Your Mission, Your Students, Your Faculty—How to Craft Your Key Marketing Messages



Certification Credits: 1 IACP

$156 Non-Member

[$143.00 Gold Member]

Registration for Webinar has closed

February 21, 2018 • 3 PM ET

Your brief, highly evocative mission statement, cannot by itself express every aspect of your school’s differentiating proposition. Learn how to develop the other two differentiating statements—Portrait of the Graduate and Characteristics of Professional Excellence—to form a three-part suite of statements called Purpose-and-Outcome Statements. Your Purpose-and-Outcome Statements serve as the foundation for all your marketing messages—and as an operational framework against which you measure everything you do on behalf of students.

Your Portrait of the Graduate statement describes your students at the end of your highest grade, having become who they are as a direct result of the unique learning experience you have provided them. Your Characteristics of Professional Excellence describe the attitudes, values, and behaviors that must be present in strength among your faculty to ensure the development of the Graduate you’ve promised.

Learn how to lead this important work at your school: (1) who should be involved; (2) how to prepare and support them with a well-defined process; and (3) how to ensure your faculty, staff, and administrators are 100% in sync about what students can experience at your school that they are unlikely to experience anywhere else.


  • How to prepare people for the work prior to the actual workshop
  • Who should participate in the creation of each set of statements
  • How showing examples of P&O statements from a range of school types offers clarity about the work the team is about to do
  • How to layer in a predictable and well-defined process—for the workshop day and for the days and weeks that follow
  • How to use your suite of statements, once affirmed

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

Who Should Attend:

This Webinar is appropriate for experienced and new Admission Directors, Marketing Communications Directors, Advancement Directors, and Heads of School.

staff photo amy riley

Amy P. Riley, Ed.S., IAP-L

ISM Consultant | Director of Online Learning


Amy Riley has been a member of the ISM team since 2011, when she joined the faculty of ISM’s Advancement Academy. In 2013, she joined ISM as a full-time Consultant. She served as Academic Dean of ISM’s International Advancement Certification Program from 2014–2017 and holds Leader (IAP–L) level certification in the program. In 2018, Amy became the Director of ISM’s Online Learning program.

Current Role

Amy's responsibilities at ISM continue to focus on the advancement sector and include:

  • ongoing coaching in the areas of admission, enrollment management, marketing communications, constituent relations, customer/client service, and school culture;
  • writing for ISM’s advisory letter Ideas & Perspectives, distributed to school leaders in almost 1,000 schools;
  • leading marketing and enrollment management workshops and webinars; and
  • offering ISM content, quick tips, and tools via LinkedIn, YouTube, and Twitter.

Prior Experience

Amy has served educational institutions for more than 15 years. She spent five years at The Heritage School, GA, a private-independent PK4–12 school, working in all aspects of advancement—admission, marketing communications, and development. Previously, she served as an educator at the public secondary and post-secondary levels.

Amy has led workshops on behalf of CASE-NAIS, FCIS, NCAIS, AMS, ACIS, EMA, and AISGW.

She holds a number of K-12 education credentials:

  • Educational leadership and secondary English education certification, with gifted education endorsement
  • American Society of Newspaper Editors (ASNE) High School Journalism Institute Fellow


Amy earned an Ed.S in educational leadership, a master’s degree in English, and grades 6-12 teaching certification at the University of West Georgia. She obtained a bachelor’s degree in psychology from Auburn University, AL.

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