Blue Baden is the first marketing and strategic consulting company of its kind serving independent schools and their needs for consulting and marketing services that are tailored to the independent school industry. With 20+ years of firsthand experience in independent schools and marketing, our team of consultants and marketers is able to provide high quality industry specific services which has never been available to independent schools. Blue Baden is a subsidiary of Points Group.

When you work with Blue Baden, you benefit from:

Combined Experience and Expertise
The independent school market is unique. Being able to draw on our experiences as a student, parent, teacher, coach, advisor, dorm parent and administrator in independent schools for over 20 years we are able to understand and support schools in a way no other company can. Those experiences, combined with a record of over 20 years of success in digital marketing, print marketing, social media, video production, photography, website development and content creation, is what makes Blue Baden unlike anything that has previously been available to independent schools.

Support, Staffing and Strategy
An effective marketing and communications strategy requires the needs of the admission, advancement, Head of School and student life offices to be met simultaneously. Expanded demands and limited resources have left many schools with a single person, or small group of people, trying to manage all the school’s marketing and communications needs while managing other responsibilities they may have like teaching, administration, coaching or duty. To solve this we have built a team with deep experience in both independent schools and marketing who are committed to creating the most effective marketing plan for your school and providing the expertise and staffing to ensure it is fully executed.

Expertise and Efficiency Without Additional Expense
Blue Baden was built and created to be accessible to all independent schools. Our goal is to allow your school to maximize your current marketing and communications budgets, not increase them.

Our service delivery model was designed to successfully meet the needs of any independent school. Regardless if you just need support with specific projects (e.g. websites, viewbooks or annual reports), want to engage us as your full marketing department or in a hybrid role, we support all aspects of your marketing department’s work or serve as your school’s fully functioning marketing team to help you grow your school.

Meet the Management Team

Brad D'Arco

Executive Director

Randi Kaplan

VP, Client Services

Allyson Miloscia

Creative Director

Chris Hofstetter


Thomas Hofstetter

CEO, Points Group

Work With The Team That Understands Your Unique Challenges