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Nashville, TN 37205
United States
5 Other Registered Attendees
Conferences
2026 Marketing and Enrollment Conference
Thursday, August 27, 2026
8:15 AM - 3:30 PM (CDT)
Harding Academy
170 Windsor DrNashville, TN 37205
United States
* Registration open until 8/20/26 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, Admitiv, and Youth Inc.
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 Start your day with a tour of campus from Harding's Admissions Team! Meet at the bell tower by 8:15. |
| 8:30 AM - 8:55 AM | Registration and Coffee Location: Henderson Theater Lobby |
| 8:30 AM - 3:30 PM | Exhibitions Location: Henderson Theater Lobby |
| 8:55 AM - 9:00 AM | Welcome Location: Henderson Theater |
| 9:00 AM - 10:00 AM |
Opening Keynote: "The High-Trust Triad: Strategic Marketing & Enrollment Leadership" with Penny Abrahams
Location: Henderson Theater 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 Carrie Lenzen and Rebecca Mendoza, VenturEd Solutions
Location: Henderson Theater 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: "Small School, Big Story: Marketing with Limited Resources and Maximum Heart" with Taylor Silverman, Finalsite
Location: Library You don’t need a big team or flashy budget to make an impact. Good marketing isn’t impossible; it’s just different. Explore how small schools are building strong brands through honest storytelling, thoughtful design, and tight-knit community connections. See how they’re doing more with less, and why their message hits home with the families who matter most. |
| 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
Location: Henderson Theater 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: "Work Smarter, Know Students Better: Rethinking Admissions Assessments" with Julie Fortune, Director of Admissions and Financial Aid, Harding Academy
Location: Library What happens when we rethink the traditional one-on-one admissions assessment? This session explores our school’s shift to a group-based assessment model designed to create a more natural experience for children, provide richer insight into how students learn and engage with peers, and make the admissions process more efficient and sustainable. We’ll explore our 'why' and how the planning, design, and process impacted our admissions cycle. |
| 12:00 PM - 12:40 PM | Lunch Location: Henderson Theater |
| 12:40 PM - 1:20 PM |
Revisiting the Secret Sauce: Parents' Perspectives on Marketing and Enrollment Strategic Thinking
Location: Henderson Theater 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: "Turning Federal Taxes into Educational Opportunity" with Ben Saylor, President, American GOAL
Location: Library This session will provide a practical overview of the new federal scholarship tax credit and how schools can use American GOAL to expand financial aid opportunities. Learn how taxpayer contributions and scholarship award processing will work, as well as how the program can complement existing financial aid and advancement strategies. We will also cover the role that an SGO plays in this process and what you should consider when choosing a partner. |
| 1:30 PM - 2:20 PM |
Breakout III, Path B: "Creative School Storytelling as a Driver for Enrollment" with Josh Stanbridge, Social Media Content Creator, McCallie School
Location: Henderson Theater The modern media landscape has seen a lot of changes in the past decade. With all the new challenges, there also comes new opportunities. A lot of marketing teams get stuck trying to strike a delicate balance between telling big stories or telling personal ones, and between staying steady and safe or diving into the deep ocean that is algorithmic content. We plan to talk a little about how we've managed to navigate these waters, while also staying grounded. |
| 2:30 PM - 3:30 PM |
Closing Keynote: "From Insight to Action: Building Your School’s Enrollment Playbook" with Carrie Lenzen and Rebecca Mendoza, VenturEd Solutions
Location: Henderson Theater 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. |
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.
Penny Abrahams
Founder & Principal
Penny Abrahams Consulting
Amna Ahmad
St. Bernard Academy
Chandler Barton
Director of Admission
St. George's Independent School
Logan Bowlds
Director of Advancement
Oak Hill School
Taylor Cao
St. George's Independent School
Anna Bland Costello
Battle Ground Academy
Laurel Crain
Strategic Communications & Advancement Coordinator
Harding Academy
Lainie Crose
St. George's Independent School
Jennifer Crouch
Director of Marketing and Communications
Nashville Christian School
Jessica Darden
Montgomery Bell Academy
Laterra Davis
Episcopal School of Nashville
Maritza Dreux
Battle Ground Academy
Kristen Englert
Episcopal School of Nashville
Lauren Evans
Battle Ground Academy
Julie Fortune
Harding Academy
Christy Foster
The Covenant School
Chan Gammill
Sumner Academy
Paige Garrett
Director of Admission; Middle and Upper School
St. George's Independent School
Jennifer Gionfriddo
St. Agnes Academy - St. Dominic School
Candice Goff
Creative Director
Harding Academy of Memphis
Claire Gonzalez
Director of Enrollment Management
Episcopal School of Nashville
Emmy Henderson
Communications Coordinator
St. Bernard Academy
Holly Koogler
Senior Associate Director of Admission
Franklin Road Academy
Celia Lerch
Director, Enrollment & Outreach
Akiva School
Ryan Madar
Director of Marketing and Communications
Davidson Academy
Kate McBryar
St. Nicholas School
Ryan McClary
Director of Enrollment
The Covenant School
Shelly McGuire
Grace-St. Luke's Episcopal School
Rebecca Mendoza
VenturEd Solutions
Gwen Merrill
Marketing and Communications Associate
St. Paul Christian Academy
Trey Meyer
Battle Ground Academy
Jessica Millender
Admissions Coordinator
The King's Daughters' School
Lori Mitchell
Communications Manager
Oak Hill School
Laura Moore
University School of Jackson
Sarah Nickoloff
Director of Admissions
Oak Hill School
Adam Norris
Director of Strategic Marketing and Communications
Franklin Road Academy
Anne Nowlin
Director of Enrollment and Advancement
Harding Academy of Memphis
Ansley Page
Associate Director of Admissions for Early Childhood Education
Battle Ground Academy
Anna Pardoe
Assistant Director of Communications
Franklin Road Academy
Mallory Perdue
Senior Director of Advancement
St. Bernard Academy
Nicole Podesta
The Anthony School
Luke Pruett
St. George's Independent School
Tracy Randolph
Director of Marketing and Communications
St. Andrew's-Sewanee School
Brandan Roberts
McCallie School
Ben Saylor
President and CEO
American GOAL Scholarship Program
Josh Stanbridge
McCallie School
Pam Stanfield
University School of Jackson
Stephen Steiner
Head of School
New Hope Academy
Kay Strom
Director of Enrollment
Nashville Christian School
Chris Teran
Assistant Head for Strategic Enrollment
St. Andrew's-Sewanee School
Lori Trew
Davidson Academy
Michael Via
Director of Enrollment Management
Montgomery Bell Academy
Jessica Viner
Harpeth Hall
Claudia Wamack
Boyd-Buchanan School
Courtney Williamson
Franklin Road Academy
Melissa Wolfe
The Anthony School
Marci Woodmansee
Grace-St. Luke's Episcopal School
Registration Options
|
Registration Options
|
Credits | Price |
|---|---|---|
|
TAIS Member
|
6.00 (Professional Development Hours) | $245.00 |
|
Guest
|
6.00 (Professional Development Hours) | $325.00 |
|
Presenter
|
FREE |
