The quality of your faculty is a major component in your school’s appeal to potential enrollees—and is critical for re-recruitment of your current families. How are you highlighting your teachers’ achievements, both inside and outside the walls of your school?
A private-independent school is often described as a “community of learners,” and a main tenet of a school’s mission is to instill a love of “lifelong learning.” One of the best demonstrators of adherence to these two concepts is that your teachers spend time improving themselves (professional and otherwise) outside the classroom. Plan now to shine a spotlight on your faculty’s individual accomplishments.
While many of these opportunities occur in the summer when teachers can devote time to such efforts, some will also occur during the school year. You will know about many faculty efforts because they are funded through staff-development programs. However, you may have to seek out others.
Establish a system to survey the faculty twice a year to determine what their plans and activities may be. Find out what they have done, where, why, and, if it is a hobby or nonteaching-related activity, what sparked interest in the activity. Expect a broad range of responses, such as:
- engaging in formal study at a college, whether for a graduate degree or not, that will enhance classroom instruction;
- participating in seminars and workshops, especially as a presenter;
- traveling, whether foreign or domestic, related to the teaching field or not;
- developing new skills, such as learning a sport, taking flying lessons, or playing a musical instrument; and
- demonstrating proficiency in a hobby—e.g., playing in a tournament, exhibiting in an art or photography show, performing in a community theater.
Decide also where you can illustrate your teachers’ “extracurricular” activities. Most achievements are best highlighted in one of your school publications, such as a parent-oriented newsletter or quarterly magazine. Do not forget to include articles in your alumni magazine, if you have one. Your alumni formed strong attachments to their teachers and enjoy reading about their accomplishments. You can also develop an area on the school Web site that focuses on your teachers’ various achievements.
If a teacher or group of teachers has been involved in a unique activity or community service project, consider writing a feature article for your magazine—or even submitting the article for publication at a major local newspaper or regional magazine.
Faculty achievements provide marvelous marketing opportunities. As parents seek validation for selecting your school, show them why they should be proud of the teachers that serve their children.
Additional ISM articles of interest for Gold Consortium members
I&P Vol. 25 No. 6 Marketing New Teachers
I&P Vol. 35 No. 14 Assessing Your School’s Internal Marketing
I&P Vol. 32 No. 3 Marketing Your Purpose and Outcome Statements
