Download PDF

Advancing Private Schools through Strategic Initiatives

Work experience

2016present

Private School Expert 

About.com

Regularly publish articles online and maintain the website's content to educate readers on private school admission practices and school management.

2013present

Director of Strategic Marketing & Communications

Cheshire Academy, Cheshire, CT
  • Developed an award-winning Strategic Marketing & Communications team modeled after an internal marketing agency
    • Implemented successful inbound marketing strategies ranging from blogging and social media to SEO and Content Production in an effort to foster stronger relationships with current and past constituents.
      • Increased homepage news by 471% in two years
      • Increased photo albums on website by 2,800% in two years
  • Implemented successful and innovative development & alumni marketing program with the following results:
    • Increased online giving participation by 76% in one year
    • Increased traffic to the online giving page by nearly 60% and to all giving-related pages by nearly 77% in one year
    • Streamlined the online giving form to improve the user experience in order to reduce time spent on the page by nearly 23%  
    • Increased total funds raised via online giving by 95% in one year
    • Increased annual fund participation by 20% in one year
    • Increased overall annual fund donations by 15% in one year
    • Led the creation of a successful #GivingTuesday program, raising more than $60,000 in year one, nearly $90,000 in year two, and over $104,000 in year three
    • Developed outreach strategies to reconnect with dis-engaged alumni and nurture relationships
    Increased social media engagement significantly over three years
    • Web traffic increased with 25% of all referrals coming from social
    • YouTube: 477% increase in first year, continue to see growth of 50% or more every six months.
    • Facebook: more than 200% increase in engagement
    • Twitter: 187% increase in engagement
    • LinkedIn: 239% increase in engagement
  • Implemented successful admission marketing program with the following results:
    • Increased enrollment by more than 30% in three years
    • Contributed more than 20% of inquiries to admission in one year
    • Developed successful blog with more than 125,000 visits in six months
    • Landing pages earn an average 11% conversion rate 
  • Developed a marketing internship program for current students
    • Includes both an afternoon program option as well as informal interns who conduct work on their own free time. 
    • Their work benefits both development/alumni and admission
  • Crisis Communications Efforts
    • Assisted the Academy in carefully handling crisis situations, keeping the immediate community informed and managing media outreach with positive outcomes for the Academy
    • Developed a school-wide crisis communication plan to be carried out by the crisis communications team, and to educate the community on how to respond during a crisis situation.
20122013

NAIS Connect Communications Community Ambassador

National Association of Independent Schools

Promoted the NAIS Connect Online Communications Community through regular interactions within the community and connecting with colleagues throughout the independent school world to broaden the community audience.

20092013

Director of Communications

Derby Academy, Hingham, MA

Social Media and Web Communications: Launched a redesign of the website in spring 2013. Introduced social media marketing strategies for Facebook, Twitter and Pinterest. Implemented SchoolPress blogging for teachers and administrators. Studied ethical usage of social media regarding middle/primary school students. Managed WhippleHill CMS website, produced weekly e-newsletter, and responsible for digital photography and design work.

  • Streamlined communication efforts and increased readership of weekly newsletter by 90%
  • Implemented social media marketing efforts, doubling Facebook followers in just one year with continued growth of 10% or more annually

Marketing/Branding: Created new logo and graphic identity in 2009 to better represent an elementary school, maintaining a youthful yet professional aesthetic. Involved in viewbook and logo redesigns in 2012/2013. Worked closely with development/alumni and admission to create targeted outreach to constituents, including annual fund outreach, friendraising endeavors and, event planning and promotion.

Print and Web-Based Communications: Media relations, writing, editing and design work including the production of publications such as postcards, brochures, magazines, invitations, and advertisements. Implemented a biweekly column in the local town newspaper as of January 2013.

  • Increased local media presence through the implementation of a bi-weekly column in the Hingham Journal

Other responsibilities: Serve on Administrative Board, involved in AISNE reaccreditation (committee chair and member), Innovation Center planning committee member, Teacher (digital photography, yearbook, public speaking), student advisor.

20062009

Associate Director of Admission

Chatham Hall, Chatham, VA

Admission Marketing & Recruitment Efforts: Introduced new ways to increase inquiries, applications and enrollments via Direct Mail print campaigns, additional publications, Website enhancements, email marketing & email postcards, social media marketing, online chat sessions with Admission staff, Scholarship programs and an Early Decision application process.

  • Implemented email marketing strategies to nurture relationships with prospective families and increase attendance at Open House events
  • Implemented effective direct mail strategies to increase inquiries
  • Recruitment of students throughout the United States, including 10-15 weeks of travel per year to complete school visits and attend school fairs; students of color recruitment through NJ SEEDS and ABC

Other Responsibilities:

  • Event Planning for Opening of School, Open Houses, Revisit, Receptions
  • Publication and advertisement design and layout, promotional item procurement, design and writing for electronic newsletters, design for postcards and graphics for social networking.
  • Served on financial aid, marketing, admission and retention committees
  • Committee member for VAIS reaccreditation self-study
  • Advisor to individual students, student club and sophomore class

20042006

Assistant Director of Admission & Marketing

The MacDuffie School, Springfield, MA (now located in Granby)
  • Recruitment of students throughout Western Massachusetts
  • Event planning for open houses, school fairs, receptions
  • Developed key marketing materials to use in admission recruitment efforts, including design and production
  • Created and implemented an application fee waiver campaign to increase applications and referrals from current families and faculty
  • Increased the school's presence at local recruiting events
  • Enhanced campus events to better connect with applicants
  • Committee member for AISNE reaccreditation self-study
20032004

Communications & Publications Coordinator

Windward School, Los Angeles, CA
  • Developed both internal and external e-mail communications network with Windward community, designed a new monthly parent newsletter to improve school-wide communications.

  • Worked closely with development for annual fund promotion, event planning, and general constituent outreach

  • Established a new standard for a monthly student newspaper and helped students participate in journalism workshops and LA Times internships, leading one student to receive a college scholarship from the LA Times

  • Played a primary role in WASC reaccreditation self-study
20022003

Assistant Director of Public Relations

American International College, Springfield, MA

  • Increased local media coverage via television and newspaper outlets
  • Worked closely with both development and admission offices to develop promotional materials that target goals for fundraising and enrollment
  • Streamlined print production and enhanced graphic design standards
  • Improved publications by introducing advanced graphic design software to benefit both admission and development office print outreach
  • Other responsibilities: Budget management, office organization, management of student interns

Education/Certifications

International Advancement Certification Program (IACP)

Independent School Management, Inc. 

The only interdisciplinary set of credentials that recognizes learning across the areas of admission, development, and marketing/communications in private-independent schools through the IACP. The process ensures common standards, and inspires and supports professional development throughout the industry. It gives schools a way to move members of their advancement teams to higher levels of achievement.

Marketing Strategy for Business Leaders Certificate

Cornell University

This marketing certificate provides MBA-level strategic marketing training needed to make strong business decisions and set strategic direction for the institution.

M.S. Communications & Information Management

Bay Path College

This program focuses on the business of information, technology, and communication, assets that are just as important as products and services, and how they work together as one effective unit.

B.A. Journalism & Design

Mount Holyoke College

A self-designed major that focused on newspaper and magazine production, including writing, editing, and design.

Portfolio