Summer is a slow(er) time for the Admission Office, though tours are still scheduled and family meet-and-greets are still planned. The brief respite before the beginning of the next recruitment season means you can relax with a good book. Here are a few we think are worthy of taking a starred place on your summer reading list, paired with relevant ISM webinars for those who enjoy audible rather than visual learning.
Word of Mouth Marketing: How Smart Companies Get People Talking
by Andy Sernovitz
We included this book with our general list for all private-independent school professionals, but it’s a must-have on our list for Admission Officers in particular. Out of all administrators, you understand how important it is to maintain the goodwill of community leaders—who are, after all, your biggest advocates to new families. While everyone can recognize the importance of currying and keeping such favor, it’s not always simple to do so. Sernovitz’s book spends some time explaining the importance of word-of-mouth marketing, but more importantly it offers real-world examples of effective grassroots implementation.
Recommended ISM Webinar: Managing Word of Mouth: Effective Referrals with Amy P. Riley, IAP-S
The SPEED of Trust: The One Thing That Changes Everything
by Steven M.R. Covey
Not to be confused with the author of 7 Highly Effective Habits, Steven M. R. Covey is the son of that celebrated self-help guide guru. This new entry to the family canon is all about trust—both within your organization and without. As the face of your school to prospective families navigating what can be a frustrating and discouraging system (applying to several schools, collecting materials, submitting supplemental forms), the rapport you establish with these families must be strong and immediate. Such a relationship must last, too, as the school seeks to deepen connections and ask for continued support through other channels. Covey can help you achieve that.
Recommended ISM Webinar: 21st Century Advancement: The Admission Office with Charles D. Snowden, Jr., IAP-L
The Public School Advantage: Why Public Schools Outperform Private Schools
by Christopher & Sarah Lubieski
At first glance, this book might seem like an odd addition to a book list for private school administrators. The book’s authors claim that when the statistical “advantage” of finances in student performance is removed, public schools perform better on standardized math tests than private schools. (The authors are curiously silent on private school performance on reading comprehension exams, nor do they address private school’s mission-education philosophy.) As local public schools can be your biggest competition, regard The Public School Advantage as a “look behind enemy lines,” arming you with ammunition to promote your mission-based education program to families. With all the attention it’s getting from media outlets and other private school organizations, prospective parents may have heard about the book and want your school’s response.
Recommended ISM Webinar: The Art and Science of Systematic Bragging: The Fundamentals of Effective Parent Relations and Education with Bill Simmer, ISM Director of Association Relations/Workshop Leader
Additional ISM resources:
ISM Monthly Update for Admission Officers Vol. 12 No. 5 Must-Reads for the Admission Office in 2014
ISM Monthly Update for Human Resources Vol. 11 No. 1 Do You Have a Trusting Culture?
Additional ISM resources for Gold Consortium members:
I&P Vol. 38 No. 1 Assessing Your School’s Internal Marketing in Light of the Student Experience Study
I&P Vol. 32 No. 9 Why Character Education Matters: Competing in the Marketplace
