How to Advocate for Yourself as a Director of MarCom at a Private School [Podcast]

Penny Abrahams

Penny Abrahams is a senior consultant at Independent School Management, better known as ism.  Penny first joined ism in 2010 as a member of the Advancement Academy’s founding faculty. As a Senior Consultant, she specializes in marketing communications, enrollment management, and development. Her experience in these areas comes from working in private and independent schools and other non-profits for more than 20 years.

Penny also serves as the Advancement Department Head at ism ensuring effective content development and service delivery for ISM’s enrollment, marketing communications, and development consulting. This includes leading ISM’s Advancement Academy, an annual premier professional development conference that educates and mentors School Heads, Board members, and development, enrollment management, and marketing communications professionals.

Penny began her career in schools in 2001 at Ravenscroft, a Pre-K through grade 12 school in Raleigh, N.C. She started as the Annual Fund Director and later became Ravenscroft’s Director of Communications.

From 2013-17, Penny served as the Director of Admissions & Marketing at Academy at the Lakes, in Tampa, Fla.

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 U.S. Synchronized Swimming.

Penny Quoted

“Traditionally private/independent schools didn’t struggle to in any way to fill seats…We essentially opened our doors and people lined up, enrolled, and stayed long-term. We didn’t have to worry about retention and re-recruitment.”

“MarCom in schools didn’t exist until the early 2,000s. Schools are just catching up.”

“I hear from clients that they have seen more respect paid to their position, are being invited to sit at the leadership team table, are reporting directly to the head…because of the value they have provided.”

“The role of MarCom is not to serve admissions and development, it’s to guide them and the entire school.”

“Be an advocate for yourself. Bring others into the conversation. The work that you do well sets the school up for success.”

“It’s time to reset [after the pandemic], send a survey, and ask our families, ‘How we can communicate with you?’”

“In my consulting work, schools ask, ‘Is this going to work? Is this going to get us our desired outcomes?’ I say, ‘The big differentiator between the schools where we see a little bit of movement and a lot of movement, is the commitment and the leadership of the Head.”

“Be a relentless advocate for yourself.”

What You’ll Learn

• Why many schools don’t realize and acknowledge the value of marketing and communications.

• How the pandemic has changed the way schools value marcom.

• The importance of communications following George Floyd’s murder, social unrest, DEI, etc.

• Who the director of MarCom should report to?

• How to report to the board of directors as the Director of MarCom.

• Why a communication plan is critical.

• Penny’s impact matrix.

• How to deal with silos.

• How to get your head of school to support the Director of MarCom. 

Mentioned

Penny’s article on “Strategic Boards Role in Admission and Marketing Communications”

Penny’s article on “Use-an-Impact-vs.-Effort-Matrix-to-Prioritize-Your-To-Do-List”

2023 ISM Advancement Academy

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