As students walk to their classes, they can often spot members of the Communications Office capturing the details of student life. The office serves as the “public relations arm” of the Academy, covering various events such as sports games, performing arts concerts, and alumni news. The eight members of the Communications Office work closely to collect information from the academic and administrative departments and consolidate it into digital newspapers and other forms of media presentation such as email, social media, and the official school website.
Multimedia and Digital Engagement Manager David Fraser emphasized how the office works accordingly to upcoming events and the school’s mission. He said, “We want to make sure that it’s [filming and photography] done in a timely fashion… so that when we post it on social media, people will see it and know that, oh, that’s coming up tonight.”
The department has helped create behind-the-scenes projects the community may be familiar with. After joining the department in June 2023, Mr. Fraser created athletics videos for each sports team as his first project. Being new to the community, he was unaware of how many teams there were across the fall, winter, and spring terms. Regarding the amount of promotional videos, he said, “It ended up being like 27 different videos throughout the year, which was a little overwhelming, but I guess it kind of was a good feeling, because I got them all done.”
Mr. Fraser further mentioned how major achievements in projects serve as motivation and momentum to the office. “It makes me feel good that I’m capturing some of these moments for these kids who are here for such a short time, and helping to promote the school through videography… if I’m able to capture that moment, and we can share that… it’s also a memory for them.”
Director of Communications Jessica Day mentions that the general theme for Communications this year is to highlight the student experience. “We’ve partnered with Anneke [Wittink ’25] who runs DAcameraroll [the academy’s student run photography club], so that’s a great way of showing a little behind the scenes of what it’s like to be a Deerfield student.”
Student photographer Wittink reflected how the office is significant in “representing Deerfield life online for prospective students, families of current students,” she said, “and anyone else who may be interested in seeing what Deerfield is like.”
Another project Mr. Fraser has worked on which supports this concept are the Day in the Life videos. From following the student to breakfast, classes and throughout their cocurricular activities, the video “encapsulates a full day,” said Mr. Fraser. Mr. Fraser described how he attempts “to film all that and then edit it down to maybe a two or three minute video,” he said. The video’s goal is to show a clear overview of the daily life of a current Deerfield student.
Not only does Communications focus on the student body, the office also works to support the Academy’s institutional priorities. The school is currently in the state of being in the “quiet phase” of a comprehensive fundraising campaign, meaning that it is not as active in seeking donations. Still, Communications has made efforts in collaboration with the Advancement Office beforehand in raising money for the expansion and renovation of the Dining Hall. The departments plan to launch a public opening campaign of the new Dining Hall in the spring of 2026.
Another project promoted the Academy’s new financial aid initiative. Members of the Communications office had worked with a reporter from the Wall Street Journal on a recent exclusive article announcing the policy.
One of the office’s major responsibilities is to promote the new publication “Thriving in a World of Pluralistic contention: A Framework for Schools” by Head of School Dr. John Austin. Ms. Day explained the Communications’ goal in sharing news about this important publication with internal and external audiences. “Dr Austin wrote this amazing Framework in support of a set of educational ideals such as non-partisanship and civic dialogue which are really institutional goals, so Communications shares these goals to explain the Academy’s direction to people,” Day said.
Throughout the years, the office has supported the school through a wide range of projects, creating a vast network that connects to every other department on campus for various forms of communication. Mr. Fraser communicated his enjoyment and appreciation in working and filming students, saying, “When I first started, they weren’t quite sure who I was and I would be….But now it’s nice that people now know who I am and what I’m doing, so it makes it a little bit easier to kind of walk around and ask people if I can take their picture.”