COVID-19 Creates International Admission Challenges

Schools with international students are facing many challenges because of the COVID-19 crisis, and these challenges may continue into the recruitment and admission seasons for the next year or two. Last Friday, I was honored to represent Wardlaw+Hartridge and make a presentation during the National Association for Independent Schools (NAIS) webinar titled Recruiting International Students During and Post COVID-19.

Admission directors from all over the country shared insights and answered questions on how to change international student recruitment and admission policies and marketing strategies, how to work with school leadership, and how schools should plan for the future during this unprecedented time. We discussed what schools are planning to do to recruit new international students and retain current students. 

My presentation focused on five main topics, which were broken down into some enlightening sub-discussions:

1. How will international student recruitment change post COVID-19? – Will we travel and if so, where and when? What kind of school events and visits do we envision? How does this pandemic affect recruiting homestay families, financial aid and working with agents?

2. Adjusting Admissions Policies post COVID-19 – pertaining to visa delays and denials, addendums to enrollment contracts, credits and refunds, and language testing and other application waivers.

3. Marketing to International Families post COVID-19 – includes -key messaging and working with small teams and budgets, and leveraging talented faculty and online teaching methods.

4. Projecting the Future with your Leadership Team – How many opening scenarios should we have? What do they look like? What are enrollment scenarios and financial implications?

5. Looking Ahead – Opportunities & Challenges – What have been the silver linings? What can we learn? What should we keep doing?

The NAIS recognizes that as we all work to manage the COVID-19 crisis at our schools, we are seeing more than ever the power of shared knowledge and support in our independent school community. Wardlaw+Hartridge is proud to be an active member of the NAIS network and I’m happy to share my experience with colleagues who are working hard to navigate these uncharted waters.