Lead Unreasonably:
Branding, Marketing and Hospitality That Set Your District Apart
NSPRA Partner Power Pre-Seminar Session
Sunday, July 19, 8:30 a.m.-noon
NSPRA Seminar Hotel: Hilton New Orleans Riverside
What if your district became known not just for academics, athletics or activities, but for how people feel when they interact with you?
Inspired by restaurateur and author Will Guidara’s best-selling book, Unreasonable Hospitality, this interactive NSPRA pre-seminar challenges school leaders to rethink branding, marketing and the overall customer experience through the lens of extraordinary service and bold brand differentiation. Designed for school communicators, superintendents, principals and district leaders, this interactive session will give you the chance to:
Master branding fundamentals...
to create a clear, compelling identity that differentiates your district from its competitors.
Learn customer service & reputation management strategies...
that fosters positive interactions with your students, families, staff and community.
Explore marketing, enrollment & retention tactics...
to position your schools effectively in a crowded marketplace where much of the “what sets us apart” language gets lost.
Walk away with actionable strategies...
ready to implement in your district to make a lasting impact!
This isn’t your ordinary branding and marketing session – come ready to think differently, leverage the expertise and creativity of CESO Communication leaders and leave equipped to revolutionize your district’s image in the era of school choice.
Branding, Marketing & Hospitality
These aren’t separate initiatives; they’re interconnected disciplines that shape how everything about your organization is experienced.
When these three disciplines are strategically organized, school districts can move from simply communicating to intentionally designing experiences, all while having the data to know it’s working.
Branding
Branding defines who you are, what you stand for and what makes your district unique. It brings clarity to your purpose and ensures your messaging reflects your values.
Marketing
Marketing ensures your story is seen, understood and remembered. It moves beyond promotion to strategic storytelling that influences and motivates the right audiences.
Hospitality
Hospitality is how your brand comes to life. It’s intentionally designing how people feel at every touchpoint, in every interaction, so that they feel the true difference of your district.
Why Now?
Public education is operating in a new reality.
In 2026, families have more choices, from private schools to homeschooling to virtual academies to vouchers and more. Across the country, the crowded education landscape offers more options and is constantly changing. Family expectations are higher and word of mouth travels further and faster than ever before. Enrollment decisions are increasingly influenced by perception and experience, not just proximity to your schools.
At the same time, district leaders are navigating budget pressures, staffing shortages and increasing public scrutiny. While it may feel like slow and steady will win the race, districts simply cannot continue to operate the way they’ve always done things.
Districts that thrive understand that retaining and recruiting students is essential in today’s school environment. CESO Communications has helped districts across the country understand what is actually moving the needle and develop a no cookie-cutter approach to sharing your story. It starts with a strong brand and a strategic marketing plan. Sprinkle in some intentionally designed experiences – from a parent’s first website visit to the final graduation hat toss – and districts can show what a valuable investment their enrollment and retention strategy is.
NSPRA Presenters
With more than 300 years of combined experience, and nine team members accredited in public relations, CESO Communications knows schools and has been in your shoes. Learn alongside three of our colleagues in New Orleans this July.
Trusted by Districts Like Yours
We’re more than consultants. We’re colleagues who roll up our sleeves and partner with you on the communications work that feels too big, too complex or too time-consuming to manage alone. Here’s what some of our partners have said:
When my team had our hands full of projects and deadlines, a new, high-stakes project popped up. We needed help. We turned to CESO. Tight timelines? No problem. Highly creative? No problem. Strong success measures? No problem. The pros at CESO jumped in like they were a part of our team for years. They quickly understood what we wanted and our ultimate goal. They pulled off a fantastic campaign. Our target audience engaged on social media so well that one post went viral! CESO has the full package of strategy, creativity and professionalism.
I am grateful for CESO's ongoing communications support but also the support of my superintendent for providing the funds to work with them. No matter the size of your district or skill set, CESO Communications is the way to go, and I’ll continue to work with them moving forward.
Our partnership with CESO has provided me with the reassurance that there is always someone who can collaborate with us on messaging that will best represent our district because they understand our vision, voice, and community.
As a newer school communications professional and a one-person team, I rely on CESO Communications to provide the additional support needed to meet our district's strategic priorities and family engagement initiatives. Their assistance with baseline communication assessment was instrumental in the development of our Strategic Communication Plan. With CESO's guidance, we've been able to expand our reach, strengthen our community connections, and deliver impactful communication that aligns with our mission. They are truly a valued partner in our efforts to engage families and foster meaningful relationships across our district.
Session Investment & Discounts
Seats are limited to ensure an interactive, high-impact experience. Early registration and partnership discounts are available.
- Standard registration: $200
- Register by May 31: $150
- Superintendents: $150
- Current CESO Communications clients: $100
- Teams of three or more: $300 per team
Secure Your Spot Today
If you have any questions at all, please reach out to Coley at coley.fehringer@theceso.com. CESO Finance will invoice you after you’ve registered.
Our Refund Policy
If you need to cancel your registration, please connect with Coley. You may request a refund up to June 14, 2026. A $40 processing fee will apply. After this date, registrations cannot be refunded.
Learn More
Districts across the country are leveraging CESO Communications strategies to stand out.