Strategic Marketing and Advancement Institute

About the Strategic Marketing and Advancement Institute

ANNOUNCMENT: The 2018 Strategic Marketing & Advancement Institute will be held from November 12-14, 2018 in Annapolis, Maryland.

Stay tuned for more information about the 2018 Institute.


The 22nd(!) edition of the Institute was held at the Inn and Spa at Loretto in Santa Fe, New Mexico, Monday and Tuesday, November 13-14, 2017.


Optionally, stay over for the After-Institute: A free-flowing discussion Tuesday evening about improving the effectiveness of schools' marketing/advancement teams; and if you choose to register, the advanced social media workshop on Wednesday morning.


The Institute has promoted since its inception in 1996 the model of institutional marketing, or advancement, as comprising the functions of admissions, development, and communications. Team attendance is strongly encouraged, and incentivized with reduced tuitions.

The Institute pioneered multi-day workshops dedicated to marketing education for independent school administrators. Enrollment is limited, and for 21 successive years the event has filled. To encourage earlier registration, prices may increase as September nears.



The 22nd Edition of the Institute Has Been Structured with Four Goals in Mind:


Who Should Attend?

Anyone responsible for advancing the school - and that’s everybody! Heads, admissions, communications, development, key faculty and trustees - the Team.


( A list of the 2016 school teams and individuals will be uploaded asap.)

( Click Here for a list of the 2015 school teams and individuals.)

( Click Here for a list of the 2014 school teams and individuals.)


Almost no administrator when they chose a career in education ever imagined, much less was trained for, the responsibility for raising millions of dollars in revenue. The Institute is for those looking for business guidance, and to date more than 1,400 have attended. After all, marketing and the advancement of a school is part of everyone’s job! Attend as an individual, but you will regret not having others from your team with you. Try to bring your HOS!


The Institute is more appropriate for experienced school leadership and administrators who've mastered the basics, but are interested in learning how contemporary marketing (and we mean the strategic MBA-type, rather than the lay, definition of marketing as a synonym for communications tactics) can enhance the advancement of private schools. Other events would be more appropriate for training those new to admissions, development, or communications.


Jenny Mayo, Director of Communications, Georgetown Visitation Preparatory School

A truly amazing conference. Can't tell you all how fired up I was when I got back to school! Thanks.  

Lesley Fowler Nesbitt - Director of Marketing & Communications - Carroll School

I thoroughly enjoyed SMAI and returned to campus with a renewed sense of purpose and vision for my school. You can't often say that in the work that we do! 

Leslie W. Kovich, Director of Admission, Quest Academy

The Institute exceeded my expectations!  From admissions to websites, the Institute addressed marketing and institutional advancement for independent schools current practice, as well as how to position your school while managing to stay one step ahead in a face-paced economic and consumer market.  

Lori Kriegel - Director of Communications - Wooster School

I went there eager to learn and absorb as much as I could, and I left feeling recharged and excited about the work that I have the opportunity to do each day.

Julie Peters - Director of Admission- Canterbury School- Ft. Myers FL

I strongly recommend to all of you requesting marketing information to watch for the flyer/email notice regarding next fall's Marketing Institute and sign up for it. It will be money well spent.

DeLeslie Porch - Director of Admissions - Jackson Academy

Your Marketing & Advancement Institute has given me a great overview of the entire process from pre-inquiry to bequest.