What We Learn from a Day on Campus

Lately, we’ve been road warriors at 38 House. While our talented team cranks away on current projects, Eric and I have visited nearly 10 schools in the past month. Some were current clients and some were prospective clients. Others were schools we visited to learn, see friends and former colleagues, and share ideas.

Our most important work doesn’t happen behind a desk or on Zoom. It happens on campuses walking hallways, meeting with people, brainstorming ideas over lunch, and observing those in-between moments that define a school’s character.

The Anatomy of a Visit

Whenever we bring on a new client, we visit their campus for “discovery.” Depending on the work, this looks like a day of meetings with a range of constituents, observing classes, and if we can, attending an event like assembly or something similar. We design a range of questions to ask people and outside of the visit, we canvas the local area. We stop into coffee shops and local stores to gauge the perception of the school. 

Typically, I have a camera in my hand and I snap photos of interesting ideas or inspiring artwork. Further, we love to see administrators and teachers in their element—out in the hallways, in the classrooms, and engaging with students. We learn just as much in those moments about school culture as when we’re in a head of school’s office.

If a school isn’t a current client, our visits are less “intense” but are no different in our goals to learn and share knowledge.

Rabun Gap-Nacoochee School

​​What We’re Really Looking For

On our visits, we often look for alignment (or misalignment) between what the school says and what the school actually is. If a school prides itself on joy, but no one smiles during a tour, that matters. If “tradition” is a pillar, but no one can explain a beloved ritual or story, that tells us something. If the barista’s take on a school is wildly different from the school’s self perception, it puts up our antennas.

We always ask about what a school does better than anywhere else. We look for points of pride that the school may overlook. We observe how a school employs their branding and brand assets in the physical space of campus. We soak in the feel of a place.

Five Oaks Academy

Why We Invest in Seeing Schools

Getting to know a school and its people empowers us to do work that feels authentic, rooted in relationships, and it confirms to clients that we create something truly specific to them. Prospective families can sense templates and one-size-fits-all touch points. Even if they can’t express exactly what they didn’t like, they know they didn’t connect with a place.

The independent school world is highly competitive. In this environment, high polish isn’t enough on its own. That’s why we lean so heavily on our independent school backgrounds and knowledge—and why we continue to visit schools every chance we get.

If you’d like to meet and brainstorm or give us a tour of your school, shoot us a note at info@38house.com. We’d love to swing by.