Agenda

Maria Kadison
CEO & President
Edwards Co

Schools sell features, while parents shop for benefits for their child. And parents don’t easily connect what schools do (i.e., features and programs) with the benefits they seek. While the connection is obvious to you, it’s not to them. Families must be explicitly guided to connect what you do — and the special environment in which you do it — to the benefits they seek. That lack of connection substantially lowers interest even from best-fit families. In this interactive workshop, you will work in small breakout groups to map the key features and programs at your school to benefits that your families want. You will leave with clear direction on how to more effectively sell your school based on benefits. You will be able to rewrite website copy and re-script open houses and campus tours so they clearly connect what you do with the benefits your families are looking for.

Jonathan Oleisky
President
Kalix Marketing

Angie Ward
Founder & President
Enroll Media Group

There are several free tools right at your fingertips — but school leaders and marketers have limited time and can't be expected to master them all. We will dive into 5 must-have tools for schools to lean into for improved digital marketing awareness and measurement. Tools include Google Analytics, Google’s URL builder, Google Tag Manager, and more. Get ready to access your accounts and start pulling reports that can inform your website and marketing decisions, immediately.

Chuck English
President & Founder
English Marketing Works

Value propositions must be delivered, not just described. In addition, it’s parents who decide what’s of value. For enrollment marketing efforts to be authentic and successful, your value proposition must align with parents’ perceptions and be echoed in every aspect of the student and parent experience at your school. In this session, we’ll tackle the complex challenge of determining, describing and delivering your school’s value proposition.

Brendan Schneider
Founder & CEO
SchneiderB Media Inc.

Whether a beginner or an experienced marketer, you'll learn the importance of regularly assessing your digital marketing strategy and making informed decisions to improve your efforts. With the help of this presentation, you'll be able to identify areas for improvement, prioritize changes, and track and measure success. By the end of the presentation, you'll have the tools and knowledge you need to empower your school's marketing efforts and achieve your goals.

Angela Brown
Senior Enrollment Insights Leader, K-12
Niche

As families' expectations and "shopping" preferences change, enrollment marketers are being challenged to ensure their outreach strategies can keep up. We’ll combine practical takeaways with recent data on parent behavior so you can refine your parent and student engagement strategies for the next admissions cycle.

Trevor Waddington
Principal
Truth Tree

We’ll go step-by-step through creating an omnichannel advertising campaign to ensure anyone searching for a school in your target audience will know your school’s name and what to do next!