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You and I expect to be able to comparison shop for everything we buy. When we search for an item on Amazon, the website presents us with other options. We can read reviews by other purchasers. Together with our understanding of value and price point, these factors help us make the decisions that drive our purchase. So, why can't we do the same with private schools? Why isn't there some way of ranking schools? Wouldn't rankings make our task of selecting the right private school for our child a lot easier?

For starters, choosing a private school is not like buying a set of towels or sheets online. We have confidence in buying towels and sheets online from a trusted vendor using a secure credit card because we know what we are buying. Choosing a private school is much more complicated. Why? Because in the first place it is a major decision. We won't be able to return it and get our money back if we don't like it, which is what we do when we buy merchandise, which turns out to be unsatisfactory. And the amount of money involved in the transaction is significant. Furthermore, we are talking about a decision which will have a serious impact on our child and us for several years.

This brief video lays out the process for you.

Major decisions have many more factors and variables involved than

How to Avoid Summer Brain Drain

The summer “Brain Drain”, also known as the “Summer Slide,” is a term commonly used by educators and parents alike to describe the learning loss that takes place for many students during summer months.

Brain Drain occurs when the extended break from structured learning and scheduled academic work makes the mind lazy and makes it easier to forget material that has already been learned. It is a major concern for American legislators, educators, and parents alike. We’ve paneled some of the top experts in education to get the best advice for parents to help kids avoid summer Brain Drain. From CEO’s to Technologists to PhD’s and more, we’ve got the expert advice to help kids of all ages stay sharp all year long.

1. “We’re always learnings, but what are we learning?”

First thing’s first: take time to get to know your child’s interests. Dr. Alice Wilder, Chief Content Officer at , is a huge proponent of tapping into children’s interests to maximize their learning potential. Dr. Alice is a leader in children’s media and research, with senior production roles on landmark franchises and programs like Blue’s Clues, Super Why!, Speakaboos, and Amazon Kids (to name just a few of her many projects and accomplishments).

Dr. Alice says parents should allow their child to be bored at times to uncover their interests. “See what they come

In the first article in this series, Marketing the Small �������� School: The First Steps, we looked at the resources available for marketing the small private school. The assumption which we made in that article was that your school probably couldn't afford a full-time marketing professional. Instead, you would assign an existing member of your staff the additional responsibility of handling your marketing. That assumption still stands for purposes of this article. Now we will look at how to use the various resources and tools at our disposal.

The best strategy for successful marketing is to control your message. That means that you have to know who you are speaking to and through what means you can best communicate with them. Let's use the proven journalist's approach to understanding our communications strategy.

• Who are we trying to reach?
• Why are we trying to reach them?
• What are we trying to communicate?
• How can we reach them most effectively?
• When should we communicate our message?

This structured approach ensures that your message will be unified and on message as it progresses from your keyboard to the recipients. Let's look at examples of how we can reach each segment of our school community. My suggestions are merely suggestions designed to get you thinking in a structured manner. Adapt my suggestions to suit your particular requirements.

Communicating with your community

Let's start at the top.

Who are we trying to reach? Everybody in our community as well as everybody outside it.

Why are we

Many years ago, I had no clue what a private school was, much less how to get into one. I can remember one of my public school classmates announcing that he would be attending a private school beginning the next academic year. Indeed, about three of my classmates went to what is still a prestigious old Montreal private school, . I also had a few friends who had transferred in from a boarding school in the Eastern Townships. As I learned a little later, they had been asked to leave the school. In any case, I am trying to make the point that you are not the only person who isn't sure how private schools work, how to get your child in, and so on.

So, let's keep this really simple. You won't get too stressed. You might find it enjoyable to find the right private school for your child.

Find!

The first step in the process is to find schools that you can explore and investigate as part of your personal due diligence. Sending your child to private school is a major commitment both financially and in terms of your investment of your personal time and energy as a parent. So it is important that we get it right.

Fortunately for us, every private school has a website. Look for a statement of the school's philosophy about educating young people. Does it match yours? If so, add it to your