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Admissions - Analysis of the 2005-06 year James Pao Director of Admissions and Financial Aid

Admissions - Analysis of the 2005-06 year James Pao Director of Admissions and Financial Aid. For the full effect of the presentation, run in “SLIDE SHOW” mode Date of creation: May 12, 2006. Some Questions I’ll Answer Today … . Enrollment How much and in which classes have we grown?

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Admissions - Analysis of the 2005-06 year James Pao Director of Admissions and Financial Aid

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  1. Admissions - Analysis of the 2005-06 yearJames PaoDirector of Admissions and Financial Aid For the full effect of the presentation, run in “SLIDE SHOW” mode Date of creation: May 12, 2006

  2. Some Questions I’ll Answer Today … • Enrollment • How much and in which classes have we grown? • How many applicants have we had to waitlist and/or reject? • When accepted to ISTP, do people come? • Advertising • What ads are most (and least) viewed? • What, if any, is admissions’ seasonality over the year? • How cost-effective is our ad spend? • How much did we spend on Program-specific ads? • Event Attendance • Which events have been working? • Is there a difference between Ch and Fr interest? • Are there a difference in grade-level interest? • How far is our geographic reach in the Peninsula? • How many believe ISTP is their 1st choice? Do they eventually come? • Retention • How is retention for each grade compared to last year?

  3. Enrollment - growth since 2003 • Chinese grew by 58% last 3 yrs. • We have “solved” the KC-to-1C transition “problem” • Largest ever 1st and 2nd grades bodes well for the future • French grew by 11% last 3 yrs. • Strong 1st, 2nd, and 3rd grades bodes well for the future • New I.M.S. has grown to 27, but low enrollment for incoming 6th • Total growth of 100 students, equaling a 22% increase, in 3 yrs.

  4. Enrollment - new students for N, PK, and K • We are increasingly seen as the top choice of applicants (when accepted, 80% come) • We are a more selective school with a 50% accept rate vs. 60% last yr (waitlists of 62 vs. 40, and rejected of 14 vs. 2) • Growth in NC and PC applicants has created big waitlists • Our NF/PF structure creates just enough PF demand

  5. Advertising - all events 2003-04 best ads 2004-05 best ads 2005-06 • Word of mouth works: “Friends” now tops the list • “ISTP person” is strong 2nd • Gross #s much stronger • Total ad exposures grew by 30% (from 341 to 444) • ISTP’s website more popular

  6. Advertising - did they apply/attend? • Good word of mouth: “Friends” was a much stronger draw vs. last yr • Best ads: the top six are all good (affects “applied” and “y”) • First appearance of newspaper “articles” which yielded 4 applicants • Coming to events did lead to applications: over half applied to ISTP, of which 37% ended up coming

  7. Advertising - monthly ad views, last three years • Ad views even stronger this year • (1.5x in Nov / 4.5x in Dec / 1.3x in Jan / March and April combo was about equal) • We are building for next year • (April ‘06: 35 out of 45 were “future” applicants for 2007-08+ vs. April ‘05: 6 of 14)

  8. Advertising - spending • Increased spending of $10K mostly on “public relations”: PAW flyers to promote school events and upscale publications ( S.J. Magazine and So. Bay Accent) • Reduced program-specific ads in Chinese or French (more spent on advertising in English to the general public) • Increased ad spend for Int’l Middle School by $3,500 but this did not positively affect interest or enrollment for IMS

  9. Advertising - cost/benefit • For 2005-06: Most cost effective ads are BAP, MomClubs, PAW, PAD, and Gentry • For 2004-05: Most cost effective ads were BAP, World Journal, and PAD (somewhat decent were PAW, Gentry, and Mother’s Clubs) • For 2003-04: Most cost effective ads were BAP, SJMN, Yellow Pages, and MomClubs (somewhat decent were Independent, LATC, PAW, and Stanford Arts)

  10. Event Attendance - Overall compared to Last Year But 2006 shows weighting towards Chinese program (18% more) Interest in the two programs used to be equally distributed in 2004 and 2005 • Attendance increased by 21% overall (last year, our increase was 80%) • Admissions Tours up 12%, Info Nights up 40% (last year was the reverse: tours way up, info nights slightly up)

  11. Event Attendance - Tours • Total number of attendees was only a little larger (195 vs. 174) • People came to events earlier (in Dec vs. Feb/Mar), which means a clearly articulated admissions process works (even if the process happens early) • More people came in April to look for the future (2007-08+)

  12. Event Attendance - Info Nights French Program Chinese Program • French attendance remains solid • No major changes • Spread out more evenly (Nov is getting more attendees) • Chinese continues to grow rapidly • Dramatic increases from last year, for every single month

  13. Admissions Events - specific class interest • Interest is building for 2007-08 already (71 vs. 40 last yr) • On average, 47% of all event attendees applied to the school • All key grades are in the acceptable range of 40% to 60% • Interest level particularly high for NC (76 vs. 69 last yr) • Despite some low “% who came” #s, we have still been successful, since we rejected and waitlisted many applicants

  14. Admissions Events - where do they come from? 2003-04 2004-05 • New city to enter the top 5: Sunnyvale • Other popular cities have been consistently near the top for the last three yrs • About 50% are local within 10 miles of us (PA/MP/Sun/MV/LA/SC/B)

  15. Is ISTP Your 1st Choice? - (and were you telling the truth!) • Overall, 61% say ISTP is their first choice (vs. 48% and 34% last two yrs) • For the committed, 56% applied and only 22% eventually came to ISTP • Surprisingly, among the non-committed, 31% applied and 13% came • We are now more competitive, because even if you want to come you may not be able to (see last row)

  16. Retention +0 +20 -29 +18 +3 +9 -19 +18 -6 +4 +9 -1 +10 -5 -4 -9 +18 +5 -21 +23 • Overall retention of 87% (vs. 85% for 2005 and 78% for 2004), an increase of 2% = 10 students • Superstars include PC, 1C, 2C, 3C and 1F, 2F, and 3F which provide a solid base for the future • Small number of students hurts 4C and 5C; 6IBch and 6F challenged by other middle school options

  17. Summary • Enrollment • Primary growth is from Chinese program, with steady growth in French • We are waitlisting or rejecting half of all applicants • Vast majority of accepted students do choose to come to ISTP • Advertising • “Friends”/word of mouth now tops the list; people “talk about” ISTP • Total ad exposures way up by 30% • Biggest months were Jan. and Oct., followed by Nov. • BAP works best; PAD, PAW, MomClubs, and Gentry are good • Most cost-effective ad over last 3 years is BAP (Bay Area Parent) • Event Attendance • Info Night attendance way up; Tours attendance steadily higher • Chinese now more popular than French by 18% • Consistent interest in all Cowper grades; strongest interest in NC by 2x • 50% of families come from the local 12 mile area • Increasingly larger %age say ISTP is first choice; but fewer can come • Retention • Retention even better than last yr; solid early grades (PK, K, 1, 2, 3)

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