plications , alumni pride and donor contributions . According to its website , UCLA ’ s core mission can be expressed in three words : education , research , service .
Most secondary schools and some elementary schools have mascots and some have T-shirts and uniforms , but they do not brand and market the school . Entrepreneurs must be willing to take risks . No matter the school or district , leaders must be able to articulate their organization ’ s story , beginning with vision .
Those organizations that do not market themselves often find themselves reacting to news stories and / or uncompetitive with charters and permits to neighboring schools . Administrators who have proactive relationships with community organizations , media and politicians are often rewarded with opportunities , additional resources and financial contributions .
Being visible and accessible is the No . 1 rule to positive relations . Simple steps such as adding a positive update to meeting agendas , having a one-page brochure highlighting accomplishments , adding regular meetings with the Chamber of Commerce and local colleges , and mailing updates to local politicians all help to build a school ’ s image .
And committees help to focus energy and involve the entire school community , not just the office staff , in parent communications .
For example , the technology committee can provide an update on the school ’ s technology plan and use it not only as a promotional opportunity but as an opportunity to collect resources , including donations of money or skills , such as finding someone to create or maintain a website .
Also principals can invite political , community and educational leaders to walk the classrooms or to participate in professional development . Not only do these ideas help to brand the school , but in the event of a negative incident , a positive existing relationship will build capital to navigate the fallout .
One such aim is to build relationships on the first day of school . Instead of meeting students on the yard , invite parents into the classroom . Invest the first half hour of the day building a relationship with the teacher and familiarity with the classroom . Teachers can welcome families , share schedules and policies and answer parent questions .
Finish with the administrator wishing the parents a great day as they exit . If possible , serving coffee and brief refreshments at the end is a great way to encourage parents to leave at a specific time and gives the administrator an extra opportunity to network with parents .
At the end of the year , a community event provides closure and an opportunity for community and civic leaders to participate . Plummer Elementary holds a Victory Day for everyone who has won an award , as well as adults who complete courses or serve in a leadership role . In past years , all of the Green Team ( ELA proficiency awards ), students who reclassified , parents who completed the English Learning class , School Leadership Council , and teachers who got their master ’ s were among the victors who took a lap around the school track .
The event also gave the opportunity to introduce other leaders , such as the city councilman , board member and CSUN professor who presented a group of victors . The Victory Day was a great way to celebrate everyone ’ s accomplishments publicly and acknowledge the support we had received from the district , community and civic leaders .
Strategic leadership is a continual learning and application process . Entrepreneurial leaders demonstrate multiple approaches to manage and lead their schools . As they anticipate change , they build their teams and systems to transform their organizations .
As public education faces increased scrutiny and competition , entrepreneurship in education is not only a good marketing strategy but also an essential survival strategy . Building strong communication systems , and marketing your school ’ s story , serves and includes the public in public education .
Angel J . Barrett has been an administrator in LAUSD for 18 years . She serves as Region 16 representative on the ACSA Board of Directors .
18 Leadership