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In today’s rapidly evolving digital landscape, school districts are encouraged to harness the power of digital marketing to effectively communicate their mission statement, values, achievements and important news.
For districts here in the Garden State, school board members and administrators should learn and understand the implementation of robust digital branding strategies. They are essential to keep district employees and students informed, engage with their community, drive district growth, and enhance the district’s reputation and branding. We will explore some best practices for board members and districts to elevate their digital presence to achieve success.
The Importance of Digital Branding for School Districts Digital marketing and branding are more than just having a presence on social media or a well-designed website. It is about creating a cohesive, compelling story that resonates with your audience, keeping them informed about good news and sharing timely updates. Effective digital branding can enhance visibility and the district’s reputation, while increasing awareness of the district’s programs, successes and community engagement. It is also important to note that it also builds trust and credibility. Finally, it creates an online community for meaningful interactions with district administrators, teachers, students, parents and the broader community. This is the backbone of any digital marketing.
The digital landscape is continuously evolving, leading us into the “TikTok Era,” characterized by the consumption of news, stories, and updates through the lens of 10-30 second video clips — sometimes even shorter.
According to research, our attention span as humans has markedly decreased in just 15 years from 12 seconds to 8.25 seconds! In fact, scientists reckon we now have a shorter attention span than a goldfish (the average attention span of a goldfish is nine seconds)! As our attention span diminishes, we must look to streamline not only the process of creating content, but the content itself. The days of a four-minute video are over.
In this context, it is important for districts to publish news in a format that aligns with audience expectations and content consumption habits. As you can imagine, more content teams are leveraging ‘Reels’ and ‘Stories’ on their platforms to engage followers due to this attention span conundrum. These short video clips not only present information visually but also conveys it through audio narration or commentary, often accompanied by closed captioning embedded in the video. This marketing approach of embedded closed captioning ensures that users can effectively consume content even when in silent mode, thereby enhancing accessibility and engagement.
Advances in technology and changing consumer behaviors have reshaped marketing in the recent years. As technology changes, staying up to date is crucial for success. Meeting people where they are is just as important as the type of content you are putting out. No longer are the days of kids waiting to see their school closed on the scrolling bar on the local news (even though that was a fun memory of mine as a kid!).
Develop a clear branding strategy A strong branding strategy begins with a clear understanding of the district’s mission, vision, and values. Districts and stakeholders should work collaboratively with district leaders and administrators to define these elements and ensure they are consistently communicated across all digital platforms.
Conducting a brand audit involves assessing the current digital presence, identifying strengths and weaknesses and determining areas for improvement. This may include consolidating social media handles if necessary. Setting goals entails establishing specific, measurable objectives for the district’s digital marketing efforts.
Use Multiple Digital Platforms To reach a diverse audience, districts should leverage various digital platforms. Each platform serves a unique purpose and can engage different segments of the community. Sometimes, it is okay to repeat content, such as urgent content about a school closing or a delayed opening. Key stakeholders should ensure the district’s presence on the following:
Website: The district’s website should be the central hub of district information. It must be user-friendly, mobile-responsive, and regularly updated with news, events and resources for students, staff and community members. It’s important to highlight student achievements, athletic events, extracurricular successes and strategic plans to provide a comprehensive view of the district. The district is the heart and soul of the township – embrace it!
Social Media: Leverage platforms like Facebook, X (formerly known as Twitter), Instagram, and LinkedIn to share real-time updates, celebrate successes and foster community engagement. Tailor content to suit each platform’s audience and strengths.
Email Newsletters: Regularly send newsletters to parents, staff, and community members. These should be informative, visually appealing with pictures and video, and provide valuable insights into district activities and achievements.
Video Content: YouTube is an excellent platform for sharing videos that showcase school events, student projects, and staff achievements.
It is important to understand that certain content should sometimes be tailored to the platform you are using. The digital marketing landscape is both vast and diverse, encompassing numerous channels and platforms that cater to different audiences. It is critical to recognize that not all consumers engage with content uniformly across all marketing channels and social media platforms. In this era of hyper-personalization, some audiences expect tailored content that resonates with their specific interests and habits.
For instance, younger people might favor short, dynamic content on platforms like TikTok, Instagram Reels, and Facebook Stories, while professionals and older audiences might engage more with articles and updates on LinkedIn or Facebook posts. If you had a call for proposals for an art contest within the district for your students, you may want to post a message on X and shoot a quick promo for your Instagram Reel and Story. Alternatively, if you are hosting a back-to-school night for parents, you may want to also include that in an email message and post it to Facebook and LinkedIn as well.
A one-size-fits-all approach to any sort of marketing is not always the best way of doing things. Instead, a nuanced strategy is recommended, strategically planned out; one that involves analyzing your audience and crafting content specifically designed for each platform. This means not only understanding the type of content that works best on each channel but also the optimal timing and frequency of posts to maximize engagement.
In addition to platform-specific marketing strategies, it’s imperative to maintain a cohesive district identity across all channels. This involves creating a comprehensive image management guide that includes guidelines for visual identity, such as logo usage, color schemes and fonts. A consistent brand presence builds trust and recognition, regardless of where the audience consumes your content.
Engage with the Community Active engagement with the community is crucial. Board members and district administration can promote transparency and build trust by fostering open lines of communication. Strategies include:
Interactive Content: Create polls, Q&A sessions, and livestreams to involve the community in discussions about district initiatives and decisions. Town halls are also a great way of reaching out to any audience.
Feedback Mechanisms: Implement surveys and feedback forms to gather input from parents, students, and staff. Use this feedback to inform decisions and demonstrate that the district values community opinions.
Community Events: Promote and document community events online. Share photos and stories to create a sense of shared experience and community pride.
To ensure the effectiveness of digital marketing efforts, districts should advocate for regular monitoring and analysis of performance metrics. Key metrics include website traffic, social media engagement, email open rates and video views. Use analytics tools to gain insights into what’s working and where adjustments are needed.
Professional Development and Training District leadership should finally encourage and support professional development for district staff who create, draft and post content across marketing channels. Leveraging the latest digital marketing trends and tools ensures that those involved in district marketing are equipped to execute effective digital marketing strategies. Whether it is the New Jersey School Boards Association’s Workshop conference in Atlantic City, or another training seminar, it is crucial for these professionals to attend digital marketing focused programs, so they can be equipped with tools to succeed.
Effective and efficient digital branding is vital for school districts aiming to thrive in today’s competitive online landscape. By developing a clear branding strategy, utilizing multiple digital platforms, engaging with the community, monitoring performance and investing in professional development, New Jersey school boards and districts can unleash the power of digital marketing. These practices will not only enhance the district’s reputation but also foster a supportive, engaged community that values and supports its schools.
Michael Kvidahl is NJSBA’s associate director of marketing.
