Jason Wheeler
Marketing Coordinator, CFBISD
1. How did you get your start
in education and School PR?
I graduated
from Texas A&M University in 2000 and still had no real clue as to what I
wanted to do. This was right after the
Dot Com Bubble burst, and not many marketing or advertising firms were hiring. In fact, no one was hiring.
Getting
scared, and slightly embarrassed about being unemployed, I took a job as a
salesperson for an image company in Dallas.
I worked for the company for little over a year doing fairly well, but
hating every minute of the job. While I
was at my brother’s football game, I ran into my former assistant principal
from when I was in high school and she suggested I apply for a teaching position at her new
school.
Five years in
middle school and eight years in high school I was everything from a Texas
history teacher to the Director of a Video Production and Graphic Design Academy
at a high school in Carrollton, Texas that was called AMAT. It was this academy position that
introduced me to the School PR World.
Having access to high quality video equipment, I was the go to guy to
create video marketing pieces for the school district.
After
partnering with the Public Relations Department for four years, I made the
transition to my current assignment as Marketing Coordinator for the
Carrollton-Farmers Branch Independent School District. This was the same district I grew
up in, and the same district I have spent the last 14 years as an educator.
2. What is your favorite part
of the job?
I love
combing creativity with data and statistics.
I love being strategic in everything I do. I have a strong passion for
marketing, and feel there has been a shift in public education where it is
needed now more than ever. It is also a plus to interact with so many different
people on a daily basis. From community
partners to other PR Pros, I have met many interesting people.
3. What piece of advice can
you give other School PR pros?
Be passionate
about what you do. People know when you
are faking it. From building a
newsletter to speaking in front 1,000 parents at a community rally, make sure
you are excited about public education and the schools that make up your
district. The more excited you are, the
more excited your audience is going to be.
4. What are three things you
think will change the landscape of School PR the next five years?
First, I
think we are seeing a big shift in public education. We have more competition
now than we ever have before. From online institutes to private and charter
schools, we can no longer expect children in our community to choose our
schools. It is very important that school districts invest in marketing and
public relations to spread the word of the great things public education is
achieving.
Second, I
think we can no longer win with traditional School PR. The days of just creating a
newsletter and getting your parents and community excited is a thing of the past. I feel the next breakthrough in school
marketing will be the discipline of Content Marketing. Direct advertising no longer works. People want help solving their problems and concerns, especially when it comes to their child’s schooling. We need to
create content that will make them confident they are making the best choice
for their child’s education.
Third, I
think social media is a great way to still reach parents, students and the
community. No other advertising medium
allows us to target micro-groups like Facebook, Twitter, Instagram and
Pinterest. Use these networks to have a conversation with niche audiences for
the niche programs you offer. Right now it is the cheapest form of advertising
and could possibly be the biggest bang for your buck, and create incredible
return on your investment.
5. Where can people find out
more about you? Twitter? Blog?
The best
place to interact with me is on Twitter (@WheelerCFB) and you can read my blog
at www.socialmediaschoolhouse.com.
You can also connect with me on LinkedIn
You can also connect with me on LinkedIn
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