Hi! I'm Lisa Losasso Jackson and before I go into what my School District Marketing Academy is all about, let's talk about who this is for. If you’re…

• A school district communications professional of a small to medium-sized district focusing on promotion, while handling all of the day to day communications, crises, and demands
• A one person or small team where sometimes it's not clear where to start when it comes to marketing. (And, to add one more thing feels like overload!)
• Eager to build your marketing skills in one or more areas. You’re good at what you do and you want to develop professionally.

...then you’re in the right place and I’m going to tell you how School District Marketing Academy will give you the system, tools, inspiration, and support to create and achieve your goals.

"The School District Marketing Academy was a great way to further develop my skills with new knowledge and techniques in an easy to use interactive format. The program provided me with a cohesive marketing plan to use at the end, and I use it weekly to keep up with my content. I strongly encourage school communications professionals, both new and experienced, to use the academy to advance their skills while hearing others' experience and perspective."

Christi Ginn- Director of Communications, Royal ISD

_{(One-person team, 2,500 students)}

Module 1 

Know What You're Marketing and Why

• Who are you?
• What do you offer?
• What makes you unique?
• How do others perceive your district?

Module 2 

Solidify Your Brand and Message

This necessary process lays the groundwork for exciting ideas and tactics. Whether you need a brand or you have a strong brand and message, your brand is never static. Especially in a constantly changing digital world, your brand and message should always resonate.

• Your brand pillars
• Maximize your brand
• Brand style guide
• Cohesive branding 

Module 3 

Maximize Your Impact - Distribution Points and WHEN to Use Them

In the world of marketing, there’s nothing more overwhelming than choosing what you’ll use to reach your audience/s.  And school districts definitely have a wide variety of audiences! Parents could be broken into several categories alone.

Module Highlights:

• Learn how to plot out your distribution points even with multiple audiences. 
• The ultimate website swipe files (copy and use). Your website is a 24hr/7 day a week assistant to all of your marketing and communications efforts. It can also be daunting where to start or how to improve. I’ll give you exactly what you need to do and how to do it. 
• A formula to maximize your impact. 

Module 4 

Focus Your Efforts

One of the best ways to reduce overwhelm is by focusing your efforts. This module is like a cool breeze on a hot summer day! We’ll go through plans, ideas, and repurposing so that you’ll know what to use and when. And, you’ll build a small or big plan using a variety of planning templates offered in this module.

Module Highlights:

• Marketing approaches: Marketing involves many different ways to go about achieving results. I’ll show you different approaches and outcomes that could work for school district goals.
• Campaign plans, big and small: Sometimes we get bogged down in planning to the point that you can’t see the forest through the trees.
• Creating a small or large campaign is rooted in a plan. Once you have the plan, everyone (including yourself) will feel confident in knowing where you’re going and why.
  Repurposing: There’s nothing like having leftovers from a good meal the night before, right? It’s the same here with marketing. I’ll show you how to take a couple of items and repurpose them into something new.

Module 5

Plan, Organize, and Manage

With your marketing and communications efforts, organization is the key to efficiency (and quite frankly, less stress). This module is all about organizing, creating workflows, and managing vs doing. It’s like taking a day to purge your closet and start fresh.

Module Highlights:

• Marketing roadmap
• Manage your marketing vs doing everything: When there's so much to do, it's often hard to see the forest through the trees. By pulling out from trees, you'll start to manage vs do. 
• Organize!: There’s really no other way to say it, is there? I’ll give you the structure and system to organize and manage your marketing activities. 

Module 6

Measurement and Reporting

Measuring your results comes in a variety of forms. Impressions, followers, click throughs, subscribers, enrollment, and even the number of promo items handed out. Tools like Google Analytics can be used to identify where to focus your efforts or measure a campaign. This module will provide an overview of measurement tools but focused on school district needs. You’ll know when to use what tool and why.

Module Highlights:

• Measurement tools guide: My guide will give you the information you need to determine what tools to use.
• Reporting: You’ll see how to use measurement tools in reports for your executive team and board. I’ll provide a reporting template in PPT for you to customize according to your needs.
• Outsourcing guide: There are times when you’ll need to outsource your efforts like digital marketing or a campaign effort. I’ll guide you through the key deliverables an agency, consultant, or vendor should provide you. This information will roll into your reporting and ensure you’re getting value out of a contracted service.

Gold Level 

Bonus Module Customer Service

Veronica V. Sopher provides a critical training for all school districts. Remember that every person in a school system has both internal and external customers. When we work on our mindset and connect to our why, we can more easily connect with customers and create a win-win solution. 

Module Highlights:

• Change how you engage with parents, students, administrators and co-workers. When you commit to listening to understand what the customer's needs are in every interaction, you will more often find a positive solution. Starting from this place will help the interaction move forward. 
• How to use positive words: When positivity becomes the focus of all of your customer interactions, you will more easily find a solution to the issue at hand. 
• Reframe negative situations: When you give your full attention to your customer, you will more likely find a solution for your customer. Giving your full attention allows you to see alternative ways to address the issue.

“The School District Marketing Academy was a huge boost of confidence for me. As a one-person PR Department, I was already incorporating some aspects of marketing into what I was doing, but I didn’t really have a solid marketing plan with defined goals and outcomes and measurements. The School District Marketing Academy showed me pieces I was missing, while giving me the tools to make a complete marketing plan that I can now mold and apply to different aspects within my district’s needs.

If you are considering signing up for the School District Marketing Academy, absolutely do it! Even if you have marketing experience, there is still fantastic stuff to be gleaned from the tools that are available through the course, to Lisa’s expertise and guidance. The Academy is well worth the investment!”

Lauren Jette- Public Relations Specialist, Kerrville ISD

_{(One-person team, 4700 students)}