Artificial intelligence is changing how the smartest schools work, but AI is only as effective as the understanding and data behind it.
Too often, enrollment, marketing, communications, and advancement operate from different assumptions about the families they serve, resulting in disconnected messaging, inconsistent experiences, and missed opportunities throughout the school relationship. The schools seeing the greatest success are taking a different approach: combining AI with rich parent intelligence to understand not just
who their families are, but
why they make decisions.
In this highly interactive 90-minute workshop, participants will discover how behavioral audience intelligence and responsible AI can create a shared understanding of families across the entire school lifecycle: from first inquiry and enrollment through retention, alumni engagement, and philanthropy.
Through real independent-school examples, live demonstrations, and interactive hands-on exercises, attendees will learn how parent intelligence uncovers motivations, decision-making styles, communication preferences, and philanthropic tendencies that traditional demographic data misses. They will then see how AI can transform those insights into personalized messaging, enrollment strategies, advancement campaigns, communication plans, and cross-functional workflows that strengthen every stage of the parent experience.
This presentation is designed to equip school leaders with practical tools that allow them to spend less time guessing and more time engaging families in ways that are relevant, authentic, and meaningful.
Participants will work through a realistic school scenario, collaborate with peers, practice using AI on their own devices, and leave with their own custom parent persona, actionable prompts, frameworks, and strategies they can begin applying immediately.
The session is led by Andrew Esparza, founder of Kingdom Analytics, and Dr. Andrew T. Weller, dean of admissions at Birch Wathen Lenox School and chair of the Admissions Directors Institute. Together, they bring both the strategic and practitioner perspectives, combining nationally recognized expertise in parent intelligence, behavioral segmentation, and AI with the day-to-day realities of leading enrollment at one of the country’s premier independent schools. Their work has been featured at national independent-school conferences, where they have delivered standing-room-only keynotes and repeat presentations focused on helping schools make smarter, data-informed decisions that strengthen enrollment, communication, and long-term family engagement.
Participants will leave with
- A custom AI-ready parent persona tailored to their school’s market.
- A library of proven AI prompts for enrollment, marketing, communications, and advancement.
- A practical framework for aligning departments around a shared understanding of families.
- Ready-to-use messaging and campaign ideas they can adapt immediately.
- A roadmap for implementing AI responsibly while protecting privacy and preserving their school’s unique voice.
- A 90-day action plan to begin transforming how their school recruits, engages, retains, and inspires families.
