Public Schools Aren’t Always Chosen.
But they can be.
For many families, public school isn’t really a decision. You move to a district, and that’s where your kids go.
Methacton School District wanted more than that.
They didn’t want to be the automatic choice.
They wanted to be the intentional one.
That meant evolving their brand from a passive identity to an active invitation. And to do that, they had to start with the people who shape the experience every day.
Build Pride Internally, and It Ripples Out
To rebuild the brand from the inside out, we recommended that Methacton start by listening to its community.
We led sessions with students, staff, and families to understand what people were experiencing — and what they needed from their schools. From there we were able to create four personas — a “Lover,” a “Liker,” and two prospects that represented the voices Methacton most needed to inspire the culture they wanted others to see and feel:
- A long-time teacher who’s deeply committed to the district (the “Lover”)
- A young teacher looking to build confidence, find mentorship, and feel at home in the community (the “Liker”)
- A ninth-grade student trying to find his place (Prospect 1)
- A young family just entering the community (Prospect 2)
These fictional personas reflected real people with real stakes in the district’s future. They became the foundation for the brand strategy — helping Methacton focus its message, clarify its voice, and connect with the people who shape its reputation from the inside out.
If teachers feel energized, students feel it.
If students feel proud, families see it.
And when families feel connected, they become advocates.
That’s how culture spreads — when messaging isn’t layered on top of the experience, but rises out of it.
Messaging That Moves People
Once the right audiences were defined, the message had a place to land.
Through collaborative workshops, we worked with Methacton’s team to define a voice that felt like them — clear, consistent, and rooted in the values their community already recognizes. Guided by the four personas, together we shaped key messages to unify communication across departments, grade levels, and schools.
The message wasn’t one-size-fits-all. It was designed to flex across different audiences while staying rooted in the same core values — so whether you were a parent of a kindergartner or a high school teacher, the message felt familiar and aligned.
Because the strongest brands don’t just share information.
They create connection.
Have a brand challenge of your own? Let’s talk.
