Time: 12:00pm ET
Now’s your chance to get the feedback you need—join us for our live website critique!
Of all the marketing strategies you have at your disposal, the #1 tool in your digital marketing toolbox is your website. It is the primary way that you attract and pre-sell mission-appropriate families.
Unfortunately, too many school websites are just digital brochures. They may look nice, but without proper design, they will not generate inquiries.
Here’s what we will cover in the throwdown:
- Content: Content is the bread and butter of any great marketing strategy. Is your messaging resonating with your ideal family? We will critique your site’s “voice” and content strategy for clarity and effectiveness while offering advice on how to improve.
- Conversion: Do you provide clear, persuasive paths to lead your families to convert their visit to an inquiry? Are you taking advantage of the right opportunities to get more leads, inquiries, and applications? We’ll evaluate your calls-to-action, forms, and web pages to make sure they are set up to bring families in.
- User Experience & Design: Families should be able to navigate throughout your website with ease and find exactly what they’re looking for. We’ll evaluate your site’s interface and design to see if the overall feel and functionality is intuitive for your website visitors.
- Digital Presence: Have you taken the right steps to optimize your website for search engines? Is your business listing visible in as many locations as possible? How’s your reputation compared to your competitors?
All of these aspects impact whether a family decides to inquire or not inquire. We’ll look at all of these areas to show you the top areas for improvement.
Penny Abrahams, IAP-L
ISM Consultant | Virtual Advancement Summit Convener
Penny Abrahams 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 and implementing enrollment management and marketing plans as well as strategic advancement plans; implementing donor-centered development programs; developing mission-based messaging; crafting digital marketing and social media strategies; establishing crisis communications plans; and advising on optimal staffing structures and functions.
As a Consultant with ISM, Penny:
- consults in marketing communications and enrollment management planning and audits, conducts advancement and development assessments, crafts campaign Case Statements, and develops marketing message frameworks;
- leads workshops and webinars focused on marketing communications, enrollment management, and development 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, N.C. 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, Fla., 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.
Director of Marketing Operations
Clint shares his knowledge of content marketing, SEO, social media marketing, marketing automation, and marketing operations with private-independent schools.
As Director of Marketing Operations, Clint:
- produces content, videos, social media, and more to share ISM's products and services with the world;
- oversees ISM's marketing operations strategies, including social media advertising and CRM; and
- supports school leaders in their marketing strategies.
Clint previously served as a financial aid and tuition management specialist with ISM. He helped over 1000 school leaders discover how to set mission-appropriate financial aid policies to sustain long-term viability.
He was also Financial Aid Advisor at The Wealth Advocate Investment Group LLC and a Financial Advisor at 1847Financial. He owned his marketing organization, Losch Marketing.
Clint earned his bachelor’s degree in math and economics at Lafayette College.
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.
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 email@example.com, faxing to 302-656-0647, or mailing to: Professional Development Coordinator, ISM, 2207 Concord Pike, #417 Wilmington, DE 19803.
- 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.
See our Confirm/Cancel policy here. If you have any questions, click below to send us an email.
Upcoming Workshops and Events
4/28/2021 — 4/29/2021
How to Move Past AP and Build a Mission- and Values-Based Curriculum
5/6/2021 — 5/7/2021
Transforming Student Assessment: Determining Authentic Evidence of Learning