Donovan Group Insights

Summer is a Time to Tell Your Stories

During the school year, there’s so much going on—football games, band concerts, food drives, parent nights and more. Every event is a story worth sharing. When summer rolls around, it often feels like there’s less going on, and there are fewer stories to tell.

At least, that’s what stakeholders think! As a district leader, you know the stories don’t stop when the school year ends. There are plenty of stories to share all summer long.

School’s out, but the story continues

When that final bell rings, students aren’t thinking about school anymore. They’re thinking about all the fun things they’re going to do over the summer. Every other stakeholder thinks much the same way. Once summer hits, district affairs drift to the back of their minds. To stakeholders, the schools pause for several months out of the year.

That’s not true at all! Your schools have so much happening beyond the classroom. District leaders are hard at work coordinating summer programs and planning for the next school year. Districts even have programs that run all year round, like weekly lunches, book donations and services offered by civic groups. Classes might not be in session, but your district is still active and thriving. Stakeholders need to see that.

The problem isn’t that nothing’s going on. The problem is that stakeholders don’t hear about what is going on. As a district leader, you have to recognize your district’s stories and put them out into the world. Harness the power of your owned media channels—email, websites, blogs, social media—and show stakeholders that the story goes on.

Story ideas for the summer

Stories are everywhere if you know where to look for them. Anything your district does over the summer can be turned into a story worth sharing with the school community. Here are some ideas to get you started:

  • Summer camps: Summer is an excellent time for students to participate in co-curricular activities. Tell students and their families about all the art, music and athletic programs happening over the summer.
  • New initiatives: Get stakeholders excited for the upcoming school year by giving them a sneak peek at what’s to come, whether it’s new classes, new facilities or new community partnerships.
  • Staff and alumni spotlights: Students are priority number one, especially during the school year. Summer is your chance to give other stakeholders some recognition.

Your district’s mission extends far beyond the classroom. The halls are empty, but there’s still a lot going on. Summer isn’t a lull—it’s a time to share your district’s stories. Give stakeholders something to be excited about!

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