Recruitment

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

Blog, Customer-centric, Recruitment, Uncategorized / Claude

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

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Why Competing with Public Schools is Easier than Competing with Walmart

Blog, Marketing, Recruitment, Uncategorized / Claude

According to the National Center for Education Statistics (NCES), in the fall of 2021, approximately 4.7 million students were enrolled in private K-12 schools, representing about 9% of the total student population in both public and private schools. In comparison, public schools enrolled around 48 million students during the same period (NCES). This data shows a stable trend in private school enrollment over the past decade, with some fluctuation caused by the pandemic. When it comes to private schools, the bulk of your competition comes from public schools. But here’s the kicker: competing against public schools is much easier than going head-to-head with giants like Walmart. We are lucky! The Advantage of Limited Expansion Think of Walmart as a snowball rolling downhill, continuously growing and drawing in more customers. Its capacity to expand is almost limitless, often taking customers from competitors like Target, Home Depot, or Krogers. On the other hand, public schools don’t grow as readily. Even the best public schools are likely to pack more students into existing spaces rather than expand significantly. Funding constraints, especially for programs that don’t boost state-wide exam scores, further limit their ability to grow. The largest branded private school competitors in your market don’t have the Walmart mindset either. They limit their numbers. They are unlikely to double their enrollment over the next five years or move up more than 1-3% in any given year. That gives you an opportunity. You just have to understand who the true competition is. To compete effectively, you, as the underdog, need to understand what you are up against. Focused Marketing: Know who you are competing with. You aren’t competing with the school that 75% of the time wins in the overlap. That’s no competition. You have two targets: the private schools you can beat 45-60% of the time and the public schools. Understand the Customer: What are the needs of the families who are weighing private and public schools as an option? Remember every year, you have an opportunity to change their choice. How do you help them understand what they are missing out on? Highlighting Individual Attention and Unique Opportunities: Against the public schools, at the least, you are going to outline the individual attention and, in many cases, the opportunities that enable students to reach their potential. Against both the private and the public school, you are highlighting your uniqueness. How do your offerings solve the educational problem of the customer? In the realm of private K-12 education, understanding your competition and leveraging your unique strengths is crucial. Public schools, while numerous, are constrained in their growth. For the private school market, remember, it’s not about competing with every school out there—it’s about identifying where you can win and doubling down on those areas. In this strategic battle, your greatest asset is your ability to provide a tailored, high-quality educational experience that public schools simply cannot match. Against the private schools, it’s all about your differentiation. Stay focused on the right targets and feel lucky that the board expectations around your enrollment isn’t the Walmart model.

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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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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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Third-Party Websites: Are You Leveraging Their Power?

Advertising, Blog, Marketing, Recruitment / Claude

Third-party websites play a crucial role in the enrollment management success of private schools. These websites often serve as a first point of contact, offering comprehensive and unbiased insights that can influence decision-making. By leveraging the visibility and reach of third-party platforms, private schools can enhance their online presence, build trust with potential applicants, and effectively showcase their unique value propositions to a broader audience. Additionally, positive reviews and testimonials on these sites can significantly boost a school’s reputation and appeal, ultimately driving enrollment numbers and supporting long-term growth. Validation of Excellence: Picture this scenario: an educational journal or a national association such as National Association of Independent Schools (NAIS) posts online and praises your school’s innovative teaching methods. This isn’t just a pat on the back; it’s a powerful endorsement. When reputable third parties recognize your institution, it validates your commitment to excellence in academics, teaching quality, and student outcomes. This validation instills confidence in prospective students and parents who seek assurance of a high-quality education. It’s like having an expert vouch for your credibility, making your school the obvious choice. Increased Visibility and Reputation: In today’s crowded educational landscape, visibility is key. When your school gets a shoutout in electronic educational journals, magazines, or newspapers, it elevates your visibility. Take, for example, a mention in “Ideas & Perspective” produced by Independent School Management (ISM) that highlights your unique STEM program. Some schools have been fortunate to leverage articles in the New York Times or The Washington Post. This recognition attracts attention from a wider audience, putting your school on the map. Most schools have feeder schools and this will give them a sense that ISM, in this case, perceives you as a leader which will trickle down to their families. Trust and Credibility: Trust is the cornerstone of any educational relationship. Third-party recognition builds this trust by providing an objective assessment of your institution’s performance and impact. When industry professionals or experts validate your school’s achievements, it reassures stakeholders of your credibility and dedication to educational excellence. It’s like having a trusted friend recommend a service; it carries weight and fosters trust. Leveraging Sites Designed for Recruiting Students: Third-party websites such as GreatSchools.org, Niche.com, and BoardingSchoolReview.org are invaluable assets for the enrollment management success of private schools. These platforms offer an independent and credible source of information for prospective families, who rely on them to gather comprehensive insights and compare educational institutions. By featuring positive reviews and testimonials, these sites provide schools with a unique opportunity to build trust and credibility. Testimonials from current students and parents serve as powerful endorsements, showcasing real experiences and satisfaction, which can significantly influence decision-making. The visibility and reach of these third-party websites help private schools enhance their online presence, attract a broader audience, and ultimately drive enrollment numbers, contributing to long-term growth and success. Recruiting Faculty: On a side note, credibility gained through third-party recognition can significantly impact faculty recruitment and retention. Faculty are more likely to choose an institution with a strong reputation backed by external recognition. Picture a prospective employee trying to decide between two schools; they’re likely to choose the one highlighted by credible 3rd party experts. Current faculty, too, feel a sense of pride and belonging in a school with regional and national recognition. Continuous Improvement: Recognition isn’t just about basking in the glory; it’s a motivator for continuous improvement. When your school receives third-party recognition, it sets a standard to maintain and build upon. This drives ongoing enhancements in teaching, learning, and overall educational quality. It’s like being an athlete who wins a medal; the recognition pushes you to train harder and achieve more. Building credibility through third-party recognition in education isn’t just a strategy; it’s a journey towards excellence. By leveraging external validation, private schools can strengthen their credibility, differentiate themselves in the market, and foster a culture of continuous improvement and success in enrollment management. That’s the power of third-party recognition.

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Empowering Faculty and Staff: Enhancing Effective Recruitment

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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