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Marketing leadership

that equips K-12 independent and faith-based schools to pursue healthy enrollment™

How healthy is your school’s enrollment?

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How healthy is your school’s enrollment?

Take our free diagnostic and find out.

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Effective school marketing starts with belief—and refusing to settle for the status quo.

If you believe your school has a meaningful mission, produces outstanding results, and prepares students for a life of service and success, then you won’t settle for being your community’s best-kept secret. You’ll feel compelled to share your story.

But good intentions, word-of-mouth, and random acts of marketing won’t produce sustainable results. You need a cohesive, proactive strategy to attract and retain right-fit families™ — and the expertise to make it happen.

Whether your school is operating from a position of strength or teetering on the tipping point, Tassel can help. Our proven process will challenge your thinking, clarify the win, and position your school to connect with right-fit families. And we’ll start by focusing on a simple but critical question: “What does your school need from marketing in this season?”

How we think.

It’s easy to confuse activity with accomplishment. Tassel’s Healthy Enrollment™ Model helps school leaders develop a prioritized plan for effective recruitment and retention.

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A family’s pain points, priorities, and aspirations change as their child grows and develops. Age-and-Stage® thinking aligns your marketing and admissions strategies with what families are solving for in each season.

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Awareness > Consideration > Decision > Evaluation > Advocacy. These are the five phases of the Family Journey™. And they have massive implications for your enrollment strategy.

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Who is your school for? It’s a fundamental question many schools assume they’ve answered. But assumptions can be costly. Getting clear on your definition of a right-fit family™ is like the ounce of prevention that saves a pound of cure.

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“Our team participated in the Positioning Workshop with Tassel. The experience far exceeded our expectations. While we were aware of certain gaps in our messaging, branding, and positioning, Tassel’s thorough analysis and insights went far beyond what we had anticipated. Their attention to detail and strategic recommendations were both enlightening and transformative. Throughout the process, we felt as though we were their sole client, receiving a level of attention and care that was truly exceptional.”

Heather Sadler, Director of Admissions, The Woodlands Christian Academy

“Tassel helped us rebrand and redesign our website, and currently manages our digital marketing efforts. They keep very detailed metrics on digital marketing efforts, and as of our last meeting with them we’ve spent approximately $30K on digital marketing efforts and generated approximately $106K in tuition revenue, a return on investment of approximately $76K!”

Megan Baedke, Director of Community Engagement Sioux Falls Lutheran School

“Before, I felt like we were flying blind in terms of using data effectively, particularly with SEO and targeted ad spend. Tassel gave us guidance and direction to empower us to make intelligent decisions for the money we were spending and how we were measuring success.”

Pat Manahan, Director of Advancement, The Tatnall School

“Our school is up 3% this year, a huge win for us, and we owe a lot of that success to Tassel, the team’s guidance, and ideas shared in our cohort of Collaborative Conversations.”

Kelly Breasbois, Director of Admissions & Marketing, Nouvel Catholic Central

“The Tassel team was professional and collaborative, and each member was dedicated to helping us develop a website that aligned with our school’s mission and vision. The outcome was a beautifully designed, user-friendly tool that provides prospective families with valuable insights into Cherry Hills Christian School.”

Kelly Jelniker, Director of Communications & Marketing, Cherry Hills Christian School

“Tassel understood the private school market better than a general agency would. From the questions they asked us to the steps they guided us through, it was obvious they were experienced not only with the private school industry, but our needs as a Christian school. They understood our mission.”

Deborah de Oliveira, Director of Development, Twin Tiers Christian Academy

Tassel Schools

See our Lookbook

Healthy eNrollment™ Blog

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When Everything Is Your Job, Nothing Is Strategic

Written by Sarah Sams, Rudi Gesch, Andy Lynch
Wearing too many hats in marketing or admissions? Learn why lack of role clarity holds enrollment teams back, and how protecting the “main thing” supports healthy enrollment.
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Core Values: Quite Possibly the Most Underleveraged Lever of School Leadership

Written by Andy Lynch
Core Values: Quite Possibly the Most Underleveraged Lever of School Leadership
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The Five Frictions Impeding AI Adoption in Private Schools as 2025 Comes to a Close

Written by Andy Lynch
The Five Frictions Impeding AI Adoption in Private Schools as 2025 Comes to a Close
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