Yesterday, I had a great talk with my superintendent, Dr Frank Till. This is the first time he and I sat down for a one-on-one conversation since my joining Cumberland County Schools. I’m new to the system and it is a big system, 86 schools and over 50,000 kids. His main objective was checking on a principal to the system and, again, we had a great talk.
He began sharing some of his recent efforts to use a variety media to communicate some of the great things going on in CCS with stakeholders. He described how he originally used some traditional methods to communicate the district’s accomplishments but recently he was starting to use new media, videos, for the purpose of rebranding. He was speaking specifically of his future talks with different groups but it got me to thinking that sometimes its not enough to only focus on sharing and promoting the good of what’s happening. We also need to think in terms of broadening our strategic plan to include how we making the good even better or changing some things that aren’t working and, in either case, sharing that with our stakeholders. This includes repurposing some initiatives that aren’t going as well as we desire or starting over somethings from scratch.
Rebranding is opportunity
How often do we get the chance to tell the story of our efforts or in some cases, retell the story. The main topics of one of my summer presentations, Improving Administrative Function with Social Media, was on ‘writing your own narrative’ and ‘branding’ our schools. This rebranding struck home for several reasons:
How often do we have the opportunity to change the story? Rewrite the narrative?
Thinking in terms of branding and rebranding helps with the message we are creating. For me, this affects even the tools I choose.