How Emma Willard School is Leveraging Social Media to Drive Enrollment
Last April, we explored how Emma Willard School, a historic girls’ school in upstate New York, embraced a student-driven approach to branding and marketing. By focusing on authenticity and engagement, the school saw a rise in applications, inquiries, and enrollment. This success is largely due to the collaboration between the admissions and communications teams, ensuring the school’s messaging aligns with what prospective families value most.
A Brand That Feels Real
Luke Meyers, Chief Communications and Marketing Officer at Emma Willard, explained that crafting a brand voice that feels real and relevant is no easy task.
“It’s a real challenge for schools to translate their mission into something contemporary, clear, and compelling,” Meyers said. “We wanted our branding to feel true to who we are while standing out in a crowded market.”
At Emma Willard, the brand centers on three core ideas: the joy of learning, a commitment to service and leadership, and a focus on authenticity. Rather than polished, overly produced content, the school showcases real student experiences. This approach ensures that prospective families see an accurate and engaging reflection of student life.
Social Media as a Powerful Tool
One of the key ways Emma Willard connects with prospective students is through social media. Platforms like Instagram and TikTok were essential for showcasing the student experience. Kaitlin Resler, Associate Director of Content Marketing, shared that student-led content is a central part of their strategy.
“Our students are our best storytellers,” Resler explained. “We’ve moved away from overly curated content and instead let students take the lead in sharing their experiences.”
Emma Willard’s social media strategy included a student-run TikTok, Instagram takeovers, and featuring a wide range of student voices. By allowing students to share their daily experiences, prospective families get an unfiltered look at the school’s culture.
“We’ve had students tell us that they knew they wanted to apply because of what they saw on our TikTok,” Resler added. “That’s when we knew it was working.”
Stronger Connections Between Admissions and Communications
Katie Myer, Director of Admissions and Recruitment, and Kristen Mariotti, Head of Enrollment Management, emphasized that the partnership between Admissions and Communications was key to their success.
“The communications office is our most valuable partnership,” Myer said. “Families expect consistency in messaging, and they can tell when something feels inauthentic.”
To maintain this alignment, the two teams meet regularly, use data to refine their messaging, and dedicate time each year to reviewing their branding strategy. The result has been clear: more inquiries, more event attendees, and more students choosing to enroll.
“We’re attracting the right people who align with our mission,” Mariotti said. “They engage with our content, come to our events, and ultimately enroll because they feel like they already belong.”
Emma Willard’s success offers a valuable lesson: when a school embraces authenticity and allows students to help tell its story, families take notice.
Watch the Huddle Episode for More Insights
The Emma Willard team didn’t just talk about social media—they broke down how they apply branding strategies, refine messaging through analytics, and use digital marketing to reach the right families. They also shared how their admissions process incorporates mission-driven storytelling to attract aligned applicants.
Want to hear more about how Emma Willard redefined its digital presence and built a social media strategy that truly resonates? Watch the full Huddle recording to see real examples, hear additional insights, and get practical tips for applying these strategies at your school.
