The New Marketing Communications Director

Chase Center on the Riverfront • Wilmington, DE
NEW TO POSITION
?

22

JUN

19

JUN
Status: CONFIRMED
Seats Left: 10
Certification Credits: 30 IACP

$3,414 Non-Member

Travel and accommodations not included

[$2,902.00 Gold Member]

Registration for workshop has closed

I feel like I learned so much in such a short amount of time! I'm very appreciative of the guidance and resources I received from ISM.

Abigail Lowe, Marketing/Communication Associate
New City School, MO
Workshop participants 2017

This workshop earns 30 credits towards your IACP credit requirements

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.

Topics Include:

  • Understanding the big picture of how marketing communications serves your entire school
  • Developing an action plan to implement in the new school year
  • Designing templates for a strategic marketing plan, schoolwide communication calendar, social media strategy, and crisis communication plan
  • 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.

staff photo penny rogers

Penny A. Rogers, IAP-L

ISM Consultant

Expertise

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.

Education

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

• Continental breakfast is available starting at 7:15 am

Day 1

7:00-9:00 Registration and Breakfast

8:30 – 10:45 Session One

10:45 – 11:00 Break

11:00 – 12:45 Session Two

12:45 – 1:45 Lunch with ISM

1:45 – 3:15 Session Three

3:15 – 3:30 Break

3:30 – 5:00 Session Four

5:00 – 5:30 General Session

5:30 - 6:00 Reception with ISM

6:00 Dinner with ISM

Day 2

8:30–10:15 Session Two

10:15-10:30 Break

10:30-12:15 Session Three

12:15-1:15 Lunch with ISM

1:15-3:00 Session Four

3:00-3:15 Break

3:15-5:00 Session Five

5:00–6:00 Reception with ISM

Day 3

8:30–10:15 Session Six

10:15-10:30 Break

10:30-12:15 Session Seven

12:15-1:15 Lunch with ISM

1:15-3:00 Session Eight

3:00-3:15 Break

3:15-5:00 Session Nine

5:00–6:00 Reception with ISM

Day 4

8:30-10:15 Session Ten

10:15-10:30 Break

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

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

Hotel Location
Westin Wilmington
818 Justison St.
Wilmington, DE 19801
302-654-2900

Group hotel reservation rate of $169 is available until May 25, 2018. Subject to availability. Please wait until the workshop status is 'confirmed' before making your travel and hotel arrangements.

Once you have registered for a workshop, please make your hotel reservation by clicking on the RESERVE YOUR ROOM link above or 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 Del Pez for Mexican; Molly's Ice Cream (sandwiches too!), the Riverfront Market and Harry's Seafood Grill just a little further down the Riverwalk. If you need your fix, yes, there is a Starbucks too...and a Subway.

You can also hop one of the Dart First State Route 12 Riverfront buses ($2 cash) to go to LOMA, or Lower Market Street, for more excellent restaurants we well as the Queen Theatre.

Getting There

Please do not make any non-refundable travel arrangements until you receive an e-mail from ISM informing you the workshop is confirmed to run.

By plane and shuttle: Philadelphia International is the closest airport. A shared van shuttle to Wilmington —a 45–60 minute ride, depending on traffic and the number of riders—costs about $35 each way. Visit the del express.com reservation page (https://delexpress.hudsonltd.net/res) and select click on the Group Code button. Enter 207866 at the bottom in the GROUP ID box. You can reach Delaware Express at 800.648.5466.

You can also use UBER — rates will vary depending on time of day, etc. You can use the Fare Estimator on uber.com to determine the fair. Use UberX or UberPOOL for the lowest fares.

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:

workshops@isminc.com
marie@isminc.com
tomi@isminc.com

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?

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 weather.com.

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 (workshops@isminc.com). 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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