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Workshops and Sessions

EXTENSIVE WORKSHOP ON HOW TO ATTRACT, ENGAGE, AND CONVERT PARENTS ON YOUR WEBSITE

Wednesday 1:30 – 5:00 | The Providence Art Club

A website in an organization’s greatest marketing asset. But attracting people there, keeping them engaged, and getting them to take action can be tricky. We’ll dive into ways to generate more organic traffic, via Search Engine Optimization, so that you don’t lose prospective families when it matters most. 

Via interactive hands-on sessions, we’ll dive into keyword research techniques to generate share worthy content on your website, as well as explore common user experience barriers, in a peer to peer exercise. This workshop is for anyone in an admissions, marketing or communications role.

The session will end with must-have analytics reports for every school to be viewing, as well as a robust Q&A session with members of the Enroll Media Group team – bring your digital marketing questions!

Angie Ward

Owner

Enroll Media Group

Bio

YOU ARE THE MICHELANGELO OF YOUR SCHOOL’S BRAND

Thursday 9:00 am – 11:45 am | The Providence Art Club

 

Michelangelo was asked by the Pope about the secret of his genius, particularly in regards to the statue of David, widely considered to be the greatest sculpting masterpiece of all time. Michelangelo responded by saying, “It’s simple. I just remove everything that is not David.”

 

You are the Michelangelo of your school’s brand. And during this session you will gain the tools needed to boost your “creative confidence” and become the master influencer of your school. Your school is a block of marble and it is your job to chip away everything that is not your school’s brand to reveal the heart and soul underneath. This fun but practical session will touch upon the length and breadth of branding–from the big-picture mission and beloved traditions to the micro-decisions of colors and fonts and style guides. Let Jim help you to reveal your masterpiece!

Jim Healey

Owner, Chief Brand Officer, and Photographer

Peapod Design

Bio

Pandemic Enrollment Boom or Bust: The 6 Components of Parent Retention

Thursday 1:15 pm – 2:15 pm | The Providence Art Club

 

Many schools have had a flood of inquiries and applications as parents try to find alternatives to the local public schools, while others struggle to retain students as families relocated out of the big cities in the wake of the COVID-19 pandemic. Are these short-term solutions, and will families leave to return to public school? Through the results of many Attrition Studies conducted by Jill Goodman Consulting, participants will better understand parent and student behavior and why families choose to leave before graduation. That research resulted in the Six Components of Parent Retention, a framework of in-depth questions about the program and the school’s parent experience. Participants will use that as an opportunity for self-reflection, assessment, and crafting a strategy to retain all those new families. Learn how to create productive conversations within the faculty and administrative team because of new and unexpected enrollment changes.
 

 

Jill Goodman

Owner

Jill Goodman Consulting

Bio

How to apply the neuroscience of memory to marketing

Thursday 2:30 pm – 3:30 pm | The Providence Art Club

 

In this two-part session, you will learn about the neuroscience of memory and  how it can be utilized in marketing. In part 1, neuroscientist Matt Johnson will cover the fascinating science of memory. In part 2, neuromarketing Prince Ghuman will provide marketing tactics which optimize for the science of memory.

 

Matt Johnson

Matt Johnson, PhD

Professor, researcher, and author

Bio

Prince Ghuman

Professor of Neuromarketing at Hult International Business School in San Francisco

Author of Blindsight, an award-winning book on Neuromarketing

Bio

DISCUSS YOUR MARKETING MATERIALS WITH COLLEAGUES

Thursday 4:00 pm – 5:00 pm | Providence Art Club

 

Bring your marketing materials and pull out your conference worksheets. This is a great time to get the feedback and answers you are looking for. Apply what you have learned to your own marketing materials and ask the experts and your colleagues if you are on the correct path. Perfectly scheduled just before the round table discussions.

Jim Healey

Owner, Chief Brand Officer, and Photographer

Peapod Design

Bio

Angie Ward

Owner

Enroll Media Group

Bio

Become a savvy social media marketer

Friday 9:00 am – 10:00 am | The Providence Art Club

 

Social Media is a powerful tool to engage prospective families, current families, and alum. This workshop will review how you can leverage Facebook, Instagram, LinkedIn, and Twitter to increase the branding for your school and tell your story while using assets you already have. Each participant can expect to leave with a better sense of the tools to develop a Media Plan and social media strategy with easy ways to quantify your organic and paid efforts.

Katie Bisson

Account Director

Enroll Media Group

Bio

Strategic Storytelling for Schools

Friday 10:00 am – 11:30 am | Providence Art Club

Human beings make sense of the world through stories. But what actually constitutes a story? And how do we craft stories that truly engage our audience? Stories evoke a strong neurological response in all of us. That’s exactly what makes them such a powerful tool. A story can go where logic and facts fall short—directly to our hearts. In this session, we’ll help you harness the timeless power of stories, and how to use them to accomplish your strategic goals. You’ll learn the science behind why stories are the best way to motivate your audiences, the basics of storytelling, where to find stories on your campus, and how to write better stories. You’ll even practice writing a compelling story about your school!

Tracey Palmer

Owner

Palmer Communications

Bio

Managing Communication During a public health crisis

Friday 11:30 am – 12:30 pm | The Providence Art Club

Back by popular demand! Brand Together has been fortunate to have O’Neill and Associate’s team of experts give a session at every conference we’ve held. Come to this presentation and you will see why. Whether it is a public health crisis, natural disaster, a legal difficulty, or a human tragedy, a crisis is like an octopus with lots of tentacles: How do you keep your brand intact in the face of the unexpected? How do you communicate with different constituencies? How can you be responsive to a developing situation? How will the crisis affect admissions, development, and alumni relations, and what can you do about it? The team has expert knowledge and wide experience with the kinds of challenges schools face. The resolution to your future crisis begins now–with educating yourself on how to prepare! Come for the session, and stay for the roundtable discussion to follow during lunch.

 

O’Neill and Associates offers comprehensive public affairs services including communications strategy, messaging and public relations, as well as government relations, community relations and relationship marketing. O’Neill and Associates helps companies build brands, communicate with government officials, find new business opportunities and survive crisis situations.
 
In today’s crowded marketplace, O’Neill and Associates helps companies stand out by communicating their unique strengths to the audiences they care about most. We solve business challenges through superior communication. Whether it’s creating grassroots support for an issue, influencing industry opinion leaders, communicating to the press and the digital and social media universe, or marketing a product or service to potential customers, O’Neill and Associates’ full range of public affairs services help clients reach their goals.
 
We help our clients be prepared for crisis situations,and we help guide them through serious challenges with expert communications counsel. O’Neill and Associates’ crisis and business continuity plans ensure that every angle of a potential crisis is addressed and that everyone on your team – from the receptionist to the CEO – is prepared to respond effectively.

Jeremy J. Crockford

Associate

Bio

Cosmo Macero Jr.

Associate

Bio

Laura Wareck

Vice President, Communications Division

Bio

Shakeir Gregory

Director of Digital Strategy and Content

Bio

How to tell your school’s story in video

Thursday 5:00 pm – 6:00 pm | Round Table Session | The Providence Art Club

Essentia Communications is a strategic communications company offering a suite of services, tailored to the specific needs of our clients.

With a specific focus on videography and photography, Essentia also offers strategic planning and web design. Essentia provides targeted and effective communication support for any sized project.

Our creative, forward thinking, professional team of experts is dedicated to delivering every project on time and within budget. We partner with our clients to achieve optimal results.

Essentia is based in Boston but works with clients all over the country.

Dave Casanave

Owner

Essentia Communications

Bio