8 Hidden Benefits of a Brand Strategy for School Districts.
I bet I know what you’re thinking, what is all the fuss about branding? Why would you undertake another strategic process if you’re already gone through strategic planning? Aren’t your mission and a brand proposition the same thing? You already have your mission, vision, and value statements all wrapped up and communicated to your staff and stakeholders. Technically, you and your school district are good to go for the next 3 to 5 years, ready to apply your strategic plan into your day-to-day operations. Or is there more?
Yes, there is more. A brand strategy will benefit your school district—in ways you might not have imagined—and should be a key part of your strategic communications toolkit. Let’s take a look at a few quick branding case studies illustrating real-life benefits.
How Westonka Gained its Edge and Won Over Voters through Strategic Brand Communications
When I started as a consultant with Westonka School District, Superintendent Kevin Borg stated we had work to do to prepare for a pending referendum – two and half years out. He was relatively new to his position and had inherited a district that was in statutory operating debt. Although parents were fairly supportive, the greater community was lackluster at best about their support of the schools. Public relations weren’t helped by the fact that the local paper was not staffed up to cover student success stories—there was only spotty sports coverage at best—and negative word of mouth suggested our schools didn’t stack up to neighboring districts. One rumor went so far as to say our graduates couldn’t even get into the University of Minnesota. It didn’t matter that none of this was true, but it also didn’t help that our football team hadn’t won a game in years. School spirit and community unity needed some work.
We decided to take the news into our own hands to tell our own story loud and proud. To do this we set about implementing a strategic brand communications campaign based on key messages that reinforced the district’s strengths. We distinguished ourselves through a new tagline: “Small school advantages. Big school opportunities. Real-life success stories.” All of the tactics we employed reinforced a point of differentiation from our neighboring districts that we called “The Westonka Edge.”
We embedded these messages throughout our news stories, on our website and in our newly created weekly Constant Contact newsletter. With articles featuring student achievements in academics, athletics and the arts along with others that specifically demonstrated district fiscal responsibility, we made the newsletter available to the entire community. We also updated our athletics logo from an out-of-date, unrefined mark to a dynamic new White Hawks logo and mascot.
Westonka passed that operating levy in 2011 and a subsequent bond referendum in 2016. Over the years, its football team has also improved its record. In fact, today Westonka ranks #13 in U.S. News and World Reports’ Best Minnesota High Schools.
New Westonka Public Schools athletics logo
BEFORE
By Mary Pat McNeil, MP+G Marketing Solutions – building resilient brands ™
*First published in Minnesota School Boards Association Journal March–April 2021
