Current Projects

St. Paul’s School of Concord, New Hampshire is one of the nation’s leading boarding schools. For St. Paul’s, Aptonym led a comprehensive strategic planning effort and provides ongoing support for plan implementation. In addition, Aptonym has assisted in bringing strategic intent to key elements of school policy, including complete renovation of the schools governance documents and its employee, faculty, and student handbooks.

Choate Rosemary Hall Logo

Choate Rosemary Hall, in Wallingford, CT, is one of the nation’s leading boarding schools. Aptonym is supporting Choate in the development of strategies, policies, and practices for engagement with artificial intelligence (A.I.) in its school programs.

Asheville School is a leading boarding school of approximately 300 students, located in North Carolina. Aptonym provides Asheville School with support in reshaping culture through the redesign of key policies in faculty, student, and employee handbooks. In addition, Aptonym provides marketing communications support with a particular emphasis on admissions.

Concord Academy is a top independent day and boarding school in Concord, Massachusetts. 

Aptonym provided Concord with interim CMO services and performed a review of the external affairs operations of the school.

The Island School is an independent school and research institute located in Cape Eleuthera, Bahamas. Aptonym is working with the Island School to increase organizational capacity, starting with support on the creation of aligned and purposeful employee and faculty handbooks.

Colegio Los Nogalesis the leading Pre-K through High School in Bogotá, Colombia.

Aptonym’s work for Nogales includes a review of the school’s senior leadership and a situational analysis of the competitive and market environment in which the school operates.

Brodeur Partners is an internationally recognized PR firm with a center of excellence in higher education. 

Among other services, Aptonym provides research, consultation, and content development around  educational trends, value in higher ed, and student experience design.


Calgary Changemaker School,  founded in 2020, is located  in Calgary, Alberta, Canada.

Aptonym assists CCS with marketing strategy and electronic communications.

Woodstock Day School is a progressive Pre-K through 12th grade day school in Saugerties, New York. Aptonym provided WDS with strategic planning and marketing support.

Recent & Past Education Engagements

Deerfield Academy is a top boarding and day school in Western Massachusetts, founded in 1797. 

Working side by side with the Head of School, David transformed the school’s brand, communications, and strategic planning. David’s leadership provided material and communications support for $400 million in fundraising and double-digit donor participation growth. In addition, David provided crisis communications management.

King’s Academy is a leading boarding and day school located in Madaba, Jordan. 

Aptonym provided support with strategic planning, design thinking techniques, research, and self-assessment.

Tilton School is a 150-year-old boarding and day school located in the Lakes Region of New Hampshire. 

In his work as Head of School at Tilton, David recast the core value-proposition of the school’s “Mastery Approach,” rebranded the institution, and led a record-setting fundraising effort. As part of David’s turnaround work at Tilton, he reorganized the school, conducted zero-base budgeting, and shifted capital investment and program design toward greater differentiation.

University of Rochester is a top 30 research university and the seventh largest employer in New York State.

David and his firm worked with UR to optimize the value of “membership” in the alumni association at the University, developed volunteer programs to increase alumni engagement, and steered the school’s use of new media/online tools to increase constituent engagement.

Full Circle School is a small, independent elementary school located in Bernardston, Massachusetts.

Working with the Head of School, helped to identify key points of difference for the school and authored its “intelligence, innocence, and courage” value proposition.

Other Corporate and Non-Profit Work

As a business in the business of investigation and analysis, we have work across industries—and our clients benefit from the insight that broad experience provides. Below is a partial list of corporate and non-profit clients for whom Aptonym’s consultants have worked in a strategic, advisory, creative, or technical capacity through the years.

For Profit:
  •, Seattle WA
  • Birds Eye Foods, Rochester NY
  • Dell, Austin TX
  • Expedia, Seattle WA
  • Paragon Sports, New York NY
  • M&T Bank, Buffalo NY
  • Miller Brewing Company, Milwaukee WI
  • Russell Investments, Seattle WA
  • Wegmans Food Markets, Rochester NY
  • Xerox Corporation, Rochester NY
  • AAA Western and Central NY, Rochester NY
  • ASCAP, New York NY
  • United Way Rochester, Rochester NY
  • Family Service of Rochester, Rochester NY
  • Memorial Art Gallery, Rochester NY
  • Old Deerfield Nursery School, Deerfield MA
  • Fairport Public Library, Fairport NY
  • Sisters of St. Joseph, Pittsford NY