Date(s):
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Time: 3:00pm ET ●
Certification Credits: 1 IACP
Private schools today find themselves in the uniquely confounded position of needing to both segment and consolidate parent communications to ensure they are “getting through” to families—and not just pushing out information. Explore the parent communication strategies that help you provide the right volume and content for your families, both during the COVID-19 pandemic and after it has run its course.
In ordinary times, parents can be overwhelmed by the frequency, length, and multiple channels of communication made available by their child(ren)’s school. Today, as families face the unknown consequences of COVID-19, varied, disjointed, and even overcommunication from the school can have unintended consequences. Parents can feel out of the loop or that they are failing to keep up.
Explore how to make better use of your staff’s time when creating meaningful communications that still meet parents’ needs. In our case study, we’ll explore how one school uses a communications hub to communicate strategically with its parents.
Michelle Ulland, Director of Admission & Enrollment at Minnehaha Academy (Minneapolis, MN), will share how she and her team got a strategic handle on frequency, content, purpose, and target audience. She'll share the results her school experienced before COVID-19, including better enrollment and retention, and how her team continues to use these tactics to keep parents engaged while children learn remotely.
You'll learn how to:
- Understand the power of anticipating parent needs and mitigating obstacles to meaningful engagement and partnership with teachers and administrators.
- Explore why overcommunication is just as confounding for today’s parents as undercommunication.
- Use a steady but digestible stream of student learning stories to validate the enrollment decision for parents.
- Help marketing communications professionals know what is going out when, and who is sending the information.
This webinar is great for:
Admission Directors, Division Heads/Principals, Marketing Communications Directors, and School Heads.
Amy P. Riley, Ed.S., IAP-L
ISM Consultant
Expertise
Amy provides ongoing consulting and coaching in the areas of admission, enrollment management, marketing communications, constituent relations, customer/client service, and school culture.
Current Role
In addition to her consultation and coaching services, Amy's responsibilities at ISM also focus on:
- 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.
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. She serves as Academic Dean of ISM’s International Advancement Certification Program and holds Leader (IAP-L) level certification in the program.
Prior Experience
Amy has served educational institutions for more than 15 years. She was an educator at the public secondary and post-secondary levels; acted as Director of Advancement, leading admission, marketing communications and development; and functioned as an enrollment management consultant and school culture coach for private-independent schools.
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
Education
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 earned a bachelor’s degree in psychology from Auburn University, AL.
Michelle D. Ulland, MS, IAP
Director of Admission & Enrollment, Minnehaha Academy
Expertise
Michelle shares her wide range of enrollment management experience gained over the past 11 years. She has worked for small and large private colleges, for-profit K-12 programs, and is now at Minnehaha Academy. She has implemented and managed several CRM programs, including Salesforce, Hubspot, Ravenna ADMIT and ENROLL, Kenect, and Parent Square.
Current Role
Michelle is currently the Director of Admission & Enrollment at Minnehaha Academy in Minneapolis, MN. Minnehaha Academy is a private, Christian PreK–12 school with over 800 students enrolled. She has a unique perspective of enrollment management through a crisis that her school experienced in 2017, destroying the Upper School, and the rebuilding in 2019. Michelle brings a strong parent viewpoint as a mother of 5-year-old twins in kindergarten.
Michelle holds an International Advancement Professional certification through Independent School Management.
Prior Experience
Michelle’s professional recruitment experience includes work at Brightmont Academy, Empowered UCLA Extension, and University of Northwestern—St. Paul. Additionally, she will present at the AISAP (Association of Independent School Admission Professionals) Conference in July 2020.
Education
Michelle earned a bachelor’s degree from UW-River Falls and continued her education at Minnesota State University—Mankato. She earned a master’s degree in communication, focused on the implementation of communication theories to increase retention during the recruitment cycle.
If several of us at the school want to attend the webinar, do we each have to register and pay?
If two or more people at your school want to attend the webinar in the same location (for example, in a conference room with one monitor) then you only need to register and pay for one person who will receive the email and link. If you have people in remote locations, each person will need to register and pay separately. Essentially, a registration and payment gives you one link to the webinar.
Will I receive a reminder about the webinar I’ve just purchased?
Yes. A message will be sent to the email address you registered one or two days before the run date. You will receive a link to the webinar as well as PDF slides of the presentation you will be attending.
What happens if I miss my webinar? Will the fee be refunded?
If you’ve missed your scheduled webinar, don’t panic—you will automatically receive a link to the recorded webinar, barring any technical difficulties that prevent us from recording the session.
Will I receive a recorded version of the webinar after it concludes?
Yes, a recording of your webinar will be sent 24–48 hours after the recording concludes.
What if I have questions about the presentation? Whom do I contact?
You will be able to type questions, thoughts, and concerns in the communication box throughout the webinar. Each webinar allows 15 minutes for answering questions.
Confirmation and Cancellation Policy
We will correspond with you through email as soon as your workshop is confirmed, no later than two weeks prior to its start date. Occasionally, we may be forced to cancel an unconfirmed, scheduled workshop due to insufficient registration. So we ask that you do not make non-refundable travel arrangements until you receive notice that your workshop is confirmed. (ISM will not be responsible for any change/cancellation charges assessed by your airline or travel agent.)
Tuition Payment and Cancellation Policy for In-Person, Group-based Programs
Tuition must be paid in full 10 business days prior to the start date of the in-person, group-based program. 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 workshops@isminc.com, faxing to 302-656-0647, or mailing to: Professional Development Coordinator, ISM, 2207 Concord Pike, #417 Wilmington, DE 19803.
- 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.
- There will be no refunds for cancellations made less than 15 business days before the start of the program. For registrations paid for with membership Gold Dollars, the member school will receive a 50% refund of Gold Dollars.
- 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
Should an attendee need to cancel less than 15 days prior to the start date of the workshop, the school has two options to avoid penalty. Schools may also exercise these options at anytime for cancellations.
- The school may substitute another employee.
- 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 Professional Development Coordinator 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.
Upcoming Events
4/16/2024 — 4/18/2024