Leadership

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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The Art of Winning Your Head of School’s Confidence: 9 Powerful Strategies for Enrollment Wizards

Administrators, Admission, Blog, Enrollment Manaagement, Leadership, Selling / Claude

Imagine this: You’re sitting in your office, staring at the enrollment numbers, and feeling that familiar knot in your stomach. You know you’re good at your job, but does your Head of School know it too? Here’s the thing: Gaining your Head’s confidence isn’t just about hitting targets. It’s about showing them you’re not just reactive, but proactive. It’s about demonstrating that you’re not just filling seats, but strategically building the school’s future. So, how do you do it? Let’s dive into nine strategies that’ll not only boost your own confidence but will have your Head of School singing your praises in no time. 1. Don’t Make Financial Aid Your Crutch Picture this: You’re in a bind, enrollment’s down, and you’re tempted to ask for more financial aid. Stop right there! If your Head had a secret stash of aid money, they’d have given it to you already. Asking for more aid when you’re in trouble doesn’t scream “I’ve got this!” Instead, it whispers, “Help! I’m drowning!” Now, there are exceptions. If you’ve got a dozen empty seats and families who can pay half the tuition in higher grades, that’s a different story. But as a general rule, avoid using aid as your go-to solution. 2. Be the Strategic Mastermind Here’s a secret: Many admission directors don’t give the impression they have a strategic plan for attracting full-pay families. Don’t be that person! Develop a marketing, communication, or sales strategy and present it to your Head before they even ask. Show them you’re thinking ahead, not just reacting to problems as they arise. And here’s the kicker: Don’t be afraid to ask for resources to improve your skills. Keep your Head posted on what you’re learning. It shows you’re always working to stay ahead of the game. 3. Work with What You’ve Got Remember, you weren’t hired to overhaul the entire educational program. Your job is to sell what’s already there. Think of it like a poker game. You’ve been dealt a hand, and your job is to play it brilliantly. Create your best marketing strategy based on your school’s current offerings. If you can’t make it work, either upskill or move on. 4. Become a Budget Whiz Want to really impress your Head? Show them you understand the nitty-gritty of school finances. Learn about net tuition revenue, discount rates, and how financial aid allocations are determined. Aim to generate more money than expected – your CFO will love you for it! 5. Know Your VIPs Ever heard of a little thing called the Pareto Principle? In enrollment, it means 20% of your families might bring in 80% of your revenue. Develop a system to identify and care for your VIPs – those families who can pay full tuition and contribute generously to fundraising efforts. The last thing your Head wants is a complaint from an influential person about the admission process. 6. No Surprises, Please! Here’s a golden rule: Never let your Head get blindsided by your decisions. Think about anything that might boomerang back and hit them. Any political situation should be on their radar. Even after you tell them, follow up to ensure the right steps are taken. 7. Wow the Board Want to make your Head look good? Impress the board with your reports. Keep them informed about enrollment trends and market insights. Share your marketing plan and wow them with your strategic thinking. When your Head sees the board nodding approvingly, they’ll know they made the right choice in hiring you. 8. Bridge the Faculty Gap Happy faculty, happy Head of School. Simple, right? Help your teachers understand the conditions under which you work. Get them on board with your marketing efforts. But remember, this is a team effort. Your Head needs to support you in communicating with the faculty and setting expectations. 9. Be the Enrollment Guru Here’s the ultimate goal: You want your Head to think, “I don’t need to worry about enrollment. My admission director’s got it covered.” Demonstrate that enrollment is always on your mind. Show them that you’re the expert, the go-to person for all things enrollment-related. The Bottom Line Building your Head’s confidence is an ongoing process. Every time leadership changes, you’ll need to start over. But if you’ve built confidence among the board, you won’t be starting from scratch. Remember, the best Head for an admissions director is one who’s confident in your work and eager to team up with you. So be proactive, stay strategic, and watch as your Head’s confidence in you soars!

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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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Reimagining Enrollment Management: A New Paradigm for Private Schools

Administrators, Blog, Enrollment Manaagement, Leadership / Claude

In our ever-evolving educational landscape, it’s time we address a critical aspect of our institutions that often doesn’t receive the strategic attention it deserves: enrollment management. As leaders, we must ask ourselves: Is our current approach truly serving our schools’ long-term sustainability and success? The Current State: A Limited Perspective Traditionally, we’ve relied on our directors of admissions to spearhead enrollment management. Some schools have attempted to broaden this role by creating a director of enrollment management position. However, this often amounts to little more than a title change, with responsibilities still largely confined to admissions, perhaps with the addition of communications or public relations. Relying solely on a director of admissions to manage enrollment is like asking your varsity football coach to oversee the entire athletic program without any authority over other sports or the ability to influence school-wide athletic policies. While they may excel in their specific domain, they lack the comprehensive view and cross-departmental influence needed to create a cohesive, successful athletic culture throughout the school. Just as a true athletic director needs to coordinate resources, align strategies, and ensure consistency across all sports programs, enrollment management requires a leader with the authority to harmonize efforts across admissions, marketing, financial aid, academics, and student life to create a unified approach to attracting and retaining students. The Need for a Paradigm Shift Enrollment management isn’t just about admissions – it’s a complex, multifaceted system that touches every aspect of our schools. It requires a level of authority, strategic vision, and cross-departmental influence that our current structure simply doesn’t provide. Consider this: How effective would your CFO be if they couldn’t influence how and where money is spent across departments? Similarly, an enrollment management leader needs the power to guide and evaluate all aspects of the school that impact enrollment. A New Model: The Associate Head of Enrollment I propose a new paradigm: elevating enrollment management to a senior leadership position – an Associate Head of Enrollment. This role would work closely with the Head of School, much like the partnership with the CFO. In this model: The head serves as the champion of enrollment management, signaling its critical importance to the entire school community. The Associate Head of Enrollment has the authority to lead and evaluate major administrative positions, ensuring that each plays its part in the enrollment management system. This leader has a seat at the table for all strategic decisions, bringing an enrollment-focused perspective to every conversation. The role encompasses not just admissions, but also retention, financial aid strategy, marketing, and long-term enrollment forecasting. Why This Matters Savvy heads of school understand that enrollment is the lifeblood of our institutions. It affects every aspect of the school’s operations, from financial stability to academic programming to employees. By elevating enrollment management to this level, schools will be positioning itself to: Develop more comprehensive, strategic approaches to enrollment Ensure better alignment between enrollment goals and overall school objectives Improve resource allocation and accountability across departments Respond more nimbly to changing market conditions and family needs Achieve the mission at the highest level. Implementation: A Call to Action Implementing this change requires buy-in from your board and leadership team. It may necessitate structural changes and a reallocation of resources. However, the potential benefits far outweigh the challenges of transition. As schools consider this paradigm shift, the following questions should be asked: Is our current enrollment management structure truly serving our long-term needs? Do we have a comprehensive, school-wide approach to enrollment? Are all departments and staff members actively engaged in and accountable for our enrollment success? The Path Forward Enrollment management is too crucial to be siloed in one department or treated as an afterthought. By embracing this new paradigm, schools have the opportunity to transform how they approach one of their most critical functions. I challenge you to consider this model for your school. Engage your board in discussions about elevating enrollment management. Explore how an Associate Head of Enrollment could drive strategic growth and sustainability for the institution.

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

The Art of Winning Your Head of School’s Confidence: 9 Powerful Strategies for Enrollment Wizards

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

Reimagining Enrollment Management: A New Paradigm for Private Schools

EM:for Schools

ENROLLMENT MANAGEMENT FOR SCHOOLS