Telling the Districts Story

Summary Given increased competition in the K-12 space and growing public skepticism about the value of public schools, administrators at public school districts increasingly seek to leverage district brands to tell their district’s stories and counteract public skepticism. This research brief analyzes branding and marketing strategies used by five public school districts to tell their district’s stories. First, the brief explores how profiled districts develop and leverage a district brand. Then, the report profiles how districts market their brand through social media, local media outlets, and marketing campaigns. . Key observations from our research 1. To tell their respective stories, communications teams at all profiled districts select and promote mission-based brands. 2. The communications teams at all profiled districts use Facebook, Twitter, and Instagram for marketing and communications, with Facebook typically serving as the most important platform. 3. Communications teams at all profiled districts rely on visuals to engage viewers through district websites, social media posts, and district newsletters. 4. To educate community members about important district initiatives and reinforce their respective district’s brand, the communication teams at District A, District B, District C, and District E plan and execute marketing campaigns. 5. Communications teams at all profiled districts, except District E, comprise two or three members who have unique responsibilities. Download the Report