Objective

Create a modern, secure, and scalable public website that:

• Unifies brand and messaging across the network

• Improves navigation for families and prospective staff

• Enables recruitment, enrollment interest, and event revenue

• Raises institutional credibility and search visibility

• Reduces operational overhead for central office teams

Assessment and buy-in

I audited content, workflows, and technology, then presented leadership with a clear gap analysis. I showed where the digital program was failing to meet operational needs, security expectations, and audience outcomes. I secured sponsorship by framing a practical plan, timeline, and success metrics, and by committing to deliver as a single point of accountability.

Strategy

• Brand and narrative, build a unified identity system and voice that reflects mission and differentiators, with guidelines for consistent use across all schools

• Information architecture, design a task based structure for parents, educators, and media, with fewer clicks to key actions

• Performance and SEO, establish technical standards, semantic structure, metadata, sitemaps, and content patterns that rank and load fast

• Growth funnels, integrate pathways for teacher recruitment, enrollment interest, donations, and paid events

Execution, I delivered end to end

Brand and content

• Full visual refresh, color, type, layout system, component styles, image direction

• Content audit and rewrite, plain language, accessibility first, WCAG 2.1 AA practices, alt text standards, readable typography

• Original photography, field work across schools to replace stock, authentic community representation

• Editorial calendar and style guide, so future updates stay consistent

Design and development

• Wireframes, prototypes, and page templates for priority journeys

• Custom code for school locator and mapping, intuitive filtering by region and program

• Reusable components and blocks so teams can publish without breaking design

• Site search configuration, structured data, and schema for rich results

Security and infrastructure

• Hardened hosting, SSL, role based access, least privilege for editors, audit trails

• Staging and production environments with content freeze windows for safe releases

• CDN and caching configuration to improve Core Web Vitals and uptime

• Backups, uptime monitoring, and incident procedures

Commerce and forms

• Payment processing for events and products, PCI aware flows, reconciliation steps for finance

• Form system with spam protection, consent language, and data retention rules aligned to policy

Data and analytics

• Clean analytics implementation, meaningful goals, UTM standards, dashboards for leadership

• Baselines set pre launch, post launch reporting against KPIs

Content migration and launch

• Redirect map from legacy URLs, 301s to protect SEO equity

• DNS cutover plan with rollback, final QA across devices and browsers

• Post launch hypercare window, fix list, performance tuning

Training and adoption

• Workshops for executives, principals, and staff on outward facing communication, how to tell a story that builds trust and reach, and how this ties to enrollment and recruitment goals

• Editor training, step by step guides, publishing checklists, governance model, who approves what and when

Results

• Unified identity, one credible brand for 52 schools, consistent visuals and tone

• Improved access, clearer journeys for families and educators, fewer clicks to key actions, reduced inquiry confusion for central office

• Growth enablement, integrated recruitment and enrollment funnels, event revenue capability, measurable campaign tracking

• Security uplift, encrypted traffic, tighter roles and procedures, monitored infrastructure

• Operational efficiency, reusable components and governance reduced ad hoc requests and rework

• Audience performance, higher engagement on priority pages, stronger search visibility, and improved conversion through the new funnels

  • Teacher recruitment applications increased after launch, driven by dedicated pathways and clearer messaging

  • Event registrations and payment completion improved with embedded checkout and simpler forms

Role clarity

This project required product management, brand leadership, design, development, security hardening, content production, analytics, training, and change management. I did the assessment, made the case for change, and executed the plan start to finish, then equipped leadership and staff to sustain it.

What changed for the school board

• A public facing platform that reflects the scale and professionalism of the system

• Clearer communication with families and partners, better storytelling, and higher trust

• Direct digital support for business objectives, recruitment, enrollment, and events

• A maintainable operation, standards, training, and governance that will last