Nearly 500 professionals representing 470 schools and organizations convened in New Orleans, Louisiana from September 25-27 for SSATB’s 51st Annual Meeting. This meeting, Rendez-vous New Orleans, marked a new chapter in SSATB’s history and honored one of the core principles of independent schooling – giving back. For the first time ever, SSATB members participated in a planned Community Service Day, which witnessed the amazing transformation of the Sylvanie F. Williams Elementary School’s and the NOLA College Prep Charter School’s schoolyard. Combined, these schools serve about 350 African-American, K-7 students in the heart of New Orleans’ 10th District. Read More >>

Awarded in absentia to A. Randol “Randie” Benedict, Director of Admission & Financial Aid, Garrison Forest School (MD) and Past Chair, SSATB, the Bretnall Award, is given annually to an individual who has had an outstanding career in independent school admission and who has demonstrated an uncommon commitment to SSATB and to the independent school community. For over a decade, Randie has served SSATB with wisdom and dedication. Read More >>

Claude Anderson, Dean of Enrollment, Northfield Mount Hermon School (MA) was honored at as the 2008 recipient of the prestigious Everett E. Gourley Award. This award recognizes an individual whose interest in students and concern for colleagues is an inspiration to those who serve in admission. It was first presented to Everett Gourley in 1991, a former missionary and admission director at the Asheville School (NC). Claude’s independent school experience includes positions as dean of students and director of admission in both day schools and boarding schools. Read More >>

Patrick F. Bassett has been the President of the National Association of Independent Schools (NAIS) in Washington, DC since 2001. His career in independent schools began in 1970 including positions as teacher, coach, and headmaster. Pat served as President of the Independent Schools Association of the Central States (ISACS) before moving into his current role at NAIS. Through extensive travels, Pat has identified a number of lessons learned from abroad in meeting the challenges of changing demographics, affordability, value added, accountability, technology, and fixed perceptions as they impact our schools and roles. Read More >>

Jenifer M. Fox is the Past President of The Purnell School in New Jersey and has 25 years of experience as a school teacher and administrator. She is also the author of a new book, Your Child’s Strengths, and is a spokesperson for the Strengths Movement, an international business and education movement aimed at transforming K-12 education from a focus on student deficits and weaknesses to a concentration on student strengths. Read More >>

Thomas J. Hayes is Professor of Marketing at Xavier University of Cincinnati (OH). He recently authored University Marketing Mistakes: 50 Pitfallls to Avoid, published by CASE in 2008. His presentation at SSATB’s Annual Meeting showcased an assortment of marketing mistakes that schools commonly make and the lessons to be learned from them. Following is a summary of his comments as well as excerpts from his new book.

Education is a service. Marketing a service is different from marketing a product. It is intangible and therefore relies heavily on word of mouth. Read More >>

Patrick F. Bassett, President, NAIS

Each and every educator is in a position of leadership within his/her school, and, according to Pat Bassett, it is everyone’s job to “keep the faith” and be the “cheerleader.” In this session focused on the future, Pat framed the discussion around what he called Trends – The Good, the Bad and the Ugly. Discussion of these five trends emphasized how school members need to anticipate, face, and then tackle each of these challenges of leadership. Read More>>

Tom Sheppard, Director of Admission, Stevenson School (CA)

In these tough economic times, many parents with young children are postponing enrollment in the lower grades at independent schools, opting instead for competitive public schools. Commitment to higher tuitions at the primary and elementary level often seems overwhelming. The admissions office must convince prospective families that enrolling in the lower grades is a good investment. To be as informed as possible, admission must analyze the school’s marketing plan, its program offerings, and its public perception. Read More>>

Ruth Burke, Director of Admission & Financial Aid, Episcopal School of Dallas (TX)
Jen Liggitt, Director of Admission, Hockaday School (TX)

This interesting and informative session reminded participants that you cannot do admission without mission. When considering the “what” of primary admission – i.e. finding the right fit between applicant and schools – those involved with the process must be able to communicate that mission consistently and in such a way that it sets appropriate expectations with prospective families. As Jen and Ruth pointed out, the school’s authenticity should be front and center – what you hear, read, and see is what you get! Read More>>

In general, the objective of any effective diversity program is to help students learn how to live in an ethnically and culturally diverse society – not only in schools but in our global community. The first step towards success is to understand your school community’s definition of diversity. According to the National Association of Independent Schools (NAIS), there are eight cultural identifiers that should be included when discussing diversity. They are age, ability, sexual orientation, gender, race, ethnicity, religion and socioeconomic status. Read More>>

Kathryn Bloch-Swarts, Placement Director, Trinity Episcopal School (TX)

This interactive session focused on the secondary school placement process in junior schools and specifically addressed advice for helping parents get through the process successfully in order to find the right high school for their child. The keys to navigating a successful transition are communication and honesty. The placement director must develop very open lines with parents, students, and the receiving school’s admissin office. Read More>>

Thomas Adams, Assistant Head of School for Enrollment, Mercersburg Academy (PA)
Stevie Marshall, Associate Director of Admission, Webb Schools (CA)

The need for admission to be data-driven is clear. The international admission landscape for independent schools is ever-changing. Increasingly schools are looking beyond the traditional applicant pool in those traditional countries and have become interested in recruiting students from less familiar international markets such as Germany and Russia. Yet, as interesting and attractive as the idea of opening these new markets might seem, admission officers will need to do their homework – from zeroing in on program essentials at home, to understanding the educational systems in those countries, to learning about the use of agents. Read More>>

Andi O’Hearn, Director of College Counseling & Enrollment Management, The Ross School (NY)
Gregg Maloberti, Dean of Admission, Lawrenceville School (NJ)
Stuart Rosenwald, Director of Placement, Fay School (MA)

“If 347 colleges and universities use a common application, why can’t we?” was the burning question posed by Andi O’Hearn in an interactive session focused on the need for simplifying the private school application process. Stu Rosenwald agreed that the process is onerous for families and faculty, which is why he now uses common recommendation forms. Stu noted, “12, 13 and 14 year olds are not equipped to apply to this many schools. We need to help them focus more on academics and at the same time not ruin their holiday breaks trying to complete applications… We need to reduce the stress.” Lee Carey from Shore Country Day School (MA) noted that her students are taking time off from school to interview with and visit secondary schools; their lives are already so overwhelmed. Read More>>

Suzanne Walker Buck, Director of Admission, New Hampton School (NH)
Jon Deveaux, Director of Admission, Westminster School (CT)
Jim Hamilton, Director Admission & Financial Aid, St. George’s School (RI)

In this session, three experienced directors led an interactive discussion focused on the need for admission to balance historical yield with today’s environment. The challenge facing many admission directors this year is trying to predict how the economy will impact yield, which discussion leaders referred to as “The X Factor.” Will students – particularly full-pay students – have more choices? Will financial aid budgets be able to accommodate increased demand? Jon asked the audience, “Did anyone out there NOT take students after your deposit date this year?” Only two hands went up and both were from day schools. Read More>>