Every school has a great story to tell. How are you articulating and telling your story? In this day-long workshop, participants consider how to articulate their unique brand and then consider all the ways in which that brand can be expressed.

In the afternoon, we do a deep dive into online marketing strategies that will keep your school - and its unique story - at the fore for new and existing audiences.

9:30: Welcome

9:45 am - 12:00 pm: Strengthening and Communicating your Brand
The most powerful and successful brands are rooted in strategy, and appeal to specific audiences in a way that make them react, remember and respond to your message. In this workshop, Underscore Brand President Scott Novak and Director of Brand Development Lizzie Lithgow provide you with the ideas and tools you need to better evaluate, strengthen and communicate your institutional brand. Take-aways include best practices for marketing plan development to innovative ways to underscore your brand in print, digital and even word-of-mouth marketing.

12:00 - 1:00
Networking Lunch

1:00 - 3:00 pm: Best Practices for Branding and Storytelling Online

In this afternoon session, participants delve into how to use online channels to attract, recruit, communicate and cultivate constituents at your school. With Rob DiMartino, Director, Finalsite, as your workshop leader, you will explore trends and best practices in web strategy with a focus on mobile, social and high definition to engage your community to help hit your goals in admissions, advancement and overall communications.

Date and Location

September 28, 2017
9:30 am - 3:00 pm
Boston College High School
150 William T Morrissey Blvd, Boston, MA 02125

Audience: This workshop is designed for communications, marketing and admissions professionals working in independent schools.

AISNE member: $225 per person; $195 per person when three or more people register at the same from the same school.
Non-AISNE member: $350 per person

About the Presenters

Scott Novak - President, Underscore Branding

Scott Novak is a co-founder of Underscore_Branding, with more than two decades of experience in educational enrollment consulting and brand development. Grounded in his extensive experience in enrollment management, Scott has overseen dozens of successful projects and campaigns, including multiple Best-in-Show award winners from the Higher Education Marketing Report.

During his career, Scott successfully partnered with numerous educational institutions from independent schools to large state Universities.

Throughout his career Scott has presented at several notable conferences including the Southern Association for College Admissions Counseling (SACAC), ACT’s Enrollment Planner Conference, the North Carolina Association of Independent Schools and the National Small College Enrollment Conference.

Lizzie Lithgow - Director of Brand Development, Underscore Branding

A co-founder of Underscore_Branding, Lizzie has spent her career in education marketing, with sustained success in growing brand awareness for colleges and universities, as well as independent schools and school districts. Most recently, she spent three years working as a strategic enrollment consultant, working closely with Admissions and Marketing departments at various private and public schools to enhance their brand positioning and strategically achieve enrollment goals.

Lizzie’s clients have included Arlington Independent School District, Solebury School, Georgia Southern University, Marshall University, St. Francis College, the University of Central Oklahoma, the University of Maine System, and the University of Missouri-Kansas City's Bloch School of Management.

Rob DiMartino - Chief Evangelist/Founding Member, Finalsite

Rob DiMartino, Chief Evangelist and Founding Member at Finalsite, has presented globally on effective use of strategic web communications for independent schools. Rob brings experience of over 20 years of working with the internet in the education space. For the past decade and a half, Rob has been a thought leader at Finalsite guiding their way through web strategy, marketing, communications, creating digital learning landscapes and most importantly digital engagement. Rob brings experience, trends, and real world “takeaways” to audiences about maximizing technology to increase efficiencies in the independent school environment. Prior to Finalsite, Rob led innovative efforts in digital engagement for Athletics and Alumni Relations at his alma mater, The University of Connecticut. Rob resides in Connecticut with his wife, Liza and their four children, Skylar, Jackson, Tristan, and Lucas.