Day 1: Tuesday, May 7

11:00 – 11:50 AM ET

Opening Plenary

Speaker: Michael Lavery, Brand and Reputation

“There can be no truth without controversy, there can be no change without freedom” (Andrew Young): navigating polarizing issues for our schools.

Deciding when to speak up – and managing the competing and conflicting interests of students, staff, stakeholders, and supporters – can be a real challenge for school leaders and advancement professionals. This session unpacks the issues, proposes the considerations and criteria, and offers step-by-step navigation.

Noon – 12:50 PM ET

Elective Sessions (choose one to attend live and catch the other on-demand later):

The Ride to Independent Schools

Speakers: Jim Daughdrill, National Director of Membership & Business Development, Enrollment Marketing Association and Mark Copestake, Senior Director of Professional Development, Enrollment Marketing Association

In this session The Enrollment Management Association (EMA) will present findings from the 2023-2024 edition of their member-exclusive The Ride to Independent Schools report offering valuable insights into the behaviors and opinions of families applying to independent schools. Over 3,000 individuals from a total of 82 countries responded to the most recent survey administration in summer 2023. 

When your MISSION is your MESSAGE: Leveraging Your School's Core Values for Strategic Impact

Speaker: Janice Crampton, Executive Director and CEO, Association of Independent School Admission Professionals

Join the Association of Independent School Admission and Enrollment Professionals Executive Director, Janice Crampton as she demonstrates how to transform your school's mission and vision statements into a powerful marketing tool and operational framework for enrollment success. The mission statement is often considered a school's heart and soul, embodying its core values, beliefs, and educational philosophy. However, many institutions need help translating this valuable document effectively into actionable strategies that drive enrollment, enhance brand reputation, and foster community engagement. We will examine and share practical insights and proven strategies for harnessing the power of your school's mission.

1:00 – 1:50 PM ET

Elective Sessions (choose one to attend live and catch the other on-demand later):

Strategic Storytelling

Speaker: Seth Barker, Associate Director of Communications, Aiglon College

Storytelling is a critical skill to connecting our key stakeholders to our schools. This session will walk through how Aiglon College has strategically used story to enhance our brand and our community connections.

Reading Between the Lines: Communications from an Identity Lens

Speaker: Jan Abernathy, Chief Communications Officer, The Browning School

As our school communities become more diverse across an increasing array of dimensions including race, economic status, religion, gender, or political affiliation, a "one size fits all" approach to talking to our families is no longer persuasive or engaging. Learn ways to expand your thinking so that you can look at your communications with a different lens—no matter what your own identity.

2:00 – 2:50 PM ET

Elective Sessions (choose one to attend live and catch the other on-demand later):

Data Mosaic: Crafting a Marketing Strategy with Overlapping Data

Speaker: Dana Nelson-Isaacs, Founder and Principal, DNI Consulting

In today's landscape, strategic marketing is paramount to identify and engage prospective students who align with your institution's values and culture. Leveraging surveys and demographic and psychographic data provides a powerful edge in this process. Throughout the session, we will share concrete examples, illustrating how an understanding of this data results in more focused and effective marketing strategies. We will discuss tips for effective surveys and focus groups, how to use demographic data for planning and recruitment strategy, and where psychographics fit into the picture. You will understand the impact of segmented and targeted recruitment and be able to identify immediate action items. 

The Art of Asking

Speaker: Kyle Aldous, Executive Director of Communication, Singapore American School

The quality of your answers depends on the quality of your questions! In this session, we're going to talk about why "asking" should be at the top of your list of skills to hone in 2024 and how to become an artful asker. We'll also look at a number of stories straight out of SAS to highlight the good, the bad, and the ugly of what happens when we ask well—or not at all.

Day 2: Wednesday, May 8

11:00 – 11:50 AM ET

Elective Sessions (choose one to attend live and catch the other on-demand later):



How Your Alumni See Your School and Why It Matters

Speaker: Mira Katbamna, Director, YBM

What impression are your communications leaving on your alumni? Do they sync up with the personality and story they have about their alma mater? Learn how to get the real impression of your school from your alumni and use it to transform your outreach.

How to Think About KPIs for Schools

Speaker: Gustavo Segui, Executive Director of Marketing and Advancement, International School of Curitiba

Key performance indicators (KPIs) have the power to inform your school’s marketing strategy... but what should you be tracking? Let’s explore how do select and track meaningful KPIs and think differently about our data.

 

12:00 – 12:50 PM ET

Elective Sessions (choose one to attend live and catch the other on-demand later):



Building an Integrated, Multi-Channel Yield Campaign

Speaker: Scott Johnson, Director of Marketing and Communications, Culver Academies

Using student takeovers on social media as the primary engagement tool, Culver Academies took a thoughtful and intentional approach to increasing admitted student yield. Weekly themes derived from a recent branding /messaging refresh were personified via Instagram takeovers by students who exemplified those themes. This effort, combined with pertinent web stories and handwritten cards from teachers, coaches, and current students helped increase yield rate by more than 10% in two years.

How to Leverage LinkedIn as an Enrollment Tool

Speaker: Matt Soule, Director of Marketing and Communication, Chapel Hill-Chauncey Hall and Angie Ward, Enroll Media Group

Gone are the days when LinkedIn was for job seekers! LinkedIn is the most trusted social media platform and provides a great platform for schools to connect meaningfully with donors, educators, and parents, in order to build their brand and achieve an array of marketing goals. From fundraising and admissions events to fostering a community for alumni, there are a number of ways schools are leveraging LinkedIn today. We'll dive into the top things independent schools need to be doing (and not doing!) on LinkedIn, review LinkedIn Ads capabilities, share case studies, and have a robust Q&A. Bring your LinkedIn questions and join us for this hands-on look at what's happening on the world's largest professional social media network!

 

1:00 – 1:50 PM ET

Elective Sessions (choose one to attend live and catch the other on-demand later):

Daunted by Data

Speaker: Katy Steventon, Director of the Rugbeian Community, Rugby School

Unlock the power of data-driven marketing in this talk, where Katy will reveal simple and cost-effective methods to supercharge decision-making. Discover how harnessing data can be not only efficient but also budget-friendly, saving you valuable time and resources. From leveraging free analytics tools to demystifying key metrics, this session will empower you to make informed choices that resonate with your audience. We’ll talk about the transformative potential of data, turning it into a strategic ally that not only enhances your marketing efforts but also boosts your ROI.

Breaking the “Whac-A-Mole” Cycle: Proactive Communication Strategies for when You’re Feeling Perpetually Reactive

Speaker: Lisa Leidy, Agency Principal, Square Spot Design 

Working in boarding school communications and marketing can leave many of us feeling stuck in a perpetual game of Whac-A-Mole. Despite best efforts, the task of communicating the unique benefit of a boarding school experience to prospective families while simultaneously compelling donors, engaging alums, informing parents, and occasionally driving a van of students to an off-campus adventure sets us up to be reactive instead of proactive. So, how do we break the cycle of “putting out fires” with a limited communication staff and/or financial resources? The answer is that we leverage our communications to create impact across audiences and mediums.  

2:00 PM – 2:50 PM ET

The Conversation You Need to Have with Your School Leadership

Speaker: Terry Flannery, Executive Vice President & Chief Operating Officer, CASE