For Administrators

Emerging Challenges for Boarding Schools

In the vast and evolving educational landscape, boarding schools have stood as beacons of tradition, discipline, and academic rigor.

• These institutions not only provide quality education but also foster personal development, independence, and resilience in students.
• However, boarding schools are currently navigating a complex maze of challenges.
• The obstacles are multifaceted, from marketing difficulties and rising insurance costs to facility maintenance and recruitment of competent trustees and teachers.

This article aims to delve into these challenges and suggest potential solutions.

Canva generated this picture of a boarding school campus.

Marketing Challenges

Historically, boarding schools thrived on word-of-mouth marketing and their reputations for producing well-rounded, academically accomplished students.

• However, shifting societal norms, increased competition, and the rise of digital media have disrupted these traditional strategies.
• Boarding schools now face the challenge of attracting a diverse student body, both domestically and internationally, while also addressing concerns about the value of the boarding school experience.

To overcome these challenges, schools need to adopt personalized admissions processes that highlight the unique benefits of their institution.

• Furthermore, leveraging digital marketing strategies, such as social media and content marketing, can extend their reach to prospective students and parents.
• Crucially, boarding schools must work to create unique selling propositions that distinguish them from their competition and resonate with today's discerning families.

This video offers suggestions for marketing your school.

When searching on Google, how often do you venture beyond the first page of results? Do you click on the top-ranking website? Statistics show that 27.6% of people click on the first result they see on Google. So, the burning question is: How can you position your school in that coveted #1 spot?

The answer lies in implementing effective search engine optimization (SEO) techniques for your school to rank highly on specific keywords. SEO involves tailoring your website to meet the criteria that Google considers when ranking websites. SEO is one of the most powerful tools for boosting your school’s enrollment marketing strategy.

First, what is a keyword? A keyword is anything a user searches on Google. When parents search “private school in Los Angeles,” you want to ensure you rank well on that keyword.

You might wonder if you need to be an SEO expert to improve your website's visibility and increase your keyword ranking. Fortunately, the answer is no! A significant portion of SEO can be accomplished organically by having a well-designed website and understanding the basics of what to do and what not to do.

Here are some top SEO to-dos and not to-dos to help reach that coveted #1 spot for school marketers.

1. Content Is SO Important
   
   This cannot be understated. If your site hasn't been updated recently and lacks substantial written content, your first step is to (re) write fresh and engaging content. Google

Navigating Crisis: Best Practices in Public Relations for Boarding Schools

The chances of a boarding school head of school having to handle a crisis are fairly high. That's because of the sheer size of the school community. The typical American boarding school has between 150 and 350 students. Some schools are larger. Some are smaller. So, given the number of people involved, it's simply inevitable that incidents will happen. Minor incidents can usually be handled quickly and without adverse publicity. But what happens when a fire breaks out in the science lab, and three students suffer smoke inhalation? Or worse yet, the school bus carrying the girl's field hockey team blows a tire and crashes?

Handling a crisis at a boarding school requires effective communication and strategic public relations to safeguard the institution's reputation and maintain trust within the community. This article will explore best practices for engaging with the community, parents, and the media during a crisis. Additionally, we will examine examples of successful and unsatisfactory crisis responses and emphasize the perils of stonewalling.

Engaging with the Community

During a crisis, it is crucial to establish open and transparent lines of communication with your community. You can achieve this through proactive measures such as holding town hall meetings, organizing information sessions, and leveraging digital platforms. These efforts demonstrate the school's commitment to addressing concerns and ensuring the well-being of students. In addition, timely updates, clear information, and empathetic messaging are essential to foster

Things That Keep Me Awake At Night

2020 was a most unusual year. The coronavirus pandemic has turned everything upside down and inside out. Nothing is normal. All of this has impacted boarding schools in ways they never expected. While most private school boards of trustees are smart enough to have a resumption of business plans in place and adequate insurance coverage for the school plant and the usual liability issues, very few school trustees ever expected to be dealing with so many challenges converging simultaneously. Against that backdrop, I thought it would be helpful to conduct a fictional interview with a head of school. After all, her concerns are probably yours as well.

Rob: What challenges at school in the fall of the next academic year keep you awake at night?

Head of school: Oh, Rob! Where do I begin? There are so many things demanding my attention. My workday starts at 6 a.m. and ends at 10 p.m. if I'm lucky. And I work every day to keep my head above water.

Rob: What, then, is your most pressing concern?

Head of school: My number one concern is the financial condition of my school. The board and I had not budgeted for dozens of COVID-19-related expenses. Tasks such as wiping down all the frequently touched surfaces like door handles, light switches, stair rails, and so much more are essential while the pandemic is all around us. We had to hire a deep-cleaning service to sanitize

2020 has turned out to be a most unusual year. The coronavirus pandemic has turned everything upside down and inside out. Nothing is normal. All of this has impacted boarding schools in ways they never expected. While most private school boards of trustees are smart enough to have resumption of business plans in place and adequate insurance coverage for the school plant and the usual liability issues, very few school trustees ever expected to be dealing with so many challenges converging at the same time. Against that backdrop, I thought it would be useful to conduct a fictional interview with the head of a boarding school. After all, her concerns are probably yours as well.

Rob: What challenges at school in the fall of 2020 keep you awake at night?

Head of school: Oh, Rob! Where do I begin? There are so many things demanding my attention. My workday starts at 6 a.m. and ends at 10 p.m. if I'm lucky. And I work every day just to keep my head above water.

Rob: What then is your most pressing concern?

Head of school: My number one concern is the financial condition of my school. The board and I had not budgeted for dozens of ofCOVID-19-related expenses. Tasks such as wiping down all the frequently touched surfaces like door handles, light switches, stair rails, and so much more are essential while the pandemic is all around us. We had to hire a deep-cleaning service to sanitize our common