Frequently absent from school outreach materials is the student perspective.
The conversation around the purpose of education often bounces between two poles: at one end our desire to advance society with thoughtful and engaged citizens, and at the other end, our need to cultivate an employable workforce. Lofty notions of education are moot without practical application, and focusing on job skills does little to fulfill humanity’s craving for betterment. Today, both public and private schools find themselves tasked with navigating the capricious balance, subjected to changing tides of popular opinion swayed by new studies, policies and exposés.
But what about the students? While not prominent voices in the debate, students are starting to speak up from their unique vantage point at the eye of the storm. They live our directives. They test our public policy. And they do so with sincerity. Their only agendas are wide ruled and covered with stickers. The candid perspective they offer is crucial to the conversation, provides valuable insights into their mindsets, and often gets lost in a school’s outreach. But giving students a voice in school communication materials can be an equally important tool for both their empowerment and recruitment.
The candid perspective they offer is crucial to the conversation, provides valuable insights into their mindsets, and often gets lost in school outreach.
So what is the purpose of education according to students? Here are a few excerpts from a series of student interviews recently conducted by The Hechinger Report in collaboration with The Atlantic, and examples for how schools can incorporate these perspectives into their outreach materials.
Err, embrace, empower. Schools can emphasize the ways in which students play an active role, and not shy away from embracing the joy of discovery and the mistakes that come along with it. In an admissions campaign for the California Institute of the Arts (above), we emphasized the environment of creative freedom the school provides for its students.
By acknowledging the questions and anxieties of students, schools become empathetically poised to connect with students in the search for answers. When we designed materials to publicize the Woodbury School of Architecture’s Masters of Architecture program, we focused on the many practical opportunities for hands-on field work that the program provided to help address prospective students concerns about how a Woodbury education would prepare them for a career.
When a student’s natural predilection for ambition is tapped, it validates their drive to contribute to the greater good. In the above admissions ad for Oakwood School, we celebrated this sense of purpose along with the aspirational mission and philosophy of the school.
Schools with diverse student bodies have an opportunity to position themselves as a platform for dialogue and exposure to new communities by celebrating student differences. In our work for CalArts, we created a variety of pieces that addressed the Institute’s diverse student population and highlighted their unique contributions to the community.
In reflecting student voices in communication materials, schools open the door to empowering strong “ambassadors” who feel represented in and connected to the school’s public facing image.
Stephanie Chan is a partner at Kilter, and has worked with many schools including California Institute of the Arts, Scripps College, Oakwood School, St. John’s College, Children’s Community School and Otis College of Art and Design on shaping their brand voice and admission materials.
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Scripps approached us for help in rolling out the resulting vision plan to the broader college community through a printed piece and a dedicated microsite.
We were thrilled to promote the inaugural Discover Studio Art and Discover Animation programs for California Institute of the Arts. This program is an intensive experience that allows young artists an opportunity to engage with new and innovative art while thinking critically about what makes it art and developing their individual artistic voice, and so we sought to create an interactive design that revealed different messages as it was erased.