Escobar_AISAPAISAP 52Jeff Escabar
Director of Admission, Marin Country Day School
Head of School Elect, Marin Preparatory School
AISAP Board Member

 

As the hustle and bustle of the school year draws to an end it is a perfect time to stop and reflect on how your admission season fared. It is easy to follow the same path year after year and sometimes the tried and true continue to work, but at other times you might decide if a change of course is warranted. Whether you are a one person office or have others that work with you, it is often useful to review your year and decide what if anything new you might just want to institute next admission season. Think outside the box. What might you try differently next season that might warrant a better yield? Who in your school might be an untapped resource for one of your admission events that you have not asked before? Now is the perfect time to recruit that special someone to assist in your efforts before you get into the actual frenzy of the season.

More is not always better and a little reflection on your admission events might just provide you an opportunity to cut back on some events and ramp up and improve other events. Parents applying to a variety of schools will favor attending meaningful events that showcase the unique features of your program, but do not require them to attend large numbers of less than useful events. It is better to do one or two events well that demonstrate your mission clearly to help families decide that the fit between school and family is a good one.

The end of the school year typically showcases events that are the perfect opportunity to take some new photographs either for your website or other social media venues. Spend time walking around the campus watching children and teachers and watch for those special photo opportunity moments that will serve to convey the unique qualities of your school. I always find the last few weeks of school invigorating because the admission season has concluded and I can remind myself of all of the wonderful reasons my school is a special place.

Finally, spend a little time with your graduating students. Most of us were very involved in getting them into our schools, but if you are like most Admission Directors over the years your interactions are few and far between. We post the graduating student’s 8th grade portraits on one side of the auditorium and their kindergarten portrait on the other side.  It serves to remind me just how special they were when they entered the school and how much they have benefited and contributed to our community. Talk to them and realize that this is why we do the work that we do. Enjoy your summer!

 

This blog post is written by Deborah S. Ashe, the Director of School and Child Care Search Service in the Office of Work/Life at Columbia University and originally appeared on their News and Noteworthy section of their website. We thank Deborah for allowing us to re-post it here.

AISAP 52

Deborah S AsheDeborah S. Ashe
Director, School and Child Care Search Service
Office of Work/Life
Columbia University

 

 

Having just finished reading Columbia University School of Journalism Professor Marguerite Holloway’s book The Measure of Manhattan about John Randel, Jr., the man who plotted Manhattan’s grid, I am feeling inspired to superimpose order across the overgrown and confusing landscape of independent school websites.  So, whether you are the parent of a child born in 2008 who finds yourself willing to explore independent school options anew or the parent of a child born in 2009 approaching the task with trepidation, you need more than a school’s url to find your way through the thicket of information.  We are moving from the hokey pokey to hocus pocus.

The schools are well-meaning, eager to share their mission, vision and values.  Photos abound, college lists are alluring.  But the schools don’t seem to realize that you are on a scouting expedition, reconnoitering, gathering intelligence:

–How much does it cost to apply?
–Will the school waive or reduce the application fee if you apply for financial aid?
–When is the school’s application deadline?  Financial aid application deadline?
–What company does the school use to collect financial aid information (there are three major ones used these days)?
–When must your child turn five in order to be considered an applicant (the “birthday cutoff”)?
–Does the school require an admissions test?
–If you are applying for financial aid, can you request a fee reduction for that admissions test?
–How much is tuition and how much does tuition tend to increase from year to year?
–What is included in tuition and what extra fees do families pay?
–What percentage of your students receive financial aid and what is your average financial aid award?

If a school provides the answers to these questions, and they don’t all do so on their websites (in fact, some schools require you to call to find out what their tuition is), finding those answers requires a high level of frustration tolerance as one clicks from page to page to page ad nauseam.  Or, perhaps the message the schools are inadvertently sending is that if you have to ask, you don’t belong here?

So this is a call for schools, especially those that belong to organizations like the Independent Schools Admissions Association of Greater New York (ISAAGNY) or the Association of Independent School Admission Professionals (AISAP) or the New York Association of Independent Schools (NYSAIS) or the National Association of Independent Schools (NAIS) to provide this type of information on each school’s website in one place on one designated page.

Until that happens, I offer our version of a grid, an excel spreadsheet with information we gathered last summer on each of these schools.  This means that the tuition information is already outdated, and between now and September the application fee might change (read “increase”), but it does at least provide a compass reading.  Look for an updated version on our website by end of summer.

Once you move from exploring the digital terrain to visiting the schools themselves, you’ll undoubtedly find a warm welcome from students, parents, admissions staff and heads of schools.  They will be eager to hear your questions and to introduce you to their school community.  If the virtual world lacks the virtues of clarity and transparency, we hope you’ll find your way to our office for some guidance.

Deborah Ashe, the Director of the School and Child Care Search Service at Columbia University, assists Columbia families who are searching for schools in the New York metropolitan area.  Before taking on this position, Debbie was the Director of Admissions and Financial Aid at Trevor Day School (Nursery through Grade 5) for 11 years. During that time, she also served a term as Co-Chair of the Independent Schools Admissions Association of Greater New York (ISAAGNY).

 

AISAP • 52 – May 9, 2013 • Numbers, Numbers, Numbers

This blog post is written by Caroline Fisk, Director of Admissions, at Warren-Walker School. We thank Caroline for allowing us to use it here. Caroline Fisk Director of Admissions Warren-Walker School If you ask my headmaster “How many kids are in your 4th grade?”, he can quickly tell you there are 19 in Mrs. Jones [...]

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This blog originally appeared on David Willows’ blog, “Fragments: A Storytelling Approach to Life and Work.” We thank David for allowing us to use it here. Some ideas are worth playing with, just to see what floats to the surface. For some years now, I’ve been fascinated by the question of how we come to [...]

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AISAP • 52 – April 11, 2013 Relationships: Head of School, Board and Director of Admission

Jeff Escabar Director of Admission Marin Country Day School, CA AISAP Board of Director     Relationships: Head of School, Board and Director of Admission As the Admission season begins to wind down for many of us it seems like a good time to reflect on the process each of us go through as we [...]

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This blog originally appeared on Brendan Schneider’s “SchneiderB.com” blog. We thank Brendan for allowing us to use it here. Brendan will serve as facilitator and presenter of AISAP’s Leadership Summit entitled Inbound Marketing for Schools, being held June12 and 13 in Pittsburgh, PA. For more information on this event please click here: Inbound Marketing for [...]

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AISAP • 52 – March 19, 2013: Admissions As Midwife

This blog originally appeared on David Willows‘ blog, “Fragments: A Storytelling Approach to Life and Work”. We thank David for allowing us to use it here. Like many ideas, it started with a question. Sitting in the Admissions Office with my colleagues this morning—reflecting on a set of survey responses from families who have just joined [...]

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AISAP • 52 – March 12, 2013: Rock Your Brand in 2013!

This blog was originally published on http://www.targetmarketingmag.com. We thank Andrea Syverson for allowing us to re-post it here. Andrea, the author of “BrandAbout: A Seriously Playful Approach for Passionate Brand-Builders and Merchants,” is president of IER Partners, a strategic consulting company. Reach her at asyverson@ierpartners.com. Brand Matters : Rock Your Brand in 2013! Follow 4 examples from ‘The Boss’ [...]

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AISAP • 52 – February 28, 2013: Apply Science to Word-of-Mouth

This blog originally appeared on Mike Connor’s “Marketing Therapy” blog. We thank Mike and Connor Associates for allowing us to use it here. Mike Connor will join Andrea Syverson as facilitators and presenters of AISAP’s Leadership Summit entitled Building Your Competitive Brand Advantage, being held April 24 and 25, 2013, in San Francisco, CA. For [...]

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AISAP • 52 – February 22, 2013: Ask the Question “So What?”

This blog originally appeared on Mike Connor’s “Marketing Therapy” blog. We thank Mike and Connor Associates for allowing us to use it here. Mike Connor will join Andrea Syverson as facilitators and presenters of AISAP’s Leadership Summit entitled Building Your Competitive Brand Advantage, being held April 24 and 25, 2013 in San Francisco, CA. For [...]

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