Parents Find Admission Process Complicated.

PositionPRIVATE SCHOOLS

Are private schools creating unnecessary concerns for families during the admission process? How can schools build on families' strong initial commitment and clear any obstacles in the application process? In what ways can schools tell their stories so that they connect to families' educational motivations and address their concerns?

A report from The Enrollment Management Association, Princeton, N.J., found that 77% of families responding were highly committed to private/independent school education from the start of their search. This commitment continues to grow throughout the admission process, especially after in-person visits.

However, 16% initially are concerned about not understanding the application process and 12% drop schools from consideration due to the amount of time involved in applying. Further, 47% of respondents find the application process to be more work than they expected.

"These families have deep desires for their children's education and growth that our schools certainly can meet. We must provide families with authentic and personal experiences that give them a view into our schools," says Heather Hoerle, executive director.

"This needs to be complemented by a smooth application process, which...

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