IBSC Ideas Lab

Professional Conversations for Communicating the Value of a Boys' School

Starting April 15, 2026

IBSC Ideas Lab invites directors of communication, marketing professionals, and directors of enrollment at boys’ schools to connect virtually using Zoom. Limited to 14 participants plus the facilitators, this IBSC Ideas Lab includes three one-hour sessions for participants to discuss relevant topics.

Designed as an interactive exchange among colleagues, IBSC Ideas Lab engages dedicated educators who learn and grow together. Before each session participants engage with relevant resources to provide a foundation for discussions. Together we surface fresh ideas and build mutual support structures and enduring professional friendships.

Available exclusively to IBSC member schools, first-time participants who can commit to joining all three sessions get preference in registration to support the success of each small group. No more than two participants from one school may register for an IBSC Ideas Lab.

In the spirit of open dialogue and collaboration, IBSC Ideas Labs are not recorded, allowing participants the freedom to express themselves openly and share their experiences candidly.

Who Should Attend?

Directors of communication, marketing professionals, and directors of enrollment at boys’ schools

Format

IBSC Ideas Lab attendees participate in three scheduled one-hour calls using Zoom. Jan Abernathy, chief communications officer, and Janetta Lien, assistant head of school and director of enrollment, The Browning School (United States), facilitate each session.

Conversation Topics

Conversation 1

Countering Misconceptions of an All-Boys Education
Wednesday, April 15, 4:00 PM EDT, 9:00 PM BST, 10:00 PM CAT
Thursday April 16, 4:00 AM AWST, 6:00 AM AEST, 8:00 AM NZST
Check the event time in your time zone.

60 minutes

What are the most effective strategies for boys’ schools to address common myths or criticisms of boys’ schools in a nuanced and convincing manner? This is the challenge we all face. How do we move beyond a defensive posture and proactively reframe the narrative?

Join a candid conversation with your peers focused on this critical work. Share your experiences and learn from fellow communication and enrollment directors about the language, data, and powerful stories that truly work. Take this chance to collaboratively develop authentic, confident responses that champion the modern realities and unique value of a boys' school.

Conversation 2

Digital Storytelling in a Noisy World
Wednesday, April 22, 4:00 PM EDT, 9:00 PM BST, 10:00 PM CAT
Thursday April 23, 4:00 AM AWST, 6:00 AM AEST, 8:00 AM NZST
Check the event time in your time zone.

60 minutes

What innovative digital marketing and communication strategies are schools employing to cut through the noise and effectively convey the unique mission and impact of their boys' schools to target demographics in a highly competitive educational landscape?

In a crowded digital world, how do you make your school's unique story stick?

Engage in a dynamic conversation dedicated to finding what works. Share your successful campaigns (and perhaps those that missed the mark) across various platforms. Learn from your colleagues about the strategies they are using to capture attention and communicate substance. Take this opportunity to collaboratively explore new tools and creative approaches to reach the right families and make a lasting impression.

Conversation 3

Leveraging Word-of-Mouth Marketing
Wednesday, April 29, 4:00 PM EDT, 9:00 PM BST, 10:00 PM CAT
Thursday April 30, 4:00 AM AWST, 6:00 AM AEST, 8:00 AM NZST
Check the event time in your time zone.

60 minutes.

How can we leverage all levels of the school and adjacent community—empowering them to become powerful, authentic storytellers and advocates for the value of an all-boys education?

Our greatest marketing asset is our own community. Join your peers to explore how to effectively activate them. Share your successful approaches for equipping parents, faculty, alumni, and even the boys themselves to articulate your school's value with passion and authenticity. Learn from fellow directors how they cultivate and guide this "all-hands" effort, turning passive supporters into a dynamic force for your enrollment and communication goals.

Registration

IBSC member rate: US $180

Cancellation Policy

If you are unable to attend, you must cancel your registration in writing by emailing IBSC@theibsc.org by April 1, 2026. IBSC will refund 90% of registration fees if a written request is received via email by this date. No refunds will be made for cancellations received after this date. Schools seeking to register an alternate to replace a participant unable to attend should contact IBSC@theibsc.org.

Please note: Watch your email for login information for this Ideas Lab by April 8, 2026. If you registered later than this date, watch for login information within 24 hours.

Participation certificates: Participants present for all three conversations will receive a certificate of participation within two weeks of the final session.

Facilitators

Jan Abernathy

Jan Abernathy is the chief communications officer at The Browning School, a trustee of Grace Church School and the Council for the Advancement and Support of Education (CASE), and a faculty member of the CASE Academy. She has presented at dozens of international and regional conferences, including IBSC, the National Association of Independent Schools, and the Enrollment Management Association. President of New York City Independent Schools Communications Professionals, Abernathy has also written about school communications for publications including Independent School magazine and Connections Quarterly. Her consulting firm, Jan Abernathy Strategic Communications, works with educational institutions and nonprofits. Abernathy is a graduate of Northwestern University Medill School of Journalism.

Janetta Lien

Janetta Lien is the assistant head of school and director of enrollment at The Browning School in New York. With over 20 years of experience in independent schools and a background in science education, Lien transitioned to admissions, driven by her passion for sharing Browning's mission and values with prospective families. As director of enrollment, she leads strategic initiatives around recruitment, retention, and institutional research, while advocating for intentional and equitable admission practices.

A dedicated champion of boys’ education, Lien actively engages with research on the best practices for teaching and learning in boys’ schools. She holds degrees from Bowdoin College and Teachers College, Columbia University, and serves on the board of trustees of IBSC, where she has also advised in the IBSC Action Research program. Additionally, Lien is a member of the Enrollment Management Leadership Council with the Enrollment Management Association.