Improving Recruitment and Building Trust through Storytelling
Recruitment is likely top of mind for you day in and day out. But is your brand? Before rushing to execute on marketing and communications tactics, it's critical to engage your community in the development of brand messaging and visuals that reflect the values of your organization and the needs of your audiences. Even the best tactics fall flat without a compelling story. Students quickly sniff out inauthenticity and are waiting to feel heard and inspired. And the vibrancy of your visuals can make or break a good first impression.
Join the Friday, EdTec, and John Muir Charter Schools teams to explore the importance of an inspiring brand for student recruitment, learn how to build trust through storytelling, and review examples of charter school brands that provide the foundation for more effective marketing and communications efforts.
Presented by
Dawn McConnell
Chief Operations Officer
John Muir Charter Schools
Dawn McConnell has been active in the Charter School movement since the mid-1990's, starting as a parent, later earning an MA in Education and completing teaching and administrative services credentials at CSU, Chico. Dawn has always gravitated towards alternative education and serving students from marginalized populations. "We are at an inflection point in education today, we can continue as we have, accepting that some students just won't make it, or we can roll our sleeves up and go to work to keep our promise that all students deserve and are entitled to an education that allows them to learn and explore, and prepares them for the life they envision for themselves".
Dianna Benjamin
Senior Strategist & Lead Copywriter
Friday
Dianna Benjamin is a people-first strategist and copywriter. Through deeply empathetic listening and writing, Dianna creates emotionally compelling tools that help brands postively impact their communities. During her four years as a central Indiana high school English teacher, Dianna developed a protective passion for youth and the skill of communicating complex ideas to diverse audiences. Before joining Friday, she was a freelance copywriter working with cannabis, tech, and education brands. Dianna enjoys volunteering, running, reading, and spending time with her family.
Elizabeth Cameron
Partner
Friday
Through her work managing technology products and shepherding brand and communications projects, Elizabeth has over 10 years of experience bringing diverse stakeholder groups together to work toward common goals. She excels at seeing the big picture, defining the steps and strategy needed to get there, and bringing others along to get it done. After moving home to rural Humboldt County, California, she’s developed a renewed passion for helping people to take action to shape their community’s future. She is a CASA advocate and serves as a member of the Headwaters Fund Board, a local economic development fund.
Melanie Horton
Director of Marketing
EdTec
Melanie is the Director of Marketing at EdTec. She has experience in educational administration, marketing and communications, research, and international business. Before joining EdTec, Melanie was the Director of Business and Marketing for a large charter high school in Los Angeles, where she also led community outreach and advocacy. Prior to this, she was the Head of Research at Prudential Real Estate Investors Latin America. Outside of work, Melanie volunteers as an advocate for the Fulbright Association. She holds a BS in Finance and Spanish from Canisius College; an MBA from UCLA Anderson; and an MA in Latin American Studies from UCLA.
RJ Guess
Chief Executive Officer
John Muir Charter Schools
