Take Risks or Become Obselete

Welcome to This Week's Edition of "School of Marketing"! 🚀

Hi friends,

In marketing, playing it safe often means blending in. To truly stand out, we need to take risks. Brands like Liquid Death turned heads by marketing water with edgy humor and a rebellious vibe. At the same time, Nutter Butter leaned into quirky, bold social media posts to connect with audiences in unexpected ways. These unconventional strategies paid off because they weren't afraid to break the mold.

This week, we're diving into why taking calculated risks in your marketing can lead to unforgettable campaigns—and how you can apply this mindset to your school district. No risk, no reward!

Let's get inspired to think bigger and bolder! - Jason W.

Leveraging Liquid Death's Killer Marketing Strategies to Boost School Enrollment

Liquid Death has disrupted the beverage industry with its bold, unconventional approach to marketing. This canned water brand has achieved a cult-like following by embracing an outlaw brand archetype, combining edgy humor, a commitment to sustainability, and a distinct visual identity.

While it may seem like a far cry from the world of education, the principles behind Liquid Death's marketing success can inspire innovative strategies for school districts seeking to increase enrollment and community engagement.

How to adapt these killer marketing tactics to the education sector.

Embrace a Distinctive Brand Identity

Liquid Death's heavy metal aesthetic and rebellious tone break away from traditional bottled water branding. Similarly, your district can stand out by establishing a strong, unique identity. Whether it's a focus on innovative programs, cultural diversity, or personalized learning experiences, highlight what makes your schools unique. Develop a memorable tagline or visual theme that resonates with students and parents, creating an emotional connection to your brand.

Take a Stand on Social Responsibility

One of Liquid Death's most compelling hooks is its mission to "murder plastic bottles." For school districts, this could translate into initiatives like sustainability programs, community service, or student-led social impact projects. By championing causes that matter to families, such as environmental stewardship or mental health awareness, you can align your district's values with your community's values and build trust and loyalty.

Create Viral, Shareable Content

Liquid Death thrives on viral content, using humor, irony, and shock value to capture attention. Schools can achieve similar results by producing relatable and shareable stories that celebrate student achievements, showcase unique programs, or compellingly depict everyday school life.

Think beyond traditional newsletters—explore video storytelling, engaging infographics, and playful memes highlighting the district's personality.

Leverage Influencers and Community Advocates

Liquid Death partners with niche influencers to amplify its message. School districts can collaborate with local influencers, alums, or respected community leaders who resonate with parents and students. For example, notable former students can share how the district prepared them for success, or local influencers can highlight school events on their platforms, reaching broader audiences.

Organize Engaging Events

Experiential marketing is a cornerstone of Liquid Death's strategy. Your district can host innovative, interactive events that reflect its brand values.

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Consider an open house as an experiential showcase—complete with interactive career path demonstrations, live student performances, and opportunities for parents to meet educators in informal settings. These events increase engagement and provide tangible proof of the district's quality.

Offer Limited-Time Programs or Perks

Liquid Death keeps its audience excited with limited-edition products and exclusive merchandise. Similarly, your district can create urgency and exclusivity through special enrollment incentives, limited-time scholarships, or exclusive program offerings for early registrants. Highlight these opportunities in your marketing materials to encourage prompt action.

Prioritize Direct-to-Community Marketing

Just as Liquid Death relies heavily on direct-to-consumer sales, your district can focus on direct-to-community engagement. Use social media, email newsletters, and a dedicated parent portal to communicate directly with families. Transparency and accessibility are key—ensure your messaging is clear, consistent, and responsive to community needs.

Build a Community Movement

Liquid Death isn't just selling water; it's selling a lifestyle and a movement. Your district can foster a similar sense of belonging by rallying parents and students around a shared educational vision.

Campaigns like "Together We Succeed" or "Unmatched Opportunities" can inspire pride and participation, turning stakeholders into enthusiastic advocates for your schools.

Final Thoughts

Liquid Death's marketing success lies in its ability to disrupt norms, build community, and connect more deeply with its audience. For school districts, adopting these strategies means thinking outside the box and creating a brand that resonates emotionally with students and parents. By embracing bold ideas, your district can increase enrollment and cultivate a thriving, engaged community that champions public education.

With creativity and purpose, even the lessons from a rebellious water brand can transform how we think about school marketing.

Quick Tips: How School Districts Can Use Bold Marketing to Stand Out

In today’s noisy digital world, getting noticed is half the battle. The Nutter Butter TikTok campaign shows that being bold, unconventional, and even a little weird can capture attention and spark conversations.

Here’s how your school district can use similar strategies to create standout marketing:

Embrace Emotionally Charged Content

Content that evokes strong emotions—whether joy, awe, or surprise—is more likely to be shared and remembered. Highlight a student success story with a heartwarming twist, or create a humorous video celebrating your school’s unique traditions.

Get Comfortable with “Weird”

Don’t shy away from quirky ideas. Gen Z loves brands that stand out by being different. A fun, absurd campaign—like showcasing “Unexpected Talents of Teachers” or “Mascot Adventures”—can make your district’s social media buzzworthy.

Leverage the Power of TikTok (If it’s still here)

TikTok’s short, engaging format is ideal for connecting with younger audiences. Showcase student achievements, classroom creativity, or behind-the-scenes glimpses of school life with playful, authentic content.

Turn Weakness into Strength

If your district doesn’t have a strong brand identity, use this as an opportunity to redefine it. Bold campaigns like celebrating diversity with “Faces of Our Future” or spotlighting unusual programs can leave a lasting impression.

Collaborate with Influencers

Partner with local students or teachers who are active on social media to amplify your message. Their authentic voices can drive engagement and help your campaigns go viral.

Adopting these creative, attention-grabbing tactics allows your district to move beyond the ordinary and build a brand that truly resonates with your community.

Success Spotlight: Going Bold with GISD's "Unmatched" Campaign

In a landscape where traditional school marketing takes the form of Canva templates, Garland ISD flipped the script with its audacious "Unmatched" campaign. Inspired by urban branding giants like Nike, GISD embraced a bold, edgy aesthetic that resonated with students.

The campaign, visually striking with its modern typography and diverse representation of students, highlighted the district's values of inclusivity, pride, and innovation. By incorporating elements like urban photography and storytelling, GISD transcended conventional school marketing, capturing attention and sparking conversations across the community.

This approach elevated GISD's brand identity and reinforced its reputation as a district that celebrates diversity and nurtures potential. The "Unmatched" campaign became more than marketing—it was a movement in which families around the community shared a sense of belonging and pride.

In a world where standing out is key, Garland ISD proved that public school marketing could be as bold and forward-thinking as the students it serves.

Question of the Week: Dare to Be Bold! 🚀

What’s the boldest marketing risk you’ve ever taken—or wanted to take—for your school or district?

Did it involve trying a completely new strategy, testing out edgy messaging, or stepping outside the typical "safe" school marketing box? If you haven’t taken one yet, what’s holding you back?

👉 Reply to me on social media and share your story (or your dream risk!). Let’s inspire each other to think bigger and embrace the mindset of “No risk, no reward.” I may feature your response in a future issue!

Let’s take some bold steps together! 💡

Let’s Keep the Conversation Going

Thanks for sticking around for issue number FOUR of the “School of Marketing” newsletter. I hope this week’s edition, “Risk Taking in Marketing,” resonated with you and inspired you to do great things.

What did you find interesting about this issue? Please respond to me on social media. I would love to hear your thoughts.

If you like what you have been reading in my newsletters, please forward them to a friend. Let's build this community!!!

See you next week - Jason W.