Working in marketing means I get to help brands tell their stories, bringing to life what makes the brand stand out. What I had never envisioned was telling stories of brands that are incredibly close to my heart.
A Personal Connection
As the Account Director at TWIST Creative, I manage a variety of clients, but none more personally fulfilling than the two schools I once walked the halls of and have a strong family legacy to: Messiah Lutheran School and Lutheran West. These institutions helped shape who I am today, and now, years later, I have the privilege of supporting them in a whole new way—by strengthening their brand awareness in the community.
If you were to ask me back then what brand awareness meant, I would probably have thought you were only referring to the logo. But today I understand a brand is something much deeper. It’s about reputation, tradition, emotional connection, and for some a family legacy. It’s about what people feel when they hear the school’s name—whether they’re a current student, parent, the general public, or a proud alum.
Brand awareness for schools isn’t only about competing for the best athletics, arts, or academics in the area. It’s about what others think of when they hear the school’s name. Are people thinking of us when they consider quality education? Do they associate the school’s name with character, excellence, compassion, or community? Are the school’s values shining through in what they post, what they say, and what they do?
Unique Perspective
When I sit in Discovery sessions or presentations with school leaders or help present a campaign encouraging enrollment, I’m not just a marketer, I’m also someone who’s lived the experience from multiple perspectives as a student, alum, and former teacher. And while the schools themselves have evolved since my time there, the mission of each remains the same.
My unique perspective shapes how I work with these brands. I know the stories are there waiting to be told, it’s just about uncovering them from the current generation of students and staff. I advocate for highlighting student voices because I was once one of them. And when we discuss the brand messaging or create new campaigns, I look at it through the lens of “Would this have made me feel proud to be from here”?
The Power of Alumni Engagement
One of the most powerful and underutilized marketing resources schools have is their alumni. As ambassadors of the school, they give the brand a face and relatable voice to resonate with. They carry the values and education from schools into boardrooms, classrooms, offices, and communities every day. If schools nurture that relationship, they can unlock something powerful—brand advocates who speak from experience. And typically, they are more than willing to share their experience to help continue to raise brand awareness for generations to come. These stories are especially impactful when prospective families are looking for a school. Hearing from alumni first-hand about their experience is proof that the values and methods lead to success. Alumni should not be viewed as something of that past but a vital part of the future.
Working with these two schools is a full circle moment, especially when my daughter now attends Messiah Lutheran School. When it came time to choose an elementary school, there was no question in where she would attend. Seeing her experience the same community and values that were instilled in me gives me peace of mind every parent hopes for their child. And ultimately, that’s what strong branding is all about: a consistent, genuine story told across generations.
For school leaders, recognizing alumni as the key to the future is essential. By investing in authentic alumni relationships not only will you strengthen the brand but deepen the mission. Now more than ever, the reputations of schools matter and it’s time to see alumni as partners.
