Strengthening Your School Community Post-COVID

Using Communications to Rebuild School Communities

Striking a balance between the growing need for communications and storytelling will challenge independent school Marcom departments as we enter the end phase of the COVID-19 pandemic. While the constant buzz of health- and safety-related emails continue to overtask Marcom teams and fill families’ inboxes, departments will stretch to meet the needs of their communities in support of reaching critical admissions and retention goals. 

Current and prospective independent school families yearn for connection. Coming off of 18-months of online or hybrid schooling, they hunger for a feeling of kinship to their beloved school community. They look for ways to reconnect with their peer families and re-establish their ties to the school they chose for their educational partner. 

Meeting these needs is not a question of what more departments can do but rather how they re-tool their traditional communications plan. A relational approach to school communications is the key.

Build Trust

The pandemic took us through societal, political, and cultural uprisings and brought the prevalence of false information to light. Audiences are skeptical, and communications must be authentic. But how, you ask? Switch social media posts to classroom snapshots that capture real moments during a day in a student’s life. Invite voices from around the school to author blog posts and published stories. Use the institutional voice sparingly, allowing division heads, directors, and faculty to share their knowledge, thoughts, and expertise with your community. These small shifts in approach allow your community members to connect to your school culture.

Build Community

While much of the school experience is the same as it was pre-pandemic, there are subtle differences. Communities can benefit from a re-introduction to your school’s mission, vision, and values. Infusing your messaging with tie-ins to your core values helps keep your audience mission-aligned and engaged. The one element of school communities that brings people together is spirit. Include your school mascot, colors, and tagline to remind members that they are all part of the same team working together towards common goals. 

Rebuild Connection

As much as possible, try to return to in-person events. Understandably, large performances and gatherings may not be possible. However, challenge your community to find new ways of hosting events safely that allow people to reconnect face-to-face. For example, host a grade-level back-to-school night instead of a division-level event. Invite small groups of parents to school to help with classroom projects or serve on committees. While some meetings may naturally be better hosted virtually, finding the right balance of in-person and hybrid events for your community will help rebuild connections between your faculty, staff, administration, and families.

Relationships strengthen your school community, and those ties are founded on a shared vision of your school’s purpose, values, and mission. Re-tooling your school communications using a relational approach will strengthen those ties within your community.