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Two-for-One Workshop: Power of Parent Partnership & Brand Champions
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When: 10/03/2019
10:00 am to 12:00 pm
Where: The Harbor School
7701 Bradley Boulevard
Bethesda, Maryland  20817
United States

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Two-for-One Workshop: 

The Power of Parent Partnership: Retention, Advancement & Volunteerism AND

Brand Champions


Power of Parent Partnership

All schools are committed to student retention and the experience of students should be the priority of every adult in the building. But, who prioritizes the experience of parents after the admissions process and through graduation? Formal parent organizations or volunteer task forces are often charged with providing key information to parents and creating a sense of community within the school.  Is a “family-like community” a stated brand promise at your school? So, why do some faculty, administration, and parents, cringe when the topic of the parents association comes up? 

In this workshop we will identify steps to parent retention, with volunteerism as one key element. Participants will see the disconnect between what motivates parents and what motivates the school staff in regard to parent involvement, and will learn how to evaluate each program that involves parent volunteers for mission and brand alignment. We will explore the myths and realities of recruiting, managing, and stewarding effective parent volunteers and consider a new way forward.



Brand Champions

Word-of-Mouth, or direct contact marketing is the most effective form of enrollment marketing, as reported by InspirEd School Marketers in their 2018 Private School MarCom Report. The challenge for the admissions office staff is encouraging members of your school community to talk with other people about your school in ways that are in keeping with the brand messages. Which community members should do the talking and champion your brand? How do we ensure they are communicating the actual brand messages? In this session you will identify Brand Champions in several constituencies.  You will learn strategies to coach the Champions and the tools that they need to frame their conversations and communications around the brand messages while always being truthful and authentic to their experience.  


AIMS Members: $50 (through September 19th) or $60 (After September 19th)
NON AIMS Members: $100 (through September 19th) or $110 (After September 19th)


Please note that NO REFUNDS will be issued for cancellations for this class after September 23rd.



Jill Goodman is an executive mentor and strategist with a diverse range of skills across the non-profit and educational sectors. With over 20 years of experience in developing high-level strategy, executing and growing core programs to forward the mission of numerous independent schools and organizations, Jill’s intense listening skills have helped her develop a reputation for providing exceptional, solution-oriented results. Jill has a 360-degree understanding of the non-profit world – she has served as an administrator, staff member, grant maker, trustee, and volunteer.

Her leadership mentoring experience spans every type of organization, from health initiatives like the Movember Foundation (known for its yearly international awareness campaign) to small, independent schools. Jill is well known for her presentations on educational advancement, grassroots marketing and branding, and alumni relations, that have been well received by audiences across the country. Jill continues to help organizations harness the combination of smart methodology, active listening, creativity, planning, and compelling messaging that is essential to stand out in today’s competitive non-profit landscape.

Jill hails from the Mid-Atlantic, growing up in an industrial Pennsylvania town, the daughter of a factory owner who had a strong philanthropic commitment. Immersed in an ethos of corporate responsibility and social entrepreneurship, Jill became involved in community initiatives from a very young age. She is a graduate of Drexel University in Philadelphia and now calls Baltimore, Maryland home.

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