71. Branding…what is it?
• The marketing practice of
creating a name, symbol or
design that identifies and
differentiates a product from
other products
72.
73. 1. What is Your Identity?
• What is the identity of district?
• If you had only 15 seconds to tell your story,
what would you say?
• What is the most amazing thing about your
district?
74.
75.
76.
77. Building Your Brand
• Who knows your identity?
• Does everyone within your space tell the same
story?
• How do you differentiate your space from those
around you?
• How do you share your story on the path to
branding your space?
80. Brand Promise =
Brand Experience
You can’t fool the people around your
space…
Are the stories you are telling about your
space real?
Do the experiences of those within your
space match the stories you are telling?
81.
82.
83.
84. One more…
• 3 Reasons to tell your story…
• 2 things that don’t allow it to happen…
Over/Under on #gocrickets references and movie quotes
Discussion with Deb…so you guys are in for a treat!
Radio Show—Dr. Evers on last week and his message of being obnoxiously positive was amazing.
Doctorate
Book
We’re going to talk about branding, telling your story, social media
We’re going to talk about branding, telling your story, social media
I like to tell people the order of the discussion so you can pick the perfect time to nap and still get something out of it.
Why tell the story of kids?
Narrative of Schools
Perception is reality…need to change perception
13 years of school…lifetime of feelings
Not fair to current kids
Our fault…we don’t tell the story…
Why has this been such a passion?
Job security
4K student
What’s your job?
Why are you standing there?
Where’s your hair?
My dad has an awesome truck
He’s better than you
5 Supts in 6 Years
Rent don’t buy
Successful Superintendents
Board Relationships and Visibility
Board-happy you stay
Visibility and changing role of supt
The vehicle…push to the place where people are…
Facebook 700,000 status updates/minute
Twitter at 100,000
25 hrs of video posted on YouTube.
FB 700,000 to 2.4
Twitter 100,000 to 300,000
Youtube from 25 to 72
App Downloads…13,000 to 48,000
What happens to your inbox?
Trick…where you just file everything?
Jobs are changing
4 Generations of people interacting in your community
300,000 new users/day
Almost half of users are 18-34
180 Million unique visitors each month
27% every day
71% of adults use FB
63% visit at least once a day
Most pop SM app on smartphones
Still the king and have to have a presence here
ABCs of Telling Your Story to the World
Know the Audience
Not like in a county that…
This is where your stakeholders live. We spend more time on FB and Twitter…but have to acknowledge the other areas. Students also live on Vine, Snapchat…but for school purposes, this is where we try to connect.
This is where your stakeholders live. Students also live on Vine, Snapchat…but for school purposes, this is where we try to connect.
Joe Zydowsky is @CadottSchools
This is real…and happening all over your school. Parents want to be part of that journey
Storytellers will rule the world
Young…wanted to listen
Tell to teachers
Gather at bars…there is always a story…remember the time…
We want to be around great story tellers
Superbowl and pregame
We want to connect with the contestants
So…why do I do it?
This is the type of gratification we are looking for…what do we tweet?
Reality is…not everyone cares.
Things will go wrong…you won’t move the world with every post…and you don’t have to
SM as the fridge
What came home?
Pictures, grades,
Parents want to brag
When kids come home from school the number one answer is….
We take kids from I don’t know to I don’t know where to start
I saw on Twitter…
120-180% more engagement with pics
Brain process pics 60,000 times faster than text
90% of information transmitted to the brain is visual
For 32,000 years people have drawn…only written for 5,000
JK Rowling drew Harry Potter’s world before she wrote it
Tolkien drew Middle Earth
Picture or video has a profound impact on our emotion
Father-daughter dance
ADD society
Must see TV…no
When something doesn’t catch our eye? Roulette wheel!
Average attention span is 2.8-8 seconds
Mobile Technology stats
87% increase in Mobile sales
This is the gold…what’s next
6.8 Billion Mobile subscriptions
Not this mobile…
Kids still stare at screens, but communicating
Even when gaming
Next wave…96% of Millennials have SM accounts
800 app downloads
One stop shop
Helps connect on their time
Don’t need logins…just information
Last year-gun and school closing
This year-Parent
Email analogy
Inbox…what happens when it gets too deep? File and move on.
The social media craze is never at inbox zero
The farther we get from it the more we are reminded that we’re not good at it.
Do you have time to tweet or post?
Actually tweet and time…
26 seconds
Literally about a minute from start to finish.
Change culture 1 minute at a time
Crowd source-how many administrators in your district
It doesn’t have to be this complicated.
Flexible-7 posts/week
Sharing information is like riding a roller coaster. Ups and Downs…obviously. A group of people having the same experience but reacting to that experience in a different capacity. Wife—loved it. Son—not so much. They were on the same ride…but the experience was totally different.
Some in the organization will love telling the story of your school. Some will see it as one more thing and not do it. Some will take part some of the time and not again in the future
Joe
Chat room Challenge…here we go…1st 4 are warm ups and then the money ball is at the end…
Joe
What?!?!?!!?!?!? You don’t know this one yet?!?!!?!? Stay tuned…
There is a feeling you get when you see certain things…the McDonalds symbol may take you back to a place…the UA symbol may remind you of your kids shouting that they need a certain type of clothing…either way there is a feeling
Joe
Definition via Entrepreneur.com
Not a common practice in education
Don’t shout the great things about schools
Public perception of the job
Our brand is non existent.
Build the brand from within
What is amazing about your school district?
That is where your brand should start
Crowd sourcing
First 5 people to find me
Football games. First kids then adults
Find it Fridays
Shullsburg
Leyden HS
What is amazing about your school district?
That is where your brand should start
The concept of celebrating schools can’t be left to chance
Stress balls
Frisbees
Backpacks
T shirts
Umbrellas
Tattoos-John Pederson is here today and keeps asking for more
Water bottles
And…no baby cakes
Let the kids tell the stories…classroom accounts
For:
Celebrate kids
Transparent
Give tangible evidence to your board
WE tell the story of schools…change the perception
Against:
Self promotion is not in our school DNA
Time
Knowledge
Add one more great thing about your school district
How many admins in district?
Each with 2 posts/day
3 admins 2 times a day 30 a week
800 FB likes…70% look everyday I am getting to 560 people a week
Narratives change
Collectively we are better…
Miles Scott…San Fran Batkid
November 15th
Miles Scott…San Fran Batkid
From the brink of expulsion…
Anything I can do to help…if you want to create pages, twitter accounts…anything
