On today's episode of Roll Call, Brian and Josh welcome Rob DiMartino, co-founder and Chief Evangelist at Finalsite, to unpack a truth school leaders are feeling in real time: your digital presence isn't marketing anymore — it's your first campus visit.

Rob breaks down how independent schools can honor tradition without living in the rearview mirror, and why the strongest brands aren't built on slogans like "small classes" and "great community" (because everyone says that). Instead, schools win by getting unapologetically clear on their pillars of value, telling human stories that create trust, and designing a digital journey that helps families actually feel the experience before they ever book a tour.

The conversation also gets practical — from why "digital-first rebrands" have flipped the traditional order of branding, to the canaries in the coal mine leaders should watch for (data silos, too many vendors, weak engagement cadence), and how to audit your strategy through Rob's simple framework: Purpose, People, Platforms, Process.

This is a must-listen for heads of school, admissions, marketing, and advancement teams who want to grow enrollment, improve retention, and build community by owning their story — authentically.

Show notes:

00:00 - Introduction to Rob DiMartino

03:25 - Tradition vs. innovation: honoring history without living in the past

07:19 - Brand vs. engagement: why relevance matters more than slogans

10:11 - Breaking the "small classes & great community" messaging trap

12:10 - Turning student outcomes into authentic digital storytelling

15:19 - Mission fit, admissions pressure, and the retention risk schools ignore

21:11 - Why schools shifted from agencies to owning their digital platforms

29:01 - Auditing your digital strategy: Purpose, People, Platforms, Process

31:31 - AI, demographics, and protecting a school's true value proposition

37:09 - Lightning Round

Learn more about Finalsite and Rob DiMartino: https://www.finalsite.com/

This episode is sponsored by REACH Boarding

This episode is sponsored by REACH Boarding, an award-winning, feature-rich boarding school management tool used by over 400 schools in five continents to manage risk, increase efficiency, and improve communication in boarding school management.

To learn more about REACH Boarding, its features and integrations, visit www.reachboarding.com

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