When enrollment numbers dip, it’s tempting to throw more marketing at the problem, but what if that’s not the right fix?

In this episode, Matt and Angie sit down with Dana Nelson-Isaacs, an enrollment strategy expert with more than 25 years of experience advising schools on market research, enrollment feasibility, and strategic planning. Dana walks through the crucial distinction between a market problem (think: demographic shifts, psychographic mismatches, or a saturated competitive landscape) and a marketing problem (think: messaging that doesn’t resonate, families dropping out of your funnel, or your school being the “best kept secret” in town). She shares how schools can use data they likely already have, decline surveys, newly enrolled family interviews, accreditation self-studies, and more, to diagnose what’s really going on. Whether your school is facing summer melt, a shrinking applicant pool, or a perception gap, Dana offers clear, actionable guidance on where to start and when to bring in outside support.

CoHosts & Guests

Matt Soule | Chapel Hill-Chauncy Hall School

Angie Ward | Enroll Media Group

Dana Nelson-Isaacs | DNI Consulting| LinkedIn

Resources

Data & Research:

• NAIS Demographic Center (for NAIS member schools) 
• NAIS MarketView 
• U.S. Census Bureau

Upgrade School Marketing now on Apple Podcasts, and Spotify

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This panel-style episode comprises 5 Enrollment Management, Admission and Marketing Professionals from 5 different independent schools who are ready to talk yield. From clever acceptance packages and videos, to email marketing, ads, and beyond, this discussion is packed with creative ideas to help Independent Schools move parents and students from the acceptance stage to enrolled status. 

Meet our panel:

Alexandra Tolischus

Alex is a seasoned leader in K-12 independent day/boarding schools and non-profit organizations. She is focused on data-driven strategy, program design, and team leadership, with a proven record of increasing enrollment and retention. Alex is the Director of Enrollment Management at Saint Andrew’s School in Boca Raton, a Pre-K- Grade 12 Day and Boarding School with 1350 students.

Luke Heywood

Luke Heywood is a dynamic leader in education with over 20 years of experience in enrollment management, marketing, and communications, and data strategy. As the Head of Enrollment Management and Financial Aid at The Stony Brook School, a premier private, Christian, college preparatory boarding and day school, Luke leads efforts to recruit, engage, and enroll a diverse and mission-aligned student body. Serving 480 students in grades 7–12 from 10 states and over 30 countries, he works to attract top-tier students from across the U.S. and the globe, who will contribute meaningfully to the school community.

Lakeya Newton

Lakeya has a 16-year career working in marketing and technology through multiple industries, including retail, e-commerce, and education. She is currently the director of marketing at King School in Stamford, CT.  She is versed in digital and offline marketing, public relations, website management, event planning, and brand management. She is also an active volunteer participating on multiple alumni boards for her alma mater, including her independent PreK-9 school, her boarding high school, and her college.

Stacy Jagodowski

Stacy Jagodowski is a marketing and communications professional with over 20 years of experience in independent schools. She spent five years in admissions, bookended by extensive experience in strategic marketing and communications. As the Director of Strategic Marketing & Communications at Tabor Academy, she specializes in storytelling, brand positioning, and yield strategies to engage prospective families and drive enrollment.

James Layne

James has been at The Orchard School for 15 years, serving as Director of Marketing & Communications for the past 8. He has a passion for independent schools and small businesses with a focus on authentic storytelling and clear messaging to help schools connect with families and reach their goals. James and his wife also run Ivan & Louise, a photography company of 13 years. When not working at Orchard, and shooting weddings, he can be found hanging with his kids, skateboarding, or catching punk shows with lifelong friends.

From this Episode

• Enroll Media Group

Hosts & Guests

Matt Soule | Chapel Hill-Chauncy Hall School

Angie Ward | Enroll Media Group

Alexandra Tolischus | Saint Andrew’s School

Luke Heywood | Stony Brook School

Lakeya Newton | King School

Stacy Jagodowski | Tabor Academy 

James Layne | Orchard School

Upgrade School Marketing now on Apple Podcasts, and Spotify

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