Helping Schools Advance With Clarity and Confidence
Penny Abrahams brings expertise in marketing, enrollment, and development strategy to every school she partners with. Known for helping teams align messaging, sharpen strategy, and achieve measurable growth, Penny equips school leaders to move forward with confidence — whether they're navigating change, planning for the future, or leveling up their advancement efforts.
Areas of Focus
- Marketing communications strategy and implementation
- Enrollment Management
- Advancement planning
- Messaging Frameworks
- Crisis communication planning
- Creative staffing solutions
- Development
A Career Rooted in Independent School Success
Penny joined ISM in 2010 as a founding faculty member of the Advancement Academy and continues to be one of its co-leaders, mentors, and instructors. In addition, she leads consultations and ISM workshops and webinars, and is a frequent speaker at regional and national conferences. She regularly contributes to Ideas & Perspectives, ISM’s flagship publication for school leaders.
Penny began her independent school career in 2001 at Ravenscroft School in North Carolina as Annual Fund Director and later as the Director of Communications, where she built the school’s communications program from the ground up. She went on to serve as Director of Admissions & Marketing at Academy at the Lakes in Florida, helping the school achieve record application and enrollment numbers.
Penny holds a B.A. in Journalism and Mass Communication from the University of North Carolina at Chapel Hill and a Digital Marketing Certificate from the University of Vermont. She earned her International Advancement Program-Leader (IAP-L) certification through ISM in 2012.
Recent Presentations
- What to Do When a Crisis Goes Social
- Elevating the Role of Marketing Communications at Your School
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Penny was extremely responsive to all of our questions and made a genuine effort to get to know our school and our school’s culture. Having Penny come to campus and spend a few hours talking with me about the difficulties I face in our current market was perhaps the best professional development that I’ve ever received in my five years in this role. I remain extraordinarily grateful for her compassion, time, and attention to detail. All in all, I would HIGHLY recommend her services and that of her team at ISM to all independent school professionals." Julee LaPorte, Director of Enrollment Management |
