Learning Lab - Marketing for Auxiliary Program Leaders (Session 3 of 3)
This event listing is for Session 3 of 3. Registration for this series may only be completed online at the first session event listing, while open.
Marketing for Auxiliary Program Leaders is a three-session SPARC Learning Lab designed to help auxiliary leaders build more strategic, effective approaches to marketing their programs.
This course equips participants with the tools to clearly articulate program value, understand and prioritize their This course equips participants with the tools to clearly articulate program value, understand and prioritize their audiences, strengthen messaging, and execute marketing efforts across key channels. Through practical frameworks, templates, and real-world examples, participants will learn how to build marketing plans that are mission-aligned, coordinated, and responsive to their school’s unique community.
Designed for leaders with basic to intermediate marketing experience, this Learning Lab emphasizes practical application over theory. Participants will leave with a clearer, more confident approach to marketing, and with tools they can immediately use to increase visibility, enrollment, and program impact.
Program Structure:
- Virtual
- Three, 90 minutes sessions
- Applied examples, discussion, and practical tools
- Registrants should plan to attend all three sessions in order to take advantage of the robust curriculum
Schedule
November 2: Defining Value, Audience, and Core MessagingNovember 9: Channels, Campaigns, and Content Execution- November 16: Measuring Impact & Building a Sustainable Marketing Plan
Recordings
All registrants will receive a follow-up email after each session with links to the recording and applicable materials.
Session 1: Defining Value, Audience, and Core Messaging
Theme: Laying the foundation for effective marketing
Topics Covered
- The role of marketing in auxiliary programs
- Defining value: features vs. benefits
- Audience segmentation (current families, prospective families, internal stakeholders)
- Aligning messaging with school mission and culture
- Common marketing pitfalls in auxiliary programs
Session 2: Channels, Campaigns, and Content Execution
Theme: Turning strategy into action
Topics Covered
- Overview of key channels (email, web, social, print, internal communications)
- Campaign structure: launch, reminders, closing
- Content planning and editorial calendars
- Writing for busy families (clarity, calls to action)
- Collaborating with admissions, communications, and school teams
Session 3: Measuring Impact & Building a Sustainable Marketing Plan
Theme: Improving results and creating consistency
Topics Covered
- Key marketing metrics (enrollment, email engagement, basic web insights)
- Using data to refine messaging and timing
- Identifying gaps and missed opportunities
- Building a marketing plan aligned with program goals and capacity
- Establishing a marketing rhythm (pre-, during, and post-season)
Key Program Outcomes
Participants will:
- Clearly articulate the value of their programs
- Identify and prioritize key audiences and personas
- Develop strong, consistent core messaging
- Select appropriate marketing channels
- Build simple, effective campaigns
- Coordinate messaging across platforms and teams
- Evaluate what’s working and what’s not
- Use data and feedback to improve marketing
- Build a repeatable, sustainable marketing plan
Marketing for Auxiliary Program Leaders will be lead by SPARC Senior Advisors David Sullivan and Bob Rojee.
FOR MORE INFORMATION
Questions should be directed to Fletcher Barnes, Membership and Operations Coordinator, SPARC.