The First 30 Days: How to Set the Tone with Strategic Communications
At the start of a new school or program year, every message matters. Whether you're welcoming families, aligning your team, or reintroducing your mission to the broader community, your communications in the first 30 days set the tone for everything to come.
It’s a critical opportunity to build clarity, establish culture, and deepen connection across your community. If you wait until things “settle down,” you’ll miss the moment. That’s why we help mission-driven organizations prepare early and show up boldly.
Here’s how to do it.
Lead with Internal Alignment
Before your message is sent to the public, ensure your team is aligned behind it. Staff and internal stakeholders should know:
What’s new or different this year
What success looks like (and how you’re measuring it)
What messages are expected to be reinforced
Use your first staff newsletter, meeting, or welcome message to:
Ground the team in your mission and goals
Acknowledge what they’ve navigated
Share the “why” behind this year’s priorities
When your team is aligned, your external messaging becomes more authentic and consistent because everyone’s telling the same story.
Welcome Families with More Than Logistics
Back-to-school communications can often feel transactional: schedules, supply lists, forms. Families are looking for more than information; they’re looking for reassurance, relationships, and belonging.
This is your chance to say:
"You are part of this community. We’re glad you’re here."
Strong family-facing messages in the first 30 days should:
Use clear, inclusive language (no jargon!)
Be translated into the languages your families speak
Reflect your school or organization’s values
Anticipate common questions before they’re asked
Whether it’s a newsletter, social post, or classroom welcome letter, make sure it's warm, clear, and human.
Communicate Your Culture
The first month isn’t just about dates and details. It’s also about reinforcing the culture you want to cultivate all year long. Every message should be intentional about:
The tone you set (optimistic, collaborative, student-centered, etc.)
The stories you tell (highlighting teachers, staff, students, community partners)
The values you emphasize (equity, innovation, belonging, etc.
If you don’t define the culture, others will fill in the gaps. Be proactive. Use your communications to shine a light on the people, values, and moments that reflect who you are.
Plan for Frequency and Follow-Through
Launching the year with a single email or post isn’t enough. Your stakeholders need consistent, predictable touchpoints. Establish a cadence for:
Staff updates
Family newsletters
Social media content
Leadership communications
Our First 30 Days Communications Checklist can help you map out what to say, when to say it, and who needs to hear it. The goal? Reduce the scramble. Increase confidence. Build trust from day one.
Make the Message Bigger Than the Moment
You’re not just sending updates, you’re telling a story. A story about who you are, what you value, and what’s possible this year.
Remember: the first 30 days are about intention, not perfection. You don’t have to do it all. You just have to do it on purpose!