Marketing and Technology

I remember the anxiety about filling seats very well, as though it were yesterday. Back in the 90s, my head of school, Dr. Elliston Rahming, had hired me to be the Deputy Director of a new private school he was starting from scratch in The Bahamas. And I do mean from scratch! The budget for our first year had to come entirely from tuition income. Period. Moreover, I was charged with ensuring the seats were filled when we opened for business in September 1995. Now, remember that back in the 90s, the Internet was in its infancy. There was no social media to trumpet the opening of our new school. We only had the local press and word of mouth.

Against that backdrop, let me pose some scenarios to heads of boarding schools, owners of boarding schools, and anybody interested in filling seats at their school.

1. My school's enrollment is declining. I can't afford to hire a marketing professional. What should I do?

Saying that you can't afford a marketing professional is like saying you can't afford insurance. It's a must-have. I understand that you are thinking that marketing is a major expense. Don't think of it that way. Think of marketing as a profit center. When the marketing professional does her job, you will see results. If your budget is really tight, I suggest that you interview a recent college marketing graduate. Your giving her a job where she can prove how good

Navigating the complex landscape of private high school admissions requires expertise and insight. This article delves into essential areas that every school should master:

• Inquiry follow-up
• Standing out in a competitive market
• Choosing between rolling admissions and fixed admissions deadlines

Discover effective strategies for personalized inquiry follow-ups that engage prospective families. Learn how to differentiate your school from competitors by identifying your unique selling points. Understand the implications of choosing rolling admissions or a fixed admissions deadline and what it means for your school's operations and appeal. Whether you are an admissions professional or a school leader, this article provides actionable insights to elevate your admissions process.

Inquiry Follow-up

Personalized Email Response

Acknowledge each inquiry with a personalized email response. Address the person by their name and answer any specific questions they might have asked. If they didn't ask any specific questions, briefly introduce the school and what it offers.

Regular Newsletters

Send regular newsletters about the school's activities, achievements, and updates. These could also include student testimonials, information about the faculty, and details about the curriculum. It's an excellent way to keep prospective students and parents engaged.

Phone Follow-Up

If the inquirer has provided a phone number, make a personal call after sending an initial email. Your call gives a personal touch and can help answer any immediate questions the person may have.

Virtual Information Sessions

Virtual information sessions can effectively give a more detailed overview of the school's offerings. Invite the inquirers to these sessions, where they

When searching on Google, how often do you venture beyond the first page of results? Do you click on the top-ranking website? Statistics show that 27.6% of people click on the first result they see on Google. So, the burning question is: How can you position your school in that coveted #1 spot?

The answer lies in implementing effective search engine optimization (SEO) techniques for your school to rank highly on specific keywords. SEO involves tailoring your website to meet the criteria that Google considers when ranking websites. SEO is one of the most powerful tools for boosting your school’s enrollment marketing strategy.

First, what is a keyword? A keyword is anything a user searches on Google. When parents search “private school in Los Angeles,” you want to ensure you rank well on that keyword.

You might wonder if you need to be an SEO expert to improve your website's visibility and increase your keyword ranking. Fortunately, the answer is no! A significant portion of SEO can be accomplished organically by having a well-designed website and understanding the basics of what to do and what not to do.

Here are some top SEO to-dos and not to-dos to help reach that coveted #1 spot for school marketers.

1. Content Is SO Important
   
   This cannot be understated. If your site hasn't been updated recently and lacks substantial written content, your first step is to (re) write fresh

Spring is an exciting time both for private schools and for their new incoming students. Now, I know you're thinking, "Why spring? I thought schools opened in the fall? In September." Well, of course, you're right. Schools do welcome their new students at the beginning of the fall semester. But they also make a big fuss about their new students in the spring. After all, why talk about success once when you can talk about it all year long. It's just good marketing. Private schools are constantly looking to fill their empty seats. While certain times of the year are busier than others in the admissions department, the director of admissions has to focus on her school's finding new students throughout the year. Welcoming new students is an essential part of her job.

This video shares some tips on creating social media content.

Why is welcoming students so important?

Welcoming new students is important because it makes new students and their families feel that they are part of the school community from Day 1. Most new students will be concerned about basics like making friends and fitting in. Most parents want assurance that their children have everything they need to be happy and successful in their new school. The welcoming process sets the tone. It states unequivocally that "We are so happy you are here. We are so happy that you are part of our

IT Director answering her phone: "Hello, Yvonne here. How can I help you?"

Finance Assistant: "Yvonne! My computer's got something wrong with it. Everything's frozen and I can't access QuickBooks. And there's a message on my screen saying it's been hacked. What do I do?"

This scenario is a lot more common than you think. Ransomware attacks strike large organizations and small ones. While you wouldn't think private schools would be vulnerable to such attacks, they are just as exposed as a Fortune 500 company. Although I have earned IT certifications over the years, you and I are going to listen to what the experts in the IT security field have to say about ransomware, and, most importantly, how to protect your school from these unwelcome attacks.

What is ransomware?

The United States Government's Stop Ransomware website defines ransomware as follows: "Ransomware is a form of malware designed to encrypt files on a device, rendering any files and the systems that rely on them unusable. Malicious actors then demand ransom in exchange for decryption."

This video explains ransomware.

"It couldn't happen in my school."

Why should your private school be concerned about ransomware? After all, your school is such a small organization. Why would anybody attack our school? Another security expert tells you why.

cWatch explains why hackers do what they do: "Some common reasons for hacking include basic