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Schools Can Win With Authentic Engagement

Schools Can Win With Authentic Engagement

In the age of digital marketing, parents and students are becoming more skeptical of traditional advertising.

Jason Wheeler
February 24, 2025

Another Week... More Awesome Content...

One of the biggest lessons I've learned in school marketing is that engagement isn't about fancy graphics or viral trends but authenticity. Parents, students, and staff can sense when something is forced versus when it's real. This week, we're diving into how schools can win by building genuine connections with their communities—connections that don't just capture attention but build trust and loyalty over time.

Let's explore some engaging scenarios to create authentic storytelling and build trust with your audience. - Jason W.

Lessons from Reddit: How Schools Can Win With Authentic Engagement

In the age of digital marketing, parents and students are becoming more skeptical of traditional advertising. They don’t just want information—they want real conversations, authentic experiences, and trustworthy recommendations. This shift is why platforms like Reddit have become powerful tools for businesses looking to build trust and drive decisions.

But what does this mean for school districts? Engagement beats promotion, and districts that focus on building relationships with families instead of just making announcements will have the most significant impact.

Why Authenticity Wins

A recent study on Reddit’s marketing success highlighted four key trends that schools can adopt:

Authenticity Over Ads – Parents and students trust real conversations more than polished promotional content.
Engagement Over Promotion – Successful brands listen and interact rather than just broadcasting messages.
Right Time, Right Message – Parents research school options months in advance. Being present in key decision-making moments matters.
Community-Driven Influence – Testimonials, discussions, and peer recommendations are more persuasive than traditional ads.

Reddit thrives because people trust recommendations from real users more than celebrity endorsements or paid content. The same applies to school marketing—word of mouth and real experiences shape decisions more than brochures or scripted videos.

How School Districts Can Apply This Strategy

Let’s translate these lessons into actionable strategies to build trust and family engagement.

1. Be Where the Conversations Are Happening

Instead of just using district websites or social media posts to announce news, districts should create spaces where real discussions happen.

📌 Example: Create a Facebook Group for parents to share experiences, ask questions, and get answers directly from staff and other parents.

✅ Why it Works: Parents who see other families sharing positive experiences are more likely to trust the district.

2. Engage Instead of Just Promoting

A common mistake in school marketing is pushing out announcements without responding to feedback. Instead, districts should treat marketing as a two-way conversation.

📌 Example: Host AMA (Ask Me Anything) sessions on Instagram Live, Facebook, or YouTube with the Superintendent, Principals, or Counselors, answering real questions from parents and students.

✅ Why it Works: Live engagement builds credibility and humanizes leadership, making families feel heard and valued.

3. Influence Decisions at the Right Time

Parents don’t decide on schools overnight. They research for months—so districts must be visible during the decision-making phase.

📌 Example: Launch a “Why Choose Our Schools?” campaign featuring:

Student success stories from diverse backgrounds
Parent testimonials about why they chose the district
Easy-to-understand guides about programs, enrollment, and key deadlines

✅ Why it Works: This approach builds an ongoing relationship with prospective families instead of a one-time ad.

4. Provide Value, Not Just Information

Rather than flooding parents with ads, districts should offer resources that help them navigate education.

📌 Example: Create a video or blog series like:

“5 Things to Know Before Your Child Starts Kindergarten”
“What High School Pathways Mean for Your Child’s Future”
“How to Prepare for College While in Middle School”

✅ Why it Works: Parents appreciate helpful content that answers real concerns, making them more likely to engage and share.

5. Use Student & Parent Voices to Tell Your Story

People trust real experiences more than official statements. Showcase your students and parents as the faces of the district.

📌 Example:

🎥 Instagram Takeovers – Let students run the district’s Instagram Stories for a day to showcase their school experience.

📢 Parent Video Testimonials – Real parents talking about why they love their child’s school.

🎓 Graduate Spotlights – Share success stories of alums and where they are now.

✅ Why it Works: These testimonials act as organic endorsements, increasing trust in your district.

Final Takeaway: Market Like a Community, Not a Corporation

The era of polished ads and scripted content is fading. Families want real stories, real engagement, and real connections.

School districts can build stronger relationships, increase trust, and ultimately drive enrollment and engagement by shifting from promotion to participation.

💡 Challenge for This Week: Try one of these engagement strategies and track the response. Is there an increase in comments, shares, or parent inquiries? The more your district listens and interacts, the stronger your brand will become.

🚀 The future of school marketing isn’t just about information—it’s about conversation.

🎯 Quick Tips: Using Storytelling & Social Media to Engage Families

Looking for a fresh way to connect with families and students? Take inspiration from E.l.f. Cosmetics, which recently launched a telenovela-inspired campaign to engage Hispanic consumers. Their strategy? Culturally relevant storytelling, short-form video, and entertainment-based marketing.

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Here’s how your school district can apply these tactics:

✅ Make It Relatable: Engage families using stories, humor, and familiar cultural themes. Think mini-series, skits, or student-led storytelling about school choice, attendance, or career pathways.

🎬 Short-Form Video is King: TikTok, Instagram Reels, and YouTube Shorts should be part of your marketing mix. Keep it fun, fast, and shareable. For example, a student “hacks” school success with funny, engaging videos.

📣 Use Student & Parent Voices: Authenticity wins. Feature real families sharing real experiences about why they love your district. Bonus: Offer incentives for user-generated content!

🌍 Meet Families Where They Are: If your community is bilingual, create content in Spanish and English. A simple translation isn’t enough—adapt content to reflect cultural nuances.

🔥 Think Entertainment, Not Just Information: Instead of a standard “Why Attendance Matters” post, create an Abuela-inspired video where a grandma humorously convinces her grandson to wake up for school.

Want to increase engagement? Make your district’s story one that families want to follow. 🎥✨

📢 Success Spotlight: True Religion’s “Own Your True” Campaign

Authenticity is a powerful marketing tool, and True Religion is proving just that with its latest brand campaign, “Own Your True.” The lifestyle fashion brand is leveraging storytelling, influencer marketing, and a multichannel approach to connect with its audience.

The campaign featuring Brazilian pop star Anitta encourages individuals to embrace their uniqueness and express themselves. It launched during Super Bowl week and extends into significant cultural moments like Black History Month, Coachella, and the NBA All-Star Weekend. True Religion is spreading its message across Instagram, TikTok, YouTube, streaming platforms, and even podcasts, ensuring it reaches a diverse and engaged audience.

What can school districts learn from this? ✅ Leverage student voices like True Religion does with its Team True ambassadors—feature students and alums as content creators. ✅ Use major events as marketing opportunities—graduation, school spirit week, or career fairs. ✅

Multichannel storytelling works—videos, social media, and community partnerships create a bigger impact.

If True Religion can reinvent its brand through authenticity, so can public schools. Showcase real student success stories, build excitement around events, and use multiple platforms to connect with families. 🚀

Own your school’s authentic story!

I would love to hear how your district is embracing authenticity in marketing. Reply and share! 🎤 #SchoolMarketing #BrandingMatters

An oldie, but a Goodie. Listen to my podcast episode on Social Listening that I mention in the article above:

Schools Can Win With Authentic Engagement

In the age of digital marketing, parents and students are becoming more skeptical of traditional advertising.