Boarding schools must never forget that they are businesses. Private schools must continually attract new students to stay in business. Public schools have a steady supply of students. That supply is more or less guaranteed by the fact that public schools must take every child living within their jurisdiction. Private schools do not have a built-in supply of new students. They have to go out and find those students the old-fashioned way, by selling the school and its attributes to every family they can.
In several ways, boarding schools are a tougher product to sell than private day schools. As much as a boarding school makes great sense regarding the complete package it offers, many parents find it difficult to send their children off to a residential school in 9th or 10th grade. Parents may be aware of a couple of boarding schools that family and friends attended. On the other hand, most parents do not know much about individual boarding school programs.
I have written this article with boarding schools that do not have a full-time marketing department in mind. These schools have talented admissions and administrative staff who have to wear many hats, often all at once. So, I hope that my suggestions and advice will help them stay on brand. You see, a boarding school has to market its story and make its case to a customer base which consists of families with children in 6th through 9th grades. Reaching these families is