360° Brand & Culture by Fidelis Publishing Group, LLC

BRAND & CULTURE ALIGNMENT • DIY BRAND KITS • KINDNESS CAMPAIGN • STYLE GUIDE ABRIDGED PREVIEW ISSUE •August 2018

Do you KYP?

Building trust in everything you do

360BrandandCulture.com

Behind the Graphics with Ty Gipson

your brand is more than your mascot

Do Your Athletes Believe? Waterboy Graphics’ Chase Gipson

School Branding 101 Creating Culture on a Budget

In partnership with

waterboy graphics

360Â° Brand & Culture

COLUMNS

FEATURES

5 Culture Branding

by Chase Gipson, MBA

Introduction to 360° Brand & Culture

8 Media Kit

Letter from the editor

Advertising Rates and Specifications

6 Foundation Coaching

10 The Kindness Campaign

Building Excellence in every corner of your life

Interview with Dr. Belinda Neal

12 Waterboy Graphics

Ty Gipson goes beyond the graphics to the impact of brands

Branding 101 Creating the culture from the ground up

In partnership with

Cover Images courtesy of Waterboy Graphics and Lucas Allmann.

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For permission contact Publisher@360BrandandCulture.com. POSTMASTER: Send address changes to 360 Brand & Culture Subscriptions PO Box 213, Jarrell TX 76537

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staff

from the

editor by Ann Marie Ludlow

Publisher

Cathy Payne publisher@360brandandculture.com

Managing Editor

Ann Marie Ludlow aludlow@360brandandculture.com

Senior Marketing Director

Ben Daniel wbendaniel@360brandandculture.com

Administration / Accounting Debbie Tolliver dtolliver@360brandandculture.com

Circulation

Tom Higgs circulation@360brandandculture.com

Industry Consultant

Ty Gipson Ty@WaterboyGraphics.com Our Mission To promote the art, discipline, process, and benefits of good branding in education organizations. To help stakeholders create a course toward or continue to expand a positive reflection of their community culture. Our Standard Quality is never an accident; it is always the result of high intention, sincere effort, intelligent direction and skillful execution; it represents the wise choice of many alternatives. -William Foster

360 Brand & Culture welcomes individuals, groups, or organizations with information, opinions or ideas that enhance the mission of this publication. Please submit contributions to info@360brandandculture.com.

Succeeding—in school, sports,

business, or life—requires some basic activities, good timing, and a conscious awareness of your values and what’s important. At the same time, success means different things to different people. For some it might be financial and material growth or, perhaps, a public stage for accomplishments and achievements. For others it’s the satisfaction from serving people or building a community that reflects positivity, pride, and safety. 360° Brand & Culture is about the latter. We will share with you the art, discipline, and process of managing what people think and feel about you. And also what they expect from you. Your brand is the sum of all you do, how you behave, how you keep your commitments, how you look, and what you think of yourself. How you communicate that brand is just as critical.

Organizations worldwide expend enormous resources to position and build their brand. They know that a sound brand adds value to their existence, stimulates loyalty, and attracts talented and motivated people. What I am inspired to do is bring leaders and success stories together to help you create a team environment on and off the field; give everyone in your community a foundation for affirmation. We’ll also show you how to do it on a budget if that’s what you need. We are all a Product. We sell, pitch, persuade, and advocate for things that are a part of a greater plan that will, I hope, fulfill a dream or take us across a finish line. The writers and contributors of 360° Brand & Culture will help you create and maintain the perception of leadership and positivity that will not only affect how people feel about your team, but what your people think of themselves as well.

It’s not your logo, or your website; it’s what is behind the decal that matters.

Ann Marie Ludlow has been senior writer and production manager at Fidelis Publishing Group since 2013. Prior to becoming a correspondent, she was a marketing professional and provided branding expertise for private, corporate and government entities for more than 25 years. She also worked side-by-side with a nationally renowned branding professional building a social media startup and consulting with global clientele. The marriage of her journalism and branding expertise, 11 years of high school coaching, and 15-year association as a member, marketing coordinator and consultant for an NFL cheerleading franchise make her an invaluable resource and our choice for “team captain” of 360° Brand & Culture. 360° Brand & Culture

COACHING CULTURE

CULTURE BRANDING do your athletes

BELIEVE? by Chase Gipson, MBA

very coach I visit wants to build a winning team, a winning program. I can see it in their eyes. They thrive on success and demanding victories. This drive to build a winning team reminds me of a chapter entitled “Believe” in Extreme Ownership, a book written by two Navy Seal Commanders who were also incredible leaders. Throughout each chapter the authors discuss the methodology Special Forces use to maintain their edge and sustain victory. Getting a glimpse inside the life of a Navy Seal reveals an unimaginable work ethic and heroic feats, but what really struck me is their team mentality. Each team member’s personal ego had been long lost in their training to be a part of the bigger picture. Same team. Same mission. The Special Forces take considerable steps to ensure individual identities are made secondary to the success of the team. When the team wins—and only when the team wins—does the individual succeed. When I walk into a weight room, locker room, or field house I often find white walls and white halls. No identity. No common ground for the students to build on, no values PREVIEW EDITION

to reinforce, and no motivation to be found. These programs haven’t taken advantage of branding psychology to unite, amplify, and intensify the team. For example, when a player walks down the hall to the weight room and sees legacy portraits of successful alumni, it builds confidence. It begins to put them in a winning mindset. As they make it to the end of the hall, they enter a door with a team holding up a state championship trophy and a key phrase like “Champions are built here.” This tells them when they walk through this door playtime is over; it’s time to work. Enabling a team to perform at the highest level and dominate is as much psychological as it is physical. One of the most common tools successful coaches use can be seen in the team’s weight room. The team mentality is reinforced with mottos and phrases that help players believe in the cause, their team, and each other. Realistic graphics and quotes motivate players to push themselves and feel part of something larger than themselves. It gives them an identity and something to be proud of. The locker room is wrapped, and lockers have graphics, this

is home. They belong there. This empowers the players by building trust in their teammates and confidence in themselves. Although we are just scratching the surface of understanding the impact culture branding has on a team, I cannot emphasize enough how valuable it is as a resource for coaches to shape the culture of

their program. It does not surprise me that the teams and facilities we work with consistently build on success. We take pride in helping coaches build an identity and steer their teams’ culture toward a mindset of success. As the Seals like to say, “Individuals play the game, but teams beat the odds.”

COACHING CULTURE

FOUNDATION COACHING do you

KYP?

by Tod Creneti

Ifieldf youat Saint were to wander onto the practice Stephen’s where I coach high

receivers and when he threw to a slower receiver, he forgot to allow for the difference in speed and wildly missed his target. On a high school playing field, KYP serves as a reminder to be aware of who you are interacting with in a given moment.

school football, there are any number of phrases you might hear that, without some context, make absolutely no sense. Coaches are often chided for being heavy on clichés and occasionally rough in our delivery. Off the Field In reality, good coaches find ways to In business, school, and in life, KYP communicate complex concepts, often in may hold even greater power. Many of us the simplest terms possible. Throw in the are creatures of habit. We like to get up, fact that those listening most likely receive drink our coffee, exercise, read something information in a unique manner, and you and even interact with others on a very have a high-level challenge being met by regular schedule. Our schedules become coaches on a daily basis. important to us and we feel best when we Two years ago, a coach joined our staff are on pace to keep that schedule throughand made an immediate impact. As this out the day. What can often be missed coach watched a play unfold, he realized our quarterback threw is, other people have a ball to a receiver schedules too, and theirs without understanding may not always mesh with Armed with a who the receiver was, ours. But, our schedules sense of how and the throw was too are just one of the ways others function, far for the receiver to our preferences inform we can choose catch. Quickly, almost how we work, live, and as a reflex, he called to communicate even play. out to our quarterback, If we believe that KYP with them in a way “KYP!” I chuckled, is an important concept at they absorb told him that was a work, at home, or in any information best. great reminder, but culture we value, we have explained he would to take a hard look at what have to spell out that is being said. term for our quarterback who had no idea Know Your Personnel speaks directly what he meant. to the social-awareness pillar of emoWhile there are a couple potential lestional intelligence. If we KNOW the sons in this example about clear communipeople around us, we can anticipate how cation, I want to focus on how valuable the they will handle success, failure, disapconcept of KYP is. pointment, or even an unexpected turn of If you don’t know what it means, you events. have probably guessed it is an acronym. Armed with a sense of how others KYP stands for Know Your Personnel. In function, we can choose to communicate the case of our quarterback, he had been with them in a way they absorb informathrowing with a group of much faster 6

360° Brand & Culture

COACHING CULTURE

tion best. While this seems perfectly reasonable and like a definite best practice, the challenge is clear. When those around us are under duress, we quite likely are too. In those moments of high stress, we prefer what feels best for us and think less about what would help those around us manage. Not unlike our preference for our own daily schedule, we prefer our “go to” emotional routine as well. The result? We treat those around us as if they should just get in line with our feelings and function how we wish they would. Whether we are talking about a parent, or a co-worker to whom we report, when we feel known, we feel more at ease and find it easier to trust their thought process and ultimately, their decisions.

It Takes Practice Knowing people around us takes work. It requires that we invest in the development of relationships and it then asks that we think about how the other person will respond to whatever we are about to do or say. If we are truly committed to the success and performance of others, this is work well worth doing. People who feel known, appreciated for who they are and what they bring to the table, function at a higher level and experience less stress. If our goal is success on a playing field, being an effective parent, or

leading a company to heights unseen, KYP is a tool worth using. A focus on truly knowing others tells them they matter, it demonstrates that their skill sets are valued, and reinforces that we want to do all we can to see them perform at the highest possible level. The other great benefit is this: When we model the importance of knowing others, they are more likely to seek to know us. That means those around us will work harder to make sure we have what we need to excel and will be more likely to communicate in way that makes sense to us. If knowing others takes work, then being known requires equal amounts of trust. Yet, while allowing ourselves to be known feels risky, the resulting trust becomes the foundation of our relationships. To know and be known, is to trust and to grow. In the end, we are building teams every time we find ourselves working together, whether at our jobs, or elsewhere. Let us examine how well we know those we find ourselves alongside every day and see how well we are known. Commit to finding ways, on a regular basis, to know those around you better and to make yourself better known. Make an effort to build trust in all that you do and act in a way that draws the trust of others. And, the next time you hear someone say KYP, find confidence in the knowledge that you do.

Tod Creneti has been serving young people and their families as a school administrator, teacher, coach and minister for more than 25 years. Tod is the founder of Foundation Coaching, a practice committed to helping teams, businesses and other organizations perform their very best. In three years training at the Positive Coaching Alliance Tampa Bay, Tod led more than 275 community education workshops for over 40 schools and youth sports organizations. He trained for the Tampa Bay Buccaneers, Tampa Bay Lightning, Tampa Bay Rays, Miami Dolphins and Miami Marlins during that stretch. Tod has spent 26 years as a football coach at the high school and college levels. He led the Saint Stephen’s Episcopal School football program in Bradenton, FL to back-to-back independent state championships. Most recently, he was named the independent football coach of the year for the state of Florida. He has also served as a USA Football Master trainer for the last five years. PREVIEW EDITION

2018-19 EDITORIAL CALENDAR PUBLICATION DATE

Why advertise? Ensure complete coverage by delivering your message when, where, and how coaches and administrators want it. 360° Brand & Culture brings readers the information they need —and your message— in a language they understand.

Who reads 360° The printed magazine is delivered by mail to more than 15,000 superintendents, athletic directors, principals, and coaches in school districts across Texas; additional distribution to select regions nationwide coming soon.

Premier Issue 4Q 2018 February 2019 April 2019 June 2019 August 2019 October 2019 December 2019

CLOSE DATE

November 1, 2018 January 17, 2019 March 21, 2019 May 16, 2019 July 18, 2019 September 19, 2019 November 8, 2019

To reserve ad space or for more information, please call 512-746-4545 or email info@360BrandandCulture.com Education Focused Key information resources from Waterboy Graphics and Fidelis Publishing have combined strength and market knowledge to create the first fully focused and integrated message vehicle for branding in educational communities. 360º targets the challenges and opportunities presented to educators and sports leaders every day to build a positive culture in and around their communities. Such a full-scale, high-level media focus on school pride and affirmative brand messaging hasn’t existed until now.

360° Brand & Culture

AD SIZES 1/3 VERTICAL

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RATES

SPECS

CMYK Color Included / Rates are per issue

• Acceptable ad formats: (PC or Mac) Adobe Illustrator, Photoshop, or InDesign.

6 issues

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4100

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3900

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• Print-ready ads should be submitted as print resolution PDF. All text MUST be converted to outlines or exported from InDesign.

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2300

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2100

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1900

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• Scan all photographs as CMYK files. Convert JPGs to CMYK and save as .eps. • Convert black and white images to Grayscale. • Make all images 300 dpi in the native application at 100 percent. • Convert all Pantone colors and Spot colors to CMYK. Provide all colors in CMYK Process format. • Ads submitted in the native application, be sure to include all fonts (must be TTF), artwork, and linked images. When possible, use a preflight program to package into one folder. • Submit your ad via e-mail, Dropbox, FTP, or CD. • Artwork, copy changes, film conversion, other prep work are billed at net, no agency discounts. Materials are stored by publisher for 1 year from issue date; may be destroyed unless otherwise instructed by the advertiser or agency.

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SCHOOL SAFETY

Dr. BELINDA NEAL talks about the

Creating a kind and confident culture on your campus by Ann Marie Ludlow

You’re a school principal, or an

administrator tasked with boosting confidence and nurturing kindness on your campus. But, mainstream news says each of us is exposed to as many as 5,000 advertising messages every day. How do you create meaningful messages that will imprint in children’s consciousness when their attention is so fractured by screens, social media and the personal detachment that follows? The Texas Elementary Principals and Supervisors Association (TEPSA) has chosen “The Kindness Campaign” to deliver messages of affirmation in affordable—and unavoidable—ways to Texas students and is getting consistent positive feedback about its impact.

It’s About the Culture

might be. We believe The Kindness Campaign is an affordable turnkey solution to delivering our messages in serviceable ways.”

Dr. Belinda Neal, Associate Executive Director of TEPSA says, “When I became a principal, our school had a great deal of pride and it came out in our branding. ‘Pride’ became the theme of our district. We heard from many parents who wanted to help paint the walls and mirrors or brainstorm ways to share positive words and images. Our concern at that time was how it would look or how durable it

Generation Dr. Jeff Daniels, Chair of West Virginia University’s counseling department says schools that were able to stop shootings all worked diligently to cultivate what he calls “a culture of dignity and respect.” He believes building a more compassionate culture in schools does not require a lot of resources. But it does take commitment from faculty and staff to systematically be more invested in informal student engagement.

Unraveling an Answer When tragedy strikes, a good leader, when asked, “What do you need?” will respond, “What can you do?” So, for their part, the designers at Waterboy Graphics are branding experts. As more school shootings appeared in the news, they did what they do; developed The Kindness Campaign, which only requires a little bit of money and staff willing to put up some vinyls. It’s a good start. Waterboy Graphics prepared vibrant and cheerful designs, drew from literature and psychology to finalize quotes, and created a collection of vinyl graphics that are appealing and as profound as they are simple. The $250 package consists of 24 vinyls, in multiple sizes, that can be applied to places where students

Dr. Belinda Neal

360° Brand & Culture

SCHOOL SAFETY

can’t help but see them on a daily basis—above the cafeteria door, near the bathroom mirror, or on the backs of stall doors. Neal says while the messages are aimed at the kids, they are appropriate for any age and environment. “We can’t make a direct correlation for specific academic settings, but the principals, superintendents and coaches who are buying these products are the ones with great programs. It follows that if you are a great leader and believe in what you do, you want a great brand to represent that.” Neal would like to see the campaign expanded from schools to churches and other youth organizations. “This whole thing started in response to the shootings in Florida and Santa Fe. We are getting back to our roots; talking kindness and compassion, and getting rid of the numbness that comes from video games and violence in the news, so children won’t feel the need or the desire to carry a gun.” Sales are brisk, and the response has been overwhelming, thanks to the quality of the Kindness Campaign package and the ease in applying the oversized vinyls. “We introduced it at a TEPSA conference and many of the 2,000 attendees immediately said they want it for their schools. As a generation of leaders, educators are hungry to infuse messages of positivity all over their buildings. We can’t be with students outside of school or at home but we feel that responsibility to teach kindness and

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compassion in our hallways.” Neal says campus leaders have a natural need to give children the confidence they may not be getting at home. “It’s not necessarily tied to poverty or other demographics; it’s about living in an environment without encouragement. If someone tells you something long enough, good or bad, you begin to believe it. We are doing what we can to give them what they need.”

“Courage” Moving Forward Waterboy Graphics has plans to expand the line with new messages and formats to accommodate various programs within each school. “I believe this is the beginning of a wave,” Neal says. “It is gratifying to see our people get so excited about it and hear that they are waiting for budgets to roll over so they can purchase. We even know of some donors offering to supplement the costs so every school that wants one can afford it.” The goal of the campaign is to have an impact at the elementary level; build compassion into kids’ culture while they are at an age that they value inclusion and the needs of every individual. “My students fight over who gets to carry the helmets, or push the wheelchair,” Neal says. “We learn to clique as we get older so, as leaders, we encourage and build on those natural instincts as long as we can.” The Kindness Campaign is about a new mindset. Visit TEPSA.org to start building one in your school.

Via a few degrees of separation, I heard from [Florida shooter] Nikolas Cruz’s kindergarten teacher. She said that, sadly, he was angry and bitter even at the tender age of five. There are lots of kids in schools who are angry and hurt and they don’t know what to do to express their frustration. If they become bullied and outcast in school, that is on us. We need to flip that card and get them connected and engaged. We need to ask, “What happened to your heart and your desire to help a fellow human being?” ~Dr. Belinda Neal

TY TALKS Ty Gipson Waterboy Graphics

y and Crystal Gipson took a leap of faith in 2006. They left the corporate world behind and went into business together operating a print shop. Ty’s days as a marketing intern at the Disney Corporation taught him that design and graphics were his lane. “Crystal is the expert in operations,” he says; “and I knew we had something great that I could believe in and would offer value to people.” After a few years and many conversations with coaches and school officials, he began working on some new ideas and literally throwing things at the wall to see how they would stick. What the Gipsons have today, Waterboy Graphics, is one of the nation’s most creative and inspiring design companies focusing on school branding. Ty explains, “Every year coaches move and change; they go to different schools. Local coaches who liked our products told the ISDs in Houston and Dallas about us, and by 2015 we were ready to go all in and launch Waterboy Graphics for all schools and sports.” The Gipsons’ vision was to take the look of Division I college branding and bring it to the high school level. “That is where we all live and we are still talking about how that changed everything. We are giving people quality items and fresh imagery that fosters unity and creates a new sense of pride.” The goal, he says, is to make kids want to come to school, because no one is just another kid in school.

BEHIND the graphics

“For some kids, school is all they have and it should be the safest place we can make it. We want them to be happy to be a part of it, feel connected to a group in a positive environment, and we have been thrilled with the feedback and the changes in culture.”

Waterboy Graphics Branding Waterboy Graphics creates and installs custom graphics, wall adhesives, and window and fence screens of all kinds that can cover just about any piece of a building or facility with a flat surface. Their expert designers work with a cutting-edge print process that allows them to attach or apply custom artwork that is durable, attractive and resilient. Physically located in the central Texas, Waterboy Graphics is positioned to focus branding with a Texan flair for ISDs across the state while still reaching out to a national audience to grow the message of encouragement and building a positive school culture.

Building on early success, Waterboy Graphics branding has also been picked up by major brands—like Under Armour— which has elevated their visibility and credibility with schools statewide and regionally. “Schools just have to get creative with it;” Gipson says. “People don’t want schools to look too institutional. We know we want safety, but bars and closed windows are not very inspirational or encouraging. There are many ways to maintain security and still give kids things they want. The best way to do that is to change the way they think and how they respect each other. So, we are creating a place to be proud of.” Waterboy Graphics focuses on the whole school; coming from the gymnasiums and ballfields with MVPs, to the front of the house to recognize the top ten academic students. “We are encouraging character and working to show superintendents and principals how important it is to tell all the students they have value.”

360° Brand & Culture

For Example... Gipson worked for two years to get his graphics installed in a large Texas ISD. “The administration thought the kids might ruin the wall art. But, instead, they noticed better attitudes and students actually protecting and defending their brand. It’s not hard to start with just one piece and add pride elements over time.”

Getting Results Waterboy Graphics is working every day to make school a better place to be so students want to be there. Gipson says schools report attendance is going up, businesses and boosters are contributing more, which is something school administrators and coaches need to know. “We are getting a lot of testimony from teachers who say the way they feel about their job is also changing. Now, students are fighting for their school.” Gipson is eager to hear from schools or organizations who want to get started. “It’s better to put up a few graphics at a time rather than safety films. People respond to positive change and we aim to get to the core of it.” Waterboy Graphics makes a personal visit to talk about the possibilities for placement and developing the message. Their artists create powerful, custom designs and they also provide a true rendering of what the finished product will look like. “We will roll in the branding and make it look great. We just need you to tell us which building and what you have in your budget. How much is it worth to make your students feel better about their school, and themselves?” Visit WaterboyGraphics.com to get started on a message for students that is more than just a mascot.

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BRANDING

101 A logo can make you think different. Studies at Duke University show that even the briefest exposure to wellknown brands can cause people to behave in ways that mirror that brand’s traits. For instance, just looking at the Apple logo may cause you to think and produce more creatively. How many youngsters ran just a little faster with a Nike swoosh on their shoe? How then, without the seemingly unlimited budgets of an Apple or a Nike, can we saturate our buildings and grounds with images, logos and messages that inspire kids to make good choices or treat others with respect? Ty Gipson, owner of Waterboy Graphics explains, “You don’t need to spend a fortune to brand your school as a kind and compassionate place. There are so many ways you can touch up a building or its grounds, and it’s the message that matters, not how much you spent on the medium.” School Branding 101 will bring you new ideas, and ways to get the job done, regardless of your bank balance, in every issue.

Changing Culture on a Budget

Wind Screens Most schools, especially elementary level, have a fence on the grounds. Primarily, they establish boundaries and act as safety apparatus; keeping the kids in and strangers out. But, they are also billboards just waiting for your mascot or school motto.

have a fundraiser

take a closer look at your budget

A wind screen is a layer of opaque fabric attached to a fence that separates a playground or playing field from the outside world and provides a measure of safety for children at play. Digital printing makes it easier than ever to emblazon a fighting tiger or a message of affirmation bigger than life on that safety material. If you don’t have funds for “signage”, ask your accounting department how much is in the budget for safety accessories.

360° Brand & Culture

BRANDING

It is common, in the non-profit world, for donors to prefer gifts be spent on primary needs; e.g., if you donate to a food bank, you want every dollar to pay for food, not marketing. But... if you ask parents, boosters or local businesses to help you wrap your school boundaries for safety, and it only costs a little bit more to include a fearsome mascot that unifies and bolsters students to be strong and courageous themselves—and also perhaps looks intimidating to outsiders—it’s a win-win for everyone.

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