PROJECT (Contract)
Internal & External Communications
Graphic Design
Social Media Content & Management
TIME
August 2024- Present
Westridge
School
Westridge is a forward-thinking all-girls school (grades 4-12) based in Pasadena, California. I am responsible for internal parent communications and external communications, primarily alumnae engagement, working directly with the Advancement team.
Internal Communications
Parent Newsletters
Digital newsletters (a.k.a. Westridge Weekly) are sent weekly to approximately 2,000 parents in their respective divisions—one for Lower and Middle School, and the other for Upper School.
I proposed a redesign and restructuring of the ‘Weekly’ newsletters to improve parent engagement and retention, which has resulted in 10% higher open rates and 4% increase in click rates.
PROBLEM ADDRESSED:
Parents were not scrolling all the way through to the end of the newsletter, missing critical Athletics info, campus news, etc.
SOLUTION
Changed the layout of the primary newsletter, prioritizing critical information at the top and condensing text for readability
Rethought storytelling: Adding content that receives high engagement (visual storytelling), condensing bigger stories
Introduced the At-A-Glance Newsletter (bi-weekly schedule) so parents can skim important deadlines, updates, and dates in a condensed newsletter format for their student’s division
To see the previous newsletter format and design, click here.
Weekly Redesign Examples:
Weekly At-A-Glance Examples (New Design):
Young Alumnae Outreach: Westridge Connects
PROBLEM:
Young alumnae are the hardest to reach and engage
The professional alumnae database was too similar to LinkedIn, outdated, and unused
SOLUTION
Young alums are looking for ways to easily connect to others, value professional networking and development. I pitched Westridge Connects—a streamlined mentor database—in a format that’s simpler, more accessible, and still exclusive to Westridge. It’s also a low-stakes platform that requires no time commitment—just a resource for those who want advice or connection.
Since it’s launch in November 2025, there’s been over 120 interested alums; database is growing; we’ve received stories of alums who’ve met over Zoom or coffee who’ve provided amazing feedback
Social Media
Content development and management for @westridgealumae and part-creator for @westridgeschool
Work: Photography, photo editing, content creation, content planning, and video editing
