Beyond the Logo: Building a Unified District Brand Across Diverse Schools
Date: 7/21/2026
Time: 4 - 5 PM
Room: Grand Ballroom C (Floor 1)
Skill Session - Live lecture, panel discussion or interactive session with time for Q&A. 60-minutes.
MARKETING–Marketing/branding for school systems, student enrollment, employee recruitment
Session Description
For many families, educators, and community members, the district website is the first and most lasting impression of a school system. It is where enrollment decisions begin, job seekers look for opportunity, and trust is either built or lost. Learn how large school systems can use their district website as the foundation for a unified brand, while still allowing individual schools to maintain their own identities, and why this approach supports enrollment, recruitment, and trust.
This session focuses on how large school systems can use their district website as the foundation for a strong, unified brand while still allowing individual schools to maintain their own identities. Using real examples from a district with more than 70 school sites, participants will see how structure, navigation, content, and visual consistency work together to tell one clear district story across many campuses.
Attendees will learn how to design and manage school pages that feel connected to the district, reduce confusion for families with children at multiple schools, and support both enrollment and recruitment goals. The session will also address common challenges districts face, including managing multiple mascots and colors, maintaining consistency across school pages, and keeping content clear and current.
Participants will leave with practical strategies they can apply to their own district websites, regardless of size or budget, and a clearer understanding of how the website can function as a true marketing and communications tool rather than just an information hub.
Presenter(s)
Alani Morales-Paulino
Communications Coordinator
Jefferson Parish Schools
Alani Morales-Paulino is a communications professional with a background in digital marketing, design, and storytelling for public education. She currently serves as a Communications Coordinator for Jefferson Parish Schools, where she supports district and school-level web managers, develops branded visual content, and plans and monitors website content to ensure a cohesive, user-friendly experience across platforms.
With over four years of progressive experience within the district, Alani has played an integral role in marketing campaigns that strengthen family and community engagement. Her work includes graphic design, social media strategy, internal communications, event coverage through photo and video, and weekly newsletter curation. She is known for maintaining consistent branding, elevating visual identity, and translating complex information into clear, engaging content.
Alani also serves as an executive mentor for Loyola University New Orleans students, guiding them in building successful careers in business. Throughout the semester, she provides one-on-one mentorship, sharing practical insights and strategies to help students stand out and become highly sought-after professionals after graduation.
Blending creativity with strategy, Alani brings a detail-oriented and collaborative approach to communications, helping organizations connect meaningfully with their audiences. This will be her first time presenting at NSPRA, and she is excited to share her experience, learn from peers, and contribute to the broader communications community. LinkedIn Profile
Kaela Lewis Ph.D
Executive Director of Communications
Jefferson Parish Schools
Dr. Kaela Barnett Lewis is a strategic communications executive, public policy expert, and passionate storyteller with over 15 years of experience spanning education, government, nonprofit, and corporate sectors. As Executive Director of Communications for Jefferson Parish Schools, Louisiana’s largest and most diverse school district, she leads communications, media, branding, and community engagement efforts across 74 campuses. Previously, her career includes launching the STAR youth program at Ochsner Health System, leading the Technology and Special Projects Team, developing public policy and the ISAM system to monitor school districts, and serving as a Communications leader for a private school in Houston. She transformed the school’s brand identity and social media presence.
She is also the founder of The Axiom Group, co-chair of the 2025 COMPA National Conference, Vice President of C.A.T.E.R., and a published children’s book author. Dr. Lewis holds a PhD in Public Policy and is committed to legacy-driven leadership that uplifts communities and amplifies impact.
LinkedIn Profile
Beyond the Logo: Building a Unified District Brand Across Diverse Schools
Category
Skill Session - Live lecture, panel discussion or interactive session with time for Q&A. 60-minutes.