2026 Marketing and Enrollment Conference
Harding Academy
170 Windsor DrNashville, TN 37205
United States
* Registration open until 8/21/26 at 4:30 PM (CDT)
The TAIS Marketing and Enrollment Conference focuses on the full enrollment journey— attracting prospective families to enrolling and retaining students who thrive within a school's mission. This conference brings together independent school leaders responsible for admissions, marketing, and school communications to explore the strategies that attract, enroll, and retain mission-aligned families. Through practical sessions, peer insight, and parent perspectives, participants gain tools to build sustainable enrollment for their schools.
We'll sit at the intersection of admissions strategy, school storytelling, and family experience.
Target Audience: The Marketing & Enrollment Conference is designed for independent school leaders responsible for attracting, enrolling, and retaining students. This includes:
- Directors of Admissions and Enrollment Management
- Admissions and Enrollment Staff
- Directors of Marketing and Communications
- Marketing and Communications Staff
- Heads of School and Division Leaders
- Advancement or External Affairs leaders involved in enrollment strategy
Proudly Offered in Partnership with VenturEd Solutions and Youth Inc.
Keynote Speaker
Penny Abrahams
For over 20 years, Penny Abrahams has worked with independent schools in a variety of capacities: parent, trustee, administrator, and strategist. As a proud graduate of Ravenscroft School, she is a "lifer" in every sense of the word, understanding the unique ecosystem of independent schools. Penny began her independent school career as an Annual Fund Director, followed by roles as Director of Communications and Director of Admissions & Marketing. This first-hand experience in the “trenches” of school administration informs every plan she builds today. For over 15 years, she served as a consultant, workshop leader, and department head with Independent School Management (ISM). During that time, she partnered with more than 100 schools across the U.S., Canada, Latin America, and the Caribbean. Whether conducting an enrollment assessment, designing a volunteer program, or leading crisis communication planning, Penny's approach is grounded in data and global experience, but tailored to schools' specific culture.
Agenda
| August 27 | |
| 8:00 AM - 9:00 AM | Shuttles Running Attendees have the option to A) park at Hwy 70 sports lot and shuttle on a 15-passenger van, or B) utilize the ride-share drop-off point, which will be staffed by a Harding representative. |
| 8:15 AM - 8:45 AM | Optional Campus Tour |
| 8:30 AM - 8:55 AM | Registration and Coffee |
| 8:30 AM - 3:30 PM | Exhibitions |
| 8:55 AM - 9:00 AM | Welcome |
| 9:00 AM - 10:00 AM | Opening Keynote: "The High-Trust Triad: Strategic Marketing & Enrollment Leadership" with Penny Abrahams The most successful independent schools are powered by a "High-Trust Triad" among the Board, the Head of School, and Development, Enrollment, and Marketing teams. Whether you are reporting your marketing plan to the board for the first time, leading an enrollment team, or managing up from within the office, you will learn how to foster a culture of strategic partnership that respects operational boundaries, maximizes expertise, and transforms schools. |
| 10:10 AM - 11:00 AM |
Breakout I, Path A: "Enrollment in the Voucher Era: Strategy, Data, and the Schools that Win" with Rebecca Mendoza, VenturEd Solutions
Tennessee’s Education Freedom Scholarship has permanently changed the independent school enrollment landscape. This session frames what that means in practice: how the pool of prospective families has changed, what those families need to see and feel to choose an independent school, and what operational infrastructure – from marketing to financial aid to community culture – separates the schools that grow from those that stall. |
| 10:10 AM - 11:00 AM | Breakout I, Path B: "Creative School Storytelling as a Driver for Enrollment" With Brandan Roberts, Director of Video and Tornado Talk Podcast, and Josh Stanbridge, Social Media Content Creator, McCallie School |
| 11:10 AM - 12:00 PM | Breakout II, Path A: "Designing for Next-Gen Families - Gen Y Parents and Gen Alpha Students" with Penny Abrahams Today’s families pair Gen Y (Millennial) parents — research-driven, values-focused, time-pressed — with Gen Alpha students — digitally native co-creators who expect personalization. This session translates those traits into practical strategies across the prospective family journey, from first touch through enrollment. We’ll focus on message framing, content strategies, and authentic ways to bring student voices forward. |
| 11:10 AM - 12:00 PM | Breakout II, Path B: "Harnessing Group Versus Individual Admissions Assessments" with Julie Fortune, Director of Admissions and Financial Aid, Harding Academy |
| 12:00 PM - 12:40 PM | Lunch |
| 12:40 PM - 1:20 PM | Revisiting the Secret Sauce: Parents' Perspectives on Marketing and Enrollment Strategic Thinking Moderated by TAIS Executive Director, Sarah Wilson, and driven by audience-submitted questions, families from Nashville-area TAIS Member Schools will share their insights, values, and experiences with the current independent school marketing and enrollment landscape. |
| 1:30 PM - 2:20 PM | Breakout III, Path A: "An Enrollment Team's Guide to SGOs and SSOs: Legal Precedents, Treasury Regulations, and Strategic Insights" with Ben Saylor, President, American GOAL |
| 1:30 PM - 2:20 PM | Breakout III, Path B: "Small School, Big Story: Marketing with Limited Resources and Maximum Heart" with Taylor Silverman, Finalsite |
| 2:30 PM - 3:30 PM | Closing Keynote: "From Insight to Action: Building Your School’s Enrollment Playbook" with Rebecca Mendoza, VenturEd Solutions A hands-on working session where admissions, marketing, and leadership team members build a concrete enrollment action plan – organized around their school’s specific priorities. Facilitators guide participants through three practical tracks: enrollment funnel and marketing strategy, SGO and financial aid coordination, and data and reporting infrastructure. Every school leaves with a written 90-day action plan tailored to their role and context. |
Registration Options
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Registration Options
|
Credits | Price |
|---|---|---|
|
TAIS Member
|
6.00 (Professional Development Hours) |
$205.00
Price will increase to $245.00 on
8/6/26 12:30 AM CDT
|
|
Guest
|
6.00 (Professional Development Hours) |
$285.00
Price will increase to $325.00 on
8/6/26 12:30 AM CDT
|
|
Presenter
|
FREE |
