• Sunday will focus on the critical challenges facing the day school field: institutional sustainability; the shifting context of leadership; and the relationship between day schools and the community.
• Monday will address, through a specially commissioned case study, the relationships between schools and between schools and federations/central agencies; leadership transition and the maturation of leadership; financial sustainability and declining enrollment; and the role of day schools in Jewish communal life.
• Tuesday will feature leading marketing and communications experts who will offer cutting-edge strategies for effectively branding and marketing the value proposition of Jewish day school education.

• The opening plenary session on Sunday will segue into the critical challenges facing the day school field with framing by Pat Bassett, President of NAIS; Sandra Stein, CEO of the NYC Leadership Academy; and Jeffrey Swartz, President and CEO of Timberland.
• The dynamic keynote conversation on leadership between YU President Richard M. Joel, Babson College President Len Schlesinger, and The Wexner Foundation President Larry Moses on Sunday evening will prepare participants for their deep engagement in analysis and problem solving throughout Monday's programming.
• Tuesday's focus on the value proposition of Jewish day schools will be introduced on Monday evening when Forces for Good author Leslie Crutchfield presents her keynote address "Building Effective Coalitions to Achieve High Impact."
  
• A panel of leading marketing experts will launch Tuesday's session with an interactive discussion on making the case for Jewish day school education. See the feature article, on the right, for details.

• Professional Leadership
  
• Board Leadership
  
• Fundraising
  
• Enrollment, Attrition, and Tuition Assistance
  

Regardless of their distinct missions and approaches to delivering education, each Jewish day school shares the goal of increasing the base of literate, knowledgeable Jewish children. In order to do so, the messages schools use must dispel stereotypes and answer the question, "Why Jewish day school?" before even beginning to address, "Why this Jewish day school?"

The final day of the 2010 PEJE Assembly for Advancing the Jewish Day School Field is dedicated to exploring the value proposition for a Jewish day school education. In a February 2009 webinar, Jeff Swartz, the president and CEO of Timberland, defined a "value proposition" as an essential marketing tool that is "deeply defendable." In the case of Jewish day schools it is the reason why parents should send their child to a specific school over any other, or why a donor should support one school over any other philanthropic cause. "If it isn't precise, it can't be shared," Swartz explained. "If it can't be shared, it can't be closely held. If you can't render the proposition in absolutely tight form, you can't sell it."

Tuesday's programming provides an unparalleled opportunity for leaders to interact with and learn from top-level marketing strategists from across the continent. Session topics include branding, pricing, social media, and marketing segmentation, among others. This exciting day will begin with "Breaking Through the Noise: Branding and Marketing Our Day Schools," an interactive panel discussion with marketing and advocacy experts and thought leaders:

• Dan Cohen, CEO of Full Court Press Communications
• Jeremy Fingerman, CEO of the Foundation for Jewish Camp (formerly of Clairmont Ventures and Campbell Soup)
  
• Jackie Herskovitz, President of Teak Media Communications
• Liz Schrayer, President of Schrayer & Associates, Inc.
  

The sessions following the panel feature a mix of advocacy strategies and tactics geared for organizational leadership.

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