InspirED School Marketers SPARKCAST

Introduction This episode of the InspirED SparkCast discusses the 2022 Independent School Cost-Per-Enrollment Study produced jointly by the Enrollment Management Association (EMA), the National Association of Independent Schools (NAIS), and National Business Officers Association (NBOA) to make informed decisions around funding and support for enrollment efforts.  [Links above lead to the study. Your school must be a member of one of the organizations to be eligible for download.] This is the Executive Summary on the NAIS website. Among the independent schools that participated in this research, enrollment costs were as follows: The median cost-per-enrollment (CPE) was $3,677 The median cost-per-inquiry (CPI) was $697 The median ROI was $7 in tuition for each dollar spent to enroll a new student in their first year Enrollment costs varied significantly across school demographics. The largest schools (those with 700+ students) had the lowest CPE of all school groups—and saw the highest return on their investment ($8.60 in tuition for each dollar spent on enrollment management in the first year of tuition). Elementary schools had the smallest cost per enrollment ($2,869 per enrollee vs. the median $3,677 per enrollee.) The median CPE for secondary schools was $5,844.   The full report contains additional data on enrollment costs sorted by school type (day/boarding), size, region, and grade levels served.    Kevin MacNeil        Kevin is the CAO and Partner of Metric Marketing. Kevin has worked with more than a hundred independent schools across North America. Exposed to nearly a decade of admissions marketing campaigns, he prides himself on helping schools make decisions based on data. He is a practiced teacher of marketing and advertising, including work with NAIS, NYSAIS, EMA, AISAP, InspirED, ISSL, CAIS.  Metric Marketing started as a web development/tech company in 1999, and Kevin joined them in 2008. During that time, the company began to transform into a digital advertising agency and then a full-service agency. In 2013, Metric started working with private schools, and by 2019, they were working with schools across North America. Kevin realized his and Metric's passion was to help schools grow. 

Deb Baum is the Senior Director of Communications and Strategic Institutional Marketing at The Bryn Mawr School, an all-girls PK-12 school in Baltimore, Maryland. Deb previously worked in communications and media relations roles at Gilman School, The Rhode Island Foundation, and Brown University. Deb also has a background in journalism, having spent three years as a news writer for WBZ-TV in Boston as well as serving on the staff of 60 Minutes II and The Early Show in New York City. Deb enters the Five Year Club in 2024 as a Brilliance Awards judge.

Jan Abernathy Jan Abernathy is the Chief Communications Officer at The Browning School and a member of the CASE Commission on Marketing and Communications and on the faculty of the CASE Academy. She was previously the Director of Marketing and Communications for the Elisabeth Morrow School and is the president of the New York City Independent Schools Communications Professionals group as well as a co-founder of the Black Advancement Network. Jan is a trustee of Grace Church School and Tessa International School. This is Jan's third year as a Brilliance Awards judge.

Dr. David Willows is co-founder and strategic director at [YELLOW CAR], a training and consulting firm designed to help schools stand out. Between 2005 and 2022, he was Director of Advancement at the International School of Brussels, Belgium. David is widely regarded as one of the most innovative practitioners in the field, helping to shape and define the future of Advancement in schools. He was recently listed as one of the world's Top 10 Global Education Influencers. An author and regular keynote speaker & trainer at international events around the world, David is passionate about helping schools advance in ways that are relevant for today's educational landscape. David talks with InspirED today about his experience as a Brilliance Awards judge.

Colin Anson is the CEO and co-founder of Pixevety, a child image protection and photo storage solution that helps schools and parents manage and share photos and videos of children with state-of-the-art, real-time consent technology. With over 11 years of experience in the online media industry, Colin is a digital entrepreneur and a passionate advocate for children's digital privacy and safety. Colin's vision is to protect the digital identity of children and to reduce privacy and data breach risks for schools and parents. Colin has a proven track record of leading and growing innovative digital businesses, with skills in digital strategy and execution, business development, e-commerce, advertising, management, and marketing.

H. Watson Jordan Ed D.   Watson is an author, a lifelong educator, and a certified WHY.os trainer. His company, The Resilience Initiative, promotes resilience around the world. Watson works with teams using the WHY Operating System to drive superior insight, understanding, and production. This algorithm guides the identification of individual and group zones of genius and explains how to leverage them.    As an author, his book Mine, Ours, and Yours: A Father's Journey through the Life and Death of a Child, explores tragic despair and unearths hopeful resilience. His second book, Resilience: How the COVID-19 Pandemic Made Us Wiser and Stronger, is a collection of essays from global leaders who provide thoughtful and powerful insight into how adverse conditions do indeed drive us to become wiser and stronger.    As a lifelong educator, Watson has developed and led programs in team-building, technology, and wellness. He engages with organizations of all types and especially values working with schools and nonprofits.    Watson's podcast, #Resilience, explores how knowing your WHY fortifies your resilience. 

Carrie Grimes is the Director of the M.Ed. in Independent School Leadership at Vanderbilt University's Peabody College of Education and Human Development. Carrie is a Professor in the Department of Leadership, Policy and Organizations, and teaches across master's and doctoral programs at Peabody College. In addition to her teaching and scholarship, Carrie facilitates workshops and learning sessions for independent schools and associations on topics such as leadership, storytelling, strategic fundraising, and organizational flourishing. Carrie has over 20 years of professional experience in independent school leadership in New York, California, and Maryland. Carrie's scholarly interests include emotionally intelligent leadership, program design, institutional advancement, and social identity and community building within school settings.

Mike Connor Mike is President of Connor Associates and co-author of the NAIS book, Marketing Independent Schools in the 21st Century.  His latest e-Book, Pulling in the Same Direction, emphasizes everyone's role in recruitment, retention, and fundraising. Earlier in his 30+ year career Mike worked in nearly every position at independent K-12 schools. Today, Connor Associates has 16 Associates and Partners and has served clients in 28 states and on four continents. Connor Associates stakes its value on its experience with providing comprehensive marketing and financial services, including ensuring proof of ROI through confidential Image Audits and Surveys, Enrollment Feasibility Studies to identify and map mission-appropriate families, Five-year Enrollment Forecasts, Business Office Evaluations and Plans, Strategic Marketing Plans, and Institutional Strategic Plans.  Connor Associates' newest offering, Executive Searches, uses a unique approach that finds, trains, and provides coaching and support for members of your leadership team. Thom Greenlaw After serving not for profit organizations for over 40 years Thom Greenlaw founded Creative Independents (CI) in 2012. CI serves not-for-profit schools, colleges and other education focused institutions finding creative solutions to strategic issues facing these organizations. Thom joined Connor Associates as a Senior Strategic Partner for Finance, Operations, and Executive Searches in 2018. In addition to coordinating Leadership Searches, he specializes in Compensation Analysis, Tuition Elasticity, and Financial Sustainability Studies.  For over 20 years Thom served in varying senior operational and finance roles in independent schools including thirteen years as Assistant Head for Operation / CFO at the Buckingham Browne & Nichols School in Cambridge, MA. Prior to his employment at BB&N, Thom served as Business Manager at the Dana Hall School. A former Board member for NBOA and AISAP, he also served on the Board of Summit Montessori School and was a volunteer mentor, specializing in not for profits for SCORE. He was President of The Independent Schools Compensation Corporation, a self-insurance group for over 170 independent schools, colleges and cultural organizations from 2012 to 2022. 

Chris Pryor is president and founder of The Gowan Group. As a lifelong educator, strategist, and thought leader, Chris is in his third decade of independent school leadership. He has held leadership positions at independent schools such as Harbor Country Day, The Independence School, Hackley, Rye Country Day, and Tuxedo Park School and was actively involved with NYSAIS. Chris is a well-known speaker on topics such as social media, marketing, admissions training, crisis management, professional development, and board training. With The Gowan Group, Chris realizes his vision for an educational consulting organization that serves the needs of independent schools on every front–from Admission and Enrollment Management to Advancement and Fundraising, and from Strategic Planning to Leadership Development. Gowan Placement's exceptional team advises and guides families through a comprehensive and personalized approach to school placement. To accomplish this, Chris assembled a stellar group of nationally renowned consultants who have the passion, experience, expertise, and resources to help independent schools turn every challenge into a growth opportunity. Chris Pryor is the Founder and Principal of LeadTeam Partners. Following a 20+ year career in independent schools, Chris developed his school partner search practice to support school administrators by finding the right consultant, coach, facilitator, speaker, or vendor for their needs. Prior to LeadTeam Partners, Chris served as Assistant Head of School for Advancement and External Affairs for Congressional School (VA) and as a Director of Business Development for Independent School Management (ISM).  Informed by how private schools and consulting firms operate, Chris seeks to manage the search process for busy school leaders so that they can focus on the day-to-day operations of their school. 

  Dr. David Willows is Co-founder and Strategic Director at [YELLOW CAR], the world's leading experience strategy training and consultancy firm for schools. Between 2005 and 2022, he was Director of Advancement at the International School of Brussels, Belgium. During this time, he grew to be widely regarded as one of the most innovative practitioners in the field, helping to shape and define the future of Advancement (admissions, marketing & communications, fundraising & alumni relations) in schools. He was recently listed as one of the world's Top 10 Global Educational Influencers. An author and regular keynote speaker and trainer at international events around the world, David is passionate about helping schools advance in ways that are relevant to today's educational landscape. Suzette Parlevliet is Co-founder and Experience Director at [YELLOW CAR]. With a background in hospitality management, she worked at the International School of Brussels for nearly a decade, where she oversaw the school's brand development, communication strategy, web design, content production and, ultimately, the school's family experience. Today, Suzette brings expert insight and supports school leaders to design and implement experience strategies in ways that demonstrate impact across the organization.

Rebecca Malotke-Meslin is the founder of Pleasantly Aggressive Coaching & Consulting where she empowers women to take control of their leadership journey and ditch the habits holding them back. Rebecca combines a background in social research with 20 years of sales, marketing, communications, and school leadership to create a transformational experience for her clients. One of the many connections she has with InspirED is that Rebecca was director of admissions at three private schools over 15 years. Through one-on-one coaching, leadership cohorts, and speaking engagements, she delivers enthusiasm and expertise to her audiences. In her role as a consultant, she works with organizations to eliminate barriers, reduce biases, and create more inclusive spaces for all women. Rebecca is also the host of the Confidently You: Women in Leadership Podcast.

Deborah Janz has a passion and curiosity for international and corporate culture. This, combined with her experience with business, sales, and technology, created the foundation of IMPACT Marketing International in 2007. One of Deborah's first projects was a family business, providing safe and educational online experiences for young children. She geeked out daily on how to attract more paid users to the website. The KidZap website ultimately received more than one million visitors per month. After twenty plus years of helping businesses reach their audience and generate leads through social media and digital marketing, Deborah began to customize strategies for international education. With a focus on deeply understanding a school's culture, thereby creating marketing promises a school can fulfill, IMPACT's methodologies revolve around high-integrity marketing practices. Deborah thrives on the complexity and challenge of the intercultural mix within international schools and in the various countries they draw from. She has developed strategies, and workshops, and built and led a team of experts to help schools in Asia, Europe, Africa, and North America understand their unique brand position, expand their reputation, and increase enrolment.

This episode of the SparkCast is not about school marketing. It's not about attaining and retaining students. It's not about social media. It's about the Pechersk School International in Kyiv, Ukraine. It's about the story of the attack on the school by the Russians in February 2022… the story of the school's leaders' perseverance and resilience…the story of how the international private school community has come to PSI's aid in remarkable and creative ways…and it's the story of the story. We talk with David Willows of [YELLOW CAR] and Miles Latham of Affixxius Films.

Penny Abrahams is a senior consultant at Independent School Management, better known as ism.  Penny first joined ism in 2010 as a member of the Advancement Academy's founding faculty. As a Senior Consultant, she specializes in marketing communications, enrollment management, and development. Her experience in these areas comes from working in private and independent schools and other non-profits for more than 20 years. Penny also serves as the Advancement Department Head at ism ensuring effective content development and service delivery for ISM's enrollment, marketing communications, and development consulting. This includes leading ISM's Advancement Academy, an annual premier professional development conference that educates and mentors School Heads, Board members, and development, enrollment management, and marketing communications professionals. Penny began her career in schools in 2001 at Ravenscroft, a Pre-K through grade 12 school in Raleigh, N.C. She started as the Annual Fund Director and later became Ravenscroft's Director of Communications. From 2013-17, Penny served as the Director of Admissions & Marketing at Academy at the Lakes, in Tampa, Fla. Before her time in private-independent schools, Penny worked in publications and media relations for the University of Texas, the Memphis Center City Commission, and U.S. Synchronized Swimming.

Aubrey Bursch, founder and CEO of Easy School Marketing, is passionate about supporting small private schools to increase enrollment, retention, and revenue by designing and executing marketing strategies that work for them. As the daughter of lifelong educators and a mom of two independent school students, she combines her passion for schools with her 20+ years of marketing and development experience to help schools identify and implement high ROI initiatives. Aubrey co-hosts the Mindful School Marketing podcast, leads the free Small School Leaders professional development program, and speaks nationwide.

Lauren Campbell is the Publications Manager at Cretin-Derham Hall, a Catholic high school in St. Paul, Minnesota. She manages digital communications, the biannual alumni magazine, and the Student Apprentice program. (which is what we're going to be talking about today.) She previously worked in communications for a local nonprofit and a community bank. Lauren is focused on using the power of communications and storytelling to build and enhance community. She holds a Bachelor's of Business Administration and a B.A. in International Relations, both from Gonzaga University in Spokane, Washington. 

Dr. Andrew T. Weller is the Dean of Enrollment and Strategic Marketing at St. Stephens & St. Agnes School in Alexandria Virginia. Previously he was the Director of Admissions for Avenues: The World School, the Executive Director of Advancement at Ridley College (Canada) and the Director of Admissions at Chestnut Hill Academy in Philadelphia. Andrew was a board member of the East Bay School for Boys, served on the inaugural Admissions Leadership Council, served four years on the planning committee of the TABS/NAIS Global Symposium, and now serves as an advisor to the Admission Directors Institute of the Enrollment Management Association. Andrew has B.S. from Alfred University (NY), M.S. from Marymount University (VA), and an doctorate in education from the University of Pennsylvania. Jonathan Downs is the seventh headmaster of Millbrook School, a role for which he began preparing while he was a student at Millbrook. After graduating in 1998, Jon went on to earn undergraduate and advanced degrees from Middlebury College, the Bread Loaf School at Middlebury, and Harvard University. For the past 20 years, he has been immersed in teaching and leadership roles in independent schools including Northfield Mount Hermon, Newark Academy, and Providence Day School. Jon returned to Millbrook in 2010 as director of admission before adding development and communications responsibilities in his new role as assistant head of school in 2017. He served on the board of trustees of two local schools—Dutchess Day School and Millbrook Early Childhood Education Center—and he currently serves on the board of Whitby School in Greenwich, Connecticut. 

Dr. Carrie Grimes is an Assistant Professor of the Practice in the Leadership, Policy, and Organizations department and also serves as the Director of the Independent School Leadership Master's program at Vanderbilt University. She completed her Ed.D. in Leadership and Learning in Organizations, where her research focused on social identity and community within school settings. Carrie's career has been centered in independent school leadership, including roles in administration, teaching, counseling, and institutional advancement in schools and programs in New York, California, and Maryland. Throughout her career, she has focused on community building, imaginative problem solving, and cross-team collaboration across a wide range of stakeholder groups including toddlers through adolescents, parents, adult learners, donors, and alumni. Carrie has a B.A. in English from the University of Pennsylvania and an M.A. in Applied Psychology from New York University. For show notes, visit InspirED School Marketers website.

Alex Magay has been an independent school educator and fundraiser for nearly twenty-five years. For the first decade of his career he was a full-time teacher and basketball coach at The Winchendon School while serving as a member of an admissions team that grew enrollment from one hundred and eighty students to two hundred and fifty.  As the Dean of Community Life at Winchendon, he created the school's first crisis response team and an environmental sustainability program, and as Dean of Services he oversaw technology, health services, and food services with an annual budget of over one million dollars.  From 2018 until this year Alex served as the Director of Development & Alumni Relations at Learning Prep School, West Newton, MA. Among his many notable accomplishments at Learning Prep were the successful launch of the school's digital marketing program, redesigning their school's logo, mascot, and website, and authorship of two articles published in NAIS' Independent School Magazine. Alex currently serves as the Head of School at The Woodward School for Girls in Quincy, MA. Founded in 1894, The Woodward School honors and cultivates each student's academic and personal potential to enrich the world with courage and creativity.

Mike Connor is President of Connor Associates Strategic Services and co-author of the NAIS book, Marketing Independent Schools in the 21st Century.  His latest e-Book, Pulling in the Same Direction, emphasizes everyone's role in recruitment, retention, and fundraising. Earlier in his 30+ year career, Mike worked in nearly every position at independent K-12 schools. Connor Associates stakes its value on its experience with providing comprehensive services, including ensuring proof of ROI through Image Audits, Enrollment Feasibility Studies, Five-year enrollment Forecasts, Business Office Evaluations and Plans, and Strategic Marketing Plans. Connor Associates' newest offering, administrative search, uses a unique approach to finding, training, and keeping the best people on your leadership team. After serving not-for-profit organizations for over 40 years Thom Greenlaw founded Creative Independents (CI) in 2012. CI serves not-for-profit schools, colleges, and other education-focused institutions finding creative solutions to strategic issues facing these organizations. Thom joined Connor Associates as a Strategic Partner for Executive Searches, Finance, and Operations in 2018. In addition to coordinating Leadership searches, he specializes in Tuition Elasticity and Financial Sustainability.  For over twenty years Thom served in varying senior operational and finance roles in independent schools including thirteen years as Assistant Head for Operations/ CFO at the Buckingham Browne & Nichols School in Cambridge, MA. Before his employment at BB&N, Thom served as Business Manager at the Dana Hall School. A former Board member for NBOA and AISAP, he currently serves on the Board of Summit Montessori School and is a volunteer mentor, specializing in not-for-profits for SCORE.   For show notes, visit https://www.inspiredsm.com/podcast

Angela Brown is the Enrollment Marketing Leader, K-12 at Niche, where she's on a mission to help make K-12 admission and marcom professionals' lives easier. Before joining Niche, she was director of marketing and communications at Flint Hill School, a PK-12, co-ed day school just outside of Washington, DC. Angela joined Flint Hill in 2014 after spending 10 years focusing on B2B marketing communications. She is a member of the American Marketing Association, National Association of Independent Schools, and Association of Independent Schools of Greater Washington. In December 2020 she served as a judge for the InspirED Brilliance Awards, which honors marketing and communications work from PK-12 private schools around the world.  For show notes, visit https://www.inspiredsm.com/podcast

Kevin MacNeil of Metric Marketing applies his passion for sales, deep understanding of online marketing and audience conversion to help schools deepen their customer relationships and ultimately, improve their bottom line. Kevin has over 10 years of experience in advertising and digital marketing. As a graduate of the Asper School of Business, with majors in Entrepreneurship and Marketing, Kevin fundamentally understands the marketing processes that help drive and run any business.  For show notes, visit https://www.inspiredsm.com/podcast

James Quoted “We had 40 new inquiries in July.” “We were very upfront with admissions during the pandemic. ‘We want you for life.'” “We're going to start with our first contact to build a retention strategy for you.” “The long-term sustainability and success of McClay is built on the relationships and fulfilled partnerships of our families and students.” “My job was to raise the metabolism of the school.”

Mike Vachow is a Managing Director at Gowan Group, a full-service consultancy to independent schools based in Connecticut. Before becoming a consultant, Mike worked in independent day schools for 30 years. He began his career as an English teacher and coach at Isidore Newman School in New Orleans before moving on to administrative roles there. He continued in school leadership as a division director at Lake Forest Country Day School, for ten years as Head of Forsyth School in St. Louis, and as Interim Head at Peoria Academy. Mike also maintains his own consulting brand, Knuckleball Consulting, and he publishes a monthly newsletter called Ahead in the Count. Mike's consulting work has focused on enrollment strategy, strategic planning, governance, and leadership searches.

Dr. David Willows is Director of Advancement at the International School of Brussels, Belgium. David is also a regular blogger, presenter & trainer at international events and author of several books and articles in the field of international school branding, admissions, marketing and communications. Today, he is considered a leading practitioner in the field of advancement and continues to be involved in several global network organizations, helping to shape and define the future of the learning business.  Learn how his team is taking a new approach to the advancement model.

James Knapp’s experience ranges from higher education to local and national non-profits to his current role as the Chief Strategy Officer at The Cushman School in Miami, Florida. During his career and in his current role, James has led on many major projects, such as major gift fundraising, strategy, and implementation for everything ranging from endowments, scholarships, planned gifts, and top-level branding, as well as major multimillion-dollar infrastructure projects on multiple campuses. James has received many accolades over the years including being named a top leader in the country as a National Leadership Excellence Award Winner, as well as being named to the 40 under 40 list by the Florida Business Journal. James is a not only an intentional leader but also a focused and authentic relationship builder.

Antony Campitelli has spent 38 years marketing in the high-tech industry with the last 27 years in Silicon Valley. Prior experience includes Apple and Adobe, to startups. Antony’s mission is about building scalable products that are not just about solving problems but are fun to use. This is one of the key reasons he co-founded Enquiry Tracker with his brother Greg. Greg Campitelli is one of the most experienced marketing professionals in the educational system in Australia. He was a long-serving teacher, a Director of Development, and Board member at one of Melbourne Australia’s oldest colleges. He has worked with dozens of schools on marketing and enrolment plans, alumni engagement, and major capital fundraising appeals.  Now Antony and Greg run Enquiry Tracker, a cloud-based application that helps you manage enrollment inquiries, track demand, engage families, and make more informed decisions.

Emily Cretella is a strategic storyteller and content marketer. The owner of Cursive Content, Emily helps school marketers tell powerful stories that attract dream families, increase inquiries and enrollment, strengthen communities, and grow school influence. Prior to founding Cursive in 2012, Emily was the director of strategy at a Connecticut marketing agency, where she managed the execution of large-scale traditional and online marketing campaigns for clients ranging from schools and nonprofits to Fortune 500s. She now works solely with independent and private schools, colleges, and universities. 

Rick Newberry is the President of Enrollment Catalyst. Rick partners with school administrators to provide coaching and consulting in enrollment management and marketing systems, strategies, and solutions needed to reach their goals. The goal is to provide school leaders with effective marketing and enrollment strategies as well as staff accountability, direction, and results needed to grow their enrollment. Rick talks about the importance and value of word of mouth for private school marketing, enrollment, and retention.

Dr. Olaf "Ole" Jorgenson joined Almaden Country Day School in San Jose, CA as head of school in 2008. Before ACDS, he worked as a school leader and teacher in public, private, and international schools since 1987.  Beyond his role as a head, Ole volunteers as a trustee at Gateway School in Santa Cruz and serves as a Field Instructor for the Klingenstein Center at Teachers College, Columbia University, where he also sits on the Center's Advisory Board. His publications and presentations center on instructional leadership, science education, and parenting. Ole lives in San Jose with his family.

Founded in 2010, Tara’s agency, Design TLC, specializes in WordPress websites and digital marketing for small schools, enrichment programs, camps, and education-focused nonprofits. Tara combines her marketing and technical experience with the perspective of a parent whose children attended both public and private schools, and participated in various camps and enrichment programs. In this podcast, Tara talks about SEO basics and what every private school should be doing to increase their Google ranking. 

Mishel Gantz is the Director of Enrollment at Synapse School in Menlo Park, California, a small independent school that fully integrates an emotional intelligence program and a robust constructivist curriculum. Prior to that Mishel was the Chief Experience Officer at Watershed School, a grade 6-12 forward-thinking, intentionally small, independent school in Boulder, Colorado. There she was responsible for driving Watershed’s enrollment and bringing their student body to full capacity. She developed this through a deliberate, relational strategy with a plan to differentiate the school’s unique style and mission.

Tom Olverson serves as a consultant for RG175, a firm doing executive searches as well as highly personalized leadership and governance consulting to schools, based on the values of integrity, inclusivity, knowledge, and flexibility. Tom and all of the members of the RG175 team are personally and professionally experienced in recognizing, promoting, and sustaining leadership at both the executive and governance levels in schools.

Simon Noakes is the founder and CEO of Interactive Schools, a UK-based global organization focused on school marketing and communications in the US, Europe, Middle East, Africa and Australia. Simon’s global experience & passion for strategic marketing, thought leadership, future-thinking, new technology & human-centered engagement is transforming schools around the world. The firm specializes in bespoke creative experiences including responsive school websites, parent communications, social media training and influence, and digital marketing strategies. Interactive Schools won a 2018 Brilliance Award for Charlotte Preparatory School's (US) website. Learn more about Simon and Interactive Schools at www.interactiveschools.com and on Twitter, Facebook and Instagram.  

Private school marketers hear the warning signs loud and clear. If private schools want to thrive, not merely survive, they need to innovate and become something so great that parents can’t ignore them. They need to be so outstanding, parents will be standing in line with their children to get in. Enter The Mastery School of Hawken as one road to innovation that has great promise. Scott Looney joined Hawken School as its 10th head of school in July 2006. Since that time he’s worked to advance the school with a variety of forward-focused initiatives that have earned national recognition. His belief in student-centered and authentic learning has fueled each effort including the founding of the Mastery Transcript Consortium in 2017 and the new Mastery School of Hawken, which will welcome its students in August 2020.  Terry Dubow has served as Hawken’s Director of Special Projects since 2015, a role that has allowed him to develop strategic messaging and positioning for the launch of the Mastery Transcript Consortium, and now the development of the Mastery School of Hawken. He’s also served as the Associate Head of School at Westtown School, the Director of Strategic Projects and the Director of Communications and Marketing at Hathaway Brown as well as an English teacher.

Private school marketers hear the warning signs loud and clear. If private schools want to thrive, not merely survive, they need to innovate and become something so great that parents can’t ignore them. They need to be so outstanding, parents will be standing in line with their children to get in. Enter The Mastery School of Hawken as one road to innovation that has great promise. Scott Looney joined Hawken School as its 10th head of school in July 2006. Since that time he’s worked to advance the school with a variety of forward-focused initiatives that have earned national recognition. His belief in student-centered and authentic learning has fueled each effort including the founding of the Mastery Transcript Consortium in 2017 and the new Mastery School of Hawken, which will welcome its students in August 2020.  Terry Dubow has served as Hawken’s Director of Special Projects since 2015, a role that has allowed him to develop strategic messaging and positioning for the launch of the Mastery Transcript Consortium, and now the development of the Mastery School of Hawken. He’s also served as the Associate Head of School at Westtown School, the Director of Strategic Projects and the Director of Communications and Marketing at Hathaway Brown as well as an English teacher.

Trevor Waddington is an educational entrepreneur with 17 years of experience working in independent schools as a teacher and admissions administrator including St. John’s Episcopal School, Christ Episcopal School, and Green Acres School, all in Maryland as well as Hill Top Preparatory School in Pennsylvania. He is s past president of the MAESA (Mid-Atlantic Episcopal Schools Association) Board of Directors. On the business side, Trevor is the founder of DCschoolHUB and NYmetroSchools, and is the Founder and Principal at Truth Tree Consulting, a full-service firm that works with independent schools in the areas of admission, marketing, brand development, and financial operations. These three companies fall under the umbrella of TYW Education Group.

Angelo Otterbein was President and founder of Silverpoint, which he started in 1996. Silverpoint grew to include over 300 independent schools from all over the world. In 2013 the company merged with Finalsite, Inc. where Angelo now serves as Chief Innovation Officer, involved in product strategy, business development, digital strategy and website consulting. Kealan Duffy is the UK Production Manager for Finalsite, overseeing the designers and developers in the UK office to deliver innovative and engaging websites to clients across the globe. Kealan has a strong passion for audience-driven web design and has been working closely with schools since 2009 to understand their needs and lead the creative direction of their projects.

Patrick F. Bassett began his career in 1970 as a teacher, coach, and dorm parent at Woodberry Forest School (VA), followed by two headships—Stuart Hall in Virginia and Pomfret School in Connecticut. Pat served as the president of ISACS—the Independent Schools Association of the Central States—from 1993 – 2001, and then as president of NAIS from 2001 to 2013. After leaving NAIS he co-founded Heads Up Educational Consulting that provides strategic, operational, governance, and programmatic guidance and consultation to educational enterprises. Now, after 48 years in the independent school business, Pat recently announced his retirement from the industry. Rob talked with Pat about his career that spans 48 years and dedicated to private schools, his big takeaways about the industry then and now, and how schools can thrive in the future. 

Patrick F. Bassett began his career in 1970 as a teacher, coach, and dorm parent at Woodberry Forest School (VA), followed by two headships—Stuart Hall in Virginia and Pomfret School in Connecticut. Pat served as the president of ISACS—the Independent Schools Association of the Central States—from 1993 – 2001, and then as president of NAIS from 2001 to 2013. After leaving NAIS he co-founded Heads Up Educational Consulting that provides strategic, operational, governance, and programmatic guidance and consultation to educational enterprises. Now, after 48 years in the independent school business, Pat recently announced his retirement from the industry. Rob talked with Pat about his career that spans 48 years and dedicated to private schools, his big takeaways about the industry then and now, and how schools can thrive in the future. 

Maria LaTour Kadison is president and CEO of EdwardsCo, an education marketing firm that has won more than 35 CASE and other industry awards for brand development, digital and multi-channel marketing, and enrollment and advancement communications. Maria tells InspirED the fascinating story of how she spearheaded Simmons College turnaround and how its success led her to help private schools enjoy enrollment and marketing successes of their own. Some of her clients include Phillips Exeter Academy, St. Paul’s School, St. Mark’s School, New Canaan Country School, St. John’s Episcopal School and Park School of Baltimore. Maria’s conversation with Rob will help you lay the foundation for your school’s marketing success in more ways than one. 

At InspirED, we believe the future for private schools lies in innovation to ensure they will not only survive but thrive. Create a program(s) that will be in high demand, that no one else is providing in your market, and do that exceedingly well. That’s what Philippa Fabbri did in Port Elizabeth, South Africa. In 2006, Philippa became the founder of Elsen Academy, an independent, non-profit school for students who have learning barriers such as dyslexia, ADHD, etc. as well as emotional and social barriers. The school has grown to enroll 125 students in grades 1-12. Learn about Philippa's journey, her success, and the benefits for her students.

InspirED knows of a number of private school marketing administrators who, in 2018, struck out on their own as independent consultants to other schools. Jill Goodman is one of them, and we thought it would be interesting to school marketers and others to learn about her decision and how she has developed her consulting business. For 9 years, Jill was Development Director and Marketing Coordinator at The GreenMount School, a K-8 coed day school with an enrollment of 120 in Baltimore, MD where, among other successes, she quadrupled the school’s annual giving. In 2018, Jill founded Jill Goodman Consulting, a firm that “specializes in fundraising, brand assessment, and strategic direction for young, small, or emerging non-profit organizations helping them to harness the combination of smart methodology, creativity, and compelling messaging that is essential to stand out from the competition.”In this episode of the Sparkcast, Jill talks about why and how she took the leap to consulting, how her experience as a school administrator informs her role as consultant, and the challenges small schools face. Jill details how she helps her clients establish their brand through Appreciative Inquiry.

This is Part 1 of a two-part conversation. Heather Hoerle is Executive Director and CEO of the Enrollment Management Association (formerly SSATB) that serves 1,200 schools worldwide, primarily in the U.S. and Canada.Heather is a graduate of Westtown School, has sat on their board and currently sits on the boards of Princeton Academy, the National Business Officers Association and the New Jersey Association of Independent Schools. In this episode of the Sparkcast, Heather talks about enrollment management in 2018 and the critical role marketing has in admissions success. They discuss the value of tried and tool admissions tools such as viewbooks and school fairs and investigate what the new opportunities lie in the digital landscape.  

Heather Hoerle is Executive Director and CEO of the Enrollment Management Association (formerly SSATB) that serves 1,200 schools worldwide, primarily in the U.S. and Canada.Heather is a graduate of Westtown School, has sat on their board and currently sits on the boards of Princeton Academy, the National Business Officers Association and the New Jersey Association of Independent Schools. In this episode of the Sparkcast, Heather talks about enrollment management in 2018 and the critical role marketing has in admissions success. They discuss the value of tried and tool admissions tools such as viewbooks and school fairs and investigate what the new opportunities lie in the digital landscape. This is Part 1 of a two-part conversation.

 Americus Reed, II is The Whitney M. Young Jr. Professor of Marketing at the Wharton School of the University of Pennsylvania and co-founder and partner of identity, loyalty and branding consultants, Persona Partners. Americus is the Marketing Department’s only “identity theorist,” focusing his research on the role consumers’ self concepts play in guiding buying decisions. He examines how social identity, social influence, values, attitudes and judgments interact in shaping purchase decisions and consumer behavior, but from a social psychology point of view. Americus is a newly minted director of the Enrollment Management Association, which means he’s taking an accelerated, deep dive into independent school marketing as we speak. In this episode of the Sparkcast, I talk with Americus about identity loyalty theory, how it impacts private schools and how you can leverage it for meaningful , long-term connections to all of the school's constituents. 

Brendan Schneider is the Director of Advancement at Sewickley Academy, a PK-12 day school near Pittsburgh, PA. He is well-known for his website SchneiderB, where he is regarded as the go-to authority on private school inbound marketing and social media with thousands of followers who rely on his expertise.  Brendan also serves on the Board of Directors of the AISAP (Association of Independent School Admission Professionals), is an Inbound Marketing Certified Professional, a Hootsuite Certified Professional and a contributing blogger for edSocialMedia, AdmissionsQuest.com, and Social Media Today. For this podcast, Brendan and InspirED asked our community members for questions they would like to hear Brendan and I talk about. We got a great response and covered as many questions as we could in the time we had.  If you're still looking for answers, please reach out to us directly, ask your question in the comments below, or post your question on one of our Facebook pages. These are the questions we tackled and the private school professionals who asked them. Thanks everyone for your participation. We hope we gave you what you need to make your job easier.

Greg Bamford is a educational thought-leader who consults on design thinking, leadership and strategic thinking. After working as a teacher at independent schools for over a decade, Greg co-founded Leadership+Design, a non-profit organization that works with school leaders across the country to support educational innovation. In 2014, Greg decided to focus his attention on one school and became the Head of School at Watershed School in Boulder, CO. Watershed School is a unique school of 100 students in grades 6-12 . (Greg and I will be talking about what makes Watershed unique during the podcast.) Over the last four years, Greg helped guide Watershed's astonishing 78% enrollment growth and successful, first-ever ACIS accreditation process. Greg’s career is once again taking a turn in June, 2018 as he becomes the Associate Head of School for Strategy & Innovation at the Charles Wright Academy, a coed, JK-12 independent school enrolling 665 students in Tacoma, Washington. My conversation with Greg covers a wide range of topics, all of which will prove interesting and thought-provoking for private school leadership, faculty, administrators, staff and extended community. 

Mia Major is the Content Marketing Manager for Finalsite, a leader in K-12 independent and international school website development. Finalsite serves more than 2,200 schools worldwide. Mia writes 3-4 blogs per week for the private school market on such diverse topics such as marketing and communications, education technology, and web design. In this episode of the Sparkcast, we talk to Mia about the newly released Finalsite The State of Social Media Marketing Among Schools. This report is the result of a survey Finalsite developed on how schools use social media, what channels they use, budgets, time allocation and much more.

Megan Cartier leads the most important and exciting initiative in the history of The Association of Boarding Schools (TABS)—the North American Boarding Initiative (NABI)—which aims to increase boarding enrollment by 10% over five years. Under Megan’s leadership, the TABS team will develop and share relevant market data, insights, tools, resources, and programs that can be utilized by participating schools in their own enrollment marketing. NABI has branded its initiative “Ready for More?” For show notes and more brilliant ideas and brain food for school MarCom, go to http://www.inspiredsm.com/podcasts/. While there, sign up for our newsletter to make your job easier.