8 Course Admission Cycle

Session #1:Your School’s Mission and an Introduction to the Admission Funnel (overview)	Education What is the funnel? The benefits of tracking data via the funnel The systems used for tracking data What each term means: inquiry, visit, application, screening, decision/enrollment Overview of your school: mission, school profile, key stats, historical admission data, understanding demographics, the role of the Head of School, competition/market, etc.
	Takeaways Seeing if they can write down their school’s mission statement List of how someone can see their mission in action 30 second elevator pitch (write and deliver) – go to school website, look over marketing materials
	Case Study Write their own personal mission statement (we would provide tips on best practices) Share with group if they so prefer Brainstorm a list of keywords in their own mission statement that make their school standout
Session #2 - The Inquiry (including the different types of marketing)	Education What is an inquiry? How do you track an inquiry? What information should you get (including the most important question: How did you hear about us?) How can you market your school – discuss inbound vs. outbound vs. word of mouth marketing approaches Components of an application packet
	Takeaways Work together to build a list of potential marketing allies in your community Select your top choices (for your school) and identify the estimated cost, who would be responsible, and how you would measure success.
	Case Study Use speaker phone to practice a phone call from an inquiry (ask one participant to go outside and call in as a prospective parent) Act out an inquiry-based conversation in the elevator – you have 30 seconds to get your message across. Share a google sheet with participants and have them enter data for at least one inquiry
Session #3 – Marketing Your School	Education Really take a close look at the different types of marketing Leader will show personal examples (from their school) as well as examples from other schools if approval received in advance.
	Takeaways Look at the marketing materials of your colleagues (move around the room), begin to put sticky notes (which we would need in bulk supply) on colleagues materials with feedback/ideas. Which of the materials would you like to incorporate into your own school’s marketing plan? We will get them moving around the classroom.
	Case Study Each group comes up with one outbound, inbound, and word of mouth marketing strategy for a particular applicant or applicant type (ex. Entry level PK applicant) on their inquiry list.
Session #4 - The Visit (include Open Houses)	Education (types of visits) How do you get them to visit campus? PERSONALIZE, utilize your network of ambassadors Tours Student visits (shadow days) and student ambassadors Open House events Other events on campus (Bring a friend to school, sports leagues, adult education, fairs, visiting speakers open to public, etc.)
	Takeaways Build an Open House event schedule, assuming you are 3 months out
	Case Study Looking at the inquiry list you received in session 1, groups will prepare ideas for an event / visiting experience that will appeal to their assigned student/family on the inquiry list
Session #5 - The Application and Screening Process	Education After the visit, what are some ways to get them to actually apply? Application formats (online vs. paper) and materials What types of assessments can be used? What type of information do you need to collect? And from whom? The interview
	Takeaways We will have several of our visitors submit applications (already filled out) with information and responses to questions We will also build a list of evaluations and resources
	Case Study Small groups will work together as an Admission Committee and review applicant folders
Session #6 – Admission Decisions and enrollment	Education What types of decisions are there? Wait-pool vs. wait-list? Provisional accepts, etc. How are Admission Committees constructed? How and in what manner do you communicate decisions? What are the various types of financial aid, remission, and tuition discounts What are parents looking for? Students? How can you persuade them?
	Takeaway What goes into an admission decision?
	Case Study Working in groups as an Admission Committees, participants will make decisions on completed applications.
Session #7 – The Hand-off to the Faculty via Matriculation	Education/Takeaways The risk of melts, enrollment contract terms. How do you keep enrolled families on board between March and Day 1 of school? Summer events/ideas, ambassador programs
	Case Study Groups take on the role of 6 types of individuals at your school Admission personnel faculty member Head of School board member specialist teacher future classmate How will each welcome the new student/family from the time the offer is extended through the day they set foot on campus and matriculate
Session #8 - Re-enrollment	Education/Takeaways Collaborating with the division heads and faculty/staff Customer service Your role with the board – hopefully you are part of the discussion in regards to enrollment and tuition setting
	Case Study Build a re-enrollment “plan” for the student you accepted after hearing from the facilitator/teacher how each of the students is doing (we will pretend it is November 2016 now and we have become more familiar with the new student). How would you handle a student who proves not be mission appropriate?