Crafting a new look, brand, or message for your district is a big step. Whether it’s updating your school district's tagline, unveiling a new logo, or redefining your vision statement, you want the change to capture your district’s character and connect it with your community.

But how can you be sure it will resonate with the people who matter most before it becomes the header on your homepage, the theme of your next big campaign, or permanently chiseled above the doorway for all to see? (#SpellCheck)

From parent newsletters to digital ads and even the voices of your alumni, a mix of digital tools and feedback can help you test which messages inspire, excite, or maybe even fall flat. With a bit of thoughtful testing, you can move forward with confidence, knowing your new message reflects the heart of your district and speaks clearly to everyone it reaches.

So, before going "all-in," here are five places to test your school’s district branding and messaging to ensure it hits the mark.

#1. Social Media Stories & Polls: Immediate Insights from Followers

Social media platforms offer a fast and effective way to test new messaging. With features like Stories and polls, you can gauge audience reactions and adjust your approach based on direct feedback.

Using Social Media Stories to Test School Messaging

Social media Stories found on platforms like Instagram and Facebook provide a unique but brief way to test your messaging with your school community. Because Stories disappear after 24 hours, they’re perfect for trying out new ideas without the pressure of making a permanent change. You can post different versions of your new tagline, slogan, or positioning statement as a Story and see how people react.

If one Story receives significantly more engagement, that may indicate it’s a theme worth considering more seriously. You can also experiment with different formats, such as text, videos, or graphics, to find out which ones catch the most attention.

Using Polls for Quick Feedback

Polls are another useful tool for gathering feedback on your messaging. On platforms like Instagram, Facebook, and X, you can create simple polls that ask direct questions. For example, you might ask which tagline your audience prefers or which message feels more aligned with your school’s values.

Washington High School welcomed feedback about its new Wildcat mascot and shared the link to a survey on its Facebook page, collecting enough feedback to create a word cloud from more than 1,200 participants.

Experimenting with Different Content Types

Social media also allows you to experiment with different content types to see what fits best before rebranding your school district. Videos might work well for storytelling or conveying emotion, while graphics or images with text might be more effective for concise, impactful statements. Pay attention to how your audience responds to the new look.

#2. Newsletters: A Built-In Test Audience

Newsletters sent to parents and community members are powerful ways to test your school's new messaging because they provide a direct line to an engaged audience and offer a controlled environment for seeing how different messages resonate. Test different versions of your messaging; just be sure to track engagement and gather feedback.

Integrating New Messaging into the Newsletter

Consider using your school’s newsletters to try out new messaging in multiple areas. For example, include your new tagline in the headline or feature a story that reflects your updated brand positioning. You might also try using new language in a spotlight article.

Using Different Messaging in Different Newsletter Versions

Another way to test your messaging is by sending different versions of the newsletter to different segments of your audience. Parents might respond better to messages focusing on academic excellence or student support, while graduates might connect more with messages highlighting traditions or your school’s values.

Including Feedback Tools or Surveys

Adding quick feedback tools or surveys in your newsletters can provide direct responses from your audience. Consider including a short survey at the end of your newsletter asking readers what they think of the new tagline or how they feel about the updated messaging. You can also ask questions like, "Which of these statements do you feel best represents our school?" or "What stood out to you in this issue?"

Letchworth Central School District updated its community about the initiative to modernize its mascot and visual identity with a landing page on its school website covering the timeline, voting, and results of the update to the district logo and brand identity.

#3. Digital Ads: Fast and Focused Feedback

Because they allow precise targeting and provide measurable engagement data, digital ads can show you what messaging resonates with different groups. Testing helps you make data-driven decisions about your branding and communications before rolling them out on a larger scale.

Targeting Specific Audiences with Ads

One of the greatest strengths of digital ads is the ability to target specific groups. You can set your ads to reach different segments of your audience based on demographics, interests, and behaviors.

For example, you might run one ad to parents with a message focused on academic excellence and another ad highlighting your school's college preparation program. The goal is to see which messages get the most engagement from each group.

If you find that a particular message gets a high click-through rate from one group but not another, you can adjust your messaging to better align with each audience’s interests. You might find that one tagline leads to more clicks while another generates more sign-ups.

Colorado Springs Schools D11 can test its message with the Facebook ads it's running and see which messaging resonates with prospective families.

#4. Teachers and Staff Feedback: Your Frontline Advocates

Your school’s staff interacts with students, parents, and the community every day, making them a critical group for testing your new messaging. They can offer valuable insights into whether the messaging feels authentic and effective.

Presenting the New Messaging

Share the new tagline, slogan, or positioning statement, and explain the reasons behind these changes. Make sure to provide some background on what the messaging aims to achieve, whether it’s attracting new students, strengthening your district's brand, or better reflecting your school’s values.

Ask staff for their honest opinions and encourage open discussion. Use structured activities, like small group discussions or interactive surveys, to gather feedback from everyone.

Gathering Feedback

Consider sending out an internal survey to gather structured feedback.Surveys can be anonymous to encourage more honest and detailed responses, just remember to include questions that ask them to rate how well the new messaging aligns with their understanding of your school's mission, values, and goals.

For example, ask, “What words or phrases in the new messaging do you feel best represent our district?” or “Is there anything you find unclear or confusing about the new message? Ask whether they feel confident using the new messaging in their communication with students, parents, and other community members.

Keep Reading: Does Your District Need a Brand Audit? 9 Questions to Ask

#5. Graduate Feedback: Tap Into Your Legacy

Graduates have a unique perspective of your school, and they often feel a deep connection to it. Engaging them in your messaging can provide honest feedback and help gauge whether the district rebrand aligns with your school's history and values.

Reaching Out

Alumni newsletters are a great way to introduce your new messaging and gather feedback from past students. Include a section in the newsletter that highlights the new tagline or messaging strategy. Share the reasons behind the change and explain how it reflects the school’s growth, values, or future goals.

San Juan Unified School District shared that “While the previous logo has served our district well for many decades, research with students, families, staff, and community revealed an opportunity to create a symbol that represents current values and priorities.”

Engaging Alumni Through Social Media Groups

Many schools have alumni groups on social media platforms like Facebook, LinkedIn, or Instagram. Similar to our first strategy above, use these groups to test your new messaging in a less formal setting.

Share posts that feature the new tagline, school logo, color schemes, or slogan, and watch how alumni react. Encourage them to discuss what they like, what they find confusing, or what feels inconsistent with their experience.

Key Takeaway

Before officially launching your new look and feel, make sure it resonates with your target audience. With a little feedback and insight from your fans, you can proceed confidently, knowing that your amazing new branding aligns with your school's identity and speaks clearly to everyone it reaches.

ABOUT THE AUTHOR

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.