A growing, Asheville, NC-based non-profit, TABS serves roughly 250 college-preparatory
boarding schools in the United States, Canada, and globally. The Association leads a
domestic and international effort to promote awareness and understanding of boarding
schools and to expand the applicant pool for member institutions. TABS is the one-stop,
indispensable resource for educators seeking training, research, guidance, and support on all
issues pertaining to the boarding school experience. In addition, TABS is the voice for
independent boarding schools, their historical contributions, and the benefits of living and
learning in an academic community. For more information, visit www.TABS.org
At a time of significant change and expanding choice on the education landscape,
enrollment challenges for boarding schools have grown much more complex in recent years.
The North American Boarding Initiative (NABI) was created to respond to the challenges with
an aggressive five-year initiative funded by member schools to grow demand for
college-prep boarding schools among families in the U.S. and Canada and to raise
awareness of the profound, transformational, and lifelong difference a 24/7 educational
experience offers young people. The integrated, multi-million dollar campaign includes web,
social, video, direct mail, events, PR and paid and earned media, and other platforms
reaching approximately 200,000 prospective families, as well as key influencer groups, across
Megan Cartier, Managing Director of NABI and Market Growth
With the charge of increasing domestic boarding enrollment by 10% over five years, you will
be a critical member of a team leading the most important and exciting initiative in the
history of this organization and sector. In partnership with our advertising agency of record
(AOR) and our member schools, you will have the opportunity to develop and consult upon
the use of a customizable marketing toolkit that will be an important subset of the fully
integrated NABI campaign. This opportunity will draw upon your capabilities as a
consultative marketer, a design thinker, a relationship builder, a problem solver, and a
dynamic leader. This is an internal start-up opportunity complemented by the benefits of a
well-established, respected organization.
Marketing Plan: Building upon a solid plan foundation, elaborate and engineer a
customizable “tool kit” for schools, to assist them in increasing awareness, consideration and
ultimately enrollment. Solicit and incorporate input from member schools (Admission Deans,
Marketing Directors, Heads of School, and other senior school leaders) about the tools that
would be most useful for them as part of this initiative.
Campaign Development: Serve as the “bridge” between the national campaign and the
local efforts of schools in marketing and recruitment. Cascading from the plan, consult with
member schools about ways to leverage, on a more individualized level, the integrated
campaign, based on the unique set of opportunities/challenges/situation each school faces.
In partnership with the advertising agency of record (AOR), as well as internal teams in
Member Relations, Professional Education, and Research, help shape and develop
school-facing resources, reports, training, and related deliverables for participating schools.
Measurement/Metrics: Share metrics, insights, and programmatic recommendations with
member schools to augment and enhance results of their individual recruitment efforts. Offer
consultation about the campaign dashboard and how to utilize the analytics provided
through that tool to support campus-based marketing and admissions efforts.
Leadership/Management: Build and nurture strong relationships with TABS member schools.
Proactively bring ideas/feedback forward within TABS and to the AOR based on
conversations with participating schools. Act as one of the “faces of the initiative” in the
marketplace, with our member schools, and within TABS as we march forward towards our
goal(s). Be an evangelist for the mission by fostering a positive, forward-thinking,
Communication: Working closely with the Managing Director, establish mechanisms for
communicating the appropriate information, results, etc. to the TABS team and member
schools. Play a key role in coordinating the NABI Advisory Committees—school volunteers
offering guidance on specific campaign elements—in order to foster exchange of
information and ideas and to maintain high enthusiasm for the campaign across the sector.