Even prior to the onset of COVID-19, the independent school world was grappling with the shrinking population of school-aged children, widening wealth gap, tuition increases outpacing inflation, growth in low and no-cost options, and millennial parent mentality. For many private schools, the pandemic offered a much-needed respite from the shifting landscape by boosting enrollment as public school families flocked to private schools for the ability to have in-person education. However, now that the pandemic is subsiding, how can we adjust the 4 Ps of our marketing strategy for long-term success? This informative and interactive session will explore the post-pandemic customer and how to address their needs through the 4 Ps of marketing: * Product: Although many new families may have initially sought out private schools for “being open,” we must seize this opportunity to identify our unique value proposition. * Place: Now that we have lived in a virtual admissions world for a year, what worked well that we want to keep? * Promotion: Traditional advertising, move aside. It’s all about word of mouth. * Price: It is more important than ever to place emphasis on value. After all, our customer is comparing us with “free.”

Nija Meyer, Woodward Academy, GA