Mind the Gap - Organizational Change vs. Organizational Capacity

One of the areas of which we are most mindful in strategy work with independent schools and colleges is the distance, or gap, between 1) organizational need for change and 2) organizational capacity for change.  It is not unusual to find an organization in which all research points to an urgent need for change, such as a repositioning or even a rebirth.  The challenge is that the preconditions for needed change don't exist internally.  There is not enough capacity, or thirst, within the organization to bring about the needed change.

The distance between the organizational need for change and organizational capacity for change is often the most critical quotient a school or college must address.  During the next week we will post a few different examples of Minding the Gap with fresh ideas on how to manage change within your school or college.  Our first installment tomorrow will be focused upon creating awareness of needed change.  

Upcoming Speaking Engagements - Expanded List

ISA is pleased to announce the following revised and expanded list of upcoming speaking engagements for Ian Symmonds and our associates. More information regarding each of these conference can be found on their respective websites.  And, as always, we will assign Twitter hashtags and share our content for each session.

October 17, 2014 - Finaliste Web Strategy Workshop
Keynote: Ian Symmonds
Topic: The Web as Anchor to Your Overall Institutional Strategy
Location: San Francisco, CA

October 24, 2014 - Puget Sound ESD Conference
Session: Kelly Laboe
Topic: Attracting Students Through Smart Marketing
Location: Seattle, WA

January 29, 2015 - ISACS Heads of School Conference
Keynote: Ian Symmonds
Location: Chicago, IL

February 1, 2015 - CASE District II
Keynote: Ian Symmonds & Robert Rytter
Topic: Integrated Marketing at It’s Best - Axioms and Case Studies
Location: Washington, DC

April 30, 2015 - VAIS Governance Forum
Keynote: Ian Symmonds
Location: Richmond, VA

The Galloway School Launches "4D Learning"

In a packed auditorium on campus last night in Atlanta, The Galloway School launched their strategic plan to students, faculty, staff, friends, and community members. Historically an innovative school known for experiential and progressive learning, Galloway launched their newest initiative, 4D Learning.  The concept marries four integrated elements: daring, deliberate, dynamic, and discover, into a cogent educational philosophy.  And, gaining clarity on the outcome of such learning, the school launched their Profile of the Galloway Graduate as part of their strategic plan.  Check out the news on their Twitter feed last night and kudos to @gallowayschool. 

Upcoming Speaking Engagements

ISA is pleased to announce the following upcoming speaking engagements for Isn Symmonds and our associates. More information regarding each of these conference can be found on their respective websites.  And, as always, we will assign Twitter hashtags and share our content for each session.

October 17, 2014 - Finaliste Web Strategy Workshop
Keynote: Ian Symmonds
Topic: The Web as Anchor to Your Overall Institutional Strategy
Location: San Francisco

October 24, 2014 - Puget Sound ESD Conference
Session: Kelly Laboe
Attracting Students Through Smart Marketing
Location: Seattle

February 1, 2015 - CASE District II
Keynote: Ian Symmonds & Robert Rytter
Topic: Integrated Marketing at It’s Best - Axioms and Case Studies
Location: Washington, DC
 

Position Opportunity - Crossroads School (CA)

Crossroads School, located in Santa Monica CA, seeks a highly motivated professional to serve as the school's Director of Enrollment Management. The Director will provide the school’s broad strategic leadership of enrollment planning, and will serve as the point of integration for recruitment, admissions, financial aid, information management, reenrollment, and retention functions of the school. The Director will be reporting to the Head of School. 

Crossroads was founded upon five basic commitments: to academic excellence; to the arts; to the greater community; to the development of a student population of social, economic, and racial diversity; and to the development of each student’s physical well being and full human potential.  The School provides a unique K-12 program built on a progressive, developmental model of education with many of its programs on the cutting edge of education.  The school is dedicated to helping young people make bold and valuable decisions with their lives while acting as a force for positive social change.  

From its beginning in 1971, Crossroads provided a new approach to education and was dedicated to diversity and to involvement in the community.  It was founded as a non-denominational, coeducational college preparatory day school.  Crossroad’s ongoing commitment to the greater community and to a robust financial aid fund has made it possible for the school to be racially, economically, geographically and culturally inclusive.  While Crossroads has strong academic programs in all disciplines, the school is renowned for its programs in the sciences, in the arts, and in human development. 

Crossroads is a highly selective institution, and operates in an environment of considerably high application volume.   The high degree of demand for the school affords Crossroads the ability shape enrollment with truly exceptional students with a range and depth of interests, talents, and diversity. 

The Director of Enrollment Management will serve as the chief enrollment officer for Crossroads School. The Director will serve as the chief point of integration in all strategic areas of enrollment management functions. This position is essential in executing the strategic development of an advanced, integrated enrollment unit. The Director will play a key role in articulating the strategic enrollment management philosophy of the school and collaborating with other departments in its proper execution.

Preferred requirements for this position include at least five years of enrollment management experience in an independent educational setting, a demonstrated ability to grow sustainable enrollment and market demand, and strong knowledge and skills associated with the strategic principles of enrollment management. The ideal candidate will possess an advanced degree and demonstrated skills and experiences in marketing communications targeted toward enrollment and demand generation. 

The ideal candidate will have broad based experience in all aspects of enrollment management, be able to look outside the box to address market issues, and be able to thrive in a collegial collaborative environment.

Crossroads School seeks candidates who will enhance the Philosophy of Inclusivity and Awareness articulated in its Diversity Statement. 

Compensation will be competitive and commensurate with training and experience. 

The Director of Enrollment Management will be supported by an admission staff and play a collaborating role on the advancement, marketing, academic, and financial operations teams. 

Interested candidates should submit a resume and letter of application immediately. Applications will be reviewed until the position has been filled. 

Questions regarding the search will only be accepted by Kelly Laboe at Ian Symmonds & Associates, www.iansymmonds.com or 888.334.6078. 

The Attention Economy and Education

The traditional axiom in marketing has been a simple recipe.  Good products sell well, and great products promoted heavily sell really well.  Developing quality products as the top priority, in front of the promotional sizzle, led to stronger brands and greater followership.  And, in a crowded market where financial resources are scarce, the ability to create a high quality product and a valuable experience for the consumer has reigned supreme.

Then came the appeal to the attention economy.  This principle developed during the past decade is based upon a simple axiom, as well.  The attention economy is predicated on the belief that attention is the most scarce resource in the economy and, if a brand can command attention it has a leg up on the competition.  Nike and the University of Oregon know a little bit about this.  They turned the age old recipe of winning on it's side with their flash and speed.  The old equation was "if you win, people will follow you and your brand will grow more valuable."  The new Nike and Oregon equation really turned that on it's end over the past decade with a new paradigm: "if you can get attention, you will win, and your brand will grow more valuable." And, it has worked, as the Ducks are a perennial national contender in most collegiate sports today and sit #2 the AP Football rankings currently.

What does the attention economy mean to education?  We have all seen schools or colleges that over-deliver on the marketing front in relationship to the quality of campus experience, facilities, or program.  Is it true that if a school can grab attention first, regardless of quality or value, that it can develop a strong following or a deeper brand, and "win" as a result?  We know that the consumer is growing more savvy and connected to information about quality and education.  But, does the consumer have the ability to discern quality and understand the difference between flash and substance?  Education is a mature industry, and most consumers expect both sturdiness and innovation from our leading schools and colleges today.  As we see more schools and colleges leaning into the attention economy, we also know that the quality of experience has to be there in order for the brand to be sustainable.  

What are your thoughts on the attention economy?  Does it play a role in your school or college marketing approach?  And, how about your competitors?  We would love your thoughts.

Jackson Prep Selects ISA for Strategic Planning

Jackson Prep of Jackson, Mississippi has selected Ian Symmonds & Associates for strategic planning services during the 2014-15 academic year.  Our work will commence in October.  This will be the second strategic plan that ISA has developed for the school.

Jackson Preparatory School is an independent, co-educational, and college preparatory day school enrolling 810 students in grades six through twelve. The school is located on a 74-acre campus east of Jackson and is the largest independent secondary school in the state of Mississippi. The student body is diverse, representing various racial, ethnic, economic, and religious groups.

Specializing in secondary education since 1970, Jackson Preparatory School (Prep) has produced 547 National Merit semifinalists, including 10 from the class of 2014. Statewide, Prep is one of four schools selected for a cum laude chapter, the high school equivalent of Phi Beta Kappa. Students consistently win regional and national awards in language, literature, art, mathematics, science, music, and drama. In athletics, Prep teams remain among the leaders of the conference in overall championships.

With Prep joining forces with ISA, the academic year is shaping up to be quite a special way to celebrate our 10th Anniversary.  ISA's first two clients - both Carolina Day School in Asheville, North Carolina and Jackson Prep - have selected our firm for strategic planning during our 10th year.  What comes around goes around!

Barton College Selects ISA

Barton College in Wilson, North Carolina has selected Ian Symmonds & Associates to complete strategic enrollment and marketing analysis.  Barton, a four-year, private, liberal arts college, believes in college on a first-name basis. Providing students with a strong academic focus and opportunities for leadership development, Barton unites its smaller size with an intentional application of collaborative learning in every aspect of the students’ college experience.

Strategic Planning at Parker

Ian was at Francis Parker School, the iconic progressive leader in Chicago urban north side, working with the steering committee on strategic planning.  It was a short but great visit to the school.  ISA offers a special thanks to the steering committee as we continue to work on and refine components of the strategic plan.  

Campus Symbols and Signage

A few months ago I wrote a blog post on the topic on campus symbols as a method of communicating culture.  The basic thesis of that post was simple: the method in which schools use signage, symbols, and other artifacts is just as important of communication as more traditional media, such as websites and view books.

Yesterday, ISA launched a research project with Spartanburg Day School in South Carolina. And, at this school, we think we have found some great examples on how to use signage, historical photos, and other graphic elements to communicate heritage and connect the long legacy of generations attending SDS. The marketing team has done a great job of creating several iconic "wow" spaces along the admission tour, bridging the past and the present.  

Check out the "old school" sign, pictured above, that we found on our tour.  SDS has done a great job of communicating heritage and history through their facilities.  Check 'em out if you get to Greenville/Spartanburg, South Carolina.

Strategic Planning Kickoff at Jesuit

ISA kicked off strategic planning this morning at Jesuit High School in Portland. Ian and Kirsten met with faculty and staff to describe the planning process and the information gathering timeframe. The steering committee has been meeting this summer as a prelude to strategic planning.

ALS Ice Bucket Challenge

ISA is getting into the ALS Ice Bucket Challenge on Labor Day.  Here Ian and Lisa Symmonds take the plunge.  A testament to the power for social good that social media possesses, a quick check of the ALS website today states that they have raised $100 million so far.  It is simple, easy to imitate, and goes viral quickly.  Speaking of viral, Ian nominates fellow ISA colleagues Robert Rytter, Kelly Laboe, and Kirsten Williams.  Folks, you've got 24 hours and some sunshine to get this done.

Happy Labor Day!

ISA wishes everyone in the States a happy and safe Labor Day.  Since we love research so much, here is a nice word cloud we found to commemorate the day.  Enjoy!

Five Fast Facts About Educational Attainment

We campaign a lot about the value of education through our Just Cause effort simply because the facts are startling.  No matter how you slice it, education is the most powerful weapon we can use to change the world.  In 2012, 15.1% of America lived in poverty.  What impact does educational attainment have on moving individuals and communities out of poverty?  According to the US Bureau of Labor Statistics, here are Five Fast Facts about educational attainment that you might not have known.

1. Median Earnings of College Graduates Are Nearly Double High School Graduates. The median weekly earning of a person holding a Bachelor's degree is roughly is roughly $1100, compared to just $600 for high school graduates.  And, weekly earnings drop to just over $400 for non high school graduates. 
    
2. Unemployment is Nearly Double for Non-College Graduates. The unemployment rate nearly doubles - from 4.2% to 8.3% - for people not earning at least a four year degree.  And, it increases to over 12% for those not graduating from high school.
    
3. A Four Year College Degree More Than Doubles Average Lifetime Earnings. A college graduate can expect to earn just over $1 million in a lifetime of employment, while high school graduates can expect to earn roughly $450K.  
    
4. Education is a Better Investment. There rate of return on a college investment over a lifetime is roughly 15%, compared to 7% in the stock market, 3% in gold, or 2% in housing. 
    
5. The Rate of Poverty Dramatically Increases Without a College Degree.  The percentage of Americans living in poverty without a college degree is roughly 18%.  For college graduates, only 4% live in poverty.

When reviewing data such as these, the truth is, the cost of not going to college is absurdly high in America.  The value of a college degree has shown time and time again to perform as the gold standard for employment, earnings, and paths to prosperity.  And, if these data are to be taken literally, then the greatest challenge we have is increasing access to high quality education through programs, initiatives, and grants. 

Education = Hope. Just Cause.

Fast Cars, Poverty, and Education

"You got a fast car
Is it fast enough so we can fly away?
We gotta make a decision
Leave tonight or live and die this way."

Back in the late 80's and early 90's I became a big fan of Tracy Chapman.  I was smitten by the song "Fast Car", mostly because it was catchy, folksy, and had some true meaning.  I was in my early 20's, starting grad school, and gearing up to take on the world.  Much has changed since then, and this summer I spent some time reacquainting myself with old songs and the memories that went with them.  I happened upon Tracy Chapman again in my late 40's and her song Fast Car.

The song, as you likely know, is about the cycle of poverty.  It describes the plight of a young woman, living in the ghetto without her mother who had left the family, dropping out of school to take care of an alcoholic father.  Partnering up with another soul, she puts her hope in a young man and his metaphorical car to pursue the American Dream. 

"You got a fast car
I got a plan to get us out of here
I been working at the convenience store
Managed to save just a little bit of money
Won't have to drive too far
Just 'cross the border and into the city
You and I can both get jobs
And finally see what it means to be living."

As we know, the car doesn't reach the promised land. The girl discovers her ill-placed trust in someone else failed to elevate her circumstances.  And, she moves on, bitter, unfulfilled, and lonely. 

And, so the cycle of poverty goes, until it is broken, turned upside down, and education is inserted into the mix.  Education is the only proven antidote the world has seen to break the cycle of poverty.  There are no fast cars, no easy ways to change the trajectory of the society. Change requires hard work to alter the very structure of the world.  As Nelson Mandela once said, "education is the most powerful weapon we can use to change the world."

This next week, as Labor Day approaches and passes by, we will be talking about the impact of education on poverty.  We will highlight some key facts and data that might surprise you about the transformational impact of education on culture.  We'll talk about why education is perhaps the greatest expression of love for another person.  And, we'll talk how everyone can get involved in promoting education through little and big ways.

Just Cause.  

Carolina Day School Selects ISA

Carolina Day School has selected ISA for strategic planning services beginning in the fall and running through May 2015.  Carolina Day School is an independent, co-ed, college preparatory school serving grades pre-k through 12. The school is located in the historic Biltmore Forest neighborhood of Asheville, North Carolina.

Carolina Day School also serves as an important and sentimental client for ISA.  ISA served CDS in 2003 as our very first independent school client, completing a strategic marketing plan, strategic plan, and several board retreats.  Under the new leadership of our friend and colleague, Kirk Duncan, it will be our pleasure to get back to Asheville this fall!

Millennials: Narcissists or Just Nice Guys?

Are Millennial's just self-indulging, entitled narcissists or just plain nice people leaning toward communal values?  A recent article in the New York Times - "The MIllennials are Generation Nice" - shares that this oft-studied "generation has created habits and tastes look less like narcissism and more like communalism. And their highest value isn’t self-promotion, but instead the opposite, empathy — an open-minded and deep-hearted connection to others."

A stark contrast to nearly all of the other generational research published to this point, Sam Tanahaus' article makes some obvious points about the values and culture of this generation that comprises people born between 1980 and 2000 and numbers roughly 80 million Americans, more than the Baby Boom cohort. The article is based upon a recent Pew Study - "Confident, Connected, and Open to Change" - and argues that this new generation of American leadership has witnessed a world that no generation has observed before their time. 

"What Pew found was not an entitled generation but a complex and introspective one — with a far higher proportion of nonwhites than its predecessors as well as a greater number of people raised by a single parent. Its members also have weathered many large public traumas: the terrorist attacks of Sept. 11, costly (and unresolved) wars, the Great Recession. Add to those the flood of images of Iraq and Katrina (and, for older millennials, Oklahoma City and Columbine) — episodes lived and relived, played and replayed, on TV and computer screens.

For a generation digitally wired from childhood, and reared on apocalyptic videos and computer-generated movie epics, not to mention the exploits of hackers, these events showed the real world to be as tightly networked, and for that reason as easily disrupted as the virtual one, even as the grown-ups in charge, the guardians of order, seemed overwhelmed and overmatched, always a step behind."

If you are an educator seeking to find the best ways to connect and communicate with this generation in your classroom, or better yet, thinking about the parenting habits that will form out of the Millennials, this is not only a must-read study, but a view that may leave you with great hope and optimism for the future.

A Season of Strategic Plan Launches

ISA helped eleven clients develop strategic plans during the 2013-14 academic year.  And, as the new school year starts, we are beginning to see these strategic plans being launched among our clients throughout the states and Canada.  Over the next few weeks, we will highlight some of these clients and their strategic plans. Today, however, belonged to New Hope Christian Academy as they launched their new plan.  New Hope is an independent, urban, college-preparatory, Christ-centered, elementary school in Memphis, Tennessee.  Above is a tweet showcasing the public launch of the plan by head of school, Stephen Steiner, with the collective faculty and staff of New Hope. Way to go!

Three Dashboard Lists Every Institution Must Possess

Most schools want to compare their strategic progress against meaningful data sets.  The problem is that they often compare "apples to oranges", as the saying goes, using data that is irrelevant or taken out of context.  We suggest that every school or college have three different dashboards with which they regularly measure progress. 

1. A Benchmark List is a list of institutions that look very similar to yours in terms of size, scope, mission, price, and philosophy.  This list is helpful for measuring progress on items such as professional development or compensation. They may or may not be competitors.
2. A Competitor List is a list of institutions that research has demonstrate compete directly with your school for students or visibility.  This list is likely more geographically close to your school, but these schools may not be on your benchmark list.
3. An Aspirant List is a list of institutions that your school or college aspires to be more like, such as more resourced or more selective.

The challenge that we find in our work with clients is that leaders at schools often select schools from the different categories above to measure strategic progress.  And, the reality is, they simply are comparing "apples to oranges" when they do this.  We often hear faculty say "we compete with school X or Y but don't the same possess the same resources as they do." This is often because a school might be a competitor, but not necessarily on the benchmark list. All schools should have three dashboards from which to make informed decisions based upon the proper context, such as competition, aspiration, and parallel or similar organizations.  

Getting the "What" and the "How" Right

One of the challenges with which we notice many schools and colleges struggle is the difference between a strategy and a tactic.  In fact, these two terms are often thrown about in conversation at the boardroom table interchangeably, with people believing they are one in the same.  However, they are two very different concepts and enjoy a unique relationship.

A strategy is really the "what" of a major goal or initiative.  Creating a strategy is really about stating, in precise terms, what your organization is going to do and what the outcomes are intended to create.  

A tactic is really the "how" of a strategy.  It is actually a series of action steps, stated in chronological sequence, of exactly how the organization is going to accomplish the stated strategy.  

The challenge for many people is that they use tactics believing they are strategies.  The mind tends to work most easily on developing ideas around things that are concrete (the "how" of the goal) rather than the more often larger objective (the "what" of the goal).  For instance, some schools might be interested in changing their menu in their food service area to better benefit the students.  The "strategy" might be around creating a more nutritious, health concious array of choices for the consumer, while the "tactics" might include serving fewer high sugar, carb, and processed foods.  

The big lesson here is to get the "what" - the strategy - right from the beginning.  It is the foundation of creating solid action plans.  An organization cannot create effective tactics if there is no clarity around a larger strategy.  When this problem occurs, it generally produces a series of disconnected and unrelated tactical items.  

As one professor I enjoyed in graduate school used to share with me, "major in the majors" first.  When your team engages in planning, make sure you get the strategy - the "what" - right first.  It will make the task of creating action plans and tactics - the "how" - much easier and more aligned down the road.