An Open Letter to New, Aspiring, (and Experienced!) Heads of School
Congratulations on your appointment as Head of School! I hope your school has waitlists, low turnover, and a synchronous brand and identity that sidesteps the hidden gem/best kept secret status. I hope your school has a cogent strategic plan supported and executed by a discerning board, and financial and operational sustainability that will carry your mission forward far into the future.
If, however, these pieces are in development or not quite harmoniously established, and you want to ensure your enrollment management, philanthropic, and marketing communication leaders have the data and insight to operate at peak performance, please reach out.
I’m Mike Connor and Connor Associates has been helping independent schools in the US and internationally for nearly 25 years. Before that, I earned a wealth of experience and perspective at several independent day and boarding schools in faculty, administrative, and leadership roles.
During that time, I observed a “holy trinity” of school sustainability:
Leaders, faculty, and staff who understand the school's actual (not imagined!) position in a dynamic marketplace
Continuous and customer-centric proof of a school's value and ROI to those it serves and those it seeks to serve
Cohesion among all insiders at the school to promote enrollment, retention, and philanthropy, and who also have a personal stake in advancing the program in your market.
These observations inform the services Connor Associates offers in five key areas:
Identify in the present your most mission-appropriate prospects at rooftop level and map qualified leads five years into the future – impacting not only enrollment management, but also development, institutional strategic planning, marketing plans, and school sustainability as well.
Assess business operations and inform boards on pricing sensitivity, tuition analysis, benchmarking, reliable revenue streams, and capital management. In addition, we perform administrative leadership searches and support candidates for up to a year. We are grateful to have Thom Greenlaw as a Strategic Partner in these endeavors.
Understand the customer journey from inquiry through loyalty and unearth the real reasons families inquire, visit but not apply, do not choose your school, enroll, or do not return. Our research associates are trained to read between the lines to get to the essence of a family’s thinking, fears, and aspirations.
Understand external perceptions and strategic opportunities from community influencers, sending schools, matriculating schools/colleges, and others who have the connections to refer families to your school or to build community educational partnerships. These opportunities will enhance your program and raise your visibility as an asset to your community.
Collect and analyze objective qualitative and quantitative data from alumni and former families for compelling testimonials and success stories to use in content marketing – as well as gather updated contact information so you can grow and serve your lifetime constituents.
Our research with S.M.A.R.T recommendations will be the roadmap for a strategic plan that impacts teaching and learning, marketing/communications, enrollment management, retention, business operations, and fundraising. We'll train your internal team — including teachers and trustees — on their role in promoting and marketing the school.
If you would like to discuss any of the above – or something else that’s top of mind, contact us at https://www.connor-associates.com/contact.
Please read through some of our success stories and how we can make a difference at your school at https://www.connor-associates.com/case-studies.
It has been our pleasure and honor to continue to serve independent schools across the country. We look forward to the opportunity to serve your school. Best wishes for a great year, and a rewarding career making a positive contribution to the world.
Connor Associates stakes its value on its experience with providing comprehensive services, including ensuring proof of ROI through Image Audits (reputational asset and risk management), Alumni and Alumni Parent Surveys, Enrollment Feasibility Studies which identify qualified appropriate prospects at rooftop level, Five-year Enrollment Forecasts, Location Studies, Business Office Evaluations and Plans (pricing sensitivity, tuition analysis, benchmarking, reliable revenue streams, and capital management), Strategic Marketing Plans based on research, and onsite Implementation and Training to get everyone in your school and your trustees supporting enrollment, retention, and philanthropy.
Our newest offering, Administrative Leadership Search, is a very creative, fast, and effective approach to finding, training, and keeping the best people on your leadership team--and it’s surprisingly different and a better value than you may get from job boards or other search firms. Find out more here.