Private School Marketing in the Innovation Era: the "Perfect Storm" of Opportunity

Status: RECORDED on APR 05, 2017
Certification Credits: 1 IACP

$156 Non-Member

[$143.00 Gold Member]

Private-independent schools are sitting on the “perfect storm” of marketing opportunity, but most don’t know it. While most private School Heads are now aware that the Innovation Era (and the “new economy” it inspires) has major implications on private school marketing and enrollment, few are thinking beyond that because, let’s face it, that’s already a lot to process! This eLearning experience explores the intersection of educational, generational, and marketplace paradigmatic shifts that constitute an unprecedented season of opportunity for private schools. When you evaluate from a 30,000 feet view, you’ll see how the “perfect storm” is really a road map for the next decade of meaningful educational change.

Join us as we explore how the coming parent generational shift (Xers to Millennials), in the context of an Innovation Era and shifting marketplace psychology, will accelerate the pace of change for innovators—and create a sense of urgency for private schools that have been reticent to shift away from 20th century approaches to teaching and learning.


  • How the Innovation Era is challenging more traditional notions of teaching and learning
  • How a “new economy” is changing the psychology of the consumer marketplace
  • How a graduating, or soon-to-be-graduating, generation of Xer parents is going to gradually give way to entirely different generation of private-school parents—the Millennials—and what that means
  • How to be among the schools that win in this “perfect storm” of private school marketing opportunity by having the right conversations today

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

Who Should Attend:School Heads, Division Directors/Principals, CFOs, Marketing Communications Directors, Admission Directors, Advancement Directors, and Trustees will benefit from this session.

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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