Chosen because Durham Academy's XIV Hours a cappella group performed this piece at a national competition — and lost. So the school helped XIV Hours create an awesome, courageous video, turning lemons into gallons of lemonade, going viral in the process.

Chosen because Randolph’s Twitter feed is populated with tons of tweets from faculty and we wondered, “How do they get that kind of participation?"

Chosen because InspirED believes that faculty are under-marketed as one of the primary reasons a family should chose a school. The Gow School recognized this marketing opportunity, invested time and money to showcase one of their finest assets, and are delighted they did.

Chosen because Cheshire Academy developed a blog for prospective boarding school families that launched huge gains in views and linkbacks—beginning the conversion of inquiry to matriculant.

Chosen because Proctor Academy saw significant increases in campus visits and applications in one year as a result of new thinking about enrollment marketing. They focused on creating structure and discipline in the nurturing phase of their marketing efforts.

Chosen because Peddie eschewed the massive hardcover history and created something appealing to today's readers. "I wanted it to be a piece someone could pick up, take a few bites, and return later for a bit more—I called it a 'tapas' approach," its editor says.