Spring 2019 Conference

Every school tour must speak to more than just classrooms, course offerings and after school activities. Can you explain to prospective parents the teaching styles and individualized instruction happening in the classrooms that you visit? Can you describe the learning advantages that result from the way the desks are arranged? Let's talk about some terrific topics to include in your future tours that will leave a lasting impression!  Joan Sullivan is an ACAAP board member and 15 year Catholic school educator as a teacher and principal. Joan has a Business degree from Skidmore College and a Masters degree in Eduction from Caldwell University.

Your students are your most valuable assets when it comes to admissions marketing. Online advertising can be a cost-effective way to target your message. Student videos and testimonials inspire prospective parents and show them what their children can be.  Matt Markham is the Director of Communications for Chaminade High School in Mineola NY which also happens to be his alma mater.  In his spare time Matt manages the admissions marketing for the 9 Catholic high schools in Nassau and Suffolk Counties NY.  Prior to his current role at Chaminade, Matt was an award-winning broadcast journalist.

As online marketers and educators, we are storytellers at heart, and one of the purest forms of storytelling is children's books - our goal is to take our targeted audience on a fun, magical journey that inspires and amazes them. During this session, we will explore various best practices of effective online marketing through the prism of some classic children's books. We will highlight several ways Catholic schools can use their website, social media, and inbound marketing to attract new families, retain existing families, and engage alumni in compelling ways.  Chuck is the Website Manager at Central Catholic High School in Lawrence, MA which is also his alma mater along with the College of the Holy Cross (Worcester, MA).  Chuck has worked for the school in several capacities and currently works closely with the Leadership, Admissions, and Advancement teams to ensure that the story and mission of CCHS, and of Catholic education, is told in compelling ways across various mediums. Chuck has presented at ACAAP New England Conferences, at the Partners in Mission National Enrollment Conference for Catholic Schools (2014), at the CASE District 1 Conference (2016, 2019), and NCEA Conventions (2014, 2015, 2016, 2018).

In this age of social media direct mail solicitation still plays an important role if you offer an
almost irresistible appeal. In this session we will discuss whom we should solicit through direct,
mail and when should we do so. We will explore creative, motivational and personal
approaches that produce. We will consider how to secure that first gift, and how to retain our
current donors. And we will discuss what it takes to get someone to:

• Open your envelope
• Read your letter and
• Send you that contribution

Act rather than react with the news that affects your school. Using a few simple tips, you can manage your school's positive image with stories that engage and showcase its difference. Good public relations won't cut into your bottom line, but rather, add to it!  Matt Markham is the Director of Communications for Chaminade High School in Mineola NY which also happens to be his alma mater.  In his spare time Matt manages the admissions marketing for the 9 Catholic high schools in Nassau and Suffolk Counties NY.  Prior to his current role at Chaminade, Matt was an award-winning broadcast journalist.

This presentation covers a variety of topics that factor into effective social media usage, including: methods and strategies for scheduling content, examples of successful content, the difference in paid advertising vs. organic reach ("going viral"), and more. The majority of the discussion will focus on Facebook, though other platforms such as Twitter will be briefly mentioned.The intent of this presentation is for users of all skill levels to be able to walk away with useful advice for long-term social media planning, as well as possess new information they can immediately implement into their daily workflow.  Raphael Bastek is the Communication Specialist for the Diocese of Manchester, where he manages graphic design for both web and print, coordinates print projects such as diocesan and national collections, and assists with the routine management and updating of the diocesan website, catholicnh.org, and social media channels. Previously, Raphael led the efforts to revitalize the diocesan Facebook and Twitter accounts, during which both channels' audiences grew by more than 10% in less than a year.

Let's learn more about this important demographic for Catholic elementary schools. Best practices and examples will be shared for Google search, school websites, social media, and emails.  Anthony Tata was fortunate to attend a wonderful Catholic elementary school, Our Lady of Mount Carmel School in Waterbury, CT. At OLMC he was given a Catholic foundation that has helped his whole life.  Anthony is an ACAAP board member, has been focused on helping schools with their digital marketing and communications the past 14 years at Finalsite, and has a Bachelors in Business, Marketing concentration, from the University of Connecticut.

Your website may be a constituent's first impression of the school or their last. Lists and numbers don't deliver emotion -- articles and photos do -- and the analytics for our school prove it. Students, alumni, and parents can even help -- it doesn't have to be a one-person job!  Matt Markham is the Director of Communications for Chaminade High School in Mineola NY which also happens to be his alma mater.  In his spare time Matt manages the admissions marketing for the 9 Catholic high schools in Nassau and Suffolk Counties NY.  Prior to his current role at Chaminade, Matt was an award-winning broadcast journalist.

Advancing Catholic schools is a mission Steve Habeeb is very passionate about. As an architect who has conducted over 3 dozen school assessments, including 15 Master Plans, he understands the unique pressure faced by administrators. He has witnessed the variety of methods Catholic leaders have used to thwart the decline of their schools. Through his 40 plus years of experience has Steve has learned that in order to create a sustainable school, you must address the aging facilities and the rising tuition costs. Using a Master Plan as a fundraising tool, he and his firm work with the school community to develop plans to fund an endowment to lower tuition rates while designing facilities that offer a 21st century education. This is the recipe for sustainability Steve has enacted with success at Catholic schools throughout the country.

Student mental health issues are on the rise. Increasingly, students both domestic and international, require more comprehensive support in stress management and emotional regulation, particularly as pressures for academic and social performance intensify. For international students, however, the stakes are much higher. This program addresses Admissions role in maintaining a climate of understanding and empathy as we work to reach departmental goals in an oft changing political and cultural climate.  Kris Capezio is an educational leader with 10 years experience is education and management. She has held Director of Programs and Director of Education roles before becoming an Admissions Director for EduBoston. She has a Principal's license, PreK-6, has earned a Masters in Curriculum Reform, a CAGS in Education Administration and is completing a PhD in Educational Leadership. She is an adjunct professor at Massasoit Community College, a published author, and photographer. Her passion is helping students from challenging backgrounds succeed.

Whoever said that a picture is worth a thousand words knew the power of visual storytelling. This workshop will get you to think about what images your school is projecting to your audience and how to capture the images that put your message in perfect focus.  This session gives advice on what to expect when you hire a videographer, and how to get the result you are looking for on film. Learn how to collaborate successfully with a videographer to ensure a smooth process, an affordable cost, and a captivating and memorable product.

Featuring Keynote Speaker Daniel R. Baillargeon
Ph.D. Superintendent of Schools Diocese of Springfield
Over 20 years Daniel has served as a teacher or Catholic school administrator in elementary, junior high and high schools. Daniel is bringing his enthusiasm and expertise to ACAAP.  Let's use our own powers and learn how to better advance the mission of Catholic schools together!