The Changing Landscape: Independent School Admission

1. The Changing Landscape: Independent School Admission IE Fall Workshop October 11, 2011

2. As the front door to our schools, admission work defines school character, shapes school culture, and generates income. And yet, not a single [director] has a degree in admission. David Baker, Director of Admission St. Mark’s School of Texas

3. Jack of All Trades

4. The NEW ADMISSIONFUNNEL Data to inform marketing and recruitment Data to support student selection Data to drive school improvement

5. The Big Independent School Picture • Changing Demographics • Challenging Economics • Shortage of School Leaders • Increasing Globalization • Increasing Role of Technology • Renewed Need for Collaboration • Focus on Customer Experience and Outcomes

6. Changing Demographics

7. Student demographic not usually associated with our schools is on the rise. Source: Knocking at the College Door Western Interstate Commission on Higher Education, 2008

8. Example – District of Columbia Source: U.S. Census, 2010

9. Example – Bethesda, MD • 28.4% of households with kids (national avg = 31.4%) • Median household income is $99,102 (national avg = $44K) • Home values are up 3.4% (home value index = $728,400) • Main residents are: • High-income immigrants • High-income singles • Suburban retirees Source: Zillow.com

10. How well do you know your customers?

11. Challenging Economics

12.  The U.S. Census Bureau announced today that in 2010, median household income declined. FOR IMMEDIATE RELEASE:  SEPT. 13, 2011

13. Wealth Gaps & Financial Aid The population that is on the rise is getting poorer. Net worth of white households is decreasing. According to NAIS’ most recent data for IE schools (07-08), 19.6% of students were on financial aid. Nationally in 2010-11, 22.8% of students in NAIS responding schools were on financial aid.

14. Day School: How much does it cost?Family of 4, no COLA, no net worth/assets. (SSS Data) Tuition = Medians for 2010-11; Source: NAIS National Tables

15. “Money, Money, Money!” • #1 reason families didn’t enroll • 76% blamed affordability, not “fit” • 89% students who didn’t re-enroll cited “affordability” • Affordability: • Cannot afford tuition • Financial aid award not sufficient • Free public options (including charter/magnet) Source: SSATB 2009 Enrollment Survey

16. Shortage of School Leaders

17. Leadership Challenges Wickenden Associates, January 2008 • Increased litigation • Chasing financial equilibrium • Increased pressure for more communication and transparency • Consumer mentality • Trustee turnover • Increasingly competitive environment for quality, diverse staff • Increased competition for students • Adapting educational programming to reflect the current interests in globalism and environmental sustainability

18. So long, Baby Boomers! 70% of heads will retire in the next 10 years (by 2017) Of those, 39% plan to retire in 5 years or less (2007 NAIS Heads Survey)

19. And it’s not just private schools or the United States… • Nearly 80% of all public school superintendents could retire or change positions in the next five years (AASA, 2006). 85% of superintendents believe an inadequate supply of educational leaders exists to fill the anticipated openings in the near future (AASA, 2007). • Roles and responsibilities of school leaders have expanded dramatically in the past few decades. At the same time, the workforce of principals in many nations is nearing retirement, and a majority of countries studied reported difficulties in finding enough suitable job candidates (OECD, 2008).

20. Increasing Globalization

21. Through my work with the business community, it has become apparent that there isn’t a lack of employees that are technically proficient but a lack of employees that can adequately communicate and collaborate, innovate and think critically. Ken Kay, Co-Founder Partnership for 21st Century Skills

22. Implications of Globalization • Development of entrepreneurial human capital equipped to compete and succeed in the 21stcentury • Boundary-crossing people and ideas • Programs focused on global citizenship • Education as a commodity

23. Where is the Current Focus in Education? • Public Schools • Closing the achievement gap between white/Asian student and black/Latino students (No Child Left Behind). • Private Schools • The mission of Private Academy is to create a stimulating educational environment in which all students reach their full potential.

24. Pat Bassett’s 6 C’s Carl Hobert’s5 C’s • Communication • Comprehension • Compromise • Coexistence • Compassion • Communication • Critical Thinking • Collaboration • Creativity • Character • Cosmopolitan

26. Increasing Role of Technology

27. Technology is Changing Everything

28. High Tech, High Touch

29. Sal Kahn is on a mission to provide a free world-class education to anyone anywhere.

31. Having the confidence and humility to give up the need to be in control, while inspiring commitment from people to accomplish goals

33. Renewed Need for Collaboration

34. What’s Your Market Share?

35. Leveraging Resources Collaborative marketing is one good way to reach out into a similar but un-tapped market and share customers, contacts and some of the expenses of advertising and marketing, AND it is a good way to bring additional value and services to your existing customers.

36. “The Case for Change in College Admissions” • Adopt a lottery system in which the most selective colleges accept an agreed upon # of applicants from a common pool. • Diffuse competition by expanding to admit more students. • Reassess use of standardized test scores. • Develop better measures of student learning and quality of teaching. • Limit use of merit aid. • Take risks of admitting more students who show promise. Source: USC Center for Enrollment Research, 2011

37. Focus on Customer Experience and Outcomes

38. What Parents Think • The application process is time consuming. • Independent schools’ primary customers are “Affluent Suburbanites.” They are busy people. They belong to country clubs, are tech savvy, and like the best of everything. Savvy consumers!! • What’s the ROI?

39. Do you know what motivates parents? • Parents Who Push • Success-Driven Parents • Special Kids Parents • Character-Building Parents • Public School Proponents (don’t bother!) Source: NAIS Parent Motivation Survey, 2011

40. What Placement Directors Think

41. What Students Think • In a 2011 survey , SSATB asked students if there was anything they would like admission directors to know …. • Process was difficult and stressful. • Worst school visit was to a school that did not know anything about my current school. Admission officers should do their research just like we should do ours. • The application process is sheer torture.

42. 20% of day school applicants surveyed said the amount of time and effort required to apply caused them to drop schools from their list!

43. If Colleges are the Bellwether… “The New Rules of the Admission Game” Paperwork no longer done on paper SAT Scores Are Not Destiny Early Isn’t Always Better Instant Decisions (Fast-Track Applications) Don’t Wait on the Wait List Consider a Consultant Newsweek, September 12, 2010

44. Are We Ready for the Big Shifts? Source: MacArthur Foundation, 21st Century Learning

45. Notes from a Listening Tour • The pressure of the year-round admission season • Competition from public, charter, magnet, and home schools • Need to address expanding financial aid requests from both new and returning families • Importance of communicating value of independent education • Technology influencers on the job of admission • Assessing students beyond test scores and application forms

46. What SSATB is Seeing Relatively flat test volume Increased score report volume Slight increase in kids taking the test twice Spike and leveling off of fee waiver usage Influx of Chinese testers Increased interest from families in the SAO Interest from members in lower level testing

47. What IE Schools are Seeing • Same national SSAT trend of students sending more score reports to more schools.

48. What IE Schools are Seeing • Same national recession-based trend in SSAT fee waiver use.

49. What IE Schools are Seeing • Upper Level SSAT grade scores that are above the mean.

50. What IE Schools are Seeing • Lower Level quantitative scores slightly below the mean.