David G. TitleSuperintendent, Bloomfield Public Schools

November 2008

Why?Competition for students and staff[SDE website for private schools]Technological changeChange in familiesTraditional ways of communicating are

drying up or never worked in the first placeIf you want to get your message out, you are

going to have to pay for it

Different Targets, Different ApproachesAsk: what groups did I need to communicate

with, and what approach will work best?Act: identify a medium most likely to appeal

to each groupNew ways of communicating are part of an

overall communications planDisclaimer: I am not a marketing guru

“Marketing Targets”A. ParentsB. Senior CitizensC. Empty nester residents/non-seniorsD. Potential Customers (inside and outside

the town) and EmployeesE. Local politiciansF. Internal staff

Can you think of other “targets” in your district?

District Marketing “Plan”Element Primary Target Group

1.Web Site (which itself needs to be marketed)

2.Blog3.TV advertisements4.Radio sponsorship5.Public Access TV

All

A,D,FB,C,DB,C,DA,B,C

Element Primary Target Group

6.Billboard7.Sponsorship of Events

(Hartford Symphony, Summer Music)

8.WDRC Appearances/Brad Davis Program/Christmas message

9. Stories in Journal, Courant

10. Print advertising

B,C,D

D

B

AllD

Element Primary Target Group

11. Public events (e.g., Arts Festival, Identity Project)

12.Public sessions at Democratic & Republican Town Committees

13.BOE Meetings on TV – presentations of positive events

14.Newsletters – Print (by schools)

15.Senior Citizens events (concerts, lunch, flu clinics)

A,B,E,F

E

A,B,C

A

B

Element Primary Target Group

16.Budget document as information source (also on-line)

17.Monthly superintendent’s email to staff (also on Blog)

18.Strategic Plan19.District “gifts” (mugs,

umbrellas, etc.) to employees and others

C,E

FA,D,E,F

D,F

New Way #1: BlogWhat is a Blog and why should I do one?How does it work?What are the options for interactive

communication?Who keeps it up and how much work is it?How much does it cost?www.bloomfieldschools.org/suptblogAlso see Superintendent’s page on district website as a site for more lengthy pieces

New Way #2: Radio “Sponsor”Why?How?Where? (WFCR/WNNZ, WJMJ)How much does it cost?

Sample clip 1Sample clip 2Sample clip 3

New Way #3: TelevisionWhy?How? (Production and Placement)Where?How much does it cost?

Sample commercial 1Sample commercial 2

I-91 Billboards

Other New WaysContinuously updating district web siteEvent sponsorshipSpecial events to connect community

members with schools (Identity Project)Ice cream at Flu ClinicsReception at Bushnell before Music FestivalPrint newspaper advertising with web tie-in

Audience AdditionsWhat ways have you used to communicate to

different groups?