Here are our 8 tips....
1. Focus on your key messages
There's so much going on in schools that it's easy to be diverted from what makes you different. But if you focus on a few memorable messages (ideally the result of wide consultation) not only do you remember them but all staff and students can as well - and they can all remember them and share stories that exemplify them. For example I was in a school recently that focuses on aspiration and success - it was great to have a session with the staff where they were all able to share examples of these in practice with each other and capture them for external use.
2. Make time for celebration in school - for all
Most schools have celebration assemblies or award ceremonies, but there's often not much time set aside for staff to celebrate what has gone well. Try to carve time out of staff meetings at all levels so the best can be shared - and don't just do this from the top; encourage staff to share the little things.
3. Ask your wider communities for their views
There's sometime considerable embarrassment around asking parents and the wider community for endorsements (especially if like us you're English). But while you should do this, asking them to contribute their experiences of school is also a good way of gathering evidence. What did they think of their child's first few days at school, or the drama performance or sporting fixture? Social media channels are a good way of doing this.
4. Record and tag succeses, however small
These high points then need to be recorded and kept - it's a great idea for a school marketer to record them (on video, in writing, whatever works best) tag them and keep a record them in a central spreadsheet or database. Set time aside every now and then to work through them and add them to your ongoing or special campaigns.
5. Rewrite and capture stories
Once you've some great stories to share, take time to write them up formally. Think about the background to the story, the people involved and how the school helped them to achieve success. If you need more information, photographs, quotations or video, find the people involved and get that information before you share the story.
6. Invest (sparingly) in high quality photography, videography and design.
Top designers and the like can seem very expensive to schools. But they're expensive for a reason - they can capture ideas in a way that untrained people can't (see the photo at the top of this story). So when you have a new brand to share, or a fantastic story to tell, get the professionals in. The rest of the time, it's a great idea to find your best resources from around your school - can you ask your best students, or talented artists or photographers in the staff to help you showcase the story?
7. Create alternative ways to show off your highlights
When you have time, think about using the stories in a creative way to celebrate how far your school has come in pursuit of key messages. It's been great to see the revival of the school magazine in many schools - either printed or online - but you could also produce an annual video review or photography exhibition, giving students a chance to contribute a wide range of skills in the process.
8. Share at events alongside the tangible
Parents evenings are a good example of a time when you can become too focused on data and individual performance. But while parents are waiting for their appointments why not remind them of what makes the school great by sharing your creative videos or reports - and ask them for feedback and their stories at the same time!