It's easy to treat school branding as a new phenomenon, ushered in by the age of school choice and vouchers. When we think about it, though, this isn't really true. Schools have always had colors and mascots. Schools have always had mottos and values. Schools have even always had what we now recognize as brand ambassadors-before, we just saw them as people with school spirit.
This issue of SchoolCEO is about two important marketing concepts-your brand and your brand ambassadors. We're showcasing school leaders like Dr. Lupita Hightower and Dr.
Jeffrey Collier, who know that a leader's vision is critical to a school's brand. We're also going to show you how to use one of the marketing world's favorite tools, the Net Promoter Score, to leverage the advocates in your community.
If you're interested in social media metrics that matter, we've got resources for that, too. Plus, we'll share ideas on how to better serve and retain a core part of your community-your classified staff—and how to build classified positions that work for everyone.
As for your brand ambassadors, we've done the research.
In the past few months, we surveyed over 1,600 school employees across the country about how comfortable they felt serving as brand ambassadors, and the results are telling.
While teachers interact with students and families, serving as everyday representatives of their schools, far too many of them lack training on how their districts want them to communicate. Additionally, we dig into how feeling valued impacts your employees' loyalty to your district and what that means for students.
Like most challenges, managing a school brand amidst another pandemic school year is a profound and timely opportunity. In a moment when the relationship between schools and their communities is more important than ever,
your advocates-your brand ambassadors—are already right in front of you. They're the teachers cheering at every game, the crossing guard who knows every name, and the secretary whose desk is plastered with graduation invita-tions. Your district's champions are waiting for you — what will you do to meet them?
It's easy to treat school branding as a new phenomenon, ushered in by the age of school choice and vouchers. When we think about it, though, this isn't really true. Schools have always had colors and mascots. Schools have always had mottos and values. Schools have even always had what we now recognize as brand ambassadors-before, we just saw them as people with school spirit.
This issue of SchoolCEO is about two important marketing concepts-your brand and your brand ambassadors. We're showcasing school leaders like Dr. Lupita Hightower and Dr.
Jeffrey Collier, who know that a leader's vision is critical to a school's brand. We're also going to show you how to use one of the marketing world's favorite tools, the Net Promoter Score, to leverage the advocates in your community.
If you're interested in social media metrics that matter, we've got resources for that, too. Plus, we'll share ideas on how to better serve and retain a core part of your community-your classified staff—and how to build classified positions that work for everyone.
As for your brand ambassadors, we've done the research.
In the past few months, we surveyed over 1,600 school employees across the country about how comfortable they felt serving as brand ambassadors, and the results are telling.
While teachers interact with students and families, serving as everyday representatives of their schools, far too many of them lack training on how their districts want them to communicate. Additionally, we dig into how feeling valued impacts your employees' loyalty to your district and what that means for students.
Like most challenges, managing a school brand amidst another pandemic school year is a profound and timely opportunity. In a moment when the relationship between schools and their communities is more important than ever,
your advocates-your brand ambassadors—are already right in front of you. They're the teachers cheering at every game, the crossing guard who knows every name, and the secretary whose desk is plastered with graduation invita-tions. Your district's champions are waiting for you — what will you do to meet them?