Continuous Enrollment: Make the Shift

Status: RECORDED on JAN 24, 2018

$156 Non-Member

[$143.00 Gold Member]

By now you’ve all heard numerous accounts of the benefits private schools are experiencing from shifting their annual re-enrollment process to a continuous enrollment platform. In fact, ISM has yet to hear a single negative outcome from schools who have already made the shift. Since obtaining an accurate (and early) count on next year’s enrollment numbers is mission critical in the quest to recruit top teacher talent and mission-appropriate students—and continuous enrollment is the most effective way to achieve it—why wouldn’t you make the shift?

Join us to learn how to make the shift; who should be involved in executing the shift; and how to communicate a strong “why” that your parents will understand and value.

This Webinar will provide:

  • Answers to key logistical questions
  • Reassurance that perceived issues/obstacles are largely baseless fears
  • Strategies for communicating the change to parents based on a rationale they will appreciate
  • Sample enrollment agreements and sample messaging for parents (from your esteemed private school admission colleagues in the field)


  • Educating parents about the benefits of a continuous enrollment process
  • Understanding the human resources economy of continuous enrollment
  • Communicating (and streaming) instructions via multiple channels (and why)e
  • Tracking and reporting your re-enrollment outcomes to validate the decision

Run Time:
Total run time is 60 minutes. The presentation will run approximately 45 minutes with15 minutes designated for Q&A.

Who Should Attend:

This Webinar is appropriate for experienced and new Admission Directors, Marketing Communications Directors, Advancement Directors, Heads of School, and Business Managers/CFOs.

staff photo amy riley

Amy P. Riley, Ed.S., IAP-L

ISM Consultant


Amy has been a member of the ISM team since 2011, when she joined the faculty of ISM’s Advancement Academy. In 2013, she joined ISM as a full-time Consultant and served as Academic Dean of ISM’s International Advancement Certification Program from 2013-2017. She earned the Leader (IAP−L) designation through this program.

Current Role

Amy's responsibilities at ISM continue to focus on the advancement sector and include:

  • conducting on-site consulting services in the areas of admission, enrollment management, marketing communications, constituent relations, customer/client service, and school culture;
  • writing for ISM’s advisory letter Ideas & Perspectives, distributed to school leaders in almost 1,000 schools;
  • leading marketing and enrollment management workshops and Webinars; and
  • offering ISM content, quick tips, and tools via LinkedIn, YouTube, and Twitter.

Prior Experience

Amy has served educational institutions for more than 15 years. She spent five years at The Heritage School, GA, a private-independent PK4−12 school, working in all aspects of advancement—admission, marketing communications, and development. Previously, she served as an educator at the public secondary and post-secondary levels.

Amy has led marketing and enrollment management workshops on behalf of CASE-NAIS, FCIS, NCAIS, AMS, ACIS, EMA, and AISGW.

She holds a number of K-12 education credentials:

  • Educational leadership and secondary English education certification, with gifted education endorsement
  • American Society of Newspaper Editors (ASNE) High School Journalism Institute Fellow


Amy earned an Ed.S. in educational leadership, an MA in English, and grades 6–12 teaching certification from the University of West Georgia. She earned a BA in psychology from Auburn University.

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