Your Marketing Message Framework

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Certification Credits: 1 IACP

ISM recommends that schools develop or refine a suite of Purpose and Outcome Statements. This webinar will walk attendees through what each of those statements means and the steps for creating them to clearly differentiate your school from the competition.

3 PM ET

Once a school has identified its primary marketplace stance and established internal clarity about its distinguishing characteristics, ISM recommends the school develop or refine a suite of Purpose and Outcome Statements. These are comprised of: the school’s mission, your Portrait of the Graduate, and Characteristics of Professional Excellence for faculty.

This webinar will walk attendees through what each of those statements means and the steps for creating them to clearly differentiate your school from the competition.

Learn how this suite of statements serves as your school’s:

  • call to a common purpose for all school employees;
  • set of steering documents that underwrite all programmatic decision-making; and
  • primary message framework that creates consistency in your word-of-mouth marketing.

Run Time:

Total run time is 60 minutes. The presentation will run approximately 45 minutes with 15 minutes designated for Q&A.

Who Should Attend:

This webinar is appropriate for Admission, Development, and Marketing Communications Directors as well as School Heads.

Paula Schwartz, Ed.D., IAP-L

ISM Senior Consultant | Director of Fundraising Services | Advancement Academy Co-Convener

Paula Schwartz

Expertise

Paula joined ISM in 2002 after nearly 20 years working with various educational institutions to plan and execute their development, communications, and research programs. She provides services in the areas of annual, capital, endowment, and major gifts fundraising.

Current Role

As Senior Consultant and Director of ISM’s Fundraising Group, Paula:

  • Consults in development assessments, planning exercises, feasibility studies, case statements, campaign coaching, prospect research, and database management and utilization
  • Has advised and worked on-site with more than 150 schools across North America, many of them more than twice
  • Writes for ISM’s publications, including Ideas & Perspectives
  • Leads leadership and Board retreats, and coaches professional and volunteer leaders
  • Conducts workshops and webinars on annual giving, capital and endowment campaigns, major gifts programs, advancement staffing, and performance evaluation
  • Keynotes and speaks at education conferences including AMS, AISNE, CASE, FCIS, SAES, NCAIS, and CAPS
  • Co-convenes ISM’s Advancement Academy for expert practitioners in the areas of admission and enrollment management, development, and marketing communications
  • served as co-architect of ISM’s International Advancement Certification Program for advancement professionals in private-independent schools

She holds the Leader Certification through ISM’s International Advancement Program (IAP-L).

Prior Experience

Before joining ISM, Paula was a Vice President with Waters Pelton Ostroff & Associates, Inc., a fundraising consulting firm. In that capacity, Paula conducted numerous development assessments and capital and endowment campaign feasibility studies, totaling more than $65.5 million.

Previously, Paula was Director of Development for the Delaware Symphony Orchestra; Director of Corporate Relations at the World Affairs Council of Philadelphia; and consultant to the Children’s Television Workshop, WNYC-TV, and the New York City Office of the Mayor. She headed and taught at four international institutes established at Duke and Columbia Universities, and for the Council on International Educational Exchange.

Education

Paula earned her doctorate in education from Teachers College, Columbia University, NY. She also holds two master’s degrees, in TESOL and in education, also from Teachers College. She earned her bachelor’s degree from Grinnell College, IA.

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 e-mail address you registered one or two days before the run date. You will receive a link to the Webinar Website 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 the recorded version of the Webinar I just attended?

You will receive a personalized link to the recorded version which is included with the live Webinar pricing. You may watch this as many times as you need; however, you will not be able to share this link. If you would like to share the recorded version, you will need to purchase a download. Check the archived Webinar library about two weeks after your live Webinar.

What if I have questions about the presentation? Whom do I contact?

During the Webinar, you will be able to type questions, thoughts, and concerns in the communication box. Each Webinar allows 15-minutes for answering these.

I've purchased a Webinar from the e-Learning Recorded Library but have not been emailed the file.

When you purchased your webinar from the Recorded Library, you were forced to create an account with our shopping court. This makes it possible to track your purchases and also to download electronic products (pre-recorded webinars, collections, or ebooks). You access all of your electronic products by logging in and clicking on Account>Downloads.

What is the difference between single-topic Webinars, Webinar clusters, and Webinar courses?

Single-topic Webinars: These are basic, 60-minute Webinars (typically 45 minutes long with a 15 minute Q&A session), covering various timely concerns and/or situations. Our calendar is updated monthly, and sometimes weekly, as these sessions are designed to tackle a current need within the private-independent school world.

Webinar clusters: These are Webinar sessions covering one topic, but divided into multiple sessions over several days so that the topic can be explored in more detail without overwhelming the attendees. They are designed both for timely topics, such as an update on recent federal laws, and for more general concerns, such as designing your employee medical package to meet both your budget goals and your school’s unique culture.

Webinar courses: These Webinars are designed to function as an ISM workshop but are done remotely. Since they are remote you will not need to travel and incur additional expenses due to that travel. Webinar courses are broken into smaller segments than typical on-site workshops so you won't need to sit in front of your computer for days on end. In fact, Webinar courses can extend over months giving you time to work on projects that a workshop leader may require.

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 workshops@isminc.com, 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.

 

 

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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. 

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