Download - Ready. Set. Go!: Targeting your communication materials with the right message and correct medium
Agenda
• Communications• Targets• Frequency• Content• Design• Print vs. Digital
Communications
Communications
“The channel doesn’t matterif the message isn’t clear”
Targets
Target Constituents
• Current Parents• Students• Prospective Families • Alumni• Board Members• Past Parents• Grandparents• Faculty and staff• Benefactors
Frequency
Gorman, Jamie. (2012, July 12).“Time vs. Frequency”http://www.sigmabizlearning.com/emailtimeandfrequency/
Frequency
1. Just because you can doesn’t mean you should.
Gorman, Jamie. (2012, July 12).“Time vs. Frequency”http://www.sigmabizlearning.com/emailtimeandfrequency/
Frequency
2. The eagle that chases two mice often goes hungry!
Gorman, Jamie. (2012, July 12).“Time vs. Frequency”http://www.sigmabizlearning.com/emailtimeandfrequency/
Frequency
3. Use headlines with links to articles.
Gorman, Jamie. (2012, July 12).“Time vs. Frequency”http://www.sigmabizlearning.com/emailtimeandfrequency/
Frequency
4. Frequency trumps quantity of content.
Gorman, Jamie. (2012, July 12).“Time vs. Frequency”http://www.sigmabizlearning.com/emailtimeandfrequency/
Frequency
5. Be part of the solution – always add value
Gorman, Jamie. (2012, July 12).“Time vs. Frequency”http://www.sigmabizlearning.com/emailtimeandfrequency/
Frequency
Content
Communications
Find the best way to be both lofty
AND down to earth.
Content
Content
Content
Design
Design: Picture =1000 words
FAITH
ACADEMICS
ATHLETICS
EXTRACURRICULAR ACTIVITIES
SPIRIT
Fundamental Design Practices for Print
• Design is your introduction to the to audiences that don’t know you
• WHITE SPACE!• Less is (oftentimes) more• All images used serve a
clear purpose• Personality—Does your
school show it?
Basic Design Practices for Web/Digital
• Everything from Design applies!• Usability/Interface• Browser Compatibility• Navigation
Print v Digital
Print v Digital
Print v Digital
PRINT• Better open rate• Tangibility• Credibility• Timeliness• More engaging• Cost
– Production– Printing– Mailing
DIGITAL• Spam• Tangibility• Credibility• Timeliness• More engaging• Cost
– Production– Printing– Mailing
Print v Digital
Print v Digital
What’s next?
• Consider all of your communication touch points
• Spread out all marketing materials and external communications on a table
• Look for marketing disconnects• Determine what needs to be done • Create priorities, timeline• Marketing/Communications plan
