Building Momentum For A $60M Capital Campaign
To support a landmark $60M capital campaign and the opening of Seattle Academy’s new Upper School building, I collaborated closely with the Development team on a comprehensive communications effort designed to build anticipation, sustain momentum, and connect the project to the school’s long-term mission and impact.
I developed a strategic marketing and communications plan and editorial roadmap that framed the building not simply as a physical expansion, but as an investment in students and the future of the school. The campaign included cohesive branding and logos; videos featuring school leadership; behind-the-scenes storytelling such as time-lapse construction footage and guided tours; student and alumni testimonials; and anticipatory interviews reflecting on the building’s purpose and legacy.
Across social, video, email, print, and experiential channels, my team maintained a steady drumbeat of stories that reinforced vision, mission, and community impact. The result was a highly visible, emotionally resonant campaign that supported fundraising goals, energized the community, and anchored the new building within Seattle Academy’s broader history and forward-looking vision.
My Role and Scope:
- Campaign narrative strategy and positioning
- Executive messaging and leadership communications (video briefs, social presence, talking points)
- Cross-channel campaign planning (social, video, email, print, events)
- Editorial roadmap to sustain year-long momentum
- Leadership of a five-person marketing and communications team
- Close collaboration with Development on fundraising-aligned communications
Results
Clear narrative connection between the campaign, the school’s mission, and future vision
Communications support that reinforced fundraising momentum and sustained community engagement
