Managing Word of Mouth: Effective Referrals

Status: RECORDED on OCT 22, 2014

$156 Non-Member

[$143.00 Gold Member]

Though few of us would honestly dissolve our capital investment in advertising placements and marketing materials, we all know the real drivers of messaging are our students and their parents. Capitalize on the efficacy of your parents’ testimony about the great experience both they and their children are having. That testimony is also an opportunity to gauge, evaluate, and anticipate motivating factors for prospective families. Harness that truth through processes designed to capitalize on the power of peer-to-peer parent interaction.

This Webinar outlines strategies for empowering parents to embrace the learning experiences of students at all grade levels as a tool for re-recruitment. Mobilize your school’s internal marketing message to celebrate student learning; support parents’ understanding of what is happening in the educational lives of their children; and inspire parents’ continued commitment as they become excited about educational experiences yet to come.

Admission and marketing professionals and School Heads will benefit from this session. Join us as we explore strategies that empower parents to become community ambassadors and marketers for your school—by being informed, confident, mission-engaged parent partners.

You’ll cover these topics

  • How do parents process what their children experience at school?
  • How do parents become mission-engaged?
  • How do families identify as a community of learners?
  • What role does faculty play in conveying student experiences in mission terms?
  • How do we celebrate student learning as a school community?
  • What is the best way to ensure a unified mission message is shared with the external community?

Run Time:
Total run time is 60 minutes. The presentation will run approximately 45 minutes with 15 minutes designated for Q&A.

staff photo amy riley

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

ISM Consultant | Director of Online Learning


Amy Riley 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. She served as Academic Dean of ISM’s International Advancement Certification Program from 2014–2017 and holds Leader (IAP–L) level certification in the program. In 2018, Amy became the Director of ISM’s Online Learning program.

Current Role

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

  • ongoing coaching 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 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, a master’s degree in English, and grades 6-12 teaching certification at the University of West Georgia. She obtained a bachelor’s degree in psychology from Auburn University, AL.

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