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The Storytelling Issue - “School of Marketing”
Welcome back to my latest issue
Have you ever watched a commercial that made you tear up? Or read a story that stuck with you for days? That’s the power of authentic storytelling—it connects us in ways facts and figures never can. In school marketing, the most impactful stories aren’t the ones we script but those happening daily in our classrooms, hallways, and communities.
This week, we’re exploring what makes a great story, how to find it in your district, and why authenticity always wins. Let’s make our schools unforgettable—one story at a time. - Jason W.
Reimagining School Marketing: Lessons from Dove’s Sports ReIllustrated
In today’s rapidly changing marketing and branding landscape, authenticity and emotional storytelling are essential. As school marketers, we frequently compete with private schools, charter schools, and online academies for student enrollment. The question we face is: How can we connect with families in a manner that fosters trust and loyalty?
Dove’s recent Sports ReIllustrated campaign offers a powerful lesson. The beauty and personal care brand partnered with Sports Illustrated to shine a spotlight on young female athletes and the barriers they face in sports—particularly body confidence. This campaign was more than just an ad; it was a movement designed to change perceptions, spark conversation, and inspire action.
So, what can school districts learn from this? Here’s how we can apply Dove’s strategy to our marketing efforts to engage parents, students, and the community.
1. Tell Authentic Stories That Resonate
Dove didn’t create a fictional scenario; they highlighted real athletes, like 10-year-old wrestler Honor Dayagaö’ Smoke, whose experiences speak to a more significant issue. This authenticity made the campaign relatable and emotionally powerful.
💡 How schools can use this strategy:
Instead of generic marketing messages, tell real stories about students overcoming challenges, excelling in unique programs, or making a difference in their community.
Create a “Student Spotlight” series on social media and in newsletters featuring inspiring journeys of students in academics, athletics, and the arts.
Encourage teachers and staff to share personal stories about why they are passionate about education.
Example: A school district could feature a bilingual student who excelled in an English-Spanish dual-language program, showing how the school supports diverse learners.
2. Use Emotional Storytelling in Campaigns
Dove's campaign didn't just present statistics; it connected with the audience through emotions. The Super Bowl ad used visuals and real-life examples to showcase young female athletes' confidence issues.
💡 How schools can use this strategy:
Create videos that highlight student success stories, showing how education transforms lives.
Develop testimonial-style content where students, teachers, and parents share their experiences.
Use nostalgia and personal connections—parents want to see how their child's school experience will shape their future.
Example: A school district could produce a short documentary following a graduating senior reflecting on their K-12 journey, capturing their growth and aspirations.
3. Leverage Major Events for Maximum Exposure
Dove strategically launched Sports ReIllustrated ahead of the Super Bowl, one of the most-watched television events in the world. By aligning their message with a cultural moment, they amplified their reach.
💡 How schools can use this strategy:
Plan marketing campaigns around key school milestones, such as the first day of school, graduation, sports championships, or major district announcements.
Tie school events into trending moments, such as National Teacher Appreciation Week or Back-to-School season.
Use live events, social media countdowns, and interactive experiences to engage families.
Example: A district could launch a "Why I Love My School" campaign leading up to the first day of school, encouraging students to share their excitement through short videos and social media posts.
4. Partner with Influential Figures
Dove's campaign featured sports icons like Venus Williams and Billie Jean King, adding credibility and reach to their message.
💡 How schools can use this strategy:
Involve respected alums, teachers, and local leaders in school marketing campaigns.
Collaborate with well-known local businesses, news outlets, or influencers to reach a wider audience.
Create a student ambassador program where current students share their school experiences on social media.
Example: A district could have a well-known former student (an athlete, artist, or entrepreneur) record a video encouraging families to attend an upcoming event.
5. Address Real Issues & Offer Solutions
Dove didn't just talk about body confidence; they provided resources for parents, teachers, and mentors to help young girls feel more secure in their skin.
💡 How schools can use this strategy:
Identify key challenges families face (e.g., academic support, school safety, transportation) and provide clear solutions.
Develop guides, webinars, and FAQs that help parents navigate the school system.
Create marketing content that shows how the district actively supports student success.
Example: A district could launch a "Pathway to Graduation" campaign outlining how students can prepare for college, trade schools, or careers and provide step-by-step resources for families.
Make Marketing More Than a Message—Make It a Movement
Dove's Sports ReIllustrated wasn't just an advertisement but a statement about changing how society views young female athletes. School marketing should aim to do the same—go beyond traditional promotional tactics and create meaningful engagement that resonates with families.
✅ Action Steps for Your School District:
Develop storytelling-driven campaigns that highlight real student and teacher experiences.
Leverage big events (graduations, championships, major school launches) to create buzz.
Engage influencers and alums to serve as advocates for your district.
Produce high-quality content (videos, social media series, digital guides) that offer value.
Be part of a larger conversation—address real challenges parents and students face, and show how your district is leading the way.
By applying these principles, school districts can improve enrollment and engagement and build lasting trust and a strong brand identity within their communities.
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10 Filmmaking Trends to Elevate Your Marketing Videos in 2025
Want to make your school marketing videos more engaging and modern? The latest 2025 Commercial Filmmaking Trends Report reveals top techniques to captivate audiences. Here are 10 quick ways you can apply these trends today:
1️⃣ Use Dynamic Angles – Experiment with drone shots, first-person POV, and creative camera placements to immerse viewers in school events.
2️⃣ Incorporate Nostalgia – Add film grain or vintage footage to highlight alumni stories or school history.
3️⃣ Go Documentary-Style – Capture authentic moments with handheld footage and natural light to build emotional connections.
4️⃣ Try One-Shot Videos – A single uninterrupted take can make graduation speeches or heartfelt testimonials stand out.
5️⃣ Embrace Bold Colors – Use vibrant school colors and high-contrast palettes to create visually exciting content.
6️⃣ Get Abstract – Use close-ups of science experiments, art projects, or fluid textures for unique transitions and intros.
7️⃣ Showcase Real Diversity – Highlight cultural events, student voices, and inclusive moments to connect with your audience.
8️⃣ Experiment with Surrealism – Add dreamlike effects or creative animations to make recruitment videos unforgettable.
9️⃣ Promote Unplugged Moments – Feature students in outdoor activities, group projects, and real-world interactions beyond screens.
🔟 Use Movement & Dance – High-energy dance sequences, rhythmic edits, and pep rally highlights grab attention instantly.
By implementing these trends, your school’s marketing videos will feel fresh, engaging, and emotionally powerful—helping you stand out in 2025! 🎬✨
Success Spotlight: Elevating Athletic Media Days at Garland ISD
Garland ISD Communications has transformed how the district celebrates student-athletes, taking its Athletic Media Days and Signing Day to the next level with a bold, modern marketing approach.
Over the last three years, GISD introduced stylized action shots of athletes in dynamic poses, creating high-impact visuals that serve as standout marketing materials for social media, websites, and print promotions. These professional-grade images not only showcase the talent of GISD athletes but also elevate school pride.
The team launched student-led Instagram Reels and videos to boost engagement, allowing athletes to share their experiences, game-day excitement, and signing moments in their voices. These authentic, behind-the-scenes clips have significantly increased engagement on the district’s social platforms, bringing the community closer to the action.
The revamped Signing Day features an immersive, high-energy experience, turning each athlete’s commitment into a red-carpet moment. The district’s innovative approach has strengthened branding, increased student-athlete visibility, and reinforced GISD’s commitment to excellence in athletics and storytelling.
Question of the Week: Crafting Stories for Niche Audiences
Great storytelling isn’t one-size-fits-all—it’s about knowing your audience and crafting messages that resonate deeply. In public school marketing, we often speak to parents, students, staff, and the community, but each group has unique needs, values, and motivations.
How do you tailor your storytelling to connect with niche audiences in your school district? Do you adjust your tone, format, or visuals based on the group you’re trying to reach? Share your strategies, and let’s learn from each other!
Weekly AI Update: Top Stories in Artificial Intelligence
Tech Giants Commit Over $300 Billion to AI Infrastructure
Leading American technology companies, including Amazon, Alphabet, Microsoft, and Meta, plan to invest more than $300 billion in artificial intelligence infrastructure by 2025. This marks a significant increase from the $230 billion spent last year, underscoring the industry's confidence in AI's transformative potential. However, these investments come amid concerns about potential reduced demand following the emergence of cost-effective AI models like China's DeepSeek.
Yum Brands Embraces AI to Enhance Operations
Yum Brands Inc., the operator of Pizza Hut, Taco Bell, and KFC, has launched "Byte by Yum!", a suite of AI-driven software services aimed at improving restaurant operations, including mobile ordering, kitchen optimization, and inventory management. Currently utilized by 25,000 restaurants globally, this initiative has positively impacted the company's stock value.
Amazon Plans Significant AI Investment
Amazon has announced plans to increase its capital expenditures on artificial intelligence, with expectations to spend over $100 billion in 2025, primarily focusing on Amazon Web Services (AWS). This move aligns with similar investments by tech giants like Google, Meta, and Microsoft.
SoftBank's $40 Billion Investment in OpenAI
SoftBank, led by Masayoshi Son, is spearheading a substantial $40 billion investment in OpenAI, valuing the company at $260 billion. This collaboration includes a $500 billion AI data center project named "Stargate," in partnership with Oracle and MGX.
NHS Embarks on Largest AI Trial for Breast Cancer Detection
The UK's National Health Service (NHS) is launching the world's most extensive trial of artificial intelligence in breast cancer diagnosis, involving approximately 700,000 mammograms across England. This £11 million initiative aims to assess AI's effectiveness in detecting breast cancer, potentially expediting diagnoses and alleviating radiologists' workloads. If successful, AI could become integral to breast cancer screening programs nationwide.
Let’s Keep the Storytelling Going!
What’s the most powerful story you’ve told (or seen) in school marketing? Reply to this email—I’d love to hear about it!
If this newsletter sparked some ideas, share it with a colleague who could use some storytelling inspiration. Let’s keep elevating the way we connect with our communities!
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