Description:Each year, the vast majority of admission and communications leaders pick their budget with little more than the previous year’s budget as a guide. Are independent schools spending half, a third, a quarter, or even a fifth of what they should to communicate their value proposition and insure their sustainability? Might this be the source of the markets failure to recognize the worth of our schools? Every admission season confronts school leadership with 3 crucial strategic advertising decisions – Choosing the right value propositions to communicate, choosing the right mediums and, perhaps most importantly and least carefully determined, picking the right level of money to spend. The session unpacks how other industries pick their budgets and explores why those findings and the unique marketing constraints of our industry may call for significant increases in advertising expenditures.The session will review the marketing constraints that limit inquiry generation and provide a template for choosing value propositions and different mediums. The core focus however will uncover both non- and for-profit industries’ standards to establish whether a significant increase in advertising expenditure is warranted by our schools. Participants’ take-away will also include a means of establishing each school’s appropriate advertising budget and a return-on-investment template for helping key decision makers determine their budgets wisely.
AISAP Standard & Competency: Demonstrate exemplary communication skills appropriate to the unique landscape of education. Understand the school’s economic context, revenue streams, and financial management and their implications for admission and enrollment management.
Delivery Method: Interactive web seminar conducted online
Program Level: Experienced Professional, New to Directorship, MarComm
Presenter: Peter Anderson, Director of Admission and Enrollment Management, The Episcopal Academy
Bio: In July of 2014, Peter Anderson began his work as Director of Enrollment Management at Episcopal Academy in Philadelphia, PA.
Peter secured his undergraduate degree from Middlebury College and his MBA from New York University’s Stern School of Business. Following his work as an Institutional Derivatives Broker for Gottex Financial Services in Lausanne Switzerland, Peter returned to education in the summer of 2000. Between 2009 and 2014, Peter worked as Director of Admission at Lancaster Country Day School and he has served as Director of Financial Aid at Loomis Chaffee School and as an Instructor in U.S. and South African History at St. George’s School in Newport Rhode Island.
Contact Info:
Pete can be reached by email at anderson@episcopalacademy.org