District Administration June 2018 - 34

MarketingMatters
'Telling, not selling'
your school's story
How the 4 C's marketing principle applies to school branding strategy

W

hile our students strive for
A's in the classroom, school
administrators can focus on
the "4 C's." This smart model from Jez
Frampton, CEO of global marketing
leader Interbrand, brings a tight structure from the world of business. It's a
tool for school brand builders who are
on the path to "telling, not selling." So
what are the education leadership 4 C's?
Context
In a 24/7 world of communication,
leaders can't stop the flow of information, but we can manage our exchanges
with the world. So, have your antenna
up. Look beyond the wall of your
school to learn and promote trends,
topics, ideas, thoughts and research.
Jeffrey Collier, superintendent of the
Au Gres-Sims School District in Michigan, hosts a regular podcast with City
Manager John Stanley. Their "Huron
Forward" podcast is the organic result of
a series of brainstorming sessions.
They harnessed technology within
an existing communication platform
to speak directly to their community
stakeholders.
"By aligning our 'communication
arrows,' we jointly broadened the scope
of our celebratory story-telling capacity. We promote and share the amazing
quality of life experienced throughout
our area," says Collier. "Our podcast enables us to establish relationships, form
partnerships and highlight proactive
leadership concepts to sustain growth

DAmag.me/tell

34 June 2018

By Trish Rubin

In a newly competitive
world of education,
opportunities to
collaborate await
with those who are
sometimes seen as
competition.
and 'place-build' our community as a
destination to live, work and play."
Customers
You might not think of the word customers when you open a new school,
but Neerja Punjabi, principal of the
James Grieve School near Toronto, did
exactly that. Punjab, whose own threeword professional brand is "Resilience,
Empowerment and Commitment,"
embodies the brandEd philosophy I've
discussed in past columns. School leaders don't need an MBA to raise the quality of their communication as they serve
customers. Punjabi doesn't shy away
from making connections with those
she is serving-and hopes to serve.
Punjabi uses social media to reach out
to families that haven't moved into their
new homes, as well as to some that are
still house shopping.
Community engagement grows as
she shares how the school meets the
needs of students. Through Twitter,
Instagram and the online newsletter creator SMORE, Punjabi's message to her
customers is that her school provides a
valuable service. The Grieve school tagline says it all: "Where the best dreams
happen when you are awake."

Competition
Brian Creasemean, superintendent of
Fleming County Schools in Kentucky,
believes that building collaborative networks is a leadership skill. All district
leaders face competition for budgets,
resources and support. Creasemean
knows that looking at competition with
a new eye toward opportunity comes
from building networks with those who
are like you and who are different.
In a newly competitive world of
education, there are many opportunities
to collaborate with those who are sometimes seen as competition. As businesses
have learned, schools should partner
for power. Forming relationships helps
leaders grow and address improvement
using new strategies and energies.
Capabilities
Mark Erlenwein, principal of the Staten
Island Technical High School in New
York, focuses on building student capabilities in a rapidly changing time. Forging partnerships with the professional
workforce is a goal.
In 2017, Staten Island Tech had over
500 students, and nearly half of them
participated in paid internships focused
on their career interests. Erlenwein believes speaking effectively is an essential
business skill, so this fall, all ninthgraders will take a class in oracy once
per week. We have a greater chance of
future-proofing our education system if
we identify, understand, implement and
teach workplace capabilities. DA
Trish Rubin, former educator and now
marketing consultant, wrote BrandED:
Tell Your Story, Build Relationships and
Empower Learning.
District Administration


http://www.DAmag.me/tell

Table of Contents for the Digital Edition of District Administration June 2018

District Administration June 2018 - 1
District Administration June 2018 - Cover1
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