Identifying Your School's Brand

In all the years I have written about private schools, I have never written anything about what a teacher does. This year after the pandemic, I feel that it is even more critical than ever to encourage and attract people to the profession. Let me preface my remarks by noting that teaching in a private school is somewhat different from teaching in a public school. The only exception to that statement that I can think of would be teaching in rural schools or other places where the school district is very small. Private schools are free-standing entities. There's no such thing as a district of private schools. As a result, a small PK-6 private school could have twelve teachers or less and a correspondingly tiny administrative staff. So, if small-sized schools appeal to you and prefer being in a situation where your voice can be heard, I recommend that you explore teaching in a small school. Of course, there are large PK-13 private schools with 1,000 or more students. Explore working in one of those if that's your thing.

Something which may appeal to those of you thinking about becoming a teacher later in life is that most private schools will accept your credentials without a teaching certificate. They will generally insist that you earn your teaching certification within a fixed period of a year or so. Most private schools focus on the quality of your tertiary education. So, if you did a bachelor of science

You run a small private school. You're facing many challenges filling seats. You're concerned about how next year's intake will look. With all the unexpected expenses facing you during the pandemic, you can't afford to hire a marketing firm to promote your school. So, what to do? The answer to that question lies in your school's unique trove of photos, news, testimonials, awards, and other memorabilia. I'm presuming that you have all those materials saved somewhere on your school's computers. If they are spread about over several computers, save them all in one system that is backed up securely. Better yet, save them in the cloud. These materials are unique and priceless. Saving them securely in the cloud is an expense that you should consider as cheap insurance. (I'm not sure how your accountant will allocate that expense, but we'll let her decide.)

Where am I going with this? Well, take a moment to look at commercial websites or commercial Instagram accounts. The photos and the artwork grab your attention, don't they? They draw you into their story. They help deliver the message. That's all I'm suggesting that you do with your collection of digital photos. They're unique. They'll your story to a stranger who knows nothing about your school and how excellent its reputation and academics are. They're one of the first steps in generating contact by email or phone with your school. You know how to convince parents to send their children to your school. But

Solid parent-teacher relationships have always been an important part of K-12 education. During this interminable pandemic, parent-teacher relationships have become even more important. That's because most of us parents and teachers are not quite sure what's coming next. Will local infections have risen to the point that the local and state authorities have ordered a lockdown? Has the coronavirus infected a member or members of our school's community? The number of variables we face daily can be confusing and discouraging for us parents. But, know what? It's even worse for our children. You and I have experience on our side. We've been through tough times. We've had our comfortable routines thrown into disarray by changes in employment and relationships. Realistically, however, our children have not experienced any of those issues. So, when suddenly they are forced to stay at home and take classes online, it's unfamiliar, uncharted territory for them, as it is for their parents. As a result, a strong parent-teacher relationship is an essential element in your child's intellectual and mental well-being during the pandemic.

The acronym TRUE will help you and me understand what's involved in creating the environment for a strong, supportive parent-teacher relationship.

T - Transition from in-person to digital learning

R - Relate to your teacher's situation

U - Understand your child's point of view

E - Expect a good result

In this video, Megan Olivia Hall, 2013 Minnesota teacher of the year, explains how a parent-teacher relationship works.

When it comes to schooling our children and grandchildren, we parents and grandparents have faced unprecedented challenges during the pandemic. Deciding whether to send our kids to school or keep them home has been something we have wrestled with and, indeed, still wrestle with because the number of cases of COVID-19 varies so much from one location to another. As we all quickly discovered, there is no "one size fits all" solution. The one bright spot in all the pandemic's darkness has been how nimbly most independent schools have responded to the challenges of keeping their schools open. I attribute that to the thin management layers most private schools have. That allows those in charge to make informed decisions quickly. Standing behind the school's management team is a dedicated group of trustees. These experienced, generous women and men love their school. Their counsel and their generous financial support make the way forward during the pandemic so much easier. These trustees have faced many challenges in their professional lives. They know how to make hard choices and execute plans to implement those choices.

Having sketched out a backdrop against which most private schools have dealt with the pandemic, let's look at some of the items you should have on your personal checklist every day.

Wearing masks

When the pandemic began, I thought that wearing a mask was simple. You put on a disposable or a cloth mask, and that was it. A year later, we now know that you