by Michael Horsey

Communicating to prospective families parents that there is a tangible return on their tuition investment in their child - this is the message we convey to parents through "little stories." These little stories are how we take the abstract concept of an independent school education and turn it into the concrete concept of our individual school. Our little stories may be communicated verbally while giving a tour, they may be in a viewbook, on a website, on a billboard, in a media advertisement, or as part of a presentation at open house. For me, the challenge is: how can we communicate the fact that an independent school education provides measureable return on their investment?

With public schools building stunning new facilities, and offering magnet and international baccalaureate programs, parents have more options than ever before. And with the cost of colleges, especially private institutions, continuing to rise, we have to find the most cost-effective means of getting our message across. Here are some new ideas for your consideration: