A look at most of what I contributed at Citizen Schools for 8 years: moving a brand through several iterations, evolving its visual and verbal components, and creating a range of resources for staff to use to build it. These slides are adapted from a presentation to the board.

1. COMING INTO OUR OWN:
Maturing Our Marketing Strategy
Leadership Retreat July 2013

2. Uncovering the Brand
ROLLOUT
1. Internal
§ Training
§ Onboarding
§ Culture
2. External
§ Talking points
§ Materials
§ Content
ANALYSIS & INTEGRATION
§ Facilitated by Deloitte
§ Conduct market research
segmented by audience in
Massachusetts
§ Identify strategies to align
perception with self-image
SELF-INVESTIGATION
§ Facilitated by Craig Bida
§ Identify core elements of
desired self-image (brand
framework)
§ Qualitative, values-driven
§ Internal sources (leadership,
staff, champions)
CURRENT STATE
§ Task force on external
engagement found
inconsistent messages, staff
confusion, audience
confusion
§ Deloitte assessing gaps in
organizational self-image
and perceptions in
Massachusetts

3. Phase I
After-school and summer apprenticeship
program
Student-centered
Core brand: more fun than school
Phase II
Out-of-school education program
Education-insider-centered
Core brand: more serious than after-school
Evolution of Citizen Schools’ Brand, 1995-2005

4. Phase III
Expanded Learning Time partnerships
Education-insider-centered brand
Core brand: results
Phase IV
Education and service movement
Citizen-centered brand
Differentiator: YOU
Evolution of Citizen Schools’ Brand, 2006-2012
CALLING ALL
CITIZENS.

5. Our mission, according to staff:
§ Focused on student achievement
§ Not differentiated from high-quality schools
What we are like at our best,
according to staff:
Self-perception
In December 2010 all Citizen Schools staff were
asked two questions about the organization’s
identity. The “word clouds” on the right show all
the words used in their answers, with the most
frequently used words in the largest type.

6. Brand Identity and Collateral
§ Knowing who we are and
the value we bring
§ High-level messaging and
sales pieces
Existing Marketing Assets

7. Screenshot of Teamwork Day,
Dream Book and brochure

8. Skills and Capacity
§ Social media
§ Media pitching
§ Message coaching
§ Event programming
§ Graphic design
Existing Marketing Assets Brand Identity and Collateral
§ Knowing who we are and
the value we bring
§ High level messaging and
sales piece

9. Master Pitch Deck
for Citizen Teacher Recruitment

11. Experiences and Stories
§ Events
§ Blogs
§ Videos
§ Continuous brand voice
Existing Marketing Assets
Skills and Capacity
§ Social media
§ Media pitching
§ Message coaching
§ Event programming
§ Graphic design
Brand Identity and Collateral
§ Knowing who we are and
the value we bring
§ High level messaging and
sales piece

13. 83 inspirED Blog Stories (FY13)

14. 46 High Quality Videos

15. + 3 months
of math learning each year
+4 months
of reading learning each year
District schools with Citizen Schools ELT programs show
academic growth comparable to top charter schools
41%
0%
10%
20%
30%
40%
50%
60%
70%
Low-income students Citizen Schools alumni
% students enrolled in college
U.S. national average: 62%
9%
0%
5%
10%
15%
20%
25%
30%
35%
Low-income students Citizen Schools alumni
% students earning a college degree
by age 25
U.S. national average: 32%63%
21%
IMPACT

16. More People, More Engaged
§ Engaging existing
supporters nationally and
locally
§ Buzz within key niches
(STEM, ELT, TF candidates)
Existing Marketing Assets
Experiences and Stories
§ Events
§ Blogs
§ Videos
§ Continuous brand voice
Skills and Capacity
§ Social media
§ Media pitching
§ Message coaching
§ Event programming
§ Graphic design
Brand Identity and Collateral
§ Knowing who we are and
the value we bring
§ High level messaging and
sales piece