Mastering Enrollment Management

Mastering Enrollment Management
Mastering Enrollment Management

Date(s): -
Location: San Diego, CA
Certification Credits: 30 IACP

Unveil the root causes for declining enrollment at your private-independent school. Join us and learn how to collect and use data to determine the nature of the decline—and to pinpoint specific strategies to address the contributing factors.

Is soft or declining enrollment keeping you up at night? Not sure what’s causing it? Get the “big picture” view of the factors most impacting your hard-income bottom line: your market position, your school culture, and the way you take care of your primary constituents—students and their families.

Join this workshop to walk through a root-cause analysis framework designed for private-independent schools. Learn how to collect and use data to determine what is driving—and challenging—your enrollment outcomes. Pinpoint specific strategies to address each factor affecting your enrollment. Walk away from the workshop with an enrollment management plan that focuses on your school’s unique needs, including three year-long goals with specific tactics and strategies designed to help you achieve them.


  • Discover your school’s primary competitive edge in the private-independent school marketplace—and position yourself as an educational influencer within your immediate market.
  • Validate your school’s mission experience for already enrolled families and effectively communicate that experience to prospective families.
  • Ensure consistent messaging to students and families by getting all school staff and administrators “on the same page” to serve the same educational mission.
  • Ask students and teachers about their experiences at your school—and have their answers inform your messaging and branding.
  • Leverage your financial aid program in a way that serves your school’s community and its mission, instead of giving away money you may not have to families who don’t truly need it.
  • Tap into a peer-to-peer network of admission professionals from all over the world.
  • Engage in “great ideas” exchanges with fellow workshop participants.

Who Should Attend:

Admission Directors, Division Heads/Principals, Marketing Communications Directors, CFOs, Advancement Directors, and School Heads should attend. This workshop is ideal for teams.

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 serves as Academic Dean of ISM’s International Advancement Certification Program and holds Leader (IAP-L) level certification in the program. In 2018, Amy became the Director of ISM’s Online Learning program.

Current Role

In addition to directing the development of online learning, Amy's responsibilities at ISM focus on:

  • 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, as an educator at the public secondary and post-secondary levels; as Director of Advancement leading admission, marketing communications and development; and 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


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.

The workshop kicks off on Sunday, with registration from 2–3 pm, followed by the opening session, a reception, and Get to Know You dinner. You will have full days of sessions and networking on Monday and Tuesday, with the workshop wrapping up at 4:45 p.m. on Wednesday. If you are traveling by air, please make your flight departure time 7:00 pm or later.

Sunday, October 20

2:00–3:00 pm Registration

3:00–5:00 pm Session 1

5:00 pm Reception and Dinner

Monday, October 21

7:00 – 8:00 am Continental Breakfast

8:00 – 9:15 am Session 2

9:15 – 10:15 am Keynote

10:15 – 10:30 am AM Break

10:30 – 12:15 pm Session 3

12:15 – 1:15 pm Lunch

1:15 – 3:00 pm Session 4

3:00 – 3:15 pm PM Break

3:15 – 5:00 pm Session 5

5:00 pm Networking Reception

Tuesday, October 22

7:15 – 8:15 am Continental Breakfast

8:15 – 10:00 am Session 6

10:00 – 10:15 am AM Break

10:15 – 12:00 pm Session 7

12:00 – 1:00 pm Lunch

1:00 – 2:45 pm Session 8

2:45 – 3:00 pm PM Break

3:00 – 4:45 pm Session 9

4:45 pm Networking Reception

Wednesday, October 23

7:15 – 8:15 am Continental Breakfast

8:15 – 10:15 am Session 10

10:15 – 10:30 am AM Break

10:30 – 11:45 am Session 11

12:00 – 1:00 pm Lunch

1:00 – 2:45 pm Session 12

2:45 – 3:00 pm PM Break

3:00 – 4:45 pm Session 13

How to Book Your Room

Workshop Location

Doubletree by Hilton San Diego Mission Valley
7450 Hazard Center Dr.
San Diego, CA 92108

ISM's room block is open for online or call in reservations. 

Reserve Your Room

  1. Use this link to make your reservations.
  2. Call the hotel directly at 619-297-5466 and ask for the Independent School Management or ISM room block.

Note: Do NOT make any non-refundable travel arrangements until you receive a communication from ISM that the workshop is confirmed to run.

About the Hotel

The DoubleTree by Hilton San Diego - Mission Valley puts you in the center of San Diego. The Mission Valley hotel is conveniently located next to the trolley stop, which offers easy transportation to a variety of the city’s top attractions including Old Town, Little Italy, Petco Park, San Diego Convention Center, Gaslamp Quarter, and San Diego State University.

It offers some of the largest guest rooms in Mission Valley and are pet-friendly. Each room has 400 sq. ft. of contemporary space with high-quality amenities. Standard Wi-Fi is complimentary for Hilton Honors members who book direct. It also offers an indoor and outdoor pool plus a 24-hour fitness center.

  • Adjacent to the San Diego Trolley, it's a quick ride to historic Old Town and 10 minutes to downtown
  • Walk/bike path to Fashion Valley Mall, connected to Hazard Center shops and restaurants
  • Largest guest rooms in Mission Valley
  • Heated indoor/outdoor pools, 24-hour fitness center, and business center
  • Pet-friendly

Things to do in San Diego

Located in the heart of Mission Valley, this DoubleTree hotel near the University of San Diego is just steps from the San Diego Trolley. This provides easy transport to a range of attractions, including the historic Gaslamp Quarter, SDCCU Stadium (formerly known as Qualcomm Stadium) and Petco Park, home of the San Diego Padres.

Indulge in some retail therapy at the Fashion Valley Mall, a large mall in San Diego with many fine shops, and within walking distance of the hotel. Discover the world-famous San Diego Zoo, SeaWorld® San Diego, and LEGOLAND® California, or explore the museums and gardens of Balboa Park. Enjoy one of San Diego’s 94 championship golf courses, including world-famous Torrey Pines Golf Course.


How will ISM communicate workshop information with me?

It is essential that your school approves the following email addresses from ISM:


You will be receiving all communication—including your confirmation email and access to your workshop's Google Drive account—from these emails.

What does my registration fee include?

All workshop materials, breakfasts, lunch or dinner daily, and social hours are included.

What is not included in my registration fee?

Hotel accommodations and travel expenses, other meals not noted.

What should I wear?

Meetings rooms are generally cold, as temperature control in meeting spaces and large convention centers is difficult. Please bring a sweater, jacket, or sweatshirt.

What should I bring?

You’ll receive a letter from your workshop instructor letting you know what to bring. However, please bring a laptop or tablet for online access.

Can my special dietary requirements be met?

Absolutely. Just give the Workshops Department a call at 302-656-4944, and we'll make sure your needs are accommodated.

Should I need medical or dental attention, where should I go?

Should you need medical attention in a non-emergency, notify ISM staff and the hotel staff. The hotel can recommend what facilities are available, and may be able to supply transportation. In an emergency, call 911.

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, faxing to 302-656-0647, or mailing to: Professional Development Coordinator, ISM, 1316 N. Union St., Wilmington, DE, 19806.

  • 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. 

  1. The school may substitute another employee.
  2. 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.



Image of a teacher and students in class
Image of a teacher and students in class

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.

If you have any questions, click below to send us an email. 

Workshop Registration

Register for your workshop online by filling out the form below. If you'd prefer to register by mail, download our registration form.

Image of a teacher and students in class
Image of a teacher and students in class

Upcoming Workshops and Events

10/20/2019 — 10/22/2019


Financial Aid Mastery: How to Strategically Use Financial Aid to Grow Your School

Status: ConfirmedLocation: San Diego, CA


10/20/2019 — 10/23/2019


Mastering Enrollment Management

Status: ConfirmedLocation: San Diego, CA


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