Every time I walk into a superintendent’s office, I open our first conversation the same way: “So, Tom, tell me about your district.“
It seems so simple, but it’s the best first step to help me understand the district’s current reality, the tone and leadership style of the superintendent, how they articulate their knowledge and understanding of the District (how THEY communicate) … and where we get to go together.
I’ll be honest … even though each of the districts I have the opportunity to work with are drastically different in size, demographics, leadership styles, etc., the first answer to this question is pretty similar: great staff, leadership, support team, students, and high-quality academic programming.
I like walking into a new district and hearing their leader tout the incredible things their district has to offer the families and students in their area, and I love listening to administrators rave about their people and programs. But if every school district offers these same things, what actually sets any district apart from their neighboring district?
If the story you’re telling about your district through your marketing and communications sounds like it could describe any other district, too, you’re missing a really big opportunity. Those things that differentiate you — the reasons families choose your schools, the stories that show your mission in action, the way people feel when they visit your schools or talk with your staff, your district’s “why” that goes far beyond academic programming — those things should inform your communications strategy and your messaging, and should be woven into every interaction.
To be clear, I’m not talking about the latest buzz words … synergy, innovation, agility, reimagine, future-ready, SEL, EdTech, data-driven … etc. Frankly, these words, to most of your communities, don’t mean much more than this six, seven meme we can’t seem to escape right now.
I’m talking about the real, specific things that make your district worth choosing … worth supporting … worth celebrating. I’m looking for the story that exemplifies the value your district, your schools, and your students bring to your community. When you get this right, your entire communications strategy will fall into place, and everything else gets … easier. Referendum communications feel authentic instead of desperate because your community understands why their tax dollars matter and what they’re supporting. New staff wants to work in your district, and families want to move into your neighborhoods, not just to send their kids to great schools, but to be a part of a community that’s … different.
So, what’s a differentiator?
At the risk of sounding offensive, I’m going to tell you what’s NOT a differentiator.
“We have a dedicated staff of amazing professionals.”
“Our innovative programs are best in class.”
“Our focus on student success is second to none.”
Prove it.
I have a confession; at least one of those lines was pulled directly from old marketing materials I once created for districts. But when we know better, we do better.
What I have learned over the last several years is that if you’re making a claim, someone should be able to walk into your district buildings and see evidence of exactly what it is you’re claiming. They should be able to ask questions around your community — your region — and hear the same story or response about what makes you different from multiple people.
Here’s what I mean:
Your neighboring district says: “We offer personalized learning opportunities to suit the individual needs of all our learners.”
Sounds great, actually. If I’m a parent, I absolutely feel my child is unique and deserves learning to suit her needs.
You come in with: “We’re the only high school in the Valley requiring every freshman student to complete a strengths-based questionnaire during their freshman year, and then use those results to help each student understand their unique talents and build their four-year plan around what they want and what they do best. We teach our students how to leverage their strengths in everything from course selection to career exploration to college planning to day to day interactions with peers and teachers.
As a parent, which would you choose?
The best differentiators I’ve seen or helped districts identify are the ones that connect directly to the things parents care about … not about what we think they should care about. Will my kid be ready for what's next? Will they find something they're passionate about? Will they get the support they need? Will they be safe and challenged and seen?
What about academic differentiators? Every school district wants to be known and lauded for their academics. It’s not likely you’re the only district in your area offering 20 dual-credit opportunities anymore, and for most parents, one AP course more than your neighboring district isn’t going to set you apart. But maybe you had 27 students graduate with industry certifications last year or your partnership with the community college down the road allowed 8 students to complete all requirements for their associates degree before they graduated high school — at limited or no cost to families.
Or maybe your elementary school(s) consistently outperform state and national averages for literacy, and that success is attributed to a research-based literacy program you implemented in your school in 2018 that that requires all K-3 teachers to complete 60 hours of specialized training and uses daily diagnostic assessments to ensure no child falls behind in reading fundamentals.
Maybe it’s experiential. Maybe it’s support systems or special programming. Whatever it is, it needs to be true, and it needs to be something members of your community point to and say “that’s why we chose this district.”
Building Differentiators into Everything You Do
Once you have identified what sets you apart, it’s time to incorporate it … everywhere; not just one your website or in your marketing materials or your strategic plan that you revisit each year. These key messages need to show up in your day-to-day communications; in your newsletter articles; in your social media posts; in what your principals say when they're presenting to the local Rotary Club.
Here’s what integration looks like:
Let’s say one of your differentiators relates to robust career and technical education partnerships with local employers. That means when you share news about a student's success in their youth apprenticeship program, you mention the CTE pathway and/or unique class offering(s) that helped them get there. When your board is updating the community about budget priorities, you connect funding decisions to maintaining those employer partnerships to continue developing students who will stay, work, live, and grow in your community. When a teacher wins an award, you highlight how their work supports career readiness.
Your key messages are woven naturally into the stories you’re already telling and sharing; you’re just reminding your community about the “why,” and the difference is that now, each of the stories you tell become a piece of something bigger — a picture of what your district stands for. The things that make your district special should come through — loud and clear — no matter who is listening.
Where District’s Struggle
There are some pretty common mistakes I’ve seen (and made) when it comes to identifying and using differentiators.
The first is choosing things that sound impressive but aren't actually distinctive. "We use data to drive instruction." Okay... so does everyone else. "We provide a safe learning environment." I should hope so … but that's a baseline expectation, not a differentiator.
The second mistake is picking too many things. I worked with a district once that had twelve different "key messages." Twelve. Don’t get me wrong … this was an outstanding district, and they absolutely had a lot to be proud of. But nobody can remember twelve key messages, let alone communicate them consistently. Focus on three to five things you can demonstrate clearly and regularly.
Third (and this one hurts) is choosing differentiators that aren't actually true yet. I get that you want to have innovative technology integration, so you say that's one of your differentiators, even though half your teachers are still figuring out how to use the devices or software you bought three years ago. Who knows that better than the parents of the students teaching the staff how to use the programs, and here’s the thing … people figure that out quickly. If you claim to have something you don’t actually have, or if your current reality doesn’t match your messaging, you lose the trust you’ve been working so hard to gain, and once you lose that, you’ve earned yourself a pretty steep hill to climb to regain it.
Finally, don’t take the safe road. Staying generic feels comfortable: We prepare students for college and careers." "We believe every child can learn." These aren't wrong, but your district is so much more than what they say. Safe messaging is forgettable messaging.
This Matters … More than you Think
When you get clear about what differentiates your district, it changes more than just your communications. It changes how you make decisions … how you prioritize resources … even how you evaluate new opportunities.
Let's say a vendor approaches you with a new program that sounds interesting. Instead of just asking, "Is this a good program?" you can ask, "Does this support and strengthen what makes us stand out? Does it align with the story we're telling our community about why we are the best choice for their family and student?"
Clear differentiators also make difficult conversations easier. This is especially important during referendum campaigns. Generic messages about "supporting education" don't motivate voters. Specific messages about "maintaining the career pathway programs that have helped 89% of our graduates find employment or continue their education in their chosen field" tell people exactly what's at stake.
For staff recruitment and retention, differentiators give you something concrete to offer. Teachers don't just want to work somewhere with "great kids and supportive administration." They want to know what professional opportunities they'll have, to what resources they'll have access, and what makes your district the best place to build a career.
Time to Get Started
If you're reading this thinking, we don't really have clear differentiators … don't panic. You do, and here's how to start figuring out what genuinely makes your district special.
Here’s where you can start:
- Ask your people. I mean, really ask them. Talk with families, staff, and if you’re feeling daring, reach out to families that have left! Don't lead anyone toward the answers you’re hoping to hear with loaded questions; instead ask “What would you tell a new family considering buying a home in our district?”
- Look at your data. Instead of just tracking the same old metrics everyone tracks, dig into what's behind your successes. What programs have waiting lists? What initiatives have shown measurable impact over time? What recognition or achievements have you earned that neighboring districts haven't?
- Talk to recent graduates and their families. Ask them what they gained from your district that they don't think they would have gotten somewhere else. Ask them what they tell people about their school experience, and why. Their answers will probably surprise you … and give you some insights you may not have considered.
Once you have some potential differentiators identified, test them against reality.
- Are they specific enough that someone could verify them?
- Can you provide concrete evidence and examples?
- Do they resonate with different audiences?
- Are they sustainable, or could they disappear with the next budget cut?
The Bottom Line
You're not looking for perfection here; you're looking for authenticity. What does your district actually do well that others in your area can’t hold a candle to? What do you offer that genuinely matters to the families and community members you serve?
Start there. Then build your messaging around those real strengths, difference makers and outliers. Talk about them consistently and authentically in everything you do. Over time, they'll become the foundation of how your community understands and values what you bring to their worlds.
Overall, my promise to you is this: Your district has a story that's worth telling.
It’s a story that's uniquely yours. Key differentiators help you tell that story with clarity, confidence, and purpose. When every conversation reinforces what makes your schools genuinely special, you're not just communicating ... you're building the trust, pride, and support that everything else in your district depends on.
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