Demand-Side Innovation for Enhancing Enrollment—Winter Session

Align your school offerings with what parents want.

This Innovation Sprint helps schools attain a common language around why parents choose their school via NAIS’s Parent Jobs-to-Be-Done (JTBD) research. It leverages frameworks to help schools innovate around enrollment challenges, redesign communication through a demand-side lens, and align schools’ current educational offerings with parent goals. 

Innovation Sprints are one-day, three-hour team-based events. You can meet on-campus or off, while the NAIS Strategy Lab team facilitates remotely.

Pre-Work Assignments (approximately 1–3 hours)

To prepare for this innovation sprint, attendees should plan to read the JTBD booklet Why Do Parents Choose Independent Schools?

Additional Parent JTBD resources can be reviewed on this webpage.

Registration Information

Schools determine which individuals (up to six) will make up their Innovation Sprint team. When you register, you will enter the names of known attendees. You can make updates and changes to these names until two weeks before the event. We do not recommend making changes closer to the date because of the pre-work assignments. There are no discounts for schools that decide to send fewer than six attendees. 

Schools can attend single sprints or string together multiple sprints based on need. Contact to consult with NAIS staff about mixing and matching sprints based on your goals. 

Registrants may cancel their reservation until 30 days before the event. They will be fully refunded less a $75 administrative fee. Refunds will not be issued after that date. Cancellation requests should be sent via email to


Wednesday, January 11, 2023; noon to 3 PM ET




This is a team-based experience, so a diverse group representing a cross section of the school (up to six people) is important. The primary audience includes heads, administrators, faculty members, and students. Teams attending this sprint might consider including a director of communications and marketing and/or a director of enrollment or admission. Please note, you do not need to know all attendees upon registering.


$975 (members); $1,365 (nonmembers)