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Spring 2023 Master Class: Create a Digital Marketing Plan

More important now than ever, your school must have an enrollment-focused digital marketing plan. Join this 6-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 six weeks. 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

Thursday, March 2, 12 – 2 pm ET
Module 1: Find Your Competitive Sweet Spot

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.

Thursday, March 9, 12 – 2 pm ET
Module 2: Walk In Their Shoes - The Family Decision Journey

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

Thursday, March 23, 12 – 2 pm ET
Module 3: Determine One Primary Message and Lead-Generation Strategy

Based on your market opportunity and best-fit family decision criteria, you will determine your one primary message and your lead generation strategy. You will specify how many leads (aka inquiries) you need from digital marketing to achieve enrollment goals. You will also determine what your “lead magnet” will be and create a content marketing plan to attract those leads.

Thursday, March 30, 12 – 2 pm ET
Module 4: Create a Digital Measurement Plan and Identify Performance Metrics

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.

Thursday, April 6, 12 – 2 pm ET
Module 5: Create Your 12-month Media Budget

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

Thursday, April 13, 12 – 2 pm ET
Module 6: Choose your Year-1 Digital Platform and Finalize Your Plan

We will review the key differences between the Google and Meta (Facebook) advertising platforms, so that you can decide which to launch with. We will also save time to answer any remaining question and finish your marketing plan.

About Faculty Presenter and Content Expert Maria Latour Kadison

Maria Latour Kadison
President and CEO

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:

Professional Competency:

L&D 3: Marketing & Communication

Notes for Registrants:
  • Once you click the REGISTER button on the calendar, you will be redirected to the online learning site.
  • Once you click REGISTER on the online learning site, you are taken to the portal to register.
  • Once you complete registration on the portal, you are signed up for the course.
  • You will received a confirmation email from the portal, from Debby at AISAP, and from Zoom--all with access to join the sessions. 
  • Recordings and resources will be posted within 1 business day after the live session.
  • Missed the live session? You can still register and access the recording and resources.

Registration Fee:
$595  AISAP Members--for up to 3 associates from your school.
$995  Non-Members--for up to 3 associates from your school.   

Click here to learn more about becoming a member.

To pay for up to 3 associates from your school, please add the course to the cart at the full price.  Then enter your two co-workers as "guests" at no charge.  Double check the information for everyone, and pay for the three registrations at one price.  If you need technical support, please contact