Title: 2005 NYSAIS Spring Admission Program
12005 NYSAIS Spring Admission Program
- School Image, Marketing, Board Reporting
- Presenter
- Christine Baker
- Principal of the Baker Group
- April 28, 2005
2Goals 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 schools 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. -
3Informing 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
4For 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 schools 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.
5Understanding your schools image and marketing
your institution...
6Examples Marketing Models to help focus your
planning and resources
- 1. Marketing 101- The 4 Ps
- 2. Enrollment Management 101- 3 M Model
7Marketing 1014 Ps 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
8Enrollment 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, CDs 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
9Find 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
10Definition 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.
11 Where do you start ? (Understanding your
schools image and marketing your institution... )
- Assess your schools infrastructure
- Develop a strategy for institutional research
- Build a research core
- Prioritize research for assessing your schools
Image - Clarify messaging
- Define desired markets
121. Assess your schools 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
schools value and image... internally and
externally?
132. 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)
143. 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.)
154. Prioritize Research for Assessing Your
Schools 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
16Image 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.
Diverse Personal Academic Supportive
Athletic Engaging Family school Intense
Busy Stressed Too big Socially conscious
Social Caring Boring Exciting
Artsy Warm Friendly Challenging
Fun Expensive Spiritual Conservative
Too small Nurturing Happy Preppy
Intellectual Comfortable Liberal Snobbish
175. 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 schools distinctive message- when
positioned against public, other privates, etc?
18The 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.
19Define 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
20Summary 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
2114,600,000
US Teenagers projected for 2005
2,400,000
New England Teens projected for 2005
25 who would consider private school
Research
Full pay families- 4 bdg/ 8 day
25 who are Strong Enough Students
Outreach Promotion
Inquiries Leads
Interviews / Visits
Recruitment
Applicants
Evaluation
Accepts
Marketing
Yield
Enrolled
Retention
Alumni
22The Ultimate Marketing Checklist
- 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.
23National Trends
241
Numbers of Births in the United States 1951-2011
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
25National Enrollment Projections
- Elementary and secondary enrollment
- increased 19 percent between 1988 and
2001 - is projected to increase 5 percent between
2001 and 2013
26National 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
27National 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
28National 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
29National 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
30National 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
31Regional 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
32Enrollment 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 forAlaska (17 ), Hawaii (16
)California (16 )Idaho (15),New Mexico
(14.9)Nevada (13.8)Utah (12.7)Arizona
(12)Texas (11.2)
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
34National Independent School Trends
35NAIS Enrollment Trends
36 NAIS Enrollment Trends
37 NAIS Enrollment Trends
38 NAIS Admission Ratios
39Other Trends
40Charter 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)
41 SSAT Takers 1995/96
to 2003/04
42Home 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.
43Charter 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)
44National Pricing and Financial Aid Trends
45 NAIS Pricing Trends
46 NAIS Financial Aid Trends
47 Rise in Median Tuitions at NAIS Day
Schools
48Rise in Median Tuitions at NAIS Boarding Schools
49Shifting Aid-Applicant Pool
50 Average Award Levels
51 Percent of Enrolled Students Granted Aid
52 Income Distribution (U.S. Families)
Under 25K 22.6 25K - 50K 28.3 50K -
75K 21.2 75K - 100K 12.7 100K 15.2
Source Current Population Survey Annual
Demographic Survey, March Supplement, U.S.
Census Bureau website
53 Wealthiest American Families
The lower end of the income range for the
wealthiest 5 of US families (in constant 2000
dollars) 1980 109,436 1990 131,425 20
00 160,250 chg since 80 46.4
Source U.S. Census Bureau web page,
www.census.gov/hhes/income/histinc/fo1.html
542002 Consumer Spending(in of total
expenditures for households 70K and over)
Source Bureau of Labor Statistics, Consumer
Expenditure Survey, 2002
55Ways to define desired marketsDemographic and
Economic Forecasting of 8 NYSAIS Markets(Map
Point 2004)
56As a Director of Admission- when do you need to
take the time to conduct demographic research?
- Your school is launching a strategic plan.
- The local economy (or demography, or sociography)
appears to be shifting, but you are uncertain as
to the extent or the meaning of this shift?
- You are a new admission director of a school and
need to understand where, and to what degree, you
should invest your recruitment budget and staff
energies? - Your school is considering expanding enrollment
and the question has been posed to youis this
new larger capacity sustainable? - You are adding a significant program to your
school (adding a lower school, an after care
program, a summer camp, etc.). - Your Board is considering changing the tuition in
a significant way.
57Samples of 8 NYSAIS markets
- Upper Manhattan
- Long Island
- Eastern NY/W Ct
- Greenwich/Stamford
- Lower Manhattan/ Brooklyn
- Buffalo
- Rochester
- Albany
58Demographic Characteristics Analyzed for 8 NYSAIS
areas
- Population Under Age 14 Projected for 2005
- Projected Household Income for 2005
- Educational Attainment (Graduate Degree)
- Projected Tuition Expenditures 2007 for Nursery
School Day Care - Source Map Point
59Upper Manhattan High Incomes projected for 2005
60Upper Manhattan Population Under Age 14 Projected
for 2005
61Educational Attainment (Graduate Degree) Upper
Manhattan
62Projected Tuition Expenditures 2007 for Nursery
School Day Care Upper Manhattan
63Long Island High Incomes projected for 2005
(Gray Areas Exceed 200,000)
64Long Island Population Under Age 14 Projected for
2005
65Educational Attainment (Graduate Degree) Long
Island
66Projected Tuition Expenditures 2007 for Nursery
School Day Care Long Island
67Western CT / Eastern NY High Incomes projected
for 2005
68West CT / East NY Population Under Age 14
Projected for 2005
69Greenwich / Stamford High Incomes projected for
2005(Gray Areas Exceed 200,000)
70Greenwich Population Under Age 14 Projected for
2005
71Educational Attainment (Graduate Degree)
Greenwich
72Projected Tuition Expenditures 2007 for Nursery
School Day Care Greenwich
73Lower Manhattan High Incomes projected for 2005
74Lower Manhattan Population Under Age 14 Projected
for 2005
75Lower Manhattan Population Under Age 14 Projected
for 2005
76Projected Tuition Expenditures 2007 for Nursery
School Day Care Lower Manhattan
77Buffalo High Incomes projected for 2005
78Buffalo Population Under Age 14 Projected for 2005
79Educational Attainment (Graduate Degree) Buffalo
80Projected Tuition Expenditures 2007 for Nursery
School Day Care Buffalo
81Rochester High Incomes projected for 2005
82Rochester Population Under Age 14 Projected for
2005
83Educational Attainment (Graduate Degree)
Rochester
84Projected Tuition Expenditures 2007 for Nursery
School Day Care Rochester
85Albany High Incomes projected for 2005
86Albany Population Under Age 14 Projected for 2005
87Educational Attainment (Graduate Degree) Albany
88Projected Tuition Expenditures 2007 for Nursery
School Day Care Albany
89Presenting to your Board
90Possible Topics
- Admission Report
- Access and Affordability
- Marketing Goals
- Internal and or External Research Results
- Slides included to provide foundation
91Developing an outline
-
- Step 1... Analyze the questions being asked.
What is the purpose of the presentation? What
are your needs to enroll the students you think
the school deserves therefore, what are the
points you want to make? What are the outcomes
you are hoping for? Fine tune the questions you
want answers. -
- Step 2 Define the scope of the data collection
and/or necessary research (in house info, use
NAIS.org resource pages). - Step 3 What external factors may be affecting
you? When? How? (National Local Economy,
Demographics) What internal factors may affect
you? When? How? (Change in Leadership, Strategic
Plan, Buildings Projects, Budget Constraints,
etc.) Anticipate questions. - Step 4 Provide information about how are you
doing compared to your peer schools?. Produce
comparative information on other schools. - Step 5 Add a personal dimension to your
presentation...Review the positive impact a
proposed initiative would have on the school
community... Balance the use of statistics and
anecdotal examples.
92Admission Report for the Board
93Collecting the Data Necessary Research
- National Trends
- Demographic overview, Economic forecasting,
Census information, NAIS statistics, Education
info, - Regional Trends
- Shared data, Census information, State Dept. of
Education Statistics - Benchmarking of other schools
- School Specific Activity/Trends
- Funnel overview, funnel conversion rates,
research survey results, current
enrollment/school composition, attrition research
94Admission and Enrollment Research
95What are the areas to research?
- Admissions
- Financial Aid
- Tuition and Pricing
- Attrition
96Admissions
- Inquiries
- Applicants
- Admits
- Matriculants
- Refusals
- Matriculant/Refusals
97Financial Aid
- Demand
- Average Grant and Loan and Rate of Increase
- Returning Student Budget
- New Student Budget
- Old/New Student Budget
- Critical Masses Within the Budget
- (Top Candidates, Boarding/Day, Faculty/Staff,
Alumni, Students of Color, etc.)
98Tuition/Pricing
- Rate of Increase
- Impact on Applications
- Impact on Financial Aid Applications
- Increase in Average Grant/Loan
- Number of Top Candidates Whose Need Is Not Met
99Attrition
- Number of students not returning
- of students not returning
- Reasons
100Who can help? (me)
- Member of Office
- Member of Admission Committee
- Member of Math Department
- College or graduate students
- Outside Consultant
101What Scenarios Need Consideration?
- Individual Institution
- Peer Group
- Time Frame (1, 2, 5, 10 and 15 year periods)
- External Perspective/Outside Consultant
- Prospective Students/Parents
- Admitted Students/Parents
- Alumni
- Sending Schools/Receiving Schools
- College Admission Counselors
102What are the variables to consider?
- Gender
- Boarding/Day Status
- Grade
- Geography
- Top Candidates
- Students of Color
- Alumni
- Siblings
- International
- Financial Aid Applicants/Recipients
- Type of School
103Inexpensive Research ProjectsKeep it simple
but, not simplistic
- Inquiry-Non Applicant Questionnaire
- Tour/Interview Evaluation Postcard
- Interview-Non Applicant Phone Survey
- Publications Audit-Focus groups with yours and
other schools publications - Peer School positioning information
- Faculty questionnaire
- Current Parent Survey
- Current Student Survey
- Exit Interviews with students leaving/paper
survey for their parents - Admitted Student Questionnaire for enrolling and
non-enrolling students (isas_at_aerweb.com)
104Admission ReportDefining Admission Quality and
Success on a Variety of Levels
- Bottom line-net tuition
- Admission Numbers-funnel statistics, application
growth, acceptance rate, financial aid
allocation, yield rate, school composite goals
attained - Quality of Enrolling Students-Admission Rating,
Average SSAT or other test scores, Interview
rating, Diversity (Geo, socio-econ, Student of
color Intl, Special Interest), Anecdotes - Quality of Admission Process (through surveys,
comments)- timely, personal, friendly,
responsive, helpful, fair, comfortable,
efficient. - Enrollment Status-Retention Statistics, Faculty
Satisfaction, Enrollment Success stories, Student
community tempo. - Message effectiveness (Marketing)-Admission
publications, admission message through non-print
communication, community buy-in to marketing
needs - Admission Staff- Office morale, Staff autonomy
and dependability, staff retention - School Community Connection- (enrollment
management)- Head of School relationship,
Regular meetings with Dean of Students Academic
Dean, Student involvement in admissions
activities, Alumni/current parent involvement in
admission activities, admission staff involvement
in community - Professional Development- Contributions to
professional world, on-going connection to
colleagues at other schools, conference
attendance, staff development (includes support
staff) - Personal Assessment-Health and well being of the
Director Staff, gut feeling of how well the
year went, Self measurement of success of
admissions
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110Admission Activity 2001-2003
111Admitted Student Research Results
112 School Images At least 60 of admitted students
consider Battle creek School
113Battle creek School Images Non enrolling
students marked the following images 20 more
frequently
114 First Contact with Battle creek School
115 Comparable Importance and Rating of School
More Important and Battle creek School Rated
Higher
116 Comparable Importance and Rating of
SchoolMore Important and Battle creek School
Rated Lower or Equal
117 Sources of Battle creek School Information
(Admitted Student Research- ISAS)
118Access and Affordability Report for the Board
119Developing a strategic and dynamic presentation
on Tuition/Pricing/ Financial Aid/Accessibility
-
- Step 1...What are the questions?... Fine tune the
questions you want answers. - What do tuition and financial aid trends at
your school suggest? - Demand
- Average Grant and Loan and Rate of Increase
- Returning Student Budget
- New Student Budget
- Old/New Student Budget
- Critical Masses Within the Budget
- (Top Candidates, Boarding/Day, Faculty/Staff,
Alumni, Students of Color, etc.) - Step 2 How are you doing compared to our peer
schools? (AEBOPS). Produce comparative bar graphs
of tuition rates, increases, financial aid of
overlap schools. - Step 3 Define the scope of the necessary
research with support from the NAIS Financial
Aid Management resource pages - Step 4 What external factors may affect you?
When? How? (National Local Economy,
Demographics) What internal factors may affect
you? When? How? (Change in Leadership, Strategic
Plan, Buildings Projects, Budget Constraints,
etc.) - Step 5 Add a personal dimension to your
presentation...Review the positive impact
financial aid has had on your school community...
Use statistics or anecdotal examples of top
academic students, leadership positions etc.
held by FA recipients
120Specific Points to be made during a presentation
on Tuition/Pricing/ Financial Aid/Accessibility
- Present NAIS Trends on Tuitions/Financial Aid
- Provide regional data sharing of tuitions and Fin
Aid increases - Benchmark other schools tuitions, of students
on fin. Aid, financial aid budget (include your
schools info) - Graph your schools tuition past 15 years
- Graph your schools of students on financial
aid - Graph the number of current families new to
financial aid - Graph the profile of financial aid app. by income
band - Graph the of applicants who did not qualify for
aid (DNQ)- and whether they enrolled or not - Bdg schools-Graph 10 year trends of of
applicant pool who are domestic non-aid
applicants - Highlight of your top admits-matriculants who
are financial aid recipients. - Profile graduating class and determine financial
aid recipient of leaders, cum laude, highly and
most selective college enrolment, - Present a comparison of the bottom 15 of full
pay admits with top 15 of WL
121Parting advice
- Determine with the Head of School and or Chair of
Board as to what is expected/hoped for? - Review with the Head your outline/plan and the
final draft of your presentation. - Send your report in advance of the Board meeting
to give Trustees time to review your report prior
to the meeting. - Begin by asking for their reactions- write their
thoughts on a flip chart and discuss after your
presentation (hopefully you will be able to
incorporate the questions and answers into your
presentation). - Be direct and honest.
122Regional Information
123New England Schools Shared Data 2004-05
124New England Schools Shared Data2004-05
125New England Schools Shared Data2004-05
126New England Schools Shared Data5 year overview
127New England Schools Shared Data5 year overview
128New England Schools Shared Data5 year overview
129New England Schools Shared Data5 year overview
130New England Schools Shared Data5 year overview
131New England Schools Shared Data5 year overview
132Other Data to Share
- Salary and Benefits of Admission Directors in
region - Admission Office Budgets and Staffing