Superintendent Branding Sets the Stage for Change and Impact

When Dr. Jason Fine became a superintendent, he knew he needed superintendent branding that matched the community's high expectations. Additionally, a compelling brand could provide him an opportunity to lead with his own voice.

Allerton Hill partnered with Dr. Fine to build an authentic superintendent brand aligned with the proud legacy in his new district Bexley City Schools which has a long-standing reputation for academic excellence.

From Story to Strategy: Building Personal Superintendent Branding

Ahead of his first staff convocation, we worked with Dr. Fine to clarify and elevate his leadership style. His style is approachable, professional, authentic, and mission-driven. 

Dr. Fine delivered a speech inspired by a deeply personal story from his own life as a student. In particular, he shared how a teacher and coach became his champion and shaped his future.

He used that story to establish a district-wide theme: “Be a Champion.” The speech rallied the staff around the idea of becoming that kind of force for students and for one another.

Over the school year, he honored staff who embodied that spirit with a hand-delivered award and “BexCoin” created by the high school’s DesignLab students. This initiative set the stage for his superintendent brand to take root and make a positive impact in the district's culture.

Superintendent Branding in Action: How ‘Be a Champion’ Became a Cultural Touchstone

The initiative took off. Students and staff received Be a Champion awards to highlight their efforts throughout the year. The Initiative resonated. The next year when the district embarked on an updated strategic plan, it was named “Championing Our Future,” built on extensive stakeholder input.

Today, the “Be a Champion” message remains a defining part of Bexley’s identity and Dr. Fine's legacy as a leader. The district’s shared values now reflect that same spirit: Demonstrate Kindness. Embrace Equity. Learn with Curiosity.

Superintendent’s Perspective: Communicating with Authenticity and Purpose

“Working with Allerton Hill Communications has been transformative for me as a leader. Their collaborative expertise in crafting tailored communication strategies has empowered us to connect with our community meaningfully, ensuring that our messages resonate and build trust.”
— Dr. Jason Fine, Superintendent, Bexley City Schools