Turning a Mural into a Message: How Great School Marketing Shows Why It Matters

Not every spray-painted wall tells a story. But this one did.

It wasn’t just about art. It was about how we chose to frame it.

When Hebrew Academy was given the opportunity to paint a mural in partnership with artist Yitzchok Moully and the Jewish Community Foundation of Orange County, we didn’t just see it as a beautiful project.

We saw the story.

Yes, the kids painted. Yes, it was colorful and fun. But beneath the surface, something deeper was happening—a moment of shared purpose, identity, and creativity that deserved to be more than a photo dump on social media.

And that’s where great school marketing comes in.

Artist Yitzchok Moully is guiding one of Hebrew Academy's youngest students during the mural project sponsored by the Jewish Community Foundation of Orange County.

Most schools post what happened. Smart schools post what it meant.

Real connection doesn’t come from the event itself. It comes from how you tell it.

Anyone could’ve posted the mural: “Look what our kids painted today!” But I saw something more. I saw students making their mark on the story we’re building together.

So I didn’t post a highlight. I wrote a narrative. One that said: This isn’t just paint. This is what happens when kids feel trusted. When their voice becomes part of the wall, and the values it stands for.

Featured in the Jewish Long Beach Chronicle. Click the image to read more.

Because that’s what Jewish day school is really about.

This is the heart of what I do.

I take meaningful school moments—big or small—and turn them into messaging that hits home. That says something real to the parent who’s still on the fence, or the one who didn’t even know they were looking.

The right words don’t just describe. They connect.

Your school has powerful moments like this every week. But if you’re not telling the story behind them, you’re just checking a box.

And your families? They won’t feel what makes you different.

But when you stop posting what happened, and start showing why it matters? That’s when everything changes.

Want help making that shift? I create done-for-you reels, captions, and campaign messaging that showcase the heart behind your programs—emotionally and with strategy that works.

When it comes to school marketing, the story is already there.

You just need to tell it well.