Winter Symposiums: Day 2 Institutional Advancement and Strategic Marketing


DAY 2: Executing a Strategic Plan to Promote a Stronger Value Proposition
Lake Highland Preparatory School, Orlando
Thursday, February 7, 2019

Whatever the focus of your planning, you can only bring it to life through careful and disciplined execution.  As Jim Collins observed through his work with major corporations, “Greatness is not a function of circumstance; greatness it turns out, is largely a matter of conscious choice, and discipline.”

Participants will explore the realities of executing on a plan, thus ensuring maximum results by focusing on the independent school market today; enrollment and the need for a strong value proposition; a high-impact Board of Trustees; and a collaborative, energized internal leadership team.

Key Takeaways
Participants will leave with a deeper understanding of the value proposition and its impact on prospective and current families and with knowledge and tools to:
• execute a strategic plan;
• recalibrate when basic assumptions change; and
• collaborate with senior leaders.

Kathleen Hanson
Senior Consultant and Principal,
Marts & Lundy




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Kathleen Hanson, a former Independent School Advancement professional, joined the firm of Marts and Lundy in 2010 as a Senior Consultant and Principal and leader of the Schools Practice Group.   

Most recently, Kathy served a 10-year tenure as Vice President for Advancement and Planning at the Baylor School in Chattanooga, TN. Baylor is a day-boarding school of 1200 students in grades 6 through 12.  Prior to Baylor, Kathy was Vice President for Advancement at The Fessenden School in Boston, MA, and the Director of Institution Advancement at Kent Place School in Summit, NJ. 

Kathy is a former member of the Board of Directors of The Association of Boarding Schools and also a former member of the CASE Board of Trustees, as well as a six-year term Board member with the Enrollment Management Association.     

Kathy and colleague Jeff Wack developed the Marketing Institute for Independent Schools, which is in its 20thth year, and has served over 1000 independent school professionals. In addition, Kathy served as Editor of the NAIS Marketing Handbook, which was released in February 2013.

Kathy’s current client base includes independent schools across the country, where she serves as counsel in all areas of advancement as well as strategic planning.

Kathy and husband, Dale, reside in Chattanooga, TN.


Who should attend?
Heads  •  Trustees  •  CFOs  •  Directors of Advancement/Development  •  Directors of Enrollment Management/Admissions  •  Senior Administrators
Earn CPE Credits!
In accordance with the standards of the National Registry of CPE sponsors, CPE credits will be granted based on a 50-minute hour. In order to be awarded the full credit hours, you must be present, registering your attendance and departure on the attendance sheets at the registration desk for each session.
Click here for more information.

Schedule and Topics

8:45AM  |  Top of the Dome | WELCOME

9:00AM  |  The Landscape: Enrollment and Philanthropy Trends

10:00AM  |  The Value Proposition

11:00AM  |  High Impact Boards

12:00PM  |  LUNCH

1:00PM  |  The R
ole of the Senior Leadership Team

2:00PM  |  Building Lifetime Relationships 



DATE: Thursday, February 7, 2019

TIME: 8:45 AM - 3:15 PM

LOCATION: Lake Highland Preparatory School, 901 Highland Avenue, Orlando, FL 32803

PARKING: Enter Gate 2 on Marks St., and park in designated spaces. View Campus Map

COST: $225 (Members) | $325 (Non-Members)
* Fee includes lunch.
Bundled Cost for Both Workshops: $395 (Members) | $550 (Non-Members)
* Fee includes lunch both days.

DEADLINE: January 23, 2019
Payment must be made prior to the workshop.

CANCELLATION & REFUNDS: All hotel cancellations must be made directly through the hotel and in accordance with hotel policy. Workshop refund requests must be made in writing and emailed to There is a $50 processing fee through January 23, 2019, with no refunds after this date.

For any questions or more information regarding refund, complaint and program cancellation policies, please contact Alison Carlson in the FCIS office at 813-287-2820 or


This was an incredible conference. I was not expecting to leave so energized and ready to shake things up at our school, but I did! I came home with so many ideas, and lots of useful data, tools and best practices. It was a great value -- I wish others on campus had joined me so they could be "drinking the Kool-Aid" too! I'd definitely encourage others at my school and others to attend.

I plan to share elements of what I learned with my school's administrative team, and some elements with the faculty to clarify what my job is, and what I'm trying to do (with the rest of the advancement team).

FCIS is registered with the National Association of State Boards of Accountancy (NASBA) as a sponsor of continuing professional education on the National Registry of CPE Sponsors. State boards of accountancy have final authority on the acceptance of individual courses for CPE credit. Complaints regarding registered sponsors may be submitted to the National Registry of CPE Sponsors through its website:

View Complaint Resolution Policy

Hotel Information

Hotel Reservations: Below are several hotel recommendations. To make reservations, please contact the hotel directly. There is no FCIS group rate.

DoubleTree by Hilton Downtown Orlando
60 S. Ivanhoe Blvd.
Orlando, FL 32804

Courtyard by Marriott
730 N. Magnolia Ave.
Orlando, FL 32803

Residence Inn by Marriott
680 N. Orange Ave.
Orlando, FL 32801

Questions? Please contact Alison Carlson at


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