Finalsite recently hosted its annual School Marketing Day on October 10, welcoming nearly 2,500 school marketing and communication professionals from all over the world for a free day of professional development.

A record-breaking number of attendees heard from multiple keynote and spotlight speakers and joined us live for more than 20 sessions covering topics like:

    •    Amplifying your school's brand
    •    Redefining the enrollment experience
    •    New strategies for storytelling and digital marketing
    •    The latest trends in UX, AI, web design, and more!

If you missed it, don't worry! You can still register to access all the recordings and resources. Here’s a recap of some of the day’s most talked-about sessions.

The Power of Experience

Dr. David Willows and Suzette Parlevliet, co-founders of [YELLOW CAR], started the day by exploring ways to enhance school marketing strategies and moving toward designing distinct, meaningful school experiences measured by a "felt experience indicator."

The duo shared the concepts of "satisfiers" and "dissatisfiers" to understand how parents approach the decision-making process when choosing a school, explaining that happiness, understanding, and a sense of belonging are the new measurements for creating a positive and meaningful first exposure, as they set the foundation for how parents approach their decisions. 

The two stressed that schools should also explain their goals in terms parents want to relate to—like promoting happiness, connection, and belonging among students. Moreover, they emphasized the need to put oneself in the parents' shoes, especially during the admissions process.

Harnessing the Power of Student Voices in School Marketing

With more than 20 years of experience in strategic communications, keynote speaker Stefanie Cruz, the CEO & Founder of DigiGeeks Collective, shared her inspiration for integrating student voices authentically into marketing initiatives.

Whether sharing experiences, creating content, or conceptualizing campaigns, Cruz underscored the importance of involving the youth perspective in campaigns. Shifting from traditional marketing tactics to a more inclusive, student-led marketing model creates a significant impact on those involved and your target audience.

In her presentation, Cruz reinforced that effective school marketing goes beyond increasing enrollment. Storytelling is a crucial ingredient in crafting a compelling narrative, and by sharing engaging stories—whether they focus on student achievements or your school's societal impact—authentic stories are the way to strengthen your community ties.

Collaboration was another focal point in Cruz's talk. She emphasized that marketing in education should include teachers and administrators to fully represent schools and their communities.

Time and coordination can be demanding, but the payoffs of allowing students to guide marketing efforts are significant. Cruz advised attendees to ask the right questions, explore ways for students to narrate their stories, and work together across departments.

Retention from Day One

Janice Crampton, executive director at the Association of Independent School Admission Professionals (AISAP),  joined Finalsite's Chief Marketing Officer Risa Engel, and Co-founder & Chief Evangelist Rob DiMartino, for a spotlight session on the importance of retention, intentional relationship-building, and effective ways of crafting a unique school identity.

Retention begins the moment a family becomes part of the school community they shared. With every touchpoint and communication, it’s critical to make families feel their enrollment decision was the right choice.

The panel discussed the role of authentic and meaningful communication and how both in-person and personalized communication is needed to build lasting relationships.

Furthermore, everyone within the school community plays a role in creating a welcoming environment for the families, from the frontline staff to teachers, cafeteria workers, and coaches—every member contributes to retention.

Enrollment Strategies: Turning Leads into Enrollments

• Don't Let Your Hot Leads Go Cold: Converting Your Fall Inquiries:
It’s easy for a "hot lead" to cool off without the proper follow-up. This session was packed with strategies for keeping those hard-earned fall inquiries engaged and interested throughout every step of the admissions process.
   
• Smart Enrollment: Leveraging Technology for Admissions Success:
In this tech-driven session, attendees learned about the latest tools to take the stress out of managing inquiries and applications. With time-saving automation, personalized communications, and advanced analytics, admissions offices can offer families a smoother experience while making their internal processes more efficient— a win/win!
   
• Closing Down the Open House: Rethinking Admission Engagement Strategies: Are traditional open houses still the best way to connect with families? This session explored new ways to engage prospective parents and students—both in person and virtually. Check out these fresh ideas for creating experiences that leave lasting impressions without the constraints of traditional open house formats.
   
• 321 Days to Fill Your Class: Strategies for Full Enrollment: With the next school year always on the horizon, having a plan is essential. This session explored a comprehensive enrollment strategy that starts with lead generation and moves through nurturing and conversion. It's time to fill your funnel!

Elevating Your School’s Digital Presence

• Local SEO for Schools: Becoming the Top Choice in Your Community:
Getting your school to show up in local search results is critical, and this session focused on helping schools enhance their online presence and visibility within their communities through the power of local SEO.
   
• Pay to Play: Creating an Effective (Low-Budget) Digital Campaign:
Digital advertising doesn't have to break the bank! Even with a small budget, schools can create impactful online campaigns with engaging ads, optimized landing pages, and follow-up communications that turn clicks into enrollments. This is a must-see for anyone looking to make the most of limited marketing resources (AKA, everyone!)

Social Media and AI: Maximizing Content and Engagement

• 2025 Social Media Trends & Instagram Reels: What Works Now
  Social media is constantly changing, and what worked last year might not be as effective today. In this session, Andrea Gribble, founder of #SocialSchool4EDU, scrolled through the latest social media trends for schools, sharing how to adapt to platform changes, create short-form videos that tell your school’s story, and engage your audience one like at a time.
   
• It's Not All About ChatGPT! AI’s Larger Role in Content Creation:
While ChatGPT has taken the spotlight, this session highlighted the broader role AI can play in content creation. AI tools like Descript, Canva, and Klap can repurpose testimonials, videos, blogs, and more to help schools keep their message fresh across social media platforms.

Get Your All-Access Pass

That's just a taste of School Marketing Day. You can access the full day of session recordings here and binge-watch at your leisure- for free!