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Discussion on Enrollment Management for Independent School

Discussion on Enrollment Management for Independent School. Steve Robinson, Ph.D. President SAIS. Don't break # 6... especially if someone is breaking # 7. Facebook wisdom. “I found $3.29 under the sofa cushions this week. If we get 5,000 more sofas, we can pay for a year of school!”.

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Discussion on Enrollment Management for Independent School

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  1. Discussion on Enrollment Management for Independent School Steve Robinson, Ph.D. President SAIS

  2. Don't break # 6... especially if someone is breaking # 7. Facebook wisdom

  3. “I found $3.29 under the sofa cushions this week. If we get 5,000 more sofas, we can pay for a year of school!”

  4. Enrollment as a Whole

  5. Is change in enrollment, within independent schools, correlated with change in tuition?

  6. Zero Correlation? Tuition Enrollment

  7. Enrollment Management: A Multivariate Issue “…because we live in a multivariate world”

  8. The Multivariate Solution • Programs / quality • Value fit • Capacity • Reputation / community perceptions • Price • Public schools • Charter schools • Home schooling • Virtual schools • Low-cost private schools • Other independent schools • # of school age children • Financial capacity for families w/school age children • Employment opportunities • Overall financial capacity • Cost of Living Index • Home prices

  9. The Enrollment Decision

  10. Enrollment Decision

  11. Ability to Pay Enrollment Decision • Discretionary W2 Income • Family financial reserves • Other resources (i.e. grandparents) • Financial Aid

  12. Enrollment Decision Perceived Benefits _______________ Perceived Cost = Perceived Value When PV − AV = Value Differential Value Differential Alternative School Your School

  13. Enrollment Decision • Homes • Cars • Recreational Vehicles • Boats • Vacations Competing Values

  14. Perceived Value of the Alternative School Likelihood to Enroll Ability to Pay AP × PV − (AV + CV) = LE Perceived Value of your School Competing Values

  15. Likelihood to Enroll -20 0 -126 36 Ability to Pay Perceived Value of Your School Perceived Value of Alternative School Competing Values High Value - 10 - 9 - 8 - 7 - 6 - 5 - 4 - 3 - 2 - 1 - 0 Low Value High Ability - 10 - 9 - 8 - 7 - 6 - 5 - 4 - 3 - 2 - 1 - 0 Low Ability High Value - 10 - 9 - 8 - 7 - 6 - 5 - 4 - 3 - 2 - 1 - 0 Low Value High Value - 10 - 9 - 8 - 7 - 6 - 5 - 4 - 3 - 2 - 1 - 0 Low Value − + AP × PV AV CV ) (

  16. The greatest possibility to optimize enrollment is through enhancing the perceived value of the school

  17. Creating your Value Narrative School

  18. High Programs featured in the Value Narrative Programs that can increase the Value Narrative VALUE Programs that distract from the Value Narrative Programs that hinder the Value Narrative Low PERFORMANCE Low High

  19. The Independent School Relevance Challenge

  20. Household Median Incomes

  21. Full Pay Tuition = Medians for 2010-11; Source: NAIS National Tables

  22. Full Need vs. Full Pay Based on calculations by SSS

  23. Affordability range with COLA Based on calculations by SSS

  24. Ability to Pay Floor Based on calculations by SSS

  25. Your mission if you choose to accept it is…. …research and use data from the multiple variables that impact enrollment at your school, optimize enrollment and diversity through strategic application of financial aid, perfect your Value Narrative, and creatively prepare for a likely disruption of “the way we have always done it” and provide leadership for your school in negotiating these areas.

  26. Steve Robinson, Ph.D. President SAIS steve@sais.org 404.227.2770

  27. DEFEND | CONNECT | INFORMThe mission of SAIS is to provide leadership, accreditation services and professional development resources that will strengthen member schools as they fulfill their missions. WWW.SAIS.ORG PO BOX 369 | ALPHARETTA, GA 30009

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