Monument Academy School Board, Sept. 11 – Board selects marketing firm, transfers funds

• Marketing firm selected
• Equity transfer between campuses approved
• Academic Achievement
• Elementary carline
• Policy updates
• Highlights

By Jackie Burhans

At its regular board meeting in September, the Monument Academy (MA) board heard a proposal from a second marketing firm and voted to transfer residual equity between its campuses.

In addition, the board heard updates on Academic Achievement and the West Campus carline.

Marketing firm selected

Audrey Kerchner, chief marketing strategist for Inkyma, presented a marketing proposal for services in the 2025-26 school year. Kerchner discussed the strategic plan her team put together for MA, which includes goals to enroll 125 students by 2027 focused on the high school, to invest in athletics and a new gymnasium, to describe MA’s unique program edge, and to take this strategy across multiple channels.

Kerchner further spoke on developing a brand identity and messaging using StoryBrand so MA’s message stays unified. Multi-channel campaigns would include Facebook and Instagram toward parents, and Google, YouTube, and TikTok for students, she said. She anticipated seasonal campaigns around open enrollment, open houses, breaking ground, and opening the new facilities. Campaigns would include ads, email, social media, and placement on TV screens inside waiting areas, doctors’ offices, coffee shops, etc.

Inkyma’s content strategy would be video-based with parent testimonials and student spotlights, Kerchner said. She suggested student ambassadors for TikTok or YouTube shorts to allow sharing of the student perspective. The website would be updated with the brand identity to highlight how MA prepares students with a call to action to schedule a tour. Inkyma will boost visibility and usability via search engine optimization (SEO) and answer engine optimization (AEO), which uses artificial intelligence platforms.

Kerchner said that Inkyma was results-oriented and would report on key strategic outcomes while offering ongoing oversight and optimization. She said that Inkyma was ready to move and set up a kickoff and implementation dates within 30 days.

The board asked questions about the implementation timeline, noting the importance of the October count window, five days before and after Oct. 1, and the school choice decision timeframe. Funding depends on enrollment figures.

Kerchner addressed questions about the feasibility of meeting the 125-student goal by 2027 and noted that the biggest challenge was the newness of the high school and the need to demystify charter schools.

At the end of the regular meeting, the board went into executive session for negotiations regarding selection of a marketing contract. When it returned, the board voted unanimously to move forward with Inkyma. Vice President Lindsay Clinton expanded on the comment about social media content and student involvement, saying the board would further clarify the need for parent authorization and would respect the “no media” option some parents had selected.

Equity transfer between campuses approved

Chief Financial Officer Glen Gustafson told the board that government accounting allows for residual equity transfer. Gustafson said he had used this method in District 11 to transfer funds between accounts but had never seen a charter school use it to transfer funds from one school to another inside the general fund. He consulted with general counsel Brad Miller and bond counsel to ensure this was a legal maneuver, and they confirmed that they believed it was. He proposed that the board transfer $1.8 million in reserves from West Campus to East Campus by resolution, noting that the board could reverse it at any time and ensure that MA stays in compliance with all bond covenants.

Gustafson added that a couple of years ago, West Campus had lent the East Campus $300,000, and this transaction would undo that as it was a temporary loan, reiterating that both the bond counsel and general counsel had approved this. He said that this would be an important piece of the puzzle when MA refinances its bonds in about six to seven months. He thought it would buy MA one year or more to increase enrollment to meet the additional debt service related to the refinancing of bonds.

Board President Ryan Graham confirmed he had reviewed the proposal, asked about counsel input, and had no objections. He moved to approve the resolution, and the board passed it unanimously.

Academic Achievement

Executive Director Collin Vinchattle provided an overview of the fall academic assessment data, which used data from the beginning of the year DIBELS and NWEA assessments. Vinchattle highlighted positive results at the elementary level, with 68% of students on grade level, noting that those grades are when kids are learning to read.

He noted that NWEA and SAT tests had both changed the goalposts. The bar was raised for reading and language and lowered for math and science to adjust to national norms. He said that reading and math were both at 68% achievement.

Vinchattle said this was a new baseline of data, and goals will be created and reviewed in the winter assessment.

Elementary carline

Elementary Principal Jessie Davis noted that safety is the number one priority and asked that carline drivers remain attentive, pull all the way forward, follow directions for an orderly and efficient flow, and use the merge zone to avoid backups.

Davis emphasized that MA families should not use the church driveway as an exit and encouraged students to exit the school through the main doors rather than the gym entrance to avoid congestion. She noted that the biggest day for carline is Tuesday, which sees an average carline time of 38 minutes. In the best conditions, carline wait times have decreased to 33 minutes.

Davis said she was working on having people park in the dirt lot and walk to pick up their students to avoid creating congestion. Vinchattle said he had heard feedback that some people don’t feel comfortable using that lot since there is no sidewalk, and offered to research costs.

Davis said she used ParentSquare and letters to parents and teachers to communicate about carline. If anyone has suggestions or questions, they should contact Davis directly.

Policy updates

The board unanimously approved the following policy updates:

1517—Internet Use. Minimal changes after tech team feedback, added that use is a privilege and can be revoked, changing a job title, and renaming the policy to GBEE-MA.

1519 – Advertising. Updating mediums, changing a job title, legal wording about not creating contractual obligations, ability to reject ad at discretion, and renaming policy to KHB-MA.

1520 – Public Comment to the Board. Minimal changes in the signup sheet, changing a job title, consolidating some language, and renaming policy BEDH-MA.

1521 – Student Fees. Updating forms of payment, changing a job title, adding waiver information, and renaming policy to JQ-MA.

Board policies can be found at https://tinyurl.com/ma-policies.

Highlights

Board meeting highlights include:

• Executive Director. Vinchattle reported on Back to School Night, athletics, and homecoming events, including the Powder Puff game.
• Finance Director Laura Polen reviewed the July financials by school and fund, saying that total income for all three schools was $170,000 in its first month. She confirmed that audited financials would be needed for the S&P rating.
• Student Accountability and Advisory Committee—West Campus. Clinton reported that the SAAC had met on Sept. 4 to review its bylaws and suggest edits to bring to the board.
• Buildings and Facilities. Graham reported that the noisy HVAC unit had been fixed thanks to Operations Manager Jake Dicus.
• Resources and Development. Clinton said the committee met on Sept. 3 to review last year’s measures, analyze the purpose of the committee, and brainstorm areas to focus on for the current year.

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The MA School Board meets at 6:30 p.m. on the second Thursday of each month. The next regular board meeting was moved to Thursday, Oct. 16, at 6:30 p.m. at the East Campus. The agenda and packet are available at tinyurl.com/ma-boarddocs.

Jackie Burhans can be reached at jackieburhans@ocn.me.

Other Monument Academy School Board articles

• Monument Academy School Board, Jan. 15 – Board passes mid-year budget, selects bond counsel (2/4/2026)
• Monument Academy School Board, Dec. 11 – MA retains BB- credit rating (1/1/2026)
• Monument Academy School Board, Nov. 13 – Board hears audit, marketing updates (12/4/2025)
• Monument Academy School Board, Oct. 16 and 23 – Board appropriates ERTC funds (10/30/2025)
• Monument Academy School Board, Aug. 14 and 25 – Board moves forward on facility plans, hears marketing proposal (9/4/2025)
• Monument Academy School Board, July 17 – Board prioritizes marketing plan, passes policy on religious opt-outs (8/1/2025)
• Monument Academy School Board, June 12, 27 – Board passes sports fairness policy, joins in suit against CHSAA (7/3/2025)
• Monument Academy School Board, May 8, 9 and 29 – Board adjusts budget for low enrollment, anticipates tax credit revenue (6/7/2025)
• Monument Academy School Board, April 10 and 24 – Proposed high school dress code draws concerns (5/3/2025)
• Monument Academy School Board, Feb. 26 and March 13 – Board returns focus to gender ideology, hears concerns about discipline enforcement (4/5/2025)