How to Reverse Soft, Flat, or Declining Enrollment to Hit Your Goals

The Warwick Allerton Hotel • Chicago, IL




Certification Credits: 20 IACP

$2,284 Non-Member

Travel and accommodations not included

[$1,941.00 Gold Member]

Registration for workshop has closed

Amy Riley was excellent! Her knowledge of the issues and willingness to address our individual concerns outside of the material she was to cover was extremely helpful. She also helped our team to bond allowing us to open up and share our individual situations quickly so that we all benefited.

Donna Windham, Director of Admission
Landmark Christian School, GA
Workshop participant 2017

This workshop is now SOLD OUT. If you would like to be placed on the wait list, email your request to

Bring your team! Pay only $1,397 tuition for each additional team member. Call to register, 302-656-4944.

Independent schools are about to go through the greatest cultural shift of our lifetime, profoundly impacting how they deliver their mission and attract mission-appropriate students. But private school enrollment isn’t the doom-and-gloom scenario some are predicting. For every school that experiences enrollment decline, there are an equal number of schools that have embraced this “perfect storm” era as an opportunity to innovate and grow their program.

This workshop will provide an enrollment management evaluative framework to reveal everything you need to know about boosting your school’s enrollment outcomes. Leave the workshop empowered, knowledgeable, and confident about the true enrollment difference-makers at your school and your ability to partner with colleagues to achieve the results you seek.

Topics Include:

  • Avoiding the costliest mistakes schools make in an era of declining enrollment
  • Clarifying your school’s primary marketplace stance and mission
  • Discovering how to become an influencer in today’s competitive private-independent school marketplace
  • Learning to describe the unique and exceptional experience your school provides for students
  • Empowering every adult in your school to commnunicate the same mission narrative and commit to your promised student outcomes
  • Understanding how to infuse predictability and supportiveness into every aspect of your school’s operation

Who Should Attend:

School Heads, Admission Directors, Enrollment Managers, Marketing Communications Directors, and anyone who has a vested interest in your school’s enrollment and hard income outcomes should attend.

What to Bring:

  • Multi-year total enrollment, new student recruitment, and retention/attrition data, broken down by grade
  • Satisfaction survey data from students, faculty, and parents (if you have it)
  • Copy of your current reaccreditation recommendations/goals (identified in your last reaccreditation self-report, visit, and reaccreditation summary)
  • Your preferred computing device (iPad or laptop) for real-time analysis and plan-making

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.

Thursday, March 8

8–9 am Registration/continental breakfast

9–10:30 am Session One

  • Clarifying your marketplace stance and mission
  • What NOT to do in an era of soft enrollment

10:30–10:45 am Break

10:45–12 pm Session Two

  • Your mission, your students, your faculty
  • Understanding what today's private school families want and need
  • The power of validation through internal marketing

12–1 pm Lunch

1–3 pm Session Three

  • How to message the relevancy of your program
  • How to become an influencer in your market
  • How to lean in with your leadership team

3–3:15 pm Break

3:15–5 pm Session Four

  • It's all about the experience!
  • How to take care of students and teachers
  • How to ensure predictability and support

5–6 pm Reception/Networking

Friday, March 9

8–9 am Continental breakfast

9–10:30 am Session Five

  • Talking so parents will listen
  • Listening so parents will talk

10:30–10:45 am Break

10:45–1 pm Session Six

  • Partnering with faculty and academic leaders
  • Establishing an enrollment management team
  • The power of shared accountability

Workshop Location
The Warwick Allerton Hotel
701 N Michigan Avenue
Chicago, IL 60611

Group hotel reservation rate of $119 is available until February 21, 2018. Subject to availability. Please wait until the workshop status is 'confirmed' before making your travel and hotel arrangements.

Once you have registered for a workshop, please make your hotel reservation by clicking on the RESERVE YOUR ROOM link above or by calling 877-701-8111 and letting them know you are with ISM.

Combining stunning historic architecture from the 1920s Jazz Era with modern features and services, Warwick Allerton — Chicago offers a perfect place to stay while visiting the Windy City. Conveniently situated on iconic Magnificent Mile in the heart of downtown Chicago, this timeless hotel features everything needed for an unforgettable experience, including sophisticated guest rooms and suites, upscale amenities, and close proximity to the area’s top points of interest.

Guests can enjoy the following luxury hotel facilities & services:

  • Complimentary WIFI in guest room
  • Business Centre open 24 hours
  • Valet parking ($60.00 overnight) in/out privilege
  • Same day laundry and dry cleaning services
  • Professional and attentive multilingual staff
  • Concierge service
  • M Avenue Restaurant and Lounge
  • 24 hour Fitness Centre located on the 25th floor

Please do not make any non-refundable travel arrangements until you receive an e-mail from ISM informing you the workshop is confirmed to run.

By plane and shuttle: The Allerton is easily accessible by both Chicago airports (O'Hare/ORD—all major carriers except Southwest; Midway/MDW—Southwest, Delta). There are numerous ground transportation options. does operate out of both airports. You can use ISM's code of SFUN2 for a 10% discount that will be applied before you purchase.

By train or by car: Click here for information and driving directions

How will ISM communicate workshop information with me?

It is essential that your school approves the following e-mail addresses from ISM:

You will be receiving all communication—including your confirmation e-mail and access to your workshop's Google Drive account—from these e-mails.

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 Policy

We will correspond with you through e-mail as soon as your workshop is confirmed, no later than two weeks prior to its beginning. 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.)

Cancellation Policy

If circumstances change and you cannot attend the workshop, you must confirm your cancellation in writing via fax (302-656-0647) or email ( If you do so at least 10 business days prior to the start of the workshop, you can request a full refund of monies paid. Thereafter, but prior to the first day of the course, we will refund you all but $600. If you do not cancel in writing prior to the start date of the course, you will forfeit the entire workshop fee.

If you enroll using Consortium Credits, and cancel your attendance in writing at least 10 days prior to the start date of the workshop, all Credits will be returned to your school. Thereafter, but prior to the first day of the course, if you cancel, all but two of the Credits will be returned to your school. (You have the option of buying back those two Credits for $600.)

If you do not cancel in writing prior to the start date of the course, your school loses all the Consortium Credits used for payment.

Please note that non-payment of tuition does not constitute a cancellation. Failure to appear does not constitute a cancellation.

*We DO NOT accept enrollments from consultants.

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