pennsylvania association of school business...

2016-2017 Workshop Series

MARKETING YOUR LEA December 6, 2016

Webcast (9:30-11:00 AM) LEAs are increasingly investing more time, effort, and resources in marketing. An integrated approach to communication with all stakeholders and sharing information about your LEA is critical. This webcast will give tips and best practices on how to successfully market your LEA. Learning Objectives:

Identifying how to brand your LEA

How should you communicate

Define best practices in communication

Using an integrated approach to websites and publications

Utilizing technology and social media to share your messages and culture WHO SHOULD ATTEND: Business Managers, Superintendents, Communications Professionals

SPEAKERS: Mark Rill, Coordinator of Marketing and Public Information, Southern York County SD Julie Randall Romig, Director of Communications, Central York SD ANNOUNCEMENTS: All participants must sign-in on the Webcast Attendance Form found at the back of the handout packet

for attendance/credit tracking. The site coordinator is asked to collect and submit information on every participant at your site. For credit to be given, forms must be returned to PASBO by December 13.

Your webcast experience will be only as good as your Internet connection. If you are having technical difficulties, close all other browsers on your desktop and reconnect, or restart your computer. If you are disconnected at any time during the program, please repeat the log-on procedure to reconnect.

You can submit a question at any time using the “Chat” function at the left side of your screen – type your question in the message box and click on “Enter” to send.

Please track your CEU credits for PASBO Professional Registration. (Professional Registration CEUs = 1)

Your evaluation of this program is important to us. The primary contact will receive an evaluation link via email. Please provide feedback to ensure that PASBO programs are meeting your needs.

This program is being recorded to provide access to those not able to participate in the live program and serve as a review tool. Find information in your handout and check out the PASBO Store at http://www.pasbo.org/store_home.asp for other webcast titles.

Thank you for your participation!

Pennsylvania Association of School Business Officials

Mailing Address: Office Location:

P.O. Box 6993 2608 Market Place

Harrisburg, PA 17112-0993 Harrisburg, PA 17110

Telephone 717-540-9551 www.pasbo.org FAX 717-540-1796

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http://www.pasbo.org/store_home.asp

Pennsylvania Association of School Business Officials

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Marketing Your LEA

December 6, 2016 (9:30-11:00 AM)

Listen to audio over your computer speakers

(If you prefer to listen by phone, you may dial-in using the numbers at the top of your screen. Phone lines will be available

10 minutes prior to the event start.)

Presenters:

• Mark Rill, Southern York County

School District

• Julie Randall Romig, Central York

School District

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Why Should You Market?

1. Brand Yourself As The Best Choice for Your Community’s Children

2. Build Culture & Climate Internally

3. Create Sense of Community Ownership of Public Education

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Brand Yourself

A Brand …”is the set of expectations, memories, stories and relationships that, taken together, account for a consumer’s decision to choose one product or service over another.”

--Seth Godin

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Brand Yourself

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Brand Yourself

“The simple first rule of branding anything (even yourself): Keep your promises.”

--Seth Godin

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Brand Yourself

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Brand Yourself

• Brand Yourself

– Conduct a SWOT Analysis

– Identify What Makes You Unique & The Best Choice for K-12 Education Needs

– What Will You Promise?

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Brand Yourself

• Creating a Brand Identity

– Consistent Use of Logo on ALL Publications/Electronic Media

– Standards for Colors Used in District/School Communications

– Creation of Talking Points to Support Brand

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Brand Yourself

Sample Branding Efforts

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Brand Yourself


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Brand Yourself


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2. Build Culture/Climate Internally

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Build Culture/Climate Internally

“Regardless of where an employee works, the commitment to deliver the brand involves internalizing the promise the brand makes, developing the skills necessary to deliver the promise, and displaying the behavior necessary when implementing those skills. At every touch point.”

--Libby Sartain, “Brand from the Inside”

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• Create Brand Ambassadors– Your frontline staff have the most

contact/interaction with your “customers”

– Faculty/Staff, Coaches, Volunteers, Students Must Believe in the Brand

– Internal Communications is Key to Marketing Communications Success

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• Internal Communications

– School-wide meetings on District Initiatives

– Superintendent/Central Office Visits on Key Topics Like Budget, Comprehensive Plan

– Annual Surveys

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3. Create Sense of CommunityOwnership of Public Education

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Community Ownership

Your Audience Includes:

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– Senior Citizens

– Community Members

– Business Leaders

– Alumni

– Parents

– Students

– Staff

– Prospective Families

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Community Ownership

• Inform Community

– Printed & mailed publications target senior citizens and general community

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Community Ownership

• Engage Community– Alumni Association

– Educational Foundation

– Community Leaders Dinner

– Board Meeting Presentations

– Back-to-School Events

– Business Roundtables

– Advisory Councils

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Community Ownership

• Encourage Community Support

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Community Ownership

• Engage Parents/Guardians in Communications– Email Communications

– Automated Phone Messages

– Social Media

– Website

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Community Ownership

• Email: MailChimp– User friendly

– Email based

– Automation

– Formatted and designed for mobile devices

– Enhances collaboration within and among schools

– Allows for shared responsibility/Distributive model

– Subscription option for families and communities

– Advanced analytics

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Community Ownership

• Automated Phone Messaging– Many services available today with low

per/student cost

– Use to communicate during emergencies or weather situations

– Offer opt-in for “courtesy” or “marketing” calls

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Community Ownership

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2. Build Culture & Climate Internally

3. Create Sense of Community Ownership of Public Education

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“The experience is the connection the brand makes with consumers. It should be unique and consistent each time.”

--Jim Joseph, “The Experience Effect”

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• Create A Marketing/Communications Plan– Use SWOT Results to Create a Marketing &

Communications Plan for Your District

– Make Sure Your Plan Includes Targeted Strategies for Promoting Your Brand to Stakeholders

– Add Metrics for Analyzing Results of Your Efforts

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Creating A Plan

• SYCSD Goals

– Increase timeliness of public information

– Increase frequency of communication

– Increase readership via click tracking

– Expand communication to all stakeholders

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Creating A Plan

• SYCSD Objectives– Incorporate student work, PTO/school

information, and press releases into all forms of public information

– Migrate Staff Newsletter, School Newsletters, and Southern Way to a monthly MailChimp

– Migrate Alumni Pride Newsletter to WordPress– Brand student work with a specialized logo to

identify that it is student written or created– Combine Southern Way traditional newsletter

with Adult Education mailing in Fall and Spring to reach senior citizens

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Creating A Plan

• SYCSD Delivery Methods– Senior Citizens – Mail, WarriorTV CH99, Newspaper,

and Website– Community Members – Website, Mail, WarriorTV

CH99, Twitter, YouTube, Newspaper, and Email (MailChimp)

– Alumni - Email (MailChimp), Facebook– Parents – Email (MailChimp), Twitter, YouTube, and

Website– Students – Email (MailChimp), Twitter, YouTube, and

Website– Staff - Email (MailChimp), Twitter, YouTube, and

Website

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Creating A Plan

• Resources – National School Public Relations Association

(NSPRA)www.nspra.org

– Pennsylvania School Public Relations Association (PennSPRA)www.pennspra.org

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Questions

For More Information

• Mark Rill, Southern York County School District, [email protected]

• Julie Randall Romig, Central York School District, [email protected]

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mailto:[email protected]

mailto:[email protected]

• Send text questions using the “Chat” function at the left side of your screen.

• Type message in box and click “Enter” to send.

Time for Questions

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Thank you for your participation!

REMINDER: Webcast sites are asked to have every participant sign-in on the Attendance Form and return to the PASBO Office for attendance and credit purposes.

Forms must be received by DECEMBER 13.

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Join us at these upcoming programs:

• Professional Standards: Training Your Food Service Staff Is the Law! – December 7, 2016, Webcast

• Managing a Transportation Contract – December 9, 2016, Webcast

• Fair Labor Standards Act: Things You Need to Know –December 13, 2016, Harrisburg (half day AM)

• Elements of Managing Technology in Schools –December 16, 2016, Harrisburg

• Applications in Data Management – January 10-February 10, Online course

***Keep an eye on the PASBO website for January webcasts

For info, visit www.pasbo.org/workshops39

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http://www.pasbo.org/workshops

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