Who We Are

With 16 Strategic Partners and Associates across the United States and clients spanning 4 continents and 26 states, Connor Associates Strategic Services has been a trusted market research and branding partner for hundreds of national and international private, independent, and public charter schools and organizations over the past 30 years.

Based near Sacramento/Lake Tahoe, CA, Connor Associates was founded by its President, Mike Connor, in 1998.  Prior to consulting, Connor held nearly every leadership position in independent day and boarding schools. He also taught at the college, high school, and elementary levels.  Because of his comprehensive experience and his connection to the latest educational trends, Mike is in demand as a speaker at educational conferences around the world.

Connor Associates recognizes everyone’s interdependent role in the success of the school or organization. This is at the heart of our approach when helping clients create a compelling identity and vision that will raise their enrollment, retention, and philanthropy. With our research and advisory, our clients remain competitive in today’s educational environment.

 What We Stand For

1.     Everyone in the school has a role to play in enrollment, retention, communication, and fundraising.  Everyone is expected to advance the mission and promote the school among all internal and external constituencies.

2.     Schools that thrive recognize that their mission and the market must intersect. Marketing is “the exchange of things valued,” not simply advertising or promotion.  It is, at best, an authentic relationship, not a one-way street. It means listening carefully to those you serve and seek to serve, thereby creating a culture of responsiveness and continual improvement.  

3.     Effectively differentiating your school in the marketplace demands that you boldly make six statements: who you are, who you are not, what you stand for, what you won’t stand for, why you matter, and where you are headed.  Clearly stating “who you are not” and “what you will not stand for” are critical. These six statements form your identity and brand.  It reinforces your internal and external constituents’ pride of association and ultimately attracts those you will best serve.  These 6W statements promote clear expectations and positive word of mouth, which generate up to 80% of all new enrollments. 

4.     To thrive in an increasingly competitive educational marketplace, independent schools must demonstrate why they are worth what they cost.  The public doesn’t measure value by a school’s noble intentions. Given what families are paying in tuition and expected philanthropy, they demand evidence of outcomes and value. But it is equally important that the school defines itself and takes a stand on what it means by “success” so that outcomes are measured by the fulfillment of the mission’s promise.

5.     Schools that are grounded in the communities that surround them will have a clear advantage now and in the future. This raises your visibility, features you as a community asset, and expands real-world opportunities for student learning.