Ten years ago, the Marketing Matters article published at this time spoke to a strategy to market your school AND raise some funds, so it was a “fundraiser” article…which are usually not a part of the articles here on SchoolAdvancement.

Five years ago, we were feeling the effects of sheltering in place due to the coronavirus pandemic.  By the way, just in case anyone has forgotten, the Worldwide Pandemic Response Team was created in 2015 to protect populations from future epidemics and pandemics.  It was significantly dismantled in 2018 and reorganized (https://www.reuters.com/article/world/partly-false-claim-trump-fired-entire-pandemic-response-team-in-2018-idUSKBN21C32C/).

What’s particularly ironic, according to the article, is that on March 14, 2020, John Bolton described the changes made to the team as “streamlining.” He tweeted: “Claims that streamlining NSC structures impaired our nation’s bio defense are false. Global health remained a top NSC priority, and its expert team was critical to effectively handling the 2018-19 Africa Ebola crisis. The angry Left just can’t stop attacking, even in a crisis.”

No one came to school on March 16th.

Schools discovered that their one or two times per year “Chrome from Home” initiatives paid off, since students were learning from home, utilizing technology extensively (and, in some cases, using up data like never before, especially if parents are working from home as well).

Other schools discovered their staff and practices were woefully unprepared for anything like this, and discovered the high cost of doing things the way they’ve always done them.

While technology was supposed to radically change the way learning was conducted and education was delivered, as well as tuition was paid for, there were schools that have maintained status quo, unable to pivot to adapt to the changes, citing the inability for everyone to have access to personal technology and, perhaps more importantly, having the self-discipline necessary to focus on learning and working in an environment that used for entertainment, food and rest.

What was the long-term learning?  Realizing there is no such thing as “business as usual” anymore.

For schools that had not used a tuition management and billing partner, parents were no longer bringing checks to the school.  For schools that used a tuition management partner, they found the one they were using was withholding late fees from parents who suddenly found themselves furloughed.   As one school I spoke with pointed out, the school is bearing the burden, but it’s a burden they can’t bear for an extended period of time.  It’s also caused them to rethink the practices that they’ve had in place for a number of years, and choosing a provider that allows them to waive late fees.

But since this is a Marketing Matters article, let’s talk about a virtual tour for your school, and spin the thinking a bit.

A virtual tour or open house has been a part of a school’s Web site for some time, but it’s even more appropriate today since the Web site is a marketing tool – distinctive, inviting, responsive, and one that engages parents of prospective students.  It’s NOT a tool for current parents to find out what’s on the lunch menu, or access their child’s grades.  That should be on your school’s App – a remarkable and distinctive service provided to your parents that recognizes their individuality since it’s available on their personal mobile device.  Of course, it can be accessed from the school Web site, but an App is what today’s Millennial parents are looking for.

Before moving on, don’t think that your Facebook page is your school’s Web site either.  Why?  Every Facebook page looks like every other Facebook page, and doesn’t allow your branding to stand out.  The best reason to have a Facebook page for your school is so that YOU can control the message your school has in the community, or have a place where groups can meet and share information.  If you’d like more information about that, send an email to [email protected] with the words “The Role of Facebook” in the subject line.

During the pandemic, a number of schools developed a virtual open house video and posted it to their Web site.  Five years later, parents have come to expect this as a part of EVERY school’s online presence.

There’s also something else to consider (which could be the elephant in the room as we move through the next few months): How do you know your school will be open next year?

Now before you start to have additional anxieties, the important part of that phrase is the first part – “How do you know?”

It can be applied to many situations and elements regarding your school, since this is the time to start rethinking.  After all, it’s Lent, and Lent is the time for repentance.  And “repent” means to “rethink.”

Make no mistake, things will not be returning to “normal,” even though we may want them to.  “Going back” to the way things were is “regression,” NOT “advancement.”

Here’s what can happen by having vision, and not just going back to the “same old same old.”

• Schools that realize they have the ability to be effective in an online environment might offer more classes online, so all those courses that didn’t have enough students to fill a classroom could be offered as an online alternative.
• Schools that rely on parents bringing money to school for field trips or other activities might have to offer new ways for parents to fulfill their obligations, and might want to set up prepay accounts to meet these expectations.
• Above all, your school will need to have a compelling vision – and not just a worthy mission – for parents to entrust their children to you since they might decide they like the fact that they can work at home and educate their children at the same time.

And there will be more “How do you know” questions that boards and parents will be asking educational leaders.

Of course, we should expect all these things to happen, as stated in Isaiah 43:19 – “See, I am doing a new thing! Now it springs up; do you not perceive it? I am making a way in the wilderness and streams in the wasteland.”

And we can certainly can relate to the streams that technology offers us today!

© Michael V. Ziemski, SchoolAdvancement, 2020-2025 (Original Publication Date: 20200406)