You've heard it before: show don't tell, talk about benefits rather than features, find your 'why.' But shifting your school's messaging can be hard. This session will focus on actionable advice to help you better understand the two reasons families choose your school, tips for how to describe your most important program (and some language to avoid), ways you can improve enrollment by solving problems for families, and examples of schools and organizations that have successfully reframed their mission statements into cause statements.