THE ALDINE ISD NARRATIVE

"A New Way Forward" Rebrand Campaign


Goals:
  1. Change the community’s self-image 
  2. Change the public perception. 

... but, how?

LOOK, LISTEN, and LEARN

Look to the users,

© Luke Rabalais

Listen to their stories,

Learn what they need.

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

COMPANY

– 5% higher teacher retention rate than surrounding districts.
– Saved the company $4,000,000 – $6,000,000 in attrition and recruitment costs.
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