Often, in admission and marketing, we focus our time and resources on communicating our value proposition to parents and guardians. However, recent research has shown that students are playing a larger role in choosing their school. These new deciders are looking for instant access to information, personalization, and youth empowerment. Are your marketing and admission teams ready to adapt to meet these expectations? During this session, you will hear from two schools and their admission and marketing leaders about how they both successfully developed and implemented strategies and campaigns to market directly to prospective students. By attending this session, you will gain an understanding of why marketing to the new deciders is critical, be given examples of marketing concepts and campaigns, and hear firsthand about how this strategy positively impacted enrollment.