Navigating the 'New Abnormal', Part 2
This week, we pick up the conversation in time to learn how schools can share good news during times of crisis.
On 25 June, an all-star panel shared insights and advice at the #PowerUpConference.
In last week’s blog, they offered tips to help schools plan.
This week, we pick up the conversation in time to learn how schools can share good news during times of crisis. (And if you would rather watch the discussion than read about it, get exclusive access to the recording!)
Good schools are happy places. Learning should be fun, even during a pandemic. But do schools that share good news during times of crisis or turmoil risk looking bad?
That was the question the all-star panel considered next. The answer was simple: Yes.
A school could be perceived as insensitive unless good news is balanced by recognition of current events.
“Schools are human beings living together, thriving together, and failing together,” said David Tuttle of Westover School. “To have your social media feed only be happy kids all the time, people are smarter than that. They will read between those lines, and those schools will suffer.”
Emily Cretella of Cursive Content recommended balancing happy moments with more in-depth conversations.
“It has to feel like you’re paying attention,” she said. “Be considerate.”
How? Build a content strategy that tells a bigger story and shares your school’s perspective. Show the impact of your school on your students and the wider world.
The key is to be authentic.
Post stories that showcase your school’s values and philosophy in action. Be mindful of everyone who adds to the culture of your school community. And, slow down and think of context to prevent potentially hurtful misconceptions.
Of course, don’t ignore those special events that deserve shouting from the rooftops! Like graduation, as many schools did remotely in May and June.
“It would have been odd if schools went silent on celebrating their seniors,” said Rick Newberry of Enrollment Catalyst.
Striking that balance of thoughtfulness, consideration, and joy can only strengthen your school. Simon Noakes, Interactive Schools’ founder and CEO, put it best:
“A connected community will rally around and stick by you.”
Events, like graduation and open houses, create a sense of togetherness even when done remotely.
So, what format works best? The one that shows off your school’s authenticity and personality. And don’t be afraid to experiment!
At Phillips Academy Andover, Vivien Valenzuela Mallick asked an admissions office colleague to ride around campus with a selfie stick!
“I shared my screen for a live virtual tour before we took questions from the audience,” Vivien said. “It was really fun!”
Rob Norman of InspirED School Marketers has seen schools do lots of different things.
“I’ve seen a head of school walk up and literally put the key in the front door to open it while he’s filming himself, saying, ‘Look, I know you can’t come here right now, but let me show you around because I’m really proud of this place.’”
What about potential technical issues, you ask?
Vivien did report a couple of “glitches,” but everyone was forgiving. Andover received lots of positive feedback from prospective families for trying something different and fun.
As Vivien pointed out, “How many admissions officers take you around on a bike?”
And that is the point.
Now is the time to experiment because we’re in uncharted waters. There is no better time to look for ways to create personalised experiences.
“Make time for fun and innovation,” said Emily. “Focus on bringing in the human element of it. That is what people are missing.”
Those personal connections can be as simple as your head of school, speaking directly to their camera phone and putting the message on your virtual admissions hub.
Some schools mix old b-roll with new photos and videos of virtual learning. It’s a great way to show your school’s educational philosophy has no boundaries.
No matter what you decide to do, make your content available on-demand. Build in opportunities for families to ask questions any time of day.
Schools across the USA are weeks away from the beginning of an uncertain new school year. Many are planning for opening on campus, remotely, or with a hybrid model of the two.
What can schools do to ensure retention remains high in this challenging environment?
The panel’s tips for engaging prospective families work with your current community. And, the foundation is the same:
Be authentic, open, and honest.
Emily recommended focusing on your school’s core story and the value you provide - and making the message clear and reassuring.
“No matter what happens, your child will get the best education possible,” she said.
Rob Norman advised reinforcing successes.
“I tip my hat to schools who went from a dead stop to 100 miles per hour in about six days for distance learning,” Rob said.
The panelists agreed that pivoting to fall means sharing your school’s plans to improve remote learning. Why? Your school’s value proposition is more important than ever.
“Talk about your capability and resources,” said Rob. “Say, ‘Here’s how we’re going to do it better and provide value.’”
Over the rest of the summer, take these steps:
Continue to prepare families for every scenario as they plan for fall.
Share how training equips teachers with the tools they need.
Outline improvements to distance learning gained from lessons learned in the spring.
Show how these changes will shape education at your school in the future.
And, the panel reminded, the school-parent conversation must be two-way.
Asking for feedback is essential.
“You have to listen to the consumer,” said Peter Baron of the Enrollment Management Association. “If they’re not happy, they’re going to walk away.”
Personal connections are indeed the heartbeat of independent education. A big part of that relationship is asking how your community is coping.
“Care for the family,” said Peter. “Everyone is tired.”
As a new academic year comes into focus, remember that your school may “look” differently, but the learning goes on.
All schools are stepping toward the #FutureSchool, some gingerly, others racing with enthusiasm. As Simon Noakes said when ending the #PowerHour:
“This is when the effort needs to be made to be ready to thrive in this new abnormal.”
Get exclusive access to a recording of the #PowerHour all-star panel discussion!