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Summer is often an ideal time for administrators in a private school to take stock of what worked and what didn't work in the year just finished. It makes sense for the marketing team to step back and spend a few hours reviewing their campaigns. Because marketing sometimes feels more like an art than a science, it is even more important to examine the tools which your school is using. This is what prompted me to ask what your marketing team is doing this summer.

In particular, the ideas and suggestions which I offer here are aimed at the small to medium-sized schools which have limited marketing resources. My long years of observing and writing about private schools have taught me that these small to medium-sized schools are hidden gems. Their messages deserve to be heard and seen. Hopefully using social media effectively will make that a reality.

ÌÇÐÄvlog¹ÙÍø schools offer unique marketing challenges.

Whether yours is a small or large school, you have to get your message out. Getting your school's message out is made tougher by the mere fact that yours is a residential school. There aren't many boarding schools in the United States anyway and they tend to be misunderstood by most people especially the media. Ask about boarding school outside your circle of friends and acquaintances. The answers you will get are precisely the challenges that you as the marketing professional must overcome. "Those schools are just for rich kids." "That's where you

ÌÇÐÄvlog¹ÙÍø schools must never forget that they are businesses. Private schools must continually attract new students to stay in business. Public schools have a steady supply of students. That supply is more or less guaranteed by the fact that public schools must take every child living within their jurisdiction. Private schools do not have a built-in supply of new students. They have to go out and find those students the old-fashioned way by selling the school and its attributes to every family they can.

In several ways, boarding schools are a stricter product to sell than private day schools. As much as a boarding school makes great sense regarding its complete package, many parents find it difficult to send their children to a residential school in 9th or 10th grade. Parents may be aware of several boarding schools that family and friends attended. On the other hand, most parents do not know much about individual boarding school programs.

I have written this article about boarding schools that do not have a full-time marketing department in mind. These schools have talented admissions and administrative staff who must wear many hats, often all at once. So, I hope that my suggestions and advice will help them stay on brand. You see, a boarding school has to market its story and make its case to a customer base of families with children in 6th through 9th grades. Reaching these families is the key to complete enrollment in the years ahead. It

Do you realize that there are still in which corporal punishment of students is still allowed? defines corporal punishment as "punishment that involves hitting someone: physical punishment." Yes, it is legal to discipline students by hitting them in states in the South, the Southwest, and Midwest, including Alabama, Arizona, Arkansas, Colorado, Florida, Georgia, Idaho, Indiana, Iowa, Kansas, Kentucky, Louisiana, Mississippi, Missouri, North Carolina, South Carolina, Tennessee, Texas, and Wyoming. It is legal to paddle students with a wooden paddle; while it was much worse ten or twenty years ago, it is appalling that in the 21st century, the wealthiest nation in the world still has nineteen states that permit a child to be spanked by an adult in a classroom. Corporal punishment has no place in schools.

Fortunately, I know no boarding school anywhere in North America permits hitting students. Period. Technically, New Jersey and Iowa are the only states where corporate punishment is forbidden in private schools. But our boarding schools, indeed our private schools as a whole, are enlightened exemplars of all that is good in education. Our private school Codes of Discipline and Conduct do not allow any form of physical abuse. For all kinds of good reasons. Most importantly, our boarding schools understand what is required to create a better world. In this world, children can mature into productive adults who are competent and confident in achieving whatever their dreams are. Corporal punishment is not part of

When I was a youngster, sometime around Victoria Day weekend my parents moved the family out to a cottage near the village of Chateauguay on the banks of Lac St. Louis. We were there until Labor Day. (In those days school opened after Labor Day.) My brothers and sister and I enjoyed swimming and sailing lessons, the occasional dance as we got older, and the usual organized summer activities. Dad worked in Montreal and came out to the cottage in the evenings. Mother stayed at home and supervised us.

When we were bringing up our daughters, it was a bit trickier. We both worked. We had to find things for them to do, both to keep them occupied and to keep them from getting into mischief. A trip, a keyboarding course, and even some tutoring helped make those long summer days in Connecticut move along at a good clip.

Nowadays depending on where you live and the plans you have for your child's education, you have a variety of options to choose from. Let's look at some of them.

Day Camp

Basically, the idea behind a day camp is that you drop your children off in the morning and pick them up in the afternoon. The routine is similar to what you had when school was in session. The advantage to a day camp is that it is usually a local operation. If you are lucky enough to have an established day camp in your area and your children are

Sending your child to boarding school is not as simple as dropping him off at school, giving him a teary hug and kiss, and then driving back home. Sending your child off to boarding school requires that you honor the contractual commitment that you signed when you decided to accept the school's offer of a place. Remember that binding, legal document called a contract? In it, you agreed to a partnership of three: the school, you, and your child. Let's look at what this arrangement involves.

The School's Obligation

The school spells out its obligations in great detail both on its website and in the various printed brochures and catalogs. The admissions staff will also discuss the school's various programs and school life with you when you visit and have your admissions interview. Most importantly, the school lists its obligations in the contract you and the school signed.

1. The school will offer the spelled out in its various materials. And it will ensure that the teaching is of the highest order. You expect nothing less. Private schools take academics very seriously. You won't have to worry about what will happen if the French teacher suddenly takes sick and has to withdraw. Her replacement will be in place quicker than you can say, "Je ne sais quoi".

2. The school will act in loco parentis while your child is in its care. It takes its responsibility very seriously. Their students' safety and well-being are