Running a Private School

Spring is an exciting time both for private schools and for their new incoming students. Now, I know you're thinking, "Why spring? I thought schools opened in the fall? In September." Well, of course, you're right. Schools do welcome their new students at the beginning of the fall semester. But they also make a big fuss about their new students in the spring. After all, why talk about success once when you can talk about it all year long. It's just good marketing. Private schools are constantly looking to fill their empty seats. While certain times of the year are busier than others in the admissions department, the director of admissions has to focus on her school's finding new students throughout the year. Welcoming new students is an essential part of her job.

This video shares some tips on creating social media content.

Why is welcoming students so important?

Welcoming new students is important because it makes new students and their families feel that they are part of the school community from Day 1. Most new students will be concerned about basics like making friends and fitting in. Most parents want assurance that their children have everything they need to be happy and successful in their new school. The welcoming process sets the tone. It states unequivocally that "We are so happy you are here. We are so happy that you are part of our

Planning for the future growth of your school in these uncertain times is a challenging exercise. The object of this essay is to give you some guidelines to help you and your trusted advisors plan for the next five years. I am writing this for small schools to help you understand the process that large schools with ample resources to hire consultants and strategic planners use to plan their future growth.

Include the following components in your Plan For Future Growth should have

1. Develop an overview of what you want to achieve.
2. Investigate the competition.
3. Examine your organization.
4. Develop an implementation plan.
5. Develop a marketing strategy.
6. Outline the risks your school faces.
7. Hold information sessions with members of your school community.
8. Track your progress towards your objectives.

Overview

Keep your overview brief yet comprehensive. It should explain the goals of your Plan for Future Growth. For example, if your area is experiencing rapid growth, refer to that as the underlying reason for building your Plan for Future Growth. Then write something like, "Anytown has had an influx of new families at a rate exceeding national averages. As a result, we aim to prepare for the demand for private school seats by adding one class to each grade over the next five years."

Include the important points of your Plan. The overview is a summary, not a detailed list of the things you wish to accomplish.

Investigate your competition.

First of all, know who your competition is. Use Private School Review to search for

Private schools finance their operating expenses with tuition and fees. In other words, a school's income from tuition and fees offsets salaries, utilities, and all the other line items in a school's operating budget. Assuming that the admissions staff fill all the places and that the finance people have calculated projected income and expenses correctly, the school hopefully will break even at the end of the fiscal year. But remember that running any enterprise like a school also includes anticipating unexpected expenses. It's much the same situation that you and I find ourselves in when we suddenly have to pay for an unbudgeted expense. When that happens, you and I dip into our savings or charge the expense to our credit cards. That's fine for you and me; however, a private school doesn't operate that way. Instead, the treasurer maintains a rainy day fund or funds held in reserve. That's where endowing a teaching position comes in.

When you endow a teaching position at the private school that gave you such a great start, you express your confidence in the school and its mission. Your gift becomes an integral part of the school's branding. It helps to market the school and makes the school's balance sheet more stable. So let's explore how you can make this happen.

Giving during your lifetime

Discuss your idea with the school. Begin by speaking with the head of school, even if he or she is someone you do not know very well.

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.

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