ISM Consultant | Advancement Academy Convener
Penny first joined Independent School Management in 2010 as a member of the Advancement Academy’s founding faculty. As a Consultant, she specializes in marketing communications, enrollment management, and development. Her experience in these areas comes from working in private-independent schools for more than 13 years, and serving a variety of other non-profits for an additional seven years.
Her areas of expertise and passion include building enrollment management and marketing plans, developing mission-based messaging, crafting digital marketing and social media strategies, establishing crisis communications plans, and advising on optimal staffing structures and functions.
As an Advancement Consultant and founding Advancement Academy Faculty member with ISM, Penny:
- consults in marketing communications and enrollment management planning, case statements, message frameworks, and development assessments;
- conducts workshops and webinars focused on marketing communications and enrollment management best practices;
- speaks at regional and national education conferences;
- convenes ISM’s Advancement Academy for experienced school practitioners; and
- writes for ISM’s publications, including Ideas & Perspectives.
She holds the Leader Certification through ISM’s International Advancement Program (IAP-L).
Penny began her career in schools in 2001 at Ravenscroft, a PreK through grade 12 school in Raleigh, NC.
As the Annual Fund Director, she managed all aspects of the school’s annual giving program, overseeing a team of volunteers responsible for raising nearly $600,000. Penny later became Ravenscroft’s Director of Communications and was charged with building the school’s communications program from the ground up.
From 2013-17, Penny served as the Director of Admissions & Marketing at Academy at the Lakes, a PreK3 through grade 12 school located in Tampa, FL., where she helped the school reach record application and enrollment numbers.
Prior to her time in private-independent schools, Penny worked in publications and media relations for the University of Texas, the Memphis Center City Commission, and U.S. Synchronized Swimming.
Penny graduated with a B.A. in Journalism and Mass Communication from the University of North Carolina at Chapel Hill and received her International Advancement Program—Leader certification in 2012.