What Happens When.....

What Makes Boarding School Special?

What makes a boarding school unique? I know some of you reading this will say "the cost." No, what I have in mind are the characteristics of a boarding school that set it apart from private day schools and public schools. Back to cost, however. Let's get that out of the way. Most boarding schools have incredibly generous financial aid programs. No deserving applicant will be turned away because his family cannot afford the tuition and fees. On the other hand, if $60,000 or more is a tariff that you can handle using your own resources, then the cost is not an impediment.

It's an adventure.

I happen to think that The Association for Boarding Schools got it right when it describes boarding school as an adventure. You and I, as parents, know that learning will be an adventure. At least, that was always our intent when our daughters went off to boarding school. It's the new friends your child will make who will be part of the adventure. These are friends who will be with her 24/7 for weeks during school. These are classmates she will bring home for a weekend. I still remember yesterday when my eldest daughter arrived home for an afternoon with one of her new friends. We lived about 10 miles from the school. Her classmate was from out of state. While their laundry was in the washer and dryer, the two girls

Now and then, the question that occurs to me, as it should to you, is precisely why I think a particular school is one of the best. I have to conclude that the best schools have all of the following characteristics. What's more, they have them in abundance. Now, before you start thinking that I am only talking about older established schools, that ain't necessarily so. I am aware of a couple of newer schools that fit neatly into the category of best schools simply because they have all of the characteristics explained below. So let's look at what I think are the traits of the best schools.

Great leadership

The best schools have strong, dynamic, dedicated leaders. They are led by women and men who envision their goals. They also have the experience to execute their plans to achieve that vision. The head of the best school is a superb fund-raiser. She is a capable administrator. She leads by example. She expects the best from everybody in her school community.

This video from Loomis Chafee illustrates the school's global perspective.

The solid support of the trustees

I know of several schools which could have been great. But they never made it because their fractious board of trustees kept getting in the way of progress. Change is never easy. But it seems that boards often have a rather difficult time with change. That

Summer is often an ideal time for administrators in a private school to take stock of what worked and what didn't work in the year just finished. It makes sense for the marketing team to step back and spend a few hours reviewing their campaigns. Because marketing sometimes feels more like an art than a science, it is even more important to examine the tools which your school is using. This is what prompted me to ask what your marketing team is doing this summer.

In particular, the ideas and suggestions which I offer here are aimed at the small to medium-sized schools which have limited marketing resources. My long years of observing and writing about private schools have taught me that these small to medium-sized schools are hidden gems. Their messages deserve to be heard and seen. Hopefully using social media effectively will make that a reality.

Boarding schools offer unique marketing challenges.

Whether yours is a small or large school, you have to get your message out. Getting your school's message out is made tougher by the mere fact that yours is a residential school. There aren't many boarding schools in the United States anyway and they tend to be misunderstood by most people especially the media. Ask about boarding school outside your circle of friends and acquaintances. The answers you will get are precisely the challenges that you as the marketing professional must overcome. "Those schools are just for rich kids." "That's where you

Financing a boarding school education can be very confusing for many parents. You wonder whether you make too much to be eligible. Is there a specific time when you apply? Here are some facts most of us didn't know about private school financial aid.

1. You have to apply for it.

Applying for financial aid at most private schools is a separate process from applying for admission. You also need to make sure that you apply early. This is particularly important if the school has no specific admissions deadline or rolling admissions. Each school has allocated a specific pool of funds for financial aid. Once it is spoken for, there generally are no more funds in that academic year.

This video explains how to apply for financial aid.

2. You may be eligible for free tuition if your family income is below a certain amount.

Exeter, Andover, Groton, St. Paul's, and Deerfield, to name just a few schools, all have financial aid programs that offer tuition-free education to admitted students whose income is below a certain threshold. The threshold varies but is in the $60-75k range. Why are these highly competitive schools offering free education to children from families with incomes below $75,000? They want to make their excellent educations available to a broader constituency. When tuition and expenses creep into the $50,000 range, only