You Have to Be Creative

Welcome to the 3rd Issue of "School of Marketing"! 🎉

Creativity is like a muscle—when we stretch it, we discover new ways to connect, inspire, and innovate.

This week, I’ve been reflecting on how students bring an authentic and refreshing energy to social media, and how events can transform from “just another gathering” into unforgettable experiences. Let’s explore the magic that happens when we blend imagination with strategy.

I hope you are enjoying my newsletter. Have an awesome week - Jason

How School Districts Can Market with Purpose and Creativity

Balancing data with creativity is key to creating a lasting impact in the ever-evolving marketing world. Todd Kaplan, the new Chief Marketing Officer at Kraft Heinz, exemplifies how brands can stand out by prioritizing cultural relevance and creativity while still leveraging data insights.

As a school district, there's much to learn from Kaplan's approach. Here's how districts can adapt these strategies to build stronger community connections.

Emphasize Brand Identity Over Immediate Metrics

It's easy for school districts to focus on metrics like enrollment numbers or test scores. But just like Kaplan champions brand-building at Kraft Heinz, districts should prioritize creating a distinct identity. Showcase what makes your district unique, such as innovative programs, diversity, and success stories. Focus on communicating values that align with your community, emphasizing opportunities for all students.

For example, Garland ISD's "Unmatched" campaign highlights the district's achievements, emphasizing its commitment to excellence and transparency. Campaigns like this attract prospective families and foster pride among current students and staff.

Leverage Cultural Relevance

Connecting with your community on a cultural level can strengthen bonds and drive engagement. Celebrate local traditions and events that resonate with your audience. For example, Hispanic Heritage Month events or El Chavo Day celebrations can become cornerstones of your branding. Build campaigns that highlight how the district reflects and celebrates the diversity of its students and families.

Creating culturally relevant content on social media can also increase visibility and engagement. Posting stories, photos, or videos from these events can amplify their reach and showcase the district's inclusive environment.

Collaborate with Local Influencers

Influencers aren't just for consumer brands. In a school district, your influencers could be successful alums, popular teachers, or respected community leaders. Feature these individuals in videos, social media posts, or live events to inspire students and parents while creating a sense of pride in your schools.

For instance, inviting a well-known alum to speak at events or share their success story in marketing materials can resonate deeply with students and families. Highlighting these connections reinforces the district's role in fostering future leaders.

Balance Creativity with Data Insights

Data should guide your efforts but not limit them. For example, don't just share statistics if absenteeism is a concern. Create vibrant campaigns that speak directly to students and parents about attendance benefits, like staying on track for graduation or enjoying extracurricular opportunities. You'll make the data relatable and actionable by using creative, visually appealing messaging.

Develop Purpose-Driven Campaigns

Purpose-driven marketing resonates deeply with audiences. Highlight your district's commitment to literacy, mental health, or college readiness with storytelling campaigns. Let your marketing tell how your district is making a difference.

Consider incorporating testimonials from students or parents who have benefited from these programs. Personal stories can add authenticity and emotional weight to your campaigns, making them more impactful.

Stay Agile and Adapt to Changes

Education is constantly evolving, and so are your community's needs. Be prepared to pivot and tailor your messaging to address emerging trends, such as the rise of digital learning or mental health support. By showing your adaptability, you'll position your district as a forward-thinking leader in education.

For example, during the pandemic, many districts emphasized virtual learning opportunities. Highlighting such adaptability in marketing materials can reassure parents that their children's education is in capable hands.

Advocate for Creativity Within Leadership

Creativity can often be sidelined in favor of more traditional approaches. Advocate for innovative campaigns by demonstrating their potential impact on engagement and reputation. Show how bold ideas can energize your community and build trust.

Show leadership how creative approaches align with district goals. For instance, emphasize how engaging social media content or unique events can support enrollment growth and community involvement.

Conclusion

School districts have a unique opportunity to build meaningful connections with their communities. By emphasizing creativity, cultural relevance, and purpose, your district can create a brand that resonates beyond numbers. As Todd Kaplan redefines marketing at Kraft Heinz, your district can redefine what it means to engage and inspire students, parents, and the community. Let's build something that lasts.

Quick Tips for Making Your Next Event Unforgettable

Planning a school or community event? Inspired by The Darlow Rules: 75 Rules to Becoming an Elite Marketer and referencing the practical visual strategies shared in the book, here's how to significantly impact a budget while creating a visually stunning experience attendees can't stop sharing.

Tip #1: Focus on the Showpiece

Every great event needs a focal point. Identify one key area—like an interactive display, a colorful photo booth, or a themed corner—and make it the star. This is where attendees will naturally gravitate, and you should focus your resources to ensure it looks phenomenal.

Tip #2: Prioritize Visual Storytelling

Hire a photographer or videographer to capture vibrant, candid moments from the event. Concentrate their efforts on the main attraction to create a highlight reel and social media content showcasing the event's best.

Tip #3: Think Social Media First

Attendees love sharing moments, so give them a reason to. Add fun props, signage, or digital QR codes with hashtags specific to your event to encourage posts. A memorable, Instagram-worthy photo spot could be all you need to extend your event's reach.

Tip #4: Amplify the Experience

Share the visuals quickly! Post a carousel of the best photos on Instagram, upload a short recap video to Facebook, and share the event's highlights on your website. You'll create a ripple effect of positivity and excitement that attendees will love.

Investing wisely in a single, standout space and thinking strategically about storytelling can elevate the experience for attendees and your organization's reputation. These quick adjustments can make a massive difference for your next event!

Success Story: Garland ISD Engages Students to Grow Social Media Reach

At Garland ISD, we've unlocked the power of student creativity to take our social media engagement to new heights. Recognizing that students are natural storytellers in the digital age, we invited them into the content creation process for our Instagram Reels. The results?

A significant increase in followers and viral content that's reached over 1 million views in some cases.

Our approach is simple but effective: students pitch ideas, film, and edit content that showcases their school pride and highlights district events. Whether it's a behind-the-scenes look at pep rallies or creative spins on trending challenges, their authentic voices resonate with peers and parents alike.

This initiative has amplified our social media presence and fostered a sense of ownership among students. When they see their work featured, they eagerly share it, expanding our reach organically. The numbers speak for themselves—our follower count has grown substantially, with engagement rates soaring across posts.

Garland ISD's success shows the value of empowering students to shape their digital environment. By making them co-creators of our district's story, we're not just creating content but building community.

Have a similar success story? Share it with us! We'd love to feature your wins.

Question of the Week: Reimagine Your School’s Brand ✨

What would you change if you could completely rebrand your school's identity?

Would it be a new logo, a fresh slogan, or a total overhaul of the school colors and mascot? You could shift how your school tells its story to the community.

👉 Connect with me on social media and share your vision! I'd love to highlight some of the most creative and inspiring ideas in a future newsletter.

Let's dream big and inspire each other to think outside the box! 🚀

Let’s Keep the Conversation Going!

Thank you for joining me for the third "School of Marketing" issue! I hope this week's focus on marketing and events has sparked some fresh ideas for your district.

👉 What's your favorite takeaway from this issue? —I'd love to hear your thoughts and feature your ideas in a future newsletter!

If you found this helpful, share it with a colleague who's passionate about elevating school marketing. Let's grow this community together!

Until next week,

Jason Wheeler