Time: 3:00pm ET ●
Certification Credits: 1 IACP
Driving traffic to your website is just one of the pieces of an effective digital marketing strategy. To increase your inquiry pool, you must also create effective landing pages that convert your visitors to engaged constituents. Join us to explore what drives conversions and how you can use landing pages to meet your marketing goals.
Even the best strategies to drive traffic to your website won’t produce results if your inquiry and landing pages aren’t designed to convert leads. This webinar will explore how to create branded, compelling pages that increase the number of prospective families at the top of your admission funnel.
We will also discuss the high-level technical aspects of how to track your efforts, as well as how to test which digital tactics are providing you with the greatest return on investment.
You'll learn how to:
- Create the elements of well-designed inquiry and landing pages.
- Understand the technical basics to ensure you can track your conversions.
- Use A/B testing to determine the effectiveness of your efforts.
This webinar is great for:
Marketing Communications Directors and Admissions Directors.
Penny Abrahams, IAP-L
ISM Consultant | Advancement Academy Co-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
- co-convenes ISM’s Advancement Academy for experienced school practitioners
- 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.
Regional Account Manager
Clint is a financial aid and tuition management specialist who has helped over 1,000 school leaders discover how to set mission-appropriate financial aid policies to sustain long-term viability.
As Regional Account Manager for ISM, Clint:
- Helps schools thrive by providing the tools to increase revenue and fill empty seats with mission-appropriate students
- Works side-by-side with schools to give them the confidence to make the best financial aid decisions for all parties involved
- Supports school leaders in supporting and sustaining their own mission with customized aid recommendations
Clint previously served as a Financial Aid Advisor at The Wealth Advocate Investment Group LLC and a Financial Advisor at 1847Financial. He also owned his own marketing organization, Losch Marketing.
Clint earned his bachelor’s degree in math and economics at Lafayette College.
If several of us at the school want to attend the webinar, do we each have to register and pay?
If two or more people at your school want to attend the webinar in the same location (for example, in a conference room with one monitor) then you only need to register and pay for one person who will receive the email and link. If you have people in remote locations, each person will need to register and pay separately. Essentially, a registration and payment gives you one link to the webinar.
Will I receive a reminder about the webinar I’ve just purchased?
Yes. A message will be sent to the email address you registered one or two days before the run date. You will receive a link to the webinar as well as PDF slides of the presentation you will be attending.
What happens if I miss my webinar? Will the fee be refunded?
If you’ve missed your scheduled webinar, don’t panic—you will automatically receive a link to the recorded webinar, barring any technical difficulties that prevent us from recording the session.
Will I receive a recorded version of the webinar after it concludes?
Yes, a recording of your webinar will be sent 24–48 hours after the recording concludes.
What if I have questions about the presentation? Whom do I contact?
You will be able to type questions, thoughts, and concerns in the communication box throughout the webinar. Each webinar allows 15 minutes for answering questions.
Confirmation and Cancellation Policy
We will correspond with you through email as soon as your workshop is confirmed, no later than two weeks prior to its start date. Occasionally, we may be forced to cancel an unconfirmed, scheduled workshop due to insufficient registration. So we ask that you do not make non-refundable travel arrangements until you receive notice that your workshop is confirmed. (ISM will not be responsible for any change/cancellation charges assessed by your airline or travel agent.)
Tuition Payment and Cancellation Policy for In-Person, Group-based Programs
Tuition must be paid in full 10 business days prior to the start date of the in-person, group-based program. An attendee with a balance due on the start date will be denied entrance to the program until the balance is paid in full.
Cancellation requests must be made in writing by emailing firstname.lastname@example.org, faxing to 302-656-0647, or mailing to: Professional Development Coordinator, ISM, 1316 N. Union St., Wilmington, DE, 19806.
- Cancellations received more than 15 business days prior to the start date of the program will be fully refunded. Gold Dollars will also be fully refunded.
- There will be no refunds for cancellations made less than 15 business days before the start of the program. For registrations paid for with membership Gold Dollars, the member school will receive a 50% refund of Gold Dollars.
- Non-payment of tuition or no-show to the event does not constitute a cancellation. Full tuition will be due and payable.
The Substitution Option and Wallet Option
Should an attendee need to cancel less than 15 days prior to the start date of the workshop, the school has two options to avoid penalty. Schools may also exercise these options at anytime for cancellations.
- The school may substitute another employee.
- The school may bank the funds for a future ISM registration. These funds must be applied to a professional development event within one year from the start date of the original workshop. After one year, the funds will be forfeited. To use banked funds, please call the Professional Development Coordinator at 302-656-4944 x152.
*We DO NOT accept enrollments from consultants.
ISM believes in providing quality and excellence in all of our events and in ensuring the satisfaction of everyone who attends. Nearly 100% of our participants say they would recommend our events to their colleagues. If you are not satisfied with your event for any reason, ISM will credit the fee you paid toward another similarly priced workshop or will refund it.
If you have any questions, click below to send us an email.
Upcoming Workshops and Events
3/23/2020 — 3/23/2020
Support Student Success With Faculty Growth and Evaluation Teachers Love!
Status: Confirmed • Location: West Hills, CARegister
7/27/2020 — 7/31/2020
Status: Confirmed • Location: Philadelphia, PARegister