Marketing the Small Private School: The First Steps

My late father-in-law, Dr. James Garnett Lyne, used to refer to what he called 'mass mediocrity' whenever he discussed education. Like me, he was a product of a public school education. Neither of our parents could afford a private school education.

What did he mean by 'mass mediocrity'? He was referring to what he feared would be the result of a general lowering of standards in our schools. He argued that the less qualified teachers were, the less they were paid and the less demanding high school curricula were, the more we as a society would descend into 'mass mediocrity'. Dr. Lyne has been gone for 45 years. Yet his prescient words still haunt me. You see, back then, I had no clue what he was talking about. None. That scholarly father-in-law of mine was given to many well-reasoned pronouncements. I figured that this was just one more and filed it away in my memory bank.

This video from Toastmasters International offers five tips for effective public speaking.

Graduates lack basic business skills

In my own daily life and work, I am well aware of what high school graduates - both public and private school graduates - bring to the table. The lack of basic business communication skills is appalling. And I don't think that Twitter and texting is the reason. I remain convinced until somebody can show me otherwise that most high

I thought it might be instructive to gather a dozen or so girls' schools' public thoughts about themselves and their missions. The words which I have quoted can be found on each school's web site. Hopefully, if you are thinking about sending your daughter to an all girls' school, you will be inspired to explore the opportunities available to you in these fine educational environments committed to educating your daughters to be all they can be.

From Nightingale-Bamford School, New York, New York

"Founded by two bold, visionary entrepreneurs in the same year that women won the right to vote, the Nightingale-Bamford School has helped generations of girls to become strong, independent, confident women. We offer a rigorous, college-preparatory education from Kindergarten through grade 12 in a caring and attentive school community."

"Over the 90 years since our school was founded, we have graduated almost 3,000 alumnae, expanded our building four times, and adopted new disciplines and means of teaching. But throughout it all, we've retained the same guiding principles that Miss Nightingale and Miss Bamford instilled in those first students: truth, friendship, and loyalty."

The Nightingale-Bamford School offers grades K-12. The school serves approximately 570 young ladies.

From Saint Mary's School, Raleigh, North Carolina

"Saint Mary’s School has developed curriculum and employed strategies that capitalize on the strengths of girls on

If you have children in private school, then you are most likely looking at three months, perhaps even longer, which you must fill with activities of one kind or another during the long summer break. Your children are accustomed to structure during the other nine months of the year. It is a good idea to plan their vacation months. The structure will be there, just much more flexible and adaptable to the needs of the day. Let's look at some of your options for making summer a special time for both you and your children.

Young Children (ages 4-10)

Most schools offer summer sessions. Depending on its resources a school may offer all-day sessions or just a long morning session running from approximately 9 until 1. If the school has had a summer session for several years, it probably has worked out most of the kinks. But keep an eye out for the quality of each activity. Is the school merely providing glorified babysitting or are the activities well-planned, well-organized, and well-supervised by qualified personnel?

This video offers a glimpse at a summer camp and its programs.

The advantage of sending a young child to a summer session at her school is that she knows just about everybody anyway. Even more important for your wee one is that the daily routine is similar to what she is already comfortable with. My biggest concern with

These are tough times for teachers. It doesn't matter whether you teach in a public or private school setting. You expose yourself to legal risks every single day on the job. Some people think that teachers have a soft job. Public school teachers only have to work ten months of the year. Most private school teachers have it even better as they usually work a nine-month year. Of course, that's a distorted view of the profession. Many teachers teach summer sessions or run summer camps. They might have a month of vacation if they are lucky. Lurking on the sidelines is the question of liability. Yes, teachers can be held liable for all sorts of things which make no sense. The problem is that American society is very litigious. Folks will sue in a nanosecond. Lawsuits, as you well know, are time-consuming, expensive, and, in the worst cases can be career-limiting events.

So, let's look at liability from our point of view as teachers. Disclaimer: I am not an attorney, so read my layperson's comments and observations, then run questions by and seek advice from your attorney. The mnemonic DIRE lays out some of the issues we need to watch for. Protecting yourself is very important. Nobody else will look out for your interests as well as you will.

Everyday risks

Your chances of getting sued are probably on a par with having an accident while driving. When you drive carefully, observe the rules of the road, stay