Marketing & Communications at Covenant Day School
Covenant Day needed a complete overhaul of their marketing and communications. They’d spent years following the same formula for marketing to potential families and fundraising campaigns. I came in to refocus their strategy on storytelling, digital and social campaigns, and strategic design.
Roles
Marketing director, producer, director, videographer, photographer, designer, writer
Year
2021-22
Modernize brand
I modernized the visual branding to showcase the authentic, joyful nature of the school, setting it apart in a very saturated private school market.
Refocusing on storytelling, expanding to new platforms, and utilizing strategic design, I increased internal and external engagement by more than 30%.
Former logo:
Rebrand logo:
Giving Day
This annual fundraiser relied on organic social marketing from the CDS community. The most they’d raised was $74,000.
I rebranded the event: adding a theme for the year, implementing a drip campaign focused on stories from the community leading up to the event, gathered a group of “CDS ambassadors” to help post and share throughout the day, among other strategies.
We raised more than $204,000 in 24 hours.
Race to Raise
Registration and giving for the school’s annual spring gala were declining. The gala’s theme was “Race to Raise”, a night at the NASCAR Hall of Fame. My goal was to translate the energy and fun of NASCAR into a campaign that defied the stuffy stereotypes of a “gala.”
Through a video, social, and email campaign, we saw an increase in attendance and a 200% increase in digital engagement throughout the campaign.