US BOARDING SCHOOLS A GULF NEWS SPONSORED SUPPLEMENT
THURSDAY, MAY 30, 2019
Rising to the challenge A look at issues that are being actively followed up on and tackled at American boarding schools
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ike any industry in the US, and the world, the education sector is influenced by national and global trends, economic and otherwise and the same stands true for American boarding schools. Most boarding schools in the US comprise of between 10 to 20 per cent of international students, therefore it’s important to understand that a recession or an economic downturn or civil strife could deter parents from considering sending their children to American schools to pursue their education. However, American institutions are quick learners. Here are five steps US boarding schools are undertaking to stay relevant and profitable.
COUNTER RISING OPERATING COSTS The cost of education is not something that parents bear alone, conducting the daily and annual affairs of an education institution is big business with checks and balances that need effective management. A skilled business manager is an asset
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instruments are many, from a professionally designed website to excellent social media campaigns on Facebook, Twitter, Instagram and YouTube, a multipronged marketing campaign that provides timely information on school application procedures and admissions, in-school services and more. Parents are equally concerned about the safety of their children in a boarding environment. Addressing this and ensuring that the child is safe and secure within the school’s walls goes a long way.
EARMARK FINANCIAL AID
Aspiring to have a diverse student pool also requires having an adequate financial pool to attract applicants from across a diverse socioeconomic background. Planning for and developing financial support to meet these needs is important. Hiring a professional development staffer is a good idea.
for any organization and the same applies to boarding schools too, one who can formulate, initiate and drive short- and long-term business plans, which consider appropriate development strategies that effectively counter anticipatory rising operating costs. Arranging regular catch-up sessions and reviewing progress is also a healthy habit that boarding schools need to adhere to.
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MARKET RESIDENTIAL SCHOOLS RIGHT
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STAY COMPETITIVE
Boarding schools are subject to certain changes in the long term that lead to the risk of these institutions losing market share. This means not just figuring out filling the available quote of seats at school for the next academic year but also attracting applicants in excess of the quota to pick and choose the best wards, much like how a corporate business would fill vacancies for a top job. It’s important to get the parent to realise that your school is a meritori-
Weaving a marketing campaign around all the positives of enrolling into residential school goes a long way in mitigating the apprehensions that most parents have about sending their children off to boarding. The
ous institution and that an admission here is for the select few. To build that value for the brand, connect with private school marketing and coaching companies such as Enrollment Catalyst that provide marketing strategies to increase and improve private school enrollment. Staying competitive helps you remain ahead of the curve in the long term.
ANTICIPATE UNCERTAINTIES, FINANCIAL AND POLITICAL
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While markets in the US are generally stable, an impending trade war with China can have global ramifications, not to mention for the local US economy. The face-off could have a knockdown effect, encompassing just about every sector including education. In such cases it pays to be aware and ready. The same holds true for the political scenario within the US and it helps as a responsible educational professional running a boarding school to be in the know by staying in touch with local and state political and administration bodies. Support the National Association of Independent Schools so that it has the resources necessary to lobby on your behalf. There truly is strength in numbers.
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