building the perception of a brighter future through strategic...
TRANSCRIPT
Building the Perception of a
Brighter Future Through Strategic Branding
“Building A Brighter Future”
Challenges in Asbury Park
“Building A Brighter Future”
• Inconsistent Leadership in Central Office
– 5 Superintendents in 7 years
– 6 Directors of C&I in 7 years
• Highest Per-Pupil Expenditure in the State
• Lowest Graduation Rate in the State
• Perpetual Low Student Achievement
• Over 75% Students Reading Below Grade-Level
• Poor Internal Controls – Checks and Balances
• Board Governance
The Beginning . . .
The Beginning. . .
Why Strategic Branding? Old New
“Building A Brighter Future”
To change how people on the inside feel about themselves and how people on the outside see the
district.
District Strategic Planning Committee
NEW VISION
A distinguished, comprehensive educational organization
NEW MISSION
Provide all students with a comprehensive and progressive education where everyone
possesses the skills and character to succeed in a diverse, evolving global society
Adopted by Asbury Park Board of Education April 28, 2015
“Building A Brighter Future”
The Blueprint – Building a Brighter Future Action Pillars
• ReBuild the academic foundation
• ReTool the capacity to educate children
• ReStore the tradition and pride
“Building A Brighter Future”
Action Pillars at Work
• ReBuild the academic foundation
• ReTool the capacity of educators to educate students
“Building A Brighter Future”
ReStore the tradition
“Building A Brighter Future”
New Logo New Vision/Mission Statements New Website New Table Skirt
Strategic Marketing – Social Media
“Building A Brighter Future”
“Being a digital leader is about building a positive brand for our schools and extending our audience. Social media has allowed us to reach beyond the parents of our students, and engage the greater community. Now when we celebrate student success, the community celebrates student success.” -Lamont Repollet, Superintendent, Asbury Park
“Building A Brighter Future”
Social media is creating a new sense of ‘community’ tied together by common interests and not physical proximity to each other
Districtwide Account Established September 2014
In Less Than 1-1/2 Years Following Has Grown to 1,230 LIKES
“Building A Brighter Future”
OUR AUDIENCE
88% Of Visitors Access Site From Mobile Device
“Building A Brighter Future”
MOST POPULAR POSTS
Date Post Type Targeting Reach Engagement
“Building A Brighter Future”
MOST POPULAR POSTS
“Building A Brighter Future”
MOST POPULAR POSTS
“Building A Brighter Future”
Include photos/videos Vary posting times Post consistently Keep it short Give a link
POSTING TIPS
“Building A Brighter Future”
BEST POSTING TIMES
“Building A Brighter Future”
SAMPLE CONTENT
Joined Twitter in December 2014 Currently have 508 Followers 100% of Principals interact on
Twitter Approximately 65% of District
Administrators have Twitter presence
“Building A Brighter Future”
Staff encouraged to join Twitter during Convocation (#APConvo15)
“
Now, each building has at least a dozen staff members on Twitter Individual accounts @District
account to increase reach
“Building A Brighter Future”
THEN: December 2014
“Building A Brighter Future”
NOW: February 2015
SNAPSHOT
Average Number of Tweets: 83 Average Tweet Impressions: 29.7K Average Profile Visits: 1.87K Average Mentions: 137
“Building A Brighter Future”
Regularly tweet a variety of helpful and relevant content.
Follow more people. Use photos and/or videos in Tweets as
they generate 18% more engagement. Add links to your Tweets. Use relevant hashtags in your posts.
Tweets with hashtags get at least 2x more engagement.
POSTING TIPS
“Building A Brighter Future”
Don’t be afraid to ask for retweets. Promote your Twitter account on all
marketing materials. Tweet on the weekends. Research
indicates brands get 17% more engagement on the weekends than during the week.
Retweet influencers and give valuable feedback.
POSTING TIPS
“Building A Brighter Future”
SAMPLE CONTENT
. . . In the Midst of BBF
“Building A Brighter Future”
. . . In the Midst of BBF
“Building A Brighter Future”
Strategic Branding:
1. The Product
2. The Vision
3. Plan of Action
Strategic Marketing:
1. Audience
2. Messaging
3. Visibility
Social Media:
1. Analytics
2. Tips
How Do You Build the Perception of a Brighter Future through Strategic Branding?
“Building A Brighter Future”
Building the Perception of a Brighter Future
“Building A Brighter Future”
https://vimeo.com/scottfaranda/review/157063543/c386510f52
Follow Us . . . Facebook: Asbury Park Schools Sancha K. Gray Twitter: @Asbury_ParkSD @skgray1