Common App is an international nonprofit membership association dedicated to access, equity, and integrity in the college admission process. Each year, more than 1 million students worldwide trust the organization’s technology and services to apply to more than 1,000 member colleges and universities.

I led marketing and communications efforts during an exciting period of growth for the Common App. Although not directly involved, the organization was navigating a challenging environment following the college admissions scandal and the onset of COVID-19, plus internal trust building with membership following technical challenges under previous leadership. To restore trust and usher in a new era of innovation for the platform, the organization launched a new strategic plan, which included a repositioning and rebranding.

Key activities included:

• Orgwide Rebranding & Portfolio Brand Architecture

• Website Redesign & Digital Marketing Transformation

• Executive Thought Leadership & Media Relations

• Events & Video Series

Membership growth continued to accelerate at Common App, and applications also grew despite pandemic disruptions—additionally, the organization launched and piloted several new initiatives during this time that today have scaled to reach thousands of students, including the Common App for transfer, Common App for mobile, direct admissions and scholarship applications.