The name change was driven by a number of factors, chief among them the desire to reflect the association's mission and focus on enrollment management. "It was time to change our name, as it no longer represented our brand as a member-driven nonprofit association that helps independent schools with their enrollment needs," explains Heather Hoerle, The Association's executive director. "At The Enrollment Management Association, we believe that the admission practices of the past will not sustain the independent schools of the future. Every day, we serve enrollment leaders through the best science, research, and training. Because when great schools enroll great students, everything is possible."
The Association was founded in 1957 when admission directors from nine independent schools came together to discuss the need for a standardized admission test. From these meetings, the SSAT (Secondary School Admission Test) was born. The schools formed an organization (SSATB) to oversee the test and also to support both one another and the independent school community at large. Over time, the organization evolved as a comprehensive member services organization representing more than 1,000 independent schools.
"This is more than just a name change; it's an evolution of our brand, reinforcing our commitment to members and to delivering an array of enrollment management tools and training," continues Hoerle." Our new tagline tells that story: "Yield Your Best" signals the dual meaning and dual benefits our partnership with members provides: achieving their professional best while also advancing their institutions. We are committed to informing smart and strategic enrollment practices that independent schools will need to thrive in future years."
The new website for The Enrollment Management Association also launched on August 1 under the URL enrollment.org.
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