Category: Uncategorized

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:

  1. How are you building community?
  2. How are you nurturing that community?
  3. 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?

How To Make Your School's Social Media Content Meaningful Building Connection And Community (3)
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.

How To Make Your School's Social Media Content Meaningful Building Connection And Community (4)
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.

How To Make Your School's Social Media Content Meaningful Building Connection And Community (2)
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.

How To Make Your School's Social Media Content Meaningful Building Connection And Community
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:

  1. The Photo Dump: A collection of behind-the-scenes moments from field day or spirit week, set to upbeat music
  2. The Behind The Scenes: Feature a student mural or project with a caption about its inspiration and creation process
  3. The Before & After: Showcase a classroom or campus transformation, like a new art display or science lab renovation
  4. The POV: Share an authentic perspective from a student, teacher, or parent—like “A Day in the Life of a 6th Grader”
  5. The Tutorial: Quick tips or insights, such as “3 Ways Families Can Support Homework Time”
  6. The Listicle: “5 Things You’ll Love About Our School” or “3 Reasons Our STEM Program Stands Out”
  7. The Community Spotlight: Launch a weekly “Student Spotlight” celebrating achievements while fostering school pride
  8. 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 Headshot Nov 2023 (1)

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:

  1. 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.
  2. 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.
  3. 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.
Watch the Whole Conversation Here

The 2024 Grow Enrollment Summit, brought together charter school leaders, enrollment specialists, and education innovators to share strategies and best practices for tackling one of the biggest challenges in education today: student enrollment. Featuring a range of breakout sessions and Q&A, this summit was packed with actionable insights for school leaders eager to boost enrollment, engage communities, and elevate their schools’ brand presence. The Grow Enrollment Summit was brought to school leaders by Enrollstream, vChief, and Grow Schools. Below is a recap of each session, highlighting the key takeaways and memorable moments from our incredible speakers.

Keynote Session: Education Innovation and Parental Choice Advocacy
Headshot of Nina Rees from the Grow Enrollment Summit

Speaker: Nina Rees, Former President and CEO, NAPCS

As an advocate for education innovation and parental choice, Nina Rees opened the summit by discussing the evolving landscape of charter schools and the importance of adapting enrollment strategies to meet the needs of diverse communities. Her insights set the stage for a day focused on actionable strategies for growth and community engagement. Nina discussed how embracing innovation and fostering a strong school identity are critical for attracting families. She also shared her views on how parental choice is a driving force in enrollment, and schools need to position themselves as both high-quality and mission-aligned options in their communities.

Designing and Amplifying Your Brand
Derek Hollister EM Summit Headshot

Speaker: Derek Hollister, Founder and Principal, Boldworld

In this interactive session, Derek Hollister encouraged schools to uncover what makes their brand unique and communicate that identity effectively. Covering elements like logos, colors, taglines, and voice, Derek demonstrated how a well-defined brand can resonate with families and create a lasting impression. Schools also learned SEO tactics and email marketing strategies to maintain community engagement year-round. “A cohesive and authentic brand strengthens a school’s presence and appeal,” he says, and “consistent messaging across digital and physical platforms helps maintain engagement and visibility.”

Mastering Social Media for School Success
Neisha Tweed Bell EM Summit Headshot

Speaker: Neisha Tweed Bell, Founder, Next Level Up Creative

Neisha Tweed Bell shared her expertise on crafting social media content that connects with school communities. This session was packed with tips on choosing the right platforms, creating visually compelling content, and managing social media in a way that amplifies the school’s mission and culture. From storytelling through visuals to managing social media strategy, Neisha offered valuable techniques for building a vibrant online presence—everything from storytelling techniques to consistent, authentic social media engagement.

Your School’s Digital Front Door
Niki Blaker EM Summit Headshot

Speaker: Niki Blaker, Owner & Design Strategist, Five Sigma Studio

Niki Blaker discussed how a school’s website serves as its “digital front door” and the role it plays in making strong first impressions. This session explored best practices for website design, content, and user experience, focusing on how to create a welcoming and informative site that encourages enrollment inquiries. Niki shared how a well-designed website should communicate the school’s values and make enrollment steps clear and accessible.

Impactful In-Person Events and Community Engagement
Ashley, Betsy, Jean EM Summit Headshots

Speakers: Ashley MacQuarrie, Betsy Roberts, and Jean Shields Fleming

This session was all about creating memorable, in-person events that build excitement and foster community. Ashley, Betsy, and Jean shared strategies for using open houses, info sessions, and community events to create touchpoints that resonate with families. They also discussed how to use marketing materials and local media to amplify event impact. Listeners heard so many great tips on how engaging events give prospective families a firsthand look at the school’s culture and values.

Partnering for Enrollment
Tony, Yoni, Todd, Paul EM Summit Headshots

Speakers: Tony Solorzano of Grow Schools, Dr. Paul Miller of Charter Champions, Yoni Samuel-Siegel of Prospect Schools, and Todd Harris of Enrollstream

Tony, Dr. Miller, and Yoni led an insightful discussion on the power of partnerships in enrollment marketing and how strategic partnerships can expand a school’s resources and boost its visibility in the community, helping achieve enrollment goals. They emphasized that collaboration with organizations, local leaders, and even other schools can bring valuable resources and expertise, strengthening enrollment efforts.

Closing Session: Ask an Expert

The summit wrapped up with an interactive Q&A session, allowing attendees to ask enrollment professionals specific questions about the challenges and opportunities they face. This closing session gave participants personalized advice and reinforced the day’s insights.

Charter schools are reshaping education across the country, and new evidence suggests that increased school choice not only benefits charter students but also drives improvements in traditional district schools. A recent analysis from the Progressive Policy Institute (PPI), led by Tressa Pankovits, offers compelling evidence that cities with significant charter school enrollment improved academic outcomes for all students—including those who remain in district-run schools.

The Evidence for a Narrowing Achievement Gap

The PPI analysis examined 10 U.S. cities where at least one-third of students attend public charter or charter-like independent schools. In these cities, which have large populations of low-income students, the data reveal a significant narrowing of the achievement gap between low-income students and the statewide average. Over the past decade (2010-2011 to 2022-2023), the proficiency gap closed by 25-40%, showing that low-income urban students are catching up to their statewide peers.

New Study How Expanding School Choice Benefits All Students

In all 10 cities analyzed, the trend was consistent: where charter schools accounted for at least 33% of enrollment, academic gaps diminished. New Orleans, with its 100% charter enrollment, serves as a particularly striking example of this gap-closing effect, demonstrating that as charter school enrollment increases, the benefits for low-income students grow stronger.

Grow Schools Expanding School Choice Narrowing Gap (1)
Spotlight on Camden and Indianapolis

Two cities illustrate the impact of charter school expansion particularly well:

  1. Camden, NJ: With 68% of students attending public charter schools, Camden saw a 42% reduction in the proficiency gap between low-income students and their statewide peers over the last decade. This achievement underscores the potential for charter schools to drive improvements not only for their own students but also for those in district schools.
Grow Schools Expanding School Choice Camden Nj (1)
  1. Indianapolis, IN: In Indianapolis, where 58% of students are in charter schools, the proficiency gap for low-income students narrowed by 23%. This shows a citywide uplift in academic performance, suggesting that the benefits of charter schools extend beyond their own walls.
Grow Schools Expanding School Choice Indy (1)
A “Rising Tide” for All Students

The findings contradict the argument that charter school growth harms students in traditional district schools. Instead, the data suggest a “rising tide” effect where the introduction and expansion of charter schools generate healthy competition that leads to better educational outcomes across the entire system. As charter enrollment increases, district schools may feel motivated to adopt innovative practices, improve curriculum, and focus more intently on student achievement.

New Study How Expanding School Choice Benefits All Students (2)

The findings from PPI’s analysis add to the growing body of evidence that charter schools are not just an alternative education option—they are a catalyst for broader educational improvements. By expanding school choice, cities can create an environment where all students, regardless of the type of school they attend, can benefit from higher standards and innovative practices.

For more insights into the analysis and recommendations, read the full report, Searching for the Tipping Point: Scaling Up Public School Choice Spurs Citywide Gains, or contact the Progressive Policy Institute to request a printed copy.

Grow Schools Expanding School Choice Full Report

What does it mean for a school to be “future-ready”? Whether through new construction or remodeling—we can design spaces that grow and adapt over time, accommodating more students, additional programs, emerging technologies, and new instruction methods as you grow. 

That’s why, as you work with an architect, it’s important to discuss long-term plans for expansion. A well-thought-out design should make it easy to add new wings, extend existing structures, and power new equipment. If your building is not designed with future growth in mind, adding to it years later may involve more extensive renovations than you’d like. However, if your architect is aware of potential future expansions, they can plan for easy-to-remove walls, accessible electrical connectivity, and seamless additions.

Let’s explore some key considerations for creating schools that are ready for whatever the future holds.

Preparing For Future Ready Schools Key Considerations For Flexible And Resilient Design (3)
The Importance of Multipurpose Spaces

Multipurpose spaces are a fantastic way to maximize your school’s physical environment. However, there are important considerations to keep in mind. It’s tempting to think that every space should be designed to be flexible enough for all possible uses. However, this approach often leads to compromises, resulting in spaces that aren’t truly optimized for anyone’s use.

For example, a gymnasium requires ample clearance—about 28 feet for activities like volleyball—while a theater for music or spoken word will need specific acoustic treatments to achieve optimal sound quality. Although combining these two functions is possible, the space may not perform exceptionally well for either. The key is to strategically design spaces that share similar requirements to maximize their versatility.

Take an art and science classroom, for instance. Both spaces may need specialized plumbing and ventilation, making it easier to create a dual-purpose room without compromising on essential features. The goal is to embrace multipurpose spaces while understanding their limitations and planning accordingly.

Flexible Interiors, Furniture, and Technology 

Movable walls are a popular feature in modern school design when it comes to flexibility. The ability to transform a space by sliding walls open or closed is a compelling concept, allowing you to reconfigure classrooms as needed. However, once walls are set, they tend to stay put simply because teachers may not be equipped to leverage this flexibility effectively.

Preparing For Future Ready Schools Key Considerations For Flexible And Resilient Design (2)

To overcome this, it’s crucial to provide training that shows educators how to physically transform their spaces and how different configurations can enhance the learning experience. This way, teachers can approach flexible design with a clear strategy in mind, rather than figuring it out on the fly.

We recommend designing schools with principles similar to an old brick warehouse. While the building doesn’t need to look like one, incorporating high ceilings, natural daylight, and easy access to mechanical systems can make future adaptations far more manageable. This approach allows spaces to evolve over time without requiring major structural changes.

But bringing flexibility into the classroom isn’t just about walls. Flexible furniture, like desks and chairs that students can easily move and reconfigure in minimal time, offers teachers more ways to support different learning styles and group work. Movable technology—such as Smartboards or TVs on wheels—can also play a vital role in transforming learning environments. When space is reconfigurable, equipment is movable, and there is an abundance of access to electrical connections throughout the room, the classroom can keep pace with future developments and trends in technology and education. These elements allow for quick changes and adaptation, enabling you to maximize your space.

Designing to Inspire: Creating Beautiful and Healthy Spaces

A truly future-ready school doesn’t just accommodate growth, it also supports the well-being of its students. Research from institutions like Harvard shows that aspects such as air quality, lighting, acoustics, and thermal comfort significantly impact student performance and health. While these factors are critical, beauty in design should not be overlooked. Schools that incorporate natural materials, offer views of nature, and include dynamic architectural features create environments that inspire creativity and reduce stress.

Preparing For Future Ready Schools Key Considerations For Flexible And Resilient Design

Biophilic design is an architectural approach that connects building occupants with the natural environment. This can be achieved through the use of materials like wood, stone, or even living plants. Studies have shown that these natural elements can reduce stress levels, much like actual views of nature do. Designing with nature in mind not only enhances the aesthetics of a space but also positively impacts the mental well-being of its users.

Resilience and Self-Sufficiency: Schools as Community Pillars

As we prepare schools for the future, resilience becomes a central theme. Whether it’s natural disasters, adverse weather, or even shifting political landscapes, schools must be able to adapt. Some institutions are taking steps toward self-sufficiency, such as implementing microgrids for independent energy generation or converting electric buses into backup power sources. These strategies position schools as vital community hubs, offering stability and support beyond education.

Designing Schools That Grow with You

Ultimately, future-ready schools are about more than just flexibility and resilience. They are about creating spaces that inspire, support, and adapt to the changing needs of students, educators, and communities. By embracing these principles in school design, we can build learning environments that not only meet the demands of today but are also prepared to grow and evolve in the years to come.

About the Author
Jonathan Richert

Jonathan Richert is an award-winning multi-disciplinary designer and licensed architect who loves collaborating with schools to design exceptional educational spaces. He acts as a trusted advisor, working closely with schools to create solutions that exceed the needs and desires of the community. Connect with Jonathan and his team at TSK Architects.

With operational costs rising, the pressure to stretch school budgets is greater than ever. Technology, building maintenance, and supplies are taking a larger bite out of budgets, leaving less for programs. Attracting and retaining teachers and staff often means offering higher salaries, delays in grants and donations can disrupt financial planning, and shifting student numbers create funding instability, impacting staffing and resource decisions.

Although the Federal Reserve’s recent rate cut offers some breathing room, schools should proceed with caution: there’s the potential for lower borrowing costs for capital improvements and potential relief for existing loans, but the uncertainty of rate duration complicates long-term planning, and inflation may still drive up costs.

Yet, amid these challenges lies an opportunity—a chance to transition from relying on temporary funds to adopting long-term financial resilience strategies. With the new year on the horizon, it’s a great time to rethink spend management, build financial strength, and optimize your resources to ensure a sustainable future.

Here are five things to consider:

5 Strategies To Build Your School's Financial Resilience
1. Prioritize Spend Management

With the expiration of relief programs and tight funding, prioritizing spend management is crucial for sustaining educational quality and ensuring your school’s financial stability. Strategic spending is about making each dollar work harder by directing funds to the areas that matter most. Start by conducting a comprehensive review of current expenses to identify cost-saving opportunities. Look for patterns in spending or services that can be scaled back. By controlling expenditures, schools can not only free up funds to support key programs but also build reserves for unexpected events or economic shifts. Which leads us to…

2. Build Reserves

Financial reserves act as a safety net for your school, providing a buffer against unforeseen expenses or economic downturns. While building reserves may seem challenging amid rising costs, setting aside even a small percentage of the budget can make a significant difference over time. Your school can gradually increase reserve funds by reallocating savings from cost-cutting measures or reinvesting unspent budget allocations. Consider setting specific reserve goals each fiscal year to create a habit of saving. Having reserves in place ensures that your school can maintain its operations and avoid drastic cuts during challenging times.

5 Strategies To Build Your School's Financial Resilience (3)
3. Focus on What Matters

To maximize impact, align spending with your school’s most important needs and long-term goals. Prioritizing essential programs and projects ensures that funds are directed where they will provide the most value, such as core academic programs, critical facility upgrades, or health and safety initiatives. Identify areas where costs can be reduced without compromising educational quality, such as renegotiating service contracts or eliminating underused resources. Taking a deliberate approach to spending will allow your school to concentrate on investments directly contributing to student success and stability.

4. Enhance Budget Tracking and Strengthen Internal Controls

Effective budget tracking is key to avoiding overspending and staying within financial limits. Implementing a system for monitoring operational spending against the budget in real time can help schools catch issues early, allowing for quick adjustments. Consider using software that integrates with your financial management system to provide detailed reporting on expenditures, commitments, and available funds. Regular budget reviews, monthly or quarterly, can also help keep spending on track and ensure that any deviations are promptly addressed.

Internal controls are the policies and procedures put in place to manage spending, ensure compliance, and prevent waste or fraud. Establish clear guidelines for purchasing, expenses, and approval processes to ensure consistency. For example, set thresholds for when competitive bids are required or establish a multi-step approval process for high-value purchases. Regularly review and update these policies to adapt to changing financial conditions or regulatory requirements.

5 Strategies To Build Your School's Financial Resilience (2)
5. Assess Technology Costs—and Use Technology to Automate

Investing in technology is necessary, but it can also be expensive. Schools should evaluate the total cost of ownership (TCO) for technology assets, considering factors like maintenance, repair, and lifecycle costs. When equipment becomes outdated or inefficient, upgrading or replacing it may be more cost-effective than continual repairs. Or, when repairs offer a better return, schools should choose that route. Performing cost-benefit analyses helps ensure that technology investments support both educational goals and financial sustainability.

As you examine your technology, be sure you are leveraging digital tools and artificial intelligence (AI) to automate routine tasks, such as invoice processing, purchasing, expense tracking, and budget reporting. Automation not only reduces administrative burdens but also improves accuracy and speeds up workflows, allowing staff to focus more on strategic tasks and less on paperwork. Digital tools can provide valuable insights into spending patterns and highlight areas for improvement. For example, AI-driven analytics can forecast future expenses based on historical data, helping schools make informed decisions about budget allocation.

Charting Your Course for 2025

Focusing on financial stewardship now will position your school for success in the year ahead. By saving strategically and optimizing resources, you can continue to enhance the educational experience for your students.

About the Author
Stanton Jandrell

With over twenty years of expertise in spend management, Stanton Jandrell, CEO of Fraxion, is dedicated to helping organizations manage and reduce operational spending.

Stanton’s innovative leadership, combined with Fraxion’s purchasing, expense, and accounts payable automation software, is empowering charter, private, public, and independent school leaders to streamline administrative tasks for faculty and staff while reducing operational costs by ~10% on discretionary spending. His proactive approach to spend management emphasizes efficiency, enabling schools to optimize financial processes and focus more on impactful outcomes.

Learn more at Fraxion for Education.

In Building for Tomorrow, panelists Maddy Marleton, Michael Soh, Jonathan Richert, and Wes Graner provided valuable insights into the current state of the real estate market and essential considerations for charter schools seeking to align their facilities with their mission. The session featured discussions on navigating market challenges, strategic planning, and staying ahead of trends in construction and development.

You can watch the full webinar here, or read the recap below.

1. Navigating the Real Estate Market: Challenges and Opportunities

The past year has been tough for buyers, particularly due to high-interest rates, increased financing costs, and tighter lending standards, which have resulted in reduced deal activity and lower property values. Extended negotiation and closing periods are common as parties struggle to lock in financing and address due diligence. Despite these hurdles, there is a silver lining: distressed assets, such as office buildings with tenant expirations, present unique opportunities for schools willing to invest in tenant improvements and creative space utilization.

One of the significant challenges is the limited availability of educational facilities, leading schools to explore unconventional properties. As a positive sign for the future, a recent interest rate cut and shifting market dynamics have begun to stimulate more activity. The next three to six months may see increased options for schools prepared to act quickly, especially as sellers who have held back start listing their properties.

2. Strategic Facility Planning: Aligning Your Space with Your Mission

Effective facility planning is crucial for managing risks and ensuring long-term success. Schools need to account for various factors, such as building size and budget, by analyzing historical and projected enrollment trends. For instance, an allocation of roughly 100 square feet per student is often recommended. Schools should also prioritize adaptability in their facilities, incorporating flexible spaces, like multi-use rooms, to accommodate future growth.

Schools aiming for substantial future expansion should consider phased development—adding on floor by floor or building by building as enrollment increases. Additionally, leveraging partnerships with community organizations for space leasing can help schools manage costs while maintaining flexibility.

From a construction standpoint, material costs have stabilized post-pandemic, although they remain high. Lead times for items like electrical equipment and HVAC systems are still lengthy, requiring early planning to avoid project delays. The construction industry is also facing skilled labor shortages, making it difficult to secure subcontractors. Early and proactive planning is essential to mitigate these risks and ensure successful project completion.

Enrollment trends are critical in facility planning, as they directly impact budget and affordability. A recent study by the National Center for Charter School Accountability highlighted enrollment challenges as a significant issue for schools. For schools planning significant facility projects, setting realistic enrollment projections and being prepared for potential shortfalls is vital. Schools need a plan to adjust their budgets if enrollment targets are not met, ensuring financial stability.

5. Location Considerations: More Than Just a Space

The location of a facility influences not only enrollment but also the overall experience for students and staff. Factors such as accessibility, parking, and public transportation options should be carefully evaluated. Additionally, aligning a property search with the school’s mission ensures that space supports educational programs, whether through larger classrooms for project-based learning or specialized areas for labs and arts.

6. Partnering for Success: Building the Right Team

Navigating the real estate and construction process can be complex. Partnering with real estate professionals experienced in working with schools or involving community members in the planning stages can provide valuable guidance. A strong, knowledgeable team can significantly alleviate the burden on school administrators, streamlining the path to securing a “forever home” for the school.

Whether you’re focusing on enrollment, celebrating student achievements, or navigating community relations, your local media can be a powerful ally in spreading your school’s story. A well-placed article, TV segment, or social media mention by a trusted journalist can elevate your school’s profile, build credibility, and help attract new families. Media coverage offers external validation that can carry more weight than your school’s website, brochures, or even social media channels. It shows the broader community that your school is making an impact and provides a powerful endorsement that can boost your reputation and reach.

However, like any relationship, fostering a positive connection with local media requires time, effort, and intentionality. It’s not just about reaching out when you have a big announcement or need damage control during a crisis. Building a strong, proactive relationship with local journalists means positioning your school as a reliable and consistent source of positive stories. Journalists want to tell stories that resonate with their readers or viewers—stories that highlight the critical work happening in your school and how it connects with the broader community.

Understanding how to approach media outreach is crucial for school leaders. It requires knowing when and how to share news and learning how to make your school’s mission relevant to a broader audience. Developing a media strategy isn’t just about sending out press releases at the right moments; it’s about regularly engaging with your local press in a way that builds trust and interest over time. This consistent communication will make your school top-of-mind for reporters, increasing your chances of getting positive coverage when the opportunity arises.

Below are some tips you can use to effectively leverage the power of local media to amplify your school’s story in ways that resonate with both journalists and your broader community.

Build Relationships Early

Don’t wait for a crisis or major event to reach out to the media. Begin the school year by proactively sharing good news, such as enrollment milestones, new programs, or noteworthy events. The idea is to establish a positive relationship before you need one. Reporters are much more likely to tell your story if they know you and understand your school’s mission. Plus, when they receive information from you regularly, it positions your school as a reliable source for potential stories in the future.

Proactive PR How To Leverage Local Media For School Success 3
Use Email as Your Primary Outreach Tool

While phone calls have their place, most journalists today prefer email. It allows them to review your message at their convenience, and for you, it provides an opportunity to craft your pitch thoughtfully. You can take the time to clearly highlight why your story matters and how it connects with their audience. Plus, with email, you avoid the pressure of thinking on the spot or worrying about forgetting a crucial point.

Remember, persistence is key. Media professionals receive pitches daily, so don’t be discouraged if you don’t hear back immediately. A single email might not get a response, but regular updates can help build a long-term relationship. Even if they don’t run your story immediately, your school stays on their radar for future opportunities.

Align Your School’s Story with Community Interests

To capture media attention, think about how your school’s story fits into the broader context of what’s happening in your community. Reporters are often looking for timely, relevant stories that connect with local or even national trends. Is your school involved in a community-wide event? Are your students participating in a project that supports a local cause? Maybe your school’s new program ties into a current hot topic in education, health, or technology.

Understanding what’s important to your community and how your school contributes to those priorities is key. Reporters will be more likely to pick up your story if it aligns with broader issues their readers or viewers care about.

Proactive PR How To Leverage Local Media For School Success 1
Don’t Be Shy About Sharing Wins

Celebrate your successes! Whether receiving a new grant, achieving academic excellence, hosting a well-known guest speaker, or even reaching a milestone in your school’s growth, these are all newsworthy moments worth sharing. A press release or direct email to local reporters can help get your story out to a wider audience. Don’t hesitate to reach out and invite reporters to cover events like assemblies, award ceremonies, or community partnerships.

By sharing your wins regularly, you create a steady flow of positive news about your school. This keeps your school in the public eye and helps control the narrative when less favorable stories come out. The more positive stories you share, the more likely people will see your school in a balanced, favorable light.

Proactive PR How To Leverage Local Media For School Success 2
Leverage Visual Opportunities

Reporters, especially those from television or online platforms, always look for strong visuals to accompany their stories. Think about what you can capture on film that would make an engaging and compelling story. Whether it’s a hands-on science experiment, a sporting event, or a lively classroom activity, having strong visuals can make your story more attractive to media outlets.

—

By building strong relationships and sharing your school’s accomplishments, you can ensure that when people hear about your school, it’s not just through your website or social media—but from trusted local media sources. This third-party endorsement adds weight to your message and helps to establish your school as a cornerstone of the community.

About the Author
Jean Fleming Headshot

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. 

As school leaders, we are facing an unprecedented time of financial pressure, shifting enrollment patterns, and changing expectations from our communities. These challenges are not new, but they have intensified in the aftermath of the pandemic, forcing us to rethink how we lead, manage, and sustain our schools. Here’s my advice about how we can begin addressing some of these pressing issues.

1 Current Challenges Facing School Leaders Navigating Financial Pressures Enrollment And Culture

1. Run Your School Like a Business—Without Losing Heart

Education is—and always will be—about what’s best for kids. However, today’s school leaders need to think like CEOs, too. If we want to ensure our schools remain sustainable, we must take a business-minded approach to operations—budgeting, marketing, and planning—while keeping students and teachers at the heart of what we do.

A solid financial foundation is key. Without it, we can’t provide the programs, resources, or even the basic materials our students need to succeed. That means school leaders must be comfortable wearing many hats, from principal to operations manager, overseeing not only academics but also the business side of running a school.

But the solution isn’t knowing everything yourself. It’s about building a strong team around you—whether in finance, marketing, or HR—so you can focus on what you do best: leading the academic and cultural vision of your school. Partnering with experts in these areas will allow your school to function like a well-oiled machine, keeping your finances in check while ensuring that your students and teachers are thriving.

2 Current Challenges Facing School Leaders Navigating Financial Pressures Enrollment And Culture

2. Create a Unique School Brand and Enrollment Strategy

In today’s landscape, branding and enrollment are more critical than ever. We’ve seen families become more aware of their educational options, especially with the rise of charter schools, homeschooling, and virtual programs. For many families, school choice is no longer just about proximity but about value—what unique programming or opportunities does your school offer?

To stand out, you must first understand what your community needs. Is there a high demand for STEM education, career and technical programs, or advanced arts initiatives? Once you’ve identified your niche, build your brand around it. Make your school the best option by offering innovative programs and fostering a culture that’s attractive to both students and parents.

Enrollment doesn’t stop at attracting students—it’s about retaining them. Are your students happy? Are your teachers supported? Parents are quick to switch schools if their children aren’t getting the education they need or if teachers are overwhelmed. That’s why your culture, the backbone of your school, plays such a pivotal role in student retention.

3. Build a Culture of Collective Leadership

Culture is not something you can fake or force—it’s something that is cultivated over time. In a school setting, culture starts with leadership, but it is lived by everyone. I believe that collective leadership, where teachers, staff, and students are active participants in shaping the culture, is the key to success. When people feel included in the process, they are more likely to buy in and contribute positively.

One of the most significant gaps we’re facing today is the teacher shortage. Teachers are burned out, underpaid, and undervalued. If we want to change that, we need to prioritize the well-being of our educators. Transparency in decision-making—especially around budgets and resource allocation—is essential. When teachers feel that they have a say in the direction of the school, and when they see their needs being met, they are more likely to stay and contribute to a positive learning environment.

4. Financial Realities: How Do We Make It Work?

The financial situation for schools, particularly charter schools, is challenging. In many states, charter schools receive less funding than traditional public schools. In New York, for instance, charter schools often receive only a fraction of the per-pupil funding that traditional schools get. How can we expect to deliver quality education when we’re working with limited resources?

The key is to be resourceful and strategic with the funds we have.

3 Current Challenges Facing School Leaders Navigating Financial Pressures Enrollment And Culture

One option is to explore facility ownership rather than leasing. By owning your school building, you’re not only cutting costs in the long term, but you’re also investing in your school’s future. For example, we found a way to transition from leasing an expensive building to owning a larger, more affordable facility, which allowed us to reinvest in student programming—things like a music production studio, tech labs, and even a barbershop, which made our school more attractive to families.

5. Advocate and Mobilize for Fair Funding

At the heart of many of our financial challenges is the issue of fair funding. Charter schools nationwide are often underfunded, receiving only a portion of what traditional public schools receive, despite serving the same students. It’s critical that we, as school leaders, begin advocating for ourselves and our students. We need to engage parents, communities, and policymakers in understanding why equitable funding is necessary for all schools, regardless of their status.

We must unite, mobilize our communities, and push for change. Every child deserves access to quality education, and funding should follow the student, not the institution.

The Road Ahead

Leading a school today is no easy task. We are being asked to juggle financial responsibilities, manage a diverse range of expectations, and create a positive, results-driven school culture. The path forward is challenging, but with a strategic approach—rooted in business acumen, a strong school brand, and collective leadership—we can overcome these obstacles.

It’s time for school leaders to embrace their role as educational CEOs, ensuring that our schools are both financially sustainable and academically excellent.

About the Author

Dr Paul Miller

Currently, Dr. Miller is doing whatever it takes to help support charter schools achieve results as CEO of Charter Champions. Additionally, he is an Author, Educational Consultant, and Motivational Speaker. As the former CEO and Principal for Green Tech Charter Schools (GTH) he designs systems that work for Black and Brown youth, averaging graduation rates hovering at 95%, yearly. Dr. Miller holds an Ed.D in Executive Leadership and a Master’s of Education Administration, both from St. John Fisher College. He also has a Bachelor’s of Science in Physical Education and a Teacher Certificate from SUNY Brockport. Dr. Miller has 25+ years in the urban public education system, specializing in school redesign and reform, creating effective change for schools through collaborative missions, visions, and teamwork.

For inquiries, contact Dr. Miller at pmiller@Charterchampions.org

Featured Article

Webinar Recap: Ready, Set, Grow: The Three Essentials of Sustainable School Growth

Charter school leaders gathered for the webinar Ready, Set, Grow: The Three Essentials of Sustainable School Growth, which explored invaluable insights on navigating the complexities of school growth, especially during challenging economic times. The focus was on three key elements necessary for sustainable growth: securing the funding to run your school, the financing to buy […]

Featured Article

Tuesday Tips: Marketing Your School at All Stages of Growth

In this session, Michael Barber and Ashley MacQuarrie discussed how to market your school at all stages of growth: the start-up stage, the growth stage, and the sustainable maturity stage. They discuss how, at the start-up stage, awareness is key. In the growth stage, it’s time to prioritize building out your website and utilizing the […]

Charter school leaders gathered for the webinar Ready, Set, Grow: The Three Essentials of Sustainable School Growth, which explored invaluable insights on navigating the complexities of school growth, especially during challenging economic times. The focus was on three key elements necessary for sustainable growth: securing the funding to run your school, the financing to buy your school, and driving enrollment to fill your school. You can watch the full webinar on-demand here or read the recap below.

Screenshot 2024 09 11 At 10 57 46 AM

Key Takeaways from the Webinar

  • Leveraging Funding for Operational Needs

Dr. Paul Miller opened the session by discussing the current financial challenges faced by charter schools, particularly declining enrollment. With funding tied directly to enrollment numbers, schools must find creative ways to stabilize revenue streams. The key, he emphasized, is utilizing available resources effectively to serve both operational needs and the school’s mission. He urged leaders to be strategic with budgeting, focusing on areas that directly impact student outcomes.

  • Enrollment and Retention Strategies

Ashley and Kimberly addressed the pressing issue of declining enrollment across many charter schools. They discussed how schools of choice need to actively market themselves to be “chosen.” The team emphasized the importance of conducting an Enrollment Marketing Audit—analyzing current recruitment strategies, refining messaging, and hosting impactful events to engage the community. Kimberly shared that events are particularly effective, as they offer opportunities for families to experience the school firsthand, building trust and connection.

  • Autonomy Over Your School Building

Jonathan’s presentation highlighted the importance of having control over your school’s physical space. As charter schools grow, the ability to expand and accommodate more students becomes crucial. Jonathan encouraged school leaders to “dream big,” considering not only their current needs but future aspirations as well. He underscored how owning a building can give schools the flexibility to adjust grade levels, increase enrollment capacity, and design facilities aligned with their mission.

This webinar underscored the importance of having a comprehensive plan in place to manage funding, facilities, and enrollment. By implementing these three essentials—securing financial stability, owning a flexible space, and driving strong enrollment—charter schools can position themselves for sustainable growth, even in uncertain times.

Ready to Learn More? For those who couldn’t attend, you can watch the full webinar replay here and browse more resources below.

Featured Article

3 Things Charter Schools Can Do for Website Search Engine Optimization (SEO) 

The search bar is where it all begins. SEO, or search engine optimization, is a key component to designing your charter school website. In short, good SEO means your website is easy to find. When done right, SEO leads to lots of “organic” traffic to your site—if a parent in your city is looking for a […]

Featured Article

4 Best Practices for School Construction Projects

Are you renovating or expanding your school facility? Whether you’re looking to add a gymnasium, basketball court, library, science laboratory, or need additional classrooms to accommodate growing enrollment, the construction process presents an opportunity to further your school’s mission and enrich the educational experience for your students. Here’s how to set your project up for success from […]

Featured Article

5 Key Features of a Charter School Budget

According to an article from The Center for Education Reform, 42% of charter school closures are due to funding. It’s well known that charter schools face unique financial challenges, so it’s important to get ahead of these issues as schools grow. Making sure your school has the money to meet operational costs, pay teachers and staff […]

Featured Article

3 Tips for Data-Driven Enrollment Marketing

Search data show that families start looking for schools between January and April. This marks a critical time for you to showcase your school—and ensure your content and ads are getting in front of families. This foresight avoids last-minute scrambling as the enrollment season approaches in June, July, and August. Here are some data-driven strategies […]