I remember the anxiety very well, as though it were yesterday Senator Elliston Rahming had hired me to be the Deputy Director of a new private school he was starting from scratch in The Bahamas. And I do mean from scratch. The budget for our first year would come entirely from tuition income. Period. Moreover, I was charged with making sure the seats were filled by the time we opened for business in September 1995. Now, remember that back in the 90s the Internet was in its infancy. There was no social media to trumpet the opening of our new school. We only had the local press and word of mouth. Against that backdrop, let me pose some questions to heads of boarding schools, owners of boarding schools, and anybody interested in filling seats at their school.
1. My school's enrollment is declining. I can't afford a marketing professional. What should I do?
Saying that you can't afford a marketing professional is like saying you can't afford insurance. It's a must-have. I understand that you are thinking that marketing is a major expense. Don't think of it that way. Think of marketing as a profit center. When the marketing professional does her job, you will see results. If your budget is really tight, I suggest that you interview a recent college marketing graduate. Your giving her a job where she can prove how good she is will benefit both of you. Her accomplishments will shine in her resume.