A growing, Asheville, NC-based non-profit, TABS serves roughly 280 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 North America
Megan Cartier, Managing Director of NABI and Market Growth
With the charge of increasing 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), you will
have the opportunity to develop and bring to life a comprehensive digital marketing strategy
and campaign to support both the short-term and long-term success of NABI. This opportunity
will draw upon your capabilities as an innovative marketer and leader. This is an internal startup
opportunity complemented by the benefits of a well-established, respected organization.
Marketing Plan: Building upon a solid plan foundation, partner with the AOR to outline an
initial pilot and a rollout plan for NABI-related paid, owned, earned and shared digital
Campaign Development: Cascading from the plan, partner with the AOR to develop digital
components of the NABI integrated marketing campaign. These elements may include: paid
and organic search; a new consumer-facing web site and/or web sites specifically designed for
our target audience (both parents and students); a content strategy that would both create and
curate (from TABS and member schools) digital content that supports the over-arching
brand/program promise of NABI; social media; e-mail communications, etc. This work may
include social listening, analyzing what is engaging students/parents/influencers and building
upon those learnings. Partner closely with the Director, Marketing Data Strategy to maximizing
the performance of the NABI CRM platform and associated programs.
Measurement/Metrics: In partnership with the NABI team and the AOR, establish a digital Test
and Learn Agenda and Key Performance Indicators (KPIs). Utilize sophisticated analytics to
continue to evolve and optimize targeting and content within digital channels.
Leadership/Management: Be the digital subject matter expert on the NABI team and
proactively bring ideas/tools forward to help us best connect with our target audience and
meet them where they are. Build and nurture strong relationships with TABS member 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, collaborative culture.
Communication: Working closely with the NABI Managing Director, establish mechanisms for
communicating the appropriate information, results, etc. to the TABS team and member
schools. Establish a working relationship with the NABI Advisory Committees to foster
exchange of information and ideas.