应对人口变动的招生策略：从数据到实践
Enrollment Strategies for a Changing Demographic Landscape
2021年，正值疫情期间，我踏上了一段变革之旅。彼时，我上任泰国曼谷KIS国际学校招生与市场总监，希望建立起卓越体验、提高效率并引入创新，我加入了一个充满干劲的团队，虽然大家都很投入，但仍然面临着手动管理数据的困境。在整体评估校园和曼谷大都市区后，我决定着手改进我们的系统、流程和体验。最终，我们推出了一个强大的招生数据仪表盘，它不仅简化了操作流程，还为我们提供了关于人口变化和申请人需求变化的深入洞察。我开玩笑说，这个仪表盘就像我的“第三个孩子”，因为我对最终呈现的效果非常满意，另外，正如孩子一样，它也在不断地成长。
In 2021, mid-pandemic, I embarked on a transformative journey as the Director of Admissions and Marketing at KIS International School in Bangkok, Thailand. Armed with enthusiasm, a vision for delivering a standout user experience, and a desire to deliver efficiency and innovation, I encountered a team dedicated to their tasks but grappling with the challenges of manual data management. After evaluating the local landscape both on campus and in the greater Bangkok Metropolitan Area, I journeyed to improve our systems, processes and experience. One outcome was the birth of a powerful admissions dashboard that not only streamlined operations but also provided invaluable insights into shifting demographics and evolving applicant needs. I joke that this dashboard is my third born because I am so pleased with the final product, and much like children, it continues to evolve with time.
重塑数据管理：从混乱到清晰
Revamping Data Management: From Chaos to Clarity
刚来学校，我们用的是一个固守传统且效率低下的系统。尽管团队一直在使用在线软件，但由于手动数据分类和归档中的人为错误，他们的细致工作常常未能得到有效体现。在意识到变革的迫切需求后，我们重新评估了工作流程，并着手清理近十年的错误分类数据。此外，我们还开展了员工技能提升培训，与我们的招生软件合作伙伴OpenApply召开了多次会议，帮助团队学习借鉴全球其他学校的最佳实践，提升工作效率。
Upon arriving, I encountered a system entrenched in tradition but plagued by inefficiencies. Although the team had been using online software for many years, their meticulousness was overshadowed by the human errors inherent in manual data categorization and archiving. Recognizing the critical need for change, we reevaluated our workflows and embarked on a mission to clean nearly 10 years of miscategorized data. Additionally, upskilling and training were implemented as well as holding countless meetings with our admissions software partners OpenApply to help a dedicated team learn about best practices from schools around the world.
招生流程自动化：提升效率，赋能发展
Automating the Enrollment Funnel: Empowering Efficiency
在为更高效的流程奠定基础后，我与市场主管——一位经验丰富的数字营销专家——紧密合作，开发了一个招生仪表盘。这个具有变革意义的工具实现了招生流程的自动化管理，将团队从繁琐的手动数据处理和不准确的报告中解放出来。
With the foundation laid for a more streamlined process, I worked closely with our marketing supervisor, who is an experienced digital marketer, to develop an admissions dashboard. This transformative tool has automated the delivery of the enrollment funnel, liberating the team from laborious manual data crunching and inaccurate reporting.
现在，凭借实时数据，招生委员会能够轻松地做出明智决策。
Now armed with real-time data, the admissions committee is empowered to make informed decisions with unprecedented ease and precision.
实施这些变革，以及在全校范围内开展一系列以留存为目标的活动后，我们成功将流失率从2021年的12.6%降至2022年的6.3%，同时招生人数超出目标，实现了12%的增长。
Implementing these changes, along with many school-wide retention initiatives, led to a reduction in attrition from 12.6% in 2021 to 6.3% in 2022, all while also exceeding enrollment goals with 12% growth.
洞察人口变化，驱动行动
Understanding Shifting Demographics: Insights Driving Action
招生仪表盘的实施不仅大幅提升了运营效率，还揭示了后疫情时代的人口变化趋势。我们发现，亚洲外籍申请者人数显著增加，而西方外籍申请者对学校的兴趣有所下降。凭借这些数据和洞察，我们能够主动应对社区需求的变化，并将相关信息及时传达给各部门负责人、校长及董事会。
The implementation of the admissions dashboard not only revolutionized operational efficiency but also shed light on post-Covid demographic shifts. With a marked increase in Asian expat applicants and a decline in Western expat interest, we were armed with the data and insights to proactively address the evolving needs of the community. division heads, head of school, and the Board.
此外，随着学生家庭需求持续变化以及员工技能要求不断调整，人力资源管理也发生了相应变化。我们开始寻找那些能够满足学校、学生和家庭不断变化需求的候选人，比如能提供额外语言支持、招聘中文母语者、以及增强社会情感支持等。
Additionally, evolving needs and preferred skills in staffing requirements shifted human resource practices to find candidates whose experience and qualifications support the changing needs of the school, students, and families, like additional language support, native Chinese speakers, and more social-emotional support, to name a few.
KIS国际学校的成功践行证明了创新和数据驱动决策在应对现代教育复杂性中的强大力量。随着学校在不断变化的环境中持续适应与发展，有一件事始终不变，那就是不断追求学术卓越，帮助学生实现成功。
The success story of KIS International School is a testament to the power of innovation and data-driven decision-making in navigating the complexities of modern education. As the school continues to adapt and thrive in an ever-changing landscape, one thing remains constant; the unwavering commitment to academic excellence and student success.
