Skip To Main Content
Your District's Most Valuable Brand Ambassadors: Employees
Connor Gleason

You've successfully crafted a brand for your school district that resonates with your audience and promises a bright future. Now, it's time to embark on a campaign to catapult your brand into the spotlight.

The bottom line is — it’s no longer enough for school districts to depend on traditional media outlets to tell and promote their story. The idea that your district is solely reliant upon third parties, like review sites, is outdated. Today, anyone with access to the Internet and a smartphone can be a source of information – this includes your district. 

But if your employees, the very foundation of your district, aren't reflecting your brand consistently, your branding efforts may fall short.

The best brand ambassadors are often the people who know your school district inside and out – your very own employees. By leveraging their enthusiasm and expertise, you can create a powerful force that not only promotes your district but also fosters a strong sense of community.

Why District Employees Are Your Best Brand Ambassadors

Simply, what your district's hardworking staff and teachers feel and say about your district’s brand carries so much weight in the community. School branding begins with your staff and how your school system proactively markets the district's brand to its employees.

You need to work diligently to support ambassadors in your schools and throughout your district, so here are five ways to empower your employees to become your best brand ambassadors.

Harness the Power of Social Media

Social media is a treasure trove of opportunities to showcase the incredible achievements and events happening within your district. By encouraging your employees to share their personal experiences, event photos, and thoughts, you can create a vibrant and engaging online presence that captures your district's spirit.

Provide a social media guide that outlines best practices to ensure your staff can tell your district's story in a way that aligns with your brand identity. Don't forget to include branded hashtags and official accounts to tag and follow!

ellington schools social feed

Ellington Public Schools has a great social presence, and that's due in part to the teachers and staff who are regularly posting (and tagging!) the happenings throughout the district. Classroom activities, theater performances, and special projects are well-promoted, thanks to the employees who are just as eager to share their excitement with the community.

Educate & Empower Your Employees

Your employees are the frontline representatives of your district, and it's crucial to equip them with the tools and knowledge they need to excel in that role. Offer workshops or webinars focused on storytelling, social media etiquette, and content creation to help them hone their skills.

Supply resources and brand guidelines to aid them in crafting messages that reflect your brand's voice and values. Keep your employees feeling informed and engaged with up-to-date information on school achievements, district culture, and branding strategies to ensure they're prepared to represent your district effectively.

adams 5 star branding guidlines screenshot

Adams 12 Five Star Schools has provided its employees with brand guidelines and the proper use of naming conventions, approved district colors and logos, and contact information to clarify any questions about how and when to use the brand. Rather than risk a staff member going rogue (because that's never happened, right?) it's a great, proactive approach to empower employees to be using the right resources to help promote the brand.

viewmont high school branding guidelines

Davis School District takes the same approach with its district's logos and branding guideline page. The district says it best when it describes why school branding is important "…when they are used together consistently and in relation to what we do, they eventually become what people think of us as a school.”

Olentangy Schools brand video

Check out the video that Olentangy Schools created for its community — rather than shy away from their help with branding efforts, the communications office is empowering users to use the proper branding materials to create a unified approach.

Celebrate and Reward Your Brand Champions

Everyone loves to be recognized for their hard work and dedication. By creating an employee advocacy program that acknowledges and rewards employees who excel in promoting your district, you'll inspire others to follow suit.

Celebrate their achievements with newsletters, social media shout-outs, or even with a special "Brand Ambassador of the Month" award (AKA coffee...) Don't forget to implement recognition programs for student ambassadors, staff, and community partners, too, and showcase these recognitions on your digital platforms, like an employee portal or staff newsletter.

OUSD employee news

Orange Unified School District celebrated its Employees of the Year with some well-deserved recognition on social media and its district's news page. Staff and teachers who "go above and beyond" were profiled for their work in helping to create an engaging learning environment.

Cultivate a Culture of Pride and Ownership

The key to creating passionate brand ambassadors is instilling a sense of pride and ownership in your employees. Encourage open communication, share success stories, and involve staff in decision-making processes to foster a positive work environment.

As your district's employees become more invested in their work, they'll naturally want to share their excitement with others, making them enthusiastic ambassadors for your district. This will work wonders for your district's word-of-mouth marketing efforts.

educator profile at San Angelo ISD

There's a lot of pride for the educators at San Angelo ISD, so much so that they've created an "educator profile," which outlines the kind of leaders the district wants to recruit, develop, and support — a great resource to remind employees why they're there to make a difference every day!

Collaborate with Community Networks

Your employees are part of a larger community with networks that can amplify your brand message. Forge partnerships with local businesses, nonprofits, and parent organizations to create mutually beneficial relationships. Encourage your staff to participate in community events and share their experiences on social media, boosting your district's reputation in the process.

Local businesses are often eager to collaborate with school districts, so consider employee discount programs, school nights at restaurants, volunteer opportunities, and classroom support as ways to strengthen the bond between your district and the community.

employee discount screenshot

Smoothies, haircuts, and even cell phone plans? Exclusive discounts from several retailers are just some of the perks employees are rewarded with at Friendswood Independent School District!

Key takeaway

Managing your school system’s brand can feel like a moving target. But, if your efforts are focused, you can leverage your system’s employees to be your greatest asset in marketing your brand.

Branding Playbook for district leaders

Connor Gleason Headshot


Connor has spent the last decade within the field of marketing and communications, working with independent schools and colleges throughout New England. As Finalsite’s Senior Content Marketing Manager, Connor plans and executes marketing strategies and digital content across the web. A former photojournalist, he has a passion for digital media, storytelling, coffee, and creating content that connects.

Explore More Recent Blogs

Subscribe to the Finalsite Blog

Love what you're reading? Join the 10k school marketers who get the newest best practices delivered to their inbox each week.

Request a FREE
website report card

Want feedback on your school or district's site? Get a free website report card, generated by an in-house website expert, sent right to your inbox.