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 isolationism.
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
