Enrollment Management: Three Steps to a Full School

Workshop Description

This workshop earns 30 credits towards your IACP credit requirements

How do you effectively “manage” enrollment to fill your classrooms with the students you want? This practical workshop takes you through the three steps: gathering your information, crafting your message, and getting the word out. When you understand your enrollment patterns, your competitive position, and the qualities that set your school apart, you have the keys for building and maintaining a full school.

• Identify the information required to make powerful decisions about recruitment and re-recruitment
• Assess the effectiveness of your current enrollment management efforts
• Develop your school’s unique message, using your information and ISM’s tools
• Determine strategies for delivering your school’s message
• Use hands-on exercises to build your skills
• Create the first draft of your enrollment management plan

• The Admission Funnel
• Statistics that matter
• Purpose and Outcomes Statements: the foundation for your message
• Key principles of effective messages: in print, online, and in person
• The link between recruitment and re-recruitment
• The components of an effective plan

Workshop Leader Bio(s)

Charles D. Snowden, Jr., IAP-L

ISM Senior Consultant and Director of Management Institutes
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Since joining ISM in 1993, Chip has carried out on-site assignments and led workshops on a range of topics. In his work with schools, he has helped Boards tackle planning issues and given Management Teams the direction to face the challenges of recruitment, retention, and development.

At Summer Institute, he leads Heading the Small School, The Assistant Headship and co-leads Enrollment Management: Three Steps to a Full School with Terri Gillespie. Chip is also Academic Dean of the ISM International Advancement Certification Program.

Chip has nearly three decades of experience in private-independent schools, with 20 years in administration. He served as Head of Fort Worth Academy (TX), Head of Wayne Country Day School (NC), and Assistant Head of St. Paul's Episcopal School (AL). He also taught at St. Andrew's School (DE) for seven years.

In ISM's fall and winter workshop series, Chip leads Summer Programs: Generating Income and Students as well as our Annual Heads Retreat each November.

Chip holds an MA from The University of Delaware and a BA from The University of the South (TN). He has taken additional courses in educational administration and leadership from the University of South Alabama, East Carolina University (NC), and Texas Christian University.

Terri Gillespie

ISM Advisory Services Client Specialist
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Terri joined ISM in 1988 as a member of the Marketing Department and, over the years, has held a variety of positions. She edited and wrote for one of ISM’s advisory publications for 14 years and was co-leader of the Marketing Your School workshop for 18 years. Now in the Consulting Department, she serves as ISM’s Advisory Services Client Specialist, working with school leaders to determine how we can best serve their schools’ training and professional development needs.

At this year’s Summer Institute, she co-leads Enrollment Management: Three Steps to a Full School with ISM Senior Consultant Chip Snowden. Terri continues to handle copywriting and proofreading assignments; critiquing school admission brochures, newsletters, advertising campaigns, and other materials; and gives publications-related presentations in other ISM workshops.

Prior to joining ISM, Terri spent 15 years in journalism, gaining experience in news and feature writing, editing, photography, and advertising. She earned a BA in education and languages from Maryville College (TN).

Schedule

3-DAY WORKSHOP

First day:
3–3:30 p.m.: Pick up your nametag 
3:30–5:30 p.m.: Session 
5:45–6:30 p.m.: Social Hour
6:30–7:30 p.m.: Dinner with ISM 

Second and third days:
7:30–8:30 a.m.: Continental breakfast
8:30–10 a.m.: Session
10–10:15 a.m.: Break
10:15–11:45 a.m.: Session
12-1:30 p.m.: Lunch  with ISM
1:30–2:45 p.m.: Session
3–3:15 p.m.: Break
3:15–4:45 p.m.: Session 
5–6 p.m.: Social hour

Last day:
7:30–8:30 a.m.: Continental breakfast
8:30–10 a.m.: Session
(Salt Lake City concludes at 10 a.m.)