Enrollment Management

The Hidden Secret of Skyrocketing Your School’s Enrollment: It’s All About Value

Admission, Blog, Brand, Enrollment Management, Values, Worth the Cost / Claude

You’re sitting at your desk, staring at enrollment numbers that refuse to budge. You’ve tried every trick in the book – glossy brochures, social media campaigns, even those fancy virtual tours. But still, parents aren’t flocking to your school like you expected. What’s missing? It’s not flashy marketing. It’s not even your stellar academic record (though that helps). The magic ingredient? Value. Pure, undeniable, can’t-live-without-it value. But here’s the kicker: Most schools are doing it all wrong. Let me tell you a quick story that’ll make this value point crystal clear: My wife came to me, all excited about summer music camps for our son. She’d researched six options, found two she loved, but was hung up on the price. “We only have $1000 in the budget,so I guess we should take the one that fits into what we can afford, It’s good too” she insisted. Guess which camp we chose? The $2000 program. Why? Because when true value enters the picture, budgets have a funny way of stretching. Now, let’s break this down for your school: What is value, really? It’s not just about price tags and fancy facilities. In education, value is the “worth in usefulness or importance to the possessor.” It’s what parents believe their child will gain – and become – because of your school. Why does value matter so much? Parents are already paying for “free” public education through taxes. If they’re going to shell out $24,000 to $80,000 on top of that, you better believe they’re looking for serious value. The Two Types of Value You Need to Nail Environmental Value: This is your “right now” stuff. Small class sizes, top-notch faculty, cutting-edge programs, a nurturing atmosphere. It’s what sets you apart in the day-to-day experience. Outcome Value: This is the long game. What will a child gain from your school that’ll shape their future? Think college placements, character development, lifelong learning skills or a special talent developed. The Brutal Truth About Value Here’s where most schools stumble: They assume their value is obvious. News flash – it’s not. You need to show parents, in vivid, concrete terms, why your school is worth every penny (and then some). And I’m not talking about a list of features on your website. The Value Communication Revolution This isn’t just about tweaking your marketing. It’s a fundamental shift in how your entire school operates. Every staff member, from the Head of School to the cafeteria workers, needs to be laser-focused on creating and demonstrating value. Yes, it takes work. Yes, it might ruffle some feathers. But the alternative? Dwindling enrollment and a weakening student body. Not pretty. Your Value Action Plan Appoint a Value Czar: Someone needs to own this process. Audit Your Real Value: Be brutally honest about what you offer (and where you fall short). Gather Parent Insights: What do they actually care about? (Hint: It might surprise you) Train Your Team: Everyone needs to speak the language of value. Measure, Adjust, Repeat: This isn’t a one-and-done deal. Remember my $2000 music camp story? We didn’t choose it for the extra weeks. We chose it because we saw our son traveling through Central and South America, experiencing new cultures, and most importantly – transformation – growing in ways we couldn’t even imagine. That’s the kind of value parents are searching for. Are you showing them you’ve got it?

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Keeping Enrollment Strong: The Key Systems Every School Needs to Manage

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

Enrollment management is a way schools make sure they have the right number of students who are a good fit for their mission and values. It’s like running a well-oiled machine where all the parts need to work together to keep things running smoothly. Just like your body has different systems that keep you healthy, a school has different systems that keep its enrollment healthy. The Basics of Enrollment Management At its core, enrollment management is about getting and keeping the right students and families in your school. It’s not just about filling seats; it’s about making sure those seats are filled with students who will thrive in your school’s environment and parents who will support your school’s mission and efforts.. The Different Parts of Enrollment Management To keep enrollment healthy, schools need to manage several key parts: Marketing and Operations: This is how the school gets its name out there and attracts new families. Research: Schools need to study trends and gather information to make smart decisions about how to attract and keep students. Student and Parent Composition: This is about who the students and parents are and making sure they align with the school’s mission and values. Consumer Experience: This is all about how families feel when they interact with the school, from their first visit to when they’re students. A good experience makes them more likely to stay and tell others about the school. Leadership: The decisions made by the school’s leaders play a big role in whether enrollment is successful or not. Image Pool and Disciples: Current students, parents, and alumni who promote the school to others. They’re like ambassadors for the school. Competition: Other schools are also trying to attract students, so understanding what they’re doing is important. Motivation: Understanding why families choose your school over others. Environment: These are things outside the school’s control, like the economy or population changes, that can affect enrollment. Levels of Control Schools have different levels of control over these parts: Mostly Controllable: Schools have a lot of control over things like marketing, research, and the overall experience they offer to families. By managing these well, schools can improve their enrollment. Influenceable: Some things, like competition and motivation, can be influenced by the school but are also affected by outside factors. Schools can work to improve these areas, but they don’t have full control. Mostly Uncontrollable: Some factors, like the environment, are mostly out of the school’s control. Schools need to be aware of these factors and adjust their strategies accordingly. Why It Matters Understanding and managing these different parts helps schools maintain a healthy and sustainable enrollment. It allows them to be proactive in solving problems before they become too big, ensuring that the school continues to attract and keep students who are a good fit. In conclusion, just like your body needs different systems to work together to stay healthy, schools need these different parts of enrollment management to work together to keep their enrollment strong. By paying attention to these parts, schools can make sure they have the right students and families to achieve their mission and succeed in the long run.

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8 Reason Why Private Schools Need an Enrollment Committee of the Board

Blog, Enrollment Management, Trustees / Claude

In many private schools, the chief financial officer (CFO) has a dedicated board committee, advancement has connections to the board, and tends to sit on committees. Yet, the dean of enrollment or director of admission, the person responsible for generating most of the school’s income, often lacks such a committee. This oversight is not only surprising but also detrimental to the long-term health of the institution. Here’s why establishing an enrollment management committee of the board is essential: 1. Net Tuition Revenue Although the CFO might be the one spending the money, it is the dean of enrollment who brings it in. Understanding the market conditions that affect revenue generation or limit it is vital. Why not bring in the expert, instead of relying on secondary conveyors of this crucial information? 2. Student Body Composition As the saying goes, “The quality of the student body affects the quality of the program.” This concept should always be within the board’s purview. If issues arise—such as an imbalance in gender, an overabundance of students who require extensive resources, or an insufficient number of full-pay families—it would have been prudent to understand and address these issues beforehand. 3. Allocation of Financial Aid Financial aid often represents the third-largest budget line at a school. It seems prudent for the board to understand how the allocation amount is determined and how it is being used to advance the school’s position. 4. Continuing Education Few opportunities are available during the board meetings to educate them about enrollment management, but an enrollment management committee can be a great alternative. They can be for recruitment and, when appropriate, provide valuable insights during board discussions. 5. Strategic Alignment An enrollment management committee can ensure that the school’s enrollment strategies are aligned with the broader strategic goals of the institution. This alignment is crucial for the school’s long-term success, ensuring that all efforts are moving in the same direction and that enrollment goals support the overall mission. 6. Crisis Management During times of enrollment decline or economic downturn, having a dedicated committee allows for quicker, more informed responses. A committee that understands the nuances of enrollment can help navigate through challenging times with a strategic approach rather than reactive measures. 7. Competitive Advantage In a competitive market, having a board committee focused on enrollment can provide a significant advantage. They can assist in identifying trends, understanding competitors, recommend resources to attract and retain students, ultimately ensuring the school’s sustainability and growth. 8. Transparency and Accountability An enrollment management committee promotes transparency and accountability within the board. It ensures that key enrollment decisions are not only made with full understanding but also are aligned with the school’s financial and academic goals. This transparency builds trust among stakeholders and reinforces the board’s commitment to the school’s mission. Potential Objections and Rebuttals Objection 1: “The Head of School Can Represent the Admission Office.” The control portion of the head of school might argue that they can represent the admission office. However, the reality is that the admission office spends days and days understanding enrollment management—an expertise the head of school doesn’t possess at the same level. If the head of school knows more than the dean of enrollment, then perhaps you’ve hired the wrong person for the enrollment management job. Of course, a former dean of enrollment who is now head might be an exception, but these cases are rare. Rebuttal 1: The head of school, while highly skilled, cannot single-handedly manage every specialized area with the same depth as a dedicated professional. The dean of enrollment has extensive experience and insights that are crucial to maintaining and growing the student body, which directly impacts the school’s financial health. A committee can act as a bridge between the board and the admission office, bringing confidence that the school’s enrollment strategies are well-informed and effectively implemented. This collaboration ultimately supports the head of school, enabling this person to focus on broader leadership responsibilities while knowing that enrollment is in capable hands. Objection 2: “It Could Lead to Micromanagement by the Board.” Some heads of school may worry that forming an enrollment management committee could invite board members to micromanage the day-to-day operations of the admission office. Rebuttal 2: An enrollment management committee is not about micromanaging but about providing strategic oversight. The committee would focus on big-picture issues like market trends, financial sustainability, and long-term planning, rather than getting involved in the daily operations. Clear guidelines can be established to define the committee’s role, ensuring it supports the dean of enrollment without overstepping boundaries. Objection 3: “It Adds Another Layer of Bureaucracy.” A concern might be that creating another committee adds complexity and slows down decision-making processes. Rebuttal 3: While it’s true that adding a committee introduces another layer of governance, the benefits far outweigh the potential drawbacks. An enrollment management committee enhances the board’s ability to make informed decisions regarding one of the school’s most critical functions—enrollment. This added layer ensures that the board is fully engaged with the strategies that drive revenue and sustain the school’s future, ultimately leading to more efficient and effective decision-making. Objection 4: “The Board is Already Overloaded with Committees.” Heads of school might argue that the board already has too many committees, and adding another one could overburden members. Rebuttal 4: While it’s important not to overwhelm board members, the significance of enrollment management to the school’s financial health justifies the creation of this committee. The enrollment management committee can also streamline and focus discussions on enrollment, potentially reducing the need for lengthy discussions in other board meetings. This committee’s work could actually make the board more efficient by concentrating specialized knowledge and discussion in one place. Objection 5: “There’s No Immediate Enrollment Crisis.” If the school is currently enjoying strong enrollment numbers, a head of school might feel that a dedicated committee isn’t necessary. Rebuttal 5: Even when enrollment is strong, a proactive approach is essential. The market can change rapidly, and having an enrollment

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The Role of Three Admission Committees in Enrollment Management

Admission, Blog, Enrollment Management, Faculty, School-centric / Claude

Admission committees play a pivotal role in shaping the student body of an educational institution. Each committee serves a unique function, ensuring that the school meets its enrollment management objectives while maintaining its mission and values. Here, we explore three essential committees: the General Admission Committee, the “Risk Committee,” and the “Heads Admission Review Team.” Understanding the purpose and considerations for each group is crucial for anyone involved in the admissions process. 1. The General Admission Committee Purpose: The General Admission Committee is the backbone of the admission process. Its primary function is to rate and evaluate students based on a predefined set of criteria. These criteria typically include academic performance, extracurricular involvement, personal essays, and recommendations. The committee ensures that the applicants are aligned with the school’s academic standards and community values. Composition: This committee usually consists of admission personnel, division heads, and faculty members. In some cases, specialists such as learning specialists or counselors are included to provide additional insights into specific applicants. Considerations: While this committee focuses on objective ratings, it may also consider compositional needs such as diversity in race, gender, or socio-economic background. Adjustments to ratings may occur to ensure that the student body reflects the school’s commitment to inclusivity. It’s important that the committee members are trained to recognize and mitigate biases during the evaluation process to maintain fairness and objectivity. 2. The “Risk Committee” Purpose: The “Risk Committee” is tasked with evaluating students who may be marginally acceptable based on traditional criteria and present certain risks or challenges. These risks could be academic, behavioral, or related to social-emotional development. The committee’s role is to determine whether the school has the resources and capacity to support these students effectively. When students are sent to the risk committee, it is because there is something about their application that is of interest to the school – VIP, full-pay family, alumni, athlete, or whatever else is of utmost importance Composition: This committee often includes specialists such as learning specialists, social-emotional counselors or psychologists, reading specialists, division heads, department chairs, and sometimes medical professionals. Their expertise allows the committee to make informed decisions about the potential challenges and needs of the students under consideration. Some schools may use a different committee when it comes to evaluating employees’ children, due to the sensitive nature of managing this group. Considerations: The “Risk Committee” must balance the desire to provide opportunities to a diverse range of students with the practical limitations of the school’s resources. When admitting students who may require additional support, the committee should ensure that there is a robust plan in place to address their needs. This might involve coordinating with various departments to ensure the student receives adequate support and monitoring throughout their time at the school. The Risk Committee makes a decision about accepting or not accepting. 3. The “Heads Admission Review Team” Purpose: The “Heads Admission Review Team” is responsible for making decisions about applicants who require special consideration due to their relationship with the school or their status in the broader community. This might include children of employees, siblings of current students, alumni children, or influential and affluent individuals. Composition: This team typically includes the Head of School, the dean of enrollment, the director of advancement, the director of alumni relations, and division heads. The inclusion of these senior members ensures that decisions are made with a full understanding of the school’s strategic goals and long-term relationships. Considerations: Special consideration by this committee may involve a more personalized approach to the admission process, such as a direct call to the family after acceptance or a reevaluation of an initial admission decision. This could involve over turning the initial decision of either the General Committee or the Risk Committee. Conclusion Each of these committees plays a vital role in ensuring that the admissions process is thorough, fair, and aligned with the school’s goals. By understanding the distinct functions and considerations of each group, admission professionals can work more effectively to build a student body that not only meets academic standards but also enriches the school community in meaningful ways.

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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 Weapon in Your School’s Arsenal: Teachers Who Magnetize Full-Pay Families

Administrators, Blog, Communications, Enrollment Management, Faculty, Recruitment / Claude

You’re sitting in your office, surrounded by glossy brochures, state-of-the-art facilities, and a marketing budget that would make most small businesses weep. Yet, you’re still struggling to attract those elusive full-pay families. What if I told you that your secret weapon isn’t in your marketing department at all? It’s in your classrooms. The $100,000 Tuition Teacher Let’s cut to the chase. There are teachers out there who could sell an independent school education at $100,000 a pop. No, I’m not hallucinating. I’ve seen them in action. But what makes these educational unicorns so special? Buckle up, because I’m about to spill the beans. The Lower School Magic Makers Remember your favorite teacher from elementary school? The one who made you feel like you could conquer the world armed with nothing but a pencil and a dream? That’s who we’re talking about here. These lower school wizards have a few tricks up their sleeves: They’re mind readers (sort of): They understand each student’s needs like they have a direct line to their brains. They’re results machines: Using a cocktail of strategies, they produce results so clear you could bottle and sell them. They’re communication ninjas: Parents are never left in the dark, wondering what’s happening in the classroom. They’re talent spotters: They see the gift in every child, and parents know it. They’re always there: Like a superhero, but with more colorful sweaters and less spandex. They’re trust magnets: Both students and parents can’t help but trust them. Names like Mrs. Roullach, Mrs. Yeargin, Mrs. Ryan might not mean anything to you, but to the parents who’ve experienced their magic, like I did, believe they’re worth their weight in gold. The High School Game Changers Now, let’s talk about the big leagues. High school teachers who can charm full-pay families have their own special sauce: They’re subject evangelists: Their passion for their subject is so contagious, it should come with a health warning. They’re mental gymnasts: They stretch students’ thinking like it’s made of rubber. They’re evaluation experts: They can assess a student or an entire class with the precision of a Swiss watch. They’re teenage whisperers: They actually believe in teenagers (I know, shocking, right?). They’re optimism machines: In parent-teacher conferences, the glass isn’t just half full – it’s overflowing. Mrs. Whiting, Mr. Griffin, Mrs. Jenkins – these aren’t just names. They’re brands. Brands that parents trust with their children’s futures. The Million-Dollar Question Now, here’s where it gets interesting. What if you could fill your school with these educational rock stars? I’ll tell you what would happen: You could charge $100,000 in tuition (okay, maybe not for lower school, unless you’re operating in a particularly affluent alternate reality). Donations would flow like water in a rainforest. Your school’s brand would shine brighter than a supernova, even if you were located in the middle of the Sahara. The Bottom Line Here’s the kicker, folks. Your best marketing tool isn’t a slick ad campaign or a flashy website. It’s the passionate, dedicated teachers who transform lives every day in your classrooms. So, next time you’re scratching your head over how to attract those full-pay families, remember this: Invest in finding and nurturing these educational superstars. Because when you have teachers who can sell a $100,000 education, your job in enrollment management just got a whole lot easier. Now, if you’ll excuse me, I need to thank a teacher.

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