Independent school admissions teams know that the most important decisions happen after the application deadline. This session will focus on how AI and behavioral data can help schools personalize their yield strategies and increase enrollment from accepted families. Andrew Esparza (Kingdom Analytics) and Dr. Andrew T. Weller (The Birch Wathen Lenox School) will share real-world examples of how schools are using psychographic data to better understand how parents make decisions. The session will include live demonstrations of AI tools that help map decision-making styles, predict family responses to messaging, and improve the effectiveness of tours, events, and outreach. Attendees will leave with: A framework for understanding parent motivation during yield Tools to personalize communication and engagement in the post-application phase Examples from independent schools that are applying these methods today A free Parent Persona Profile tailored to your school’s market This session is designed for admissions professionals who want to bring more insight and precision to their yield strategy during the most critical time of year.

Speakers:

• Andrew Weller, Dean of Admissions, The Birch Wathen Lenox School (NY)
• Andrew Esparza, Kingdom Analytics

At Second Baptist School, we created the Future Eagles Club to engage with families who would be applying for pre-kindergarten 3 and pre-kindergarten 4 in future years. Through on-campus events, parents and children get to know the school community as well as each other as potential future classmates. Our events include a fall playdate, a Christmas party and a spring event that includes the dads such as "Run the Bases" at a varsity baseball game. Originally geared toward alumni, we quickly learned that the greater community benefitted from the program. While we have adapted the events over the year, this program has been a defined pipeline to our earliest school grades. This session would include how to get started, a timeline, how to engage your school's alumni and how to transition members from Future Club members to inquiries and applicants at your school.

Speakers from Second Baptist School (TX)

• Andrea Prothro, Director of Admissions
• Kelle Lambert, Lower and Middle School Admissions Coordinator

Your littlest students can be your biggest ambassadors! We’ve seen firsthand how authentic student engagement creates the most lasting impressions for visiting families. In this session, we’ll share how we’ve transformed genuine, everyday student interactions into powerful moments of welcome. From our youngest early childhood learners to our oldest student leaders, each plays a meaningful role in sharing the heart of our school with campus visitors. Whether greeting guests as they enter classrooms, leading tours, speaking at admissions events, or adding personal touches through handwritten notes, our students bring our mission to life in ways that feel natural and memorable. Participants will leave with ideas for cultivating authentic, student-led experiences that strengthen connection and inspire families to return.

Speaker:

• Michelle Caceres, Director of Lower School Admissions, Carrollwood Day School (FL)

Discover how one school transformed its early childhood admission funnel into a personalized, data-driven experience that converts curiosity into enrollment. This session shares practical strategies for widening the top of the funnel and deepening engagement through every step of the journey—from inquiry to application. Learn how automated emails, targeted landing pages, and dynamic video content can work together to nurture families, strengthen connections, and drive results. Walk away with actionable ideas and templates to design a more human, responsive, and high-impact admission experience.

Speakers from Oak Knoll School (NJ):

• Kelly Dun, Director of Enrollment Management and Financial Aid
• Meghan Hodgin, Director of Marketing and Communications
• Maria Hargens, Director of Lower School Admission

Discover how Norwood School (PK–8, 450 co-ed students) in Bethesda, MD, has built a thriving application pipeline over the past six years by harnessing the power of parent and student voices. Learn how Parent Ambassadors drive engagement through Open Houses, diversity events, curated online reviews, and a dedicated ambassador portal. Discover how Student Ambassadors foster meaningful peer connections during campus visits, playdates, and throughout the application process. This session provides actionable strategies to transform your community into your most effective marketing asset.

Speakers from Norwood School (MD)

• Alex Ragone, Director of Admission and Enrollment Management
• Carson Perez, Associate Director of Admission
• Kaylyn French, Admission Coordinator

Independent schools have long relied on broad preschool visits to build their pipelines, but those “drop-off” touches often lack depth. This session introduces a more strategic, relationship-centered approach to student recruitment that works across regions and school types, while allowing each school to stay true to its authentic self. The key is discovering what your ideal parent values, who influences them, and which spaces they already inhabit - then meeting them there. We’ll explore a four-part framework (positioning, partnerships, press, and public speaking), that helps admissions teams build fewer but deeper relationships with feeder schools and community organizations. Examples range from Montessori schools partnering with yoga studios or local parenting podcasts to all-boys schools hosting sports clinics or touch-a-truck events. Strategies also include offering parent education workshops, writing helpful niche content, engaging local parent groups, and cultivating preschool directors through meaningful, ongoing touchpoints. Attendees will leave with practical outreach ideas and a replicable framework for creating authentic visibility, building trusted partnerships, and attracting mission-aligned families, beyond the traditional preschool drop-off model.

Speaker:

• Kirsten Horton, Assistant Director of Admissions for Lower School, St. David's School (NC)

In a world where first impressions matter, how can swag items become a powerful tool for schools to enhance their brand and foster a sense of community? Join Rohan Arjun and Robert Frank for an engaging session where we unravel the art of creating meaningful, memorable swag that resonates with families and students alike. 

We will explore how well-designed promotional items can encapsulate your school's spirit, serve as conversation starters, and ultimately drive enrollment. Explore the latest trends in swag, featuring eco-friendly materials and personalized touches that make each item truly special. 

Participants will leave with:

• Creative ideas for swag items that reflect your school's values and mission.
• Strategies for incorporating swag into your enrollment and marketing efforts.

Let’s turn your school swag into a vibrant extension of your brand that attracts and inspires!

Speakers:

• Rohan M. Arjun, Director of Enrollment Management and Financial Aid, Friends Select School (PA)
• Robert Frank, Branding and Recognition Specialist, Geiger

This session highlights the positive impact of students' involvement in the recruitment process at independent schools. From campus visits to virtual events, students remain the strongest resource to showcase an institution's strengths and differentiators. At Miss Hall's School, where voice and gumption are valued, the Admissions Ambassador program is an important student leadership position that involves students from across the school community in the daily work of the Admissions Office. Utilize this session to reflect on and brainstorm about how your current students' voices, perspectives, and experiences can influence and inspire prospective students and families to join your school community.

Speaker:

• Anna Lawrence, Associate Director of Admissions & Financial Aid Coordinator, Miss Hall's School (MA)