Maria LaTour Kadison’s career in education administration began in 2001 as the Vice President for Marketing at Simmons College where the President of the college credited Maria and her team with “saving Simmons College by radically increasing student demand.” Within four years, undergraduate enrollment doubled, the tuition discount rate was cut in half, and average SAT scores were the highest in the college’s history.
In 2012, Maria joined EdwardsCo as President and in 2015 bought the company where she has helped hundreds of educational institutions. She and her teams have won more than 35 CASE and other industry awards for brand development, digital and multi-channel marketing, and enrollment and advancement communications.
Prior to education, Maria’s corporate and management consulting career spanned 20 years, working in the US and internationally, in the for-profit and non-for-profit sectors.
Maria’s conversation with Rob will help you lay the foundation for your school’s marketing success in more ways than one.
“Parents say, ‘I’m not spending $30,000 a year for confidence. I’m looking at a school so that my child can learn and you haven’t convinced me that your academic program are sufficient enough for me to care that confidence might come out of it.’”
“You have to make the case that your school’s ‘special sauce’ is the critical component to the academic and long term success of anyone’s kid.”
“You have to find the intersection of what best-fit families want and what the school does really well. That’s the brand positioning.”
“Word of mouth is the most important thing you can manage.”
“With your marketing, you’re making a promise to these families about what they’re going get.”
“Admissions is a sales force and they need to operate like that.”
What You’ll Learn
The story of the Simmons College turnaround led by Maria
The importance of research
What message training is and why it’s important
It starts from the Head and trickles down
The relationship between Admissions and Communications
How to create a student tour guide program
How engage faculty in retention
How to hire marketing talent
Why the Director of Marketing needs to report to the Head
Why MarCom isn’t just tactical
What skills Heads should look for in MarCom and Admissions hires
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