Issue 224

Author

Brendan Schneider
February 03, 2025

In partnership with

PROLOGUE
Is Your Admission Process Parent-Friendly... or Just School-Friendly?

Do you know what struck me the other day? I was scheduling a doctor's appointment for our daughter, and the whole process was seamless—online scheduling, text reminders, and even Saturday hours. Meanwhile, I was simultaneously talking to a school about their admission process, and they insisted parents could only tour between 10 AM and 2 PM on weekdays.

Talk about a disconnect.

Let's be honest - when was the last time you walked through your admission process as if you were a working parent? I mean really walked through it. Not just glanced at your checklist, but experienced every step, every form, every interaction?

Here's what I often see at schools: We invite families to an Open House on a Saturday (great!), but then we require them to return for a tour during work hours (not so great) and then return again for an interview (really?)—three separate visits during business hours. For working parents, that's asking them to burn through precious PTO before their child even enrolls.

"But that's how we've always done it," you might say. Or "It's easier for our schedule this way."

And therein lies the problem - we're designing our systems for our convenience, not our families.

Think about it: We tell prospective families they're our top priority and that we'll nurture and support their children, yet our very first interactions with them can feel like we're putting obstacles in their path.

Want to do a quick audit of your parent experience? Here are some questions to consider:

  • How many separate visits do you require before a family can apply?

  • What hours are available for tours and interviews?

  • Do you offer virtual options for initial conversations?

  • How flexible are you with scheduling?

  • How quick is your response time to inquiries?

The answers might surprise you. And if they surprise you, imagine how your prospective families feel.

Here's the thing - in today's world, families have options. Lots of them. And while your academic program might be stellar, your sports teams championship-caliber, and your arts program award-winning, families often make decisions based on how you make them feel during the admission process.

It's time we flipped the script. Instead of asking, "What's most efficient for us?" let's ask, "What's most convenient for our prospective families?"

Because if we're truly student-centered schools, shouldn't we also be parent-centered in our admission process?

Think about it. When was the last time you audited your parent experience?

Thanks,
Brendan

P.S. Have you made changes to your admission process to be more parent-friendly? I'd love to hear about them. Hit reply and let me know.

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