Take part in this focused, high-impact session that distills the core principles of Brendan Schneider’s book, School Marketing the Right Way, into actionable steps for immediate implementation. Brendan wrote this book to help independent school marketers cut through the noise and focus on what truly moves the needle—providing a clear, strategic approach based on years of hands-on experience. Learn how to revolutionize your school’s marketing approach through interactive exercises and real-world examples, from developing targeted personas to leveraging AI tools. Perfect for busy school marketers who want to maximize their marketing effectiveness quickly.

Speaker:

• Brendan Schneider is a leading voice in K-12 school marketing and the founder of SchneiderB Media, where he helps independent and private schools boost enrollment through digital marketing. He is also the creator of the MarCom Society and SchoolMarketingCRM and the author of School Marketing The Right Way. A sought-after speaker, Brendan shares actionable strategies on AI, SEO, inbound marketing, and digital advertising to help schools thrive.

Ready to ditch the dusty brochures and dive into the digital age of admissions? "From Awareness to Enrollment" is your fast track to crafting personalized messages that resonate with prospective families at every stage of their journey. From kindling that initial interest to sealing the deal with an enrollment contract, you'll learn the secrets to develop email sequences that build genuine connections.

Speakers from Carrollwood Day School (FL):

• Michelle Caceres, Director of Lower School Admissions
• Nicki Ragan, Director of Marketing and Communications
• Dawn Schweitzer, Director of Middle and Upper School Admissions

In this session, we will explore aligning our Admission and Marketing/Communication teams to create a cohesive messaging strategy. Together, we’ll explore effective methods to attract prospective families, streamline the admissions process, and boost retention rates. Discover how the partnership between Marketing Communications and Admissions can enhance family experiences, reflect our values, and drive successful enrollment outcomes.

Speakers from Oak Knoll School of the Holy Child (NJ):

• Kelly Dun, Director of Enrollment Management and Financial Aid
• Meghan Hodgin, Director of Marketing and Communications

In a time where standing out in the market is key, expressing your school's unique mission and value proposition is critical. In this presentation we will explore how schools can better communicate their core mission and values to attract and enroll mission-aligned students while delivering a personalized communication plan from the inquiry stage to enrollment. 

Speakers from Emma Willard School (NY):

• Kristen Mariotti, Head of Enrollment Management
• Katie Myer, Director of Admissions & Recruitment

While we all recognize the importance of marketing to prospective families, our messaging plays an equally important role in whether families start and continue their child's educational journal with us. Learn how to effectively convey the value of your school, provide a high-level parent experience and communicate with your families about challenging curricula. The session will cover techniques for engaging with diverse audiences and fostering positive relationships with current and prospective families.
 

Speaker from The Browning School (NY):

• Jan Abernathy, Chief Communications Officer

Canadian Track

In today's exceedingly challenging educational market where choice significantly exceeds demand, what are you doing to make sure your school stands out. In this session we will explore ways in which you can leverage your brand to promote your school's unique program offerings to create competitive and sustainable advantage. 

Speaker:

• Michael O’Connor, Chief Marketing and Enrolment Officer, Appleby College (ON)

Does your school focus your marketing, admissions, and enrollment messages on convincing families either 1. That you are different from other local choices, or worse, 2. That you are “just as good as other schools?”

When you allow competitor schools to define you, you end up, well, competing with them. What if your school’s brand could carve out a place in your competitive school marketplace that was yours alone — with no real competitors? When you define the category, you can be the only one in it. That’s what attracts parents and students to look at your school in a new way and see your value in a class of its own.

This closing keynote will demonstrate the need to be bold to attract today’s families. The enrollment communications practices of yesterday are no longer enough. You have to be bold or risk becoming indistinguishable and irrelevant.

Speakers:

Romayne Levee, Partner & Director of Strategy, Mission Minded

​​​​​​Rich Levine, Director of Special Projects and Operations, The Bay School of San Francisco (CA)