The Modern Advertising Framework

Hey School Marketing Pros,

Have you ever created a post, hit publish, and then wondered why it didn’t take off like you expected? We’ve all been there. In today’s fast-moving digital world, school marketing isn’t just about creating content—it’s about creating impact. This week, we’re diving into the Modern Advertising Framework—a strategic way to ensure your messages reach the right audience on the right platforms with the right energy. Let’s work smarter, not harder, and turn engagement into action! 🚀

Now, let’s get into it… - Jason W.

The Modern Advertising Framework: A Plan for School Marketers

In an era where attention is the most valuable currency, school marketers must adopt a modern approach to advertising and engagement. Gone are the days of simply pushing out flyers, running a few Facebook ads, and hoping for the best. Today's social media and advertising landscape demands a strategic, data-driven, and creative approach.

That's where the Modern Advertising Framework comes in—a system designed to help school marketers cut through the noise and connect meaningfully with their audiences. Whether promoting kindergarten enrollment, boosting high school event attendance, or launching a significant district campaign, this framework will help you make an impact.

The Modern Framework concept is based the book Day Trading Attention and adapted from my keynote on this important topic.

Here's how you can apply it to your district's marketing strategy.

1. Tribe Targeting: Identifying Your Audience Cohorts

Before you create a single post or ad, you need to know who you're talking to. Are you trying to reach the parents of incoming kindergarteners, high school seniors interested in career programs, or community members who support bond elections? By understanding your audience and their unique needs, you can craft messages that truly resonate.

✅ Real-World Example: Instead of sending out one-size-fits-all messages about your district's Career & Technical Education (CTE) programs, segment your audience. Create custom messaging for:

• Parents who want to save on college costs by enrolling their students in dual-credit courses.

• Students who are unsure about their post-graduation plans and need clear pathways.

• Employers in your community who can partner with your schools for internships and job training.

Each group requires different content, visuals, and calls to action.

2. Platform Pulse: Understanding Where and How to Reach Your Audience

Not all platforms work the same way; audiences engage differently depending on their location. A polished Facebook post may work for district news, but a fast-moving Instagram Reel or TikTok video might better fit high schoolers.

✅ Real-World Example: When promoting your school choice or magnet program deadline, use:

• Facebook & Email: for parents who need detailed application information.

• Instagram Stories & TikTok: to showcase student experiences and testimonials.

• Nextdoor & Local News Outlets: for community awareness and trust-building.

Pro Tip: Leverage platform trends to maximize engagement. If "Day in the Life" videos are trending on TikTok, use that format to showcase a student's experience in your district.

3. Organic Impact: Creating Content People Want to See

The biggest mistake school marketers make is creating content that feels like an ad rather than an experience. But you have the power to inspire and engage. Your audience is bombarded with information daily, so make your content not just valuable, but also engaging and shareable. Let your creativity shine and inspire your audience.

✅ Real-World Example: Instead of a static post announcing graduation, create a hype video featuring clips from past graduations, senior interviews, and behind-the-scenes preparation. Please encourage students to share their excitement using a custom hashtag like #GradReady2024.

Ask Yourself:

• Would I stop scrolling for this?

• Would I share this with a friend?

• Does this content feel like it was made for me or at me?

If the answer is no, rethink your approach.

4. Power Boost: Amplifying What's Already Working

School marketers often waste their budgets by promoting content that doesn't resonate organically. Instead of blindly boosting posts, watch your engagement metrics and amplify content that is already performing well.

✅ Real-World Example: Your district posts a video about kindergarten enrollment featuring a teacher reading to a group of excited kids. It naturally gets strong engagement with parents tagging friends. Instead of starting over with a new ad, boost this post to parents within a 5-mile radius of your elementary schools.

Bonus Tip:

If you're hosting a district-wide event (like a College Night), retarget users who have already engaged with your content, ensuring they get reminders as the event approaches.

5. Listening Loop: Using Data & Feedback to Improve Content

Many school marketers focus on creating content but fail to analyze what's working. But you have the tools to make informed decisions. Engagement metrics, comments, and audience feedback should directly inform future campaigns. By using these insights, you can adjust your strategy and make data-driven decisions that lead to success.

✅ Real-World Example: Despite social media promotions, your high school open house event had a low parent turnout. Instead of assuming parents aren't interested, review your comments and DMs:

• Did parents ask for information in Spanish?

• Were families confused about RSVP details?

• Was the event time inconvenient for working parents?

Use these insights to adjust your strategy next time—perhaps by hosting a virtual session, offering bilingual promotions, or sending personalized text reminders.

Final Thoughts: Winning in the New Age of School Marketing

Remember, the Modern Advertising Framework isn't just a one-time strategy—it's an ongoing process of refining your approach based on what's working. Schools and districts that embrace creativity, audience segmentation, and data-driven content will thrive in today's competitive engagement landscape. So, as you prepare for your next big marketing push, ask yourself: Am I just making content, or am I making an impact? And remember, the only way to know is to measure your success.

So, as you prepare for your next big marketing push, ask yourself: Am I just making content, or am I making an impact?

Let's make school marketing smarter, not harder. 🚀

Ditch the Brandbook: How Schools Can Market Smarter in 2024

Gone are the days of rigid brand guidelines—to stay relevant, school marketing must be flexible, engaging, and student-centered. Here’s how to apply modern branding strategies to connect with families and students today.

🎥 Make Your Brand a Living Moodboard

Your school’s story isn’t just logos and taglines—it’s the energy of students in the hallways, the thrill of Friday night lights, and the excitement of learning. Showcase real student experiences through Instagram takeovers, TikTok challenges, and short behind-the-scenes videos.

📌 Try this: Launch a “Day in the Life” series featuring students, teachers, or even a principal for a fun, immersive perspective.

✍️ Adopt a Writer’s Room Approach

Your messaging should evolve like a great TV show—keeping the core values but shifting tones based on the platform. Let students, teachers, and parents co-create content for newsletters and social media.

📌 Try this: Feature a “Student Story of the Week” in your emails or a short teacher Q&A video on Instagram.

🎶 Be Like Bebop—Structured but Improvisational

Stay rooted in your school’s mission, but jump into trends that resonate with students—without trying too hard!

📌 Try this: Use trending TikTok sounds to hype up school events or remix a popular meme for a fun attendance campaign.

🤖 Build a Brand Operating System

Use AI and data to track engagement and personalize outreach for better results.

📌 Try this: AI tools like Canva’s Magic Write or ChatGPT can help draft engaging social media captions in seconds.

💡 Bottom Line: The best school marketing is dynamic, interactive, and built around real stories and real people—so start making your brand a conversation, not just a logo! 🚀

AI Innovations Propel Global Advancements

Some AI articles that caught my attention this week:

Anthropic CEO Predicts Superintelligent AI by Next Year

Dario Amodei, co-founder and CEO of AI startup Anthropic, forecasts the emergence of superintelligent AI—capable of surpassing human intelligence across various fields—as early as next year. Anthropic, valued at $61.5 billion, aims to revolutionize society by automating complex tasks, akin to the industrial revolution's impact. Despite emphasizing AI safety, the rapid advancements pose potential risks and societal disruptions.

AI Education Expands Beyond STEM Fields

Universities are witnessing a surge in AI course enrollments from non-traditional students, including those in nursing, business, and education. Institutions like Carnegie Mellon and Johns Hopkins are adapting their curricula to accommodate this diverse interest, emphasizing the importance of AI literacy across various professions.

Sergey Brin Advocates Longer Workweeks for AI Teams

Google co-founder Sergey Brin has advised members of the company's AI teams to work at least 60 hours per week to maintain a competitive edge in developing artificial general intelligence (AGI). Brin emphasized the importance of extended office presence for productivity, suggesting 12-hour days from Monday to Friday for the Gemini AI models team.

China Advises AI Leaders to Avoid U.S. Travel

Chinese authorities have urged top AI entrepreneurs and researchers to avoid traveling to the U.S. due to security concerns. The directive aims to prevent potential disclosure of confidential information about China's AI advancements and reduce the risk of executives being detained and used as leverage in U.S.-China negotiations.

One of the Best Marketing Books I Have Read This Year

📚 Book of the Week: Audacious: How Humans Win in an AI Marketing World
By Mark Schaefer

The AI bots are here—but beating them isn’t about learning more tech tricks. It’s about leaning into what makes us human.

In Audacious, marketing expert Mark Schaefer delivers a rallying cry for creativity in a world drowning in AI-generated content. This book is packed with eye-opening case studies, actionable strategies, and bold insights on how brands can stand out, disrupt the norm, and create marketing that actually matters.

🔥 What you'll get:
✅ 100+ actionable ways to infuse audacity into your marketing
✅ The surprising economics of dull vs. bold marketing
✅ How "everyday awe" can turn customers into brand advocates
✅ A fresh perspective on marketing measurement

If you’re looking for inspiration to push boundaries, elevate your storytelling, and make an impact—this book is a must-read.

📖 Join the rebellion and embrace audacity!

📢 Closing Note for This Week’s Newsletter

As school marketers, we’re not just sharing information—we’re shaping experiences. The Modern Advertising Framework gives us a roadmap to connect with our audiences in ways that are strategic, creative, and, most importantly, effective. Whether it’s refining your cohort targeting, amplifying what’s already working, or truly listening to feedback, small shifts in your approach can lead to big results.

Try applying one of these strategies in your next campaign, and let me know how it goes! I’d love to hear what’s working for you. Until next time, keep creating, keep innovating, and keep making an impact! 🚀

See you next week! —Jason