Why should a school spend money on a branding project?

It’s a question districts and public charter schools field from taxpayers, and one that independent schools will get from their donors. What’s the point? Where’s the ROI?

Let’s address that first question.

What’s the Point?

A school rebrand or brand refresh isn’t about slapping a proverbial coat of paint on a logo. The point of the rebranding process is to uncover what makes the district or school unique and what it promises to its consumers (the value proposition), then realigning its messaging and visuals to match. It’s about accurate representation, based on real stakeholder insights. 

Considering ROI, it costs an educational entity more in the long run to carry on with a stagnant, outdated image than it would to pay the upfront costs of a rebrand. Why? Because if a K12 brand is no longer reflective of the students, staff, and families it serves, these key stakeholders don’t feel aligned with their educational system. “It doesn’t represent me.” School pride dwindles, and grassroots advocacy halts. 

Externally, an out-of-touch brand is disingenuous to prospective students and employee candidates – things aren’t really as they seem. Maybe they’re actually better than they seem, but how would the outsider know that if the district doesn’t actively manage its brand? If they don’t market themselves?

This lack of relevance puts the school district at a sharp disadvantage in the current K12 market as families have more options than ever before to choose the right-fit education for their children, and job-seekers increasingly look for employer brands that align with their values. 

Where’s the ROI?

With an average cost of $14,500 to replace just one teacher, districts can’t afford not to invest in a brand that attracts their ideal job candidates. 

Considering expenses related to separation, recruitment, hiring, training, and professional development, the average cost to replace a teacher can range from $9,000 in rural districts to over $20,000 in urban districts, according to the Learning Policy Institute (LPI). 

For the cost of replacing 14 teachers, the Boise School District in Idaho invested in a rebrand in 2022, transitioning from a 50-year-old visual identity that no longer represented its current, dynamic student and staff population. 

According to 2024 U.S. Public Education Spending Statistics by the Education Data Inititive, federal, state, and local governments provide approximately $17,700 per pupil to fund K-12 public education. The exact number varies state by state, so let’s take Kentucky for example. Districts in Kentucky receive an average of $3,200 in federal funding and $12,900 in state and local funding. That’s $16,100 per pupil. 

Similarly, private and independent schools face losing between $12,000 and $16,000 when a student leaves. Among the nation’s 22,440 private K-12 schools, $12,350 is the average annual tuition per pupil.

So if a private school loses 10 students, they can expect to lose $125,000. And if a district in Kentucky loses 10 students to a competitor school, they’re out $161,000.

Which is more than Leon County Schools (FL) paid for its rebrand in April of this year. With an investment of $100,000 for the rebrand, the district’s Superintendent Rocky Hanna reiterated to the community that it’d only take 12 new student enrollments to break even on the project.

Invest in the Future

So yes, there are upfront costs to a K12 rebrand. But – as with any worthwhile expenditure a district or school deliberates over – it’s an investment in sustainability. 

A rebrand or brand refresh can be a significant undertaking, but with thoughtful planning and execution, it can set the stage for a successful and engaging new school year. If you need help determining whether or not rebranding is right for you, schedule a free consultation with us. We’ll help you determine if the time is right. Schedule a time here.