Peter Gilbert, Director of Admissions & Financial Aid, Salisbury School, CT

Dick Baroody, Principal, Baroody Associates, PA

Challenging economic and demographic conditions make collaboration among admission officers, school leaders, and educational consultants indispensable. Peter and Dick’s best advice:

• Be honest, true to your mission/school, and aware of the changing marketplace.
• Involve your head in admission. “By virtue of her title, your head is the person who can make the biggest difference.”
• Demonstrate three things – you know the student, like the student, and have a plan for the student. This will retain students and get the buy-in and collaboration necessary from all constituents.
• Know what makes your school unique. Communicate what makes your school unique. Given competition from free public options, schools are going to have to work very hard to keep the students they already have – not to mention attracting new ones!
• Understand the kinds of kids you serve well. Use that knowledge to develop and articulate an ideal candidate profi le.
• Provide key communicators with “Points of Emphasis” (POEs) for the year. This way, everyone is using common language and emphasizing agreed-upon strengths. This helps solidify your message both internally and externally.
• Educate faculty and other colleagues about what Millennial parents expect – frequent communication, personal attention, and a clean, beautiful campus (this says “safety”).