Dr. Julie Sweetland: Strategic Framing for Schools

Julie Sweetland, a sociolinguist and senior advisor at the FrameWorks Institute, shares how leaders and advocates can use strategic framing and communications to have more productive conversations around complex issues.

Jeffrey Collier & Coty Kuschinsky: Collective Authorship

Jeffrey Collier and Coty Kuschinsky discuss how Michigan's Saginaw ISD is using collective authorship to build a stronger brand to better serve their staff and community.

Neal Foard: Storytelling from the Heart

Neal Foard has spent 25 years in advertising and marketing, creating award winning campaigns for global power brands like Budweiser, Lexus, and Sony. He shares his tips on how to be a better storyteller.

Championing Communications

We sat down with four communications directors from districts across the country. The conversation explores what others might misunderstand about communication roles, where time is spent, and advice for those in, working with or supporting the role of communications.

Boosting Your School Marketing with Storytelling

Crafting a positive narrative that engenders support is a lot of work, but it’s part of building a district that’s an asset to your community.

The Anatomy of a School Landing Page

Landing pages have many different facets, and they work a bit differently than a typical page on your website. To understand the full power of what a landing page can do, let’s start with the basics.

Marketing Matters

If you want your community to rally around the great work your schools are doing, you must consistently and creatively tell them exactly who you are. If you’re not telling your story, someone else will tell it for you.

Architecture of a School District Brand

Understanding brand architecture better will give you the language and frameworks necessary to streamline your strategy and bring your district’s brand into order.