Page 23 - The Edge - Fall 2017

COMPETE WITH CHARTERS
CONTINUED FROM PAGE 22 “For example, if a district

To determine what the brand perception everybody – from top to bottom. Everybody buys new buses, people could
of your district is, Christy recommended is trained to smile. They’re always happy complain that you’re spending
conducting surveys and polls, contacting and cheerful. That’s what the Disney
parents with emails and phone calls. “Why concept means. Everybody is on board with too much money on buses.
are people not choosing your school?” the brand.” On the other hand, if the
she said. “Look at social media. What are Strengths could mean a district
parents saying about your school? Based on offers ESL programs and immersion message is that you switched
perceptions and what you know to be true, learning, incentivizes teachers and from diesel to propane, that
what can you change?” has high retention, and has adequate means you’re environmentally
Strengths: What makes your communications and marketing staff, conscientious, or the new buses
Christy said.
district shine?
Weaknesses: What needs to have seatbelts – that’s a safety
Calles asked what one word describes be improved? message. You don’t want them
your district. He used Disney as an example.
“When you hear Disney, you feel fun, family. Problems could be that a district is to think it’s an expense. It’s
It triggers an emotion that resonates, Calles densely populated with charters and an investment. Education is an
said. “You know that brand. When people alternative options, the district doesn’t have
hear your district name, people should feel a great track record with passing bonds, investment in our children, in
something that represents quality, a safe and does not have professional marketing our future, in our community.”
environment for my child, growth – some and communications support, according to
kind of emotion. Disney gets its brand from Christy. — Jeremy Calles, CFO of Tolleson
Union High School District
CONTINUED ON PAGE 24

Stuck on a
funding problem?

Answer cuts to educational
priorities with general fund relief.

Respond to community needs
with proactive change.

Solve issues in the learning
environment and boost
student achievement.

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