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Master Class: Create a 2022-2023 Digital Marketing Plan


More important now than ever, your school must have an enrollment-focused digital marketing plan. Join this 7-module course intensive and you will graduate with a finished digital marketing plan for 2022-2023!

Class sessions are two hours each of LIVE instruction with time to work on your plan. Classes are once per week for the first six weeks, and, during the final week, we’ll meet twice. You will learn from experts and move through the course with a cohort of committed peers employing the 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.
  • All registrants will be emailed access to presentation recordings and resources within 1 business day after the live sessions.

Course Outline

Monday, April 18, 12 – 2 pm ET
Module 1: Find Your Competitive Sweet Spot and Primary Message

Learning Objectives:
If your message isn’t right, your campaigns will underperform.
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? We’ll begin with a resource overview that will demonstrate tool and templates fit in and where they can inform your plan.

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

Monday, April 25, 12-2 pm ET
Module 2: Walk In Their Shoes - The Family Decision Journey


Learning Objectives:
Gain an understanding of the admissions process from the family’s point of view and create conversion goals for their decision journey.

Tools for your plan:
  • Audience profiling template
  • Prospective-Family survey template to determine their highest priorities

Monday, May 2, 12-2 pm ET
Module 3: Create Your Lead Generation Strategy and Choose Your Digital Platform


Learning objectives:
Determine how many leads (aka inquiries) you need from digital marketing to achieve enrollment goals. You will also create a content marketing plan to attract those leads. Finally, you will evaluate digital platforms and decide which one to recommend in your plan.

Tools for your plan:
  • Lead-generation calculator and template
  • Lead-generation/content-marketing plan template
  • Digital platform evaluation matrix and template

Monday, May 9, 12-2 pm ET
Module 4:  Identity Your Digital Target Audiences and Keyword Strategy for Your Plan


Learning objectives:
Receive step-by-step, real-time guidance to research costs, audiences, and relevant keywords for digital marketing.

Tools for your plan:
  • Target audience research guide and template
  • Keyword research guide and template

Monday, May 16, 12-2 pm ET
Module 5: Create a Digital Measurement Plan and Identify Performance Metrics


Learning objectives:
See real Google Analytics data from a private school advertising campaign and learn which performance metrics are most helpful to measure advertising performance and why.

Tools for your plan:
  • Best-practices Digital Measurement Performance Guide
  • A simplified performance measurement blueprint to get started

Monday, May 23, 12-2 pm ET
Module 6: Create Your 12-month Media Budget


Learning objectives:
Finalize a 12-month, monthly media budget aligned with your conversion and enrollment goals.

Tools for your plan:
  • 12-month budget guide and template

Wednesday, May 25, 12-2 pm ET
Module 7: Finalize Your Plan and Build a Campaign
Learning objectives: Add the finishing touches to your marketing plan. We will also start to build a campaign together so that, whether you execute the plan yourself or hire outside expertise, you will know how to do it and what best practices look like.

Tools for your plan:
  • Next-steps and Summary templates for your plan
  • Campaign building checklist

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.

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--for up to 3 members of your school.
$995  Non-Members--for up to 3 members of your school.   

Click here to learn more about becoming a member.

To pay for up to 3 members of your school, please add the course to the cart and pay for yourself. Then have the second (and third) member of your team add the course to the cart and choose "Invoice Me." Then email cindy@aisap.org with the names of your teammates and we'll take care of it from there!