Offer Communication in All Forms 

Weekly and monthly newsletters and printed PDFs stuffed in student backpacks are commonplace when it comes to district communications. And while these tried-and-true methods do work, districts who wish to strengthen their brand should opt for different forms of communications.

Sun Prairie Area School District in Wisconsin has a weekly radio program on a local station, and it’s featured on their website. Known as “Homeroom,” the program is hosted by a local resident and the superintendent. Each week the superintendent gives an update and has a guest from one of the schools. The program airs twice each week.

Each episode can be accessed via the school's website. The website also has links to previous programs along with a brief synopsis so listeners can choose episodes of interest. This innovative form of communication gives people another option to learn about the various goings-on at the district.

Connect Your Community with Social Media

While many districts are concerned about the security and privacy issues social media poses, it is one of the most imp  Social Media Today found that, on average, people spend just under two hours per day engaged in social media. Another study found that people on average check their phone 80 times a day.

We, as a society, are hungry to communicate, stay connected, and exchange news and information. For today's parents, many of whom have come of age with social media and cell phones, the desire to be informed and connected extends to everything related to their children, including, of course, the schools they attend. School districts can tap into this need and ensure parents are kept up to date on anything involving their children. They can strengthen their brand by giving the various stakeholders a forum to connect.

Just check out the website of Ellington Public Schools in Connecticut, and one can see how much and well they communicate. The homepage displays nearly 100 tweets (which are updated daily)! These tweeters include administrators, the board of education, school library, and teachers. The active homepage gives off a sense of connection and community. 

These tweets are powered by Finalsite Feeds, our social media moderation and aggregation tool. Using this tool, the district has the power to automatically pull together tweets from across the district into a simple, streamlined interface, while moderation gives them peace of mind that inappropriate content cannot be published.

"Is it is really important to our brand to provide accurate, timely information to our families. However, it isn't always easy," said John Collins, Director of Technology at Ellington Public Schools. "We embrace social to give a window into our school district that is not only providing informatoin, but it is really giving a real glimpse into our school district and what were doing with teaching and learning." 

Consider Your Students

Schools are not just reaching out to parents, but to the students themselves. Parents want to feel confident that their children will go to school and be inspired to reach their potential. One way to inspire people is to listen to them and consider their ideas. This is particularly true for students, as validating their ideas and thoughts inspires them to grow and contribute further. 

At the Rowan-Salisbury School System in North Carolina, it's not just teachers who validate the students' opinions and ideas. The superintendent has a Superintendent’s Student Leadership Team, a group of highly motivated high school students interested in developing their leadership skills and promoting public education. They meet regularly with the goal of developing innovative ideas to improve the teaching and learning experience. The team presents their ideas to local, state and national elected officials, business and community partners, and school administrators.

Showcase Your Care for Children

What can a school district do to ensure its brand sends the message that each child is appreciated and celebrated for his/her particular talents and skills?

For example, numerous studies document the positive impact of an arts education. Education Week magazine reported on a study which found that the arts impact young people by making them more tolerant and empathetic and boosts critical thinking.

For example, at Minnetonka Public Schools in Minnesota, the arts are celebrated. The district has a month-long arts festival which includes events at each of the schools. These events – plays, concerts, and art exhibitions – give the students a chance to showcase their talents in areas outside of the core curriculum. Each of these areas is highlighted on their website, in addition to numerous other programs and facts that showcase how much the district truly cares about educating its students.

Keeping on Brand

As school districts strive to define their brand, they must consider what will appeal to their different audiences. Once they have nailed down their brand, school districts need to actively find avenues to express their brand. With consistent clear messaging and actions, school districts can strengthen their brand across their website, social media, email, print and beyond.