Online Course Timeframe: October 27–November 17 | Synchronous Meetings Times: Tuesdays from 1-2:30 p.m. Eastern Time
The simple fact is this: Schools need to utilize inbound marketing strategies today more than ever.
Why? Because families are doing more online research about your school than ever before (especially during the pandemic). You need a way to “pre-sell” them on your school, distinguishing your school from the competition and establishing it as the thought leader in your community.
Discover how creating an inbound marketing strategy will help you accomplish these goals. Discover how to build a complete inbound marketing plan that will drive admission inquiries and enrollment.
The Workshop Leaders Discuss the Biggest Obstacles Marketing Leaders Face Right Now
- Do you struggle to keep your admission funnel full?
- Do you feel like your school is the “best-kept secret” in your community, but don’t know how to get families to notice?
- Are you getting a lot of inquiries, but not converting them into applications?
- Do you feel overwhelmed with digital marketing, blogging, and social media?
- Do you struggle to get the rest of your staff and faculty to contribute to your marketing efforts?
- Do you feel like you have hit a plateau with your admissions and do not know how to use your digital marketing tools to fill more seats?
While many schools understand the importance of inbound marketing, few can implement thoughtful strategies because of the time it takes to create content and produce advertising campaigns on a consistent basis.
But what if we could help you overcome these obstacles? What if in the next 30 days, you were able to cut through all of the difficulties and mystery of inbound marketing, and implement a proven system that consistently keeps your admission funnel full with mission-appropriate families?
A system that brings in more website traffic that converts into inquiries.
A system that actually enables your entire staff and faculty to contribute so that you are not the only one responsible for marketing.
A system that allows you to follow a step-by-step process that produces consistent, and measurable, results (so that you can prove the ROI to your Head and Board).
That’s what this course will allow you to do.
You will learn how to:
- launch and consistently post to your blog, even if you are a one-person shop;
- create the five types of content that parents want to read (and publish this content without having to write a word);
- add just two key pages to your school website to instantly improve your new family inquiries;
- build lead magnet funnels that increase the number of leads and families you’re attracting to your school;
- use an actual lead magnet template provided during the workshop;
- uncover the secret of how social media works to target your ideal families;
- maximize the reach of your organic social media by turning one piece of existing content into 30; and
- use the four core pillars of running a successful advertising campaign without killing your budget.
This distance learning course is more than just presentations. We will use a blend of synchronous and asynchronous work as well as one-on-one coaching, ensuring you receive real-time help and guidance on your actual marketing plan on a weekly basis.
We want to make sure that you not only understand the strategies that we'll show you, but that you will be able to implement them. Enjoy the support of both group and one-on-one coaching sessions.
You’ll receive the following materials:
- cut-and-paste campaign swipe files, blueprints, and process maps, designed for easy implementation;
- editable lead magnet templates;
- blog calendar;
- social media calendar;
- blog writing templates; and
- landing page templates and checklists.
After this online workshop, you’ll:
- no longer feel overwhelmed by digital marketing;
- save weeks—even months—of time spent trying to create great content that attracts and converts families into qualified prospects;
- be ready to create a school culture where staff and faculty consistently contribute to your marketing efforts; and
- know how to turn your website into an inbound marketing hub that attracts and pre-sells mission-appropriate families.
This online workshop is for:
Marketing communications leaders
Penny Abrahams, IAP-L
ISM Consultant | Virtual Advancement Summit Convener
Penny Abrahams 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 and implementing enrollment management and marketing plans as well as strategic advancement plans; implementing donor-centered development programs; developing mission-based messaging; crafting digital marketing and social media strategies; establishing crisis communications plans; and advising on optimal staffing structures and functions.
As a Consultant with ISM, Penny:
- consults in marketing communications and enrollment management planning and audits, conducts advancement and development assessments, crafts campaign Case Statements, and develops marketing message frameworks;
- leads workshops and webinars focused on marketing communications, enrollment management, and development best practices;
- speaks at regional and national education conferences;
- convenes ISM’s Advancement Academy for experienced school practitioners; and
- writes for ISM’s publications, including Ideas & Perspectives.
She holds the Leader Certification through ISM’s International Advancement Program (IAP-L).
Penny began her career in schools in 2001 at Ravenscroft, a PreK through grade 12 school in Raleigh, N.C. 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, Fla., 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.
Director of Marketing Operations
Clint shares his knowledge of content marketing, SEO, social media marketing, marketing automation, and marketing operations with private-independent schools.
As Director of Marketing Operations, Clint:
- produces content, videos, social media, and more to share ISM's products and services with the world;
- oversees ISM's marketing operations strategies, including social media advertising and CRM; and
- supports school leaders in their marketing strategies.
Clint previously served as a financial aid and tuition management specialist with ISM. He helped over 1000 school leaders discover how to set mission-appropriate financial aid policies to sustain long-term viability.
He was also Financial Aid Advisor at The Wealth Advocate Investment Group LLC and a Financial Advisor at 1847Financial. He owned his marketing organization, Losch Marketing.
Clint earned his bachelor’s degree in math and economics at Lafayette College.
This is a distance learning event.
How it works:
This distance learning course includes a blend of synchronous and asynchronous work as well as one-on-one coaching.
We'll meet every Tuesday for approximately 90 minutes. Please block these times off in your schedule and join the virtual classroom via your computer.
Each week there will also be asynchronous work, including pre-recorded lessons and items for your to create for your inbound marketing program. In addition, your instructors will be available for office hours to answer your individual questions and guide you through your content creation assignments.
See the full schedule here. All sessions subject to change.
This workshop will deliver the same high-quality learning and takeaways you expect from an ISM workshop.
This workshop will be held virtually.
You'll receive login information after you register.
Frequently Asked Questions
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 are included.
Event Confirmation and Cancellation Policy
We take the health and safety of our school leaders seriously.
In an abundance of caution and to protect the health of all participants, ISM will hold only distance learning events until further notice.
Should ISM cancel an event, we ensure a 100% money-back guarantee for all registrants—so you can buy with confidence. You can feel free to direct any questions to email@example.com.
Confirmation and Cancellation Policy
Tuition Payment and Cancellation Policy for ISM’s Professional Development Events
Tuition must be paid in full 10 business days prior to the start date of the event. 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 firstname.lastname@example.org, faxing to 302-656-0647, or mailing to: Event Experience Manager, ISM, 2207 Concord Pike, #417 Wilmington, DE, 19803.
- 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.
- Cancellations received less than 15 business days prior to the start date of the program will not be refunded.
- 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
If a member of your team can no longer attend a workshop for which they have registered and it is past the cancellation window, your school has two options to avoid penalty. Schools may also exercise these options at any time for cancellations.
- The school may substitute another employee.
- 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 Event Experience Manager at 302-656-4944 x152.
*We DO NOT accept enrollments from consultants.
ISM believes in providing quality and excellence in all of our events and in ensuring the satisfaction of everyone who attends. Nearly 100% of our participants say they would recommend our events to their colleagues. If you are not satisfied with your event 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.