We are long overdue for some fresh thinking about tuition assistance. The affordability challenge is not new, but the way many schools approach it has not changed in years. The old playbook is no longer keeping pace with today’s market. If we are willing to step outside the traditional box and look at tuition assistance through a more strategic, data-driven lens, we can make decisions that stabilize enrollment and strengthen our schools for the long haul.
In independent schools, we spend a great deal of time and resources crafting the perfect admissions journey. But what about the journey that comes next? The unfortunate truth is, once the enrollment contract is signed, opportunities to demonstrate your school’s deep value to current parents become surprisingly few and far between.
This is precisely why student-teacher or parent-teacher conferences should be viewed as not merely an administrative requirement, but the ultimate, face-to-face retention event
With the new school year around the corner, the clock is ticking, but there’s still time to make a meaningful impression on prospective families who are already searching. Campus might be a little quieter, but this isn’t the moment to hit pause. For proactive schools, end-of-summer is a golden window to spark interest, plant seeds, and pull back the curtain on what makes your community special.
If we have worked together, or you have heard me speak, you probably have heard me say that direct mail is NOT dead, and that purchased mailing lists can be an extremely effective way to communicate with prospective families, especially millennial families.
Several reputable organizations have done significant research into direct mail effectiveness, and have published studies supporting its efficacy.
Lakeside School in Seattle, WA has done an incredible job envisioning, researching, and planning the launch of a micro school in 2018. In this fabulous article, they lay out the various pieces to their planning. It is well worth the read.
Tuition driven schools spend a great deal of time, and rightfully so, in the world of recruitment. This is how families end up in the proverbial (if outdated) "top of the funnel", which can feel like the holy grail for strong enrollment management. It is certainly true that bullet-proof recruitment practices are vitally important to enrollment. Having a steady stream of inquiries allows you to nurture leads through the funnel and into your matriculated student base.
