Education Marketing and Advancement

Objectivity, transparency, and a collaborative spirit

Connor Associates is a highly personalized marketing,
advancement, and strategic thinking consultancy.

We create opportunities to link families, schools, and communities through our work with
private schools, independent schools, public charter schools, and non-profit organizations.

Marketing Therapy

with Mike Connor

The addition of our new strategic partners, EdChanges and Enroll Media Group, is building on our success with a natural next step at a time when branding, communications, and conversion rates are necessities, and when strategic market research must underpin tactical print and digital communications for effective enrollment management, advancement marketing, and targeted parent communications.
Connor Associates Strategic Services is pleased to welcome a new partnership with Cambridge Friends School, PK-8, located in Cambridge, Massachusetts. Cambridge Friends School (CFS) is the only Quaker school in the state, and like other Quaker schools across the country, produces graduates known not only for academic preparation but also for peace, open-mindedness, social justice, their ability to serve as change agents, and their conflict resolution skills.
I can’t help but wonder that if another recession hits, or if independent schools can’t convince families of their enduring value as tuition continues to escalate, will this emerging trend toward Career-Tech Ed colleges turn out to be a tolling bell for some independent high schools? Are they a threat, or could their increasing popularity be an opportunity for us to consider another revenue stream alongside our more traditional mission and, in the process, build a bigger, more inclusive tent?
A common enemy has a way of encouraging cooperation among the most intractable departments of any business. Many schools are losing market share, merging, looking for new revenue streams, or closing. We all need to row in the same direction to defend ourselves against the waves and tides of the threat of irrelevance or, even worse, extinction. Even teachers and trustees are now beginning to acknowledge the wisdom of paying attention to marketing, enrollment, retention, and communication when it comes to keeping their jobs and their school sustainable.
Knowing the 80/20 rule—that I'd get 80% of our annual fund revenue from 20% of my school’s donor base—left me with a huge question: Who comprises the 20% I should focus on? And here's a novel idea with a far-reaching benefit: How about bringing development and admission to work together to enroll those major donor families who can support tuition assistance programs--which in turn can help drive socio-economic diversity? It's a win-win-win: for admission, development, and for those families who can improve the composition of your enrollment but who need greater affordability options.

No front page content has been created yet.