Education Marketing and Advancement

Objectivity, transparency, and a collaborative spirit

Marketing Therapy

with Mike Connor

Blowing Up Traditional Business Models, Including Enrollment Management, at Independent Schools

For a fresh look at Independent School business models, employment contracts, enrollment strategies, professional development, classroom structures and more, look no further than the current issue of the National Business Officer Association's Net Assets Magazine. The organization's mission is to advance business excellence in independent schools. 

The March/April 2017 issue is centered on new business practices that will lead to financial sustainability.

But there is also an article in this issue dear to my heart, "Data Driven Enrollment Growth." Bar none, enrollment management was my favorite job before I took on marketing and advancement consulting 20 years ago.  And boy, has the profession changed. Competition is white hot, tuitions have pushed northward at alarming rates, and if a school can't deliver a great customer experience and value as BOTH define it, the currents are dangerous indeed.  

Mission must meet the market, now and for the future.

Cecily Garber, the magazine's editorial content manager, did a great job of sampling how schools are applying non-traditional approaches to increasing mission-appropriate leads and projecting trends, a subject on the mind of every board, administrator, and faculty member. As it happened, Connor Associates Strategic Services was a partner with several of these schools for its work in predictive modeling. However, the article is only available to NBOA members in print and online.

The entire March/April 2017 issue is a fun read, full of new ways to bend our traditional approach to enrollment management and deliver an extraordinary education.  If you'd like a copy of the article, please email me at


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