Janet Sailian is director of communications and marketing at Branksome Hall, an independent, non-denominational girls' day and boarding school and an International Baccalaureate World School. The Canadian school enrolls 875 students at a 13-acre campus in downtown Toronto, Ontario.

Sailian is responsible for all publications, media relations, crisis communications, marketing and brand management as well as Web site and electronic communications. Previously, she served as the inaugural director of international and district programs at CASE in Washington, D.C. Sailian earned her bachelor's degree at Colorado College. She can be reached at jsailian@branksome.on.ca.

This is Branksome Hall's first year as a fully International Baccalaureate World School. What does the IB designation signify?

As of this year, we are one of the only girls' schools in the world to offer IB programs exclusively at all grades-from JK (junior kindergarten) to university entrance (grade 12). Our first full IB diploma class graduates on May 27. Attaining IB authorization is a rigorous, thorough process that is governed by the IB Organization from offices in Geneva, Switzerland, and New York City.

The IB program aims to develop citizens who will change the world-not just to be part of a changing world but to become people who will shape that world. It's a very idealistic concept that reflects our school's vision to be an internationally minded community of learners and leaders.

Describe some of your major communications and marketing projects.

Among other things, I have headed the revitalization and reorganization of Branksome Hall's print publications. This school year, we turned our eight-page monthly print newsletter into an online e-newsletter that features up to 40 articles per issue and vast numbers of photos. We also produce a PDF version for people who want to print it out.

With the huge amount of information we need to communicate, we value the electronic tools that make it possible. But time remains a challenge for the staff of two, which includes me, in our communications and marketing office.

In November 2006, we launched a new Web site and in 2007 created a new school logo. Both reflect our legacy as an institution with 105 years of traditions wedded to a truly progressive, international orientation.

At the same time, we have greatly expanded and tailored our electronic communications with various parent and student groups as well as prospective and new families. We are increasingly conducting online surveys and refining our events and communications as a result.

Over the summer, we will be busy producing marketing and admissions materials for the next academic year and planning a major new Viewbook. We are also planning to roll out to the school community a major report and plan on environmental sustainability goals and details of upcoming projects.

You also run your school's annual lecture series, which this month featured a past president of Latvia who spoke on the theme of women and leadership. How did you plan and organize this event?

This year's speaker was Vaira Vike-Freiberga, past president of Latvia, who has strong ties to our school. Years ago, she was a part-time residence supervisor for us while she was attending the University of Toronto. Right now, she is a visiting fellow at the Harvard University Institute of Politics. Last year, a group from our school, including some students, attended one of her public appearances. Afterward, we approached her to ask whether she might be interested in returning to speak at Branksome Hall. Of course, she recognized the uniform right away, spoke with us, and was very enthusiastic about being our speaker.

What led you to work in the independent school sector?

I was really looking for an opportunity to be involved at the ground level of education. It's fascinating to work in promoting primary and high school education for girls. And it's so gratifying to see them develop a boost in confidence and outspokenness at certain critical ages that you don't always see in coed schools.

When every star student at your school is a girl, it really changes the students' outlook on what's possible. I never really experienced that before or would have believed it to the extent I've seen it here.

You've had a full-circle relationship with CASE. How has your varied experience colored your perspective of CASE and its relationship to members?

It was just an eye-opening and wonderful experience to be working at CASE during a key period in the international proliferation of advancement. It was also great learning how our members in Mexico and Europe were doing programming and creative work in advancement in ways we in the U.S. and Canada were not always aware of.

In addition to currently serving on the CASE Commission on Communications and Marketing, I was the marketing co-chair of the District I and II 2007 joint conference in New York City and a presenter on issues management in the cyber age at the CASE Europe Schools Conference 2008 held in Dublin in March.

I'll always be a CASE loyalist. I've seen inside and out what a great organization CASE is, and it's getting better and better.

This article is from the May 2008 issue of BriefCASE.
Please share your questions and comments with Pam Russell via e-mail at russell@case.org or by telephone at +1-202-478-5680.