Independent schools are operating in an increasingly complex enrollment landscape shaped by shifting demographics, evolving family expectations, and growing competition. In this keynote session, we will explore how schools can use data-driven strategies to better understand their markets, refine recruitment efforts, and position themselves for sustainable enrollment growth.
Participants will gain insight into how leading schools are using enrollment data, market intelligence, and strategic analysis to identify opportunities, anticipate demographic trends, and strengthen their value proposition to prospective families. The session will also examine how schools can balance data with mission and community priorities while making informed decisions that support long-term institutional health.

Speakers:

• Sam Rosenfeld, Senior Director, Solution Strategy and Partnership, VenturED Solutions
• Becca Mendoza, Sr. Director of Marketing, VenturEd Solutions
• David Lazo, Founder & Principal, Journeys Educational Advising

One of the keys to successful school marketing is a healthy and productive relationship between the school's communications team and its enrollment team. But while both groups may have the same ultimate goal – a school filled with mission-appropriate students – they may not always be aligned in the best ways to get there. This presentation will offer guidance on how to get and stay on the same page, eliminate siloes while staying in the right lanes, and support one another in a fast-moving independent school business landscape. 
 

Speaker:

• Jan Abernathy, Chief Communications Officer, The Browning School (NY)

Board members want to help, but often are not sure how. This practical, action-oriented workshop helps admission and advancement professionals learn how to invite trustees into enrollment marketing in ways that feel natural, aligned, and impactful. Participants will explore clear roles, simple tools, and smart strategies to activate board members as confident ambassadors for the school.

Participants will leave with:
- A clear framework for engaging board members in enrollment marketing without overburdening them
- Practical tools and talking points board members can use in everyday conversations
- Strategies for aligning board involvement with enrollment goals while maintaining appropriate governance boundaries

Speakers:

• Miriam Stein and Laurie Ehrlich, Thrive Hive
   

EMA research shows that 48% of families begin researching schools two or more years before enrollment. Most school websites are built to convert inquiry-ready families, not to engage those who are simply exploring.
In this working session, we’ll explore how to meet families during those early search days. Participants will identify an early-stage parent segment and walk through a guided example of how to generate a value-driven lead magnet and simple nurture outline designed to keep schools relevant over longer decision cycles.
We’ll demonstrate how AI can act as a strategic thought partner in shaping early-stage content and engagement strategies.
Attendees will leave with prompts, a sample campaign structure, and a clear framework they can adapt for their own school.

Speaker

• Missy Speyrer, Director of Marketing Innovation, Truth Tree

The core of this approach relies on data-driven decisions rather than guessing which tactics work. We utilize historic YoY data to understand yields and optimize strategies & budget allocations. By getting the data right, we have clear metrics to fight for budget with clear, algorithmic proof of ROI rather than anecdotal evidence.

In a post-COVID landscape defined by hyper-competition, "quick fix" tactics are no longer enough to move the needle. This session breaks down a 4-year journey of transitioning from isolated marketing efforts to a systemic, year-over-year growth engine that consistently hits growth targets. Attendees will learn how to align marketing and enrollment teams, secure budget through data-backed ROI and build a sustainable recruitment model that survives market shifts.
Key Takeaways:

• The Framework: how to pivot from tactical bursts to a permanent enrollment infrastructure
• The Buy-In: strategies for getting multi-departmental teams to pull in the same direction
• The Proof: utilizing clean data to turn marketing spend into a transparent ROI conversation

Speakers:

• Elisabeth King, Director of Communications, Lycée Français de New York
• Janelle Charles, Director of Enrollment, Lycée Français de New York
• Kevin MacNeil, Chief Accounts Officer, Metric Marketing

Most schools have plenty of marketing activity; the challenge is translating what families are actually telling us into clear, provable messaging that reduces friction and improves conversion/yield. This session offers a case study to demonstrate a research-informed, highly practical approach to messaging strategy: how to synthesize what your market is telling you across five evidence streams (tour/visit/interview notes, application “why us” answers, admit/decline data, competitor perceptions, and psychographics) and translate it into a clear messaging architecture. Participants will see how to combine multiple enrollment data sources to identify what families care about most, what’s making them hesitate, and how they’re comparing schools, and then turn those insights into clear messaging, proof, and where to use them.

Speaker:

• Dana Nelson-Isaacs, Founder and President, DNI Consulting

• Scott Delleville, Director of Global Sales, Finalsite 
• Siobhan O'Neill, Director of Marketing and Communications, Notre Dame Academy (CA)