A Year Later

A year ago this week, I ran off my plane in Hartford, rode impatiently on the bus to the Hertz lot, and drove slightly more than 55mph to the Apple store at the Holyoke Mall in Massachusetts. I bought my first iPad. (At that point, we didn’t have them in Canada yet.) With the help of my school tech guys on the phone and the Apple folks in the store, we got it up and running and then downloaded some Ridley photos and video. Next stop: Eaglebrook Fair!

For the first time ever (and most likely last!), I was cool, hip, tech-savvy and cutting edge. Mine was the only iPad in the whole room. Students flocked to my table to play with the iPad. They were utterly fascinated as many had not yet seen one. They had only just come out. But more so than the students, the other admissions directors were spellbound. It took me half an hour to get out of the fair before everyone who wanted to had seen the iPad and how I was using it. It was fun to talk with colleagues about its potential and the strategy my office had for it.

Fast forward to this past week and Eaglebrook 2011. There was a…um….herd? flock? murder? gaggle?...of iPads at the fair. My moment of coolness and being cutting edge was very clearly in the past. Oh well. I took home leftover materials; my table was not so popular, so cool.

Now not that I can take credit for the iPad movement but I am happy to have shared my iPad with colleagues during and after last year’s fair. I think we need to do more of this. I find a disturbing trend towards hyper-competition. If we remember our work is to serve students and schools then we should be willing to help each other out since by doing so we’re helping students and schools.

After eleven years at Chestnut Hill Academy in Philadelphia, I was still the new kid on the block when I left. Admissions directors in the Philadelphia market measure their tenures in decades, not years. The result was a group of seasoned professionals and close colleagues who’d been around long enough to have seen it all. Little rattled this group. You win some. You lose some. Life goes on. I miss that level of support, encouragement and mutual respect. That level of professionalism.

By helping and encouraging one another (or at least not purposely getting in the way!), we elevate the standards of our profession, serve the schools we claim to love, and help students end up in the environment and programme that best suits them.

If that isn’t what it is all about, then I don’t know.

iAdmissions

The newest edition of Fortune magazine lists the world’s most admired companies. The top four, in order, are Apple, Google, Berkshire Hathaway and Southwest Airlines (see a related post from 2010 here). Not particularly surprising to see them all at the top of the list. They are certainly leaders in innovation, thinking and profit-making in their respective industries.

As discussed on Morning Joe last week with Fortune’s editor-in-chief, the other attribute these companies share is founders and/or CEOs who are tremendous risk takers. They are all out-of-the-box thinkers and willing to throw caution to the wind in pursuit of their vision. They perceive the future in a way the rest of us are desperate to grasp.

Doesn’t sound like our industry, does it? Prep schools are not really risk-taking places and with few exceptions, there aren’t many schools that could literally afford to accept risky behavior from their admissions director. But our work has evolved in so many ways and there are certainly some industry leaders. I would imagine the names coming into your head right now are the names of which I’m thinking, too.

Somebody had to be the first to try having a school website, the first to see the future of Facebook and create a school page, the first to harness Skype to conduct an interview, the first to take an iPad to a fair, the first to create a school app.

And we haven’t lacked for out-of-the-box thinking either. Concepts like enrollment management, net tuition revenue, and geodemographics have all been introduced to our industry since I joined it. Remember when we had more financial aid than demand? Someone had to first think how best to maximize it and spread the wealth when we started to finally run short (due to our own fault as tuition increases outpaced cost of living increases for over a decade).

What’s next? I can assure you I haven’t a clue. But it’s inspiring to be in the game and see the big thinkers wrestle with how we make our offices and our schools more successful, more efficient, and more committed to serving students. It’s exciting to consider how we stay current, relevant, and at the front of the pack.

My guess is it’ll be somehow associated with an Apple product. iAdmissions? It beats boarding-licious!

People People

Writing from SSATB and thinking about all that we’re being asked to do that is “virtual” and “online”. Even the Admissions Leadership Council (which you heard me speak of at today’s luncheon if you’re here in Boston) was debating meeting just once a year, and conducting the rest of our business through tweets, wiki, email, etc. Does anyone else believe this to be counter to the nature of your average admissions director?

We’re “people people”. While it may be exhausting or even frustrating at times, I think most of us would choose standing behind a table at a fair engaging a family in conversation over sitting behind a desk responding to emails. So how do we balance our innate “people-ness” with the manifold growing demands of web-based marketing, online applications, databases, social media and evolving technology? (If your office doesn’t have at least one iPad at this point, you can count yourself behind the curve!)

Fortunately for me, I had the opportunity to hire for it. I’ve got a young, bright, hard-working new staffer who loves all of this. She still needs guidance with messaging, brand and content, but how it gets into the virtual world and into the email inboxes of the right people is entirely on her. As for me, I had to go to the Tech Help Desk last week for assistance to change the batteries in my wireless keyboard.

It makes me wonder if the generation of admissions directors to follow is going to be required to have college degrees somehow related to technology. Has even the admissions profession gotten to the point whereby us liberal artists are no longer welcome? Will the new generation ever go out and meet people and engage them? Will future headmasters when hiring care if their admissions directors are personable, can look you in the eye, have a firm handshake, manage a decent outfit from out of a suitcase or even…gasp…tie a bowtie?