From the perspective of educational advisors, the silver lining to this recession is that client families are making decisions regarding independent schools more thoughtfully than ever. Most parents who during prosperous times were committed to sending their children to independent schools remain convinced that the education offered by independent schools – day and boarding – justifies the expense.

What has changed on account of the recession is that parents, when trying to find the school that would be the right fit for their son or daughter, are more interested than ever in how independent schools differ from one another. In addition, parents are taking children’s enthusiasm into account more than before, reasoning that the more a child wants to attend a particular independent school, the more he or she will invest in the experience. Parents are sensitive to the importance of choosing the right fit for their children and seek an experienced, trusted, and objective advisor to guide them.

Independent schools’ traditional means of reaching out to prospective students – school tours, receptions, mailings – remain important, but schools that focus also on internet outreach appear to be having the most success in attracting strong candidates during these difficult economic times.

Perhaps as significant as schools’ websites may be schools’ Facebook pages. Children, teenagers, and adults are spending increasing time communicating via Twitter, Youtube, MySpace, and Facebook, with Facebook pulling ahead of the pack. A school with its own Admissions Facebook page – in addition to the school’s general Facebook page – may make an especially strong impression on parents and applicants. Facebook allows candidates to “meet” students who may be their classmates next year, which may turn out to be a vital way to build an incoming class.

Independent schools that are lagging in the development of internet outreach may be able to turn that around quickly by retaining professional consultants. Websites can be refreshed or at least updated within a couple of weeks – obviously, continued maintenance would be essential – and Facebook pages can be launched quickly. At some schools, Admissions Offices have solicited current students’ feedback when evaluating how the school is doing vis-à-vis the web. In any case, from what we have been hearing from parents and applicants, expanding outreach to prospective students beyond the traditional means appears to be making a positive difference for many independent schools during this recession.

About Camille Bertram:
Prior to launching her own educational consultancy, Camille M. Bertram Educational Consultants, Cammie Bertram was a senior associate for eight years with Dunbar Educational Consultants, counseling and assisting students at the junior, secondary school and college levels.

Within the educational community, Cammie is known for the sound, informed advice she provides to students and families evaluating private secondary school options – across diverse backgrounds, abilities and interests. In addition to her broad experience with traditional boarding school programs, she is also a leading consultant in special needs and therapeutic placement.

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