A panel of experts helps schools prepare for fall and beyond.

Welcome to the ‘New Abnormal,’ where schools play a new game while the rules are still being written.

It’s true. Schools are making radical changes with no end in sight. And no tried and true answers.

While we hope for the best, schools need to be realistic - and prepared. Instead of shades of grey, parents are looking for black and white. They want answers so they can plan ahead.

Does your school have the answers? Have your school leaders thought through every possible contingency? Are you ready for even more uncertainty?

Good thing your school is not alone. Schools will get through this - coming together for the power of independent education.

In that spirit, Simon Noakes gathered an all-star panel at the #PowerUpConference for USA schools.

On 25 June, Simon was joined by:

Peter Baron (Enrollment Management Association)
Emily Cretella (Cursive Content)
Vivien Valenzuela Mallick (Phillips Academy Andover)
Rick Newberry (Enrollment Catalyst)
Rob Norman (InspirED School Marketers)
David Tuttle (Westover School and the Small Boarding School Association)

Each panelist brought distinct expertise that schools everywhere can use to plan ahead.

And what a conversation they had! The hourlong, insightful dialogue turned “wishful thinking” into actionable plans. (And if you would rather watch the discussion than read about it, get exclusive access to the recording!)

The key takeaway:

Looking to a fall as uncertain as last spring, schools should be planning to:

Keep students and teachers safe from COVID-19
Show families continuing educational value - whether classes are remote or on campus
Keep enrollments at desired levels
Maintain fiscal health

Easier said than done, right? This is where the conversation got going.

First up, panelists reviewed the impact of COVID-19 on independent school enrolment.

Of course, in a country as large and diverse as the USA, it depends on each school’s location, demographics, and positioning within the marketplace.

“Every school has its unique challenges,” said Peter Baron. “The main thing families are concerned about is the safety of their kids. And making sure there isn’t a big educational deficit created because of inconsistent education.”

For schools that haven’t missed a beat, the value proposition is strong. Parents who may not have thought about independent schools in the past are now. And they are looking for schools that show an entrepreneurial mindset.

“Nobody signed up for this,” Peter said. “In a matter of days, schools were able to pivot and deliver instruction remotely. It requires a shift in thinking.”

Schools had to reimagine admissions tours and interviews along with classroom instruction. Pulaski Academy’s Virtual Admissions Center is a great example of a school that did it right. They transformed personal touch points between school and family into memorable digital experiences.

There’s never been a better time to experiment.

“I can only imagine we’re going to see more innovation over the next 12 months,” Peter said.

Schools are also seeing the true value of storytelling.

“It’s easier than ever to use social media to develop good school stories, to be transparent and honest, and be in good communication with your constituencies,” said David Tuttle.

As the fall approaches, many schools are faced with reassuring families that school is a safe place to be.

Everyone agreed that schools are obliged to be honest and transparent with families.

“I think communication is really key,” said Andover’s Vivien Valenzuela Mallick. “And repetitive communication because everyone is so overwhelmed.”

Andover sent many communications to families outlining the factors that guided decision making. And they did that before making decisions.

Vivien reported that parents appreciated hearing from school leadership even before an announcement. After all, those decisions are about the health and safety of children.

Emily Cretella said social media is one of the best ways to connect with “dream families.” But many schools aren’t doing social media right - they aren’t confidently telling a succinct story.

“The problem is, when we talk about social media it’s as a tactic,” Emily said. “Instead, first focus on your story. And then using social media as a tool to tell that story.”

Of course, schools need storytellers. Oftentimes, they are in overstretched marketing and communications offices. Or, for some schools, the story is untold because they lack a comms department.

COVID-19 makes it clear that those schools are missing the mark.

“This is the proof of why marketing and communications are critically important,” Rob Norman said. "And why schools have to now devote assets and resources to doing it and doing it well."

Schools are indeed writing rules for this new game that seemingly has no end. In our next blog, the all-star panel will reveal their pro tips for effective virtual open days, retaining students at schools unable to open in the fall, and convincing your headmaster of the importance of social media, among other timely topics.

Get exclusive access to a recording of the #PowerHour all-star panel discussion!

Navigating the ‘New Abnormal’