"In today's engaging, digitally empowered school setting, stakeholders question whether schools know best about educating their students" (Rose, 2012). Sheninger and Rubin (2017) stated, "We have to do a better job of communicating what we do" (p. 17). Social media has given rise to new tools to help connect with families to…

Colleges, universities, and independent schools use branding to attract students, keep alumni close, and unite faculty behind the institution. That last bit is key because one can't box and ship global perspectives, personal attention, flexible programs, campus traditions, innovative research, and the limitless other qualities that make…