Reimagining School Marketing: Partnering, Not Promoting
In the podcast episode “Reimagining School Marketing: Partnering, Not Promoting” from Stories and Strategies, host Doug Downs and guest Karl Mawhinney, CEO of Campus Multimedia, delve into a transformative approach to school marketing.
They advocate for brands to move beyond traditional promotional tactics and instead focus on genuine partnerships that address the real needs of schools.
Mawhinney emphasizes: “We have flipped the concept of marketing (within schools) on its head. It's about partnering with a school, not marketing to them—partnering. We tell our brand clients all the time that if your messaging is going to be about you, it's not going to work—It just won't. It needs to be about the school, what they need, or what kind of value they can bring to the school community.”
The episode showcases successful campaigns that exemplify this partnership model:
Kleenex’s “Heroes of the Classroom” Campaign: Celebrated impactful teachers by awarding them and their schools with financial support
Jersey Mike’s Community Engagement: Focused on community involvement rather than direct promotion.
Kroger’s High School Initiative: Implemented recognition programs to honor students and staff.
These examples illustrate how brands can build trust and loyalty by aligning their efforts with the values and needs of educational institutions.
For brands aiming to connect authentically with younger audiences and make a positive impact, this episode offers valuable insights into ethical and effective school partnerships.
🎧 Listen to the full episode here and explore how your brand can contribute meaningfully to the educational community.