Monday; Session 1: 4:00-5:15 PM
Monday, March 14: 4:00-5:15 pm
NO MORE HOKUS POKUS...ONLY FOCUS! TANGIBLE TOOLS AND TAKEAWAYS TO KEEP YOUR BRAND STRATEGY IN FOCUS.
LOCATION: Marshall-Offutt 207
LISA LEIDY, SQUARE SPOT DESIGN
When it comes to school marketing, there is SO…MUCH…ADVICE. More often than not, the “todo” list that ensues outweighs the capacity of a small boarding school communication team (especially if that team is a team of one). Let’s break through the noise with meaningful examples and tangible takeaways that will help you focus on what’s important—leveraging your resources to create brand impact across audiences and mediums (without the need of a magic wand). In this session we are going to focus on answering five questions we hear the most:
1. Print or digital? Do we need to choose?
2. How do we battle misconceptions about who we are?
3. How can we make the most of our marketing budget?
4. If I can bring one thing back to my team, what would it be?
5. Where do we begin?
Leave this session focused, inspired, and ready to make some brand strategy magic at your school.
COMMUNICATION WITH GEN Z
LOCATION: Lohr Hall 117
MICHELE GORMAN, MICHELE A. GORMAN ASSOCIATES AND PANELISTS (SEE BELOW)
Times are changing, and with it, language is reshaped. We are privileged to learn and grow alongside our students, as Millennialled education materializes. In what ways have you experienced a shift in colloquialisms, acronyms, and expressions? From "LOL" to "Girl Boss," it is important for us to keep up with and hear the adolescent voice through the lens of DEIB. In the current wave of streaming services and preferred pronouns, we will work together to unpack the modern vernacular.
Panelists: Camille Bertram, Educational Consultant; Maureen Brennan, Educational Consultant; JD Daubs, Educational Consultant
FIRESIDE CHAT: SHARED EXPEREINCES FROM THIS PAST YEAR & WHAT'S NEXT FOR ADMISSIONS
LOCATION: McLennan Library, Lecture Hall
KATE AUGER-CAMPBELL, FINALSITE AND PANELISTS (SEE BELOW)
Try. Fail. Learn. Repeat. Enrollment leaders have always been adaptable to shifts in the market. But never before have they had to flex their creative muscles and embrace all sorts of new and different practices in the span of one year in order to engage and yield new students. During this panel discussion we’ll talk about lessons learned, share some of the new tactics that are likely to stick around post-pandemic, and field questions from the audience related to market shifts. Panelists: Jill Hutchins, Associate Head of School for Enrollment, Dublin School; Kristen Kaschub, Director of Admissions and Enrollment Management; Darrow School John Barrengos, Director of Admission & Financial Aid, The Putney School
INTEGRATED ADVANCEMENT APPROACHES FOR SMALL BOARDING SCHOOLS
LOCATION: Marshall-Offutt 208
ANN SNYDER, CASE & EMA AND PANELIST (SEE BELOW)
Research has shown that despite their critical function in growing and maintaining the fiscal health of small schools, admission, alumni/development and communication offices are frequently under resourced in efforts to achieve their goals. Data suggests that integrating your external functions can achieve higher revenue and increased engagement while maximizing your travel budget and building better ambassadors for the school. Join Ann Snyder from the Council for Advancement and Support of Education (CASE) and Dave Taibl from the Enrollment Management Association (EMA) as they discuss challenges faced in these roles, and explore opportunities through an integrated approach to advancement in order to alleviate constraints experienced in leading small boarding schools.
NORMALIZING AND SUPPORTING MENTAL HEALTH IN THE BOARDING SCHOOL SETTING
LOCATION: Marshall-Offutt 201
BEN CHAMBERLAIN, ASHEVILLE ACADEMY (NC) AND PANELIST (SEE BELOW)
Unidentified and untreated struggles with mental health in students of all ages have only risen in recent years, due not in the least to the increased stressors of the COVID-19 pandemic. Boarding schools in particular bear the responsibility of identifying and meeting the mental health needs of its students. This presentation will briefly review research on the prevalence of mental health challenges prior to and into the pandemic, and then turn to focus on practices that can help to normalize discussions around mental health, identify students in need of additional support, and access resources to provide for those students.
Panelists: Katie Salmons, LCSW, LCAS, MSW, Clinical Supervisor; Rebecca Gebb, Program Director
HARNESSING BIG DATA TO CRUSH YOUR ENROLLMENT GOALS
LOCATION: Marshall-Offutt 204
JESSE ROBERTS, UNBOUND360
Boarding schools face challenges in enrollment all over the country. What's more, the Small Boarding School faces challenges from many areas, including the local private school and the local public school. In this interactive session, we will provide a blueprint for schools to harness the power of Big Data to learn more about their market, know where real opportunities lie, and enhance their funnels with families that are a fit on every level. As a former admission director in a small boarding school, I know all too well the challenge, and am happy to bring real world solutions to your office.
SETTING THE TABLE FOR DIPLOMACY: BREAKING BREAD TO WIN HEARTS AND MINDS
LOCATION: Marshall-Offutt 206
CAROLYN LEWIS, GARRISON FOREST SCHOOL (MD)
The GFS Gastrodiplomacy Program utilizes food and cuisine to create cross-cultural community understanding and engagement. It provides a rich educational experience for students by equipping them with the skills to interact individually and collaboratively in a culturally situated, innovative, and sustainable manner. It empowers them to become global citizens and leaders and build a school community of belonging over a “good meal.” This session will explore how the GFS Gastrodiplomacy Program has been instrumental in helping students to gain skills that allow them to engage the multiple perspectives of various people, groups, and cultures through food respectfully. It will provide insight into the tools shared that are necessary for communicating and collaborating over meals, using verbal and non-verbal behavior, protocols, customs, and collaborative actions to address situations, events, issues, or phenomena that are to develop and improve the school community.