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