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Clark Street Community School : Lean Brand System

A Lean brand system created for Clark Street Community School.
by

James Carlson

on 1 April 2016

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Transcript of Clark Street Community School : Lean Brand System

CLARK ST. COMMUNITY SCHOOL
DISCOVER
MISSION PLAN
DESTINATION
BUILD
BRAND
CONTROL
ACTIONS
RESULTS
CREW
PAYLOAD
FUEL
What would the world be like without CSCS?
Asked board for commitment to bigger message building
Willing to engage in learning the messsage and making the message
Board is supportive and committed
Struggled to take action
Most action takes place on staff items brought to board
Need to create culture of accountability in addition to a culture of supportiveness
Board doesn't know where to start
What's the driver? Recruitment or development?
It's recruitment first, and development second; but is there a way to see both of them at the same time?
Start simple: wrap around what CSCS already does making it more effective.
Solid plan is in place, could be tweaked, related to getting message and doing recruiting to a _receptive_ audience.
The breakdown comes around the existing messaging to the people who already think they're familiar with who we are and what we do, and around changes in the whole district.
Standing Staff Meetings Mon / Thu - 15 min / less
COMMUNITY
TIMELINE
JAN 7, 12, 14
JAN 25
TEACHER WORK DAY
JAN 19
Board Meeting
All School Meeting
JAN 21-22
STUDENT PRESENTATION DAY
Video story collection from Thanksgiving gala
NOV 25
NOV 24
DEC 2
DEC 16
All School Meeting
DEC 18
Winter Break Starts
DEC 9
Staff Training Day
Leadership Team Meetings
Every Monday after school, 1.5 hours
Add 1-2 questions
Send online survey
"What would the world be like without CSCS?"
"What difference do you think CSCS makes to the community of Middleton?"
Online survey, 15-20 questions
10 minutes to complete
Jill to send invite
Goals: Collect stories, understand workshop participant perspectives
Conduct focus group
10-15 minutes of agenda
Quick overview of process
Share survey results, facilitate additional learning through discussion
Engage students
Share process update with students
Invite ideas for workshop
FACILITATE WORKSHOP
2-4 hours
"Core team" = board, select staff, students, community members, parents
Conclude with social experience e.g. 'happy hour' or a meal
Board Review
30 minutes agenda
Discuss Workshop
Approve needed action items
Plan continued work and engagement
Board commitments
SHARE RESULTS
Review results
Recommend action plan to teachers
Invite community participation
Next steps
Workshop Design
Send Workshop Invite
Break starts
Create detailed agenda
Select location
Create invitation
Staff, Board
Community leaders
Parents
Students
Board Meetings
Monthly?
All School Meetings
Bi-monthly
BOARD
COMMUNITY
Business Leaders
LEADERSHIP
JILL
PARENTS & STUDENTS
STAFF
BRYN
MONIQUE
Local Government
Partners
Board: 8
Staff: 6-13
District: 1-3
Parents: 2-3
Community partners: 4-6
Students: 1-3
3
8
13
CORE
16-24
OUTCOMES
RECRUITMENT
DEVELOPMENT
DEC 10
WHY
HOW
WHAT
LEAN BRAND SYSTEM
Ultimate Brand Position
Audience-specific Messages
Messaging
DO
DON'T
Implementation
Content
The Personalized / Customized World
Every parent knows that no two children are alike. And in the 21st century, virtually everything we touch in our daily lives reflects that reality. It is a "what's best for ME" world that we live in today - from your iPhone settings to your email preferences, what you order for dinner to how you go about your day at work. Everything around us is customized, personalized, individualized. Except for how we educate students. At Clark Street Community School we empower students to take control of their own destiny and become the best versions of themselves through a real world approach to education that imparts the problem solving skills they will need to succeed in their lives no matter what they do.

Culture
make the core message your own; cite examples from your own life about how you get to choose and use what's best for you (this will make your communications more authentic & natural)
have examples of seminars students designed, led, and learned from themselves that you can speak to in your "back pocket"
speak with passion and urgency, "if you want your child (or students) to be able to enroll, you should hurry"

take an "anti-" traditional education position or tone
be offended by questions, the main point of this core message is to OPEN a dialogue with those who aren't familiar with CSCS and the best way to do THAT is to answer their questions
assume that every student is bound for college, the world is full of successful individuals without a college degree in business, the military, politics/government and more
get bogged down by questions about "MASH" - use simple bridging phrases like "I can't speak to what "MASH" was like, but I can tell you that CSCS is great because _____________________"
No two children are alike. And in the 21st century, virtually everything we touch in our daily lives reflects that reality. We live in a "what's best for ME" world today - from iPhone settings to email preferences, dinner orders to how your workday unfolds - everything is customized, personalized, individualized.
If you can't describe what you are doing as a process, you don't know what you're doing.
W. Edwards Deming

Conforming Parent
Student Projects
Staff
Teachers
Board
Volunteers
Students
Channels
Public Relations
Everything except for how we educate students. At Clark Street Community School we will empower your child to take control of their own destiny and become the best version of themselves through a real world approach to education that imparts the problem solving skills they will need to succeed in their lives no matter what they do.
You are unique - there's no one quite like you, not even your brother/sister/best friend. That's why you have choices, so that you can pick what you like the most. Whether it's picking out the clothes you wear to school or how you've set up your cell phone, everything can be set the way that's best for you. That's how we organize our school - every student gets a say in how they will learn. You will have the opportunity to control your own projects so that you become the best versions of yourself.
Middle-school Student
Like Minecraft? You can choose to learn science, math and engineering through the game. If dinosaurs are your favorite you can learn about biology by doing a project on Jurassic World. You get to choose to learn through the things you already like. By learning the skills you'll need no matter what you do after high school this way, you'll be better prepared to succeed in the future.
No two students are alike. And in the 21st century, expecting anything else is a losing battle. Students live in the same "what's best for ME" world today that we do - from customizable iPhone settings to personalized email preferences, individual control over our workdays - everything is customized, personalized, individualized. We believe that students should have the opportunity to get from their education what they get from the world.
Middle-school Teacher
A choice to learn what they need in the way that is best for them. At Clark Street Community School we empower students to shape their own destiny through individually tailored seminars and projects. This approach supports students in becoming the best version of themselves through a real world approach to education that imparts the problem solving skills they will need to succeed in their lives no matter what they do.
You see it every year, students who assume their path has been set for them despite how unique they are. The reality is that no two students are alike, and neither are their walks through life. Because students live in the same "what's best for ME" world today that the rest of us do - from customizable iPhone settings to personalized email preferences, individual control over our workdays - everything is customized, personalized, individualized.
Guidance Counselor
At Clark Street Community School we empower students to shape their own destiny through individually tailored seminars and projects. This approach supports students in becoming the best version of themselves, no matter what future education options might be best for them: technical school, college, work placements or more are all paths that Clark St. School students choose to walk.
Just like your employees - no two students are alike. And in the 21st century, virtually everything we touch in our daily lives reflects that reality. We live in a "what's best for ME" world today - from iPhone settings to email preferences, dinner orders to how your workday unfolds - everything is customized, personalized, individualized.
Community Leader
Everything except for how we educate students to create the workforce of tomorrow. At Clark Street Community School we passionately believe that our project based learning approach will create a stronger workforce -- students who are motivated to learn make better employees.
About the School
Logo and Visual Identity
Teacher Pages / Stories
Explainer Video
Focus on personalized
Individual
Student life
Not location
FAQ
Personalized Learning
Break into sections
High-level conceptual
Low-level tactical
Provide answers by audience:
"For students"
"For parents"
Break into sections
Make this shorter and simpler
Ask the students to re-frame the explanation
Create audience specific primers
Mission and Vision
Vision and mission need reference to the world, the change that we are in the world, and why.

Use vision and mission re-visiting to engage Culture
Architecture
Reduce number of options
Menu items for each audience:
- For students
- For teachers
- For guidance counselors, etc.
School Goals
Goals get separate pages
Student projects linked to goals
School overall messaging linked to goals
Make your own dashboard
General Overview
Engage students in the 30 second explainer challenge project

Invite parents, teachers to create their own

Create a gallery of these
All teachers get a story page on the website
Either all teachers do it, or no teachers do it
Feature the stories -- WHY do the teachers want to teach at CSCS?
Writing stories becomes regular part of teacher life at CSCS
Overall
Social Media
Website
Events
Link Facebook page and twitter feed to homepage
Re-visit description on Facebook page
School follows all parent / community leader twitter accounts
"Life in the day" mini-campaigns in realtime: teacher, student through each medium
Collaborate with another school of similar ilk in social on a cross-disciplinary project
Share your story with local media to raise your profile as CSCS, NOT the "new MASH"
Partner with other WI school districts considering a new approach and support them with a media tour
Reach out to national education publications to share your unique story and position CSCS as an innovative leader in the field
Schedule open Houses and tours for each audience type
Include refresher on the Ultimate Brand Position in each event description
Creative Arts "Showcase" open to the community that tells the CSCS story through student artwork or performance
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Student-led workshops on use of social to talk about CSCS
Draft sample tweets, FB posts for each audience to share with their followers (storytelling toolkit)
Refresh volunteers through the Ultimate Brand Position when next being trained
New information architecture based on our recommendations
Integration of social media feeds
Home page re-vamp:
Call to action: Enroll, Support Us or Donate, Volunteer, Partner buttons
New Parents
Join our community - facebook, twitter links
Create a student project gallery
Students are invited to make projects public
Project forms now include questions about local, regional, statewide, and global impact
Answers to these questions are shared on website
NEXT STEPS AND QUESTIONS
Re-do the presentation
Put the "What" on the home page, in a box
Full transcript