Mastering Enrollment Management

Dallas Marriott City Center • Dallas, TX




Status: OPEN
Certification Credits: 30 IACP

$3,414 Non-Member

Travel and accommodations not included

[$2,902.00 Gold Member]

As an experienced Admissions Director, I appreciated the information about how the prospective parents we work with are changing, and different from those we worked with 10 years ago. This background information was very valuable and helpful in moving forward.

Linda Vellenga, IAP, Director of Admissions, K-8
Grand Rapids Christian School, MI
Workshop Participant 2017

This workshop earns 30 credits towards your IACP credit requirements

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/strategies designed to help you achieve them.

Topics Include:
  • Discovering your school’s primary competitive edge in the private-independent school marketplace—and positioning yourself as an educational influencer within your immediate market
  • Validating your school’s mission experience for already enrolled families and effectively communicating that experience to prospective families
  • Ensuring consistent messaging to students and families by getting all school staff and administrators “on the same page” to serve the same educational mission
  • Asking students and teachers about their experiences at your school—and having their answers inform your messaging and branding
  • Leveraging 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
  • Tapping into a peer-to-peer network of admission professionals from all over the world
  • Engaging 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.

staff photo amy riley

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

ISM Consultant


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 and served as Academic Dean of ISM’s International Advancement Certification Program from 2013-2017. She earned the Leader (IAP−L) designation through this program.

Current Role

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

  • conducting on-site consulting services 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 marketing and enrollment management 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, an MA in English, and grades 6–12 teaching certification from the University of West Georgia. She earned a BA in psychology from Auburn University.

Workshop Location
Dallas Marriott City Center
650 North Pearl Street
Dallas, TX 75201

Hotel Location
Dallas Marriott City Center
650 North Pearl St.
Dallas, TX 75201

Group hotel reservation rate of $209 is available until October 1, 2018. Subject to availability. Please wait until the workshop status is 'confirmed' before making your travel and hotel arrangements.

Dallas Delivers.

It's an action-packed city with lots to see and do! The Dallas Marriott City Center is located in the heart of the downtown Arts District, the largest urban arts district in the US. Attractions include the Dallas Museum of Art, the Nasher Sculpture Center, Winspear Opera House, Wyly Theatre, and Klyde Warren Park.

There are a number of restaurants and nightspots nearby. You can hop the Pearl/Arts District DART light rail around the corner from the hotel to the Downtown District, where you will fine the Perot Museum, the “Eye” Sculpture, and the Neiman Marcus Flagship Store.

Click here to earn more about what’s up in Dallas.

Getting There

By plane and shuttle: Dallas is serviced by two airports. Most major airlines fly into Bush International Airport (IAH), 19 miles from the hotel. Dallas Love Field (DAL) is Southwest's home airport and 6.3 miles from the hotel. Delta, Alaskan, and Virgin America also fly into Love Field.

SuperShuttle services both airports. Visit and use the code SFUN2 to get the ISM discounted rate. You can access both Lyft and Uber throughout the city of Dallas.

By car: Click here for directions to the hotel.

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?

October temperatures average from the high-50s to the upper 80s. Weather varies a lot —and it can be in the 70s. The classrooms and guest rooms are usually comfortable, but you may want to dress in layers in case the rooms are too warm or too cool for you. Dress is casual. Wear whatever is comfortable—jeans, sweatshirts, sweaters, etc. For current weather conditions, we recommend checking

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.

Where can I work out?

The Dallas Marriott City Center on-site Fitness Center features:

  • Cardiovascular Equipment
  • Free weights
  • Life Cycles with televisions
  • Treadmills

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.

How much free time will I have?

There are periods before, between, and after workshop sessions for relaxation, recreation, and socializing.

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. You also have the option of applying your monies paid to another workshop within a year of the cancelled one. If you want to exercise this option, you must inform us in writing with your request to cancel. If you do not so, we will automatically keep the $600 cancellation fee.

If you enroll using Gold 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 Gold Credits used for payment.

Please note that non-payment of tuition does not constitute a cancellation. *We DO NOT accept enrollments from consultants.

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