IMPACT
01
COMMUNICATIONS
- Media placements in The Wall Street Journal, Inc., Forbes, Fast Company, U.S. News & World Report, Parents Latina, Good Housekeeping, USA Today, and on Good Morning America and NBC News.
- Implementation of a new media monitoring and reporting system, tracking more than 700 published articles and television appearances in 18 months.
- Led one of the nation’s first content-focused campaigns, realizing a 1,235% increase in online articles published in two years, elevating brand's digital visibility while decreasing annual advertising costs by 15%.
- Garnered more than 38 million non-athletic print media impressions in three years for an elite private school.
- Secured 720 articles and television appearances in one year for a public school district.
- Worked closely with executive and global communications teams at Fortune 100 companies such as Ford, Toyota, and IBM to disseminate information about research partnerships with a major public research university.
- Attained media placements during the pandemic for global edtech company in Australia, Sweden, the U.K., the U.S., and Canada, and handled media training for leaders on four continents.
- Led extensive internal communications campaign to boost employee engagement and morale, effectively linking hundreds of employees across dozens of locations, and earning an NSPRA Publications and Digital Media Excellence Award in the first year.
- Crafted content for a major school district's Google Search campaign realizing a 656%-higher-than-benchmark result.
- Audited a service agency's professional development program's social media efforts and marketing funnel to analyze messaging, open and click-through rates, and enrollment to develop more targeted emails. Participation increased by 10% in three months.
02
OPERATIONS
- Researched and created the CultureComm Model linking an organization's external brand with talent retention and attraction, organizational culture, employee engagement, and internal communications.
- Presented CultureComm research at conferences in the U.S., Scotland, Germany, and England. [Research can be found here]
- Streamlined process and intake system, ensuring accurate tracking and monitoring of ~2,000 projects that were all completed in one year, effectively reducing costs and increasing efficiencies.
- Research on burnout amongst PR practitioners published in Europe.
- Conducted the organizational management audit and redundancy assessment for a large school district's administrative reorganization, saving $300,000+ while increasing efficiency and productivity.
- Developed custom onboarding program including branded recruitment materials, pre-employment preparation packets, employee-completed assessments at two weeks, one month, three months, and six months, and guide for internal leaders based on the KMO gap analysis framework of organizational management.
- Created and launched an Inc. 5000 company's first-ever digital onboarding and professional development training portal for employees.
- Appointed to support Diversity, Equity, and Inclusion work for the University of Michigan's Office of Research. Delivered vision for plan to recruit and retain diverse research faculty and student talent.
- Selected to serve on Voices of the Staff, the 100-employee University of Michigan system-wide workplace improvement committee.
- Led team of five and managed ~$1M budget while reducing costs by 44% through improved workflows.
- Grew revenue by 350% on average year-over-year through targeted business development.
- Developed proprietary dashboard for clients to effectively track direct financial benefit of enrollment activities.
- Harnessed comprehensive research methodologies to gather and analyze data, enabling evidence-based decision-making for financial and communications strategies and brand positioning.
- Analyzed organizational structures to reduce staffing and budgetary redundancies for clients.
- Supported a Fortune's 100 Best Companies To Work For in its transition to provide online and video-based training programs post-pandemic.
- Championed forward-thinking internal policies on worker health, education, environmental management, and civic participation, earning the Good for Michigan All Star Award by scoring the highest of any company in the state on an assessment of overall dedication to the United Nations' Sustainable Development Goals.
03
ENROLLMENT MANAGEMENT STRATEGY
- Oversaw university rebranding campaign, which increased new student enrollment by 21% in less than six months.
- Admissions inquiries increased by 52.5% in two years after the university's rebrand.
- Developed innovative enrollment marketing strategy, increasing enrollment by 85% in just two years for a career and technical education high school.
- Tripled the number of admissions applications for an independent school in one year.
- Built a customer enrollment journey calendar for global university that was implemented in five countries.
- Led branding and marketing efforts of a new career and technical high school, garnering an enrollment waitlist before it officially opened.
- Designed or redesigned complete annual enrollment funnels for multiple public school districts, private schools, and universities, including content, outreach calendars, scripts, and automated emails and text messages.
04
PROFESSIONAL INVOLVEMENT
- The Royal Society for Arts, Manufactures and Commerce (RSA), Fellow, 2022 - 23
- Michigan Association for Career and Technical Education, Executive Director, 2022 - 23
- National Schools Public Relations Association School Communication Benchmarking Project Team (responsible for creating Rubrics of Practice and Suggested Measures for Equity Communications), 2020 - 23
- National Schools Public Relations Association, 2016 – 23
- American Association of Collegiate Registrars and Admissions Officers, 2017 – 18
- Michigan Schools Public Relations Association, 2016 – 18
- Oakland County Schools Public Relations Association, President, 2016 – 18
- Public Relations Society of America Counselors to Higher Education Special Interest Group, , 2014 – Present
- Council for Advancement and Support of Education (CASE) Return-On-Investment (ROI) Work Group, 2012
- Council for Advancement and Support of Education (CASE) Social Media Task Force, 2010 – 2011
- Council for Advancement and Support of Education (CASE) Commission on Communications and Marketing, Commissioner, 2009 – 2012
- Public Relations Society of America, National and Detroit Chapters, 2005 – Present
