Redesigned Concord Academy magazine

You know that proud feeling when something finally comes together? I’m so proud of this new, and newly redesigned issue of the Concord Academy magazine, the first in our partnership with Lilly Pereria of Aldeia Design.

Check out the interactive PDF of the issue here — it’s a beauty!

 


Video Profile: Olympic Hopeful

For this latest issue of the Concord Academy magazine, I did another short student profile — this time of an Olympic hopeful. I used the drone in some new ways, and experimented with some different angles to try to capture the explosive energy of the shot. Check out the video here.

 



New Campaign Gratitude Video

This fall, I worked with our Advancement and Engagement Team at Concord Academy to produce a video about the Centennial Campaign that would both update people on our progress and also share our sincere gratitude. For this video, I shot a bunch of new footage, and repurposed old footage we already had in the can. I’m proud of the result. Check it out below.

 



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Travel Article in Sunday Boston Globe

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To travel, write and photography — it sounds like a pretty good life, doesn’t it? Well, thanks to the Boston Globe, I got to do just that.

The story — “Western fly fishing and bird shooting, close to Boston” — appeared this past Sunday in the Travel section. Alongside my story, the piece featured some of my photography as well. It was a real delight to see this in print, and to hear from so many people.


Documenting CA Labs Construction

Over the past few months I’ve been capturing the construction of our new science building through photography and video. Watching the building go up has been remarkable — as have some of the visuals. Check out some of my shots from the past few months below.

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Concord Academy Magazines

One of the aspects of my job at CA that I love is my involvement in the magazine. I work with a wonderfully talented team of writers and designers who put this together. Over the past few years, to announce the Centennial Plan and then the Campaign we’ve pushed the design concepts to try concepts new to the magazine, including a gatefold and a transparency — both of which came out well, I think. We also have pushed the magazine to include features of relevance to the world, not just to the school. Our most recent issue has a feature about the under representation of women in Hollywood — something that is both timely and important. Here are some photos of designs and of the features.

Fall 2014
Feature: Announcing the Centennial Plan

 

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Fall 2015:
Feature: Announcing the Centennial Campaign
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Fall 2015
Feature: “Knocking on the Celluloid Ceiling”

 

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Admissions Email Marketing Automation Success

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This past year, my department partnered closely with our admissions office. Our goals were simple: to try to increase our sales funnel, to increase application completion, and ensure those who do enroll do so with a more complete understanding of Concord Academy’s core values. These goals would, we believed, deliver on one of our core purposes: to create not only the best possible student body, but one that is aligned with our values — students and families that are not only gifted, but also honest, creative thinkers dedicated to participating in and building a strong community.

We sought to fulfill these goals through a few means, but at its core we worked to build a strong automated email marketing campaign. Borrowing from the demonstrated success of Welcome Series in B2C marketing, we built out a welcome series for the top of the funnel, and then a strong email series at the tail end, after student had been accepted, to try to boost conversion. We began with targeted digital advertising on social search platforms, and then delivered 5 email messages about our values. These contained video, photography, quotations, and reflected the full spectrum of our community, as they were written by our head of school, by our students, and by faculty and staff.

The results were remarkable. Here’s the summary:

  • In the first year of this, we increased applications by 8% to break our all-time school record.
  • We increased our yield rate by 10%.
  • Meanwhile, we were able to safely decrease our acceptance rate by a similar amount.
  • Our emails had a very high engagement rate, averaging over 90% (OR) for one series, and over 50% (OR) for another.
  • And our videos showed high levels of engagement, some with engagement rates of over 90% (this is Wistia’s engagement measure).

Given this success, we’ll be pursuing this same strategy again next year, with some tweaks. I look forward to reporting on next year’s success.

 


Maine Drone Photography

I have recently been experimenting with aerial photography from a drone. It’s amazing the quality of the photos that come out of the DJI Phantom, even before post. Truly – I was stunned. Here’s a small selection from my early attempts in Maine.

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2015 Fishing Season Video

The 2015 season was a truly great year, with fun trips, big fish, and meeting great new people. Check out my video recap here.

 


Recent Fishing Photos

The sun’s been shining, the fish have been biting, and I’ve been out on the water with my camera. See below for a few selections, one from floating the Deerfield, and another from the Cheeky Schoolie Tournament.

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