Running a Private School

A tragedy like Newtown or Parkland could never happen in a private school, right? I certainly hope that it never does, but there are no guarantees. There are so many variables to consider in all of the mass shootings that have occurred since the Columbine attack in 1999 that it would be foolish to say that such events could not happen in a private school. Statistically, the odds of such an event are low. However, when it comes to the safety of our children, it is simply unacceptable to gamble. We, as parents and school administrators, must take steps to prevent disaster from occurring on our watch.

Equally unforeseen are natural disasters such as tornadoes, flooding, and earthquakes. Granted, certain regions of the country are more prone to these events than others. But you only have to read the news reports to realize that things can and do happen when and where you least expect them to.

So, against this gloomy backdrop, let's look at what private schools can do to protect their communities.

Protection

As I researched this article, I was impressed by the number of organizations that my search string "emergency response policy and procedure for schools" produced. You will find plenty of relevant and useful reading when you use a search string with a narrow focus.

As Benjamin Franklin wisely noted, "A pound of prevention is worth a pound of cure." While Franklin was referring

Editor's Note: I asked Stephen Alexander of Wilson International to explain how outsourcing a boarding program works. ~Rob Kennedy

1. Tell us about Wilson International, its history, and the services it provides for schools.

Wilson International aims to be at the forefront of global trends in private preparatory school education, providing a housing solution to schools that recognize the value of increased diversity and academic caliber of prospective students. The company was founded just this year for our first program in Roanoke, Virginia. Beyond providing a much-needed housing solution to our affiliate schools, Wilson cherishes the opportunity to help nurture thoughtful and competent global citizens within the framework of our affiliate schools' mission statements. Here in Roanoke, Wilson provides 16 rooms and 48 beds to its affiliates in a recently restored historical building in the heart of downtown. The building is updated with a fully secured access control program, designated fiber optic internet service, laundry facilities, and a full-time chef. In addition to room and board, Wilson provides a residential life program for its students and is also creating a recruiting branch of the company to assist day schools that need a jump-start in their international admission goals.

2. What prompted North Cross School and Roanoke Catholic School to add a residential option to their programs?

Both schools had engaged in specific and strategic initiatives to increase the diversity and caliber of their prospective students in the last seven years. Because both schools are

Disclaimer: I am writing this article about IT infrastructure with small private schools in mind. I am basing my suggestions on my over thirty years of working as an IT professional in private schools and selling technology equipment and services to them. I hope these talking points will save you some money and give you and your staff some peace of mind so that you can focus on the important job you have, namely, teaching your students. ~Rob Kennedy, MCT, CSE

Most medium to large-sized schools will have professional IT staff on their payroll. But, while small schools need professional IT advice just as much, if not more, than the larger schools do, finding the money to pay for the needed expertise is always a major challenge in a small school. Here are some practical, low-cost solutions to secure your important data.

1. Put all your applications and data in the cloud.

This is probably the least expensive way for a small school to deal with securing your important data. For this essay, I define important data as the confidential personal and academic information your families and students have entrusted to you. Important data also includes the school's financials and business correspondence.

Ten or fifteen years ago, you would have been told that you must have a server and a complicated network infrastructure to keep everything secure. Nowadays, you can keep everything secure in the cloud. Yes, literally, there is an app for that. Check out

Summer is a good time for the marketing team to review the year-to-date and plan for the year ahead. Strictly speaking, summer doesn't begin in most private schools until school is out. That can be anytime between the middle of May and the middle of June, although some schools finish classes at the end of June. In any case, this is an excellent time to spend a couple of days reviewing your marketing initiatives. It is important to see what's working and what isn't working.

I like to think of marketing from the perspective of the homeowners I used to represent back in the 80s when I was a real estate broker in the Litchfield Hills of Connecticut. I would explain to them how important it was to view their home and surroundings just as a potential buyer would. Buyers see things that you are so accustomed to seeing that you don't see them. The things which you do not see objectively could well be deal-breakers. The same principle is true in marketing your school. Certain things which you take for granted or think are not important could be deal-breakers for potential families looking at your school.

Against that backdrop, let's take a look at each of your marketing tools as well as your overall campaign.

1. Your website

Think of your school's website as the front door to your school. The entrance to your school is warm and inviting, isn't it? Perhaps it is impressive, even imposing.

Marketing a private school is one of the tasks which can be daunting for school administrators of the small to medium-sized school. That is mainly because most heads of school have as their principal duty raising money. That responsibility is a full-time job by itself. Naturally, heads of school have a host of administrative duties as well. Moving down the organization chart, private school business managers have to keep the books balanced, manage the cash flow and deal with the overall management of the physical plant. Academic deans manage the teachers and what happens in the classroom. As a result, the admissions office ends up with the marketing brief, such as it is, in smaller schools. Most of the time marketing in the small school consists of making sure the website is updated, regular posts to the social media pages are done, and an admissions catalog is produced annually.

This state of affairs contrasts sharply with large private schools which can afford to hire the professional marketing staff needed to promote their schools effectively.

What is remarketing?

So, I can just imagine you reading this and thinking that you barely have time to market your school, much less remarket it. Anyway, what exactly is remarketing?

You and I are targets of companies' remarketing efforts every time we surf the web. For example, I was looking at bread machines the other day. After I left Amazon, I went to The Guardian to check the