Blog
If you believe that educators are inspired to achieve a virtuous mission and the profit world is inspired to achieve profits, then one might be confused by the idea of private schools marketing to full-pay families, the ones who are willing to pay your school’s...
What is weakening your brand message? The marketing and admission offices in private schools may have a focused brand message, but it is imperative that all school employees understand and express this message clearly when engaging with prospective students and their...
Are Your Trustees Understanding the Discount Rate Challenge?
Discount rates seem to catch private schools off-guard and, in some cases, even lead to hard economic times or the closing of schools. Understanding the discount rate – what it is, what it does, how to track it and control it - can literally save some schools or, at...
Poll: What Is Your Private School’s Discount Rate?
The discount rate is the amount of financial aid allocated as a percent of the gross tuition. According to Mark Mitchell, vice-president for School and Student Services by NAIS, there following are the average discount rates for the NAIS schools: Boarding-Day Schools...
More Five Pillars Strategy for Market to Full-pay
In a previous blog, I touched on two of the Five Pillars Strategy for marketing to full-pay parents at a private school. In that post, I spoke about Pillar #1, which is finding the reasons why parents might want to move from their free public school option to pay for...
Are Your Private School’s Practices Hurting Your Relationships?
Are your private school's practices hurting your relationships with parents and students? Imagine yourself in this scenario. You need to buy a mini-van for transporting your children and carpooling. You go to the dealership and they have beautiful gray minivans. In...
Poll: How Many Full-pay Applicants Did You Receive?
How many full-pay applicants did your school receive last admission season? The school marketing plan at a private school, should include tracking your full-pay applications over time and understanding how many are available by grade from one year to the next. You are...
Poll: How Many Admission Events Are You Doing?
Parents don’t necessarily understand all of the private school’s advantages just by reading their viewbook or website. Offering multiple types of admission events as part of the school marketing plan increases the chances for their finicky full-pay parents to get the...
Are Selling Strategies Only for the For-profit Industries?
Private schools are missing out when they don’t use selling strategies as part of their recruitment process. It isn’t just something they do in a for-profit businesses. Selling has its own strategies and tactics and most admission professionals can learn and benefit...
Have You Tried Using the Five Pillars Strategy?
You don’t have to attend a workshop to start using the Five Pillars strategy. You just need to start thinking how the customer thinks and apply the methodology. It’s sitting right in front of you and waiting for you to adapt it to your program. Remember the Five...
Who Is the Real Chief Revenue officer?
There are discussions about who is the chief revenue officer in a school. Take a look at the five possibilities and my conclusion below, and then draw your own. 1. Director of Admission or Dean of Enrollment – This one is an obvious consideration among the five...
How to Frustrate the Admission Director or Not
The admission director is too often asked to speak with a division head or a dean regarding improvements due to complaints from parents. The head of school takes a position that since the admission director received the information, he/she should be responsible for...
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