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...


You’re a school district communications and/or marketing professional who knows that school districts must promote and communicate who they are and what they offer.

You also know that school districts are not like other organizations or companies. School districts are unique.The marketing and communications approaches must serve what districts need. 

Most of all, you know that education is competitive and school district marketing is a critical component of any communications plan.

If you’re…

  • A school district communications professional of a small to large-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.

By the end of this program,

you will have…


  • Developed Your Own School District Marketing Plan

    You’ll know what you’re marketing, why, and how you’ll do it. Your time is valuable and this six step process takes the guesswork out.

  • Solidified and Expanded Your District Brand and Message

    You’ll have access to tools to build and maximize your brand. Your brand reflects the best of your district both internally and externally.
  • Nailed Down Tactics

    Throwing pasta at the wall is not an approach that guarantees results! This system will show you how to build your tactics in a focused way, specific to your district's needs.
  • Gained Expertise through Ideas and Approaches

    Marketing is one of those catch-all phrases - until you understand the different approaches. You'll access ideas and ready-to-implement plans. You’ll build knowledge in traditional and digital marketing approaches. You'll learn how to create experiences to remember.
  • Built a System Rooted in Organization and Measurements

    You’ll learn an efficient method of organizing your plans, budget, and results. 

"Lisa is an excellent resource for those hoping to hone and improve their marketing skills and techniques. She brings a wealth of knowledge to all aspects of marketing, from planning, to strategies and measuring the results, that can benefit everyone from those who are just beginning to seasoned veterans."

Christina Eckert, Northside ISD

Enroll in School District Marketing Academy 

Opens June 7th, 2022

One Year Access (per person)




Lifetime Access (per person)



If your purchasing department requires Net 30, enroll and use the code INVOICE. You won't be charged, but you'll be able to access the Academy when it opens. I will reach out to you for the approved vendor documents. 

I am new to the school PR world. Lisa’s help and guidance has been priceless and has helped me build the RISD PR and Communications program from the ground up.

- Christi Ginn, Royal ISD 

This session was dynamic and comprehensive, with deep dives into exactly the marketing aspects I needed to explore. And with templates to boot!

-Norma Zamora-Guerra, McAllen ISD

The Creative Brief is a tool I will be utilizing. I was doing a lot of the things we talked about, but it wasn't organized into a plan. Love it!

 - Ofelia Hunter, Alice ISD 

SDMA Overview

Module 1 

Know What You're Marketing and Why

To create a strong, focused marketing plan, you need clarity! I’ll take you right to the heart of marketing and help you build that very foundation. You’ll learn how to promote your district internally and to the world. You will build a foundation with confidence. From there, you’ll see how to promote by using what you have. 

 Module Highlights:

  • Views from inside and outside of your district. I love this topic because it’s both an eye-opener and fuel for some terrific content. I’ll share a ready-to-use survey to collect insights from parents and staff in a way that is positive and contributes to your messaging.
  • Product builder. School districts have SO much to offer! You’ll go through a process to identify the programs, services, and benefits provided by your district. Similar to a branding guide, it will support your department and anyone else who promotes and markets your district.
  • Pre-designed tools ready to implement. I take the guesswork out with a swipe file, two worksheets, and a calendar. All you do is fill it out and use it!

Module 2 

Solidify Your Brand and Message

Brand pillars, a branding guide, and your district’s culture are a big part of your branding. In this module, you’ll learn the building blocks of branding and how to maximize your brand. 

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.

Module Highlights:

  • A branding process (no matter where you’re at in branding). You’ll see where you can improve your brand and message for brands that are new, just getting started, or have been around for a long time.
  • A template to build your branding and messaging guide. You’ll gain best-in-class practices to create messages that reflect your brand. Plus, my resource guide will walk you through it. In no time, you’ll have great messaging in your brand’s voice.
  • Your district’s image, tone, and culture. You’ll get concrete and easy ways to ensure your district’s brand is clearly identifiable in image, tone, and culture. Your staff, educators, and community will know how to reflect your brand.

Module 3 

Identify Your 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. They could include grandparents, millennial parents, and Spanish-speaking parents. All have different needs and respond to different forms of communication and marketing.

This module guides you to identify audiences and distribution points first. From there, I’ll show you how to get the biggest bang for your buck with a formula that maximizes your impact.

Module Highlights:

  • Learn how to plot out your distribution points even with multiple audiences. Identifying your audience (s) and building out a plan will make the rest of your marketing efforts that much easier. Plus, you won’t waste valuable marketing dollars on strategies that fizzle right out of the gate.
  • 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. You’ll build the plan with me and walk away knowing what you need to do next.
  • A formula to maximize your impact. We’ll take tactics, distribution points, and audiences and create a big impact with only a few elements.

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

I always look at my work in the same way I view my pantry. When food and containers are organized and tidy, I’m inspired to cook and eat healthy. Otherwise, those bags of Hershey's Kisses and tortilla chips distract and take over! Likewise, when I’m working on a campaign, if it’s all laid out and orderly, I’m ready to go. But if things feel like a hodgepodge of ideas, I’m stuck and would rather find those tortilla chips!

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: We all know we’d have a pretty challenging time without GPS. Maps and directions help you get from point A to point B. They also alleviate the strain of doing all of the plotting. You’ll see how you’ll always follow the same roadmap when it comes to school district marketing.
  • 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. Even when you're a one-person team, you can build a circle of "doers" to help you. Empowering others to take on special projects and tasks, tapping resources, and delegating frees you to oversee the plans that you build.
  • 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. This gives you the space to manage your marketing plans.

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.

School District Marketing Academy

(A $3,500 Value)

  • Six Implementation Modules (Phased Rollout)
    Showing you literally everything you need to build your overall strategy, create small to big marketing plans, and reach your audiences through a variety of options. Modules include ideas, tactics, and strategies that work.
  • A Complete, Step-by-Step Process
    Showing you how to plan and organize your marketing efforts. You’ll see how to solidify and maximize your brand, identify what distribution points to use to get a message out there, and how to measure your results. You’ll come out SDMA with a marketing plan that serves your district’s needs.
  • Tools
    Inside each module are tools that take the guesswork out. You don’t have to start from scratch. I provide what it will take for you to get the job done. For example, the worksheets will guide you to get the necessary information required in that objective. You’ll get:
    (3) Worksheets
    (5) Resource Guides
    (5) Checklists
    (4) Swipe Files (or ready-to-use templates)
  • Access to the Modules and Me
    You’ll be given access to one module each week for a period of six weeks. This is so that you’ll have ample time to dive into the lessons and execute that portion of the course before moving on to the next. During that time, I’ll go live to answer any questions and provide help with the module. All of my live coaching sessions will be recorded for future reference. To recap, you’ll get:
    • One module per week for a period of six weeks
    • Weekly live coaching with me during the six week phased roll out 
    • You’ll have access to all of the modules for a minimum of one year

**I do this phased rollout of each module to protect your time, attention, and focus. It also helps curb overwhelm!

  • Nine Monthly Live Coaching Sessions During the School Year
    Each month, I’ll go live and bring in additional experts to coach you throughout the year! All live sessions will be recorded for future reference.
  • Private Facebook Group Dedicated to School District Marketing
    As an SDMA member, you’ll have access to a private Facebook Group. I’ll provide additional opportunities to collaborate and share, contests, and more.

Plus These Bonuses Specific to School District Marketing 


Bonus 1
Digital Marketing Resource Guide

How to determine what to spend on digital marketing.  (A $250 Value)

What You’ll Get:
A straightforward guide that explains when to consider digital marketing and how to use it in relation to your brand.

  • Why digital marketing can get you results
  • Outsourcing your creative and placements - alternatives and agencies
  • How to generate interest in your district through digital content offers

Bonus 2
Trello for School District Marketing

A streamlined, easy way to manage your marketing efforts using Trello (you can apply the same knowledge to other project management tools too). Whether you’re a one-person or 15 person team, this system is like having a personal assistant. (A $75 Value)

What You’ll Get:
Access a video training and a step-by-step guide on how to use Trello to organize your strategy and plans, as well as collaborate with internal and external teams.

  • Ways to use Trello
  • Organizing boards by project flow, deadlines, labels, and collaborators
  • Examples to copy and use for your own efforts

Bonus 3

Enrollment Marketing

Student enrollment is the metric used by many school districts to justify campaigns, tactics, and budget. This module alone could justify the entire School District Marketing Academy.

(A $500 Value)

What You’ll Get:

You’ll learn how to create a landing page that draws in prospective parents and students. It’s like a lightning bolt for your website and digital efforts. You’ll learn how to market your district, gain enrollment, or promote a program through a landing page and ALL of the bells and whistles!

  • Market programs
  • Promote your district
  • Use low-cost (and free) tools that capture interested parents

Here’s what you’re getting when you enroll today:

School District Marketing Academy - $3,500 Value

  • Bonus 1 - $250 Value
  • Bonus 2 - $75 Value
  • Bonus 3 - $500 Value

Total Bonus Value: $825

When you add it all up, that’s a value of $4,325

But when you enroll today, you’ll get access to everything for just:

One Year Access (per person)




Lifetime Access (per person)



If your purchasing department requires Net 30, enroll and use the code INVOICE. You won't be charged, but you'll be able to access the Academy when it opens. I will reach out to you for the approved vendor documents.


Once you join School District Marketing Academy, you’ll be invited to test things out for 14 days and work through the first 2 modules before making a final decision.

Practically speaking, you’ll execute the action steps inside the first two modules.

Meaning, you’ll have the opportunity to assess the value of what you’re learning BEFORE making a final commitment to the remainder of the program.

If you don’t feel totally confident and motivated by how to market and promote your district based on what you’re learning, simply reach out, show me you’ve put in the work, and you’ll be eligible for a full refund. Terms and conditions here.

Frequently Asked Questions


Enroll in School District Marketing Academy 

Opens June 7th, 2022

One Year Access (per person)




Lifetime Access (one person)



If your purchasing department requires Net 30, enroll and use the code INVOICE. You won't be charged, but you'll be able to access the Academy when it opens. I will reach out to you for the approved vendor documents.

Still thinking about it?


How to know if you’re ready to achieve your school district marketing and promotion goals through School District Marketing Academy

  1. You’re responsible for your school district communications efforts and marketing is a part of it.
  2. You find yourself struggling at times with what to promote and how to use tactics in a way that achieves your specific goals.
  3. You want to develop your professional skills and knowledge.
  4. You’re already investing time each month on marketing and promotional efforts.
  5. You’re concerned about the cost of marketing and want to make informed and purposeful decisions about every dollar spent.
  6. You’re enthusiastic about what marketing can do for your school district’s image, brand, and enrollment.
  7. You’re ready to take action, but you want direction and a system to follow.

I can’t wait for you to join School District Marketing Academy

For the past 15 years, I've worked on marketing initiatives, programs, and campaigns for public schools and districts. I've seen the evolution of how school districts communicate and market themselves. I created the School District Marketing Academy to show you how to build a system that suits your needs and goals. It's a system that works. 

I designed SDMA to provide you the tools and exact steps to implement your marketing plan/s. In addition, you'll gain the knowledge and skills to determine if and when you need to outsource your marketing.

You wear so many hats and deal with multiple issues a day. I want your marketing efforts to take as little effort on your end as possible. 

Whether you're an experienced marketer, in a small district, a one-person team, or lead a large district department, SDMA is for you. It's important to me that the School District Marketing Academy is a valuable piece of your professional development and knowledge-base. It is risk-free with the 14 day guarantee.

I'm truly energized just thinking about sharing with you the best and most efficient ways to market your district. I can't wait to see you! 

Lisa Losasso Jackson