Marketing For Admission

• Wilmington, DE




Seats Left: 10
Certification Credits: 30 IACP

$2,650 Non-Member

Travel and accommodations not included

[$2,253.00 Gold Member]

Registration for workshop has closed

As a new Admission Director this was an excellent overview of marketing—I had so many "a-ha!" moments. I have prioritized action items based on ideas I gained from this workshop. I enjoyed Penny's expertise as well as hearing from my peers in the class.

Amy Cricchi, Admission Director
St. Mary's Ryken High School, MD
Workshop Participant 2014

About the Workshop

If your admission recruitment and retention efforts need a kick-start, this is the session for you! We will deep dive into defining your school’s marketplace niche and how your message can be integrated throughout your marketing efforts. Learn word-of-mouth marketing techniques and tools that will give your school a high impact, low cost advantage. You will also have the chance to exchange ideas with and receive feedback from industry colleagues. In the end, take home a marketing and communications plan that is both effective and realistic.

Who Should Attend
Best suited for those directly involved with admissions, marketing, advertising, and/or communication, or for those administrators who oversee these departments.

Take a workshop from June 21-24 and stay for Marketing for Admission—get six-day pricing! Save up $308 in tuition. Call 302-656-4944 to register!

How You Benefit

  • Create a strategic marketing and communications plan for your school
  • Learn how to better define and integrate your message
  • Discover how to create or bolster your word-of-mouth marketing efforts
  • Share with and learn from colleagues during round tables and feedback sessions
  • Catch up on the latest digital and social trends and technology

What We Cover

  • Defining your school’s message
  • Workflow templates for small and large shops
  • How to better engage your constituents through social media
  • Best practices for marketing materials and media mix
  • Parent Ambassador programs and other relational marketing efforts

staff photo penny rogers

Penny A. Rogers, IAP-L

ISM Consultant


Penny’s experience in private-independent schools includes more than 13 years in all areas of advancement, including fundraising and admission. She specializes in the areas of marketing communications, enrollment management, and development, including digital marketing, social media, mission-based messaging, strategic enrollment management and marketing plans, and crisis communications and media relations.

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
  • Teaches and mentors advancement professionals during ISM’s weeklong Advancement Academy
  • Conducts workshops and webinars focused on marketing communications and enrollment management recommended strategies
  • Writes for ISM’s publications, including Ideas & Perspectives
  • Speaks at national educational conferences, including CASE-NAIS, EMA, and AISAP

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

Prior Experience

From 2013–17, Penny served as the Director of Admission & Marketing at Academy at the Lakes, a PreK3–12 school located in Tampa, FL, where she helped the school reach record application and enrollment numbers.

From 2009–13, Penny was the Director of Communications at Ravenscroft School, a PreK–12 school in Raleigh, NC, where she was charged with building the communications program from the ground up. In addition, she was the Annual Fund Director at Ravenscroft for two years.

Before her time in private-independent schools, Penny worked in publications and media relations for the University of Texas, the Memphis Center City Commission, and USA Synchro (National Governing Body for the sport of synchronized swimming) in Colorado Springs, CO.


She graduated with a bachelor’s degree in Journalism and Mass Communication from the University of North Carolina at Chapel Hill.

Workshop Schedule

(subject to adjustment)

First Day

2:00-4:00 Registration
4:00-5:30 Keynote
5:30-6:00 Reception
6:00-7:00 Dinner w/ISM

Second Day

7:15-8:00 a.m. Breakfast
8:00 a.m.–Noon Session 1
12:00-1:00 p.m. Lunch w/ISM
1:00-4:45 p.m. Session 2
5:00-6:00 p.m. Reception

Third Day

7:15-8:00 a.m. Breakfast
8:00 a.m.–Noon Session 3
12:00-1:00 p.m. Lunch w/ISM

Breaks are at 10 am and 3 pm

Workshop Location

Wilmington, DE

Subject to availability. Please wait until the workshop status is 'confirmed' before making your travel and hotel arrangements.

Summer Institute Wilmington workshops are held at:

Chase Center on the Riverfront
815 Justison St.
Wilmington, DE 19801

The ISM Summer Institute Hotel is The Westin Wilmington, attached to the Chase Center on the Riverfront.

818 Shipyard Drive (Riverfront)
Wilmington, DE 19801
Phone: 302-654-2900

Once you have registered for a workshop, please make your hotel reservation online by using this link on your workshop page or by calling 302-654-2900 and letting them know you are with ISM. Follow the hotel link on your workshop page for room rates and reservations.

The riverfront has a lot to offer you to occupy your downtime after an intense day of professional development training. Follow the river walk for restaurants, the Russell Peterson Wildlife Refuge and the DuPont Environmental Education Center, the Delaware Children's Museum, and Stratosphere Trampoline Park, to name a few.

Take in a movie at the new Penn River Cinema, with not only comfortable stadium seating but also an IMAX theatre. At various times during Summer Institute, the Class A Wilmington Blue Rocks will take to the diamond at the next-door Frawley Stadium. For Planet Fitness members, there is a large facility across from the Westin.

The outstanding River Rock Kitchen is right inside the Westin, but you are also walking distance to the first-class Iron Hill Brewery, Delaware's Big Fish Grill, Timothy's on the Riverfront, Joe's Crab Shack, and Firestone; Udon Thai Cuisine and Kooma for Asian fusion; Molly's Ice Cream (sandwiches too!), the Riverfront Market and Harry's Seafood Grill just a little further down the Riverwalk.

You can also hope one of the Riverfront Trolleys to go to LOMA, or Lower Market Street, for more excellent restaurants we well as the Queen Theatre, home of the World Cafe Live Wilmington restaurant, bar, and music space.

Getting There

By plane and shuttle: Philadelphia International is the closest airport. A shuttle to Wilmington —a 45–60 minute ride, depending on traffic—costs about $33 each way. Visit the del reservation page and enter 207866 at the bottom under FREQUENT USER ID.You can reach Delaware Express at 800.648.5466.

Flights to Baltimore (BWI) can be less expensive, but it is an 80-mile trip to Wilmington. A shuttle costs about $125 each way, or you can rent a car at the airport.

By train: There is an Amtrak station in downtown Wilmington. You can request the hotel shuttle for transportation.

By car: Click here for directions from the Philadelphia Airport to the Westin Wilmington.

How will ISM communicate workshop information with me?

It is essential that your school approves the following e-mail addresses from ISM:

You will be receiving all communication—including your confirmation e-mail 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?

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 Westin has a state-of-the-art fitness room and an exercise pool. Planet Fitness members can walk across the hotel parking lot to the expansive Riverfront Planet Fitness facility. The Riverwalk provides an excellent running and walking path as well.

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 Policy

We will correspond with you through e-mail as soon as your workshop is confirmed, no later than two weeks prior to its beginning. 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.)

Cancellation Policy

If circumstances change and you cannot attend the workshop, you must confirm your cancellation in writing via fax (302-656-0647) or email ( If you do so at least 10 business days prior to the start of the workshop, you can request a full refund of monies paid. Thereafter, but prior to the first day of the course, we will refund you all but $600. If you do not cancel in writing prior to the start date of the course, you will forfeit the entire workshop fee.

If you enroll using Consortium Credits, and cancel your attendance in writing at least 10 days prior to the start date of the workshop, all Credits will be returned to your school. Thereafter, but prior to the first day of the course, if you cancel, all but two of the Credits will be returned to your school. (You have the option of buying back those two Credits for $600.)

If you do not cancel in writing prior to the start date of the course, your school loses all the Consortium Credits used for payment.

Please note that non-payment of tuition does not constitute a cancellation. Failure to appear does not constitute a cancellation.

*We DO NOT accept enrollments from consultants.

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