2026 International School Institute
International School of Amsterdam
45 SportlaanAmstelveen, Noord-Holland 1185
Netherlands
Two days. One working room. The people who fill international schools.
On October 19–20, the International School of Amsterdam opens its campus to admissions, enrolment, and enrolment marketing professionals from international schools worldwide. This is not a conference — it's a working institute, small, intimate and built around one question: what will it take to fill our schools in the decade ahead?
You'll spend two days inside a working international school, in a room sized so that every conversation includes you — learning alongside a faculty that has led enrolment, marketing, and school leadership across Europe, the Middle East, and North America. Keynote Brendan Schneider (SchneiderB Media, founder of the MarCom Society) brings his AI and enrollment-marketing playbook to the international school context. Christopher Tompkins (Horizon Private School, Abu Dhabi; founding education lead at NEOM) brings 36 years of leading schools on three continents. Dr. Patrick Schuermann (Vanderbilt-trained scholar-practitioner and Chief Academic Officer at OptimaEd) brings three decades of developing leaders worldwide — and a look at how immersive learning is reshaping education itself. And practitioners from International Schools bring what's working right now — in schools like yours.
Convened and led by Janice Crampton, AISAP Executive Director & CEO, the Institute reflects AISAP's deepening commitment to the international school community — and to the practitioners who carry its enrollment work.
And Amsterdam is where it starts, not where it ends: every participant is part of a cohort group that meets throughout the year.
Seats are limited by design. Register today — and bring a colleague from your school for $375.
KEYNOTE SPEAKER
Brendan Schneider
Founder and CEO
SchneiderB Media
Brendan Schneider is a leading voice in K-12 school marketing and the founder of SchneiderB Media, where he helps independent and private schools boost enrollment through digital marketing. He also created the MarCom Society and School Marketing CRM and wrote School Marketing The Right Way. A sought-after speaker, Brendan shares actionable strategies on AI, SEO, inbound marketing, and digital advertising to help schools thrive.
LEAD FACULTY
Christopher R. Tompkins
Principal
Horizon Private School & Partner at Educational Directions
Christopher R. Tompkins is Principal of Horizon Private School – American Branch in Abu Dhabi, and Partner at Educational Directions a PK–12 school of 1,800 students within the Alephya Group of Schools. In his 36th year in education, he has led independent, international, boarding, and Episcopal schools across North America, Latin America, and the Middle East, with consulting in Asia and Africa. Previously, as Founding Executive Director of EC-12 Education at NEOM in Saudi Arabia, he designed and launched NEOM Community School and NEOM Oxagon School, building innovative programs in AI, personalized learning, and International Baccalaureate education.
Before NEOM, he served as Head of School at The Tatnall School, Episcopal Collegiate School, and The Perkiomen School. A Partner at Educational Directions, founder of Hunterbrook Education Services, and a Klingenstein Center Fellow, Tompkins graduated from Colby College and Syracuse’s Maxwell School. Guided by the question his mother asked him after school—“What questions did you ask your teachers today?”—he speaks widely on school design, innovation, enrollment, and financial aid.
LEAD FACULTY
Patrick Schuermann
Innovative Programming Strategist
Strategic Compensation Partners
Patrick Schuermann is fortunate to have a 30-year career cultivating leadership in individuals and organizations that span Kindergarten through Doctoral level initiatives in both the public and private sectors. He has worked with high-level international leaders on programs that support leadership development in educators, schools, and students worldwide. Patrick has authored numerous articles, commissioned reports, books, and documentaries on leadership. A commitment to capturing the nuance of context, and to building programs with deep respect for local cultures and expertise, has been a hallmark of Patrick’s career as a professor, practitioner, and professional development program designer and facilitator.
Presently, Patrick serves as the Chief Academic Officer and VP for Strategic Partnerships at OptimaEd– a team dedicated to developing leading-edge immersive learning experiences for educators and students by leveraging VR & spatial computing platforms. Originally from Winter Park, Florida, Patrick holds B.S. and M.A. degrees from Furman University and a Doctorate in Education Leadership and Public Policy from Vanderbilt.
HOST & PROGRAM COMMITTEE
Julia True, CAEP
AISAP Board of Directors
Head of Admissions and Advancement
International School of Amsterdam
With over twenty years of experience in admissions and enrollment management, Julia serves as the Admissions & Advancement Director at the International School of Amsterdam. In this role, she oversees enrollment, communications, and alumni relations while supporting the school’s mission to educate for international understanding.
Julia previously spent six years on the Education Collaborative for International Schools (ECIS) Special Interest Group for Admissions, serving four as Chair. Through partnerships with the AISAP, she helped deliver International Schools Admissions Institutes in Europe and led cohort groups for AISAP events.
A certified CAEP professional and ISM International Advancement Professional, Julia received AISAP’s 2022 Vision and Values Award for outstanding leadership. Outside of work, she enjoys traveling, spending time with family, and practicing hot yoga.
Tina Bittendorfer
Admissions Office Coordinator
The International School of Amsterdam
Hi! I’m Tina Bittendorfer, the Admissions Office Coordinator at the International School of Amsterdam. I’ve been with the school since 2007, managing day-to-day office operations, refining our enrollment processes, and working alongside our Admissions Officers and school divisions to welcome new families. Before joining the world of education, I worked as a certified chef—so when I'm not in the admissions office, you'll usually find me trying out new restaurants or cooking up a feast for family and friends!
Alina Dorner
Admissions Officer
The International School of Amsterdam
My name is Alina, and I have been part of the ISA community for 14 years, serving the last four in the Admissions Office. Having relocated with my husband and two young children 16 years ago, ISA quickly became a second family to us. Before moving, I worked as in-house legal counsel for a bank. Today, I apply that same analytical rigor and attention to detail to guide new families through the application process and ensure a smooth transition into our vibrant school community. In my free time, I enjoy traveling, reading, and keeping up with my adult children.
Speakers
Kathleen Visconti
Head of School
Tessa International School
Kathleen has a BA in Special Education and K-8 Education and began her career as a special needs teacher in Florida, focusing on emotional and learning differences. She has her MA in Administration and Supervision, and a principal’s certification in NY. Kathleen is a recent graduate fellow of The Klingenstein Heads of School at Columbia University. Kathleen moved to Europe and taught in a small international school in Genoa, Italy, and at the University of Genoa.
She moved to Silicon Valley, CA, and continued as Admissions Director before moving to DC as the Enrollment Director at Washington International School, which had both the IB and immersion in Spanish, French, and Dutch. She has led in two of the biggest international schools in the USA and has been in senior leadership for over 30 years. In 2024, Kathleen was appointed as a global ambassador for the National Association of Independent Schools International Global Leadership Board. She is proud to serve NAIS, of which she is a member.
Mary Hastings Moore
Director of Admissions and Financial Aid
Washington International School
Mary Hastings Moore is the Director of Admissions and Financial Aid at Washington International School. She holds a B.A. and M.A. art history from George Washington University. Before joining the WIS staff in 2003, she worked for over 12 years in marketing and sales for two telecommunications service companies. She also worked for five years in the membership office of the American Association of Museums.
Eleanor Shaw
Associate Director of Admissions & Financial Aid
Washington International School
Eleanor has worked in independent schools in the United States for over 15 years. Beginning her career as an early childhood educator, she has spent the last 7 years working with families applying to the Primary School and for financial aid as part of the Admissions Team at Washington International School in Washington, D.C. Eleanor holds a MA in Education from the University of Virginia and a BA from The College of William and Mary.
Christina Adamopoulou
Head of Admissions and Marketing
The British School of Amsterdam
Christina is a seasoned marketing leader with expertise in marketing strategy and digital marketing practices across both B2B and B2C organizations. With extensive experience crafting marketing strategies and executing digital campaigns, she has led high-performing teams to successfully deliver campaigns focused on business growth. She has held leadership roles in various organizations throughout her career, demonstrating her versatility and proficiency in brand proposition development, customer experience design, brand awareness, sales process optimization, and reputation management.
Christina brings eight years of experience in the education sector, where she played a pivotal role in collaborating with Admissions teams and senior stakeholders, orchestrating successful events that prioritize customer experience, and helping convert prospective families into enrollments. Her approach involves executing highly effective marketing campaigns, meticulously focused on delivering tangible results and driving enrollment growth.
Janice Crampton
Executive Director and CEO
Association of Independent School Admission Professionals
Janice brings more than four decades of experience across school and university settings. She leads AISAP, a global association dedicated to supporting and advancing professionals in admissions and enrollment management. Under Janice’s leadership, AISAP serves as the primary resource, advocate, and professional home for individuals responsible for advancing institutional mission and ensuring financial sustainability through strategic enrollment leadership. She has guided the association in establishing and elevating standards for ethical practice, professional conduct, and best practices across the field of admission and enrollment management.
A respected voice in the field, Janice is a frequent speaker at national and international conferences and a contributor to thought leadership on admission, enrollment management, governance, and institutional sustainability. Janice is a graduate of Bucknell University, where she earned a degree in Economics. She also holds multiple professional credentials, including certificates in Nonprofit Board Governance and Admission and Enrollment Management (AEMP), as well as a Certificate in School Management and Leadership from Harvard Graduate School of Education and Business.
Pam Mundy
Executive Director
Pam Mundy Associates Ltd.
Pam Mundy is a highly experienced K12 international education professional with renowned expertise in early childhood education and care. Pam provides consultancy to many of the world’s leading school and education groups, independent and international schools, UK multi-academy trusts and international Ministries of Education on strategic planning, leadership, development and expansion. Internationally recognised as an author and keynote speaker, she has gained global recognition for her specialism in the development of international education and school start-up, particularly in the Middle East and Africa, SE Asia, China, Latin America, Russia, Europe and the US.
She sits on prestigious UK and international education boards including ACS International Schools, the Knightsbridge School, Dukes and Little Dukes Education Groups, the Summer Fields School and the Red House Schools. She is also the chair of the Chatmore International Schools Board in Bermuda and is a founding trustee of Ready Generations, a charity focusing on advocacy and initiation of programmes to support the development of intergenerational connection for all ages, addressing ageism as a means of promoting and strengthening local communities, moving towards a more relational society.
Pam’s most recent roles include consultant Director of Education for Dar Al Marefa School Dubai, Chief Academic Officer for Knightsbridge Schools International and Director for Quality Assurance and Professional Development, based in Houston, Texas, for World Class Learning (now part of the Nord Anglia Education Group).
Amstelveen Grand Hotel – This hotel is located quite close to the school in the suburb of Amstelveen. There is a shuttle bus (based on availability) for a limited fee to (AM Only) the school on weekdays if you book directly with them on check-in. Discount only available when booking directly with the hotel.
Cityden - Stadshart Amstelveen - 89 fully equipped Apartments & Studios with all hotel facilities: gym, sauna, Restaurant & Bar Lucia’s, minimart & 3 modern meeting rooms. Located next to the (shopping center) Amstelveense Stadshart, Cityden Stadshart is located very centrally and next to the Amsterdam Forest. The neighbourhood is well connected with the rest of the city. With a bus and tram stop just around the corner, guests are only a couple of minutes away from Amsterdam Zuidas, Amsterdam’s De Pijp and the old city centre of Amsterdam and Amstelveen. Discount only available when booking directly with the hotel, please use our Cityden promo code (2026ISA)!
Cityden - Zuidas Amsterdam - Located on the border between Amstelveen and Amsterdam. 134 fully equipped Apartments & Studios with all hotel facilities: gym, sauna, Restaurant & Bar Lucia’s, minimart & rooftop terrace. Located on the border of Amsterdam south, Cityden Zuidas in Amstelveen is near the high-rise buildings of Amsterdam’s financial district and the greenery of the Amsterdam Forest. With a tram stop just a stone’s throw away and several parking spots behind the building guests are just minutes away from Amsterdam Zuidas, Amsterdam’s De Pijp and the old city centre of Amsterdam and Amstelveen. For reservations, please use our promo code with Cityden (2026ISA)!
De Ware Jacob Hotel – This delightful 19-room boutique hotel in the cultural heart of Amsterdam elegantly blends classic with contemporary design. The ornate building dates back to 1910 and is the former home of nobles and dignitaries. The hotel is located in the museum quarter of Amsterdam, close to the hustle and bustle of the city centre.
Holiday Inn – The Holiday Inn is just on the outskirts of Amsterdam and has easy access to public transportation.
IBIS Budget Hotel – This hotel is right on the border of Amsterdam & Amstelveen and just a couple of stops away from ISA.
Registration Options
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Registration Options
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Price |
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AISAP Member Registration
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$495.00 |
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Non-Member Registration
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$595.00 |
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Additional Attendee Registration
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$375.00 |
