Softening Demand a Universal Reality Among Independent Schools

If our client base is a reasonable indicator, and we think it is, independent schools universally are experiencing a softening of demand.  There are no schools in which we have worked in the past five years that have been immune to declining demand in some area of their enrollment funnel.

In many cases, it is a decline in inquiries and applications in the early years and lower school programs, where value against cost is in question.  In other cases, it is increasing attrition as students move from middle school to high school, seeking other low cost alternatives.  Regardless of the scenario, the reality is that no school is simply "dialing it in" and making their goals automatically, with deep waitlists and highly selection oriented admission processes.  

The low volume - high price model of independent education is again reminding us that our schools are not sustainable.  We must be thinking about new delivery options, new pricing, and new ways to increase value and lower or maintain price, the classic Blue Ocean Strategy.  Businesses have been doing this for a long time; we need to follow suit if we are to be around in the future.

Ecole Bilingue de Berkeley Selects ISA

We are excited to announce that Ecole Bilingue de Berkeley has selected Ian Symmonds & Associates for consulting and strategy services.  Our work will be focused during the summer months.  

Before Ecole Bilingue de Berkeley was founded, there were no bilingual schools in the East Bay. Five families, along with EB’s first principal Jeannette Rouger, thought that young children should not have to commute long distances for a quality bilingual education, and decided to found their own school. EB opened its doors in Fall 1977, with six teachers, 55 students… and 10 nationalities! The “little house” held administrative offices, and classes were held in some of the current Lower School classrooms. The playground was a vacant lot half a block away.

From these beginnings, the school grew rapidly. After only three years, enrollment had already doubled, and EB graduated its first class. By 1987, there were over 300 students and more than 40 nationalities. The Middle School opened its doors in 1988, and moved to its current location at 901 Grayson Street in 1991.

Now, EB has around 500 students in grades YPK (2.5 year old) through 8, with more than 50 nationalities represented in our school community. Their graduates have gone on to top high schools and colleges, and at last count, the alumni who have stayed in touch with us had lived in 47 countries worldwide.

We are excited to welcome EB to our client community and serve another outstanding French school in North America.

Hot Fun in the Summertime?

Just under thirty years ago when I was getting started in this industry, the pending summer promised to provide an ample opportunity for analysis and reflection. It was during the summer that we would close our recruitment efforts, analyze our efforts, and plan for the coming year. We always seem to have several planning retreats and operations seem to move at a slower pace.

We all know those days are gone. Most private schools and colleges work tirelessly throughout the summer, finalizing the incoming class, stomping out attrition fires, and putting the finishing touches in a hard year of execution. The challenge remains, though: we all still need that time for analysis and reflection. It allows us to plan for the future in a thoughtful way.

How is your team planning to plan this summer? How will you take a deep dive into your data and make informed decisions for the future? And, most importantly, how are you making time to do these important planning activities? 

Crossroads School Selects ISA

Crossroads School in Los Angeles has selected Ian Symmonds & Associates for strategic planning during the 2017-18 academic year.  A national and international leader in progressive education, Crossroads has been a long time client parter with ISA, as we have completed strategic enrollment management projects for the school over the past three years. 

Crossroads School provides a unique K-12 program built on a progressive, developmental model of education. Crossroads was founded in 1971 by Paul Cummins, along with a small group of teachers and parents, who wanted to provide a new approach to learning in a nonprofit, coeducational college preparatory day school. Crossroads currently has a total enrollment of 1170 students K to 12th grade on two campuses in Santa Monica.

We will begin our work this spring and early summer and work on the strategic plan with the school throughout the upcoming academic year.  We are excited to continue our partnership with Crossroads. 

Position Opportunity > Academy of the Sacred Heart (New Orleans)

The Academy of The Sacred Heart – New Orleans 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 is a senior level position, serving on the school’s Senior Administrative Team, and reporting to the Head of School. 

The Academy of the Sacred Heart in New Orleans, founded in 1867, is a Catholic, independent, college preparatory school for girls, offering instruction from one-year-olds through twelfth grade. The Rosary, as Sacred Heart in New Orleans is affectionately known, is part of a global Network of 150 academic institutions sponsored by the Society of the Sacred Heart. The Academy of the Sacred Heart educates to the following five goals: a personal and active faith in God; a deep respect for intellectual values; a social awareness which impels to action; the building of community as a Christian value; personal growth in an atmosphere of wise freedom. 

The Director of Enrollment Management will join the Sacred Heart community at an exciting time in the school’s history.  The school has recently completed an ambitious strategic plan which will further establish The Academy of the Sacred Heart as a leading independent school in the New Orleans area and beyond.  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, and is responsible for the entire enrollment process, from inquiry through admission to assimilation into the school's culture, and retention of current families.  

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. 

Academy of the Sacred Heart 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 partner with the Strategic Enrollment Management Team 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, KBLaboe@gmail.com, 503.843.8300.

Using Vision as a Foundation for Messaging

I am sure many of our readers have seen the famous "Start with Why" TED Talks video featuring thought leader Simon Sinek.  In the video, he outlines his "Golden Circle" concept which features the simple notion that most organizations focus on "what they do" rather than "why they do it".  It is a simple but powerful concept.  If you have not seen the video, check it out. 

In our work, we often use similar terms but define things this way;
-Mission is what you do
-Vision is why you do it (often measured as an outcome benefitting society)
-Core Values are how you do what you do

What we have learned over time in our work with clients is that too many organizations use mission as the foundation for their key messages.  Yet, we know - just like Simon - that it is vision that inspires people.  And, turning vision into an inspiring message is one key to good marketing.

Cause campaign marketing for non-profits have learned a simple trick that also applies this sort of inside out thinking.  They focus on the problem they are trying to solve and back themselves in as the unique solution to it.  The cause marketing recipe looks something this:
-Here's the problem (ex: no clean water in developing countries or AIDS)
-Here are some solutions (that typically don't work)
-Here's our unique solution (outline benefits)
-Here is how you get involved (the call to action)

In all three approaches, we have consistently found that it is the "why" that inspires people and, therefore, should serve as the foundation for messaging.  Yet, many organizations focus on the "what", which does not inspire people to act.  Try it for size and see if it works.  And, if you learn that your organization lacks vision, or that it requires a refinement of that vision, it will point you to other places you can strategically improve.

Salem Academy Selects ISA

Salem Academy in Winston-Salem, North Carolina has selected Ian Symmonds & Associates for research and planning services.  Our work will commence immediately and continue into the spring and early summer.

Since 1772, Salem Academy in Winston-Salem, North Carolina, has focused solely on educating young women. Their Moravian founders believed that a first-class education could make a profound impact on a young woman's life, and that belief lives on today as a hallmark of a Salem Academy education.  Small class settings, college-level facilities, and a blend of classic and modern teaching methods give students the tools to master every subject. The liberal arts and sciences curriculum challenges and inspires, building the foundation students need to excel at the nation's top colleges and universities.  Salem's faculty serves an important role in students' lives. As mentors, champions, and advisors, they ignite brilliance and help students to find and follow their unique talents and passions.

We will initiate our work with Salem Academy immediately and look forward to serving the school in market, region, and state that we know well.  We are excited to welcome Salem Academy to our client community.

Sacramento Country Day School Selects ISA

Sacramento Country Day School in Sacramento, California, has selected Ian Symmonds & Associates for strategic planning services in the fall 2017.  

For over 50 years, Sacramento Country Day has served as the leading elementary and secondary school for students in the city of Sacramento and throughout the greater metropolitan region.   As Sacramento’s only PK-12th grade independent school, they offer a unique educational option to students and families. The school is driven by a mission and the independent philosophy, and both guide us as we seek to maximize the potential of each of the 500 individual students at Country Day.  One of the school's guiding principles is to engage all students in a lifetime of learning. Country Day does not teach students what to think, but to make sure that each and every student knows how to explore, create, and innovate as they learn how to think. 

We will begin our work some preplanning work this spring and forge into data collection and planning throughout the fall.  We are excited to welcome Sacramento Country Day School to our client community.

Placing the Current Political Environment Into Context for Schools and Colleges

When you travel and visit a lot of good schools and colleges, you learn a lot.  Over the past three months, I have learned that leaders are frustrated.  Heads of private schools and college presidents have shared their frustration with me over how to manage on campus the natural political tensions and divides facing our nation.  In an industry known for public discourse, rigorous dialogue and debate, and openness to new ideas, it seems our nation's best learning institutions are struggling with the same issues as the American public.  

As I've said many times, we are at a pivot point.  This one is a geopolitical one.  We are on track for one, based upon recent history.  Think about the recent major shifts and their impact.

1. The Terrorism Shift - Just over 15 years ago, America experienced its first significant terrorist attack on our soil.  The implications of 9/11 to the school and college sector were monumental, causing us to hunker down on safety, security, and a new normal of community building.
2. The Technological Shift - Apple launched the iPhone in June 2007 and, from my vantage point, that was the game changer in technological access.  It introduced an integrated, personal, and mobile platform as, as a result, opened a new world of possibilities for communication. For anyone living in a first world nation and for many in developing countries, things have never been the same. 
3. The Campus Shooting Shift - Over the past 10 years, America has seen an increase in campus shootings, further driving the need for safe campuses and insulated environments. The psychological impact of each the Terrorism Shift and the Campus Shooting Shift cannot be minimized as they have helped create a new normal in the perception of safety among of our young people.
4. The Global Economic Meltdown Shift - Our global economic crisis in 2008 changed the sustainability model for private schools and colleges, causing the industry to rethink and recalibrate their own financial model.  Things have never really returned to normal since then.
5. The Geopolitical Shift - Today, we are experiencing the fifth major shift in our culture since 2001.  I will call it The Geopolitical Shift, and it is marked by a movement of nationalism, populism, and potential isolation from global networks, alliances, and trade partners.  America is not alone.  There was Brexit this past summer.  France is experiencing the same geopolitical issues.  My guess is that others will follow. We are in a new normal and it may be with us for awhile.

Five major cultural shifts in just over 15 years is a lot of change to navigate for an industry that is somewhat resistant to change.  It is true that we are dealing in new times and a new normal.  So, while we debate about which is the best way to teach students, what the new classroom should look like, and which educational philosophy is best, let's remember that our students come to us with a world of change that has defined their young lives.  And, our schools and colleges are constantly being called upon to adapt to new models and new norms.  Context is everything in helping the learner.

So, if rapid cultural change is part of our new context for learning, what are the implications and how can we navigate it?  Next week I will share some thoughts on this question and the implications of it. 

The Future of Education

We have recently been writing a series on who owns strategic planning for independent schools and colleges,   The role of the board of trustees in strategic planning and thinking has been central in that discussion.  To compliment this series, we are publishing a free presentation that we have used several times in our governance training on The Future of Education.  In this short presentation, we focus on the strategic issues facing the independent education sector that board's need to know, followed by appropriate responses at the governance level.  Download the PDF here or by clicking on the image above.  Feel free to share the presentation with your board or colleague. 

The Lamplighter School Selects ISA

The Lamplighter School in Dallas, Texas has selected Ian Symmonds & Associates for strategic planning services.  Our work will begin this spring and continue through the academic year 2017-18.  We are excited to welcome a new Dallas client to our ISA community, continuing our work with a few independent schools in the DFW MetroPlex.

The Lamplighter School is an independent, co-educational day school for students in pre-kindergarten through fourth grade. Lamplighter offers a warm and supportive environment which inspires interest, enthusiasm, and self confidence while pursuing academic excellence.  The school was initially founded in 1953 in a farmhouse on Churchill Way in North Dallas by Natalie Murray and Marieta "Sandy" Swain, the founders. Natalie and Sandy envisioned a school that would celebrate children and encourage a path of lifelong learning. There were just twenty-three students and two teachers the first year, and classes were offered only in kindergarten and first grade. Other classes and grade levels were added over the years to meet the demand in Dallas for an outstanding educational program, leading to an enrollment of 400+ by the mid-60s.

In 1969, the school moved to its current location on Inwood Road. The school has since completed several expansions, including a fine arts wing and the much loved Cook Gymnasium. Although the names and trends may change, the original mission of the school remains strongly intact. 

Cascades Academy Selects ISA

Cascades Academy in Bend, Oregon has selected Ian Symmonds & Associates for strategic planning during the 2017-18 academic year.  Our work will commence in the late spring as we begin our data collection process.  We welcome Cascades Academy to the ISA client community.

Cascades Academy is an engaged, vibrant community that weaves challenging academics with experiential learning to inspire socially responsible individuals ready for a diverse and changing world.  The school was founded in 2003 in order to fulfill the need for an independent, PK-12 college preparatory school in Central Oregon. The school opened its doors on Studio Road in mid-town Bend with 61 students, moved to a 21-acre campus in Tumalo in 2013, and now has capacity for 225 students.  Cascades Academy offers a challenging academic curriculum that integrates experiential learning, outdoor education, fine arts, and service learning. Small class sizes of 18 students allow teachers to discover every student's unique potential - finding the right balance of challenge and support to help each student excel in a caring and dynamic community. 

A Collision of Two Passions

Two of my great loves came together this past week when I had the opportunity to be a guest at Portland Tennis & Education in North Portland.  Tennis has been a life-long passion of mine.  And, through our work with the JustCause campaign, we believe education is the most powerful weapon we can use to change the world and solve extreme poverty. At Portland Tennis & Education, they have combined these two greatest passions of mine into an extraordinary program serving some kids in pretty extraordinary circumstances in the city.

Portland Public Schools recently reported that only 67% of students graduate from high school in four years, with many failing to get their diplomas. Gang activity is also on the rise in North and Northeast Portland, with minority and at-risk students particularly impacted. To address these alarming trends, PT&E delivers proven athletic and academic services that foster self-sufficiency and help participants develop the skills and confidence to succeed in school and beyond. Their focus on parent education and citizen engagement also promotes healthier lifestyles for families and the broader community. 

ISA will be looking to develop a stronger relationship with Portland Tennis & Education in the future.  This is an extraordinary program that is doing exceptional work in our community.  Special thanks to Danice Brown, the executive director, for her thoughtful and gracious reception to the family of PT&E. 

New Series on Strategy & Planning: When the Administrative Team Owns Planning

As we outlined in the start of our new series, among the most frequent questions I get asked from current and prospective clients is "who actually owns strategic planning?"  In other words, it is under the ownership of the board of trustees as a governance process?  Or, is the ownership of the head of school or college president, as an act of hired personnel ownership?  Or, perhaps it is some combination or hybrid of these scenarios, working together to create a long term vision of the organization.  It turns out that the answer to this question will tell you a lot about the maturity and function of the organization that is asking.  

So, what is the administrative team's role in strategic planning?  Best practices again tells us that they need to play a primary role in setting and implementing the strategic direction of the school or college.  But, again, the devil is in the details: it is all how it is manifested that matters.

When we see the executive team or cabinet at a private college or school have complete ownership of the strategic direction of the organization, as well as the implementation of the plan, it often signals a highly immature or disengaged governance function.  This happens sometimes under rare circumstances where a board of trustees has fallen into a "strategic slumber", often as a result of placing too much confidence in the current president or head of school.  The net result is that the board really is not fully supportive, engaged, and involved in the strategic direction of the school, having deep ramifications down the road on other areas of the organization.

Always remember who the client is in these situations.  The client is always the school, college, or organization.  We are all in service to the client, whether it be the president, board chair, or senior staff.  Our final entry in this series will talk about what "best in class" efforts in planning and strategy look like and how to make that happen.

Edison High School Selects ISA

Edison High School of Portland, Oregon has selected Ian Symmonds & Associates to complete strategic planning during the summer and fall 2017.  Our work will begin with some preplanning this spring.  Edison High School empowers students with learning differences to experience academic success and personal growth, while preparing them for the future.  

Edison High School is open to students who have learning differences such as Dyslexia, Attention Deficit Disorder (ADD), Attention Deficit Hyperactivity Disorder (ADHD), Tourette syndrome, Dysgraphia, Dyscalculia, Visual Perception and Nonverbal Learning Disorders. Students are referred by parents, schools, counselors, tutors and medical professionals.  Edison’s curriculum prepares students for graduation and beyond.

Classes average nine students, allowing teachers to become familiar with each student’s learning abilities and learning challenges, and to individualize instruction within a classroom setting. The strong bonds that form between staff and students are a hallmark of our school; these relationships encourage and steer academic and personal success. Enrollment is approximately 90 students. Edison High School is accredited through AdvancED (formerly Northwest Association of Accredited Schools).

The Waterford School Selects ISA

The Waterford School in Utah has selected Ian Symmonds & Associates to conduct strategic planning for the 2017-18 school year.  Our work will commence with research in late spring.  

Founded in 1981 by the non-profit Waterford Institute, the Waterford School was established as a research school to join the great lessons of a classical liberal arts education with the benefits of the latest computer technology. This partnership produced a model that the Waterford Institute has integrated in public schools throughout the country and has thus produced improved educational opportunities for all children. Today, the Waterford School and the Waterford Institute are two separate non-profit organizations, each independently governed by its own board of trustees, yet still enjoy the benefits of ongoing partnership, collaboration and research.

Waterford School provides liberal arts college preparatory education for students in Preschool through Grade 12, serving students from Salt Lake City, Holladay, Sandy, Draper, Park City, Utah County and throughout the Wasatch front.  Founded in 1981, the school instills qualities of independent thought, responsibility, and service as it helps students lay a solid foundation for college and prepares them to lead purposeful and honorable lives. Parents trust Waterford to deliver the finest education based on the richness of its curriculum, the quality of its faculty, the commitment of its students, and the safety of its environment. Using classical ideals for learning and life, Waterford teachers measure their effectiveness by the growth and development of each student.

Greenfield School Selects ISA

Greenfield School of Wilson, North Carolina has selected Ian Symmonds & Associates for strategic planning services.  Greenfield School is an independent, nonsectarian, co-educational college preparatory school in Wilson, North Carolina, founded in 1969. The school is fully accredited by AdvancEd and maintains a preschool through twelfth grade program. The enrollment for 2016-2017 is approximately 271 students.  Our work will commence in April and continue through the academic year in 2017-18.

The Avery Coonley School Selects ISA

The Avery Coonley School (ACS) has selected Ian Symmonds & Associates to conduct strategic planning during the 2017-18 academic year.  ACS will join the ISA client family with several other recent Chicagoland area ISA clients, including Francis Parker School, Bernard Zell Anshe Emet Day School, Lake Forest Academy, and Baker Demonstration School, among others. Our work will commence in late spring and continue throughout the following academic year.

The Avery Coonley School is an independent school whose mission is to provide a learning environment that is appropriate both for academically bright and gifted children who are motivated to learn and have demonstrated the potential for the scholastic achievement necessary to succeed in a challenging academic program, in order that they may become positive, productive, and respectful members of society.  Founded in 1906, The Avery Coonley School is an independent, coeducational day school serving 378 academically bright and gifted students age 3 through Group 8. The School is located on an 11 acre campus in Downers Grove, Illinois, a suburb approximately 25 miles west of Chicago. The student body represents 40 different communities from surrounding suburbs.

We welcome The Avery Coonley School to the Ian Symmonds & Associates client family.  And, with family roots in Illinois for our president, Ian (a long-time Cub fan), and with so many previous clients in the area, we also look forward to getting back to Chicago! 

French International Schools In North America Select ISA

The French International Schools in North America have selected Ian Symmonds & Associates to lead their strategic planning effort during the spring and early summer 2017.  We will begin our work immediately and should culminate our plan in late spring and summer, with the hope of launching the plan for the new school year.

FISNA or French International Schools in North America is a network of 54 schools located in Canada and the United States, which implement the French curricula, and employ a majority of teachers who are qualified in the French National Education system. These schools also are truly international: in addition to enrolling French and Northern American students, they welcome students from a wide range of countries from around the world. Instruction is offered in at least two languages, French and English, and oftentimes in a third language as well.  

ISA has served three members of the French International Schools in North America network throughout our history.  They include strategic planning (twice) for The French American School of the Puget Sound (WA), French American International Schools (OR), and the International School of the Peninsula (CA).  We are excited to work with this innovative and global network of schools throughout North America. 

Position Opportunity: Senior Strategy Consultant

Ian Symmonds & Associates (ISA) seeks an ambitious and highly skilled senior practitioner in the independent and/or higher education sectors to grow with our research and strategy consulting firm.

ISA is an innovative research and strategy firm for independent schools, colleges, universities, and non-profits.  Led by the innovative thinking of founder Ian Symmonds, ISA sets the consulting standard for the next generation of educational strategists.   Since our inception in 2003, we have served over 260 clients, representing 48 states and several countries and territories.  

The Senior Strategy Consultant will join a strong internal research team and innovative support structure to consult on strategy projects.  Guided by and partnering with company president Ian Symmonds, the Senior Strategy Consultant will collaborate, assist, and lead on consulting projects in the areas of strategic planning, strategy development, marketing, and identity.  This position requires extensive training, travel, and client-relationship learning, and will be compensated initially on a base salary during training, followed by a salary and per project basis after initial training.  Requirements for the position include the following:

• Excellent writing, speaking, and facilitation skills. 
• Five or more years of relevant experience in independent schools or private colleges.
• Previous professional speaking and writing experience.
• Ability to travel extensively and manage projects simultaneously.
• Excellent technology skills, including the use of collaboration media, web-based services, and video conferencing tools.

Interested candidates only should send a letter of application, resume or CV, and any supporting professional documents to our president, Ian Symmonds, via email at ian@iansymmonds.com. 

ISA will not accept telephone inquiries for this position.  Qualified candidates may be scheduled for video conference interviews upon review of their completed application.