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2005 NYSAIS Spring Admission Program
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  1. 2005 NYSAIS Spring Admission Program School Image, Marketing, Board Reporting Presenter: Christine Baker Principal of the Baker Group April 28, 2005

  2. Goals for 2005 NYSAIS Presentation: • Acknowledge the role the Admission Director plays or should play in the strategic discussions of the school. • Discuss the essential components to assessing your school’s image and approach to marketing. • Provide a broader context for the demographic and economic trends impacting enrollment and admission activity. • Recommend an approach to data collection and ways to generate useful admission and enrollment reports. • Determine opportunities for shared information and collaboration. • Present and discuss ways to create effective Board Reports. the Baker Group, NYSAIS 2005

  3. Informing Trustees and the Head of School on Research • As a school attempts to forecast its’ future, one must develop strategies that anticipate where the greatest changes are likely to occur and what they are likely to be, in order to take advantage of new realities and to convert turbulence or uncertainty into opportunity. -Susan S. Stone Strategic Planning for Independent Schools the Baker Group, NYSAIS 2005

  4. For traditional Independent School Admission Directors, it will take a mind shift... from gatekeeper to strategic thinker. • The role of the Admissions Director in an independent school’s strategic thinking and planning process is more important, (with the exception of the Head of School), than any other person on campus. • Because all discussions need to come back to competing goals and financial limitations, be prepared to swim upstream. You sometimes have to be the lone ranger- or a “positive rebel” to figure out a way to get the respect and time you deserve to present the research you have compiled. • It takes at least 2-3 years to build the infrastructure of research needed to be convincing to Heads of School and Boards. the Baker Group, NYSAIS 2005

  5. Understanding your school’s image and marketing your institution... Laying the groundwork the Baker Group, NYSAIS 2005

  6. Examples: Marketing Models to help focus your planning and resources 1. Marketing 101- The 4 P’s 2. Enrollment Management 101- 3 M Model the Baker Group, NYSAIS 2005

  7. Marketing 1014 P’s of Marketing • Product- Education and growth experience offered • Price- Investment in process and in the experience • Place-Campus location (proximity to home), facilities • Promotion-Taking your message to the market the Baker Group, NYSAIS 2005

  8. Enrollment Management Model 3M Marketing Model Research Media Messages Markets How to link message to markets? Combination of: People (staff, alumni, faculty, etc.) Technology (computers, including micros, word processing, telemarketing, satellite teleconferencing, CD’s video discs) Publications, Advertising Who is best match? Which market segments will be most responsive? Segmentation by: Geography High Income Ed. Attainment School Age Children Ed Expenditures Mission Distinctive Programs Image or Identity $, Quality, Size Environment, Location “Are there people there like me?” 3 M Model- Maguire Associates the Baker Group, NYSAIS 2005

  9. “Find your most promotable competitive edge, turn it into a powerful message, and deliver it to the right prospects.” The Ultimate Marketing Plan Written by Dan S Kennedy the Baker Group, NYSAIS 2005

  10. Definition of Enrollment Management • Definition: “A process that influences the size, shape and the characteristics of a student body by directing institutional efforts in marketing, recruitment, and admissions- as well as pricing and financial aid. In addition, the process exerts a significant influence on academic advising, the institutional research agenda, orientation, retention studies and student services. From a broader organizational perspective, the process inevitably leads to issues of mission and goals clarification and budgetary decision making.” -Don Hossler Admissions should not be the only office driving institutional research and marketing. the Baker Group, NYSAIS 2005

  11. Where do you start ? (Understanding your school’s image and marketing your institution... ) • Assess your school’s infrastructure • Develop a strategy for institutional research • Build a research core • Prioritize research for assessing your school’s Image • Clarify messaging • Define desired markets the Baker Group, NYSAIS 2005

  12. 1. Assess your school’s infrastructure • HISTORY- School Mission. What does that say about your past, present future image? What types of students have you attracted in the past? Where are you presently? What types of students do you hope to enroll? Enrollment statistics binder). • INFORMATION TECHNOLOGY- How are you managing the information available to you? Is your current software working for you? Does it do what you need it to do? • STAFFING & BUDGET... Do you have the resources currently to do what you need to do? • ENROLLMENT MANAGEMENT... Is the concept understood on your campus? • RESEARCH.. What do you know already about your school’s value and image... internally and externally? the Baker Group, NYSAIS 2005

  13. 2. Develop a strategy for institutional research Research should include: • Admission Research (inquiry, accepted student, tour/visit postcard) • Institutional Research (Attrition Study, Research on Current and Past Parents, Current Students , Faculty and Staff, Alumni, Communications Audit) • Market Research ie.,positioning information-(Benchmarking of other schools, Overlap school comparisons, Publications audit) • Demographic Research (Sending communities, gender, socio-economic and racial diversity) the Baker Group, NYSAIS 2005

  14. 3. Build a Research Core • Chart funnel trends at your institution • Compile enrollment history (i.e. school composite trends, retention statistics) • Research peer schools • Familiarize yourself with recent independent school research • Examine usefulness and feasibility of college research resources • Identify useful demographic sources (NAIS, Dept of Ed, National Center for Ed. Stats.) the Baker Group, NYSAIS 2005

  15. 4. Prioritize Research for Assessing Your School’s Image A. Internal Research Faculty / Staff Survey Trustees Survey Parent Research Current Student Research Alumni Research Communications Audit • External Market Research Prospect (Sending schools, Ed. Consults, Overlap schools) Inquiry- non app, Interview non app Admitted Student the Baker Group, NYSAIS 2005

  16. Image Question for all Constituents The following adjectives and phrases might be used to describe an independent school. Please circle all of the adjectives that you feel describe Baker Academy of 2005. the Baker Group, NYSAIS 2005

  17. 5. Clarify Messaging • “Independent Schools Make a Difference Every Day” (NAIS messaging) • “Making the Choice of a Lifetime” (NAIS tagline for parents) Yet... Is the message getting out there? • What are the strengths of your school you would like to have conveyed? • What is your school’s distinctive message- when positioned against public, other privates, etc? the Baker Group, NYSAIS 2005

  18. The biggest messaging obstacle for NAIS schools... What percentage of the population can even hear that message? • While the ideal for all independent schools is to be accessible and inclusive- the public perception and high tuition suggest the opposite. • Affordability index suggests less than 9% can afford day tuition, less than 4% can afford boarding • NAIS Public Opinion Poll (39% elitist, 33% “intimidating”) • What does your school do to accommodate/welcome prospective students inquiring/visiting/applying? Web site ease? How strict are your deadlines? Instructive signage on campus? • NAIS Graphs on median tuition, financial aid availability, SSS. the Baker Group, NYSAIS 2005

  19. Define desired markets(Map Point slides to follow) • Identify markets that with potential for high return. • Communities of current families, past parents and alumni • Proximity to home • High income • Education Attainment • School Age Children the Baker Group, NYSAIS 2005

  20. Summary: Building a Research Core • Create a readily accessible notebook organized by strategic enrollment issue including internal and external research (i.e. charted funnel stats, trends w/ school composite, pricing and financial aid, retention statistics etc. ) • Identify useful demographic sources (www.NAIS.org) to collect national trend information and access governmental sources for regional and local trend data and forecasts (US Census Bureau com, US Dept of Ed, Dept of Ed by state) • Research peer schools • Examine usefulness and feasibility of college research resources the Baker Group, NYSAIS 2005

  21. 14,600,000 US Teenagers projected for2005 2,400,000 New England Teens projected for 2005 25% who would consider private school Research Fullpayfamilies-4% bdg/ 8% day 25% who are Strong EnoughStudents Outreach & Promotion Inquiries & Leads Interviews / Visits Recruitment Applicants Evaluation Accepts Marketing Yield Enrolled Retention the Baker Group, NYSAIS 2005 Alumni

  22. Being clearly understood. Carefully and thoroughly eliminate all assumptions. The guts to ask for action every time, in every presentation Tailoring and delivering your message to the right market. Marketing messages developed with the understanding that recipients will be stubbornly reluctant to believe them. Pictures that prove your case. Image congruency. Constant change. Capture callers’ identity and specific interests and market to them. Use your best unique selling proposition. Make the customer feel important, appreciated and respected. Developing new products and services for existent customers instead of getting new customers for existent products and services. Excellence. The “Ultimate Marketing” Checklist the Baker Group, NYSAIS 2005

  23. National Trends 1 the Baker Group, NYSAIS 2005

  24. Numbers of Births in the United States 1951-2011 1 • 1 SOURCE: U.S. Department of Commerce, Bureau of the Census, Current Population Reports, Series P-25, Nos. 1092, 1095, and "National Population Estimates for the 1990s," January 2001, and "Annual Projections of the Total Resident Population: 1999 to 2100," January 2000; and U.S. Department of Health and Human Services, National Center for Health Statistics (NCHS), Annual Summary of Births, Marriages, Divorces, and Deaths: United States, various years, National Vital Statistics Reports; and unpublished tabulations. (This table was prepared May 2001.) National Center for Education Statistics 2001 the Baker Group, NYSAIS 2005

  25. National Enrollment Projections • Elementary and secondary enrollment • increased 19 percent between 1988 and 2001 • is projected to increase 5 percent between 2001 and 2013 the Baker Group, NYSAIS 2005

  26. National Enrollment ProjectionsGrades K-8 • Enrollment in kindergarten through grade 8: • increased 19 percent between 1988 and 2001 • is projected to increase 5 percent between 2001 and 2013 the Baker Group, NYSAIS 2005

  27. National Enrollment Projections Grades 9-12 • Enrollment in grades 9-12: • increased 17 percent between 1988 and 2001 • is projected to increase 4 percent between 2001 and 2013 the Baker Group, NYSAIS 2005

  28. National Enrollment ProjectionsPrivate Schools • Enrollment in private elementary and secondary schools: • increased 18 percent between 1988 and 2001 • is projected to increase 7 percent between 2001 and 2013 the Baker Group, NYSAIS 2005

  29. National Enrollment Projections Grades 9-12 • Enrollment in grades 9-12: • increased 17 percent between 1988 and 2001 • is projected to increase 4 percent between 2001 and 2013 the Baker Group, NYSAIS 2005

  30. National Enrollment ProjectionsPrivate Schools • Enrollment in private elementary and secondary schools: • increased 18 percent between 1988 and 2001 • is projected to increase 7 percent between 2001 and 2013 the Baker Group, NYSAIS 2005

  31. Regional Enrollment Projections • Between 2001 and 2013, public elementary and secondary enrollment is projected to: • increase 13 percent in the West • increase 4 percent in the South • decrease 2 percent in the Northeast • increase slightly in the Midwest the Baker Group, NYSAIS 2005

  32. Enrollment Projections by State Expected 4 % national increase in public school enrollment between 2001 and 2013 . Increases are projected for 30 states for 2001-2013. Largest increases projected for:Alaska (17 %), Hawaii (16 %)California (16 %)Idaho (15%),New Mexico (14.9%)Nevada (13.8%)Utah (12.7%)Arizona (12%)Texas (11.2%) the Baker Group, NYSAIS 2005

  33. Enrollment Projections-by StateProjected percent increases in public elementary and secondary school enrollment, in Northeast 2001 to 2013 • New York -3.5 • Vermont -3.2 • Conn. -2.8% • Maine -2.4% • Massachusetts -2.4% • Penn -1.9% • New Hampshire -0.2% • New Jersey + 2.5% • Rhode Island +1.9 % the Baker Group, NYSAIS 2005

  34. National Independent School Trends 1994-2004 the Baker Group, NYSAIS 2005

  35. NAIS Enrollment Trends • 1 the Baker Group, NYSAIS 2005

  36. NAIS Enrollment Trends the Baker Group, NYSAIS 2005

  37. NAIS Enrollment Trends the Baker Group, NYSAIS 2005

  38. NAIS Admission Ratios the Baker Group, NYSAIS 2005

  39. Other Trends the Baker Group, NYSAIS 2005

  40. Charter Schools-National Facts • Almost 3,000 charter schools are operating in 36 states and the District of Columbia, serving 650,000 students. • First charter school founded in 1991 in Minnesota. • At the start of the 2002-03 school year, 393 new charter schools opened nationwide. • Most important reasons for founding a charter school: • Alternative vision for schooling (58%) • Serve a special population (23%) • Gain autonomy (9%) • Top 5 charter schools states: • Arizona (468) Texas (228) • California (452) Michigan (186) • Florida (232) the Baker Group, NYSAIS 2005

  41. SSAT Takers 1995/96 to 2003/04 the Baker Group, NYSAIS 2005

  42. Home schooling • The “home-schooled” population continues to grow. According to the National Center for Educational Statistics and the National Household Education Survey (NHES), there were 360,000 students home-schooled in 1994. In 1999 the same survey reported 790,000 home-schooled students. The National Home Education Research Institute reports that there were over 1.7 to 2.1 million students being home-schooled in 2002-03. the Baker Group, NYSAIS 2005

  43. Charter Schools-National Facts • Almost 3,000 charter schools are operating in 36 states and the District of Columbia, serving 650,000 students. • First charter school founded in 1991 in Minnesota. • At the start of the 2002-03 school year, 393 new charter schools opened nationwide. • Most important reasons for founding a charter school: • Alternative vision for schooling (58%) • Serve a special population (23%) • Gain autonomy (9%) • Top 5 charter schools states: • Arizona (468) Texas (228) • California (452) Michigan (186) • Florida (232) the Baker Group, NYSAIS 2005

  44. National Pricing and Financial Aid Trends the Baker Group, NYSAIS 2005

  45. NAIS Pricing Trends the Baker Group, NYSAIS 2005

  46. NAIS Financial Aid Trends the Baker Group, NYSAIS 2005

  47. Rise in Median Tuitions at NAIS Day Schools the Baker Group, NYSAIS 2005

  48. Rise in Median Tuitions at NAIS Boarding Schools the Baker Group, NYSAIS 2005

  49. % of Filers Income Range Source: NAIS School and Student Service for Financial Aid (SSS) processing system data Shifting Aid-Applicant Pool the Baker Group, NYSAIS 2005

  50. Average Award Levels the Baker Group, NYSAIS 2005