The audiences we communicate our core values and key messages to represent a diverse array of stakeholders including students, teachers, families, alumni, and neighbors who all share one commonality: the desire to see our students and schools succeed. How we communicate to and understand each unique audience has an impact on how our message is received and the partnerships we can build.


Our Students

From first-day tears, to high school graduation, our students grow up while with us and having caring adults in their lives who foster a growth mindset can make all the difference.

  • Our students care about their education. They want to succeed in school and life and they want to have a say in achieving all of this by working with the adults closest to them.
  • When our students experience achievement, they’re more motivated. When our students prove to themselves that they can succeed in school, they believe more in themselves, what they can do, and what they can become.
  • Many of our students are dealing with trauma. Their adverse childhood experiences and reactions to sustained traumatic stress, while normal responses to poverty and other non-normal conditions, can make learning difficult.
  • There are things our students and we can do about it. Positive, confidence-building experiences at school can help them manage this kind of stress.


Our Families

Our families want what’s best for their children. They are their children’s biggest advocate.

  • Our parents want to help their children learn. Even as some may worry about their own abilities, most want to know how they can further support their children’s studies and interests.
  • When families see we know and truly care for their children, we gain their trust. They love hearing good news about their children. These proud moments become powerful motivators for the entire family.
  • Many families face challenges tied to poverty, yet want to become more involved. Most are busy, but they’ll respond to requests if they feel welcomed and see value in their support. It helps to understand families’ different cultural orientations to schooling, and the unique contributions they make.
  • There are good reasons for families to be skeptical of public education. Many of our communities have dealt with oppression and educational inequities. Today, much work remains to right things and rebuild trust.


Schools, Principals, Teachers, and Staff

Every unique school community is led by principals, teachers, and school staff who are deeply committed to the educational success of each and every student under their charge.

  • Each school is unique. While sharing the same district-wide mission, each Philadelphia public school tailors its approach based on community-specific assets and resources, as well as its challenges and opportunities.
  • Principals know they must lead by example. They promote changes that support student achievement and a growth-mindset school culture: more empowered teachers, surprising collaborations, and classroom innovations.
  • Our educators encourage and are encouraged by student achievement. They are our student’s super fans, always on the lookout for ways to show how proud they are.
  • Our principals, teachers, and school staff do a lot with a little. They show what’s possible by trying, testing out new ideas, and working with others. While inventive with what they’ve got, they welcome more resources and support they don’t need to secure themselves.


Neighbors and Community Partners

Our neighbors and community partners are deeply invested in the success of our students and schools even if they do not interact with us on a daily basis. While they may challenge us at times, it is driven by a desire to see our schools and surrounding communities succeed.

  • Philadelphia’s residents and taxpayers, whether or not they’re alumni or family of current students.
  • Neighbors who live within close proximity to a Philadelphia public school. People who believe their school’s progress is integral to the health of their community.
  • Alumni represent a majority of our current families. As such, they are receptive to outreach efforts and care about their school’s success.
  • Partners in education that support the academic achievements of our students through programming and services.
  • Supporters who contribute through funding, in-kind contributions, volunteering, or a mix of these.
  • Media and journalists who regularly cover the School District.