Making the Case for Independent Schools: A Conversation on the Future of K-12 Marketing and Student Recruitment

"Gone are the days when we could just rest on our laurels and meet our enrollment goals", says Angela Brown, the Director of Marketing and Communications at Flint Hill School, a K-12 independent school located in Oakton, Virginia. On this week's episode, Zach Busekrus chats with Angela about the greatest opportunities and challenges that the independent school market faces in 2020. Angela discusses the importance of knowing who you are and owning how you're different in an increasingly crowded space. Independent schools aren't just competing against each other today, they're competing against increasingly well-funded public and charter schools as well. Among others, Angela answers the following questions:

1. How can colleges and universities do a better job at building relationships with independent schools? What do you wish schools would do more of (or less of) as it pertains to recruiting today's high school students?

2. From a marketing standpoint, how is independent student recruitment different form recruiting at the post-secondary levels?

3. Many of our listeners are enrollment marketers working at colleges and universities. Many of them operate in environments where admissions and marketing are siloed. How has Flint Hill been able to pull together influencers from a variety of departments to execute a successful rebrand?