Avoiding Process for Process Sake

When working with schools that are facing particularly difficult enrollment challenges, I have found that an over abundance of “process,” or more specifically the utilization of misguided or outdated processes, is often one of the most significant hurdles to overcome. Of course an efficient and effective admissions office requires a clear set of protocols and guidelines that govern how applicants are attracted, vetted and enrolled. That said,  there are times when the adherence to a specific set of processes, especially those that have been in place for a long time, can become crippling. In short, when an admissions team focuses more on cherished processes than on the goal those processes were originally designed to address, it is time for them to take a hard look at what they do and why they do it. 

I worked with a K-8 school a few years back that at one time had been in high demand and had the luxury of being quite selective. As a result, they developed a set of protocols that made sense for that time and context. However, over the course of 20 years, market circumstances changed radically. The exodus of many large corporations from the area and subsequent demographic shifts, left the enrollment landscape considerably more difficult to navigate. The number of interested families that could afford the tuition plummeted and the nature of the applicant pool changed as well, as a large portion of the new applicants struggled with learning challenges and a range of moderate anxiety disorders.  Unfortunately, although conditions on the ground had changed significantly, the traditional processes and protocols that had been in place since the good old days, did not.

The school required interested students in all grades to have two shadow days in order to ensure that a child was the right fit for the school. This decision was made during a time when the majority of the potential families were single income households. However, as local economic circumstances changed and the majority of homes rapidly became dual income households, a two shadow day requirement became a logistical burden for interested families. Additionally, the school also required four essays from 5th through 8th grade applicants and insisted that all faculty sign off on every applicant. In short, the protocols of the bygone era persisted and acted as obstacles to effectively and efficiently enrolling students in the present day.

While these are fairly extreme examples, they speak to the broader importance of constantly revisiting existing processes to ensure that they are up to date and accomplishing what is intended. While some schools have the benefit of being located in relatively stable demographic and economic locations, many others must contend with continuously shifting market conditions that require more flexibility, creativity and oversight. Recognizing this reality and embracing change when needed, is a vital tool in ensuring a school’s long term viability.   

Written by Charlie Mugford
Managing Director

Response to Kane Atlantic Article

In his recent article in the Atlantic, Thomas Kane highlights what the research tells us about children’s learning loss over the course of the pandemic.  The news he shares is sobering and a clarion call for schools – and their communities – to develop clear, ambitious, and equitable plans to ensure that their students are able to catch up, or at the very least that the gap between where students are and where they ought to be is narrowed.

Independent Schools have not been immune from the challenges posed by the pandemic, and they would do well to assess their students, determine what gaps exist, and develop concrete plans to address them.  While some schools may want to soft-peddle the learning losses their students have experienced, they would do well to be highlighting the strategies that they plan to put into place to close the gap and ensure student progress (Kane suggests extending the school year, adding double periods in math and reading, and creating small tutoring cohorts, all of which have been shown in research to be effective in closing achievement gaps). 

Aggressive, thoughtful, research-validated strategies will appeal to many parents who wonder how their children will ever catch up.  Helping parents understand the challenges their children face and what their school proposes to do to address those challenges can serve as welcome transparency, help build trust, and support student retention.  On the recruitment side, families who feel their current schools are not responding quickly enough may be looking for alternatives. Independent Schools that actively promote the plans they have developed to close the pandemic gap will be better positioned to recruit new students from families who demonstrably care about their children’s future. 

One area that Kane does not address, but which has gotten tremendous press coverage, is the social and emotional toll that the pandemic has taken on young people, call it the Social-Emotional Learning (SEL) gap.  Independent Schools are uniquely positioned to support students in the ongoing development of their social skills and emotional resilience as students are so well known by their teachers, advisors, and coaches.  Independent Schools would do well to highlight all that they do to support students in these critical areas of development that are so often neglected, both to assure current parents that their children are being cared for in all respects, and to help prospective parents understand one of the critical values of an Independent School education.

This is a rare opportunity for Independent Schools to demonstrate the value that they bring to the educational experience of their students.  It all begins with assessing where each school population is in terms of academic and SEL gaps and then committing the resources necessary to closing them.

Written by Kolia O’Connor
Managing Director

What should An Admissions Director's Summer To Do List Look Like?

Ahh….summer. The mere thought of it can make you want to jump in a pool with a cold drink in your hand. However, although you need that R&R to refresh and rejuvenate you from a long school year, the summer is an excellent time to focus on making your next school year less stressful and more productive. Here are some crucial checklist items you don’t want to miss this summer to ensure you’ll hit the ground running in the fall.  

Step away from the office ... to work. 

Without the high demands of visitors shadowing, touring and attending admissions events, take your team (or just yourself) off-campus to work and focus on your goals for the next school year. Without co-workers distracting you and the phone ringing, you can take a wider look at your admissions calendar and events, your strategic goals and the job responsibilities of each team member. Whether you find a local coffee shop or cafe, you’ll be shocked how the ideas and creativity will flow. Make sure to pre-plan by having a detailed agenda so that everyone stays on track. Before you know it, you’ll be highly caffeinated, but most importantly, motivated to execute a plan of action for the next year. 

Engage with your summer camp audience. 

Most schools host athletic camps, at the very least, on campus during the summer. Others have more robust summer camp programs including fine arts and academics. If your school offers camps to younger students, you need to be present. Campers and their parents deserve the full customer service experience from the second they step foot on campus. Partnering with your summer camp director to help facilitate a great on-campus experience and add the lens of admissions will really raise the bar and leave customers feeling great about your school. 

Map out your printing/marketing/social media plan for the year. 

Ugg…this sounds like a lot of work, right? Yes, you are correct. It is a ton of work. But when you spend the time to map out your marketing/social media plan when the phone is not ringing off the hook and students aren’t in your office hounding you and asking questions, you’ll be grateful in November that you took care of this in June. Be sure to bring your budget to the table and your Marketing/Communications Director to hash out the plan for the year. By creating monthly themes and planning a social media/marketing plan for big admissions events, you’ll never get behind! 

Time used wisely and strategically in the summer can make you feel much more motivated to conquer another year. Call that local coffee shop or cafe and reserve a spot for your next meeting now! 

Written by Tricia Roos
Managing Director