Blog
How Can a Small Admission Office Improve Its Marketing for Under $100 per Month?
For the past five years, I have been attracted to a customer relationship management (CRM) system called Salesforce.com. Unfortunately, it is too costly for me to use, given the size of my admission team, my database, and the number of customizations that we have. ...
What Should New Admission Professionals Know to Excel in Marketing?
What Should New Admission Professionals Know in Order to Excel in Marketing Their School? This week I will participate on the faculty of the SSAT Admission Training Institute (ATI). The focus of this program is for new admission professionals with zero to three years...
What are the Competitive Factors for a Family to Choose an Educational Program?
Many private schools don’t often think, in a strategic way, about the competitive factors that sway a family to choose one educational program over another, with the exception of using college placement lists and an occasional ranking. Doing so will be to the schools...
Need Helpful Ideas to Converse About Full-pay Students to the Employees at Your School?
During presentations to your school employees, senior leadership team, and the board of trustees, it is time to start talking about full-pay students and their families as the primary target group. Your charge is to help them understand why this group is a key...
Are Your Admission and Communications Offices in Sync?
At many independent schools, the creation of admission and communications offices, for the most part, came well after the development of the educational programs. These offices were often put together to fill a particular need the school had at the time. For...
The Shrinking Full-pay Market: What’s Next?
I don’t expect that finding enough full-pay families will be as difficult as finding a needle in a haystack, but it is clear that unless we get another economic boom akin to the one that we experienced in the late 90’s, we are going to have to hunt more strategically...
What Do I Do If I Need a Marketing Plan to Attract Full-pay Families?
We have all heard this question before. “Does anyone have a marketing plan?” When the question hits the forums and listservs, there is mostly silence. A marketing plan is not an easy document to create. It is a professional document that takes time and...
Why is Marketing to Full-Pay Families Different than Marketing to Non-Full-Pay Families?
Full-pay families can pay the total cost of private school tuition and fees; non-full-pay families may be able to pay a portion of the tuition and fees, but they also require support from your school’s financial aid program or an outside source. Some people believe...
Is Your School’s Educational Approach Worth the Cost of a Full Tuition?
Part of the weakness of many independent schools is their inability to fully commit to what they believe in or their particular educational approach. These schools may feel they have to be everything to everyone, so they choose to play it safe and use “the one shoe...
What Is the Number One Problem in Matriculating Full-pay Families?
Outside of the fact that the supply of full-pay families is shrinking, the number one problem in matriculating full-pay families is providing a consistently high quality educational experience for the vast majority of the school’s consumers. I am...
Should Schools Treat Full-pay Families Differently in the Admission Process?
yYou probably are not treating all of your prospects the same now and you shouldn’t. To achieve the composition you need, you might have to work harder to get certain hard-to-acquire students over other students. Maybe you have a shortage of girls for 3rd grade,...
Why I Like Competing Versus Public Schools Rather Than Walmart
If you are a private school, you know that the bulk of your target market attends public schools, making them your primary competition. The breakdown in the market share is roughly 83% public and 17% private, according to data from Easy Demographics. So, why is...
One Lamplighter Way, Gill, MA 01354
Copyright © 2019. All Rights Reserved.
Canderson@marketingtofullpay.com