Private Schools Column

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A joint marketing effort for boarding schools has launched a recruitment service for its members called the Diversity Marketing Network.

Boarding Schools, a 245-member collaborative co-sponsored by the National Association of Independent Schools and the Secondary School Admission Test Board, will keep a database of people its member schools can consult for information on recruiting and retaining a diverse student population.

The network is made up of boarding-school admissions officers with marketing expertise in specific areas, such as Native American recruitment, higher-income minority families, international students, and recruitment of local minority students.

Milwaukee will be the site for a national conference for Catholic educators on "Collaborative Competition."

The conference, to be held Jan. 18-20, will focus on increasing enrollment through such cooperative efforts as marketing and advertising while maintaining the strong identities of individual schools.

Catholic high schools in Milwaukee have increased enrollment over the past year through a television and radio advertising campaign.

The conference is being sponsored by the National Catholic Educational Association and the Milwaukee Archdiocesan School Development Consortium. Archbishop Rembert Weakland of Milwaukee will address participants.

More information is available from Dan McKinley, executive director of the consortium, 3501 South Lake Drive, Milwaukee, Wis. 53201.

The Albuquerque Academy of Albuquerque, N.M., recently became the first private secondary school to go to the bond market on its own credit rating, according to J.P. Morgan Securities Inc., the broker that brought the school's bond issue to the rating agencies and to the market.

Proceeds from a $30-million bond issue will go to the college-preparatory school to fund science, library, and athletic facilities.

Educational Directions Inc., a consulting firm that publishes The Head's Letter, a newsletter for headmasters, recently launched The Trustee's Letter for members of independent schools' governing boards.

The first issue includes articles on planned giving, trustee recruitment, and effective governance.

The publication is being sent to more than 1,500 trustees and school heads in the first year.

For more information, contact Educational Directions, 111 Coggeshall Ave., Newport, R.I. 02840.--mw

Vol. 09, Issue 15

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