As I reflect on my 34-year journey in enrollment management, I find myself looking back at the lessons learned and the strategies that have made the most difference. One framework that has particularly resonated with me over the years is what I call the FAC Framework: Focus, Accountability, and Conflict. These three elements have been pivotal in navigating the complex world of independent schools, and today, I want to share how these concepts can transform your approach to enrollment and marketing.
Finding Your North Star: The Power of Focus
Early in my career, I encountered schools that struggled with a lack of Focus. I remember one school where the mission statement was proudly displayed on the wall, but it seemed more like a decorative relic than a guiding force. The faculty were passionate, but their efforts were scattered. It was a bit like a boat with a crew that was rowing in different directions—lots of energy but no real progress.
From my experiences, I learned that Focus is about more than just having a mission statement. It’s about aligning every action and resource towards common goals. When I worked with schools that embraced a strong, shared vision, the results spoke for themselves. For instance, at one institution where we really zeroed in on our core mission, we saw a dramatic increase in student satisfaction and enrollment. Everyone was pulling in the same direction, and it made all the difference.
My advice for you is to establish a clear, shared vision for your school. Ensure that the board, the head of school, and the entire team are not just aware of the mission but are actively working to support it. This alignment creates a sense of purpose that resonates with prospective families and builds a strong foundation for your school’s success.
Keeping the Promise: The Role of Accountability
Accountability was a lesson that took me a while to truly grasp. I recall a time when I assumed that if we had a great program, families would automatically see its value. But I learned that this assumption was flawed. Parents need tangible evidence that their investment is worth it. They are not just buying a product; they are investing in their child’s future.
I remember one instance where we gathered detailed feedback from alumni and their families about the long-term impacts of our programs. The data revealed areas for improvement that we hadn’t seen before. We used this information to refine our programs, and this transparency with our community built trust and demonstrated that we were committed to continuous improvement.
To be more accountable, you need to be proactive about measuring and communicating your effectiveness. Don’t wait for problems to emerge—regularly collect data, evaluate your programs, and be open about your findings. This approach not only helps you improve but also reassures families that you are committed to delivering on your promises.
Turning Challenges into Opportunities: Embracing Conflict
Conflict was another concept that I had to learn through experience. At first, I saw conflict as something to be avoided. But over time, I discovered that conflict, when managed well, can be a powerful force for positive change.
One of my most memorable experiences was working through a major disagreement among the leadership team about the direction of our marketing strategy. Instead of letting the conflict divide us, we used it as an opportunity to refine our approach. We had open discussions, aired our concerns, and ultimately found a path forward that was better than any of our initial plans.
Conflict, I learned, is a natural byproduct of Focus and Accountability. It can be uncomfortable, but it also opens up avenues for improvement and innovation. Embrace conflict as a tool for growth. Encourage open dialogue, listen to different perspectives, and use these discussions to drive your school’s mission forward.
Integrating FAC into Your School’s Strategy
As I prepare for my next chapter in consulting, I look back at these lessons from my time in enrollment management. The FAC Framework—Focus, Accountability, and Conflict—has been a guiding force in my career. It’s not just a set of principles but a practical roadmap for creating a thriving, resilient educational environment.
So, as you embark on your own journey in enrollment management, I encourage you to reflect on these concepts. Create a shared vision that everyone can rally around. Be diligent about measuring and communicating your effectiveness. And don’t shy away from conflict—instead, use it as a chance to challenge and improve.
By embracing the FAC Framework, you’ll not only navigate the complexities of independent school management but also position your school for long-term success. This is the kind of wisdom that has shaped my career, and I hope it helps you as you forge your own path in this rewarding field.
