Blogs

The opinions expressed herein are solely the author's and may not reflect the opinions and beliefs of AISAP or its affiliates.

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The week after the application deadline and final scheduled tour, I received 14 inquiries and 5 phone calls from families looking for tours and application information for the upcoming school year. Quite honestly, I was a bit disappointed. We advertise our tour dates in many online and paper publications, and our website clearly outlines the application process, including dates and deadlines. I realize it is my hope that people will find us and go through the process in the orderly way we have outlined for them, that they will inquire, take a tour, apply, send transcript release forms and teacher recommendation forms to their child’s current school, and sign ...
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They say “never judge a book by its cover”, and I had been guilty of this for a very long time. I often tell the story of how my kids started attending an independent school, and it was seeing it from the “inside” that made all the difference. I had been a part of my current school’s community for a long time as the sister of an employee. My brother and I never went to an independent school and we both obtained our degrees and diplomas from public schools from Kindergarten all the way up through completion of our undergraduate studies. So, when he was hired as a coach and teacher for one of the largest independent schools in the continental United States, ...
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Almost every big technological breakthrough has triggered as much worry as it has excitement, especially in the field of education, which has tended to adapt slower than other industries. “Any change in education has caused fear,” explains Darren Wise, Director of Information and Communication Technologies (ICT) at Aiglon College. “When the internet first started being used in schools, people were worried about kids using it to access bad things or for plagiarism. Even the calculator was seen by some as a terrible thing.” With the speed of recent digital developments, it’s no wonder that fears have once again been ignited. Just last month, Open AI announced ...
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AI can streamline administrative tasks and improve operational efficiency within private schools. AI-powered systems can automate routine administrative processes, such as attendance tracking, grading, and scheduling. This allows educators and staff to focus more on their core responsibilities, such as teaching and providing support to students. By reducing administrative burdens, AI can free up valuable time and resources, ultimately enhancing the overall efficiency of private schools. However, the introduction of AI in private schools will undoubtedly lead to a shift in the school's culture. As AI becomes increasingly integrated into the education system, ...
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That monumental change at your school, leaving you unsettled, ill-equipped, and bracing for what comes next, is inevitable. While it’s a common experience, it’s never a welcome one. It can feel like everyone has questions, and no one has answers. These moments come in varied forms and will be specific to your community, but employee turnover, organizational restructuring, leadership transitions, and public relations emergencies are relatable examples. Have faith that you’re not alone and that there is hope, even opportunity, in these uncertain spaces. “ Admissions is not for the faint-hearted .” This quote from Janice Crampton, CEO/Executive Director for ...
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Over the years, independent schools have become reflections of the broader world and admissions teams have worked hard to envision ways to continue increasing diversity on their campuses. While the goal to create a diverse community is an essential one, and inextricably linked to a vibrant learning environment, there are critical steps that need to be taken to ensure each applicant is receiving an equitable chance at attending your school and is supported well once they have enrolled. Implicit-Bias Training - Every admissions team should invest in implicit-bias training. In order to become a more diverse, equitable, and inclusive school community we must ...
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Enrollment management is a dance of purpose, promise, and experience. As admission professionals, we stand on the front lines of portraying our schools authentically. The school tour, the moment where families immerse in the ecosystem of your school, plays a pivotal role in setting expectations. Today, we delve into the importance of providing an authentic tour, laying emphasis on transparency and honesty. The Authentic School Tour: A Mirror, Not a Billboard Billboards are for highlights and brief messages. However, a school tour is not a billboard. It should be a mirror, reflecting the reality, nuances, and values of the school. Authenticity means showcasing ...
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Even when a Supreme Court decision seems clear about what it wants, that doesn’t mean their decisions always conform to expected outcomes. In 1986, the Court ruled in Batson v. Kentucky that prosecutors were not allowed to strike potential members of a jury because of race. The intended outcome of that decision was to eliminate all-white juries. As a result of the Batson rule, a Court decision that was designed to create more diverse juries, juries actually became less diverse. DA’s were then trained to stop mentioning race. No matter how preposterous their reason for excluding a juror, as long as they didn’t say race, there was no issue. The funniest ...
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As we embark on a new year of membership with the Association of Independent School Admission Professionals (AISAP), I am thrilled to welcome each of you to the exciting journey ahead. The theme of “Belonging” is one that I hope will guide us and resonate deeply within our community: At AISAP, our mission is to empower and educate professionals in the admission and enrollment field and foster an environment where every individual feels a strong sense of belonging. With that in mind, I want to dive into why we strongly emphasize this aspect and how it shapes our daily, weekly, and monthly engagements. Every Day: Nurturing a Culture of Inclusivity Belonging ...
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Board presentations can be a source of anxiety for admissions and marketing professionals. We are currently at a time of the year when we find ourselves in the boardroom presenting how enrollment goals were achieved or missed. Regardless of which you are presenting, the board wants to know that there is a sustainable future for the institution, given enrollment is the largest revenue generator. Board agendas are often packed, so professionals typically have about fifteen minutes to present the institution's sustainability. No wonder these presentations can be anxiety-provoking! To help reduce some of that anxiety, here are some tips to guide you through the practical ...
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The cycle of an admission professional can be compared to many things. I like to think of it as a long hike up and down a mountain. The hike often starts off flat where we have lots of energy and excitement for hiking up a beautiful mountain on a crisp autumn day. We are well-rested and hydrated. Just like the beginning of the admission cycle, the summer is over, kids are back in school, the weather is nice and we are ready to start the admission season. We have a marketing plan in place and we are thrilled to start the journey of another admission season. Inquiries start coming in and the possibilities of how we are going to shape these classes seem infinite. ...
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There was a time when the words “government housing” didn’t conjure unfair and wildly distorted images of graffiti-covered walls and rampant crime. In post-World War II America, “government housing” meant simply that there weren’t enough homes available and the government was going to build some. The housing was generally well made and, even more importantly, the government-subsidized loans made them affordable. Initially, all that housing was integrated – factories needed as many workers as they could find and issues of race took a backseat. The segregation came later (as did the myth that the segregation we continue to see today is the result of individual ...
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They say there’s no “I” in team… but what if the team is only you? Marketing teams (and budgets) at private and independent schools are often small or under-resourced. According to our 2021 State of Independent School Marketing Survey , 29% of all private and independent schools – and more than 50% of schools with less than 300 students – have a single person responsible for marketing. The most common? 60% of private elementary schools and 31% of day schools report having a one-person marketing department. If you’re juggling marketing strategy and implementation on your own, that’s trying to do a lot. Here are some key tips to help maximize the impact ...
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It's tough to step into a new role - we know, because we've been there! Our partner Mike Connor from Connor Associates has too, and is here to offer some advice in the form of seven key questions to ask to ensure you're getting started on the right foot. Congratulations to all of you who this year are entering the two best jobs a school can offer. I’ve been there! Looking back, here is some hard-won advice to make sure your journey is as rewarding as mine was when I was in the trenches day to day: 1. Is Everyone Aligned? If you are new or even a few years into the job, assess the authentic identity of your school. There is typically a “confluence of congruence” ...
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After 24 years working in finance, I transitioned to private school admissions in 2006. School leadership thought this was a good idea but I had serious doubts. After all, I was an accountant, not a salesman. This was a new position, so there was no one to train me. Trial and error became my best friends. Those first few months of parent inquiries and tours were interesting, to say the least. I read up on persuasion techniques, diving into the benefits, and features of private education and our school in particular in each meeting. This approach brought moderate success, I think, in spite of my efforts to “sell” my school. Over time, I realized that sharing ...
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Leaders are strong. Leaders are brave. Leaders are stoic. Leaders cry sometimes and talk about hard, personal things. Wait, what? That can’t be right. Or, can it? When I was hired to head up the Admission Office at my alma mater in 2013, I was excited and terrified. As that collision of emotions leaked out of my eyes in a “what have I gotten myself into?” conversation with a trusted mentor, she advised me to watch Brené Brown’s TED Talk on Vulnerability – if you haven’t seen it, I highly recommend YouTube-ing it. What my colleague and Brené helped me embrace and understand, is it’s okay to feel uncomfortable and uncertain, and to even embrace that feeling ...
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I must have used the word “fit” a dozen times a day for the first twenty years of my career in enrollment management. But lately, I am rethinking its use in the realm of admissions (and hiring, but that is a topic for another day.) To me, “fit” conjures the image of trying to stuff something inside a box or filling up container as much as possible while not stressing its perimeter. It is not a far leap from there to recall outdated adages about education being the filling of a vessel. Most educational institutions have strategic plans to ensure that they are constantly learning, growing, and aligning themselves with evolving best practices. Our schools are ...
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Much has been written about how quickly the education landscape is changing, and that pace of change has accelerated significantly during the past few years. Regardless of where you may stand with current enrollment, as schools seek to evolve and adapt to what the market demands, an intentional commitment to student and parent experience will be critical in the years to come. And inspiration can come from unexpected places. Whether or not you’re a baseball fan, the Savannah Bananas are a name you should know. Why? Because day in and day out, the team is providing a real-time masterclass in delivering remarkable customer experiences. Their players aren’t ...
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Are you currently experiencing enrollment management challenges? There can be many reasons for this, from shifting population demographics to enhanced competition or concerns related to tuition or your perceived value, but I believe the most underrated and potentially impactful driver of unmet enrollment goals is simply factors related to SCHOOL CULTURE. More specifically, culture as it relates to the experience your students and families feel on a daily basis. You can implement a new content strategy with a high-functioning website and great user experience, but if your culture stinks, well,...good luck. Too many enrollment management plans I see contain ...
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In the summer of 2008, I moved from Philadelphia to Washington, DC, for a new directorship in admission and marketing. By October of that year, The Great Recession had a grip on the nation. In a bedroom community of realtors and financial sector employees, the effects devastated the schools in my area. If you lived through that and the COVID-19 Recession , you are battle-tested. But those recessions came on in a flash, and quick decisions had to be made. Now, you have the chance to plan for what seems inevitable. Don’t take it from me, though. There is a 98% chance of a global recession Almost every CEO in America is getting ready for a ...
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