Admission Officers: Critical
to the Core of Private Schools
Interview with Janice Crampton, Executive Director AISAP
In April 2016, Janice Crampton,
Executive Director of the Association
of Independent School Admission
Professionals graciously answered questions
about the importance admission professionals are
to private school mission success.
How can school admission
professionals be relevant to families
when promoting their school?
First, I encourage admission professionals to
understand what I call the School Mission
Promise. The school, and especially the
what is happening on campus. Let parents
hear from students and teachers, have them
visit classrooms. Be transparent and tell
the story and traditions of your school in a
compelling manner.
differentiates it from other schools in the area.
Is there a “secret sauce” admission
officers can use for hooking new
families to come to their school?
Schools need to show prospective parents
It’s important to be clear and consistent in
what the outcome of student attendance will
the message, feel, and flavor of your school.
be. Along with clearly articulating the mission,
We all recognize that campus tours and open
families want to know why they should choose
houses aren’t always perfect and may not
your school. Generally, there is a reason they
go as planned, but they are important in the
are coming to look at your school. Often,
conversion factor of inquiry to application.
there is something at the current school that
Make sure that the in-person visit message
the family feels could be better educationally
matches the written admission materials.
admission professionals, needs to know
the core mission of the school and what
or socially – something that needs to be fixed.
A successful admission officer knows how to
ask probing questions to see if the school is a
good fit for the student.
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be language used that mirrors the reality of
Support your School Mission Promise
with data on graduates and alumni success.
Finally, if it is possible, personalize a visit for
your prospect. Let guests be known around
Also, there needs to be authenticity. This
campus. Use signage, announcements, and
goes back to showing, not just telling,
mentors to make the prospective student
families about your school. There needs to
feel welcome.