New Way Academy

DIRECTOR OF MARKETING AND COMMUNICATIONS, New Way Academy

Department Director for a private, K-12 school. Generate all internal and external marketing communications. Manage PR outreach, digital marketing strategy, event management, Alumni relations, fundraising stewardship & grant writing.

· Fundraising communications for three major revenue-generating campaigns: Auction & Gala ($70,000+ net), general operating budget ($50,000 net), and Arizona Private School Tax Credit ($400,000+).

· Content creator and strategist for all marketing channels; using data & analytics for LinkedIn, Facebook, Instagram, and YouTube to guide social media content strategy.

· Enhance lead generation to increase admissions funnel and bolster new community donor partnerships. Develop and implement fundraising campaigns via segmented and targeted digital and print collateral.

· Copywriter: grants, email marketing, SEO and web development, social media, and printed collateral, segmented towards a broad variety of target groups.

· Lead directives on PR outreach. Maintain brand and visual messaging consistency throughout all public-facing channels.

· Google Ads manager, Google Analytics certified.


Selected Accomplishments:

· Secured over $4M to date in grant funding for campus improvements and curriculum enhancements.

· Streamlined annual fundraising campaigns to reach extended audience of over 10,000 stakeholders.

· Restructured digital marketing editorial content and omnichannel approach. Increased social media engagement > 200%.

· Restructured and revived Alumni Association to drive engagement and increase community involvement.


Marketing Collateral

New Way Academy Family Connections printed newsletter
Winter 2019-2020

New Way Academy Public Relations Lookbook
Fall 2018

New Way Academy 2021-2022 Annual Giving campaign overview

Printed Ad Examples

Phoenix Magazine's Innovations in Education Feature

The July 2021 issue of Phoenix Magazine featured perspective on innovative educational institutions.

As Marketing Director at New Way, I was interviewed to share the ways in which New Way has been setting students with learning differences up for success as an individualized educational option.

Interview begins on page 5.

Advertisement on page 6.

PHM0821_Innovation_in_Education_SAS_web.pdf
Marketing Communications Plan_New Way Academy_LMurray (1).docx.pdf

New Way Academy's
Nonprofit Communications Plan (2020)

A comprehensive marketing analysis:

  • Strategy Overview

    • Online Communication Objectives

    • Target Audiences

    • Positioning Statement (Internal)

    • Desired Action

  • Communication Platforms

    • Communication Channels, Target Audience & Message Frequency

  • Messaging

    • A. Article Topics – To Publish on Your Website (and then sent out via email)

    • B. Daily/Weekly Messaging Topics for Social Media

    • C. Key Dates

  • Campaigns

  • Activities

  • 2020 Activity Plan

  • Results & Targets

New Way Academy Cost Benefit Analysis Proposal

Marketing, Development, and Admissions

In the summer of 2022, I was presented with the opportunity to grow the Marketing department at New Way Academy by way of proposing a vastly different approach to internal and external marketing strategies.

Throughout the analysis of the school's operating budget, revenue goals, and staffing needs, I proposed this analysis to the leadership team which described a six-team member buildout of the Marketing and Fundraising team.

The proposal highlighted that the return of investment on the additional staff members would be realized within seven years if the proposed fundraising goals were met as per industry average.

The outcome of this proposal resulted in a presentation with the board of directors and subsequent shift in trajectory with the finance and admissions department such that the sales funnel could be better streamlined in order to see the revenue increases return to pre-pandemic levels.

Cost Benefit Analysis_Mktg Strategy_5.2022.pdf