How does ISM Advancement Academy make a difference for schools?
To illustrate the power of the Advancement Academy experience, we're sharing case studies from previous attendees. Hear what they learned and how the action plans they created at Academy have yielded tangible results for their schools.
First up: Good Shepherd Episcopal School, a Pre-K–8 school in Dallas, TX.
Attendees: Candie Esch, Director of Marketing & Communications; John Holt, Public Relations and Content Writer; Sara Williams, Website Administrator
What Brought Them to Advancement Academy
The marketing communications team at Good Shepherd Episcopal School was in transition, with some new members joining the department. They wanted a professional development opportunity that would help them grow together, tackle role-specific challenges, and learn best practices in the independent school world.
Having followed ISM’s thought leadership through articles, webinars, and social media, they saw the Advancement Academy as an ideal fit.
Candie Esch: “ISM is one of the few organizations presenting content, learning opportunities, and standards specific to private-independent marketing communication offices. That’s why we attend and keep coming back to your events. You’re filling that hole that other organizations don’t fill.”
The GSES team outlined the following goals for the week:
- Stronger team cohesion and collaboration.
- Strategies tailored to K-12 private-independent school marketing communications.
- Connection with industry experts and peers.
- Actionable goals to improve departmental efficiency.
The Game-Changer: Attending as a Team
Sara Williams: “We had the advantage of going as a team — we made it a point to spread out and attend different sessions so that we could learn as much as possible while there.”
The team maximized their learning by splitting up to attend different sessions. During mentor sessions, they regrouped to share what they learned.
Candie Esch: “The Academy faculty did an excellent job of making the sessions applicable, no matter what type of school setting you were in.”
The mentor group discussions were especially valuable. They gave the team time to reflect, share insights from sessions, set cohesive goals, and ensure their action plans aligned.
Beyond the structured sessions, networking with other independent school professionals was another highlight.
Candie Esch: “The way the conference was set up made it really easy to talk to people and make connections, even if that’s not your ‘thing.’ It’s always validating to talk with people in your same profession who experience the same issues you are.”
From Insights to Action: The Academy’s Lasting Impact
After the Academy, the team didn’t just walk away with ideas — they put them into action.
Candie Esch: “We all made action plans and set our goals, and we’re still using those goals!”
Candie, Sara, and John also brought ISM’s Advancement Assessments back to their development and admission teams. These assessments helped pinpoint operational strengths and areas for improvement, strengthening collaboration between departments.
Throughout the school year, they continued to reference materials from the conference, revisiting slides, notes, and resources long after the event.
Another bonus? The post-Academy mentor group reunion call.
John Holt: “Several months after the Academy, we did a reunion call with our mentor group and discussed our action plans and how we were implementing them. It was great to have that follow-through and reconnect with everyone.”
Final Thoughts: Was it Worth it?
The GSES team's verdict: Absolutely. They left the Advancement Academy feeling stronger, more connected, and better equipped to tackle their work.
John Holt: “The Advancement Academy fulfilled all our expectations — we returned to school with so much more knowledge. Coming as a team made us stronger and brought us closer as a group. The Academy is incredibly engaging, organized, and effective.”
Independent school leaders juggle multiple responsibilities, often working in small teams with limited time. ISM Advancement Academy provides practical tools and strategies to help lighten the load and improve efficiency.
It’s also a rare opportunity to step away from the day-to-day, explore new tools and resources, and gain fresh insights that might otherwise get overlooked. Attendees walk away with actionable ideas, a clearer strategy, and a renewed sense of direction for their school’s marketing efforts.
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About the Author
Lauren Allaman joined ISM in 2022. She writes extensively on all aspects of independent school management, including advancement, financial aid, scheduling, surveys, and consulting, just to name a few.
