Penny Rogers
Consultant
Description
Penny Rogers first joined Independent School Management in 2010 as a member of the Advancement Academy’s founding faculty. As a Consultant, she specializes in the areas of marketing communications, enrollment management, and development.
Penny’s experience in private-independent schools includes more than 13 years in all three areas of advancement:
fundraising, admissions, and marketing communications.
Her areas of expertise and passion include digital marketing and social media; mission-based messaging; building strategic enrollment management and marketing plans; and crisis communications and media relations.
As a Consultant with ISM, Penny:
- consults in marketing communications and enrollment management planning, Case Statements, Message Frameworks, and development assessments
- conducts workshops and webinars focused on marketing communications and enrollment management best practices
- speaks at education conferences including CASE/NAIS, EMA, and AISAP
- serves on ISM’s Advancement Academy faculty
- writes for ISM’s publications, including Ideas & Perspectives
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. From 2009-13, Penny was the Director of Communications at Ravenscroft School, a PreK through grade 12 school in Raleigh, N.C., 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. 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.
She 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.
Workshops
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CRISIS COMMUNICATION IN A DIGITAL AGE
Objectives:
Learn how to create a crisis communication plan for your school.
Recognize how and when to communicate when a crisis strikes.
Understand how to manage the speed of information in an age of social media and smartphones.
It’s not a matter of if your school will experience a crisis, it’s a matter of when. Thanks to smartphones, the Internet, and social media, the news cycle is now 24-7-365. Being prepared to communicate and respond during a crisis is more critical than ever. This workshop/webinar will cover the basics of building a crisis communications plan, how to implement one at your school, and how to manage the speed of information (and misinformation) in a social media age.Cost: $2400 FOR DAY-LONG WORKSHOP
Duration:
Target Audience: HEADS OF SCHOOL, BUSINESS MANAGERS, COMMUNICATIONS DIRECTORS
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USING INBOUND MARKETING TO CAPTURE LEADS
Learn the differences between inbound and outbound marketing.
Understand the content and tools needed to create a rich inbound marketing strategy.
Gain ideas you can implement to improve website traffic and inquiries.
Standing out in the “virtual” crowd is becoming more and more difficult as consumers are overloaded with in-your-face marketing tactics and spam. How do you create content that not only attracts mission-appropriate families but also converts them into qualified leads? By examining the components needed to launch or boost your school’s inbound marketing strategy, you will gain ideas you can implement immediately to improve website traffic and inquiries.Cost: $2400 FOR DAY-LONG WORKSHOP
Duration:
Target Audience: MARKETING AND COMMUNICATIONS DIRECTORS; ADMISSIONS DIRECTORS
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How Do You Rate: Assess Your Development, Admissions, and Marketing Communications Departments
An effective and productive advancement effort is essential to a school’s long-term ability to sustain excellence in student programs and deliver its mission with distinction. Join ISM Consultant Penny Rogers as she guides advancement professionals in development, marketing communications, and admissions through a self-evaluation exercise using ISM's suite of assessment tools: Advancement Operations; Development; Marketing Communications; and Admission/Enrollment Management.
An accountable and results-oriented office must evaluate how well its operations reflect best practices and whether objectives are being achieved. A standard metric makes this evaluation possible. Analyze the state of your operations and establish a baseline from which to measure the effectiveness of your plan strategies. It will assess the effectiveness of your efforts and inspire your team to greater success.
The exercise provides an assessment tool to aid developing your own action plans for inspired advancement teamwork.
Cost: $2400 FOR DAY-LONG WORKSHOP
Duration:
Target Audience: HEADS OF SCHOOL, ADMISSIONS DIRECTORS, MARKETING COMMUNICATIONS DIRECTORS, DEVELOPMENT DIRECTORS, ADVANCEMENT DIRECTORS
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Marketing is Everyone's Job
Seasoned advancement professionals know that marketing is the job of everyone who works at the school. The trouble is: most faculty and staff do not. Your colleagues may react poorly to the words “marketing” or “fundraising.” This session will introduce ways that you can use in your own school to train your faculty and staff. Learn how to rally teachers and staff to the advancement cause and empower them to message the mission of your school.
Learning Objectives:
1. Understand faculty and staff and engage them powerfully and productively to become advocates for the school in meaningful ways.
2. Positively influence recruitment, retention, and the culture of philanthropy at your school
Cost: TBD
Duration: 60 - 90 minutes
Target Audience: HEADS OF SCHOOL, ADMISSIONS DIRECTORS, MARKETING COMMUNICATIONS DIRECTORS, DEVELOPMENT DIRECTORS, ADVANCEMENT DIRECTORS
Topics
- ADMISSIONS
- ADVANCEMENT
- CRISIS COMMUNICATIONS
- ENROLLMENT MANAGEMENT
- INBOUND MARKETING
- MARKETING
- social media