ISM recently updated and reported on its survey database of parent opinion on the factors most influential in families’ choice of a private-independent school. While the perceived quality of the academic program is highly important, several high-ranking factors taken together reflect an emphatic desire for a safe and caring community. “Faculty care and concern” and “Character development/values” were the top two variables. Recognize and take action on the strategic opportunities this information provides by developing and implementing a marketing and communication plan to highlight how your school delivers these institutional qualities, particularly through the mission-based advisory program that engages and supports students in your middle and upper divisions.