The sky is falling.
I attended a meeting of Communications Directors in Massachusetts this morning. Here's what they look like:
It turns out the future of independent schools is bleak unless we act now to launch a huge marketing campaign. A big study proves only 33% of the American population has a clue what "independent school" means. And those folks think that independent schools are bastions of conservative elitism. Now, where do people get THAT idea? The meeting was held in a building called "The Castle" on a sprawling campus with impeccable landscaping... When I told one of my peers that we have junked the annual report and tabloids in favor of spontaneous, customized webpages, she developed a pronounced tic. I left early. When I got back to PA, I was greeted by these handsome attention-seekers.
