Dr. Bill Adams was stepping into his role as Superintendent without a centralized communications department. He knew the importance of focused, strategic communications to build valuable trust in the district. We partnered to help map out his first year as Superintendent and to develop systems and materials to carry Willmar's strategic communications forward.
We partnered with Dr. Adams and Willmar Public Schools to create a comprehensive community engagement and communications plan. We developed strategies, systems, and tactics to support Dr. Adams as he transitioned into the Superintendent role, and built a strong foundation for all future communications and marketing.
We conducted an audit of the district’s communication channels and developed an annual communications plan. We then recommended strategies to improve communications and community outreach.
We developed a comprehensive brand guide and a trademark authorization process to ensure consistency, leading to improved perception, trust, and recognition.
As part of our engagement strategy, we collaborated with Dr. Adams to launch amonthly podcast titled “Willmar Wisdom.” We created an annual content calendar, aligning podcst topics to strategic goals.
Brand Consistency: In addition to expanding Willmar’s brand guidelines, we developed a trademark authorization process and guidelines for creating and approving new logos.
Template Design: Improving brand consistency included developing templates and guidelines for email signatures, letterhead, sub-branded logos, and more. Staff can access these templates in Google Drive and on the district website.
District Podcast: We provided strategic council, training, equipment recommendations, editing and publishing for the monthly podcast. We created an annual content calendar for podcast topics that support the district’s strategic directions.
As the school year came to a close, Dr. Adams approached us with an idea to hire a team member who would work physically in Willmar Public Schools, but be employed by Captivate and split time between the two organizations.
Now Willmar has the benefit of a dedicated Communications Specialist, supported by Captivate’s team of Strategists, while saving the district money by sharing staffing expenses.
