Viewpoint School welcomed the highest turnout ever of more than 125 Los Angeles-area independent school enrollment leaders and their heads of school at the annual Enrollment Management Association (EMA) professional development event. Hosted in the school’s Carlson Family Theater, the featured speaker, EMA Executive Director and CEO Heather Hoerle who also serves as a Viewpoint Trustee, provided attendees with an in-depth view of the trends and drivers shaping independent schools now, what they mean for school leaders, and how your team can embrace a strategic mindset to ensure long-term enrollment success.

Following the keynote, attendees gathered in Viewpoint’s Benjamin Franklin Library for lunch and roundtable discussions on six different topics: AI, Regional Consortia, Career Development, Heads of School, Retention, and USC Enrollment Management Certificate Program, of which Laurel Baker Tew, Associate Head of School for Enrollment Management is an Adjunct Faculty member. Following the event, we had the opportunity to sit down with Laurel, who offered her insights and reflections:

What do you think contributed to the record turnout for this event? 

The Los Angeles area is home to a large number of independent schools, whose enrollment leaders are deeply interested in essential mindsets for school success and sustainability.  EMA is a national thought leader in this area so it was natural that so many enrollment leaders wanted to come participate.

What is the key takeaway you hope attendees gained from the event? 

“That it’s no longer about just “admission.”  It’s about strategic enrollment management.  SEM has to knit together and unite all success factor for students and schools: not just marketing and recruitment, or selection and onboarding of new families, but these other interconnected factors that affect admission:  a school’s mission and brand; its institutional strategy; its sense of culture and belonging; its programs and outcomes; its family engagement and retention; and its tuition and financial strategy.

What were some of the highlights or standout moments from this year’s event?

First of all, a national Leader of the stature of Heather Hoerle herself coming to deliver the key findings from EMA’s biennial survey of thousands of independent-school-applying families, The Ride to Independent Schools. Second, because EMA’s work in supporting our schools’ enrollment robustness encapsulates the words of EEFord Foundation President John Gulla, who says:  “I believe independent schools are particularly well-positioned to develop, adopt, and share approaches to current educational challenges and changes that can broadly benefit all students—public, private, and independent… It is this spirit of innovation, of a willingness for individual independent schools to try something new…that makes us critical right now. ”

Amid the foothills of the Santa Monica Mountains, an enthusiastic group of first-time Viewpoint parents, and current parents with newly enrolled children, gathered on the School’s campus for an annual welcome dinner and program. 

Greeted by Senior Administrators and Trustees, guests mingled with each other at a cocktail reception on Marafino Terrace, where they were welcomed by Assistant Head of School for Enrollment Laurel Baker Tew. As part of a longstanding tradition at Viewpoint, Laurel officially “presented the newest members of our community” to President and Head of School Mark McKee who reinforced our School’s mission, vision, and values. Patricia Jackson, Director of Diversity, Inclusion, and Community Life, concluded the program by underscoring the work done to ensure Viewpoint School is a place where all are welcome, where each person matters, and where everyone has an opportunity to thrive in a sense of belonging. 

During dinner on Litow Patio, guests sat with parents from the same grades where their children are enrolled, providing an ideal opportunity to get to know each other before the new school year. In a moment that showcased what world-ready looks like, Senior Nia Blumenfield ’24 delivered an inspirational speech about her Viewpoint journey, which has led her to the University of Southern California (USC), where she will study art history and communications this fall. To punctuate the evening, the award-winning Upper School Concert Choir performed two songs “Pure Imagination” and “Let the River Run.”

Viewpoint will continue to onboard its new families through the summer and is looking forward to welcoming their children with open arms on the first days of school.

The annual conference hosted by the Enrollment Management Association (EMA) in September served as a significant platform for Viewpoint School. Laurel Baker Tew, the Assistant Head of School for Enrollment Management at Viewpoint, shared her valuable insights on the transformative power of education alongside esteemed colleagues from the institution.
 
EMA's conference, renowned as the largest gathering of independent school enrollment professionals worldwide, is celebrated for its unwavering commitment to advancing education. Under the visionary leadership of Chief Executive Officer Heather Hoerle, who also serves as a newly appointed trustee at Viewpoint, EMA is on a mission to equip independent schools with the strategies and tools essential for their future success.
 
Laurel expressed her deep appreciation for the alignment of EMA's mission with Viewpoint’s core values, stating, "This resonates perfectly with Viewpoint’s commitment to fostering exceptional readiness for extraordinary futures."
 
The Viewpoint delegation at the conference included not only Laurel but also the Head of School Mark McKee, Director of Diversity, Inclusion, and Community Life Patricia Jackson, and prominent leaders from the Admission Team, including Brooke Vimtrup, Casey Andrade, and Evan Hassan. Their active participation underscored the school's unwavering commitment to excellence in enrollment management and its dedication to nurturing diversity and inclusion within its community.
 
Viewpoint’s presence at the EMA conference reaffirms its enduring commitment to providing students with transformative educational experiences that prepare them for bright futures. With strong leadership and a shared vision for the future of independent education, Viewpoint School and EMA are poised to continue making a substantial impact in the field.