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This Week in School Marketing: Turning Your District into a Must-Have Brand
School spirit isn’t just about colors and mascots—it’s about creating an experience that students and parents want to be part of.
This week, we’re diving into a masterclass in marketing from an unexpected place: the Takashi Murakami x MLB Tokyo Series collaboration. This high-profile partnership blends art, sports, and exclusivity to drive engagement, and the strategies behind it can be applied directly to school marketing, branding, and social media.
Enjoy this week’s news letter. Have a great Spring Break - Jason W.
The Art of School Marketing: What We Can Learn from the Takashi Murakami x MLB Collaboration
What happens when bold creativity meets strategic branding? It is a marketing masterpiece. We see that in Takashi Murakami's latest collaboration with Major League Baseball (MLB) for the 2025 Tokyo Series. This partnership blends sports, culture, and visual storytelling to create an irresistible limited-edition merchandise line that has fans, collectors, and art enthusiasts buzzing.
But beyond the flashy colors and rare autographs, this MLB x Murakami collaboration is a masterclass in marketing—one that school districts can learn from.
Marketing Lessons for School Districts
Murakami's influence and MLB's reach turned this campaign into an event, not just a product launch. School districts should think the same way—how do we make our brand an experience that students and parents want to engage with?
Here are five key marketing takeaways from this collaboration and how schools can apply them.
1. Build Strategic Partnerships to Expand Reach
MLB didn't just rely on its brand. It partnered with Murakami, Complex, and Fanatics to make this collection a cultural event. Schools can also use partnerships to extend their reach.
✅ How Schools Can Apply This:
Collaborate with local businesses to sponsor student awards or spirit nights.
Team up with alum influencers to create content for your district's social media.
Partner with local artists to design unique spirit wear or murals on campus.
💡 Example: A district partners with a popular local bakery to create a limited-edition "School Spirit Cookie"—only available on game days. Each purchase helps fund student activities.
2. Create Limited-Edition & Collectible Experiences
The Murakami x MLB collaboration thrives on exclusivity. The collection features rare trading cards, numbered merchandise, and pop-up events that make fans feel part of something special.
✅ How Schools Can Apply This:
Launch limited-run school spirit gear only available at key events.
Design student achievement trading cards for honor roll students, athletes, or artists.
Create commemorative posters for significant school milestones, signed by student leaders.
💡 Example: A district prints "Top Scholar" trading cards featuring outstanding seniors and distributes them at graduation. Each card includes a fun fact and the student's future college or career path.
3. Make Your Brand a Visual Experience
Murakami's bright, playful designs make this collection instantly recognizable. Schools should apply the same visual branding strategy to their marketing materials.
✅ How Schools Can Apply This:
Develop consistent branding for all school events (same fonts, colors, and logos).
Create Instagrammable moments at school functions with vibrant backdrops.
Invest in high-quality graphics and photography for digital and print marketing.
💡 Example: Instead of a generic "Welcome Back to School" post, a district creates a stunning animated video with bright colors, mascot appearances, and fun music to generate excitement.
4. Use Multi-Channel Engagement
MLB didn't just rely on one platform to promote the collection. It utilized social media, e-commerce, pop-up events, and in-stadium sales. Schools should take a similar multi-channel approach to marketing.
✅ How Schools Can Apply This:
Livestream big events like pep rallies and graduation on social media.
Create behind-the-scenes TikTok videos of school productions and sports teams.
Use email newsletters + printed flyers to ensure no family misses key info.
💡 Example: A school launches a "Spirit Week TikTok Challenge," encouraging students to post videos using a custom hashtag. The winning video gets featured on the school's official page.
5. Gamify Engagement with Contests & Challenges
The Murakami x MLB collection fuels fan excitement through limited-edition drops and exclusive chase cards. Schools can gamify engagement to make participation more fun.
✅ How Schools Can Apply This:
Launch a district-wide scavenger hunt where students collect stickers from different school events.
Hold a "Mascot Design Contest" where the winning design becomes official school merch.
Run a video challenge for students to create the best "Why I Love My School" short film.
💡 Example: A district hosts a "March Madness" School Spirit Bracket, where high schools compete in social media challenges. The school with the most engagement wins a pep rally with a surprise guest.
Final Thoughts: Think Beyond Traditional Marketing
The Murakami x MLB collaboration is successful because it breaks the mold. It doesn't just promote merchandise—it tells a story, builds community, and makes engagement fun.
School districts should do the same. Think of every campaign as more than just an announcement—it's an experience. Whether you're launching a new program, celebrating student success, or promoting school events, apply these strategies to make your marketing unforgettable.
🚀 What's one way your school can "think bigger" with marketing this year? Let's make it happen!
🔥 Quick Tips: Build Your School’s Brand Like a Pro!
photo by Washington Post
Want to boost engagement with parents and students? Take a page from big brands like Unwell Hydration, which is leveraging partnerships, pop-up experiences, and digital communities to build brand loyalty. Here's how you can apply these ideas to your school marketing strategy today:
1️⃣ Create a Fan Community
📣 Build a private Facebook group for parents (e.g., "Parent Connect") where they can get updates, ask questions, and feel like insiders. Students can also try a "Student Creator Program" where they can showcase school pride on social media.
2️⃣ Use Pop-Up Experiences
🎉 Host fun, interactive events outside school settings—think of a Kindergarten Round-Up Pop-Up at a local park or a High School Decision Day Rally at a popular community space.
3️⃣ Leverage Local Influencers
🏆 Feature alums, student leaders, or well-known community figures in campaigns. A short Instagram Reel from a beloved teacher or a former student who "made it big" can drive more engagement than a standard school post.
4️⃣ Co-Brand with Local Businesses
☕ Partner with a coffee shop to create "Morning Boost with the Sup" coffee sleeves or team up with a local gym for "Strong Students, Strong Community" workout events.
📱 Launch a TikTok Challenge like "Why I Love My School" and have students create short videos showcasing their favorite campus experiences.
💡 Take Action: Choose one of these tactics and test it out this week! Want to brainstorm ideas? Reply to this email—I'd love to help. 🚀
Don’t Be Scared to Be Different: GISD Unmatched
Developing a strong brand identity is crucial for making your brand easily recognizable and memorable. Your brand identity is the way your brand presents itself to the world, encompassing everything from your logo and color scheme to your messaging style and overall personality.
Garland ISD didn’t want the same, old school branding. We wanted an edge. That’s why we broke norms and created GISD Unmatched:
Great marketing isn't just about getting the word out—it's about creating an experience people want to engage with. Whether it's a limited-edition spirit item, a viral social media challenge, or a strategic community partnership, your district's brand should be something students and parents are excited to support.
As you plan your next campaign, think beyond the usual flyers and announcements. How can you turn your marketing into a must-have experience?
Let's keep pushing the boundaries of school marketing, branding, and engagement. See you next week with more insights! 🚀