Promoting Student Achievement

Design • Marketing • Photography • Videography • Social Media

Creative Brief

The Science Academies of New York, a system of three charter schools serving over 2,000 students, needed help. The district had just combined their three charters under the unified SANY name. The newfound organization needed to solidify their identity. I was hired at the beginning of the transition, and alongside the Director of Instructional Technology, we distilled the SANY marketing mission to a clear goal: promote student achievement. Through a comprehensive multidisciplinary strategy the SANY vision has come to life through uniform print designs, professional photography and videography, and a multi-platform social media strategy.

What does the work look like?

Building Design

“Stop.” “No talking.” “Don’t run.” Schools are rife with signs that issue warnings and harsh directives, and the charter schools of SANY were no different. One of my first tasks was to fill the hallways, classrooms, and communal areas with positive images and messages. I created signs designed to lift the moods of students, teachers, and visitors with examples of pro-social behavior and student achievement—all through consistent branding.

Print & Marketing Solutions

It was exciting to bring a strong background of print design to so many cross-disciplinary marketing challenges within the district. I relished having the chance to sit down with district leaders and explain the value of, for instance, using a single typeface for all corporate communications. After the discussion phase, I then had the opportunity to implement the changes in designs for direct mail campaigns, annual reports, an updated identity system, and more.

Social Media Strategy

Four websites, fifteen social media accounts, and one social media marketing platform—those metrics sound daunting at first glance. However, by developing a tracking system and workflow to allow building-level leaders to submit events with a simple Google Sheet, I was able to process, track, and share over 600 events in one academic year. This increase in postings led to an increase in overall traffic and improved quality of community engagement.

Browse Projects

Click on an image to highlight and learn more about the project

Borrowing an idea from my point-of-sale days, I encouraged the district to purchase snap-open metal frames that allowed for easily swapped posters. We wanted the images to be dynamic and eye-catching.

Shooting professional photos of our student athletes allowed them to celebrate and share their successes with peers online. It was yet another example of promoting student achievement.

As part of my duties, I organized annual marketing swag campaigns including item selection, bidding, organizing kitting, and distribution for 300+ employees for two annual gifts.

After our district acquired a large-format printer, I could create large wall decals. This piece was designed, printed, and installed in-house. It replaced a mural from when the building was served as a Catholic school in the 1970’s.

Outside every classroom or office door is a personal bio poster. These posters allow our students to get to know their teachers; colleagues to learn more about one another; and parents to discover who their children spend the day with. I can say wit… — Outside every classroom or office door is a personal bio poster. These posters allow our students to get to know their teachers; colleagues to learn more about one another; and parents to discover who their children spend the day with. I can say with 100 percent certainty that the design and implementation of these posters was my greatest contribution to the district.

Vinyl decals can be fun! I walked the halls and found ho-hum corners crying out for transformation. The above Muhammad Ali quote is located on the staircase that leads to the school gymnasium.

Business cards, forms, letterheads, you name it. If it has the SANY name on it, I took the time to update the design.

Reflections

Best Moment

Teenagers are, if nothing else, honest. The best compliment I have ever received came from a fifteen-year-old student. I was hanging framed student artwork in the halls. The student said, “Miss, thank you for making our school look less ‘hood.’” Helping students feel proud of their school, peers, and identity is the only reward I’ll ever need for this work.

Greatest Challenge

The buildings we are updating are not new. The plaster crumbles, the paint is ten layers thick, and the walls haven’t been straight since FDR sat in the Oval Office. Updating old spaces is challenging. However, once you embrace the old, and learn to lean into it rather than work against it, you discover that these buildings still have plenty to offer. In fact, I like old things that still work. I’d like to be one someday.

Unexpected Lesson

The Staff Bio sheets are now an integral part of our on-boarding. We make sure that outside the door of each staff member there is a bio sheet that includes their photo, hobbies, educational background, and a quote that inspires them. I have staff members ask to update their quotes as the year changes, and I am more than happy to oblige. One staff member observed, “I like having it outside my door. It reminds me that, yes, I belong here.”