Customers and Competition: Today's Family and New Educational Choice

Customers and Competition: Today's Family and New Educational Choice

by Aimee Gruber, Senior Director of Outreach, The Enrollment Management Association

Educational innovation is exploding across the continent and around the globe. Academically rigorous schools like BASIS Independent Schools, deeper learning schools like San Diego's High Tech High, personalized learning institutions such as San Francisco's AltSchool, and online schools like Stanford Online High School are reaching today's independent school families and offering cheaper, often more innovative educational alternatives. This presentation provides an overview of today's competitive landscape and examines the enrollment process from the perspective of applicants and parents. Understanding our applicants' (customers'€) experiences will enhance our ability to provide relevant information, hopefully increase enrollment, and create lifelong customers for our schools.

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