• School Branding Workshop

    Discover Strategies to Brand Your District or School

  • Three team members using a whiteboard to brainstorm ideas

    The Chester County Intermediate Unit (CCIU), in collaboration with the Pennsylvania School Public Relations Association (PenSPRA), is hosting a full-day workshop to help local education agencies understand what a brand is and why it is important. This event is best for superintendents, assistant superintendents, communications professionals, building administrators or human resources directors. Please note that there should be a minimum of four people and basic fee includes up to six people per district team. Additional team members can be added at an additional fee.

    Benefits of a clearly identified and supported brand identity include:

    • Recognition: Gain top-of-mind awareness
    • Expectations: Be known for what you want to be known for both now and in the future
    • Differentiation: Clearly communicate how you differ from the alternatives
    • Motivation: When staff clearly understand who they work for and what their school or district stands for, they are more motivated to contribute
    • Connections: When you know your brand and what you stand for, it's easier to align yourself with organizations and community partners who want to be a part of that brand
    • Referrals: Establish a positive word of mouth that is stronger than any paid initiative

    Benefits of participating in the workshop include:

    • Collaboration with leadership to understand and define the importance of your brand and ensure consistency in future messaging
    • Defined exercises and associated deliverables that can be taken back to your school or district for further stakeholder engagement
    • Specific recommendations on how to implement your desired brand

    Download a sharable flyer!

    Interested in a private, one-on-one workshop for your school or district?

    The cost is $400 for PenSPRA members (plus travel costs) and $500 for non-PenSPRA members (plus travel costs).


              Click here to register button
    Space is limited, so register your team today!
    Date & Time: 
    Thursday, April 16, 2020
    8:00 AM to 4:00 PM
    CCIU, Educational Services Center
    455 Boot Road
    Downingtown, PA 19335
    $250 per team for PenSPRA members
    $300 per team for non-PenSPRA members
    *Want to bring a team of more than six people? Each additional team member is $20 for PenSPRA members and $25 for non-PenSPRA members.
    Melissa Smith

    Workshop Agenda: 
    AM Session
    - Workshop Introduction/ Expectations
    - Branding Overview
    - Core Exercise: Who you are
    • Define audiences
    • Identify differentiating features, benefits and relating values
    • Identify desired personality
    • Define essence
    Half-Hour Lunch Break
    PM Session
    - Core Exercise: Who you are in respect to competition
    • Establish positioning
    • Identify brand promise
    • Define key messages
    - Brand implementation
    - Closing & Next Steps