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Summer Master Class: Create a Killer Digital Marketing Plan


More than ever, your school must have an enrollment-focused digital marketing plan.  Join Maria Kadison, CEO of EdwardsCo, and special guests for a 7-module course intensive.  You will graduate from this Master Class with a customized and strategic digital marketing plan for 2021-2022.

The format is 2-4 hours per week for 5 weeks of LIVE instruction. You will learn from experts and move through the course with a cohort of committed peers, getting the exact tools and templates you need at every step.

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 Digital Marketing Plan that will drive your school towards its brand and enrollment goals.

Course Outline

Tuesday, July 27, 12-2 pm ET

Module 1: Find Your Competitive Sweet Spot and Primary Message

Learning Objectives:
In this class you will conduct a strategic assessment of your branding and competitive opportunities and determine the market sweet spot for your school – What is your ONE PRIMARY message?

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

Thursday, July 29, 12-2 pm ET
Module 2: Walk In Their Shoes - The Family Decision Journey


Learning Objectives:
In this class 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
  • Prospective-Family survey template to determine their highest priorities

Tuesday, August 3, 12-2 pm ET
Module 3: Create Your Lead Generation Strategy


Learning objectives:
In this class you will map your primary-message and content strategy to build leads (aka inquiries) for the marketing-to-admissions funnel.

Tools for your toolbox:
  • Lead-generation/content-marketing funnel-planning template

Thursday, August 5, 12-2 pm ET
Module 4: Choose Your Year-1 Digital Platform(s)


Learning objectives:
In this class you will receive step-by-step, real-time guidance to research costs, audience, and campaign options for Google Ads or Facebook advertising. You will then choose which one to start with based on costs and expected results.

Tools for your toolbox:
  • Digital platform evaluation matrix
  • Target audience research guide
  • Keyword research guide

Tuesday, August 10, 12-2 pm ET
Module 5: Create a Digital Measurement Plan and Identify Performance Metrics


Learning objectives:
In this class you will see real Google Analytics data from a private school advertising campaign and learn which performance metrics are most helpful to gauge advertising performance and why.

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

Tuesday, August 17, 12-2 pm ET
Module 6: Create Your 12-month Budget


Learning objectives:
In this class 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

Thursday, August 19, 12-2 pm ET
Module 7: Assemble Your Marketing Plan!
Tools for you: Next-steps and summary templates for your plan

About Faculty Presenter and Content Expert Maria Latour Kadison



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.

Course Target Audience

Marketing & Communications Professionals
Admission and Enrollment Professionals

CEC's Offered
Continuing Education Credits:

Course L&D Competencies

AISAP Learning and Development Framework
Competency 3: Demonstrate exemplary communication skills appropriate to the unique landscape of education.

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.