What Families Remember: Designing Experiences That Build Trust Before, During, and Beyond Enrollment
Henry Wong
Admissions and marketing teams shape far more than messages, materials, and metrics—they shape how families feel about a school, often long before a decision is made. Families experience admissions not as a process, but as a journey—one filled with anticipation, uncertainty, reassurance, and hope. Small interactions, subtle cues, and everyday moments quietly influence whether a school feels credible, caring, and worth committing to.
In this session, participants will step back and view the Family Experience Journey through the eyes of prospective and current families. We will explore where trust is built, where confidence is tested, and why certain moments carry more emotional weight than others.
Designed specifically for admissions and marketing professionals, this session also considers how these insights can be shared beyond the admissions office—helping colleagues across the school see their role in shaping the family experience, even in brief or indirect interactions. Participants are invited to reflect not only on what they do, but on how they can gently influence a more consistent, intentional experience for families—one conversation, one touchpoint, and one shared understanding at a time. You may leave with fewer tactics—and a much clearer sense of what truly matters.
About Henry Wong
Henry brings over 20 years of experience in public and international schools, serving communities ranging from 220 to 1,400 students. His career spans roles including Supply Teacher, Middle School Math Teacher, Admissions and Marketing Manager, Director of Business Administration, and Co-Head of School.
Since just before COVID, Henry has facilitated workshops primarily for non-teaching administrative staff and leadership teams in international schools across Asia. His facilitation style is practical, reflective, and grounded in real school contexts, helping participants translate good intentions into consistent, high-quality practice.
He is the author of Thriving in International Schools: A Guide for Local Administrative Non-Teaching Support Staff (updated edition) and Nomadic Retirement: Live Well, Travel Slowly, Spend Mindfully. He also coordinates professional conferences for non-teaching staff and administrative leaders, creating spaces for peer learning and candid dialogue.
Now semi-retired and based in Thailand, Henry continues to support schools in strengthening customer experience and building a culture of service across the whole community.
