By: Chrystal Wilson, APR, assistant superintendent of communications for Detroit Public Schools

For nearly a decade, Detroit Public Schools Community District (DPSCD) has built a recognizable brand rooted in student success, academic progress and district transformation. But district leaders recognized that even the strongest brands require reinvestment and reintroduction ,especially to the audiences who matter most: students and families.

As educational choice expanded across Detroit, DPSCD saw the need to become even more intentional about telling our story and elevating authentic student experiences. District leadership wanted a fresh, student-centered approach that reflected the realities of today’s media landscape while strengthening enrollment, engagement and community perception.

To support that vision, DPSCD hired Deputy Executive Director of Marketing Jessica Byrd, an alumna of the district, earlier this school year to lead a districtwide brand refresh. The work included updated visuals, messaging and a new district affirmation and tagline: “We Will Because We Can.”

The tagline became more than a slogan. It evolved into a call to action centered on possibility, opportunity and student voice.

At the same time, district survey feedback from families, community stakeholders and partners consistently revealed a common theme: People wanted to hear directly from students.

That feedback sparked the creation of DPSCD’s Student Influencer Program. The goal is to have two dozen student influencers.

“We realized the most powerful storytellers in our district were the students themselves,” said Sharlonda Buckman, chief external engagement officer for DPSCD. “Who better to tell the story of our schools than the young people experiencing that success every day?”

The district’s marketing and communications teams developed the program to give students an authentic platform to highlight school culture, academics, extracurricular activities and events through their own lens. Each DPSCD high school is represented by a student influencer, who creates social media content tied to district campaigns, editorial calendars and school-based storytelling opportunities.

Students cover events such as Decision Day, arts showcase, spirit and appreciation weeks and “day in the life” features that help prospective students and families better understand the high school experience.

The content is shared across student platforms, while the district amplifies selected posts through its own social media channels.

Buckman said the strategy intentionally blends authenticity with guidance.

“We provide guardrails, coaching and support while still respecting students’ authentic voices and creative ownership,” she said. 

Students participate in monthly trainings focused on content creation, interviewing techniques, digital storytelling, communication skills and social media etiquette (watch a behind-the-scenes look at a student influencer interviewing a sponsor representative of its 57th Annual 'An Evening of Fine Arts,' followed by the final produced video). The district also works with students on understanding professional expectations, audience engagement and the long-term impact of digital footprints.

The training component became one of the most important aspects of the initiative.

“We’re not just marketing schools,” Buckman said. “We’re investing in student voice, employability and digital citizenship.”

Students are encouraged to develop their own creative approach while remaining aligned with district messaging standards. If content falls outside district guidelines, communications staff work alongside students to explain the reasoning and help refine the approach rather than simply rejecting the work outright.

The district has already seen encouraging early results.

Student-created content has generated strong engagement online, while students themselves are gaining confidence, professional exposure and real-world media experience. Community organizations and local media outlets have also taken notice, inviting student influencers to participate in interviews, community events and content collaborations.

The program has also created stronger peer-to-peer engagement.

“Students influence students differently than adults do,” Buckman said. “There’s an authenticity and relatability that cannot be manufactured.”

For DPSCD, the initiative fits into a broader communications strategy focused on student-centered storytelling, narrative shaping and community trust-building. District leaders believe authentic student voices can help counter outdated perceptions about public education while highlighting the breadth of opportunities available within urban school districts.

As the program continues to evolve, district leaders say one lesson already stands out: They wish they had started sooner.

The district plans to continue expanding training opportunities, refining support systems, and creating additional safeguards to ensure students are protected while developing their skills and public platforms.

Most importantly, DPSCD leaders say the work reinforces a larger commitment to ensuring students are not simply featured in district storytelling efforts but fully included in shaping them.

“We’re not just talking about students,” Buckman said. “We’re including them.”