Mistakes Everybody Makes When Choosing Private Schools

Marketing the small private school is a challenge in the best of times. In the post-pandemic world we all live in, that challenge often seems impossible. It is not when you handle it head-on. You can't ignore it or make excuses. Denial or procrastination will not solve the problem. Identifying your school's brand will help point you in the right direction. So, here are a couple of things you can do to improve the marketing of your school. While I am writing this article for the head or owner of a school, many points fit a parent's viewpoint.

What follows are primary questions you need to ask yourself and your marketing committee if you have one. The answers will help drive your marketing program.

Who are your prospective families?

What are the demographics of your community? The U.S. Census Bureau has most of the data you need to answer that question. Using Google Maps, draw a ten-mile radius circle with your school at the center. Note which towns, cities, villages fall within that circle. Red flags would include communities with many retired people and homes with few or no children under 12. Investigate current property values with Zillow. The higher the property values and rents are, the more likely it will be that families can afford to send their kids to your school or any private school, for that matter. Understanding the demographics of your community is very important.

In all the years I have written about private schools, I have never written anything about what a teacher does. This year after the pandemic, I feel that it is even more critical than ever to encourage and attract people to the profession. Let me preface my remarks by noting that teaching in a private school is somewhat different from teaching in a public school. The only exception to that statement that I can think of would be teaching in rural schools or other places where the school district is very small. Private schools are free-standing entities. There's no such thing as a district of private schools. As a result, a small PK-6 private school could have twelve teachers or less and a correspondingly tiny administrative staff. So, if small-sized schools appeal to you and prefer being in a situation where your voice can be heard, I recommend that you explore teaching in a small school. Of course, there are large PK-13 private schools with 1,000 or more students. Explore working in one of those if that's your thing.

Something which may appeal to those of you thinking about becoming a teacher later in life is that most private schools will accept your credentials without a teaching certificate. They will generally insist that you earn your teaching certification within a fixed period of a year or so. Most private schools focus on the quality of your tertiary education. So, if you did a bachelor of science

You run a small private school. You're facing many challenges filling seats. You're concerned about how next year's intake will look. With all the unexpected expenses facing you during the pandemic, you can't afford to hire a marketing firm to promote your school. So, what to do? The answer to that question lies in your school's unique trove of photos, news, testimonials, awards, and other memorabilia. I'm presuming that you have all those materials saved somewhere on your school's computers. If they are spread about over several computers, save them all in one system that is backed up securely. Better yet, save them in the cloud. These materials are unique and priceless. Saving them securely in the cloud is an expense that you should consider as cheap insurance. (I'm not sure how your accountant will allocate that expense, but we'll let her decide.)

Where am I going with this? Well, take a moment to look at commercial websites or commercial Instagram accounts. The photos and the artwork grab your attention, don't they? They draw you into their story. They help deliver the message. That's all I'm suggesting that you do with your collection of digital photos. They're unique. They'll your story to a stranger who knows nothing about your school and how excellent its reputation and academics are. They're one of the first steps in generating contact by email or phone with your school. You know how to convince parents to send their children to your school. But

Solid parent-teacher relationships have always been an important part of K-12 education. During this interminable pandemic, parent-teacher relationships have become even more important. That's because most of us parents and teachers are not quite sure what's coming next. Will local infections have risen to the point that the local and state authorities have ordered a lockdown? Has the coronavirus infected a member or members of our school's community? The number of variables we face daily can be confusing and discouraging for us parents. But, know what? It's even worse for our children. You and I have experience on our side. We've been through tough times. We've had our comfortable routines thrown into disarray by changes in employment and relationships. Realistically, however, our children have not experienced any of those issues. So, when suddenly they are forced to stay at home and take classes online, it's unfamiliar, uncharted territory for them, as it is for their parents. As a result, a strong parent-teacher relationship is an essential element in your child's intellectual and mental well-being during the pandemic.

The acronym TRUE will help you and me understand what's involved in creating the environment for a strong, supportive parent-teacher relationship.

T - Transition from in-person to digital learning

R - Relate to your teacher's situation

U - Understand your child's point of view

E - Expect a good result

In this video, Megan Olivia Hall, 2013 Minnesota teacher of the year, explains how a parent-teacher relationship works.