SchoolCEO: K-12 Marketing + Communications

In this episode of SchoolCEO Conversations, we speak with Dr. Paul Coakley, the Superintendent of Multnomah ESD in Oregon. Dr. Coakley has spent a lifetime as an educator and as a school administrator. He shares how he united a community to pass the first successful bond in nearly two decades. He also shares his insights on the importance of leaving a legacy, building a personal brand, and knowing when to transition in your career. Dr. Coakley discusses topics such as: how to brand yourself effectively to gain community trust, when the right time to pass on the leadership baton is, the importance of knowing your “WHY” as a leader, and so much more.Dr. Paul Coakley has over 20 years of experience in education as a teacher, principal, human resources director, and superintendent and is currently the Superintendent of the Multnomah Education Service District (ESD) in Oregon. Dr. Coakley holds a doctorate in Educational Leadership and recently published his memoir, "A Reason for Every Season: Memoirs of a Black Superintendent” which we discuss in this episode.You can pick up your copy of “A Reason for Every Season: Memoirs of a Black Superintendent” from Amazon or Barnes & NobleMain Discussion Points:Shifting Your Why Over Time (04:43)Building Relationships to Lead an Organization (21:11)Making Difficult Decisions as a Leader (29:46)When to Transition in Your Career (40:40)Advice for Superintendents Feeling Isolated (53:53)Key Quotes: “One of the most important things for all school leaders and educators in general is to know your why and to understand what it is.” (02:44)“If we are constantly working and we don’t make time for ourselves, we actually are less effective than when we’re rested.” (26:06)“One of the things that I always say is the way you measure a healthy culture is: it’s how long does it take for a group of people to stop talking about a problem and start addressing it?” (48:05) Follow SchoolCEO on LinkedIn or X/Twitter @school_ceo. Subscribe to SchoolCEO at SchoolCEO.com for research, stories, and strategies for leading your schools. And if you have a story you’d like to share, email us at editor@schoolceo.com.Learn more about SchoolCEO and all of our resources on our About page. SchoolCEO is powered by Apptegy, the maker of the leading K-12 communications and brand management platform. 

In this episode of SchoolCEO Conversations we speak with Julie Sweetland, a sociolinguist and senior advisor at the Frameworks Institute. She shares how leaders and advocates can use strategic framing and communications to have more productive conversations around complex issues. You’ll learn practical strategies for framing issues, understanding different audiences and viewpoints, avoiding common communications pitfalls, and making conversations with your community more constructive. Julie Sweetland, Ph.D. (@jsw33ts) serves as a senior advisor at the FrameWorks Institute, a nonprofit organization that studies how issues are framed in public conversations and how that impacts outcomes. She has over a decade of experience in education as a teacher, instructional designer and teacher educator focused on issues of language, race, learning and professional development. Julie holds an MA and PhD in Linguistics from Stanford University. FrameWorks has a number of valuable, actionable resources on their website including these:Framing 101Changing the Narrative on Public EducationReframing Family, School, and Community EngagementReframing the Education Conversation through a Core Story ApproachTalking Teachers and Teachers’ UnionsMain Discussion Points:- What framing is and why it’s important for driving productive public conversations (07:00)- Common barriers to communication (e.g. not understanding your audience’s assumptions) (11:15)- Strategies for overcoming polarization and partisanship (18:15)- Don’t remind people of misconceptions or problems you want them to forget (25:50)- Using the “bridge and pivot” technique to redirect conversations (31:10)- Core framing narratives: individualism, fatalism and otherism (35:45)- Why crisis framing rarely motivates action and change (40:10)- Leading with solutions vs introducing problems first (43:47)- Using stories to illustrate systems, not just individuals (hero vs landscape framing) (48:44) Key Quotes:“Framing is about making intentional choices about how ideas are presented.” (7:31)“Never remind someone of something you want them to forget.” (25:47)“Crisis framing is not helpful unless it is an action you need somebody to take right that moment, and they only need to do it, like one time.” (39:29)“People do not generalize from that hero to the support systems around us.” (on hero framing stories) (50:35) Follow SchoolCEO on LinkedIn or X/Twitter @school_ceo. Subscribe to SchoolCEO at SchoolCEO.com for research, stories, and strategies for leading your schools. And if you have a story you’d like to share, email us at editor@schoolceo.com.Learn more about SchoolCEO and all of our resources on our About page. SchoolCEO is powered by Apptegy, the maker of the leading K-12 communications and brand management platform. 

Generational researcher Kim Lear re-joins SchoolCEO on the podcast to discuss how you can better understand and communicate with the different generations that make up your school community—from students to teachers to parents to members within the community.. Learn about the key events and cultural shifts that have shaped each generation along with their communication preferences.Join this conversation and learn about:- Understanding the societal events and cultural moods that shape each generation’s values and perspectives (00:06:21)- How baby boomers are aging differently with more vibrancy, energy and tech adoption (00:11:44)- The rise of skepticism and desire for transparency among Gen X (00:14:39)- How overwhelmed and anxious millennial parents feel about “doing what’s right” for their kids (00:18:23)- Communication preferences for reaching different generations (00:27:55)- Delivering feedback that motivates (instead of paralyzes) (00:42:00)- Being clear about desired outcomes when gathering input to avoid mismatched expectations (00:35:11)- Fostering mentor relationships by spotting potential and proving yourself as a mentee (00:46:57)- And so much moreAbout Kim Lear:Kim Lear is a writer and researcher who explores how emerging trends impact the future of our workforce and marketplace. She is known for her ability to use a mix of data, storytelling, humor, and actionable takeaways to discuss the trends that most impact the bottom line of organizations. Previously, Kim was the content director at a research firm dedicated to generational and Millennials trends. Her undergrad research is around Baby Boomers and longevity. Her post-grad work is around Millennials and social media networks.Kim has written whitepapers on the topics of generational wealth transfer in the finance sector, retirement trends in the hospitality industry, and Gen Z’s impact on higher education.A researcher to the very core, Kim employs eye-opening statistics to accentuate her points and mixes them with stories and case studies to make her message come alive.  She is a sought-after expert and has been featured on NPR as well as national publications such as The Wall Street Journal, The Huffington Post, USA Today, TIME Magazine and more. Kim is currently in her fifth year of a longitudinal study on leadership.You can follow Kim Lear on X/Twitter @KimLear or subscribe to her exceptional newsletter "Kids These Days."Follow SchoolCEO on LinkedIn or X/Twitter @school_ceo. Subscribe to SchoolCEO at SchoolCEO.com for research, stories, and strategies for leading your schools. And if you have a story you’d like to share, email us at editor@schoolceo.com.Learn more about SchoolCEO and all of our resources on our About page. SchoolCEO is powered by Apptegy, the maker of the leading K-12 communications and brand management platform. 

Dr. Pete Hannigan, Superintendent of Hawthorn School District 73, and Samantha Cook, Communications Director, discuss generational differences in the workplace, effective communication strategies to engage their community, and the importance of strong school culture. Join a light-hearted conversation with practical suggestions about bridging generational divides, leveraging social media, and creating a positive school experience. Follow Hawthorn 73 at https://twitter.com/District_73 and Dr. Hannigan at https://twitter.com/petehanniganAnd be sure to check out the latest Hannigan's Shenanigan video here.About Dr. Peter HanniganDr. Peter Hannigan is an accomplished educational leader with a strong commitment to ensuring quality education for all. He holds a Doctorate in Educational Administration, an Educational Specialist degree, and a Master of Science in Education, all from Northern Illinois University. He began his career as an elementary school teacher, and his passion for education led him to assume various leadership roles.Dr. Hannigan's administrative experience includes serving as the Assistant Superintendent for Human Resources in the Schaumburg Consolidated Community School District 54. In this role, he oversaw a district with 15,000 students and 28 schools. Prior to that, he held principal positions at schools ranging from kindergarten through eighth grade.As the Superintendent of Hawthorn School District 73, Dr. Hannigan is dedicated to the mission of 'Ensuring learning for all.' He leads a diverse student population of approximately 4,200 students across nine schools, providing equitable opportunities and a world-class, whole-child education. Hawthorn District 73 has earned recognition for its academic and extracurricular achievements, including National Blue Ribbon Awards and the 'Whole Child Award' from the Association for Supervision and Curriculum Development. About Samantha CookSamantha Cook is the Communications Specialist at Hawthorn School District, responsible for overseeing communications for all nine elementary schools within the district. She plays a vital role in supporting the District's mission through effective internal and external communications, including the creation of impactful videos for Hawthorn School District as a key component of her work. With a background as a former television reporter specializing in delivering stories on education, Samantha brings a wealth of media expertise to her current role. She holds a degree in communications from DePaul University.As a Communications Specialist, Samantha values families and believes in fostering a love for education. She is passionate about ensuring that Hawthorn students receive a quality education while forming meaningful, impactful relationships with the amazing teachers in the district.Samantha is a proud bilingual Black Latina. Her goals goals include showcasing students' achievements, celebrating the district's dedicated staff, and fostering a sense of community among parents and community members. With her dedication and creative communication skills, she plays a crucial role in making Hawthorn School District a welcoming and vibrant educational community.  Follow SchoolCEO on LinkedIn or X/Twitter @school_ceo. Subscribe to SchoolCEO at SchoolCEO.com for research, stories, and strategies for leading your schools. And if you have a story you’d like to share, email us at editor@schoolceo.com.Learn more about SchoolCEO and all of our resources on our About page. SchoolCEO is powered by Apptegy, the maker of the leading K-12 communications and brand management platform. 

Andrew McPeak is a millennial speaker and Vice President of Content for Growing Leaders. His experiences as a researcher, speaker, and content designer have led him to become well versed in communicating to and about the next generation. In this conversation, he discusses Generation Z and how educators can better prepare their students for real life. As part of a mini-series on generations, Andrew explores how school leaders can think critically about what is best for students today and beyond their K-12 years. Andrew is the author of Ready for Real Life: Unpacking the Five Essential Soft Skills Great Leaders Instill in Their Students and the co-author of Generation Z: Unfiltered. Both books are practical and academic— or as he puts it “prac-ademic.” This episode is centered on students and yet still highlights an opportunity for school leaders to market their schools to their community from parents to businesses as they prepare students for the right soft skills to be successful in real life.Follow Andrew McPeak on X/Twitter here and learn more about him, his writing, and the Growing Leaders organization here:https://readyforreallifebook.com/https://growingleaders.com/https://www.andrewmcpeak.com/ Follow SchoolCEO on LinkedIn or X/Twitter @school_ceo. Subscribe to SchoolCEO at SchoolCEO.com for research, stories, and strategies for leading your schools. And if you have a story you’d like to share, email us at editor@schoolceo.com.Learn more about SchoolCEO and all of our resources on our About page. SchoolCEO is powered by Apptegy, the maker of the leading K-12 communications and brand management platform. 

In this conversation with SchoolCEO, Dr. Sanfelippo discusses how he changed the narrative within his school district, keys to culture, and how to lead authentically. Dr. Joe Sanfelippo is a frequent keynote speaker at education conferences around the country because of his passion, energy, and experience. He spent the last 12 years as the Superintendent of the Fall Creek School District in Fall Creek, WI. The Fall Creek School District was named an Innovative District in 2016 and 2017 by the International Center for Leadership in Education. He co-authored The Power of Branding-Telling Your School's Story, Principal Professional Development: Leading Learning in a Digital Age and Hacking Leadership: 10 Ways Great Leaders Inspire Learning That Teachers, Students and Parents Love.As mentioned in the interview, you can watch Dr. Sanfelippo’s 1 Minute Walk to Work on YouTube.Dr. Sanfelippo was selected as 1 of 117 Future Ready Superintendents in 2014 and 1 of 50 Superintendents as a Personalized Learning Leader in 2016 by the US Department of Education. He attended summits at the White House for both distinctions. Education Dive named Joe 1 of 5 K-12 administrators to watch in 2018 and their National Superintendent of the Year in 2019. He has been a featured speaker in multiple states in the areas of Advancing the Use of Social Media for School Leaders, Telling Your School Story, Creating a Culture of Yes, and Personalized Professional Growth for Staff.  Go Crickets!!Joe holds a BA in Elementary and Early Childhood Education from St. Norbert College, a MS in Educational Psychology from the University of Wisconsin-Milwaukee, a MS in Educational Leadership, and a PhD in Leadership, Learning, and Service from Cardinal Stritch University.  Joe is also an adjunct professor in the Educational Leadership Department at Viterbo University. Joe has taught Kindergarten, 2nd Grade, and 5th Grade.  He was also a school counselor and high school coach prior to taking on an elementary principal position in 2005.  He has served as a principal in suburban and rural Wisconsin.  ---SchoolCEO Conversations is powered by Apptegy. Learn more about Apptegy's newest offering: Engage for school newsletters. SchoolCEO's own newsletter uses Engage and you can subscribe to bi-weekly emails here.Follow SchoolCEO on LinkedIn or X/Twitter @school_ceo. Subscribe to SchoolCEO at SchoolCEO.com for research, stories, and strategies for leading your schools. And if you have a story you’d like to share, email us at editor@schoolceo.com.Learn more about SchoolCEO and all of our resources on our About page. SchoolCEO is powered by Apptegy, the maker of the leading K-12 communications and brand management platform. 

Join one of the best episodes of Season 2 with author, CEO and TED speaker Margaret Heffernan. This episode can help any school leader that is looking to better drive change, build a stronger culture, and ultimately to build the best possible district and school.How small, frequent changes can be more effective for organizations than big, sudden transformationsThe importance of constructive conflict and different perspectives within collaborationsStrategies for open communication and honesty within organizationsThe value of social connections and relationships (social capital) in schools and businessesWhy efficiency can sometimes undermine effectiveness in complex human systemsPreparing students and organizations to be adaptable, resilient, and manage uncertaintyKey Quotes & Timestamps"What truly changes organizations are small choices made by everyone." [00:04:04]"Collaboration often requires constructive conflict and debate to reach the best ideas." [00:07:21]"Taking 5 minutes to talk to somebody before or after a meeting can really help you get to know people in the round." [00:29:40]"The teacher or executive that takes a personal interest in somebody - it is probably the most potent tool they have." [00:40:11]Guest Bio:Dr. Margaret Heffernan produced programs for the BBC for 13 years. She then moved to the U.S. where she spearheaded multimedia productions for Intuit, The Learning Company and Standard & Poors. She was Chief Executive of InfoMation Corporation, ZineZone Corporation and then iCast Corporation, was named one of the “Top 25” by Streaming Media magazine and one of the “Top 100 Media Executives” by The Hollywood Reporter. The author of six books, Margaret’s third book, Willful Blindness : Why We Ignore the Obvious at our Peril was  named one of the most important business books of the decade by the Financial Times. In 2015, she was awarded the Transmission Prize for  A Bigger Prize: Why Competition isn’t Everything and How We Do Better, described as “meticulously researched…engagingly written…universally relevant and hard to fault.” Her TED talks have been seen by over 13 million people and in 2015 TED published Beyond Measure: The Big Impact of Small Changes. Her most recent book, Uncharted: How to Map the Future was published in 2020. It quickly became a bestseller and was nominated for the Financial Times Best Business Book award, was one of Bloomberg’s Best Books of 2021 and was chosen as the “Medium Best of the Best” business book. She is a Professor of Practice at the University of Bath, Lead Faculty for the Forward Institute’s Responsible Leadership Programme and, through Merryck & Co., mentors CEOs and senior executives of major global organizations. She chairs the board of DACS and is a parish councillor. Learn more about Margaret and her work at www.mheffernan.comFollow SchoolCEO on LinkedIn or X/Twitter @school_ceo. Subscribe to SchoolCEO at SchoolCEO.com for research, stories, and strategies for leading your schools. And if you have a story you’d like to share, email us at editor@schoolceo.com.Learn more about SchoolCEO and all of our resources on our About page. SchoolCEO is powered by Apptegy, the maker of the leading K-12 communications and brand management platform. 

Debbie Critchfield joins SchoolCEO and shares her experience in school communications and her current role as the Superintendent of Public Instruction in Idaho. If you’re an avid listener, you know that SchoolCEO so often goes deep into organizational culture and how you can craft effective communication that reaches your intended audience. This episode combines those two topics as we dive deeper into internal communication and explore:Internal communicationTactics and strategies for better internal communicationHow to work better with school boards and external partnersWhat superintendents can craft a better working relationship with their communication directorsHow communication directors should spend their time to become even more effective in their workAnd so much more. Debbie Critchfield was sworn in as Idaho’s Superintendent of Public Instruction on January 2, 2023. She previously served for seven years on the Idaho State Board of Education and was appointed to education task forces by Governors Brad Little and Butch Otter. Debbie served as an elected school board member in Cassia County for ten years and was on the executive committee of the Idaho School Boards Association. She is a former local library trustee and Oakley Valley Arts Council president. She worked as the public information officer for Cassia School District for nine years. Debbie and her husband Dave live in Oakley, where they raised their four children. They have three grandsons. Follow SchoolCEO on LinkedIn or X/Twitter @school_ceo. Subscribe to SchoolCEO at SchoolCEO.com for research, stories, and strategies for leading your schools. And if you have a story you’d like to share, email us at editor@schoolceo.com.Learn more about SchoolCEO and all of our resources on our About page. SchoolCEO is powered by Apptegy, the maker of the leading K-12 communications and brand management platform. 

In this episode of SchoolCEO Conversations, we speak with Scott Curran, an expert in impact storytelling. He discusses what impact storytelling is, how it can engage and inspire staff, bring communities together, and help nonprofits and schools alike achieve their missions. Listeners will learn practical frameworks for crafting stories and be inspired to craft their own stories.Join this conversation to learn more about:The power of storytelling to shape community and cultureDefining "impact storytelling" and how it differs from typical  storytellingOvercoming common hesitations in identifying impact storiesUsing the "GPS framework" (Goal, Problem, Solution) to craft impact storiesUnderstanding benefits of impact storytelling: achieving "big, bold goals," navigating change and rallying to overcome challengesTelling impact stories as a leadership practice - lessons from working with presidentsScott counsels leaders of social enterprises in developing social impact strategies, growing organizational capacity, and creating projects, programs, and partnerships that achieve measurable results.Scott founded Beyond Advisers to work with social innovators, nonprofits, philanthropists, governments, and private sector leaders to design and build their organizations and initiatives for impact. He teaches and lectures on the role of lawyers in social innovation, advises law schools in developing social impact clinical practices, and consults with law firms to develop social impact practice groups. Crain’s Chicago Business called the class he teaches one of “the coolest classes for law students.”Prior to starting Beyond Advisers, Scott served as General Counsel for the Clinton Foundation. During a decade of service to the Clinton Foundation, Scott established, grew, and led the legal team that supported a global operating charity with over 2,000 staff and volunteers working in 36 countries on more than a dozen initiatives. Scott led the team of in-house professionals and outside firms that created the organizational and operational structures that supported the Clinton Foundation’s board, enterprise systems, and program teams during their most prolonged and intensive period of growth. Follow SchoolCEO on LinkedIn or X/Twitter @school_ceo. Subscribe to SchoolCEO at SchoolCEO.com for research, stories, and strategies for leading your schools. And if you have a story you’d like to share, email us at editor@schoolceo.com.Learn more about SchoolCEO and all of our resources on our About page. SchoolCEO is powered by Apptegy, the maker of the leading K-12 communications and brand management platform. 

Tom Burton, a retired educator with 35 years of experience, discusses the importance of challenging the status quo, modeling desired behaviors, staying positive, and fostering collaboration in school leadership. He emphasizes the value of consistency, gratitude, and transparency to drive successful outcomes.