by Mark H. Sklarow, Executive Director, IECA

Yesterday, I was able to spend several hours in Los Angeles with some of IECA’s local members. In all, 27 members took part in our gathering—a wonderful number by any standard, but almost remarkable in the short notice we provided. More remarkable still is that they gathered not to hear an expert on educational testing or a panel of admission directors, but rather to hear me talk about the state of the educational consulting profession, trends as I see them, and then to share their questions, thoughts, and hopes for the field and the association.

Most in the room were surprised to learn of two major, critical studies announced in the last year that readers of this blog may recall: a major survey demonstrated that 26% of high achieving students use educational consultants in their college search; and the second was the recently released study by Harvard on what they called the “aspiring profession” of educational consulting that identified IECA’s leadership over and over again. That so few of our members knew of these studies (let alone their potential significance) was a reminder that we must rely on traditional forms of communication as well as new media.

More importantly was the genuine enthusiasm in the room about the importance of these studies and ideas for ensuring that the college community understands the significant and important role IECA plays. Many seemed ready to assist in our outreach efforts.

Of course we also discussed the ups and downs of boarding school and therapeutic program advising and how the economic downturn has had a major impact, particularly on the latter. I shared my view that the days when nearly 100% of students in special needs programs came from IECA client referrals were likely gone but, like boarding schools, programs will discover that consultant referrals may be the difference between a program being 2/3 full or completely full (perhaps the difference between a program closing its doors, or not). More significantly, many programs freely admit that the students sent by consultants (as opposed to the Web) are a better match for their program.

I was rightly asked if we made any changes to the conference program based on the survey of consultants and program reps. When I mentioned many of the changes were implemented (we accepted all recommendations but one), there was genuine satisfaction that IECA was responding to attendees. I also noted one frustration from members that we’d like to help change. In recent years special needs programs have been sending MARKETING representatives to conferences. Overwhelmingly IECA members tell us they want counselors and therapists to attend, rather than marketers.

I was asked about the movie “In 500 Words.” We not only plan to show the film at our Fall Conference, but the creators will actually be on site to lead a discussion. Over 200 registrants have already signed up to watch the movie and discuss! We were asked to look into the possibility of co-branding with the producers to gain rights to the film and workbook so members could use these with clients.

There were a number of questions about education and training, and using new technologies like webinars to bring education to members.

What struck me the most was the genuine excitement in the room about joining together (and the genuine regret from dozens more local members who were not available). I found it a bit sad that we needed name tags, until I realized that new members and growing numbers are signs of a healthy, growing organization (despite our east coast beginning, IECA now has more members in California than any other state!). Attendees excitedly discussed establishing a couple of regional IECA groups: one for Los Angeles, the other for Orange County. As I listened to discussions, ideas, and planning, I realized the tremendous power that comes from members joining together, acting together, comparing notes and ideas. It is this collaboration that makes IECA so strong, and their work with families so successful and rewarding.

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by Mark Sklarow, IECA Executive Director

A new study, part of the GoodWork Project Report Series from the Harvard Graduate School of Education, cast an eye to ‘the commercialization of the college application process and the rise of the for-profit educational consultant.’  The report, authored by Alexis Brooke Redding, was released late last week.  Redding sought to discover the impact of the growing field of educational consulting and what is being done to regulate and promote “good work” in the field.

Redding first documented the rise—and reasons behind it—of the use of independent educational consultants (IECs), noting the increased level of frenzy seen in college admissions today, the shift to aggressive marketing techniques among colleges and subsequent ‘consumerist view’ in admissions offices of the process, as well as the growing student-to-counselor ratios in school districts across the United States. Additionally, the report notes that with the process for applying to college changing so dramatically over the last 20 years, even parents who attended colleges feel ill-equipped to advise their children today.

Along with growth, the report examines the role IECs play in the process. It quotes Tim Lee, stating that the field of educational consulting, led by IECA, is focused on helping students find the “best fit” schools.  This underscores my belief that it was IECA members who first introduced “good match or fit” into the college admission vernacular. The author concurs that the role of IECs is to use “their ability to draw upon their broad base of knowledge to help students explore the range of options.” Notes Redding, there is a “professional mantra that the goal is for a counselor to use his or her expertise to facilitate the process so that the student can get into schools based on merit and fit.”

The author cites evidence of the growth in consultant use and cites independent research that today “22% of all freshmen at private, four-year colleges [in 2006] have used IECs.”  This enforces the results of other independent research this past year that found that 26% of high achieving seniors used an educational consultant in their college search or application process. Redding concludes that “IECs are becoming an integral part of the revised admissions process.”

The author notes that the field needs three bases in order to gain recognition as a true profession: knowledge, skill and an underlying ethical framework.  She raises a concern about those who do not attain the knowledge or adhere to such published ethical guidelines.  She also raises red flags about those not choosing to join professional organizations that both examine qualifications, provide education and training, and require adherence to ethical precepts.  In this regard, the report cites IECA frequently, noting our Standards of Excellence as well as our Principles of Good Practice.  More than just ethics, competence and experience are noted:

“The standards for acceptance into NACAC and IECA highlight the importance of experience and expertise.  For example, in order to become a Professional Member of IECA, one has to have a master’s degree in a related field, 3+ years of experience, a record of service to more than 50 students, a minimum of 50 campus visits, and three professional references.”  The report indicates that parents have a responsibility to ensure that the consultant they use rises to this level of knowledge and ethical behavior and suggests such requirements be demanded of all practitioners.

Other professionals in the field also saw our leadership.  The report quotes Dr. William Fitzsimmons, Dean of Admissions at Harvard: “the field is ‘a little bit like the Wild West’ in which IECA ‘is doing the best it can’ to deal with the ‘set of cottage industries that have developed.’”  He also saw that “in some cases, the use of an independent is highly appropriate.”

The report also praised IECA by noting my own statement that IECA is committed to serving all students, whether they can afford consultants or not. Says Redding “A visit to the IECA website supports his [Sklarow's] statement.  They have a link for parents and students with downloads…” Moreover she notes IECA “publications highlight the importance of professional memberships, experience, and transparency in pricing… By following these guidelines, families would have excellent resources to aid them in finding a qualified counselor and would be better able to protect themselves from being taken advantage of by unscrupulous practitioners.” Finally she notes “IECA members have been vetted during the membership application process, thus assuring that they have met their standards.”

When one interviewee was asked about the benefits of her professional affiliations she noted: “assurance to clients that we follow the principles of good practice for both NACAC and IECA; constant professional development; networking opportunities with my colleagues; opportunities to both attend and participate in conferences…”  In this regard, the report qutoes me saying “ANYONE can PROMISE that they work ethically.  By joining [IECA] you say to the public: I’m being watched: if I violate those ethical guidelines, someone will step in and act… That’s how you know that I am honest, competent, and well qualified.”  David Hawkins, Vice President of NACAC noted, “only members of either of our organizations [NACAC and IECA] are subject to our rules.

Bottom Line:  The author calls independent educational consulting an “aspiring profession.”  While extolling the work that IECA has done to advance the field, it is clear that she believes that today only those who choose to professionally affiliate have agreed to be ‘vetted’ and be held to high ethical standards.  The field will achieve greater status when the vast majority of those practicing agree to meet these or similar standards.

This report mirrors the view endorsed by the IECA executive board that IECA must grow to represent the vast majority of those qualified, ethical consultants in the field.  As I have said before, just as every good doctor believes he or she must join the AMA and every ethical lawyer must join the American Bar Association, so too should every qualified, ethical consultant join IECA.  As I read it, the report affirms this mission.

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by Mark Sklarow, IECA Executive Director

The Executive Committee of the IECA Board of Directors met Monday and Tuesday this week to examine current issues and ensure the Association’s future is on track, incorporating member feedback and planning for upcoming meetings of the Board of Directors.  While the officers examined numerous topics (e.g., conference changes, affinity groups, ethics, and relationships with affiliated organizations) most discussions led back to three central themes of communication, education, and IECA’s role as the preeminent organization for educational advising in the world.

Given that IECA is the leading professional association for educational consultants, the Executive Committee emphasized a three-year goal of membership growth to include the vast majority of all competent, ethical, knowledgeable, qualified consultants.  The effort revolves around the simple belief that just as the nation’s leading doctors join the AMA and leading psychologists join the APA, the nation’s (and world’s) leading educational consultants should be members of IECA. The result, while ensuring some growth, will guarantee greater awareness by the general public, general acceptance by admission directors, and partnership with leading educational organizations.

Such an effort will challenge IECA to act decisively to ensure effective communication.  This includes communication among our members, communication between the association’s national staff and the membership, as well as communication between our members and the admission and broader educational communities.

IECA has made a commitment to maintain publishing: brochures, fliers, directory and Insights.  While other groups have abandoned ‘hard copies’ we believe such printed material gives us an unequaled presence.  At the same time, our web site is updated regularly and will continue to be renewed. When families search for an educational consultant, we are committed to ensuring that IECA emerges at the top of that search.   Our social media and new media efforts are well ahead of most other associations with thousands now connecting to us through Facebook, LinkedIn, our blog, the TalkList and other efforts.  Increasingly these new communication tools will connect members with each other and with the general public.

The growing importance of our committees, of affinity groups (like the two newest groups for consultants with small children and consultants in dual roles and the coming group for BestNotes users), and newly developing regional groups are all part of the emphasis on communication.  They are also an important part of education, the last piece of our trifecta.

Members in recent surveys have indicated a desire for more educational opportunities.  Having just completed our Summer Training Institute, I know that no organization anywhere does a better job of educating consultants.  Our training is unequaled.  Now we will be looking at new training opportunities, for those just starting out, as well as for those in the process of growing their practices or adding new specialties, as well as for those more senior and experienced members looking to keep up with new technologies and changes in the world of admissions and adolescents.  This is also likely to include a new, online ethics course that all new members of IECA will need to complete during the months following their acceptance to the organization.

A central aspect of IECA’s role is our deep belief that the profession–and students–are best served by our members’ commitment to sharing: through mentoring, presenting at conferences, teaching at the STI and other workshops and seminars.  Sharing is central to our mission.

The fundamental message of the Executive Committee’s work is that IECA intends to be the leader in the field by providing exceptional service and educational opportunities to our members, and by expanding awareness of the profession and recognition of IECA from coast-to-coast and increasingly, around the world.

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by Mark Sklarow, IECA Executive Director

In some ways the Summer Training Institute lasts far longer than the 4 days attendees spend in Swarthmore, PA.  First, in a practical sense, it could takes months just to read everything in their workshop binders.  Hundreds of articles, reproduced blogs, resource lists, sample contracts, intake forms, campus visit checklists and more make the binder a valuable resource for years. IECA education director Sue DePra put together an amazing textbook.

In addition, the attendees are able to start their journeys into the profession knowing they can rely on IECA for support.  Each can immediately link through this blog and the IECA facebook page.  As they seek Associate or Professional Membership they will discover the value IECA offers:  assigning mentors, joining campus tours, gaining discounts on everything from insurance to FedEx.  As a member they will discover the amazing opportunities, products and discounts offered by our partners including College Essay Organizer, Wintergreen Orchard House, Princeton Review, Kaplan, and more than 30 others.  Attending our national conferences in the fall and spring, reading Insights, and participating in LinkedIn discussions all will allow those who took part in this past week’s training to continue to learn and grow.

Yet above all there are the wonderful connections the participants made with each other.  Stretching from San Diego to Maine, and Vancouver to Miami, the STI Class of 2010 seems poised to keep these new relationships alive: visiting schools together, sharing expertise, providing business and counseling support and guidance.  Since 2003, we have seen the incredible value the summer training graduates find in remaining in touch, supporting each other, and raising up their classmates.  We at IECA look forward to their continued involvement.

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by Mark Sklarow, IECA Executive Director

The final afternoon of the 2010 Summer Training Institute was focused on a 3-hour session that was designed to bring together the information attendees gained throughout the week through the process of creating their own personal business plan.  Recognizing that most who enter the field of educational consulting do so with a passion for students and knowledge of counseling, attendees welcomed this final opportunity to examine the small business development aspect of starting a practice.

I shared the teaching for this unit with marketing guru and IECA member Lisa Bleich.  Among the exercises completed, attendees examined their personal reasons for entering the field and crafted mission statements, set goals and specific objectives and examined the external community traits that impact consulting.  Attendees examined the benefits of students using web-based, school-based or corporate-based advising in order to better understand the landscape.  Each completed a SWOT (Strengths, Weaknesses, Opportunities & Threats) analysis based on their 4 days of learning.

The business plan also had participants examine traditional and new media marketing techniques, start-up costs for establishing a practice as well as on-going expenses, particularly in the early years while a practice is being built.

While plans were hardly complete at the end of the exercise, the 93 attendees left with the basic components of a business plan in hand, along with a cohort of colleagues from across the country and around the world with whom they shared the institute.  Many anticipate continuing their learning at the upcoming IECA Fall Conference in Ohio.

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by Mark Sklarow, Executive Director, IECA

The very popular and well-respected IECA Summer Training Institute kicks off its 2010 program on the campus of Swarthmore College on Tuesday, July 27. The attendees themselves may demonstrate how the profession of educational consulting has changed over the last several years. They are a racially and culturally diverse group of nearly 90 participants, representing 25 states plus Puerto Rico, and five foreign countries. Within the U.S. they hail from Florida to Alaska, and California to Maine.

As they look ahead to careers in educational consulting, 91% see themselves in college advising, 24% in secondary school consulting, 19% working with teens with emotional and behavioral issues, and over 30% expect to be working in the area of learning disabilities. Simple math indicates that most attendees expect their consulting work to cover more than one specialty.

While decades ago most entering the field of consulting were either admission directors or school-based counselors, today those categories account for only about half of new consultants. Among STI attendees are lawyers, small businessmen, school headmasters, college professors, and high school teachers, as well as mental health and allied professionals, among many others. Another change: while in the past virtually everyone entering the field was on their third, fourth, or terminal career, in recent years STI attendees have ranged in age from twenty-somethings examining a first career, to those further along the continuum. Such diversity in attendees and their backgrounds has opened the field of consulting and provided our gatherings with all the benefits that come from a diverse population. It has also meant a growth in the diversity of students we serve as a profession, another wonderful bonus as we seek to become more reflective of the U.S. population as a whole.

We have made changes to the educational content of the institute’s offerings, as well. We now commit about four hours to fully cover the entrepreneurial needs of attendees, to fully understand the demands on establishing, promoting, and running a small business. A new full group session on understanding new media and social networking has also been added as well an elective on graduate school advising.

Joining the faculty are a number of guest presenters and panelists: Suzi Nam, director of admissions at Swarthmore College; Erin Finn, assistant VP for admissions at Drexel University; Richard Floyd, director of admission at Ursinus College; Joyce Latimer, director of admission at Auldern Academy; Barry Sysler, IECA member and financial aid expert; and Carolyn Mulligan, IECA member and expert on LD issues.

We’ll blog through the week so you will be able to follow the Summer Training Institute and the Independent Educational Consultants Association.

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by Mark H. Sklarow, Executive Director, IECA

June 30th marks the close of our Fiscal Year and IECA’s 34th serving as the principal voice of the profession of independent educational consulting. We entered the year committed to helping our members thrive, and exploring ways to strengthen the profession, promote the value of the work we do, and enhance the services offered by the Association to students, families, schools, and our member consultants. And while it was a difficult year for some, with many parts of the country suffering a deep economic recession, we have continued to move forward together.

Some of our progress occurred right here as we greatly expanded our efforts in electronic communication and social networking sites. This blog saw more than 200 original posts and over 150 comments. There are readers who come to our blog from our Web site, while others read it on Facebook, and well over 200 subscribers choose to receive it via e-mail. I have spoken to reporters as well as school and program heads, and college vice presidents that mention things they read on our blog. We have 300 followers on Twitter, more than 600 views on our Flickr photostream, 162 IECA members connecting on our LinkedIn group, and 900 fans (and growing) on Facebook. We have worked to assist members to master this new world of communication and will continue and even expand that effort in the coming year.

Of course all this attention to new media is meant to provide two key benefits: increased communication between and among IECA and its publics (consultants, school reps and the general public) but also to encourage more visits to the IECA Web site. In the past year the number of unique visitors increased 14%. More than 28,000 people searched the “find a consultant” feature of the Web site alone. Our goal to connect families to members is working and we intend to increase that effort in the coming year. A central core piece of our mission is to change the public’s sense of educational consulting from “what is a consultant?” to “I need a consultant, and I’ll only look to IECA as the assurance I need of competence.”

This past year we completed two member surveys: one that focused on the field of consulting to help us better understand where things stand, so we can better respond to future needs; and the second one that focused on educational needs of members to help guide our committees and shape future initiatives. A major development came from a survey that we did not conduct. An independent national study showed a far larger percentage of “high achieving students’ than anyone had ever imagined were working with educational consultants (26%). Such widespread use of consultants can have a major impact on the actions of college admission officers and IECA has been reaching out to them in unprecedented ways.

While a number of educational organizations saw membership decline this past year, IECA continued its moderate growth with a 5% increase in members. Our conferences in North Carolina and Toronto were extremely successful as local host committees (made up for the first time with school representatives as well as consultants) worked to raise the academic content (the new Master Classes and Point/Counterpoint sessions, for example), and we also introduced an active Conference Central that included a bookstore (and author book signings), networking cyber-lounge, and much more, designed to increase networking and sharing.

IECA’s signature training programs: the Summer Training Institute continues to ‘sell out’ as does the Transitioning to Private Practice Seminar which IECA runs in partnership with NACAC. The first ever certificate program in independent educational consulting is now being offered by U.C. Irvine in a program jointly designed and taught by the university and IECA and its members. We have been working more closely with our association colleagues at SSATB, NAIS, NATSAP, and more. We manned a booth for the first-time ever at LDA this past year and are committed to extending our efforts into the LD and therapeutic communities in the year ahead. Internally, our new Affinity groups have expanded to involve dozens of members in planning and leadership roles.

The Board of Directors, working with a new Long-Range Plan, found members articulating their priorities for the coming year: educate the public so they are more aware of the role of independent educational consulting, ensure that the public identifies IECA as the ‘gold standard’ of the profession, increase outreach to affiliated professional communities, emphasize ethics, and enhance education. These will form the basis of the work that the IECA office staff, Board, and volunteers will highlight for the Association’s coming 35th year.

The staff feels honored to work on behalf of our members and in promoting this important field. We are excited by what the coming years have in store.

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by Mark Sklarow, Executive Director, Independent Educational Consultants Association

At the IECA Conference in Toronto

Several times a year I receive letters addressed to the “INTERNATIONAL Educational Consultants Association.” Of course the ‘I’ in our name has stood for “INDEPENDENT” since 1976, and our membership has been overwhelmingly U.S.-based. In fact if I look back at directories a decade ago or more, our international listings were on a single page and comprised mainly of American consultants with second offices in Europe.

Today, as we prepare to open our first conference outside of the United States, our growing influence internationally is unmistakable. Looking at our professional and associate members, we have IECA affiliated consultants not only in North, Central, and South America, but in Europe, Asia, Middle East, and Africa as well.

We have a good representation of educational consultants based in Canada joining us, and conference sponsors include schools in Switzerland, as well as colleges, programs, and universities from the provinces of Ontario, Alberta, and British Columbia. When we announced plans to meet in Canada, some feared there wouldn’t be any members to form a local host committee, but in fact 18 Canadians joined in planning. Scores of schools, colleges, universities, and therapeutic institutions will be joining us from throughout Canada and the world, in addition to our partners in the States.

As those in the membership committee have learned, international applications to join IECA are up dramatically, with China leading the way, but applicants reaching us from every corner of the globe. In many countries, IECA, consulting, and the ethical guidelines we adhere to are all new concepts as agents receiving per-head finders fees was the norm. Today “good match” and “appropriate placements” are being introduced to concerned parents who are beginning to understand how an independent consultant can benefit them. In a bit of irony, we know the IECA name is already being recognized around the world as educational advisors in small cities across Asia race to add “IECA” to their corporate name, and we work to protect the best known and best respected “brand’ in the field.

Meeting in Toronto, while just an hour from the U.S. Border, is symbolic of IECA’s global reach and indicative of where our future lies.

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By Brian Fisher, AdmissionsQuest

Everyone on campus or in your office conveys messages and sells the school or your services. We all think we practice pretty good customer service. Do we?

Beth Black, Cherokee Creek Boys School, made the case for service in her presentation, “Everything I learned About Marketing, I Learned from a Mouse.”

In schools we assume our customer service is pretty good. But, in my school experiences, we never sat down and worked through constituent/customer service from beginning to end. What does it mean and what do we need to do make sure that we respond as well as possible in every situation?

Bluntly, we never had customer service philosophy or plan. We just assumed that everyone had good sense of customer service- responding to families in the best, most effective way.

Black took participants through the eye opening exercise of customer service from the customer’s perspective and the ways in which organizations can define and build systems and philosophies that keep the customer at the fore of every employee’s action.

The bottom line, “Quality service lives in the hearts and minds of the staff.”

Schools tend to become wrapped in their routines and daily events. Consultants with solo practices or small shops sometimes forget about a clean parking lot or warm entryway. We let our external connections slip.

Customer service basics weigh heavily in the equation; returning phone calls and returning e-mail matter more than ever.

The best anecdote of the meeting- the school maintenance man who greeted campus visitors and was equipped to provide an introduction to campus. The family- purposefully visiting this campus unannounced- appreciated the warm greeting. Their student enrolled.

Why customer service here and now? It’s a topic/concept that we often let slip in education. Education sells itself right? Not necessarily.

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By Brian Fisher, AdmissionsQuest

The first official morning just concluded. Formats and offerings have changed and that’s good.

I talked with Mark Sklarow from the periphery of the Speed Meeting sessions to get his take on the conference and the new approaches.

In a word, there’s more meat. The conference has tightened its focus on professional experiences and information. There’s still networking to be sure, but serious education and professional development are in the fore here in Charlotte. As Mark said, the conference priorities have shifted from “a little education with a lot of networking to a lot of education with a little networking.”

Mark found that schools and consultants were looking for more content- more return on their conference experience.

The pre and post conference workshops now book-end the conference with intense detailed presentations covering serious topics and current research.

Check back soon to see video conversation recorded at the Speed Meetings. We’ll work hard to post them as soon as we can (we recorded 17 so it may take a bit, but be patient).

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