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Advocacy, Marketing, Communications Materials
Use these free and low-cost resources to save time and money in your admission marketing efforts, teacher recruitment, community relations and policymaker outreach, and media relations. These resources can help you explain the value of independent education to all of your key constituents. ADMISSION AND COMMUNICATIONS RESOURCES - Research Report: NAIS Public Opinion Poll (published in June 2007)
In 2006, NAIS commissioned a study to find out about the public’s awareness and perceptions of independent schools. The report highlights the findings. An enhanced report for NAIS member schools also includes implications and recommendations for ways schools can communicate with constituents about the value of independent education. - Research Report: Marketing Independent Schools to Generation X and Minority Parents. Highlights from research and recommendations for schools. [PDF Free to download.]
In 2006, NAIS conducted focus group research to help schools develop strategies to increase the interest and applications of families of color and Generation X parents to independent schools. This report highlights the key findings and gives advice on messages to use as you enhance your overall admission marketing efforts.
- Research Report: Values Added: The Lifelong Returns of an Independent School Education [PDF Free to download or buy copies to share.]
In this report, data from the U.S. Department of Education show that NAIS schools excel in offering young people an excellent, values-added education experience. Use this research-based resource to reinforce your school’s messaging with prospective parents, community members, policymakers, and the media. - Parent Admission Brochure [View a sample as a pdf or purchase copies from the online bookstore]
Purchase copies of this professionally designed brochure to share with parents. It can help you communicate the essentials about independent education in messages that have been focus-group tested with prospective families. It also includes a pocket that allows to you insert information about what makes your school unique and a tip sheet that gives you ideas about what information to insert and how to distribute this brochure.
Order copies of this brochure by calling (800) 793-6701 or by going to the online bookstore. Price: $50 for 100 copies.
- Advertisement Templates Series Use these professionally designed templates -- with a variety of themes and professional designs -- to help you build awareness of independent schools among prospective parents and students.
- Article: Evaluating Your Child's School: A Parent's Guide (Five Questions Parents Should Ask) [PDF Free to download.]
Use the article as part of an admission packet or to modify for an editorial or article in the local paper. Download it here and make copies.
- Communications Handbook [PDF Free to download.]
Use the comprehensive Communications Handbook as a desk-top reference for tips on working with the media, articulating key messages to policymakers, communicating with prospective parents and students, creating community impact statements, and more.
- Personal profile example and Personal profile questions [PDFs free to download.]
The personal profiles template is just one feature contained in the Communications Handbook (above).
- Video Clips: Parent Voices: Insights about Independent Schools [Video Streaming Link free to download.]
Link to these engaging clips from your website or show them at prospective parent gatherings. They feature real parents talking about their experiences with independent schools. They reinforce key messages about finding a match, high quality teachers, individual attention, diversity, and more. - Demographic Center
NAIS member schools have free access to this comprehensive tool that allows you to run trend reports for your particular area.
- PowerPoints and Other Resources
Click here to view the Burnett-Torres (for CASE/NAIS) 2008 PowerPoint, "Do We Do What We Say We Do, " which explores current trends affecting independent education and the importance of articulating our value-added proposition. - Click here to view the Burnett-Torres (for GISA) 2008 PowerPoint, "Demonstrating the Value of an Independent Education," which explores current trends affecting independent education and the importance of articulating our value-added proposition.
- Click here to view the Burnett-Torres (for GISA) 2008 PowerPoint, "Using Demographics Tools to Enhance Your Admission Strategies," which explores key trends and the NAIS Demographic Center tools.
- Click here to view the Independent School Chairpersons Association 2008 PowerPoint, "Demonstrating the Value of an Independent Education," which highlights key trends and issues affecting our schools and ideas on how to address them.
- Click here to view the Independent School Chairpersons Association 2008 PowerPoint, "Financial Sustainability for Independent Schools: Trends, Tips, and Traps," which reviews the six key steps for ensuring long-term institutional viability.
- Click here to view a list of tools that can help schools show the value of an independent education.
TEACHER RECRUITMENT RESOURCES Perfect Attendance Teacher Recruitment Brochure
[View as a pdf. Then order copies through the online bookstore.]
This research-based brochure articulates the merits of teaching at an independent school. Use it in mailings to prospective teachers, or in orientations. Buy the brochures in bulk ($10 for 50 copies) through the NAIS Bookstore or by calling (800) 793-6701.
- NAIS Online Career Center
NAIS member schools may post jobs and browse resumes for free at the NAIS Online Career Center.
MEDIA RELATIONS RESOURCES - Media Training Kit [pdf free to download] and Powerpoint Presentation [Free to download]
This kit and Powerpoint presentation explain the dos and don'ts of media relations. Use them to reinforce the importance of effective media relations. Plan a training session with the head of school and other key staff members.
COMMUNITY RELATIONS RESOURCES
- Book: Effective Community Relations: A How-To Booklet on the Essentials of Community Relations [available to purchase through the online bookstore]
This booklet lays out the key components of a successful community relations program. It is available for $20 members & subscribers /$30 nonmembers through the NAIS Bookstore or by calling (800) 793-6701.
- Guide/Template: Creating a Community Impact Statement at Your Independent School [pdf free to download]
This free guide makes the case for preparing an impact report and offers step-by-step guidance to demonstrating in a tangible way how your school has a positive impact on your community. Share with community members and policymakers. - Example: Massachusetts Association of Nonprofit Schools and Colleges Community Impact Statements [pdf free to download]
This is an excellent example of how a nonprofit has used the community relations template. Based on the NAIS materials above and designed by Bruce T. Amsbary, Business Manager, The Rivers School Corporation. (Used with permission.)
- Research: The Carnegie Foundation for the Advancement of Teaching posted an excellent article ("The Economic Impact of Colleges and Universities") that flags common errors of assumption in university economic impact statements. There are some extremely valuable insights for independent schools that have or are going to develop an economic impact statement.Go to http://www.carnegiefoundation.org/change/sub.asp?key=98&subkey=2552.
POLICYMAKER OUTREACH RESOURCES Please e-mail Myra McGovern at mcgovern@nais.org if you have any questions, or if you have had success using any of the products or if you have an idea for a collaborative story or advocacy project.
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