A principle of business marketing is communicating about a brand’s “unique value proposition.” That is, communicating about what makes the brand unique and what makes it stand out in marketplace.

While public school districts usually do not compete against other public districts, new competition from private schools means that public school leaders are increasingly considering marketing communication.

To do this, it is wise to consider what makes your school or district unique. Consider the characteristics of your school or district and what makes you proud to be its leader.

For some schools and districts, it may be their small size, for others it may be the extraordinarily highly qualified staff. In others it may be great student achievement and in others it may be the great programs and services offered to students.

Identify those characteristics and communicate them. Most importantly, do not be afraid to communicate those things that make your school or district unique.