For Administrators

Emerging Challenges for Boarding Schools

In the vast and evolving educational landscape, boarding schools have stood as beacons of tradition, discipline, and academic rigor.

• These institutions not only provide quality education but also foster personal development, independence, and resilience in students.
• However, boarding schools are currently navigating a complex maze of challenges.
• The obstacles are multifaceted, from marketing difficulties and rising insurance costs to facility maintenance and recruitment of competent trustees and teachers.

This article aims to delve into these challenges and suggest potential solutions.

Canva generated this picture of a boarding school campus.

Marketing Challenges

Historically, boarding schools thrived on word-of-mouth marketing and their reputations for producing well-rounded, academically accomplished students.

• However, shifting societal norms, increased competition, and the rise of digital media have disrupted these traditional strategies.
• Boarding schools now face the challenge of attracting a diverse student body, both domestically and internationally, while also addressing concerns about the value of the boarding school experience.

To overcome these challenges, schools need to adopt personalized admissions processes that highlight the unique benefits of their institution.

• Furthermore, leveraging digital marketing strategies, such as social media and content marketing, can extend their reach to prospective students and parents.
• Crucially, boarding schools must work to create unique selling propositions that distinguish them from their competition and resonate with today's discerning families.

This video offers suggestions for marketing your school.

Navigating Crisis: Best Practices in Public Relations for Boarding Schools

The chances of a boarding school head of school having to handle a crisis are fairly high. That's because of the sheer size of the school community. The typical American boarding school has between 150 and 350 students. Some schools are larger. Some are smaller. So, given the number of people involved, it's simply inevitable that incidents will happen. Minor incidents can usually be handled quickly and without adverse publicity. But what happens when a fire breaks out in the science lab, and three students suffer smoke inhalation? Or worse yet, the school bus carrying the girl's field hockey team blows a tire and crashes?

Handling a crisis at a boarding school requires effective communication and strategic public relations to safeguard the institution's reputation and maintain trust within the community. This article will explore best practices for engaging with the community, parents, and the media during a crisis. Additionally, we will examine examples of successful and unsatisfactory crisis responses and emphasize the perils of stonewalling.

Engaging with the Community

During a crisis, it is crucial to establish open and transparent lines of communication with your community. You can achieve this through proactive measures such as holding town hall meetings, organizing information sessions, and leveraging digital platforms. These efforts demonstrate the school's commitment to addressing concerns and ensuring the well-being of students. In addition, timely updates, clear information, and empathetic messaging are essential to foster

Things That Keep Me Awake At Night

2020 was a most unusual year. The coronavirus pandemic has turned everything upside down and inside out. Nothing is normal. All of this has impacted boarding schools in ways they never expected. While most private school boards of trustees are smart enough to have a resumption of business plans in place and adequate insurance coverage for the school plant and the usual liability issues, very few school trustees ever expected to be dealing with so many challenges converging simultaneously. Against that backdrop, I thought it would be helpful to conduct a fictional interview with a head of school. After all, her concerns are probably yours as well.

Rob: What challenges at school in the fall of the next academic year keep you awake at night?

Head of school: Oh, Rob! Where do I begin? There are so many things demanding my attention. My workday starts at 6 a.m. and ends at 10 p.m. if I'm lucky. And I work every day to keep my head above water.

Rob: What, then, is your most pressing concern?

Head of school: My number one concern is the financial condition of my school. The board and I had not budgeted for dozens of COVID-19-related expenses. Tasks such as wiping down all the frequently touched surfaces like door handles, light switches, stair rails, and so much more are essential while the pandemic is all around us. We had to hire a deep-cleaning service to sanitize

2020 has turned out to be a most unusual year. The coronavirus pandemic has turned everything upside down and inside out. Nothing is normal. All of this has impacted boarding schools in ways they never expected. While most private school boards of trustees are smart enough to have resumption of business plans in place and adequate insurance coverage for the school plant and the usual liability issues, very few school trustees ever expected to be dealing with so many challenges converging at the same time. Against that backdrop, I thought it would be useful to conduct a fictional interview with the head of a boarding school. After all, her concerns are probably yours as well.

Rob: What challenges at school in the fall of 2020 keep you awake at night?

Head of school: Oh, Rob! Where do I begin? There are so many things demanding my attention. My workday starts at 6 a.m. and ends at 10 p.m. if I'm lucky. And I work every day just to keep my head above water.

Rob: What then is your most pressing concern?

Head of school: My number one concern is the financial condition of my school. The board and I had not budgeted for dozens of ofCOVID-19-related expenses. Tasks such as wiping down all the frequently touched surfaces like door handles, light switches, stair rails, and so much more are essential while the pandemic is all around us. We had to hire a deep-cleaning service to sanitize our common

These days there's an app for everything. Apps have been around since Apple launched its App Store in 2008. Since then, Android's Play Store and Apple's App Store have grown to offer more than 4 million apps. Because apps reside on smartphones, they are always ready to use. Apps are an efficient way to shop, do your banking, schedule an Uber, scan your boarding pass, listen to your favorite music and so much more. That's why your boarding school needs an app for its alumni. Because your graduates are spread far and wide geographically, your alumni app will keep them in the loop. That's important to them because they love the school which gave them such a great start in life. It's vital for your finances because easily accessible information and communications will lead to successful annual fund drives and major gifts.

This video illustrates what an alumni app can do.

Stay connected.

Obviously, your more recent graduates are an app-friendly lot. So, it just makes so much sense to keep in touch with them via the method which they use all the time. Snail-mail and even email will not get their attention the way your wonderful, informative app will. Snail-mail and email have their place. Your older alumni will probably appreciate your communicating with them that way. However, don't assume anything. Many 70 and 80-year-olds love using apps and their smartphones. They were