ready. set. go!: targeting your communication materials with the right message and correct medium
DESCRIPTION
This presentation covers private school communications. What's type of communication pieces are available? Who are your targets? How frequently you should communicate with your audiences. What makes good content. Design 101. Print vs. DigitalTRANSCRIPT
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
