Another focus of our alternative strategy is to increase the quality of newspaper advertisements. As indicated above, poor advertisement has had a negative effect on student enrollment at FDS. First of all, Fieldstone Day School should publish advertisements with reputable newspaper companies with large circulation such as Globe and Mail and Toronto Star. Outstanding FDS student academic statistics, for example, should form a part of these newspaper advertisements, in addition to promotional advertisements. The purpose of this strategy is also to improve awareness and close the gap between school capacity and actual enrollment.
Of course this would require investing a considerable amount of money in order to make the most of these advertisements. In Toronto, the cost of Toronto Star newspaper advertisements is around $5,800 per year for a black and white general advertisement that is 1/6th of a page in size. For a similar size advertisement in Globe and Mail’s life section the cost will be around $7,400 per year. Thus the total cost of newspaper advertisement for the year would be approximately $13,200 every year for just two newspapers which are circulated once per week with Saturday delivery.
In order to close the gap the school population will need to be increased by 145 students. Since the circulation of Toronto Star and the Globe and Mail newspapers are very high at 693,038 and 299,329 readers respectively, this strategy will prove successful in accomplishing this objective. International Student Recruitment Another recommendation is that Fieldstone Day School should focus more on recruiting international students. This can be done by establishing agencies in target countries such as China, South Korea and Vietnam to recruit students exclusively for FDS.
In order for this type of recruitment to work effectively and be successful for FDS the school will need to send a representative to the target countries to keep a close watch on these agencies. The representatives could be hired for only four months each year, from May to August, since the summer is most important season for recruiting international students. The representatives can conduct seminars in the target countries to further develop awareness of the school among potential students and their parents, about the programs, facilities and educational services it provides.
During these seminars the representatives can clarify concerns and answer questions to give potential candidates a better understanding of the school. FDS will of course have to cover the costs of accommodation for the representative in the target countries and an extra $50 per day during the four-month period. On the part of the agencies, their commission could be increased from 5 percent to 10 percent of the tuition. The agencies would thus receive $1500 for every student they recruit, doubling the amount FDS was paying before.