This four-hour deep dive brings participants into the intersection of behavioral economics, strategic enrollment management, mission-aligned marketing and communications, and concierge enrollment at scale. Joining the authors of EMA’s 2025 groundbreaking special report, An Independent School Education: Family Perceptions of Value and Affordability, the session will be co-facilitated by two expert practitioners—an enrollment leader and a marketing and communications director—who are actively translating these findings into school-based strategy. Together, we will examine why what families say they value can diverge from the factors that actually drive inquiry, application, and enrollment decisions, and what schools can do differently when pricing pressure, family psychology, and market realities collide.

Grounded in both research and real-world practice, the session will feature a tangible school case study, help participants identify underutilized enrollment and marketing datasets already available in most schools, and provide actionable frameworks to strengthen messaging, tuition strategy, and leadership and governance conversations. Individuals are welcome, and teams from the same school will have dedicated opportunities to translate insights into actionable next steps for the year ahead.

Speakers:

• Ari Betof, Co-Founder & Partner, Mission & Data

• Sarah Enterline Roch, Research & Data Practice Lead, Mission & Data

• Randie Benedict, Associate Head of School for Enrollment Management, St. Anne's-Belfield School (VA)

• Lisa Ha, Chief Strategic Communications Officer,  St. Anne's-Belfield School (VA)