The New Marketing Communications Director

The New Marketing Communications Director
The New Marketing Communications Director

Date(s): -
Location: Philadelphia, PA
Certification Credits: 30 IACP

The efforts of the Marketing Communications Office are integral to your private-independent school, providing a unified message to your faculty and staff, students, families, and the larger community. Discover how to excel in this position through proven strategies, in-depth knowledge, and hands-on activities to create a marketing communication action plan you can immediately implement in the new school year.

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.


    • Understand the big picture of how marketing communications serves your entire school.
    • 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 Rogers

      Penny A. Rogers, IAP-L

      ISM Consultant | Advancement Academy Co-Convener


      Penny Rogers 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.


      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.

      Workshop Schedule (subject to adjustment)

      (Continental breakfast is available starting at 7:00 a.m. and breaks are at 10:15 a.m. and 3:00 p.m. daily.)


      7:00 - 8:30 Registration and Breakfast

      8:30 – 10:15 Session One

      10:15 – 10:30 Break

      10:30 – 12:15 Session Two

      12:15 – 1:15 Lunch with ISM

      1:15 – 3:00 Session Three

      3:00 – 3:15 Break

      3:15 – 5:00 Session Four

      5:00 – 5:30 General Session

      5:30-6:00 Reception with ISM

      6:00 Dinner with ISM




      8:30–10:15 Session Five

      10:15-10:30 Break

      10:30-12:15 Session Six

      12:15-1:15 Lunch with ISM

      1:15-3:00 Session Seven

      3:00-3:15 Break

      3:15-5:00 Session Eight

      5:00–6:00 Reception with ISM



      8:30–10:15 Session Nine

      10:15-10:30 Break

      10:30-12:15 Session Ten

      12:15-1:15 Lunch with ISM

      1:15-3:00 Session Eleven

      3:00-3:15 Break

      3:15-5:00 Session Twelve

      5:00–6:00 Reception with ISM



      8:30-10:15 Session Thirteen

      10:15-10:30 Break

      10:30-12:00 Session Fourteen/Action Planning


      24.5 hours

      Workshop Location
      Hilton Penns Landing 
      201 South Columbus Boulevard 
      Philadelphia, PA 19106 

      The Hilton Penns Landing on the Delaware River, adjacent to Independence Seaport Museum and summer activities alone the river. It is the walking distance to historic Old City Philadelphia. Group hotel reservation rate of $209 is available until June 17, 2019. Subject to availability. Please wait until the workshop status is 'confirmed' before making your travel and hotel arrangements.

      Reserve Your Room

      Make your hotel reservations by:

      • Reserving your room online
      • Calling 215-521-6500 and let then know you are with ISM or Independent School Management Summer Institute

      The Hilton Penns Landing is pet-friendly. Please contact the hotel for details.


      Delta Airlines is offering Advancement Academy attendees discounted fares. Click this link to get to Delta reservations. Fill in your departure city and destination (PHL). If the Meetings Event Code box is empty, use the Meeting Event Code NMSM8. You may also call Delta Meeting Network® at 1-800-328-1111, Monday through Friday, 7:00 a.m. to 7:30 p.m. (CT) and refer to Meeting Event Code: NMSM8.

      American Airlines is offering Advancement Academy attendees discounted fares into Philadelphia (PHL). Visit and select your flights. At the bottom of the passenger info form, you will see “Promo Codes and accounts.” Click “edit” and use code 9979BT. Then proceed to picking your seats.

      Getting there from Philadelphia International Airport

      DIRECTIONS: Take the Philadelphia ramp on the left to merge onto I-95 N. Take exit 20 for Columbus Blvd. Turn left onto S Columbus Blvd. Hotel will be on the right.

      Distance from Hotel: 11.7 miles

      Drive Time: 15 minutes

      How will ISM communicate workshop information with me?

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


      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, breakfasts, lunch or dinner daily, and social hours are included.

      What is not included in my registration fee?

      Hotel accommodations and travel expenses, other meals not noted.

      What should I wear?

      Meetings rooms are generally cold, as temperature control in meeting spaces and large convention centers is difficult. Please bring a sweater, jacket, or sweatshirt.

      Summer temperatures average mid-80s to a low of 65. It can get quite hot—into the 90s—and humid. The classrooms and guest rooms are usually comfortable, but you may want to dress in layers in case the rooms are too warm or too cool for you. Dress is casual. Wear whatever is comfortable—jeans, sweat shirts, sweaters, etc. For current weather conditions, we recommend checking

      What should I bring?

      You’ll receive a letter from your workshop instructor letting you know what to bring. However, please bring a laptop or tablet for online access.

      Where can I work out?

      The Hilton Penns Landing offers a fitness center and a pool, as well as bicycle rentals. Since the hotel is located on the river, you have easy access to walking in Old City, as well as on the riverfront.

      Can my special dietary requirements be met?

      Absolutely. Just give the Workshops Department a call at 302-656-4944, and we'll make sure your needs are accommodated.

      How much free time will I have?

      There are periods before, between, and after workshop sessions for relaxation, recreation, and socializing.

      Should I need medical or dental attention, where should I go?

      Should you need medical attention in a non-emergency, notify ISM staff and the hotel staff. The hotel can recommend what facilities are available, and may be able to supply transportation. In an emergency, call 911.

      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, 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. 

      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 Professional Development Coordinator at 302-656-4944 x152.

      *We DO NOT accept enrollments from consultants.



      Image of a teacher and students in class
      Image of a teacher and students in class

      Our Guarantee

      ISM believes in providing quality and excellence in all of our workshops and in ensuring the satisfaction of everyone who attends. Nearly 100% of our participants say they would recommend our workshops to their colleagues. If you are not satisfied with your workshop 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. 

      Workshop Registration

      Register for your Workshop online by filling out the form below. 

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      Image of a teacher and students in class

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