Customer-centric

Reflecting on 34 Years in Enrollment Management: The Five Pillars

Blog, Customer-centric, Five Pillars, Marketing, Recruitment, Uncategorized / Claude

After a fulfilling 34-year journey in the field of enrollment management, culminating in my role as the Dean of Enrollment at Northfield Mount Hermon School, I am excited to announce my retirement. It has been an incredible experience, one that has shaped me both personally and professionally. As I step away from my current role, I am eager to embark on a new adventure: consulting with Enrollment Management for Schools (www.emforschools.com). Throughout my career, I have had the privilege of working with countless dedicated professionals and witnessing firsthand the evolving landscape of education. As I transition into this new chapter, I am committed to continuing my work in this field, helping schools navigate the complexities of enrollment management and fulfill their mission In my years of experience, I have experimented with a number of models for enrollment management professionals. In 2010, based on the work of Sean D’Souza, I developed and taught a model that I believe can greatly benefit schools striving for excellence in enrollment management. Known as the Five Pillars, this framework encapsulates the core principles that have guided my work and can serve as a roadmap for schools aiming to enhance their marketing and recruiting strategies. While some of you are familiar with these concepts and have taken the course that I offered with AISAP, I hope this article serves as both a reminder and a resource for those who are new to it. Customer-Centric Approach: Understanding the specific challenges, needs, and problems faced by potential customers—students and their families—is the first step toward creating a successful enrollment strategy. This approach doesn’t fit into our mindsets. We take the school-centric approach, a “build and they shall come” or “take it or leave it” methodology. Demonstrate Expertise: Schools must show they are the best choice not just by saying it but by proving it through examples of excellence. Outstanding teaching, unique programs, and exceptional results are all part of demonstrating expertise. The goal is to start solving potential students’ educational problems even before they enroll. Solving the Customer’s Problem: Identifying why a family might consider leaving a free public school for a private option is essential. Schools must demonstrate that they can meet specific educational needs, showing that they provide a solution that aligns with what the family is looking for. Justifying the Cost: Proving that the education and benefits provided by the school are worth the tuition cost is vital. Beyond showcasing success stories like college placements, schools should collect various forms of evidence to highlight their value in meeting educational goals. Creating Disciples: Turning satisfied parents and students into advocates for the school is the final pillar. When people strongly believe in the value of the education they’ve received, they are likely to share their positive experiences with others, effectively promoting the school. Your brand will be secured. Schools who invoke the Five Pillars strategy in their marketing and recruitment efforts will find themselves formidable against the competition. Furthermore, a school who incorporates the Pillar mindset within their program to support current students and families needs will be almost invincible. Looking Ahead: Continuing the Journey as a Consultant While I am retiring from my role at Northfield Mount Hermon, I am not stepping away from the field entirely. Through Enrollment Management for Schools, I will be available for consulting, eager to share my knowledge and experience with schools seeking to improve their enrollment strategies. I look forward to this new chapter and the opportunities it brings to continue making a positive impact on the field of education. Thank you to all my colleagues, students, and their families who have been part of this incredible journey. I am excited about the future and the chance to support schools in their pursuit of excellence in enrollment management.

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The Power of Storytelling in Communicating Your School’s Brand and Benefits

Blog, Customer-centric, Marketing, Retention, Uncategorized / Claude

Imagine a family walking through our school’s doors for the first time. Their eyes are full of curiosity, their minds buzzing with questions, and their hearts hoping they can find the perfect place for their child. How do we ensure that our message cuts through the noise and resonates deeply with them? Let’s explore how we can craft compelling messages and communicate the true value of your school to prospective families. The Power of a Compelling Message When you think about communication, you need to think about storytelling. Every family that walks through your door is on a journey, and they’re looking for a guide. Your job is to tell them a story where their child is the hero and your school is the magical place that helps them achieve greatness. Crafting the Message: Start with a Hook: Begin with something that grabs attention. Maybe it’s a success story about a student who thrived at your school or an exciting new program that sets you apart. Focus on Benefits, Not Features: Parents care about how your school will benefit their child. Instead of listing facilities, talk about how those facilities enhance learning and personal growth. Use Testimonials: Nothing is more powerful than hearing from other parents or students. Share testimonials that highlight the experiences and successes of current students and families. Imagine this: “At [Your School], we believe in nurturing each child’s unique potential. Just ask Sarah, a third-grader who discovered her love for science in our state-of-the-art lab. Today, she dreams of becoming an astronaut.” The Hero’s Journey: Making the Child the Star Every story needs a hero, and in your narrative, that hero is the child. Parents want to envision their child thriving, growing, and succeeding. Your storytelling should make it easy for them to see their child as the central character in an inspiring tale. Example: “Meet Jake, a shy kindergartener who joined our school last year. With the support of our dedicated teachers, Jake discovered his love for art. Today, he’s not only confident but also the youngest winner of the regional art competition.” Creating an Emotional Connection Facts tell, but stories sell. A well-told story taps into emotions, making the listener feel a connection with your school. When families feel this emotional connection, they’re more likely to choose your school over others. Example: “When Emma’s family moved to our town, she was anxious about starting a new school. But from the moment she walked into her first-grade classroom, she was welcomed with open arms. Our buddy system paired her with Olivia, a friendly classmate who showed her the ropes. Now, Emma and Olivia are inseparable, and Emma’s parents are thrilled with how quickly she adapted and flourished.” Highlighting Unique Programs Through Stories Your school’s unique programs are a significant selling point, but simply listing them isn’t enough. Weave them into stories that showcase their impact on students’ lives. Example: “Our innovative STEM program isn’t just about learning; it’s about doing. Take our seventh-grader, Liam, who used our 3D printers to create a prosthetic hand for his science fair project. His project didn’t just win the top prize; it changed the life of a local child who received the prosthetic. This hands-on experience ignited Liam’s passion for engineering, and he now dreams of attending MIT.” Using Testimonials to Strengthen Your Story Testimonials from current students and parents are powerful because they provide real-world validation of your school’s benefits. They add authenticity to your narrative and build trust with prospective families. Example: “Jessica, a parent of two students at our school, shared, ‘I was initially worried about how my kids would adjust to a new environment. But the teachers and staff were incredibly supportive. My son, who was previously struggling with math, is now excelling thanks to the personalized attention he receives. My daughter loves the after-school programs, especially the robotics club. We couldn’t be happier with our decision.’” The Importance of Personalization Personalized stories resonate more deeply because they show that you understand and care about individual experiences. Tailor your stories to address the specific interests and concerns of the families you are communicating with. Example: “During your visit, we noticed that your daughter, Lily, showed a keen interest in our music room. Did you know that our music program has helped many students find their passion? Take Sam, for instance. He joined our school with a love for music but no formal training. Today, he plays in the state youth orchestra and credits his success to the nurturing environment and excellent instruction he received here.” Try to Avoid This Approach It’s crucial to ensure that our administrators can effectively communicate our school’s story. I’ve encountered instances where administrators, despite being knowledgeable about our program, struggled to convey the essence of what we offer. For example, after one event, a senior leader sought feedback on their presentation. I advised them to incorporate storytelling to highlight the benefits of our teaching methods. However, they couldn’t make this shift. After another attempt, I had to remove them from the spotlight, with the head of school supporting my decision. Facts alone are not memorable and can come across as dull. Instead, storytelling is essential to engage and inspire our audience, making our message impactful and memorable. Conclusion: Transforming Information into Inspiration Storytelling transforms information into inspiration. It’s not just about telling families what your school offers but showing them the impact those offerings have on real students’ lives. By crafting compelling narratives, making children the heroes, creating emotional connections, and using testimonials, you can communicate the true value of your school in a way that resonates deeply with prospective families. Imagine this: A family leaves your school tour not just informed but inspired. They can see their child thriving in your environment, growing with each unique opportunity your school offers. That’s the power of storytelling. Use it wisely, and watch as your enrollment numbers grow and your school community thrives.

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Are Parents Worry About Value or Price?

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

Why should schools worry about value first and cost second? Let me paint you a picture. My wife was exploring music camps for our son. She was adamant that our budget was capped at $2,500 because, with other children to consider, we needed to be prudent. She found three options: a five-day program for $2,500, which she rated as good; a three-day overnight camp for $3,000, rated very good; and a 30-day overnight camp for $5,000, rated excellent. Given our budget, I expected that the five-day program was the right decision. “These are fine,” I said, “but I guess he will be going to the five-day program.” She looked at me, unwavering, and said, “No, I think we should send him to the 30-day program.” Stunned, I asked, “Where are we going to get the other $2,500?” She gave me a disapproving look, and our son went to the 30-day camp. It’s incredible how consumers can adjust their budgets when they perceive significant value. The Sticker Shock Private school tuition has been climbing steadily. The average increase for the 2023-24 academic year was around 6-7%. According to www.boardingschoolreview.com, the average tuition was $56,875 in 2023-24. National Association of Independent Schools (NAIS) writes that the middle range annual cost of private day school was $29,653 in 22-23. These figures can make even the most determined parents hesitate. But here’s the twist: Despite the daunting costs, many families still choose to invest heavily in their children’s education. Why? Because they perceive a value that far surpasses the initial sticker shock. Moreover, there are enough such families with the financial means to fill our schools. The Value Proposition When considering an expensive education, parents often look beyond the immediate costs. They weigh the potential benefits—the superior academic programs, the extensive extracurricular activities, the small class sizes, the unique opportunities for personal growth and the BRAND. Among these reasons, is why my wife was willing to go outside of a stated budget and pay twice as much. Communicating Value So, how do you communicate this value? First, you need to understand what parents value. It’s hard to communicate value well if you don’t know what value the parents are seeking. Once you understand them, you can showcase the relevant, unique programs and outcomes that distinguish your school. Let’s break it down. You have success stories of alumni, impressive college acceptance rates, and specialized programs that create a compelling narrative about your school’s offerings. You know you love to talk about how important the process of providing your education experience is. Are you explaining it well to the layperson? These are powerful tools, but don’t underestimate the naivete of a parent or student when you introduce these unique positions. If parents knew everything about education, they wouldn’t need to rely on teachers. They would just tell you what to do. Oh, some try to do that anyway, but they are a minority. Often, we haven’t explained the benefits of what we do clearly enough. Adapting to Financial Trends Adapting to financial trends is crucial for schools to thrive. This means schools must continuously evolve to meet changing economic realities. One key area of focus is enhancing academic programs. By continually improving academic standards and providing cutting-edge knowledge and skills, schools can ensure they remain competitive and offer the best education possible. Another essential aspect is strengthening community engagement. Building a supportive community that involves parents, alumni, organizations, and 3rd party sites, not only enhances the perceived value of the school but also fosters a sense of belonging and loyalty. This sense of community can be a significant factor in a family’s decision to invest in a particular school. Finally, investing in facilities and technology is vital. By keeping facilities and technology up-to-date, schools ensure that students have access to the best possible learning environment. Modern, well-equipped facilities can make a substantial difference in the quality of education and the overall experience for students, making the investment in education more worthwhile for families. Furthermore, it’s harder to get parents to look seriously at your education when there is peeling paint and stained rugs on their tour. Conclusion The rising cost of tuition may seem like a barrier, but for families who perceive significant value, it’s a worthwhile investment. Enrollment management professionals and heads of schools must focus on demonstrating this value effectively. By understanding the consumer, emphasizing unique programs and maintaining clear, informative communications, schools can ensure they attract and retain students who see their education as a valuable investment. In the end, value trumps price almost every time. And for schools that master this message, the future looks bright. Join a Future Event – Sponsored by EMforSchools.com, AISAP, and Strategenius Enrollment Management Professionals of Color Summit

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7 Summer Strategies for Advancing Your Enrollment Management Work

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

Summer might traditionally be seen as the slowest time for schools, but for Enrollment Management Professionals, it’s a crucial period for laying the groundwork for the upcoming academic year. Even if your school is still busy in the summer trying to bring in more applications, you should still fit in a couple of these ideas to enhance your admission program and progress your marketing and recruitment efforts. Let’s dive into the strategies that can make a difference: 1. Data Analysis and Reporting Picture this: it’s a warm summer day, and you’re diving deep into your enrollment data from the previous year. OK, maybe that isn’t how you want to picture yourself on a warm summer day. However, this is your chance to analyze application trends, yield rates, retention numbers, and attrition data. Don’t overlook the full-pay family data. If you’re one of those schools that can lump these numbers together with the aided group, that’s great. But for the majority who can’t afford to ignore this, you’ll find that separating full-pay students can reveal unexpected insights. Comprehensive reporting on these findings can inform your strategic planning and targeted recruitment efforts. 2. Enhancing Marketing Strategies Summer is the perfect time to breathe new life into your marketing materials. Review and refresh your school’s website, brochures, and social media profiles. Highlight unique programs, recent achievements, and student testimonials. Are you addressing the problems, needs, and desires of your prospective families effectively? Refine your messaging to make sure it’s consistent across all platforms, helping them believe that your school can deliver on its promise. 3. Community Engagement and Relationship Building Building strong relationships with feeder schools, community organizations, and local influencers can significantly impact enrollment numbers. Yes, people are on vacation, and some schools close for the summer. But why not entice them with lunch at your school or a guest speaker who can address their challenges? New partnerships lead to increased referrals and a stronger community presence. 4. Professional Development Take advantage of the slower summer pace to attend workshops, webinars, and conferences. Stay updated on the latest trends and best practices in the field. Organizations like the Association of Independent School Admission Professions (AISAP), Independent School Management (ISM), and the Enrollment Management Association (EMA) offer a wealth of programs. Networking with peers and learning from industry leaders can provide new insights and innovative approaches to enrollment management. 5. Planning Open Houses and Tours With the busy school year behind you, summer is the perfect time to plan and organize open houses and tours. These events are critical for showcasing your school’s facilities, culture, and academic programs. Think about what you can do differently this time to increase the value of these programs, particularly when all your competitors are doing open houses and tours too. Ensuring these events are well-organized and engaging can leave a lasting impression on prospective families. 6. Reviewing and Updating Admissions Processes Take a close look at your admissions process to identify any bottlenecks or areas for improvement. Are the questions in your application serving you well? Are there onerous ones for families that aren’t necessary? Is your evaluation matrix working for you? Are you getting consistency among the readers? Simplifying application procedures, enhancing communication with applicants, and ensuring a smooth and welcoming experience can boost applicant satisfaction and conversion rates. 7. Collaborating with Faculty and Staff Engage with faculty and staff to gather feedback on the enrollment process and discuss ways to improve it. Collaboration can lead to new ideas and a more cohesive approach to welcoming new students and families into the school community. So, what’s the real takeaway? It’s about transforming the “slow” summer months into a powerhouse of productivity and preparation. When you focus on these seven strategies—data analysis, marketing enhancements, community engagement, professional development, meticulous planning of open houses, refining admissions processes, and faculty collaboration—you’re not just preparing; you’re setting the stage for unparalleled success.

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Managing Parental Objections to Your Private School Enrollment

Blog, Customer-centric, Marketing / Claude

As enrollment professionals at K-12 private schools, you’re often faced with various objections from prospective families during the admissions process. Unfortunately, often we don’t hear from them until after the fact and they have chosen other schools. These concerns can range from financial issues to program suitability and location. Effectively addressing these objections is crucial for successfully attracting and retaining students. Let’s explore some common objections and strategies for addressing them to ease parents’ concerns and showcase the value of your school. Common Objections and Strategies to Address Them 1. Financial Concerns Objection: “We can’t afford the tuition fees.” Response: Acknowledge the concern and discuss the financial aid options available. Highlight scholarships, payment plans, and any other financial support programs your school offers. You need to demonstrate more value. Share success stories of families who have benefited from these programs to illustrate that a quality education is worth the cost. 2. Program Suitability Objection: “I’m not sure if your program meets my child’s needs.” Response: Take the time to understand the specific needs of the child and parents. Highlight the strengths and unique aspects of your curriculum that align with those needs. Offer to arrange meetings with faculty members or visits to classrooms to provide a firsthand look at how your programs can support their child’s growth. 3. School Location Objection: “The school is too far from our home.” Response: Address this concern by discussing transportation options. If your school offers bus services or carpooling programs, make sure to highlight these. Additionally, discuss the possibility of after-school care programs that might ease the logistical challenges for working parents. 4. Extracurricular Opportunities Objection: “I’m concerned there aren’t enough extracurricular activities.” Response: Provide a comprehensive list of the extracurricular activities available at your school, including clubs, sports teams, arts programs, and more. Share examples of how these activities have positively impacted students’ lives and helped them develop skills beyond the classroom. 5. Academic Rigor Objection: “Is the academic program challenging enough for my child?” Response: Highlight the academic achievements of your students and the credentials of your faculty. Discuss advanced placement (AP) courses, honors programs, and any partnerships with local colleges or universities that enhance academic rigor. Use data and testimonials from current students and alumni to demonstrate the success of your academic programs. 6. Community and Culture Objection: “We’re not sure if we’ll fit in with the school community.” Response: Emphasize the inclusive and supportive nature of your school community. Share stories and testimonials from diverse families who have found a welcoming and enriching environment at your school. Offer opportunities for prospective families to attend school events or meet with current parents to get a sense of the community. Utilizing Data and Testimonials Data on student success, alumni achievements, and program outcomes can be powerful tools in navigating objections. Share relevant statistics and testimonials from current students, alumni, and parents to provide tangible evidence of your school’s impact and effectiveness. Real-life success stories and positive experiences can help alleviate concerns and build trust with prospective families. Follow-Up and Relationship Building Effective communication and follow-up are essential components of navigating objections. Regularly follow up with prospective families, address any lingering concerns, and maintain open lines of communication. Building strong relationships with families throughout the enrollment process creates a positive and supportive experience that encourages them to choose your school. Conclusion: Ultimately, It’s About How They Value Your School In most of these cases, it comes down to the value calculation. Is your school worth the cost. Each one of the objectives saturated with additional value to the parents will cause them to dissolve away. When you lose students to another school, they have determined that your school for the cost – dollars, lifestyle, emotion, brand, etc., is not worth the cost. By understanding concerns, highlighting the value of your school, providing practical solutions, utilizing data, and building relationships, you can more effectively address objections and attract prospective families. Prioritizing the needs and concerns of families fosters a welcoming and supportive environment that ultimately leads to increased student enrollment and retention. This approach is about being customers-centric, a weakness for many of our schools. If you would like to hear more on the customer-centric vs. the school-centric approach make a note in the comment section.

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Reflecting on 34 Years in Enrollment Management: The Five Pillars

The Power of Storytelling in Communicating Your School’s Brand and Benefits

Are Parents Worry About Value or Price?

7 Summer Strategies for Advancing Your Enrollment Management Work

Managing Parental Objections to Your Private School Enrollment

EM:for Schools

ENROLLMENT MANAGEMENT FOR SCHOOLS