Blog
What’s the Value of the Admissions Office in Matriculating More Full-pay Families?
Debating the value of an admissions office in matriculating more full-pay families may seem pointless. However, there are some schools that don’t have admissions offices and others that don’t use their admissions offices to their greatest potential. Many admissions...
90 Private Schools Closed Permanently: Who’s Next?
It was a little daunting to come across this list. People may quickly rationalize why it will never happen to their particular school. If you have a quarter billion dollars in endowment, you’re probably right. If you live in a large metropolitan area with lots of...
20 Ways the Head Can Mistakenly Hurt Our Enrollment Success
Despite feeling positive about their Head of School, admissions directors can be frustrated by some of their bosses’ beliefs or actions as they strive to achieve greater enrollment success. Sometimes the conflict is significant enough to warrant leaving the school,...
I Bring Your Paychecks to You
This song is dedicated to people who find it challenging to get the school to support their marketing efforts. The song is sung with the tune of "The Battle Hymn of the Republic." Try it to see how it feels. I Bring Your Paychecks to You Lyrics by Claude...
Excellent Education: Why Don’t Schools Prove It?
Excellent Education Programs: Why Don’t Faculty Want to Prove It? Full-pay families will expect proof that they should pay your program's full tuition. Hence, in developing your marketing messages, you have to demonstrate why it is worth the cost. However, not all...
You Interviewed a Full-pay Customer: Now What?
Closing the deal with a full-pay family at your school’s cost is a difficult task. We are talking about the tuition, logistic, and emotional costs. Furthermore, the full-pay family has more educational options than non-full-pay families. You must convince the...
Not the Strongest Brand? Six Ideas to Increase Your Success
The only consolation to being in the education field is that your private school competition can’t keep expanding the number of available student spaces. That means it has a defined market share that usually won’t change. Ferrari dealers are going to sell as many...
Is Your Program Distinctive or “Just Better?”
Cubed steak, top round steak, and top loin steak from a steer; all cuts provide protein and are all considered red meat. Although there is a difference of texture, toughness, and the amount of fat content, they are not distinctive among meat choices. If you went...
Why Do You Need a Coaching Strategy for Marketing?
I just had one of those “Aha! moments.” I’m working on finding something worth tweeting about, something that is worth your effort to read. Most information out there is geared toward the corporate world and I wish I had the time to translate it from the corporate...
Struggling Private Schools: Why Do I Want Them to Close Quickly?
Working in a competitive environment for full-pay students, one would think that my motive for wanting struggling private schools to close quickly and not linger on is because it would mean more students in the applicant pool for me. But my reason is simply that this...
How Do You Determine the Resources to Be Spent on Marketing?
How does one determine the amount of money needed for marketing their private school? A benchmark can be a good place to start, but you will need more than that. Benchmarks don’t take into account the importance of brand. Schools with strong brands can afford to spend...
What Will the 21st Century Director of Admission Do to Ensure Revenue Generation?
It is quite clear that the job to enroll more full-pay families isn’t going to get easier any time soon. With competition from charter schools, home-schools, and cyber-schools, as well as the growing delta in tuition versus the free public school option, you will need...
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