Tell Someone What You Love About The School

I had a conversation with a fellow Head of School a few weeks ago about, among other things, marketing and advertising strategies. In doing so, I was reminded that NAIS (the National Association of Independent Schools) research reports that 70% to 80% of new families indicate what compelled them to investigate independent schools, and ultimately enroll at a particular school, is word-of-mouth —conversations with current students and families already enrolled in the school.

This Head confirmed he works to deliver a strong message to his faculty, parents and trustees that they all share the responsibility of admissions. It’s as simple as telling people what you love about the school.

Last weekend, we hosted the first of our Open Houses, an indication we have entered the admissions season. As I thought about our enrollment marketing and advertising, I concluded that while we are clearly in a strong enrollment position, I have not reminded everyone enough to spread the good word about North Shore.

In my role, I hear quite often from students, parents, alumni and faculty why North Shore is their school. To the extent we can empower our best ambassadors — our North Shore community — to share their good thoughts and their North Shore experience, we will have the best ad campaign a school can find.

I don’t need to tell you why or what you love about our school, but I will share with you what I tell prospective families what I love about North Shore.

• North Shore students – Our students are our great strength. From our youngest to our oldest, they are bright, motivated, curious, invested, responsive and respectful. In how many schools do students say “yes” I will try, I will volunteer, I will extend myself, with the regularity of North Shore students? In how many schools do students routinely thank their teacher at the end of a class and in how many schools are students referred to as “open, nice and genuine?”
• North Shore adults – faculty and staff, parents and parents of alumni and alumni commit, contribute, care and engage. All want what is best for our students, what is best for our school.
• North Shore’s program – “A very big program for the size of our school.” From academics to the arts, from service opportunities to athletics, our students are required to participate in it all, and in turn become well-rounded young adults well prepared for college.
• Our Culture – in some respects this is hard to define, but very easy to feel. People – young and old – like being together, bring out the best in one another and themselves, and generally just like being on campus and at school.

There are many, many other things that I love about North Shore, I could go on and on, but selling the School and encouraging others to investigate North Shore shouldn’t just come from me. You are our best advocates . . . so, spread the word. “Tell others what you love about North Shore.”

North Shore Country Day School is a private, college-prep school for high school, middle school and elementary school students in Winnetka, IL, a suburb of Chicago.

Homecoming and Community

Last weekend, we celebrated Homecoming. While Homecoming is about reconnection, Raider spirit, purple and white, bonfires and reunions, it’s also very much about community. Despite the fact that many of our current students remind us that we talk too much of community and, at times, it gets a bit tiresome — the reality is that community is the heart and soul of North Shore and impacts all that we do.

Last Sunday morning, following the Homecoming festivities, I received an email from a new colleague with a photo of his two senior kindergarten twins sitting on the laps of their senior buddies at the Pep Rally in the Mac Gym. The kindergarten students were dressed in purple and white, they were beaming, obviously very, very comfortable with their “big friends” — their senior buddies.

While these two kindergarteners have only been North Shore Raiders for just over a month, it was clear North Shore is THEIR school.

Interestingly, I received the email the morning after I attended a gathering for North Shore Raiders at the other end of the age spectrum. On Saturday night, 70 members of classes that ranged from 1937 to 1960 enjoyed one another’s company and their reconnection with the School. My dinner partners were not senior kindergarteners; instead the women seated on my right and left had a combined age of 186. Both were there because they, too, are Raiders and North Shore is THEIR school and they care about it deeply.

As I’ve processed the weekend, I’ve been struck by the strength and substance of our community, and by the large number and wide range of people – countless, really – who make us who we are.

North Shore is a place where all ages count and contribute. To be convinced, all you have to do is ask our youngest, our oldest or our in-between students and alumni.

North Shore Country Day School is a private, college-prep school for high school, middle school and elementary school students in Winnetka, IL, a suburb of Chicago.