Faculty

11 Tips to Start Advancing Your Yield Strategies

Leave a Comment / 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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Establishing an Admission Risk Committee: Optimize for Student Success

Leave a Comment / Blog, Faculty, Recruitment, Student Composition / Claude

In the ever-evolving landscape of private school admissions, establishing an Admission Risk Committee (ARC) is a strategic initiative that can optimize for student success in special consideration cases. The ARC at Northfield Mount Hermon (NMH) is designed to evaluate students whose admission profiles present various concerns but also hold potential benefits such as increasing net tuition revenue, enriching student composition, boosting philanthropy, or yielding influential connections. Purpose and Process: The primary goal of the ARC is to identify students who, despite some reservations, can contribute positively to the school’s objectives noted above. The process begins with the Dean of Enrollment reviewing the profiles of students who either score below a certain threshold or are flagged by the review committee. Based on the dean’s review, these students are categorized as acceptable, unacceptable, or requiring further evaluation by the ARC. Committee Composition: The ARC comprises key stakeholders, including: Director of Counseling Director of Academic Support College Counselor Academic Dean Dean of Students Director of Admission Dean of Enrollment Target Student Groups: Students considered for further review by the ARC may include: Selected full-pay students, especially those who are children of alumni Children of NMH employees Selected athletes or performing artist considered for funding Decision-Making and Outcomes: The ARC’s decisions are predominantly final, with rare exceptions escalated to the Head of School. Recommendations for accepted students may include pre-attendance requirements or in-year support measures, such as writing help or counseling sessions. Benefits and Impact: Informed Admissions Decisions: The ARC provides a platform for deeper insights into applicants, ensuring that all factors, including potential risks and benefits, are thoroughly considered. Strategic Enrollment Management: By focusing on students who can enhance net tuition revenue, enrich the school’s composition, increase philanthropic contributions, or serve as influencers on behalf of the school, the ARC aligns admissions with strategic financial and community goals. Enhanced Support Systems: Faculty and staff involved in the ARC are pre-emptively aware of students’ needs, enabling proactive and tailored support, thereby increasing the likelihood of student success. Implementing an Admission Risk Committee is a forward-thinking approach that not only optimizes admissions strategies but also fortifies the support framework for incoming students. This initiative empowers faculty, aligns with institutional goals, and ensures that these students have the potential for success at NMH.

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Are All Faculty Marketers?

Leave a Comment / Blog, Faculty, Marketing / Claude

In the evolving landscape of private Pre-K through 12th-grade education, the role of faculty support in school marketing has been a topic of much debate. Imagine you’re planning a grand event. You’ve got the caterer, the venue, and the perfect playlist. Now, would you hand over the invitations to just anyone, hoping they can eloquently convey the event’s significance? Probably not. Yet, in the evolving landscape of private Pre-K through 12th-grade private school education, many schools have done something similar by expecting faculty to double as marketers. This well-intentioned notion that “everyone is a marketer” often leads to suboptimal outcomes, undervaluing the specialized skills required for effective marketing and communication. For enrollment management professionals, heads of schools, and marketing and communications teams, it’s time to reexamine this approach and better define the faculty’s role in supporting marketing efforts. Let’s dive into why this matters and how to do it right. The Misconception of Faculty as Marketers Historically, schools have sometimes assigned marketing, communications, or admissions roles to faculty members, operating under the assumption that capable educators could seamlessly transition into these specialized roles. However, this approach frequently falls short of brand, revenue and enrollment goals. Marketing is a professional skill that demands training, strategic thinking, and experience. Just as not every educator can teach every subject effectively, not every faculty member possesses the innate or trained abilities to excel in marketing and communications. Faculty’s True Role in the Marketing Process Faculty shouldn’t be expected to serve as primary marketers. Instead, their role should be to support the marketing process through the following actions: Alignment with the School’s Unique Value Proposition: Faculty need to understand and buy into what makes their school unique. This includes internalizing key components of the school’s distinctive programs. At my previous school, we created long period classes – 90 minutes. We called it a block schedule, a concept common in public schools. Although our program wasn’t close to the public school block program, using that name caused families to perceive it negatively. When we changed the name to the College Model Academic Program, clearly outlined the features and benefits of the program for faculty and parents, and ensured faculty could articulate it effectively, we saw significant positive results. The program itself didn’t change, but by adopting the new language and better explaining their work, faculty helped us gain marketing advantages. Utilization of Marketing Tools: Faculty should leverage the tools and resources provided by the marketing team. When engaging with prospective families or stakeholders, they should use well-crafted marketing materials that highlight the school’s strengths. For instance, if there is a strong marketing campaign focused on interdisciplinary learning, faculty should incorporate this theme into their interactions and presentations during open houses or school tours. Faculty should avoid creating their own materials to present to families, as marketing is not their specialty. Facilitating the Test-Drive Experience: Prospective families want to “test drive” the school environment. Faculty play a critical role in this by offering insights into their teaching methods, showcasing classroom environments, and engaging with potential students and parents. At two of my previous schools, we offered Class Visit Days in every division. While this can be disruptive, it is the best way to give people a sense of what they can expect for their children. This direct interaction helps families gauge the quality of education and the school’s fit for their child. If the volume of visitors is too disruptive, schools can create mock classes to provide a similar experience without impacting current students; this isn’t as good of a choice. The focus should be on showcasing the engagement between teachers and students, interactions among students, and the rigor of the academic program. Serving as Ambassadors: Faculty should be enthusiastic ambassadors for the school. Their belief in the school’s mission and programs is contagious. When faculty are genuinely committed to and enthusiastic about their school, it enhances the credibility and appeal of the school to prospective families. Conclusion For enrollment management professionals, heads of schools, and marketing and communications teams, recognizing the distinct but complementary roles of faculty and professional marketers is crucial. Faculty should focus on their primary role as educators while supporting the marketing process through aligned messaging, utilization of marketing tools, and serving as authentic ambassadors for the school. By doing so, schools can enhance their marketing efforts, ultimately leading to increased enrollment of full-pay families and achieving their revenue goals. This approach not only respects the expertise of faculty but also ensures that marketing remains a professional domain, driving strategic and effective enrollment outcomes. By redefining and supporting the faculty’s role in marketing, schools can create a more cohesive and powerful approach to enrollment management, ensuring that every interaction with prospective families is a step toward showcasing the school’s true value and potential.

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7 Summer Strategies for Advancing Your Enrollment Management Work

Leave a Comment / 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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Empowering Faculty and Staff: Enhancing Effective Recruitment

Leave a Comment / Administrators, Blog, Faculty, Recruitment, Staff / Claude

Recruitment isn’t just about getting applications—it’s about building connections, leveraging expertise, and fostering collaboration. At the heart of this process are the faculty and staff. By empowering them and involving them in the Admissions Team, you can elevate your recruitment strategy and attract and yield more students. Let’s explore how. The Power of Teamwork and Collaboration Leveraging Diverse Expertise Faculty members are the experts on your academic programs, curriculum, and learning environment. When you collaborate with them, you tap into this rich well of knowledge. This collaboration allows admissions professionals to effectively communicate the school’s strengths to prospective students. Real-Life Scenario: Imagine a prospective student interested in science. A faculty member can share insights about the latest lab projects, research opportunities, and success stories, painting a vivid picture that goes beyond the standard brochure. Building Authentic Connections Faculty members often have strong, ongoing relationships with current students. They understand their needs, aspirations, and challenges. Involving faculty in recruitment helps build genuine connections with prospective students, increasing the likelihood of enrollment. Real-Life Scenario: A prospective student hears directly from a faculty member about how the school supported a student’s transition and growth. This authentic connection can be the deciding factor for many families. Enhancing Student Success Faculty play pivotal roles in student success beyond recruitment. When they help identify students who align with the institution’s values and strengths, it leads to higher retention rates and overall student success. Real-Life Scenario: A faculty member identifies a student who is a perfect fit for the school’s values and programs. This student not only enrolls but thrives, thanks to the targeted support and alignment with the school’s environment. Strategies to Empower Your Team Establish Open Communication Channels Encourage regular and transparent communication between admissions professionals and faculty. Create an environment where all team members can freely share ideas, insights, and concerns. Real-Life Tip: Host monthly meetings where faculty and admissions staff can discuss strategies, share feedback, and brainstorm solutions. Admittedly, I wasn’t good at this, but I had some great moments. Provide Professional Development Opportunities Offer training and workshops to faculty members, equipping them with the skills to effectively contribute to the recruitment process. This could include storytelling, public speaking, and effective student engagement techniques. Real-Life Tip: Organize a workshop on “Crafting Compelling Student Narratives” to help faculty share impactful stories during recruitment events. I used “What Great Salespeople Do” by Michael Bosworth and Ben Zoldan with my admission team, but I had a few key administrators who needed it badly. Hard to be a consultant at your own school. Recognize and Value Contributions Celebrate faculty members who actively participate in recruitment efforts. Recognize their achievements, share success stories, and acknowledge their impact on attracting and retaining talented students. Real-Life Tip: Feature a “Faculty Spotlight” in an admission newsletter, highlighting their contributions to recruitment and student success. Foster Collaboration Encourage cross-departmental collaboration by organizing joint meetings, brainstorming sessions, and collaborative initiatives. Diverse perspectives can lead to innovative recruitment strategies. Real-Life Tip: Host a bi-annual “Recruitment Innovation Day” where faculty from different departments come together to develop new recruitment ideas. Going the Extra Mile Host Guest Lectures or Workshops Faculty members can organize guest lectures or workshops for prospective students. This showcases their expertise and gives a glimpse into the academic rigor of the school. Real-Life Tip: A history teacher hosts a workshop on “The Untold Stories of Ancient Civilizations,” attracting history buffs and showcasing the school’s engaging approach to learning. Write Testimonials or Articles Encourage faculty to write testimonials or articles highlighting unique aspects of the school. Share these on the website, social media, or in recruitment materials. Real-Life Tip: A math teacher writes an article on “How Our Math Curriculum Prepares Students for STEM Careers,” providing valuable insights to prospective families. Attend Fairs and Events Invite faculty to represent the school at fairs and recruitment events. Their presence lends credibility and allows for in-depth conversations about academic programs and faculty expertise. This idea can be particularly hot when you are adding a new program or building in which the faculty is a part of. Real-Life Tip: A science teacher brings engaging demonstrations to a recruitment fair, drawing in prospective students and parents with interactive activities. Engage in Personal Outreach Faculty members can reach out personally to prospective students interested in their academic department. This personalized approach establishes a connection and piques curiosity. Real-Life Tip: A science teacher sends photos of telescope and microscope views to prospective students, asking them to guess which is which, sparking engagement and interest. Participate in Scholarship Selection Involve faculty in selecting recipients for academic or subject-specific scholarships. Their expertise helps identify deserving candidates who show potential in their fields. Real-Life Tip: An English teacher serves on the scholarship committee, ensuring students with exceptional writing talents are recognized and supported. Engage in Community Outreach Faculty can give presentations or workshops at local schools or events, enhancing the school’s reputation and connecting with potential applicants early on. Real-Life Tip: A music teacher hosts a workshop at a local middle school, inspiring young musicians and introducing them to the school’s vibrant music program. Empowering faculty and staff in the recruitment process significantly boosts an institution’s ability to attract talented students. By leveraging their expertise, fostering collaboration, and involving them in the Admissions Team, schools can create a comprehensive and compelling recruitment strategy. Effective teamwork and collaboration strengthen the school’s reputation, engage prospective students authentically, and contribute to the overall success of both the institution and its students. So, roll up your sleeves, get your faculty involved, and watch your recruitment efforts soar!

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11 Tips to Start Advancing Your Yield Strategies

Establishing an Admission Risk Committee: Optimize for Student Success

Are All Faculty Marketers?

7 Summer Strategies for Advancing Your Enrollment Management Work

Empowering Faculty and Staff: Enhancing Effective Recruitment

EM:for Schools

ENROLLMENT MANAGEMENT FOR SCHOOLS