DAY ONE

Outside on the Mid-deck at the DoubleTree® Resort

6:00 pm – 8:00 pm

Sunset reception

DAY TWO

Sunset A Meeting Room

8:30 am – 10:00 am

Session I – Enrollment management and marketing – it takes effective leadership and a strategic plan to achieve results.

We’ve talked about taking our schools to the next level and read many books on the subject. However, moving a school toward excellence requires both effective leadership and a strategic plan to achieve the results we desire. Our constituents must not only believe in our brand, they must also believe in our leadership ability to deliver on our promise. During this session we will discuss the linkage between leadership and branding as we seek to take our school to the next level. We will also outline the various components of our plan including research, assessment, goal setting, personnel and strategies for enrollment, funding, brand awareness, public relations and marketing to advance your school.

10:30 am – 12:00 pm

Session II – Understanding and assessing your current enrollment and marketing effort.

Based on the assessments conducted prior to the conference, we will work together as a group to better understand your current enrollment and marketing efforts. During this session we will discuss challenges, trends and opportunities for moving your school forward. We will also begin developing goals in order to guide you towards the results you desire for your school.

1:00 pm – 2:30 pm

Session III – A recruitment plan to enroll families at your school.

Developing and implementing an effective recruitment plan is critical for your school. Without students, you can’t fulfill your mission. With more students, your mission has greater impact. During this session we will discuss the role of the admissions staff and discuss specific enrollment and marketing strategies that will produce results for your school. We will examine the admissions funnel and strategies for inquiry generation and follow-up, application generation and follow-up, reports, and personnel responsibilities.

3:00 pm – 4:30 pm

Session IV – A re-recruitment plan to retain current families at your school.

We all know that it is more cost effective to retain a family than it is to recruit a new family. Typically, attrition is the greatest concern between the transition years. During this session, we will discuss the components of and strategies for your re-recruitment plan (retention), your internal marketing strategy and your re-enrollment process. Our goal is to develop a plan to keep our current families enrolled.

6:00 pm – 9:00 pm

Dinner . . . . . . . . . . . . . . Sunset A Veranda

DAY THREE

Sunset A Meeting Room

8:30 am – 10:00 am

Session V – Brand marketing – developing and defining your school’s brand.

Simply put, your brand is your promise—your pledge of quality and customer satisfaction. Brand marketing delivers that promise to your market. During this session we will discuss key branding concepts to develop, define and communicate your school’s brand. Brand marketing is critical to the success of your school as you seek to increase enrollment, funding and the overall reputation of your school in the community you serve.

10:30 am – 12:00 pm

Session VI – Marketing from the inside out – internal and external marketing solutions for your strategy.

We all know that the number one way that your community finds out about your school is through word-of-mouth conversations. In order for your external marketing effort to work, we must first begin on the inside. Developing an internal marketing plan to speak to your main constituents—your parents— will reap the greatest rewards for your school. During this session you will understand the importance of developing effective and timely communications and stories that speak to your brand distinctiveness. You will then be on your way to harnessing the power of word-of-mouth marketing. We will discuss strategies for your internal and external marketing effort including direct mail and the latest web-based technologies to reach your community.

1:00 pm – 2:30 pm

Session VII – Putting it all together – a strategic enrollment management and marketing plan for your school.

Rome wasn’t built overnight; therefore, you can’t begin to implement everything at once. During this session, we will discuss the most important priorities for you to implement this year and next. We will also guide you through a comprehensive, month-by-month timeline for your enrollment and marketing programs. Sometimes, it’s just a matter of knowing what you need to do and when you need to do it in order to achieve the results you desire for your school. As a result of this workshop, you will leave with the components of your school’s strategic enrollment and marketing plan.

3:00 pm

Workshop concludes