While it's often said that marketing is everyone's job in a school, the reality is that many of our colleagues don't recognize all of the elements that provoke a family's initial attraction to our schools, or their desire to reenroll their children year after year. In fact, some faculty members may think that as long as families believe their children are receiving a superior education and are happy, that will be enough to make them realize that their school choice was a good one. In an era of increasing tuition and an increasingly transactional consumer mindset, a superior education and student happiness are only part of the value of independent schools. Savvy families also want to know that they will be receiving the same kind of consumer experience that they would when purchasing any luxury good. This may leave your faculty wondering who the customer really is — the student in the classroom, or the parent at home. Come to this workshop to learn how to help your faculty understand that marketing and branding aren't dirty words, why "little things" can mean a lot when it comes to parent interaction, and how a strong customer orientation can be the difference maker between your school and its peers.