https://www.lkoppelman.com/portfolio daily 0.75 2022-10-30 https://images.squarespace-cdn.com/content/v1/581404dee3df286e4084041d/1556947501081-BMF6TXHA65WFI6ND2U2R/IMG_20190501_210617411.jpg Portfolio https://images.squarespace-cdn.com/content/v1/581404dee3df286e4084041d/1556947611319-JQX3FSF7IO9ISZZ24IRR/IMG_20190501_210555435.jpg Portfolio A prototype and final version of AYC’s membership brochure. https://images.squarespace-cdn.com/content/v1/581404dee3df286e4084041d/1556674968519-21QC95U8O5J9G2M3MY6B/Graphic-Design-Header.jpg Portfolio https://images.squarespace-cdn.com/content/v1/581404dee3df286e4084041d/1556918613513-V77V55GIJWZGZUPGA9XJ/Rashi-responsive.jpg.jpg Portfolio https://images.squarespace-cdn.com/content/v1/581404dee3df286e4084041d/1556918853982-TURRDDBKB9MLL6NDSTJN/Rashi-School-Tree-Jack-Results-6.gif Portfolio - Information Architecture Substantial user testing allowed us to intuit a user’s ideal journey through our site, effectively funneling them towards the site’s goals: collecting inquiries and donations. https://images.squarespace-cdn.com/content/v1/581404dee3df286e4084041d/1556929797880-NIN4WQKE8QA2VHD5OCCF/wireframe1.gif Portfolio - Wireframing After we knew where we wanted users to go, we built the path to get them there. https://images.squarespace-cdn.com/content/v1/581404dee3df286e4084041d/1556930875662-SAGSANTFTUYGAQD4OI1F/Website-Launch-Public.jpg Portfolio - Ready, set, launch! This message was sent to the school's general community to announce the launch of our newly redesigned website. We stripped down messaging to the most essential call to action: Explore. It achieved a 44% open rate and a 38% click rate, nearly double the industry average. https://images.squarespace-cdn.com/content/v1/581404dee3df286e4084041d/1556934881448-D6HNKTG6IECDD7MHOB5E/Beacon-table.jpg Portfolio https://images.squarespace-cdn.com/content/v1/581404dee3df286e4084041d/1556934915882-S34LMUKYM4VHGL0P9YVQ/Beacon-table-inside.jpg Portfolio https://images.squarespace-cdn.com/content/v1/581404dee3df286e4084041d/1556938188472-EX285O8O36QDUVHE3X5O/Pages+from+AYC_v1.4.jpg Portfolio https://images.squarespace-cdn.com/content/v1/581404dee3df286e4084041d/1556938394077-R9QQJWRW9U1YNKQAVKHK/AYC-Brand-Identity.jpg Portfolio https://images.squarespace-cdn.com/content/v1/581404dee3df286e4084041d/1556938042984-B6QDAO6T7Q7YLOOHQSQK/annapolisyc-home.jpg Portfolio https://images.squarespace-cdn.com/content/v1/581404dee3df286e4084041d/1556945817824-0KZ1LHOE3BIHUBHNC34K/Screen+Shot+2019-05-04+at+12.56.35+AM.png Portfolio https://images.squarespace-cdn.com/content/v1/581404dee3df286e4084041d/1556945431288-AXNR6MHAXNC05AKBF5X9/Screen+Shot+2019-05-04+at+12.49.55+AM.png Portfolio The illustrations on this page serve two purposes: visualize the blog as you read, or click the image to see a writing sample. https://images.squarespace-cdn.com/content/v1/581404dee3df286e4084041d/1556945667714-5BOM955WPGECAP1IPHCU/Screen+Shot+2019-05-04+at+12.54.12+AM.png Portfolio https://images.squarespace-cdn.com/content/v1/581404dee3df286e4084041d/1556945722561-3VIDR1P4BYD3QDLVMI3C/Screen+Shot+2019-05-04+at+12.55.01+AM.png Portfolio https://images.squarespace-cdn.com/content/v1/581404dee3df286e4084041d/1556943466120-7RTRX5B8SG2DE1LNLPXD/blog-strategy.jpg Portfolio - Breaking Down the Content Profiles: Donors, Alumni, Current Families, Students, Faculty/Staff Testimonials: Alumni Videos, Parents’ Notes to Teachers, Graduates’ Speeches, etc. Student Life/Inside Our Classroom: Classroom stories, Athletics, Curriculum, Holidays, Student Government, Theater, Jewish Life, Extracurriculars. Rashi In the News: Current PR Beyond Rashi: Alumni, Trips outside the school building, Community Items https://images.squarespace-cdn.com/content/v1/581404dee3df286e4084041d/1556675327821-NTXE3E62FJ9UNEZNQ924/IMG_6161.JPG Portfolio https://images.squarespace-cdn.com/content/v1/581404dee3df286e4084041d/1556931092055-V43DEE31K1XZHL6TAM0D/Rashi-responsive.jpg.jpg Portfolio https://images.squarespace-cdn.com/content/v1/581404dee3df286e4084041d/1556935040464-SNH4PYFC7G913XRCAVKK/Beacon-table.jpg Portfolio https://images.squarespace-cdn.com/content/v1/581404dee3df286e4084041d/1556935226323-94PETUYNXGZXLMVDU99O/IMG_20190501_210617411.jpg Portfolio https://images.squarespace-cdn.com/content/v1/581404dee3df286e4084041d/1556938493771-Q4F7TDYQ7N0ZVZDI5ZNS/AYC-Brand-Identity.jpg Portfolio https://images.squarespace-cdn.com/content/v1/581404dee3df286e4084041d/1556945995610-5TFHBIOQGMAR5CXM41ZQ/Screen+Shot+2019-05-04+at+12.49.55+AM.png Portfolio https://www.lkoppelman.com/photography daily 0.75 2019-05-04 https://images.squarespace-cdn.com/content/v1/581404dee3df286e4084041d/1556667549356-RRGQXD9B5QIKAPA6UKER/IMG_0309.JPG Photography https://images.squarespace-cdn.com/content/v1/581404dee3df286e4084041d/1556667549356-RRGQXD9B5QIKAPA6UKER/IMG_0309.JPG Photography https://images.squarespace-cdn.com/content/v1/581404dee3df286e4084041d/1556667556782-K4O0FZ5C2GTJZCTQO4N0/IMG_6108.jpg Photography https://images.squarespace-cdn.com/content/v1/581404dee3df286e4084041d/1556667549663-1HEGNQRR9P16OY7I3XAD/IMG_4925.JPG Photography https://images.squarespace-cdn.com/content/v1/581404dee3df286e4084041d/1556667568809-7YUIN36IB4URAUSDT6I5/IMG_6161.JPG Photography https://images.squarespace-cdn.com/content/v1/581404dee3df286e4084041d/1556667591553-IL273XZGW3SW5NMCNZ0T/IMG_9104.jpg Photography https://images.squarespace-cdn.com/content/v1/581404dee3df286e4084041d/1556667588521-4257BS1RIXW51DFG939X/IMG_7967.JPG Photography https://images.squarespace-cdn.com/content/v1/581404dee3df286e4084041d/1478048031932-9W9E5FT154Y1WXUS5QYA/beau-CRebel.jpg Photography https://images.squarespace-cdn.com/content/v1/581404dee3df286e4084041d/1556667558809-KB8BL6YU99IK5OY3EW1Y/IMG_6133.JPG Photography https://images.squarespace-cdn.com/content/v1/581404dee3df286e4084041d/1478048032999-YPQU0DIIC3RA4U30EYFK/Russo-iPhone.jpg Photography https://images.squarespace-cdn.com/content/v1/581404dee3df286e4084041d/1556667556465-3WX5O6W9USCJUXZXOMW7/IMG_5391.JPG Photography https://images.squarespace-cdn.com/content/v1/581404dee3df286e4084041d/1556667578529-YBB0IL7Q476H853H3I5P/IMG_6264.JPG Photography https://images.squarespace-cdn.com/content/v1/581404dee3df286e4084041d/1556667584785-AG3DCLC6UI97FJUK49O5/IMG_7575.JPG Photography https://images.squarespace-cdn.com/content/v1/581404dee3df286e4084041d/1478048032446-8RQ2M29ZFJ13NNWG5FOL/MSG-iPhone.jpg Photography https://images.squarespace-cdn.com/content/v1/581404dee3df286e4084041d/1556667542150-HP02C48E6HSDY0FECGIM/IMG_1104.jpg Photography https://images.squarespace-cdn.com/content/v1/581404dee3df286e4084041d/1556667553966-0XHF2YCWAWH97B1U02TQ/IMG_4950.JPG Photography https://images.squarespace-cdn.com/content/v1/581404dee3df286e4084041d/1556667546992-L7SE28S3UJ4WC8EAY6AM/IMG_2491.JPG Photography https://images.squarespace-cdn.com/content/v1/581404dee3df286e4084041d/1556667593755-TEF0DNNTYJXGW6XHFDOR/IMG_9428.JPG Photography https://images.squarespace-cdn.com/content/v1/581404dee3df286e4084041d/1556667566648-RKFLE01GAF67VYL7XJ20/IMG_6110.JPG Photography https://images.squarespace-cdn.com/content/v1/581404dee3df286e4084041d/1556667544480-EOREAABUPAKVBNTXSYW5/IMG_2016.jpg Photography https://images.squarespace-cdn.com/content/v1/581404dee3df286e4084041d/1556667553574-AALRAVNHCJU1RXV0U0XL/IMG_4944.JPG Photography https://images.squarespace-cdn.com/content/v1/581404dee3df286e4084041d/1556667570845-9B0RC7AQDGH4OKVV3VI2/IMG_7107.JPG Photography https://images.squarespace-cdn.com/content/v1/581404dee3df286e4084041d/1556667587612-PBF2SW8TK1ANUDZ5ZPTE/IMG_8131.jpg Photography https://images.squarespace-cdn.com/content/v1/581404dee3df286e4084041d/1556667596649-7LAE4IO1Y47D1088CGEH/IMG_8447.JPG Photography https://www.lkoppelman.com/internal-external-marketing daily 0.75 2017-11-01 https://images.squarespace-cdn.com/content/v1/581404dee3df286e4084041d/1509506878454-6QUF7B9SXJONMSI3UE85/classroom-blog.png Internal Marketing - Step 1: Conception & Construction During a routine audit, the school's technology committee decided that the Learning Management System (LMS) which served each student and member of the faculty, and provided a window into the classroom for parents, was not the most effective tool. Accordingly, the committee selected a new LMS that will be phased in over the course of a few school years. For our Upper School, this meant that some teachers would pilot a new LMS while others continued using the old. For our Lower School, this transition meant that they were losing their method of communicating to parents. To fill that gap, the committee decided that teachers in the Lower School would begin communicating via a centralized blog. The committee chose to use Blogger as their platform due to its ease of use as well as compliance with faculty's pre-existing Google accounts. Upon reaching this decision, the committee reached out to me to help them implement its build, adoption, and roll-out. I designed the blog using an information architecture that would greatly increase our ease of use - labeling posts using their graduation year rather than their grade. This would make following a grade-specific RSS feed a one-time opt-in process for the entire time a student is enrolled at the school as well as provide a reliable label for teachers. I also opted to organize the blog's navigation by search result URLs rather than building pages for each grade or class to remove stumbling blocks for faculty and to universalize tutorial documents. I chose a very simple template to reduce distraction from posts so parents could focus on their own children in their classroom. https://images.squarespace-cdn.com/content/v1/581404dee3df286e4084041d/1509506878454-6QUF7B9SXJONMSI3UE85/classroom-blog.png Internal Marketing - Step 1: Conception & Construction During a routine audit, the school's technology committee decided that the Learning Management System (LMS) which served each student and member of the faculty, and provided a window into the classroom for parents, was not the most effective tool. Accordingly, the committee selected a new LMS that will be phased in over the course of a few school years. For our Upper School, this meant that some teachers would pilot a new LMS while others continued using the old. For our Lower School, this transition meant that they were losing their method of communicating to parents. To fill that gap, the committee decided that teachers in the Lower School would begin communicating via a centralized blog. The committee chose to use Blogger as their platform due to its ease of use as well as compliance with faculty's pre-existing Google accounts. Upon reaching this decision, the committee reached out to me to help them implement its build, adoption, and roll-out. I designed the blog using an information architecture that would greatly increase our ease of use - labeling posts using their graduation year rather than their grade. This would make following a grade-specific RSS feed a one-time opt-in process for the entire time a student is enrolled at the school as well as provide a reliable label for teachers. I also opted to organize the blog's navigation by search result URLs rather than building pages for each grade or class to remove stumbling blocks for faculty and to universalize tutorial documents. I chose a very simple template to reduce distraction from posts so parents could focus on their own children in their classroom. https://images.squarespace-cdn.com/content/v1/581404dee3df286e4084041d/1509504304142-NV2WTCCY4Q6NG87I27T7/Blog+Procedures.jpg Internal Marketing - Step 2: Getting the Buy-in Central to the success of the Classroom Blog was gaining buy-in from its would-be authors. Knowing that we would encounter some resistance, we needed to ensure the comfort that would be necessary for teachers to actually use this new system. First, I informed the faculty of why we decided to move to this new system - especially since we had only fully adopted the previous communications tool two years prior. Teachers were pleased to learn that we were leaving our other LMS behind and hopeful for the chance that parents could easily access the content that the teachers would share. They were briefed on my plan to encourage parents to subscribe to the RSS feed, reducing the need for faculty to communicate when new content was added. Next, we developed an education plan for teachers that would provide the necessary support to those who needed it. We began with a staff meeting where I introduced the blog. I explained its architecture and the basic process by which they would use it. I fielded questions - mostly to alleviate the faculty's initial concerns but also to build a sense of shared responsibility within the group. Two members of the technology committee served as resident experts in Blogger and were each assigned a group of teachers to train and mentor. I created a checklist for teachers to review before publishing a post which was made available on our shared drive, along with our style sheet and media release information for each student. After the initial launch, faculty was able to check in with their supervisor and with me for guidance and troubleshooting. Third, we wanted to reinforce the teachers' use of the blog. Within the first week of publishing, I kept a close eye on the content being published, being careful to note elements of a post that were positive and providing constructive feedback. When necessary, I would send requests to fix mistakes or missed steps when publishing a post. After the first few weeks, administrators were asked to bring up blogging in their one-on-ones with teachers to ensure their adoption, ease of use, and to give them a sense that their content was being seen. To further reinforce this point, I started sending out bi-weekly traffic statistics reports. To build a sense of community use of the new tool, I encouraged each teacher to subscribe to the main blog feed so they would receive a daily recap of everything that had been published during the day. To this same point, I held a second staff meeting for teachers to raise additional questions and to demonstrate their successes for their colleagues. https://images.squarespace-cdn.com/content/v1/581404dee3df286e4084041d/1509505994927-TI1ZZLAH2D5R5BOX0D6Q/Blog+Flyer.jpg Internal Marketing - Step 3: Drumming Up Readers After gaining buy-in from our teachers, the next step was to ensure that our intended audience had the knowledge that they needed to stay in the loop. To launch the blog, we included a flyer in our Back-to-School Night packets. After the initial launch, teachers included a link to the blog in their daily emails along with instructions for how to subscribe. I included a call to subscribe in my weekly email to parents, and even featured an origin story in one of the weekly message's lead articles. https://images.squarespace-cdn.com/content/v1/581404dee3df286e4084041d/1509507164054-WC2YBNGLZWDFLPU3WTFA/classroom-blog-email.png Internal Marketing When it became available in early October, I sent a stand-alone message to parents inviting them to subscribe to our grade-level feeds. I included information about the number of families that had already subscribed to the blog to reinforce the buzz surrounding it. This email had an astounding 51% click-through rate, indicating the great efficacy of this strategy. Following this email, I kept close tabs on our subscription lists to ensure that parents were being successful in subscribing to the blog. Any parent who had not completed the two-step authentication process got a personal email from me with instructions on how to complete their request. 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