The New Admission Director

The New Admission Director
The New Admission Director

Time: 11:00am ET -
Certification Credits: 30 IACP

Get the big-picture view of the factors most impacting your ability to recruit and re-recruit mission-appropriate students. Through ISM’s admission funnel model, observe sound strategies, common pitfalls, and well-developed solutions to the most frequent issues arising in private school Admission Offices.

This workshop is now virtual! What that means for you:

We're all in this together. 
Our professional development events offer guidance, support, and insight to help you lead from a position of strength during this unprecedented time. Let's work together to ensure you're equipped to enter the 2020–21 school year with the research and strategies you need to take on any challenge.

deposit iconLimited Time Offer: Deposit and Defer Option 
Attend any Summer Institute workshop with a $250 deposit paid by June 1, 2020. The remaining balance for your workshop is due by December 31, 2020. Email to get started.

team iconTeam savings have been expanded for our summer workshops!
Would more than one of your school leaders like to attend Summer Institute? After your school registers your first workshop participant at the General price, all other attendees qualify for Second Person Pricing for any workshop. Call to register: 302-656-4944.

This workshop is designed to specifically introduce Admission Officers to the big-picture view of factors most impacting the ability to recruit and re-recruit mission-appropriate students. Get a firsthand look at ISM’s admission funnel model, observing sound strategies, common pitfalls, and well-developed solutions to some of the most frequent issues arising in private-school enrollment.

Learn key professional traits and office management skills—along with marketing strategies and communication tools—that will prove priceless in your team’s pursuit of visits, inquiries, and viable applications. Working together with your workshop leaders and colleagues, engage in a forum to hear research-driven strategies and new ideas. Leave feeling inspired and confident about your new role, with an action plan in hand.


  • Learn how to communicate your school’s mission and values to generate more inquiries, campus visitors, and applications from mission-appropriate families willing and able to pay full tuition.
  • Develop a strategy to re-recruit your current students and families with accurate value propositions that reflect your school’s true mission.
  • Analyze your school’s placement, messaging, and “edge” within its local educational marketplace through data analysis and community feedback.
  • Explore building a culture of customer service at your school that permeates day-to-day activities, tours, and special events.
  • Create a plan for working with your School Head or immediate superior to establish achievable goals that contribute to your school’s overall recruitment effort.

Who Should Attend:

Admission Directors, Officers, and personnel with three years or fewer of experience should attend.

Steve Salvo

Steve Salvo, IAP-L

Consultant, ISM | Assistant Head of School, Enrollment Management and the Student Experience, Trinity Episcopal School


Steve provides his expertise in the areas of admission, development, and marketing communications.

Current Role

As a member of ISM’s Advancement Team, Steve:

  • Facilitates ISM’s New Admission Director workshop at Summer Institute
  • Acts as an instructor and mentor during Advancement Academy

He holds the Leader Certification through ISM’s International Advancement Program (IAP−L).

Steve also serves as Assistant Head of School at Trinity Episcopal School, a coed, independent, PK–8 day school in New Orleans, LA. He oversees various aspects of the student experience, including acting as Director of Admission and leading all recruitment and re-recruitment functions; and serving as Director of the school’s $700,000+ tuition assistance program. Trinity has seen annual giving dollars increase by 58% and parent participation improve by 39% under Steve’s leadership.

Steve has presented on various advancement-related topics at national education conferences, including SSATB (EMA), NAIS, ERB, NAES, and AISGW. He is a graduate of the NAIS Fellowship for Aspiring School Heads program.

Steve is currently on the Board of Directors of the AISAP and is the Chair of AISAP’s Certification for Admission and Enrollment Management Professionals Council. Steve also serves on the Board of Directors for the Autism Society of Greater New Orleans.

Prior Experience

Steve has worked in independent schools since 2000, following two years as a senior accountant at KPMG, LLP, in Boston, MA. He was a math teacher, dorm parent, and coach at the Indian Mountain School, CT, before moving to Flint Hill School, VA, where he served as a Department Chair and camp director. Steve began his full-time advancement career as the Director of Admission at Browne Academy, VA, in 2007, before he joined Trinity in 2012.


Steve earned a bachelor’s degree in Business Administration from the University of Richmond, VA, and a master’s degree in Education Leadership from George Mason University, VA.


Mary Yorke Oates

Mary Yorke Oates, IAP-L

ISM Summer Institute Faculty | Director of Admissions at Charlotte Latin School


Mary Yorke provides her expertise in the areas of admission, development, and marketing communications. She is especially interested in tactical and strategic planning, revamping systems, and highlighting the importance and value of serving others and leading high-functioning teams.

Current Role

Mary Yorke is the Director of Admissions at Charlotte Latin School, an independent TK-12 day school in Charlotte, North Carolina. She oversees all aspects of admission, including recruitment, retention, marketing, assessment, selective class placement, student and faculty admissions engagement. She manages a team of twelve employees.

Mary Yorke is also a member of the financial aid and scholarship team, the Administrative Team, and the women’s field hockey coaching staff. She co-leads Charlotte Latin’s Advancement Team and has designed curriculum to engage all advancement staff members to increase and encourage collaboration, team building, and design thinking. In addition, she serves as a faculty member of Charlotte Latin’s Aspiring Leaders Academy.

Prior to leading Charlotte Latin’s Admission office, Mary Yorke worked contractually for Charlotte Latin creating marketing, development, and admission materials. She wrote Latin Translations: Stories of Our School History as well as Latin Reflections: Lessons We Have Learned in 40 Years. In addition, she taught English and coached field hockey. Mary Yorke has worked at Charlotte Latin in some capacity since the fall of 1987.

Mary Yorke holds the Leader Certification through ISM’s International Advancement Program (IAP-L).

Prior Experience

Mary Yorke was a founding Board member of Teaching Fellows Institute, a private-public non-profit designed to nourish teachers through meaningful professional development. She has overseen multiple strategic plans. As the Charlotte Latin Parents’ Council President, she managed a $500,000 budget, a working Board of 52 members, and over 1300 volunteer hours.

Mary Yorke spent many years as a buyer for her family’s period antique business, Rooney Robison Antiques. She also taught Freshman and Sophomore English at Auburn University from 1989–1992 and supervised the Writing Center.


Mary Yorke earned her M.A. in English from Auburn University and her A.B. in English/Creative Writing from Sweet Briar College. She was an NCAA athlete and spent her Junior Year Abroad at the University of Stirling, Scotland.

Summer Institute will be held as a distance learning event.

How it works:

Summer Institute will be open from 11 a.m. ET/8 a.m. PT through 6 p.m. ET/3 p.m. PT for the duration of the workshop dates posted.

During that time, you can expect:

  • Two live sessions with your instructor every day, each up to 90 minutes long
  • Flexible time for independent work, connecting with peers, and group learning

This workshop will deliver the same high-quality learning and takeaways you expect from an ISM workshop. Below you’ll find an overview of the topics covered.

Virtual Workshop Schedule (subject to adjustment)

Topic #1: Establishing efficient and effective admission and enrollment management operations at your school

Topic #2: Marketing your school to key stakeholders

Topic #3: Tactics and strategies related to admission events, building an enhanced online presence, and creating a culture of customer service at your school

Topic #4: Utilizing data to enhance enrollment efforts

Topic #5: Working collaboratively with your School Head and Trustees to develop a strategic enrollment plan

Topic #6: The role of financial aid in enrollment management

Topic #7: Managing an admission operation during times of crisis (COVID-19)

This workshop will be held virtually. You'll receive information after you register. 

How will ISM communicate workshop information with me?

It is essential that your school approves the following email addresses from ISM:


You will be receiving all communication—including your confirmation email and access to your workshop's Google Drive account—from these e-mails.

What does my registration fee include?

All workshop materials are included.


Event Confirmation and Cancellation Policy

We take the health and safety of our school leaders seriously.

In an abundance of caution and to protect the health of all participants, ISM will hold its 2020 Summer Institute and Advancement Academy as distance learning events.

Should ISM cancel an event, we ensure a 100% money-back guarantee for all registrants—so you can buy with confidence. You can feel free to direct any questions to

Confirmation and Cancellation Policy

Tuition Payment and Cancellation Policy for ISM’s Professional Development Events

Tuition must be paid in full 10 business days prior to the start date of the event. An attendee with a balance due on the start date will be denied entrance to the program until the balance is paid in full.

Cancellation requests must be made in writing by emailing, faxing to 302-656-0647, or mailing to: Event Experience Manager, ISM, 1316 N. Union St., Wilmington, DE, 19806.

  • Cancellations received more than 15 business days prior to the start date of the program will be fully refunded. Gold Dollars will also be fully refunded.
  • Cancellations received less than 15 business days prior to the start date of the program will not be refunded.
  • Non-payment of tuition or no-show to the event does not constitute a cancellation. Full tuition will be due and payable.

The Substitution Option and Wallet Option

If a member of your team can no longer attend a workshop for which they have registered and it is past the cancellation window, your school has two options to avoid penalty. Schools may also exercise these options at any time for cancellations. 

  1. The school may substitute another employee.
  2. The school may bank the funds for a future ISM registration. These funds must be applied to a professional development event within one year from the start date of the original workshop. After one year, the funds will be forfeited. To use banked funds, please call the Event Experience Manager at 302-656-4944 x152.

*We DO NOT accept enrollments from consultants.


Our Guarantee

ISM believes in providing quality and excellence in all of our events and in ensuring the satisfaction of everyone who attends. Nearly 100% of our participants say they would recommend our events to their colleagues. If you are not satisfied with your event for any reason, ISM will credit the fee you paid toward another similarly priced workshop or will refund it.

If you have any questions, click below to send us an email. 

Workshop Registration

Register for your workshop online by filling out the form below. If you'd prefer to register by PDF, download our registration form. It can be returned via email to or faxed to 302-656-0647.


If two or more team members from your school are registering for this workshop, fill out the form below for the first registrant. Click "add to cart" and select Add Another Attendee from the cart menu.


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