HELPING SCHOOLS COMMUNICATE WITH THEIR COMMUNITIES
LET US HELP YOU GET THERE FASTER
Our Vision
Our vision is to create a world where every public school has nothing but positive engagement with their communities, where parents, students, teachers, and local residents feel informed and become our allies. We're dedicated to being the driving force behind this transformation, one school at a time.
Welcome
Welcome to K12 Media, where we believe the power of organic communication will change everything in public schools. We're more than just a communications company; we're a team of folks who worked in public education and have decided to become your partners in fostering connections between public schools and their communities in a modern, relevant, different way.
Our Approach
At K12 Media, we help schools communicate differently. We coach our school leaders to communicate like "real people." We have analytics to prove that big words and boring content keep our community upset with our school leaders. Whether through excellent video content, engaging social media campaigns, support from our communications consultants, or high-ranking website content, we strive to make communication a two-way street where schools listen as much as they speak. We can do this because we are a one-stop shop communications department for public schools.
Our Story
Our founder started K12 Media because he used creative content on social media to boost enrollment in a district he had worked for 20 years. After four years of partnering with his superintendent, they brought 52 million dollars to their district using creative content to pass a bond and boost enrollment. While working together, they realized organic creative communication always brought them a high level of positive engagement.
Today, we have blossomed into a team of school communicators who help schools with traditional and digital communication. We have helped pass over $1.1 billion in school bonds, boosted enrollment by millions, and helped manage the reputation of schools and school leaders with organic communication.
Our founder, an innovator, married that superintendent, who happened to be a numbers person. Together with their educational partner, Cari, an integrator, they partner in helping superintendents and schools navigate the complex challenges of school communication.
Meet the Team
LEADERSHIP
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Shawn Patterson - Founder & CEO
Shawn was a special education teacher and program administrator for public schools for 20 years and brought $52 million to his district using creative content before starting K12 Media. Today, he not only mentors school superintendents on the power of organic communication but also leads a team of school communicators who provide traditional and digital support for public schools. You will also see Shawn leading professional development as he is a frequent speaker at educational events, sharing his insights on effectively communicating as a school leader in public education. When Shawn is not working, you might see him tooling around on his scooter, traveling to places like Boston, or hanging out with his 6 kids.
Cari Sinke - Chief Operating Officer
Cari is a highly experienced and results-oriented leader with a proven track record of success in education, law, and politics. She has over ten years of experience in public schools, where she managed an elementary school and worked as a communications specialist for an ISD. Cari also has an extensive family and corporate law background, amassing more than 15 years of experience and a remarkable 15-year history in politics, where she directed political campaigns and managed campaign finances for state senators and local county politicians. Today, as the COO at K12 Media, she's a driving force in revolutionizing education through innovative communications solutions. When Cari is not building better schools, you will see her and her husband at classic car shows, interior decorating, or heading up to Upper Michigan.
Catherine Cost, Ed.D. - Chief Financial Officer
Dr. Catherine Cost, Chief Financial Officer at K12 Media, is a passionate and strategic leader with over 36 years of experience in public schools. She has served as a math teacher, athletic director, high school principal, assistant superintendent, and superintendent for a large district just outside of Detroit, Michigan. In her current role, Dr. Cost manages the fund balance for K12 Media and supports strategic communication for the company and many school superintendents. She is also an avid gardener, loves teaching math, and hanging out at the lake. Dr. Cost is a valuable asset to K12 Media and the education community as a whole.
Josh Bellers - Creative Director
Josh Bellers is the Creative Director of K12 Media Group, bringing over a decade of experience in video production, graphic design, project management, and website development. His diverse background spans higher education, automotive marketing for major manufacturers, and nonprofit organizations, giving him a well-rounded perspective on strategic communication and storytelling.
Josh specializes in helping schools effectively share their stories, guiding projects from early concept development with school teams through to final delivery, including filming and post-production. He has led creative efforts on a wide range of initiatives, from enrollment campaigns to bond proposals, ensuring messaging is both impactful and aligned with each district’s goals. Known for his collaborative approach and attention to detail, Josh combines creative vision with practical execution to produce work that resonates with communities and drives results.
COMMUNICATION SPECIALISTS
Kim Root - Communications Director
Kim has more than 30 years of experience in communications. She has served as the Executive Director of Communications, School Safety, and Strategic Initiatives for a large district with 15 schools serving over 8,000 students. Kim also led the campaign for her district's Bond and Sinking Fund initiative, generating more than $300 million for capital projects. Kim worked for three other districts and education agencies. She is also responsible for the core framework for developing The Michigan State Police Office of School Safety. Today, she leads all of our communication consultants, makes sure we communicate effectively, and is a regular presenter at conferences such as MASA, MASB, and The Metro Bureau.
Mary Ann Cyr, Ed.D. - Communications Specialist
Dr. Mary Ann Cyr is an experienced educator with over 30 years of experience in K-12 education. She has served in a variety of roles, including teacher, principal, and superintendent. Dr. Cyr is passionate about education and is committed to providing students with the best possible learning experience. She began her career as an elementary teacher in Ottawa, Canada, and later moved to the United States, where she continued to teach in Michigan public schools. Dr. Cyr then transitioned into administration, serving as Assistant Principal and Principal in Monroe Public Schools. She also served as Assistant Superintendent at Taylor School District and Superintendent at Dearborn Heights District 7 and Melvindale Northern-Allen Park. Dr. Cyr cherishes time with family, delves into captivating literature, embarks on enriching travel experiences, and embraces the beauty of the outdoors.
SOCIAL MEDIA SPECIALISTS
Amy Murphy - Social Media & Marketing Project Manager
Amy is a communications professional with a strong background in K–12 education, currently serving as a Social Media Team Lead and Project Manager at K12 Media. In this role, Amy oversees marketing and enrollment campaigns, partnering with school districts to deliver strategic, results-driven communications. Previously, Amy worked at Royal Oak Schools, where she managed district-wide communications, supported school leadership, and engaged families through clear and effective messaging. Her experience within both school systems and education-focused marketing allows her to effectively support districts in connecting with their communities and achieving their communication goals.
Rachel Thornton - Social Media Manager
Rachel is a highly experienced elementary educator with 18 years of experience, including 8 years as a literacy specialist. She is currently a social media manager on the K12 Media team, where she uses her expertise in literacy and digital marketing to create and distribute engaging content that informs and inspires parents and educators. Rachel is a social media powerhouse at K12 Media.
Nicole DePhillips - Social Media Manager
With over 20 years of experience teaching in public schools, Nicole is a dedicated Special Education Teacher renowned for her expertise in primary/secondary education. Now as the leader of our Social Media Managers at K12 Media, Nicole brings her expertise to the forefront by directing our content managers in partnership with educators and school leaders to craft compelling and informative content for multiple school districts, making a significant impact in the education sector.
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Lori Melville - Social Media Manager
Lori is a retired public-school teacher with over 31½ years of dedicated service, inspiring hundreds of students from second through seventh grade. She had a passion for teaching reading, writing, math, and technology, and was recognized as a technology leader within her district. Today, Lori continues to support schools by creating and sharing positive online content that celebrates students, staff, and community success.
In her free time, she enjoys designing beautiful floral arrangements, gardening, traveling, and most of all, spending time with her family.
Ryan Turinsky - Social Media & Digital Content Manager
Ryan Turinsky draws on his experience as a dedicated special education teacher to help schools share authentic, engaging content through K-12 Media. With his 7 years in the classroom, he understands the importance of celebrating student successes, fostering school pride, and building strong connections between schools and their communities. Outside of work, Ryan is a husband, dad, and choir member who enjoys traveling, spending time with family, and finding creative ways to make everyday a little brighter.
Ashley Johnson - Social Media Manager
With over 10 years of experience in education, Ashley Johnson has dedicated her career to supporting schools at the ISD level through state and federal programs. In her role with K12 Media, she uses her program expertise and creativity in social media to help districts share their stories, strengthen community ties, and foster growth by highlighting meaningful projects and school initiatives. She believes that telling a school’s story is essential for celebrating successes, building trust, and fostering lasting connections.
Nicole Tucci - Digital Content & Social Media Manager
Nicole Tucci is a Digital Content and Marketing Project Manager at K12 Media who brings over 12 years of experience as a K‑12 special education teacher. She’s passionate about telling schools’ stories, celebrating student achievements, and helping districts connect with their communities in meaningful ways.
WEBSITE SPECIALISTS
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Scott Huff - Website Project Manager
Scott is a Web Project Manager and Web Specialist with over 27 years of experience in web development and design, including more than 18 years in the education sector. He spent over 17 years with Farmington Public Schools and has also worked with the University of Detroit Mercy School of Law. Throughout his career, he has served as a Webmaster, Web Content Manager, and Web Systems Manager, focusing on creating accessible, user-friendly, and effective digital experiences for schools and organizations.
He is an Air Force veteran and brings a strong sense of discipline and reliability to his work. Outside of his professional life, Scott enjoys traveling, hiking, spending time at the lake, and has a passion for golf. He is married and a father of two.
Jamie Giera - Website and SEO Specialist
Jamie Giera is an experienced website manager with over ten years of experience supporting K-12 school districts and educational organizations. She brings a detail-oriented, practical approach to CMS management, SEO, and digital accessibility, helping districts keep their websites current, accurate, and effective. She works with K-12 districts and ISDs across the country, managing websites, building bond campaign pages, and optimizing pages for search visibility. When she is not working, you will find her riding her Ruckus scooter, reading books, and spending time with friends and family.
CREATIVE SPECIALISTS
Paul Long - Digital Media Expert
Paul is a skilled audio engineer and digital media expert with a passion for creating immersive and engaging experiences. He has over 15 years of experience in the industry, working on a wide range of projects, from movie sets to rock videos to corporate events. At K12, Paul is responsible for all aspects of audio and video production, from planning and execution to post-production and editing. He works closely with educators and other stakeholders to ensure that all content meets the highest standards of quality and accessibility. Paul is also a valuable asset to the team when it comes to digital media management. He is responsible for developing and implementing strategies for storing, organizing, and distributing the company's vast library of digital content.vIn his spare time, Paul enjoys spending time with his family and friends, riding his motorcycle, and playing his guitars.
Derek Cookson - K12 Photography
Derek Cookson is a photographer at K12 Media, where he uses his experience and creativity to capture the essence of schools and their communities. He is passionate about telling a school’s story through photos, and he believes that great photography can help communicate a school's vision and values. Derek has a knack for connecting with students and school staff and making them feel comfortable in front of the camera. He is also an expert in lighting and composition, and he uses his skills to create beautiful and evocative images. Derek's work has been featured in a variety of public and private school publications, including K12 schools and college website, social media, and marketing materials. He has also photographed a wide range of school events, from sporting events to musicals to graduation ceremonies. Derek is a valuable member of the K12 Media team, and his work helps to tell the stories of the schools and students that K12 serves.
Laura Linco - K12 Copywriter
Laura spent 15 years as a journalist for Detroit-area newspapers and seven years as a PR specialist in a large school district. At K12 Media, she leads copywriting for enrollment, voter initiatives, and district reputation campaigns.
Support Partners
Our Support Partners are trusted experts who jump in for specialized projects like web development, data analytics, or strategic business planning. They bring extra depth to our work while keeping everything within the seamless K12 Media experience.
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Kelly Scheen - Business Strategist
Kelly Scheer is an internationally certified executive coach and former C-suite leader with 25+ years of experience navigating the complexity of large systems, high-stakes decisions, and rapid change. Known for her direct style, strategic mindset, and gift for clarity, Kelly partners with executives, business owners, and leadership teams to move through tough conversations, unlock forward momentum, and lead with confidence. Her background spans healthcare, human services, and education-adjacent organizations, where she’s led multimillion-dollar initiatives, built cross-functional teams, and helped leaders find their voice in the moments that matter most.
Halley Karas - SEO/AI Visibility Strategist/GEO Marketing
Halley Karas is the founder and CEO of Plum Good Marketing, a Detroit-based fractional CMO agency that helps growing companies build strategy, structure, and creative that actually drives results. With an MBA and a background leading marketing for brands across industries—from luxury fashion to manufacturing to schools and non-profits—Halley combines business acumen with creative intuition. Through Plum Good Marketing, she partners with teams like K12 Media to align brand strategy, sharpen messaging, and execute marketing that scales without micromanagement.
Shelby Nork - Digital Ops Support
Shelby Nork brings a strong mix of creativity, data-driven thinking, and operational savvy to her role at Plum Good Marketing. With a background in digital marketing, branding, and project leadership, Shelby helps clients define and polish their brand voice, align on visuals that resonate, and execute campaigns that stick. When she’s collaborating with partners like K12 Media, Shelby leans into collaboration, clarity, and consistency to ensure that brand and strategy are not just plans, but pathways to growth.
Some of our Friends
