Traits of the Best Schools

This article offers answers to some of the more common concerns we parents have when our child goes off to boarding school. Most, but not all, of these questions and their answers come from my own personal experience.

1. Your child is expelled?

Expulsion is a big deal. You will have much explaining to do when applying to another private school. It may just be that you will have to send your child to public school for the rest of the academic year while you try to find a new school willing to take her. I have always taken the view that it is how we handle failure which is the true measure of our character. Shall we learn from our mistakes and be the success we know we can be? Or do we blame others and retreat from reality? I suspect some counseling for you and your child might also be helpful.

2. Your child is asked not to return?

Your child attends a boarding school on a year-by-year basis. You and the school sign a new contract every year in April or thereabouts. You will have already had a couple of meetings with the school before being informed that the school has decided that they do not wish to have your child back. Read the warning signs carefully and act accordingly.

3. Your contract is not renewed?

With boarding school teachers in mind, I slipped this question and its answer in. Your contract is most likely

What Makes Boarding School Special?

What makes a boarding school unique? I know some of you reading this will say "the cost." No, what I have in mind are the characteristics of a boarding school that set it apart from private day schools and public schools. Back to cost, however. Let's get that out of the way. Most boarding schools have incredibly generous financial aid programs. No deserving applicant will be turned away because his family cannot afford the tuition and fees. On the other hand, if $60,000 or more is a tariff that you can handle using your own resources, then the cost is not an impediment.

It's an adventure.

I happen to think that The Association for Boarding Schools got it right when it describes boarding school as an adventure. You and I, as parents, know that learning will be an adventure. At least, that was always our intent when our daughters went off to boarding school. It's the new friends your child will make who will be part of the adventure. These are friends who will be with her 24/7 for weeks during school. These are classmates she will bring home for a weekend. I still remember yesterday when my eldest daughter arrived home for an afternoon with one of her new friends. We lived about 10 miles from the school. Her classmate was from out of state. While their laundry was in the washer and dryer, the two girls

Now and then, the question that occurs to me, as it should to you, is precisely why I think a particular school is one of the best. I have to conclude that the best schools have all of the following characteristics. What's more, they have them in abundance. Now, before you start thinking that I am only talking about older established schools, that ain't necessarily so. I am aware of a couple of newer schools that fit neatly into the category of best schools simply because they have all of the characteristics explained below. So let's look at what I think are the traits of the best schools.

Great leadership

The best schools have strong, dynamic, dedicated leaders. They are led by women and men who envision their goals. They also have the experience to execute their plans to achieve that vision. The head of the best school is a superb fund-raiser. She is a capable administrator. She leads by example. She expects the best from everybody in her school community.

This video from Loomis Chafee illustrates the school's global perspective.

The solid support of the trustees

I know of several schools which could have been great. But they never made it because their fractious board of trustees kept getting in the way of progress. Change is never easy. But it seems that boards often have a rather difficult time with change. That

Summer is often an ideal time for administrators in a private school to take stock of what worked and what didn't work in the year just finished. It makes sense for the marketing team to step back and spend a few hours reviewing their campaigns. Because marketing sometimes feels more like an art than a science, it is even more important to examine the tools which your school is using. This is what prompted me to ask what your marketing team is doing this summer.

In particular, the ideas and suggestions which I offer here are aimed at the small to medium-sized schools which have limited marketing resources. My long years of observing and writing about private schools have taught me that these small to medium-sized schools are hidden gems. Their messages deserve to be heard and seen. Hopefully using social media effectively will make that a reality.

Boarding schools offer unique marketing challenges.

Whether yours is a small or large school, you have to get your message out. Getting your school's message out is made tougher by the mere fact that yours is a residential school. There aren't many boarding schools in the United States anyway and they tend to be misunderstood by most people especially the media. Ask about boarding school outside your circle of friends and acquaintances. The answers you will get are precisely the challenges that you as the marketing professional must overcome. "Those schools are just for rich kids." "That's where you