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Meeting the New Challenges of Gen Z!
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When: 1/23/2018
9:00 am to 12:00 pm
Where: Christ Episcopal School
22 West Jefferson Street,
Rockville, Maryland  20850
United States

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For years, schools have been marketing to Millennials and Gen X. But now, all new students belong to Gen Z: the largest segment of the US population and the most difficult to reach. They don’t read viewbooks and brochures. They don’t respond to email. They have an eight-second attention span. They ignore marketing that looks too polished.

Just when parents, in ever-increasing numbers, allow their child to make the final decision, how do you recruit a class of Gen Z students with one strategy for them and another for their Millennial or Gen X parents?

In this interactive workshop, Maria Kadison will take you through a 3-stage systematic brand development and communications planning process, covering a combination of marketing and recruitment best practices and real case studies.

3-Stage Brand Development and Communications Planning Process




Participants will leave with a deeper understanding of:
• How to get on the parent’s shortlist of preferred schools
• The important ways that Gen Z is different from their Millennial parents
• How to recruit both Gen Z and their parents without breaking the bank

Bring your questions and challenges. We’ll discuss!


AIMS Members: $25 (through January 9th) or $35 (After January 9th)
NON AIMS Members: $45  (through January 9th) or $55 (After January 9th)
Please note that NO REFUNDS will be issued for cancellations for this class after January 13th. 


Presenter info:


Since March 2012, Maria Kadison has been the president of EdwardsCo. a 30 year old, strategic
communications company serving educational and not-for-profit organizations exclusively.

Maria is a trusted partner to college presidents and vice presidents, heads of school, and directors of communications, enrollment, and advancement. Clients include Harvard, Yale, MIT, Oberlin, Smith, St. Paul’s School, Exeter, Deerfield, Groton, Agnes Irwin, Madeira as well as Massachusetts General Hospital and Partners HealthCare.

Maria has worked directly with educational institutions since 2001 whether from the inside as a Vice
President for Marketing at Simmons College, as a school committee member in her hometown, or as a
strategy and marketing consultant for admissions, communications, and advancement.

She has won several national CASE and other industry awards for the overhaul of marketing materials, multi-channel marketing strategies, and industry research and analysis.

As a Yale Fellow and Morrow Marketing Scholar, Maria received an MBA from the Yale University School of Management and an MA in International Relations from Yale’s Graduate School for Arts and Sciences. She also earned a Diploma in European Community Studies from Institut D’Etudes Politiques, Paris and a BA in economics from Emory University.








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