staff orientation
TRANSCRIPT
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MARKETING & COMMUNICATIONS
AN INTRODUCTION TO THE DEPARTMENT OF
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MARKETING & COMMUNICATIONS
AN INTRODUCTION TO THE DEPARTMENT OF
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JOSH WALKER
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BAXTER
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PURPOSE?WHAT IS THE
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OUR MISSION IS TO FUEL THE GROWTH OF THE INDIVIDUAL STUDENT & THE ENTIRE ORGANIZATION BY DEVELOPING A COMPREHENSIVE PUBLIC & DIGITAL PRESENCE.
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WHAT IS THE DEPARTMENT OF MARKETING & COMMUNICATIONS?
AN INTERNAL CREATIVE AGENCY
▸ The department functions as more of a marketing firm rather than an ad-hoc production vendor
▸ Schools, departments, and classes are treated as clients
▸ The in-house creative team is a strategic partner to serve the organization to further strategic goals
▸ The department serves all teams across both campuses
▸ Fosters efficiency and productivity
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WHAT IS THE DIFFERENCE BETWEEN INTERNAL, GRADE LEVEL, & ORGANIZATION-WIDE COMMUNICATIONS?
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NO NEED.INTERNAL
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NO NEED.INTERNAL
DEPT. #1 DEPT. #2
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INTERNAL COMMUNICATIONS SHOULD BE DISTRIBUTED WITH NO NEEDED ACTION FROM THE MARKETING AND PUBLIC RELATIONS DEPARTMENT.
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NO NEED.GRADE LEVEL
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NO NEED.GRADE LEVEL
CLASSROOM PARENTS
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IT IS THE RESPONSIBILITY OF THE TEACHERS TO GET CLASSROOM INFORMATION HOME TO FAMILIES.
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YES.PUBLIC/SCHOOL WIDE
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YES.PUBLIC/SCHOOL WIDE
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ANYTHING TO BE DISTRIBUTED TO THE POPULATION OF THE ENTIRE SCHOOL, THE PUBLIC, OR EXTERNAL ORGANIZATIONS DOES NEED TO BE FACILITATED BY THE MARKETING AND PUBLIC RELATIONS DEPARTMENT.
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SOCIAL MEDIA.
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SOCIAL MEDIA IN THE CLASSROOM
▸ Accounts representing the school must be created through the marketing department
▸ Be aware of no-photo students and respect them
▸ Encourage collaboration, not division
▸ Don't speak negatively of the school or situations
▸ Use social media for growth, not complaining
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THE CUSTOMER.
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WHO IS OUR CUSTOMER?
▸ A prospective student.
▸ A current student.
▸ A prospective parent or guardian.
▸ A current parent or guardian.
▸ Alumni and parents or guardians of alumni.
▸ A community organization we’ve partnered with.
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THE CUSTOMER.
▸ Our job is to make the enrollment process as smooth as possible. They may not know what they need to do.
▸ If you don't know the answer to a question, don't fake it.
▸ Do not speak for anyone above you. It can have negative future consequences.
▸ Negative comments or conversations are an opportunity for dialogue and education. We take advantage of that opportunity and turn it into a positive.
▸ Never speak on behalf of the school, administration, or board.
▸ Never speak to the press, media, or anyone requesting a quote, opinion, or policy information. Direct them to the Superintendent or the Director of Marketing and Public Relations.
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THE PROCESS.
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"AN AUTHOR CAN'T WRITE A BOOK WHEN THEY'RE CONSTANTLY CHANGING MODES."
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CREATIVE.MORNING HOURS [8AM-NOON]
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CREATIVE.MORNING HOURS [8AM-NOON]
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REACTIVE.AFTERNOON HOURS [1PM-5PM]
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REACTIVE.AFTERNOON HOURS [1PM-5PM]
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OLD WORKFLOW AND TIMELINE FOR NEW PROJECTS
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OLD WORKFLOW AND TIMELINE FOR NEW PROJECTS
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NEW WORKFLOW AND TIMELINE FOR NEW PROJECTS
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NEW WORKFLOW AND TIMELINE FOR NEW PROJECTS
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TEXT
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WHAT IS A CREATIVE BRIEF?
▸ Identifies an issue
▸ Identifies who has the issue
▸ What's the solution?
▸ Why should people believe us?
▸ What will we say & how will we say it?
▸ What action do we want the audience to take?
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WE CAN'T DELIVER THE MONA LISA WITH A REQUEST THAT SAYS "A PICTURE OF A SMILING WOMAN."
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WHY NOT SEND AN EMAIL?
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I HATE EMAIL.
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WHY A CREATIVE BRIEF & NOT AN EMAIL?
▸ Gives relevant details to project
▸ Keeps the project focused
▸ Gets everyone on the same page
▸ Easier to track progress
▸ Needed to ensure proper attention
▸ Communication is central
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A LACK OF PREPAREDNESS DOES NOT CONSTITUTE AN EMERGENCY.
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RESOURCES
▸ Staff portal
▸ Canva
▸ Modern Meeting format
▸ Digital assets & brand standards guide
▸ “What’s Up?” weekly emails
▸ Productivity & innovation sessions
▸ Brand standards guide