Creating the perfect admission packet for your school requires careful thought. After all, what works for the school down the street may not work for yours—your school’s admission packet must reflect your school’s unique culture, beliefs, and mission.
But with the right mindset and tools, creating your school’s admission packet can be fun. This is your opportunity to be creative, so before you start printing out mass quantities of your school's history, facts, and policies on photocopy paper stock, stop and think about how your packet can represent your school's culture.
Most parents request an admission packet from your team because your school piques their interest. They’ve visited your website or heard stories from current happy families. The quality of your packet should reflect the quality of your school. Remember, this is your first opportunity to make an impression—and first impressions matter!
Ensure your materials match your culture.
Try to show as much current student and faculty life as you can and add color and variety to your visual aids. Brochures, sample newsletters, fliers—these should represent your school and your school's mission as dynamically as possible. Your materials should show your students and teachers in action while learning, playing, and growing.
Clarify the message that your packet sends.
Next, ask yourself if your school's mission is clearly defined. Parents want to know what their child will gain from your school. This is more than listing all of your social clubs, activities, and educational achievements. Illustrate student life within all grades, school plays, after school activities, and charity events that make your school unique. Include parent and student feedback, such as quotes and surveys, throughout all of your printed materials.
Refine what you want families to know about your school.
Ask yourself if you're providing prospective parents with too much minutia. You don't want to overload them. The objective is to visually and informatively portray your school's culture. This can be done with a simple collection of materials. Consider the following:
- If a family is new to private-independent education, include some orientation materials that help them better understand the unique educational experience your school offers.
- Individual pamphlets about activities their children are interested in, such as sports, dance, music, and theater, will demonstrate that your school appeals to their children's interest and talents.
- Include standalone pieces they may find interesting, such as summer program information, the annual report, and your school’s latest magazine or newsletter.
- The academic profile of last year's graduating class will show your alumni's success.
- Make the family feel welcome by providing a pass to an upcoming event on campus.
With these tips in hand, you’re primed to create an admission packet that helps your school shine.
Additional ISM resources:
The Source for Advancement Vol. 17 No. 2 Four Things Every Prospective Parent Wants When Choosing a Private School
The Source for Advancement Vol. 17 No. 1 What Parents and Students Want When It Comes to Your School
Additional ISM resources for ISM members:
I&P Vol. 42 No. 2 Admission and Enrollment Management: Spheres of Influence
