Overview
The National Association of Independent Schools (NAIS) supports over 1,600 nonprofit, private K–12 schools across the U.S., along with more than 2,000 schools and associations worldwide, by providing leadership resources, professional development, and advocacy tailored to the unique needs of independent education. Jessica Holt, Senior Manager of Advertising Sponsorships and Partner Programs, has been with NAIS since 2016, serving as the key liaison between the organization and its sponsors, exhibitors, and corporate partners.
With a hospitality background from Omni Hotels & Resorts, Jessica brings a service-driven mindset to everything she touches, especially NAIS’s marquee event. When the organization began experiencing challenges with its previous event tech provider, including potential security concerns and workflow friction, she led the charge to find a better solution. After a competitive RFP process, NAIS selected A2Z Events. Since 2018, the platform has helped NAIS streamline exhibitor engagement, rebrand its national conference as Thrive, and deliver a seamless event experience backed by outstanding support from the A2Z team.
The Thrive Event
NAIS’s flagship event, now known as Thrive, is a rebranded version of the long-running NAIS Annual Conference. Held annually in late February, the conference draws thousands of educators, school administrators, and board members. It rotates geographically across the U.S. to improve accessibility and includes a robust expo experience, recently renamed The Quad, where up to 200 exhibitors showcase services and products tailored for K–12 independent schools. Though professional development is the event’s primary focus, it also serves as a high-level networking and recruitment hub for the independent school community.
The Challenge
Before 2018, NAIS was using a different event tech vendor but faced major issues, including potential data security concerns and a frustrating user experience. By the time Jessica joined the organization, the need for a better solution was clear. NAIS launched a formal RFP process, demoed multiple platforms, and ultimately chose A2Z Events. “We needed to allow people to select their booth, register easily, and manage participation on their own,” Jessica explained. “A2Z just checked off most of the boxes.”
The Solution: A2Z Events
NAIS originally used A2Z to manage both sponsorships and exhibits, but eventually transitioned sponsorships into Salesforce to better align with internal operations. The exhibit management side, however, remained with A2Z. The platform became essential to streamlining booth selection, communication, and coordination with partners. Thrive 2024 saw nearly 3,000 attendees and a successful in-person return following pandemic-era disruptions, with A2Z powering the exhibitor experience from start to finish.
One of Jessica’s strongest endorsements centered on the A2Z service team, especially her project manager, Jennifer. “I always fill out post-event surveys because people usually only respond when things go wrong,” she said. “But with Jennifer, all the things that could have gone wrong didn’t—or all the things that were going wrong didn’t go wrong because of her.” Jessica emphasized that Jennifer’s calm, organized, and deeply knowledgeable support made her feel empowered and supported throughout the entire event lifecycle. “She makes me want to be more organized and a better client,” she added. “Please don’t take her away from me.”
What’s Next
Jessica highlighted a few wishlist items for A2Z’s development team, including expanded email tracking tools and the ability to attach files to messages sent through the platform. As she explained, exhibitors often miss important reminders, and having visibility into delivery and opens would make her job easier. Still, she was clear that these are refinements, not complaints. “If people aren’t reading their emails, that’s on them, not the platform,” she added with a laugh.
With an experienced partner in A2Z Events and a service model that aligns with her high expectations, Jessica is looking forward to continuing to elevate NAIS’s events. “Truth be told, this is the one national conference where our whole industry comes together,” she said. “It’s more than an event. It’s where real connections and decisions happen.”
