Question from a curious Admissions Director

[Anonymous]

I am the Director of Admissions at a medium-sized PreK-8 private school in Northern Virginia and I was hoping to gain some insight from readers on how to recruit new applicants.

Since we are in Fairfax County, we compete with the public school system for good students, and since we do not go through high school, we have a number of families who withdraw prior to graduating to enter a school that continues through 12th grade. We are a solid academic program, offer many services to benefit working parents, conveniently located to many major highways/mass transit, and are competitively priced in our market, but are still having trouble recruiting new families.

Since obviously there is a market for independent private education, how do you (as my target demographic) look for private schools? Is there a way to more effectively market our program so that families can consider my school for their children? Advertising can be a huge money pit, and although I'm not adverse to spending a little money, as a not-for-profit, I have a pretty tight advertising budget I'm working with.

Any insight you can provide is much appreciated!

A Humble Admissions Director

[Anonymous]

If you're in admissions at Langley I can tell you first hand that your school comes across as "if you didn't start at JrK level then good luck." Signed parent of Spring Hill 1st grader looking for a change.

[Anonymous]

Do you really want to advertise this? I don't think it will help your school if word gets out that you are underenrolled.

[Anonymous]

Does your school offer diversity? I know many families prefer the privates over publics in the "great" school districts because the want their kids exposed to some diversity.

[Anonymous]

Free media: watch for an interesting project your kids do, and get it covered. We'll read about it, and learn about what a great school you have.

[Anonymous]

No advertising - I automatically think a school that is advertising NEEDS to advertise. IE whiff of desperation.

We learned about the schools we're applying to through word-of-mouth and/or our preschool director. If you aren't already, you should be meeting with good preschools so the directors know about your program. Invite them to visit. There have been school directors tromping in and out of our preschool head's office since school started. If you require testing, the major testers should also be given a chance to learn about your program.

Then, help your parents and alums to be good ambassadors in the community. They can talk it up better than anyone else.

[Anonymous]

We're still a year or two out from applying, but I already read this board. Yes, Tiger Mom in the making.

My .02 from observing other discussions is that your best advertising is likely to come from the guidance counselors working with the kids headed out the door. That is, since your school only goes to 8th grade, then exmissions are likely to matter a great deal. While some parents know that they want public high school for their kids, my sense is that most folks who put their kids in private school at a young age do so with an expectation of continuing through high school. Therefore, if I see your school is $25k/yr but the kids graduating are pretty much headed back to their local publics or large parochial high schools, then do I feel like it was money wasted. Or, are your kids headed to high schools considered to be top -- whether it be top public like TJ or top private like Holton Arms or St. Alban's.

[Anonymous]

Maybe add an expansion year so people who didn't have this all figured out when their child was in diapers could have a chance at admissions.

[Anonymous]

If you have been reading this board, you already know two things: 1) this board isn't interested in Fairfax and 2) this board isn't interested in schools that need to beg for students.

It sounds like the market has spoken in VA. Your school doesn't offer something better than the Fairfax public schools, this is why you can't attract enough students.

[Anonymous]

AD: What differentiates you from your competition? The characteristics you describe (solid academics, aftercare, convenient location, competitive pricing) don't seem to present a terribly compelling reason for parents to choose your program. Doesn't the local public school system offer all these things too? It seems like your school needs to offer something (1) better than the local public, and also (2) competitive with your comparable private schools. That could be superior academics, superior athletics, religion/values, superior extracurriculars, superior treatment of children who benefit from extra attention, etc. Once you figure out which market niche you fill, that might help tell you where/how to attract applicants. For example, if your school excels at theater opportunities, then advertise your upcoming theater productions in places that theatrically-minded children/parents might hear about it. HTH.

[Anonymous]

Also, improve your website so it includes loads of details, and not just the fluff that many schools put up. Detailed curriculum, one-page letters from particular teachers of what they hope to teach their students and what their students accomplish, detailed breakdown of where your grads go to school, lots of pictures of school events, links to information and events that are helpful to parents. Instead of just a cold billboard website, make it into something of a living blog about your school.

Once you've got that improved, make sure to encourage ed consultants, preschool directors, and others to look at it. If they're impressed, they will point others in that direction.

Lots of work for you, but not too expensive, and potentially very effective.

[Anonymous]

This cannot be real. The OP is clearly talking about Langley and made it quite obvious. If she was trying to get real feedback under the radar, she could have just read the boards.

[Anonymous]

Anonymous wrote:This cannot be real. The OP is clearly talking about Langley and made it quite obvious. If she was trying to get real feedback under the radar, she could have just read the boards.

Maybe you should ask Jeff to check the OP's IP address to see whether it comes from a school.

[Anonymous]

Why are you all being so nasty. Either answer her questions or don't. No need to get all mean girl about it.

[Anonymous]

I absolutely agree -- there is no way this is coming from an actual AD. Somebody on this Board for whatever crazy reason has it out for that pre-K through 8 independent school in northern VA. My child attends this school, I know the AD, and there is no way she would put out a post like this. To this person masquerading as an AD, please see a therapist!