No one is great at everything, but everyone is great at something. These 10 school districts identified why their district is awesome, then structured everything they do around it to produce a noteworthy brand. Let’s take a peek into their worlds and identify some methods K–12 districts are using to build a great brand.

First, a quick note: I have not worked for nor do I live near these districts. My perceptions as a complete outsider only serve as testament to the strength of the branding we’ll showcase. If a total stranger can understand your brand without ever visiting, you’ve probably nailed your social media and website messaging.

1. Camas (WA) School District

Brand differentiator: We are all about student experiences.

It’s a great sign to land on a district homepage with glowing testimonials from families. The district really showcases its dedication to sustainability and community pride on their website, and the welcoming brand extends to a YouTube channel that greets viewers with an enchanting depiction of edtech journeys.

2. Wayzata Public Schools (MN)

Brand differentiator: Excellence for every student.

What stands out immediately about Wayzata’s digital presence is the deliberate use of inclusive imagery and messaging. They depict diversity in multiple ways on their website, in social media, and in local publications. It’s all supported by tons of information about how the district is structured, funded, constructed, and more. Their transparency is staggering and captivating; you’ll be invested in learning more about the ways of the Wayzata community. There’s even a specific microsite for community education and outreach. Use #trojanpride or #wearewayzata.

3. Castleberry (TX) Independent School District (ISD)

Brand differentiator: Libraries are the best!

How inspirational is it to see a district website offer a list of their libraries literally front and center on their homepage? Each library, connected to a school in the district, has a page to share their offerings (which include much more than books and periodicals). Exploring further, visitors will find an interactive district map, timely news updates, a website easy to navigate by persona, and much more. Use #castleberryisd + individual school hashtags.

About the Author:

Erin Werra is a writer at Skyward and Advancing K12. She spent 16+ years learning, then went on to scrutinize the inner workings of practice, learning data, and edtech in K12 schools. Follow her on Twitter at @erinwerra.


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