Communications/Marketing Professionals

2020-2021 Schedule and Topics

Headways for Communications/Marketing Professionals will be facilitated by Diana Hurd, Director of Marketing and Communications at The Ellis School. All meetings will occur from 4:00 – 5:00 p.m. Eastern Time.

Cohort meeting dates and curriculum for the 2020-2021 program will be posted by early August 2020. Please note that NCGS is mindful of the ongoing COVID-19 pandemic and will ensure that discussion topics are timely and relevant. A sample of a past curriculum is listed below for your general reference:

Headways for Communications/Marketing Professionals is open to all Communications/Marketing Office positions including but not limited to VPs, Heads, Directors, Assistant Directors, Managers, Associates, Coordinators, etc.

Internal Resources and Staffing Models

Topics to consider: reporting structure, staff size, staff roles and responsibilities (internal vs. outside department i.e. advisory, coaching), faculty as a resource for creating and sharing content, freelancers and volunteers (i.e. graphics, video, photography), orientation, internal communications with other departments

Market Research and Making Data-Driven Decisions

Topics to consider: using existing research, qualitative (surveys, interviews, focus groups) vs. quantitative (social media, search/website analytics), survey tools, developing personas based on research to target content and marketing efforts

Communicating Your Brand

Topics to consider: how to tell your story, working with faculty to be brand ambassadors, “word of mouth” marketing, your unique value proposition, answering “why all-girls”, attracting new families, marketing to parents vs. students, visual identity

News, Media, and Advertising

Topics to consider: building contacts, developing pitches, press releases vs. media alerts, what is worthy of a release, do printed publications still cover your news, where do parents/students get their news, do local sources still exist, free listings, paid advertising (print, digital, tv and radio, social media), crisis communications planning

New Digital Trends, Tools, and Strategies

Topics to consider: managing increasing demand for content creation (social media, videos, blogs, website, etc.) in tandem with traditional duties: has anything dropped from the workload; measuring success of content creation efforts and tracking audience reach; inbound marketing; customer relationship management (CRM) software: which vendors, is it connected to admissions; working with admissions on digital marketing


Available exclusively to NCGS member schools, each cohort includes five conversation topics. A registration fee of $250 is required by each participant. Space is limited with preference given to new, first-time participants who can commit to joining every session within a cohort.

Advance-registration for the 2020-2021 Headways program is now open! Join the list to receive information ahead of the general registration period in late August.