the changing landscape: independent school admission
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The Changing Landscape: Independent School Admission. IE Fall Workshop October 11, 2011. 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 . - PowerPoint PPT PresentationTRANSCRIPT
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The Changing Landscape:
Independent School Admission
IE Fall WorkshopOctober 11, 2011
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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
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Jack of All Trades
TODAY’S ADMISSION DIRECTORCoach Database ExpertTax Specialist CounselorMarketer Educational PlannerTraveling Sales Intercultural RelationsManager Data AnalystTeacher Dorm ParentEnvelope Stuffer Coffee MakerTour Guide Event PlannerSpeaker Driver
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The NEW ADMISSION
FUNNEL
Data to inform marketing and
recruitment
Data to support student selection
Data to drive school
improvement
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The Big Independent School Picture
1. Changing Demographics2. Challenging Economics
3. Shortage of School Leaders4. Increasing Globalization5. Increasing Role of Technology6. Renewed Need for Collaboration7. Focus on Customer Experience
and Outcomes
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Changing Demographic
s
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Student demographic not usually associated
with our schools is on the rise.
Source: Knocking at the College DoorWestern Interstate Commission on Higher Education,
2008
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Example – District of Columbia
Ethnicity District of Columbia
All United States
White 38.5% 72.4%Black 50.7% 12.6%American Indian and Alaskan Native
0.3% 0.9%
Asian 3.5% 4.8%Native Hawaiian and Other Pacific Islander
0.1% 0.2%
Persons reporting two or more races
2.9% 2.9%
Persons of Hispanic or Latino origin
9.1% 16.3%
Source: U.S. Census, 2010
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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
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How well do you know your customers?
Top 5Mosaic Groups
IE 2010-11 Score Reporters
All SSAT2010-11 Score Reporters
Affluent Suburbia
40% 34%
Aspiring Contemporaries
24% 5%
Upscale America 14% 12%Struggling Societies
7% 2%
American Diversity
6% 5%
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Challenging Economics
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FOR IMMEDIATE RELEASE: SEPT. 13, 2011
The U.S. Census Bureau announced today that in 2010, median household income declined.Table A. Median Household IncomeRegion 2009 2010 % changeU.S. $50,599 $49,445 -2.3Northeast $53,949 $53,283 -1.2Midwest $49,684 $48,445 -2.5South $46,368 $45,492 -1.9West $54,722 $53,142 -2.9
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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.
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Day School: How much does it cost?
Family of 4, no COLA, no net worth/assets. (SSS Data)
“Full Pay”Income
“Full Pay”Income
Grade Tuition 1 Child 2 Children
6th $18,459 $130,473 $193,270
8th $19,340 $133,538 $199,430
9th $22,115 $142,807 $218,837
12th $21,695 $141,402 $215,900
Tuition = Medians for 2010-11; Source: NAIS National Tables
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“Money, Money, Money!”
• #1 reason families didn’t enroll
• 76% blamed affordability, not “fit”
• 89% students who didn’t re-enroll cited “affordability”
• Affordability:1. Cannot afford tuition2. Financial aid award not sufficient3. Free public options (including
charter/magnet)
Source: SSATB 2009 Enrollment Survey
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Shortage of School
Leaders
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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
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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)
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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).
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IncreasingGlobalization
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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-FounderPartnership for 21st Century
Skills
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Implications of Globalization
Development of entrepreneurial human capital equipped to compete and succeed in the 21st century
Boundary-crossing people and ideas
Programs focused on global citizenship
Education as a commodity
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Where is the Current Focus in Education?
Public SchoolsClosing the achievement gap
between white/Asian student and black/Latino students (No Child Left Behind).
Private SchoolsThe mission of Private Academy is to
create a stimulating educational environment in which all students reach their full potential.
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Carl Hobert’s 5 C’s
CommunicationComprehensionCompromiseCoexistenceCompassion
Pat Bassett’s 6 C’s
Communication Critical Thinking Collaboration Creativity Character Cosmopolitan
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04-05 05-06 06-07 07-08 08-09 09-10 Tested as 4/22
0
250
500
750
1000
1250
1500
1750
2000
2250
RISE OF THE EAST: 6-Year SSAT Volume in Asia
Korea Hong Kong ChinaTaiwan Vietnam
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Increasing Role of
Technology
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Technology is Changing Everything
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High Tech, High Touch
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Sal Kahn is on a mission to provide a free world-class education to anyone anywhere.
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Click icon to add picture
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Having the confidence and humility to give up the need to be in control, while inspiring commitment from people to accomplish goals
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Renewed Need for
Collaboration
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What’s Your Market Share?
SCHOOL TYPE # SCHOOLS
# STUDENTS
Magnet Schools 2,400 1.2 million+Schools with Magnet Programs
3,300 3.1 million
Charter Schools 4,132 1.4 millionHome-School n/a 1.5 millionNAIS Members 1,174 568,628IE Members 85 33,000
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Leveraging ResourcesCollaborative 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.
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“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
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Focus on Customer Experience and
Outcomes
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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?
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Do you know what motivates parents?
Parents Who PushSuccess-Driven ParentsSpecial Kids ParentsCharacter-Building ParentsPublic School Proponents (don’t
bother!)
Source: NAIS Parent Motivation Survey, 2011
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What Placement Directors Think
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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.
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20% of day school applicants surveyed said the amount of time and effort required to apply caused them to drop schools from their list!
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If Colleges are the Bellwether…
“The New Rules of the Admission Game”
1. Paperwork no longer done on paper
2. SAT Scores Are Not Destiny
3. Early Isn’t Always Better
4. Instant Decisions (Fast-Track Applications)
5. Don’t Wait on the Wait List
6. Consider a Consultant
Newsweek, September 12, 2010
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Are We Ready for the Big Shifts?
TODAY TOMORROWKnowing DoingTeacher-centered Student-centeredThe Individual The TeamConsumption of Info Construction of MeaningSchools Networks (online peers & experts)
Single Sourcing Crowd SourcingHigh-Stakes Testing High-Value Demonstrations
Source: MacArthur Foundation, 21st Century Learning
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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
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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
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What IE Schools are Seeing
Same national SSAT trend of students sending more score reports to more schools.
06-07 07-08 08-09 09-10 10-1164006600680070007200740076007800 Score Reports Sent to IE-SSATB Schools
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What IE Schools are Seeing
Same national recession-based trend in SSAT fee waiver use.
06-07 07-08 08-09 09-10 10-11100110120130140150160170180190200
IE-SSATB Schools: Fee Waiver Use
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What IE Schools are Seeing
Upper Level SSAT grade scores that are above the mean.
Verbal Scaled Quant Scaled Reading Scaled650656662668674680686692698
671
695
662660
688
653
Mean Score Comparisons - Upper Level Score Averages
IE School Score ReportersSSAT Test Takers for the past 3 Years
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What IE Schools are Seeing Lower Level quantitative scores slightly below the mean.
Verbal Scaled Quant Scaled Reading Scaled
599605611617623 620
614617
615
619
614
Mean Score Comparisons - Lower Level Score Av-erages
IE School Score ReportersSSAT Test Takers for the past 3 Years