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Running a charter school comes with unique challenges: attracting and retaining students, navigating compliance requirements, and ensuring academic excellence. With limited budgets, fluctuating enrollment, and strict funding regulations, hiring additional full-time staff to address capacity restraints can be challenging.

Hiring a fractional executive — an experienced leader who provides part-time support — can be a cost-effective and flexible solution for charter schools. Fractional executives come without the long-term commitment or hiring expenses of full-time employees. They can provide as few as 20 hours of support per month, and they bring specialized expertise in a wide variety of disciplines. Here are five ways fractional executives can help you maximize your resources, optimize staff time, and drive growth.

1. Focus on Your Zone of Genius

As a charter school leader, you build relationships with students and families, foster a strong culture of learning, and develop and retain talented teachers. In our experience working with school leaders, we see that those tasks are typically the aspects of the job that school leaders enjoy the most. We call it their Zone of Genius.

But running a successful charter school also requires business acumen. Tasks like financial analysis, setting up data management systems, and designing marketing campaigns are crucial to your school’s success, but are often added to the job descriptions of leaders who are already at capacity.

With fractional staffing, you can bring in an executive who understands both the education and business sides of charter school operations. By delegating specialized tasks to fractional experts, such as long-term financial planning or crafting a marketing strategy to improve enrollment, you and your team can focus on what you do best.

2. Optimize Your Finances

While very few charter schools are big enough to need or afford a full-time chief financial officer, they can often benefit from the support of a seasoned financial leader, especially when they’re looking to buy their own facility or dealing with funding cuts. A fractional Chief Financial Officer (CFO) can help charter schools improve their financial position by streamlining financial processes and identifying areas where costs can be trimmed and resources more effectively allocated.

For instance, a fractional CFO can lead you through a zero-based budgeting process, ensuring that every expense aligns with your priorities. They can also help you manage cash flow more efficiently, evaluate and restructure debt, or explore paths toward owning instead of leasing your school. In addition, they can audit and improve your financial software systems to get you in a position to start making data-driven financial decisions. Over the course of a three-to-six-month engagement, a fractional CFO can implement changes that can have a lasting positive impact on your budget.

3. Streamline Your Operations

Operational efficiency is crucial for charter schools, especially during periods of rapid growth or change. A fractional chief operating officer (COO) can assess your operations and identify areas for improvement, from enrollment processes to data systems.

If your school faces sudden enrollment increases, perhaps due to nearby school closures, a fractional COO can help you scale smoothly. They can help ensure that you’re prepared to welcome new families while maintaining quality and consistency for existing ones. While your leadership team focuses on cultivating relationships with these new families and ensuring they feel part of the community, the COO can tackle the necessary operational adjustments to accommodate a larger student population.

4. Add Capacity for Strategic Initiatives

Perhaps you have identified a few large, one-time projects that could dramatically improve your funding situation or help you attract and retain the top teaching talent, like buying a new facility, merging with another school, or overhauling your enrollment process. These initiatives often require swift action and a lot of dedicated planning and oversight, which can put a strain on you and your existing full-time staff. However, adding a full-time team member in these situations may not make sense because the kind of support you need right now is likely not what you’ll need in six months or a year from now when the project is complete.

For example, Prospect Schools hired a fractional chief of staff to evaluate and improve its enrollment process. After implementing a family engagement playbook developed by their CoS, they increased enrollment by 240 students.

Fractional executives are a perfect fit for one-time projects. You don’t have to create a job description, search for candidates, or complete an extensive onboarding process. A fractional executive will take control of their own onboarding, get up to speed quickly, and see the project through to completion — while also setting up structures that support your school’s long-term success.

5. Bridge the Gap Between Layoffs and New Funding

Many charter schools rely heavily on government grants to fund resources that enhance the well-being of students, such as mental health advocates. When grant funding runs out, charter schools often find themselves needing to restructure their budgets to preserve those resources. Some schools may even consider cutting back on administrative staff until new funding can be secured. A fractional executive can step in to temporarily cover any administrative gaps, minimizing disruption while you explore long-term funding solutions.

Additionally, fractional executives with experience in education or nonprofit settings can often help you find new funding sources. Fractional chiefs of staff are well-suited to handle grant research and writing to secure new funding for essential programs, lead local fundraising projects, or build new partnerships with local businesses.

Fractional Staffing: A Budget-Friendly Solution for Charter Schools

By offering flexibility, specialized skills, and cost-effective solutions, fractional executives can help charter schools weather budget constraints while continuing to achieve their mission and support their students. Whether addressing financial management, operational improvements, strategic initiatives, or short-term staffing needs, fractional staffing is an adaptable, budget-friendly option for schools facing an uncertain financial future.

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Every message your school sends—whether it’s an email to families, a social media post, or a fundraising appeal—tells a story about who you are. A clear, consistent voice builds trust, strengthens engagement, and makes it easier for your community to take action. But without a plan, school communication can feel scattered, with different tones, styles, and messages that don’t quite align.

That’s where a written communications guide comes in.

Why Your School Needs a Written Communications Guide

Let’s be honest—when you have a principal, office staff, teachers, and maybe even parent volunteers all writing on behalf of your school, things can get a bit… chaotic. Your Tuesday newsletter sounds nothing like your Thursday email blast, and your social media posts feel disconnected from both.

A communications guide acts like a compass for anyone crafting messages for your school. It removes the guesswork and ensures you’re not accidentally developing multiple personality disorder in your external communications.

Here’s what to include:

Tone and Style – How should your school sound? Warm and nurturing? Scholarly but accessible? Professional with a dash of personality? Define the voice that feels authentically you.
Audience Considerations – The way you write to prospective families should feel different from how you communicate with your board. Map out these different audiences and what matters to each of them.
Content Guidelines – Set some ground rules. Maybe emoji work great in your parent newsletters but should be used sparingly in fundraising appeals. Perhaps you have specific language you use around your educational model.
Crisis Communication – When things get messy (and in schools, they inevitably do), having pre-established language and protocols can be a lifesaver. This isn’t about creating templates as much as establishing a framework for communicating during challenging moments.

From Clarity to Action: The Power of a Strong CTA

You’ve crafted the perfect email. It’s warm, on-brand, and beautifully written. But if your readers don’t know what to do next, what was the point?

Every communication should answer one key question: What should the reader do next?

The best CTAs don’t just suggest an action—they compel it. Here’s how to make yours more effective:

Be Clear and Direct – Instead of the vague “Learn more,” try “Reserve your spot for the info session” or “Submit your application by Friday.” Specificity creates action.
Use Action-Oriented Language – Start with strong verbs that create momentum: “Join,” “Give,” “Volunteer,” “Claim,” “Discover.”
Create Urgency – Nothing motivates like a deadline or limited availability. “Only 5 spots remaining in our summer program” hits differently than a generic enrollment announcement.
Keep It Short – Your CTA isn’t the place for showcasing your vocabulary. Make it quick, clear, and impossible to misunderstand.
Make It Stand Out – Whether it’s a button, bold text, or strategic placement, your CTA should be impossible to miss.

Bringing It All Together

Your school’s communication should be consistent, clear, and action-driven. A written communications guide keeps everyone aligned on the how and why of your messaging, while strong CTAs transform engagement into tangible results.

Take a hard look at your recent communications. Do they sound like they’re coming from the same school? Do they clearly tell the reader what to do next? A little intentionality with your messaging can transform your communication from scattered to strategic.

About the Author

At Grow Schools, Marin channels her passion for research, writing, and advocating for high-quality education for all students. After earning a Master’s in English, she spent nearly a decade teaching Writing and Rhetoric at California Polytechnic State University and guiding students in developing style, voice, formatting, source evaluation, and rhetorical awareness. Marin thrives on crafting narratives that resonate—whether refining a brand’s voice, exploring new perspectives in writing, or championing meaningful causes.

Building enrollment is about building connections. That was the key theme of our recent live event, Events, PR, and Partnerships: Engage Your Community and Boost Your School’s Enrollment. Our panelists shared actionable strategies to help schools create buzz, tell their stories effectively, and form partnerships that drive enrollment growth.

Meet the Panelists

Ashley MacQuarrie – Sr. Director, Enrollment Marketing, Grow Schools

Ashley serves charter schools as Director of Enrollment Marketing at Grow Schools. Originally from Los Angeles, Ashley attended San Diego State University, studying English, Film & Media. Ashley has years of experience in education and the digital marketing industry, having gained classroom experience before managing content and social media teams, developing websites, and consulting for startups and large brands. Ashley now leads a passionate and dedicated team in the Enrollment Marketing department, where she gets to see how transformative it can be when families choose the school that best meets their child’s needs. Ashley is devoted to helping schools share their stories and meet their goals through effective enrollment marketing.

Tony Solorzano – Sr. Client Services Representative, Grow Schools

Tony began in the non-profit sector, collaborating to secure funding for STEM education in schools throughout Southern California. His support for educational programs and strong background in business management now informs his work on behalf of charter leaders. Tony is passionate about helping charter schools thrive in their communities and achieve their financial goals.

Jean Shields Fleming – Principal, Fleming Media

Jean Shields Fleming is a global communications consultant – but a teacher at heart. She started her career teaching middle school reading, and went on to lead communications for NWEA and Scholastic. She has worked with a diverse range of large and small organizations including Nike, Estee Lauder, Nikon and the Pan African Sanctuary Alliance. A two-time winner of awards from the Interactive Marketing Association for content and social media programs, she is also founder and editor at Certain Age Magazine. Learn more at WorldChangingCommunications.com.

Key Takeaways

1. Design and Promote Engaging School Events

Ashley MacQuarrie shared insights on creating school events that attract prospective families and strengthen relationships with current ones. From open houses to community celebrations, she emphasized the importance of making events engaging, accessible, and well-promoted.

2. Craft Compelling Stories and Engage with Local Media

Jean Shields Fleming discussed how schools can improve visibility by working with local media. She highlighted the power of storytelling—showcasing student successes, teacher dedication, and community impact—to capture attention and build a strong reputation.

3. Build Strategic Partnerships for Long-Term Growth

Tony Solorzano explored how schools can identify and collaborate with partners to expand their reach. Whether through local businesses, community organizations, or advocacy groups, partnerships can provide valuable support and amplify enrollment efforts.

Watch the Full Webinar

If you missed the live session, you can watch the full conversation here. Don’t miss these valuable insights that can help take your school’s enrollment strategy to the next level!

A strong school brand goes beyond logos or taglines; it’s about creating a meaningful experience that connects deeply with your community and inspires lasting loyalty.

Let’s start by exploring the core elements of branding and why each is crucial for engaging your current and future families. We’ll cover everything from verbal and visual branding to ways to identify and amplify what makes your school special.

What Makes a Brand?

When we talk about branding, we often think of visual elements like logos or websites. But a brand is much more—it’s the experience people have every time they interact with you. It’s shaped by the values you stand for, the story you tell, and the feeling you leave with your community. All of these elements form a brand ecosystem. For schools, that ecosystem includes verbal components (like mission statements and messaging) and visual components (like colors, logos, and digital presence).

Core Brand Strategy: Foundations of Identity

Every school has a story, a purpose, and a vision. The first step to strengthening your brand is to clearly define these core elements.

Purpose and Vision

Why does your school exist? What are you striving toward? Your vision should be aspirational—a look at a future that both your team and families are excited to build together. A great vision statement could start with phrases like “We see a world where…” or “We’re committed to a future that…” This sets a foundation that’s both inspiring and motivating.

Mission

How does your school fulfill its purpose daily? Your mission should be concise, ideally one sentence, summarizing what you do and how you do it. A good mission statement is clear, impactful, and to the point.

Differentiators

What makes your school unique? In a crowded space, it’s essential to highlight why families should choose you. Go beyond common phrases like “quality education” and dig into what truly sets your school apart. For example, instead of “innovative learning,” you might say “empowering creative problem-solvers” or “unmatched community engagement.” This helps your brand stand out in an authentic, memorable way.

Voice, Tone, and Messaging: Telling Your Story with Clarity and Consistency

With your mission, vision, and differentiators in place, the next step is to translate these into an identity that feels natural and engaging.

Voice and Tone

Your school’s voice reflects its personality—how you sound across all communication channels. Consistency is key here, whether you’re speaking to current families, prospective students, or the broader community. Tone, however, is adaptable and should shift based on context. For example, your tone in a celebratory social media post might be more enthusiastic, while a school policy update would sound more formal and reassuring.

Messages

Think about the different audiences you engage with: prospective families, current families, community partners, etc. Tailor your messages based on their needs and expectations. Remember, the best messaging is clear, jargon-free, and connects on a human level. Encourage families to be part of your story—after all, they are what make your school unique.

Visual Branding: Elevate Your Look and Feel

While voice and tone shapes the “what” and “why” of your message, visual branding represents the “how” in a powerful, memorable way.

Logos and Colors

Your logo and color palette are often the first things people notice about your school. They should reflect your core values and resonate with your community. Choose colors that evoke the emotions you want to inspire and a logo that aligns with your school’s mission and vision. Consistency in color and logo usage helps build recognition over time.

Typography and Imagery

Don’t underestimate the power of typography. The fonts you choose contribute to your school’s personality and should be consistent across digital and physical materials. When it comes to imagery, show the people who make up your community—students, teachers, families. This builds a connection that feels authentic and human.

Maintain Consistency Across All Channels

One of the greatest challenges in brand building is maintaining a consistent look, feel, and message across every platform and interaction, from your website and social media to printed materials and in-person events. The most successful brands are those that feel cohesive and reliable at every touchpoint.

Here are a few strategies to ensure your brand stays strong and consistent:

Create brand guidelines that outline your visual and verbal brand standards. These could include your logo usage rules, color codes, typography, and a brief on your voice and tone.

Audit Your Presence

Review your school’s website, social media profiles, and other digital channels. Do they look and sound like they belong to the same family? Consider ways to align these, so that each reinforces your identity.

Use Data to Refine

Pay attention to what resonates with your community. Collect feedback from families and monitor engagement on your digital platforms to see what’s working and where you can improve.

Your brand can become a cornerstone of your community—a rallying point that unites families, students, and educators in pursuit of a shared vision.

About the Author

Derek Hollister is the Founder and Principal of Boldworld, a design studio focused on creating experiences that move people and shape futures. He’s a seasoned strategy and creative director for clients, partners, and teams – having helped transform brands and customer experiences for over 16 years. He leads with heart, conviction, and a healthy disregard for the impossible.

Building strong relationships within our communities is essential to the growth and success of our schools. When it comes to marketing, partnerships can make a world of difference.

Let’s dive right into the benefits:

Access to More Families and Community Impact

First and foremost, partnering for enrollment marketing offers you access to a wider audience—more families, a larger reach, and a bigger impact on your community. As school leaders and educators, you likely understand how important it is to grow your school and engage with the right families. Partnering with experts in enrollment marketing opens the door to specialized knowledge and strategies that can elevate your school’s presence and reputation.

If you’re handling your own social media internally, it may be taking up too much of your staff’s time. By bringing in a marketing partner, your team can focus on education, while experts handle the marketing side. Whether it’s technology partners managing customer relationship management tools, media partners securing local news coverage, or digital marketers driving social media and email campaigns, these partnerships allow you to focus on what matters most—your students.

Leveraging Technology and Media Partners

In today’s world, technology and media partnerships are crucial for successful enrollment marketing. From website management to social media strategy, technology partners can offer tools and insights that allow you to track website traffic and adjust campaigns in real-time. A media partner can also help you reach local audiences through various channels like radio, TV, or digital news outlets.

Additionally, cultivating relationships with local businesses for co-hosting events—whether it’s an open house, a community celebration, or a fundraising event—can create further opportunities to engage with prospective families and strengthen your school’s ties with the community.

Timing Is Everything

Timing is also a key consideration in enrollment marketing. Whether it’s spring or fall, it’s important to know when to ramp up your efforts. By leveraging technology, you can pinpoint when your website traffic spikes and align your marketing efforts to match those times. This can help you stay top-of-mind when families are making critical decisions.

Performance-Based Models

When considering a partnership, it’s essential to understand the different types of agreements you can enter into. One popular model is the monthly retainer, where a set budget ensures ongoing support each month. Alternatively, you may prefer a performance-based fee, where the marketing efforts are tied to measurable outcomes—such as how many students are enrolled as a result of the marketing campaigns. While performance-based fees are great for justifying the cost, they can be more expensive if the campaigns are highly successful, but remember—if you’re seeing great results, it means the strategy is working!

What to Look for in a Partner

As you consider marketing partnerships, it’s crucial to choose a partner with experience in the education space. Some organizations may simply want to sell you services without a clear understanding of what you need. Look for a partner with a proven track record, someone who can show results from previous clients. Ask for reports or case studies to evaluate their effectiveness.

When selecting a partner, consider whether you’re looking for a one-time project (like a website redesign) or a long-term collaboration. A long-term partner who understands your school’s mission and goals can offer more personalized strategies and help you stay ahead of trends. Flexibility is also key—your marketing partner should be able to pivot when necessary to adapt to new circumstances or challenges.

Communication and Collaboration Are Key

A successful partnership relies on clear, consistent communication. Regular check-ins and updates will ensure that everyone is aligned and working toward the same goals. Establish a communication framework early on and ensure both parties are committed to it. Consider the tools that work best for you—whether it’s Google Workspace, Microsoft Teams, or another platform.

Measuring Success Together

Lastly, measure your success together. Be upfront about what you hope to achieve and how you will measure the effectiveness of the partnership. Whether it’s enrollment numbers, brand recognition, or community engagement, having clear metrics will ensure you both understand what’s working and where improvements can be made.

Enrollment marketing is a powerful tool, and it can be highly effective when done in partnership. By collaborating with experts, leveraging technology, and maintaining open communication, you’ll build stronger relationships with your community and attract the right families for your school.

About the Author

As Senior Client Services Representative at Grow Schools, Tony Solorzano is passionate about helping charter schools thrive in their communities and helping school leaders achieve their goals. You can learn more about enrollment marketing partnerships with Grow Schools here.

Engaging elected officials can be a powerful way for charter schools to raise awareness, gain support, and build lasting partnerships. While a robust VIP program is an essential component, strategic engagement extends beyond that. Here’s how school leaders can maximize these relationships:

1. Collaborate with State Charter School Association Leaders

Get to know the priorities of your state charter school association leaders. These leaders often advocate for policies that directly impact your school’s operations. By aligning your efforts with their agendas, you can contribute to broader policy initiatives while advancing your school’s goals.

Ask yourself: How can my school support and inform these efforts? Share ideas, provide data, or participate in advocacy events. Schools that actively engage with associations by offering support—whether through committee involvement or hosting events—build stronger, mutually beneficial relationships with these leaders.

2. Engage Proactively with Elected Officials

Charter laws are crafted at the state level but implemented locally. Understanding the needs and priorities of state and local officials allows you to strengthen relationships and elevate your school’s profile.

Leverage your expertise in areas such as charter operations or education policy to engage thoughtfully with these officials. Your school’s VIP programs—designed to connect parents and community members with your mission—can also be repurposed to introduce elected officials to your school. Give them a close-up view of your operations, innovative practices, and student success stories to foster deeper understanding and advocacy.

3. Capitalize on National Charter Schools Week and Other Events

Events provide excellent opportunities to showcase your school’s impact and educate lawmakers. During National Charter Schools Week, for instance, invite all elected officials representing your school, from mayors and city council members to state and federal legislators.

Many officials actively seek ways to connect with their constituents, making these visits mutually beneficial. These invitations should be a key part of your school’s outreach strategy, helping officials engage with students, families, and the larger school community.

4. Highlight Student Achievements to Leave a Lasting Impression

When hosting elected officials, focus on your students’ accomplishments, innovative programs, and the broader impact of your school. Use tools like school tours, presentations, and data-driven stories to demonstrate success.

Before the visit, coordinate with your state association to determine what materials or requests to leave with the official. Whether it’s advocating for a policy change, addressing a local ordinance, or proposing an amendment, ensure the lawmaker departs with a clear understanding of your needs. Add them to your mailing list to maintain the connection.

5. Foster Relationships with Federal Representatives

Building strong ties with federal representatives can amplify your advocacy efforts. Senators and members of Congress are eager to learn about high-performing schools in their districts. They can also play a critical role in federal legislation affecting charter schools and influence grants that can reach your schools.

Collaborate with organizations like the National Alliance for Public Charter Schools to access tools and resources for federal advocacy. These might include guidance on grant applications, insights into funding opportunities, and support for advancing specific policy goals.

Engaging with elected officials is about more than raising awareness—it’s about building partnerships that support your school’s mission while advancing the charter sector as a whole. With a strategic approach, school leaders can drive meaningful change for their communities while helping boost the charter school brand!

About the Author

How To Engage Elected Officials 5 Strategies From Nina Rees

Nina Rees is the former President and CEO of the National Alliance for Public Charter Schools. With over 20 years of experience in education policy, she has been a leading advocate for expanding high-quality charter schools across the country. Previously, Nina served in senior roles at the U.S. Department of Education and in the White House, where she helped shape national education initiatives. She is a recognized thought leader dedicated to increasing educational opportunities for all students.

Your digital presence is crucial when it comes to school enrollment, but there’s no replacement for face-to-face connections. Inviting families to visit your school or join virtual open houses helps bring them into your community, yet showing up in the places they already are is just as powerful.

Here are some strategic, actionable ideas for how your school can meet families where they are and make a lasting impression:

1. Go Where Families Gather

Identify local events where your target families spend their weekends or afternoons. From farmer’s markets to zoo days, cultural parades, and more, think about where your current families might be and how you can set up a presence there. Weekly tables or booths at high-traffic locations give you consistent visibility. Invest in a branded tablecloth, tents, and attire for your ambassadors to create a memorable, professional setup.

2. Equip Your Team with Branded Materials

Consistent branding is essential to make sure people remember your school. Equip your team with branded t-shirts and swag like magnets, coloring pages, or fun giveaways that align with your school’s mission. This way, you’re not only connecting in person but also giving families something to take home.

One effective tip I’ve seen in action is using branded magnets as a giveaway. Hand out a flyer about an upcoming open house along with a magnet and encourage parents to put it on their fridge. It’s an easy way for them to remember your school and revisit enrollment opportunities.

3. Use Yard Signs and Community Visibility

Sometimes, your best advocates are your current families! Ask if they’d be willing to place a yard sign advertising your school in front of their homes. You’d be surprised how often people say yes. Make sure the signage reflects your branding and is in multiple languages if needed to reach different communities.

4. Partner with Local Organizations

Identify organizations that align with your mission. Community hubs like the YMCA, local churches, after-school programs, and the Chamber of Commerce are ideal partners. One example that stood out was a school that connected with their local Chamber of Commerce, learning that the Chamber provided welcome baskets to new families moving into town. By adding branded coloring books and school information to these baskets, the school could reach new families as soon as they arrived.

5. Connect with Local Media Outlets

Local media can be one of your most powerful allies in spreading the word about your school. Develop relationships with local journalists, editors, and producers who cover education. Build these relationships over time, sharing positive stories, achievements, and exciting events at your school.

6. Adapt to Your Community’s Needs

Knowing and meeting your community’s specific needs can be a meaningful way to connect. For example, Buckeye Charter School partners with a local nonprofit to provide fresh produce through a weekly market. By participating in community initiatives like these, your school can build trust and visibility while helping to meet local needs.

7. Tailor Your Materials for Diverse Audiences

To make sure all families feel welcomed, create marketing materials in the languages spoken by your school community. From bilingual banners to door hangers, having these resources shows your commitment to inclusivity.

These are just a few ways to make your enrollment efforts resonate with families on a personal level. When you show up authentically in community spaces, engage thoughtfully, and meet families’ needs, they’ll remember your school long after the event ends. So, think beyond your enrollment page—make connections that turn into lasting relationships.

Happy outreach, and here’s to growing your school community!

About the Author

As a Project Manager on the Enrollment Marketing team, Betsy Roberts works closely with school leaders to develop and implement marketing campaigns that increase enrollment. With a degree in Journalism and Public Relations from University of Oregon, Betsy has a robust background in building brand awareness—she has worked alongside dozens of companies over the course of her twenty-year marketing and PR career. Betsy loves helping charter schools thrive and collaborating with the dynamic team at Grow Schools.

Language and Literacy Academy for Learning (LLAL) is turning its vision of “abilities above limitations” into a reality with its new facility in Winter Haven, Florida. Designed to support over 300 PreK–12 students with Individualized Education Programs (IEPs) and Individualized Family Service Plans (IFSPs), this project represents a significant step forward for LLAL as it empowers students with special needs. Our team is proud to support LLAL in bringing this ambitious project to life by securing funding and resources for the acquisition and construction. Building Hope, a nonprofit organization focused on creating educational spaces for K–12 students, provided the financing to ensure the school’s mission could move forward.

The new facility will provide an environment specifically designed to foster academic growth, social development, and emotional well-being.

Key upgrades include:

15 Classrooms to accommodate growing enrollment.
A Sensory Room for students requiring sensory integration support.
A Therapy Clinic to provide on-site services tailored to students’ individual needs.
A Mixed-Use Cafeteria and Multipurpose Room for dining and school-wide events.
Conference Rooms and Offices for collaboration and administrative functions.
ADA-Compliant Parking and an exterior staircase to ensure accessibility and safety.

These updates align with LLAL’s mission to accelerate growth in language, literacy, and social skills while engaging parents as active partners in education.

“Funding for our facility expansion will significantly increase our capacity to serve the community, allowing us to accommodate more families and enhance service delivery,” said Dr. Tandria Callins, Founder, CEO, and Principal of LLAL. “This expansion will create jobs, strengthen community ties, and support our sustainability goals.”

“Language and Literacy Academy for Learning has been a beacon of hope for students and families in the Winter Haven community,” said Maddy Marlton, Vice President of Real Estate Acquisitions at Grow Schools. “We’re excited to help them expand their impact and continue to serve students in a space that reflects their commitment to excellence.”

The Need for Better Facilities

Adequate facilities remain one of the biggest challenges facing charter schools nationwide. We’re honored to support the financing and construction of this incredible project alongside the team at Building Hope. Many schools operate in spaces that limit their ability to grow or deliver on their mission. This project exemplifies what’s possible when schools, communities, and partners come together to create nurturing environments where every child can thrive.

When it comes to your school’s social media presence, your content isn’t just living on your official pages anymore—it’s everywhere in the digital space. Prospective families, students, and educators aren’t always seeking you out, most of the times they’re encountering your school in snippets—an Instagram Reel, a tagged post, a TikTok duet– in between their friend’s vacation photos and the latest viral videos.

Think of it this way: you’re a guest in their digital space. And like any good guest, your goal is to show up thoughtfully, creating value and fostering genuine connections.

Here are five tips to make your school’s social media content stand out:

1. Be a Good Digital Guest: It’s All About Community

Being a great digital guest starts with nurturing a sense of community. Social media isn’t just a megaphone; it’s a dialogue. And dialogues are all about creating meaningful connections with other people.

Before you post anything, ask yourself:

How are you building community?
How are you nurturing that community?
How are you giving that community room to grow?

People follow brands and creators they feel connected to—whether through shared values, mutual interests, or simply feeling understood. When your community sees your posts, do they feel seen and valued?

2. Hook Their Attention and Earn Their Time

With attention spans lasting less than 8 seconds, your posts must grab attention immediately. Vibrant visuals, intriguing captions, or dynamic text overlays can make all the difference.

Understanding who’s consuming your content, and when helps you tailor your approach to fit their habits and interests.

For example, a video that opens with “Did you know we’ve doubled our STEM classes this year?” tells me a lot, even if I don’t watch the whole thing.

3. Keep It Real: Authenticity Wins Every Time

Your school has its own unique personality—lean into it! Whether you’re a project-based learning pioneer or an arts-focused academy, your “vibe” should guide everything you share, and every conversation you join.

For instance, a Montessori school might share intimate moments of discovery like a student planting a garden or solving a puzzle, while a STEM-focused school could highlight student robotics projects and coding breakthroughs.

4. Connect with Cultural Moments

Authenticity also means being thoughtful about when and where you participate in conversations and sharing stories that resonate genuinely with your mission. Participating in cultural moments—like heritage months or special days relevant to your community—can help your school engage with broader conversations. Keep it genuine, inclusive and meaningful.

For example, during Hispanic Heritage Month, a school with a diverse student body could feature students sharing their family traditions or a language class presenting cultural projects. A STEM school might skip National Donut Day—unless the physics class is calculating optimal dunk angles.

5. Always Add Value

People follow accounts that bring something to their lives—whether that’s inspiration, information, or a sense of belonging. Whether it’s a classroom activity, assembly video, or student art carousel, each post is an opportunity to connect emotionally. Instead of just promoting events, share why they matter.

For example, post a time-lapse video of students preparing for a science fair, paired with tips for families to support learning at home.

Remember, you’re not just competing with other schools in the feed – you’re up against every cat video and celebrity post out there. Make your content worth the pause.

Final Thoughts

Your goal isn’t just to get likes or views, it’s to create a genuine, lasting connection with your community. To do this, ask yourself: Is this content making people feel something? Whether it’s laughter, inspiration, or new knowledge, your content should evoke an emotional response.

The best social media presence isn’t about perfection—it’s about authentic connection. When you approach each post as an opportunity to make someone feel something real, you’re already winning.

Here are some quick ideas to spark your next post:

The Photo Dump: A collection of behind-the-scenes moments from field day or spirit week, set to upbeat music
The Behind The Scenes: Feature a student mural or project with a caption about its inspiration and creation process
The Before & After: Showcase a classroom or campus transformation, like a new art display or science lab renovation
The POV: Share an authentic perspective from a student, teacher, or parent—like “A Day in the Life of a 6th Grader”
The Tutorial: Quick tips or insights, such as “3 Ways Families Can Support Homework Time”
The Listicle: “5 Things You’ll Love About Our School” or “3 Reasons Our STEM Program Stands Out”
The Community Spotlight: Launch a weekly “Student Spotlight” celebrating achievements while fostering school pride
The Mini-Series: Break down big topics into themed segments, like “60-Second Science Lab Secrets” or “Where Are They Now?”

About the Author

Neisha Tweed Bell is a creative strategist and founder of Next Level Up Creative, where she empowers organizations to elevate their messaging and connect meaningfully with their audiences. With over 15 years of experience in branding, content strategy, and digital storytelling, Neisha has worked with global brands, non-profits, and educational organizations to craft campaigns that inspire action and build community.

For this episode of Tuesday Tips, Jean Shields Fleming joined us to discuss crisis communication strategies for charter schools.

Here are the conversation’s top 3 tips:

Prepare in advance. Develop a crisis communication plan before a crisis hits. Identify potential crisis scenarios (e.g., academic, financial, security issues), outline key messages, choose a spokesperson, and clarify what will and won’t be shared publicly.
Own the message. In the event of a crisis, be transparent and take accountability. Follow a three-part communication strategy: explain what happened, outline what is being done to address it, and provide a timeline for the next update.
Monitor social media, but don’t overreact. Use social media to gauge the situation but avoid engaging in heated exchanges. Focus on direct communication channels with key stakeholders like parents and the school community.

1. Focus on Your Zone of Genius

2. Optimize Your Finances

3. Streamline Your Operations

4. Add Capacity for Strategic Initiatives

5. Bridge the Gap Between Layoffs and New Funding

Fractional Staffing: A Budget-Friendly Solution for Charter Schools

Why Your School Needs a Written Communications Guide

From Clarity to Action: The Power of a Strong CTA

Bringing It All Together

About the Author

Meet the Panelists

Key Takeaways

1. Design and Promote Engaging School Events

2. Craft Compelling Stories and Engage with Local Media

3. Build Strategic Partnerships for Long-Term Growth

Watch the Full Webinar

What Makes a Brand?

Core Brand Strategy: Foundations of Identity

Purpose and Vision

Mission

Differentiators

Voice, Tone, and Messaging: Telling Your Story with Clarity and Consistency

Voice and Tone

Messages

Visual Branding: Elevate Your Look and Feel

Logos and Colors

Typography and Imagery

Maintain Consistency Across All Channels

Document and Share

Audit Your Presence

Use Data to Refine

About the Author

Access to More Families and Community Impact

Leveraging Technology and Media Partners

Timing Is Everything

Performance-Based Models

What to Look for in a Partner

Communication and Collaboration Are Key

Measuring Success Together

About the Author

1. Collaborate with State Charter School Association Leaders

2. Engage Proactively with Elected Officials

3. Capitalize on National Charter Schools Week and Other Events

4. Highlight Student Achievements to Leave a Lasting Impression

5. Foster Relationships with Federal Representatives

About the Author

1. Go Where Families Gather

2. Equip Your Team with Branded Materials

3. Use Yard Signs and Community Visibility

4. Partner with Local Organizations

5. Connect with Local Media Outlets

6. Adapt to Your Community’s Needs

7. Tailor Your Materials for Diverse Audiences

About the Author

1. Be a Good Digital Guest: It’s All About Community

2. Hook Their Attention and Earn Their Time

3. Keep It Real: Authenticity Wins Every Time

4. Connect with Cultural Moments

5. Always Add Value

Final Thoughts

About the Author

Watch the Whole Conversation Here