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Starting a School

From Doug Halladay, About.com Guest

9 of 10

Marketing and Recruiting

First Impressions

First Impressions

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You’ll need to market for students, that’s your lifeblood. Members of the Marketing Committee and Head need to develop a Marketing Enrollment Plan to promote the school. This includes public meetings, newspaper ads - inserts, mail drops, radio, community TV, and coffee sessions. You’ll need to develop your message based on your mission-vision. You’ll need to design your own brochure, communication material, web site, and set up a mailing list to keep interested parents and donors in touch with progress.

Open your school office and phones, and have the Head of School begin admissions interviews and tours. Remember to promote the unique benefits of your school, yet just the features, and most importantly, create a buzz!!

Curricular And Extracurricular

Aside from hiring staff who embrace your vision from the start, you need to look to your new staff to help develop the educational programs and culture of the school. Involving faculty in the process will create a feeling of commitment to the school’s success. This includes design of the curriculum, code of conduct, discipline, dress code, ceremonies, traditions, honor system, reporting, co-curricular programs, timetable, etc. Simply put…inclusion leads to ownership, a team-oriented, collegial faculty, and trust.

Your Head of School and senior staff will put together the critical internal elements of a successful school: insurance, educational and extra-curricular programs, uniforms, timetable, handbooks, contracts, student management systems, reporting, policy, traditions, etc. Do not leave the important things until the last minute. Set your structure on day one. At this point you should also begin the process of having your school accredited by a national association.

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