more. Learning from the Corporate World Realizing the limitations of educational marketing resources, I ventured into the corporate world. With the support of a visionary head of school, I attended courses alongside professionals from major corporations like Charles Schwab, IBM, and Ford. These interactions reshaped my understanding of marketing as an exchange of value, emphasizing customer-centricity and relationship building. Phases of Marketing Mastery My marketing journey can be divided into several phases: Phase I: Changing Perspectives In the first phase, I learned to view marketing as an exchange of value, focusing on understanding and meeting customer needs. This customer-centric approach was a significant shift from the traditional school-centric mindset. Phase II: Exploring Diverse Marketing Approaches Next, I delved into various marketing strategies, from Database Marketing to Content Marketing. Each approach offered unique strengths, which I integrated to form a comprehensive strategy. This phase also marked my extensive use of census data to identify potential full-pay families. Phase III: Embracing Customer-Centric Thinking The discovery of Psychotactics.com and the work of Sean D’Souza profoundly influenced my approach. D’Souza’s teachings on being customer-centric transformed my thinking and highlighted the gap between our perception and reality in serving students and families. Phase IV: Blue Ocean Strategy Inspired by the “Blue Ocean Strategy” by Mauborgne and Kim, I learned to differentiate our school by offering unique value rather than competing in the overcrowded “red ocean” of traditional marketing. This approach emphasized creating a niche where our offerings stood out. Phase V: The Five Pillars Strategy Combining these insights, I developed the Five Pillars strategy—a customizable framework for enrolling full-pay families: Identify the Problem to be Solved for the Customer Demonstrate Your School’s Expertise Showcase Your Solution to the Customer’s Problem Prove the Value of the Solution Develop Allies and Disciples Among Your Customers This strategy provides a clear and effective way to engage full-pay families, ensuring that our marketing, communication, and sales efforts are aligned with their needs and expectations. Looking Ahead Attracting full-pay families requires a strategic, customer-centric approach. By continuously learning, adapting, and innovating, one can ensure the financial sustainability and success of almost any school.

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The FAC Framework: Lessons Learned from My Journey in Enrollment Management

Administrators, Blog, Customer-centric, Enrollment Manaagement, FAC, Faculty, Full-pay Families / Claude

As I reflect on my 34-year journey in enrollment management, I find myself looking back at the lessons learned and the strategies that have made the most difference. One framework that has particularly resonated with me over the years is what I call the FAC Framework: Focus, Accountability, and Conflict. These three elements have been pivotal in navigating the complex world of independent schools, and today, I want to share how these concepts can transform your approach to enrollment and marketing. Finding Your North Star: The Power of Focus Early in my career, I encountered schools that struggled with a lack of Focus. I remember one school where the mission statement was proudly displayed on the wall, but it seemed more like a decorative relic than a guiding force. The faculty were passionate, but their efforts were scattered. It was a bit like a boat with a crew that was rowing in different directions—lots of energy but no real progress. From my experiences, I learned that Focus is about more than just having a mission statement. It’s about aligning every action and resource towards common goals. When I worked with schools that embraced a strong, shared vision, the results spoke for themselves. For instance, at one institution where we really zeroed in on our core mission, we saw a dramatic increase in student satisfaction and enrollment. Everyone was pulling in the same direction, and it made all the difference. My advice for you is to establish a clear, shared vision for your school. Ensure that the board, the head of school, and the entire team are not just aware of the mission but are actively working to support it. This alignment creates a sense of purpose that resonates with prospective families and builds a strong foundation for your school’s success. Keeping the Promise: The Role of Accountability Accountability was a lesson that took me a while to truly grasp. I recall a time when I assumed that if we had a great program, families would automatically see its value. But I learned that this assumption was flawed. Parents need tangible evidence that their investment is worth it. They are not just buying a product; they are investing in their child’s future. I remember one instance where we gathered detailed feedback from alumni and their families about the long-term impacts of our programs. The data revealed areas for improvement that we hadn’t seen before. We used this information to refine our programs, and this transparency with our community built trust and demonstrated that we were committed to continuous improvement. To be more accountable, you need to be proactive about measuring and communicating your effectiveness. Don’t wait for problems to emerge—regularly collect data, evaluate your programs, and be open about your findings. This approach not only helps you improve but also reassures families that you are committed to delivering on your promises. Turning Challenges into Opportunities: Embracing Conflict Conflict was another concept that I had to learn through experience. At first, I saw conflict as something to be avoided. But over time, I discovered that conflict, when managed well, can be a powerful force for positive change. One of my most memorable experiences was working through a major disagreement among the leadership team about the direction of our marketing strategy. Instead of letting the conflict divide us, we used it as an opportunity to refine our approach. We had open discussions, aired our concerns, and ultimately found a path forward that was better than any of our initial plans. Conflict, I learned, is a natural byproduct of Focus and Accountability. It can be uncomfortable, but it also opens up avenues for improvement and innovation. Embrace conflict as a tool for growth. Encourage open dialogue, listen to different perspectives, and use these discussions to drive your school’s mission forward. Integrating FAC into Your School’s Strategy As I prepare for my next chapter in consulting, I look back at these lessons from my time in enrollment management. The FAC Framework—Focus, Accountability, and Conflict—has been a guiding force in my career. It’s not just a set of principles but a practical roadmap for creating a thriving, resilient educational environment. So, as you embark on your own journey in enrollment management, I encourage you to reflect on these concepts. Create a shared vision that everyone can rally around. Be diligent about measuring and communicating your effectiveness. And don’t shy away from conflict—instead, use it as a chance to challenge and improve. By embracing the FAC Framework, you’ll not only navigate the complexities of independent school management but also position your school for long-term success. This is the kind of wisdom that has shaped my career, and I hope it helps you as you forge your own path in this rewarding field.

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The Hidden Ingredient in Effective School Marketing: Quality Over Quantity

Blog, Customer-centric, Marketing, Student Composition / Claude

Each year, as I engage with admission directors, I hear a familiar refrain: “Our marketing efforts just aren’t delivering the results we hoped for.” It’s a sentiment that resonates deeply with me because I’ve been there, wrestling with the same frustrations. You execute what seems like a solid marketing strategy, yet the outcomes fall short. Over time, I realized the issue wasn’t the strategy itself but the quality of its execution. The Value Proposition: Educating Families I remember one particularly enlightening moment early in my career. I was presenting our school’s unique offerings to a group of prospective parents. I thought I had nailed it, but the response was lukewarm. It made me rethink our approach: What value were we truly providing to these families? At its core, our role is to educate them about the educational opportunities available for their children. But were we clearly communicating how our school could foster their child’s growth and development? Solving Their Problems One of the biggest shifts in my approach came from understanding the specific problems our prospective families were facing. I spoke with a parent who was deeply concerned about her child getting lost in a large, impersonal educational system. That conversation was a turning point. It wasn’t just about showcasing our school’s features; it was about addressing their fears and needs. In her case, our marketing needed to highlight how our environment ensures personalized attention and support. Providing Concrete Solutions Are we presenting our school as the solution to these problems? This became a guiding question for our marketing efforts. It’s not enough to list our school’s benefits; we need to demonstrate, clearly and convincingly, how we address the concerns parents have. For instance, are we showcasing our low student-to-teacher ratios or our robust support systems in ways that resonate with parents’ specific worries? Value for Cost One lesson I’ve learned is the importance of conveying value to justify the costs families incur to participate. It’s not just about making a compelling presentation; it’s about exceeding their expectations and delivering more than they imagined. I recall an open house where we went beyond the usual tour and Q&A session. We included interactive workshops with teachers and current students. The feedback was overwhelmingly positive, with parents feeling they got an authentic glimpse into our community. Measuring Perceived Value How do we know if families perceive the value we believe we’re offering? This is where feedback becomes invaluable. I started implementing regular follow-ups with prospective families to gather their impressions. Their insights often surprised me and helped fine-tune our approach. What we thought was a well-executed presentation might miss the mark if it doesn’t resonate with their specific needs and expectations. Attention to Detail: Addressing Specific Concerns Digging deeper into the problems we solve can reveal areas needing more attention. For instance, families often prioritize the assurance of faculty who genuinely care for their children, especially in a boarding environment. Are we adequately demonstrating the adult support systems in place at our school? This was a revelation during one of our marketing reviews, and it led us to feature more stories and testimonials from our dedicated staff and happy students about the care for their children. A Focused Approach Moving forward, I’ve shifted my planning paradigm. Each marketing activity should explicitly address specific problems, needs, or desires parents have. This approach ensures our efforts are focused and effective, leading to a much-improved program overall. By paying meticulous attention to these aspects, we can transform our marketing activities from mere strategies into powerful tools that resonate deeply with families. This journey of refining our approach has not only improved our results but also reaffirmed our commitment to delivering genuine value and solutions to the families we serve.

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Marketing All Girls Schools: What I Would Do?

Blog, Customer-centric, Marketing, Single Sex Education / Claude

I’m diving into this article with a twinge of personal regret and a torrent of professional enthusiasm. The dream of working for an all-girls private school will remain just that—a dream—as I move into consulting. Yet, the strategist in me can’t help but unleash a part of what could have been my approach to illuminating the distinct advantages of all-girls education if I had the role of dean of enrollment. Why, you might wonder, am I so fixated on this? Because there lies a vast, untapped potential in demonstrating why an all-girls school isn’t just another educational choice but a strategic advantage for one’s daughters. This isn’t just about education; it’s about setting the stage for empowerment, leadership, and success. So here’s what I propose: a provocative challenge to parents to rethink and reevaluate. It starts with a simple yet profound survey that poses the ultimate question: “Is an all-girls school the right choice for my daughter?” Understanding the mindset of parents in this decision-making process is crucial. We have parents who themselves are products of all-girls schools, seeing it as a natural progression for their daughters, convinced by their positive experiences. Then, there are those swayed by the conventional appeal of co-ed schools, yet harboring a persistent, nagging doubt that something isn’t quite right. There are others who don’t see it as natural. Then, we have many shades of these ideas. Most of these parents go about their daily lives without a clear trigger to reconsider their schooling choices. It’s here that we find our mission. Our communication needs to do more than just inform them about how good our school is—it needs to provoke thought, to stir questions that lurk in the parental subconscious. Are we, as enrollment management professionals, leveraging every tool at our disposal to bring up the questions in their minds? From print ads to social media blitzes, from our websites to engaging webinars, are we truly challenging the status quo? This isn’t about disparaging co-ed schools; rather, it’s about spotlighting what girls can gain in an environment tailored for them—an environment that champions their potential from every podium and lab bench. As enrollment management professionals, our task is twofold: not only to present the benefits but to equip parents with the criteria to see for themselves why an all-girls school might just be the superior choice. It’s time to develop that checklist for them—a strategic tool that doesn’t just list features but punctuates the unique benefits, turning every bullet point into a compelling argument for all-girls education and equipping the parents with plenty of validation. If we believe in the advantages of all-girls schools, are we not almost obligated to guide, influence, and persuade? Let’s start with equipping the parents with a checklist. I created a cover letter and the survey idea to send to the parent here. (Email is required for you to open it.) This tool is to provoke their thinking. Make them ask the question, “What is the right education for my daughter?” You want to get this information from families so that you understand which are their greatest pain points. Once you have a sense of that information, which you gather from asking them for a copy or calling them up and having a discussion about it, start sharing your program. Don’t forget to track whether or not they open the document, so you can send it to them again when they don’t click. My Approach: See if I can get them to fill out the survey and have it go into my spreadsheet. I would offer them a summary of their ideas in a way that they can digest the results easily. Convince them that they are going to get information that would take them time and effort, and you can do it for free. After I send them the summary, I would later send them my marketing material from my lead magnet ideas that I developed. Here are the ideas to get you started. Adjust the survey, letter, and lead magnets according to your needs. Ultimately, your goal is to demonstrate how your all-girls school is not just an educational institution, but a vibrant community that fosters confidence, strong voices, resilience, and success in every student. With these strategies, you can attract prospective families, engage the broader community, and ensure that your school continues to stand above the co-ed schools and the other girls’ schools to be a place where girls excel and lead.

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