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Project: Aspen Community School

Role: Director of Strategic Communications


Aspen Community School was on the brink of being a school without a schoolhouse. While alumni adored their alma mater built in 1974 and students were achieving top marks in the State, the public charter school’s infrastructure was crumbling and its public image was at best confused. Leadership had landed a massive challenge grant to remedy the facilities, but would have to find matching funds of $4.9M in just eight months, or lose their one-shot opportunity.


Since the school hadn’t had communications support in a decade, the first order of business was taking control of the story by developing a standout message—“One of Colorado’s highest-performing schools in one of the State’s lowest performing buildings.” This focus was at the center of a comprehensive and urgent communications strategy that included identity, marketing (direct mail, advertising, and collateral), public relations, alumni relations, website, video, crowdfunding, events, and social media.


The story resonated. ACS made history by achieving their match—raising a total of $9.1M—and galvanizing 650+ community donors. In addition to this homerun, the school had many other smaller hits, among them: doubling their social media followers and vaulting the morale of staff and parents.


  • Strategic Communications
  • Storytelling
  • Brand Visioning
  • Experience Design

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