"As an independent school Head, I worked directly with Candace Heidenrich for six years. She was an outstanding Director of Admission and brought her department up to one that was top notch." - S. Bliss, Former Head of School/President
Aperture Advisory Associates was founded by Candace Heidenrich to assist professionals like you. She has over 15 years of private school administrative and faculty experience. She held director-level positions in Admission, Marketing, and Summer Programs. She worked at Army and Navy Academy for 11 years, and served on the faculty at Oak Grove School, Bel-Air Prep, Long Beach City College, and U.C.S.B.
With an M.F.A. in Intermedia from U.C.S.B., she has a rare combination of creative and analytical skills. She is able to apply these skills to various enrollment and marketing projects including: data analysis, strategic planning, enrollment management advisory session, and marketing projects (SEO, SEM, Website, Copywriting, and more).
During her undergraduate years, she spent a semester abroad in Oxford, England. where she studied educational psychology and philosophy as a Gipson Scholar.
This experience abroad ignited her passion in education and the interest she still holds today. She has visited over 60 private schools, colleges, and university campuses in the U.S. and abroad.
As the recipient of numerous advertising, broadcasting, and sales awards, she is a respected authority on best practices in Admission and Marketing circles. Unlike many education professionals, she also brings a wealth of knowledge gained from entrepreneurial and corporate experience.
Award Winning Professionals
"I am currently working with Aperture Advisory Associates. I am very pleased with the high level of expertise and professionalism." - D. Knox, Director of Admission
Aperture Advisory Associates is here to help you get on track by offering private schools enrollment and marketing project services, advisory sessions to address specific questions and topics, and team-building workshops.
Our goal is to keep our services affordable for private independent boarding and day schools and nonprofits.
We partner with other service providers on an as-needed basis to execute some projects, but most projects and services are handled directly by our founder/owner.
If you are not already a member of NAIS, EMA, ISM, or other associations, we recommend joining at least one to benefit from conferences, webinars, and other resources.
Some Recommended Service Providers include:
ProActive Web Solutions
Brendan Schneider Media
Salesforce CRM for Nonprofits
Boarding School Review
Private School Review
Aperture Advisory Associates Experience
Private School Experience includes:
Boarding Schools: Concord Academy - SEM/Google Ads Setup and Management, Flintridge Sacred Heart - Developed travel itinerary of school and agent fairs. Provided general information regarding search engine optimization, search engine marketing, website, technology options, and admission processes. Culver - Partnered with Culver and higher education professionals to generate surveys and establish focus groups to better understand the perceptions of military schools, colleges, and universities in the U.S. Outcomes from the survey provided AMCSUS members with a renewed focus and shift in their strategic communications. Oak Grove School - Provided information on best practices, including: school fairs, agent agreements, international protocols, campus tours, events, paid search campaigns, and admission criteria. Thacher - Provided advisory services and resources related to SEO and website domain authority.
Day Schools: Alexander Dawson - Resources and information to improve domain authority via SEO and website consultations. Pacific Hills School - Developed and organized an annual fine arts event to showcase student talent. The Visual and Performing Arts Night on campus includes: drama and music performances, speakers, and professional level art exhibitions. High Bluff Academy - SEM (Google Ads), Website Audit, Social Media, Email Newsletters, Trello System Setup, Annual Enrollment and Marketing Plans, Budget, and Literature Copywriting/editing, Memorial Private School - content creation, social media, publicity, digital advertising.
Military Academies: (AMCSUS Members) Projects and processes include: best practices, staff searches, training, strategic recruitment and retention plans, budget analysis, drivers of yield, analysis of dashboards and reports, technology (CRM implementation, manuals, templates), Continuous Enrollment Contracts (CEA), Agent Agreements, International Research and Trends Reports. Admission/Marketing projects include: Websites, SEO, SEM, social media, copywriting and editing for blogs, emails news, publicity, literature systems, and publicity. Collaborated with internal teams, service providers on rebranding projects (Mission Minded), including: logo, messaging, website, view-book, and magazine.
Western Boarding School Association: Selected as a Workshop Presenter for the WBSA Spring 2020 Conference. Organized a campus event during the association conference in San Diego, including a hosted dinner, tour, and discussions. Assisted with a website diagnostic and SEO tactics prior to launch of the new association site.
Enrollment Management Association: Prepared and presented a workshop series on team-building for EMA.
Association of Military Colleges and Schools of the United States: Managed three conferences in partnership with the Executive Director. With a focus on Admission and Marketing, organized speaker lists, communicated with attendees, created workshops, and facilitated sessions. Collaborated with the team on the development of surveys to improve messaging for the website and member schools, colleges, and universities. Developed a webinar series pertinent to best practices for admission and marketing. Acted as a key resource to members and provided personalized consultations. Acted as a presenter for Summer and Annual Conferences for AMCSUS
San Diego Independent School Consortium: Provided recommendations for the marketing and promotion of the annual San Diego High School Fair and panel on diversity. Outlined several cost effective marketing promotional tactics for the association including: email newsletters, Google Ads, and social media boosts.
Independent Educational Consultants Association: Hosted campus events for domestic IECA educational consultants including: campus tour, luncheon, and panel discussions. Developed sponsorship exhibition, literature, and provided representation at the annual conference.
Orange County Private High School Association: Organized exhibitions and provided information to boarding school associations, resulting in higher exhibitor revenues and attendance at OCPHSA. Provided key marketing strategies and tactics to promote the annual event.
Private Boarding Schools: Athenian, Besant Hill, Cate, Dunn, Oak Grove, Ojai Valley, St. Catherine's Academy, Thacher, Villanova, and Webb.
Private Day Schools: St. Mary’s, St. Ann’s, St. Mark’s, Fairmont, Cross Roads, Clairbourn, Town School, Pasadena Christian, Pegasus School for the Gifted, La Jolla Country Day, Pacific Ridge, Francis Parker, Bishop's, Children’s School, Alexander Dawson, Far Hills, and Seven Hills.
Colleges and Universities: USC, UCLA, UCSB, UCSD, UCI, UC Santa Cruz, UC Berkeley, Cal State University Long Beach, California State University Fullerton, College of Idaho, Chapman University, Claremont College, Loyola Marymount, Oregon State University, and several community colleges.
Private School Fair Representation
Schools: Harbor Country Day School, Pegasus School for the Gifted, Harbor Country Day, St. Mary’s, St. Catherine’s Academy, St. Ann’s, St. Mark’s, Clairbourn, Town School, Alexander Dawson, Pasadena Christian, Pegasus School for the Gifted, Seven Hills, and Far Hills Country Day.
International Agent Fairs and Projects
Linden Agent Tours: Organized bi-annual international agent campus visit, with overview presentation, campus tour, meals, and student panel discussions for 14 agents.
ICEF Agent Fairs: Represented ANA at ICEF Berlin, ICEF Florida, and ICEF Los Angeles to generate international agent partnerships. The Academy has over 100 agent agreements and a number of high producing agents as a result.
WEBA Agent Fairs: Presenter and exhibitor at WEBA in Los Angeles to generate international diversity and agent partnerships.
Projects: Developed agent agreements, commission structure, communications plan, conducted presentations, reports, and served as PDSO for SEVIS for over 10 years at ANA. Trained Associate Director of International Admission on fair representation for TABS, ICEF, Linden, and other fairs, as well as developed marketing and retention initiatives. International enrollments increased from 30 to over 100 in less than 5 years, maintained balance of approx. 30%, with retention peak over 90%.
Feel free to Book Online or Contact Aperture Advisory Associates for a complimentary consultation or project quote.