THE ALDINE ISD NARRATIVE
"A New Way Forward" Rebrand Campaign
Goals:
- Change the community’s self-image
- Change the public perception.
... but, how?
LOOK, LISTEN, and LEARN
Create Character Archetypes:
Everything is built on Character Personas representative of the audience & community.
Tenacious, but must build community to conquer victimhood and narcissism.
Phrases to press into:
- “When we go alone, we may go fast, but if we go together, we can go so much further.”
- “I realized I’m not alone.”
- “I want to inspire my younger brothers and sisters.”
Shares wisdom and gives of themselves to build a better future for others.
Phrases to press into:
- “Someone did it for me, I’m going to do it for someone else.”
- “That’s an opportunity for me to teach you.”
- “Kids will never realize how late at night we stay up.”
This is the hero of the story following the character arc, a jaded mind is healed by hope. This character arcs to The Caregiver archetype, becoming who their children need.
Phrases to press into:
- “I’m so proud of my child.”
- “I have so much support from the school and the teachers.”
Creates a space for the Mentor and the Realist to learn and thrive.
Phrases to build on:
- “The least we can do is offer a safe place for them.”
- “A dream should not be shattered because I don’t have a school to go to.”
- “They’re realizing they’re not alone. There are hundreds of students who have gone through the same thing.”
- “We all have battles, but we provide the community to overcome them.”
Passionate about leaving a legacy, the School Board and Leadership team must build a structure that will affect meaningful change for generations.
Phrases to press into:
- “Leave a legacy.”
- “What will you do?”
- “We’re making a way.”
Coming from a similar background to the students, the Superintendent bears a self-sacrificial passion for the Students and their futures.
Phrases to press into:
- “My grandfather couldn’t read, he signed his name with an ‘X,’ but he always told me, ‘If you can read, you can go anywhere.'”
- “If it wasn’t for an education, I wouldn’t be here.”
- “We want to give them choices and opportunities so they can live their dreams.”
Build the Narrative Arc
Addressing Public Perception: “The Rebirth” Arc
As seen in: It’s a Wonderful Life, Les Misérables, The Bible, Groundhog Day
Act 1
– The Realist’s bleak circumstances drive a pursuit of personal happiness.
– A space is created by the King where the Mentor can teach the Realist.
Act 2
– The Realist is taught that creating a better world for others is greater than happiness.
– The Realist fully learns this when the Mentor sets the ultimate example, sacrificing their life to teach.
Act 3
– The Mentor is reborn in the heart of the Realist.
– Together, they pass the final test and build a better future by replanting hope in the heart of the Child, their own parents.
RESULTS
CREATIVE
– 75% increase in creative productivity.
– 50% improvement in project turnaround time.
– 30% shorter planning phases.
COMMUNITY
– 400% increase in social media engagement, English and Spanish.
– 5% increase in districtwide enrollment