It was just after 1 am when Los Angeles charter school superintendent Ian Mcfeat started getting text messages and phone calls at a relative’s house where he was sheltering from the fires.
His neighbors said his house was burning down in the wildfires – along with his entire Altadena neighborhood of Los Angeles.
Aveson School of Leaders, which McFeat runs and where his kids attended school just three blocks from his house, was also burning.
Unable to sleep, Mcfeat drove away from his in-law’s house that he’d been evacuated to and made the drive back to Altadena.
He drove through the fire lines and into his neighborhood to see if he could salvage anything, save anyone, or put out the fires that had raged on the east side for more than 48 hours straight, and decimated the Palisades in the west.
He was greeted with a scene out of a horror movie. Fueled by a violent windstorm and piles of brush left from a particularly wet winter last year, the firestorm was like a tornado shooting flames, blasting through his neighborhood.
“It was like driving through a bomb scene,” said Mcfeat. “There were homes exploding. I probably shouldn’t have been there.”
Despite the devastating losses, Mcfeat can’t imagine not rebuilding his home and school right where they were in Altadena. But the road to recovery will be a long and painful one.
“No doubt about it. We are going to rebuild,” said Mcfeat. Aveson has started a GoFundMe. At this point, a new site for the school has not been identified. The district hasn’t been able to help them yet.
“I don’t know what we’re going to do,” said Mcfeat.
The wildfires that burned Los Angeles this month are the costliest and most destructive in the city’s history, displacing more than 150,000 residents and killing at least 25 people. Two massive blazes fed by windstorms, the Palisades Fire and the Eaton Fire, simultaneously scorched the city from the sea to the mountains, filling the air with vast plumes of ash and smoke.
As the wind and flames began to retreat last week, and firefighters gained control of the fires, schools began to reopen. And the kids began to return to class.
The Los Angeles Unified School District, which is by far the largest district of about 80 in Los Angeles County, resumed instruction Monday after being totally closed since last Thursday. Seven schools remain shut because they’re located in evacuation zones. Another three won’t reopen because their buildings were badly burned or destroyed in the fires.
Dozens of much smaller districts in Los Angeles County also reopened this week, with the exceptions of two districts, Pasadena Unified, which encompasses Altadena, and La Cañada Unified, which neighbors Altadena to the west.
The Eaton fire has destroyed at least five schools but was mostly contained by Friday.
Kids from two of the LAUSD schools that burned in the Palisades, Marquez Charter Elementary School and Palisades Charter Elementary School, were placed, with intact school rosters, in close-ish LAUSD school buildings that already had other schools in them.
The students who attended the burned schools were given their own entrances, classrooms and courtyards for kids to play. When parents dropped them off at class this week, there were a lot of tearful reunions.
Families from Palisades Charter were somber, but excited to return to normalcy with their new space located inside of Brentwood Science Magnet School.
Joseph Koshki, a parent from the Palisades whose son attends third grade at Palisades Charter, walked holding hands with his son to their new classroom at Brentwood Science, which had been stacked with balloons.
“When he saw his school burned on the news he was crying for days,” Koshki said of his child. “But when he heard that he was going to his new school with his old friends, he was so happy”.
Nina Belden, a parent of a Palisades Charter student who had made an emergency evacuation from her house in the Palisades with her family, said it was important for the students at her daughter’s school to stay together and receive in-person instruction.
“We were worried they were going to do something like remote learning,” said Beldon.
Marquez Charter, which also burned in the Palisades fire, has a long history in the community, having opened in 1955 when the Palisades still had a frontier feel, before the neighborhood became a favorite of Hollywood stars and media execs.
For Victoria Flores, who works as a paraeducator at Marquez, the school is part of her family. Flores went to Marquez when she was in elementary school, and her mother works in the cafeteria.
“It was my home away from home. We are devastated by what happened,” Flores said.
But Flores said she and the rest of the staff were glad to be relocated together at a LAUSD school called Nora Sterry, about ten miles from the burned Marquez campus.
“We are a really close family,” said Flores. “That’s helped us a lot.”
Upstairs at Nora Sterry, Clare Gardner’s class had about eight of twenty students show up on the first day of relocation.
Her third-grade class was playing with clay and Mrs. Gardner, who is a twenty-seven-year veteran of Marquez, held back her tears as she helped students arrive into class.
“We always call it the Marquez family,” Gardner said as the children greeted each other.
One boy in Mrs. Gardner’s class said he was happy to be around his friends and teacher but sad about his classroom fish and books, which were lost in the fire.
Later in the morning, LAUSD Superintendent Alberto Carvalho went to visit parents at Nora Sterry.
After nearly a week off school, Carvalho says attendance is still below normal.
“I think where that attendance is lacking is in schools that were directly affected” by the fires, Carvalho said.
Also hurting attendance, Carvalho said, is the fact that many families are enduring temporary relocations, while others lack stable housing entirely.
LAUSD staff attendance is back to normal, he said, while student attendance is about 88% — down from an average of about 90%, representing about 10,000 fewer students than normal.
“As conditions of the families begin to normalize and stabilize, those [attendance] numbers will rise,” said Carvalho.
For other schools in other areas of Los Angeles, recovery may be longer in the making.
Bonnie Brinecomb, principal of Odyssey Charter School – South in Altadena, which burned to the ground in the Eaton Fire, estimates that the homes of 40% of the students enrolled in the school also burned.
Families and school staffers are scrambling to ensure displaced families have food, shelter and clothing, Brinecomb said. Some students are turning up for daycare at a nearby Boys and Girls Club that offered to take them in.
Brinecomb said Odyssey has partnered with McFeat’s school Aveson to search for new facilities. But the double loss of students’ homes and the schools’ campuses is a gutpunch.
“It’s just heartbreak. Pure shock,” she said. “You don’t even process how bad of a situation just happened.”
Like Aveson, Odyssey has launched an online fundraiser and Brinecomb says the school will rebuild. How long that will take, though, remains an open question.
From the perspective of displaced children and families, the faster things return to normal, the better, said Dr. Frank Manis, professor emeritus of psychology at the University of Southern California.
The experience of trauma can intensify if routines are disrupted for longer periods, and the intensity of the disruption matters as well, said Manis. Kids who lost their homes to fires may have a harder time bouncing back than those who only lost their schools, he said.
“It’s sort of on that spectrum of wartime PTSD, but not as bad,” said Manis. “So what it could lead to is nightmares, difficulty sleeping, and emotional or behavior problems that can last for quite a while.”
Children fighting post-traumatic stress from the fires may become withdrawn, or act out in class, said Manis. But mostly, he said, the research from past natural disasters shows that even children badly impacted by the fires may begin to feel normal within a few months.
“Kids are pretty resilient,” said Manis. “But trauma can disappear for a while, and then it can resurface later. When everyone’s forgotten how bad it was, it can resurface.”
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Schools across Southern California impacted by devastating wildfires this month are working to ensure students, families and staff are safe and have basic needs — all while attempting to restart instruction and as-normal-as-possible school routines after school closures.
At least 335 schools from Los Angeles, San Bernardino, Riverside, Ventura and San Diego counties had closed temporarily when fires broke out last week, affecting more than 211,000 students, according to the California Department of Education.
Two schools in the Los Angeles Unified School District — Palisades Charter Elementary and Marquez Charter Elementary — will need to be rebuilt due to fire damage, LAUSD said in a Jan. 13 statement.
At an event Tuesday in Washington, D.C., to highlight U.S. Department of Education initiatives under the Biden administration, Deputy Secretary of Education Cindy Marten, who previously served as superintendent of San Diego Unified School District, said the area is close-knit and that people have been “deeply affected” by the destructive wildfires.
“What we know is that precious schools have burned down and communities are reeling,” said Marten, adding that the U.S. Education Department will provide training and funding to communities affected by the disaster.
According to the California Department of Forestry and Fire Protection, known as CAL FIRE, 40,695 acres have burned and more than 12,300 structures have been destroyed. Several fires that started Jan. 7 or after still have not been fully contained.
Most schools in LAUSD — the second largest school system in the nation — reopened Monday after district employees cleaned schools and others worked “around the clock” over the weekend to ensure campuses were safe for students and staff, a Jan. 13 district statement said. By Wednesday, outdoor activities including P.E. and recess could resume at all campuses pending local conditions, and students at the two schools destroyed by fire were relocated to two other campuses, the district said.
“We have a unique opportunity to show the strength and resilience of our community in the face of adversity,” said Pamela Magee, executive director and principal of Palisades Charter High School, in a statement Jan 13. “By coming together, we can ensure that our students can stay in their learning environment, with their friends and mentors, at a time when they need it most.”
Schools in Malibu are closed through at least Jan. 21, while Santa Monica schools are open, according to the Santa Monica-Malibu Unified School District. The district and its partners have organized optional gathering spaces for children and teens displaced by the fires and not in school.
In the Pasadena Unified School District, more than 1,300 Pasadena USD staff members had homes within the burn zone, and the district is still determining the exact number of students and families impacted. That number is anticipated to be in the thousands, according to the California Department of Education.
The district is closed through Jan. 17, although students had access to optional, self-directed learning options, Superintendent Elizabeth Blanco wrote in a statement to the school district community Jan. 10.
“The health and safety of our PUSD community remain our highest priority as we navigate the significant impact of the fire on so many of our students, families, and staff,” said Blanco, adding that nearly half of the district’s employees live within the fire evacuation zone and that many staff, students and families lost their homes.
Odyssey Charter Schools, South Campus, in Altadena, California, and authorized by PUSD, was destroyed by the Eaton fire on Jan. 8. The 7-year-old school served about 375 students in grades TK-8.
“While our campus is closed, Odyssey Charter Schools South continues and will move forward stronger than ever. We’ve already built this school from an idea to a full institution. Then we rebuilt it again online during COVID and we built it a third time when we had to relocate so we are a resilient community and we already weathered many challenges,” said a video showing the fire’s destruction to the campus.
With the widespread impact of the wildfires and ongoing firefighting, the focus on learning is taking a backseat to supplying students, families and school employees with basic needs.
According to the California School Employees Association, Los Angeles Chapter 500, a union that represents school employees in LAUSD, the district is providing employees displaced from their primary residence up to five days paid time off, as well as $500 per displaced employee to help with short-term costs.
LAUSD has set up support hotlines for families and employees and posted resources for child care, food, transportation and housing assistance. Other area districts are doing the same.
To help children and their families impacted by the fires, the California Department of Education has partnered with SupplyBank.org to collect donations for school communities and their disaster relief efforts.
“In times of crisis, Californians consistently demonstrate their resilience and generosity as we continue to deal with the effects of climate change,” said State Superintendent of Public Instruction Tony Thurmond, in a Jan. 8 statement. “Let’s continue to unite and support those in need as they work to stay safe and rebuild.”
Los Angeles-area students are also being supported by charitable efforts from schools across the country. In Maryland, the Anne Arundel County Public Schools has created a donation drive titled #LiftLA.
“The rebuilding of Los Angeles will take years, if not decades,” said AACPS Superintendent of Schools Mark Bedell in a Jan. 16 statement. “Our efforts can make a difference for children we may never meet, but whose lives can be bettered by our generosity.”
In California, the fires have also led to adjustments with certain education requirements and deadlines. An executive order issued by Gov. Gavin Newsom on Jan. 14 addresses certain rules for early childhood education and K-12, including:
Waivers of regulations to allow childcare providers to accommodate additional children displaced by fires.
A directive for school districts to immediately enroll any student who is unhoused due to the fires.
The requirement that school systems continue to serve enrolled students who are displaced and are temporarily living outside their home district boundaries in the greater Los Angeles area.
The option for affected school systems to suspend adherence to a 180-day or 175-day school year calendar.
Additionally, the California Student Aid Commission has extended the March 3 priority state aid deadline to April 2 for high school students and California community college students in Los Angeles and Ventura counties seeking to attend or transfer to a four-year university.
As a school striving to broaden its reach, you likely already understand the importance of personalized communication to attract and retain students. That may sound like a lot of work because, without the right tools, it certainly can be. Fortunately, our team, with over fifteen years of experience working closely with educational institutions, has developed specialized solutions that address key challenges faced by schools looking to streamline their processes and boost enrollment.
HEM’s custom-built solutions—Mautic by HEM, a powerful Customer Relationship Management (CRM) and marketing automation system, and HEM’s Student Portal, an all-in-one Student Information System (SIS)—offer the tools you need to manage your admissions and student engagement efforts seamlessly. Let’s explore how you can give yourself the gift of efficiency this holiday season with these systems!
Simplify student management and boost recruitment efficiency!
Transform your student portal experience. Get a FREE HEM-SP demo today.
Understanding CRMs and How They Benefit Your Institution
What is a CRM and how can it benefit educational institutions? A CRM, or Customer Relationship Management system, is a platform that helps organizations manage and analyze customer interactions and data throughout the customer lifecycle.
For educational institutions, a CRM is essential in managing prospective student relationships, tracking their progress through the admissions funnel, and keeping detailed records of interactions. At its core, a CRM enables schools to create personalized experiences for prospective students, allowing them to engage in meaningful ways at every stage of their journey.
Mautic by HEM, our tailored CRM for educational institutions leverages the open-source marketing automation platform Mautic to deliver a seamless experience designed specifically for the education sector. With features like lead segmentation, automated workflows, custom reporting, and multichannel marketing, Mautic by HEM empowers schools to enhance their lead management and marketing efficiency.
By segmenting contacts based on their stage in the admissions process, program of interest, or geographical location, your institution can ensure that each prospect receives targeted messages that are more likely to result in conversions.
Reach out to us for a demo to see how Mautic can boost efficiency for your school’s marketing campaign!
Mautic by HEM: Supercharge Your Lead Management and Marketing
Mautic by HEM goes beyond a standard CRM, combining powerful customer relationship management with advanced marketing automation to help you maximize your student recruitment efforts.
Mautic makes it easy to manage a large number of prospective students by allowing you to segment, organize, and follow up with prospects efficiently. By automating workflows and assigning follow-up tasks, your team can manage their workload better, ensuring that each prospect receives timely attention.
Source: Mautic | HEM
Example: Do you see how centralizing prospect information helps you track the effectiveness of your campaigns and determine the next step in the enrollment funnel? Here, prospects are categorized by their current stage in the enrollment process, their program of interest, the channel through which they first interacted with your institution, and what sort of contact they are. That’s all the information you need to craft an appropriate and compelling follow-up message tailored to each unique responsibility. Mautic helps you with that part too!
In addition, Mautic by HEM’s marketing automation tools enable you to scale up your email marketing, create dynamic landing pages, design forms, and automate workflows. This allows your institution to maintain a high level of personalized engagement with prospects across multiple channels, thereby improving your reach and effectiveness in digital recruitment.
The solution’s custom reporting features also give you detailed insights into your admissions pipeline. With Mautic by HEM, you can monitor productivity, track lead progress, and evaluate channel performance, which will help you refine your approach and allocate resources to high-impact activities.
Ensuring timely follow-up is essential for converting leads to students, and Mautic by HEM enables automated SMS and email follow-ups, allowing you to communicate with leads through their preferred channels. Whether it’s sending reminders, booking meetings, or making calls, Mautic by HEM has the tools your team needs to maintain a consistent communication flow.
Source: Mautic | HEM
Example: Viewing the contact history for each prospect lets you know how they prefer to communicate. In addition to other vital data such as name and contact information, you can craft a highly personalized message such as the SMS pictured above.
Finally, Mautic by HEM also helps your team manage their daily tasks and workload. With integrated calendars, workflow assignments, and productivity tracking, your staff can stay organized and focused on what matters most—building relationships and driving enrollments.
Why You Need an SIS for Your School
Now, what is a Student Information System (SIS)?Student Information System software is designed to manage student data from application through graduation. An SIS handles everything from enrollment and class scheduling to academic records and financial management. This centralized database makes it easy for staff to track student progress and streamline administrative tasks.
HEM’s Student Portal integrates CRM and SIS functionalities to provide an all-in-one admissions and student management platform. Tailored to meet the demands of educational institutions, the portal includes tools for application management, payment processing, and student record tracking. This integrated solution enables institutions to centralize and simplify operations, allowing your staff to focus on building meaningful relationships with prospective and current students.
HEM’s Student Portal takes SIS integration to a new level, offering an all-encompassing admissions and student management system designed specifically for educational institutions. The Student Portal simplifies the application process, offering a virtual admissions assistant that guides students from start to finish. Students can inquire, apply, pay, and even enroll through an easy-to-use interface.
Source: Student Portal | HEM
Example: A customized Student Portal will guide students through your application process from initial form submission to payment in a user-friendly format as pictured above.
Customizable forms and a centralized management system make it easy for your staff to track applications, ensuring nothing falls through the cracks. Additionally, the portal seamlessly integrates with Mautic by HEM, allowing you to manage marketing and admissions in one place. By streamlining communication and automating workflows, this system supports your institution’s goals for efficiency and high-quality engagement with prospective students.
The Student Portal allows for comprehensive data management, tracking all aspects of student data from initial inquiry to graduation. With detailed records and customizable reports, your team can monitor application status, manage payment processing, and keep detailed academic records, providing staff with a complete view of each student’s journey.
Source: Student Portal | HEM
Example: Here, you can see our centralized application management system. See all incoming applications and determine which applications were started and not completed. In addition, the Student Portal platform allows you to track prospects based on name, program, whether they’ve been sent an invoice, and whether that invoice has been paid. This information is valuable as it clarifies the next step for each contact.
Furthermore, the portal’s quote builder tool allows prospective students to calculate program costs, offering them a transparent view of financial requirements. This provides clarity and builds trust, making it easier for students and their families to plan for the financial aspects of their education.
Designed to improve efficiency across all departments, the Student Portal facilitates better collaboration by centralizing data and providing tools for managing projects and tracking progress. This comprehensive approach allows staff to work towards strategic institutional goals, fostering a collaborative environment that drives both student success and institutional growth.
Experience the HEM Advantage: Efficiency
Mautic by HEM and the HEM Student Portal offer transformative CRM and SIS solutions that empower educational institutions to work smarter, not harder. By combining lead management, marketing automation, admissions tracking, and student data management, HEM’s tools create a cohesive system designed to meet the unique needs of schools. That’s what we accomplished for Micheal Vincent Academy.
Founded by Tally B. Hajek, a multi-talented recording artist and makeup artist, and her husband Michael Vincent, a renowned celebrity photographer, MVA teaches around 350 students annually. Each student gains expert instruction and builds a professional portfolio, launching them toward successful careers in beauty and media.
MVA sought an organized, streamlined solution to manage its student recruitment efforts, and they found the answer in Mautic by HEM. This customized CRM software, specifically tailored for educational institutions, allows MVA to efficiently automate its marketing efforts and seamlessly follow up with prospective students.
Transformative Results for a Thriving Institution
With Mautic, MVA’s team can now easily track and manage leads. The CRM’s powerful reporting tools give the academy a clear view of each lead’s journey through the admissions process. Staff can track the progress of every prospective student, monitor recruitment team activities, and measure productivity—all crucial for a private institution focused on cost-effective outreach. Furthermore, the lead-scoring feature in Mautic enables the recruitment team to identify and prioritize high-value leads, allowing MVA to concentrate on students who are genuinely interested and likely to succeed within the academy’s creative programs.
As Tally Hajek highlights, the organizational capabilities of Mautic are essential to building meaningful connections with prospective students. “We value connections with prospective students, but connections cannot happen without organization,” she explains. The system enables her team to foster relationships with students who are both committed and well-suited to the academy’s professional and artistic environment.
Moreover, HEM’s attentive and supportive customer service has made the partnership especially rewarding. “We love working with the HEM team,” says Hajek. “We feel like they really understand us and want us to succeed.” With HEM’s customized solutions, MVA has significantly increased staff efficiency in student recruitment, giving their team the tools to excel in a competitive educational market and helping the academy continue to thrive as a leader in beauty and media education.
Imagine a system that handles every step of the student journey—engaging prospective students, nurturing leads, simplifying applications, and supporting students through their academic journey—all from a single platform. HEM is dedicated to providing solutions that help you enhance recruitment, boost enrollment, and offer the seamless digital experience that students expect.
To see how Mautic and the HEM Student Portal can transform your institution, request a demo today and discover the possibilities of giving yourself the gift of efficiency.
Give Yourself the Gift of Efficiency
This holiday season, give your institution the ultimate gift: the power to work smarter, not harder. HEM’s custom-built solutions, including Mautic CRM and the HEM Student Portal, are designed to streamline your operations and boost your team’s effectiveness.
From managing prospective student leads to enhancing engagement and improving communication, these tools empower your staff to focus on what truly matters—building connections and driving success.
Simplify student management and boost recruitment efficiency!
Transform your student portal experience. Get a FREE HEM-SP demo today.
FAQ
Question: What is a CRM and how can it benefit educational institutions?
Answer: A CRM, or Customer Relationship Management system, is a platform that helps organizations manage and analyze customer interactions and data throughout the customer lifecycle.
Question: What is a Student Information System (SIS)?
Answer: Student Information System software is designed to manage student data from application through graduation.
The rapid growth of the internet and social media have created a thriving online space for prospective students to explore educational offerings. It has also paved the way for a vibrant market that educational institutions can explore to attract students and boost their enrollment numbers.
Yet, even as these opportunities arise, schools still have to find the best ways to reach prospective students and their families. To make the most of these opportunities and properly engage the students using these platforms, today’s schools must master Multi-Channel Marketing.
At HEM, we know all about Multi-Channel Marketing and the value it brings to schools. We have over 15 years of experience in education marketing to draw from, so we know the strategies that give the best results. In this blog post, we’ll explore the basics and essentials of multi-channel marketing in higher education.
The information contained here will help schools create and implement an effective and comprehensive multi-channel marketing strategy. This strategy will help them boost visibility, increase engagement, and ultimately drive enrollment growth.
Struggling with enrollment?
Our expert digital marketing services can help you attract and enroll more students!
Understanding Multi-Channel Marketing in Higher Education
What is multi-channel marketing? Multi-channel marketing refers to the practice of reaching out to, and marketing educational offers to prospective students, using platforms/channels like social media, email, websites, and paid ads. Each channel serves a unique purpose, allowing institutions to create engaging interactions that resonate with students.
So why is multi-channel marketing important in education marketing? Multi-channel marketing helps schools reach prospective students, on the platforms they use most, with content that helps promote their educational offerings and boosts enrollment.
Today’s students are digital natives exposed to a lot of information from an unlimited supply of sources daily. Educational institutions must, therefore, maintain a presence across these platforms while tailoring content to their interests and needs.
Digital marketing for schools calls for a specific type of approach. This approach helps schools establish connections and strengthen their brand identity, turning initial curiosity into commitment.
The Importance of Consistency Across Channels
The importance of consistency in messaging with multi-channel marketing can not be overemphasized. When an institution provides a unified message across the board, it reinforces its identity and creates a seamless experience for students. When their messaging aligns, it builds their credibility and makes their message clear enough for the target audience who can, in turn, see the institution as genuine and reliable.
Key Channels and Their Specific Strategies for Multi-Channel Marketing for Higher Education
We start by asking – what is a multi-channel marketing strategy? It is an action plan that aims to reach and engage an audience via multiple channels. For education marketing, it is a set of plans to help schools become more visible and accepted by prospective students.
To create an effective multi-channel marketing strategy, schools should leverage the unique benefits that each platform contributes to the marketing effort. While it is important to maintain a consistent core message across these platforms, it is equally important to tailor approaches for each specific channel. Here’s how your school can achieve this across different platforms.
Social Media
Schools can use social media platforms like Instagram, Facebook, and LinkedIn to build strong connections with prospective students. They can showcase campus life and academic programs through short videos, student testimonials, and campus photos as part of efforts to show glimpses of the day-to-day experience for students. Also, they can share relatable stories and other behind-the-scenes content.
Platforms like TikTok and Instagram which focus on short-form videos can also be used to target younger audiences. Schools can explore this social media space where prospective students thrive. There, they can engage them in authentic, meaningful conversations and sell their offers to this audience.
Example: Randolph Macon College splatters social media images of students partaking in school events across their website. Clicking on any of these pictures will lead you to the social media posts from which the image was culled. These posts show what student life is like at the college.
Paid advertising, most notably via Pay-Per-Click advertising and social media ads, helps schools reach highly targeted audiences based on location, interests, and online behaviours.
While your social media ads highlight the lifestyle aspects of campus life and depict an ideal college experience, search ads should be geared toward academic programs and rankings. This makes it easier for institutions to reach the right audience at the right time. The focus here should be on creating clear, compelling calls-to-action (CTAs) like “Apply Now” or “Request Info.”
In addition, students who have previously visited the school’s site or engaged with their social media content can be targeted with “retargeting ads.” This is so the schools remain top of mind when they make a decision.
Example:This photo, culled from Instagram shows a sponsored “Week in the Life” post curated by students of Georgetown University/McDonough School of Business’s MSC in Business Analytics program. The post provides information about the university’s Online Master of Science in Business Analytics program and invites them to learn more with a boldly visible CTA.
Source: Georgetown University | School Instagram
Content Marketing
Institutions can use blogs, videos, and downloadable guides as a resource for selling their offerings to prospective students. They can post informative blog posts like “How to Choose the Right Major” or “Tips for Applying for Financial Aid” and, in the process, answer the questions that prospective students ask and help them make well-informed decisions.
Video content, shown via virtual tours, student testimonials, and even faculty introductions also provide valuable insights into what the campus environment and overall student experience look like.
Example: Here, John Cabot University allows visitors to its website to explore stories, and events, from its alumni, students, and faculty. You can learn important information from these sources from a place of trust and first-hand experience.
A good SEO strategy for education marketing plays a key role in shaping how students find schools’ websites online. An optimized, well-designed website that contains relevant information and is easy to navigate can make a huge difference in a student’s SEO experience. By focusing on optimizing key pages that contain relevant information, these schools can steer prospective students toward the information they need.
This information may range from details on specific programs and campus events to admission requirements and tuition fees. Another important tip is to make the website mobile-friendly to cater to students who now research schools from their phones.
Video Marketing
Many schools today are increasingly switching to platforms like YouTube, Instagram Reels, and TikTok to create and showcase video content about their offerings online. Video Marketing for schools uses contents that go from ‘‘day-in-the-life” snippets of current students to tours of facilities and highlights of extracurricular activities.
This type of content bridges the gap between browsing and visiting in person by offering glimpses into the campus experience.
Email Marketing
Email Marketing offers a means for schools to deliver personalized, targeted messages directly to the inboxes of prospective students. This strategy proves particularly effective for keeping leads warm and sharing detailed information about programs, events, and application tips.
Thankfully, schools can now use automation tools to set up drip campaigns that direct students through the enrollment process. This way, they can furnish students with the right content at the right time during each stage of their decision journey.
Example: Here, The London School of Economics and Political Science delivers a personalized email to a prospective student. The email contains registration information and encourages the student to take immediate action with a clear CTA.
Source: London School of Economics
Review Platforms
Finally, review Platforms like Google Reviews or other sites that rank colleges. Positive reviews and testimonials from current students and alumni offer social proof that others have had positive experiences with the school. The reverse is also true.
As a prospective student, you’ll most likely be encouraged by and trust a school more if you come across these positive reviews on the school’s website. If you find thoughtful responses to negative feedback, you may interpret it as a commitment to growth and student satisfaction.
Mapping The Student Journey
To enjoy the benefits of Multi-Channel Marketing efforts, schools must understand the various stages of the student journey. Each phase calls for a different approach and set of strategies to engage with and make meaningful connections with students.
Source: HEM
Awareness Stage
This stage is the beginning of the student’s journey where they are exploring their options and just starting to research potential schools. Schools aim to build visibility and introduce their unique qualities to students at this stage, mostly using social media, blog content, and paid ads.
Consideration Stage
In this stage, students tend to compare their options while also seeking specific information on programs, costs, and campus life. FAQs, financial aid guides, virtual campus tours, and other content that can answer their questions provide value at this stage.
Also, schools can use emails and retargeting ads to provide extra reminders and insights, emphasizing why they may be the best choice.
Decision Stage
The decision stage is the stage where students are set to take action, from filling out applications to scheduling campus visits. At this critical juncture, clear calls to action can help speed up the enrollment process.
Schools can embed these CTAs directly in blog posts and landing pages to capture leads and increase conversions. They should also provide straightforward application instructions, important deadlines, and information on securing financial aid at this stage.
Example: ENSR, shown below, provides links to application forms, contact forms, and tuition information to students who click on the “Apply to ENSR” menu. The next page opens up to a welcome page and caters to students who may have decided to apply to the school.
At this stage, the students have decided to attend the institution, so it is now the institution’s prerogative to maintain that connection. Schools may use such onboarding processes as welcome emails, orientation materials, and pre-arrival checklists to help students prepare for their first day on campus.
This way, the schools can ease their new students and in the process, receive commendation and long-term loyalty from the students.
Channel-Specific Strategies For Education Marketing
While schools should aim to be consistent with the core message of their marketing, there’s value in using tailored approaches for each channel they seek to engage students with. For instance, if you were promoting a university open house, you could implement a multi-channel campaign with the following strategies:
Social Media Ads: Short, engaging videos on Instagram and Facebook could showcase a vibrant campus environment and invite students to attend the open house.
Email Marketing: Personalized emails sent to prospective students at various stages of the admissions funnel could provide detailed event information and even offer one-on-one consultations.
PPC Ads
Google Ads targeting students actively searching for open houses or virtual tours could ensure the campaign reaches the right audience.
Landing Page
A dedicated landing page featuring event details and a user-friendly registration form could simplify the sign-up process and increase conversions.
With such a strategic approach, educational institutions can boost event attendance and applications, creating a more engaging and impactful marketing campaign.
Tracking and Measuring Success
Here are some of the key tools that schools can use to ensure the effectiveness of their Multi-Channel Marketing efforts.
Google Analytics: Thiscritical tool helps in tracking website traffic, user behaviour, and conversions across various digital touchpoints. It helps schools identify the channels driving the most traffic and leads so they can adjust their strategies accordingly.
Customer Relationship Management (CRM)
Schools can use platforms like Mautic, Hubspot, or Salesforce, to track individual students interacting across multiple channels. This helps to ensure that there’s consistent follow-up on choices made by the students.
Social Media Analytics: With tools like Facebook Insights and Instagram Analytics, schools can track engagement, reach, and follower demographics to understand which content types resonate most with their audience.
For example, Facebook Insights highlights post reach, allowing schools to identify top-performing content, while Instagram Analytics provides data on story interactions and audience behaviour.
Leveraging these insights, schools can refine their social media strategies, focusing on content that maximizes visibility and engagement with prospective students.
Email Marketing Platforms: Platforms like Mailchimp and Constant Contact enable tracking of open rates, click-through rates, and conversions. They then help to offer insights into how well email campaigns are working.
PPC Campaign Trackers: Use tools like Google Ads and Facebook Ads Manager to monitor clicks, impressions, and conversions. This helps you assess the quality of traffic your paid ads are driving to your school’s websites.
How To Synergize Email, Social Media, Blog Posts, and Paid Ads for Maximum Reach and Engagement
As a school keen on reaching and engaging prospective students, you need to build a cohesive approach that unifies your social media, ads, and blog posts. Here’s how to achieve this.
Create a Unified Campaign Calendar
This is most often the first step towards aligning content across your different platforms. It helps create a connection between the channels you use, so prospective students who explore these channels can always get a clear picture at all times.
You can launch a blog post to introduce a topic, push it further with social media snippets, and proceed to send emails that buttress the message and call for action.
Example: The marketing calendar of one of HEM’s client schools, revealing clear and coordinated schedules for content, social media, email marketing, and paid advertising across several platforms.
Source: HEM
Drive Traffic from One Channel to Another
Students should be moved to visit your other platforms when they check out one of them. One trick is to add links (that lead to a blog post) to a CTA you insert somewhere in a social media post. You can also add social sharing buttons to email newsletters so people who read them can help spread your content.
Use Consistent Branding and Messaging Across Platforms
How can schools build their brand reputation? Schools can build their brand reputation by providing consistent messaging and visuals across the various platforms used in engaging students. The same logos, colours, and taglines should be used across emails, social media posts, blogs, and ads. If you’re promoting an event on different platforms, use the same visuals and phrasing across the board so people can recognize them immediately.
Example: Observe how The London School of Economics and Political Science maintains consistent visuals across their email, YouTube, and website platforms.
Source: London School of Economics
Leverage Audience Segmentation
Segment your audience to deliver tailored content that students at various stages can relate to. You may send unique emails to seniors and juniors or target social ads based on location. Also, reach parents who make key decisions on issues regarding K-12 education and create content that appeals to them and their kids.
Optimize Content Based on Platform Performance
Keep tabs on your engagement across channels to refine your approach when necessary. So, if your Instagram posts highlighting student success stories perform well, you can use that type of content in emails and add to achieve similar results.
Use Automation to Simplify Cross-Platform Synergy
Schools can simplify their content and create consistent messaging across channels using automation tools. An example is the use of automated email sequences to respond to brochure downloads, which can help engage students without manual follow-ups.
Using Automation to Streamline Multi-Channel Engagement
Automation tools, when used in education marketing, can integrate platforms and personalize messaging. This then makes it easier to reach out to prospective students. Here are a few of such tools for schools to consider using:
Customer Relationship Management (CRM) Systems: Schools can use good CRM systems like HubSpot and Mautic to store student information, automate follow-ups, and score leads. This can help admission teams prioritize their student engagement strategies and avoid missing opportunities.
Email Marketing Platforms: With platforms like MailChimp and Hubspot, you can create automated emails that are set off by specific behaviours or actions online. An example is where students receive a follow-up email with more program details when they download a brochure. This helps you sustain and maximize student engagement with minimal oversight.
Social Media Scheduling Tools: Scheduling tools like Hootsuite and Buffer allow you to post across platforms in advance so you can more consistently and promptly drive engagement.
Automated Workflows: Here are several automated workflows, with examples, that schools can use.
→ Triggered Emails Based on Behaviour: These types of emails are automatically sent when a prospective student clicks a link, downloads content, or visits a specific webpage. For example, a prospective student who downloads a program brochure from your website could automatically get a follow-up email offering more details about the program and campus tours, or webinar invites. Another reminder will be sent to the student a couple of days later if they fail to click the link even after opening it.
→ Remarketing on Social Media: Here, students who have not taken action having already shown interest are re-engaged. You can use this strategy if, for instance, a student doesn’t complete an inquiry form after visiting your school’s admissions page. In this case, you can automatically display ads (for a Facebook or Instagram remarketing campaign) that remind the student of application deadlines or show student success stories.
Nurturing Long-Term Leads with Automated Drip Campaigns:Automated drip campaigns help schools follow up on students who are yet to make a decision, by using (for example) a series of pre-written emails sent at specific intervals. As an example, it can involve a school sending periodic emails with useful content, like “What Makes Our University Stand Out,” and “Tips for Completing Your Application” to students who fill out inquiry forms without immediately applying.
Automated Lead Scoring: This is an automated process that assigns a score to each prospective student based on their interactions with your marketing content. This helps to prioritize high-interest students for personal outreach. You can assign higher scores to, say, a student who downloads your school’s brochure and opens three newsletters. This then alerts the admissions team to reach out to them more intently.
Data-Driven Decision-Making with Analytics: Analytics tools like Google Analytics 4 provide insights into what’s working across your channels and allow you to refine your marketing focus. Track metrics like website traffic and conversion rates to make data-driven marketing decisions. This way, you can make informed adjustments and improve student recruitment.
Final Thoughts
As the prospects in education marketing become even more complicated, schools must master and develop the right strategies for Multi-Channel Marketing to thrive. This involves fully understanding the student journey, coordinating campaigns, leveraging diverse platforms, and making data-driven decisions, among other things discussed here.
Ultimately, the successful implementation of multi-channel marketing relies on consistency, strategic planning, and leveraging the unique strengths of each platform. Begin by understanding your audience and their journey, and use the tools at your disposal to make meaningful connections that lead to increased student enrollment. With these strategies in place, you can position your school to enhance its reach, drive engagement, and reach its enrollment goals.
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Frequently Asked Questions
Question: What is Multi-Channel Marketing?
Answer: Multi-channel marketing refers to the practice of reaching out to, and marketing educational offers to prospective students, using platforms/channels like social media, email, websites, and paid ads.
Question: Why is multi-channel marketing important in education marketing?
Answer: Multi-channel marketing helps schools reach prospective students, on the platforms they use most, with content that helps promote their educational offerings and boosts enrollment.
Question: What is a multi-channel marketing strategy?
Answer: It is an action plan that aims to reach and engage an audience via multiple channels.
Question: How can schools build their brand reputation?
Answer: Schools can build their brand reputation by providing consistent messaging and visuals across the various platforms used in engaging students.
Instagram has become one of the most powerful tools for schools to connect with students, parents, and alumni. It’s a platform full of potential to show off your school’s culture, achievements, and community in a highly visual and engaging way. However, your school will have to contend with a variety of challenges to stand out from the crowd.
If you’ve noticed your school’s Instagram page isn’t getting the kind of engagement or attention you were hoping for, you’re not alone. Many schools face similar difficulties when it comes to building a large and engaged Instagram following. So, what could be going wrong? Let’s take a deep dive into ten key reasons why your school’s Instagram page might not be performing well and how you can turn things around.
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1. You’re Not Posting Consistently Enough
One of the most common reasons school Instagram pages fail to gain traction is inconsistent posting. When you’re not regularly sharing content, you risk losing your follower’s attention and missing engagement opportunities. Instagram’s algorithm favors active accounts, so if your school is posting sporadically or only during major events, you may struggle to stay visible in your audience’s feed.
The solution is simple but requires commitment: consistency. You need to create a posting schedule that ensures you’re sharing content at least a few times a week. Whether it’s showcasing student achievements, classroom activities, or campus events, your followers want to feel like they’re staying connected to the life of your school. By sticking to a reliable posting routine, you’ll increase your visibility and build a habit of engagement with your audience.
Have you been wondering “Why am I not getting likes on Instagram?” If you’re posting regularly but still not seeing much interaction, one likely reason that your school’s Instagram page is not performing well is that your content isn’t resonating with your audience. Are your posts inspiring comments, shares, or likes? Is your content inviting people to participate in discussions or take action? Too often, school Instagram pages fall into the trap of simply broadcasting information instead of engaging their audience.
To fix this, you must focus on creating engaging content that encourages conversation and interaction. Ask questions in captions, run polls in your Stories, or create fun challenges in which students and parents can participate.
Make your content relatable by featuring real people—students, teachers, and alumni—sharing their stories and experiences. By fostering a two-way conversation, your Instagram page can become a hub for your school community, rather than just a bulletin board of announcements.
Example:A great way to create engaging school Instagram posts is to follow trends and borrow ideas from one of the internet’s most engaging platforms: TikTok. Particularly as a school striving to attract Gen Z prospects, it’s essential to remember that there’s likely a significant crossover between Instagram and TikTok users who may be interested in attending your school. Here, King’s University College gets it right. They use a popular TikTok trend – a spoof on Gen-Z slang, in one of their Instagram posts to engage their audience. Based on the healthy number of likes and comments, this strategy seems to be working! Give it a try.
Source: King’s University College | Instagram
3. You’re Not Leveraging Instagram Stories and Reels
Instagram Stories and Reels are powerful tools to reach your audience creatively, but many schools underuse or ignore them altogether. If your school’s Instagram strategy relies solely on standard posts, you’re missing out on the more interactive and short-form content that Instagram is known for.
Stories and Reels not only provide a fun, behind-the-scenes look at your school, but they also have the potential to reach a wider audience due to Instagram’s algorithm, which prioritizes these features.
Start incorporating Stories and Reels into your strategy by showcasing day-in-the-life experiences of students, behind-the-scenes glimpses of school events, or quick educational tips from teachers.
Stories allow for casual, in-the-moment updates, while Reels offer the opportunity to create shareable, engaging videos that highlight the vibrancy of your school community. Use these features to diversify your content and engage your audience in new ways.
Example: Here, the University of Guelph posts an incredibly moving story in observance of World Mental Health Day. This timely story also showcases the school’s supportive and tight-knit community. When planning your Instagram story content, don’t forget to forge a connection with your audience in addition to sharing timely and valuable information.
Source: University of Guelph | Instagram
4. Your Captions Are Too Formal or Generic
While it’s tempting to keep things professional on your school’s Instagram page, overly formal or generic captions can come across as dull and uninviting. If you’re getting no likes on Instagram, it’s possible that you simply need to be more interesting.
You want your audience to feel a personal connection to your content, and that’s hard to achieve if your captions sound more like press releases than conversations. If you find your captions aren’t sparking engagement, it might be because they’re lacking personality.
The key to improving your captions is to make them more relatable and conversational. Speak to your audience as if you were having a face-to-face conversation with them. Show some personality—whether that means adding humor, warmth, or excitement, depending on the nature of the post.
Keep your captions concise but meaningful, and don’t hesitate to include a call-to-action that invites followers to respond, whether it’s by sharing their thoughts or tagging a friend.
Source: University of BC | Instagram
Example:This relatable caption reads: “Another scenario! Your prof asks you a question but you’re distracted. What are you going to do?” This caption is borrowed from the popular POV trend on TikTok which is likely widely known by Gen-Z university students and hopefuls. Captions like these are designed to be relatable, humorous, and resonate with your prospects’ sensibilities. When crafting an Instagram caption, think of what your audience has in their minds – What are their motivations? What are their pain points? What internet trends might appeal to them? Get creative!
5. You’re Not Using Hashtags Effectively
Hashtags are essential for expanding your reach on Instagram, but they’re often misused or overlooked. If you’re not using hashtags strategically, or if you’re using irrelevant or overly broad ones, your posts may never reach the intended audience.
Hashtags help categorize your content and make it discoverable to people interested in similar topics, but if you’re not thoughtful about how you use them, you could be missing out on a significant source of engagement.
The best way to optimize your hashtag usage is to research and use hashtags relevant to your school, community, and industry. Mix popular, trending hashtags with more niche or location-specific ones that your target audience is likely to search for.
For example, using tags like #schoollife or #education can help you reach a broader audience, while more specific hashtags like #YourCitySchool or #STEMAtYourSchool can connect you with a local or interest-driven audience. Don’t overdo it—stick to a mix of five to ten effective hashtags per post.
6. You’re Not Showcasing Student and Community Stories
At the heart of any school are the people who make it special—students, faculty, alumni, and community members. If your Instagram feed is focused on promotional content or school-wide updates, you’re missing the chance to tell the human stories that can build emotional connections with your followers.
Schools that fail to highlight personal stories and experiences often struggle to engage their audience on a deeper level. You can solve this by featuring student and community stories more prominently in your content strategy. Share student achievements, interviews with alumni, or profiles of staff members who are making a difference.
Consider starting a series where students take over the Instagram account for a day, giving your followers a first-hand look at what it’s like to be part of your school community. These personal, authentic stories draw people in and make your school’s Instagram page stand out.
Example:Here, The Clover School highlights a parent night that they recently held. When crafting your Instagram stories, remember to target different segments of your audience – Students, parents, alumni, and key stakeholders should be considered during the planning process. Here, The Clover School targets parents, highlighting the fact that parents regularly enjoy the opportunity to connect at events.
Source: The Clover School | Instagram
7. You’re Ignoring Analytics and Data
Many schools struggle with their Instagram performance simply because they’re not paying enough attention to the data. If you’re not regularly analyzing your Instagram Insights, you’re missing valuable information about what’s working and what’s not.
Without understanding your audience’s behavior, you can’t make informed decisions about the content to post, the best times to post, or how to optimize your engagement. To turn things around, you can start using Instagram’s built-in analytics tools to track key metrics like engagement rates, follower growth, and reach.
Pay attention to which posts are performing well and why. Is it the timing, the subject matter, or the format? Use this data to refine your strategy over time. If you notice that certain types of content resonate more with your audience, double down on those themes. If certain times of day get more engagement, adjust your posting schedule accordingly. Data-driven decisions will help you continually improve and keep your Instagram page performing at its best.
8. You’re Not Showcasing Diversity in Your Content
One reason your Instagram page might not be resonating with your audience is a lack of diverse representation in your posts. Today’s students and parents are looking for schools that celebrate diversity and inclusion, and your Instagram account should reflect that. If your feed showcases the same types of events, people, or perspectives, you may be unintentionally alienating parts of your community or future students.
To address this, make sure your content highlights the full spectrum of your school’s community. Feature stories from students with different backgrounds, cultures, and interests. Celebrate various events that showcase your school’s inclusivity, such as cultural fairs, diversity days, or guest speakers from a range of fields.
By presenting a more holistic view of your school’s community, you’ll create a space where everyone feels represented and valued. This not only strengthens your online presence but also shows potential students that your school is a place where they can truly belong.
Example: Here, the University of Western Ontario showcased its meaningful commitment to diversity. By uplifting the voices of their students attending the local Pride Parade, Western is celebrating the diversity within their community.
Source: University of Western Ontario | Instagram
9. You’re Focusing Too Much on Perfection
Instagram can feel like a platform where everything must look perfect, from flawless event photos to perfectly curated classrooms. However, an overly polished feed might be doing more harm than good. If your school is not getting Instagram likes, your posts may seem overly staged or lack authenticity, you may struggle to build meaningful connections with your audience. People are drawn to what feels real, and overly perfected content can come across as insincere.
The best way to solve this is by balancing your polished posts with more authentic, candid content. Let your audience see behind-the-scenes moments that aren’t perfectly scripted or planned—show the hustle of organizing an event or the genuine joy of students working on a group project.
Embrace imperfection by showcasing real-life moments, whether it’s students laughing between classes or teachers preparing for a lesson. Authenticity fosters trust and can dramatically boost engagement, as your followers will connect more with the human side of your school.
10. You’re Not Engaging With Your Audience
Even if you’re posting consistently and creating great content, you might still struggle to grow your Instagram presence if you’re not actively engaging with your audience. Instagram isn’t just about broadcasting—it’s a platform designed for interaction.
If you’re not responding to comments, liking posts from followers, or actively participating in discussions, you’re missing out on opportunities to build relationships with your community. To improve this, make engagement a core part of your Instagram strategy. Respond to comments on your posts, even if it’s just a simple thank-you or an emoji. Acknowledge students who share posts about your school by commenting or reposting them on your Stories.
By actively participating in conversations and showing appreciation for your audience, you’ll encourage more interaction and foster a sense of community. The more you engage with your followers, the more invested they’ll become in your school’s Instagram page—and your school overall.
Source: John Cabot University | Instagram
Example: Personalized responses such as the one pictured above are often enough to help build anticipation for prospects looking forward to the next step in their journey with you. Your responsiveness on Instagram also showcases your school’s desire to connect and assist. This is a selling point in and of itself.
If you’re not getting likes on Instagram, there’s no need to worry! Turning around the performance of your school’s Instagram page doesn’t require a complete overhaul, but it does require a thoughtful approach.
By identifying the areas where you may be falling short and implementing these practical solutions, you’ll be well on your way to creating an engaging, vibrant Instagram presence that truly reflects the spirit and energy of your school.
Whether it’s by posting consistently, creating more engaging content, or tapping into the power of Instagram Stories and Reels, there are plenty of ways to breathe new life into your school’s Instagram strategy. Remember, social media success doesn’t happen overnight, but with a bit of patience and persistence, you can turn things around and start seeing the results you’re aiming for.
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FAQ
Why am I not getting likes on Instagram?
If you’re posting regularly but still not seeing much interaction, one likely reason that your school’s Instagram page is not performing well is that your content isn’t resonating with your audience.
A new survey of more than 400 New Mexico parents of school-aged children shows widespread dissatisfaction with the state’s public schools, that communication gaps between schools and parents are a serious concern, and that many parents have misperceptions about their children’s academic achievement.
Results of the survey, “The State of Educational Opportunity in New Mexico,” were released Oct. 2 by NewMexicoKidsCAN, an education advocacy organization (and parent organization of New Mexico Education), focused on improving New Mexico’s public education system.
The state survey was part of a national report authored by 50CAN, of which NewMexicoKidsCan is an affiliate. 50CAN is “focused on building the future of American education,” according to the organization’s website. That 214-page report, “The State of Educational Opportunity in America” provides a deep, 50-state dive into parental views of public education in their home states.
Researchers surveyed more than 20,000 parents across the country, making it one of the largest education-focused surveys of parents in the past decade. This survey explores the ecosystem of educational opportunities inside and outside of school, and how they interrelate and impact a child’s success.
“With such a large sample size, we are able to dig into the findings by state and across a range of important audiences. By making the findings publicly available, this is a gift of data that can inform conversations among communities and elected officials.” said Pam Loeb, Principal at Edge Research.
The New Mexico survey provides insight into the educational opportunities available to children across New Mexico.
The New Mexico survey uncovered key findings, including:
Parental dissatisfaction is widespread: Only about a third of New Mexico parents say they are “very satisfied” with their child’s school. Nationally, 45 percent of parents reported high satisfaction. New Mexico was one of the lower-ranked states in terms of parental satisfaction.
Communication Gaps Between Schools and Parents: Only 29% of New Mexico parents report feeling extremely confident in understanding their child’s academic progress ranking New Mexico second to last in the nation.
Misperceptions about Student Achievement: 41% of New Mexico parents believe their child is above grade level in reading, yet state assessments show only 39% of students are reading at grade level.
Afterschool Programs Show Promise: New Mexico ranks 22nd nationally in student participation in supervised afterschool programs, surpassing 28 other states. This success is likely attributed to increased state investments through the Extended Learning Time Program, which may have boosted overall participation rates.
“This survey amplifies the voices of New Mexico parents,” said Amanda Aragon, Executive Director of NewMexicoKidsCAN. “The results reveal significant misperceptions about student performance, serious communication gaps between schools and parents, and widespread concerns about school satisfaction.
“It’s clear that many parents are not getting the information they need about their children’s academic progress. We must do more to close this communication gap and empower parents to be true partners in their child’s education.”
“With such a large sample size, we are able to dig into the findings by state and across a range of important audiences. By making the findings publicly available, this is a gift of data that can inform conversations among communities and elected officials.” said Pam Loeb, Principal at Edge Research.
In his classic 1967 article on rent-seeking (which does not actually use the term because it had not been coined at that time) Gordon Tullock explained that the cost of theft was not that one person’s property was taken by another. In fact, that transaction in isolation may increase welfare. The social costs were the reactions of those attempting to avoid theft and those refining their skills. Richard Posner extended the analysis when he wrote about the costs of monopoly. Again, it was not that some became richer at the expense of others but that enormous sums were invested in bringing about the redistribution. In neither case do the rent seeking, social-cost-producing efforts create new wealth.
Still, in the case of Tullock and Posner the social costs were at least about something. There was a “there” there in the form of a chunk of wealth to bicker over. But now we come to law professors and law schools.
Law professor efforts to self-promote have exploded. Included are repeated visits to the Dean asking for one thing or another, resume padding, massive mailings of reprints, posting SSRN download rankings, or, even better, emailing 200 friends asking them to download a recently posted article, churning out small symposia articles because deans often want to see lines on resumes as opposed to substance, playing the law review placement game, and just plain old smoozing ranging from name dropping to butt kissing. Very little of this seems designed to produce new wealth. If fact, think of the actual welfare-producing activities that could be undertaken with the same levels of energy — smaller classes, more sections of needed courses, possibly even research into areas that are risky in terms of self promotion but could pay off big if something new or insightful were discovered or said. But this is the part that puzzles me. Whether the thief in Tullock’s case or monopolist in Posner’s, the prize is clear. What is the prize for law professors? Are these social costs expended to acquire rents that really do not exist or are only imagined? What are the rents law professors seek?
Law schools make the professors look like small potatoes when it comes to social costs. Aside from hiring their own graduates to up the employment level, they all employ squads of people whose jobs are to create social costs (of course, most lawyers do the same thing), produce huge glossy magazines that go straight to the trash, weasel around with who is a first year student as opposed to a transfer student or a part time student, select students with an eye to increasing one rating or another, and obsess over which stone is yet unturned in an effort to move up a notch. I don’t need to go through the whole list but the point is that there is no production — nothing socially beneficial happens. That’s fine. The same is true of Tullock’s thief and Posner’s monopolist. But again, and here is the rub. What is the rent the law schools seek? Where is the pie that they are less interested in making bigger than in just assuring they get the biggest slice possible? What is it made of?
At least thieves and monopolists fight over something that exists. And they often internalize the cost of that effort. Law professors and law schools, on the other hand, may be worse. They do not know what the prize actually is; they just know they should want more; and the costs are internalized by others.
Actually I cannot give you the rankings other than to say it would look nothing like the elitist, manipulation-prone ranking of US News. These are, however, the factors that would go into a true ranking of law schools.
1. Percentage of class with less than 160 LSAT score. Why? Dolts can and do teach students with over 160 scores. That does not take any real teaching ability. Those students will get it. Teaching them is like teaching native German speakers how to speak German.
2. Percentage of students with below 160 who pass the bar. This is the real measure of teaching effectiveness because those students may actually need teaching expertise.
3. Number of citations by courts of scholarly works per faculty member. In a prior study a colleague and I demonstrated that citations by other law professors are irrelevant. They generally do not rely on anything but factual assertions and rarely engage the thoughts of the works they cite. Let’s face it. If courts do not cite your work, you are wasting your time and writing for a very small and irrelevant audience.
4. Percentage of students who are first in family college graduates. These people are likely to have a different perspective on virtually everything than the entitled ones, Want to have lively class discussion? Admit these people.
5. Percentage of faculty who did not graduate from top 15 law schools. Quite honestly, in 42 years of law teaching, the most poorly educated and laziest people I have met came from elite undergraduate and law schools. I could name names but that would take 5 blogs. They are the grade grubbers who focused on one thing — what is on the test. Want some diversity away from the same old name dropping dolts, expand your hiring horizons.
6. Number of African-American faculty. I know there are all kinds of minorities these days but none come close to this group in terms of having been kicked around, discriminated against, and pushed aside. Want you students to be more well rounded, better able to interact with diverse clients, then hire these people.
7. Percentage of financial aid distributed on the basis of need. Yes, this is different from the School were I taught which engaged in a bidding war for high LSATs.
8. Percentage of graduates who opt for public interest employment. Hopefully, 3 years of exposure to law school and the way law is consistently applied to favor the haves would encourage some students to, at least for some period of time, do the right thing.
