Most prospective private-independent school parents seek admission consideration for their children because of their relationship with current school families. Spontaneous word-of-mouth marketing is predominantly a product of enrolled families’ confidence that they’ve made the right choice of school for their children. The social tendency is to want to invite others to share in their experience. As school leaders, we recognize that parent referrals are the primary driver of prospective family interest. Yet, because we cannot control—or even manage—the message our parents convey, how do we best capitalize on parents’ tendency to brag about their school?

1. Already a member? Click here to login.

2. Not a member? Click here to become a member.

3. Not sure? We'll help you figure it out.

In most private-independent schools, “culture of data” is a foreign term because decisions are often based on anecdotes, the vocal minority, past events, or “instinct.” Examples of this abound. “We need a Mandarin program because the parents are all asking for it.” “We need a pool. Families are leaving for another school that has a swim team.” “We must lower our tuition. Our enrollment is down because of the economy.”

1. Already a member? Click here to login.

2. Not a member? Click here to become a member.

3. Not sure? We'll help you figure it out.

The ISM X™ is a geometrical arrangement of the ISM Stability Markers® that comprise the Fourth Iteration. The ISM X shows how the 18 Stability Markers relate to each other and how they combine to produce two critical outcome variables—(1) the interrelation of cash reserves, debt, endowment; and (2) enrollment demand in excess of supply. As School Head, you may wish to become conversant with this teaching tool as a means of communicating more effectively your school’s efforts to position itself strategically in your marketplace.

1. Already a member? Click here to login.

2. Not a member? Click here to become a member.

3. Not sure? We'll help you figure it out.

While the beginning of each school year may be the “low point” of admission activity, it can be the “high point” of reassessment and planning. Use this time to prepare for the coming admission season. Review the last three years’ inquiry-to-enrollment statistics. Have there been changes in the inquiry pattern? Are people inquiring at different times than in the past? Are there discernible grade-level or division trends? Should the admission events placed on the calendar last spring be rescheduled at times that match the new inquiry patterns? You may have to readjust your strategies to reflect changes in your market.

1. Already a member? Click here to login.

2. Not a member? Click here to become a member.

3. Not sure? We'll help you figure it out.

“Academic rigor” is heralded as a central tenet of a quality academic experience. Schools tout it. Parents want it. Governments legislate it. The 1983 report, A Nation at Risk, sought to establish that the U.S. education system was enmeshed with mediocrity and called for increased academic rigor as the antidote. More than 30 years later—and as evidenced by the frequency with which “rigor” or “rigorous” appears on public and private school websites and strategic initiatives—“rigor” is still perceived to be a prime mechanism by which schools might improve student achievement.

1. Already a member? Click here to login.

2. Not a member? Click here to become a member.

3. Not sure? We'll help you figure it out.

With today’s increasingly varied family structures, many private-independent schools find themselves grappling with the issue of how to deal with noncustodial parents. No school can afford to be without a policy that governs the release of information to students’ natural parents and sets rules for in-school visitation, after-school pick-up, and the like by natural, but noncustodial, parents.

1. Already a member? Click here to login.

2. Not a member? Click here to become a member.

3. Not sure? We'll help you figure it out.

Your school’s summer program is now over and you are evaluating the program’s successes and failures as you begin planning for next summer’s sessions. As Summer Program Director, you know the key to a successful summer program, as in any other school curriculum, is its staff. But hiring for the summer program requires a different outlook than hiring for the regular school year. These differences might seem obvious. Creating a relationship with students and teaching for a week is different from having a year to achieve results. If you’re teaching an academic summer program, teaching for 3–4 hours a day for four weeks is different from teaching for 50 minutes a day all year long. The key objective of having fun is not as front and center during the school year as in the summer.

1. Already a member? Click here to login.

2. Not a member? Click here to become a member.

3. Not sure? We'll help you figure it out.

Each fall, ISM publishes a set of conversion factors to facilitate recasting previous tuitions into current dollars. (See the accompanying table.) We continue to use the Urban Consumer Price Index (CPI-U).1 However, we also realize the CPI-U does not completely reflect expenditures in private-independent schools; it can only serve as a base figure. There are compelling arguments for adjusting your tuition at a rate 2% above the overall inflation rate. The CPI has a built-in “productivity factor.” It assumes the workforce is increasingly productive as computers, streamlined mechanical devices, and other laborsaving developments provide greater output with fewer personnel. Education, however, differs from industries in that it is people-intensive and not truly “product”-driven. Education cannot offset the total true effects of inflation by increased efficiency—the classroom still basically consists of a teacher and a group of students. If more students enroll, we create more sections with more teachers. Furthermore, even as the demand for additional programs (and teachers) occurs, schools tend not to remove any of the standing programs to lessen the budgetary crunch. Costs go up even as productivity remains static.

1. Already a member? Click here to login.

2. Not a member? Click here to become a member.

3. Not sure? We'll help you figure it out.

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.” An excellent display of this conviction is that your teachers spend time improving themselves (professionally and otherwise) outside the classroom. How are you highlighting your teachers’ achievements, both inside and outside the walls of your school?

1. Already a member? Click here to login.

2. Not a member? Click here to become a member.

3. Not sure? We'll help you figure it out.

Judging from its incredible growth in the past two decades, home-schooling has clearly become more acceptable for parents seeking alternative education for their children. Like charter schools, home-schooling groups can be perceived as competition for private-independent schools. However, it may be more advantageous to cooperate with home-schoolers than to compete with them. Although students of all ages are educated at home, many are younger children who eventually attend conventional schools. Home-schooling parents typically have views on education that mirror those held by your school’s parents, and their children often prove to be exemplary private school students. With this in mind, consider working with local home-schooling groups as you would collaborate with feeder schools.

1. Already a member? Click here to login.

2. Not a member? Click here to become a member.

3. Not sure? We'll help you figure it out.