We all know that charter public schools are unlike district-run public schools in that we’re able to focus on a specific educational objective. We also know that being a charter school means that the structure and funding is different as well, often setting up challenges for us to be able to attract both top-notch teachers and students.
Quality of teachers is one of the most important factors for parents when it comes to choosing a public school, according to a 2015 PDK/Gallup poll. The question then becomes, what can you do to enhance your ability to recruit and retain high-quality teachers – and thus, students? Marketing plays a big role, and it all starts with branding. What is Branding? When you first hear the term ‘branding,’ you might instantly think of a logo. But it’s so much more. It’s more than your website or a well-placed ad. It’s more than a slogan or an email campaign. It’s how to identify and differentiate you (your school) from other schools and what can give you an edge. It’s a unique strategy that carries a consistent theme throughout all of your messaging. Yes, branding does indeed include a logo, but it also includes a tagline, voice and mission. In our industry, it carries out in just about everything we do, from customer service and culture to administration and teachers. At the end of the day, it’s how your audience perceives you and connects with you. It is your reputation. Start Here First, it’s important to identify your target audience and determine a clear mission. What is it that you want to achieve with your brand? This should be at the forefront of every initiative. You need to show authenticity and convey credibility. Tailor your message to meet your audience’s needs. Then, be consistent. Define a brand voice – a personality, if you will – for your school and stick with it throughout all communications and experiences. Determine the tone that you want to set and carry it out through all written content … from your website and emails to letters and social media posts. What are your values? What are the things that drive you? What will inspire and motivate your audience? Build trust with this voice and use it to form some familiarity with your brand. Talk to them in a manner in which they can not only understand but also relate to. Figure out what makes you different from the rest. Why is your school better? Why should teachers want to teach at your charter school? What are the benefits? Why should parents consider sending their kids there as opposed to a public school? All these questions are essential when determining your brand. Focus on the qualities and benefits that make your school unique. Determine a Strategy Once you’ve figured out what your brand’s purpose is, you can then dive into your branding strategy. All your messaging needs to be consistent – through visuals as well as words. Consistency contributes to brand recognition, which fosters loyalty. So, be consistent … but also be flexible. This will allow you to make adjustments along the way, build interest, and manage your approach. Maybe something significant in the world just happened. Maybe you find that your target demographic is changing. Maybe you need to find better ways to engage. Flexibility will allow you handle each of these scenarios and manage your branding wisely. Keep an eye on your competition, too. Look at what they’re doing marketing-wise and decide what you like and don’t like about it. Determine which tactics they’re using that appear to succeed and those that fail. Learn from their experience and use it to tailor your own school’s strategy. Go Forth and Brand Building a brand isn’t simple. It takes a lot of forethought and doesn’t exactly happen overnight. It is a process—an ongoing effort that will help establish a relationship with your target audience, which can then translate into achieving your goals of attracting and retaining top-notch teachers and students. Consider hiring a professional designer or agency to help you create your logo and tagline. Be willing to invest time and money on something exceptional that will reinforce your mission throughout all your pieces. Then integrate your brand throughout every aspect of your school. Stay true to your voice, keeping everything consistent. And transform your school into the competitive, successful one it was meant to be. REACTOR is a Kansas City based creative studio that generates brands through the fusion of strategy and design.
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