The Enrollment Spectrum Podcast: Recent Episodes
Peter Baron & Hans Mundahl
Welcome to The Enrollment Management Association's podcast series, "The Enrollment Spectrum." In each episode, hosts Peter Baron and Hans Mundahl will explore the central tenets of enrollment management strategy, focusing on the components embodying the spectrum. Join us as we unpack and explore what the strategy of enrollment management means for K-12 independent and private schools and their communities.
In this episode, I am joined by my special co-host for this mini-series, Ari Betof, Co-Founder and Partner of Mission & Data, along with Randie Benedict, Associate Head of School for Enrollment Management at St. Anne's-Belfield School, and Lisa Ha, Chief Communications Officer at St. Anne's-Belfield School. Together, we explore how independent schools can move from insight to action by using data from E3n's (EMA+ERB) perceived value and affordability data to refine the admission experience and strengthen mission-aligned enrollment strategy. Drawing on real-world practices at St. Anne's-Belfield School, this conversation examines how enrollment, marketing, and academic leadership teams can work together to create intentional, authentic experiences for prospective families across all divisions.
Listeners will hear how data from surveys, focus groups, student outcomes, and industry research can help schools identify the stories they most need families to hear, what Randie Benedict refers to as St. Anne's-Belfield School's "must-air facts," and how those messages can evolve.
The episode also explores how schools can balance what families say they value with what their behaviors actually reveal, how student ambassadors and parent conversations generate meaningful enrollment insights, and why building strong internal collaboration between enrollment and marketing teams is essential for long-term success. From understanding family motivations to refining tours, viewbooks, and messaging strategies, this episode offers practical examples of how schools can use actionable data to create more connected, compelling, and mission-centered admission experiences.
Join us for a special live Enrollment Spectrum Podcast recording as we sit down with Raj Raghunathan, PhD, to explore connections between his research and EMA's newest special report, An Independent School Education: Family Perceptions of Value and Affordability. Dr. Raghunathan, H.E. Hartfelder/The Southland Corporation Regents Chair of Marketing at the McCombs School of Business at the University of Texas at Austin, is an internationally recognized researcher, writer, and speaker. His work examines how judgments and decisions shape happiness, fulfillment, and perceptions of value. Dr. Raghunathan's insights—featured in The New York Times, Harvard Business Review, The Atlantic, and a TED Talk that reached millions worldwide—position him uniquely to shed light on today's independent school marketplace. The session will explore how behavioral science shapes the ways families perceive tuition, investment, and the long-term value of an independent school education. This live conversation offers a front-row seat at the intersection of theory and practice—blending research, storytelling, and actionable insights to strengthen enrollment management strategy.
Dr. Raghunathan's work has appeared in top journals, including The Journal of Marketing, The Journal of Consumer Research, The Journal of Marketing Research, and The Journal of Personality and Social Psychology. His work has been cited in The Atlantic, The New York Times, Fortune, Forbes, and Harvard Business Review. Dr. Raghunathan's Psychology Today blog, Sapient Nature, has over 2.5 million page views. His online course on Employee Happiness was rated a Top MOOC (Massive Open Online Course) of 2019 and currently has over 10,000 students. Dr. Raghunathan's book, If You're So Smart, Why Aren't You Happy?, has been translated into 13 languages and has been featured in the Atlantic, Time, Guardian, Times of India, Live Mint, and Mid-Day. Dr. Raghunathan's TED talk was viewed live (on STAR TV) by over 17 million people worldwide.
EMA members can access the full report, An Independent School Education: Family Perceptions of Value and Affordability, and dig deeper into the results on the accompanying data dashboard by logging into EMA's Community: community.enrollment.org.
In this episode, we sit down with Dr. Manoj Thomas, Cornell University’s Sabanci Professor of Management and Marketing and Associate Dean of New York City Initiatives. A leading behavioral scientist, Manoj explores how unconscious mental processes shape consumer decisions, from pricing psychology to the subtle cues that influence how we perceive value.
We discuss his research on behavioral economics and pricing strategy, and connect these insights to independent school strategic enrollment management. Drawing on his expertise as both a scholar and engaging educator, Manoj offers a fascinating perspective on the psychology of decision-making and what it means for independent schools navigating questions of affordability, value, and perception.
EMA members can access the full report, An Independent School Education: Family Perceptions of Value and Affordability, and dig deeper into the results on the accompanying data dashboard by logging into EMA's Community: community.enrollment.org.
In this episode, we sit down with Mark Mitchell, Vice President of Access and Affordability at the National Association of Independent Schools (NAIS), and Amada Torres, Vice President for Studies, Insights, and Research at NAIS. Together, Amada and Mark bring deep expertise on various factors influencing independent schools today, and they are both authors of How Parents Pay School Costs: 2023 NAIS Financial Aid Parent Survey.
This episode is part of a mini-series inspired by EMA's latest research report, An Independent School Education: Family Perceptions of Value and Affordability. Guest co-host Ari Betof, Co-Founder and Partner at Mission & Data, will join me throughout this mini-series.
While the survey populations and methodologies differ, together, the EMA and NAIS reports offer a more comprehensive view than either does alone.
EMA's 2025 report, An Independent School Education: Family Perceptions of Value and Affordability, offers a large-scale analysis of how families across the socioeconomic spectrum perceive the value and affordability of independent school education. The report provides critical insights into the complex factors shaping families' decisions to enroll their children in independent schools. This report was a collaboration between EMA and Mission & Data, EMA's strategic data partner. Join us as we explore some of the highlights from EMA's latest report with Ari Betof, Co-founder and Partner of Mission & Data, and Sarah Enterline Roch, Institutional Research Consultant at Mission & Data and Director of Institutional Research at St. Mark's School (MA).
EMA members can access the full report, An Independent School Education: Family Perceptions of Value and Affordability, and dig deeper into the results on the accompanying data dashboard by logging into EMA's Community: community.enrollment.org.
In this episode, we sit down with Carolyn Gorowski, Dean of Admission at Lake Forest Academy (IL); Laurel Baker Tew, Assistant Head of School for Enrollment at Viewpoint School (CA); and Victoria Muradi, Director of Strategic Initiatives at Durham Academy (NC). Together, they share practical, actionable strategies for leveraging insights from EMA's special reports to drive strategic decision-making in independent schools.
This episode is part of a mini-series inspired by EMA's latest research report, An Independent School Education: Family Perceptions of Value and Affordability. Guest co-host Ari Betof, Co-Founder and Partner at Mission & Data, will join me throughout this mini-series.
Stay tuned for more episodes in this mini-series coming this spring and summer!
Brendan Schneider, Founder and CEO of SchneiderB Media, helps independent and private schools boost enrollment through digital marketing. He is the creator of the MarCom Society, SchoolMarketingCRM, and the author of School Marketing the Right Way. Brendan is also the opening keynote speaker for EMA’s virtual Marketing Symposium, which will take place on April 8, 2025, and EMA’s EMLC Spring Seminar in Dubai on May 1, 2025.
Join me for a conversation with Brendan as he shares insights and actionable strategies from his new book on the latest marketing techniques schools can use to stand out in a competitive landscape.
Resources:
EMA's Marketing Symposium: Register Here
EMA's Enrollment Management Leadership Council (EMLC) Spring Seminar: Register Here
School Marketing the Right Way
In December 2024, United Educators (UE) released their latest Top Risks Report for independent and charter K-12 schools. This survey shows the self-reported most pressing risks across the UE independent and charter K-12 membership and highlights changes they see when comparing the results to previous reports from 2020 to 2024. Join me for an insightful conversation with Hoda Hussein, Senior Risk Management Consultant at UE. We’ll explore emerging trends, dive into the importance of scenario planning, and share practical tips on leveraging the data from this report.
Link to United Educators website: www.ue.org
Link to United Educators Report: Top Risks Report: Insights for Independent Schools
About United Educators (UE): United Educators is a member-owned captive insurance company that focuses solely on education. With a large and diverse membership ranging from large university systems to small, independent K-12 schools, UE is committed to providing the coverage and tools needed to allow our members to confidently operate their campus while managing education-specific risks. Since 1987, we’ve strived to provide peace of mind so members can focus on what’s important – delivering a high-quality academic experience.
With nearly five decades of experience in independent schools, Jeff Escabar has a collection of amusing and insightful stories to share. In his book Laugh Your Apps Off, he shares a delightful collection of anecdotes from the world of independent schools. Join me for a conversation with Jeff that's sure to make you smile—and maybe even share a few laughs.
Resources:
Laugh Your Apps Off
Independent school leaders are forging innovative partnerships to expand opportunities for their students and communities. In March 2024, Wayland Academy (WI) and Ripon College unveiled a groundbreaking pilot program guaranteeing admission and financial aid to Wayland’s international students who meet specific academic requirements. Join us as we discuss this transformative initiative with Jason Warnick, Head of School at Wayland Academy in Beaver Dam, Wisconsin.
Join us for a special live episode of the Enrollment Spectrum Podcast, recorded at EMA’s Annual Conference (AC24). This session features a dynamic lineup of EMA’s podcast hosts and a special appearance by Heather Hoerle, EMA’s Executive Director and CEO. Together, we explore the past decade’s evolution in strategic enrollment management and share insights into its future. With audience questions and perspectives woven throughout, this engaging discussion captures the voices and vision of those shaping the field.
In this episode, we will hear from Keith Chicquen, Founding Headmaster of TASIS Portugal, and Aimee Gruber, Assistant Head of Enrollment Management and Marketing. Keith and Aimee share their incredible journey of moving from Canada to Portugal in 2019 to establish the fourth TASIS school. Join us as we dive into their backgrounds in education and leadership, the challenges they faced during the pandemic, and their insights on building a school from the ground up. It’s a conversation full of inspiration and valuable lessons in resilience and innovation.
In Part II of our conversation, we will hear from Keith Chicquen, Founding Headmaster of TASIS Portugal, and Aimee Gruber, Assistant Head of Enrollment Management and Marketing. Keith and Aimee share their incredible journey of moving from Canada to Portugal in 2019 to establish the fourth TASIS school. Join us as we dive into their backgrounds in education and leadership, the challenges they faced during the pandemic, and their insights on building a school from the ground up. It’s a conversation full of inspiration and valuable lessons in resilience and innovation.
The Enrollment Management Association (EMA) is excited to welcome Anne-Marie Kee, Fran Ryan, and Suzanne Walker Buck as the new co-hosts of EMA's Head of School Podcast. This season will continue to focus on topics related to strategic enrollment management, providing valuable insights and discussions tailored specifically for school heads.
Tune in to hear from our dynamic new co-hosts as they share their perspectives on key topics and give a preview of what's to come this season!
The 2023-2024 edition of The Ride to Independent Schools Report (The Ride) is The Enrollment Management Association's (EMA) fourth edition of this flagship report. It offers valuable insights into the behaviors and opinions of families applying to independent schools. Previous studies were conducted in 2014, 2017, and 2020. This edition of The Ride was a collaboration between EMA and Mission & Data, EMA's strategic data partner.
Join us as we explore some of the highlights from The Ride with Ari Betof, Co-founder and Partner of Mission & Data, and Sarah Enterline Roch, Institutional Research Consultant at Mission & Data and Director of Institutional Research at St. Mark’s School (MA).
Click here to access The Ride to Independent Schools Report and visit the interactive dashboard to analyze the data.
The partnership between the head of the school and the senior enrollment leader is critical to the sustainability of independent schools. Join me as we explore the dynamic collaboration between Perry Martin, President of La Salle College Preparatory in Pasadena, CA, and Kennan Kurihara, Vice President of Enrollment Management and Chief Communications Officer at La Salle College Preparatory. During Perry and Keenan's tenure at La Salle, student enrollment grew by over 10 percent, and the school increased its net tuition revenue by over 15 percent. Join us for an insightful exploration of how their strategic approach to enrollment management and communication has fortified La Salle College Preparatory against the challenges confronting independent schools nationwide.
Institutional research is closely linked to a school’s strategic enrollment management efforts, making this discussion about the Center for Institutional Research in Independent Schools (CIRIS) 2023 Institutional Research State of the Industry Report especially pertinent for independent school leaders. Join us as we explore the key insights and takeaways from this essential resource with Eric Heilman, Director of Institutional Research at Maret School (DC) and Executive Director of The Center for Institutional Research in Independent Schools (CIRIS) at Maret, and Victoria Muradi, Director of Strategic Initiatives at Durham Academy (NC) and EMA Board of Trustees Governance Chair.
CLICK HERE to access the 2023 Institutional Research State of the Industry Report.
If you are new to the admission profession, join me for a lively conversation with five of EMA's Admission Training Institute (ATI) faculty members: David Baker, Director of Admission & Financial Aid, St. Mark’s School of Texas (Dallas, TX) and Chair of AIT, Dr. Jasmine Harris, Head of School, TMI Episcopal (San Antonio, TX), Molly Dorais, Director of Admission & Financial Aid, Colorado Rocky Mountain School (Carbondale, CO), Steve Brown, CEO & Founder, Steve Brown Academy (Atlanta, GA), and Anne Behnke, Director of Admission and Enrollment Management, St. Mark’s School (Southborough, MA). Gain insights and learn from their collective years of experience in enrollment, admission, and independent school leadership!
For more information about the Admission Training Institute, EMA's premier training program for those new to admission, select the following link: https://www.enrollment.org/professional-development/seminars/ati.
Welcome to a special episode of the Enrollment Spectrum Podcast, where we broadcast live from EMA's 2023 Annual Conference in Las Vegas. In this unique episode, we have gathered all your favorite EMA podcast hosts under one roof. This includes Rebecca Malotke-Mmeslin and Lynne Macziewski from 'Confidently You,' John Gentile and Rohan Arjun from 'Different Perspectives,' and Ari Betof and Christian Donovan from 'Impossible Questions.' Join us as we share memorable moments from our last podcast season, dive into the latest trends shaping independent schools, and provide a sneak peek into exciting episodes awaiting you in the upcoming season.
Join us for a conversation with Andrew Weller and Brad Brown. Andrew is the Dean of Enrollment and Strategic Marketing at St. Stephens & St. Agnes School in Alexandria, Virginia. Andrew has served in several leadership roles and was a member of EMA's inaugural Admission Leadership Council (ALC). Brad is the Director of Admissions and Enrollment Management at Trinity School in Atlanta, Georgia. Brad also served as the Chair of the Atlanta Area Association of Independent School (AAAIS) Admission Directors Group. Not only are Brad and Andrew strategic enrollment leaders, but they are also two faculty members and advisors for EMA’s Admission Directors Institute (ADI). ADI is an intensive two-day program offered in person as part of EMA’s Annual Conference every September as part of the pre-conference programming. In this episode, Andrew and Brad offer advice and resources for all new admission and enrollment directors to consider as they enter their new leadership roles.
Please join us for a conversation with Quentin McDowell, Head of School at Mercersburg Academy (PA), Barbara Eghan, Founding Executive Director of Civic Lab at the Georgetown Day School (DC), Jill Thompson, Director of Admission at Phillips Academy (MA), and Christian Donovan, Head of School at Friends School of Baltimore (MD). Quentin, Barbara, Jill, and Christian are the founders of the Enrollment Management Association’s Future Leaders Institute, which focuses on the individual goals of enrollment professionals who wish to build their career, enhance their leadership skills, and grow their professional network.
Please join us in welcoming Ari Betof and Sarah Enterline to the show! Ari is the co-founder and partner at Mission & Data where Sarah is an Institutional Research Consultant and Director of Institutional Research at St. Mark's School in Southborough, MA. Mission & Data is a firm dedicated to the effectiveness, health, and vitality of educational institutions and other organizations that make the world a better place, through strategy consulting, custom data products, audits, and leadership coaching. Ari is also the co-host of EMA’s Impossible Questions Podcast. Ari and Sarah were instrumental to the data collection, analysis, and writing of EMA’s flagship special report The 2023 State of the Independent School Enrollment Industry Report (SOTI) which is out now.
Please join us for a conversation with attorney Brian Garrett. Brian is counsel in the Litigation Department and Chair of the Education Law Practice Group at McLane Middleton one of New England’s premier full-service law firms with over 100 attorneys and 25 paralegals throughout offices in New Hampshire and Massachusetts. Most recently Brian spoke at our Anti-Bias workshop in January. Stick around to the end of the podcast for some actionable takeaways on some steps you should take at your school based on this upcoming decision.
Please join us for a conversation with Mary Birnie. Mary is the President of Birnie & Associates, Inc. For more than 20 years, Mary and her team have been coordinating meetings and events that meet strategic goals and make guests feel welcome. Mary is also EMA's partner for the annual conference and she works with many other associations in the independent school space to make all of our conferences go off without a hitch.
We're also joined by a special co-host for this episode, Jennifer Davis EMA’s Associate Director of Professional Development.
Join us for a conversation with Gretchen Forsyth and Katie Chhu. Gretchen is the Head of School and Katie is the Director of Admission at Glen Urquhart School (GUS), a progressive day school for students in grades Pre-K through eight located in Beverly, Massachusetts. In this conversation, we explore the reimagined tuition program at GUS.
Join us for part two of our conversation with Chuck English where we continue to explore complicated independent school marketing ideas, try to demystify them, and turn them into actionable tactics you can use right away!
While you’re waiting for more episodes of The Enrollment Spectrum Podcast I want to share another show with you that I really like.
We recently launched the Confidently You: Women in Leadership Podcast hosted by Rebecca Malotke-Meslin and Lynne Macziewski. On this new show, they explore what it means to be a woman in leadership in independent schools. On their show, Rebecca and Lynne cover a wide range of topics such as leading the school where your kids are students, celebrating your successes, and becoming a better risk-taker.
We hope you enjoy this episode of Confidently You! Check out this show and all the shows we've recently launched at enrollment.org/podcasts.
Join us for a conversation with Chuck English and cut through the marketing speak, buzz words, jargon, and other useless advice for five marketing tactics you can actually implement in the coming weeks. In this episode, we talk about search engine optimization (it's not that scary), video (you can make good ones using your phone), focus groups (you don't need an outside firm), refining your application process (a massive topic but we give you some ideas on how to start), and the differences between a rebrand and a new logo (that actually make sense).
We hope you have as much fun listening to this episode as we did making it and stay tuned for part two of this series soon!
Please join us for a conversation with Dr. Vivienne Ming. Vivienne is a theoretical neuroscientist, entrepreneur, author, and mother of two. She is featured frequently for her research and inventions in The Financial Times, The Atlantic, Quartz Magazine, and the New York Times. Co-founded with her wife Dr. Norma Ming, Socos Labs is a mad science incubator dedicated to solving some of the world's most pressing problems and she was a keynote speaker at AC22 in Orlando, Florida.
While you’re waiting for more episodes of The Enrollment Spectrum Podcast I want to share another show with you that I really like.
We recently launched the Different Perspectives podcast hosted by Rohan Arjun and John Gentile. On this new show, they explore what diversity, equity, and inclusion looks like, sounds like, and feels like outside independent schools. Season one is out now featuring conversations with folks from the worlds of marketing, software, finance, and more.
In this episode, we'll be featuring one of their shows for you to enjoy and you can check out all the shows we've recently launched at enrollment.org/podcasts.
Join us live from AC22 for this episode of The Enrollment Spectrum Podcast! Are you considering a return to admission assessments as a part of your overall enrollment strategy? In this episode, we'll share best practices to get your whole school on board as well as common mistakes to avoid with our four guests:
- Dr. Keith Wright, The Enrollment Management Association (NJ)
- Dr. Nathan Kuncel, University of Minnesota (MN)
- Amy Sayfie Zichella, Ransom Everglades School (FL)
- John Hutchins, Phillips Exeter Academy (NH)
After 110 episodes of The Enrollment Spectrum Podcast our intrepid host Peter is moving on to the next stage of his career! Join us for a send-off episode where we reflect back and look ahead.
But don't worry, even though our host is moving on the podcast will continue!
Please join us for a conversation with Renee DuChainey-Farkes. Renee was most recently the head of school at The Woodward School just outside of Boston, Massachusetts. Prior to joining The Woodward School Renee was the founding head of school at Kingsley Montessori School in Boston which started with 65 students and grew to an enrollment of more than 325.
Renee is now working as a coach, consultant, and advisor to independent schools, both private and Montessori, looking at ways to further partner with parents in school communities. She also wrote ‘Learning From Home’ for the fall 2020 issue of The Yield.
Join us for a conversation with Nikki Turpin. Nikki is the Director of Diversity, Equity, and Inclusion at Chapel Hill-Chauncy Hall in Waltham, Massachusetts.
A former teacher at Nashoba Brooks School in Concord, MA, she sits on multiple Inclusivity and Diversity Boards including the Bay State Brawlers and Hudson Sloop Clearwater and is a consultant for BeWellBeHere.
Nikki’s DEI work is motivated by her belief that everyone should feel like they belong, that their surroundings always feel like ”a home,” and that you are invited to be your authentic self, unapologetically every day.
Nikki also recently wrote an article in the Fall 2021 issue of The Yield titled 'Diversity, Equity, and Inclusion: Next Step Forward.'
Join us for a conversation with Josh Clark.
Josh joined TASIS The American School in England in August 2020 as the Director of Student Recruitment and Admissions.
In this episode, we'll hear Josh's thoughts on how to create an enrollment management strategic plan!
Please join us for a conversation with Angie Ward.
Angie is the founder and president of Enroll Media Group based in Massachusetts and she has 15 years of experience in media and marketing, most of which have been within the education industry.
Angie has helped over 200 colleges, universities, and K12 schools with result-driven digital marketing campaigns.
Join us for a conversation with Professor Nathan Grawe.
Nathan is the Ada M. Harrison Distinguished Teaching Professor of Social Sciences & Economics at Carleton College in Minnesota.
Nathan’s 2018 book, Demographics and The Demand for Higher Education examines how recent demographic shifts are likely to affect the demand for higher education. His most recent book, The Agile College, provides examples of how proactive institutions are grappling with demographic change.
If you're considering a tuition reset at your school this episode is for you! Recorded live during EMA's Financial Aid Symposium, this conversation will provide helpful data and actionable insight into what you should do at your school.
Kal Balaven is the Head of School at Dunn School in Los Olivos, California but that’s not why we asked him to come on the show. In addition to his other duties as Head of School, Kal is also a podcaster hosting a show called The Whole Student Podcast which offers notable people the chance to share the story of the teachers who influenced them. In this episode, we'll not only hear from Kal about why he started a podcast, but we'll also hear about the teacher who changed his life.
Join us for a conversation with Dr. Aviva Legatt. Aviva is the author of Get Real and Get In: How to Get Into the College of Your Dreams by Being Your Authentic Self.
Aviva is a faculty member in Organizational Dynamics at the University of Pennsylvania and at The Wharton School, teaching in-person and online through Coursera.
Her courses on diversity and teamwork have reached thousands of learners and have been recognized by Poets & Quants as a “Best Business Course.”
Interested in using this podcast in your next team meeting or board packet? Download our Listening for Action Guide.
Join us for a conversation with Dr. Derrick Gay. Derrick runs a global boutique consultancy focused on strategic inclusion and equity. Over the past 24 years, he has partnered with over 600 organizations to deepen their diversity and inclusion capacity; enhance inclusion and engagement; attract, hire, and retain the best talent; and design strategy to maximize business and education goals.
Please join us for a conversation with James Palmieri and Elizabeth Dabney. James is the Executive Vice President at the National Business Officers Association and Elizabeth is the Director of Research and Data Analysis.
The National Business Officers Association recently published a special report on tuition discounting and we dig into it!
Please join us for a conversation with Nija Meyer. Nija joined Woodward in August 2014 to lead the Academy's marketing and communications efforts and is now the Vice President for Enrollment Management. Prior to joining Woodward she served in strategic marketing and consulting roles for The Coca-Cola Company, Andersen Consulting's Strategic Services, and GE Capital.
At Woodward Academy the marketing department reports to the Director of Enrollment Management and we'll hear the story of how this came about.
Join us for a conversation with Mark McKee and Laurel Baker Tew.
Mark is the Head of School at Viewpoint School in Calabasas, California where Laurel is the Assistant Head of School for Enrollment Management. Mark and Laurel are deeply committed to independent schools and the field of enrollment management.
Mark and Laurel are also longtime contributors to EMA: Laurel has served on EMA’s Board of Trustees, both Laurel and Mark have spoken at many of our events, and both were on the podcast back in July of 2020 when they were talking about their reopening plans for the fall.
Please join us for a conversation with Dr. Robert Livingston.
Dr. Livingston is a Lecturer of Public Policy at Harvard University's John F. Kennedy School of Government where his research focuses on diversity, leadership, and social justice. His work has been published in multiple top-tier academic journals and has been featured in the New York Times, Washington Post, and many other media outlets.
His award-winning article How to Promote Racial Equity in the Workplace is the foundation for our conversation.
Please join us for a conversation with Sam Birdsong.
Sam has been creating films that inspire purpose and lead with humanity for the last decade. He co-founded the film company Chispa House, which focuses on producing authentic and cinematic video.
Please join us for a conversation with Risa Engel. Risa is the Chief Marketing Officer at Finalsite where she leads the talented team responsible for worldwide marketing. She joined Finalsite in 2019 with a background in education, finance, and tech marketing communications.
Most recently at Stuart Country Day School in Princeton, NJ, Risa transformed the school's brand awareness through innovative programs including the CASE Circle of Excellence award-winning #LEADLIKEAGIRL K-12 conference.
Born and raised in Silicon Valley, Risa cut her teeth at tech startups and is excited by the opportunities technology provides educators to build community with the students and families they serve.
Join us for a conversation with Dr. Ari Betof as we discuss how to address impossible questions. We'll also introduce EMA's new podcast available now!
Please join us for a conversation with Dr. Mary Halpin Carter and Tom Olverson.
Mary is the head of school at the Derryfield School in Manchester, NH where she has been for eight years. Prior to her appointment to head of school she was a teacher, director of admission, and assistant head for faculty and academic programs, in addition to other roles.
Tom is a veteran of 38 years in independent schools, serving as a Head for 27 of those years. Today Tom is a search consultant at RG175 and has completed more than 18 head of school searches.
Please join us for a conversation with Brandi Eppolito. Brandi is the Vice President of Marketing at SchoolAdmin, which is now a part of FinalSite, providing admission and enrollment solutions to independent schools.
Prior to joining SchoolAdmin, Brandi was involved with marketing and content development for several for-profit organizations in Texas and was in recruitment, marketing and admission at The University of Texas.
SchoolAdmin recently launched The Recipe for Retention: Cooking up an award-winning retention strategy for your private school and they are soon to launch a new report titled, Widening the Aperture: Redefining the Enrollment Experience. We’re excited to dig into both of these reports on this episode!
Join us for a conversation with Ann Snyder and Jennifer Hillen.
Ann is the Director of Independent and International Schools at The Council for Advancement and Support of Education. Prior to joining CASE, she was the Director of Enrollment and External Affairs at Stuart Hall School. Prior to Stuart Hall, she was in corporate marketing.
Jennifer is the Chief Learning Officer at the National Business Officers Association. Prior to joining NBOA, she worked in assurance and advisory services for Ernst & Young, she then joined Harpeth Hall School where she served as the business officer.
Join us for a conversation with Jeff Selingo. Jeff has written about higher education for two decades. He is the author of two New York Times bestsellers, a contributor to The Atlantic and the Washington Post, and a special advisor at Arizona State University. Jeff has been a keynote speaker at our annual conference and has been on the show twice before! Jeff’s latest book Who Gets In & Why: A Year Inside College Admissions came out last fall.
Please join s for a conversation with Chuck English. Chuck is the driving force behind English Marketing Works where he has successfully worked with dozens of schools, helping them achieve strategic goals through effective branding, messaging, marketing, and creative initiatives.
Chuck has written numerous e-books, reports, and journal articles on independent school marketing. In fact, he wrote EMA’s last State of the Industry report that was released in 2019.
This year, Chuck authored EMA’s Ride to Independent Schools 2020-2021 which is why we’ve asked him to join us today.
Join us for a conversation with John Gulla and Grant Lichtman.
John is the Executive Director of the Edward E. Ford Foundation which seeks to improve secondary education by supporting U.S. independent schools and encouraging promising practices.
Grant is an internationally recognized thought leader on the transformation of K-12 education. He works with school teams to develop a comfort and capacity for change in a rapidly changing world.
We asked our 2020 podcast guests to send us a short voicemail with their predictions for 2021 and the response was overwhelming! In fact, we have so much content we're doing a two-part episode on predictions for 2021. In this episode, you'll hear from Susan Emery, Suzanne Walker Buck, Nicole Oakes, Tim Fish, Kelly Page, and David Willows.
What are your predictions for 2021? Send us a voice memo at hmundahl@enrollment.org!
We asked our 2020 podcast guests to send us a short voicemail with their predictions for 2021 and the response was overwhelming! In fact, we have so much content we're doing a two-part episode on predictions for 2021.
In this episode, you'll hear from Greg Martin, John Barrengos, Kevin Plummer, Kristen Mariotti, Ari Betof, and Kevin Folan!
What are your predictions for 2021? Send us a voice memo at hmundahl@enrollment.org!
Join us for a conversation with John Katzman. John is the founder and CEO of Noodle Partners which is transforming the way prospective students find and learn about degree programs.
Before founding Noodle Partners, John founded and was CEO of 2U, which helps colleges and universities build and run high-quality online degree programs.
Prior to 2U, Katzman founded and ran The Princeton Review, which helped half of the students applying to U.S. colleges and universities each year find, get into, and pay for school. John also serves on several for- and not-for-profit boards of directors and has authored many articles and five books.
Join us for a conversation with Dr. Rebecca Zwick. Rebecca is a researcher at ETS where she holds the title of Distinguished Presidential Appointee.
She earned her doctorate in Quantitative Methods in Education at UC Berkeley and her postdoctoral fellowship was at the Psychometric Laboratory at the University of North Carolina at Chapel Hill.
Her recent work has focused on test validity and fairness and she wrote the 2017 book Who Gets In? Strategies for Fair and Effective College Admissions.
Please join us for a conversation with Brian Hargrove and Grant Gonzalez from Northfield Mount Hermon School.
Over the past two decades, Brian has successfully held leadership roles both in education and in the private sector and has been the Head of School at NMH since 2019. Grant is the Assistant Dean of Faculty, a Social Entrepreneurship Teacher, and Director of the NMH Lab program which is the topic of this episode!
Dr. Derrick Gay is an internationally recognized diversity and inclusion strategist and has worked with over 500 organizations around the world. Dr. Gay began his career teaching and serving as a senior administrator in a number of independent schools across the country. His work has been featured in the New York Times, NPR, 60 minutes, El Tiempo Latino, and The Washington Post, to name a few. And he event consults with Sesame Street!
Derrick spoke at both our 2019 and 2020 annual conferences and he was a guest on the podcast last winter way back before COVID, exploring opportunities and challenges around Diversity and Inclusion.
This coming spring Derrick is running his popular online course again: Reframing and Leading Diversity Through and Post-COVID-19, where he frames Diversity and Inclusion issues and strategies for independent school administrators.
Join us for a conversation with Julie Wadland. Julie is the Associate Director of Admission at Concord Academy in Concord, MA. Prior to joining Concord Academy Julie was at Loomis Chaffee, UC Berkeley, an executive search firm in San Francisco, and Phillips Academy where she was also a student. In this episode, Julie will talk about how a group of enrollment leaders came together to better serve families in their region.
Join us for a conversation with Nicole Oakes. Nicole is the Director of the International Student Program at Oaks Christian School in Westlake Village, CA.
We’ve invited Nicole to speak with us as a part of our ongoing series about how schools are reopening to hear how she has re-invented her work with international students and their families.
Join us for a conversation with Dallas Joseph.
Dallas is the Chief Operation Officer and Chief Financial Officer at Baylor School in Chattanooga, TN. Dallas arrived at Baylor in 2000 from Fisk University in Nashville, TN. Before Fisk University, Dallas was the Vice President for Finance of Sumi College (on the Upper Peninsula of Michigan), and for seven years prior to that position, he worked as an accountant and comptroller for Shaw University. Dallas is also the Chair of EMA’s Board of Trustees.
In this episode, we'll hear more about Baylor School's COVID-19 testing program and how it not only is helping the local community but is also a revenue stream for the school.
Please join us for a conversation with Kevin Folan. Kevin is the Head of School at The Providence Country Day School in Providence, Rhode Island. Kevin has spent the past fifteen years in education. He started at the Hyde School and was the head of Hilltop Country Day School in New Jersey before moving to Providence Country Day.
We'll discuss Providence Country Day's recently announced initiative to reduce tuition by 35% and launch a number of other initiatives.
Join us for a conversation with Trisha Ross Anderson and Brennan Barnard.
Trisha is the College Admissions Program Director for Making Caring Common, a project of the Harvard Graduate School of Education. Trisha has spent over a decade supporting a wide variety of schools and non-profits.
Her work centers around social and emotional learning and character development, the promotion of positive school climate, and intervention development and evaluation.
Brennan is the co-author of the new book, The Truth about College Admission: A Family Guide to Getting In and Staying Together and the director of college counseling and outreach at The Derryfield School in New Hampshire.
He is also the College Admission Program Advisor at Making Caring Common. Brennan writes about college admission for the New York Times, Washington Post, Forbes.com, HuffPost, Concord Monitor and Journal of College Admission.
Join us for a special live conversation with Homa Tavangar and Will Richardson from EMA's AC20!
Homa’s work has addressed themes of culture, innovation, leadership, global citizenship and global competence, and deep diversity, equity, belonging, and inclusion. She connects timely topics of the moment with the timeless desire to work with purpose and make a difference – whatever one’s circumstances. Homa is the author of widely-acclaimed Growing Up Global: Raising Children to Be At Home in the World and newly released Global Kids activity cards from Barefoot Books.
A former public school educator of 22 years, Will has spent the last 15 years developing an international reputation as a leading thinker and writer about the intersection of social online learning networks, education, and systemic change. In 2017, Will was named one of 100 global "Changemakers in Education" by the Finnish site HundrED, and was named one of the Top 5 "Edupreneurs to Follow" by Forbes.
Homa and Will are co-founders of The Big Questions Institute.
Join us for a conversation with Ozan Varol. Ozan is a rocket scientist turned award-winning professor and author. A native of Istanbul, Turkey, he learned English as a second language and moved to the United States by himself at 17 to attend Cornell University and major in astrophysics.
While there, he served on the operations team for the 2003 Mars Exploration Rovers project that sent two rovers–Spirit and Opportunity–to Mars. He built stuff that went to the red planet and wrote code that snaps photos of the Martian surface.
Ozan is the author of Think Like a Rocket Scientist: Simple Strategies You Can Use to Make Giant Leaps in Work and Life and recently spoke with Heather Hoerle, EMA’s Executive Director and CEO at the opening of our online annual conference.
Join us for a conversation with Jeff Selingo. Jeff has written about higher education for two decades. He is the author of two New York Times bestsellers, a contributor to The Atlantic and the Washington Post, and a special advisor at Arizona State University. Jeff was a keynote speaker at our annual conference last fall and was a guest on the podcast back in episode 59.
Jeff’s new book Who Gets In & Why: A Year Inside College Admissions comes out on September 15.
Join us for a conversation with Matt Lai and Dave Buckwald from Avenues: The World School.
Matt is the Director of Admissions and Enrollment Management at Avenues Silicon Valley (CA). Prior to joining Avenues, Matt spent 14 years at Woodside Priory School (CA) in a number of capacities, including Director of Admissions & Financial Aid, Dean of Students, Dean of Residential Life, and a teacher and coach. Matt is also an EMA trustee.
Dave is Director of Admissions and Enrollment Management at Avenue, The World School in New York. With 15 years of experience in highly selective college admissions, Dave joined Avenues in the summer of 2018. Most recently, Dave served as a director in the undergraduate admission office at Columbia University.
Join us for a conversation with Kristen Mariotti. Kristen is the Assistant Head of School for Enrollment at Stoneleigh-Burnham School in Massachusetts and has nearly 20 years of experience in admissions and enrollment management at independent schools, colleges, and universities.
We invited Kristen to speak with us on the podcast as a part of our ongoing series exploring how schools are planning to reopen in the fall.
Join us for a conversation with Kevin Plummer. Kevin became the seventh Head of Tampa Preparatory School in July 2007.
Kevin is deeply committed to independent schools and serves as Vice President of the Florida Council of Independent Schools, is a member of the Bay Area Association of Independent Schools, and served as their President in 2009-2010, and of course as board chair of EMA’s Board of Trustee.
We were also lucky enough to have Kevin join our online Heads Institute as a cohort leader. We’ve invited Kevin to speak with us today as a part of our series exploring how schools are planning to reopen in the fall.
Join us for a conversation with Dr. Kelly Page. Kelly is the director of Bennett Labs at Bennett Day School in Chicago. She is a social and digital innovator, entrepreneur, educator, and learning consultant with a Ph.D. in the Psychology of Web Knowledge and an obsession with social digital storytelling. She has over 18 years of experience working at the intersection of social innovation, and social design for startups, universities, schools, school districts, and Fortune 500 companies.
Join us for a conversation with Brigadier General Retired David Wesley. Dave served as an active-duty officer in the Air Force for 26 years before retiring in 2014. For the last five years, he’s been the president of Randolph-Macon Academy in Virginia. We’ve invited Dave to speak with us today as a part of our new series exploring how schools are planning to reopen in the fall.
Join us for a conversation with Mark McKee and Laurel Baker Tew.
Mark is the Head of School at Viewpoint School in Calabasas, California where Laurel is the Assistant Head of School for Enrollment Management. Mark and Laurel are deeply committed to independent schools and the field of enrollment management. In fact just last week Laurel spoke last at our online Heads Institute where Mark was also a cohort leader.
Join us for a conversation with Dr. Susan Emery as she describes Whittle GO! a new online program.
Susan is Co-Head of Admissions, Director of Financial Aid, and Associate Director of Boarding Admissions for the DC Campus of Whittle School & Studios. Before that she had more than 15 years of international and domestic experience in education, advising, and school administration.
Join us in a conversation with Anne-Marie Kee.
Anne-Marie became Head of School at Lakefield College School in Ontario, Canada in 2017. Before that she was the Executive Director at the Canadian Accredited Independent Schools (CAIS) for 11 years.
Anne-Marie also attended EMA's first Heads Institute last summer.
Join us for a conversation with Melissa Orth.
Melissa is the President and CEO of The Legacy Senior Communities, a Jewish, faith-based, continuum care community in Dallas, Texas. She was previously the COO/CFO of Greenhill School, a co-educational independent school serving 1,300 students, pre-kindergarten through 12th grades, in Addison, Texas.
Melissa has moved from the school world to the healthcare world and that’s why we’ve asked her to join us on the show.
Join us for a conversation with Professor Nathan Grawe.
Nathan is the Ada M. Harrison Distinguished Teaching Professor of the Social Sciences & Economics at Carleton College in Minnesota. Nathan recently published Demographics and The Demand for Higher Education which examines how recent demographic shifts might affect demand for higher education.
Join us for a conversation with John Barrengos. John is the Director of Admission and Financial Aid at The Putney School in Vermont.
Join us for a conversation with Hans and Peter as they discuss the upcoming Heads Institute Online and announce the launch of a new podcast especially for heads of school.
Join us for a conversation with Lisa Pullman as she talks about how to better use your enrollment data.
Lisa is Executive Director at INDEX which is a member-driven, not-for-profit organization dedicated to providing data, analysis, research, and information to Independent Schools to aid in decision-making, policy development, and strategic planning.
Join us for a conversation with Jay Rainey and hear how MICDS lowered their tuition by $2,000 for the fall.
Jay is wrapping up his first year as head at Mary Institute and Saint Louis Country Day School in St. Louis, Missouri. Prior to joining MICDS, Jay was the head of school at Randolph School in Huntsville, Alabama.
Join this conversation with Amy Jolly. Amy is the Head of School at Applewild School in Massachusetts.
Before taking the headship at Applewild, Amy was at Shady Hill School and Fenn School both in the greater Boston area. Amy has been on the podcast before back in episode 19 when she talked about her work leading Maine Girls Academy as that school ultimately decided to close its doors.
Join us in a conversation with Jeff Selingo.
Jeff has written about higher education for two decades. He is the author of two New York Times bestsellers, a contributor to The Atlantic and the Washington Post, and a special advisor at Arizona State University. Jeff was also a keynote speaker at our annual conference last fall.
And he has a new book coming out on September 15th, Who Gets In & Why: A Year Inside College Admissions.
In this episode we speak with Dr. Paul LeBlanc President of Southern New Hampshire University as he describes strategies for redefining and reimagining campus-based learning including:
- Be student obsessed
- Bet on the cards you have
- Constantly be piloting
- Embrace diverse thought partnership
Join us as we hear from Jason Warnick to learn about his journey from enrollment leader to head of school.
Join us as we hear from Jason Kreutner, Head of School at University School of the Lowcountry as he describes how his school is giving back during this difficult time.
If you're reconsidering your tuition for the fall you're not alone. Many schools are asking tough questions about price going forward. In this conversation we hear from Tom Sheppard who has done signficant work on this topic.
Let's talk about value proposition. How do we help parents see beyond the college list to the true and lasting benefit of the independent school experience? Leigh Moore from Real College Matters helps us out!
Will we be back to normal in the fall? How should schools be thinking about their financial sustainability? This conversation with Ari Betof president of Organizational Sustainability Consulting will help you get started. This podcast is a great one to share with your head of school or board!
One of the most popular lessons from our 'Rethinking Enrollment due to COVID-19' course was from Ian Symmonds. Join us as he dives deep into topics of interest to school leaders.
How should you reimagine your enrollment process due to COVID-19? For David Willows at the International School of Brussells it starts with demonstrating your values, emphasizing kindness, and remembering that helping families feel heard is critical.
Announcing EMA's Idea Factory - a free online unconference on April 2, 2020. Stay tuned for more information and sign up details!
Join us for this conversation with Kirk Wheeler and check out two of his recent posts to dig deeper into how to adopt a startup mentality at your school!
What will the effect of the COVID-19 crisis be on independent school tuition and financial aid? Mark Mitchell from NAIS helps us with some historical context.
After the 2008 financial crisis:
- FA applications went up 16.7%
- Students receiving aid went up 17.8%
- Total FA spending per student went up 21%
In this conversation Mark advises us that although we can't predict the future we can start asking the right questions to help our schools prepare today.
Join us for a conversation with Suzanne Walker Buck, Head of School at Western Reserve Academy.
What is happening all around the country? Join us as we speak with Tim Fish and Donna Orem and get the big picture perspective.
In this episode of The Enrollment Spectrum Podcast we speak with Rob Phillips, Head of School at Seattle Academy to hear how he and his community made the decision to move to remote learning.
Join us in welcoming Jennifer Hillen and Amber Stockham from the National Business Officers Association to the show. Jennifer is the NBOA’s Vice President for Professional Development and Business Affairs and Amber is the Director of Human Resources Programs.
We share many resources such as:
- Business operations considerations
- FAQ’s for school leaders
- Legal topics
- OneSchoolHouse link
- Two sessions of a webinar about virtual events
Whether you recruit students internationally for a boarding program or a homestay you rely on students from outside the US and Canada. In this episode we'll dive deep with John Williamson of Linden Educational Services to find out which countries are still hot and which countries to watch.
Dr. Derrick Gay is an internationally recognized consultant to businesses, educational, arts, and philanthropic organizations around the world regarding issues of diversity and inclusion.
His work has been featured in the New York Times, NPR, and The Washington Post, and Derrick spoke at our annual conference this Fall in Washington, DC. He’s also a consultant to Sesame Street! Later this year, Derrick will be hosting a deep-dive workshop with EMA for enrollment professionals on June 9th, 2020 in LA.
On February 6th we recorded a webinar regarding the Coronavirus in collaboration with The Association of Boarding Schools, The National Association of Independent Schools, The National Business Officers Association, and The Southern Association of Independent Schools.
You can find a recording of the full webinar including slides and resources at learn.enrollment.org.
Has your leadership team ever discussed opening a satellite campus? Perhaps you're wondering how to extend the reach of your school, create a feeder system, or develop partnership opportunities? If you’ve ever thought about how to embark on this exciting (and daunting) journey then this episode is for you!
Join us as we have an in depth conversation with Sean Duncan, Head of School at Winchendon School’s New York City campus. We’ll discuss how the idea got started, the opportunities and roadblocks they uncovered, and their plans for the future.
What is your pathway to leadership? That’s a question we’ve been asking this year on the podcast as we interview enrollment leaders, heads, and college presidents.
In this wide ranging interview with Inez Odom from La Jolla Country Day School we discuss her pathway to leadership, the role of mentors on her career, and how to use data in the admission process. That’s a topic she discussed on her own podcast when she interviewed Harry Bloom of Measuring Success.
Every school should be thinking about a merger, acquisition, or partnership. That’s the message Chad Tew talks about on this episode of The Enrollment Management Spectrum Podcast.
Chad Tew, founder of LearnCollab a consulting practice focused on situational analysis, mergers, and acquisitions, has worked with all kinds of schools, but he says the hardest conversations are the ones that come too late. “It’s difficult to help a school if they aren’t sure they have the funds to finish the current school year” says Chad, “it’s never too early to think about this.” If your school is thinking about big steps like a merger or considering more incremental change like a local partnership this episode will be interesting and informative.
A small school facing enrollment challenges and under threat from powerful external forces makes tough choices to reinvent itself. Sound familiar? Think we’re talking about an independent school? Not quite.
In this episode of The Enrollment Spectrum Podcast we talk with Dr. Susan D. Stuebner, President of Colby-Sawyer College and take lessons from higher ed that will be critical for independent schools of the future. We talk about the recent acquisition of Marlboro College, innovative college programs like this two year academy, and the bold steps Colby-Sawyer is taking.
When the college admission scandal broke, Mark Sklarow was inundated with calls. The news media was eager to discuss how the college admission process had gone so far awry, and Mark was in a unique position to share how it should be done.
As the CEO of the Independent Educational Consultants Association, Mark’s perspective on the higher ed admission space is both broad and deep. Our conversation begins with the college admission scandal but quickly pivots to takeaways for independent schools.
What is your pathway to leadership? That's a question we dig into in detail with Reiva Kibbee, Director of Enrollment Management at the Oldfields School outside Baltimore, Maryland.
In this wide-ranging conversation Peter, Hans, and Reiva talk about the appeal of a career in independent schools, pitfalls and opportunities of the first few years as director, and what families are looking for in the enrollment process.
What percent of schools do you think have a formal retention committee? You might be surprised to learn it’s only 25% according to our latest State of the Industry Report. Whether you are a retention guru or just getting started you’ll find this conversation valuable!
In this episode of The Enrollment Spectrum Podcast Heather Avery and David Darby from Lakefield College School in Ontario, Canada discuss their approach to retention. It all begins with leadership from their head of school but we quickly learn that their approach takes a whole-school perspective. From ‘sunshine calls’ in the beginning of the year to their strategy for one-year retention David and Heather take us inside the tactics of their work.
We even discussed a few books that school leaders might find useful!
- Turning the Flywheel by Jim Collins
- The Power of Moments by Chip Heath
- Radical Candor by Kim Scott
How do you approach retention at your school? Email us at hmundahl@enrollment.org or join us in EMA’s online community to discuss further!
Are you considering acquiring another school? Do you wonder if your school would be stronger if it became a part of another institution?
In this episode Peter and Hans take a deep dive into Greenwich Country Day’s story. In 2017 they announced they would be acquiring The Stanwich School to open The Greenwich Country Day High School. This fall the new school officially opened. Peter and Hans speak with Adam Rohdie Head of School and find out more about how they got started, what kinds of conversations took place at the board and leadership team levels, and how the school honored its roots while moving boldly forward.
Are you tired of the stock music that introduces every episode of the podcast? So are we - and we need your help!
If you are a regular podcast listener you know that we have intro music before every episode and the same music plays on transitions and at the end of the show. Well we’re a little tired of the music and you can help!
We’re putting out a call for new music from our schools. You can participate by working with your music students and teachers to create an original composition that represents the values of the podcast and of EMA: positivity, professionalism, and value (along with a little bit of heart and soul).
Your composition should meet the following criteria:
- 10-20 seconds long
- All compositions must be wholly original
- The school will give permission to EMA to use the music on the podcast
- Music must be an original composition and can’t be a remix of other artists
- Live recording of an original composition is ideal
- Original composition performed by midi instruments or GarageBand loops is also okay
- Composition should be upbeat and have a positive vibe
- Music without lyrics is preferred
- But if your lyrics are about the EMA podcast that would be pretty amazing
We’d love to feature the music of your talented students on the podcast - and we’d even like to have you on the show to talk about the music you created for us!
To participate upload your file to Google Drive or Dropbox and share the file to hmundahl@enrollment.org
We look forward to hearing what you create!
When we set out to record a live podcast at our annual conference we were pretty nervous. How would it work to have an unscripted conversation with two industry thought leaders in a live environment? It turns out we shouldn’t have worried!
In this live episode we are joined by Suzanne Walker Buck the Head of School at Western Reserve Academy and Pete Upham Executive Director at The Association of Boarding Schools for a wide ranging conversation about the future of boarding school enrollment. We even have time to take questions from the audience.
How is tuition set each year at your school? Perhaps the board sets a 4% increase at budget season or maybe tuition is benchmarked in relation to local competition?
Schools have been raising tuition faster than the rate of inflation for many years. Heads, boards, and enrollment professionals are beginning to wonder when they will price themselves out of the market. That’s one of the factors that led John Lewis Head of School at The Gunston School to wonder if we are experiencing a tuition bubble. In this episode John advocates for taking the long view when it comes to tuition and pricing and describes macro-economic trends we should all pay attention to. John also outlines strategies The Gunston School is taking to more strategically manage their tuition.
Whether you work at a small school or a larger institution you understand the value of your brand. But how can you leverage your brand to create superfans who internalize the values of your institution and make your school a part of their personal identity?
That’s the topic of our conversation with Professor Americus Reed, PhD. Professor Reed is the Whitney M. Young Jr. Professor of Marketing at the Wharton School of the University of Pennsylvania and an ‘identity theorist’ focusing his research on the role consumers’ self-concepts play in guiding buying decisions. If that sounds complicated - no worries! Americus breaks down the elements of identity branding for schools.
One example we discuss Apple’s use of identity branding in their ‘I’m a Mac’ advertisement campaign and another example we talk about is Nike’s ‘Find Your Greatness’ campaign.
Interested in finding out more about this topic? Americus will be at our annual conference in Washington D.C. in just over a week!
Who owns the experience of parents while their child is enrolled at your school?
Your school has dedicated departments focused on the experience of parents before they select your school (admissions) and after they graduate (alumni). But who owns the experience of parents while their child is enrolled? On this episode of The Enrollment Spectrum Podcast Jill Goodman of Jill Goodman Consulting asks this compelling question and offers advice for schools who want to develop a strategic retention plan.
Every year your school will graduate a certain number of students who need to be replaced. Whether you have one entry point for new students or many grade levels where students can join your program, your job is to make sure the school community is vibrant. This job becomes much more difficult if you are losing students through attrition. As the old saying goes the best student is the one you already have.
Rebecca Malotke-Meslin, Director of Enrollment and Financial Aid at the Avery Coonley School shares details of her exceptional retention program which begins right as families join the school community.
Every school seeks to enroll mission aligned students who will not only benefit from the academic and co-curricular program but who will also contribute to the school community. But how should schools ensure they are making good decisions about admission candidates that limits sources of inherent bias? Nathan Kuncel, The Marvin D. Dinnet Distinguished Professor, University of Minnesota, and Booth Kyle, Associate Head of School & Admissions and Financial Aid Director, Lakeside School, and incoming head of Indian Creek School join us to share how they partnered to reduce bias in the admission process.
Our recently published 2019 International School Admission Industry Report reveals changes in the world of international school admission. Enrollment concerns are on the rise. Competition is more intense. Families bring higher expectations.
Learn to flip these challenges into opportunities through the lens of enrollment management from Deb Welch, Executive Director, the Academy for International School Heads.
She joins us on this episode of the podcast to share how she implemented a successful enrollment management strategy during her tenure at American School of Doha.
Higher ed admission has been in the news. From Operation Varsity Blues and its investigation into families influencing admissions decisions at several universities to anti-trust questions, the complexity of legal issues has independent schools taking note.
In this episode of The Enrollment Management Spectrum, Peter and Hans speak with Debra Wilson, general counsel at NAIS and the SAIS president-elect, about these current issues and some of the lessons for independent schools.
Changing demographics and economic realities continue to pose a challenge to independent schools’ ability to sustain tuition and meet revenue goals. The answer may lie in a novel approach to tuition setting. Sally Keidel, head of school at The Montgomery School in Pennsylvania, knew she had to consider alternative tuition models to meet the needs of families while maintaining viability.
In this episode, Peter and Hans speak with Sally about the decreased tuition model that’s part of Montgomery’s A Bold Move Forward strategic plan, the setup and implementation of the model, and how she accounted for lost revenue to meet budget goals.
One of the first things Head of School Rik Dugan implemented when he arrived at Princeton Academy of the Sacred Heart was a comprehensive retention strategy. Whether it’s a personal greeting from him at the door each morning or an internal plan to identify students at risk of leaving, the school is serious about ensuring every student knows he is valued. Dugan explains why this effort is so vital and talks about how it has evolved over the years.
Although we’ve talked with professionals about many facets of the enrollment management spectrum, we noticed a distinct uptick in the popularity of podcasts on reinventing financial aid, career growth, and data. We’ll chat about what we’ve learned this year and take a look at the challenges facing independent schools in the months to come.
When a school faces closure, how can administrators and admission professionals align to ensure pieces of its heritage are preserved and students have a place to go? It’s an unfortunate reality for some schools, but there are strategies you can implement to ensure the process goes smoothly. Peter and Hans talk with Amy Jolly, former head of school at Maine Girls’ Academy, about the process of closing the school and finding new homes for its students.
How can schools align marketing and communications with enrollment goals and develop a strategy that translates brand into enrollment value? With so many school options available to families, it’s essential that marketing is aware of - and focused on - these tasks. Peter and Hans find out how Scott Allenby, director of marketing and strategic initiatives for Proctor Academy, creates and refines the school’s enrollment marketing strategy to hit yearly enrollment goals and build Proctor’s brand.
Reinventing the independent school tuition model to expand affordability and accessibility seems daunting, but The Gordon School (RI) brainstormed a forward-thinking solution. Peter and Hans talk with Head of School Noni Thomas Lopez and CFO Tom Cicatiello about their new Family Individualized Tuition (FIT) program, including its genesis and structure, working with their board and community to implement it, and lessons they have learned.
The Association of Boarding Schools launched the North American Boarding Initiative (NABI) to increase market knowledge and understanding of boarding schools as a whole, with the ultimate goal of filling the domestic boarding school admission funnel.
Join Peter and Hans as they learn from Sheila Mitchell, VP of market growth & deputy managing director of TABS/NABI, how NABI has enabled boarding schools to work together towards expanding awareness of the transformative boarding school experience.
The power of data transforms schools, industries, and the world. Twenty-five years ago, independent school admission and enrollment professionals came together at the first Chatham Experience to share data and examine regional trends. Now these participants gather to share how data has transformed their admission offices into strategic enrollment powerhouses. Chris Baker of The Baker Group joins Peter and Hans to discuss the Chatham Experience, and the ways data can transform the admission practices of the past into the enrollment management strategies of the future.
Understanding your school's enrollment and matriculation data is important, but even more critical is relating that data to the greater national and regional trends affecting enrollment. Each year, the National Association of Independent Schools (NAIS) publishes the NAIS Trendbookto examine the trends and issues positively and negatively affecting our schools. In this episode, Peter and Hans talk to NAIS' Myra McGovern, VP of media, and Joe Corbett, research analyst, about the latest issue and the national and regional data and trends that can make or break a school's strategic planning.
Is affordability keeping families from enrolling in your school? It's cited time and time again as the #1 reason families do not apply or attend independent schools. In this episode, Rick Branson, Head of School and Linda Dennison, Deputy Head of School and Chief Financial Officer from Indian Creek School, talk about why and how they developed, sold, and implemented a flexible tuition program.
Facebook. Instagram. Snapchat. Take a deep dive into the data as we discover what school marketers find are the most and least valuable elements of social media for recruitment and retention marketing in Episode 12. Peter and Hans chat with Brendan Schneider of SchneiderB Media about the he completed in conjunction with imageseven.
In this episode, Peter and Hans talk to John Farber, managing director at RG175, about the tools enrollment managers should learn about and consider implementing in order to make the climb to headship. John utilizes his experience managing a search firm that's committed to cultivating independent school leaders, and shares his insights on what aspiring heads must have to advance on the path to school leadership.
Where do the worlds of advancement and enrollment meet? Advancement teams are facing more questions about the status of enrollment in relation to donors. We address this issue with Kathy Hanson, senior consultant and principal at Marts and Lundy, who also addresses ways advancement and enrollment teams can balance and reframe their relationship for the betterment of our schools and the private school community at large.
Tuition pricing models, mergers and acquisitions, and the tenets of school sustainability are top of mind for many independent school leaders. As we grapple with questions like "How does tuition pricing change strategy?" or "Is a school better if it merges with another school?", we need to face the hard realities of the business of enrollment management. Independent school consultant Chad Tew of Tew and Associates discusses the tough questions keeping so many heads, boards, enrollment leaders, and school administrators up at night.
Thirty years ago, there were approximately 1,000 international schools; that number is now closer to 9,700. International education delivered in the English language has been in high demand and continues to grow in markets like China and the Middle East. In this episode, we speak with Richard Gaskell, schools director at ISC Research, about the latest research on reasons international schools are growing so fast, take a closer look at the new families enrolling in these schools, and explore the ways North American schools are opening programs and partnering overseas.
Transforming a school's curriculum and associated brand is a serious undertaking. But what about changing a school's "operating" system? In this episode, we'll hear from Liz Schmitt and Tom Quin from Miss Porter's School about their plan to innovate and transform the school's vision of learning, evolve their faculty's roles as interdisciplinary leaders, and revolutionize student-owned learning.
Marketing and communications pro Stacy Jagodowski has spent a lot of time thinking about the partnership between the enrollment and marketing offices, and she’s shares her ideas with us in this episode. Hear about what’s changed in independent school marketing, how marketing can help ensure admission gets the best leads, and why it’s so important that the two offices align with common goals.
The University of Southern California (USC) currently offers the industry’s only certificate program in enrollment management leadership through its Center for Enrollment Research, Policy, and Practice (CERPP). In this episode, Jerry Lucido, CERPP’s executive director, talks with us about the program, enrollment management leadership, and some of the challenges facing private schools right now.
Jeff Shields, president and CEO of the National Business Officers Association (NBOA), talks with us about a range of topics, from what to expect from the next wave of school business leaders, to tuition elasticity and resets, to what the partnership between the admission and business offices should look like. Listen to his take on why smaller schools often struggle more with enrollment.
In this episode we talk with Peace Bransberger, senior research analyst for the Western Interstate Commission for Higher Education (WICHE), about WICHE’s “Knocking at the College Door” reports and their most recent update, suggesting that private school graduates will increase through 2018, then possibly decline up to 12% by 2025. Peace brings us up to speed on the data and what they may portend.