The New Marketing Communications Director

The New Marketing Communications Director
The New Marketing Communications Director

Date(s):
Time: 11:00am ET -
Certification Credits: 30 IACP

Discover how to excel as a Marketing Communications Director. We’ll share our proven strategies, in-depth knowledge—inviting you to participate in hands-on activities. Create a marketing communication action plan you can immediately implement.

We're all in this together. 
Our professional development events offer guidance, support, and insight to help you lead from a position of strength during this unprecedented time. Let's work together to ensure you're equipped to enter the 2020–21 school year with the research and strategies you need to take on any challenge.

deposit iconLimited Time Offer: Deposit and Defer Option 
Attend any Summer Institute workshop with a $250 deposit paid before the workshop begins. The remaining balance for your workshop is due by December 31, 2020. Email clientsuccess@isminc.com to get started.

team iconTeam savings have been expanded for our summer workshops!
Would more than one of your school leaders like to attend Summer Institute? After your school registers your first workshop participant at the General price, all other attendees qualify for Second Person Pricing for any workshop. Call to register: 302-656-4944.

Your Marketing Communications Office is the “tie that binds.” It not only tells the story of your school, but also recruits new families, re-recruits existing families, and cultivates donors.

If you are somewhat new to your position, you may not know where to start or where to focus your limited time. This workshop combines foundational, practical topics with efficient marketing communications procedures and proven materials to help you create strategies to meet your goals.

Takeaways:

  • Understand the big picture of how marketing communications serves your entire school.
  • Assess what you should do this year in the wake of COVID-19.
  • Develop an action plan to implement in the new school year.
  • Design templates for a strategic marketing plan, schoolwide communication calendar, social media strategy, and crisis communication plan.
  • Engage in one-on-one mentoring sessions with the workshop leader.

Who Should Attend:

Marketing Communications professionals who are new or less-experienced in their roles should attend. This workshop is also ideal for marketing communications professionals who are new to private-independent schools.

Penny Abrahams

Penny Abrahams, IAP-L

ISM Consultant | Virtual Advancement Summit Convener

Expertise

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.

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
  • 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).

Prior Experience

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.

Education

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.

Summer Institute will be held as a distance learning event.

How it works:

Summer Institute will be open from 11 a.m. ET/8 a.m. PT through 6 p.m. ET/3 p.m. PT for the duration of the workshop dates posted.

During that time, you can expect:

  • Two live sessions with your instructor every day, each up to 90 minutes long
  • Flexible time for independent work, connecting with peers, and group learning

This workshop will deliver the same high-quality learning and takeaways you expect from an ISM workshop. Below you’ll find an overview of the topics covered.

Virtual Workshop Schedule (subject to adjustment)

Topic #1: Assessing Your Marketing Communications Operations

Topic #2: Your Role as a Marketing Communications Director

Topic #3: Your Market Position and Message Framework

Topic #4: Planning, Budgeting & Calendaring

Topic #5: Digital Marketing Fundamentals (with Clint Losch)

Topic #6: A Data-Driven Approach to Measuring School Culture and Constituent Satisfaction

Topic #7: Crisis Communications: Lessons from COVID-19

Topic: #8 One-on-One Action Plan Coaching

This workshop will be held virtually. You'll receive information after you register. 

How will ISM communicate workshop information with me?

It is essential that your school approves the following email addresses from ISM:

  • workshops@isminc.com
  • marie@isminc.com

You will be receiving all communication—including your confirmation email and access to your workshop's Google Drive account—from these e-mails.

What does my registration fee include?

All workshop materials are included.

 

Event Confirmation and Cancellation Policy

We take the health and safety of our school leaders seriously.

In an abundance of caution and to protect the health of all participants, ISM will hold only distance learning events until further notice.

Should ISM cancel an event, we ensure a 100% money-back guarantee for all registrants—so you can buy with confidence. You can feel free to direct any questions to workshops@isminc.com.

Confirmation and Cancellation Policy

Tuition Payment and Cancellation Policy for ISM’s Professional Development Events

Tuition must be paid in full 10 business days prior to the start date of the event. 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 workshops@isminc.com, faxing to 302-656-0647, or mailing to: Event Experience Manager, 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.
  • Cancellations received less than 15 business days prior to the start date of the program will not be refunded.
  • 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

If a member of your team can no longer attend a workshop for which they have registered and it is past the cancellation window, your school has two options to avoid penalty. Schools may also exercise these options at any time for cancellations. 

  1. The school may substitute another employee.
  2. 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 Event Experience Manager at 302-656-4944 x152.

*We DO NOT accept enrollments from consultants.

ism
ism

Our Guarantee

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. 

Workshop Registration

This event is wait-listed.

If you'd like to be added to the waitlist and be notified if and when a spot opens up, put in your information and we'll let you know.

ism
ism

Upcoming Workshops and Events

8/19/2021 — 1/20/2022

workshop

New Heads Cohort: Fall Semester

Status: Wait-listed

Register

11/3/2021 — 11/6/2021

workshop

25th Annual Heads Retreat

Status: OpenLocation: San Antonio, TX

Register

More Offerings

  • workshop 10/4/2021 — 10/8/2021

    Summer Program: An Asset to Your School

    Register
  • workshop 10/18/2021 — 10/19/2021

    How to Build and Implement an Extraordinary Major Gifts Program

    Register
  • workshop 10/25/2021 — 10/27/2021

    School Hiring Mastery: How to Create and Implement a Mission-Driven Hiring Plan

    Register