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In the first article in this series, Marketing the Small Private School: The First Steps, we looked at the resources available for marketing the small private school. The assumption which we made in that article was that your school probably couldn't afford a full-time marketing professional. Instead, you would assign an existing member of your staff the additional responsibility of handling your marketing. That assumption still stands for purposes of this article. Now we will look at how to use the various resources and tools at our disposal.

The best strategy for successful marketing is to control your message. That means that you have to know who you are speaking to and through what means you can best communicate with them. Let's use the proven journalist's approach to understanding our communications strategy.

• Who are we trying to reach?
• Why are we trying to reach them?
• What are we trying to communicate?
• How can we reach them most effectively?
• When should we communicate our message?

This structured approach ensures that your message will be unified and on message as it progresses from your keyboard to the recipients. Let's look at examples of how we can reach each segment of our school community. My suggestions are merely suggestions designed to get you thinking in a structured manner. Adapt my suggestions to suit your particular requirements.

Communicating with your community

Let's start at the top.

Who are we trying to reach? Everybody in our community as well as everybody outside it.

Why are we

Many years ago, I had no clue what a private school was, much less how to get into one. I can remember one of my public school classmates announcing that he would be attending a private school beginning the next academic year. Indeed, about three of my classmates went to what is still a prestigious old Montreal private school, Lower Canada College. I also had a few friends who had transferred in from a boarding school in the Eastern Townships. As I learned a little later, they had been asked to leave the school. In any case, I am trying to make the point that you are not the only person who isn't sure how private schools work, how to get your child in, and so on.

So, let's keep this really simple. You won't get too stressed. You might find it enjoyable to find the right private school for your child.

Find!

The private school search process has become even more transparent in 2026. Most schools now offer detailed academic profiles, virtual campus tours, online student publications, and digital admissions events. These resources are valuable, but they should complement, not replace, your own research and campus visits. Parents beginning their search may also find How to Search for Private Schools: 2025 Guide helpful.

The first step in the process is to find schools that you can explore and investigate as part of your personal due diligence. Sending your child to private school is a major

A couple of years ago when tenure for professors began to look like a thing of the past, I remember thinking that tenure for K-12 teachers would probably be next on the chopping block. And so the rumblings which I thought I heard off in the distance were indeed the precursor of a serious storm. With that in mind let's explore the issue and try to understand what is happening with the concept of teacher tenure in the United States.

The California decision

The judge in the case certainly came down hard against teacher tenure. I am not a lawyer but it seemed to me that the root of his judicial displeasure was the way the California statutes had been written. To understand where those laws originated, you have to go back in time to the early part of the twentieth century and indeed even earlier. Back then teachers could be fired when ever a school board or administrator decided. Essentially teachers had no due process. Teacher protection in the form of tenure was a German idea which began to take hold across the United States back in the 1920s and 1930s. Tenure also curbed another abuse of the teaching profession which was interference from politicians. Teaching positions were considered patronage plums that politicians handed out.

In my opinion tenure for public K-12 teachers was a necessary protection a hundred years ago. But as with

1. How many private schools are there in the U.S.A.?

The National Center for Education Statistics (NCES) surveys private schools through its Private School Universe Survey. According to the latest data published by the National Center for Education Statistics, approximately 4.7 million students attend private schools nationwide, representing about 9% of all K-12 students in the United States.

Families interested in enrollment trends and school selection may also enjoy reading Choosing the Right Private School Path: Cost, Readiness, and Fit.

2. How many boarding schools are there?

The Association of Boarding Schools reports nearly 300 member schools in the United States, Canada, and abroad. While membership numbers change slightly from year to year, the total remains just under 300 schools.

3. Which private school offers the most Advanced Placement courses?

Quite a few private schools offer more than 25 Advanced Placement courses, which is impressive considering that the College Board now offers more than 40 AP subjects.

Rather than identifying a single school as the leader, it is more accurate to say that many large college-preparatory schools offer extensive AP programs, while others have shifted toward International Baccalaureate programs, dual enrollment, capstone research, or advanced school-designed courses.

As advanced academics continue to evolve, many schools are expanding beyond AP coursework. For additional insight, see How Private Schools Teach Tech & AI Skills, Not Just Tools.

In this video, an expert answers questions about the optimal number of AP