Reimagine Enrollment

GET INSPIRED TO LEAD AND THRIVE IN AN EVER-CHANGING WORLD, TOGETHER.

July – September 2020 | EMA Annual Conference

Secure an All-Access Pass for your entire school

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Be the Change You Want to See in the World

We believe independent school enrollment will look fundamentally different going forward.

As COVID-19 spread across the world, schools pivoted and adapted. Recent incidents of racial injustice have called us to confront an uncomfortable truth: that our society deems some of us as less worthy of protection, care, respect, and dignity than others — a truth that is not new but has reached a boiling point.

Like the United States in 1962 when President Kennedy brought together the best minds in a nation to strive toward an audacious goal of going to the moon. EMA pledges to do the same: to bring together enrollment leaders to leverage the best data, the most effective practices and innovative ideas, and to chart a path forward toward an audacious goal — reimagining enrollment.

When Katherine Johnson, pioneering African American NASA mathematician said, “The whole idea of going into space was new and daring. There were no textbooks, so we had to write them,” she was acknowledging uncertainty and risk along with hope and excitement. Today let’s do the same: let’s write a new future for our industry.

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Black Lives Matter

As a part of EMA’s ongoing commitment to social justice causes and in light of recent events of racial injustice we’re announcing the following initiatives in connection with our annual conference:
  • 5% of the revenue we generate from the annual conference will be donated to causes related to social justice
  • We will double down on the content and events we have already planned around this critical issue including our keynote lineup, on-demand learning sessions, affinity group meetups, and live sessions
  • We will offer new content and training related to diversity, equity and inclusion

We are convening a committee of thought leaders and practitioners to inform how we move forward this year and beyond. We’d love for you to join us.

Vote for Charities to Support

Keynote Speakers

Hear from our inspiring lineup of virtual conference speakers this September.
Deval Patrick

Leadership Lessons for Independent Schools

September 22, 2020 • 1 to 2 PM ET

Deval Patrick served two terms as the 71st governor of Massachusetts. An accomplished executive, passionate leader and gifted orator, Deval Patrick will capture—and hold—the attention of any audience. Guided by the advice of his grandmother to “hope for the best and work for it,” he entered office in 2007, a first-time candidate propelled by an unprecedented grassroots campaign and lead the Commonwealth to top national rankings in education, health care, energy efficiency, economic competitiveness and more. Through a challenging economic environment, the Governor maintained a disciplined growth strategy of investment in education, innovation and infrastructure.

Wasfia Nazreen

Be an Inspiration.
Be Adventure.

September 24, 2020 • 1 to 2 PM ET

Wasfia Nazreen is the only woman to hold the simultaneous titles of National Geographic Explorer & Adventurer. Although she is known for being the first Bangladeshi and Bengali in the world to climb the Seven Summits or, the highest mountains of every continent, her passion has always been driven by causes close to her heart.She has won numerous national and global awards for her activism and commitment to empowering women through the field of adventure. She is the founder of Osel Foundationwhich empowers marginalized girls from Bangladesh through the outdoors.

Leadership Lessons for Women

September 25, 2020 • 1 to 2 PM ET

Gloria Feldt is a CEO, mother, entrepreneur, best-selling author, philanthropist, motivational keynote speaker, passionate advocate, and the internationally leading authority on women’s relationship with power and leadership.A recognized authority on how women can embrace power and elevate intention with authenticity, confidence, and joy, her powerful speeches motivate and inspire women’s advancement to parity in business and nonprofit leadership and in personal accomplishment.

Heather Hoerle

Welcome to AC 2020: Reimagine Week

September 22, 2020 • 12 to 1 PM ET

Heather Hoerle became EMA's executive director in 2011. Working with the leadership team, she set a clear direction for the staff, inspiring gold-standard service for EMA's constituents and pushing to continuously innovate. Externally, in her work with schools and the wider education sector, she aims to advance the profession of enrollment management and empower individual professionals.

Nathan Kuncel

Removing Bias and Reimagining Enrollment

September 23, 2020 • 1 to 2 PM ET

Nathan Kuncel is the Marvin D. Dunnette Distinguished Professor of Industrial-Organizational Psychology and a McKnight Presidential Fellow at the University of Minnesota where he also earned his doctorate in Industrial-Organizational Psychology. Nathan’s research generally focuses on how individual characteristics (intelligence, personality, interests) influence subsequent work, academic, and life success as well as efforts to model and measure success.

Heather Hoerle

Diversity, Equity, and Inclusion for School Leaders

July 29, 2020 • 12 PM ET

Dr. Derrick Gay is an internationally recognized consultant to businesses, educational, arts, and philanthropic organizations around the world on issues of Diversity and Inclusion, and Global Citizenship. In this capacity, Dr. Gay partners with organizations, domestically and abroad, to promote empathy, cultivate cultural competency, and deepen inclusion.

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A Virtual Conference Like No Other

Start learning in July – continue through September.
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Kickstart Your Learning

Event Center Opens

The Event Center will be your hub for learning throughout the summer and fall. Sign in to find videos from your peers, resources you can download, and opportunities to interact with our sponsors. Prepare for the fall with the knowledge you need available whenever you want it.

On-Demand Learning

Read, watch, and engage! Access the first round of on-demand learning sessions in July! If you’ve ever watched a 45-minute recorded webinar, you know how difficult it can be to keep your focus. We’re not going to do that to you! Each on-demand learning session is pre-recorded and includes a short video, a summary of key takeaways, and a checklist, worksheet, or activity that turns the learning into action. What’s more, these sessions were created by enrollment leaders like you, so you know they are going to be just what you need.

Reimagining Enrollment Online Course

Start planning for the fall today! Included with your school’s all-access pass is Reimagining Enrollment Due to COVID-19. This one-week course is part two of our incredibly popular Rethinking Enrollment Due to COVID-19 course! You and your team can take this course any time during the summer or fall to help you prepare for an enrollment season that will be unlike any we’ve seen before.

The Learning Continues

Pre-Conference Courses & New Content Available

Faculty are coming back and new hires are coming on board. It’s time to prepare for launching the school year and your enrollment season.


Pre-Conference Courses (Extra Fees Applies)

Register for one or several wildly popular courses such as Admission Training Institute, Admission Directors Institute, Financial Aid, or Digital Marketing. Some content will be on-demand, while other learning opportunities will be live, but one thing will be certain: you will benefit from impactful learning opportunities when you need it most. You will be prompted to purchase a pre-conference course after purchasing your school's All-Access Pass.

New Content Available in the Event Center

Our Annual Conference Event Center will continue to be populated with great content and training resources as they become available through the summer and fall.

Attendees will also have access to our mobile app to network and connect with other enrollment professionals facing similar challenges. We encourage our community to share what they're learning, ask questions and continue their learning prior to reimagine week in September.

Let’s Reimagine Enrollment

Live Keynotes & Breakouts Each Day: September 22-25

School is up and running and your enrollment season has begun. Whatever the fall looks like on your virtual or in-person campus we’re ready to help.

Find Inspiration

Who doesn’t need an inspirational message? Our keynote speakers will help you kindle your passion, excitement, and joy for the year ahead. Not only will you be inspired by their stories, but you’ll also have the opportunity to join interactive Q&A sessions!

Panels Every Day

Nothing is better than learning together with your team and our amazing community. Every day you’ll be able to select from a variety of panel discussions and live sessions and of course we’re also hosting an unconference! Whether you want to learn, connect, or share, you’ll find what you need during Reimagine Week.

Meetups

Now more than ever before we need to connect with our colleagues and peers. Each day will feature an affinity group meetup, opportunities for pre-conference course attendees to connect, as well as social events in your time zone.

New Content Available in the Event Center

Our Annual Conference Event Center will continue to be populated with great content and training resources as they become available through the summer and fall.

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What’s Included in Your School’s All-Access Pass

Your entire school has access to this year's conference for the price of a single registration.
Wait… my whole team? You read that right! Bring your team, your head of school, even your academic leadership, program leaders, and board chair – for one price!

EMA Members

Purchase an All-Access Pass for
Your Entire Team
$995
$995
Early Bird Pricing Available Until July 7, 2020.
  • 4 Days Live Conference Week
  • 70+ On-Demand Learning Sessions
  • One Week Online Course: Reimagine Enrollment

Non Members

Purchase an All-Access Pass for
Your Entire Team
$1,495
$1,495
Early Bird Pricing Available Until July 7, 2020.
  • Interested in registering at the lower member rates?

    Join today to receive discounted conference pricing and access EMA's member toolkit, premium content, and participate in EMA's community of enrollment professionals.
  • Not sure if you're a member? Contact EMA to find out.
Live Conference Week

September 22 – 25
Four days of everything you would expect at an EMA conference: inspiring keynotes, live learning & panel discussions, affinity meetups, unconference and exhibitors!

On-Demand Learning

Beginning in July (and releasing all summer)
Sessions formerly known as "breakout sessions," these sessions were proposed by you! You will have access to them long after the conference.

Reimagine Enrollment Course

Beginning in July (and releasing all summer)
Start planning for the fall today! Included with your school’s all-access pass is Reimagining Enrollment Due to COVID-19. This one-week course launching in mid-July is part two of our incredibly popular Rethinking Enrollment Due to COVID-19 course! You and your team can take this course any time during the summer or fall to help you prepare for an enrollment season that will be unlike any we’ve seen before.

Coming Soon

You will be prompted to register for a pre-conference course directly after completing your registration for the annual conference.
Pre-conference courses include:

  • Admission Training Institute
  • Future Leaders
  • Admission Director Institute
  • Path to Headship
  • Secondary School Counselors
  • Digital Marketing for Independent Schools
  • Financial Aid
  • An additional fee per person applies for Pre-Conference Courses
We have an app!

EMA AC 20

The EMA Annual Conference mobile app will launch in July!

You'll have a chance to plan your learning schedule, connect with attendees and speakers, discover online meetup opportunities online, and more!  

Download AndroidDownload iOS
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Why you should attend

Your entire school has access to a three-month learning journey designed to help you reimagine your enrollment strategies for the fall and beyond.
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Access More Than
70+ On-Demand Videos

Enrollment is a school-wide responsibility. Purchase an all-access pass for your school to watch and learn from 70+ on-demand breakout sessions. You'll hear from enrollment leaders and your peers from all over the world as they share inspiration, education, and strategies to help you navigate our ever-changing world.

Topics will include best practices around Recruitment and Retention, Marketing, Tuition, DEI, Leadership, Business Models, Women in Leadership, LGBTQ+, and more.

Hear From Inspiring Keynote Speakers

During Reimagine Week, September 22 – 25, you'll attend live keynotes from leaders that will inspire our community to lead and thrive.

We are passionate about helping you to solve the enrollment challenges your school is facing and believe EMA AC 2020 will give you the tools, guidance, and inspiration to forge this new path.

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Begin Your Learning Journey This July

We're moving the traditional pre-conference sessions to July and August as hybrid courses! Some content will be on-demand, while other learning opportunities will be live, but one thing will be certain: you will benefit from impactful learning opportunities to make impact at your school.

After you register for you school's All-Access Pass, you'll be directed to purchase an optional additional pre-conference course.

Available courses: Admission Training Institute, Admission Director Institute, Future Leaders, Path to Headship, Secondary School Counselors, Digital Marketing, and Financial Aid.

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Reimagine Week: September 22 – 25, 2020

In September, we will all come together online for live learning experiences, which will include keynote speakers, Zoom breakout sessions, Q&A opportunities, expert panels, time with our conference sponsors, social events, and so much more. View the agenda below.
Opening Keynotes
12:00 pm
12:45 pm
ET
State of the Enrollment Industry
Heather Hoerle, EMA

Hear from Heather Hoerle, Executive Director and CEO of The Enrollment Management Association as she opens the annual conference and reviews the state of the enrollment industry.

Opening Keynotes
12:45 pm
1:00 pm
ET
Welcome to Reimagine Week
Peter Baron, EMA

Listen in as Peter Baron, Chief Member Relations Officer of The Enrollment Management Association provides us with a warm welcome to kick off Reimagine Week and our Virtual Conference 2020!

Opening Keynotes
1:00 pm
1:45 pm
ET
Fireside Chat with Deval Patrick & Sandra Timmons
Deval Patrick

Join us and listen to a fireside chat between Deval Patrick & Sandra Timmons.

Expert Marketplace
1:45 pm
2:30 pm
ET
Expert Marketplace

Speak with industry experts and vendors in an interactive expert marketplace.

Live Sessions Round 1
2:30 pm
3:15 pm
ET
Creating Anti-Racist Schools
Dr. Derrick Gay

Hear from Dr. Derrick Gay as he unpacks how we can all work together to create a better, safer and level environment for our schools

Live Sessions Round 2
3:15 pm
4:00 pm
ET
The New Abnormal: Panel Discussion
Heather Hoerle, EMA and a Panel of Industry Experts

Live Sessions Round 2
3:15 pm
4:00 pm
ET
EMA’s Strategic Plan Update: Provide input on our key initiatives
EnRusk

Over the last 12 months EMA has been working with EnRusk to chart our direction forward. A committee of school leaders has conducted extensive research and provided their input and insights. In fact we asked you for your input last year at the annual conference! Since then we’ve been working hard to prototype solutions to the biggest issues facing the enrollment industry today. As we get near to the end of the process we are excited to again invite you to join us and provide your feedback and your own unique perspective. Join this interactive session to not only provide input on the strategic direction of EMA but also to learn design thinking principles you can apply at your school. This is your opportunity to be involved in the future direction of the organization!

Featured Session
4:00 pm
4:30 pm
ET
Q&A with Deval Patrick

Ask your questions to Deval Patrick during this interactive and lively session.

Affinity Meetups
4:30 pm
5:00 pm
ET
People of Color Affinity Group Meetup
Led by EMA's People of Color Committee

Affinity group for annual conference attendees to identify as people of color.

Affinity Meetups
5:00 pm
5:30 pm
ET
West Coast Meetup
Maile Uohara

Affinity Meetups
5:00 pm
5:30 pm
ET
ATI Meetup
David Baker

Whether you are on the West Coast or on the East Coast or you attended ATI or ADI, we will have a space for you to meet up and check in with your colleagues!

Affinity Meetups
5:00 pm
5:30 pm
ET
ADI Meetup
Brad Brown

Whether you are on the West Coast or on the East Coast or you attended ATI or ADI, we will have a space for you to meet up and check in with your colleagues!

Opening Keynotes
12:00 pm
12:15 pm
ET
Welcome to Day Two
Peter Baron, EMA

Opening Keynotes
12:15 pm
1:00 pm
ET
Nathan Kuncel Keynote
Nathan Kuncel

Hear from Professor and Psychologist Nathan Kuncel as he describes a more robust, equitable, and integrated vision of the admission process.

Opening Keynotes
1:00 pm
1:30 pm
ET
Q&A With Nathan Kuncel

1:30 pm
1:45 pm
ET
Break

Expert Marketplace
1:45 pm
2:30 pm
ET
Expert Marketplace

Speak with industry experts and vendors in an interactive expert marketplace.

Live Sessions Round 1
2:30 pm
3:15 pm
ET
Ride to Independent Schools: Initial Findings

Join us for a presentation of initial findings from EMA's upcoming special report: The Ride to Independent Schools 2020.

Live Sessions Round 1
2:30 pm
3:15 pm
ET
Multi-Association Roundtable

Join us for a roundtable discussion with EMA, NBOA, CASE, TABS, SAIS & NAIS.

Live Sessions Round 2
3:15 pm
4:00 pm
ET
Brand Development & Successful Marketing Strategies for International Schools

Sponsored by OpenApply

Live Sessions Round 2
3:15 pm
4:00 pm
ET
Educational Deficits and In the Application Process Due to COVID-19

Live Sessions Round 2
4:00 pm
4:30 pm
ET
The Role of the Head, Board, Enrollment Leader & Diversity Practitioner

Affinity Meetups
4:30 pm
5:00 pm
ET
LGBTQ+ Affinity Space

Affinity Meetups
5:00 pm
5:30 pm
ET
European Schools Meetup

Affinity Meetups
5:00 pm
5:30 pm
ET
Secondary Schools Meetup

Affinity Meetups
5:00 pm
5:30 pm
ET
Future Leaders Meetup

Affinity Meetups
5:00 pm
5:30 pm
ET
East Coast US Meetup

Opening Keynotes
12:00 pm
12:15 pm
ET
Announcements
Peter Baron, EMA

Opening Keynotes
12:15 pm
1:00 pm
ET
Wasfia Nazreen Keynote
Wasfia Nazreen

Opening Keynotes
1:00 pm
1:30 pm
ET
Q&A With Wasfia Nazreen

Hear from inspirational mountaineer and activist Wasfia Nazreen as she shares lessons from her extraordinary life and work.

1:30 pm
1:45 pm
ET
Break

Expert Marketplace
1:45 pm
2:30 pm
ET
Expert Marketplace

Speak with industry experts and vendors in an interactive expert marketplace.

Live Sessions Round 1
2:30 pm
3:15 pm
ET
On the Front Lines: Diversifying Our Schools as Admissions Directors of Color
Barbara Eghan (Georgetown Day School, MD), Xiomara Hall (Chapin School, NY) Donnie Smith (Redwood Day SChool, CA) and Aaron Mieszczanski (Harvard-Westlake School, CA)

Those of us in the admissions and enrollment industry have unique insight into the ever more racially diverse demographics of the country, a fact that has major implications for the future of independent schools. We are also uniquely positioned to help our schools navigate the challenges and opportunities related to stewarding a greater number of underrepresented families into our schools. But for admissions professionals of color, the stakes are double-edged: even as we support the establishment of practices in our schools that can meet the demands of a diverse marketplace, we must simultaneously navigate our roles as underrepresented individuals within schools that remain, for the time being, predominantly white spaces. Thriving amidst these dual challenges requires knowledge of self, effective systems of personal and professional support, and pathways to advancement and success that are sustainable for the individual and the institution. Join six directors who, as people of color, are navigating this space and will share insights ranging from sustaining oneself in the role to identifying specific ways to pursue professional growth. This session is intended for current and aspiring admissions directors of color, as well as those working to support the growth and development of these talented and vital professionals.

Live Sessions Round 2
3:15 pm
4:00 pm
ET
The Enrollment Spectrum Podcast: Live Recording
Peter Baron & Hans Mundahl, Guest TBD

Join us for a live recording of The Enrollment Spectrum Podcast! We'll have an engaging guest and take questions from the audience!

4:00 pm
4:30 pm
ET
Featured Session

Affinity Meetups
4:30 pm
5:00 pm
ET
Women's Affinity Space

Affinity Meetups
5:00 pm
5:30 pm
ET
Central/MountainTime MeetUp

Affinity Meetups
5:00 pm
5:30 pm
ET
Financial Aid Pre-Con Course MeetUp

Affinity Meetups
5:00 pm
5:30 pm
ET
Path to Headship/Marketing MeetUp

Affinity Meetups
5:00 pm
5:30 pm
ET
USC Reunion Meet Up

Opening Keynotes
12:00 pm
12:15 pm
ET
Closing Message
Peter Baron, EMA

Opening Keynotes
12:15 pm
1:00 pm
ET
EMA Awards

Join us to celebrate the remarkable achievements.

Idea Factory Build
1:00 pm
1:45 pm
ET
Idea Factory Build
Hans Mundahl, EMA

Using our proven virtual unconference method participants will work together to generate more than 20 breakout sessions. Have a question, idea or need? Get what you need at the Idea Factory!

Idea Factory Round 1
1:45 pm
2:15 pm
ET
Breakout Groups

Idea Factory Round 2
2:15 pm
2:45 pm
ET
Breakout Groups

Featured Session
2:45 pm
3:00 pm
ET
Recap & Close Conference
Hans Mundahl & Peter Baron, EMA

Reimagine Week: September 22 – 25, 2020

In September, we will all come together online for live learning experiences, which will include keynote speakers, Zoom breakout sessions, Q&A opportunities, expert panels, time with our conference sponsors, social events, and so much more. View the agenda below.
12:00 – 1:00 PM ET
Welcome to Reimagine Week!

Log into EMA’s Event Center to watch a live keynote from EMA’s Executive Director and CEO Heather Hoerle as she kicks off the conference!

1:00 – 2:30 PM ET
Deval Patrick Keynote and Q&A

Hear from inspirational political figure and independent school graduate Deval Patrick as he describes his path to leadership and lessons for this moment in history.

2:30 – 3:15 PM ET
Live Learning Sessions

Join a live panel or breakout session to learn together with conference attendees. Stay tuned for topics and session descriptions!

3:30 – 4:15 PM ET
Expert Marketplace

Speak with industry experts and vendors in an interactive expert marketplace.

3:30 – 4:15 PM ET
People of Color Affinity Meetup

Times Vary
Regional Social Events & Pre-Conference Course Meetups

Whether you are on the West Coast or on the East Coast or you attended ATI or ADI, we will have a space for you to meet up and check in with your colleagues!

12:45 – 2:30 PM ET
Nathan Kuncel Keynote and Q&A

Hear from Professor and Psychologist Nathan Kuncel as he describes a more robust, equitable, and integrated vision of the admission process.

2:30 – 3:30 PM ET
Live Learning Sessions

Join a live panel or breakout session to learn together with conference attendees. Stay tuned for topics and session descriptions!

3:30 – 4:15 PM ET
Expert Marketplace Opens

Speak with industry experts and vendors in an interactive expert marketplace.

3:30 – 4:15 PM ET
LGBTQ+ Affinity Meetup

Times Vary
Regional Social Events & Pre-Conference Course Meetups

Whether you are on the west coast or on the east coast or you attended ATI or ADI we will have a space for you to meet up and check in with your colleagues!

12:45 – 2:30 PM ET
Wasfia Nazreen Keynote and Q&A

Hear from inspirational mountaineer and activist Wasfia Nazreen as she shares lessons from her extraordinary life and work.

2:30 – 3:30 PM ET
Live Learning Sessions

Join a live panel or breakout session to learn together with conference attendees. Stay tuned for topics and session descriptions!

3:30 – 4:15 PM ET
Expert Marketplace

Speak with industry experts and vendors in an interactive expert marketplace.

3:30 – 4:15 PM ET
Women's Affinity Meetup

Times Vary
Regional Social Events & Pre-Conference Course Meetups

Whether you are on the west coast or on the east coast or you attended ATI or ADI we will have a space for you to meet up and check in with your colleagues!

12:45 – 1:45 PM ET
Closing Address & EMA Awards

Join us to celebrate the remarkable achievements.

2:00 – 2:45 PM ET
Idea Factory Build

Using our proven virtual unconference method participants will work together to generate more than 20 breakout sessions. Have a question, idea or need? Get what you need at the Idea Factory!

2:45 – 3:15 PM ET
Idea Factory Breakout Round 1

3:15 – 3:45 PM ET
Idea Factory Breakout Round 2

3:45 – 4:15 PM ET
Idea Factory Recap & Conference Concludes

Pre-Conference Courses

AC Pre-Con: Path to Headship

August 3-4
A pre-conference course for senior admission leaders who aspire to a headship.

AC Pre-Con: Secondary School Counselors

September 14-16
A pre-conference course for secondary school counselors.

AC Pre-Con: Digital Marketing

August 10-14
A pre-conference course for anyone tasked with digital marketing strategy and implementation.

AC Pre-Con: Financial Aid

August 10-14
A pre-conference course for anyone tasked with financial aid strategy and implementation.

AC Pre-Con: Future Leaders

September 13–18
A pre-conference course for admission associates who aspire to an admission director position.

AC Pre-Con: Admission Directors Institute

September 14–18
A pre-conference course for new or early career directors of admission.

AC Pre-Con: Admission Training Institute

September 15-18
A pre-conference course for new or early career admission associates.

Reimagine Enrollment Due to COVID-19: Ongoing Cohort

Included for free with purchase of All-Access Pass for EMA's Annual Conference. Whether you are a seasoned enrollment leader or you’re new to the field, one thing is certain: the fall 2020 enrollment season won’t look like anything we’ve seen before.