Issue 2: Marketing to Gen Z

Welcome to the 2nd Issue of "School of Marketing"! 🎉

If there’s one thing I’ve learned from working in public school marketing, it’s this: Gen Z doesn’t just consume content—they interact with it, shape it, and expect it to meet them where they are. This week, we’re diving into how to create branding and marketing that truly resonates with this tech-savvy, values-driven generation.

Let’s explore what it takes to capture their attention and keep them engaged!

What Schools Can Learn from McDonald’s CosMc’s Strategy

When McDonald’s aimed to create a new dining experience for Gen Z, they didn’t simply open another restaurant; they launched CosMc’s, a playful, space-themed spin-off designed to appeal to today’s most influential generation. With its vibrant visuals and shareable moments, CosMc offers valuable insights for any organization seeking to connect with younger audiences.

Discover how schools can tap into the savvy McDonald's marketing techniques of McDonald’s to captivate Gen Z students and their families.

Embrace Visual Identity

Gen Z is captivated by bold, distinctive visuals. CosMc embraces retro Space Age aesthetics and Googie architecture to craft a photogenic environment. Schools can harness this inspiration by reimagining campus spaces and event designs to become more visually engaging. Imagine vibrant murals, playful signage, and thematic elements that reflect your school’s values or mascots, transforming everyday surroundings into sources of pride and creativity.

Be Playful and Flexible

Traditional branding rules were thrown out the window for CosMc’s. Its playful, flexible design encourages creativity and interaction. Schools can adopt a similar mindset in their communications, making room for humor, student input, and even offbeat ideas. For instance, school campaigns for attendance or spirit days could use quirky taglines and designs that feel fresh and approachable.

Create Shareable Moments

CosMc’s designs for social media include Instagrammable packaging and hidden Easter eggs. Schools can integrate shareable elements into events and campaigns. For example, they can install photo walls during back-to-school nights or design unique event props that encourage students and families to snap and share moments online.

Integrate Authentic Messaging

Gen Z values authenticity. CosMc’s distinguishes between quirky and genuine, ensuring its branding feels intentional rather than forced. Schools can craft messages that feel real by using student voices or showcasing everyday success stories. Avoid overly polished or corporate-sounding language to connect with Gen Z’s preference for realness.

Leverage Social Media

CosMc’s skips traditional advertising in favor of platforms like Instagram and TikTok, meeting Gen Z where they already are. Schools should focus on creating engaging digital content. Highlight student achievements, share behind-the-scenes moments, and invite students to participate in fun challenges or polls. Encourage students to tag the school in their posts to amplify their reach.

Focus on Experiences

At its core, CosMc’s is about creating memorable experiences—from its themed menu items to its immersive space design. Schools can adopt an experiential mindset by making events more interactive. Whether it’s a career fair, spirit week, or open house, adding immersive, hands-on elements will leave a lasting impression on students and families.

Involve Students

One of CosMc’s strengths is its adaptability. Schools can achieve this by involving students in the creation process. Invite them to design posters, create social media content, or lead initiatives. When students have a hand crafting their environment, they’re more likely to engage and share.

Conclusion

By embracing playfulness, authenticity, and shareability, schools can reimagine how they connect with Gen Z. McDonald’s CosMc’s isn’t just a restaurant; it’s a lesson in meeting a generation on their terms. What could your school achieve by thinking like a marketer?

How Schools Can Engage Teens on Social Media

Reaching today’s teens means meeting them where they spend their time—and social media is a key part of their daily lives. Recent research from the Pew Research Center shows that platforms like YouTube and TikTok dominate teen engagement, with 73% of teens using YouTube daily and 57% on TikTok just as often.

Here's how schools can effectively connect with students through these platforms:

Prioritize Video Content

YouTube and TikTok are perfect platforms for short, creative, and dynamic video content. Schools can use these channels to share behind-the-scenes glimpses, student success stories, or even fun challenges to showcase school spirit. Use your students to help you build your content.

Leverage Instagram and Snapchat

While YouTube and TikTok reign supreme, Instagram and Snapchat are also popular, with 50% and 48% of teens using them daily, schools can post vibrant photos and videos on Instagram Stories and Reels or engage students with quick, interactive content like polls and shoutouts on Snapchat.

Tailor Content to Teens’ Interests

Representation matters. Hispanic and Black teens are particularly active on TikTok and Snapchat, making these platforms ideal for culturally inclusive content. Peer-led initiatives and student-created posts can also ensure authenticity and engagement.

Think Mobile First

With 95% of teens having access to a smartphone, mobile-friendly content is essential. Short-form videos, eye-catching visuals, and stories are more likely to capture attention than long posts.

Make It Interactive

Interactive campaigns, like TikTok challenges, Instagram Q&A sessions, or video contests, can create excitement and build connections. Highlighting student achievements through creative campaigns fosters pride and encourages participation.

Conclusion

By focusing on the platforms teens love and creating engaging, mobile-first content, schools can strengthen connections and foster community with their students. Social media isn’t just a tool for communication—it’s a chance to celebrate and engage the next generation.

Success Spotlight: Reinventing Convocation as a Party to Remember 🎉

Garland ISD took a bold step this year to transform its traditional Convocation into an unforgettable celebration of energy, connection, and excitement. Instead of following the standard formula of keynote speakers and education-heavy presentations, the district decided to reimagine the event as a high-energy party to kick off the school year.

Here’s how we made it happen:

• A DJ and Dance Floor: A professional DJ sets the tone with upbeat music, turning the venue into a lively and interactive space.

• Radio Personality as MC: We brought in a local radio personality to keep the energy high and ensure the event was entertaining from start to finish.

• Live Concert: A popular Dallas cover band performed a concert, allowing employees to unwind, sing along, and celebrate together.

This shift from a traditional gathering to an engaging experience paid off. Employees raved about the fresh approach, and the event set a positive, energized tone for the new school year.

The takeaway: When you prioritize engagement and fun, you create events that people look forward to and leave a lasting impression. And it start with this video:

What creative ways have you reimagined staff events? Find me on social and share your success stories!

Question of the Week: Where’s Your Focus?

With so many social media platforms, deciding where to focus your district’s energy can be challenging. How do you choose which platform to prioritize for your audience?

Do you go where the students are? Where are parents most active? You could also base it on engagement metrics.

👉 Hit me up on social and share your strategy! Your insights might inspire other readers, and I’ll feature some of the best responses in an upcoming issue.

Let’s help each other make the most of our online presence! 🚀

Let’s Keep the Conversation Going!

Thank you for joining me for the second issue of "School of Marketing"! I hope this week’s focus on knowing your audience has sparked new strategies for building more engaging and impactful content.

👉 What’s your favorite takeaway from this issue? Reply to this email—I’d love to hear your insights and feature your ideas in an upcoming newsletter!

If you found this helpful, share it with a friend who’s passionate about understanding their audience and elevating their school marketing game. Let’s grow this community together!

Until next week… Jason