Lessons in Admissions

As enrollment increases for many independent schools, the question arises for how to maintain culture, while still growing the school.  Grow too fast, you shift the culture, grow too slowly you miss opportunities for building a solid program.  Every school has a different system for marketing, outreach, and strategies for growth.   But the question remains- what are the best strategies for a balanced approach to enrollment?  

The admissions person I work with does an excellent job getting families in, touring, and moving through the admissions process.  But the heart of the process comes from three key opportunities: academic screening, a classroom visit day, and the parent meeting.  Screening is standard- it gives us a baseline for academic potential.  It is only one piece of the puzzle, however.  Referrals play a key part in gaining insight into past educational experiences.  In the end, we want to know the student well and gain a holistic picture of who they are.  I find the parent meeting to be one of the best predictors.  In getting to know the family, you receive an in-depth point of view for strengths, weaknesses, interests, and challenges.  As an administrator, I am present for these meetings.  Understanding the position of the household is helpful in determining if a family truly aligns with the mission and vision of the school.  The classroom shadow day is also incredibly beneficial for the admissions process in a sense that the student experiences a true “day in the life” of a student.  It has a great habit of making it clear as to whether a student wants to be at the school and how they will connect with a cohort. This is one consulting area that is helpful in building a positive school culture and community. Analyzing how a school grows or how it markets is one aspect, but before that a school has to be clear on goals and the mission. This will decide open versus closed enrollment and also the steps necessary for making a new family feel welcome.