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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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New Concord Academy website

I’m so pleased to share the new Concord Academy website, the result of months of collaboration and two years of planning. I’m pleased that our goals — to share the full vitality of Concord Academy’s community through rich visual storytelling, and to do so in a way that is scalable, cost-efficient, and follows contemporary best-practices in SEO, video, photo, and more — have been realized.

There’s too many people to thank, but I can’t thank my team enough. They were amazing. Hope you enjoy!

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South Africa Safari Photos

I recently got back from a trip to South Africa. It was stunningly beautiful. See below for a small selection of photos. Some of these will be appearing in publication soon.

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Concord Academy Chameleon

When I arrived at Concord Academy, one of the projects I began was to refresh the school’s visual identity. One aspect of that was to reintroduce the school’s mascot, the chameleon. First introduced in the late 1920’s as one of the academy’s early art and literary magazines, the chameleon has been with Concord Academy for more than eighty years. It’s understood as a sign of adaptabiltiy in a changing world.

To reintroduce it, I had a costume custom made, which we introduced at a morning announcements. The reaction by students was incredible: they applauded and cheered thunderously. Since then, we have staged photoshoots, and let kids use it at athletic events and elsewhere. It’s been embraced, which is wonderful.

Here are some photos of the chameleon in action. Photos courtesy of Cole + Kiera.

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