Lauren Campbell is the Publications Manager at Cretin-Derham Hall, a Catholic high school in St. Paul, Minnesota. She manages digital communications, the biannual alumni magazine, and the Student Apprentice program. (which is what we’re going to be talking about today.) She previously worked in communications for a local nonprofit and a community bank. Lauren is focused on using the power of communications and storytelling to build and enhance community. She holds a Bachelor's of Business Administration and a B.A. in International Relations, both from Gonzaga University in Spokane, Washington.

Two years ago, Lauren started a student apprenticeship program for communications that has proved to be valuable to both the students and the school.

Lauren Quoted

“Kids aren’t learning [in school] how to write marketing-type stories. How do you interview someone, quote someone, shape an article?”

“The goals were getting student voices in our communications, giving these kids a first line on their resume, and giving the community more personality in marketing communications.”

“Your purpose here is to share positive news about CDH. Your audience is our alumni and potential parents. We want to share this positive news so that we can boost enrollment, boost donations, and positive sentiment to the school.”

“Their first assignment is to write a profile of someone in our community.”

“Another assignment is to write something on a quick turnaround.”

“They are really great for having extra eyes and ears in the school… We’re a communications team of two. We can’t be everywhere all the time.”

“They don’t write about things they’re involved in. These aren’t reflection pieces.”

What You’ll Learn

How the program got started.
How the program works.
The benefit for the students and the school.
What is Lauren’s favorite nugget.
If everything gets published.
How the program has been received.
How the apprentices write with the school’s brand in mind.
What is the review process.
How Instagram takeovers work.
How to develop a structure for this program.

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Rob Norman

Best Boy, InspirED School Marketers

Rob has 25 years of independent school marketing experience as principal of Turnaround Marketing Communications, a branding and marketing firm specializing in independent schools. Rob shares his experience on InspirED School Marketers by blogging, editing the Daily Jolt, and by podcasting with fascinating independent school movers and shakers. As InspirED's Best Boy — a term borrowed from theater, Rob's longtime passion — Rob loves to be out and about, meeting with school marketers, learning their needs, and helping them overcome challenges. Be sure to ask Rob about his golf game.

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