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| 11:00 AM | The Digital Psychology of How Parents Shop Online We all want to know what's going through the minds of independent school searchers. In this presentation, Truth Tree's Founder and Principal, Trevor Waddington, will examine digital technology's impact on the psychological triggers, behaviors, and actions from discovery through enrollment.
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| 12:00 PM | Panel: Theory in Action Join the robust discussion on how two schools implemented two different marketing strategies. Brendan will describe the fractional digital marketing program and how it has been implemented it at The Harvey School. Bill can talk about the initial results and both will talk about what is in store for the future. Lisa Leidy will discuss the work she has done with Chapel Hill-Chauncy Hall. She will describe the phases of the work needed to conduct a strategic brand messaging refresh and how these were conducted with CH-CH’s team and community. Lisa Pelrine will talk about the outcomes, including before and after messaging, and a reflection on the impact this work has made on their community.
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| 1:00 PM | Strategies to Build Compelling Social Proof that Attracts and Retains Families Social proof is the concept that people will follow the actions of the masses. The idea is that since so many other people behave in a certain way, it must be the correct behavior. We see this play out every day in the actions of consumers. Before you buy a product, you look at reviews to see what other people think. This will ultimately sway your opinion of the product. What does this mean for your school? With more discerning parents and a changing market, having compelling social proof is key for your school's enrollment & retention efforts. During this workshop, we'll discuss how to use social proof to: - build the "know, like & trust" factor with prospective families - reaffirm current parents' decision to attend your school
| Internal Marketing Matters Are you training parents to get more referrals? They may love your school but do they know HOW to tell others about it in a way that converts a friend into an inquiry? We will talk about practical ways you can help parents share the message of your school. This session will also provide easy ways to capitalize on what is already happening at your school for marketing purposes. Word-of-mouth marketing might be "free" but it needs some love and attention to grow!
| Using Data to Target Areas of Opportunity Within Your Market Maximizing the impact of human efforts and marketing spending is more important than ever. Where are “underfished” areas within your market with sizable populations of school-age children from tuition-capable families? Where are “overfished” or “threatened” areas where market trends may eat into historical strengths? By crossing enrollment funnel drive-time calculations, external census data and psychographic information with your internal admissions statistics, a dynamic picture of your market emerges. Understand how to expertly use data to identify areas of relative opportunity within your catchment zone and best deploy your limited resources to their best and highest potential.
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| 2:00 PM | SEO On The Fly We know that search engine optimization (SEO) is essential. But the problem with SEO is that it requires time. Precious time that—quite frankly—we don't have. But what if we could sprinkle a bit of SEO magic into the content creation we're already doing to drive more website traffic and boost inquiries without consuming valuable time? Spoiler alert—you can! Come to this session, and it will be our little secret to success.
| Google Analytics is Changing, For Good! Google Analytics 4 needs to be rolled out and used as quickly as possible, as google phases out the current iteration (Universal Analytics). This GA4 workshop is carefully designed with independent school marketing professionals in mind to ensure you feel informed about the changes and empowered to get up to speed. We'll dive into: The benefits of Google Analytics 4 Come prepared to take notes, ask questions and get ready to upgrade your school's google analytics to GA4!
| Best practices for Excellent Photos and Videos that Create Impact In this session, Michelle Ulland will interview Rebekah Peterson regarding the process of collaboration, content creation and behind-the-camera insights for your next video or photo shoot. Rebekah Peterson is a certified International Advancement Professional through ISM and has a Masters in Communication and Digital Media from the University of Washington, Seattle. As the Director of Marketing and Communications, her video work at Minnehaha Academy has received bronze and silver Telly Awards. She brings 20 years of experience to this session. Rebekah has a gift for creating beautiful and compelling projects in collaboration with each area of the school.
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