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Master Class: Create a Killer Digital Marketing Plan for COVID and Beyond


More important now than ever, your school must have an enrollment-focused marketing plan with a heavy emphasis on digital. Join Maria Kadison, CEO of EdwardsCo, and special guests for a 6-week course intensive at the end of which you will have a customized and strategic digital marketing plan for your school. The format is two hours per week of LIVE instruction—this is not a self-paced video course. You will learn from experts and move through the course with like-minded professionals who will serve as your classmates and thought partners. You will work hard, but you’ll get the exact tools and templates you need at every step AND you will graduate from this Master Class with your written digital marketing plan for 2021-2022.

Now is your chance to work with a cohort and experts to build your customized plan. Just two hours per week for six weeks, and you're done! Space is limited as this will be a highly personalized and interactive course. The course also includes weekly office hours and 1-hour of individual coaching outside of class. Don’t miss this special opportunity to create a Marketing Plan that will drive your School towards its Enrollment Goals.

Course Outline

Monday, April 5, 1-3 pm ET

Week 1: Find Your Competitive Sweet Spot

Learning Objectives:
You will conduct a strategic assessment of your branding and competitive opportunities and determine the market sweet spot for your school

Tools for your toolbox:
  • Situation analysis and SWOT blueprints
  • Competitive audit template

Monday, April 12, 1-3 pm ET
Week 2: Walk In Their Shoes - The Family Decision Journey

Learning Objectives:
You will seek to understand the admissions process from the family’s point of view and create conversion goals for each step of the admission process.

Tools for your toolbox:
  • Audience profiling template
  • Survey template to determine prospective families’ priorities

Monday, April 19, 1-3 pm ET
Week 3: Create Your Messages and Funnel Plan

Learning objectives:
You will create a messaging, content-distribution map aligned with the enrollment journey

Tools for your toolbox:
  • Messaging and content marketing funnel-planning template

Monday, April 26, 1-3 pm ET
Week 4: Choose Your Year-1 Digital Platform(s)

Learning objectives:
You will receive step-by-step, real-time guidance to research costs, audience, and campaign options for Google Ads and Facebook advertising. You will then choose where to start based on costs and expected results.

Tools for your toolbox:
  • Digital platform evaluation matrix

Monday, May 3, 1-3 pm ET
Week 5: Create a Digital Measurement Plan and Identify Performance Metrics

Learning objectives:
You will review real data from a private school to understand what works and why.

Tools for your toolbox:
  • Digital Measurement Performance Guide
  • Key Performance Metrics Template

Monday, May 10, 1-3 pm ET
Week 6: Create Your 12-month Budget

Learning objectives:
You will finalize a 12-month, monthly marketing budget that is aligned with your conversion goals and budget.

Tools for your toolbox:
  • 12-month budget template

Wednesday, May 12, 1-3 pm ET
Finishing Touches, Q&A and Celebration!

About the Instructor



Maria Latour Kadison
President and CEO
EdwardsCo




Maria is a trusted partner to senior leadership and trustees in private boarding and day schools and higher education institutions across the country. Under her leadership, EdwardsCo has doubled in size while adding recruiting, retention, and coaching services to its robust branding and creative strategy offering.

After a successful career in international strategy and marketing consulting, Maria sought more mission-driven work. Her education career began at Simmons College as the vice president for marketing, where she led institutional branding, admissions marketing, and advancement communications for the undergraduate college and five graduate schools. Maria’s team is credited with doubling enrollment, increasing student quality, and reducing the discount rate at Simmons by 50% within four years.

Maria and her teams have won several CASE and other industry awards for the overhaul of marketing materials, multi-media marketing, and industry research and analysis.

Her love and appreciation for the work of independent schools began early—Maria is a graduate of the Wheeler School in Providence, RI. She also earned a BA from Emory University and an MBA and MA in international relations from Yale.

Continuing Education Credits:

Notes for Registrants:
  • Once you click the REGISTER button on the right side you are signed up for the seven-week course.
  • A confirmation email from AISAP Programs will be sent once you register.
  • Once registered, you will have the option to JOIN LIVE WEB EVENT.
  • To add more courses or webinars, click on the Courses tab at the top of the page.

Registration Fee:
$595  AISAP Members
$995  Non-Members  

Click here to learn more about becoming a member.