How Central Public Schools Plan to Stand Out from the Competition with a Comprehensive Brand Strategy

So Much More than a Logo…Part 3

Central Public Schools in Norwood Young America is setting out to revamp its brand strategy. Fresh off a successful 2019 operating levy and diving into a new strategic planning process this winter, Superintendent Tim Schochenmaier is also in the first phase of developing a brand strategy for his district.

Located in the fastest-growing zip code in the state with housing developments popping up all around and throughout his once sleepy little district, he feels now is a crucial time to create a distinctive brand for his schools. With competitive, high-profile neighboring districts and a local public charter school sometimes more than 4-5 miles closer to families in his district than his own buildings, open enrollment makes student recruitment a challenge.

Before

“Defining our personality, our strengths and our core messages is key to creating a distinctive brand for Central Schools in the marketplace,” observes Schochenmaier. “We need to tell our story not just to attract new students and retain staff, but to help us determine how we grow into what we envision Central Schools can be.”  He continued, “In order to tell the Central story, it will be important not just to know what to say but also how to say it. That’s where the strategic brand process comes into play. From initial development to the actual launch, we will learn how to not only talk the talk but walk the walk and truly begin to bring the Central brand to life.”

By Mary Pat McNeil, MP+G Marketing Solutions – building resilient brands ™
*First published in Minnesota School Boards Association Journal March–April 2021