A practical approach to aligning marketing and admissions data to demonstrate impact to leadership and boards. Independent schools are under increasing pressure to demonstrate the impact of their marketing efforts, especially to boards and leadership teams focused on enrollment outcomes. But most schools are still measuring success using incomplete or misleading data. In today’s enrollment environment, families engage with schools across multiple channels over time. The journey is complex, non-linear, and often invisible in traditional reporting. As a result, schools are left trying to explain results with fragmented data...or worse, “vibes.” This session will provide a practical framework for: -Understanding how families actually discover and evaluate schools today -Aligning marketing and admissions to capture the full enrollment story -Building a measurement system that tracks meaningful touchpoints -Translating marketing performance into language that boards and leadership understand Through real-world examples, including a case study of Oak Knoll School, attendees will learn how to move from guesswork to clarity and confidently communicate what’s driving enrollment at their school.