Customer-centric

Lead Magnet Ideas for Girls’ Schools

Advertising, Customer-centric, Marketing, Recruitment, Single Sex Education / Claude

This document serves as a resource for enrollment management professionals, offering a suite of lead magnet ideas – workshop ideas, article topics, advertisement strategies, and social media campaigns – designed to attract and engage prospective families. After gathering and responding to parental feedback, these 17 points provide actionable insights into how you might effectively communicate your distinct advantages. Classroom Participation: “Join us to learn how all-girls schools are revolutionizing classroom dynamics by promoting an environment where every girl is encouraged to speak her mind and engage actively, boosting confidence and academic success.” Leadership Opportunities: “Discover the secret to developing young leaders as we explore how all-girls schools provide numerous leadership opportunities that empower students to take charge and excel.” Educational Materials: “Uncover how our tailored curriculum includes diverse and influential female figures, providing students with powerful role models who inspire greatness in science, literature, and beyond.” Sports & Extracurriculars: “Explore the wide range of sports and extracurricular activities tailored for girls, promoting physical health and teamwork, while fostering a spirit of resilience and competition.” STEM Opportunities: “Dive into our innovative STEM programs that are designed to engage and excite young women, preparing them for groundbreaking careers in science, technology, engineering, and mathematics.” Role Models: “Learn about the impact of having female educators and guest speakers who act as mentors and role models, inspiring our students to reach their fullest potential.” Safety Measures: “Understand the comprehensive safety measures and policies our school enforces to create a secure and supportive learning environment for every student.” Dress Code: “Discuss how our sensible and respectful dress code policies respect individuality and expression, while maintaining a focus on education and personal growth.” Counseling and Support: “Gain insights into the specialized support services available for girls, addressing their unique emotional and developmental needs through dedicated counseling and programs.” Teacher Training: “Explore how our faculty’s ongoing training in gender sensitivity and inclusivity equips them to provide an enriching and balanced educational experience for all students.” School Events: “See how our school celebrates and showcases the achievements of our students through various events and assemblies, emphasizing equality and community spirit.” Career Guidance: “Learn about our proactive career guidance programs that encourage girls to explore diverse career paths, breaking traditional gender roles and fostering ambition.” Assessment Methods: “Discuss how our assessment methods are designed to fairly evaluate and support diverse learning styles, ensuring that every student can showcase her best self.” Facilities: “Take a virtual tour of our state-of-the-art facilities, designed with the needs of young women in mind, from science labs to sports fields and beyond.” Visual Representation: “Understand the importance of visual representation in creating an empowering school environment that reflects the success and potential of women.” Peer Dynamics: “Examine the positive peer dynamics at our school, which foster an environment of mutual respect and cooperation among students, enhancing their social development.” Feedback Practices: “Delve into our constructive feedback methods that focus on growth and achievement, helping each girl to thrive academically and personally.” By utilizing various mediums such as workshops, articles, advertisements, and social media, you can craft compelling narratives that resonate with prospective families. Collecting and responding to feedback from parents ensures that these efforts are relevant and impactful. Decide which areas are most pressing in the minds of the parents and students.

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Part 2: Implementing and Optimizing Your New CRM – Making the Most of Technology

Blog, CRM_Database, Customer-centric, Full-pay Families, Recruitment / Claude

Welcome back to our guide on transitioning to a new CRM system. In Part 1, we covered the preparatory steps and essential features to look for. Now, let’s focus on the implementation process and strategies to optimize your new CRM for enrollment management. Developing a Detailed Implementation Plan A well-structured implementation plan is crucial. When we began our CRM transition, we quickly learned the value of having a clear roadmap. Outline each step of the process, from data migration to user training. Assign responsibilities to team members and set realistic deadlines to keep the project on track. In our case, assigning a dedicated project manager helped keep everything organized and on schedule. Customizing the CRM to Fit Your Needs Every school is unique, and so are its enrollment processes. Customize the CRM to align with your specific requirements. This includes setting up fields that mirror your current data, creating user roles and permissions, and configuring the system to reflect your organizational hierarchy. We spent considerable time tailoring the CRM to fit our exact needs, which paid off in the long run by ensuring a seamless user experience. Training Your Team Invest in comprehensive training for your staff. A well-trained team is essential for successful CRM adoption. Provide hands-on training sessions, create user manuals, and offer ongoing support to address any issues that arise. I remember the initial resistance we faced from some team members; thorough training and continuous support helped ease their concerns and fostered a sense of confidence in using the new system. Integrating Communication Channels Ensure that all communication channels (email, social media, phone) are integrated into the CRM. This allows you to track all interactions with prospective students and parents, providing a holistic view of each applicant’s journey. Integrating our email and social media platforms into the CRM revolutionized our communication strategy, making it easier to maintain consistent and personalized interactions. Automating Workflows Leverage the CRM’s automation capabilities to streamline workflows. Automated workflows can handle repetitive tasks such as sending follow-up emails, scheduling reminders, and updating application statuses. This frees up your team to focus on more strategic tasks. For us, automation reduced the time spent on administrative tasks, allowing us to focus more on building relationships with prospective families. Utilizing Data and Analytics A robust CRM system offers powerful data analytics tools. Use these tools to gain insights into your enrollment processes. Track metrics such as lead conversion rates, application completion rates, full-pay family applications, and communication effectiveness. Use this data to make informed decisions and improve your strategies. Analyzing these metrics helped us identify bottlenecks in our process and implement targeted improvements. Continuous Improvement and Optimization The implementation of a CRM system is not a one-time project. Continuously seek feedback from your team and look for ways to improve the system. Regularly update your CRM with new features and integrations to keep up with changing needs and technological advancements. We established a feedback loop where team members could suggest improvements, leading to continuous enhancement of our CRM functionalities. Reporting and Data Gathering Ensure the CRM system has robust reporting capabilities. It should be easy to build custom reports to gather data on key metrics like application progress, enrollment numbers, and financial aid allocation by comparison dates, not just years. This functionality is crucial for making data-driven decisions and demonstrating the effectiveness of your enrollment strategies. Customizable reporting was a game-changer for us, providing insights that helped refine our approach and boost our enrollment numbers. Conclusion of Part 2 Implementing a new CRM system can transform your enrollment management processes, making them more efficient and effective. By customizing the system, training your team, integrating communication channels, and leveraging data analytics, you can optimize your CRM to meet your school’s unique needs. Remember, continuous improvement is key to getting the most out of your CRM investment.

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Embracing the Journey: Insights for New Admission Professionals in Private School Marketing

Blog, Customer-centric, Enrollment Management High Level, Five Pillars, Marketing, Student Composition / Claude

As I reflect on my years in private school admissions, I can’t help but feel a deep sense of connection to the journey you’re embarking on. Attracting and retaining the best-fit students is more than just a job; it’s a calling that shapes the very fabric of our school communities. Over the years, I’ve learned that success in this field requires a blend of strategic marketing, effective communication, and an unwavering commitment to understanding the unique needs of prospective families. Allow me to share some of the key insights that have guided me through this dynamic landscape, hoping they will help you thrive in your role and make a lasting impact. Understanding the Admission Funnel and Conversion Experience One of the first lessons I learned was the distinction between the admission funnel and the conversion experience. The admission funnel represents the stages prospective families go through, from awareness to enrollment. It’s a linear path that includes inquiry, application, interview, and acceptance. However, the conversion experience is where the magic happens. It’s all about the quality of interactions and touchpoints that move a family through the funnel. Personalized engagement, timely communication, and ensuring every interaction adds value are crucial. The more we focus on creating a positive and memorable experience, the more likely families are to choose our school. Marketing, Communications, and Sales: Distinct but Interconnected Early on, I realized the importance of distinguishing between marketing, communications, and sales. Marketing is about crafting strategies to attract prospective families, encompassing market research, branding, advertising, and outreach. Communications, on the other hand, is the vehicle through which we convey our school’s messages—newsletters, social media, website content, and press releases all play a part. Sales is the culmination of these efforts, where we engage directly with families, address their concerns, and guide them through the application process. Each element is distinct, yet they are deeply interconnected and collectively vital for success. The Unique Perspective of Prospective Families It’s essential to recognize that prospective families approach the decision to enroll their children in a private school with an added dimension to what they would for a luxury purchase. This decision is deeply emotional and represents a long-term commitment. Families consider the school’s values, academic quality, community fit, and the potential impact on their child’s future. By understanding this, we can tailor our marketing messages to address these nuanced concerns, emphasizing the unique aspects of our school’s offering. Brand is important, because it offers validation for the quality of the educational experience. Engaging Both the Buyer and the Consumer In private school admissions, the buyer (usually the parent) is not always the direct consumer (the student). Both play crucial roles in the decision-making process, and it’s essential to engage them effectively. I’ve found that addressing the student’s preferences and needs often significantly influences the parent’s final decision. Creating a balance in our communication that speaks to both parties can make a significant difference. Mastering Communication Delivery Formats Effective communication is an art, and understanding the three main delivery formats—monologue, digitalogue, and dialogue—has been invaluable. Monologue communication is one-way, suitable for broad, non-interactive messaging. Digitalogue creates virtual dialogues on digital platforms, subdivided into social and automated interactions. Dialogue communication, a two-way real-time interaction, allows for immediate responses and personalized engagement. Mastering these formats helps ensure our messages are received and resonate with our audience. More on these in the future Jul 12, 2024 posting. Tailoring Marketing for Prospective and Re-enrolling Students Marketing to prospective students differs from marketing to potentially re-enrolling students. For new prospects, it’s about introducing them to our school, highlighting unique programs, and addressing initial concerns. For re-enrolling students, the focus shifts to reinforcing positive experiences, showcasing continued value, and addressing any new concerns. Tailoring our approach to each group ensures more effective engagement. Embracing The Five Pillars Paradigm The Five Pillars paradigm has been a guiding framework in my career, encompassing: Customer-Centric Approach: Understanding and addressing the needs of prospective families. Demonstrating Expertise: Showcasing our school’s strengths and achievements. Solving Educational Needs: Providing solutions to families’ educational challenges. Proving Value: Clearly articulating the benefits of our programs and showing that it is worth the cost. Creating Advocates: Building a community of satisfied families who become ambassadors for our school. Resource Allocation and Demand Creation There is a direct correlation between the resources we invest in marketing and the demand we create. Strategic allocation of resources to advertising, outreach programs, and events can significantly increase the number of applicants. However, efficiency and targeted efforts are key to maximizing our return on investment. Your market environment and your brand position will determine how much is needed. Each area of the country has different levels of awareness and demand for private schools. Running the School as a Business A school operates much like a business, requiring revenue to sustain operations, pay salaries, manage facilities, and invest in programs. Recognizing these business aspects helps align our marketing and enrollment strategies with the school’s financial health and sustainability. The Head of School’s Role in Enrollment Success The heads of school play a pivotal role in the successful enrollment of full-pay families. Their leadership, vision, and public presence influence the school’s reputation and credibility. Engaging with prospective families and demonstrating a commitment to excellence can significantly impact their decision to enroll. Conclusion Navigating the complexities of private school admissions is both challenging and rewarding. By understanding the nuances of the admission funnel, distinguishing marketing from sales, and emphasizing personalized engagement, you can effectively attract and enroll students who are the best fit for your school. Continuously refining your strategies and learning from real-world experiences will help you excel in your role and contribute to the long-term success of your institution. Remember, your work is pivotal in shaping the future of your school, ensuring a steady stream of engaged, committed students who will thrive in the educational environment you help create.

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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.

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Are You Under Utilizing Data About Graduates’ Achievements?

Administrators, Alumni, Blog, Customer-centric / Claude

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

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11 Tips to Start Advancing Your Yield Strategies

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

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

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

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

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

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

Blog, Customer-centric, Marketing, Recruitment / Claude

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

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This Doesn’t Work: “I’m Calling to See If You Have Any Questions”

Blog, Customer-centric, Recruitment, Uncategorized / Claude

Most schools should be in the business of chasing prospective families. At NMH, we used Unbounded360 to identify them early in the Admission Funnel, then the chase began. The hardest part of training someone to make those calls is to stop using the opening line, “I’m calling to see if you have any questions.” The primary goal is to engage prospective families effectively, ensuring they feel understood, valued, and eager to discover more about your school community. While this statement may seem polite and open-ended, it lacks the strategic intent and personalization necessary to foster connections. Frankly, it doesn’t encourage that busy customer to stay on the line with you. The Problem with “I’m Calling to See If You Have Any Questions” Lack of Personalization: When reaching out to prospective families, personalization is key. The phrase “I’m calling to see if you have any questions” comes across as generic and impersonal. It does not demonstrate that you have taken the time to understand their specific interests, concerns, or needs that you should have gleaned from their inquiry form. Families are looking for a school that sees them as unique individuals, not just another name on a list. Passive Approach: This phrase adopts a passive stance, placing the onus on the prospective family to drive the conversation. Many families may not know what questions to ask or might be hesitant to voice their concerns. Plus, they are busy, and wasting time is not on their agenda. It is the admission counselor’s responsibility to guide the conversation, proactively addressing the family’s potential concerns and highlighting the school’s unique value propositions. Missed Opportunity for Engagement: Calling to “see if you have any questions” often results in a one-sided interaction where the prospective family may respond with a simple “No, not at the moment.” This closes the door in your face. Instead, focusing on interactive and insightful conversations can help build rapport and trust. Effective Alternatives for Engaging Conversations To foster stronger connections with prospective families and enhance their perception of your school, consider the following alternatives: Understanding the Customer: What information do you have about them? What did you learn from the inquiry form? Did the parents or student complete a statement? Did you or someone else interview the family, and do you have notes? What are their pain points or reasons for not going back to their local public school? Tailored Questions: Ask questions that reflect an understanding of the family’s needs and concerns. For example, “I know you mentioned earlier that you’re looking for a strong arts program. Could you tell me more about what you’re hoping to find in an arts curriculum?” If it’s a public school family, “Why are you thinking about leaving your public school option?” This invites the family to share their expectations and opens the door for you to address them directly. Sharing Success Stories: People connect with stories, so share success stories of current or former students whose experiences relate to their situation. “I have a story to share with you that reminds me of your situation. Do you have time to hear it?” Almost everyone is going to say “yes.” People love stories. Proactive Insights: Share specific insights about your school that align with the family’s interests. For example, “I wanted to share how our advanced STEM program seems to align well with your child’s passion for science and technology.” This approach shows that you have done your homework and are genuinely interested in their child’s education. Highlighting Unique Features: Use the conversation as an opportunity to highlight what sets your school apart. For instance, “I wanted to discuss our unique approach to personalized learning and how it can benefit your child.” This not only informs but also excites prospective families about the possibilities at your school. Offering Valuable Information: Provide valuable information that can help families in their decision-making process. For example, “I wanted to send you our latest guide on preparing for the transition to a new school, which includes tips from our experienced faculty and current parents.” In the competitive landscape of private school enrollment, every interaction with a prospective family counts. By moving beyond the generic “I’m calling to see if you have any questions” and adopting a more proactive, personalized, and engaging approach, you can significantly enhance your school’s appeal and build stronger, more meaningful connections with prospective families. Remember, it’s not just about answering questions; it’s about creating a lasting impression and demonstrating the unique value your school offers.

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Maximizing Student Retention in Pre-K to 12 Private Schools

Blog, Customer-centric, Educational Program, Retention, Student Composition / Claude

In the landscape of Pre-K to 12 private education, the dollar value of each student is incredible, and student retention will dictate the amount of effort it takes to achieve full enrollment the following year. Schools that encompass all three divisions—elementary, middle, and high school—face unique challenges and opportunities in maintaining student engagement and satisfaction throughout a student’s educational journey. This article provides actionable tips to enhance retention rates and highlights the pivotal goal of building discipleship among your constituents. Foster a Sense of Belonging Cultivate School Spirit Across Divisions: Promote a unified school spirit that resonates from the youngest pre-kindergarten students to graduating seniors. This can be achieved through all-school events, spirit days, and traditions that bind the community together, making each student feel part of something greater than their individual experiences. Make the responsibility of the events expand by grade level so that the younger students will look forward to being a part of the traditions held by the older students. Smooth Transitions Between Divisions: Ensure seamless transitions from elementary to middle school and middle to high school. The move to the next division offers a great opportunity for families to change schools. Therefore, it is a critical time to have your strongest retention programs in place. As you prepare your retention programs, ask yourself, “What have we provided to the returning students that the new students didn’t get?” For example, lower school research skills, middle school maker space exposure, and upper school independent studies. You are selling the growth and development that the next division will offer. What is the thread that binds the three divisions? It should not feel as though they are going to a completely different school when they change divisions. The Program: You should offer orientation programs, buddy systems, and transition workshops that can help students and parents navigate these changes confidently, reducing anxiety and fostering continuity in their school journey. Don’t ignore the transition from grade to grade either. For example, you should have an opportunity for second-grade parents to see what they can look forward to in third grade. Enhance Academic and Extracurricular Engagement Individualized Learning: How have you been doing in providing individual attention to your students? Have you been sharing what you do with parents in a way that makes them want to come back for more? How have you used parent-teacher conferences to demonstrate that you really know and care about your students? Diverse Extracurricular Opportunities: Are your activities lists building as the students are getting older? Do the offerings make sense for your market? Offer a wide range of extracurricular activities to cater to varied interests. From sports and arts to robotics and debate clubs, providing diverse options allows students to explore their passions, develop new skills, and form meaningful connections with peers and mentors. What is your process for getting students involved in these activities? Do your parents know the strategy that you use? Student Support Services Comprehensive Counseling and Academic Services: A robust counseling program is vital. Academic advisors, college counselors, and mental health professionals should work collaboratively to support students’ academic goals, personal development, and emotional well-being, particularly post covid. Regular check-ins and accessible support systems can significantly enhance student satisfaction and retention. Provide resources for academic support, such as tutoring centers, study groups, and after-school help sessions. These programs can assist students who may be struggling and ensure they receive the support they need to succeed and feel confident in their abilities. All of these services are about understanding the needs of the students. Even if a family isn’t using them, it says something about your care for their children. Build a Strong Community Parent and Family Engagement: Actively involve parents and families in the school community. At some schools, parent networking and socialization are of utmost importance. Foster it too. Regular communication, family events, and volunteer opportunities can help build a strong partnership between the school and families. Inclusive and Diverse Environment: Promote an inclusive culture where diversity is celebrated. Initiatives that highlight different cultures, perspectives, and backgrounds can enrich the school experience and make all students feel valued and understood. Monitor and Adapt Feedback Mechanisms: Implement regular feedback systems, such as surveys and focus groups, to gauge student and parent satisfaction. Actively listening to their concerns and suggestions can provide valuable insights into areas needing improvement. Take action and communicate to parents about what you have done. Data-Driven Decision Making: Utilize data to inform strategies and track the effectiveness of retention efforts. Monitoring attendance, academic performance, and participation in school activities can help identify at-risk students early and tailor interventions accordingly. Depending on advisors to do this is inconsistent and sometimes ineffective. How do you provide accountability in your monitoring system? In the competitive landscape of Pre-K to 12 private education, student retention is not just a metric but a mission-critical strategy. Maximizing student retention means significantly reducing the effort and costs associated with re-enrollment while also fostering a stable and thriving school community. By implementing a comprehensive retention strategy that focuses on fostering a sense of belonging, enhancing academic and extracurricular engagement, providing robust student support services, building a strong community, and continuously monitoring and adapting based on feedback and data, schools can create an environment where students and families feel valued, supported, and motivated to remain part of the school community. Think to yourself, are we doing what we need to do to build disciples among our families?

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