Building an Enrollment Management Plan


$156 Non-Member

[$143.00 Gold Member]

There are three spheres of influence within which almost every other possible factor impacting your enrollment reside: 1) market position 2) school culture and 3) constituent relationships. How do each of these areas tie directly to your Enrollment Management Plan, and how does this impact your school’s re-recruitment efforts?

This Webinar will examine strategies and tactics designed boost your retention efforts by exploring all three areas of the Spheres of Influence while involving faculty, staff, administrators, parents, and students in your plans.


  • An understanding of how the Spheres of Influence correlate to your Enrollment Management Plan
  • A knowledge of the key elements of an Enrollment Management Plan
  • An understanding of how to communicate with faculty, staff, parents, and students about their roll in retention

Run Time:
Total run time is 60 minutes. The presentation will run approximately 45 minutes with15 minutes designated for Q&A.

Who Should Attend:

Marketing and Communications Directors, Admission Officers

staff photo penny rogers

Penny A. Rogers, IAP-L

ISM Consultant


Penny’s experience in private-independent schools includes more than 13 years in all areas of advancement, including fundraising and admission. She specializes in the areas of marketing communications, enrollment management, and development, including digital marketing, social media, mission-based messaging, strategic enrollment management and marketing plans, and crisis communications and media relations.

Current Role

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
  • Teaches and mentors advancement professionals during ISM’s weeklong Advancement Academy
  • Conducts workshops and webinars focused on marketing communications and enrollment management recommended strategies
  • Writes for ISM’s publications, including Ideas & Perspectives
  • Speaks at national educational conferences, including CASE-NAIS, EMA, and AISAP

She holds the Leader Certification through ISM’s International Advancement Program (IAP-L).

Prior Experience

From 2013–17, Penny served as the Director of Admission & Marketing at Academy at the Lakes, a PreK3–12 school located in Tampa, FL, where she helped the school reach record application and enrollment numbers.

From 2009–13, Penny was the Director of Communications at Ravenscroft School, a PreK–12 school in Raleigh, NC, where she was charged with building the communications program from the ground up. In addition, she was the Annual Fund Director at Ravenscroft for two years.

Before her time in private-independent schools, Penny worked in publications and media relations for the University of Texas, the Memphis Center City Commission, and USA Synchro (National Governing Body for the sport of synchronized swimming) in Colorado Springs, CO.


She graduated with a bachelor’s degree in Journalism and Mass Communication from the University of North Carolina at Chapel Hill.

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