Marketing the Small Private School: Communicating with Your Community

Many years ago, I had no clue what a private school was, much less how to get into one. I can remember one of my public school classmates announcing that he would be attending a private school beginning the next academic year. Indeed, about three of my classmates went to what is still a prestigious old Montreal private school, Lower Canada College. I also had a few friends who had transferred in from a boarding school in the Eastern Townships. As I learned a little later, they had been asked to leave the school. In any case, I am trying to make the point that you are not the only person who isn't sure how private schools work, how to get your child in, and so on.

So, let's keep this really simple. You won't get too stressed. You might find it enjoyable to find the right private school for your child.

Find!

The first step in the process is to find schools that you can explore and investigate as part of your personal due diligence. Sending your child to private school is a major commitment both financially and in terms of your investment of your personal time and energy as a parent. So it is important that we get it right.

Fortunately for us, every private school has a website. Look for a statement of the school's philosophy about educating young people. Does it match yours? If so, add it to your

A couple of years ago when tenure for professors began to look like a thing of the past, I remember thinking that tenure for K-12 teachers would probably be next on the chopping block. And so the rumblings which I thought I heard off in the distance were indeed the precursor of a serious storm. With that in mind let's explore the issue and try to understand what is happening with the concept of teacher tenure in the United States.

The California decision

The judge in the case certainly came down hard against teacher tenure. I am not a lawyer but it seemed to me that the root of his judicial displeasure was the way the California statutes had been written. To understand where those laws originated, you have to go back in time to the early part of the twentieth century and indeed even earlier. Back then teachers could be fired when ever a school board or administrator decided. Essentially teachers had no due process. Teacher protection in the form of tenure was a German idea which began to take hold across the United States back in the 1920s and 1930s. Tenure also curbed another abuse of the teaching profession which was interference from politicians. Teaching positions were considered patronage plums that politicians handed out.

In my opinion tenure for public K-12 teachers was a necessary protection a hundred years ago. But as with

Test your knowledge of private school facts and trivia with these twenty-one questions and answers.

The Questions

1. How many private schools are there in the U.S.A.?

2. How many boarding schools are there?

3. Which private school offers the most Advanced Placement courses?

4. Which private school is the most expensive?

5. Which private school did Bill Gates graduate from?

6. How many Montessori schools are there in the U.S.A.?

7. Where did Reggio-Emilia schools get their name?

8. Who founded the movement that spawned the modern Waldorf schools?

9. Which is the oldest school in the U.S.A.?

10. What was Maria Montessori's degree in?

11. Who founded what we now call the progressive school movement?

12. What percentage of American students attend private school?

13. What are the names of the schools established by the last Hawaiian princess?

14. Which New England family founded Exeter and Andover?

15. Which Roman Catholic order established a network of prestigious high schools?

16. What grade does Fifth Form refer to?

17. How many Jewish schools are there in Brooklyn, New York?

18. What does the term crew refer to?

19. What is the oldest private school athletic league?

20. What is the name of the independent school association based in Washington, DC?

21. Which private school has the largest endowment?

The Answers:

1. How many private schools are there in the U.S.A.?

The National Center for Education Statistics (NCES) surveys private schools every two years. Their most recent data from

We busy parents use to-do lists to keep ourselves organized. Honestly, I sometimes wonder how we could keep going without to-do lists. If you are thinking about private school for your child, some of these items might just be on your to-do list too.

Identify 8-10 schools we like.

This is one of the fun parts of choosing a private school. Why? Because most private schools offer video tours both on their websites and on their YouTube channels. While both websites and videos are obviously edited carefully to make the best possible impression on you, they are terrific for giving you an overview of programs and the school community.

Watch as many videos as you can. Review the academic and sports programs in detail.

By casting the net widely in the early stages of choosing a school, you can easily eliminate schools from consideration because they lack something you feel is essential for your child's education.

This video offers a look at the Forsyth School in St. Louis, Missouri.

Visit 3-5 schools this summer and early fall.

Summer and early fall are really the best times to visit schools. Summer has its advantages and disadvantages. The major advantage is that school is not in session. That means you can expect to spend some time with the admissions staff who will have more time to allocate to you than, say, in November or December. Application deadlines