Aldine Independent School District
A New Brand and Communications for a Large Urban School District
A district rebrand, strategic plan rollouts, and communications support for a school district, in a partnership that began in 2018.
The challenge
Aldine ISD, one of the largest school districts in Texas, wanted to redefine the district's communications and equip team members at all levels to serve as brand ambassadors. The district was also struggling to hire strong, values-aligned teachers, and needed a talent brand that would help it stand out in a competitive job market.
What I did
- A district rebrand
- Team-wide strategic plan alignment and communication tools
- Internal communications, team structure, and team culture enhancements
- Two strategic plan rollouts
- A cohesive communications strategy and its execution, including executive communications throughout the COVID-19 pandemic
- A talent brand identity, with a communications and marketing strategy to bring it to the job market
Results
- Over a five-year engagement, Aldine ISD's communications work was nationally recognized and became a benchmark for other large urban school districts.
- The district rebrand supported the launch of four choice schools as part of the district's new strategic direction toward better choices and opportunities for all students.
What they said
Lane has become an extension of our team and our sounding board for ideas that drive us forward.
Sheleah D. Reed, former Chief of Staff, Aldine ISD
Why it matters for place-based work
- Aligning leaders from HR, the superintendent's office, school leadership, and communications around one strategy.
- A relationship measured in years, not a single project.