Tell your school’s story and grow your personal and school brand
Brand ED shows school leaders how to move beyond mascots and clever taglines to showcase their school’s assets–and enhance communication with students, parents and all stakeholders. Through smart conversations about the genuine power of branding in education, this book shows how a ‘Brand ED’ mindset can improve schools by strengthening relationships, improving communication, telling your story, and increasing resources. Ideas borrowed from the world of business are adjusted for the unique needs of education. Practical tools, templates, and resources allow you to implement the strategies presented quickly and easily, while stories of real-world schools illustrate what Brand ED thinking can do for your students, teachers, and community.
Today’s school leaders cannot remain in the ivory tower. This book will help you drive positive transformation as you craft and share the powerful story of your unique school brand.
* Leverage digital tools to become the storyteller-in-chief and build better community relationships
* Strengthen internal and external communications among students, teachers, parents, and other stakeholders
* Increase resources by establishing strategic partnerships and strengthening ties to key stakeholders
* Promote connectivity, transparency, and community to build a positive culture that extends beyond the schoolhouse door
Authors Eric Sheninger and Trish Rubin, experts on school branding and change leadership, show you how Brand ED thinking captures the focused spirit of the outstanding work taking place in schools every day; work that can be easily recognized, talked about, and valued. Get the word out, and invite the community in to build the positive relationships that benefit everyone.
Tabella dei contenuti
About the Authors xv
Introduction: Our Brand ED Short Story 1
Eric’s Path 1
Trish’s Path 4
‘The Brandality Modality’ 6
Welcome to the Brand ED Conversation 9
Conversation 1: From Brand to Brand ED 11
Part One: In Brand We Trust 12
Part Two: Brand ED Matters to Today’s School Leaders 33
Part Three: Brand ED Unifies a School Improvement Plan 42
Conversation 1 Tips 58
Conversation 1 Reflections 59
Conversation 2: In the Zone for Brand ED Innovation 61
Part One: The Psychology of Brand ED Innovation 63
Part Two: Tools to Inspire Brand ED Innovation 79
Part Three: Brand ED Reputation Management 89
Conversation 2 Tips 93
Conversation 2 Reflections 94
Conversation 3: Developing a Brand ED Leadership Presence 97
Part One: A ‘Personal Professional’ Brand ED You 98
Part Two: Be the Brand ED Storyteller-in-Chief 113
Part Three: The Brand ED Leader as ‘Edupreneur’ 132
Conversation 3 Tips 136
Conversation 3 Reflections 137
Conversation 4: Developing Your Brand ED Strategic Plan 139
Part One: The Brand ED Drivers 140
Part Two: Your Brand ED Strategic Plan 160
Part Three: Brand ED Stakeholder Relationship Management 161
Conversation 4 Tips 165
Conversation 4 Reflections 165
Conversation 5: Sustaining Brand ED Innovation 167
Part One: Invest in Brand ED Leadership 168
Part Two: The Trend-Setting Stance of a Brand ED leader 175
Part Three: The Brand ED Competitive Advantage 180
Conversation 5 Tips 192
Conversation 5 Reflections 192
Conversation 6: Communicating With Brand ED Leadership Tools 193
Part One: The Brand ED Payoff of Distributed Leadership 194
Part Two: Press, Networking, Digital Presence, and Thought Leadership 197
Part Three: The Law of Brand ED Attraction 210
Conversation 6 Tips 215
Conversation 6 Reflections 216
Conversation 7: Keeping Up With the Digital Joneses 217
Part One: Disruptive Digital Behavior That Innovates Schools 218
Part Two: Brand ED Partners in a Digital World 225
Part Three: Connecting With Parents on the Digital Playground 230
Conversation 7 Tips 232
Conversation 7 Reflections 233
Conversation 8: Return on Investment in the Brand ED School Community 235
Part One: Be the Brand ED Relationship Steward 236
Part Two: Local to Global Brand ED Investment 240
Part Three: Sustain a Brand ED Community Through Return on Relationship 245
Conversation 8 Tips 250
Conversation 8 Reflections 250
Appendix A: Developing a Mission Statement 253
Appendix B: Crafting Positioning Statements 255
Appendix C: Stewardship Model of Brand ED Development 256
Appendix D: Suggested Brand ED Digital Tools 258
Appendix E: Media Advisory Template 262
Appendix F: A Brand ED Leadership Timeline 264
Appendix G: Online Marketing and Brand Resources for Educator Brand ED Adaptation 267
Glossary 269
References 275
Acknowledgments 285
Index 287
Circa l’autore
ERIC SHENINGER (@E_Sheninger) is a senior fellow and thought leader on Digital Leadership with the International Center for Leadership in Education (ICLE). An award-winning principal, he is the creator of the Pillars of Digital Leadership, a framework for transforming school cultures through sustainable change.
TRISH RUBIN (@trishrubin) consults with clients in education, business, and the nonprofit sector to build brand awareness, market services and products, develop visibility through PR and media, and build strategic partnerships.
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