Does Your School Have a Market or a Marketing Problem? | Dana Nelson-Isaacs

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.