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Communications amp MediaJanuary 17 2017
Sharing what works from outside experts
and internal success stories
2Source Edelman
Keeping you up to date on
bull Current topics
bull Helpful hints
bull Spotlight on
success stories
bull Reminders
Enrollment Management Newsletter
Subscribe to the monthly
newsletter to stay in the loop
bitlyEM-Newsletter
3Source Edelman
The (OCS Resource) Portal bitlyOCSResourcePortal
bull Kurt Lewis Enrollment Marketing Director Enrollment Marketing Manager Vicariate 1klewisarchchicagoorg
bull Juana Graber Associate Director for Hispanic OutreachEnrollment Marketing Manager Vicariates 4 and 5jgraberarchchicagoorg
bull Felicia Horton Enrollment Marketing Manager Vicariates 3 and 6fhortonarchchicagoorg
bull Noreen Walton-Valle Enrollment Marketing Manager Vicariate 2nwaltonarchchicagoorg
Meet Yourhellip
Enrollment Marketing Team
5Source Edelman
Send us your newsworthy stories
bull Anne Maselli Director amaselliarchchicagoorg
bull Yasmin Quiroz Marketing Assistant
schoolmarketingarchchicagoorg
Meet Yourhellip
Communications and Marketing Team
6Source Edelman
Enrollment Marketing Services
The OCS Enrollment Marketing Team is happy to provide the following
services to your school
Comprehensive Enrollment Management Diagnostic
Development of Enrollment Marketing Management Plan
Ongoing support for your Enrollment ManagementMarketing Team
Consultations or presentations on Enrollment Management topics
Training and support for Parent Ambassadors
Customer Service training and support for your Faculty and Staff
Strategies to improve Retention
7Source Edelman
OUR GOAL
MORE KIDS IN GREAT CATHOLIC SCHOOLS
This is ultimately your jobhellip but where do you start
8Source Edelman
Marketing
Building interest inenrolling in the schools
New Family Sales
Getting newfamilies to enroll
Retention Sales
Getting existingfamilies to re-enroll
Enrollment Management Framework
9Source Edelman
Webinar discussion includes
bull The Power of PR
bull Building a Media Strategy
bull Be the Media
bull Content
bull Editorial Calendars
bull Media Guidelines amp Crisis Communications
bull Additional Public Relations Information
bull Thank You
bull QampA
10
Communications amp Media
The Power of PR
The Power of PR
PR gets others to talk about the Brand
bull Unpaid media placements designed to
influence public opinion (consumers)
bull Shape reporters producersrsquo stories
Third party endorsement adds priceless
credibility
Designed to generate word of mouth (ldquobuzzrdquo)
and enhance brand credibility among a highly
defined influential audience
Priceless engagement opportunities through
social networks
12Source Edelman
PR in the Marketing Communications Mix
Irsquom a great cookTrust me hersquos a
great cook
Irsquom a great cookIrsquom a great cookIrsquom a great cook
I understand yoursquore a great cook
Marketing Public Relations
Advertising Branding
13Source Edelman
Building a Media Strategy
Set Objectives
Do you want to
bull Increase enrollment
bull Retain your current students
bull Build a database to connect to
studentsfamilies donors partners
bull Blunt competitors
bull Build external reputation as innovative
school
bull Drive buzzconversationwater-cooler
bull Impress donors
15Source Edelman
Set Objectives
Who do you want to reach
bull What do you know about the studentsfamilies lifestyle and habits academic sports andor extracurricular activities
bull What kind of media do they consume and for what reasons (eg social media radio television programs etc)
bull Will your success metrics actually reach the target you want
16Source Edelman
Timing is very important
bull Launching a new academic program event student group
fundraisers etc - work backwards from the program launch date and
factor lead times
bull Access to spokespeople (principal teachers student ambassadors
parent ambassadors etc) ndash when are they available and where
bull What are other triggers on timing (marketing campaign sports games
open houses school fundraisers)
17Source Edelman
Putting It All Together
Build your media strategy ndash focus on education reporters
bull Set benchmarks
bull Map out scenarios
Apply appropriate tactics
Be nimble
bull Evaluate during pitch process
bull Be willing to change directionscenarios
18Source Edelman
How to develop a Targeted Pitchbull Real people real stories
bull Local statistics national impact
bull Find a news peg make it timely
bull Observances are weak
bull Tailor pitch to reporterrsquos interests
bull Events ndash hold media previews start early
bull Materials
bull Pitch letteremail cover note
bull News releaseMedia advisoryalert
bull BackgrounderFact Sheet
bull BiosProgram amp Academic Flyer
bull Tuition information
bull Upcoming events
Anne Maselli will work on media pitching with you
19Source Edelman
How to identify the Correct Reporter
The more you know the more you know
bull Watchreadlisten to different outlets
Think beyond the obvious
bull Metro weekend morning shows parenting sports
Freelancers matter
Build relationships
bull Email interesting stories
bull Remind them of past collaborations
20Source Edelman
What does it take to get started
Education Reporter Media Lists ndash OCS Communications Department
can help with this
Use a script
Have the right follow-up materials
bull Be a good headline writer
bull Say right away what you are proposing
Do a little research
Clock is tickinghellipcarve out time to pitch
Send all press releases and media correspondence to the Communications Department for approval
21Source Edelman
Phone pitching
Cold call
bull Pitch voice mail email follow-up note
ldquoDo you have a minute to talkrdquo No
Listen to yourself on voice mail
bull Do you sound conversational
Enthusiastic
bull Leave your name and number twice
Be reachable
22Source Edelman
Pitching Recommendations
Know the dayrsquos news ndashit could affect your pitch
Do your homework know what the education reporter has recently written and reference it if relevant
Be persistent call back
bull Watch lag time between callsemails
Get around voice mail
bull Talk to someone get answers
Itrsquos the outlet not the education reporter
bull Have a plan A B and C
23Source Edelman
Pitching Recommendations
bull Day of an event
bull Get greedy ndash publicity begets publicity
bull Be a YES person Then make it happen
bull Be flexible
bull Get all the interview details
bull Facilitate interviews
bull Reconfirm
bull Ask for organization credit
24Source Edelman
Pitching Recommendations
Leverage placements with other media
Embargo daystimes
bull Make it fair for everyone
Exclusives ndash opening a new tech lab is a
good example
bull Is it worthy
bull Start offering it early
bull Tell them when you need an answer
bull Donrsquot break your promise
bull Negotiate print and broadcast exclusives
25Source Edelman
Pitching Recommendations
Reminders
bull Find a style that works for you
bull Be a media consumer
bull Be a resource develop relationships
bull Stay connected keep pitching a little
bull Pass on your knowledge
26Source Edelman
Newspapers
Pitch the beat reporter then who else
bull Education Beat Reporter
bull Sports Beat Reporter
bull Special Events Reporter
Know the metro desk
bull City editor
bull Suburban bureaus
Columnists
bull First-hand experience
Try not to call after 3 pm
27Source Edelman
Radio
bull Christianreligious
bull Ethnic based radio shows (AA Hispanic)
bull Sports shows that focus on elementary sports (basketball baseball soccer volleyball etc)
bull News staffing is sparse
bull News directors public amp community affairs
bull Remember shows for guests
bull 2-1 3-1 4-1 placements
bull Natural sound
bull Email hostsDJs for chatter
28Source Edelman
Online amp Social Media
Hyper-local TribLocal patchcom
bull Can submit photos releases event listings stories as ldquocitizen reporterrdquo
bull Original vs repurposed content
bull Journalists research story ideas on Twitter the most
bull Chats QampAs
bull Opinion leaders
Multi-media elements pre-packaged content drive interest
29Source Edelman
Overall Takeaways
Think like a journalist and become a great storyteller
bull Humanize academic programs build trends mine data history and real experience
New = News
bull Breakthroughs and innovations earn singular coverage but round-ups can connect to other opportunities
Itrsquos a 360 World Out There
bull Link all assets and opportunities ndash surround-sound breaks through
30Source Edelman
Word-of-mouthhellip
ldquoWord of mouth has been incredibly important to us and ultimately thatrsquos what a brand is ndash the things people say about you when yoursquore not thererdquo
Jeff BezosFounder and CEOAmazoncom
31Source Edelman
Be the Media
Using Social Media to Spread the Word
What You Told Us Your Social Wish List
bull Foster better conversation capture students and families where they are
bull Offer useful content
bull Up the volume (drive traffic)
bull Keep students and parents coming back
bull Adapt school content for local use
33Source Edelman
The Media Climate is Changing
(and Will Continue to Change)
What does that mean for you
bull You canrsquot count on traditional media coverage
bull Your constituents are getting information from a variety of sources so you have more opportunities to reach them
bull Social media outreach should not be an afterthought ndash but integrated into your overall marketing media plan
bull Yoursquoll have a lot of ldquoword-of-mouthrdquo competition so amplifying your message is key
34Source Edelman
The Good News ishellip You are Well on Your Way
With Social Media
bull Great guidelines on how to build a social media presence in your social media timelines
bull Yoursquore already followed online and are represented on Facebook Twitter and Instagram to name a few
bull Your audience is already engaging with you
bull Your social media properties are listed on your local page
35Source Edelman
The Archdiocese of Chicago Catholic Schools is
Now its own Media Machine
Itrsquos up to you to get the word outmdashbut HOW
Leverage your existing resourcesandCreate an editorial content calendar
36Source Edelman
Think of Yourself as Social Media Curatorhellip
Your job is to steer your parents students donors volunteers community partners board members and even staff to information thatrsquos of interest to them and potentially their networks
37Source Edelman
Aim to Have these Influencers Champion your
Education Program
When that happens you will ultimately grow your reach across the social web and build a broader network that wants to hear what you have to say
Now the next question is
What do you need and want to communicate to your audience
What is your content your message
38Source Edelman
CONTENT
Creating and scheduling content for publicity and advertising
=
Editorial Content Calendar
bull Content Marketing strategically communicates the story of your school to your target
audiences via several media platforms in a consistent and timely manner all
designed to increase engagement awareness new students retention partners
and donors
bull Several media platforms include social media website email blasts newsletters
church bulletins advertising opportunities photos releases videos photos special
events etc
bull Now that you know your content how can you organize it The answer is with a
content marketing editorial calendar
40
What is content marketing
bull Are you interested in consistent strategic and timely content for your traditional and digital media needs
bull Do you need to organize your content message strategy
bull Do you need to save time with planning and executing your content strategy
bull Do you need to get more traffic to your website and social media platforms
41
Why consider an editorial calendar
bull A content editorial calendar helps you organize your messaging to your
external and internal audiences
bull You can plan your content on an annual basis As a result your messaging
will be strategic and timely
bull A content marketing editorial calendar will give you a chance to have quality
engagement with your target audience while providing them important
information about your school
bull It can help increase your traffic to your digital platforms which can turn in to
leads for new students and also help you retain your current students
bull Everyone likes to stay informed and provided with timely information
bull It can also help keep your parents organized The more information they
have the better coordinated and engaged they are with your school
42
What is a content editorial calendar
See below for a sample 30-day editorial calendar for Catholic Schools Week
bull Tuesday January 9 2017 Catholic Schools Week Announcement
bull Tuesday January 17 2017 Open House Invitation
bull Thursday January 19 2017 CSW Schedule of events
bull Monday January 23 2017 Registration Incentives Information
bull Thursday January 26 2017 CSW reminder invitation
bull Sunday January 29 2017 Happy CSW Week publish week of activities
again with hours of each event
Please note that this content can be used across all marketing
digital channels ie website social media platforms text
messages marquee e-mail blasts (newsletters)
43
Content Editorial Calendar example - 1
January 2017 30 day - Content Marketing Editorial Calendar
Sunday Monday Tuesday Wednesday Thursday Friday Saturday
1 2 3 4 5 6 7
8 9CSW Announcement
10 11 12 13 14
15 16 17Open House Invitation
18 19 CSW Schedule of Events
20 21
22 23Registration IncentivesInformation
24 25 26CSW Reminder Invitation
27 28
29CSW Week ActivityInformation
30 31
44
Content Editorial Calendar example - 2
Tuesday January 9 2017 Copy Link
Website Post CSW Announcement on home page
Facebook Itrsquos that time of year again to celebrate National Catholic Education during Catholic Schools Week This years theme is ldquoCatholic Schools Communities of Faith Knowledge and Servicerdquo CSW17 is the week of January 29 - February 4 We hope you plan on celebrating with us
httpwwwfenwickfriarscom
Twitter Celebrate CSW17 fenwickfriars Visit httpwwwfenwickfriarscom4 more info
httpwwwfenwickfriarscom
Thursday January 21 2017 Copy Link
Website Post Open House Calendar on home page
Facebook We look forward to seeing you during Catholic Schools Week We have several activities we think you will enjoy Be sure to check the schedule below for the times and dates CSW17
httpsbpsstbenedictcom
Twitter Celebrate CSW17 stbenprep httpsbpsstbenedictcom
45
Weekly detailed marketing content calendar ndash
example 3
Additional marketing tools to add for your messaging needs would include mobile texting email blasts andor additional social media platforms such as Instagram and YouTube
Five Steps to Success
Step One Identify Who can Help Spread the
Word
bull Do your staff board members and volunteers have their own Facebook pages Twitter and Instagram accounts
bull What about your donors and partners What social media outlets do they use Would they be willing to publicize your message via their social media properties
bull What aspects of what yoursquore planning speak to the education
industrycommunity at large
47Source Edelman
Step Two Mobilize Your Volunteers and Partners
bull Discuss social media etiquette at training and suggest posting information of personal accounts
bull Call your partners and third party endorsers communication directors and ask if theyrsquoll post content on their social media properties
bull Think of your staff and volunteers
(parent ambassadors) as on-site
ldquobeat reportersrdquo
48Source Edelman
How to Put Your Parent Ambassadors to Workhellip
bull Establish a hashtag for the academic program event or campaign in advance and include it on all promotional materials along with information about where to find your social media presence
bull Make sure all staff parents and partners are aware of the tags yoursquove established
bull Hold a social media training session during parent ambassador trainingorientation to show people how to post via their mobile device and encourage parents to take and post pictures videos and tweets the day of the event
49Source Edelman
Examples of the Plan in Action
50
Examples of the Plan in Action
51
Step Three Curate your Social Media content
bull Track the hashtag and post on public sites
bull Repost the best posts and pictures on your own social networks
bull Post on your website as well
bull Keep a list of the people who are posting
bull Interact
bull Pat your partners on the back
52Source Edelman
Step Four Funnel your Best Results Up
bull Send your best posts tweets and videos collections to the Office of Catholic Schools Communications Department social media team to rebroadcast on their social media properties
bull Arrange for re-tweets in real-time if possible among all partners
bull Chart results
53Source Edelman
Step Five After-action Review
bull Collect the best information posted online for a follow-up post on your social networks
bull Follow-up with your most active participants and thank them ndashthey are the most likely to champion future events
bull Evaluate your social media coverage ndash was there an uptick in your following How much buzz was generated What questions did people have What would you do differently next time
54Source Edelman
Media GuidelinesCrisis Communications
Responding to Media Queries
bull The general public is always interested in education related news Some local news outlets have an education reporter who covers schools and education issues on a regular basis
bull Reporters deliver your message along with their own to their audience be it on television over the radio print publications or online
bull The Archdiocese of Chicago has an extraordinary story to tell
bull At times it might seem like the media focuses on negative issues and sometimes you may be contacted about a less positive event but it is critical to remember the excellent work that you do every day
56
Media Guidelines
The following are requirements and guidelines for responding to media queries
and presence
bull Any school contacted by the media for any reason MUST contact their
Regional Director andor the Director of Communications before responding
to the query Your pastor must be notified as well
bull Reporters can always be directed by you or your secretary to call the media
relations line at 3125348227 or the Director of Communications at
3125345334
bull Remember that you are under no obligation to speak to the media please
instead refer them to the communications officemedia relations line
57
Media Guidelines
bull A member of the media cannot be admitted into a school or on school
property including playgrounds parking lots fields etc without the
consent of the principal With permission a member of the media may
enter the premises but must be accompanied at all times
bull Before a meeting where sensitive information is shared politely
announce that it is a private meeting If members of the media are
present please ask them to leave
58
Media Guidelines
THE MEDIA ARE DOING THEIR JOB
Reporters have a job to do They are doing their best to get their story into print or online news outlets or airtime on their TV or radio stations Plus they are doing it on a deadline
ALWAYS MAINTAIN A PROFESSIONAL RELATIONSHIP WITH REPORTERS
You may have existing relationships with members of the media but remember the media have a job to do Never depend on a prior relationship to get a story covered or to hold a story back
59
Media Guidelines
YOU ARE THE SCHOOL SPOKESPERSON YOU ARE NOT
SPEAKING FOR YOURSELF
Be wary of any question that starts with ldquoWhat is your opinionrdquo or ldquoWhat
do you think abouthelliprdquo or ldquoWhat does someone other than yourself thinkrdquo
It is tempting to offer your opinion but it is critical to stick to the facts
Additional resources can be found at the following links
When a tragedy occurs
httpocsarchchicagoorgPortals23einfoParents20and20Teachers
20Can20Help20-Tragedypdf
In the event of a crisis it is imperative to contact the Office of Catholic
Schools and the Department of Communications
60
Media Guidelines
Additional PR Information
PR Is Evolving
PR is evolvinghellip
The Latest PR Tools
bull Social media sites (eg Facebook Twitter Instagram)
bull Mobile
bull Influencerblogger outreach
bull Blogs
62Source Edelman
What visuals are unique to you
What does local volunteerism look like
Visual collateral
bull Historicvintage (ads events)
bull Website or other digital footprints
bull Advertising (printTVradio)
Is the package ldquolayout worthyrdquo
63
1 Picture = 1000 Words
Source Edelman
How to Measure PR
Qualitativebull All messaging contains key
brand mentiontalking
points
bull Reach target audience
through preferred media
outlets and programs
bull Pre-and post-initiative
awareness survey
Quantitativebull Report consumer impression
numbers reached via
bull Media placement
bull Event attendance
bull Program participation
(grant program entries
online hits giveaway
distribution)
bull Advertising equivalency
bull Social media likes repost
etc
bull Site visitors
64Source Edelman
THANK YOU
Anne R Maselliamaselliarchchicagoorg
Felicia R Hortonfhortonarchchicagoorg
QUESTIONS
Month Topic Date
September Developing a Parent Ambassador Program Tuesday
September 13
November Hosting a Great Open House Tuesday
November 15
December Preparing for Catholic Schools Week and
Retention Events
Tuesday
December 13
January Communications and Media Tuesday
January 17
March Early Childhood Marketing Tuesday
March 14
April Marketing in a Changing Neighborhood Tuesday
April 18
May Summer Marketing Strategies Tuesday
May 16
WEBINARS 12pm - 1pm
67
Month Topic Date
October Next Level Web Strategies Wednesday October 19
February Developing Your 2017-18 Marketing Plan Wednesday February 15
WORKSHOPS 9 am - 1 pm at Archbishop Quigley Center
68
Thank you
69Source Edelman
Sharing what works from outside experts
and internal success stories
2Source Edelman
Keeping you up to date on
bull Current topics
bull Helpful hints
bull Spotlight on
success stories
bull Reminders
Enrollment Management Newsletter
Subscribe to the monthly
newsletter to stay in the loop
bitlyEM-Newsletter
3Source Edelman
The (OCS Resource) Portal bitlyOCSResourcePortal
bull Kurt Lewis Enrollment Marketing Director Enrollment Marketing Manager Vicariate 1klewisarchchicagoorg
bull Juana Graber Associate Director for Hispanic OutreachEnrollment Marketing Manager Vicariates 4 and 5jgraberarchchicagoorg
bull Felicia Horton Enrollment Marketing Manager Vicariates 3 and 6fhortonarchchicagoorg
bull Noreen Walton-Valle Enrollment Marketing Manager Vicariate 2nwaltonarchchicagoorg
Meet Yourhellip
Enrollment Marketing Team
5Source Edelman
Send us your newsworthy stories
bull Anne Maselli Director amaselliarchchicagoorg
bull Yasmin Quiroz Marketing Assistant
schoolmarketingarchchicagoorg
Meet Yourhellip
Communications and Marketing Team
6Source Edelman
Enrollment Marketing Services
The OCS Enrollment Marketing Team is happy to provide the following
services to your school
Comprehensive Enrollment Management Diagnostic
Development of Enrollment Marketing Management Plan
Ongoing support for your Enrollment ManagementMarketing Team
Consultations or presentations on Enrollment Management topics
Training and support for Parent Ambassadors
Customer Service training and support for your Faculty and Staff
Strategies to improve Retention
7Source Edelman
OUR GOAL
MORE KIDS IN GREAT CATHOLIC SCHOOLS
This is ultimately your jobhellip but where do you start
8Source Edelman
Marketing
Building interest inenrolling in the schools
New Family Sales
Getting newfamilies to enroll
Retention Sales
Getting existingfamilies to re-enroll
Enrollment Management Framework
9Source Edelman
Webinar discussion includes
bull The Power of PR
bull Building a Media Strategy
bull Be the Media
bull Content
bull Editorial Calendars
bull Media Guidelines amp Crisis Communications
bull Additional Public Relations Information
bull Thank You
bull QampA
10
Communications amp Media
The Power of PR
The Power of PR
PR gets others to talk about the Brand
bull Unpaid media placements designed to
influence public opinion (consumers)
bull Shape reporters producersrsquo stories
Third party endorsement adds priceless
credibility
Designed to generate word of mouth (ldquobuzzrdquo)
and enhance brand credibility among a highly
defined influential audience
Priceless engagement opportunities through
social networks
12Source Edelman
PR in the Marketing Communications Mix
Irsquom a great cookTrust me hersquos a
great cook
Irsquom a great cookIrsquom a great cookIrsquom a great cook
I understand yoursquore a great cook
Marketing Public Relations
Advertising Branding
13Source Edelman
Building a Media Strategy
Set Objectives
Do you want to
bull Increase enrollment
bull Retain your current students
bull Build a database to connect to
studentsfamilies donors partners
bull Blunt competitors
bull Build external reputation as innovative
school
bull Drive buzzconversationwater-cooler
bull Impress donors
15Source Edelman
Set Objectives
Who do you want to reach
bull What do you know about the studentsfamilies lifestyle and habits academic sports andor extracurricular activities
bull What kind of media do they consume and for what reasons (eg social media radio television programs etc)
bull Will your success metrics actually reach the target you want
16Source Edelman
Timing is very important
bull Launching a new academic program event student group
fundraisers etc - work backwards from the program launch date and
factor lead times
bull Access to spokespeople (principal teachers student ambassadors
parent ambassadors etc) ndash when are they available and where
bull What are other triggers on timing (marketing campaign sports games
open houses school fundraisers)
17Source Edelman
Putting It All Together
Build your media strategy ndash focus on education reporters
bull Set benchmarks
bull Map out scenarios
Apply appropriate tactics
Be nimble
bull Evaluate during pitch process
bull Be willing to change directionscenarios
18Source Edelman
How to develop a Targeted Pitchbull Real people real stories
bull Local statistics national impact
bull Find a news peg make it timely
bull Observances are weak
bull Tailor pitch to reporterrsquos interests
bull Events ndash hold media previews start early
bull Materials
bull Pitch letteremail cover note
bull News releaseMedia advisoryalert
bull BackgrounderFact Sheet
bull BiosProgram amp Academic Flyer
bull Tuition information
bull Upcoming events
Anne Maselli will work on media pitching with you
19Source Edelman
How to identify the Correct Reporter
The more you know the more you know
bull Watchreadlisten to different outlets
Think beyond the obvious
bull Metro weekend morning shows parenting sports
Freelancers matter
Build relationships
bull Email interesting stories
bull Remind them of past collaborations
20Source Edelman
What does it take to get started
Education Reporter Media Lists ndash OCS Communications Department
can help with this
Use a script
Have the right follow-up materials
bull Be a good headline writer
bull Say right away what you are proposing
Do a little research
Clock is tickinghellipcarve out time to pitch
Send all press releases and media correspondence to the Communications Department for approval
21Source Edelman
Phone pitching
Cold call
bull Pitch voice mail email follow-up note
ldquoDo you have a minute to talkrdquo No
Listen to yourself on voice mail
bull Do you sound conversational
Enthusiastic
bull Leave your name and number twice
Be reachable
22Source Edelman
Pitching Recommendations
Know the dayrsquos news ndashit could affect your pitch
Do your homework know what the education reporter has recently written and reference it if relevant
Be persistent call back
bull Watch lag time between callsemails
Get around voice mail
bull Talk to someone get answers
Itrsquos the outlet not the education reporter
bull Have a plan A B and C
23Source Edelman
Pitching Recommendations
bull Day of an event
bull Get greedy ndash publicity begets publicity
bull Be a YES person Then make it happen
bull Be flexible
bull Get all the interview details
bull Facilitate interviews
bull Reconfirm
bull Ask for organization credit
24Source Edelman
Pitching Recommendations
Leverage placements with other media
Embargo daystimes
bull Make it fair for everyone
Exclusives ndash opening a new tech lab is a
good example
bull Is it worthy
bull Start offering it early
bull Tell them when you need an answer
bull Donrsquot break your promise
bull Negotiate print and broadcast exclusives
25Source Edelman
Pitching Recommendations
Reminders
bull Find a style that works for you
bull Be a media consumer
bull Be a resource develop relationships
bull Stay connected keep pitching a little
bull Pass on your knowledge
26Source Edelman
Newspapers
Pitch the beat reporter then who else
bull Education Beat Reporter
bull Sports Beat Reporter
bull Special Events Reporter
Know the metro desk
bull City editor
bull Suburban bureaus
Columnists
bull First-hand experience
Try not to call after 3 pm
27Source Edelman
Radio
bull Christianreligious
bull Ethnic based radio shows (AA Hispanic)
bull Sports shows that focus on elementary sports (basketball baseball soccer volleyball etc)
bull News staffing is sparse
bull News directors public amp community affairs
bull Remember shows for guests
bull 2-1 3-1 4-1 placements
bull Natural sound
bull Email hostsDJs for chatter
28Source Edelman
Online amp Social Media
Hyper-local TribLocal patchcom
bull Can submit photos releases event listings stories as ldquocitizen reporterrdquo
bull Original vs repurposed content
bull Journalists research story ideas on Twitter the most
bull Chats QampAs
bull Opinion leaders
Multi-media elements pre-packaged content drive interest
29Source Edelman
Overall Takeaways
Think like a journalist and become a great storyteller
bull Humanize academic programs build trends mine data history and real experience
New = News
bull Breakthroughs and innovations earn singular coverage but round-ups can connect to other opportunities
Itrsquos a 360 World Out There
bull Link all assets and opportunities ndash surround-sound breaks through
30Source Edelman
Word-of-mouthhellip
ldquoWord of mouth has been incredibly important to us and ultimately thatrsquos what a brand is ndash the things people say about you when yoursquore not thererdquo
Jeff BezosFounder and CEOAmazoncom
31Source Edelman
Be the Media
Using Social Media to Spread the Word
What You Told Us Your Social Wish List
bull Foster better conversation capture students and families where they are
bull Offer useful content
bull Up the volume (drive traffic)
bull Keep students and parents coming back
bull Adapt school content for local use
33Source Edelman
The Media Climate is Changing
(and Will Continue to Change)
What does that mean for you
bull You canrsquot count on traditional media coverage
bull Your constituents are getting information from a variety of sources so you have more opportunities to reach them
bull Social media outreach should not be an afterthought ndash but integrated into your overall marketing media plan
bull Yoursquoll have a lot of ldquoword-of-mouthrdquo competition so amplifying your message is key
34Source Edelman
The Good News ishellip You are Well on Your Way
With Social Media
bull Great guidelines on how to build a social media presence in your social media timelines
bull Yoursquore already followed online and are represented on Facebook Twitter and Instagram to name a few
bull Your audience is already engaging with you
bull Your social media properties are listed on your local page
35Source Edelman
The Archdiocese of Chicago Catholic Schools is
Now its own Media Machine
Itrsquos up to you to get the word outmdashbut HOW
Leverage your existing resourcesandCreate an editorial content calendar
36Source Edelman
Think of Yourself as Social Media Curatorhellip
Your job is to steer your parents students donors volunteers community partners board members and even staff to information thatrsquos of interest to them and potentially their networks
37Source Edelman
Aim to Have these Influencers Champion your
Education Program
When that happens you will ultimately grow your reach across the social web and build a broader network that wants to hear what you have to say
Now the next question is
What do you need and want to communicate to your audience
What is your content your message
38Source Edelman
CONTENT
Creating and scheduling content for publicity and advertising
=
Editorial Content Calendar
bull Content Marketing strategically communicates the story of your school to your target
audiences via several media platforms in a consistent and timely manner all
designed to increase engagement awareness new students retention partners
and donors
bull Several media platforms include social media website email blasts newsletters
church bulletins advertising opportunities photos releases videos photos special
events etc
bull Now that you know your content how can you organize it The answer is with a
content marketing editorial calendar
40
What is content marketing
bull Are you interested in consistent strategic and timely content for your traditional and digital media needs
bull Do you need to organize your content message strategy
bull Do you need to save time with planning and executing your content strategy
bull Do you need to get more traffic to your website and social media platforms
41
Why consider an editorial calendar
bull A content editorial calendar helps you organize your messaging to your
external and internal audiences
bull You can plan your content on an annual basis As a result your messaging
will be strategic and timely
bull A content marketing editorial calendar will give you a chance to have quality
engagement with your target audience while providing them important
information about your school
bull It can help increase your traffic to your digital platforms which can turn in to
leads for new students and also help you retain your current students
bull Everyone likes to stay informed and provided with timely information
bull It can also help keep your parents organized The more information they
have the better coordinated and engaged they are with your school
42
What is a content editorial calendar
See below for a sample 30-day editorial calendar for Catholic Schools Week
bull Tuesday January 9 2017 Catholic Schools Week Announcement
bull Tuesday January 17 2017 Open House Invitation
bull Thursday January 19 2017 CSW Schedule of events
bull Monday January 23 2017 Registration Incentives Information
bull Thursday January 26 2017 CSW reminder invitation
bull Sunday January 29 2017 Happy CSW Week publish week of activities
again with hours of each event
Please note that this content can be used across all marketing
digital channels ie website social media platforms text
messages marquee e-mail blasts (newsletters)
43
Content Editorial Calendar example - 1
January 2017 30 day - Content Marketing Editorial Calendar
Sunday Monday Tuesday Wednesday Thursday Friday Saturday
1 2 3 4 5 6 7
8 9CSW Announcement
10 11 12 13 14
15 16 17Open House Invitation
18 19 CSW Schedule of Events
20 21
22 23Registration IncentivesInformation
24 25 26CSW Reminder Invitation
27 28
29CSW Week ActivityInformation
30 31
44
Content Editorial Calendar example - 2
Tuesday January 9 2017 Copy Link
Website Post CSW Announcement on home page
Facebook Itrsquos that time of year again to celebrate National Catholic Education during Catholic Schools Week This years theme is ldquoCatholic Schools Communities of Faith Knowledge and Servicerdquo CSW17 is the week of January 29 - February 4 We hope you plan on celebrating with us
httpwwwfenwickfriarscom
Twitter Celebrate CSW17 fenwickfriars Visit httpwwwfenwickfriarscom4 more info
httpwwwfenwickfriarscom
Thursday January 21 2017 Copy Link
Website Post Open House Calendar on home page
Facebook We look forward to seeing you during Catholic Schools Week We have several activities we think you will enjoy Be sure to check the schedule below for the times and dates CSW17
httpsbpsstbenedictcom
Twitter Celebrate CSW17 stbenprep httpsbpsstbenedictcom
45
Weekly detailed marketing content calendar ndash
example 3
Additional marketing tools to add for your messaging needs would include mobile texting email blasts andor additional social media platforms such as Instagram and YouTube
Five Steps to Success
Step One Identify Who can Help Spread the
Word
bull Do your staff board members and volunteers have their own Facebook pages Twitter and Instagram accounts
bull What about your donors and partners What social media outlets do they use Would they be willing to publicize your message via their social media properties
bull What aspects of what yoursquore planning speak to the education
industrycommunity at large
47Source Edelman
Step Two Mobilize Your Volunteers and Partners
bull Discuss social media etiquette at training and suggest posting information of personal accounts
bull Call your partners and third party endorsers communication directors and ask if theyrsquoll post content on their social media properties
bull Think of your staff and volunteers
(parent ambassadors) as on-site
ldquobeat reportersrdquo
48Source Edelman
How to Put Your Parent Ambassadors to Workhellip
bull Establish a hashtag for the academic program event or campaign in advance and include it on all promotional materials along with information about where to find your social media presence
bull Make sure all staff parents and partners are aware of the tags yoursquove established
bull Hold a social media training session during parent ambassador trainingorientation to show people how to post via their mobile device and encourage parents to take and post pictures videos and tweets the day of the event
49Source Edelman
Examples of the Plan in Action
50
Examples of the Plan in Action
51
Step Three Curate your Social Media content
bull Track the hashtag and post on public sites
bull Repost the best posts and pictures on your own social networks
bull Post on your website as well
bull Keep a list of the people who are posting
bull Interact
bull Pat your partners on the back
52Source Edelman
Step Four Funnel your Best Results Up
bull Send your best posts tweets and videos collections to the Office of Catholic Schools Communications Department social media team to rebroadcast on their social media properties
bull Arrange for re-tweets in real-time if possible among all partners
bull Chart results
53Source Edelman
Step Five After-action Review
bull Collect the best information posted online for a follow-up post on your social networks
bull Follow-up with your most active participants and thank them ndashthey are the most likely to champion future events
bull Evaluate your social media coverage ndash was there an uptick in your following How much buzz was generated What questions did people have What would you do differently next time
54Source Edelman
Media GuidelinesCrisis Communications
Responding to Media Queries
bull The general public is always interested in education related news Some local news outlets have an education reporter who covers schools and education issues on a regular basis
bull Reporters deliver your message along with their own to their audience be it on television over the radio print publications or online
bull The Archdiocese of Chicago has an extraordinary story to tell
bull At times it might seem like the media focuses on negative issues and sometimes you may be contacted about a less positive event but it is critical to remember the excellent work that you do every day
56
Media Guidelines
The following are requirements and guidelines for responding to media queries
and presence
bull Any school contacted by the media for any reason MUST contact their
Regional Director andor the Director of Communications before responding
to the query Your pastor must be notified as well
bull Reporters can always be directed by you or your secretary to call the media
relations line at 3125348227 or the Director of Communications at
3125345334
bull Remember that you are under no obligation to speak to the media please
instead refer them to the communications officemedia relations line
57
Media Guidelines
bull A member of the media cannot be admitted into a school or on school
property including playgrounds parking lots fields etc without the
consent of the principal With permission a member of the media may
enter the premises but must be accompanied at all times
bull Before a meeting where sensitive information is shared politely
announce that it is a private meeting If members of the media are
present please ask them to leave
58
Media Guidelines
THE MEDIA ARE DOING THEIR JOB
Reporters have a job to do They are doing their best to get their story into print or online news outlets or airtime on their TV or radio stations Plus they are doing it on a deadline
ALWAYS MAINTAIN A PROFESSIONAL RELATIONSHIP WITH REPORTERS
You may have existing relationships with members of the media but remember the media have a job to do Never depend on a prior relationship to get a story covered or to hold a story back
59
Media Guidelines
YOU ARE THE SCHOOL SPOKESPERSON YOU ARE NOT
SPEAKING FOR YOURSELF
Be wary of any question that starts with ldquoWhat is your opinionrdquo or ldquoWhat
do you think abouthelliprdquo or ldquoWhat does someone other than yourself thinkrdquo
It is tempting to offer your opinion but it is critical to stick to the facts
Additional resources can be found at the following links
When a tragedy occurs
httpocsarchchicagoorgPortals23einfoParents20and20Teachers
20Can20Help20-Tragedypdf
In the event of a crisis it is imperative to contact the Office of Catholic
Schools and the Department of Communications
60
Media Guidelines
Additional PR Information
PR Is Evolving
PR is evolvinghellip
The Latest PR Tools
bull Social media sites (eg Facebook Twitter Instagram)
bull Mobile
bull Influencerblogger outreach
bull Blogs
62Source Edelman
What visuals are unique to you
What does local volunteerism look like
Visual collateral
bull Historicvintage (ads events)
bull Website or other digital footprints
bull Advertising (printTVradio)
Is the package ldquolayout worthyrdquo
63
1 Picture = 1000 Words
Source Edelman
How to Measure PR
Qualitativebull All messaging contains key
brand mentiontalking
points
bull Reach target audience
through preferred media
outlets and programs
bull Pre-and post-initiative
awareness survey
Quantitativebull Report consumer impression
numbers reached via
bull Media placement
bull Event attendance
bull Program participation
(grant program entries
online hits giveaway
distribution)
bull Advertising equivalency
bull Social media likes repost
etc
bull Site visitors
64Source Edelman
THANK YOU
Anne R Maselliamaselliarchchicagoorg
Felicia R Hortonfhortonarchchicagoorg
QUESTIONS
Month Topic Date
September Developing a Parent Ambassador Program Tuesday
September 13
November Hosting a Great Open House Tuesday
November 15
December Preparing for Catholic Schools Week and
Retention Events
Tuesday
December 13
January Communications and Media Tuesday
January 17
March Early Childhood Marketing Tuesday
March 14
April Marketing in a Changing Neighborhood Tuesday
April 18
May Summer Marketing Strategies Tuesday
May 16
WEBINARS 12pm - 1pm
67
Month Topic Date
October Next Level Web Strategies Wednesday October 19
February Developing Your 2017-18 Marketing Plan Wednesday February 15
WORKSHOPS 9 am - 1 pm at Archbishop Quigley Center
68
Thank you
69Source Edelman
Keeping you up to date on
bull Current topics
bull Helpful hints
bull Spotlight on
success stories
bull Reminders
Enrollment Management Newsletter
Subscribe to the monthly
newsletter to stay in the loop
bitlyEM-Newsletter
3Source Edelman
The (OCS Resource) Portal bitlyOCSResourcePortal
bull Kurt Lewis Enrollment Marketing Director Enrollment Marketing Manager Vicariate 1klewisarchchicagoorg
bull Juana Graber Associate Director for Hispanic OutreachEnrollment Marketing Manager Vicariates 4 and 5jgraberarchchicagoorg
bull Felicia Horton Enrollment Marketing Manager Vicariates 3 and 6fhortonarchchicagoorg
bull Noreen Walton-Valle Enrollment Marketing Manager Vicariate 2nwaltonarchchicagoorg
Meet Yourhellip
Enrollment Marketing Team
5Source Edelman
Send us your newsworthy stories
bull Anne Maselli Director amaselliarchchicagoorg
bull Yasmin Quiroz Marketing Assistant
schoolmarketingarchchicagoorg
Meet Yourhellip
Communications and Marketing Team
6Source Edelman
Enrollment Marketing Services
The OCS Enrollment Marketing Team is happy to provide the following
services to your school
Comprehensive Enrollment Management Diagnostic
Development of Enrollment Marketing Management Plan
Ongoing support for your Enrollment ManagementMarketing Team
Consultations or presentations on Enrollment Management topics
Training and support for Parent Ambassadors
Customer Service training and support for your Faculty and Staff
Strategies to improve Retention
7Source Edelman
OUR GOAL
MORE KIDS IN GREAT CATHOLIC SCHOOLS
This is ultimately your jobhellip but where do you start
8Source Edelman
Marketing
Building interest inenrolling in the schools
New Family Sales
Getting newfamilies to enroll
Retention Sales
Getting existingfamilies to re-enroll
Enrollment Management Framework
9Source Edelman
Webinar discussion includes
bull The Power of PR
bull Building a Media Strategy
bull Be the Media
bull Content
bull Editorial Calendars
bull Media Guidelines amp Crisis Communications
bull Additional Public Relations Information
bull Thank You
bull QampA
10
Communications amp Media
The Power of PR
The Power of PR
PR gets others to talk about the Brand
bull Unpaid media placements designed to
influence public opinion (consumers)
bull Shape reporters producersrsquo stories
Third party endorsement adds priceless
credibility
Designed to generate word of mouth (ldquobuzzrdquo)
and enhance brand credibility among a highly
defined influential audience
Priceless engagement opportunities through
social networks
12Source Edelman
PR in the Marketing Communications Mix
Irsquom a great cookTrust me hersquos a
great cook
Irsquom a great cookIrsquom a great cookIrsquom a great cook
I understand yoursquore a great cook
Marketing Public Relations
Advertising Branding
13Source Edelman
Building a Media Strategy
Set Objectives
Do you want to
bull Increase enrollment
bull Retain your current students
bull Build a database to connect to
studentsfamilies donors partners
bull Blunt competitors
bull Build external reputation as innovative
school
bull Drive buzzconversationwater-cooler
bull Impress donors
15Source Edelman
Set Objectives
Who do you want to reach
bull What do you know about the studentsfamilies lifestyle and habits academic sports andor extracurricular activities
bull What kind of media do they consume and for what reasons (eg social media radio television programs etc)
bull Will your success metrics actually reach the target you want
16Source Edelman
Timing is very important
bull Launching a new academic program event student group
fundraisers etc - work backwards from the program launch date and
factor lead times
bull Access to spokespeople (principal teachers student ambassadors
parent ambassadors etc) ndash when are they available and where
bull What are other triggers on timing (marketing campaign sports games
open houses school fundraisers)
17Source Edelman
Putting It All Together
Build your media strategy ndash focus on education reporters
bull Set benchmarks
bull Map out scenarios
Apply appropriate tactics
Be nimble
bull Evaluate during pitch process
bull Be willing to change directionscenarios
18Source Edelman
How to develop a Targeted Pitchbull Real people real stories
bull Local statistics national impact
bull Find a news peg make it timely
bull Observances are weak
bull Tailor pitch to reporterrsquos interests
bull Events ndash hold media previews start early
bull Materials
bull Pitch letteremail cover note
bull News releaseMedia advisoryalert
bull BackgrounderFact Sheet
bull BiosProgram amp Academic Flyer
bull Tuition information
bull Upcoming events
Anne Maselli will work on media pitching with you
19Source Edelman
How to identify the Correct Reporter
The more you know the more you know
bull Watchreadlisten to different outlets
Think beyond the obvious
bull Metro weekend morning shows parenting sports
Freelancers matter
Build relationships
bull Email interesting stories
bull Remind them of past collaborations
20Source Edelman
What does it take to get started
Education Reporter Media Lists ndash OCS Communications Department
can help with this
Use a script
Have the right follow-up materials
bull Be a good headline writer
bull Say right away what you are proposing
Do a little research
Clock is tickinghellipcarve out time to pitch
Send all press releases and media correspondence to the Communications Department for approval
21Source Edelman
Phone pitching
Cold call
bull Pitch voice mail email follow-up note
ldquoDo you have a minute to talkrdquo No
Listen to yourself on voice mail
bull Do you sound conversational
Enthusiastic
bull Leave your name and number twice
Be reachable
22Source Edelman
Pitching Recommendations
Know the dayrsquos news ndashit could affect your pitch
Do your homework know what the education reporter has recently written and reference it if relevant
Be persistent call back
bull Watch lag time between callsemails
Get around voice mail
bull Talk to someone get answers
Itrsquos the outlet not the education reporter
bull Have a plan A B and C
23Source Edelman
Pitching Recommendations
bull Day of an event
bull Get greedy ndash publicity begets publicity
bull Be a YES person Then make it happen
bull Be flexible
bull Get all the interview details
bull Facilitate interviews
bull Reconfirm
bull Ask for organization credit
24Source Edelman
Pitching Recommendations
Leverage placements with other media
Embargo daystimes
bull Make it fair for everyone
Exclusives ndash opening a new tech lab is a
good example
bull Is it worthy
bull Start offering it early
bull Tell them when you need an answer
bull Donrsquot break your promise
bull Negotiate print and broadcast exclusives
25Source Edelman
Pitching Recommendations
Reminders
bull Find a style that works for you
bull Be a media consumer
bull Be a resource develop relationships
bull Stay connected keep pitching a little
bull Pass on your knowledge
26Source Edelman
Newspapers
Pitch the beat reporter then who else
bull Education Beat Reporter
bull Sports Beat Reporter
bull Special Events Reporter
Know the metro desk
bull City editor
bull Suburban bureaus
Columnists
bull First-hand experience
Try not to call after 3 pm
27Source Edelman
Radio
bull Christianreligious
bull Ethnic based radio shows (AA Hispanic)
bull Sports shows that focus on elementary sports (basketball baseball soccer volleyball etc)
bull News staffing is sparse
bull News directors public amp community affairs
bull Remember shows for guests
bull 2-1 3-1 4-1 placements
bull Natural sound
bull Email hostsDJs for chatter
28Source Edelman
Online amp Social Media
Hyper-local TribLocal patchcom
bull Can submit photos releases event listings stories as ldquocitizen reporterrdquo
bull Original vs repurposed content
bull Journalists research story ideas on Twitter the most
bull Chats QampAs
bull Opinion leaders
Multi-media elements pre-packaged content drive interest
29Source Edelman
Overall Takeaways
Think like a journalist and become a great storyteller
bull Humanize academic programs build trends mine data history and real experience
New = News
bull Breakthroughs and innovations earn singular coverage but round-ups can connect to other opportunities
Itrsquos a 360 World Out There
bull Link all assets and opportunities ndash surround-sound breaks through
30Source Edelman
Word-of-mouthhellip
ldquoWord of mouth has been incredibly important to us and ultimately thatrsquos what a brand is ndash the things people say about you when yoursquore not thererdquo
Jeff BezosFounder and CEOAmazoncom
31Source Edelman
Be the Media
Using Social Media to Spread the Word
What You Told Us Your Social Wish List
bull Foster better conversation capture students and families where they are
bull Offer useful content
bull Up the volume (drive traffic)
bull Keep students and parents coming back
bull Adapt school content for local use
33Source Edelman
The Media Climate is Changing
(and Will Continue to Change)
What does that mean for you
bull You canrsquot count on traditional media coverage
bull Your constituents are getting information from a variety of sources so you have more opportunities to reach them
bull Social media outreach should not be an afterthought ndash but integrated into your overall marketing media plan
bull Yoursquoll have a lot of ldquoword-of-mouthrdquo competition so amplifying your message is key
34Source Edelman
The Good News ishellip You are Well on Your Way
With Social Media
bull Great guidelines on how to build a social media presence in your social media timelines
bull Yoursquore already followed online and are represented on Facebook Twitter and Instagram to name a few
bull Your audience is already engaging with you
bull Your social media properties are listed on your local page
35Source Edelman
The Archdiocese of Chicago Catholic Schools is
Now its own Media Machine
Itrsquos up to you to get the word outmdashbut HOW
Leverage your existing resourcesandCreate an editorial content calendar
36Source Edelman
Think of Yourself as Social Media Curatorhellip
Your job is to steer your parents students donors volunteers community partners board members and even staff to information thatrsquos of interest to them and potentially their networks
37Source Edelman
Aim to Have these Influencers Champion your
Education Program
When that happens you will ultimately grow your reach across the social web and build a broader network that wants to hear what you have to say
Now the next question is
What do you need and want to communicate to your audience
What is your content your message
38Source Edelman
CONTENT
Creating and scheduling content for publicity and advertising
=
Editorial Content Calendar
bull Content Marketing strategically communicates the story of your school to your target
audiences via several media platforms in a consistent and timely manner all
designed to increase engagement awareness new students retention partners
and donors
bull Several media platforms include social media website email blasts newsletters
church bulletins advertising opportunities photos releases videos photos special
events etc
bull Now that you know your content how can you organize it The answer is with a
content marketing editorial calendar
40
What is content marketing
bull Are you interested in consistent strategic and timely content for your traditional and digital media needs
bull Do you need to organize your content message strategy
bull Do you need to save time with planning and executing your content strategy
bull Do you need to get more traffic to your website and social media platforms
41
Why consider an editorial calendar
bull A content editorial calendar helps you organize your messaging to your
external and internal audiences
bull You can plan your content on an annual basis As a result your messaging
will be strategic and timely
bull A content marketing editorial calendar will give you a chance to have quality
engagement with your target audience while providing them important
information about your school
bull It can help increase your traffic to your digital platforms which can turn in to
leads for new students and also help you retain your current students
bull Everyone likes to stay informed and provided with timely information
bull It can also help keep your parents organized The more information they
have the better coordinated and engaged they are with your school
42
What is a content editorial calendar
See below for a sample 30-day editorial calendar for Catholic Schools Week
bull Tuesday January 9 2017 Catholic Schools Week Announcement
bull Tuesday January 17 2017 Open House Invitation
bull Thursday January 19 2017 CSW Schedule of events
bull Monday January 23 2017 Registration Incentives Information
bull Thursday January 26 2017 CSW reminder invitation
bull Sunday January 29 2017 Happy CSW Week publish week of activities
again with hours of each event
Please note that this content can be used across all marketing
digital channels ie website social media platforms text
messages marquee e-mail blasts (newsletters)
43
Content Editorial Calendar example - 1
January 2017 30 day - Content Marketing Editorial Calendar
Sunday Monday Tuesday Wednesday Thursday Friday Saturday
1 2 3 4 5 6 7
8 9CSW Announcement
10 11 12 13 14
15 16 17Open House Invitation
18 19 CSW Schedule of Events
20 21
22 23Registration IncentivesInformation
24 25 26CSW Reminder Invitation
27 28
29CSW Week ActivityInformation
30 31
44
Content Editorial Calendar example - 2
Tuesday January 9 2017 Copy Link
Website Post CSW Announcement on home page
Facebook Itrsquos that time of year again to celebrate National Catholic Education during Catholic Schools Week This years theme is ldquoCatholic Schools Communities of Faith Knowledge and Servicerdquo CSW17 is the week of January 29 - February 4 We hope you plan on celebrating with us
httpwwwfenwickfriarscom
Twitter Celebrate CSW17 fenwickfriars Visit httpwwwfenwickfriarscom4 more info
httpwwwfenwickfriarscom
Thursday January 21 2017 Copy Link
Website Post Open House Calendar on home page
Facebook We look forward to seeing you during Catholic Schools Week We have several activities we think you will enjoy Be sure to check the schedule below for the times and dates CSW17
httpsbpsstbenedictcom
Twitter Celebrate CSW17 stbenprep httpsbpsstbenedictcom
45
Weekly detailed marketing content calendar ndash
example 3
Additional marketing tools to add for your messaging needs would include mobile texting email blasts andor additional social media platforms such as Instagram and YouTube
Five Steps to Success
Step One Identify Who can Help Spread the
Word
bull Do your staff board members and volunteers have their own Facebook pages Twitter and Instagram accounts
bull What about your donors and partners What social media outlets do they use Would they be willing to publicize your message via their social media properties
bull What aspects of what yoursquore planning speak to the education
industrycommunity at large
47Source Edelman
Step Two Mobilize Your Volunteers and Partners
bull Discuss social media etiquette at training and suggest posting information of personal accounts
bull Call your partners and third party endorsers communication directors and ask if theyrsquoll post content on their social media properties
bull Think of your staff and volunteers
(parent ambassadors) as on-site
ldquobeat reportersrdquo
48Source Edelman
How to Put Your Parent Ambassadors to Workhellip
bull Establish a hashtag for the academic program event or campaign in advance and include it on all promotional materials along with information about where to find your social media presence
bull Make sure all staff parents and partners are aware of the tags yoursquove established
bull Hold a social media training session during parent ambassador trainingorientation to show people how to post via their mobile device and encourage parents to take and post pictures videos and tweets the day of the event
49Source Edelman
Examples of the Plan in Action
50
Examples of the Plan in Action
51
Step Three Curate your Social Media content
bull Track the hashtag and post on public sites
bull Repost the best posts and pictures on your own social networks
bull Post on your website as well
bull Keep a list of the people who are posting
bull Interact
bull Pat your partners on the back
52Source Edelman
Step Four Funnel your Best Results Up
bull Send your best posts tweets and videos collections to the Office of Catholic Schools Communications Department social media team to rebroadcast on their social media properties
bull Arrange for re-tweets in real-time if possible among all partners
bull Chart results
53Source Edelman
Step Five After-action Review
bull Collect the best information posted online for a follow-up post on your social networks
bull Follow-up with your most active participants and thank them ndashthey are the most likely to champion future events
bull Evaluate your social media coverage ndash was there an uptick in your following How much buzz was generated What questions did people have What would you do differently next time
54Source Edelman
Media GuidelinesCrisis Communications
Responding to Media Queries
bull The general public is always interested in education related news Some local news outlets have an education reporter who covers schools and education issues on a regular basis
bull Reporters deliver your message along with their own to their audience be it on television over the radio print publications or online
bull The Archdiocese of Chicago has an extraordinary story to tell
bull At times it might seem like the media focuses on negative issues and sometimes you may be contacted about a less positive event but it is critical to remember the excellent work that you do every day
56
Media Guidelines
The following are requirements and guidelines for responding to media queries
and presence
bull Any school contacted by the media for any reason MUST contact their
Regional Director andor the Director of Communications before responding
to the query Your pastor must be notified as well
bull Reporters can always be directed by you or your secretary to call the media
relations line at 3125348227 or the Director of Communications at
3125345334
bull Remember that you are under no obligation to speak to the media please
instead refer them to the communications officemedia relations line
57
Media Guidelines
bull A member of the media cannot be admitted into a school or on school
property including playgrounds parking lots fields etc without the
consent of the principal With permission a member of the media may
enter the premises but must be accompanied at all times
bull Before a meeting where sensitive information is shared politely
announce that it is a private meeting If members of the media are
present please ask them to leave
58
Media Guidelines
THE MEDIA ARE DOING THEIR JOB
Reporters have a job to do They are doing their best to get their story into print or online news outlets or airtime on their TV or radio stations Plus they are doing it on a deadline
ALWAYS MAINTAIN A PROFESSIONAL RELATIONSHIP WITH REPORTERS
You may have existing relationships with members of the media but remember the media have a job to do Never depend on a prior relationship to get a story covered or to hold a story back
59
Media Guidelines
YOU ARE THE SCHOOL SPOKESPERSON YOU ARE NOT
SPEAKING FOR YOURSELF
Be wary of any question that starts with ldquoWhat is your opinionrdquo or ldquoWhat
do you think abouthelliprdquo or ldquoWhat does someone other than yourself thinkrdquo
It is tempting to offer your opinion but it is critical to stick to the facts
Additional resources can be found at the following links
When a tragedy occurs
httpocsarchchicagoorgPortals23einfoParents20and20Teachers
20Can20Help20-Tragedypdf
In the event of a crisis it is imperative to contact the Office of Catholic
Schools and the Department of Communications
60
Media Guidelines
Additional PR Information
PR Is Evolving
PR is evolvinghellip
The Latest PR Tools
bull Social media sites (eg Facebook Twitter Instagram)
bull Mobile
bull Influencerblogger outreach
bull Blogs
62Source Edelman
What visuals are unique to you
What does local volunteerism look like
Visual collateral
bull Historicvintage (ads events)
bull Website or other digital footprints
bull Advertising (printTVradio)
Is the package ldquolayout worthyrdquo
63
1 Picture = 1000 Words
Source Edelman
How to Measure PR
Qualitativebull All messaging contains key
brand mentiontalking
points
bull Reach target audience
through preferred media
outlets and programs
bull Pre-and post-initiative
awareness survey
Quantitativebull Report consumer impression
numbers reached via
bull Media placement
bull Event attendance
bull Program participation
(grant program entries
online hits giveaway
distribution)
bull Advertising equivalency
bull Social media likes repost
etc
bull Site visitors
64Source Edelman
THANK YOU
Anne R Maselliamaselliarchchicagoorg
Felicia R Hortonfhortonarchchicagoorg
QUESTIONS
Month Topic Date
September Developing a Parent Ambassador Program Tuesday
September 13
November Hosting a Great Open House Tuesday
November 15
December Preparing for Catholic Schools Week and
Retention Events
Tuesday
December 13
January Communications and Media Tuesday
January 17
March Early Childhood Marketing Tuesday
March 14
April Marketing in a Changing Neighborhood Tuesday
April 18
May Summer Marketing Strategies Tuesday
May 16
WEBINARS 12pm - 1pm
67
Month Topic Date
October Next Level Web Strategies Wednesday October 19
February Developing Your 2017-18 Marketing Plan Wednesday February 15
WORKSHOPS 9 am - 1 pm at Archbishop Quigley Center
68
Thank you
69Source Edelman
The (OCS Resource) Portal bitlyOCSResourcePortal
bull Kurt Lewis Enrollment Marketing Director Enrollment Marketing Manager Vicariate 1klewisarchchicagoorg
bull Juana Graber Associate Director for Hispanic OutreachEnrollment Marketing Manager Vicariates 4 and 5jgraberarchchicagoorg
bull Felicia Horton Enrollment Marketing Manager Vicariates 3 and 6fhortonarchchicagoorg
bull Noreen Walton-Valle Enrollment Marketing Manager Vicariate 2nwaltonarchchicagoorg
Meet Yourhellip
Enrollment Marketing Team
5Source Edelman
Send us your newsworthy stories
bull Anne Maselli Director amaselliarchchicagoorg
bull Yasmin Quiroz Marketing Assistant
schoolmarketingarchchicagoorg
Meet Yourhellip
Communications and Marketing Team
6Source Edelman
Enrollment Marketing Services
The OCS Enrollment Marketing Team is happy to provide the following
services to your school
Comprehensive Enrollment Management Diagnostic
Development of Enrollment Marketing Management Plan
Ongoing support for your Enrollment ManagementMarketing Team
Consultations or presentations on Enrollment Management topics
Training and support for Parent Ambassadors
Customer Service training and support for your Faculty and Staff
Strategies to improve Retention
7Source Edelman
OUR GOAL
MORE KIDS IN GREAT CATHOLIC SCHOOLS
This is ultimately your jobhellip but where do you start
8Source Edelman
Marketing
Building interest inenrolling in the schools
New Family Sales
Getting newfamilies to enroll
Retention Sales
Getting existingfamilies to re-enroll
Enrollment Management Framework
9Source Edelman
Webinar discussion includes
bull The Power of PR
bull Building a Media Strategy
bull Be the Media
bull Content
bull Editorial Calendars
bull Media Guidelines amp Crisis Communications
bull Additional Public Relations Information
bull Thank You
bull QampA
10
Communications amp Media
The Power of PR
The Power of PR
PR gets others to talk about the Brand
bull Unpaid media placements designed to
influence public opinion (consumers)
bull Shape reporters producersrsquo stories
Third party endorsement adds priceless
credibility
Designed to generate word of mouth (ldquobuzzrdquo)
and enhance brand credibility among a highly
defined influential audience
Priceless engagement opportunities through
social networks
12Source Edelman
PR in the Marketing Communications Mix
Irsquom a great cookTrust me hersquos a
great cook
Irsquom a great cookIrsquom a great cookIrsquom a great cook
I understand yoursquore a great cook
Marketing Public Relations
Advertising Branding
13Source Edelman
Building a Media Strategy
Set Objectives
Do you want to
bull Increase enrollment
bull Retain your current students
bull Build a database to connect to
studentsfamilies donors partners
bull Blunt competitors
bull Build external reputation as innovative
school
bull Drive buzzconversationwater-cooler
bull Impress donors
15Source Edelman
Set Objectives
Who do you want to reach
bull What do you know about the studentsfamilies lifestyle and habits academic sports andor extracurricular activities
bull What kind of media do they consume and for what reasons (eg social media radio television programs etc)
bull Will your success metrics actually reach the target you want
16Source Edelman
Timing is very important
bull Launching a new academic program event student group
fundraisers etc - work backwards from the program launch date and
factor lead times
bull Access to spokespeople (principal teachers student ambassadors
parent ambassadors etc) ndash when are they available and where
bull What are other triggers on timing (marketing campaign sports games
open houses school fundraisers)
17Source Edelman
Putting It All Together
Build your media strategy ndash focus on education reporters
bull Set benchmarks
bull Map out scenarios
Apply appropriate tactics
Be nimble
bull Evaluate during pitch process
bull Be willing to change directionscenarios
18Source Edelman
How to develop a Targeted Pitchbull Real people real stories
bull Local statistics national impact
bull Find a news peg make it timely
bull Observances are weak
bull Tailor pitch to reporterrsquos interests
bull Events ndash hold media previews start early
bull Materials
bull Pitch letteremail cover note
bull News releaseMedia advisoryalert
bull BackgrounderFact Sheet
bull BiosProgram amp Academic Flyer
bull Tuition information
bull Upcoming events
Anne Maselli will work on media pitching with you
19Source Edelman
How to identify the Correct Reporter
The more you know the more you know
bull Watchreadlisten to different outlets
Think beyond the obvious
bull Metro weekend morning shows parenting sports
Freelancers matter
Build relationships
bull Email interesting stories
bull Remind them of past collaborations
20Source Edelman
What does it take to get started
Education Reporter Media Lists ndash OCS Communications Department
can help with this
Use a script
Have the right follow-up materials
bull Be a good headline writer
bull Say right away what you are proposing
Do a little research
Clock is tickinghellipcarve out time to pitch
Send all press releases and media correspondence to the Communications Department for approval
21Source Edelman
Phone pitching
Cold call
bull Pitch voice mail email follow-up note
ldquoDo you have a minute to talkrdquo No
Listen to yourself on voice mail
bull Do you sound conversational
Enthusiastic
bull Leave your name and number twice
Be reachable
22Source Edelman
Pitching Recommendations
Know the dayrsquos news ndashit could affect your pitch
Do your homework know what the education reporter has recently written and reference it if relevant
Be persistent call back
bull Watch lag time between callsemails
Get around voice mail
bull Talk to someone get answers
Itrsquos the outlet not the education reporter
bull Have a plan A B and C
23Source Edelman
Pitching Recommendations
bull Day of an event
bull Get greedy ndash publicity begets publicity
bull Be a YES person Then make it happen
bull Be flexible
bull Get all the interview details
bull Facilitate interviews
bull Reconfirm
bull Ask for organization credit
24Source Edelman
Pitching Recommendations
Leverage placements with other media
Embargo daystimes
bull Make it fair for everyone
Exclusives ndash opening a new tech lab is a
good example
bull Is it worthy
bull Start offering it early
bull Tell them when you need an answer
bull Donrsquot break your promise
bull Negotiate print and broadcast exclusives
25Source Edelman
Pitching Recommendations
Reminders
bull Find a style that works for you
bull Be a media consumer
bull Be a resource develop relationships
bull Stay connected keep pitching a little
bull Pass on your knowledge
26Source Edelman
Newspapers
Pitch the beat reporter then who else
bull Education Beat Reporter
bull Sports Beat Reporter
bull Special Events Reporter
Know the metro desk
bull City editor
bull Suburban bureaus
Columnists
bull First-hand experience
Try not to call after 3 pm
27Source Edelman
Radio
bull Christianreligious
bull Ethnic based radio shows (AA Hispanic)
bull Sports shows that focus on elementary sports (basketball baseball soccer volleyball etc)
bull News staffing is sparse
bull News directors public amp community affairs
bull Remember shows for guests
bull 2-1 3-1 4-1 placements
bull Natural sound
bull Email hostsDJs for chatter
28Source Edelman
Online amp Social Media
Hyper-local TribLocal patchcom
bull Can submit photos releases event listings stories as ldquocitizen reporterrdquo
bull Original vs repurposed content
bull Journalists research story ideas on Twitter the most
bull Chats QampAs
bull Opinion leaders
Multi-media elements pre-packaged content drive interest
29Source Edelman
Overall Takeaways
Think like a journalist and become a great storyteller
bull Humanize academic programs build trends mine data history and real experience
New = News
bull Breakthroughs and innovations earn singular coverage but round-ups can connect to other opportunities
Itrsquos a 360 World Out There
bull Link all assets and opportunities ndash surround-sound breaks through
30Source Edelman
Word-of-mouthhellip
ldquoWord of mouth has been incredibly important to us and ultimately thatrsquos what a brand is ndash the things people say about you when yoursquore not thererdquo
Jeff BezosFounder and CEOAmazoncom
31Source Edelman
Be the Media
Using Social Media to Spread the Word
What You Told Us Your Social Wish List
bull Foster better conversation capture students and families where they are
bull Offer useful content
bull Up the volume (drive traffic)
bull Keep students and parents coming back
bull Adapt school content for local use
33Source Edelman
The Media Climate is Changing
(and Will Continue to Change)
What does that mean for you
bull You canrsquot count on traditional media coverage
bull Your constituents are getting information from a variety of sources so you have more opportunities to reach them
bull Social media outreach should not be an afterthought ndash but integrated into your overall marketing media plan
bull Yoursquoll have a lot of ldquoword-of-mouthrdquo competition so amplifying your message is key
34Source Edelman
The Good News ishellip You are Well on Your Way
With Social Media
bull Great guidelines on how to build a social media presence in your social media timelines
bull Yoursquore already followed online and are represented on Facebook Twitter and Instagram to name a few
bull Your audience is already engaging with you
bull Your social media properties are listed on your local page
35Source Edelman
The Archdiocese of Chicago Catholic Schools is
Now its own Media Machine
Itrsquos up to you to get the word outmdashbut HOW
Leverage your existing resourcesandCreate an editorial content calendar
36Source Edelman
Think of Yourself as Social Media Curatorhellip
Your job is to steer your parents students donors volunteers community partners board members and even staff to information thatrsquos of interest to them and potentially their networks
37Source Edelman
Aim to Have these Influencers Champion your
Education Program
When that happens you will ultimately grow your reach across the social web and build a broader network that wants to hear what you have to say
Now the next question is
What do you need and want to communicate to your audience
What is your content your message
38Source Edelman
CONTENT
Creating and scheduling content for publicity and advertising
=
Editorial Content Calendar
bull Content Marketing strategically communicates the story of your school to your target
audiences via several media platforms in a consistent and timely manner all
designed to increase engagement awareness new students retention partners
and donors
bull Several media platforms include social media website email blasts newsletters
church bulletins advertising opportunities photos releases videos photos special
events etc
bull Now that you know your content how can you organize it The answer is with a
content marketing editorial calendar
40
What is content marketing
bull Are you interested in consistent strategic and timely content for your traditional and digital media needs
bull Do you need to organize your content message strategy
bull Do you need to save time with planning and executing your content strategy
bull Do you need to get more traffic to your website and social media platforms
41
Why consider an editorial calendar
bull A content editorial calendar helps you organize your messaging to your
external and internal audiences
bull You can plan your content on an annual basis As a result your messaging
will be strategic and timely
bull A content marketing editorial calendar will give you a chance to have quality
engagement with your target audience while providing them important
information about your school
bull It can help increase your traffic to your digital platforms which can turn in to
leads for new students and also help you retain your current students
bull Everyone likes to stay informed and provided with timely information
bull It can also help keep your parents organized The more information they
have the better coordinated and engaged they are with your school
42
What is a content editorial calendar
See below for a sample 30-day editorial calendar for Catholic Schools Week
bull Tuesday January 9 2017 Catholic Schools Week Announcement
bull Tuesday January 17 2017 Open House Invitation
bull Thursday January 19 2017 CSW Schedule of events
bull Monday January 23 2017 Registration Incentives Information
bull Thursday January 26 2017 CSW reminder invitation
bull Sunday January 29 2017 Happy CSW Week publish week of activities
again with hours of each event
Please note that this content can be used across all marketing
digital channels ie website social media platforms text
messages marquee e-mail blasts (newsletters)
43
Content Editorial Calendar example - 1
January 2017 30 day - Content Marketing Editorial Calendar
Sunday Monday Tuesday Wednesday Thursday Friday Saturday
1 2 3 4 5 6 7
8 9CSW Announcement
10 11 12 13 14
15 16 17Open House Invitation
18 19 CSW Schedule of Events
20 21
22 23Registration IncentivesInformation
24 25 26CSW Reminder Invitation
27 28
29CSW Week ActivityInformation
30 31
44
Content Editorial Calendar example - 2
Tuesday January 9 2017 Copy Link
Website Post CSW Announcement on home page
Facebook Itrsquos that time of year again to celebrate National Catholic Education during Catholic Schools Week This years theme is ldquoCatholic Schools Communities of Faith Knowledge and Servicerdquo CSW17 is the week of January 29 - February 4 We hope you plan on celebrating with us
httpwwwfenwickfriarscom
Twitter Celebrate CSW17 fenwickfriars Visit httpwwwfenwickfriarscom4 more info
httpwwwfenwickfriarscom
Thursday January 21 2017 Copy Link
Website Post Open House Calendar on home page
Facebook We look forward to seeing you during Catholic Schools Week We have several activities we think you will enjoy Be sure to check the schedule below for the times and dates CSW17
httpsbpsstbenedictcom
Twitter Celebrate CSW17 stbenprep httpsbpsstbenedictcom
45
Weekly detailed marketing content calendar ndash
example 3
Additional marketing tools to add for your messaging needs would include mobile texting email blasts andor additional social media platforms such as Instagram and YouTube
Five Steps to Success
Step One Identify Who can Help Spread the
Word
bull Do your staff board members and volunteers have their own Facebook pages Twitter and Instagram accounts
bull What about your donors and partners What social media outlets do they use Would they be willing to publicize your message via their social media properties
bull What aspects of what yoursquore planning speak to the education
industrycommunity at large
47Source Edelman
Step Two Mobilize Your Volunteers and Partners
bull Discuss social media etiquette at training and suggest posting information of personal accounts
bull Call your partners and third party endorsers communication directors and ask if theyrsquoll post content on their social media properties
bull Think of your staff and volunteers
(parent ambassadors) as on-site
ldquobeat reportersrdquo
48Source Edelman
How to Put Your Parent Ambassadors to Workhellip
bull Establish a hashtag for the academic program event or campaign in advance and include it on all promotional materials along with information about where to find your social media presence
bull Make sure all staff parents and partners are aware of the tags yoursquove established
bull Hold a social media training session during parent ambassador trainingorientation to show people how to post via their mobile device and encourage parents to take and post pictures videos and tweets the day of the event
49Source Edelman
Examples of the Plan in Action
50
Examples of the Plan in Action
51
Step Three Curate your Social Media content
bull Track the hashtag and post on public sites
bull Repost the best posts and pictures on your own social networks
bull Post on your website as well
bull Keep a list of the people who are posting
bull Interact
bull Pat your partners on the back
52Source Edelman
Step Four Funnel your Best Results Up
bull Send your best posts tweets and videos collections to the Office of Catholic Schools Communications Department social media team to rebroadcast on their social media properties
bull Arrange for re-tweets in real-time if possible among all partners
bull Chart results
53Source Edelman
Step Five After-action Review
bull Collect the best information posted online for a follow-up post on your social networks
bull Follow-up with your most active participants and thank them ndashthey are the most likely to champion future events
bull Evaluate your social media coverage ndash was there an uptick in your following How much buzz was generated What questions did people have What would you do differently next time
54Source Edelman
Media GuidelinesCrisis Communications
Responding to Media Queries
bull The general public is always interested in education related news Some local news outlets have an education reporter who covers schools and education issues on a regular basis
bull Reporters deliver your message along with their own to their audience be it on television over the radio print publications or online
bull The Archdiocese of Chicago has an extraordinary story to tell
bull At times it might seem like the media focuses on negative issues and sometimes you may be contacted about a less positive event but it is critical to remember the excellent work that you do every day
56
Media Guidelines
The following are requirements and guidelines for responding to media queries
and presence
bull Any school contacted by the media for any reason MUST contact their
Regional Director andor the Director of Communications before responding
to the query Your pastor must be notified as well
bull Reporters can always be directed by you or your secretary to call the media
relations line at 3125348227 or the Director of Communications at
3125345334
bull Remember that you are under no obligation to speak to the media please
instead refer them to the communications officemedia relations line
57
Media Guidelines
bull A member of the media cannot be admitted into a school or on school
property including playgrounds parking lots fields etc without the
consent of the principal With permission a member of the media may
enter the premises but must be accompanied at all times
bull Before a meeting where sensitive information is shared politely
announce that it is a private meeting If members of the media are
present please ask them to leave
58
Media Guidelines
THE MEDIA ARE DOING THEIR JOB
Reporters have a job to do They are doing their best to get their story into print or online news outlets or airtime on their TV or radio stations Plus they are doing it on a deadline
ALWAYS MAINTAIN A PROFESSIONAL RELATIONSHIP WITH REPORTERS
You may have existing relationships with members of the media but remember the media have a job to do Never depend on a prior relationship to get a story covered or to hold a story back
59
Media Guidelines
YOU ARE THE SCHOOL SPOKESPERSON YOU ARE NOT
SPEAKING FOR YOURSELF
Be wary of any question that starts with ldquoWhat is your opinionrdquo or ldquoWhat
do you think abouthelliprdquo or ldquoWhat does someone other than yourself thinkrdquo
It is tempting to offer your opinion but it is critical to stick to the facts
Additional resources can be found at the following links
When a tragedy occurs
httpocsarchchicagoorgPortals23einfoParents20and20Teachers
20Can20Help20-Tragedypdf
In the event of a crisis it is imperative to contact the Office of Catholic
Schools and the Department of Communications
60
Media Guidelines
Additional PR Information
PR Is Evolving
PR is evolvinghellip
The Latest PR Tools
bull Social media sites (eg Facebook Twitter Instagram)
bull Mobile
bull Influencerblogger outreach
bull Blogs
62Source Edelman
What visuals are unique to you
What does local volunteerism look like
Visual collateral
bull Historicvintage (ads events)
bull Website or other digital footprints
bull Advertising (printTVradio)
Is the package ldquolayout worthyrdquo
63
1 Picture = 1000 Words
Source Edelman
How to Measure PR
Qualitativebull All messaging contains key
brand mentiontalking
points
bull Reach target audience
through preferred media
outlets and programs
bull Pre-and post-initiative
awareness survey
Quantitativebull Report consumer impression
numbers reached via
bull Media placement
bull Event attendance
bull Program participation
(grant program entries
online hits giveaway
distribution)
bull Advertising equivalency
bull Social media likes repost
etc
bull Site visitors
64Source Edelman
THANK YOU
Anne R Maselliamaselliarchchicagoorg
Felicia R Hortonfhortonarchchicagoorg
QUESTIONS
Month Topic Date
September Developing a Parent Ambassador Program Tuesday
September 13
November Hosting a Great Open House Tuesday
November 15
December Preparing for Catholic Schools Week and
Retention Events
Tuesday
December 13
January Communications and Media Tuesday
January 17
March Early Childhood Marketing Tuesday
March 14
April Marketing in a Changing Neighborhood Tuesday
April 18
May Summer Marketing Strategies Tuesday
May 16
WEBINARS 12pm - 1pm
67
Month Topic Date
October Next Level Web Strategies Wednesday October 19
February Developing Your 2017-18 Marketing Plan Wednesday February 15
WORKSHOPS 9 am - 1 pm at Archbishop Quigley Center
68
Thank you
69Source Edelman
bull Kurt Lewis Enrollment Marketing Director Enrollment Marketing Manager Vicariate 1klewisarchchicagoorg
bull Juana Graber Associate Director for Hispanic OutreachEnrollment Marketing Manager Vicariates 4 and 5jgraberarchchicagoorg
bull Felicia Horton Enrollment Marketing Manager Vicariates 3 and 6fhortonarchchicagoorg
bull Noreen Walton-Valle Enrollment Marketing Manager Vicariate 2nwaltonarchchicagoorg
Meet Yourhellip
Enrollment Marketing Team
5Source Edelman
Send us your newsworthy stories
bull Anne Maselli Director amaselliarchchicagoorg
bull Yasmin Quiroz Marketing Assistant
schoolmarketingarchchicagoorg
Meet Yourhellip
Communications and Marketing Team
6Source Edelman
Enrollment Marketing Services
The OCS Enrollment Marketing Team is happy to provide the following
services to your school
Comprehensive Enrollment Management Diagnostic
Development of Enrollment Marketing Management Plan
Ongoing support for your Enrollment ManagementMarketing Team
Consultations or presentations on Enrollment Management topics
Training and support for Parent Ambassadors
Customer Service training and support for your Faculty and Staff
Strategies to improve Retention
7Source Edelman
OUR GOAL
MORE KIDS IN GREAT CATHOLIC SCHOOLS
This is ultimately your jobhellip but where do you start
8Source Edelman
Marketing
Building interest inenrolling in the schools
New Family Sales
Getting newfamilies to enroll
Retention Sales
Getting existingfamilies to re-enroll
Enrollment Management Framework
9Source Edelman
Webinar discussion includes
bull The Power of PR
bull Building a Media Strategy
bull Be the Media
bull Content
bull Editorial Calendars
bull Media Guidelines amp Crisis Communications
bull Additional Public Relations Information
bull Thank You
bull QampA
10
Communications amp Media
The Power of PR
The Power of PR
PR gets others to talk about the Brand
bull Unpaid media placements designed to
influence public opinion (consumers)
bull Shape reporters producersrsquo stories
Third party endorsement adds priceless
credibility
Designed to generate word of mouth (ldquobuzzrdquo)
and enhance brand credibility among a highly
defined influential audience
Priceless engagement opportunities through
social networks
12Source Edelman
PR in the Marketing Communications Mix
Irsquom a great cookTrust me hersquos a
great cook
Irsquom a great cookIrsquom a great cookIrsquom a great cook
I understand yoursquore a great cook
Marketing Public Relations
Advertising Branding
13Source Edelman
Building a Media Strategy
Set Objectives
Do you want to
bull Increase enrollment
bull Retain your current students
bull Build a database to connect to
studentsfamilies donors partners
bull Blunt competitors
bull Build external reputation as innovative
school
bull Drive buzzconversationwater-cooler
bull Impress donors
15Source Edelman
Set Objectives
Who do you want to reach
bull What do you know about the studentsfamilies lifestyle and habits academic sports andor extracurricular activities
bull What kind of media do they consume and for what reasons (eg social media radio television programs etc)
bull Will your success metrics actually reach the target you want
16Source Edelman
Timing is very important
bull Launching a new academic program event student group
fundraisers etc - work backwards from the program launch date and
factor lead times
bull Access to spokespeople (principal teachers student ambassadors
parent ambassadors etc) ndash when are they available and where
bull What are other triggers on timing (marketing campaign sports games
open houses school fundraisers)
17Source Edelman
Putting It All Together
Build your media strategy ndash focus on education reporters
bull Set benchmarks
bull Map out scenarios
Apply appropriate tactics
Be nimble
bull Evaluate during pitch process
bull Be willing to change directionscenarios
18Source Edelman
How to develop a Targeted Pitchbull Real people real stories
bull Local statistics national impact
bull Find a news peg make it timely
bull Observances are weak
bull Tailor pitch to reporterrsquos interests
bull Events ndash hold media previews start early
bull Materials
bull Pitch letteremail cover note
bull News releaseMedia advisoryalert
bull BackgrounderFact Sheet
bull BiosProgram amp Academic Flyer
bull Tuition information
bull Upcoming events
Anne Maselli will work on media pitching with you
19Source Edelman
How to identify the Correct Reporter
The more you know the more you know
bull Watchreadlisten to different outlets
Think beyond the obvious
bull Metro weekend morning shows parenting sports
Freelancers matter
Build relationships
bull Email interesting stories
bull Remind them of past collaborations
20Source Edelman
What does it take to get started
Education Reporter Media Lists ndash OCS Communications Department
can help with this
Use a script
Have the right follow-up materials
bull Be a good headline writer
bull Say right away what you are proposing
Do a little research
Clock is tickinghellipcarve out time to pitch
Send all press releases and media correspondence to the Communications Department for approval
21Source Edelman
Phone pitching
Cold call
bull Pitch voice mail email follow-up note
ldquoDo you have a minute to talkrdquo No
Listen to yourself on voice mail
bull Do you sound conversational
Enthusiastic
bull Leave your name and number twice
Be reachable
22Source Edelman
Pitching Recommendations
Know the dayrsquos news ndashit could affect your pitch
Do your homework know what the education reporter has recently written and reference it if relevant
Be persistent call back
bull Watch lag time between callsemails
Get around voice mail
bull Talk to someone get answers
Itrsquos the outlet not the education reporter
bull Have a plan A B and C
23Source Edelman
Pitching Recommendations
bull Day of an event
bull Get greedy ndash publicity begets publicity
bull Be a YES person Then make it happen
bull Be flexible
bull Get all the interview details
bull Facilitate interviews
bull Reconfirm
bull Ask for organization credit
24Source Edelman
Pitching Recommendations
Leverage placements with other media
Embargo daystimes
bull Make it fair for everyone
Exclusives ndash opening a new tech lab is a
good example
bull Is it worthy
bull Start offering it early
bull Tell them when you need an answer
bull Donrsquot break your promise
bull Negotiate print and broadcast exclusives
25Source Edelman
Pitching Recommendations
Reminders
bull Find a style that works for you
bull Be a media consumer
bull Be a resource develop relationships
bull Stay connected keep pitching a little
bull Pass on your knowledge
26Source Edelman
Newspapers
Pitch the beat reporter then who else
bull Education Beat Reporter
bull Sports Beat Reporter
bull Special Events Reporter
Know the metro desk
bull City editor
bull Suburban bureaus
Columnists
bull First-hand experience
Try not to call after 3 pm
27Source Edelman
Radio
bull Christianreligious
bull Ethnic based radio shows (AA Hispanic)
bull Sports shows that focus on elementary sports (basketball baseball soccer volleyball etc)
bull News staffing is sparse
bull News directors public amp community affairs
bull Remember shows for guests
bull 2-1 3-1 4-1 placements
bull Natural sound
bull Email hostsDJs for chatter
28Source Edelman
Online amp Social Media
Hyper-local TribLocal patchcom
bull Can submit photos releases event listings stories as ldquocitizen reporterrdquo
bull Original vs repurposed content
bull Journalists research story ideas on Twitter the most
bull Chats QampAs
bull Opinion leaders
Multi-media elements pre-packaged content drive interest
29Source Edelman
Overall Takeaways
Think like a journalist and become a great storyteller
bull Humanize academic programs build trends mine data history and real experience
New = News
bull Breakthroughs and innovations earn singular coverage but round-ups can connect to other opportunities
Itrsquos a 360 World Out There
bull Link all assets and opportunities ndash surround-sound breaks through
30Source Edelman
Word-of-mouthhellip
ldquoWord of mouth has been incredibly important to us and ultimately thatrsquos what a brand is ndash the things people say about you when yoursquore not thererdquo
Jeff BezosFounder and CEOAmazoncom
31Source Edelman
Be the Media
Using Social Media to Spread the Word
What You Told Us Your Social Wish List
bull Foster better conversation capture students and families where they are
bull Offer useful content
bull Up the volume (drive traffic)
bull Keep students and parents coming back
bull Adapt school content for local use
33Source Edelman
The Media Climate is Changing
(and Will Continue to Change)
What does that mean for you
bull You canrsquot count on traditional media coverage
bull Your constituents are getting information from a variety of sources so you have more opportunities to reach them
bull Social media outreach should not be an afterthought ndash but integrated into your overall marketing media plan
bull Yoursquoll have a lot of ldquoword-of-mouthrdquo competition so amplifying your message is key
34Source Edelman
The Good News ishellip You are Well on Your Way
With Social Media
bull Great guidelines on how to build a social media presence in your social media timelines
bull Yoursquore already followed online and are represented on Facebook Twitter and Instagram to name a few
bull Your audience is already engaging with you
bull Your social media properties are listed on your local page
35Source Edelman
The Archdiocese of Chicago Catholic Schools is
Now its own Media Machine
Itrsquos up to you to get the word outmdashbut HOW
Leverage your existing resourcesandCreate an editorial content calendar
36Source Edelman
Think of Yourself as Social Media Curatorhellip
Your job is to steer your parents students donors volunteers community partners board members and even staff to information thatrsquos of interest to them and potentially their networks
37Source Edelman
Aim to Have these Influencers Champion your
Education Program
When that happens you will ultimately grow your reach across the social web and build a broader network that wants to hear what you have to say
Now the next question is
What do you need and want to communicate to your audience
What is your content your message
38Source Edelman
CONTENT
Creating and scheduling content for publicity and advertising
=
Editorial Content Calendar
bull Content Marketing strategically communicates the story of your school to your target
audiences via several media platforms in a consistent and timely manner all
designed to increase engagement awareness new students retention partners
and donors
bull Several media platforms include social media website email blasts newsletters
church bulletins advertising opportunities photos releases videos photos special
events etc
bull Now that you know your content how can you organize it The answer is with a
content marketing editorial calendar
40
What is content marketing
bull Are you interested in consistent strategic and timely content for your traditional and digital media needs
bull Do you need to organize your content message strategy
bull Do you need to save time with planning and executing your content strategy
bull Do you need to get more traffic to your website and social media platforms
41
Why consider an editorial calendar
bull A content editorial calendar helps you organize your messaging to your
external and internal audiences
bull You can plan your content on an annual basis As a result your messaging
will be strategic and timely
bull A content marketing editorial calendar will give you a chance to have quality
engagement with your target audience while providing them important
information about your school
bull It can help increase your traffic to your digital platforms which can turn in to
leads for new students and also help you retain your current students
bull Everyone likes to stay informed and provided with timely information
bull It can also help keep your parents organized The more information they
have the better coordinated and engaged they are with your school
42
What is a content editorial calendar
See below for a sample 30-day editorial calendar for Catholic Schools Week
bull Tuesday January 9 2017 Catholic Schools Week Announcement
bull Tuesday January 17 2017 Open House Invitation
bull Thursday January 19 2017 CSW Schedule of events
bull Monday January 23 2017 Registration Incentives Information
bull Thursday January 26 2017 CSW reminder invitation
bull Sunday January 29 2017 Happy CSW Week publish week of activities
again with hours of each event
Please note that this content can be used across all marketing
digital channels ie website social media platforms text
messages marquee e-mail blasts (newsletters)
43
Content Editorial Calendar example - 1
January 2017 30 day - Content Marketing Editorial Calendar
Sunday Monday Tuesday Wednesday Thursday Friday Saturday
1 2 3 4 5 6 7
8 9CSW Announcement
10 11 12 13 14
15 16 17Open House Invitation
18 19 CSW Schedule of Events
20 21
22 23Registration IncentivesInformation
24 25 26CSW Reminder Invitation
27 28
29CSW Week ActivityInformation
30 31
44
Content Editorial Calendar example - 2
Tuesday January 9 2017 Copy Link
Website Post CSW Announcement on home page
Facebook Itrsquos that time of year again to celebrate National Catholic Education during Catholic Schools Week This years theme is ldquoCatholic Schools Communities of Faith Knowledge and Servicerdquo CSW17 is the week of January 29 - February 4 We hope you plan on celebrating with us
httpwwwfenwickfriarscom
Twitter Celebrate CSW17 fenwickfriars Visit httpwwwfenwickfriarscom4 more info
httpwwwfenwickfriarscom
Thursday January 21 2017 Copy Link
Website Post Open House Calendar on home page
Facebook We look forward to seeing you during Catholic Schools Week We have several activities we think you will enjoy Be sure to check the schedule below for the times and dates CSW17
httpsbpsstbenedictcom
Twitter Celebrate CSW17 stbenprep httpsbpsstbenedictcom
45
Weekly detailed marketing content calendar ndash
example 3
Additional marketing tools to add for your messaging needs would include mobile texting email blasts andor additional social media platforms such as Instagram and YouTube
Five Steps to Success
Step One Identify Who can Help Spread the
Word
bull Do your staff board members and volunteers have their own Facebook pages Twitter and Instagram accounts
bull What about your donors and partners What social media outlets do they use Would they be willing to publicize your message via their social media properties
bull What aspects of what yoursquore planning speak to the education
industrycommunity at large
47Source Edelman
Step Two Mobilize Your Volunteers and Partners
bull Discuss social media etiquette at training and suggest posting information of personal accounts
bull Call your partners and third party endorsers communication directors and ask if theyrsquoll post content on their social media properties
bull Think of your staff and volunteers
(parent ambassadors) as on-site
ldquobeat reportersrdquo
48Source Edelman
How to Put Your Parent Ambassadors to Workhellip
bull Establish a hashtag for the academic program event or campaign in advance and include it on all promotional materials along with information about where to find your social media presence
bull Make sure all staff parents and partners are aware of the tags yoursquove established
bull Hold a social media training session during parent ambassador trainingorientation to show people how to post via their mobile device and encourage parents to take and post pictures videos and tweets the day of the event
49Source Edelman
Examples of the Plan in Action
50
Examples of the Plan in Action
51
Step Three Curate your Social Media content
bull Track the hashtag and post on public sites
bull Repost the best posts and pictures on your own social networks
bull Post on your website as well
bull Keep a list of the people who are posting
bull Interact
bull Pat your partners on the back
52Source Edelman
Step Four Funnel your Best Results Up
bull Send your best posts tweets and videos collections to the Office of Catholic Schools Communications Department social media team to rebroadcast on their social media properties
bull Arrange for re-tweets in real-time if possible among all partners
bull Chart results
53Source Edelman
Step Five After-action Review
bull Collect the best information posted online for a follow-up post on your social networks
bull Follow-up with your most active participants and thank them ndashthey are the most likely to champion future events
bull Evaluate your social media coverage ndash was there an uptick in your following How much buzz was generated What questions did people have What would you do differently next time
54Source Edelman
Media GuidelinesCrisis Communications
Responding to Media Queries
bull The general public is always interested in education related news Some local news outlets have an education reporter who covers schools and education issues on a regular basis
bull Reporters deliver your message along with their own to their audience be it on television over the radio print publications or online
bull The Archdiocese of Chicago has an extraordinary story to tell
bull At times it might seem like the media focuses on negative issues and sometimes you may be contacted about a less positive event but it is critical to remember the excellent work that you do every day
56
Media Guidelines
The following are requirements and guidelines for responding to media queries
and presence
bull Any school contacted by the media for any reason MUST contact their
Regional Director andor the Director of Communications before responding
to the query Your pastor must be notified as well
bull Reporters can always be directed by you or your secretary to call the media
relations line at 3125348227 or the Director of Communications at
3125345334
bull Remember that you are under no obligation to speak to the media please
instead refer them to the communications officemedia relations line
57
Media Guidelines
bull A member of the media cannot be admitted into a school or on school
property including playgrounds parking lots fields etc without the
consent of the principal With permission a member of the media may
enter the premises but must be accompanied at all times
bull Before a meeting where sensitive information is shared politely
announce that it is a private meeting If members of the media are
present please ask them to leave
58
Media Guidelines
THE MEDIA ARE DOING THEIR JOB
Reporters have a job to do They are doing their best to get their story into print or online news outlets or airtime on their TV or radio stations Plus they are doing it on a deadline
ALWAYS MAINTAIN A PROFESSIONAL RELATIONSHIP WITH REPORTERS
You may have existing relationships with members of the media but remember the media have a job to do Never depend on a prior relationship to get a story covered or to hold a story back
59
Media Guidelines
YOU ARE THE SCHOOL SPOKESPERSON YOU ARE NOT
SPEAKING FOR YOURSELF
Be wary of any question that starts with ldquoWhat is your opinionrdquo or ldquoWhat
do you think abouthelliprdquo or ldquoWhat does someone other than yourself thinkrdquo
It is tempting to offer your opinion but it is critical to stick to the facts
Additional resources can be found at the following links
When a tragedy occurs
httpocsarchchicagoorgPortals23einfoParents20and20Teachers
20Can20Help20-Tragedypdf
In the event of a crisis it is imperative to contact the Office of Catholic
Schools and the Department of Communications
60
Media Guidelines
Additional PR Information
PR Is Evolving
PR is evolvinghellip
The Latest PR Tools
bull Social media sites (eg Facebook Twitter Instagram)
bull Mobile
bull Influencerblogger outreach
bull Blogs
62Source Edelman
What visuals are unique to you
What does local volunteerism look like
Visual collateral
bull Historicvintage (ads events)
bull Website or other digital footprints
bull Advertising (printTVradio)
Is the package ldquolayout worthyrdquo
63
1 Picture = 1000 Words
Source Edelman
How to Measure PR
Qualitativebull All messaging contains key
brand mentiontalking
points
bull Reach target audience
through preferred media
outlets and programs
bull Pre-and post-initiative
awareness survey
Quantitativebull Report consumer impression
numbers reached via
bull Media placement
bull Event attendance
bull Program participation
(grant program entries
online hits giveaway
distribution)
bull Advertising equivalency
bull Social media likes repost
etc
bull Site visitors
64Source Edelman
THANK YOU
Anne R Maselliamaselliarchchicagoorg
Felicia R Hortonfhortonarchchicagoorg
QUESTIONS
Month Topic Date
September Developing a Parent Ambassador Program Tuesday
September 13
November Hosting a Great Open House Tuesday
November 15
December Preparing for Catholic Schools Week and
Retention Events
Tuesday
December 13
January Communications and Media Tuesday
January 17
March Early Childhood Marketing Tuesday
March 14
April Marketing in a Changing Neighborhood Tuesday
April 18
May Summer Marketing Strategies Tuesday
May 16
WEBINARS 12pm - 1pm
67
Month Topic Date
October Next Level Web Strategies Wednesday October 19
February Developing Your 2017-18 Marketing Plan Wednesday February 15
WORKSHOPS 9 am - 1 pm at Archbishop Quigley Center
68
Thank you
69Source Edelman
Send us your newsworthy stories
bull Anne Maselli Director amaselliarchchicagoorg
bull Yasmin Quiroz Marketing Assistant
schoolmarketingarchchicagoorg
Meet Yourhellip
Communications and Marketing Team
6Source Edelman
Enrollment Marketing Services
The OCS Enrollment Marketing Team is happy to provide the following
services to your school
Comprehensive Enrollment Management Diagnostic
Development of Enrollment Marketing Management Plan
Ongoing support for your Enrollment ManagementMarketing Team
Consultations or presentations on Enrollment Management topics
Training and support for Parent Ambassadors
Customer Service training and support for your Faculty and Staff
Strategies to improve Retention
7Source Edelman
OUR GOAL
MORE KIDS IN GREAT CATHOLIC SCHOOLS
This is ultimately your jobhellip but where do you start
8Source Edelman
Marketing
Building interest inenrolling in the schools
New Family Sales
Getting newfamilies to enroll
Retention Sales
Getting existingfamilies to re-enroll
Enrollment Management Framework
9Source Edelman
Webinar discussion includes
bull The Power of PR
bull Building a Media Strategy
bull Be the Media
bull Content
bull Editorial Calendars
bull Media Guidelines amp Crisis Communications
bull Additional Public Relations Information
bull Thank You
bull QampA
10
Communications amp Media
The Power of PR
The Power of PR
PR gets others to talk about the Brand
bull Unpaid media placements designed to
influence public opinion (consumers)
bull Shape reporters producersrsquo stories
Third party endorsement adds priceless
credibility
Designed to generate word of mouth (ldquobuzzrdquo)
and enhance brand credibility among a highly
defined influential audience
Priceless engagement opportunities through
social networks
12Source Edelman
PR in the Marketing Communications Mix
Irsquom a great cookTrust me hersquos a
great cook
Irsquom a great cookIrsquom a great cookIrsquom a great cook
I understand yoursquore a great cook
Marketing Public Relations
Advertising Branding
13Source Edelman
Building a Media Strategy
Set Objectives
Do you want to
bull Increase enrollment
bull Retain your current students
bull Build a database to connect to
studentsfamilies donors partners
bull Blunt competitors
bull Build external reputation as innovative
school
bull Drive buzzconversationwater-cooler
bull Impress donors
15Source Edelman
Set Objectives
Who do you want to reach
bull What do you know about the studentsfamilies lifestyle and habits academic sports andor extracurricular activities
bull What kind of media do they consume and for what reasons (eg social media radio television programs etc)
bull Will your success metrics actually reach the target you want
16Source Edelman
Timing is very important
bull Launching a new academic program event student group
fundraisers etc - work backwards from the program launch date and
factor lead times
bull Access to spokespeople (principal teachers student ambassadors
parent ambassadors etc) ndash when are they available and where
bull What are other triggers on timing (marketing campaign sports games
open houses school fundraisers)
17Source Edelman
Putting It All Together
Build your media strategy ndash focus on education reporters
bull Set benchmarks
bull Map out scenarios
Apply appropriate tactics
Be nimble
bull Evaluate during pitch process
bull Be willing to change directionscenarios
18Source Edelman
How to develop a Targeted Pitchbull Real people real stories
bull Local statistics national impact
bull Find a news peg make it timely
bull Observances are weak
bull Tailor pitch to reporterrsquos interests
bull Events ndash hold media previews start early
bull Materials
bull Pitch letteremail cover note
bull News releaseMedia advisoryalert
bull BackgrounderFact Sheet
bull BiosProgram amp Academic Flyer
bull Tuition information
bull Upcoming events
Anne Maselli will work on media pitching with you
19Source Edelman
How to identify the Correct Reporter
The more you know the more you know
bull Watchreadlisten to different outlets
Think beyond the obvious
bull Metro weekend morning shows parenting sports
Freelancers matter
Build relationships
bull Email interesting stories
bull Remind them of past collaborations
20Source Edelman
What does it take to get started
Education Reporter Media Lists ndash OCS Communications Department
can help with this
Use a script
Have the right follow-up materials
bull Be a good headline writer
bull Say right away what you are proposing
Do a little research
Clock is tickinghellipcarve out time to pitch
Send all press releases and media correspondence to the Communications Department for approval
21Source Edelman
Phone pitching
Cold call
bull Pitch voice mail email follow-up note
ldquoDo you have a minute to talkrdquo No
Listen to yourself on voice mail
bull Do you sound conversational
Enthusiastic
bull Leave your name and number twice
Be reachable
22Source Edelman
Pitching Recommendations
Know the dayrsquos news ndashit could affect your pitch
Do your homework know what the education reporter has recently written and reference it if relevant
Be persistent call back
bull Watch lag time between callsemails
Get around voice mail
bull Talk to someone get answers
Itrsquos the outlet not the education reporter
bull Have a plan A B and C
23Source Edelman
Pitching Recommendations
bull Day of an event
bull Get greedy ndash publicity begets publicity
bull Be a YES person Then make it happen
bull Be flexible
bull Get all the interview details
bull Facilitate interviews
bull Reconfirm
bull Ask for organization credit
24Source Edelman
Pitching Recommendations
Leverage placements with other media
Embargo daystimes
bull Make it fair for everyone
Exclusives ndash opening a new tech lab is a
good example
bull Is it worthy
bull Start offering it early
bull Tell them when you need an answer
bull Donrsquot break your promise
bull Negotiate print and broadcast exclusives
25Source Edelman
Pitching Recommendations
Reminders
bull Find a style that works for you
bull Be a media consumer
bull Be a resource develop relationships
bull Stay connected keep pitching a little
bull Pass on your knowledge
26Source Edelman
Newspapers
Pitch the beat reporter then who else
bull Education Beat Reporter
bull Sports Beat Reporter
bull Special Events Reporter
Know the metro desk
bull City editor
bull Suburban bureaus
Columnists
bull First-hand experience
Try not to call after 3 pm
27Source Edelman
Radio
bull Christianreligious
bull Ethnic based radio shows (AA Hispanic)
bull Sports shows that focus on elementary sports (basketball baseball soccer volleyball etc)
bull News staffing is sparse
bull News directors public amp community affairs
bull Remember shows for guests
bull 2-1 3-1 4-1 placements
bull Natural sound
bull Email hostsDJs for chatter
28Source Edelman
Online amp Social Media
Hyper-local TribLocal patchcom
bull Can submit photos releases event listings stories as ldquocitizen reporterrdquo
bull Original vs repurposed content
bull Journalists research story ideas on Twitter the most
bull Chats QampAs
bull Opinion leaders
Multi-media elements pre-packaged content drive interest
29Source Edelman
Overall Takeaways
Think like a journalist and become a great storyteller
bull Humanize academic programs build trends mine data history and real experience
New = News
bull Breakthroughs and innovations earn singular coverage but round-ups can connect to other opportunities
Itrsquos a 360 World Out There
bull Link all assets and opportunities ndash surround-sound breaks through
30Source Edelman
Word-of-mouthhellip
ldquoWord of mouth has been incredibly important to us and ultimately thatrsquos what a brand is ndash the things people say about you when yoursquore not thererdquo
Jeff BezosFounder and CEOAmazoncom
31Source Edelman
Be the Media
Using Social Media to Spread the Word
What You Told Us Your Social Wish List
bull Foster better conversation capture students and families where they are
bull Offer useful content
bull Up the volume (drive traffic)
bull Keep students and parents coming back
bull Adapt school content for local use
33Source Edelman
The Media Climate is Changing
(and Will Continue to Change)
What does that mean for you
bull You canrsquot count on traditional media coverage
bull Your constituents are getting information from a variety of sources so you have more opportunities to reach them
bull Social media outreach should not be an afterthought ndash but integrated into your overall marketing media plan
bull Yoursquoll have a lot of ldquoword-of-mouthrdquo competition so amplifying your message is key
34Source Edelman
The Good News ishellip You are Well on Your Way
With Social Media
bull Great guidelines on how to build a social media presence in your social media timelines
bull Yoursquore already followed online and are represented on Facebook Twitter and Instagram to name a few
bull Your audience is already engaging with you
bull Your social media properties are listed on your local page
35Source Edelman
The Archdiocese of Chicago Catholic Schools is
Now its own Media Machine
Itrsquos up to you to get the word outmdashbut HOW
Leverage your existing resourcesandCreate an editorial content calendar
36Source Edelman
Think of Yourself as Social Media Curatorhellip
Your job is to steer your parents students donors volunteers community partners board members and even staff to information thatrsquos of interest to them and potentially their networks
37Source Edelman
Aim to Have these Influencers Champion your
Education Program
When that happens you will ultimately grow your reach across the social web and build a broader network that wants to hear what you have to say
Now the next question is
What do you need and want to communicate to your audience
What is your content your message
38Source Edelman
CONTENT
Creating and scheduling content for publicity and advertising
=
Editorial Content Calendar
bull Content Marketing strategically communicates the story of your school to your target
audiences via several media platforms in a consistent and timely manner all
designed to increase engagement awareness new students retention partners
and donors
bull Several media platforms include social media website email blasts newsletters
church bulletins advertising opportunities photos releases videos photos special
events etc
bull Now that you know your content how can you organize it The answer is with a
content marketing editorial calendar
40
What is content marketing
bull Are you interested in consistent strategic and timely content for your traditional and digital media needs
bull Do you need to organize your content message strategy
bull Do you need to save time with planning and executing your content strategy
bull Do you need to get more traffic to your website and social media platforms
41
Why consider an editorial calendar
bull A content editorial calendar helps you organize your messaging to your
external and internal audiences
bull You can plan your content on an annual basis As a result your messaging
will be strategic and timely
bull A content marketing editorial calendar will give you a chance to have quality
engagement with your target audience while providing them important
information about your school
bull It can help increase your traffic to your digital platforms which can turn in to
leads for new students and also help you retain your current students
bull Everyone likes to stay informed and provided with timely information
bull It can also help keep your parents organized The more information they
have the better coordinated and engaged they are with your school
42
What is a content editorial calendar
See below for a sample 30-day editorial calendar for Catholic Schools Week
bull Tuesday January 9 2017 Catholic Schools Week Announcement
bull Tuesday January 17 2017 Open House Invitation
bull Thursday January 19 2017 CSW Schedule of events
bull Monday January 23 2017 Registration Incentives Information
bull Thursday January 26 2017 CSW reminder invitation
bull Sunday January 29 2017 Happy CSW Week publish week of activities
again with hours of each event
Please note that this content can be used across all marketing
digital channels ie website social media platforms text
messages marquee e-mail blasts (newsletters)
43
Content Editorial Calendar example - 1
January 2017 30 day - Content Marketing Editorial Calendar
Sunday Monday Tuesday Wednesday Thursday Friday Saturday
1 2 3 4 5 6 7
8 9CSW Announcement
10 11 12 13 14
15 16 17Open House Invitation
18 19 CSW Schedule of Events
20 21
22 23Registration IncentivesInformation
24 25 26CSW Reminder Invitation
27 28
29CSW Week ActivityInformation
30 31
44
Content Editorial Calendar example - 2
Tuesday January 9 2017 Copy Link
Website Post CSW Announcement on home page
Facebook Itrsquos that time of year again to celebrate National Catholic Education during Catholic Schools Week This years theme is ldquoCatholic Schools Communities of Faith Knowledge and Servicerdquo CSW17 is the week of January 29 - February 4 We hope you plan on celebrating with us
httpwwwfenwickfriarscom
Twitter Celebrate CSW17 fenwickfriars Visit httpwwwfenwickfriarscom4 more info
httpwwwfenwickfriarscom
Thursday January 21 2017 Copy Link
Website Post Open House Calendar on home page
Facebook We look forward to seeing you during Catholic Schools Week We have several activities we think you will enjoy Be sure to check the schedule below for the times and dates CSW17
httpsbpsstbenedictcom
Twitter Celebrate CSW17 stbenprep httpsbpsstbenedictcom
45
Weekly detailed marketing content calendar ndash
example 3
Additional marketing tools to add for your messaging needs would include mobile texting email blasts andor additional social media platforms such as Instagram and YouTube
Five Steps to Success
Step One Identify Who can Help Spread the
Word
bull Do your staff board members and volunteers have their own Facebook pages Twitter and Instagram accounts
bull What about your donors and partners What social media outlets do they use Would they be willing to publicize your message via their social media properties
bull What aspects of what yoursquore planning speak to the education
industrycommunity at large
47Source Edelman
Step Two Mobilize Your Volunteers and Partners
bull Discuss social media etiquette at training and suggest posting information of personal accounts
bull Call your partners and third party endorsers communication directors and ask if theyrsquoll post content on their social media properties
bull Think of your staff and volunteers
(parent ambassadors) as on-site
ldquobeat reportersrdquo
48Source Edelman
How to Put Your Parent Ambassadors to Workhellip
bull Establish a hashtag for the academic program event or campaign in advance and include it on all promotional materials along with information about where to find your social media presence
bull Make sure all staff parents and partners are aware of the tags yoursquove established
bull Hold a social media training session during parent ambassador trainingorientation to show people how to post via their mobile device and encourage parents to take and post pictures videos and tweets the day of the event
49Source Edelman
Examples of the Plan in Action
50
Examples of the Plan in Action
51
Step Three Curate your Social Media content
bull Track the hashtag and post on public sites
bull Repost the best posts and pictures on your own social networks
bull Post on your website as well
bull Keep a list of the people who are posting
bull Interact
bull Pat your partners on the back
52Source Edelman
Step Four Funnel your Best Results Up
bull Send your best posts tweets and videos collections to the Office of Catholic Schools Communications Department social media team to rebroadcast on their social media properties
bull Arrange for re-tweets in real-time if possible among all partners
bull Chart results
53Source Edelman
Step Five After-action Review
bull Collect the best information posted online for a follow-up post on your social networks
bull Follow-up with your most active participants and thank them ndashthey are the most likely to champion future events
bull Evaluate your social media coverage ndash was there an uptick in your following How much buzz was generated What questions did people have What would you do differently next time
54Source Edelman
Media GuidelinesCrisis Communications
Responding to Media Queries
bull The general public is always interested in education related news Some local news outlets have an education reporter who covers schools and education issues on a regular basis
bull Reporters deliver your message along with their own to their audience be it on television over the radio print publications or online
bull The Archdiocese of Chicago has an extraordinary story to tell
bull At times it might seem like the media focuses on negative issues and sometimes you may be contacted about a less positive event but it is critical to remember the excellent work that you do every day
56
Media Guidelines
The following are requirements and guidelines for responding to media queries
and presence
bull Any school contacted by the media for any reason MUST contact their
Regional Director andor the Director of Communications before responding
to the query Your pastor must be notified as well
bull Reporters can always be directed by you or your secretary to call the media
relations line at 3125348227 or the Director of Communications at
3125345334
bull Remember that you are under no obligation to speak to the media please
instead refer them to the communications officemedia relations line
57
Media Guidelines
bull A member of the media cannot be admitted into a school or on school
property including playgrounds parking lots fields etc without the
consent of the principal With permission a member of the media may
enter the premises but must be accompanied at all times
bull Before a meeting where sensitive information is shared politely
announce that it is a private meeting If members of the media are
present please ask them to leave
58
Media Guidelines
THE MEDIA ARE DOING THEIR JOB
Reporters have a job to do They are doing their best to get their story into print or online news outlets or airtime on their TV or radio stations Plus they are doing it on a deadline
ALWAYS MAINTAIN A PROFESSIONAL RELATIONSHIP WITH REPORTERS
You may have existing relationships with members of the media but remember the media have a job to do Never depend on a prior relationship to get a story covered or to hold a story back
59
Media Guidelines
YOU ARE THE SCHOOL SPOKESPERSON YOU ARE NOT
SPEAKING FOR YOURSELF
Be wary of any question that starts with ldquoWhat is your opinionrdquo or ldquoWhat
do you think abouthelliprdquo or ldquoWhat does someone other than yourself thinkrdquo
It is tempting to offer your opinion but it is critical to stick to the facts
Additional resources can be found at the following links
When a tragedy occurs
httpocsarchchicagoorgPortals23einfoParents20and20Teachers
20Can20Help20-Tragedypdf
In the event of a crisis it is imperative to contact the Office of Catholic
Schools and the Department of Communications
60
Media Guidelines
Additional PR Information
PR Is Evolving
PR is evolvinghellip
The Latest PR Tools
bull Social media sites (eg Facebook Twitter Instagram)
bull Mobile
bull Influencerblogger outreach
bull Blogs
62Source Edelman
What visuals are unique to you
What does local volunteerism look like
Visual collateral
bull Historicvintage (ads events)
bull Website or other digital footprints
bull Advertising (printTVradio)
Is the package ldquolayout worthyrdquo
63
1 Picture = 1000 Words
Source Edelman
How to Measure PR
Qualitativebull All messaging contains key
brand mentiontalking
points
bull Reach target audience
through preferred media
outlets and programs
bull Pre-and post-initiative
awareness survey
Quantitativebull Report consumer impression
numbers reached via
bull Media placement
bull Event attendance
bull Program participation
(grant program entries
online hits giveaway
distribution)
bull Advertising equivalency
bull Social media likes repost
etc
bull Site visitors
64Source Edelman
THANK YOU
Anne R Maselliamaselliarchchicagoorg
Felicia R Hortonfhortonarchchicagoorg
QUESTIONS
Month Topic Date
September Developing a Parent Ambassador Program Tuesday
September 13
November Hosting a Great Open House Tuesday
November 15
December Preparing for Catholic Schools Week and
Retention Events
Tuesday
December 13
January Communications and Media Tuesday
January 17
March Early Childhood Marketing Tuesday
March 14
April Marketing in a Changing Neighborhood Tuesday
April 18
May Summer Marketing Strategies Tuesday
May 16
WEBINARS 12pm - 1pm
67
Month Topic Date
October Next Level Web Strategies Wednesday October 19
February Developing Your 2017-18 Marketing Plan Wednesday February 15
WORKSHOPS 9 am - 1 pm at Archbishop Quigley Center
68
Thank you
69Source Edelman
Enrollment Marketing Services
The OCS Enrollment Marketing Team is happy to provide the following
services to your school
Comprehensive Enrollment Management Diagnostic
Development of Enrollment Marketing Management Plan
Ongoing support for your Enrollment ManagementMarketing Team
Consultations or presentations on Enrollment Management topics
Training and support for Parent Ambassadors
Customer Service training and support for your Faculty and Staff
Strategies to improve Retention
7Source Edelman
OUR GOAL
MORE KIDS IN GREAT CATHOLIC SCHOOLS
This is ultimately your jobhellip but where do you start
8Source Edelman
Marketing
Building interest inenrolling in the schools
New Family Sales
Getting newfamilies to enroll
Retention Sales
Getting existingfamilies to re-enroll
Enrollment Management Framework
9Source Edelman
Webinar discussion includes
bull The Power of PR
bull Building a Media Strategy
bull Be the Media
bull Content
bull Editorial Calendars
bull Media Guidelines amp Crisis Communications
bull Additional Public Relations Information
bull Thank You
bull QampA
10
Communications amp Media
The Power of PR
The Power of PR
PR gets others to talk about the Brand
bull Unpaid media placements designed to
influence public opinion (consumers)
bull Shape reporters producersrsquo stories
Third party endorsement adds priceless
credibility
Designed to generate word of mouth (ldquobuzzrdquo)
and enhance brand credibility among a highly
defined influential audience
Priceless engagement opportunities through
social networks
12Source Edelman
PR in the Marketing Communications Mix
Irsquom a great cookTrust me hersquos a
great cook
Irsquom a great cookIrsquom a great cookIrsquom a great cook
I understand yoursquore a great cook
Marketing Public Relations
Advertising Branding
13Source Edelman
Building a Media Strategy
Set Objectives
Do you want to
bull Increase enrollment
bull Retain your current students
bull Build a database to connect to
studentsfamilies donors partners
bull Blunt competitors
bull Build external reputation as innovative
school
bull Drive buzzconversationwater-cooler
bull Impress donors
15Source Edelman
Set Objectives
Who do you want to reach
bull What do you know about the studentsfamilies lifestyle and habits academic sports andor extracurricular activities
bull What kind of media do they consume and for what reasons (eg social media radio television programs etc)
bull Will your success metrics actually reach the target you want
16Source Edelman
Timing is very important
bull Launching a new academic program event student group
fundraisers etc - work backwards from the program launch date and
factor lead times
bull Access to spokespeople (principal teachers student ambassadors
parent ambassadors etc) ndash when are they available and where
bull What are other triggers on timing (marketing campaign sports games
open houses school fundraisers)
17Source Edelman
Putting It All Together
Build your media strategy ndash focus on education reporters
bull Set benchmarks
bull Map out scenarios
Apply appropriate tactics
Be nimble
bull Evaluate during pitch process
bull Be willing to change directionscenarios
18Source Edelman
How to develop a Targeted Pitchbull Real people real stories
bull Local statistics national impact
bull Find a news peg make it timely
bull Observances are weak
bull Tailor pitch to reporterrsquos interests
bull Events ndash hold media previews start early
bull Materials
bull Pitch letteremail cover note
bull News releaseMedia advisoryalert
bull BackgrounderFact Sheet
bull BiosProgram amp Academic Flyer
bull Tuition information
bull Upcoming events
Anne Maselli will work on media pitching with you
19Source Edelman
How to identify the Correct Reporter
The more you know the more you know
bull Watchreadlisten to different outlets
Think beyond the obvious
bull Metro weekend morning shows parenting sports
Freelancers matter
Build relationships
bull Email interesting stories
bull Remind them of past collaborations
20Source Edelman
What does it take to get started
Education Reporter Media Lists ndash OCS Communications Department
can help with this
Use a script
Have the right follow-up materials
bull Be a good headline writer
bull Say right away what you are proposing
Do a little research
Clock is tickinghellipcarve out time to pitch
Send all press releases and media correspondence to the Communications Department for approval
21Source Edelman
Phone pitching
Cold call
bull Pitch voice mail email follow-up note
ldquoDo you have a minute to talkrdquo No
Listen to yourself on voice mail
bull Do you sound conversational
Enthusiastic
bull Leave your name and number twice
Be reachable
22Source Edelman
Pitching Recommendations
Know the dayrsquos news ndashit could affect your pitch
Do your homework know what the education reporter has recently written and reference it if relevant
Be persistent call back
bull Watch lag time between callsemails
Get around voice mail
bull Talk to someone get answers
Itrsquos the outlet not the education reporter
bull Have a plan A B and C
23Source Edelman
Pitching Recommendations
bull Day of an event
bull Get greedy ndash publicity begets publicity
bull Be a YES person Then make it happen
bull Be flexible
bull Get all the interview details
bull Facilitate interviews
bull Reconfirm
bull Ask for organization credit
24Source Edelman
Pitching Recommendations
Leverage placements with other media
Embargo daystimes
bull Make it fair for everyone
Exclusives ndash opening a new tech lab is a
good example
bull Is it worthy
bull Start offering it early
bull Tell them when you need an answer
bull Donrsquot break your promise
bull Negotiate print and broadcast exclusives
25Source Edelman
Pitching Recommendations
Reminders
bull Find a style that works for you
bull Be a media consumer
bull Be a resource develop relationships
bull Stay connected keep pitching a little
bull Pass on your knowledge
26Source Edelman
Newspapers
Pitch the beat reporter then who else
bull Education Beat Reporter
bull Sports Beat Reporter
bull Special Events Reporter
Know the metro desk
bull City editor
bull Suburban bureaus
Columnists
bull First-hand experience
Try not to call after 3 pm
27Source Edelman
Radio
bull Christianreligious
bull Ethnic based radio shows (AA Hispanic)
bull Sports shows that focus on elementary sports (basketball baseball soccer volleyball etc)
bull News staffing is sparse
bull News directors public amp community affairs
bull Remember shows for guests
bull 2-1 3-1 4-1 placements
bull Natural sound
bull Email hostsDJs for chatter
28Source Edelman
Online amp Social Media
Hyper-local TribLocal patchcom
bull Can submit photos releases event listings stories as ldquocitizen reporterrdquo
bull Original vs repurposed content
bull Journalists research story ideas on Twitter the most
bull Chats QampAs
bull Opinion leaders
Multi-media elements pre-packaged content drive interest
29Source Edelman
Overall Takeaways
Think like a journalist and become a great storyteller
bull Humanize academic programs build trends mine data history and real experience
New = News
bull Breakthroughs and innovations earn singular coverage but round-ups can connect to other opportunities
Itrsquos a 360 World Out There
bull Link all assets and opportunities ndash surround-sound breaks through
30Source Edelman
Word-of-mouthhellip
ldquoWord of mouth has been incredibly important to us and ultimately thatrsquos what a brand is ndash the things people say about you when yoursquore not thererdquo
Jeff BezosFounder and CEOAmazoncom
31Source Edelman
Be the Media
Using Social Media to Spread the Word
What You Told Us Your Social Wish List
bull Foster better conversation capture students and families where they are
bull Offer useful content
bull Up the volume (drive traffic)
bull Keep students and parents coming back
bull Adapt school content for local use
33Source Edelman
The Media Climate is Changing
(and Will Continue to Change)
What does that mean for you
bull You canrsquot count on traditional media coverage
bull Your constituents are getting information from a variety of sources so you have more opportunities to reach them
bull Social media outreach should not be an afterthought ndash but integrated into your overall marketing media plan
bull Yoursquoll have a lot of ldquoword-of-mouthrdquo competition so amplifying your message is key
34Source Edelman
The Good News ishellip You are Well on Your Way
With Social Media
bull Great guidelines on how to build a social media presence in your social media timelines
bull Yoursquore already followed online and are represented on Facebook Twitter and Instagram to name a few
bull Your audience is already engaging with you
bull Your social media properties are listed on your local page
35Source Edelman
The Archdiocese of Chicago Catholic Schools is
Now its own Media Machine
Itrsquos up to you to get the word outmdashbut HOW
Leverage your existing resourcesandCreate an editorial content calendar
36Source Edelman
Think of Yourself as Social Media Curatorhellip
Your job is to steer your parents students donors volunteers community partners board members and even staff to information thatrsquos of interest to them and potentially their networks
37Source Edelman
Aim to Have these Influencers Champion your
Education Program
When that happens you will ultimately grow your reach across the social web and build a broader network that wants to hear what you have to say
Now the next question is
What do you need and want to communicate to your audience
What is your content your message
38Source Edelman
CONTENT
Creating and scheduling content for publicity and advertising
=
Editorial Content Calendar
bull Content Marketing strategically communicates the story of your school to your target
audiences via several media platforms in a consistent and timely manner all
designed to increase engagement awareness new students retention partners
and donors
bull Several media platforms include social media website email blasts newsletters
church bulletins advertising opportunities photos releases videos photos special
events etc
bull Now that you know your content how can you organize it The answer is with a
content marketing editorial calendar
40
What is content marketing
bull Are you interested in consistent strategic and timely content for your traditional and digital media needs
bull Do you need to organize your content message strategy
bull Do you need to save time with planning and executing your content strategy
bull Do you need to get more traffic to your website and social media platforms
41
Why consider an editorial calendar
bull A content editorial calendar helps you organize your messaging to your
external and internal audiences
bull You can plan your content on an annual basis As a result your messaging
will be strategic and timely
bull A content marketing editorial calendar will give you a chance to have quality
engagement with your target audience while providing them important
information about your school
bull It can help increase your traffic to your digital platforms which can turn in to
leads for new students and also help you retain your current students
bull Everyone likes to stay informed and provided with timely information
bull It can also help keep your parents organized The more information they
have the better coordinated and engaged they are with your school
42
What is a content editorial calendar
See below for a sample 30-day editorial calendar for Catholic Schools Week
bull Tuesday January 9 2017 Catholic Schools Week Announcement
bull Tuesday January 17 2017 Open House Invitation
bull Thursday January 19 2017 CSW Schedule of events
bull Monday January 23 2017 Registration Incentives Information
bull Thursday January 26 2017 CSW reminder invitation
bull Sunday January 29 2017 Happy CSW Week publish week of activities
again with hours of each event
Please note that this content can be used across all marketing
digital channels ie website social media platforms text
messages marquee e-mail blasts (newsletters)
43
Content Editorial Calendar example - 1
January 2017 30 day - Content Marketing Editorial Calendar
Sunday Monday Tuesday Wednesday Thursday Friday Saturday
1 2 3 4 5 6 7
8 9CSW Announcement
10 11 12 13 14
15 16 17Open House Invitation
18 19 CSW Schedule of Events
20 21
22 23Registration IncentivesInformation
24 25 26CSW Reminder Invitation
27 28
29CSW Week ActivityInformation
30 31
44
Content Editorial Calendar example - 2
Tuesday January 9 2017 Copy Link
Website Post CSW Announcement on home page
Facebook Itrsquos that time of year again to celebrate National Catholic Education during Catholic Schools Week This years theme is ldquoCatholic Schools Communities of Faith Knowledge and Servicerdquo CSW17 is the week of January 29 - February 4 We hope you plan on celebrating with us
httpwwwfenwickfriarscom
Twitter Celebrate CSW17 fenwickfriars Visit httpwwwfenwickfriarscom4 more info
httpwwwfenwickfriarscom
Thursday January 21 2017 Copy Link
Website Post Open House Calendar on home page
Facebook We look forward to seeing you during Catholic Schools Week We have several activities we think you will enjoy Be sure to check the schedule below for the times and dates CSW17
httpsbpsstbenedictcom
Twitter Celebrate CSW17 stbenprep httpsbpsstbenedictcom
45
Weekly detailed marketing content calendar ndash
example 3
Additional marketing tools to add for your messaging needs would include mobile texting email blasts andor additional social media platforms such as Instagram and YouTube
Five Steps to Success
Step One Identify Who can Help Spread the
Word
bull Do your staff board members and volunteers have their own Facebook pages Twitter and Instagram accounts
bull What about your donors and partners What social media outlets do they use Would they be willing to publicize your message via their social media properties
bull What aspects of what yoursquore planning speak to the education
industrycommunity at large
47Source Edelman
Step Two Mobilize Your Volunteers and Partners
bull Discuss social media etiquette at training and suggest posting information of personal accounts
bull Call your partners and third party endorsers communication directors and ask if theyrsquoll post content on their social media properties
bull Think of your staff and volunteers
(parent ambassadors) as on-site
ldquobeat reportersrdquo
48Source Edelman
How to Put Your Parent Ambassadors to Workhellip
bull Establish a hashtag for the academic program event or campaign in advance and include it on all promotional materials along with information about where to find your social media presence
bull Make sure all staff parents and partners are aware of the tags yoursquove established
bull Hold a social media training session during parent ambassador trainingorientation to show people how to post via their mobile device and encourage parents to take and post pictures videos and tweets the day of the event
49Source Edelman
Examples of the Plan in Action
50
Examples of the Plan in Action
51
Step Three Curate your Social Media content
bull Track the hashtag and post on public sites
bull Repost the best posts and pictures on your own social networks
bull Post on your website as well
bull Keep a list of the people who are posting
bull Interact
bull Pat your partners on the back
52Source Edelman
Step Four Funnel your Best Results Up
bull Send your best posts tweets and videos collections to the Office of Catholic Schools Communications Department social media team to rebroadcast on their social media properties
bull Arrange for re-tweets in real-time if possible among all partners
bull Chart results
53Source Edelman
Step Five After-action Review
bull Collect the best information posted online for a follow-up post on your social networks
bull Follow-up with your most active participants and thank them ndashthey are the most likely to champion future events
bull Evaluate your social media coverage ndash was there an uptick in your following How much buzz was generated What questions did people have What would you do differently next time
54Source Edelman
Media GuidelinesCrisis Communications
Responding to Media Queries
bull The general public is always interested in education related news Some local news outlets have an education reporter who covers schools and education issues on a regular basis
bull Reporters deliver your message along with their own to their audience be it on television over the radio print publications or online
bull The Archdiocese of Chicago has an extraordinary story to tell
bull At times it might seem like the media focuses on negative issues and sometimes you may be contacted about a less positive event but it is critical to remember the excellent work that you do every day
56
Media Guidelines
The following are requirements and guidelines for responding to media queries
and presence
bull Any school contacted by the media for any reason MUST contact their
Regional Director andor the Director of Communications before responding
to the query Your pastor must be notified as well
bull Reporters can always be directed by you or your secretary to call the media
relations line at 3125348227 or the Director of Communications at
3125345334
bull Remember that you are under no obligation to speak to the media please
instead refer them to the communications officemedia relations line
57
Media Guidelines
bull A member of the media cannot be admitted into a school or on school
property including playgrounds parking lots fields etc without the
consent of the principal With permission a member of the media may
enter the premises but must be accompanied at all times
bull Before a meeting where sensitive information is shared politely
announce that it is a private meeting If members of the media are
present please ask them to leave
58
Media Guidelines
THE MEDIA ARE DOING THEIR JOB
Reporters have a job to do They are doing their best to get their story into print or online news outlets or airtime on their TV or radio stations Plus they are doing it on a deadline
ALWAYS MAINTAIN A PROFESSIONAL RELATIONSHIP WITH REPORTERS
You may have existing relationships with members of the media but remember the media have a job to do Never depend on a prior relationship to get a story covered or to hold a story back
59
Media Guidelines
YOU ARE THE SCHOOL SPOKESPERSON YOU ARE NOT
SPEAKING FOR YOURSELF
Be wary of any question that starts with ldquoWhat is your opinionrdquo or ldquoWhat
do you think abouthelliprdquo or ldquoWhat does someone other than yourself thinkrdquo
It is tempting to offer your opinion but it is critical to stick to the facts
Additional resources can be found at the following links
When a tragedy occurs
httpocsarchchicagoorgPortals23einfoParents20and20Teachers
20Can20Help20-Tragedypdf
In the event of a crisis it is imperative to contact the Office of Catholic
Schools and the Department of Communications
60
Media Guidelines
Additional PR Information
PR Is Evolving
PR is evolvinghellip
The Latest PR Tools
bull Social media sites (eg Facebook Twitter Instagram)
bull Mobile
bull Influencerblogger outreach
bull Blogs
62Source Edelman
What visuals are unique to you
What does local volunteerism look like
Visual collateral
bull Historicvintage (ads events)
bull Website or other digital footprints
bull Advertising (printTVradio)
Is the package ldquolayout worthyrdquo
63
1 Picture = 1000 Words
Source Edelman
How to Measure PR
Qualitativebull All messaging contains key
brand mentiontalking
points
bull Reach target audience
through preferred media
outlets and programs
bull Pre-and post-initiative
awareness survey
Quantitativebull Report consumer impression
numbers reached via
bull Media placement
bull Event attendance
bull Program participation
(grant program entries
online hits giveaway
distribution)
bull Advertising equivalency
bull Social media likes repost
etc
bull Site visitors
64Source Edelman
THANK YOU
Anne R Maselliamaselliarchchicagoorg
Felicia R Hortonfhortonarchchicagoorg
QUESTIONS
Month Topic Date
September Developing a Parent Ambassador Program Tuesday
September 13
November Hosting a Great Open House Tuesday
November 15
December Preparing for Catholic Schools Week and
Retention Events
Tuesday
December 13
January Communications and Media Tuesday
January 17
March Early Childhood Marketing Tuesday
March 14
April Marketing in a Changing Neighborhood Tuesday
April 18
May Summer Marketing Strategies Tuesday
May 16
WEBINARS 12pm - 1pm
67
Month Topic Date
October Next Level Web Strategies Wednesday October 19
February Developing Your 2017-18 Marketing Plan Wednesday February 15
WORKSHOPS 9 am - 1 pm at Archbishop Quigley Center
68
Thank you
69Source Edelman
OUR GOAL
MORE KIDS IN GREAT CATHOLIC SCHOOLS
This is ultimately your jobhellip but where do you start
8Source Edelman
Marketing
Building interest inenrolling in the schools
New Family Sales
Getting newfamilies to enroll
Retention Sales
Getting existingfamilies to re-enroll
Enrollment Management Framework
9Source Edelman
Webinar discussion includes
bull The Power of PR
bull Building a Media Strategy
bull Be the Media
bull Content
bull Editorial Calendars
bull Media Guidelines amp Crisis Communications
bull Additional Public Relations Information
bull Thank You
bull QampA
10
Communications amp Media
The Power of PR
The Power of PR
PR gets others to talk about the Brand
bull Unpaid media placements designed to
influence public opinion (consumers)
bull Shape reporters producersrsquo stories
Third party endorsement adds priceless
credibility
Designed to generate word of mouth (ldquobuzzrdquo)
and enhance brand credibility among a highly
defined influential audience
Priceless engagement opportunities through
social networks
12Source Edelman
PR in the Marketing Communications Mix
Irsquom a great cookTrust me hersquos a
great cook
Irsquom a great cookIrsquom a great cookIrsquom a great cook
I understand yoursquore a great cook
Marketing Public Relations
Advertising Branding
13Source Edelman
Building a Media Strategy
Set Objectives
Do you want to
bull Increase enrollment
bull Retain your current students
bull Build a database to connect to
studentsfamilies donors partners
bull Blunt competitors
bull Build external reputation as innovative
school
bull Drive buzzconversationwater-cooler
bull Impress donors
15Source Edelman
Set Objectives
Who do you want to reach
bull What do you know about the studentsfamilies lifestyle and habits academic sports andor extracurricular activities
bull What kind of media do they consume and for what reasons (eg social media radio television programs etc)
bull Will your success metrics actually reach the target you want
16Source Edelman
Timing is very important
bull Launching a new academic program event student group
fundraisers etc - work backwards from the program launch date and
factor lead times
bull Access to spokespeople (principal teachers student ambassadors
parent ambassadors etc) ndash when are they available and where
bull What are other triggers on timing (marketing campaign sports games
open houses school fundraisers)
17Source Edelman
Putting It All Together
Build your media strategy ndash focus on education reporters
bull Set benchmarks
bull Map out scenarios
Apply appropriate tactics
Be nimble
bull Evaluate during pitch process
bull Be willing to change directionscenarios
18Source Edelman
How to develop a Targeted Pitchbull Real people real stories
bull Local statistics national impact
bull Find a news peg make it timely
bull Observances are weak
bull Tailor pitch to reporterrsquos interests
bull Events ndash hold media previews start early
bull Materials
bull Pitch letteremail cover note
bull News releaseMedia advisoryalert
bull BackgrounderFact Sheet
bull BiosProgram amp Academic Flyer
bull Tuition information
bull Upcoming events
Anne Maselli will work on media pitching with you
19Source Edelman
How to identify the Correct Reporter
The more you know the more you know
bull Watchreadlisten to different outlets
Think beyond the obvious
bull Metro weekend morning shows parenting sports
Freelancers matter
Build relationships
bull Email interesting stories
bull Remind them of past collaborations
20Source Edelman
What does it take to get started
Education Reporter Media Lists ndash OCS Communications Department
can help with this
Use a script
Have the right follow-up materials
bull Be a good headline writer
bull Say right away what you are proposing
Do a little research
Clock is tickinghellipcarve out time to pitch
Send all press releases and media correspondence to the Communications Department for approval
21Source Edelman
Phone pitching
Cold call
bull Pitch voice mail email follow-up note
ldquoDo you have a minute to talkrdquo No
Listen to yourself on voice mail
bull Do you sound conversational
Enthusiastic
bull Leave your name and number twice
Be reachable
22Source Edelman
Pitching Recommendations
Know the dayrsquos news ndashit could affect your pitch
Do your homework know what the education reporter has recently written and reference it if relevant
Be persistent call back
bull Watch lag time between callsemails
Get around voice mail
bull Talk to someone get answers
Itrsquos the outlet not the education reporter
bull Have a plan A B and C
23Source Edelman
Pitching Recommendations
bull Day of an event
bull Get greedy ndash publicity begets publicity
bull Be a YES person Then make it happen
bull Be flexible
bull Get all the interview details
bull Facilitate interviews
bull Reconfirm
bull Ask for organization credit
24Source Edelman
Pitching Recommendations
Leverage placements with other media
Embargo daystimes
bull Make it fair for everyone
Exclusives ndash opening a new tech lab is a
good example
bull Is it worthy
bull Start offering it early
bull Tell them when you need an answer
bull Donrsquot break your promise
bull Negotiate print and broadcast exclusives
25Source Edelman
Pitching Recommendations
Reminders
bull Find a style that works for you
bull Be a media consumer
bull Be a resource develop relationships
bull Stay connected keep pitching a little
bull Pass on your knowledge
26Source Edelman
Newspapers
Pitch the beat reporter then who else
bull Education Beat Reporter
bull Sports Beat Reporter
bull Special Events Reporter
Know the metro desk
bull City editor
bull Suburban bureaus
Columnists
bull First-hand experience
Try not to call after 3 pm
27Source Edelman
Radio
bull Christianreligious
bull Ethnic based radio shows (AA Hispanic)
bull Sports shows that focus on elementary sports (basketball baseball soccer volleyball etc)
bull News staffing is sparse
bull News directors public amp community affairs
bull Remember shows for guests
bull 2-1 3-1 4-1 placements
bull Natural sound
bull Email hostsDJs for chatter
28Source Edelman
Online amp Social Media
Hyper-local TribLocal patchcom
bull Can submit photos releases event listings stories as ldquocitizen reporterrdquo
bull Original vs repurposed content
bull Journalists research story ideas on Twitter the most
bull Chats QampAs
bull Opinion leaders
Multi-media elements pre-packaged content drive interest
29Source Edelman
Overall Takeaways
Think like a journalist and become a great storyteller
bull Humanize academic programs build trends mine data history and real experience
New = News
bull Breakthroughs and innovations earn singular coverage but round-ups can connect to other opportunities
Itrsquos a 360 World Out There
bull Link all assets and opportunities ndash surround-sound breaks through
30Source Edelman
Word-of-mouthhellip
ldquoWord of mouth has been incredibly important to us and ultimately thatrsquos what a brand is ndash the things people say about you when yoursquore not thererdquo
Jeff BezosFounder and CEOAmazoncom
31Source Edelman
Be the Media
Using Social Media to Spread the Word
What You Told Us Your Social Wish List
bull Foster better conversation capture students and families where they are
bull Offer useful content
bull Up the volume (drive traffic)
bull Keep students and parents coming back
bull Adapt school content for local use
33Source Edelman
The Media Climate is Changing
(and Will Continue to Change)
What does that mean for you
bull You canrsquot count on traditional media coverage
bull Your constituents are getting information from a variety of sources so you have more opportunities to reach them
bull Social media outreach should not be an afterthought ndash but integrated into your overall marketing media plan
bull Yoursquoll have a lot of ldquoword-of-mouthrdquo competition so amplifying your message is key
34Source Edelman
The Good News ishellip You are Well on Your Way
With Social Media
bull Great guidelines on how to build a social media presence in your social media timelines
bull Yoursquore already followed online and are represented on Facebook Twitter and Instagram to name a few
bull Your audience is already engaging with you
bull Your social media properties are listed on your local page
35Source Edelman
The Archdiocese of Chicago Catholic Schools is
Now its own Media Machine
Itrsquos up to you to get the word outmdashbut HOW
Leverage your existing resourcesandCreate an editorial content calendar
36Source Edelman
Think of Yourself as Social Media Curatorhellip
Your job is to steer your parents students donors volunteers community partners board members and even staff to information thatrsquos of interest to them and potentially their networks
37Source Edelman
Aim to Have these Influencers Champion your
Education Program
When that happens you will ultimately grow your reach across the social web and build a broader network that wants to hear what you have to say
Now the next question is
What do you need and want to communicate to your audience
What is your content your message
38Source Edelman
CONTENT
Creating and scheduling content for publicity and advertising
=
Editorial Content Calendar
bull Content Marketing strategically communicates the story of your school to your target
audiences via several media platforms in a consistent and timely manner all
designed to increase engagement awareness new students retention partners
and donors
bull Several media platforms include social media website email blasts newsletters
church bulletins advertising opportunities photos releases videos photos special
events etc
bull Now that you know your content how can you organize it The answer is with a
content marketing editorial calendar
40
What is content marketing
bull Are you interested in consistent strategic and timely content for your traditional and digital media needs
bull Do you need to organize your content message strategy
bull Do you need to save time with planning and executing your content strategy
bull Do you need to get more traffic to your website and social media platforms
41
Why consider an editorial calendar
bull A content editorial calendar helps you organize your messaging to your
external and internal audiences
bull You can plan your content on an annual basis As a result your messaging
will be strategic and timely
bull A content marketing editorial calendar will give you a chance to have quality
engagement with your target audience while providing them important
information about your school
bull It can help increase your traffic to your digital platforms which can turn in to
leads for new students and also help you retain your current students
bull Everyone likes to stay informed and provided with timely information
bull It can also help keep your parents organized The more information they
have the better coordinated and engaged they are with your school
42
What is a content editorial calendar
See below for a sample 30-day editorial calendar for Catholic Schools Week
bull Tuesday January 9 2017 Catholic Schools Week Announcement
bull Tuesday January 17 2017 Open House Invitation
bull Thursday January 19 2017 CSW Schedule of events
bull Monday January 23 2017 Registration Incentives Information
bull Thursday January 26 2017 CSW reminder invitation
bull Sunday January 29 2017 Happy CSW Week publish week of activities
again with hours of each event
Please note that this content can be used across all marketing
digital channels ie website social media platforms text
messages marquee e-mail blasts (newsletters)
43
Content Editorial Calendar example - 1
January 2017 30 day - Content Marketing Editorial Calendar
Sunday Monday Tuesday Wednesday Thursday Friday Saturday
1 2 3 4 5 6 7
8 9CSW Announcement
10 11 12 13 14
15 16 17Open House Invitation
18 19 CSW Schedule of Events
20 21
22 23Registration IncentivesInformation
24 25 26CSW Reminder Invitation
27 28
29CSW Week ActivityInformation
30 31
44
Content Editorial Calendar example - 2
Tuesday January 9 2017 Copy Link
Website Post CSW Announcement on home page
Facebook Itrsquos that time of year again to celebrate National Catholic Education during Catholic Schools Week This years theme is ldquoCatholic Schools Communities of Faith Knowledge and Servicerdquo CSW17 is the week of January 29 - February 4 We hope you plan on celebrating with us
httpwwwfenwickfriarscom
Twitter Celebrate CSW17 fenwickfriars Visit httpwwwfenwickfriarscom4 more info
httpwwwfenwickfriarscom
Thursday January 21 2017 Copy Link
Website Post Open House Calendar on home page
Facebook We look forward to seeing you during Catholic Schools Week We have several activities we think you will enjoy Be sure to check the schedule below for the times and dates CSW17
httpsbpsstbenedictcom
Twitter Celebrate CSW17 stbenprep httpsbpsstbenedictcom
45
Weekly detailed marketing content calendar ndash
example 3
Additional marketing tools to add for your messaging needs would include mobile texting email blasts andor additional social media platforms such as Instagram and YouTube
Five Steps to Success
Step One Identify Who can Help Spread the
Word
bull Do your staff board members and volunteers have their own Facebook pages Twitter and Instagram accounts
bull What about your donors and partners What social media outlets do they use Would they be willing to publicize your message via their social media properties
bull What aspects of what yoursquore planning speak to the education
industrycommunity at large
47Source Edelman
Step Two Mobilize Your Volunteers and Partners
bull Discuss social media etiquette at training and suggest posting information of personal accounts
bull Call your partners and third party endorsers communication directors and ask if theyrsquoll post content on their social media properties
bull Think of your staff and volunteers
(parent ambassadors) as on-site
ldquobeat reportersrdquo
48Source Edelman
How to Put Your Parent Ambassadors to Workhellip
bull Establish a hashtag for the academic program event or campaign in advance and include it on all promotional materials along with information about where to find your social media presence
bull Make sure all staff parents and partners are aware of the tags yoursquove established
bull Hold a social media training session during parent ambassador trainingorientation to show people how to post via their mobile device and encourage parents to take and post pictures videos and tweets the day of the event
49Source Edelman
Examples of the Plan in Action
50
Examples of the Plan in Action
51
Step Three Curate your Social Media content
bull Track the hashtag and post on public sites
bull Repost the best posts and pictures on your own social networks
bull Post on your website as well
bull Keep a list of the people who are posting
bull Interact
bull Pat your partners on the back
52Source Edelman
Step Four Funnel your Best Results Up
bull Send your best posts tweets and videos collections to the Office of Catholic Schools Communications Department social media team to rebroadcast on their social media properties
bull Arrange for re-tweets in real-time if possible among all partners
bull Chart results
53Source Edelman
Step Five After-action Review
bull Collect the best information posted online for a follow-up post on your social networks
bull Follow-up with your most active participants and thank them ndashthey are the most likely to champion future events
bull Evaluate your social media coverage ndash was there an uptick in your following How much buzz was generated What questions did people have What would you do differently next time
54Source Edelman
Media GuidelinesCrisis Communications
Responding to Media Queries
bull The general public is always interested in education related news Some local news outlets have an education reporter who covers schools and education issues on a regular basis
bull Reporters deliver your message along with their own to their audience be it on television over the radio print publications or online
bull The Archdiocese of Chicago has an extraordinary story to tell
bull At times it might seem like the media focuses on negative issues and sometimes you may be contacted about a less positive event but it is critical to remember the excellent work that you do every day
56
Media Guidelines
The following are requirements and guidelines for responding to media queries
and presence
bull Any school contacted by the media for any reason MUST contact their
Regional Director andor the Director of Communications before responding
to the query Your pastor must be notified as well
bull Reporters can always be directed by you or your secretary to call the media
relations line at 3125348227 or the Director of Communications at
3125345334
bull Remember that you are under no obligation to speak to the media please
instead refer them to the communications officemedia relations line
57
Media Guidelines
bull A member of the media cannot be admitted into a school or on school
property including playgrounds parking lots fields etc without the
consent of the principal With permission a member of the media may
enter the premises but must be accompanied at all times
bull Before a meeting where sensitive information is shared politely
announce that it is a private meeting If members of the media are
present please ask them to leave
58
Media Guidelines
THE MEDIA ARE DOING THEIR JOB
Reporters have a job to do They are doing their best to get their story into print or online news outlets or airtime on their TV or radio stations Plus they are doing it on a deadline
ALWAYS MAINTAIN A PROFESSIONAL RELATIONSHIP WITH REPORTERS
You may have existing relationships with members of the media but remember the media have a job to do Never depend on a prior relationship to get a story covered or to hold a story back
59
Media Guidelines
YOU ARE THE SCHOOL SPOKESPERSON YOU ARE NOT
SPEAKING FOR YOURSELF
Be wary of any question that starts with ldquoWhat is your opinionrdquo or ldquoWhat
do you think abouthelliprdquo or ldquoWhat does someone other than yourself thinkrdquo
It is tempting to offer your opinion but it is critical to stick to the facts
Additional resources can be found at the following links
When a tragedy occurs
httpocsarchchicagoorgPortals23einfoParents20and20Teachers
20Can20Help20-Tragedypdf
In the event of a crisis it is imperative to contact the Office of Catholic
Schools and the Department of Communications
60
Media Guidelines
Additional PR Information
PR Is Evolving
PR is evolvinghellip
The Latest PR Tools
bull Social media sites (eg Facebook Twitter Instagram)
bull Mobile
bull Influencerblogger outreach
bull Blogs
62Source Edelman
What visuals are unique to you
What does local volunteerism look like
Visual collateral
bull Historicvintage (ads events)
bull Website or other digital footprints
bull Advertising (printTVradio)
Is the package ldquolayout worthyrdquo
63
1 Picture = 1000 Words
Source Edelman
How to Measure PR
Qualitativebull All messaging contains key
brand mentiontalking
points
bull Reach target audience
through preferred media
outlets and programs
bull Pre-and post-initiative
awareness survey
Quantitativebull Report consumer impression
numbers reached via
bull Media placement
bull Event attendance
bull Program participation
(grant program entries
online hits giveaway
distribution)
bull Advertising equivalency
bull Social media likes repost
etc
bull Site visitors
64Source Edelman
THANK YOU
Anne R Maselliamaselliarchchicagoorg
Felicia R Hortonfhortonarchchicagoorg
QUESTIONS
Month Topic Date
September Developing a Parent Ambassador Program Tuesday
September 13
November Hosting a Great Open House Tuesday
November 15
December Preparing for Catholic Schools Week and
Retention Events
Tuesday
December 13
January Communications and Media Tuesday
January 17
March Early Childhood Marketing Tuesday
March 14
April Marketing in a Changing Neighborhood Tuesday
April 18
May Summer Marketing Strategies Tuesday
May 16
WEBINARS 12pm - 1pm
67
Month Topic Date
October Next Level Web Strategies Wednesday October 19
February Developing Your 2017-18 Marketing Plan Wednesday February 15
WORKSHOPS 9 am - 1 pm at Archbishop Quigley Center
68
Thank you
69Source Edelman
Marketing
Building interest inenrolling in the schools
New Family Sales
Getting newfamilies to enroll
Retention Sales
Getting existingfamilies to re-enroll
Enrollment Management Framework
9Source Edelman
Webinar discussion includes
bull The Power of PR
bull Building a Media Strategy
bull Be the Media
bull Content
bull Editorial Calendars
bull Media Guidelines amp Crisis Communications
bull Additional Public Relations Information
bull Thank You
bull QampA
10
Communications amp Media
The Power of PR
The Power of PR
PR gets others to talk about the Brand
bull Unpaid media placements designed to
influence public opinion (consumers)
bull Shape reporters producersrsquo stories
Third party endorsement adds priceless
credibility
Designed to generate word of mouth (ldquobuzzrdquo)
and enhance brand credibility among a highly
defined influential audience
Priceless engagement opportunities through
social networks
12Source Edelman
PR in the Marketing Communications Mix
Irsquom a great cookTrust me hersquos a
great cook
Irsquom a great cookIrsquom a great cookIrsquom a great cook
I understand yoursquore a great cook
Marketing Public Relations
Advertising Branding
13Source Edelman
Building a Media Strategy
Set Objectives
Do you want to
bull Increase enrollment
bull Retain your current students
bull Build a database to connect to
studentsfamilies donors partners
bull Blunt competitors
bull Build external reputation as innovative
school
bull Drive buzzconversationwater-cooler
bull Impress donors
15Source Edelman
Set Objectives
Who do you want to reach
bull What do you know about the studentsfamilies lifestyle and habits academic sports andor extracurricular activities
bull What kind of media do they consume and for what reasons (eg social media radio television programs etc)
bull Will your success metrics actually reach the target you want
16Source Edelman
Timing is very important
bull Launching a new academic program event student group
fundraisers etc - work backwards from the program launch date and
factor lead times
bull Access to spokespeople (principal teachers student ambassadors
parent ambassadors etc) ndash when are they available and where
bull What are other triggers on timing (marketing campaign sports games
open houses school fundraisers)
17Source Edelman
Putting It All Together
Build your media strategy ndash focus on education reporters
bull Set benchmarks
bull Map out scenarios
Apply appropriate tactics
Be nimble
bull Evaluate during pitch process
bull Be willing to change directionscenarios
18Source Edelman
How to develop a Targeted Pitchbull Real people real stories
bull Local statistics national impact
bull Find a news peg make it timely
bull Observances are weak
bull Tailor pitch to reporterrsquos interests
bull Events ndash hold media previews start early
bull Materials
bull Pitch letteremail cover note
bull News releaseMedia advisoryalert
bull BackgrounderFact Sheet
bull BiosProgram amp Academic Flyer
bull Tuition information
bull Upcoming events
Anne Maselli will work on media pitching with you
19Source Edelman
How to identify the Correct Reporter
The more you know the more you know
bull Watchreadlisten to different outlets
Think beyond the obvious
bull Metro weekend morning shows parenting sports
Freelancers matter
Build relationships
bull Email interesting stories
bull Remind them of past collaborations
20Source Edelman
What does it take to get started
Education Reporter Media Lists ndash OCS Communications Department
can help with this
Use a script
Have the right follow-up materials
bull Be a good headline writer
bull Say right away what you are proposing
Do a little research
Clock is tickinghellipcarve out time to pitch
Send all press releases and media correspondence to the Communications Department for approval
21Source Edelman
Phone pitching
Cold call
bull Pitch voice mail email follow-up note
ldquoDo you have a minute to talkrdquo No
Listen to yourself on voice mail
bull Do you sound conversational
Enthusiastic
bull Leave your name and number twice
Be reachable
22Source Edelman
Pitching Recommendations
Know the dayrsquos news ndashit could affect your pitch
Do your homework know what the education reporter has recently written and reference it if relevant
Be persistent call back
bull Watch lag time between callsemails
Get around voice mail
bull Talk to someone get answers
Itrsquos the outlet not the education reporter
bull Have a plan A B and C
23Source Edelman
Pitching Recommendations
bull Day of an event
bull Get greedy ndash publicity begets publicity
bull Be a YES person Then make it happen
bull Be flexible
bull Get all the interview details
bull Facilitate interviews
bull Reconfirm
bull Ask for organization credit
24Source Edelman
Pitching Recommendations
Leverage placements with other media
Embargo daystimes
bull Make it fair for everyone
Exclusives ndash opening a new tech lab is a
good example
bull Is it worthy
bull Start offering it early
bull Tell them when you need an answer
bull Donrsquot break your promise
bull Negotiate print and broadcast exclusives
25Source Edelman
Pitching Recommendations
Reminders
bull Find a style that works for you
bull Be a media consumer
bull Be a resource develop relationships
bull Stay connected keep pitching a little
bull Pass on your knowledge
26Source Edelman
Newspapers
Pitch the beat reporter then who else
bull Education Beat Reporter
bull Sports Beat Reporter
bull Special Events Reporter
Know the metro desk
bull City editor
bull Suburban bureaus
Columnists
bull First-hand experience
Try not to call after 3 pm
27Source Edelman
Radio
bull Christianreligious
bull Ethnic based radio shows (AA Hispanic)
bull Sports shows that focus on elementary sports (basketball baseball soccer volleyball etc)
bull News staffing is sparse
bull News directors public amp community affairs
bull Remember shows for guests
bull 2-1 3-1 4-1 placements
bull Natural sound
bull Email hostsDJs for chatter
28Source Edelman
Online amp Social Media
Hyper-local TribLocal patchcom
bull Can submit photos releases event listings stories as ldquocitizen reporterrdquo
bull Original vs repurposed content
bull Journalists research story ideas on Twitter the most
bull Chats QampAs
bull Opinion leaders
Multi-media elements pre-packaged content drive interest
29Source Edelman
Overall Takeaways
Think like a journalist and become a great storyteller
bull Humanize academic programs build trends mine data history and real experience
New = News
bull Breakthroughs and innovations earn singular coverage but round-ups can connect to other opportunities
Itrsquos a 360 World Out There
bull Link all assets and opportunities ndash surround-sound breaks through
30Source Edelman
Word-of-mouthhellip
ldquoWord of mouth has been incredibly important to us and ultimately thatrsquos what a brand is ndash the things people say about you when yoursquore not thererdquo
Jeff BezosFounder and CEOAmazoncom
31Source Edelman
Be the Media
Using Social Media to Spread the Word
What You Told Us Your Social Wish List
bull Foster better conversation capture students and families where they are
bull Offer useful content
bull Up the volume (drive traffic)
bull Keep students and parents coming back
bull Adapt school content for local use
33Source Edelman
The Media Climate is Changing
(and Will Continue to Change)
What does that mean for you
bull You canrsquot count on traditional media coverage
bull Your constituents are getting information from a variety of sources so you have more opportunities to reach them
bull Social media outreach should not be an afterthought ndash but integrated into your overall marketing media plan
bull Yoursquoll have a lot of ldquoword-of-mouthrdquo competition so amplifying your message is key
34Source Edelman
The Good News ishellip You are Well on Your Way
With Social Media
bull Great guidelines on how to build a social media presence in your social media timelines
bull Yoursquore already followed online and are represented on Facebook Twitter and Instagram to name a few
bull Your audience is already engaging with you
bull Your social media properties are listed on your local page
35Source Edelman
The Archdiocese of Chicago Catholic Schools is
Now its own Media Machine
Itrsquos up to you to get the word outmdashbut HOW
Leverage your existing resourcesandCreate an editorial content calendar
36Source Edelman
Think of Yourself as Social Media Curatorhellip
Your job is to steer your parents students donors volunteers community partners board members and even staff to information thatrsquos of interest to them and potentially their networks
37Source Edelman
Aim to Have these Influencers Champion your
Education Program
When that happens you will ultimately grow your reach across the social web and build a broader network that wants to hear what you have to say
Now the next question is
What do you need and want to communicate to your audience
What is your content your message
38Source Edelman
CONTENT
Creating and scheduling content for publicity and advertising
=
Editorial Content Calendar
bull Content Marketing strategically communicates the story of your school to your target
audiences via several media platforms in a consistent and timely manner all
designed to increase engagement awareness new students retention partners
and donors
bull Several media platforms include social media website email blasts newsletters
church bulletins advertising opportunities photos releases videos photos special
events etc
bull Now that you know your content how can you organize it The answer is with a
content marketing editorial calendar
40
What is content marketing
bull Are you interested in consistent strategic and timely content for your traditional and digital media needs
bull Do you need to organize your content message strategy
bull Do you need to save time with planning and executing your content strategy
bull Do you need to get more traffic to your website and social media platforms
41
Why consider an editorial calendar
bull A content editorial calendar helps you organize your messaging to your
external and internal audiences
bull You can plan your content on an annual basis As a result your messaging
will be strategic and timely
bull A content marketing editorial calendar will give you a chance to have quality
engagement with your target audience while providing them important
information about your school
bull It can help increase your traffic to your digital platforms which can turn in to
leads for new students and also help you retain your current students
bull Everyone likes to stay informed and provided with timely information
bull It can also help keep your parents organized The more information they
have the better coordinated and engaged they are with your school
42
What is a content editorial calendar
See below for a sample 30-day editorial calendar for Catholic Schools Week
bull Tuesday January 9 2017 Catholic Schools Week Announcement
bull Tuesday January 17 2017 Open House Invitation
bull Thursday January 19 2017 CSW Schedule of events
bull Monday January 23 2017 Registration Incentives Information
bull Thursday January 26 2017 CSW reminder invitation
bull Sunday January 29 2017 Happy CSW Week publish week of activities
again with hours of each event
Please note that this content can be used across all marketing
digital channels ie website social media platforms text
messages marquee e-mail blasts (newsletters)
43
Content Editorial Calendar example - 1
January 2017 30 day - Content Marketing Editorial Calendar
Sunday Monday Tuesday Wednesday Thursday Friday Saturday
1 2 3 4 5 6 7
8 9CSW Announcement
10 11 12 13 14
15 16 17Open House Invitation
18 19 CSW Schedule of Events
20 21
22 23Registration IncentivesInformation
24 25 26CSW Reminder Invitation
27 28
29CSW Week ActivityInformation
30 31
44
Content Editorial Calendar example - 2
Tuesday January 9 2017 Copy Link
Website Post CSW Announcement on home page
Facebook Itrsquos that time of year again to celebrate National Catholic Education during Catholic Schools Week This years theme is ldquoCatholic Schools Communities of Faith Knowledge and Servicerdquo CSW17 is the week of January 29 - February 4 We hope you plan on celebrating with us
httpwwwfenwickfriarscom
Twitter Celebrate CSW17 fenwickfriars Visit httpwwwfenwickfriarscom4 more info
httpwwwfenwickfriarscom
Thursday January 21 2017 Copy Link
Website Post Open House Calendar on home page
Facebook We look forward to seeing you during Catholic Schools Week We have several activities we think you will enjoy Be sure to check the schedule below for the times and dates CSW17
httpsbpsstbenedictcom
Twitter Celebrate CSW17 stbenprep httpsbpsstbenedictcom
45
Weekly detailed marketing content calendar ndash
example 3
Additional marketing tools to add for your messaging needs would include mobile texting email blasts andor additional social media platforms such as Instagram and YouTube
Five Steps to Success
Step One Identify Who can Help Spread the
Word
bull Do your staff board members and volunteers have their own Facebook pages Twitter and Instagram accounts
bull What about your donors and partners What social media outlets do they use Would they be willing to publicize your message via their social media properties
bull What aspects of what yoursquore planning speak to the education
industrycommunity at large
47Source Edelman
Step Two Mobilize Your Volunteers and Partners
bull Discuss social media etiquette at training and suggest posting information of personal accounts
bull Call your partners and third party endorsers communication directors and ask if theyrsquoll post content on their social media properties
bull Think of your staff and volunteers
(parent ambassadors) as on-site
ldquobeat reportersrdquo
48Source Edelman
How to Put Your Parent Ambassadors to Workhellip
bull Establish a hashtag for the academic program event or campaign in advance and include it on all promotional materials along with information about where to find your social media presence
bull Make sure all staff parents and partners are aware of the tags yoursquove established
bull Hold a social media training session during parent ambassador trainingorientation to show people how to post via their mobile device and encourage parents to take and post pictures videos and tweets the day of the event
49Source Edelman
Examples of the Plan in Action
50
Examples of the Plan in Action
51
Step Three Curate your Social Media content
bull Track the hashtag and post on public sites
bull Repost the best posts and pictures on your own social networks
bull Post on your website as well
bull Keep a list of the people who are posting
bull Interact
bull Pat your partners on the back
52Source Edelman
Step Four Funnel your Best Results Up
bull Send your best posts tweets and videos collections to the Office of Catholic Schools Communications Department social media team to rebroadcast on their social media properties
bull Arrange for re-tweets in real-time if possible among all partners
bull Chart results
53Source Edelman
Step Five After-action Review
bull Collect the best information posted online for a follow-up post on your social networks
bull Follow-up with your most active participants and thank them ndashthey are the most likely to champion future events
bull Evaluate your social media coverage ndash was there an uptick in your following How much buzz was generated What questions did people have What would you do differently next time
54Source Edelman
Media GuidelinesCrisis Communications
Responding to Media Queries
bull The general public is always interested in education related news Some local news outlets have an education reporter who covers schools and education issues on a regular basis
bull Reporters deliver your message along with their own to their audience be it on television over the radio print publications or online
bull The Archdiocese of Chicago has an extraordinary story to tell
bull At times it might seem like the media focuses on negative issues and sometimes you may be contacted about a less positive event but it is critical to remember the excellent work that you do every day
56
Media Guidelines
The following are requirements and guidelines for responding to media queries
and presence
bull Any school contacted by the media for any reason MUST contact their
Regional Director andor the Director of Communications before responding
to the query Your pastor must be notified as well
bull Reporters can always be directed by you or your secretary to call the media
relations line at 3125348227 or the Director of Communications at
3125345334
bull Remember that you are under no obligation to speak to the media please
instead refer them to the communications officemedia relations line
57
Media Guidelines
bull A member of the media cannot be admitted into a school or on school
property including playgrounds parking lots fields etc without the
consent of the principal With permission a member of the media may
enter the premises but must be accompanied at all times
bull Before a meeting where sensitive information is shared politely
announce that it is a private meeting If members of the media are
present please ask them to leave
58
Media Guidelines
THE MEDIA ARE DOING THEIR JOB
Reporters have a job to do They are doing their best to get their story into print or online news outlets or airtime on their TV or radio stations Plus they are doing it on a deadline
ALWAYS MAINTAIN A PROFESSIONAL RELATIONSHIP WITH REPORTERS
You may have existing relationships with members of the media but remember the media have a job to do Never depend on a prior relationship to get a story covered or to hold a story back
59
Media Guidelines
YOU ARE THE SCHOOL SPOKESPERSON YOU ARE NOT
SPEAKING FOR YOURSELF
Be wary of any question that starts with ldquoWhat is your opinionrdquo or ldquoWhat
do you think abouthelliprdquo or ldquoWhat does someone other than yourself thinkrdquo
It is tempting to offer your opinion but it is critical to stick to the facts
Additional resources can be found at the following links
When a tragedy occurs
httpocsarchchicagoorgPortals23einfoParents20and20Teachers
20Can20Help20-Tragedypdf
In the event of a crisis it is imperative to contact the Office of Catholic
Schools and the Department of Communications
60
Media Guidelines
Additional PR Information
PR Is Evolving
PR is evolvinghellip
The Latest PR Tools
bull Social media sites (eg Facebook Twitter Instagram)
bull Mobile
bull Influencerblogger outreach
bull Blogs
62Source Edelman
What visuals are unique to you
What does local volunteerism look like
Visual collateral
bull Historicvintage (ads events)
bull Website or other digital footprints
bull Advertising (printTVradio)
Is the package ldquolayout worthyrdquo
63
1 Picture = 1000 Words
Source Edelman
How to Measure PR
Qualitativebull All messaging contains key
brand mentiontalking
points
bull Reach target audience
through preferred media
outlets and programs
bull Pre-and post-initiative
awareness survey
Quantitativebull Report consumer impression
numbers reached via
bull Media placement
bull Event attendance
bull Program participation
(grant program entries
online hits giveaway
distribution)
bull Advertising equivalency
bull Social media likes repost
etc
bull Site visitors
64Source Edelman
THANK YOU
Anne R Maselliamaselliarchchicagoorg
Felicia R Hortonfhortonarchchicagoorg
QUESTIONS
Month Topic Date
September Developing a Parent Ambassador Program Tuesday
September 13
November Hosting a Great Open House Tuesday
November 15
December Preparing for Catholic Schools Week and
Retention Events
Tuesday
December 13
January Communications and Media Tuesday
January 17
March Early Childhood Marketing Tuesday
March 14
April Marketing in a Changing Neighborhood Tuesday
April 18
May Summer Marketing Strategies Tuesday
May 16
WEBINARS 12pm - 1pm
67
Month Topic Date
October Next Level Web Strategies Wednesday October 19
February Developing Your 2017-18 Marketing Plan Wednesday February 15
WORKSHOPS 9 am - 1 pm at Archbishop Quigley Center
68
Thank you
69Source Edelman
Webinar discussion includes
bull The Power of PR
bull Building a Media Strategy
bull Be the Media
bull Content
bull Editorial Calendars
bull Media Guidelines amp Crisis Communications
bull Additional Public Relations Information
bull Thank You
bull QampA
10
Communications amp Media
The Power of PR
The Power of PR
PR gets others to talk about the Brand
bull Unpaid media placements designed to
influence public opinion (consumers)
bull Shape reporters producersrsquo stories
Third party endorsement adds priceless
credibility
Designed to generate word of mouth (ldquobuzzrdquo)
and enhance brand credibility among a highly
defined influential audience
Priceless engagement opportunities through
social networks
12Source Edelman
PR in the Marketing Communications Mix
Irsquom a great cookTrust me hersquos a
great cook
Irsquom a great cookIrsquom a great cookIrsquom a great cook
I understand yoursquore a great cook
Marketing Public Relations
Advertising Branding
13Source Edelman
Building a Media Strategy
Set Objectives
Do you want to
bull Increase enrollment
bull Retain your current students
bull Build a database to connect to
studentsfamilies donors partners
bull Blunt competitors
bull Build external reputation as innovative
school
bull Drive buzzconversationwater-cooler
bull Impress donors
15Source Edelman
Set Objectives
Who do you want to reach
bull What do you know about the studentsfamilies lifestyle and habits academic sports andor extracurricular activities
bull What kind of media do they consume and for what reasons (eg social media radio television programs etc)
bull Will your success metrics actually reach the target you want
16Source Edelman
Timing is very important
bull Launching a new academic program event student group
fundraisers etc - work backwards from the program launch date and
factor lead times
bull Access to spokespeople (principal teachers student ambassadors
parent ambassadors etc) ndash when are they available and where
bull What are other triggers on timing (marketing campaign sports games
open houses school fundraisers)
17Source Edelman
Putting It All Together
Build your media strategy ndash focus on education reporters
bull Set benchmarks
bull Map out scenarios
Apply appropriate tactics
Be nimble
bull Evaluate during pitch process
bull Be willing to change directionscenarios
18Source Edelman
How to develop a Targeted Pitchbull Real people real stories
bull Local statistics national impact
bull Find a news peg make it timely
bull Observances are weak
bull Tailor pitch to reporterrsquos interests
bull Events ndash hold media previews start early
bull Materials
bull Pitch letteremail cover note
bull News releaseMedia advisoryalert
bull BackgrounderFact Sheet
bull BiosProgram amp Academic Flyer
bull Tuition information
bull Upcoming events
Anne Maselli will work on media pitching with you
19Source Edelman
How to identify the Correct Reporter
The more you know the more you know
bull Watchreadlisten to different outlets
Think beyond the obvious
bull Metro weekend morning shows parenting sports
Freelancers matter
Build relationships
bull Email interesting stories
bull Remind them of past collaborations
20Source Edelman
What does it take to get started
Education Reporter Media Lists ndash OCS Communications Department
can help with this
Use a script
Have the right follow-up materials
bull Be a good headline writer
bull Say right away what you are proposing
Do a little research
Clock is tickinghellipcarve out time to pitch
Send all press releases and media correspondence to the Communications Department for approval
21Source Edelman
Phone pitching
Cold call
bull Pitch voice mail email follow-up note
ldquoDo you have a minute to talkrdquo No
Listen to yourself on voice mail
bull Do you sound conversational
Enthusiastic
bull Leave your name and number twice
Be reachable
22Source Edelman
Pitching Recommendations
Know the dayrsquos news ndashit could affect your pitch
Do your homework know what the education reporter has recently written and reference it if relevant
Be persistent call back
bull Watch lag time between callsemails
Get around voice mail
bull Talk to someone get answers
Itrsquos the outlet not the education reporter
bull Have a plan A B and C
23Source Edelman
Pitching Recommendations
bull Day of an event
bull Get greedy ndash publicity begets publicity
bull Be a YES person Then make it happen
bull Be flexible
bull Get all the interview details
bull Facilitate interviews
bull Reconfirm
bull Ask for organization credit
24Source Edelman
Pitching Recommendations
Leverage placements with other media
Embargo daystimes
bull Make it fair for everyone
Exclusives ndash opening a new tech lab is a
good example
bull Is it worthy
bull Start offering it early
bull Tell them when you need an answer
bull Donrsquot break your promise
bull Negotiate print and broadcast exclusives
25Source Edelman
Pitching Recommendations
Reminders
bull Find a style that works for you
bull Be a media consumer
bull Be a resource develop relationships
bull Stay connected keep pitching a little
bull Pass on your knowledge
26Source Edelman
Newspapers
Pitch the beat reporter then who else
bull Education Beat Reporter
bull Sports Beat Reporter
bull Special Events Reporter
Know the metro desk
bull City editor
bull Suburban bureaus
Columnists
bull First-hand experience
Try not to call after 3 pm
27Source Edelman
Radio
bull Christianreligious
bull Ethnic based radio shows (AA Hispanic)
bull Sports shows that focus on elementary sports (basketball baseball soccer volleyball etc)
bull News staffing is sparse
bull News directors public amp community affairs
bull Remember shows for guests
bull 2-1 3-1 4-1 placements
bull Natural sound
bull Email hostsDJs for chatter
28Source Edelman
Online amp Social Media
Hyper-local TribLocal patchcom
bull Can submit photos releases event listings stories as ldquocitizen reporterrdquo
bull Original vs repurposed content
bull Journalists research story ideas on Twitter the most
bull Chats QampAs
bull Opinion leaders
Multi-media elements pre-packaged content drive interest
29Source Edelman
Overall Takeaways
Think like a journalist and become a great storyteller
bull Humanize academic programs build trends mine data history and real experience
New = News
bull Breakthroughs and innovations earn singular coverage but round-ups can connect to other opportunities
Itrsquos a 360 World Out There
bull Link all assets and opportunities ndash surround-sound breaks through
30Source Edelman
Word-of-mouthhellip
ldquoWord of mouth has been incredibly important to us and ultimately thatrsquos what a brand is ndash the things people say about you when yoursquore not thererdquo
Jeff BezosFounder and CEOAmazoncom
31Source Edelman
Be the Media
Using Social Media to Spread the Word
What You Told Us Your Social Wish List
bull Foster better conversation capture students and families where they are
bull Offer useful content
bull Up the volume (drive traffic)
bull Keep students and parents coming back
bull Adapt school content for local use
33Source Edelman
The Media Climate is Changing
(and Will Continue to Change)
What does that mean for you
bull You canrsquot count on traditional media coverage
bull Your constituents are getting information from a variety of sources so you have more opportunities to reach them
bull Social media outreach should not be an afterthought ndash but integrated into your overall marketing media plan
bull Yoursquoll have a lot of ldquoword-of-mouthrdquo competition so amplifying your message is key
34Source Edelman
The Good News ishellip You are Well on Your Way
With Social Media
bull Great guidelines on how to build a social media presence in your social media timelines
bull Yoursquore already followed online and are represented on Facebook Twitter and Instagram to name a few
bull Your audience is already engaging with you
bull Your social media properties are listed on your local page
35Source Edelman
The Archdiocese of Chicago Catholic Schools is
Now its own Media Machine
Itrsquos up to you to get the word outmdashbut HOW
Leverage your existing resourcesandCreate an editorial content calendar
36Source Edelman
Think of Yourself as Social Media Curatorhellip
Your job is to steer your parents students donors volunteers community partners board members and even staff to information thatrsquos of interest to them and potentially their networks
37Source Edelman
Aim to Have these Influencers Champion your
Education Program
When that happens you will ultimately grow your reach across the social web and build a broader network that wants to hear what you have to say
Now the next question is
What do you need and want to communicate to your audience
What is your content your message
38Source Edelman
CONTENT
Creating and scheduling content for publicity and advertising
=
Editorial Content Calendar
bull Content Marketing strategically communicates the story of your school to your target
audiences via several media platforms in a consistent and timely manner all
designed to increase engagement awareness new students retention partners
and donors
bull Several media platforms include social media website email blasts newsletters
church bulletins advertising opportunities photos releases videos photos special
events etc
bull Now that you know your content how can you organize it The answer is with a
content marketing editorial calendar
40
What is content marketing
bull Are you interested in consistent strategic and timely content for your traditional and digital media needs
bull Do you need to organize your content message strategy
bull Do you need to save time with planning and executing your content strategy
bull Do you need to get more traffic to your website and social media platforms
41
Why consider an editorial calendar
bull A content editorial calendar helps you organize your messaging to your
external and internal audiences
bull You can plan your content on an annual basis As a result your messaging
will be strategic and timely
bull A content marketing editorial calendar will give you a chance to have quality
engagement with your target audience while providing them important
information about your school
bull It can help increase your traffic to your digital platforms which can turn in to
leads for new students and also help you retain your current students
bull Everyone likes to stay informed and provided with timely information
bull It can also help keep your parents organized The more information they
have the better coordinated and engaged they are with your school
42
What is a content editorial calendar
See below for a sample 30-day editorial calendar for Catholic Schools Week
bull Tuesday January 9 2017 Catholic Schools Week Announcement
bull Tuesday January 17 2017 Open House Invitation
bull Thursday January 19 2017 CSW Schedule of events
bull Monday January 23 2017 Registration Incentives Information
bull Thursday January 26 2017 CSW reminder invitation
bull Sunday January 29 2017 Happy CSW Week publish week of activities
again with hours of each event
Please note that this content can be used across all marketing
digital channels ie website social media platforms text
messages marquee e-mail blasts (newsletters)
43
Content Editorial Calendar example - 1
January 2017 30 day - Content Marketing Editorial Calendar
Sunday Monday Tuesday Wednesday Thursday Friday Saturday
1 2 3 4 5 6 7
8 9CSW Announcement
10 11 12 13 14
15 16 17Open House Invitation
18 19 CSW Schedule of Events
20 21
22 23Registration IncentivesInformation
24 25 26CSW Reminder Invitation
27 28
29CSW Week ActivityInformation
30 31
44
Content Editorial Calendar example - 2
Tuesday January 9 2017 Copy Link
Website Post CSW Announcement on home page
Facebook Itrsquos that time of year again to celebrate National Catholic Education during Catholic Schools Week This years theme is ldquoCatholic Schools Communities of Faith Knowledge and Servicerdquo CSW17 is the week of January 29 - February 4 We hope you plan on celebrating with us
httpwwwfenwickfriarscom
Twitter Celebrate CSW17 fenwickfriars Visit httpwwwfenwickfriarscom4 more info
httpwwwfenwickfriarscom
Thursday January 21 2017 Copy Link
Website Post Open House Calendar on home page
Facebook We look forward to seeing you during Catholic Schools Week We have several activities we think you will enjoy Be sure to check the schedule below for the times and dates CSW17
httpsbpsstbenedictcom
Twitter Celebrate CSW17 stbenprep httpsbpsstbenedictcom
45
Weekly detailed marketing content calendar ndash
example 3
Additional marketing tools to add for your messaging needs would include mobile texting email blasts andor additional social media platforms such as Instagram and YouTube
Five Steps to Success
Step One Identify Who can Help Spread the
Word
bull Do your staff board members and volunteers have their own Facebook pages Twitter and Instagram accounts
bull What about your donors and partners What social media outlets do they use Would they be willing to publicize your message via their social media properties
bull What aspects of what yoursquore planning speak to the education
industrycommunity at large
47Source Edelman
Step Two Mobilize Your Volunteers and Partners
bull Discuss social media etiquette at training and suggest posting information of personal accounts
bull Call your partners and third party endorsers communication directors and ask if theyrsquoll post content on their social media properties
bull Think of your staff and volunteers
(parent ambassadors) as on-site
ldquobeat reportersrdquo
48Source Edelman
How to Put Your Parent Ambassadors to Workhellip
bull Establish a hashtag for the academic program event or campaign in advance and include it on all promotional materials along with information about where to find your social media presence
bull Make sure all staff parents and partners are aware of the tags yoursquove established
bull Hold a social media training session during parent ambassador trainingorientation to show people how to post via their mobile device and encourage parents to take and post pictures videos and tweets the day of the event
49Source Edelman
Examples of the Plan in Action
50
Examples of the Plan in Action
51
Step Three Curate your Social Media content
bull Track the hashtag and post on public sites
bull Repost the best posts and pictures on your own social networks
bull Post on your website as well
bull Keep a list of the people who are posting
bull Interact
bull Pat your partners on the back
52Source Edelman
Step Four Funnel your Best Results Up
bull Send your best posts tweets and videos collections to the Office of Catholic Schools Communications Department social media team to rebroadcast on their social media properties
bull Arrange for re-tweets in real-time if possible among all partners
bull Chart results
53Source Edelman
Step Five After-action Review
bull Collect the best information posted online for a follow-up post on your social networks
bull Follow-up with your most active participants and thank them ndashthey are the most likely to champion future events
bull Evaluate your social media coverage ndash was there an uptick in your following How much buzz was generated What questions did people have What would you do differently next time
54Source Edelman
Media GuidelinesCrisis Communications
Responding to Media Queries
bull The general public is always interested in education related news Some local news outlets have an education reporter who covers schools and education issues on a regular basis
bull Reporters deliver your message along with their own to their audience be it on television over the radio print publications or online
bull The Archdiocese of Chicago has an extraordinary story to tell
bull At times it might seem like the media focuses on negative issues and sometimes you may be contacted about a less positive event but it is critical to remember the excellent work that you do every day
56
Media Guidelines
The following are requirements and guidelines for responding to media queries
and presence
bull Any school contacted by the media for any reason MUST contact their
Regional Director andor the Director of Communications before responding
to the query Your pastor must be notified as well
bull Reporters can always be directed by you or your secretary to call the media
relations line at 3125348227 or the Director of Communications at
3125345334
bull Remember that you are under no obligation to speak to the media please
instead refer them to the communications officemedia relations line
57
Media Guidelines
bull A member of the media cannot be admitted into a school or on school
property including playgrounds parking lots fields etc without the
consent of the principal With permission a member of the media may
enter the premises but must be accompanied at all times
bull Before a meeting where sensitive information is shared politely
announce that it is a private meeting If members of the media are
present please ask them to leave
58
Media Guidelines
THE MEDIA ARE DOING THEIR JOB
Reporters have a job to do They are doing their best to get their story into print or online news outlets or airtime on their TV or radio stations Plus they are doing it on a deadline
ALWAYS MAINTAIN A PROFESSIONAL RELATIONSHIP WITH REPORTERS
You may have existing relationships with members of the media but remember the media have a job to do Never depend on a prior relationship to get a story covered or to hold a story back
59
Media Guidelines
YOU ARE THE SCHOOL SPOKESPERSON YOU ARE NOT
SPEAKING FOR YOURSELF
Be wary of any question that starts with ldquoWhat is your opinionrdquo or ldquoWhat
do you think abouthelliprdquo or ldquoWhat does someone other than yourself thinkrdquo
It is tempting to offer your opinion but it is critical to stick to the facts
Additional resources can be found at the following links
When a tragedy occurs
httpocsarchchicagoorgPortals23einfoParents20and20Teachers
20Can20Help20-Tragedypdf
In the event of a crisis it is imperative to contact the Office of Catholic
Schools and the Department of Communications
60
Media Guidelines
Additional PR Information
PR Is Evolving
PR is evolvinghellip
The Latest PR Tools
bull Social media sites (eg Facebook Twitter Instagram)
bull Mobile
bull Influencerblogger outreach
bull Blogs
62Source Edelman
What visuals are unique to you
What does local volunteerism look like
Visual collateral
bull Historicvintage (ads events)
bull Website or other digital footprints
bull Advertising (printTVradio)
Is the package ldquolayout worthyrdquo
63
1 Picture = 1000 Words
Source Edelman
How to Measure PR
Qualitativebull All messaging contains key
brand mentiontalking
points
bull Reach target audience
through preferred media
outlets and programs
bull Pre-and post-initiative
awareness survey
Quantitativebull Report consumer impression
numbers reached via
bull Media placement
bull Event attendance
bull Program participation
(grant program entries
online hits giveaway
distribution)
bull Advertising equivalency
bull Social media likes repost
etc
bull Site visitors
64Source Edelman
THANK YOU
Anne R Maselliamaselliarchchicagoorg
Felicia R Hortonfhortonarchchicagoorg
QUESTIONS
Month Topic Date
September Developing a Parent Ambassador Program Tuesday
September 13
November Hosting a Great Open House Tuesday
November 15
December Preparing for Catholic Schools Week and
Retention Events
Tuesday
December 13
January Communications and Media Tuesday
January 17
March Early Childhood Marketing Tuesday
March 14
April Marketing in a Changing Neighborhood Tuesday
April 18
May Summer Marketing Strategies Tuesday
May 16
WEBINARS 12pm - 1pm
67
Month Topic Date
October Next Level Web Strategies Wednesday October 19
February Developing Your 2017-18 Marketing Plan Wednesday February 15
WORKSHOPS 9 am - 1 pm at Archbishop Quigley Center
68
Thank you
69Source Edelman
The Power of PR
The Power of PR
PR gets others to talk about the Brand
bull Unpaid media placements designed to
influence public opinion (consumers)
bull Shape reporters producersrsquo stories
Third party endorsement adds priceless
credibility
Designed to generate word of mouth (ldquobuzzrdquo)
and enhance brand credibility among a highly
defined influential audience
Priceless engagement opportunities through
social networks
12Source Edelman
PR in the Marketing Communications Mix
Irsquom a great cookTrust me hersquos a
great cook
Irsquom a great cookIrsquom a great cookIrsquom a great cook
I understand yoursquore a great cook
Marketing Public Relations
Advertising Branding
13Source Edelman
Building a Media Strategy
Set Objectives
Do you want to
bull Increase enrollment
bull Retain your current students
bull Build a database to connect to
studentsfamilies donors partners
bull Blunt competitors
bull Build external reputation as innovative
school
bull Drive buzzconversationwater-cooler
bull Impress donors
15Source Edelman
Set Objectives
Who do you want to reach
bull What do you know about the studentsfamilies lifestyle and habits academic sports andor extracurricular activities
bull What kind of media do they consume and for what reasons (eg social media radio television programs etc)
bull Will your success metrics actually reach the target you want
16Source Edelman
Timing is very important
bull Launching a new academic program event student group
fundraisers etc - work backwards from the program launch date and
factor lead times
bull Access to spokespeople (principal teachers student ambassadors
parent ambassadors etc) ndash when are they available and where
bull What are other triggers on timing (marketing campaign sports games
open houses school fundraisers)
17Source Edelman
Putting It All Together
Build your media strategy ndash focus on education reporters
bull Set benchmarks
bull Map out scenarios
Apply appropriate tactics
Be nimble
bull Evaluate during pitch process
bull Be willing to change directionscenarios
18Source Edelman
How to develop a Targeted Pitchbull Real people real stories
bull Local statistics national impact
bull Find a news peg make it timely
bull Observances are weak
bull Tailor pitch to reporterrsquos interests
bull Events ndash hold media previews start early
bull Materials
bull Pitch letteremail cover note
bull News releaseMedia advisoryalert
bull BackgrounderFact Sheet
bull BiosProgram amp Academic Flyer
bull Tuition information
bull Upcoming events
Anne Maselli will work on media pitching with you
19Source Edelman
How to identify the Correct Reporter
The more you know the more you know
bull Watchreadlisten to different outlets
Think beyond the obvious
bull Metro weekend morning shows parenting sports
Freelancers matter
Build relationships
bull Email interesting stories
bull Remind them of past collaborations
20Source Edelman
What does it take to get started
Education Reporter Media Lists ndash OCS Communications Department
can help with this
Use a script
Have the right follow-up materials
bull Be a good headline writer
bull Say right away what you are proposing
Do a little research
Clock is tickinghellipcarve out time to pitch
Send all press releases and media correspondence to the Communications Department for approval
21Source Edelman
Phone pitching
Cold call
bull Pitch voice mail email follow-up note
ldquoDo you have a minute to talkrdquo No
Listen to yourself on voice mail
bull Do you sound conversational
Enthusiastic
bull Leave your name and number twice
Be reachable
22Source Edelman
Pitching Recommendations
Know the dayrsquos news ndashit could affect your pitch
Do your homework know what the education reporter has recently written and reference it if relevant
Be persistent call back
bull Watch lag time between callsemails
Get around voice mail
bull Talk to someone get answers
Itrsquos the outlet not the education reporter
bull Have a plan A B and C
23Source Edelman
Pitching Recommendations
bull Day of an event
bull Get greedy ndash publicity begets publicity
bull Be a YES person Then make it happen
bull Be flexible
bull Get all the interview details
bull Facilitate interviews
bull Reconfirm
bull Ask for organization credit
24Source Edelman
Pitching Recommendations
Leverage placements with other media
Embargo daystimes
bull Make it fair for everyone
Exclusives ndash opening a new tech lab is a
good example
bull Is it worthy
bull Start offering it early
bull Tell them when you need an answer
bull Donrsquot break your promise
bull Negotiate print and broadcast exclusives
25Source Edelman
Pitching Recommendations
Reminders
bull Find a style that works for you
bull Be a media consumer
bull Be a resource develop relationships
bull Stay connected keep pitching a little
bull Pass on your knowledge
26Source Edelman
Newspapers
Pitch the beat reporter then who else
bull Education Beat Reporter
bull Sports Beat Reporter
bull Special Events Reporter
Know the metro desk
bull City editor
bull Suburban bureaus
Columnists
bull First-hand experience
Try not to call after 3 pm
27Source Edelman
Radio
bull Christianreligious
bull Ethnic based radio shows (AA Hispanic)
bull Sports shows that focus on elementary sports (basketball baseball soccer volleyball etc)
bull News staffing is sparse
bull News directors public amp community affairs
bull Remember shows for guests
bull 2-1 3-1 4-1 placements
bull Natural sound
bull Email hostsDJs for chatter
28Source Edelman
Online amp Social Media
Hyper-local TribLocal patchcom
bull Can submit photos releases event listings stories as ldquocitizen reporterrdquo
bull Original vs repurposed content
bull Journalists research story ideas on Twitter the most
bull Chats QampAs
bull Opinion leaders
Multi-media elements pre-packaged content drive interest
29Source Edelman
Overall Takeaways
Think like a journalist and become a great storyteller
bull Humanize academic programs build trends mine data history and real experience
New = News
bull Breakthroughs and innovations earn singular coverage but round-ups can connect to other opportunities
Itrsquos a 360 World Out There
bull Link all assets and opportunities ndash surround-sound breaks through
30Source Edelman
Word-of-mouthhellip
ldquoWord of mouth has been incredibly important to us and ultimately thatrsquos what a brand is ndash the things people say about you when yoursquore not thererdquo
Jeff BezosFounder and CEOAmazoncom
31Source Edelman
Be the Media
Using Social Media to Spread the Word
What You Told Us Your Social Wish List
bull Foster better conversation capture students and families where they are
bull Offer useful content
bull Up the volume (drive traffic)
bull Keep students and parents coming back
bull Adapt school content for local use
33Source Edelman
The Media Climate is Changing
(and Will Continue to Change)
What does that mean for you
bull You canrsquot count on traditional media coverage
bull Your constituents are getting information from a variety of sources so you have more opportunities to reach them
bull Social media outreach should not be an afterthought ndash but integrated into your overall marketing media plan
bull Yoursquoll have a lot of ldquoword-of-mouthrdquo competition so amplifying your message is key
34Source Edelman
The Good News ishellip You are Well on Your Way
With Social Media
bull Great guidelines on how to build a social media presence in your social media timelines
bull Yoursquore already followed online and are represented on Facebook Twitter and Instagram to name a few
bull Your audience is already engaging with you
bull Your social media properties are listed on your local page
35Source Edelman
The Archdiocese of Chicago Catholic Schools is
Now its own Media Machine
Itrsquos up to you to get the word outmdashbut HOW
Leverage your existing resourcesandCreate an editorial content calendar
36Source Edelman
Think of Yourself as Social Media Curatorhellip
Your job is to steer your parents students donors volunteers community partners board members and even staff to information thatrsquos of interest to them and potentially their networks
37Source Edelman
Aim to Have these Influencers Champion your
Education Program
When that happens you will ultimately grow your reach across the social web and build a broader network that wants to hear what you have to say
Now the next question is
What do you need and want to communicate to your audience
What is your content your message
38Source Edelman
CONTENT
Creating and scheduling content for publicity and advertising
=
Editorial Content Calendar
bull Content Marketing strategically communicates the story of your school to your target
audiences via several media platforms in a consistent and timely manner all
designed to increase engagement awareness new students retention partners
and donors
bull Several media platforms include social media website email blasts newsletters
church bulletins advertising opportunities photos releases videos photos special
events etc
bull Now that you know your content how can you organize it The answer is with a
content marketing editorial calendar
40
What is content marketing
bull Are you interested in consistent strategic and timely content for your traditional and digital media needs
bull Do you need to organize your content message strategy
bull Do you need to save time with planning and executing your content strategy
bull Do you need to get more traffic to your website and social media platforms
41
Why consider an editorial calendar
bull A content editorial calendar helps you organize your messaging to your
external and internal audiences
bull You can plan your content on an annual basis As a result your messaging
will be strategic and timely
bull A content marketing editorial calendar will give you a chance to have quality
engagement with your target audience while providing them important
information about your school
bull It can help increase your traffic to your digital platforms which can turn in to
leads for new students and also help you retain your current students
bull Everyone likes to stay informed and provided with timely information
bull It can also help keep your parents organized The more information they
have the better coordinated and engaged they are with your school
42
What is a content editorial calendar
See below for a sample 30-day editorial calendar for Catholic Schools Week
bull Tuesday January 9 2017 Catholic Schools Week Announcement
bull Tuesday January 17 2017 Open House Invitation
bull Thursday January 19 2017 CSW Schedule of events
bull Monday January 23 2017 Registration Incentives Information
bull Thursday January 26 2017 CSW reminder invitation
bull Sunday January 29 2017 Happy CSW Week publish week of activities
again with hours of each event
Please note that this content can be used across all marketing
digital channels ie website social media platforms text
messages marquee e-mail blasts (newsletters)
43
Content Editorial Calendar example - 1
January 2017 30 day - Content Marketing Editorial Calendar
Sunday Monday Tuesday Wednesday Thursday Friday Saturday
1 2 3 4 5 6 7
8 9CSW Announcement
10 11 12 13 14
15 16 17Open House Invitation
18 19 CSW Schedule of Events
20 21
22 23Registration IncentivesInformation
24 25 26CSW Reminder Invitation
27 28
29CSW Week ActivityInformation
30 31
44
Content Editorial Calendar example - 2
Tuesday January 9 2017 Copy Link
Website Post CSW Announcement on home page
Facebook Itrsquos that time of year again to celebrate National Catholic Education during Catholic Schools Week This years theme is ldquoCatholic Schools Communities of Faith Knowledge and Servicerdquo CSW17 is the week of January 29 - February 4 We hope you plan on celebrating with us
httpwwwfenwickfriarscom
Twitter Celebrate CSW17 fenwickfriars Visit httpwwwfenwickfriarscom4 more info
httpwwwfenwickfriarscom
Thursday January 21 2017 Copy Link
Website Post Open House Calendar on home page
Facebook We look forward to seeing you during Catholic Schools Week We have several activities we think you will enjoy Be sure to check the schedule below for the times and dates CSW17
httpsbpsstbenedictcom
Twitter Celebrate CSW17 stbenprep httpsbpsstbenedictcom
45
Weekly detailed marketing content calendar ndash
example 3
Additional marketing tools to add for your messaging needs would include mobile texting email blasts andor additional social media platforms such as Instagram and YouTube
Five Steps to Success
Step One Identify Who can Help Spread the
Word
bull Do your staff board members and volunteers have their own Facebook pages Twitter and Instagram accounts
bull What about your donors and partners What social media outlets do they use Would they be willing to publicize your message via their social media properties
bull What aspects of what yoursquore planning speak to the education
industrycommunity at large
47Source Edelman
Step Two Mobilize Your Volunteers and Partners
bull Discuss social media etiquette at training and suggest posting information of personal accounts
bull Call your partners and third party endorsers communication directors and ask if theyrsquoll post content on their social media properties
bull Think of your staff and volunteers
(parent ambassadors) as on-site
ldquobeat reportersrdquo
48Source Edelman
How to Put Your Parent Ambassadors to Workhellip
bull Establish a hashtag for the academic program event or campaign in advance and include it on all promotional materials along with information about where to find your social media presence
bull Make sure all staff parents and partners are aware of the tags yoursquove established
bull Hold a social media training session during parent ambassador trainingorientation to show people how to post via their mobile device and encourage parents to take and post pictures videos and tweets the day of the event
49Source Edelman
Examples of the Plan in Action
50
Examples of the Plan in Action
51
Step Three Curate your Social Media content
bull Track the hashtag and post on public sites
bull Repost the best posts and pictures on your own social networks
bull Post on your website as well
bull Keep a list of the people who are posting
bull Interact
bull Pat your partners on the back
52Source Edelman
Step Four Funnel your Best Results Up
bull Send your best posts tweets and videos collections to the Office of Catholic Schools Communications Department social media team to rebroadcast on their social media properties
bull Arrange for re-tweets in real-time if possible among all partners
bull Chart results
53Source Edelman
Step Five After-action Review
bull Collect the best information posted online for a follow-up post on your social networks
bull Follow-up with your most active participants and thank them ndashthey are the most likely to champion future events
bull Evaluate your social media coverage ndash was there an uptick in your following How much buzz was generated What questions did people have What would you do differently next time
54Source Edelman
Media GuidelinesCrisis Communications
Responding to Media Queries
bull The general public is always interested in education related news Some local news outlets have an education reporter who covers schools and education issues on a regular basis
bull Reporters deliver your message along with their own to their audience be it on television over the radio print publications or online
bull The Archdiocese of Chicago has an extraordinary story to tell
bull At times it might seem like the media focuses on negative issues and sometimes you may be contacted about a less positive event but it is critical to remember the excellent work that you do every day
56
Media Guidelines
The following are requirements and guidelines for responding to media queries
and presence
bull Any school contacted by the media for any reason MUST contact their
Regional Director andor the Director of Communications before responding
to the query Your pastor must be notified as well
bull Reporters can always be directed by you or your secretary to call the media
relations line at 3125348227 or the Director of Communications at
3125345334
bull Remember that you are under no obligation to speak to the media please
instead refer them to the communications officemedia relations line
57
Media Guidelines
bull A member of the media cannot be admitted into a school or on school
property including playgrounds parking lots fields etc without the
consent of the principal With permission a member of the media may
enter the premises but must be accompanied at all times
bull Before a meeting where sensitive information is shared politely
announce that it is a private meeting If members of the media are
present please ask them to leave
58
Media Guidelines
THE MEDIA ARE DOING THEIR JOB
Reporters have a job to do They are doing their best to get their story into print or online news outlets or airtime on their TV or radio stations Plus they are doing it on a deadline
ALWAYS MAINTAIN A PROFESSIONAL RELATIONSHIP WITH REPORTERS
You may have existing relationships with members of the media but remember the media have a job to do Never depend on a prior relationship to get a story covered or to hold a story back
59
Media Guidelines
YOU ARE THE SCHOOL SPOKESPERSON YOU ARE NOT
SPEAKING FOR YOURSELF
Be wary of any question that starts with ldquoWhat is your opinionrdquo or ldquoWhat
do you think abouthelliprdquo or ldquoWhat does someone other than yourself thinkrdquo
It is tempting to offer your opinion but it is critical to stick to the facts
Additional resources can be found at the following links
When a tragedy occurs
httpocsarchchicagoorgPortals23einfoParents20and20Teachers
20Can20Help20-Tragedypdf
In the event of a crisis it is imperative to contact the Office of Catholic
Schools and the Department of Communications
60
Media Guidelines
Additional PR Information
PR Is Evolving
PR is evolvinghellip
The Latest PR Tools
bull Social media sites (eg Facebook Twitter Instagram)
bull Mobile
bull Influencerblogger outreach
bull Blogs
62Source Edelman
What visuals are unique to you
What does local volunteerism look like
Visual collateral
bull Historicvintage (ads events)
bull Website or other digital footprints
bull Advertising (printTVradio)
Is the package ldquolayout worthyrdquo
63
1 Picture = 1000 Words
Source Edelman
How to Measure PR
Qualitativebull All messaging contains key
brand mentiontalking
points
bull Reach target audience
through preferred media
outlets and programs
bull Pre-and post-initiative
awareness survey
Quantitativebull Report consumer impression
numbers reached via
bull Media placement
bull Event attendance
bull Program participation
(grant program entries
online hits giveaway
distribution)
bull Advertising equivalency
bull Social media likes repost
etc
bull Site visitors
64Source Edelman
THANK YOU
Anne R Maselliamaselliarchchicagoorg
Felicia R Hortonfhortonarchchicagoorg
QUESTIONS
Month Topic Date
September Developing a Parent Ambassador Program Tuesday
September 13
November Hosting a Great Open House Tuesday
November 15
December Preparing for Catholic Schools Week and
Retention Events
Tuesday
December 13
January Communications and Media Tuesday
January 17
March Early Childhood Marketing Tuesday
March 14
April Marketing in a Changing Neighborhood Tuesday
April 18
May Summer Marketing Strategies Tuesday
May 16
WEBINARS 12pm - 1pm
67
Month Topic Date
October Next Level Web Strategies Wednesday October 19
February Developing Your 2017-18 Marketing Plan Wednesday February 15
WORKSHOPS 9 am - 1 pm at Archbishop Quigley Center
68
Thank you
69Source Edelman
The Power of PR
PR gets others to talk about the Brand
bull Unpaid media placements designed to
influence public opinion (consumers)
bull Shape reporters producersrsquo stories
Third party endorsement adds priceless
credibility
Designed to generate word of mouth (ldquobuzzrdquo)
and enhance brand credibility among a highly
defined influential audience
Priceless engagement opportunities through
social networks
12Source Edelman
PR in the Marketing Communications Mix
Irsquom a great cookTrust me hersquos a
great cook
Irsquom a great cookIrsquom a great cookIrsquom a great cook
I understand yoursquore a great cook
Marketing Public Relations
Advertising Branding
13Source Edelman
Building a Media Strategy
Set Objectives
Do you want to
bull Increase enrollment
bull Retain your current students
bull Build a database to connect to
studentsfamilies donors partners
bull Blunt competitors
bull Build external reputation as innovative
school
bull Drive buzzconversationwater-cooler
bull Impress donors
15Source Edelman
Set Objectives
Who do you want to reach
bull What do you know about the studentsfamilies lifestyle and habits academic sports andor extracurricular activities
bull What kind of media do they consume and for what reasons (eg social media radio television programs etc)
bull Will your success metrics actually reach the target you want
16Source Edelman
Timing is very important
bull Launching a new academic program event student group
fundraisers etc - work backwards from the program launch date and
factor lead times
bull Access to spokespeople (principal teachers student ambassadors
parent ambassadors etc) ndash when are they available and where
bull What are other triggers on timing (marketing campaign sports games
open houses school fundraisers)
17Source Edelman
Putting It All Together
Build your media strategy ndash focus on education reporters
bull Set benchmarks
bull Map out scenarios
Apply appropriate tactics
Be nimble
bull Evaluate during pitch process
bull Be willing to change directionscenarios
18Source Edelman
How to develop a Targeted Pitchbull Real people real stories
bull Local statistics national impact
bull Find a news peg make it timely
bull Observances are weak
bull Tailor pitch to reporterrsquos interests
bull Events ndash hold media previews start early
bull Materials
bull Pitch letteremail cover note
bull News releaseMedia advisoryalert
bull BackgrounderFact Sheet
bull BiosProgram amp Academic Flyer
bull Tuition information
bull Upcoming events
Anne Maselli will work on media pitching with you
19Source Edelman
How to identify the Correct Reporter
The more you know the more you know
bull Watchreadlisten to different outlets
Think beyond the obvious
bull Metro weekend morning shows parenting sports
Freelancers matter
Build relationships
bull Email interesting stories
bull Remind them of past collaborations
20Source Edelman
What does it take to get started
Education Reporter Media Lists ndash OCS Communications Department
can help with this
Use a script
Have the right follow-up materials
bull Be a good headline writer
bull Say right away what you are proposing
Do a little research
Clock is tickinghellipcarve out time to pitch
Send all press releases and media correspondence to the Communications Department for approval
21Source Edelman
Phone pitching
Cold call
bull Pitch voice mail email follow-up note
ldquoDo you have a minute to talkrdquo No
Listen to yourself on voice mail
bull Do you sound conversational
Enthusiastic
bull Leave your name and number twice
Be reachable
22Source Edelman
Pitching Recommendations
Know the dayrsquos news ndashit could affect your pitch
Do your homework know what the education reporter has recently written and reference it if relevant
Be persistent call back
bull Watch lag time between callsemails
Get around voice mail
bull Talk to someone get answers
Itrsquos the outlet not the education reporter
bull Have a plan A B and C
23Source Edelman
Pitching Recommendations
bull Day of an event
bull Get greedy ndash publicity begets publicity
bull Be a YES person Then make it happen
bull Be flexible
bull Get all the interview details
bull Facilitate interviews
bull Reconfirm
bull Ask for organization credit
24Source Edelman
Pitching Recommendations
Leverage placements with other media
Embargo daystimes
bull Make it fair for everyone
Exclusives ndash opening a new tech lab is a
good example
bull Is it worthy
bull Start offering it early
bull Tell them when you need an answer
bull Donrsquot break your promise
bull Negotiate print and broadcast exclusives
25Source Edelman
Pitching Recommendations
Reminders
bull Find a style that works for you
bull Be a media consumer
bull Be a resource develop relationships
bull Stay connected keep pitching a little
bull Pass on your knowledge
26Source Edelman
Newspapers
Pitch the beat reporter then who else
bull Education Beat Reporter
bull Sports Beat Reporter
bull Special Events Reporter
Know the metro desk
bull City editor
bull Suburban bureaus
Columnists
bull First-hand experience
Try not to call after 3 pm
27Source Edelman
Radio
bull Christianreligious
bull Ethnic based radio shows (AA Hispanic)
bull Sports shows that focus on elementary sports (basketball baseball soccer volleyball etc)
bull News staffing is sparse
bull News directors public amp community affairs
bull Remember shows for guests
bull 2-1 3-1 4-1 placements
bull Natural sound
bull Email hostsDJs for chatter
28Source Edelman
Online amp Social Media
Hyper-local TribLocal patchcom
bull Can submit photos releases event listings stories as ldquocitizen reporterrdquo
bull Original vs repurposed content
bull Journalists research story ideas on Twitter the most
bull Chats QampAs
bull Opinion leaders
Multi-media elements pre-packaged content drive interest
29Source Edelman
Overall Takeaways
Think like a journalist and become a great storyteller
bull Humanize academic programs build trends mine data history and real experience
New = News
bull Breakthroughs and innovations earn singular coverage but round-ups can connect to other opportunities
Itrsquos a 360 World Out There
bull Link all assets and opportunities ndash surround-sound breaks through
30Source Edelman
Word-of-mouthhellip
ldquoWord of mouth has been incredibly important to us and ultimately thatrsquos what a brand is ndash the things people say about you when yoursquore not thererdquo
Jeff BezosFounder and CEOAmazoncom
31Source Edelman
Be the Media
Using Social Media to Spread the Word
What You Told Us Your Social Wish List
bull Foster better conversation capture students and families where they are
bull Offer useful content
bull Up the volume (drive traffic)
bull Keep students and parents coming back
bull Adapt school content for local use
33Source Edelman
The Media Climate is Changing
(and Will Continue to Change)
What does that mean for you
bull You canrsquot count on traditional media coverage
bull Your constituents are getting information from a variety of sources so you have more opportunities to reach them
bull Social media outreach should not be an afterthought ndash but integrated into your overall marketing media plan
bull Yoursquoll have a lot of ldquoword-of-mouthrdquo competition so amplifying your message is key
34Source Edelman
The Good News ishellip You are Well on Your Way
With Social Media
bull Great guidelines on how to build a social media presence in your social media timelines
bull Yoursquore already followed online and are represented on Facebook Twitter and Instagram to name a few
bull Your audience is already engaging with you
bull Your social media properties are listed on your local page
35Source Edelman
The Archdiocese of Chicago Catholic Schools is
Now its own Media Machine
Itrsquos up to you to get the word outmdashbut HOW
Leverage your existing resourcesandCreate an editorial content calendar
36Source Edelman
Think of Yourself as Social Media Curatorhellip
Your job is to steer your parents students donors volunteers community partners board members and even staff to information thatrsquos of interest to them and potentially their networks
37Source Edelman
Aim to Have these Influencers Champion your
Education Program
When that happens you will ultimately grow your reach across the social web and build a broader network that wants to hear what you have to say
Now the next question is
What do you need and want to communicate to your audience
What is your content your message
38Source Edelman
CONTENT
Creating and scheduling content for publicity and advertising
=
Editorial Content Calendar
bull Content Marketing strategically communicates the story of your school to your target
audiences via several media platforms in a consistent and timely manner all
designed to increase engagement awareness new students retention partners
and donors
bull Several media platforms include social media website email blasts newsletters
church bulletins advertising opportunities photos releases videos photos special
events etc
bull Now that you know your content how can you organize it The answer is with a
content marketing editorial calendar
40
What is content marketing
bull Are you interested in consistent strategic and timely content for your traditional and digital media needs
bull Do you need to organize your content message strategy
bull Do you need to save time with planning and executing your content strategy
bull Do you need to get more traffic to your website and social media platforms
41
Why consider an editorial calendar
bull A content editorial calendar helps you organize your messaging to your
external and internal audiences
bull You can plan your content on an annual basis As a result your messaging
will be strategic and timely
bull A content marketing editorial calendar will give you a chance to have quality
engagement with your target audience while providing them important
information about your school
bull It can help increase your traffic to your digital platforms which can turn in to
leads for new students and also help you retain your current students
bull Everyone likes to stay informed and provided with timely information
bull It can also help keep your parents organized The more information they
have the better coordinated and engaged they are with your school
42
What is a content editorial calendar
See below for a sample 30-day editorial calendar for Catholic Schools Week
bull Tuesday January 9 2017 Catholic Schools Week Announcement
bull Tuesday January 17 2017 Open House Invitation
bull Thursday January 19 2017 CSW Schedule of events
bull Monday January 23 2017 Registration Incentives Information
bull Thursday January 26 2017 CSW reminder invitation
bull Sunday January 29 2017 Happy CSW Week publish week of activities
again with hours of each event
Please note that this content can be used across all marketing
digital channels ie website social media platforms text
messages marquee e-mail blasts (newsletters)
43
Content Editorial Calendar example - 1
January 2017 30 day - Content Marketing Editorial Calendar
Sunday Monday Tuesday Wednesday Thursday Friday Saturday
1 2 3 4 5 6 7
8 9CSW Announcement
10 11 12 13 14
15 16 17Open House Invitation
18 19 CSW Schedule of Events
20 21
22 23Registration IncentivesInformation
24 25 26CSW Reminder Invitation
27 28
29CSW Week ActivityInformation
30 31
44
Content Editorial Calendar example - 2
Tuesday January 9 2017 Copy Link
Website Post CSW Announcement on home page
Facebook Itrsquos that time of year again to celebrate National Catholic Education during Catholic Schools Week This years theme is ldquoCatholic Schools Communities of Faith Knowledge and Servicerdquo CSW17 is the week of January 29 - February 4 We hope you plan on celebrating with us
httpwwwfenwickfriarscom
Twitter Celebrate CSW17 fenwickfriars Visit httpwwwfenwickfriarscom4 more info
httpwwwfenwickfriarscom
Thursday January 21 2017 Copy Link
Website Post Open House Calendar on home page
Facebook We look forward to seeing you during Catholic Schools Week We have several activities we think you will enjoy Be sure to check the schedule below for the times and dates CSW17
httpsbpsstbenedictcom
Twitter Celebrate CSW17 stbenprep httpsbpsstbenedictcom
45
Weekly detailed marketing content calendar ndash
example 3
Additional marketing tools to add for your messaging needs would include mobile texting email blasts andor additional social media platforms such as Instagram and YouTube
Five Steps to Success
Step One Identify Who can Help Spread the
Word
bull Do your staff board members and volunteers have their own Facebook pages Twitter and Instagram accounts
bull What about your donors and partners What social media outlets do they use Would they be willing to publicize your message via their social media properties
bull What aspects of what yoursquore planning speak to the education
industrycommunity at large
47Source Edelman
Step Two Mobilize Your Volunteers and Partners
bull Discuss social media etiquette at training and suggest posting information of personal accounts
bull Call your partners and third party endorsers communication directors and ask if theyrsquoll post content on their social media properties
bull Think of your staff and volunteers
(parent ambassadors) as on-site
ldquobeat reportersrdquo
48Source Edelman
How to Put Your Parent Ambassadors to Workhellip
bull Establish a hashtag for the academic program event or campaign in advance and include it on all promotional materials along with information about where to find your social media presence
bull Make sure all staff parents and partners are aware of the tags yoursquove established
bull Hold a social media training session during parent ambassador trainingorientation to show people how to post via their mobile device and encourage parents to take and post pictures videos and tweets the day of the event
49Source Edelman
Examples of the Plan in Action
50
Examples of the Plan in Action
51
Step Three Curate your Social Media content
bull Track the hashtag and post on public sites
bull Repost the best posts and pictures on your own social networks
bull Post on your website as well
bull Keep a list of the people who are posting
bull Interact
bull Pat your partners on the back
52Source Edelman
Step Four Funnel your Best Results Up
bull Send your best posts tweets and videos collections to the Office of Catholic Schools Communications Department social media team to rebroadcast on their social media properties
bull Arrange for re-tweets in real-time if possible among all partners
bull Chart results
53Source Edelman
Step Five After-action Review
bull Collect the best information posted online for a follow-up post on your social networks
bull Follow-up with your most active participants and thank them ndashthey are the most likely to champion future events
bull Evaluate your social media coverage ndash was there an uptick in your following How much buzz was generated What questions did people have What would you do differently next time
54Source Edelman
Media GuidelinesCrisis Communications
Responding to Media Queries
bull The general public is always interested in education related news Some local news outlets have an education reporter who covers schools and education issues on a regular basis
bull Reporters deliver your message along with their own to their audience be it on television over the radio print publications or online
bull The Archdiocese of Chicago has an extraordinary story to tell
bull At times it might seem like the media focuses on negative issues and sometimes you may be contacted about a less positive event but it is critical to remember the excellent work that you do every day
56
Media Guidelines
The following are requirements and guidelines for responding to media queries
and presence
bull Any school contacted by the media for any reason MUST contact their
Regional Director andor the Director of Communications before responding
to the query Your pastor must be notified as well
bull Reporters can always be directed by you or your secretary to call the media
relations line at 3125348227 or the Director of Communications at
3125345334
bull Remember that you are under no obligation to speak to the media please
instead refer them to the communications officemedia relations line
57
Media Guidelines
bull A member of the media cannot be admitted into a school or on school
property including playgrounds parking lots fields etc without the
consent of the principal With permission a member of the media may
enter the premises but must be accompanied at all times
bull Before a meeting where sensitive information is shared politely
announce that it is a private meeting If members of the media are
present please ask them to leave
58
Media Guidelines
THE MEDIA ARE DOING THEIR JOB
Reporters have a job to do They are doing their best to get their story into print or online news outlets or airtime on their TV or radio stations Plus they are doing it on a deadline
ALWAYS MAINTAIN A PROFESSIONAL RELATIONSHIP WITH REPORTERS
You may have existing relationships with members of the media but remember the media have a job to do Never depend on a prior relationship to get a story covered or to hold a story back
59
Media Guidelines
YOU ARE THE SCHOOL SPOKESPERSON YOU ARE NOT
SPEAKING FOR YOURSELF
Be wary of any question that starts with ldquoWhat is your opinionrdquo or ldquoWhat
do you think abouthelliprdquo or ldquoWhat does someone other than yourself thinkrdquo
It is tempting to offer your opinion but it is critical to stick to the facts
Additional resources can be found at the following links
When a tragedy occurs
httpocsarchchicagoorgPortals23einfoParents20and20Teachers
20Can20Help20-Tragedypdf
In the event of a crisis it is imperative to contact the Office of Catholic
Schools and the Department of Communications
60
Media Guidelines
Additional PR Information
PR Is Evolving
PR is evolvinghellip
The Latest PR Tools
bull Social media sites (eg Facebook Twitter Instagram)
bull Mobile
bull Influencerblogger outreach
bull Blogs
62Source Edelman
What visuals are unique to you
What does local volunteerism look like
Visual collateral
bull Historicvintage (ads events)
bull Website or other digital footprints
bull Advertising (printTVradio)
Is the package ldquolayout worthyrdquo
63
1 Picture = 1000 Words
Source Edelman
How to Measure PR
Qualitativebull All messaging contains key
brand mentiontalking
points
bull Reach target audience
through preferred media
outlets and programs
bull Pre-and post-initiative
awareness survey
Quantitativebull Report consumer impression
numbers reached via
bull Media placement
bull Event attendance
bull Program participation
(grant program entries
online hits giveaway
distribution)
bull Advertising equivalency
bull Social media likes repost
etc
bull Site visitors
64Source Edelman
THANK YOU
Anne R Maselliamaselliarchchicagoorg
Felicia R Hortonfhortonarchchicagoorg
QUESTIONS
Month Topic Date
September Developing a Parent Ambassador Program Tuesday
September 13
November Hosting a Great Open House Tuesday
November 15
December Preparing for Catholic Schools Week and
Retention Events
Tuesday
December 13
January Communications and Media Tuesday
January 17
March Early Childhood Marketing Tuesday
March 14
April Marketing in a Changing Neighborhood Tuesday
April 18
May Summer Marketing Strategies Tuesday
May 16
WEBINARS 12pm - 1pm
67
Month Topic Date
October Next Level Web Strategies Wednesday October 19
February Developing Your 2017-18 Marketing Plan Wednesday February 15
WORKSHOPS 9 am - 1 pm at Archbishop Quigley Center
68
Thank you
69Source Edelman
PR in the Marketing Communications Mix
Irsquom a great cookTrust me hersquos a
great cook
Irsquom a great cookIrsquom a great cookIrsquom a great cook
I understand yoursquore a great cook
Marketing Public Relations
Advertising Branding
13Source Edelman
Building a Media Strategy
Set Objectives
Do you want to
bull Increase enrollment
bull Retain your current students
bull Build a database to connect to
studentsfamilies donors partners
bull Blunt competitors
bull Build external reputation as innovative
school
bull Drive buzzconversationwater-cooler
bull Impress donors
15Source Edelman
Set Objectives
Who do you want to reach
bull What do you know about the studentsfamilies lifestyle and habits academic sports andor extracurricular activities
bull What kind of media do they consume and for what reasons (eg social media radio television programs etc)
bull Will your success metrics actually reach the target you want
16Source Edelman
Timing is very important
bull Launching a new academic program event student group
fundraisers etc - work backwards from the program launch date and
factor lead times
bull Access to spokespeople (principal teachers student ambassadors
parent ambassadors etc) ndash when are they available and where
bull What are other triggers on timing (marketing campaign sports games
open houses school fundraisers)
17Source Edelman
Putting It All Together
Build your media strategy ndash focus on education reporters
bull Set benchmarks
bull Map out scenarios
Apply appropriate tactics
Be nimble
bull Evaluate during pitch process
bull Be willing to change directionscenarios
18Source Edelman
How to develop a Targeted Pitchbull Real people real stories
bull Local statistics national impact
bull Find a news peg make it timely
bull Observances are weak
bull Tailor pitch to reporterrsquos interests
bull Events ndash hold media previews start early
bull Materials
bull Pitch letteremail cover note
bull News releaseMedia advisoryalert
bull BackgrounderFact Sheet
bull BiosProgram amp Academic Flyer
bull Tuition information
bull Upcoming events
Anne Maselli will work on media pitching with you
19Source Edelman
How to identify the Correct Reporter
The more you know the more you know
bull Watchreadlisten to different outlets
Think beyond the obvious
bull Metro weekend morning shows parenting sports
Freelancers matter
Build relationships
bull Email interesting stories
bull Remind them of past collaborations
20Source Edelman
What does it take to get started
Education Reporter Media Lists ndash OCS Communications Department
can help with this
Use a script
Have the right follow-up materials
bull Be a good headline writer
bull Say right away what you are proposing
Do a little research
Clock is tickinghellipcarve out time to pitch
Send all press releases and media correspondence to the Communications Department for approval
21Source Edelman
Phone pitching
Cold call
bull Pitch voice mail email follow-up note
ldquoDo you have a minute to talkrdquo No
Listen to yourself on voice mail
bull Do you sound conversational
Enthusiastic
bull Leave your name and number twice
Be reachable
22Source Edelman
Pitching Recommendations
Know the dayrsquos news ndashit could affect your pitch
Do your homework know what the education reporter has recently written and reference it if relevant
Be persistent call back
bull Watch lag time between callsemails
Get around voice mail
bull Talk to someone get answers
Itrsquos the outlet not the education reporter
bull Have a plan A B and C
23Source Edelman
Pitching Recommendations
bull Day of an event
bull Get greedy ndash publicity begets publicity
bull Be a YES person Then make it happen
bull Be flexible
bull Get all the interview details
bull Facilitate interviews
bull Reconfirm
bull Ask for organization credit
24Source Edelman
Pitching Recommendations
Leverage placements with other media
Embargo daystimes
bull Make it fair for everyone
Exclusives ndash opening a new tech lab is a
good example
bull Is it worthy
bull Start offering it early
bull Tell them when you need an answer
bull Donrsquot break your promise
bull Negotiate print and broadcast exclusives
25Source Edelman
Pitching Recommendations
Reminders
bull Find a style that works for you
bull Be a media consumer
bull Be a resource develop relationships
bull Stay connected keep pitching a little
bull Pass on your knowledge
26Source Edelman
Newspapers
Pitch the beat reporter then who else
bull Education Beat Reporter
bull Sports Beat Reporter
bull Special Events Reporter
Know the metro desk
bull City editor
bull Suburban bureaus
Columnists
bull First-hand experience
Try not to call after 3 pm
27Source Edelman
Radio
bull Christianreligious
bull Ethnic based radio shows (AA Hispanic)
bull Sports shows that focus on elementary sports (basketball baseball soccer volleyball etc)
bull News staffing is sparse
bull News directors public amp community affairs
bull Remember shows for guests
bull 2-1 3-1 4-1 placements
bull Natural sound
bull Email hostsDJs for chatter
28Source Edelman
Online amp Social Media
Hyper-local TribLocal patchcom
bull Can submit photos releases event listings stories as ldquocitizen reporterrdquo
bull Original vs repurposed content
bull Journalists research story ideas on Twitter the most
bull Chats QampAs
bull Opinion leaders
Multi-media elements pre-packaged content drive interest
29Source Edelman
Overall Takeaways
Think like a journalist and become a great storyteller
bull Humanize academic programs build trends mine data history and real experience
New = News
bull Breakthroughs and innovations earn singular coverage but round-ups can connect to other opportunities
Itrsquos a 360 World Out There
bull Link all assets and opportunities ndash surround-sound breaks through
30Source Edelman
Word-of-mouthhellip
ldquoWord of mouth has been incredibly important to us and ultimately thatrsquos what a brand is ndash the things people say about you when yoursquore not thererdquo
Jeff BezosFounder and CEOAmazoncom
31Source Edelman
Be the Media
Using Social Media to Spread the Word
What You Told Us Your Social Wish List
bull Foster better conversation capture students and families where they are
bull Offer useful content
bull Up the volume (drive traffic)
bull Keep students and parents coming back
bull Adapt school content for local use
33Source Edelman
The Media Climate is Changing
(and Will Continue to Change)
What does that mean for you
bull You canrsquot count on traditional media coverage
bull Your constituents are getting information from a variety of sources so you have more opportunities to reach them
bull Social media outreach should not be an afterthought ndash but integrated into your overall marketing media plan
bull Yoursquoll have a lot of ldquoword-of-mouthrdquo competition so amplifying your message is key
34Source Edelman
The Good News ishellip You are Well on Your Way
With Social Media
bull Great guidelines on how to build a social media presence in your social media timelines
bull Yoursquore already followed online and are represented on Facebook Twitter and Instagram to name a few
bull Your audience is already engaging with you
bull Your social media properties are listed on your local page
35Source Edelman
The Archdiocese of Chicago Catholic Schools is
Now its own Media Machine
Itrsquos up to you to get the word outmdashbut HOW
Leverage your existing resourcesandCreate an editorial content calendar
36Source Edelman
Think of Yourself as Social Media Curatorhellip
Your job is to steer your parents students donors volunteers community partners board members and even staff to information thatrsquos of interest to them and potentially their networks
37Source Edelman
Aim to Have these Influencers Champion your
Education Program
When that happens you will ultimately grow your reach across the social web and build a broader network that wants to hear what you have to say
Now the next question is
What do you need and want to communicate to your audience
What is your content your message
38Source Edelman
CONTENT
Creating and scheduling content for publicity and advertising
=
Editorial Content Calendar
bull Content Marketing strategically communicates the story of your school to your target
audiences via several media platforms in a consistent and timely manner all
designed to increase engagement awareness new students retention partners
and donors
bull Several media platforms include social media website email blasts newsletters
church bulletins advertising opportunities photos releases videos photos special
events etc
bull Now that you know your content how can you organize it The answer is with a
content marketing editorial calendar
40
What is content marketing
bull Are you interested in consistent strategic and timely content for your traditional and digital media needs
bull Do you need to organize your content message strategy
bull Do you need to save time with planning and executing your content strategy
bull Do you need to get more traffic to your website and social media platforms
41
Why consider an editorial calendar
bull A content editorial calendar helps you organize your messaging to your
external and internal audiences
bull You can plan your content on an annual basis As a result your messaging
will be strategic and timely
bull A content marketing editorial calendar will give you a chance to have quality
engagement with your target audience while providing them important
information about your school
bull It can help increase your traffic to your digital platforms which can turn in to
leads for new students and also help you retain your current students
bull Everyone likes to stay informed and provided with timely information
bull It can also help keep your parents organized The more information they
have the better coordinated and engaged they are with your school
42
What is a content editorial calendar
See below for a sample 30-day editorial calendar for Catholic Schools Week
bull Tuesday January 9 2017 Catholic Schools Week Announcement
bull Tuesday January 17 2017 Open House Invitation
bull Thursday January 19 2017 CSW Schedule of events
bull Monday January 23 2017 Registration Incentives Information
bull Thursday January 26 2017 CSW reminder invitation
bull Sunday January 29 2017 Happy CSW Week publish week of activities
again with hours of each event
Please note that this content can be used across all marketing
digital channels ie website social media platforms text
messages marquee e-mail blasts (newsletters)
43
Content Editorial Calendar example - 1
January 2017 30 day - Content Marketing Editorial Calendar
Sunday Monday Tuesday Wednesday Thursday Friday Saturday
1 2 3 4 5 6 7
8 9CSW Announcement
10 11 12 13 14
15 16 17Open House Invitation
18 19 CSW Schedule of Events
20 21
22 23Registration IncentivesInformation
24 25 26CSW Reminder Invitation
27 28
29CSW Week ActivityInformation
30 31
44
Content Editorial Calendar example - 2
Tuesday January 9 2017 Copy Link
Website Post CSW Announcement on home page
Facebook Itrsquos that time of year again to celebrate National Catholic Education during Catholic Schools Week This years theme is ldquoCatholic Schools Communities of Faith Knowledge and Servicerdquo CSW17 is the week of January 29 - February 4 We hope you plan on celebrating with us
httpwwwfenwickfriarscom
Twitter Celebrate CSW17 fenwickfriars Visit httpwwwfenwickfriarscom4 more info
httpwwwfenwickfriarscom
Thursday January 21 2017 Copy Link
Website Post Open House Calendar on home page
Facebook We look forward to seeing you during Catholic Schools Week We have several activities we think you will enjoy Be sure to check the schedule below for the times and dates CSW17
httpsbpsstbenedictcom
Twitter Celebrate CSW17 stbenprep httpsbpsstbenedictcom
45
Weekly detailed marketing content calendar ndash
example 3
Additional marketing tools to add for your messaging needs would include mobile texting email blasts andor additional social media platforms such as Instagram and YouTube
Five Steps to Success
Step One Identify Who can Help Spread the
Word
bull Do your staff board members and volunteers have their own Facebook pages Twitter and Instagram accounts
bull What about your donors and partners What social media outlets do they use Would they be willing to publicize your message via their social media properties
bull What aspects of what yoursquore planning speak to the education
industrycommunity at large
47Source Edelman
Step Two Mobilize Your Volunteers and Partners
bull Discuss social media etiquette at training and suggest posting information of personal accounts
bull Call your partners and third party endorsers communication directors and ask if theyrsquoll post content on their social media properties
bull Think of your staff and volunteers
(parent ambassadors) as on-site
ldquobeat reportersrdquo
48Source Edelman
How to Put Your Parent Ambassadors to Workhellip
bull Establish a hashtag for the academic program event or campaign in advance and include it on all promotional materials along with information about where to find your social media presence
bull Make sure all staff parents and partners are aware of the tags yoursquove established
bull Hold a social media training session during parent ambassador trainingorientation to show people how to post via their mobile device and encourage parents to take and post pictures videos and tweets the day of the event
49Source Edelman
Examples of the Plan in Action
50
Examples of the Plan in Action
51
Step Three Curate your Social Media content
bull Track the hashtag and post on public sites
bull Repost the best posts and pictures on your own social networks
bull Post on your website as well
bull Keep a list of the people who are posting
bull Interact
bull Pat your partners on the back
52Source Edelman
Step Four Funnel your Best Results Up
bull Send your best posts tweets and videos collections to the Office of Catholic Schools Communications Department social media team to rebroadcast on their social media properties
bull Arrange for re-tweets in real-time if possible among all partners
bull Chart results
53Source Edelman
Step Five After-action Review
bull Collect the best information posted online for a follow-up post on your social networks
bull Follow-up with your most active participants and thank them ndashthey are the most likely to champion future events
bull Evaluate your social media coverage ndash was there an uptick in your following How much buzz was generated What questions did people have What would you do differently next time
54Source Edelman
Media GuidelinesCrisis Communications
Responding to Media Queries
bull The general public is always interested in education related news Some local news outlets have an education reporter who covers schools and education issues on a regular basis
bull Reporters deliver your message along with their own to their audience be it on television over the radio print publications or online
bull The Archdiocese of Chicago has an extraordinary story to tell
bull At times it might seem like the media focuses on negative issues and sometimes you may be contacted about a less positive event but it is critical to remember the excellent work that you do every day
56
Media Guidelines
The following are requirements and guidelines for responding to media queries
and presence
bull Any school contacted by the media for any reason MUST contact their
Regional Director andor the Director of Communications before responding
to the query Your pastor must be notified as well
bull Reporters can always be directed by you or your secretary to call the media
relations line at 3125348227 or the Director of Communications at
3125345334
bull Remember that you are under no obligation to speak to the media please
instead refer them to the communications officemedia relations line
57
Media Guidelines
bull A member of the media cannot be admitted into a school or on school
property including playgrounds parking lots fields etc without the
consent of the principal With permission a member of the media may
enter the premises but must be accompanied at all times
bull Before a meeting where sensitive information is shared politely
announce that it is a private meeting If members of the media are
present please ask them to leave
58
Media Guidelines
THE MEDIA ARE DOING THEIR JOB
Reporters have a job to do They are doing their best to get their story into print or online news outlets or airtime on their TV or radio stations Plus they are doing it on a deadline
ALWAYS MAINTAIN A PROFESSIONAL RELATIONSHIP WITH REPORTERS
You may have existing relationships with members of the media but remember the media have a job to do Never depend on a prior relationship to get a story covered or to hold a story back
59
Media Guidelines
YOU ARE THE SCHOOL SPOKESPERSON YOU ARE NOT
SPEAKING FOR YOURSELF
Be wary of any question that starts with ldquoWhat is your opinionrdquo or ldquoWhat
do you think abouthelliprdquo or ldquoWhat does someone other than yourself thinkrdquo
It is tempting to offer your opinion but it is critical to stick to the facts
Additional resources can be found at the following links
When a tragedy occurs
httpocsarchchicagoorgPortals23einfoParents20and20Teachers
20Can20Help20-Tragedypdf
In the event of a crisis it is imperative to contact the Office of Catholic
Schools and the Department of Communications
60
Media Guidelines
Additional PR Information
PR Is Evolving
PR is evolvinghellip
The Latest PR Tools
bull Social media sites (eg Facebook Twitter Instagram)
bull Mobile
bull Influencerblogger outreach
bull Blogs
62Source Edelman
What visuals are unique to you
What does local volunteerism look like
Visual collateral
bull Historicvintage (ads events)
bull Website or other digital footprints
bull Advertising (printTVradio)
Is the package ldquolayout worthyrdquo
63
1 Picture = 1000 Words
Source Edelman
How to Measure PR
Qualitativebull All messaging contains key
brand mentiontalking
points
bull Reach target audience
through preferred media
outlets and programs
bull Pre-and post-initiative
awareness survey
Quantitativebull Report consumer impression
numbers reached via
bull Media placement
bull Event attendance
bull Program participation
(grant program entries
online hits giveaway
distribution)
bull Advertising equivalency
bull Social media likes repost
etc
bull Site visitors
64Source Edelman
THANK YOU
Anne R Maselliamaselliarchchicagoorg
Felicia R Hortonfhortonarchchicagoorg
QUESTIONS
Month Topic Date
September Developing a Parent Ambassador Program Tuesday
September 13
November Hosting a Great Open House Tuesday
November 15
December Preparing for Catholic Schools Week and
Retention Events
Tuesday
December 13
January Communications and Media Tuesday
January 17
March Early Childhood Marketing Tuesday
March 14
April Marketing in a Changing Neighborhood Tuesday
April 18
May Summer Marketing Strategies Tuesday
May 16
WEBINARS 12pm - 1pm
67
Month Topic Date
October Next Level Web Strategies Wednesday October 19
February Developing Your 2017-18 Marketing Plan Wednesday February 15
WORKSHOPS 9 am - 1 pm at Archbishop Quigley Center
68
Thank you
69Source Edelman
Building a Media Strategy
Set Objectives
Do you want to
bull Increase enrollment
bull Retain your current students
bull Build a database to connect to
studentsfamilies donors partners
bull Blunt competitors
bull Build external reputation as innovative
school
bull Drive buzzconversationwater-cooler
bull Impress donors
15Source Edelman
Set Objectives
Who do you want to reach
bull What do you know about the studentsfamilies lifestyle and habits academic sports andor extracurricular activities
bull What kind of media do they consume and for what reasons (eg social media radio television programs etc)
bull Will your success metrics actually reach the target you want
16Source Edelman
Timing is very important
bull Launching a new academic program event student group
fundraisers etc - work backwards from the program launch date and
factor lead times
bull Access to spokespeople (principal teachers student ambassadors
parent ambassadors etc) ndash when are they available and where
bull What are other triggers on timing (marketing campaign sports games
open houses school fundraisers)
17Source Edelman
Putting It All Together
Build your media strategy ndash focus on education reporters
bull Set benchmarks
bull Map out scenarios
Apply appropriate tactics
Be nimble
bull Evaluate during pitch process
bull Be willing to change directionscenarios
18Source Edelman
How to develop a Targeted Pitchbull Real people real stories
bull Local statistics national impact
bull Find a news peg make it timely
bull Observances are weak
bull Tailor pitch to reporterrsquos interests
bull Events ndash hold media previews start early
bull Materials
bull Pitch letteremail cover note
bull News releaseMedia advisoryalert
bull BackgrounderFact Sheet
bull BiosProgram amp Academic Flyer
bull Tuition information
bull Upcoming events
Anne Maselli will work on media pitching with you
19Source Edelman
How to identify the Correct Reporter
The more you know the more you know
bull Watchreadlisten to different outlets
Think beyond the obvious
bull Metro weekend morning shows parenting sports
Freelancers matter
Build relationships
bull Email interesting stories
bull Remind them of past collaborations
20Source Edelman
What does it take to get started
Education Reporter Media Lists ndash OCS Communications Department
can help with this
Use a script
Have the right follow-up materials
bull Be a good headline writer
bull Say right away what you are proposing
Do a little research
Clock is tickinghellipcarve out time to pitch
Send all press releases and media correspondence to the Communications Department for approval
21Source Edelman
Phone pitching
Cold call
bull Pitch voice mail email follow-up note
ldquoDo you have a minute to talkrdquo No
Listen to yourself on voice mail
bull Do you sound conversational
Enthusiastic
bull Leave your name and number twice
Be reachable
22Source Edelman
Pitching Recommendations
Know the dayrsquos news ndashit could affect your pitch
Do your homework know what the education reporter has recently written and reference it if relevant
Be persistent call back
bull Watch lag time between callsemails
Get around voice mail
bull Talk to someone get answers
Itrsquos the outlet not the education reporter
bull Have a plan A B and C
23Source Edelman
Pitching Recommendations
bull Day of an event
bull Get greedy ndash publicity begets publicity
bull Be a YES person Then make it happen
bull Be flexible
bull Get all the interview details
bull Facilitate interviews
bull Reconfirm
bull Ask for organization credit
24Source Edelman
Pitching Recommendations
Leverage placements with other media
Embargo daystimes
bull Make it fair for everyone
Exclusives ndash opening a new tech lab is a
good example
bull Is it worthy
bull Start offering it early
bull Tell them when you need an answer
bull Donrsquot break your promise
bull Negotiate print and broadcast exclusives
25Source Edelman
Pitching Recommendations
Reminders
bull Find a style that works for you
bull Be a media consumer
bull Be a resource develop relationships
bull Stay connected keep pitching a little
bull Pass on your knowledge
26Source Edelman
Newspapers
Pitch the beat reporter then who else
bull Education Beat Reporter
bull Sports Beat Reporter
bull Special Events Reporter
Know the metro desk
bull City editor
bull Suburban bureaus
Columnists
bull First-hand experience
Try not to call after 3 pm
27Source Edelman
Radio
bull Christianreligious
bull Ethnic based radio shows (AA Hispanic)
bull Sports shows that focus on elementary sports (basketball baseball soccer volleyball etc)
bull News staffing is sparse
bull News directors public amp community affairs
bull Remember shows for guests
bull 2-1 3-1 4-1 placements
bull Natural sound
bull Email hostsDJs for chatter
28Source Edelman
Online amp Social Media
Hyper-local TribLocal patchcom
bull Can submit photos releases event listings stories as ldquocitizen reporterrdquo
bull Original vs repurposed content
bull Journalists research story ideas on Twitter the most
bull Chats QampAs
bull Opinion leaders
Multi-media elements pre-packaged content drive interest
29Source Edelman
Overall Takeaways
Think like a journalist and become a great storyteller
bull Humanize academic programs build trends mine data history and real experience
New = News
bull Breakthroughs and innovations earn singular coverage but round-ups can connect to other opportunities
Itrsquos a 360 World Out There
bull Link all assets and opportunities ndash surround-sound breaks through
30Source Edelman
Word-of-mouthhellip
ldquoWord of mouth has been incredibly important to us and ultimately thatrsquos what a brand is ndash the things people say about you when yoursquore not thererdquo
Jeff BezosFounder and CEOAmazoncom
31Source Edelman
Be the Media
Using Social Media to Spread the Word
What You Told Us Your Social Wish List
bull Foster better conversation capture students and families where they are
bull Offer useful content
bull Up the volume (drive traffic)
bull Keep students and parents coming back
bull Adapt school content for local use
33Source Edelman
The Media Climate is Changing
(and Will Continue to Change)
What does that mean for you
bull You canrsquot count on traditional media coverage
bull Your constituents are getting information from a variety of sources so you have more opportunities to reach them
bull Social media outreach should not be an afterthought ndash but integrated into your overall marketing media plan
bull Yoursquoll have a lot of ldquoword-of-mouthrdquo competition so amplifying your message is key
34Source Edelman
The Good News ishellip You are Well on Your Way
With Social Media
bull Great guidelines on how to build a social media presence in your social media timelines
bull Yoursquore already followed online and are represented on Facebook Twitter and Instagram to name a few
bull Your audience is already engaging with you
bull Your social media properties are listed on your local page
35Source Edelman
The Archdiocese of Chicago Catholic Schools is
Now its own Media Machine
Itrsquos up to you to get the word outmdashbut HOW
Leverage your existing resourcesandCreate an editorial content calendar
36Source Edelman
Think of Yourself as Social Media Curatorhellip
Your job is to steer your parents students donors volunteers community partners board members and even staff to information thatrsquos of interest to them and potentially their networks
37Source Edelman
Aim to Have these Influencers Champion your
Education Program
When that happens you will ultimately grow your reach across the social web and build a broader network that wants to hear what you have to say
Now the next question is
What do you need and want to communicate to your audience
What is your content your message
38Source Edelman
CONTENT
Creating and scheduling content for publicity and advertising
=
Editorial Content Calendar
bull Content Marketing strategically communicates the story of your school to your target
audiences via several media platforms in a consistent and timely manner all
designed to increase engagement awareness new students retention partners
and donors
bull Several media platforms include social media website email blasts newsletters
church bulletins advertising opportunities photos releases videos photos special
events etc
bull Now that you know your content how can you organize it The answer is with a
content marketing editorial calendar
40
What is content marketing
bull Are you interested in consistent strategic and timely content for your traditional and digital media needs
bull Do you need to organize your content message strategy
bull Do you need to save time with planning and executing your content strategy
bull Do you need to get more traffic to your website and social media platforms
41
Why consider an editorial calendar
bull A content editorial calendar helps you organize your messaging to your
external and internal audiences
bull You can plan your content on an annual basis As a result your messaging
will be strategic and timely
bull A content marketing editorial calendar will give you a chance to have quality
engagement with your target audience while providing them important
information about your school
bull It can help increase your traffic to your digital platforms which can turn in to
leads for new students and also help you retain your current students
bull Everyone likes to stay informed and provided with timely information
bull It can also help keep your parents organized The more information they
have the better coordinated and engaged they are with your school
42
What is a content editorial calendar
See below for a sample 30-day editorial calendar for Catholic Schools Week
bull Tuesday January 9 2017 Catholic Schools Week Announcement
bull Tuesday January 17 2017 Open House Invitation
bull Thursday January 19 2017 CSW Schedule of events
bull Monday January 23 2017 Registration Incentives Information
bull Thursday January 26 2017 CSW reminder invitation
bull Sunday January 29 2017 Happy CSW Week publish week of activities
again with hours of each event
Please note that this content can be used across all marketing
digital channels ie website social media platforms text
messages marquee e-mail blasts (newsletters)
43
Content Editorial Calendar example - 1
January 2017 30 day - Content Marketing Editorial Calendar
Sunday Monday Tuesday Wednesday Thursday Friday Saturday
1 2 3 4 5 6 7
8 9CSW Announcement
10 11 12 13 14
15 16 17Open House Invitation
18 19 CSW Schedule of Events
20 21
22 23Registration IncentivesInformation
24 25 26CSW Reminder Invitation
27 28
29CSW Week ActivityInformation
30 31
44
Content Editorial Calendar example - 2
Tuesday January 9 2017 Copy Link
Website Post CSW Announcement on home page
Facebook Itrsquos that time of year again to celebrate National Catholic Education during Catholic Schools Week This years theme is ldquoCatholic Schools Communities of Faith Knowledge and Servicerdquo CSW17 is the week of January 29 - February 4 We hope you plan on celebrating with us
httpwwwfenwickfriarscom
Twitter Celebrate CSW17 fenwickfriars Visit httpwwwfenwickfriarscom4 more info
httpwwwfenwickfriarscom
Thursday January 21 2017 Copy Link
Website Post Open House Calendar on home page
Facebook We look forward to seeing you during Catholic Schools Week We have several activities we think you will enjoy Be sure to check the schedule below for the times and dates CSW17
httpsbpsstbenedictcom
Twitter Celebrate CSW17 stbenprep httpsbpsstbenedictcom
45
Weekly detailed marketing content calendar ndash
example 3
Additional marketing tools to add for your messaging needs would include mobile texting email blasts andor additional social media platforms such as Instagram and YouTube
Five Steps to Success
Step One Identify Who can Help Spread the
Word
bull Do your staff board members and volunteers have their own Facebook pages Twitter and Instagram accounts
bull What about your donors and partners What social media outlets do they use Would they be willing to publicize your message via their social media properties
bull What aspects of what yoursquore planning speak to the education
industrycommunity at large
47Source Edelman
Step Two Mobilize Your Volunteers and Partners
bull Discuss social media etiquette at training and suggest posting information of personal accounts
bull Call your partners and third party endorsers communication directors and ask if theyrsquoll post content on their social media properties
bull Think of your staff and volunteers
(parent ambassadors) as on-site
ldquobeat reportersrdquo
48Source Edelman
How to Put Your Parent Ambassadors to Workhellip
bull Establish a hashtag for the academic program event or campaign in advance and include it on all promotional materials along with information about where to find your social media presence
bull Make sure all staff parents and partners are aware of the tags yoursquove established
bull Hold a social media training session during parent ambassador trainingorientation to show people how to post via their mobile device and encourage parents to take and post pictures videos and tweets the day of the event
49Source Edelman
Examples of the Plan in Action
50
Examples of the Plan in Action
51
Step Three Curate your Social Media content
bull Track the hashtag and post on public sites
bull Repost the best posts and pictures on your own social networks
bull Post on your website as well
bull Keep a list of the people who are posting
bull Interact
bull Pat your partners on the back
52Source Edelman
Step Four Funnel your Best Results Up
bull Send your best posts tweets and videos collections to the Office of Catholic Schools Communications Department social media team to rebroadcast on their social media properties
bull Arrange for re-tweets in real-time if possible among all partners
bull Chart results
53Source Edelman
Step Five After-action Review
bull Collect the best information posted online for a follow-up post on your social networks
bull Follow-up with your most active participants and thank them ndashthey are the most likely to champion future events
bull Evaluate your social media coverage ndash was there an uptick in your following How much buzz was generated What questions did people have What would you do differently next time
54Source Edelman
Media GuidelinesCrisis Communications
Responding to Media Queries
bull The general public is always interested in education related news Some local news outlets have an education reporter who covers schools and education issues on a regular basis
bull Reporters deliver your message along with their own to their audience be it on television over the radio print publications or online
bull The Archdiocese of Chicago has an extraordinary story to tell
bull At times it might seem like the media focuses on negative issues and sometimes you may be contacted about a less positive event but it is critical to remember the excellent work that you do every day
56
Media Guidelines
The following are requirements and guidelines for responding to media queries
and presence
bull Any school contacted by the media for any reason MUST contact their
Regional Director andor the Director of Communications before responding
to the query Your pastor must be notified as well
bull Reporters can always be directed by you or your secretary to call the media
relations line at 3125348227 or the Director of Communications at
3125345334
bull Remember that you are under no obligation to speak to the media please
instead refer them to the communications officemedia relations line
57
Media Guidelines
bull A member of the media cannot be admitted into a school or on school
property including playgrounds parking lots fields etc without the
consent of the principal With permission a member of the media may
enter the premises but must be accompanied at all times
bull Before a meeting where sensitive information is shared politely
announce that it is a private meeting If members of the media are
present please ask them to leave
58
Media Guidelines
THE MEDIA ARE DOING THEIR JOB
Reporters have a job to do They are doing their best to get their story into print or online news outlets or airtime on their TV or radio stations Plus they are doing it on a deadline
ALWAYS MAINTAIN A PROFESSIONAL RELATIONSHIP WITH REPORTERS
You may have existing relationships with members of the media but remember the media have a job to do Never depend on a prior relationship to get a story covered or to hold a story back
59
Media Guidelines
YOU ARE THE SCHOOL SPOKESPERSON YOU ARE NOT
SPEAKING FOR YOURSELF
Be wary of any question that starts with ldquoWhat is your opinionrdquo or ldquoWhat
do you think abouthelliprdquo or ldquoWhat does someone other than yourself thinkrdquo
It is tempting to offer your opinion but it is critical to stick to the facts
Additional resources can be found at the following links
When a tragedy occurs
httpocsarchchicagoorgPortals23einfoParents20and20Teachers
20Can20Help20-Tragedypdf
In the event of a crisis it is imperative to contact the Office of Catholic
Schools and the Department of Communications
60
Media Guidelines
Additional PR Information
PR Is Evolving
PR is evolvinghellip
The Latest PR Tools
bull Social media sites (eg Facebook Twitter Instagram)
bull Mobile
bull Influencerblogger outreach
bull Blogs
62Source Edelman
What visuals are unique to you
What does local volunteerism look like
Visual collateral
bull Historicvintage (ads events)
bull Website or other digital footprints
bull Advertising (printTVradio)
Is the package ldquolayout worthyrdquo
63
1 Picture = 1000 Words
Source Edelman
How to Measure PR
Qualitativebull All messaging contains key
brand mentiontalking
points
bull Reach target audience
through preferred media
outlets and programs
bull Pre-and post-initiative
awareness survey
Quantitativebull Report consumer impression
numbers reached via
bull Media placement
bull Event attendance
bull Program participation
(grant program entries
online hits giveaway
distribution)
bull Advertising equivalency
bull Social media likes repost
etc
bull Site visitors
64Source Edelman
THANK YOU
Anne R Maselliamaselliarchchicagoorg
Felicia R Hortonfhortonarchchicagoorg
QUESTIONS
Month Topic Date
September Developing a Parent Ambassador Program Tuesday
September 13
November Hosting a Great Open House Tuesday
November 15
December Preparing for Catholic Schools Week and
Retention Events
Tuesday
December 13
January Communications and Media Tuesday
January 17
March Early Childhood Marketing Tuesday
March 14
April Marketing in a Changing Neighborhood Tuesday
April 18
May Summer Marketing Strategies Tuesday
May 16
WEBINARS 12pm - 1pm
67
Month Topic Date
October Next Level Web Strategies Wednesday October 19
February Developing Your 2017-18 Marketing Plan Wednesday February 15
WORKSHOPS 9 am - 1 pm at Archbishop Quigley Center
68
Thank you
69Source Edelman
Set Objectives
Do you want to
bull Increase enrollment
bull Retain your current students
bull Build a database to connect to
studentsfamilies donors partners
bull Blunt competitors
bull Build external reputation as innovative
school
bull Drive buzzconversationwater-cooler
bull Impress donors
15Source Edelman
Set Objectives
Who do you want to reach
bull What do you know about the studentsfamilies lifestyle and habits academic sports andor extracurricular activities
bull What kind of media do they consume and for what reasons (eg social media radio television programs etc)
bull Will your success metrics actually reach the target you want
16Source Edelman
Timing is very important
bull Launching a new academic program event student group
fundraisers etc - work backwards from the program launch date and
factor lead times
bull Access to spokespeople (principal teachers student ambassadors
parent ambassadors etc) ndash when are they available and where
bull What are other triggers on timing (marketing campaign sports games
open houses school fundraisers)
17Source Edelman
Putting It All Together
Build your media strategy ndash focus on education reporters
bull Set benchmarks
bull Map out scenarios
Apply appropriate tactics
Be nimble
bull Evaluate during pitch process
bull Be willing to change directionscenarios
18Source Edelman
How to develop a Targeted Pitchbull Real people real stories
bull Local statistics national impact
bull Find a news peg make it timely
bull Observances are weak
bull Tailor pitch to reporterrsquos interests
bull Events ndash hold media previews start early
bull Materials
bull Pitch letteremail cover note
bull News releaseMedia advisoryalert
bull BackgrounderFact Sheet
bull BiosProgram amp Academic Flyer
bull Tuition information
bull Upcoming events
Anne Maselli will work on media pitching with you
19Source Edelman
How to identify the Correct Reporter
The more you know the more you know
bull Watchreadlisten to different outlets
Think beyond the obvious
bull Metro weekend morning shows parenting sports
Freelancers matter
Build relationships
bull Email interesting stories
bull Remind them of past collaborations
20Source Edelman
What does it take to get started
Education Reporter Media Lists ndash OCS Communications Department
can help with this
Use a script
Have the right follow-up materials
bull Be a good headline writer
bull Say right away what you are proposing
Do a little research
Clock is tickinghellipcarve out time to pitch
Send all press releases and media correspondence to the Communications Department for approval
21Source Edelman
Phone pitching
Cold call
bull Pitch voice mail email follow-up note
ldquoDo you have a minute to talkrdquo No
Listen to yourself on voice mail
bull Do you sound conversational
Enthusiastic
bull Leave your name and number twice
Be reachable
22Source Edelman
Pitching Recommendations
Know the dayrsquos news ndashit could affect your pitch
Do your homework know what the education reporter has recently written and reference it if relevant
Be persistent call back
bull Watch lag time between callsemails
Get around voice mail
bull Talk to someone get answers
Itrsquos the outlet not the education reporter
bull Have a plan A B and C
23Source Edelman
Pitching Recommendations
bull Day of an event
bull Get greedy ndash publicity begets publicity
bull Be a YES person Then make it happen
bull Be flexible
bull Get all the interview details
bull Facilitate interviews
bull Reconfirm
bull Ask for organization credit
24Source Edelman
Pitching Recommendations
Leverage placements with other media
Embargo daystimes
bull Make it fair for everyone
Exclusives ndash opening a new tech lab is a
good example
bull Is it worthy
bull Start offering it early
bull Tell them when you need an answer
bull Donrsquot break your promise
bull Negotiate print and broadcast exclusives
25Source Edelman
Pitching Recommendations
Reminders
bull Find a style that works for you
bull Be a media consumer
bull Be a resource develop relationships
bull Stay connected keep pitching a little
bull Pass on your knowledge
26Source Edelman
Newspapers
Pitch the beat reporter then who else
bull Education Beat Reporter
bull Sports Beat Reporter
bull Special Events Reporter
Know the metro desk
bull City editor
bull Suburban bureaus
Columnists
bull First-hand experience
Try not to call after 3 pm
27Source Edelman
Radio
bull Christianreligious
bull Ethnic based radio shows (AA Hispanic)
bull Sports shows that focus on elementary sports (basketball baseball soccer volleyball etc)
bull News staffing is sparse
bull News directors public amp community affairs
bull Remember shows for guests
bull 2-1 3-1 4-1 placements
bull Natural sound
bull Email hostsDJs for chatter
28Source Edelman
Online amp Social Media
Hyper-local TribLocal patchcom
bull Can submit photos releases event listings stories as ldquocitizen reporterrdquo
bull Original vs repurposed content
bull Journalists research story ideas on Twitter the most
bull Chats QampAs
bull Opinion leaders
Multi-media elements pre-packaged content drive interest
29Source Edelman
Overall Takeaways
Think like a journalist and become a great storyteller
bull Humanize academic programs build trends mine data history and real experience
New = News
bull Breakthroughs and innovations earn singular coverage but round-ups can connect to other opportunities
Itrsquos a 360 World Out There
bull Link all assets and opportunities ndash surround-sound breaks through
30Source Edelman
Word-of-mouthhellip
ldquoWord of mouth has been incredibly important to us and ultimately thatrsquos what a brand is ndash the things people say about you when yoursquore not thererdquo
Jeff BezosFounder and CEOAmazoncom
31Source Edelman
Be the Media
Using Social Media to Spread the Word
What You Told Us Your Social Wish List
bull Foster better conversation capture students and families where they are
bull Offer useful content
bull Up the volume (drive traffic)
bull Keep students and parents coming back
bull Adapt school content for local use
33Source Edelman
The Media Climate is Changing
(and Will Continue to Change)
What does that mean for you
bull You canrsquot count on traditional media coverage
bull Your constituents are getting information from a variety of sources so you have more opportunities to reach them
bull Social media outreach should not be an afterthought ndash but integrated into your overall marketing media plan
bull Yoursquoll have a lot of ldquoword-of-mouthrdquo competition so amplifying your message is key
34Source Edelman
The Good News ishellip You are Well on Your Way
With Social Media
bull Great guidelines on how to build a social media presence in your social media timelines
bull Yoursquore already followed online and are represented on Facebook Twitter and Instagram to name a few
bull Your audience is already engaging with you
bull Your social media properties are listed on your local page
35Source Edelman
The Archdiocese of Chicago Catholic Schools is
Now its own Media Machine
Itrsquos up to you to get the word outmdashbut HOW
Leverage your existing resourcesandCreate an editorial content calendar
36Source Edelman
Think of Yourself as Social Media Curatorhellip
Your job is to steer your parents students donors volunteers community partners board members and even staff to information thatrsquos of interest to them and potentially their networks
37Source Edelman
Aim to Have these Influencers Champion your
Education Program
When that happens you will ultimately grow your reach across the social web and build a broader network that wants to hear what you have to say
Now the next question is
What do you need and want to communicate to your audience
What is your content your message
38Source Edelman
CONTENT
Creating and scheduling content for publicity and advertising
=
Editorial Content Calendar
bull Content Marketing strategically communicates the story of your school to your target
audiences via several media platforms in a consistent and timely manner all
designed to increase engagement awareness new students retention partners
and donors
bull Several media platforms include social media website email blasts newsletters
church bulletins advertising opportunities photos releases videos photos special
events etc
bull Now that you know your content how can you organize it The answer is with a
content marketing editorial calendar
40
What is content marketing
bull Are you interested in consistent strategic and timely content for your traditional and digital media needs
bull Do you need to organize your content message strategy
bull Do you need to save time with planning and executing your content strategy
bull Do you need to get more traffic to your website and social media platforms
41
Why consider an editorial calendar
bull A content editorial calendar helps you organize your messaging to your
external and internal audiences
bull You can plan your content on an annual basis As a result your messaging
will be strategic and timely
bull A content marketing editorial calendar will give you a chance to have quality
engagement with your target audience while providing them important
information about your school
bull It can help increase your traffic to your digital platforms which can turn in to
leads for new students and also help you retain your current students
bull Everyone likes to stay informed and provided with timely information
bull It can also help keep your parents organized The more information they
have the better coordinated and engaged they are with your school
42
What is a content editorial calendar
See below for a sample 30-day editorial calendar for Catholic Schools Week
bull Tuesday January 9 2017 Catholic Schools Week Announcement
bull Tuesday January 17 2017 Open House Invitation
bull Thursday January 19 2017 CSW Schedule of events
bull Monday January 23 2017 Registration Incentives Information
bull Thursday January 26 2017 CSW reminder invitation
bull Sunday January 29 2017 Happy CSW Week publish week of activities
again with hours of each event
Please note that this content can be used across all marketing
digital channels ie website social media platforms text
messages marquee e-mail blasts (newsletters)
43
Content Editorial Calendar example - 1
January 2017 30 day - Content Marketing Editorial Calendar
Sunday Monday Tuesday Wednesday Thursday Friday Saturday
1 2 3 4 5 6 7
8 9CSW Announcement
10 11 12 13 14
15 16 17Open House Invitation
18 19 CSW Schedule of Events
20 21
22 23Registration IncentivesInformation
24 25 26CSW Reminder Invitation
27 28
29CSW Week ActivityInformation
30 31
44
Content Editorial Calendar example - 2
Tuesday January 9 2017 Copy Link
Website Post CSW Announcement on home page
Facebook Itrsquos that time of year again to celebrate National Catholic Education during Catholic Schools Week This years theme is ldquoCatholic Schools Communities of Faith Knowledge and Servicerdquo CSW17 is the week of January 29 - February 4 We hope you plan on celebrating with us
httpwwwfenwickfriarscom
Twitter Celebrate CSW17 fenwickfriars Visit httpwwwfenwickfriarscom4 more info
httpwwwfenwickfriarscom
Thursday January 21 2017 Copy Link
Website Post Open House Calendar on home page
Facebook We look forward to seeing you during Catholic Schools Week We have several activities we think you will enjoy Be sure to check the schedule below for the times and dates CSW17
httpsbpsstbenedictcom
Twitter Celebrate CSW17 stbenprep httpsbpsstbenedictcom
45
Weekly detailed marketing content calendar ndash
example 3
Additional marketing tools to add for your messaging needs would include mobile texting email blasts andor additional social media platforms such as Instagram and YouTube
Five Steps to Success
Step One Identify Who can Help Spread the
Word
bull Do your staff board members and volunteers have their own Facebook pages Twitter and Instagram accounts
bull What about your donors and partners What social media outlets do they use Would they be willing to publicize your message via their social media properties
bull What aspects of what yoursquore planning speak to the education
industrycommunity at large
47Source Edelman
Step Two Mobilize Your Volunteers and Partners
bull Discuss social media etiquette at training and suggest posting information of personal accounts
bull Call your partners and third party endorsers communication directors and ask if theyrsquoll post content on their social media properties
bull Think of your staff and volunteers
(parent ambassadors) as on-site
ldquobeat reportersrdquo
48Source Edelman
How to Put Your Parent Ambassadors to Workhellip
bull Establish a hashtag for the academic program event or campaign in advance and include it on all promotional materials along with information about where to find your social media presence
bull Make sure all staff parents and partners are aware of the tags yoursquove established
bull Hold a social media training session during parent ambassador trainingorientation to show people how to post via their mobile device and encourage parents to take and post pictures videos and tweets the day of the event
49Source Edelman
Examples of the Plan in Action
50
Examples of the Plan in Action
51
Step Three Curate your Social Media content
bull Track the hashtag and post on public sites
bull Repost the best posts and pictures on your own social networks
bull Post on your website as well
bull Keep a list of the people who are posting
bull Interact
bull Pat your partners on the back
52Source Edelman
Step Four Funnel your Best Results Up
bull Send your best posts tweets and videos collections to the Office of Catholic Schools Communications Department social media team to rebroadcast on their social media properties
bull Arrange for re-tweets in real-time if possible among all partners
bull Chart results
53Source Edelman
Step Five After-action Review
bull Collect the best information posted online for a follow-up post on your social networks
bull Follow-up with your most active participants and thank them ndashthey are the most likely to champion future events
bull Evaluate your social media coverage ndash was there an uptick in your following How much buzz was generated What questions did people have What would you do differently next time
54Source Edelman
Media GuidelinesCrisis Communications
Responding to Media Queries
bull The general public is always interested in education related news Some local news outlets have an education reporter who covers schools and education issues on a regular basis
bull Reporters deliver your message along with their own to their audience be it on television over the radio print publications or online
bull The Archdiocese of Chicago has an extraordinary story to tell
bull At times it might seem like the media focuses on negative issues and sometimes you may be contacted about a less positive event but it is critical to remember the excellent work that you do every day
56
Media Guidelines
The following are requirements and guidelines for responding to media queries
and presence
bull Any school contacted by the media for any reason MUST contact their
Regional Director andor the Director of Communications before responding
to the query Your pastor must be notified as well
bull Reporters can always be directed by you or your secretary to call the media
relations line at 3125348227 or the Director of Communications at
3125345334
bull Remember that you are under no obligation to speak to the media please
instead refer them to the communications officemedia relations line
57
Media Guidelines
bull A member of the media cannot be admitted into a school or on school
property including playgrounds parking lots fields etc without the
consent of the principal With permission a member of the media may
enter the premises but must be accompanied at all times
bull Before a meeting where sensitive information is shared politely
announce that it is a private meeting If members of the media are
present please ask them to leave
58
Media Guidelines
THE MEDIA ARE DOING THEIR JOB
Reporters have a job to do They are doing their best to get their story into print or online news outlets or airtime on their TV or radio stations Plus they are doing it on a deadline
ALWAYS MAINTAIN A PROFESSIONAL RELATIONSHIP WITH REPORTERS
You may have existing relationships with members of the media but remember the media have a job to do Never depend on a prior relationship to get a story covered or to hold a story back
59
Media Guidelines
YOU ARE THE SCHOOL SPOKESPERSON YOU ARE NOT
SPEAKING FOR YOURSELF
Be wary of any question that starts with ldquoWhat is your opinionrdquo or ldquoWhat
do you think abouthelliprdquo or ldquoWhat does someone other than yourself thinkrdquo
It is tempting to offer your opinion but it is critical to stick to the facts
Additional resources can be found at the following links
When a tragedy occurs
httpocsarchchicagoorgPortals23einfoParents20and20Teachers
20Can20Help20-Tragedypdf
In the event of a crisis it is imperative to contact the Office of Catholic
Schools and the Department of Communications
60
Media Guidelines
Additional PR Information
PR Is Evolving
PR is evolvinghellip
The Latest PR Tools
bull Social media sites (eg Facebook Twitter Instagram)
bull Mobile
bull Influencerblogger outreach
bull Blogs
62Source Edelman
What visuals are unique to you
What does local volunteerism look like
Visual collateral
bull Historicvintage (ads events)
bull Website or other digital footprints
bull Advertising (printTVradio)
Is the package ldquolayout worthyrdquo
63
1 Picture = 1000 Words
Source Edelman
How to Measure PR
Qualitativebull All messaging contains key
brand mentiontalking
points
bull Reach target audience
through preferred media
outlets and programs
bull Pre-and post-initiative
awareness survey
Quantitativebull Report consumer impression
numbers reached via
bull Media placement
bull Event attendance
bull Program participation
(grant program entries
online hits giveaway
distribution)
bull Advertising equivalency
bull Social media likes repost
etc
bull Site visitors
64Source Edelman
THANK YOU
Anne R Maselliamaselliarchchicagoorg
Felicia R Hortonfhortonarchchicagoorg
QUESTIONS
Month Topic Date
September Developing a Parent Ambassador Program Tuesday
September 13
November Hosting a Great Open House Tuesday
November 15
December Preparing for Catholic Schools Week and
Retention Events
Tuesday
December 13
January Communications and Media Tuesday
January 17
March Early Childhood Marketing Tuesday
March 14
April Marketing in a Changing Neighborhood Tuesday
April 18
May Summer Marketing Strategies Tuesday
May 16
WEBINARS 12pm - 1pm
67
Month Topic Date
October Next Level Web Strategies Wednesday October 19
February Developing Your 2017-18 Marketing Plan Wednesday February 15
WORKSHOPS 9 am - 1 pm at Archbishop Quigley Center
68
Thank you
69Source Edelman
Set Objectives
Who do you want to reach
bull What do you know about the studentsfamilies lifestyle and habits academic sports andor extracurricular activities
bull What kind of media do they consume and for what reasons (eg social media radio television programs etc)
bull Will your success metrics actually reach the target you want
16Source Edelman
Timing is very important
bull Launching a new academic program event student group
fundraisers etc - work backwards from the program launch date and
factor lead times
bull Access to spokespeople (principal teachers student ambassadors
parent ambassadors etc) ndash when are they available and where
bull What are other triggers on timing (marketing campaign sports games
open houses school fundraisers)
17Source Edelman
Putting It All Together
Build your media strategy ndash focus on education reporters
bull Set benchmarks
bull Map out scenarios
Apply appropriate tactics
Be nimble
bull Evaluate during pitch process
bull Be willing to change directionscenarios
18Source Edelman
How to develop a Targeted Pitchbull Real people real stories
bull Local statistics national impact
bull Find a news peg make it timely
bull Observances are weak
bull Tailor pitch to reporterrsquos interests
bull Events ndash hold media previews start early
bull Materials
bull Pitch letteremail cover note
bull News releaseMedia advisoryalert
bull BackgrounderFact Sheet
bull BiosProgram amp Academic Flyer
bull Tuition information
bull Upcoming events
Anne Maselli will work on media pitching with you
19Source Edelman
How to identify the Correct Reporter
The more you know the more you know
bull Watchreadlisten to different outlets
Think beyond the obvious
bull Metro weekend morning shows parenting sports
Freelancers matter
Build relationships
bull Email interesting stories
bull Remind them of past collaborations
20Source Edelman
What does it take to get started
Education Reporter Media Lists ndash OCS Communications Department
can help with this
Use a script
Have the right follow-up materials
bull Be a good headline writer
bull Say right away what you are proposing
Do a little research
Clock is tickinghellipcarve out time to pitch
Send all press releases and media correspondence to the Communications Department for approval
21Source Edelman
Phone pitching
Cold call
bull Pitch voice mail email follow-up note
ldquoDo you have a minute to talkrdquo No
Listen to yourself on voice mail
bull Do you sound conversational
Enthusiastic
bull Leave your name and number twice
Be reachable
22Source Edelman
Pitching Recommendations
Know the dayrsquos news ndashit could affect your pitch
Do your homework know what the education reporter has recently written and reference it if relevant
Be persistent call back
bull Watch lag time between callsemails
Get around voice mail
bull Talk to someone get answers
Itrsquos the outlet not the education reporter
bull Have a plan A B and C
23Source Edelman
Pitching Recommendations
bull Day of an event
bull Get greedy ndash publicity begets publicity
bull Be a YES person Then make it happen
bull Be flexible
bull Get all the interview details
bull Facilitate interviews
bull Reconfirm
bull Ask for organization credit
24Source Edelman
Pitching Recommendations
Leverage placements with other media
Embargo daystimes
bull Make it fair for everyone
Exclusives ndash opening a new tech lab is a
good example
bull Is it worthy
bull Start offering it early
bull Tell them when you need an answer
bull Donrsquot break your promise
bull Negotiate print and broadcast exclusives
25Source Edelman
Pitching Recommendations
Reminders
bull Find a style that works for you
bull Be a media consumer
bull Be a resource develop relationships
bull Stay connected keep pitching a little
bull Pass on your knowledge
26Source Edelman
Newspapers
Pitch the beat reporter then who else
bull Education Beat Reporter
bull Sports Beat Reporter
bull Special Events Reporter
Know the metro desk
bull City editor
bull Suburban bureaus
Columnists
bull First-hand experience
Try not to call after 3 pm
27Source Edelman
Radio
bull Christianreligious
bull Ethnic based radio shows (AA Hispanic)
bull Sports shows that focus on elementary sports (basketball baseball soccer volleyball etc)
bull News staffing is sparse
bull News directors public amp community affairs
bull Remember shows for guests
bull 2-1 3-1 4-1 placements
bull Natural sound
bull Email hostsDJs for chatter
28Source Edelman
Online amp Social Media
Hyper-local TribLocal patchcom
bull Can submit photos releases event listings stories as ldquocitizen reporterrdquo
bull Original vs repurposed content
bull Journalists research story ideas on Twitter the most
bull Chats QampAs
bull Opinion leaders
Multi-media elements pre-packaged content drive interest
29Source Edelman
Overall Takeaways
Think like a journalist and become a great storyteller
bull Humanize academic programs build trends mine data history and real experience
New = News
bull Breakthroughs and innovations earn singular coverage but round-ups can connect to other opportunities
Itrsquos a 360 World Out There
bull Link all assets and opportunities ndash surround-sound breaks through
30Source Edelman
Word-of-mouthhellip
ldquoWord of mouth has been incredibly important to us and ultimately thatrsquos what a brand is ndash the things people say about you when yoursquore not thererdquo
Jeff BezosFounder and CEOAmazoncom
31Source Edelman
Be the Media
Using Social Media to Spread the Word
What You Told Us Your Social Wish List
bull Foster better conversation capture students and families where they are
bull Offer useful content
bull Up the volume (drive traffic)
bull Keep students and parents coming back
bull Adapt school content for local use
33Source Edelman
The Media Climate is Changing
(and Will Continue to Change)
What does that mean for you
bull You canrsquot count on traditional media coverage
bull Your constituents are getting information from a variety of sources so you have more opportunities to reach them
bull Social media outreach should not be an afterthought ndash but integrated into your overall marketing media plan
bull Yoursquoll have a lot of ldquoword-of-mouthrdquo competition so amplifying your message is key
34Source Edelman
The Good News ishellip You are Well on Your Way
With Social Media
bull Great guidelines on how to build a social media presence in your social media timelines
bull Yoursquore already followed online and are represented on Facebook Twitter and Instagram to name a few
bull Your audience is already engaging with you
bull Your social media properties are listed on your local page
35Source Edelman
The Archdiocese of Chicago Catholic Schools is
Now its own Media Machine
Itrsquos up to you to get the word outmdashbut HOW
Leverage your existing resourcesandCreate an editorial content calendar
36Source Edelman
Think of Yourself as Social Media Curatorhellip
Your job is to steer your parents students donors volunteers community partners board members and even staff to information thatrsquos of interest to them and potentially their networks
37Source Edelman
Aim to Have these Influencers Champion your
Education Program
When that happens you will ultimately grow your reach across the social web and build a broader network that wants to hear what you have to say
Now the next question is
What do you need and want to communicate to your audience
What is your content your message
38Source Edelman
CONTENT
Creating and scheduling content for publicity and advertising
=
Editorial Content Calendar
bull Content Marketing strategically communicates the story of your school to your target
audiences via several media platforms in a consistent and timely manner all
designed to increase engagement awareness new students retention partners
and donors
bull Several media platforms include social media website email blasts newsletters
church bulletins advertising opportunities photos releases videos photos special
events etc
bull Now that you know your content how can you organize it The answer is with a
content marketing editorial calendar
40
What is content marketing
bull Are you interested in consistent strategic and timely content for your traditional and digital media needs
bull Do you need to organize your content message strategy
bull Do you need to save time with planning and executing your content strategy
bull Do you need to get more traffic to your website and social media platforms
41
Why consider an editorial calendar
bull A content editorial calendar helps you organize your messaging to your
external and internal audiences
bull You can plan your content on an annual basis As a result your messaging
will be strategic and timely
bull A content marketing editorial calendar will give you a chance to have quality
engagement with your target audience while providing them important
information about your school
bull It can help increase your traffic to your digital platforms which can turn in to
leads for new students and also help you retain your current students
bull Everyone likes to stay informed and provided with timely information
bull It can also help keep your parents organized The more information they
have the better coordinated and engaged they are with your school
42
What is a content editorial calendar
See below for a sample 30-day editorial calendar for Catholic Schools Week
bull Tuesday January 9 2017 Catholic Schools Week Announcement
bull Tuesday January 17 2017 Open House Invitation
bull Thursday January 19 2017 CSW Schedule of events
bull Monday January 23 2017 Registration Incentives Information
bull Thursday January 26 2017 CSW reminder invitation
bull Sunday January 29 2017 Happy CSW Week publish week of activities
again with hours of each event
Please note that this content can be used across all marketing
digital channels ie website social media platforms text
messages marquee e-mail blasts (newsletters)
43
Content Editorial Calendar example - 1
January 2017 30 day - Content Marketing Editorial Calendar
Sunday Monday Tuesday Wednesday Thursday Friday Saturday
1 2 3 4 5 6 7
8 9CSW Announcement
10 11 12 13 14
15 16 17Open House Invitation
18 19 CSW Schedule of Events
20 21
22 23Registration IncentivesInformation
24 25 26CSW Reminder Invitation
27 28
29CSW Week ActivityInformation
30 31
44
Content Editorial Calendar example - 2
Tuesday January 9 2017 Copy Link
Website Post CSW Announcement on home page
Facebook Itrsquos that time of year again to celebrate National Catholic Education during Catholic Schools Week This years theme is ldquoCatholic Schools Communities of Faith Knowledge and Servicerdquo CSW17 is the week of January 29 - February 4 We hope you plan on celebrating with us
httpwwwfenwickfriarscom
Twitter Celebrate CSW17 fenwickfriars Visit httpwwwfenwickfriarscom4 more info
httpwwwfenwickfriarscom
Thursday January 21 2017 Copy Link
Website Post Open House Calendar on home page
Facebook We look forward to seeing you during Catholic Schools Week We have several activities we think you will enjoy Be sure to check the schedule below for the times and dates CSW17
httpsbpsstbenedictcom
Twitter Celebrate CSW17 stbenprep httpsbpsstbenedictcom
45
Weekly detailed marketing content calendar ndash
example 3
Additional marketing tools to add for your messaging needs would include mobile texting email blasts andor additional social media platforms such as Instagram and YouTube
Five Steps to Success
Step One Identify Who can Help Spread the
Word
bull Do your staff board members and volunteers have their own Facebook pages Twitter and Instagram accounts
bull What about your donors and partners What social media outlets do they use Would they be willing to publicize your message via their social media properties
bull What aspects of what yoursquore planning speak to the education
industrycommunity at large
47Source Edelman
Step Two Mobilize Your Volunteers and Partners
bull Discuss social media etiquette at training and suggest posting information of personal accounts
bull Call your partners and third party endorsers communication directors and ask if theyrsquoll post content on their social media properties
bull Think of your staff and volunteers
(parent ambassadors) as on-site
ldquobeat reportersrdquo
48Source Edelman
How to Put Your Parent Ambassadors to Workhellip
bull Establish a hashtag for the academic program event or campaign in advance and include it on all promotional materials along with information about where to find your social media presence
bull Make sure all staff parents and partners are aware of the tags yoursquove established
bull Hold a social media training session during parent ambassador trainingorientation to show people how to post via their mobile device and encourage parents to take and post pictures videos and tweets the day of the event
49Source Edelman
Examples of the Plan in Action
50
Examples of the Plan in Action
51
Step Three Curate your Social Media content
bull Track the hashtag and post on public sites
bull Repost the best posts and pictures on your own social networks
bull Post on your website as well
bull Keep a list of the people who are posting
bull Interact
bull Pat your partners on the back
52Source Edelman
Step Four Funnel your Best Results Up
bull Send your best posts tweets and videos collections to the Office of Catholic Schools Communications Department social media team to rebroadcast on their social media properties
bull Arrange for re-tweets in real-time if possible among all partners
bull Chart results
53Source Edelman
Step Five After-action Review
bull Collect the best information posted online for a follow-up post on your social networks
bull Follow-up with your most active participants and thank them ndashthey are the most likely to champion future events
bull Evaluate your social media coverage ndash was there an uptick in your following How much buzz was generated What questions did people have What would you do differently next time
54Source Edelman
Media GuidelinesCrisis Communications
Responding to Media Queries
bull The general public is always interested in education related news Some local news outlets have an education reporter who covers schools and education issues on a regular basis
bull Reporters deliver your message along with their own to their audience be it on television over the radio print publications or online
bull The Archdiocese of Chicago has an extraordinary story to tell
bull At times it might seem like the media focuses on negative issues and sometimes you may be contacted about a less positive event but it is critical to remember the excellent work that you do every day
56
Media Guidelines
The following are requirements and guidelines for responding to media queries
and presence
bull Any school contacted by the media for any reason MUST contact their
Regional Director andor the Director of Communications before responding
to the query Your pastor must be notified as well
bull Reporters can always be directed by you or your secretary to call the media
relations line at 3125348227 or the Director of Communications at
3125345334
bull Remember that you are under no obligation to speak to the media please
instead refer them to the communications officemedia relations line
57
Media Guidelines
bull A member of the media cannot be admitted into a school or on school
property including playgrounds parking lots fields etc without the
consent of the principal With permission a member of the media may
enter the premises but must be accompanied at all times
bull Before a meeting where sensitive information is shared politely
announce that it is a private meeting If members of the media are
present please ask them to leave
58
Media Guidelines
THE MEDIA ARE DOING THEIR JOB
Reporters have a job to do They are doing their best to get their story into print or online news outlets or airtime on their TV or radio stations Plus they are doing it on a deadline
ALWAYS MAINTAIN A PROFESSIONAL RELATIONSHIP WITH REPORTERS
You may have existing relationships with members of the media but remember the media have a job to do Never depend on a prior relationship to get a story covered or to hold a story back
59
Media Guidelines
YOU ARE THE SCHOOL SPOKESPERSON YOU ARE NOT
SPEAKING FOR YOURSELF
Be wary of any question that starts with ldquoWhat is your opinionrdquo or ldquoWhat
do you think abouthelliprdquo or ldquoWhat does someone other than yourself thinkrdquo
It is tempting to offer your opinion but it is critical to stick to the facts
Additional resources can be found at the following links
When a tragedy occurs
httpocsarchchicagoorgPortals23einfoParents20and20Teachers
20Can20Help20-Tragedypdf
In the event of a crisis it is imperative to contact the Office of Catholic
Schools and the Department of Communications
60
Media Guidelines
Additional PR Information
PR Is Evolving
PR is evolvinghellip
The Latest PR Tools
bull Social media sites (eg Facebook Twitter Instagram)
bull Mobile
bull Influencerblogger outreach
bull Blogs
62Source Edelman
What visuals are unique to you
What does local volunteerism look like
Visual collateral
bull Historicvintage (ads events)
bull Website or other digital footprints
bull Advertising (printTVradio)
Is the package ldquolayout worthyrdquo
63
1 Picture = 1000 Words
Source Edelman
How to Measure PR
Qualitativebull All messaging contains key
brand mentiontalking
points
bull Reach target audience
through preferred media
outlets and programs
bull Pre-and post-initiative
awareness survey
Quantitativebull Report consumer impression
numbers reached via
bull Media placement
bull Event attendance
bull Program participation
(grant program entries
online hits giveaway
distribution)
bull Advertising equivalency
bull Social media likes repost
etc
bull Site visitors
64Source Edelman
THANK YOU
Anne R Maselliamaselliarchchicagoorg
Felicia R Hortonfhortonarchchicagoorg
QUESTIONS
Month Topic Date
September Developing a Parent Ambassador Program Tuesday
September 13
November Hosting a Great Open House Tuesday
November 15
December Preparing for Catholic Schools Week and
Retention Events
Tuesday
December 13
January Communications and Media Tuesday
January 17
March Early Childhood Marketing Tuesday
March 14
April Marketing in a Changing Neighborhood Tuesday
April 18
May Summer Marketing Strategies Tuesday
May 16
WEBINARS 12pm - 1pm
67
Month Topic Date
October Next Level Web Strategies Wednesday October 19
February Developing Your 2017-18 Marketing Plan Wednesday February 15
WORKSHOPS 9 am - 1 pm at Archbishop Quigley Center
68
Thank you
69Source Edelman
Timing is very important
bull Launching a new academic program event student group
fundraisers etc - work backwards from the program launch date and
factor lead times
bull Access to spokespeople (principal teachers student ambassadors
parent ambassadors etc) ndash when are they available and where
bull What are other triggers on timing (marketing campaign sports games
open houses school fundraisers)
17Source Edelman
Putting It All Together
Build your media strategy ndash focus on education reporters
bull Set benchmarks
bull Map out scenarios
Apply appropriate tactics
Be nimble
bull Evaluate during pitch process
bull Be willing to change directionscenarios
18Source Edelman
How to develop a Targeted Pitchbull Real people real stories
bull Local statistics national impact
bull Find a news peg make it timely
bull Observances are weak
bull Tailor pitch to reporterrsquos interests
bull Events ndash hold media previews start early
bull Materials
bull Pitch letteremail cover note
bull News releaseMedia advisoryalert
bull BackgrounderFact Sheet
bull BiosProgram amp Academic Flyer
bull Tuition information
bull Upcoming events
Anne Maselli will work on media pitching with you
19Source Edelman
How to identify the Correct Reporter
The more you know the more you know
bull Watchreadlisten to different outlets
Think beyond the obvious
bull Metro weekend morning shows parenting sports
Freelancers matter
Build relationships
bull Email interesting stories
bull Remind them of past collaborations
20Source Edelman
What does it take to get started
Education Reporter Media Lists ndash OCS Communications Department
can help with this
Use a script
Have the right follow-up materials
bull Be a good headline writer
bull Say right away what you are proposing
Do a little research
Clock is tickinghellipcarve out time to pitch
Send all press releases and media correspondence to the Communications Department for approval
21Source Edelman
Phone pitching
Cold call
bull Pitch voice mail email follow-up note
ldquoDo you have a minute to talkrdquo No
Listen to yourself on voice mail
bull Do you sound conversational
Enthusiastic
bull Leave your name and number twice
Be reachable
22Source Edelman
Pitching Recommendations
Know the dayrsquos news ndashit could affect your pitch
Do your homework know what the education reporter has recently written and reference it if relevant
Be persistent call back
bull Watch lag time between callsemails
Get around voice mail
bull Talk to someone get answers
Itrsquos the outlet not the education reporter
bull Have a plan A B and C
23Source Edelman
Pitching Recommendations
bull Day of an event
bull Get greedy ndash publicity begets publicity
bull Be a YES person Then make it happen
bull Be flexible
bull Get all the interview details
bull Facilitate interviews
bull Reconfirm
bull Ask for organization credit
24Source Edelman
Pitching Recommendations
Leverage placements with other media
Embargo daystimes
bull Make it fair for everyone
Exclusives ndash opening a new tech lab is a
good example
bull Is it worthy
bull Start offering it early
bull Tell them when you need an answer
bull Donrsquot break your promise
bull Negotiate print and broadcast exclusives
25Source Edelman
Pitching Recommendations
Reminders
bull Find a style that works for you
bull Be a media consumer
bull Be a resource develop relationships
bull Stay connected keep pitching a little
bull Pass on your knowledge
26Source Edelman
Newspapers
Pitch the beat reporter then who else
bull Education Beat Reporter
bull Sports Beat Reporter
bull Special Events Reporter
Know the metro desk
bull City editor
bull Suburban bureaus
Columnists
bull First-hand experience
Try not to call after 3 pm
27Source Edelman
Radio
bull Christianreligious
bull Ethnic based radio shows (AA Hispanic)
bull Sports shows that focus on elementary sports (basketball baseball soccer volleyball etc)
bull News staffing is sparse
bull News directors public amp community affairs
bull Remember shows for guests
bull 2-1 3-1 4-1 placements
bull Natural sound
bull Email hostsDJs for chatter
28Source Edelman
Online amp Social Media
Hyper-local TribLocal patchcom
bull Can submit photos releases event listings stories as ldquocitizen reporterrdquo
bull Original vs repurposed content
bull Journalists research story ideas on Twitter the most
bull Chats QampAs
bull Opinion leaders
Multi-media elements pre-packaged content drive interest
29Source Edelman
Overall Takeaways
Think like a journalist and become a great storyteller
bull Humanize academic programs build trends mine data history and real experience
New = News
bull Breakthroughs and innovations earn singular coverage but round-ups can connect to other opportunities
Itrsquos a 360 World Out There
bull Link all assets and opportunities ndash surround-sound breaks through
30Source Edelman
Word-of-mouthhellip
ldquoWord of mouth has been incredibly important to us and ultimately thatrsquos what a brand is ndash the things people say about you when yoursquore not thererdquo
Jeff BezosFounder and CEOAmazoncom
31Source Edelman
Be the Media
Using Social Media to Spread the Word
What You Told Us Your Social Wish List
bull Foster better conversation capture students and families where they are
bull Offer useful content
bull Up the volume (drive traffic)
bull Keep students and parents coming back
bull Adapt school content for local use
33Source Edelman
The Media Climate is Changing
(and Will Continue to Change)
What does that mean for you
bull You canrsquot count on traditional media coverage
bull Your constituents are getting information from a variety of sources so you have more opportunities to reach them
bull Social media outreach should not be an afterthought ndash but integrated into your overall marketing media plan
bull Yoursquoll have a lot of ldquoword-of-mouthrdquo competition so amplifying your message is key
34Source Edelman
The Good News ishellip You are Well on Your Way
With Social Media
bull Great guidelines on how to build a social media presence in your social media timelines
bull Yoursquore already followed online and are represented on Facebook Twitter and Instagram to name a few
bull Your audience is already engaging with you
bull Your social media properties are listed on your local page
35Source Edelman
The Archdiocese of Chicago Catholic Schools is
Now its own Media Machine
Itrsquos up to you to get the word outmdashbut HOW
Leverage your existing resourcesandCreate an editorial content calendar
36Source Edelman
Think of Yourself as Social Media Curatorhellip
Your job is to steer your parents students donors volunteers community partners board members and even staff to information thatrsquos of interest to them and potentially their networks
37Source Edelman
Aim to Have these Influencers Champion your
Education Program
When that happens you will ultimately grow your reach across the social web and build a broader network that wants to hear what you have to say
Now the next question is
What do you need and want to communicate to your audience
What is your content your message
38Source Edelman
CONTENT
Creating and scheduling content for publicity and advertising
=
Editorial Content Calendar
bull Content Marketing strategically communicates the story of your school to your target
audiences via several media platforms in a consistent and timely manner all
designed to increase engagement awareness new students retention partners
and donors
bull Several media platforms include social media website email blasts newsletters
church bulletins advertising opportunities photos releases videos photos special
events etc
bull Now that you know your content how can you organize it The answer is with a
content marketing editorial calendar
40
What is content marketing
bull Are you interested in consistent strategic and timely content for your traditional and digital media needs
bull Do you need to organize your content message strategy
bull Do you need to save time with planning and executing your content strategy
bull Do you need to get more traffic to your website and social media platforms
41
Why consider an editorial calendar
bull A content editorial calendar helps you organize your messaging to your
external and internal audiences
bull You can plan your content on an annual basis As a result your messaging
will be strategic and timely
bull A content marketing editorial calendar will give you a chance to have quality
engagement with your target audience while providing them important
information about your school
bull It can help increase your traffic to your digital platforms which can turn in to
leads for new students and also help you retain your current students
bull Everyone likes to stay informed and provided with timely information
bull It can also help keep your parents organized The more information they
have the better coordinated and engaged they are with your school
42
What is a content editorial calendar
See below for a sample 30-day editorial calendar for Catholic Schools Week
bull Tuesday January 9 2017 Catholic Schools Week Announcement
bull Tuesday January 17 2017 Open House Invitation
bull Thursday January 19 2017 CSW Schedule of events
bull Monday January 23 2017 Registration Incentives Information
bull Thursday January 26 2017 CSW reminder invitation
bull Sunday January 29 2017 Happy CSW Week publish week of activities
again with hours of each event
Please note that this content can be used across all marketing
digital channels ie website social media platforms text
messages marquee e-mail blasts (newsletters)
43
Content Editorial Calendar example - 1
January 2017 30 day - Content Marketing Editorial Calendar
Sunday Monday Tuesday Wednesday Thursday Friday Saturday
1 2 3 4 5 6 7
8 9CSW Announcement
10 11 12 13 14
15 16 17Open House Invitation
18 19 CSW Schedule of Events
20 21
22 23Registration IncentivesInformation
24 25 26CSW Reminder Invitation
27 28
29CSW Week ActivityInformation
30 31
44
Content Editorial Calendar example - 2
Tuesday January 9 2017 Copy Link
Website Post CSW Announcement on home page
Facebook Itrsquos that time of year again to celebrate National Catholic Education during Catholic Schools Week This years theme is ldquoCatholic Schools Communities of Faith Knowledge and Servicerdquo CSW17 is the week of January 29 - February 4 We hope you plan on celebrating with us
httpwwwfenwickfriarscom
Twitter Celebrate CSW17 fenwickfriars Visit httpwwwfenwickfriarscom4 more info
httpwwwfenwickfriarscom
Thursday January 21 2017 Copy Link
Website Post Open House Calendar on home page
Facebook We look forward to seeing you during Catholic Schools Week We have several activities we think you will enjoy Be sure to check the schedule below for the times and dates CSW17
httpsbpsstbenedictcom
Twitter Celebrate CSW17 stbenprep httpsbpsstbenedictcom
45
Weekly detailed marketing content calendar ndash
example 3
Additional marketing tools to add for your messaging needs would include mobile texting email blasts andor additional social media platforms such as Instagram and YouTube
Five Steps to Success
Step One Identify Who can Help Spread the
Word
bull Do your staff board members and volunteers have their own Facebook pages Twitter and Instagram accounts
bull What about your donors and partners What social media outlets do they use Would they be willing to publicize your message via their social media properties
bull What aspects of what yoursquore planning speak to the education
industrycommunity at large
47Source Edelman
Step Two Mobilize Your Volunteers and Partners
bull Discuss social media etiquette at training and suggest posting information of personal accounts
bull Call your partners and third party endorsers communication directors and ask if theyrsquoll post content on their social media properties
bull Think of your staff and volunteers
(parent ambassadors) as on-site
ldquobeat reportersrdquo
48Source Edelman
How to Put Your Parent Ambassadors to Workhellip
bull Establish a hashtag for the academic program event or campaign in advance and include it on all promotional materials along with information about where to find your social media presence
bull Make sure all staff parents and partners are aware of the tags yoursquove established
bull Hold a social media training session during parent ambassador trainingorientation to show people how to post via their mobile device and encourage parents to take and post pictures videos and tweets the day of the event
49Source Edelman
Examples of the Plan in Action
50
Examples of the Plan in Action
51
Step Three Curate your Social Media content
bull Track the hashtag and post on public sites
bull Repost the best posts and pictures on your own social networks
bull Post on your website as well
bull Keep a list of the people who are posting
bull Interact
bull Pat your partners on the back
52Source Edelman
Step Four Funnel your Best Results Up
bull Send your best posts tweets and videos collections to the Office of Catholic Schools Communications Department social media team to rebroadcast on their social media properties
bull Arrange for re-tweets in real-time if possible among all partners
bull Chart results
53Source Edelman
Step Five After-action Review
bull Collect the best information posted online for a follow-up post on your social networks
bull Follow-up with your most active participants and thank them ndashthey are the most likely to champion future events
bull Evaluate your social media coverage ndash was there an uptick in your following How much buzz was generated What questions did people have What would you do differently next time
54Source Edelman
Media GuidelinesCrisis Communications
Responding to Media Queries
bull The general public is always interested in education related news Some local news outlets have an education reporter who covers schools and education issues on a regular basis
bull Reporters deliver your message along with their own to their audience be it on television over the radio print publications or online
bull The Archdiocese of Chicago has an extraordinary story to tell
bull At times it might seem like the media focuses on negative issues and sometimes you may be contacted about a less positive event but it is critical to remember the excellent work that you do every day
56
Media Guidelines
The following are requirements and guidelines for responding to media queries
and presence
bull Any school contacted by the media for any reason MUST contact their
Regional Director andor the Director of Communications before responding
to the query Your pastor must be notified as well
bull Reporters can always be directed by you or your secretary to call the media
relations line at 3125348227 or the Director of Communications at
3125345334
bull Remember that you are under no obligation to speak to the media please
instead refer them to the communications officemedia relations line
57
Media Guidelines
bull A member of the media cannot be admitted into a school or on school
property including playgrounds parking lots fields etc without the
consent of the principal With permission a member of the media may
enter the premises but must be accompanied at all times
bull Before a meeting where sensitive information is shared politely
announce that it is a private meeting If members of the media are
present please ask them to leave
58
Media Guidelines
THE MEDIA ARE DOING THEIR JOB
Reporters have a job to do They are doing their best to get their story into print or online news outlets or airtime on their TV or radio stations Plus they are doing it on a deadline
ALWAYS MAINTAIN A PROFESSIONAL RELATIONSHIP WITH REPORTERS
You may have existing relationships with members of the media but remember the media have a job to do Never depend on a prior relationship to get a story covered or to hold a story back
59
Media Guidelines
YOU ARE THE SCHOOL SPOKESPERSON YOU ARE NOT
SPEAKING FOR YOURSELF
Be wary of any question that starts with ldquoWhat is your opinionrdquo or ldquoWhat
do you think abouthelliprdquo or ldquoWhat does someone other than yourself thinkrdquo
It is tempting to offer your opinion but it is critical to stick to the facts
Additional resources can be found at the following links
When a tragedy occurs
httpocsarchchicagoorgPortals23einfoParents20and20Teachers
20Can20Help20-Tragedypdf
In the event of a crisis it is imperative to contact the Office of Catholic
Schools and the Department of Communications
60
Media Guidelines
Additional PR Information
PR Is Evolving
PR is evolvinghellip
The Latest PR Tools
bull Social media sites (eg Facebook Twitter Instagram)
bull Mobile
bull Influencerblogger outreach
bull Blogs
62Source Edelman
What visuals are unique to you
What does local volunteerism look like
Visual collateral
bull Historicvintage (ads events)
bull Website or other digital footprints
bull Advertising (printTVradio)
Is the package ldquolayout worthyrdquo
63
1 Picture = 1000 Words
Source Edelman
How to Measure PR
Qualitativebull All messaging contains key
brand mentiontalking
points
bull Reach target audience
through preferred media
outlets and programs
bull Pre-and post-initiative
awareness survey
Quantitativebull Report consumer impression
numbers reached via
bull Media placement
bull Event attendance
bull Program participation
(grant program entries
online hits giveaway
distribution)
bull Advertising equivalency
bull Social media likes repost
etc
bull Site visitors
64Source Edelman
THANK YOU
Anne R Maselliamaselliarchchicagoorg
Felicia R Hortonfhortonarchchicagoorg
QUESTIONS
Month Topic Date
September Developing a Parent Ambassador Program Tuesday
September 13
November Hosting a Great Open House Tuesday
November 15
December Preparing for Catholic Schools Week and
Retention Events
Tuesday
December 13
January Communications and Media Tuesday
January 17
March Early Childhood Marketing Tuesday
March 14
April Marketing in a Changing Neighborhood Tuesday
April 18
May Summer Marketing Strategies Tuesday
May 16
WEBINARS 12pm - 1pm
67
Month Topic Date
October Next Level Web Strategies Wednesday October 19
February Developing Your 2017-18 Marketing Plan Wednesday February 15
WORKSHOPS 9 am - 1 pm at Archbishop Quigley Center
68
Thank you
69Source Edelman
Putting It All Together
Build your media strategy ndash focus on education reporters
bull Set benchmarks
bull Map out scenarios
Apply appropriate tactics
Be nimble
bull Evaluate during pitch process
bull Be willing to change directionscenarios
18Source Edelman
How to develop a Targeted Pitchbull Real people real stories
bull Local statistics national impact
bull Find a news peg make it timely
bull Observances are weak
bull Tailor pitch to reporterrsquos interests
bull Events ndash hold media previews start early
bull Materials
bull Pitch letteremail cover note
bull News releaseMedia advisoryalert
bull BackgrounderFact Sheet
bull BiosProgram amp Academic Flyer
bull Tuition information
bull Upcoming events
Anne Maselli will work on media pitching with you
19Source Edelman
How to identify the Correct Reporter
The more you know the more you know
bull Watchreadlisten to different outlets
Think beyond the obvious
bull Metro weekend morning shows parenting sports
Freelancers matter
Build relationships
bull Email interesting stories
bull Remind them of past collaborations
20Source Edelman
What does it take to get started
Education Reporter Media Lists ndash OCS Communications Department
can help with this
Use a script
Have the right follow-up materials
bull Be a good headline writer
bull Say right away what you are proposing
Do a little research
Clock is tickinghellipcarve out time to pitch
Send all press releases and media correspondence to the Communications Department for approval
21Source Edelman
Phone pitching
Cold call
bull Pitch voice mail email follow-up note
ldquoDo you have a minute to talkrdquo No
Listen to yourself on voice mail
bull Do you sound conversational
Enthusiastic
bull Leave your name and number twice
Be reachable
22Source Edelman
Pitching Recommendations
Know the dayrsquos news ndashit could affect your pitch
Do your homework know what the education reporter has recently written and reference it if relevant
Be persistent call back
bull Watch lag time between callsemails
Get around voice mail
bull Talk to someone get answers
Itrsquos the outlet not the education reporter
bull Have a plan A B and C
23Source Edelman
Pitching Recommendations
bull Day of an event
bull Get greedy ndash publicity begets publicity
bull Be a YES person Then make it happen
bull Be flexible
bull Get all the interview details
bull Facilitate interviews
bull Reconfirm
bull Ask for organization credit
24Source Edelman
Pitching Recommendations
Leverage placements with other media
Embargo daystimes
bull Make it fair for everyone
Exclusives ndash opening a new tech lab is a
good example
bull Is it worthy
bull Start offering it early
bull Tell them when you need an answer
bull Donrsquot break your promise
bull Negotiate print and broadcast exclusives
25Source Edelman
Pitching Recommendations
Reminders
bull Find a style that works for you
bull Be a media consumer
bull Be a resource develop relationships
bull Stay connected keep pitching a little
bull Pass on your knowledge
26Source Edelman
Newspapers
Pitch the beat reporter then who else
bull Education Beat Reporter
bull Sports Beat Reporter
bull Special Events Reporter
Know the metro desk
bull City editor
bull Suburban bureaus
Columnists
bull First-hand experience
Try not to call after 3 pm
27Source Edelman
Radio
bull Christianreligious
bull Ethnic based radio shows (AA Hispanic)
bull Sports shows that focus on elementary sports (basketball baseball soccer volleyball etc)
bull News staffing is sparse
bull News directors public amp community affairs
bull Remember shows for guests
bull 2-1 3-1 4-1 placements
bull Natural sound
bull Email hostsDJs for chatter
28Source Edelman
Online amp Social Media
Hyper-local TribLocal patchcom
bull Can submit photos releases event listings stories as ldquocitizen reporterrdquo
bull Original vs repurposed content
bull Journalists research story ideas on Twitter the most
bull Chats QampAs
bull Opinion leaders
Multi-media elements pre-packaged content drive interest
29Source Edelman
Overall Takeaways
Think like a journalist and become a great storyteller
bull Humanize academic programs build trends mine data history and real experience
New = News
bull Breakthroughs and innovations earn singular coverage but round-ups can connect to other opportunities
Itrsquos a 360 World Out There
bull Link all assets and opportunities ndash surround-sound breaks through
30Source Edelman
Word-of-mouthhellip
ldquoWord of mouth has been incredibly important to us and ultimately thatrsquos what a brand is ndash the things people say about you when yoursquore not thererdquo
Jeff BezosFounder and CEOAmazoncom
31Source Edelman
Be the Media
Using Social Media to Spread the Word
What You Told Us Your Social Wish List
bull Foster better conversation capture students and families where they are
bull Offer useful content
bull Up the volume (drive traffic)
bull Keep students and parents coming back
bull Adapt school content for local use
33Source Edelman
The Media Climate is Changing
(and Will Continue to Change)
What does that mean for you
bull You canrsquot count on traditional media coverage
bull Your constituents are getting information from a variety of sources so you have more opportunities to reach them
bull Social media outreach should not be an afterthought ndash but integrated into your overall marketing media plan
bull Yoursquoll have a lot of ldquoword-of-mouthrdquo competition so amplifying your message is key
34Source Edelman
The Good News ishellip You are Well on Your Way
With Social Media
bull Great guidelines on how to build a social media presence in your social media timelines
bull Yoursquore already followed online and are represented on Facebook Twitter and Instagram to name a few
bull Your audience is already engaging with you
bull Your social media properties are listed on your local page
35Source Edelman
The Archdiocese of Chicago Catholic Schools is
Now its own Media Machine
Itrsquos up to you to get the word outmdashbut HOW
Leverage your existing resourcesandCreate an editorial content calendar
36Source Edelman
Think of Yourself as Social Media Curatorhellip
Your job is to steer your parents students donors volunteers community partners board members and even staff to information thatrsquos of interest to them and potentially their networks
37Source Edelman
Aim to Have these Influencers Champion your
Education Program
When that happens you will ultimately grow your reach across the social web and build a broader network that wants to hear what you have to say
Now the next question is
What do you need and want to communicate to your audience
What is your content your message
38Source Edelman
CONTENT
Creating and scheduling content for publicity and advertising
=
Editorial Content Calendar
bull Content Marketing strategically communicates the story of your school to your target
audiences via several media platforms in a consistent and timely manner all
designed to increase engagement awareness new students retention partners
and donors
bull Several media platforms include social media website email blasts newsletters
church bulletins advertising opportunities photos releases videos photos special
events etc
bull Now that you know your content how can you organize it The answer is with a
content marketing editorial calendar
40
What is content marketing
bull Are you interested in consistent strategic and timely content for your traditional and digital media needs
bull Do you need to organize your content message strategy
bull Do you need to save time with planning and executing your content strategy
bull Do you need to get more traffic to your website and social media platforms
41
Why consider an editorial calendar
bull A content editorial calendar helps you organize your messaging to your
external and internal audiences
bull You can plan your content on an annual basis As a result your messaging
will be strategic and timely
bull A content marketing editorial calendar will give you a chance to have quality
engagement with your target audience while providing them important
information about your school
bull It can help increase your traffic to your digital platforms which can turn in to
leads for new students and also help you retain your current students
bull Everyone likes to stay informed and provided with timely information
bull It can also help keep your parents organized The more information they
have the better coordinated and engaged they are with your school
42
What is a content editorial calendar
See below for a sample 30-day editorial calendar for Catholic Schools Week
bull Tuesday January 9 2017 Catholic Schools Week Announcement
bull Tuesday January 17 2017 Open House Invitation
bull Thursday January 19 2017 CSW Schedule of events
bull Monday January 23 2017 Registration Incentives Information
bull Thursday January 26 2017 CSW reminder invitation
bull Sunday January 29 2017 Happy CSW Week publish week of activities
again with hours of each event
Please note that this content can be used across all marketing
digital channels ie website social media platforms text
messages marquee e-mail blasts (newsletters)
43
Content Editorial Calendar example - 1
January 2017 30 day - Content Marketing Editorial Calendar
Sunday Monday Tuesday Wednesday Thursday Friday Saturday
1 2 3 4 5 6 7
8 9CSW Announcement
10 11 12 13 14
15 16 17Open House Invitation
18 19 CSW Schedule of Events
20 21
22 23Registration IncentivesInformation
24 25 26CSW Reminder Invitation
27 28
29CSW Week ActivityInformation
30 31
44
Content Editorial Calendar example - 2
Tuesday January 9 2017 Copy Link
Website Post CSW Announcement on home page
Facebook Itrsquos that time of year again to celebrate National Catholic Education during Catholic Schools Week This years theme is ldquoCatholic Schools Communities of Faith Knowledge and Servicerdquo CSW17 is the week of January 29 - February 4 We hope you plan on celebrating with us
httpwwwfenwickfriarscom
Twitter Celebrate CSW17 fenwickfriars Visit httpwwwfenwickfriarscom4 more info
httpwwwfenwickfriarscom
Thursday January 21 2017 Copy Link
Website Post Open House Calendar on home page
Facebook We look forward to seeing you during Catholic Schools Week We have several activities we think you will enjoy Be sure to check the schedule below for the times and dates CSW17
httpsbpsstbenedictcom
Twitter Celebrate CSW17 stbenprep httpsbpsstbenedictcom
45
Weekly detailed marketing content calendar ndash
example 3
Additional marketing tools to add for your messaging needs would include mobile texting email blasts andor additional social media platforms such as Instagram and YouTube
Five Steps to Success
Step One Identify Who can Help Spread the
Word
bull Do your staff board members and volunteers have their own Facebook pages Twitter and Instagram accounts
bull What about your donors and partners What social media outlets do they use Would they be willing to publicize your message via their social media properties
bull What aspects of what yoursquore planning speak to the education
industrycommunity at large
47Source Edelman
Step Two Mobilize Your Volunteers and Partners
bull Discuss social media etiquette at training and suggest posting information of personal accounts
bull Call your partners and third party endorsers communication directors and ask if theyrsquoll post content on their social media properties
bull Think of your staff and volunteers
(parent ambassadors) as on-site
ldquobeat reportersrdquo
48Source Edelman
How to Put Your Parent Ambassadors to Workhellip
bull Establish a hashtag for the academic program event or campaign in advance and include it on all promotional materials along with information about where to find your social media presence
bull Make sure all staff parents and partners are aware of the tags yoursquove established
bull Hold a social media training session during parent ambassador trainingorientation to show people how to post via their mobile device and encourage parents to take and post pictures videos and tweets the day of the event
49Source Edelman
Examples of the Plan in Action
50
Examples of the Plan in Action
51
Step Three Curate your Social Media content
bull Track the hashtag and post on public sites
bull Repost the best posts and pictures on your own social networks
bull Post on your website as well
bull Keep a list of the people who are posting
bull Interact
bull Pat your partners on the back
52Source Edelman
Step Four Funnel your Best Results Up
bull Send your best posts tweets and videos collections to the Office of Catholic Schools Communications Department social media team to rebroadcast on their social media properties
bull Arrange for re-tweets in real-time if possible among all partners
bull Chart results
53Source Edelman
Step Five After-action Review
bull Collect the best information posted online for a follow-up post on your social networks
bull Follow-up with your most active participants and thank them ndashthey are the most likely to champion future events
bull Evaluate your social media coverage ndash was there an uptick in your following How much buzz was generated What questions did people have What would you do differently next time
54Source Edelman
Media GuidelinesCrisis Communications
Responding to Media Queries
bull The general public is always interested in education related news Some local news outlets have an education reporter who covers schools and education issues on a regular basis
bull Reporters deliver your message along with their own to their audience be it on television over the radio print publications or online
bull The Archdiocese of Chicago has an extraordinary story to tell
bull At times it might seem like the media focuses on negative issues and sometimes you may be contacted about a less positive event but it is critical to remember the excellent work that you do every day
56
Media Guidelines
The following are requirements and guidelines for responding to media queries
and presence
bull Any school contacted by the media for any reason MUST contact their
Regional Director andor the Director of Communications before responding
to the query Your pastor must be notified as well
bull Reporters can always be directed by you or your secretary to call the media
relations line at 3125348227 or the Director of Communications at
3125345334
bull Remember that you are under no obligation to speak to the media please
instead refer them to the communications officemedia relations line
57
Media Guidelines
bull A member of the media cannot be admitted into a school or on school
property including playgrounds parking lots fields etc without the
consent of the principal With permission a member of the media may
enter the premises but must be accompanied at all times
bull Before a meeting where sensitive information is shared politely
announce that it is a private meeting If members of the media are
present please ask them to leave
58
Media Guidelines
THE MEDIA ARE DOING THEIR JOB
Reporters have a job to do They are doing their best to get their story into print or online news outlets or airtime on their TV or radio stations Plus they are doing it on a deadline
ALWAYS MAINTAIN A PROFESSIONAL RELATIONSHIP WITH REPORTERS
You may have existing relationships with members of the media but remember the media have a job to do Never depend on a prior relationship to get a story covered or to hold a story back
59
Media Guidelines
YOU ARE THE SCHOOL SPOKESPERSON YOU ARE NOT
SPEAKING FOR YOURSELF
Be wary of any question that starts with ldquoWhat is your opinionrdquo or ldquoWhat
do you think abouthelliprdquo or ldquoWhat does someone other than yourself thinkrdquo
It is tempting to offer your opinion but it is critical to stick to the facts
Additional resources can be found at the following links
When a tragedy occurs
httpocsarchchicagoorgPortals23einfoParents20and20Teachers
20Can20Help20-Tragedypdf
In the event of a crisis it is imperative to contact the Office of Catholic
Schools and the Department of Communications
60
Media Guidelines
Additional PR Information
PR Is Evolving
PR is evolvinghellip
The Latest PR Tools
bull Social media sites (eg Facebook Twitter Instagram)
bull Mobile
bull Influencerblogger outreach
bull Blogs
62Source Edelman
What visuals are unique to you
What does local volunteerism look like
Visual collateral
bull Historicvintage (ads events)
bull Website or other digital footprints
bull Advertising (printTVradio)
Is the package ldquolayout worthyrdquo
63
1 Picture = 1000 Words
Source Edelman
How to Measure PR
Qualitativebull All messaging contains key
brand mentiontalking
points
bull Reach target audience
through preferred media
outlets and programs
bull Pre-and post-initiative
awareness survey
Quantitativebull Report consumer impression
numbers reached via
bull Media placement
bull Event attendance
bull Program participation
(grant program entries
online hits giveaway
distribution)
bull Advertising equivalency
bull Social media likes repost
etc
bull Site visitors
64Source Edelman
THANK YOU
Anne R Maselliamaselliarchchicagoorg
Felicia R Hortonfhortonarchchicagoorg
QUESTIONS
Month Topic Date
September Developing a Parent Ambassador Program Tuesday
September 13
November Hosting a Great Open House Tuesday
November 15
December Preparing for Catholic Schools Week and
Retention Events
Tuesday
December 13
January Communications and Media Tuesday
January 17
March Early Childhood Marketing Tuesday
March 14
April Marketing in a Changing Neighborhood Tuesday
April 18
May Summer Marketing Strategies Tuesday
May 16
WEBINARS 12pm - 1pm
67
Month Topic Date
October Next Level Web Strategies Wednesday October 19
February Developing Your 2017-18 Marketing Plan Wednesday February 15
WORKSHOPS 9 am - 1 pm at Archbishop Quigley Center
68
Thank you
69Source Edelman
How to develop a Targeted Pitchbull Real people real stories
bull Local statistics national impact
bull Find a news peg make it timely
bull Observances are weak
bull Tailor pitch to reporterrsquos interests
bull Events ndash hold media previews start early
bull Materials
bull Pitch letteremail cover note
bull News releaseMedia advisoryalert
bull BackgrounderFact Sheet
bull BiosProgram amp Academic Flyer
bull Tuition information
bull Upcoming events
Anne Maselli will work on media pitching with you
19Source Edelman
How to identify the Correct Reporter
The more you know the more you know
bull Watchreadlisten to different outlets
Think beyond the obvious
bull Metro weekend morning shows parenting sports
Freelancers matter
Build relationships
bull Email interesting stories
bull Remind them of past collaborations
20Source Edelman
What does it take to get started
Education Reporter Media Lists ndash OCS Communications Department
can help with this
Use a script
Have the right follow-up materials
bull Be a good headline writer
bull Say right away what you are proposing
Do a little research
Clock is tickinghellipcarve out time to pitch
Send all press releases and media correspondence to the Communications Department for approval
21Source Edelman
Phone pitching
Cold call
bull Pitch voice mail email follow-up note
ldquoDo you have a minute to talkrdquo No
Listen to yourself on voice mail
bull Do you sound conversational
Enthusiastic
bull Leave your name and number twice
Be reachable
22Source Edelman
Pitching Recommendations
Know the dayrsquos news ndashit could affect your pitch
Do your homework know what the education reporter has recently written and reference it if relevant
Be persistent call back
bull Watch lag time between callsemails
Get around voice mail
bull Talk to someone get answers
Itrsquos the outlet not the education reporter
bull Have a plan A B and C
23Source Edelman
Pitching Recommendations
bull Day of an event
bull Get greedy ndash publicity begets publicity
bull Be a YES person Then make it happen
bull Be flexible
bull Get all the interview details
bull Facilitate interviews
bull Reconfirm
bull Ask for organization credit
24Source Edelman
Pitching Recommendations
Leverage placements with other media
Embargo daystimes
bull Make it fair for everyone
Exclusives ndash opening a new tech lab is a
good example
bull Is it worthy
bull Start offering it early
bull Tell them when you need an answer
bull Donrsquot break your promise
bull Negotiate print and broadcast exclusives
25Source Edelman
Pitching Recommendations
Reminders
bull Find a style that works for you
bull Be a media consumer
bull Be a resource develop relationships
bull Stay connected keep pitching a little
bull Pass on your knowledge
26Source Edelman
Newspapers
Pitch the beat reporter then who else
bull Education Beat Reporter
bull Sports Beat Reporter
bull Special Events Reporter
Know the metro desk
bull City editor
bull Suburban bureaus
Columnists
bull First-hand experience
Try not to call after 3 pm
27Source Edelman
Radio
bull Christianreligious
bull Ethnic based radio shows (AA Hispanic)
bull Sports shows that focus on elementary sports (basketball baseball soccer volleyball etc)
bull News staffing is sparse
bull News directors public amp community affairs
bull Remember shows for guests
bull 2-1 3-1 4-1 placements
bull Natural sound
bull Email hostsDJs for chatter
28Source Edelman
Online amp Social Media
Hyper-local TribLocal patchcom
bull Can submit photos releases event listings stories as ldquocitizen reporterrdquo
bull Original vs repurposed content
bull Journalists research story ideas on Twitter the most
bull Chats QampAs
bull Opinion leaders
Multi-media elements pre-packaged content drive interest
29Source Edelman
Overall Takeaways
Think like a journalist and become a great storyteller
bull Humanize academic programs build trends mine data history and real experience
New = News
bull Breakthroughs and innovations earn singular coverage but round-ups can connect to other opportunities
Itrsquos a 360 World Out There
bull Link all assets and opportunities ndash surround-sound breaks through
30Source Edelman
Word-of-mouthhellip
ldquoWord of mouth has been incredibly important to us and ultimately thatrsquos what a brand is ndash the things people say about you when yoursquore not thererdquo
Jeff BezosFounder and CEOAmazoncom
31Source Edelman
Be the Media
Using Social Media to Spread the Word
What You Told Us Your Social Wish List
bull Foster better conversation capture students and families where they are
bull Offer useful content
bull Up the volume (drive traffic)
bull Keep students and parents coming back
bull Adapt school content for local use
33Source Edelman
The Media Climate is Changing
(and Will Continue to Change)
What does that mean for you
bull You canrsquot count on traditional media coverage
bull Your constituents are getting information from a variety of sources so you have more opportunities to reach them
bull Social media outreach should not be an afterthought ndash but integrated into your overall marketing media plan
bull Yoursquoll have a lot of ldquoword-of-mouthrdquo competition so amplifying your message is key
34Source Edelman
The Good News ishellip You are Well on Your Way
With Social Media
bull Great guidelines on how to build a social media presence in your social media timelines
bull Yoursquore already followed online and are represented on Facebook Twitter and Instagram to name a few
bull Your audience is already engaging with you
bull Your social media properties are listed on your local page
35Source Edelman
The Archdiocese of Chicago Catholic Schools is
Now its own Media Machine
Itrsquos up to you to get the word outmdashbut HOW
Leverage your existing resourcesandCreate an editorial content calendar
36Source Edelman
Think of Yourself as Social Media Curatorhellip
Your job is to steer your parents students donors volunteers community partners board members and even staff to information thatrsquos of interest to them and potentially their networks
37Source Edelman
Aim to Have these Influencers Champion your
Education Program
When that happens you will ultimately grow your reach across the social web and build a broader network that wants to hear what you have to say
Now the next question is
What do you need and want to communicate to your audience
What is your content your message
38Source Edelman
CONTENT
Creating and scheduling content for publicity and advertising
=
Editorial Content Calendar
bull Content Marketing strategically communicates the story of your school to your target
audiences via several media platforms in a consistent and timely manner all
designed to increase engagement awareness new students retention partners
and donors
bull Several media platforms include social media website email blasts newsletters
church bulletins advertising opportunities photos releases videos photos special
events etc
bull Now that you know your content how can you organize it The answer is with a
content marketing editorial calendar
40
What is content marketing
bull Are you interested in consistent strategic and timely content for your traditional and digital media needs
bull Do you need to organize your content message strategy
bull Do you need to save time with planning and executing your content strategy
bull Do you need to get more traffic to your website and social media platforms
41
Why consider an editorial calendar
bull A content editorial calendar helps you organize your messaging to your
external and internal audiences
bull You can plan your content on an annual basis As a result your messaging
will be strategic and timely
bull A content marketing editorial calendar will give you a chance to have quality
engagement with your target audience while providing them important
information about your school
bull It can help increase your traffic to your digital platforms which can turn in to
leads for new students and also help you retain your current students
bull Everyone likes to stay informed and provided with timely information
bull It can also help keep your parents organized The more information they
have the better coordinated and engaged they are with your school
42
What is a content editorial calendar
See below for a sample 30-day editorial calendar for Catholic Schools Week
bull Tuesday January 9 2017 Catholic Schools Week Announcement
bull Tuesday January 17 2017 Open House Invitation
bull Thursday January 19 2017 CSW Schedule of events
bull Monday January 23 2017 Registration Incentives Information
bull Thursday January 26 2017 CSW reminder invitation
bull Sunday January 29 2017 Happy CSW Week publish week of activities
again with hours of each event
Please note that this content can be used across all marketing
digital channels ie website social media platforms text
messages marquee e-mail blasts (newsletters)
43
Content Editorial Calendar example - 1
January 2017 30 day - Content Marketing Editorial Calendar
Sunday Monday Tuesday Wednesday Thursday Friday Saturday
1 2 3 4 5 6 7
8 9CSW Announcement
10 11 12 13 14
15 16 17Open House Invitation
18 19 CSW Schedule of Events
20 21
22 23Registration IncentivesInformation
24 25 26CSW Reminder Invitation
27 28
29CSW Week ActivityInformation
30 31
44
Content Editorial Calendar example - 2
Tuesday January 9 2017 Copy Link
Website Post CSW Announcement on home page
Facebook Itrsquos that time of year again to celebrate National Catholic Education during Catholic Schools Week This years theme is ldquoCatholic Schools Communities of Faith Knowledge and Servicerdquo CSW17 is the week of January 29 - February 4 We hope you plan on celebrating with us
httpwwwfenwickfriarscom
Twitter Celebrate CSW17 fenwickfriars Visit httpwwwfenwickfriarscom4 more info
httpwwwfenwickfriarscom
Thursday January 21 2017 Copy Link
Website Post Open House Calendar on home page
Facebook We look forward to seeing you during Catholic Schools Week We have several activities we think you will enjoy Be sure to check the schedule below for the times and dates CSW17
httpsbpsstbenedictcom
Twitter Celebrate CSW17 stbenprep httpsbpsstbenedictcom
45
Weekly detailed marketing content calendar ndash
example 3
Additional marketing tools to add for your messaging needs would include mobile texting email blasts andor additional social media platforms such as Instagram and YouTube
Five Steps to Success
Step One Identify Who can Help Spread the
Word
bull Do your staff board members and volunteers have their own Facebook pages Twitter and Instagram accounts
bull What about your donors and partners What social media outlets do they use Would they be willing to publicize your message via their social media properties
bull What aspects of what yoursquore planning speak to the education
industrycommunity at large
47Source Edelman
Step Two Mobilize Your Volunteers and Partners
bull Discuss social media etiquette at training and suggest posting information of personal accounts
bull Call your partners and third party endorsers communication directors and ask if theyrsquoll post content on their social media properties
bull Think of your staff and volunteers
(parent ambassadors) as on-site
ldquobeat reportersrdquo
48Source Edelman
How to Put Your Parent Ambassadors to Workhellip
bull Establish a hashtag for the academic program event or campaign in advance and include it on all promotional materials along with information about where to find your social media presence
bull Make sure all staff parents and partners are aware of the tags yoursquove established
bull Hold a social media training session during parent ambassador trainingorientation to show people how to post via their mobile device and encourage parents to take and post pictures videos and tweets the day of the event
49Source Edelman
Examples of the Plan in Action
50
Examples of the Plan in Action
51
Step Three Curate your Social Media content
bull Track the hashtag and post on public sites
bull Repost the best posts and pictures on your own social networks
bull Post on your website as well
bull Keep a list of the people who are posting
bull Interact
bull Pat your partners on the back
52Source Edelman
Step Four Funnel your Best Results Up
bull Send your best posts tweets and videos collections to the Office of Catholic Schools Communications Department social media team to rebroadcast on their social media properties
bull Arrange for re-tweets in real-time if possible among all partners
bull Chart results
53Source Edelman
Step Five After-action Review
bull Collect the best information posted online for a follow-up post on your social networks
bull Follow-up with your most active participants and thank them ndashthey are the most likely to champion future events
bull Evaluate your social media coverage ndash was there an uptick in your following How much buzz was generated What questions did people have What would you do differently next time
54Source Edelman
Media GuidelinesCrisis Communications
Responding to Media Queries
bull The general public is always interested in education related news Some local news outlets have an education reporter who covers schools and education issues on a regular basis
bull Reporters deliver your message along with their own to their audience be it on television over the radio print publications or online
bull The Archdiocese of Chicago has an extraordinary story to tell
bull At times it might seem like the media focuses on negative issues and sometimes you may be contacted about a less positive event but it is critical to remember the excellent work that you do every day
56
Media Guidelines
The following are requirements and guidelines for responding to media queries
and presence
bull Any school contacted by the media for any reason MUST contact their
Regional Director andor the Director of Communications before responding
to the query Your pastor must be notified as well
bull Reporters can always be directed by you or your secretary to call the media
relations line at 3125348227 or the Director of Communications at
3125345334
bull Remember that you are under no obligation to speak to the media please
instead refer them to the communications officemedia relations line
57
Media Guidelines
bull A member of the media cannot be admitted into a school or on school
property including playgrounds parking lots fields etc without the
consent of the principal With permission a member of the media may
enter the premises but must be accompanied at all times
bull Before a meeting where sensitive information is shared politely
announce that it is a private meeting If members of the media are
present please ask them to leave
58
Media Guidelines
THE MEDIA ARE DOING THEIR JOB
Reporters have a job to do They are doing their best to get their story into print or online news outlets or airtime on their TV or radio stations Plus they are doing it on a deadline
ALWAYS MAINTAIN A PROFESSIONAL RELATIONSHIP WITH REPORTERS
You may have existing relationships with members of the media but remember the media have a job to do Never depend on a prior relationship to get a story covered or to hold a story back
59
Media Guidelines
YOU ARE THE SCHOOL SPOKESPERSON YOU ARE NOT
SPEAKING FOR YOURSELF
Be wary of any question that starts with ldquoWhat is your opinionrdquo or ldquoWhat
do you think abouthelliprdquo or ldquoWhat does someone other than yourself thinkrdquo
It is tempting to offer your opinion but it is critical to stick to the facts
Additional resources can be found at the following links
When a tragedy occurs
httpocsarchchicagoorgPortals23einfoParents20and20Teachers
20Can20Help20-Tragedypdf
In the event of a crisis it is imperative to contact the Office of Catholic
Schools and the Department of Communications
60
Media Guidelines
Additional PR Information
PR Is Evolving
PR is evolvinghellip
The Latest PR Tools
bull Social media sites (eg Facebook Twitter Instagram)
bull Mobile
bull Influencerblogger outreach
bull Blogs
62Source Edelman
What visuals are unique to you
What does local volunteerism look like
Visual collateral
bull Historicvintage (ads events)
bull Website or other digital footprints
bull Advertising (printTVradio)
Is the package ldquolayout worthyrdquo
63
1 Picture = 1000 Words
Source Edelman
How to Measure PR
Qualitativebull All messaging contains key
brand mentiontalking
points
bull Reach target audience
through preferred media
outlets and programs
bull Pre-and post-initiative
awareness survey
Quantitativebull Report consumer impression
numbers reached via
bull Media placement
bull Event attendance
bull Program participation
(grant program entries
online hits giveaway
distribution)
bull Advertising equivalency
bull Social media likes repost
etc
bull Site visitors
64Source Edelman
THANK YOU
Anne R Maselliamaselliarchchicagoorg
Felicia R Hortonfhortonarchchicagoorg
QUESTIONS
Month Topic Date
September Developing a Parent Ambassador Program Tuesday
September 13
November Hosting a Great Open House Tuesday
November 15
December Preparing for Catholic Schools Week and
Retention Events
Tuesday
December 13
January Communications and Media Tuesday
January 17
March Early Childhood Marketing Tuesday
March 14
April Marketing in a Changing Neighborhood Tuesday
April 18
May Summer Marketing Strategies Tuesday
May 16
WEBINARS 12pm - 1pm
67
Month Topic Date
October Next Level Web Strategies Wednesday October 19
February Developing Your 2017-18 Marketing Plan Wednesday February 15
WORKSHOPS 9 am - 1 pm at Archbishop Quigley Center
68
Thank you
69Source Edelman
How to identify the Correct Reporter
The more you know the more you know
bull Watchreadlisten to different outlets
Think beyond the obvious
bull Metro weekend morning shows parenting sports
Freelancers matter
Build relationships
bull Email interesting stories
bull Remind them of past collaborations
20Source Edelman
What does it take to get started
Education Reporter Media Lists ndash OCS Communications Department
can help with this
Use a script
Have the right follow-up materials
bull Be a good headline writer
bull Say right away what you are proposing
Do a little research
Clock is tickinghellipcarve out time to pitch
Send all press releases and media correspondence to the Communications Department for approval
21Source Edelman
Phone pitching
Cold call
bull Pitch voice mail email follow-up note
ldquoDo you have a minute to talkrdquo No
Listen to yourself on voice mail
bull Do you sound conversational
Enthusiastic
bull Leave your name and number twice
Be reachable
22Source Edelman
Pitching Recommendations
Know the dayrsquos news ndashit could affect your pitch
Do your homework know what the education reporter has recently written and reference it if relevant
Be persistent call back
bull Watch lag time between callsemails
Get around voice mail
bull Talk to someone get answers
Itrsquos the outlet not the education reporter
bull Have a plan A B and C
23Source Edelman
Pitching Recommendations
bull Day of an event
bull Get greedy ndash publicity begets publicity
bull Be a YES person Then make it happen
bull Be flexible
bull Get all the interview details
bull Facilitate interviews
bull Reconfirm
bull Ask for organization credit
24Source Edelman
Pitching Recommendations
Leverage placements with other media
Embargo daystimes
bull Make it fair for everyone
Exclusives ndash opening a new tech lab is a
good example
bull Is it worthy
bull Start offering it early
bull Tell them when you need an answer
bull Donrsquot break your promise
bull Negotiate print and broadcast exclusives
25Source Edelman
Pitching Recommendations
Reminders
bull Find a style that works for you
bull Be a media consumer
bull Be a resource develop relationships
bull Stay connected keep pitching a little
bull Pass on your knowledge
26Source Edelman
Newspapers
Pitch the beat reporter then who else
bull Education Beat Reporter
bull Sports Beat Reporter
bull Special Events Reporter
Know the metro desk
bull City editor
bull Suburban bureaus
Columnists
bull First-hand experience
Try not to call after 3 pm
27Source Edelman
Radio
bull Christianreligious
bull Ethnic based radio shows (AA Hispanic)
bull Sports shows that focus on elementary sports (basketball baseball soccer volleyball etc)
bull News staffing is sparse
bull News directors public amp community affairs
bull Remember shows for guests
bull 2-1 3-1 4-1 placements
bull Natural sound
bull Email hostsDJs for chatter
28Source Edelman
Online amp Social Media
Hyper-local TribLocal patchcom
bull Can submit photos releases event listings stories as ldquocitizen reporterrdquo
bull Original vs repurposed content
bull Journalists research story ideas on Twitter the most
bull Chats QampAs
bull Opinion leaders
Multi-media elements pre-packaged content drive interest
29Source Edelman
Overall Takeaways
Think like a journalist and become a great storyteller
bull Humanize academic programs build trends mine data history and real experience
New = News
bull Breakthroughs and innovations earn singular coverage but round-ups can connect to other opportunities
Itrsquos a 360 World Out There
bull Link all assets and opportunities ndash surround-sound breaks through
30Source Edelman
Word-of-mouthhellip
ldquoWord of mouth has been incredibly important to us and ultimately thatrsquos what a brand is ndash the things people say about you when yoursquore not thererdquo
Jeff BezosFounder and CEOAmazoncom
31Source Edelman
Be the Media
Using Social Media to Spread the Word
What You Told Us Your Social Wish List
bull Foster better conversation capture students and families where they are
bull Offer useful content
bull Up the volume (drive traffic)
bull Keep students and parents coming back
bull Adapt school content for local use
33Source Edelman
The Media Climate is Changing
(and Will Continue to Change)
What does that mean for you
bull You canrsquot count on traditional media coverage
bull Your constituents are getting information from a variety of sources so you have more opportunities to reach them
bull Social media outreach should not be an afterthought ndash but integrated into your overall marketing media plan
bull Yoursquoll have a lot of ldquoword-of-mouthrdquo competition so amplifying your message is key
34Source Edelman
The Good News ishellip You are Well on Your Way
With Social Media
bull Great guidelines on how to build a social media presence in your social media timelines
bull Yoursquore already followed online and are represented on Facebook Twitter and Instagram to name a few
bull Your audience is already engaging with you
bull Your social media properties are listed on your local page
35Source Edelman
The Archdiocese of Chicago Catholic Schools is
Now its own Media Machine
Itrsquos up to you to get the word outmdashbut HOW
Leverage your existing resourcesandCreate an editorial content calendar
36Source Edelman
Think of Yourself as Social Media Curatorhellip
Your job is to steer your parents students donors volunteers community partners board members and even staff to information thatrsquos of interest to them and potentially their networks
37Source Edelman
Aim to Have these Influencers Champion your
Education Program
When that happens you will ultimately grow your reach across the social web and build a broader network that wants to hear what you have to say
Now the next question is
What do you need and want to communicate to your audience
What is your content your message
38Source Edelman
CONTENT
Creating and scheduling content for publicity and advertising
=
Editorial Content Calendar
bull Content Marketing strategically communicates the story of your school to your target
audiences via several media platforms in a consistent and timely manner all
designed to increase engagement awareness new students retention partners
and donors
bull Several media platforms include social media website email blasts newsletters
church bulletins advertising opportunities photos releases videos photos special
events etc
bull Now that you know your content how can you organize it The answer is with a
content marketing editorial calendar
40
What is content marketing
bull Are you interested in consistent strategic and timely content for your traditional and digital media needs
bull Do you need to organize your content message strategy
bull Do you need to save time with planning and executing your content strategy
bull Do you need to get more traffic to your website and social media platforms
41
Why consider an editorial calendar
bull A content editorial calendar helps you organize your messaging to your
external and internal audiences
bull You can plan your content on an annual basis As a result your messaging
will be strategic and timely
bull A content marketing editorial calendar will give you a chance to have quality
engagement with your target audience while providing them important
information about your school
bull It can help increase your traffic to your digital platforms which can turn in to
leads for new students and also help you retain your current students
bull Everyone likes to stay informed and provided with timely information
bull It can also help keep your parents organized The more information they
have the better coordinated and engaged they are with your school
42
What is a content editorial calendar
See below for a sample 30-day editorial calendar for Catholic Schools Week
bull Tuesday January 9 2017 Catholic Schools Week Announcement
bull Tuesday January 17 2017 Open House Invitation
bull Thursday January 19 2017 CSW Schedule of events
bull Monday January 23 2017 Registration Incentives Information
bull Thursday January 26 2017 CSW reminder invitation
bull Sunday January 29 2017 Happy CSW Week publish week of activities
again with hours of each event
Please note that this content can be used across all marketing
digital channels ie website social media platforms text
messages marquee e-mail blasts (newsletters)
43
Content Editorial Calendar example - 1
January 2017 30 day - Content Marketing Editorial Calendar
Sunday Monday Tuesday Wednesday Thursday Friday Saturday
1 2 3 4 5 6 7
8 9CSW Announcement
10 11 12 13 14
15 16 17Open House Invitation
18 19 CSW Schedule of Events
20 21
22 23Registration IncentivesInformation
24 25 26CSW Reminder Invitation
27 28
29CSW Week ActivityInformation
30 31
44
Content Editorial Calendar example - 2
Tuesday January 9 2017 Copy Link
Website Post CSW Announcement on home page
Facebook Itrsquos that time of year again to celebrate National Catholic Education during Catholic Schools Week This years theme is ldquoCatholic Schools Communities of Faith Knowledge and Servicerdquo CSW17 is the week of January 29 - February 4 We hope you plan on celebrating with us
httpwwwfenwickfriarscom
Twitter Celebrate CSW17 fenwickfriars Visit httpwwwfenwickfriarscom4 more info
httpwwwfenwickfriarscom
Thursday January 21 2017 Copy Link
Website Post Open House Calendar on home page
Facebook We look forward to seeing you during Catholic Schools Week We have several activities we think you will enjoy Be sure to check the schedule below for the times and dates CSW17
httpsbpsstbenedictcom
Twitter Celebrate CSW17 stbenprep httpsbpsstbenedictcom
45
Weekly detailed marketing content calendar ndash
example 3
Additional marketing tools to add for your messaging needs would include mobile texting email blasts andor additional social media platforms such as Instagram and YouTube
Five Steps to Success
Step One Identify Who can Help Spread the
Word
bull Do your staff board members and volunteers have their own Facebook pages Twitter and Instagram accounts
bull What about your donors and partners What social media outlets do they use Would they be willing to publicize your message via their social media properties
bull What aspects of what yoursquore planning speak to the education
industrycommunity at large
47Source Edelman
Step Two Mobilize Your Volunteers and Partners
bull Discuss social media etiquette at training and suggest posting information of personal accounts
bull Call your partners and third party endorsers communication directors and ask if theyrsquoll post content on their social media properties
bull Think of your staff and volunteers
(parent ambassadors) as on-site
ldquobeat reportersrdquo
48Source Edelman
How to Put Your Parent Ambassadors to Workhellip
bull Establish a hashtag for the academic program event or campaign in advance and include it on all promotional materials along with information about where to find your social media presence
bull Make sure all staff parents and partners are aware of the tags yoursquove established
bull Hold a social media training session during parent ambassador trainingorientation to show people how to post via their mobile device and encourage parents to take and post pictures videos and tweets the day of the event
49Source Edelman
Examples of the Plan in Action
50
Examples of the Plan in Action
51
Step Three Curate your Social Media content
bull Track the hashtag and post on public sites
bull Repost the best posts and pictures on your own social networks
bull Post on your website as well
bull Keep a list of the people who are posting
bull Interact
bull Pat your partners on the back
52Source Edelman
Step Four Funnel your Best Results Up
bull Send your best posts tweets and videos collections to the Office of Catholic Schools Communications Department social media team to rebroadcast on their social media properties
bull Arrange for re-tweets in real-time if possible among all partners
bull Chart results
53Source Edelman
Step Five After-action Review
bull Collect the best information posted online for a follow-up post on your social networks
bull Follow-up with your most active participants and thank them ndashthey are the most likely to champion future events
bull Evaluate your social media coverage ndash was there an uptick in your following How much buzz was generated What questions did people have What would you do differently next time
54Source Edelman
Media GuidelinesCrisis Communications
Responding to Media Queries
bull The general public is always interested in education related news Some local news outlets have an education reporter who covers schools and education issues on a regular basis
bull Reporters deliver your message along with their own to their audience be it on television over the radio print publications or online
bull The Archdiocese of Chicago has an extraordinary story to tell
bull At times it might seem like the media focuses on negative issues and sometimes you may be contacted about a less positive event but it is critical to remember the excellent work that you do every day
56
Media Guidelines
The following are requirements and guidelines for responding to media queries
and presence
bull Any school contacted by the media for any reason MUST contact their
Regional Director andor the Director of Communications before responding
to the query Your pastor must be notified as well
bull Reporters can always be directed by you or your secretary to call the media
relations line at 3125348227 or the Director of Communications at
3125345334
bull Remember that you are under no obligation to speak to the media please
instead refer them to the communications officemedia relations line
57
Media Guidelines
bull A member of the media cannot be admitted into a school or on school
property including playgrounds parking lots fields etc without the
consent of the principal With permission a member of the media may
enter the premises but must be accompanied at all times
bull Before a meeting where sensitive information is shared politely
announce that it is a private meeting If members of the media are
present please ask them to leave
58
Media Guidelines
THE MEDIA ARE DOING THEIR JOB
Reporters have a job to do They are doing their best to get their story into print or online news outlets or airtime on their TV or radio stations Plus they are doing it on a deadline
ALWAYS MAINTAIN A PROFESSIONAL RELATIONSHIP WITH REPORTERS
You may have existing relationships with members of the media but remember the media have a job to do Never depend on a prior relationship to get a story covered or to hold a story back
59
Media Guidelines
YOU ARE THE SCHOOL SPOKESPERSON YOU ARE NOT
SPEAKING FOR YOURSELF
Be wary of any question that starts with ldquoWhat is your opinionrdquo or ldquoWhat
do you think abouthelliprdquo or ldquoWhat does someone other than yourself thinkrdquo
It is tempting to offer your opinion but it is critical to stick to the facts
Additional resources can be found at the following links
When a tragedy occurs
httpocsarchchicagoorgPortals23einfoParents20and20Teachers
20Can20Help20-Tragedypdf
In the event of a crisis it is imperative to contact the Office of Catholic
Schools and the Department of Communications
60
Media Guidelines
Additional PR Information
PR Is Evolving
PR is evolvinghellip
The Latest PR Tools
bull Social media sites (eg Facebook Twitter Instagram)
bull Mobile
bull Influencerblogger outreach
bull Blogs
62Source Edelman
What visuals are unique to you
What does local volunteerism look like
Visual collateral
bull Historicvintage (ads events)
bull Website or other digital footprints
bull Advertising (printTVradio)
Is the package ldquolayout worthyrdquo
63
1 Picture = 1000 Words
Source Edelman
How to Measure PR
Qualitativebull All messaging contains key
brand mentiontalking
points
bull Reach target audience
through preferred media
outlets and programs
bull Pre-and post-initiative
awareness survey
Quantitativebull Report consumer impression
numbers reached via
bull Media placement
bull Event attendance
bull Program participation
(grant program entries
online hits giveaway
distribution)
bull Advertising equivalency
bull Social media likes repost
etc
bull Site visitors
64Source Edelman
THANK YOU
Anne R Maselliamaselliarchchicagoorg
Felicia R Hortonfhortonarchchicagoorg
QUESTIONS
Month Topic Date
September Developing a Parent Ambassador Program Tuesday
September 13
November Hosting a Great Open House Tuesday
November 15
December Preparing for Catholic Schools Week and
Retention Events
Tuesday
December 13
January Communications and Media Tuesday
January 17
March Early Childhood Marketing Tuesday
March 14
April Marketing in a Changing Neighborhood Tuesday
April 18
May Summer Marketing Strategies Tuesday
May 16
WEBINARS 12pm - 1pm
67
Month Topic Date
October Next Level Web Strategies Wednesday October 19
February Developing Your 2017-18 Marketing Plan Wednesday February 15
WORKSHOPS 9 am - 1 pm at Archbishop Quigley Center
68
Thank you
69Source Edelman
What does it take to get started
Education Reporter Media Lists ndash OCS Communications Department
can help with this
Use a script
Have the right follow-up materials
bull Be a good headline writer
bull Say right away what you are proposing
Do a little research
Clock is tickinghellipcarve out time to pitch
Send all press releases and media correspondence to the Communications Department for approval
21Source Edelman
Phone pitching
Cold call
bull Pitch voice mail email follow-up note
ldquoDo you have a minute to talkrdquo No
Listen to yourself on voice mail
bull Do you sound conversational
Enthusiastic
bull Leave your name and number twice
Be reachable
22Source Edelman
Pitching Recommendations
Know the dayrsquos news ndashit could affect your pitch
Do your homework know what the education reporter has recently written and reference it if relevant
Be persistent call back
bull Watch lag time between callsemails
Get around voice mail
bull Talk to someone get answers
Itrsquos the outlet not the education reporter
bull Have a plan A B and C
23Source Edelman
Pitching Recommendations
bull Day of an event
bull Get greedy ndash publicity begets publicity
bull Be a YES person Then make it happen
bull Be flexible
bull Get all the interview details
bull Facilitate interviews
bull Reconfirm
bull Ask for organization credit
24Source Edelman
Pitching Recommendations
Leverage placements with other media
Embargo daystimes
bull Make it fair for everyone
Exclusives ndash opening a new tech lab is a
good example
bull Is it worthy
bull Start offering it early
bull Tell them when you need an answer
bull Donrsquot break your promise
bull Negotiate print and broadcast exclusives
25Source Edelman
Pitching Recommendations
Reminders
bull Find a style that works for you
bull Be a media consumer
bull Be a resource develop relationships
bull Stay connected keep pitching a little
bull Pass on your knowledge
26Source Edelman
Newspapers
Pitch the beat reporter then who else
bull Education Beat Reporter
bull Sports Beat Reporter
bull Special Events Reporter
Know the metro desk
bull City editor
bull Suburban bureaus
Columnists
bull First-hand experience
Try not to call after 3 pm
27Source Edelman
Radio
bull Christianreligious
bull Ethnic based radio shows (AA Hispanic)
bull Sports shows that focus on elementary sports (basketball baseball soccer volleyball etc)
bull News staffing is sparse
bull News directors public amp community affairs
bull Remember shows for guests
bull 2-1 3-1 4-1 placements
bull Natural sound
bull Email hostsDJs for chatter
28Source Edelman
Online amp Social Media
Hyper-local TribLocal patchcom
bull Can submit photos releases event listings stories as ldquocitizen reporterrdquo
bull Original vs repurposed content
bull Journalists research story ideas on Twitter the most
bull Chats QampAs
bull Opinion leaders
Multi-media elements pre-packaged content drive interest
29Source Edelman
Overall Takeaways
Think like a journalist and become a great storyteller
bull Humanize academic programs build trends mine data history and real experience
New = News
bull Breakthroughs and innovations earn singular coverage but round-ups can connect to other opportunities
Itrsquos a 360 World Out There
bull Link all assets and opportunities ndash surround-sound breaks through
30Source Edelman
Word-of-mouthhellip
ldquoWord of mouth has been incredibly important to us and ultimately thatrsquos what a brand is ndash the things people say about you when yoursquore not thererdquo
Jeff BezosFounder and CEOAmazoncom
31Source Edelman
Be the Media
Using Social Media to Spread the Word
What You Told Us Your Social Wish List
bull Foster better conversation capture students and families where they are
bull Offer useful content
bull Up the volume (drive traffic)
bull Keep students and parents coming back
bull Adapt school content for local use
33Source Edelman
The Media Climate is Changing
(and Will Continue to Change)
What does that mean for you
bull You canrsquot count on traditional media coverage
bull Your constituents are getting information from a variety of sources so you have more opportunities to reach them
bull Social media outreach should not be an afterthought ndash but integrated into your overall marketing media plan
bull Yoursquoll have a lot of ldquoword-of-mouthrdquo competition so amplifying your message is key
34Source Edelman
The Good News ishellip You are Well on Your Way
With Social Media
bull Great guidelines on how to build a social media presence in your social media timelines
bull Yoursquore already followed online and are represented on Facebook Twitter and Instagram to name a few
bull Your audience is already engaging with you
bull Your social media properties are listed on your local page
35Source Edelman
The Archdiocese of Chicago Catholic Schools is
Now its own Media Machine
Itrsquos up to you to get the word outmdashbut HOW
Leverage your existing resourcesandCreate an editorial content calendar
36Source Edelman
Think of Yourself as Social Media Curatorhellip
Your job is to steer your parents students donors volunteers community partners board members and even staff to information thatrsquos of interest to them and potentially their networks
37Source Edelman
Aim to Have these Influencers Champion your
Education Program
When that happens you will ultimately grow your reach across the social web and build a broader network that wants to hear what you have to say
Now the next question is
What do you need and want to communicate to your audience
What is your content your message
38Source Edelman
CONTENT
Creating and scheduling content for publicity and advertising
=
Editorial Content Calendar
bull Content Marketing strategically communicates the story of your school to your target
audiences via several media platforms in a consistent and timely manner all
designed to increase engagement awareness new students retention partners
and donors
bull Several media platforms include social media website email blasts newsletters
church bulletins advertising opportunities photos releases videos photos special
events etc
bull Now that you know your content how can you organize it The answer is with a
content marketing editorial calendar
40
What is content marketing
bull Are you interested in consistent strategic and timely content for your traditional and digital media needs
bull Do you need to organize your content message strategy
bull Do you need to save time with planning and executing your content strategy
bull Do you need to get more traffic to your website and social media platforms
41
Why consider an editorial calendar
bull A content editorial calendar helps you organize your messaging to your
external and internal audiences
bull You can plan your content on an annual basis As a result your messaging
will be strategic and timely
bull A content marketing editorial calendar will give you a chance to have quality
engagement with your target audience while providing them important
information about your school
bull It can help increase your traffic to your digital platforms which can turn in to
leads for new students and also help you retain your current students
bull Everyone likes to stay informed and provided with timely information
bull It can also help keep your parents organized The more information they
have the better coordinated and engaged they are with your school
42
What is a content editorial calendar
See below for a sample 30-day editorial calendar for Catholic Schools Week
bull Tuesday January 9 2017 Catholic Schools Week Announcement
bull Tuesday January 17 2017 Open House Invitation
bull Thursday January 19 2017 CSW Schedule of events
bull Monday January 23 2017 Registration Incentives Information
bull Thursday January 26 2017 CSW reminder invitation
bull Sunday January 29 2017 Happy CSW Week publish week of activities
again with hours of each event
Please note that this content can be used across all marketing
digital channels ie website social media platforms text
messages marquee e-mail blasts (newsletters)
43
Content Editorial Calendar example - 1
January 2017 30 day - Content Marketing Editorial Calendar
Sunday Monday Tuesday Wednesday Thursday Friday Saturday
1 2 3 4 5 6 7
8 9CSW Announcement
10 11 12 13 14
15 16 17Open House Invitation
18 19 CSW Schedule of Events
20 21
22 23Registration IncentivesInformation
24 25 26CSW Reminder Invitation
27 28
29CSW Week ActivityInformation
30 31
44
Content Editorial Calendar example - 2
Tuesday January 9 2017 Copy Link
Website Post CSW Announcement on home page
Facebook Itrsquos that time of year again to celebrate National Catholic Education during Catholic Schools Week This years theme is ldquoCatholic Schools Communities of Faith Knowledge and Servicerdquo CSW17 is the week of January 29 - February 4 We hope you plan on celebrating with us
httpwwwfenwickfriarscom
Twitter Celebrate CSW17 fenwickfriars Visit httpwwwfenwickfriarscom4 more info
httpwwwfenwickfriarscom
Thursday January 21 2017 Copy Link
Website Post Open House Calendar on home page
Facebook We look forward to seeing you during Catholic Schools Week We have several activities we think you will enjoy Be sure to check the schedule below for the times and dates CSW17
httpsbpsstbenedictcom
Twitter Celebrate CSW17 stbenprep httpsbpsstbenedictcom
45
Weekly detailed marketing content calendar ndash
example 3
Additional marketing tools to add for your messaging needs would include mobile texting email blasts andor additional social media platforms such as Instagram and YouTube
Five Steps to Success
Step One Identify Who can Help Spread the
Word
bull Do your staff board members and volunteers have their own Facebook pages Twitter and Instagram accounts
bull What about your donors and partners What social media outlets do they use Would they be willing to publicize your message via their social media properties
bull What aspects of what yoursquore planning speak to the education
industrycommunity at large
47Source Edelman
Step Two Mobilize Your Volunteers and Partners
bull Discuss social media etiquette at training and suggest posting information of personal accounts
bull Call your partners and third party endorsers communication directors and ask if theyrsquoll post content on their social media properties
bull Think of your staff and volunteers
(parent ambassadors) as on-site
ldquobeat reportersrdquo
48Source Edelman
How to Put Your Parent Ambassadors to Workhellip
bull Establish a hashtag for the academic program event or campaign in advance and include it on all promotional materials along with information about where to find your social media presence
bull Make sure all staff parents and partners are aware of the tags yoursquove established
bull Hold a social media training session during parent ambassador trainingorientation to show people how to post via their mobile device and encourage parents to take and post pictures videos and tweets the day of the event
49Source Edelman
Examples of the Plan in Action
50
Examples of the Plan in Action
51
Step Three Curate your Social Media content
bull Track the hashtag and post on public sites
bull Repost the best posts and pictures on your own social networks
bull Post on your website as well
bull Keep a list of the people who are posting
bull Interact
bull Pat your partners on the back
52Source Edelman
Step Four Funnel your Best Results Up
bull Send your best posts tweets and videos collections to the Office of Catholic Schools Communications Department social media team to rebroadcast on their social media properties
bull Arrange for re-tweets in real-time if possible among all partners
bull Chart results
53Source Edelman
Step Five After-action Review
bull Collect the best information posted online for a follow-up post on your social networks
bull Follow-up with your most active participants and thank them ndashthey are the most likely to champion future events
bull Evaluate your social media coverage ndash was there an uptick in your following How much buzz was generated What questions did people have What would you do differently next time
54Source Edelman
Media GuidelinesCrisis Communications
Responding to Media Queries
bull The general public is always interested in education related news Some local news outlets have an education reporter who covers schools and education issues on a regular basis
bull Reporters deliver your message along with their own to their audience be it on television over the radio print publications or online
bull The Archdiocese of Chicago has an extraordinary story to tell
bull At times it might seem like the media focuses on negative issues and sometimes you may be contacted about a less positive event but it is critical to remember the excellent work that you do every day
56
Media Guidelines
The following are requirements and guidelines for responding to media queries
and presence
bull Any school contacted by the media for any reason MUST contact their
Regional Director andor the Director of Communications before responding
to the query Your pastor must be notified as well
bull Reporters can always be directed by you or your secretary to call the media
relations line at 3125348227 or the Director of Communications at
3125345334
bull Remember that you are under no obligation to speak to the media please
instead refer them to the communications officemedia relations line
57
Media Guidelines
bull A member of the media cannot be admitted into a school or on school
property including playgrounds parking lots fields etc without the
consent of the principal With permission a member of the media may
enter the premises but must be accompanied at all times
bull Before a meeting where sensitive information is shared politely
announce that it is a private meeting If members of the media are
present please ask them to leave
58
Media Guidelines
THE MEDIA ARE DOING THEIR JOB
Reporters have a job to do They are doing their best to get their story into print or online news outlets or airtime on their TV or radio stations Plus they are doing it on a deadline
ALWAYS MAINTAIN A PROFESSIONAL RELATIONSHIP WITH REPORTERS
You may have existing relationships with members of the media but remember the media have a job to do Never depend on a prior relationship to get a story covered or to hold a story back
59
Media Guidelines
YOU ARE THE SCHOOL SPOKESPERSON YOU ARE NOT
SPEAKING FOR YOURSELF
Be wary of any question that starts with ldquoWhat is your opinionrdquo or ldquoWhat
do you think abouthelliprdquo or ldquoWhat does someone other than yourself thinkrdquo
It is tempting to offer your opinion but it is critical to stick to the facts
Additional resources can be found at the following links
When a tragedy occurs
httpocsarchchicagoorgPortals23einfoParents20and20Teachers
20Can20Help20-Tragedypdf
In the event of a crisis it is imperative to contact the Office of Catholic
Schools and the Department of Communications
60
Media Guidelines
Additional PR Information
PR Is Evolving
PR is evolvinghellip
The Latest PR Tools
bull Social media sites (eg Facebook Twitter Instagram)
bull Mobile
bull Influencerblogger outreach
bull Blogs
62Source Edelman
What visuals are unique to you
What does local volunteerism look like
Visual collateral
bull Historicvintage (ads events)
bull Website or other digital footprints
bull Advertising (printTVradio)
Is the package ldquolayout worthyrdquo
63
1 Picture = 1000 Words
Source Edelman
How to Measure PR
Qualitativebull All messaging contains key
brand mentiontalking
points
bull Reach target audience
through preferred media
outlets and programs
bull Pre-and post-initiative
awareness survey
Quantitativebull Report consumer impression
numbers reached via
bull Media placement
bull Event attendance
bull Program participation
(grant program entries
online hits giveaway
distribution)
bull Advertising equivalency
bull Social media likes repost
etc
bull Site visitors
64Source Edelman
THANK YOU
Anne R Maselliamaselliarchchicagoorg
Felicia R Hortonfhortonarchchicagoorg
QUESTIONS
Month Topic Date
September Developing a Parent Ambassador Program Tuesday
September 13
November Hosting a Great Open House Tuesday
November 15
December Preparing for Catholic Schools Week and
Retention Events
Tuesday
December 13
January Communications and Media Tuesday
January 17
March Early Childhood Marketing Tuesday
March 14
April Marketing in a Changing Neighborhood Tuesday
April 18
May Summer Marketing Strategies Tuesday
May 16
WEBINARS 12pm - 1pm
67
Month Topic Date
October Next Level Web Strategies Wednesday October 19
February Developing Your 2017-18 Marketing Plan Wednesday February 15
WORKSHOPS 9 am - 1 pm at Archbishop Quigley Center
68
Thank you
69Source Edelman
Phone pitching
Cold call
bull Pitch voice mail email follow-up note
ldquoDo you have a minute to talkrdquo No
Listen to yourself on voice mail
bull Do you sound conversational
Enthusiastic
bull Leave your name and number twice
Be reachable
22Source Edelman
Pitching Recommendations
Know the dayrsquos news ndashit could affect your pitch
Do your homework know what the education reporter has recently written and reference it if relevant
Be persistent call back
bull Watch lag time between callsemails
Get around voice mail
bull Talk to someone get answers
Itrsquos the outlet not the education reporter
bull Have a plan A B and C
23Source Edelman
Pitching Recommendations
bull Day of an event
bull Get greedy ndash publicity begets publicity
bull Be a YES person Then make it happen
bull Be flexible
bull Get all the interview details
bull Facilitate interviews
bull Reconfirm
bull Ask for organization credit
24Source Edelman
Pitching Recommendations
Leverage placements with other media
Embargo daystimes
bull Make it fair for everyone
Exclusives ndash opening a new tech lab is a
good example
bull Is it worthy
bull Start offering it early
bull Tell them when you need an answer
bull Donrsquot break your promise
bull Negotiate print and broadcast exclusives
25Source Edelman
Pitching Recommendations
Reminders
bull Find a style that works for you
bull Be a media consumer
bull Be a resource develop relationships
bull Stay connected keep pitching a little
bull Pass on your knowledge
26Source Edelman
Newspapers
Pitch the beat reporter then who else
bull Education Beat Reporter
bull Sports Beat Reporter
bull Special Events Reporter
Know the metro desk
bull City editor
bull Suburban bureaus
Columnists
bull First-hand experience
Try not to call after 3 pm
27Source Edelman
Radio
bull Christianreligious
bull Ethnic based radio shows (AA Hispanic)
bull Sports shows that focus on elementary sports (basketball baseball soccer volleyball etc)
bull News staffing is sparse
bull News directors public amp community affairs
bull Remember shows for guests
bull 2-1 3-1 4-1 placements
bull Natural sound
bull Email hostsDJs for chatter
28Source Edelman
Online amp Social Media
Hyper-local TribLocal patchcom
bull Can submit photos releases event listings stories as ldquocitizen reporterrdquo
bull Original vs repurposed content
bull Journalists research story ideas on Twitter the most
bull Chats QampAs
bull Opinion leaders
Multi-media elements pre-packaged content drive interest
29Source Edelman
Overall Takeaways
Think like a journalist and become a great storyteller
bull Humanize academic programs build trends mine data history and real experience
New = News
bull Breakthroughs and innovations earn singular coverage but round-ups can connect to other opportunities
Itrsquos a 360 World Out There
bull Link all assets and opportunities ndash surround-sound breaks through
30Source Edelman
Word-of-mouthhellip
ldquoWord of mouth has been incredibly important to us and ultimately thatrsquos what a brand is ndash the things people say about you when yoursquore not thererdquo
Jeff BezosFounder and CEOAmazoncom
31Source Edelman
Be the Media
Using Social Media to Spread the Word
What You Told Us Your Social Wish List
bull Foster better conversation capture students and families where they are
bull Offer useful content
bull Up the volume (drive traffic)
bull Keep students and parents coming back
bull Adapt school content for local use
33Source Edelman
The Media Climate is Changing
(and Will Continue to Change)
What does that mean for you
bull You canrsquot count on traditional media coverage
bull Your constituents are getting information from a variety of sources so you have more opportunities to reach them
bull Social media outreach should not be an afterthought ndash but integrated into your overall marketing media plan
bull Yoursquoll have a lot of ldquoword-of-mouthrdquo competition so amplifying your message is key
34Source Edelman
The Good News ishellip You are Well on Your Way
With Social Media
bull Great guidelines on how to build a social media presence in your social media timelines
bull Yoursquore already followed online and are represented on Facebook Twitter and Instagram to name a few
bull Your audience is already engaging with you
bull Your social media properties are listed on your local page
35Source Edelman
The Archdiocese of Chicago Catholic Schools is
Now its own Media Machine
Itrsquos up to you to get the word outmdashbut HOW
Leverage your existing resourcesandCreate an editorial content calendar
36Source Edelman
Think of Yourself as Social Media Curatorhellip
Your job is to steer your parents students donors volunteers community partners board members and even staff to information thatrsquos of interest to them and potentially their networks
37Source Edelman
Aim to Have these Influencers Champion your
Education Program
When that happens you will ultimately grow your reach across the social web and build a broader network that wants to hear what you have to say
Now the next question is
What do you need and want to communicate to your audience
What is your content your message
38Source Edelman
CONTENT
Creating and scheduling content for publicity and advertising
=
Editorial Content Calendar
bull Content Marketing strategically communicates the story of your school to your target
audiences via several media platforms in a consistent and timely manner all
designed to increase engagement awareness new students retention partners
and donors
bull Several media platforms include social media website email blasts newsletters
church bulletins advertising opportunities photos releases videos photos special
events etc
bull Now that you know your content how can you organize it The answer is with a
content marketing editorial calendar
40
What is content marketing
bull Are you interested in consistent strategic and timely content for your traditional and digital media needs
bull Do you need to organize your content message strategy
bull Do you need to save time with planning and executing your content strategy
bull Do you need to get more traffic to your website and social media platforms
41
Why consider an editorial calendar
bull A content editorial calendar helps you organize your messaging to your
external and internal audiences
bull You can plan your content on an annual basis As a result your messaging
will be strategic and timely
bull A content marketing editorial calendar will give you a chance to have quality
engagement with your target audience while providing them important
information about your school
bull It can help increase your traffic to your digital platforms which can turn in to
leads for new students and also help you retain your current students
bull Everyone likes to stay informed and provided with timely information
bull It can also help keep your parents organized The more information they
have the better coordinated and engaged they are with your school
42
What is a content editorial calendar
See below for a sample 30-day editorial calendar for Catholic Schools Week
bull Tuesday January 9 2017 Catholic Schools Week Announcement
bull Tuesday January 17 2017 Open House Invitation
bull Thursday January 19 2017 CSW Schedule of events
bull Monday January 23 2017 Registration Incentives Information
bull Thursday January 26 2017 CSW reminder invitation
bull Sunday January 29 2017 Happy CSW Week publish week of activities
again with hours of each event
Please note that this content can be used across all marketing
digital channels ie website social media platforms text
messages marquee e-mail blasts (newsletters)
43
Content Editorial Calendar example - 1
January 2017 30 day - Content Marketing Editorial Calendar
Sunday Monday Tuesday Wednesday Thursday Friday Saturday
1 2 3 4 5 6 7
8 9CSW Announcement
10 11 12 13 14
15 16 17Open House Invitation
18 19 CSW Schedule of Events
20 21
22 23Registration IncentivesInformation
24 25 26CSW Reminder Invitation
27 28
29CSW Week ActivityInformation
30 31
44
Content Editorial Calendar example - 2
Tuesday January 9 2017 Copy Link
Website Post CSW Announcement on home page
Facebook Itrsquos that time of year again to celebrate National Catholic Education during Catholic Schools Week This years theme is ldquoCatholic Schools Communities of Faith Knowledge and Servicerdquo CSW17 is the week of January 29 - February 4 We hope you plan on celebrating with us
httpwwwfenwickfriarscom
Twitter Celebrate CSW17 fenwickfriars Visit httpwwwfenwickfriarscom4 more info
httpwwwfenwickfriarscom
Thursday January 21 2017 Copy Link
Website Post Open House Calendar on home page
Facebook We look forward to seeing you during Catholic Schools Week We have several activities we think you will enjoy Be sure to check the schedule below for the times and dates CSW17
httpsbpsstbenedictcom
Twitter Celebrate CSW17 stbenprep httpsbpsstbenedictcom
45
Weekly detailed marketing content calendar ndash
example 3
Additional marketing tools to add for your messaging needs would include mobile texting email blasts andor additional social media platforms such as Instagram and YouTube
Five Steps to Success
Step One Identify Who can Help Spread the
Word
bull Do your staff board members and volunteers have their own Facebook pages Twitter and Instagram accounts
bull What about your donors and partners What social media outlets do they use Would they be willing to publicize your message via their social media properties
bull What aspects of what yoursquore planning speak to the education
industrycommunity at large
47Source Edelman
Step Two Mobilize Your Volunteers and Partners
bull Discuss social media etiquette at training and suggest posting information of personal accounts
bull Call your partners and third party endorsers communication directors and ask if theyrsquoll post content on their social media properties
bull Think of your staff and volunteers
(parent ambassadors) as on-site
ldquobeat reportersrdquo
48Source Edelman
How to Put Your Parent Ambassadors to Workhellip
bull Establish a hashtag for the academic program event or campaign in advance and include it on all promotional materials along with information about where to find your social media presence
bull Make sure all staff parents and partners are aware of the tags yoursquove established
bull Hold a social media training session during parent ambassador trainingorientation to show people how to post via their mobile device and encourage parents to take and post pictures videos and tweets the day of the event
49Source Edelman
Examples of the Plan in Action
50
Examples of the Plan in Action
51
Step Three Curate your Social Media content
bull Track the hashtag and post on public sites
bull Repost the best posts and pictures on your own social networks
bull Post on your website as well
bull Keep a list of the people who are posting
bull Interact
bull Pat your partners on the back
52Source Edelman
Step Four Funnel your Best Results Up
bull Send your best posts tweets and videos collections to the Office of Catholic Schools Communications Department social media team to rebroadcast on their social media properties
bull Arrange for re-tweets in real-time if possible among all partners
bull Chart results
53Source Edelman
Step Five After-action Review
bull Collect the best information posted online for a follow-up post on your social networks
bull Follow-up with your most active participants and thank them ndashthey are the most likely to champion future events
bull Evaluate your social media coverage ndash was there an uptick in your following How much buzz was generated What questions did people have What would you do differently next time
54Source Edelman
Media GuidelinesCrisis Communications
Responding to Media Queries
bull The general public is always interested in education related news Some local news outlets have an education reporter who covers schools and education issues on a regular basis
bull Reporters deliver your message along with their own to their audience be it on television over the radio print publications or online
bull The Archdiocese of Chicago has an extraordinary story to tell
bull At times it might seem like the media focuses on negative issues and sometimes you may be contacted about a less positive event but it is critical to remember the excellent work that you do every day
56
Media Guidelines
The following are requirements and guidelines for responding to media queries
and presence
bull Any school contacted by the media for any reason MUST contact their
Regional Director andor the Director of Communications before responding
to the query Your pastor must be notified as well
bull Reporters can always be directed by you or your secretary to call the media
relations line at 3125348227 or the Director of Communications at
3125345334
bull Remember that you are under no obligation to speak to the media please
instead refer them to the communications officemedia relations line
57
Media Guidelines
bull A member of the media cannot be admitted into a school or on school
property including playgrounds parking lots fields etc without the
consent of the principal With permission a member of the media may
enter the premises but must be accompanied at all times
bull Before a meeting where sensitive information is shared politely
announce that it is a private meeting If members of the media are
present please ask them to leave
58
Media Guidelines
THE MEDIA ARE DOING THEIR JOB
Reporters have a job to do They are doing their best to get their story into print or online news outlets or airtime on their TV or radio stations Plus they are doing it on a deadline
ALWAYS MAINTAIN A PROFESSIONAL RELATIONSHIP WITH REPORTERS
You may have existing relationships with members of the media but remember the media have a job to do Never depend on a prior relationship to get a story covered or to hold a story back
59
Media Guidelines
YOU ARE THE SCHOOL SPOKESPERSON YOU ARE NOT
SPEAKING FOR YOURSELF
Be wary of any question that starts with ldquoWhat is your opinionrdquo or ldquoWhat
do you think abouthelliprdquo or ldquoWhat does someone other than yourself thinkrdquo
It is tempting to offer your opinion but it is critical to stick to the facts
Additional resources can be found at the following links
When a tragedy occurs
httpocsarchchicagoorgPortals23einfoParents20and20Teachers
20Can20Help20-Tragedypdf
In the event of a crisis it is imperative to contact the Office of Catholic
Schools and the Department of Communications
60
Media Guidelines
Additional PR Information
PR Is Evolving
PR is evolvinghellip
The Latest PR Tools
bull Social media sites (eg Facebook Twitter Instagram)
bull Mobile
bull Influencerblogger outreach
bull Blogs
62Source Edelman
What visuals are unique to you
What does local volunteerism look like
Visual collateral
bull Historicvintage (ads events)
bull Website or other digital footprints
bull Advertising (printTVradio)
Is the package ldquolayout worthyrdquo
63
1 Picture = 1000 Words
Source Edelman
How to Measure PR
Qualitativebull All messaging contains key
brand mentiontalking
points
bull Reach target audience
through preferred media
outlets and programs
bull Pre-and post-initiative
awareness survey
Quantitativebull Report consumer impression
numbers reached via
bull Media placement
bull Event attendance
bull Program participation
(grant program entries
online hits giveaway
distribution)
bull Advertising equivalency
bull Social media likes repost
etc
bull Site visitors
64Source Edelman
THANK YOU
Anne R Maselliamaselliarchchicagoorg
Felicia R Hortonfhortonarchchicagoorg
QUESTIONS
Month Topic Date
September Developing a Parent Ambassador Program Tuesday
September 13
November Hosting a Great Open House Tuesday
November 15
December Preparing for Catholic Schools Week and
Retention Events
Tuesday
December 13
January Communications and Media Tuesday
January 17
March Early Childhood Marketing Tuesday
March 14
April Marketing in a Changing Neighborhood Tuesday
April 18
May Summer Marketing Strategies Tuesday
May 16
WEBINARS 12pm - 1pm
67
Month Topic Date
October Next Level Web Strategies Wednesday October 19
February Developing Your 2017-18 Marketing Plan Wednesday February 15
WORKSHOPS 9 am - 1 pm at Archbishop Quigley Center
68
Thank you
69Source Edelman
Pitching Recommendations
Know the dayrsquos news ndashit could affect your pitch
Do your homework know what the education reporter has recently written and reference it if relevant
Be persistent call back
bull Watch lag time between callsemails
Get around voice mail
bull Talk to someone get answers
Itrsquos the outlet not the education reporter
bull Have a plan A B and C
23Source Edelman
Pitching Recommendations
bull Day of an event
bull Get greedy ndash publicity begets publicity
bull Be a YES person Then make it happen
bull Be flexible
bull Get all the interview details
bull Facilitate interviews
bull Reconfirm
bull Ask for organization credit
24Source Edelman
Pitching Recommendations
Leverage placements with other media
Embargo daystimes
bull Make it fair for everyone
Exclusives ndash opening a new tech lab is a
good example
bull Is it worthy
bull Start offering it early
bull Tell them when you need an answer
bull Donrsquot break your promise
bull Negotiate print and broadcast exclusives
25Source Edelman
Pitching Recommendations
Reminders
bull Find a style that works for you
bull Be a media consumer
bull Be a resource develop relationships
bull Stay connected keep pitching a little
bull Pass on your knowledge
26Source Edelman
Newspapers
Pitch the beat reporter then who else
bull Education Beat Reporter
bull Sports Beat Reporter
bull Special Events Reporter
Know the metro desk
bull City editor
bull Suburban bureaus
Columnists
bull First-hand experience
Try not to call after 3 pm
27Source Edelman
Radio
bull Christianreligious
bull Ethnic based radio shows (AA Hispanic)
bull Sports shows that focus on elementary sports (basketball baseball soccer volleyball etc)
bull News staffing is sparse
bull News directors public amp community affairs
bull Remember shows for guests
bull 2-1 3-1 4-1 placements
bull Natural sound
bull Email hostsDJs for chatter
28Source Edelman
Online amp Social Media
Hyper-local TribLocal patchcom
bull Can submit photos releases event listings stories as ldquocitizen reporterrdquo
bull Original vs repurposed content
bull Journalists research story ideas on Twitter the most
bull Chats QampAs
bull Opinion leaders
Multi-media elements pre-packaged content drive interest
29Source Edelman
Overall Takeaways
Think like a journalist and become a great storyteller
bull Humanize academic programs build trends mine data history and real experience
New = News
bull Breakthroughs and innovations earn singular coverage but round-ups can connect to other opportunities
Itrsquos a 360 World Out There
bull Link all assets and opportunities ndash surround-sound breaks through
30Source Edelman
Word-of-mouthhellip
ldquoWord of mouth has been incredibly important to us and ultimately thatrsquos what a brand is ndash the things people say about you when yoursquore not thererdquo
Jeff BezosFounder and CEOAmazoncom
31Source Edelman
Be the Media
Using Social Media to Spread the Word
What You Told Us Your Social Wish List
bull Foster better conversation capture students and families where they are
bull Offer useful content
bull Up the volume (drive traffic)
bull Keep students and parents coming back
bull Adapt school content for local use
33Source Edelman
The Media Climate is Changing
(and Will Continue to Change)
What does that mean for you
bull You canrsquot count on traditional media coverage
bull Your constituents are getting information from a variety of sources so you have more opportunities to reach them
bull Social media outreach should not be an afterthought ndash but integrated into your overall marketing media plan
bull Yoursquoll have a lot of ldquoword-of-mouthrdquo competition so amplifying your message is key
34Source Edelman
The Good News ishellip You are Well on Your Way
With Social Media
bull Great guidelines on how to build a social media presence in your social media timelines
bull Yoursquore already followed online and are represented on Facebook Twitter and Instagram to name a few
bull Your audience is already engaging with you
bull Your social media properties are listed on your local page
35Source Edelman
The Archdiocese of Chicago Catholic Schools is
Now its own Media Machine
Itrsquos up to you to get the word outmdashbut HOW
Leverage your existing resourcesandCreate an editorial content calendar
36Source Edelman
Think of Yourself as Social Media Curatorhellip
Your job is to steer your parents students donors volunteers community partners board members and even staff to information thatrsquos of interest to them and potentially their networks
37Source Edelman
Aim to Have these Influencers Champion your
Education Program
When that happens you will ultimately grow your reach across the social web and build a broader network that wants to hear what you have to say
Now the next question is
What do you need and want to communicate to your audience
What is your content your message
38Source Edelman
CONTENT
Creating and scheduling content for publicity and advertising
=
Editorial Content Calendar
bull Content Marketing strategically communicates the story of your school to your target
audiences via several media platforms in a consistent and timely manner all
designed to increase engagement awareness new students retention partners
and donors
bull Several media platforms include social media website email blasts newsletters
church bulletins advertising opportunities photos releases videos photos special
events etc
bull Now that you know your content how can you organize it The answer is with a
content marketing editorial calendar
40
What is content marketing
bull Are you interested in consistent strategic and timely content for your traditional and digital media needs
bull Do you need to organize your content message strategy
bull Do you need to save time with planning and executing your content strategy
bull Do you need to get more traffic to your website and social media platforms
41
Why consider an editorial calendar
bull A content editorial calendar helps you organize your messaging to your
external and internal audiences
bull You can plan your content on an annual basis As a result your messaging
will be strategic and timely
bull A content marketing editorial calendar will give you a chance to have quality
engagement with your target audience while providing them important
information about your school
bull It can help increase your traffic to your digital platforms which can turn in to
leads for new students and also help you retain your current students
bull Everyone likes to stay informed and provided with timely information
bull It can also help keep your parents organized The more information they
have the better coordinated and engaged they are with your school
42
What is a content editorial calendar
See below for a sample 30-day editorial calendar for Catholic Schools Week
bull Tuesday January 9 2017 Catholic Schools Week Announcement
bull Tuesday January 17 2017 Open House Invitation
bull Thursday January 19 2017 CSW Schedule of events
bull Monday January 23 2017 Registration Incentives Information
bull Thursday January 26 2017 CSW reminder invitation
bull Sunday January 29 2017 Happy CSW Week publish week of activities
again with hours of each event
Please note that this content can be used across all marketing
digital channels ie website social media platforms text
messages marquee e-mail blasts (newsletters)
43
Content Editorial Calendar example - 1
January 2017 30 day - Content Marketing Editorial Calendar
Sunday Monday Tuesday Wednesday Thursday Friday Saturday
1 2 3 4 5 6 7
8 9CSW Announcement
10 11 12 13 14
15 16 17Open House Invitation
18 19 CSW Schedule of Events
20 21
22 23Registration IncentivesInformation
24 25 26CSW Reminder Invitation
27 28
29CSW Week ActivityInformation
30 31
44
Content Editorial Calendar example - 2
Tuesday January 9 2017 Copy Link
Website Post CSW Announcement on home page
Facebook Itrsquos that time of year again to celebrate National Catholic Education during Catholic Schools Week This years theme is ldquoCatholic Schools Communities of Faith Knowledge and Servicerdquo CSW17 is the week of January 29 - February 4 We hope you plan on celebrating with us
httpwwwfenwickfriarscom
Twitter Celebrate CSW17 fenwickfriars Visit httpwwwfenwickfriarscom4 more info
httpwwwfenwickfriarscom
Thursday January 21 2017 Copy Link
Website Post Open House Calendar on home page
Facebook We look forward to seeing you during Catholic Schools Week We have several activities we think you will enjoy Be sure to check the schedule below for the times and dates CSW17
httpsbpsstbenedictcom
Twitter Celebrate CSW17 stbenprep httpsbpsstbenedictcom
45
Weekly detailed marketing content calendar ndash
example 3
Additional marketing tools to add for your messaging needs would include mobile texting email blasts andor additional social media platforms such as Instagram and YouTube
Five Steps to Success
Step One Identify Who can Help Spread the
Word
bull Do your staff board members and volunteers have their own Facebook pages Twitter and Instagram accounts
bull What about your donors and partners What social media outlets do they use Would they be willing to publicize your message via their social media properties
bull What aspects of what yoursquore planning speak to the education
industrycommunity at large
47Source Edelman
Step Two Mobilize Your Volunteers and Partners
bull Discuss social media etiquette at training and suggest posting information of personal accounts
bull Call your partners and third party endorsers communication directors and ask if theyrsquoll post content on their social media properties
bull Think of your staff and volunteers
(parent ambassadors) as on-site
ldquobeat reportersrdquo
48Source Edelman
How to Put Your Parent Ambassadors to Workhellip
bull Establish a hashtag for the academic program event or campaign in advance and include it on all promotional materials along with information about where to find your social media presence
bull Make sure all staff parents and partners are aware of the tags yoursquove established
bull Hold a social media training session during parent ambassador trainingorientation to show people how to post via their mobile device and encourage parents to take and post pictures videos and tweets the day of the event
49Source Edelman
Examples of the Plan in Action
50
Examples of the Plan in Action
51
Step Three Curate your Social Media content
bull Track the hashtag and post on public sites
bull Repost the best posts and pictures on your own social networks
bull Post on your website as well
bull Keep a list of the people who are posting
bull Interact
bull Pat your partners on the back
52Source Edelman
Step Four Funnel your Best Results Up
bull Send your best posts tweets and videos collections to the Office of Catholic Schools Communications Department social media team to rebroadcast on their social media properties
bull Arrange for re-tweets in real-time if possible among all partners
bull Chart results
53Source Edelman
Step Five After-action Review
bull Collect the best information posted online for a follow-up post on your social networks
bull Follow-up with your most active participants and thank them ndashthey are the most likely to champion future events
bull Evaluate your social media coverage ndash was there an uptick in your following How much buzz was generated What questions did people have What would you do differently next time
54Source Edelman
Media GuidelinesCrisis Communications
Responding to Media Queries
bull The general public is always interested in education related news Some local news outlets have an education reporter who covers schools and education issues on a regular basis
bull Reporters deliver your message along with their own to their audience be it on television over the radio print publications or online
bull The Archdiocese of Chicago has an extraordinary story to tell
bull At times it might seem like the media focuses on negative issues and sometimes you may be contacted about a less positive event but it is critical to remember the excellent work that you do every day
56
Media Guidelines
The following are requirements and guidelines for responding to media queries
and presence
bull Any school contacted by the media for any reason MUST contact their
Regional Director andor the Director of Communications before responding
to the query Your pastor must be notified as well
bull Reporters can always be directed by you or your secretary to call the media
relations line at 3125348227 or the Director of Communications at
3125345334
bull Remember that you are under no obligation to speak to the media please
instead refer them to the communications officemedia relations line
57
Media Guidelines
bull A member of the media cannot be admitted into a school or on school
property including playgrounds parking lots fields etc without the
consent of the principal With permission a member of the media may
enter the premises but must be accompanied at all times
bull Before a meeting where sensitive information is shared politely
announce that it is a private meeting If members of the media are
present please ask them to leave
58
Media Guidelines
THE MEDIA ARE DOING THEIR JOB
Reporters have a job to do They are doing their best to get their story into print or online news outlets or airtime on their TV or radio stations Plus they are doing it on a deadline
ALWAYS MAINTAIN A PROFESSIONAL RELATIONSHIP WITH REPORTERS
You may have existing relationships with members of the media but remember the media have a job to do Never depend on a prior relationship to get a story covered or to hold a story back
59
Media Guidelines
YOU ARE THE SCHOOL SPOKESPERSON YOU ARE NOT
SPEAKING FOR YOURSELF
Be wary of any question that starts with ldquoWhat is your opinionrdquo or ldquoWhat
do you think abouthelliprdquo or ldquoWhat does someone other than yourself thinkrdquo
It is tempting to offer your opinion but it is critical to stick to the facts
Additional resources can be found at the following links
When a tragedy occurs
httpocsarchchicagoorgPortals23einfoParents20and20Teachers
20Can20Help20-Tragedypdf
In the event of a crisis it is imperative to contact the Office of Catholic
Schools and the Department of Communications
60
Media Guidelines
Additional PR Information
PR Is Evolving
PR is evolvinghellip
The Latest PR Tools
bull Social media sites (eg Facebook Twitter Instagram)
bull Mobile
bull Influencerblogger outreach
bull Blogs
62Source Edelman
What visuals are unique to you
What does local volunteerism look like
Visual collateral
bull Historicvintage (ads events)
bull Website or other digital footprints
bull Advertising (printTVradio)
Is the package ldquolayout worthyrdquo
63
1 Picture = 1000 Words
Source Edelman
How to Measure PR
Qualitativebull All messaging contains key
brand mentiontalking
points
bull Reach target audience
through preferred media
outlets and programs
bull Pre-and post-initiative
awareness survey
Quantitativebull Report consumer impression
numbers reached via
bull Media placement
bull Event attendance
bull Program participation
(grant program entries
online hits giveaway
distribution)
bull Advertising equivalency
bull Social media likes repost
etc
bull Site visitors
64Source Edelman
THANK YOU
Anne R Maselliamaselliarchchicagoorg
Felicia R Hortonfhortonarchchicagoorg
QUESTIONS
Month Topic Date
September Developing a Parent Ambassador Program Tuesday
September 13
November Hosting a Great Open House Tuesday
November 15
December Preparing for Catholic Schools Week and
Retention Events
Tuesday
December 13
January Communications and Media Tuesday
January 17
March Early Childhood Marketing Tuesday
March 14
April Marketing in a Changing Neighborhood Tuesday
April 18
May Summer Marketing Strategies Tuesday
May 16
WEBINARS 12pm - 1pm
67
Month Topic Date
October Next Level Web Strategies Wednesday October 19
February Developing Your 2017-18 Marketing Plan Wednesday February 15
WORKSHOPS 9 am - 1 pm at Archbishop Quigley Center
68
Thank you
69Source Edelman
Pitching Recommendations
bull Day of an event
bull Get greedy ndash publicity begets publicity
bull Be a YES person Then make it happen
bull Be flexible
bull Get all the interview details
bull Facilitate interviews
bull Reconfirm
bull Ask for organization credit
24Source Edelman
Pitching Recommendations
Leverage placements with other media
Embargo daystimes
bull Make it fair for everyone
Exclusives ndash opening a new tech lab is a
good example
bull Is it worthy
bull Start offering it early
bull Tell them when you need an answer
bull Donrsquot break your promise
bull Negotiate print and broadcast exclusives
25Source Edelman
Pitching Recommendations
Reminders
bull Find a style that works for you
bull Be a media consumer
bull Be a resource develop relationships
bull Stay connected keep pitching a little
bull Pass on your knowledge
26Source Edelman
Newspapers
Pitch the beat reporter then who else
bull Education Beat Reporter
bull Sports Beat Reporter
bull Special Events Reporter
Know the metro desk
bull City editor
bull Suburban bureaus
Columnists
bull First-hand experience
Try not to call after 3 pm
27Source Edelman
Radio
bull Christianreligious
bull Ethnic based radio shows (AA Hispanic)
bull Sports shows that focus on elementary sports (basketball baseball soccer volleyball etc)
bull News staffing is sparse
bull News directors public amp community affairs
bull Remember shows for guests
bull 2-1 3-1 4-1 placements
bull Natural sound
bull Email hostsDJs for chatter
28Source Edelman
Online amp Social Media
Hyper-local TribLocal patchcom
bull Can submit photos releases event listings stories as ldquocitizen reporterrdquo
bull Original vs repurposed content
bull Journalists research story ideas on Twitter the most
bull Chats QampAs
bull Opinion leaders
Multi-media elements pre-packaged content drive interest
29Source Edelman
Overall Takeaways
Think like a journalist and become a great storyteller
bull Humanize academic programs build trends mine data history and real experience
New = News
bull Breakthroughs and innovations earn singular coverage but round-ups can connect to other opportunities
Itrsquos a 360 World Out There
bull Link all assets and opportunities ndash surround-sound breaks through
30Source Edelman
Word-of-mouthhellip
ldquoWord of mouth has been incredibly important to us and ultimately thatrsquos what a brand is ndash the things people say about you when yoursquore not thererdquo
Jeff BezosFounder and CEOAmazoncom
31Source Edelman
Be the Media
Using Social Media to Spread the Word
What You Told Us Your Social Wish List
bull Foster better conversation capture students and families where they are
bull Offer useful content
bull Up the volume (drive traffic)
bull Keep students and parents coming back
bull Adapt school content for local use
33Source Edelman
The Media Climate is Changing
(and Will Continue to Change)
What does that mean for you
bull You canrsquot count on traditional media coverage
bull Your constituents are getting information from a variety of sources so you have more opportunities to reach them
bull Social media outreach should not be an afterthought ndash but integrated into your overall marketing media plan
bull Yoursquoll have a lot of ldquoword-of-mouthrdquo competition so amplifying your message is key
34Source Edelman
The Good News ishellip You are Well on Your Way
With Social Media
bull Great guidelines on how to build a social media presence in your social media timelines
bull Yoursquore already followed online and are represented on Facebook Twitter and Instagram to name a few
bull Your audience is already engaging with you
bull Your social media properties are listed on your local page
35Source Edelman
The Archdiocese of Chicago Catholic Schools is
Now its own Media Machine
Itrsquos up to you to get the word outmdashbut HOW
Leverage your existing resourcesandCreate an editorial content calendar
36Source Edelman
Think of Yourself as Social Media Curatorhellip
Your job is to steer your parents students donors volunteers community partners board members and even staff to information thatrsquos of interest to them and potentially their networks
37Source Edelman
Aim to Have these Influencers Champion your
Education Program
When that happens you will ultimately grow your reach across the social web and build a broader network that wants to hear what you have to say
Now the next question is
What do you need and want to communicate to your audience
What is your content your message
38Source Edelman
CONTENT
Creating and scheduling content for publicity and advertising
=
Editorial Content Calendar
bull Content Marketing strategically communicates the story of your school to your target
audiences via several media platforms in a consistent and timely manner all
designed to increase engagement awareness new students retention partners
and donors
bull Several media platforms include social media website email blasts newsletters
church bulletins advertising opportunities photos releases videos photos special
events etc
bull Now that you know your content how can you organize it The answer is with a
content marketing editorial calendar
40
What is content marketing
bull Are you interested in consistent strategic and timely content for your traditional and digital media needs
bull Do you need to organize your content message strategy
bull Do you need to save time with planning and executing your content strategy
bull Do you need to get more traffic to your website and social media platforms
41
Why consider an editorial calendar
bull A content editorial calendar helps you organize your messaging to your
external and internal audiences
bull You can plan your content on an annual basis As a result your messaging
will be strategic and timely
bull A content marketing editorial calendar will give you a chance to have quality
engagement with your target audience while providing them important
information about your school
bull It can help increase your traffic to your digital platforms which can turn in to
leads for new students and also help you retain your current students
bull Everyone likes to stay informed and provided with timely information
bull It can also help keep your parents organized The more information they
have the better coordinated and engaged they are with your school
42
What is a content editorial calendar
See below for a sample 30-day editorial calendar for Catholic Schools Week
bull Tuesday January 9 2017 Catholic Schools Week Announcement
bull Tuesday January 17 2017 Open House Invitation
bull Thursday January 19 2017 CSW Schedule of events
bull Monday January 23 2017 Registration Incentives Information
bull Thursday January 26 2017 CSW reminder invitation
bull Sunday January 29 2017 Happy CSW Week publish week of activities
again with hours of each event
Please note that this content can be used across all marketing
digital channels ie website social media platforms text
messages marquee e-mail blasts (newsletters)
43
Content Editorial Calendar example - 1
January 2017 30 day - Content Marketing Editorial Calendar
Sunday Monday Tuesday Wednesday Thursday Friday Saturday
1 2 3 4 5 6 7
8 9CSW Announcement
10 11 12 13 14
15 16 17Open House Invitation
18 19 CSW Schedule of Events
20 21
22 23Registration IncentivesInformation
24 25 26CSW Reminder Invitation
27 28
29CSW Week ActivityInformation
30 31
44
Content Editorial Calendar example - 2
Tuesday January 9 2017 Copy Link
Website Post CSW Announcement on home page
Facebook Itrsquos that time of year again to celebrate National Catholic Education during Catholic Schools Week This years theme is ldquoCatholic Schools Communities of Faith Knowledge and Servicerdquo CSW17 is the week of January 29 - February 4 We hope you plan on celebrating with us
httpwwwfenwickfriarscom
Twitter Celebrate CSW17 fenwickfriars Visit httpwwwfenwickfriarscom4 more info
httpwwwfenwickfriarscom
Thursday January 21 2017 Copy Link
Website Post Open House Calendar on home page
Facebook We look forward to seeing you during Catholic Schools Week We have several activities we think you will enjoy Be sure to check the schedule below for the times and dates CSW17
httpsbpsstbenedictcom
Twitter Celebrate CSW17 stbenprep httpsbpsstbenedictcom
45
Weekly detailed marketing content calendar ndash
example 3
Additional marketing tools to add for your messaging needs would include mobile texting email blasts andor additional social media platforms such as Instagram and YouTube
Five Steps to Success
Step One Identify Who can Help Spread the
Word
bull Do your staff board members and volunteers have their own Facebook pages Twitter and Instagram accounts
bull What about your donors and partners What social media outlets do they use Would they be willing to publicize your message via their social media properties
bull What aspects of what yoursquore planning speak to the education
industrycommunity at large
47Source Edelman
Step Two Mobilize Your Volunteers and Partners
bull Discuss social media etiquette at training and suggest posting information of personal accounts
bull Call your partners and third party endorsers communication directors and ask if theyrsquoll post content on their social media properties
bull Think of your staff and volunteers
(parent ambassadors) as on-site
ldquobeat reportersrdquo
48Source Edelman
How to Put Your Parent Ambassadors to Workhellip
bull Establish a hashtag for the academic program event or campaign in advance and include it on all promotional materials along with information about where to find your social media presence
bull Make sure all staff parents and partners are aware of the tags yoursquove established
bull Hold a social media training session during parent ambassador trainingorientation to show people how to post via their mobile device and encourage parents to take and post pictures videos and tweets the day of the event
49Source Edelman
Examples of the Plan in Action
50
Examples of the Plan in Action
51
Step Three Curate your Social Media content
bull Track the hashtag and post on public sites
bull Repost the best posts and pictures on your own social networks
bull Post on your website as well
bull Keep a list of the people who are posting
bull Interact
bull Pat your partners on the back
52Source Edelman
Step Four Funnel your Best Results Up
bull Send your best posts tweets and videos collections to the Office of Catholic Schools Communications Department social media team to rebroadcast on their social media properties
bull Arrange for re-tweets in real-time if possible among all partners
bull Chart results
53Source Edelman
Step Five After-action Review
bull Collect the best information posted online for a follow-up post on your social networks
bull Follow-up with your most active participants and thank them ndashthey are the most likely to champion future events
bull Evaluate your social media coverage ndash was there an uptick in your following How much buzz was generated What questions did people have What would you do differently next time
54Source Edelman
Media GuidelinesCrisis Communications
Responding to Media Queries
bull The general public is always interested in education related news Some local news outlets have an education reporter who covers schools and education issues on a regular basis
bull Reporters deliver your message along with their own to their audience be it on television over the radio print publications or online
bull The Archdiocese of Chicago has an extraordinary story to tell
bull At times it might seem like the media focuses on negative issues and sometimes you may be contacted about a less positive event but it is critical to remember the excellent work that you do every day
56
Media Guidelines
The following are requirements and guidelines for responding to media queries
and presence
bull Any school contacted by the media for any reason MUST contact their
Regional Director andor the Director of Communications before responding
to the query Your pastor must be notified as well
bull Reporters can always be directed by you or your secretary to call the media
relations line at 3125348227 or the Director of Communications at
3125345334
bull Remember that you are under no obligation to speak to the media please
instead refer them to the communications officemedia relations line
57
Media Guidelines
bull A member of the media cannot be admitted into a school or on school
property including playgrounds parking lots fields etc without the
consent of the principal With permission a member of the media may
enter the premises but must be accompanied at all times
bull Before a meeting where sensitive information is shared politely
announce that it is a private meeting If members of the media are
present please ask them to leave
58
Media Guidelines
THE MEDIA ARE DOING THEIR JOB
Reporters have a job to do They are doing their best to get their story into print or online news outlets or airtime on their TV or radio stations Plus they are doing it on a deadline
ALWAYS MAINTAIN A PROFESSIONAL RELATIONSHIP WITH REPORTERS
You may have existing relationships with members of the media but remember the media have a job to do Never depend on a prior relationship to get a story covered or to hold a story back
59
Media Guidelines
YOU ARE THE SCHOOL SPOKESPERSON YOU ARE NOT
SPEAKING FOR YOURSELF
Be wary of any question that starts with ldquoWhat is your opinionrdquo or ldquoWhat
do you think abouthelliprdquo or ldquoWhat does someone other than yourself thinkrdquo
It is tempting to offer your opinion but it is critical to stick to the facts
Additional resources can be found at the following links
When a tragedy occurs
httpocsarchchicagoorgPortals23einfoParents20and20Teachers
20Can20Help20-Tragedypdf
In the event of a crisis it is imperative to contact the Office of Catholic
Schools and the Department of Communications
60
Media Guidelines
Additional PR Information
PR Is Evolving
PR is evolvinghellip
The Latest PR Tools
bull Social media sites (eg Facebook Twitter Instagram)
bull Mobile
bull Influencerblogger outreach
bull Blogs
62Source Edelman
What visuals are unique to you
What does local volunteerism look like
Visual collateral
bull Historicvintage (ads events)
bull Website or other digital footprints
bull Advertising (printTVradio)
Is the package ldquolayout worthyrdquo
63
1 Picture = 1000 Words
Source Edelman
How to Measure PR
Qualitativebull All messaging contains key
brand mentiontalking
points
bull Reach target audience
through preferred media
outlets and programs
bull Pre-and post-initiative
awareness survey
Quantitativebull Report consumer impression
numbers reached via
bull Media placement
bull Event attendance
bull Program participation
(grant program entries
online hits giveaway
distribution)
bull Advertising equivalency
bull Social media likes repost
etc
bull Site visitors
64Source Edelman
THANK YOU
Anne R Maselliamaselliarchchicagoorg
Felicia R Hortonfhortonarchchicagoorg
QUESTIONS
Month Topic Date
September Developing a Parent Ambassador Program Tuesday
September 13
November Hosting a Great Open House Tuesday
November 15
December Preparing for Catholic Schools Week and
Retention Events
Tuesday
December 13
January Communications and Media Tuesday
January 17
March Early Childhood Marketing Tuesday
March 14
April Marketing in a Changing Neighborhood Tuesday
April 18
May Summer Marketing Strategies Tuesday
May 16
WEBINARS 12pm - 1pm
67
Month Topic Date
October Next Level Web Strategies Wednesday October 19
February Developing Your 2017-18 Marketing Plan Wednesday February 15
WORKSHOPS 9 am - 1 pm at Archbishop Quigley Center
68
Thank you
69Source Edelman
Pitching Recommendations
Leverage placements with other media
Embargo daystimes
bull Make it fair for everyone
Exclusives ndash opening a new tech lab is a
good example
bull Is it worthy
bull Start offering it early
bull Tell them when you need an answer
bull Donrsquot break your promise
bull Negotiate print and broadcast exclusives
25Source Edelman
Pitching Recommendations
Reminders
bull Find a style that works for you
bull Be a media consumer
bull Be a resource develop relationships
bull Stay connected keep pitching a little
bull Pass on your knowledge
26Source Edelman
Newspapers
Pitch the beat reporter then who else
bull Education Beat Reporter
bull Sports Beat Reporter
bull Special Events Reporter
Know the metro desk
bull City editor
bull Suburban bureaus
Columnists
bull First-hand experience
Try not to call after 3 pm
27Source Edelman
Radio
bull Christianreligious
bull Ethnic based radio shows (AA Hispanic)
bull Sports shows that focus on elementary sports (basketball baseball soccer volleyball etc)
bull News staffing is sparse
bull News directors public amp community affairs
bull Remember shows for guests
bull 2-1 3-1 4-1 placements
bull Natural sound
bull Email hostsDJs for chatter
28Source Edelman
Online amp Social Media
Hyper-local TribLocal patchcom
bull Can submit photos releases event listings stories as ldquocitizen reporterrdquo
bull Original vs repurposed content
bull Journalists research story ideas on Twitter the most
bull Chats QampAs
bull Opinion leaders
Multi-media elements pre-packaged content drive interest
29Source Edelman
Overall Takeaways
Think like a journalist and become a great storyteller
bull Humanize academic programs build trends mine data history and real experience
New = News
bull Breakthroughs and innovations earn singular coverage but round-ups can connect to other opportunities
Itrsquos a 360 World Out There
bull Link all assets and opportunities ndash surround-sound breaks through
30Source Edelman
Word-of-mouthhellip
ldquoWord of mouth has been incredibly important to us and ultimately thatrsquos what a brand is ndash the things people say about you when yoursquore not thererdquo
Jeff BezosFounder and CEOAmazoncom
31Source Edelman
Be the Media
Using Social Media to Spread the Word
What You Told Us Your Social Wish List
bull Foster better conversation capture students and families where they are
bull Offer useful content
bull Up the volume (drive traffic)
bull Keep students and parents coming back
bull Adapt school content for local use
33Source Edelman
The Media Climate is Changing
(and Will Continue to Change)
What does that mean for you
bull You canrsquot count on traditional media coverage
bull Your constituents are getting information from a variety of sources so you have more opportunities to reach them
bull Social media outreach should not be an afterthought ndash but integrated into your overall marketing media plan
bull Yoursquoll have a lot of ldquoword-of-mouthrdquo competition so amplifying your message is key
34Source Edelman
The Good News ishellip You are Well on Your Way
With Social Media
bull Great guidelines on how to build a social media presence in your social media timelines
bull Yoursquore already followed online and are represented on Facebook Twitter and Instagram to name a few
bull Your audience is already engaging with you
bull Your social media properties are listed on your local page
35Source Edelman
The Archdiocese of Chicago Catholic Schools is
Now its own Media Machine
Itrsquos up to you to get the word outmdashbut HOW
Leverage your existing resourcesandCreate an editorial content calendar
36Source Edelman
Think of Yourself as Social Media Curatorhellip
Your job is to steer your parents students donors volunteers community partners board members and even staff to information thatrsquos of interest to them and potentially their networks
37Source Edelman
Aim to Have these Influencers Champion your
Education Program
When that happens you will ultimately grow your reach across the social web and build a broader network that wants to hear what you have to say
Now the next question is
What do you need and want to communicate to your audience
What is your content your message
38Source Edelman
CONTENT
Creating and scheduling content for publicity and advertising
=
Editorial Content Calendar
bull Content Marketing strategically communicates the story of your school to your target
audiences via several media platforms in a consistent and timely manner all
designed to increase engagement awareness new students retention partners
and donors
bull Several media platforms include social media website email blasts newsletters
church bulletins advertising opportunities photos releases videos photos special
events etc
bull Now that you know your content how can you organize it The answer is with a
content marketing editorial calendar
40
What is content marketing
bull Are you interested in consistent strategic and timely content for your traditional and digital media needs
bull Do you need to organize your content message strategy
bull Do you need to save time with planning and executing your content strategy
bull Do you need to get more traffic to your website and social media platforms
41
Why consider an editorial calendar
bull A content editorial calendar helps you organize your messaging to your
external and internal audiences
bull You can plan your content on an annual basis As a result your messaging
will be strategic and timely
bull A content marketing editorial calendar will give you a chance to have quality
engagement with your target audience while providing them important
information about your school
bull It can help increase your traffic to your digital platforms which can turn in to
leads for new students and also help you retain your current students
bull Everyone likes to stay informed and provided with timely information
bull It can also help keep your parents organized The more information they
have the better coordinated and engaged they are with your school
42
What is a content editorial calendar
See below for a sample 30-day editorial calendar for Catholic Schools Week
bull Tuesday January 9 2017 Catholic Schools Week Announcement
bull Tuesday January 17 2017 Open House Invitation
bull Thursday January 19 2017 CSW Schedule of events
bull Monday January 23 2017 Registration Incentives Information
bull Thursday January 26 2017 CSW reminder invitation
bull Sunday January 29 2017 Happy CSW Week publish week of activities
again with hours of each event
Please note that this content can be used across all marketing
digital channels ie website social media platforms text
messages marquee e-mail blasts (newsletters)
43
Content Editorial Calendar example - 1
January 2017 30 day - Content Marketing Editorial Calendar
Sunday Monday Tuesday Wednesday Thursday Friday Saturday
1 2 3 4 5 6 7
8 9CSW Announcement
10 11 12 13 14
15 16 17Open House Invitation
18 19 CSW Schedule of Events
20 21
22 23Registration IncentivesInformation
24 25 26CSW Reminder Invitation
27 28
29CSW Week ActivityInformation
30 31
44
Content Editorial Calendar example - 2
Tuesday January 9 2017 Copy Link
Website Post CSW Announcement on home page
Facebook Itrsquos that time of year again to celebrate National Catholic Education during Catholic Schools Week This years theme is ldquoCatholic Schools Communities of Faith Knowledge and Servicerdquo CSW17 is the week of January 29 - February 4 We hope you plan on celebrating with us
httpwwwfenwickfriarscom
Twitter Celebrate CSW17 fenwickfriars Visit httpwwwfenwickfriarscom4 more info
httpwwwfenwickfriarscom
Thursday January 21 2017 Copy Link
Website Post Open House Calendar on home page
Facebook We look forward to seeing you during Catholic Schools Week We have several activities we think you will enjoy Be sure to check the schedule below for the times and dates CSW17
httpsbpsstbenedictcom
Twitter Celebrate CSW17 stbenprep httpsbpsstbenedictcom
45
Weekly detailed marketing content calendar ndash
example 3
Additional marketing tools to add for your messaging needs would include mobile texting email blasts andor additional social media platforms such as Instagram and YouTube
Five Steps to Success
Step One Identify Who can Help Spread the
Word
bull Do your staff board members and volunteers have their own Facebook pages Twitter and Instagram accounts
bull What about your donors and partners What social media outlets do they use Would they be willing to publicize your message via their social media properties
bull What aspects of what yoursquore planning speak to the education
industrycommunity at large
47Source Edelman
Step Two Mobilize Your Volunteers and Partners
bull Discuss social media etiquette at training and suggest posting information of personal accounts
bull Call your partners and third party endorsers communication directors and ask if theyrsquoll post content on their social media properties
bull Think of your staff and volunteers
(parent ambassadors) as on-site
ldquobeat reportersrdquo
48Source Edelman
How to Put Your Parent Ambassadors to Workhellip
bull Establish a hashtag for the academic program event or campaign in advance and include it on all promotional materials along with information about where to find your social media presence
bull Make sure all staff parents and partners are aware of the tags yoursquove established
bull Hold a social media training session during parent ambassador trainingorientation to show people how to post via their mobile device and encourage parents to take and post pictures videos and tweets the day of the event
49Source Edelman
Examples of the Plan in Action
50
Examples of the Plan in Action
51
Step Three Curate your Social Media content
bull Track the hashtag and post on public sites
bull Repost the best posts and pictures on your own social networks
bull Post on your website as well
bull Keep a list of the people who are posting
bull Interact
bull Pat your partners on the back
52Source Edelman
Step Four Funnel your Best Results Up
bull Send your best posts tweets and videos collections to the Office of Catholic Schools Communications Department social media team to rebroadcast on their social media properties
bull Arrange for re-tweets in real-time if possible among all partners
bull Chart results
53Source Edelman
Step Five After-action Review
bull Collect the best information posted online for a follow-up post on your social networks
bull Follow-up with your most active participants and thank them ndashthey are the most likely to champion future events
bull Evaluate your social media coverage ndash was there an uptick in your following How much buzz was generated What questions did people have What would you do differently next time
54Source Edelman
Media GuidelinesCrisis Communications
Responding to Media Queries
bull The general public is always interested in education related news Some local news outlets have an education reporter who covers schools and education issues on a regular basis
bull Reporters deliver your message along with their own to their audience be it on television over the radio print publications or online
bull The Archdiocese of Chicago has an extraordinary story to tell
bull At times it might seem like the media focuses on negative issues and sometimes you may be contacted about a less positive event but it is critical to remember the excellent work that you do every day
56
Media Guidelines
The following are requirements and guidelines for responding to media queries
and presence
bull Any school contacted by the media for any reason MUST contact their
Regional Director andor the Director of Communications before responding
to the query Your pastor must be notified as well
bull Reporters can always be directed by you or your secretary to call the media
relations line at 3125348227 or the Director of Communications at
3125345334
bull Remember that you are under no obligation to speak to the media please
instead refer them to the communications officemedia relations line
57
Media Guidelines
bull A member of the media cannot be admitted into a school or on school
property including playgrounds parking lots fields etc without the
consent of the principal With permission a member of the media may
enter the premises but must be accompanied at all times
bull Before a meeting where sensitive information is shared politely
announce that it is a private meeting If members of the media are
present please ask them to leave
58
Media Guidelines
THE MEDIA ARE DOING THEIR JOB
Reporters have a job to do They are doing their best to get their story into print or online news outlets or airtime on their TV or radio stations Plus they are doing it on a deadline
ALWAYS MAINTAIN A PROFESSIONAL RELATIONSHIP WITH REPORTERS
You may have existing relationships with members of the media but remember the media have a job to do Never depend on a prior relationship to get a story covered or to hold a story back
59
Media Guidelines
YOU ARE THE SCHOOL SPOKESPERSON YOU ARE NOT
SPEAKING FOR YOURSELF
Be wary of any question that starts with ldquoWhat is your opinionrdquo or ldquoWhat
do you think abouthelliprdquo or ldquoWhat does someone other than yourself thinkrdquo
It is tempting to offer your opinion but it is critical to stick to the facts
Additional resources can be found at the following links
When a tragedy occurs
httpocsarchchicagoorgPortals23einfoParents20and20Teachers
20Can20Help20-Tragedypdf
In the event of a crisis it is imperative to contact the Office of Catholic
Schools and the Department of Communications
60
Media Guidelines
Additional PR Information
PR Is Evolving
PR is evolvinghellip
The Latest PR Tools
bull Social media sites (eg Facebook Twitter Instagram)
bull Mobile
bull Influencerblogger outreach
bull Blogs
62Source Edelman
What visuals are unique to you
What does local volunteerism look like
Visual collateral
bull Historicvintage (ads events)
bull Website or other digital footprints
bull Advertising (printTVradio)
Is the package ldquolayout worthyrdquo
63
1 Picture = 1000 Words
Source Edelman
How to Measure PR
Qualitativebull All messaging contains key
brand mentiontalking
points
bull Reach target audience
through preferred media
outlets and programs
bull Pre-and post-initiative
awareness survey
Quantitativebull Report consumer impression
numbers reached via
bull Media placement
bull Event attendance
bull Program participation
(grant program entries
online hits giveaway
distribution)
bull Advertising equivalency
bull Social media likes repost
etc
bull Site visitors
64Source Edelman
THANK YOU
Anne R Maselliamaselliarchchicagoorg
Felicia R Hortonfhortonarchchicagoorg
QUESTIONS
Month Topic Date
September Developing a Parent Ambassador Program Tuesday
September 13
November Hosting a Great Open House Tuesday
November 15
December Preparing for Catholic Schools Week and
Retention Events
Tuesday
December 13
January Communications and Media Tuesday
January 17
March Early Childhood Marketing Tuesday
March 14
April Marketing in a Changing Neighborhood Tuesday
April 18
May Summer Marketing Strategies Tuesday
May 16
WEBINARS 12pm - 1pm
67
Month Topic Date
October Next Level Web Strategies Wednesday October 19
February Developing Your 2017-18 Marketing Plan Wednesday February 15
WORKSHOPS 9 am - 1 pm at Archbishop Quigley Center
68
Thank you
69Source Edelman
Pitching Recommendations
Reminders
bull Find a style that works for you
bull Be a media consumer
bull Be a resource develop relationships
bull Stay connected keep pitching a little
bull Pass on your knowledge
26Source Edelman
Newspapers
Pitch the beat reporter then who else
bull Education Beat Reporter
bull Sports Beat Reporter
bull Special Events Reporter
Know the metro desk
bull City editor
bull Suburban bureaus
Columnists
bull First-hand experience
Try not to call after 3 pm
27Source Edelman
Radio
bull Christianreligious
bull Ethnic based radio shows (AA Hispanic)
bull Sports shows that focus on elementary sports (basketball baseball soccer volleyball etc)
bull News staffing is sparse
bull News directors public amp community affairs
bull Remember shows for guests
bull 2-1 3-1 4-1 placements
bull Natural sound
bull Email hostsDJs for chatter
28Source Edelman
Online amp Social Media
Hyper-local TribLocal patchcom
bull Can submit photos releases event listings stories as ldquocitizen reporterrdquo
bull Original vs repurposed content
bull Journalists research story ideas on Twitter the most
bull Chats QampAs
bull Opinion leaders
Multi-media elements pre-packaged content drive interest
29Source Edelman
Overall Takeaways
Think like a journalist and become a great storyteller
bull Humanize academic programs build trends mine data history and real experience
New = News
bull Breakthroughs and innovations earn singular coverage but round-ups can connect to other opportunities
Itrsquos a 360 World Out There
bull Link all assets and opportunities ndash surround-sound breaks through
30Source Edelman
Word-of-mouthhellip
ldquoWord of mouth has been incredibly important to us and ultimately thatrsquos what a brand is ndash the things people say about you when yoursquore not thererdquo
Jeff BezosFounder and CEOAmazoncom
31Source Edelman
Be the Media
Using Social Media to Spread the Word
What You Told Us Your Social Wish List
bull Foster better conversation capture students and families where they are
bull Offer useful content
bull Up the volume (drive traffic)
bull Keep students and parents coming back
bull Adapt school content for local use
33Source Edelman
The Media Climate is Changing
(and Will Continue to Change)
What does that mean for you
bull You canrsquot count on traditional media coverage
bull Your constituents are getting information from a variety of sources so you have more opportunities to reach them
bull Social media outreach should not be an afterthought ndash but integrated into your overall marketing media plan
bull Yoursquoll have a lot of ldquoword-of-mouthrdquo competition so amplifying your message is key
34Source Edelman
The Good News ishellip You are Well on Your Way
With Social Media
bull Great guidelines on how to build a social media presence in your social media timelines
bull Yoursquore already followed online and are represented on Facebook Twitter and Instagram to name a few
bull Your audience is already engaging with you
bull Your social media properties are listed on your local page
35Source Edelman
The Archdiocese of Chicago Catholic Schools is
Now its own Media Machine
Itrsquos up to you to get the word outmdashbut HOW
Leverage your existing resourcesandCreate an editorial content calendar
36Source Edelman
Think of Yourself as Social Media Curatorhellip
Your job is to steer your parents students donors volunteers community partners board members and even staff to information thatrsquos of interest to them and potentially their networks
37Source Edelman
Aim to Have these Influencers Champion your
Education Program
When that happens you will ultimately grow your reach across the social web and build a broader network that wants to hear what you have to say
Now the next question is
What do you need and want to communicate to your audience
What is your content your message
38Source Edelman
CONTENT
Creating and scheduling content for publicity and advertising
=
Editorial Content Calendar
bull Content Marketing strategically communicates the story of your school to your target
audiences via several media platforms in a consistent and timely manner all
designed to increase engagement awareness new students retention partners
and donors
bull Several media platforms include social media website email blasts newsletters
church bulletins advertising opportunities photos releases videos photos special
events etc
bull Now that you know your content how can you organize it The answer is with a
content marketing editorial calendar
40
What is content marketing
bull Are you interested in consistent strategic and timely content for your traditional and digital media needs
bull Do you need to organize your content message strategy
bull Do you need to save time with planning and executing your content strategy
bull Do you need to get more traffic to your website and social media platforms
41
Why consider an editorial calendar
bull A content editorial calendar helps you organize your messaging to your
external and internal audiences
bull You can plan your content on an annual basis As a result your messaging
will be strategic and timely
bull A content marketing editorial calendar will give you a chance to have quality
engagement with your target audience while providing them important
information about your school
bull It can help increase your traffic to your digital platforms which can turn in to
leads for new students and also help you retain your current students
bull Everyone likes to stay informed and provided with timely information
bull It can also help keep your parents organized The more information they
have the better coordinated and engaged they are with your school
42
What is a content editorial calendar
See below for a sample 30-day editorial calendar for Catholic Schools Week
bull Tuesday January 9 2017 Catholic Schools Week Announcement
bull Tuesday January 17 2017 Open House Invitation
bull Thursday January 19 2017 CSW Schedule of events
bull Monday January 23 2017 Registration Incentives Information
bull Thursday January 26 2017 CSW reminder invitation
bull Sunday January 29 2017 Happy CSW Week publish week of activities
again with hours of each event
Please note that this content can be used across all marketing
digital channels ie website social media platforms text
messages marquee e-mail blasts (newsletters)
43
Content Editorial Calendar example - 1
January 2017 30 day - Content Marketing Editorial Calendar
Sunday Monday Tuesday Wednesday Thursday Friday Saturday
1 2 3 4 5 6 7
8 9CSW Announcement
10 11 12 13 14
15 16 17Open House Invitation
18 19 CSW Schedule of Events
20 21
22 23Registration IncentivesInformation
24 25 26CSW Reminder Invitation
27 28
29CSW Week ActivityInformation
30 31
44
Content Editorial Calendar example - 2
Tuesday January 9 2017 Copy Link
Website Post CSW Announcement on home page
Facebook Itrsquos that time of year again to celebrate National Catholic Education during Catholic Schools Week This years theme is ldquoCatholic Schools Communities of Faith Knowledge and Servicerdquo CSW17 is the week of January 29 - February 4 We hope you plan on celebrating with us
httpwwwfenwickfriarscom
Twitter Celebrate CSW17 fenwickfriars Visit httpwwwfenwickfriarscom4 more info
httpwwwfenwickfriarscom
Thursday January 21 2017 Copy Link
Website Post Open House Calendar on home page
Facebook We look forward to seeing you during Catholic Schools Week We have several activities we think you will enjoy Be sure to check the schedule below for the times and dates CSW17
httpsbpsstbenedictcom
Twitter Celebrate CSW17 stbenprep httpsbpsstbenedictcom
45
Weekly detailed marketing content calendar ndash
example 3
Additional marketing tools to add for your messaging needs would include mobile texting email blasts andor additional social media platforms such as Instagram and YouTube
Five Steps to Success
Step One Identify Who can Help Spread the
Word
bull Do your staff board members and volunteers have their own Facebook pages Twitter and Instagram accounts
bull What about your donors and partners What social media outlets do they use Would they be willing to publicize your message via their social media properties
bull What aspects of what yoursquore planning speak to the education
industrycommunity at large
47Source Edelman
Step Two Mobilize Your Volunteers and Partners
bull Discuss social media etiquette at training and suggest posting information of personal accounts
bull Call your partners and third party endorsers communication directors and ask if theyrsquoll post content on their social media properties
bull Think of your staff and volunteers
(parent ambassadors) as on-site
ldquobeat reportersrdquo
48Source Edelman
How to Put Your Parent Ambassadors to Workhellip
bull Establish a hashtag for the academic program event or campaign in advance and include it on all promotional materials along with information about where to find your social media presence
bull Make sure all staff parents and partners are aware of the tags yoursquove established
bull Hold a social media training session during parent ambassador trainingorientation to show people how to post via their mobile device and encourage parents to take and post pictures videos and tweets the day of the event
49Source Edelman
Examples of the Plan in Action
50
Examples of the Plan in Action
51
Step Three Curate your Social Media content
bull Track the hashtag and post on public sites
bull Repost the best posts and pictures on your own social networks
bull Post on your website as well
bull Keep a list of the people who are posting
bull Interact
bull Pat your partners on the back
52Source Edelman
Step Four Funnel your Best Results Up
bull Send your best posts tweets and videos collections to the Office of Catholic Schools Communications Department social media team to rebroadcast on their social media properties
bull Arrange for re-tweets in real-time if possible among all partners
bull Chart results
53Source Edelman
Step Five After-action Review
bull Collect the best information posted online for a follow-up post on your social networks
bull Follow-up with your most active participants and thank them ndashthey are the most likely to champion future events
bull Evaluate your social media coverage ndash was there an uptick in your following How much buzz was generated What questions did people have What would you do differently next time
54Source Edelman
Media GuidelinesCrisis Communications
Responding to Media Queries
bull The general public is always interested in education related news Some local news outlets have an education reporter who covers schools and education issues on a regular basis
bull Reporters deliver your message along with their own to their audience be it on television over the radio print publications or online
bull The Archdiocese of Chicago has an extraordinary story to tell
bull At times it might seem like the media focuses on negative issues and sometimes you may be contacted about a less positive event but it is critical to remember the excellent work that you do every day
56
Media Guidelines
The following are requirements and guidelines for responding to media queries
and presence
bull Any school contacted by the media for any reason MUST contact their
Regional Director andor the Director of Communications before responding
to the query Your pastor must be notified as well
bull Reporters can always be directed by you or your secretary to call the media
relations line at 3125348227 or the Director of Communications at
3125345334
bull Remember that you are under no obligation to speak to the media please
instead refer them to the communications officemedia relations line
57
Media Guidelines
bull A member of the media cannot be admitted into a school or on school
property including playgrounds parking lots fields etc without the
consent of the principal With permission a member of the media may
enter the premises but must be accompanied at all times
bull Before a meeting where sensitive information is shared politely
announce that it is a private meeting If members of the media are
present please ask them to leave
58
Media Guidelines
THE MEDIA ARE DOING THEIR JOB
Reporters have a job to do They are doing their best to get their story into print or online news outlets or airtime on their TV or radio stations Plus they are doing it on a deadline
ALWAYS MAINTAIN A PROFESSIONAL RELATIONSHIP WITH REPORTERS
You may have existing relationships with members of the media but remember the media have a job to do Never depend on a prior relationship to get a story covered or to hold a story back
59
Media Guidelines
YOU ARE THE SCHOOL SPOKESPERSON YOU ARE NOT
SPEAKING FOR YOURSELF
Be wary of any question that starts with ldquoWhat is your opinionrdquo or ldquoWhat
do you think abouthelliprdquo or ldquoWhat does someone other than yourself thinkrdquo
It is tempting to offer your opinion but it is critical to stick to the facts
Additional resources can be found at the following links
When a tragedy occurs
httpocsarchchicagoorgPortals23einfoParents20and20Teachers
20Can20Help20-Tragedypdf
In the event of a crisis it is imperative to contact the Office of Catholic
Schools and the Department of Communications
60
Media Guidelines
Additional PR Information
PR Is Evolving
PR is evolvinghellip
The Latest PR Tools
bull Social media sites (eg Facebook Twitter Instagram)
bull Mobile
bull Influencerblogger outreach
bull Blogs
62Source Edelman
What visuals are unique to you
What does local volunteerism look like
Visual collateral
bull Historicvintage (ads events)
bull Website or other digital footprints
bull Advertising (printTVradio)
Is the package ldquolayout worthyrdquo
63
1 Picture = 1000 Words
Source Edelman
How to Measure PR
Qualitativebull All messaging contains key
brand mentiontalking
points
bull Reach target audience
through preferred media
outlets and programs
bull Pre-and post-initiative
awareness survey
Quantitativebull Report consumer impression
numbers reached via
bull Media placement
bull Event attendance
bull Program participation
(grant program entries
online hits giveaway
distribution)
bull Advertising equivalency
bull Social media likes repost
etc
bull Site visitors
64Source Edelman
THANK YOU
Anne R Maselliamaselliarchchicagoorg
Felicia R Hortonfhortonarchchicagoorg
QUESTIONS
Month Topic Date
September Developing a Parent Ambassador Program Tuesday
September 13
November Hosting a Great Open House Tuesday
November 15
December Preparing for Catholic Schools Week and
Retention Events
Tuesday
December 13
January Communications and Media Tuesday
January 17
March Early Childhood Marketing Tuesday
March 14
April Marketing in a Changing Neighborhood Tuesday
April 18
May Summer Marketing Strategies Tuesday
May 16
WEBINARS 12pm - 1pm
67
Month Topic Date
October Next Level Web Strategies Wednesday October 19
February Developing Your 2017-18 Marketing Plan Wednesday February 15
WORKSHOPS 9 am - 1 pm at Archbishop Quigley Center
68
Thank you
69Source Edelman
Newspapers
Pitch the beat reporter then who else
bull Education Beat Reporter
bull Sports Beat Reporter
bull Special Events Reporter
Know the metro desk
bull City editor
bull Suburban bureaus
Columnists
bull First-hand experience
Try not to call after 3 pm
27Source Edelman
Radio
bull Christianreligious
bull Ethnic based radio shows (AA Hispanic)
bull Sports shows that focus on elementary sports (basketball baseball soccer volleyball etc)
bull News staffing is sparse
bull News directors public amp community affairs
bull Remember shows for guests
bull 2-1 3-1 4-1 placements
bull Natural sound
bull Email hostsDJs for chatter
28Source Edelman
Online amp Social Media
Hyper-local TribLocal patchcom
bull Can submit photos releases event listings stories as ldquocitizen reporterrdquo
bull Original vs repurposed content
bull Journalists research story ideas on Twitter the most
bull Chats QampAs
bull Opinion leaders
Multi-media elements pre-packaged content drive interest
29Source Edelman
Overall Takeaways
Think like a journalist and become a great storyteller
bull Humanize academic programs build trends mine data history and real experience
New = News
bull Breakthroughs and innovations earn singular coverage but round-ups can connect to other opportunities
Itrsquos a 360 World Out There
bull Link all assets and opportunities ndash surround-sound breaks through
30Source Edelman
Word-of-mouthhellip
ldquoWord of mouth has been incredibly important to us and ultimately thatrsquos what a brand is ndash the things people say about you when yoursquore not thererdquo
Jeff BezosFounder and CEOAmazoncom
31Source Edelman
Be the Media
Using Social Media to Spread the Word
What You Told Us Your Social Wish List
bull Foster better conversation capture students and families where they are
bull Offer useful content
bull Up the volume (drive traffic)
bull Keep students and parents coming back
bull Adapt school content for local use
33Source Edelman
The Media Climate is Changing
(and Will Continue to Change)
What does that mean for you
bull You canrsquot count on traditional media coverage
bull Your constituents are getting information from a variety of sources so you have more opportunities to reach them
bull Social media outreach should not be an afterthought ndash but integrated into your overall marketing media plan
bull Yoursquoll have a lot of ldquoword-of-mouthrdquo competition so amplifying your message is key
34Source Edelman
The Good News ishellip You are Well on Your Way
With Social Media
bull Great guidelines on how to build a social media presence in your social media timelines
bull Yoursquore already followed online and are represented on Facebook Twitter and Instagram to name a few
bull Your audience is already engaging with you
bull Your social media properties are listed on your local page
35Source Edelman
The Archdiocese of Chicago Catholic Schools is
Now its own Media Machine
Itrsquos up to you to get the word outmdashbut HOW
Leverage your existing resourcesandCreate an editorial content calendar
36Source Edelman
Think of Yourself as Social Media Curatorhellip
Your job is to steer your parents students donors volunteers community partners board members and even staff to information thatrsquos of interest to them and potentially their networks
37Source Edelman
Aim to Have these Influencers Champion your
Education Program
When that happens you will ultimately grow your reach across the social web and build a broader network that wants to hear what you have to say
Now the next question is
What do you need and want to communicate to your audience
What is your content your message
38Source Edelman
CONTENT
Creating and scheduling content for publicity and advertising
=
Editorial Content Calendar
bull Content Marketing strategically communicates the story of your school to your target
audiences via several media platforms in a consistent and timely manner all
designed to increase engagement awareness new students retention partners
and donors
bull Several media platforms include social media website email blasts newsletters
church bulletins advertising opportunities photos releases videos photos special
events etc
bull Now that you know your content how can you organize it The answer is with a
content marketing editorial calendar
40
What is content marketing
bull Are you interested in consistent strategic and timely content for your traditional and digital media needs
bull Do you need to organize your content message strategy
bull Do you need to save time with planning and executing your content strategy
bull Do you need to get more traffic to your website and social media platforms
41
Why consider an editorial calendar
bull A content editorial calendar helps you organize your messaging to your
external and internal audiences
bull You can plan your content on an annual basis As a result your messaging
will be strategic and timely
bull A content marketing editorial calendar will give you a chance to have quality
engagement with your target audience while providing them important
information about your school
bull It can help increase your traffic to your digital platforms which can turn in to
leads for new students and also help you retain your current students
bull Everyone likes to stay informed and provided with timely information
bull It can also help keep your parents organized The more information they
have the better coordinated and engaged they are with your school
42
What is a content editorial calendar
See below for a sample 30-day editorial calendar for Catholic Schools Week
bull Tuesday January 9 2017 Catholic Schools Week Announcement
bull Tuesday January 17 2017 Open House Invitation
bull Thursday January 19 2017 CSW Schedule of events
bull Monday January 23 2017 Registration Incentives Information
bull Thursday January 26 2017 CSW reminder invitation
bull Sunday January 29 2017 Happy CSW Week publish week of activities
again with hours of each event
Please note that this content can be used across all marketing
digital channels ie website social media platforms text
messages marquee e-mail blasts (newsletters)
43
Content Editorial Calendar example - 1
January 2017 30 day - Content Marketing Editorial Calendar
Sunday Monday Tuesday Wednesday Thursday Friday Saturday
1 2 3 4 5 6 7
8 9CSW Announcement
10 11 12 13 14
15 16 17Open House Invitation
18 19 CSW Schedule of Events
20 21
22 23Registration IncentivesInformation
24 25 26CSW Reminder Invitation
27 28
29CSW Week ActivityInformation
30 31
44
Content Editorial Calendar example - 2
Tuesday January 9 2017 Copy Link
Website Post CSW Announcement on home page
Facebook Itrsquos that time of year again to celebrate National Catholic Education during Catholic Schools Week This years theme is ldquoCatholic Schools Communities of Faith Knowledge and Servicerdquo CSW17 is the week of January 29 - February 4 We hope you plan on celebrating with us
httpwwwfenwickfriarscom
Twitter Celebrate CSW17 fenwickfriars Visit httpwwwfenwickfriarscom4 more info
httpwwwfenwickfriarscom
Thursday January 21 2017 Copy Link
Website Post Open House Calendar on home page
Facebook We look forward to seeing you during Catholic Schools Week We have several activities we think you will enjoy Be sure to check the schedule below for the times and dates CSW17
httpsbpsstbenedictcom
Twitter Celebrate CSW17 stbenprep httpsbpsstbenedictcom
45
Weekly detailed marketing content calendar ndash
example 3
Additional marketing tools to add for your messaging needs would include mobile texting email blasts andor additional social media platforms such as Instagram and YouTube
Five Steps to Success
Step One Identify Who can Help Spread the
Word
bull Do your staff board members and volunteers have their own Facebook pages Twitter and Instagram accounts
bull What about your donors and partners What social media outlets do they use Would they be willing to publicize your message via their social media properties
bull What aspects of what yoursquore planning speak to the education
industrycommunity at large
47Source Edelman
Step Two Mobilize Your Volunteers and Partners
bull Discuss social media etiquette at training and suggest posting information of personal accounts
bull Call your partners and third party endorsers communication directors and ask if theyrsquoll post content on their social media properties
bull Think of your staff and volunteers
(parent ambassadors) as on-site
ldquobeat reportersrdquo
48Source Edelman
How to Put Your Parent Ambassadors to Workhellip
bull Establish a hashtag for the academic program event or campaign in advance and include it on all promotional materials along with information about where to find your social media presence
bull Make sure all staff parents and partners are aware of the tags yoursquove established
bull Hold a social media training session during parent ambassador trainingorientation to show people how to post via their mobile device and encourage parents to take and post pictures videos and tweets the day of the event
49Source Edelman
Examples of the Plan in Action
50
Examples of the Plan in Action
51
Step Three Curate your Social Media content
bull Track the hashtag and post on public sites
bull Repost the best posts and pictures on your own social networks
bull Post on your website as well
bull Keep a list of the people who are posting
bull Interact
bull Pat your partners on the back
52Source Edelman
Step Four Funnel your Best Results Up
bull Send your best posts tweets and videos collections to the Office of Catholic Schools Communications Department social media team to rebroadcast on their social media properties
bull Arrange for re-tweets in real-time if possible among all partners
bull Chart results
53Source Edelman
Step Five After-action Review
bull Collect the best information posted online for a follow-up post on your social networks
bull Follow-up with your most active participants and thank them ndashthey are the most likely to champion future events
bull Evaluate your social media coverage ndash was there an uptick in your following How much buzz was generated What questions did people have What would you do differently next time
54Source Edelman
Media GuidelinesCrisis Communications
Responding to Media Queries
bull The general public is always interested in education related news Some local news outlets have an education reporter who covers schools and education issues on a regular basis
bull Reporters deliver your message along with their own to their audience be it on television over the radio print publications or online
bull The Archdiocese of Chicago has an extraordinary story to tell
bull At times it might seem like the media focuses on negative issues and sometimes you may be contacted about a less positive event but it is critical to remember the excellent work that you do every day
56
Media Guidelines
The following are requirements and guidelines for responding to media queries
and presence
bull Any school contacted by the media for any reason MUST contact their
Regional Director andor the Director of Communications before responding
to the query Your pastor must be notified as well
bull Reporters can always be directed by you or your secretary to call the media
relations line at 3125348227 or the Director of Communications at
3125345334
bull Remember that you are under no obligation to speak to the media please
instead refer them to the communications officemedia relations line
57
Media Guidelines
bull A member of the media cannot be admitted into a school or on school
property including playgrounds parking lots fields etc without the
consent of the principal With permission a member of the media may
enter the premises but must be accompanied at all times
bull Before a meeting where sensitive information is shared politely
announce that it is a private meeting If members of the media are
present please ask them to leave
58
Media Guidelines
THE MEDIA ARE DOING THEIR JOB
Reporters have a job to do They are doing their best to get their story into print or online news outlets or airtime on their TV or radio stations Plus they are doing it on a deadline
ALWAYS MAINTAIN A PROFESSIONAL RELATIONSHIP WITH REPORTERS
You may have existing relationships with members of the media but remember the media have a job to do Never depend on a prior relationship to get a story covered or to hold a story back
59
Media Guidelines
YOU ARE THE SCHOOL SPOKESPERSON YOU ARE NOT
SPEAKING FOR YOURSELF
Be wary of any question that starts with ldquoWhat is your opinionrdquo or ldquoWhat
do you think abouthelliprdquo or ldquoWhat does someone other than yourself thinkrdquo
It is tempting to offer your opinion but it is critical to stick to the facts
Additional resources can be found at the following links
When a tragedy occurs
httpocsarchchicagoorgPortals23einfoParents20and20Teachers
20Can20Help20-Tragedypdf
In the event of a crisis it is imperative to contact the Office of Catholic
Schools and the Department of Communications
60
Media Guidelines
Additional PR Information
PR Is Evolving
PR is evolvinghellip
The Latest PR Tools
bull Social media sites (eg Facebook Twitter Instagram)
bull Mobile
bull Influencerblogger outreach
bull Blogs
62Source Edelman
What visuals are unique to you
What does local volunteerism look like
Visual collateral
bull Historicvintage (ads events)
bull Website or other digital footprints
bull Advertising (printTVradio)
Is the package ldquolayout worthyrdquo
63
1 Picture = 1000 Words
Source Edelman
How to Measure PR
Qualitativebull All messaging contains key
brand mentiontalking
points
bull Reach target audience
through preferred media
outlets and programs
bull Pre-and post-initiative
awareness survey
Quantitativebull Report consumer impression
numbers reached via
bull Media placement
bull Event attendance
bull Program participation
(grant program entries
online hits giveaway
distribution)
bull Advertising equivalency
bull Social media likes repost
etc
bull Site visitors
64Source Edelman
THANK YOU
Anne R Maselliamaselliarchchicagoorg
Felicia R Hortonfhortonarchchicagoorg
QUESTIONS
Month Topic Date
September Developing a Parent Ambassador Program Tuesday
September 13
November Hosting a Great Open House Tuesday
November 15
December Preparing for Catholic Schools Week and
Retention Events
Tuesday
December 13
January Communications and Media Tuesday
January 17
March Early Childhood Marketing Tuesday
March 14
April Marketing in a Changing Neighborhood Tuesday
April 18
May Summer Marketing Strategies Tuesday
May 16
WEBINARS 12pm - 1pm
67
Month Topic Date
October Next Level Web Strategies Wednesday October 19
February Developing Your 2017-18 Marketing Plan Wednesday February 15
WORKSHOPS 9 am - 1 pm at Archbishop Quigley Center
68
Thank you
69Source Edelman
Radio
bull Christianreligious
bull Ethnic based radio shows (AA Hispanic)
bull Sports shows that focus on elementary sports (basketball baseball soccer volleyball etc)
bull News staffing is sparse
bull News directors public amp community affairs
bull Remember shows for guests
bull 2-1 3-1 4-1 placements
bull Natural sound
bull Email hostsDJs for chatter
28Source Edelman
Online amp Social Media
Hyper-local TribLocal patchcom
bull Can submit photos releases event listings stories as ldquocitizen reporterrdquo
bull Original vs repurposed content
bull Journalists research story ideas on Twitter the most
bull Chats QampAs
bull Opinion leaders
Multi-media elements pre-packaged content drive interest
29Source Edelman
Overall Takeaways
Think like a journalist and become a great storyteller
bull Humanize academic programs build trends mine data history and real experience
New = News
bull Breakthroughs and innovations earn singular coverage but round-ups can connect to other opportunities
Itrsquos a 360 World Out There
bull Link all assets and opportunities ndash surround-sound breaks through
30Source Edelman
Word-of-mouthhellip
ldquoWord of mouth has been incredibly important to us and ultimately thatrsquos what a brand is ndash the things people say about you when yoursquore not thererdquo
Jeff BezosFounder and CEOAmazoncom
31Source Edelman
Be the Media
Using Social Media to Spread the Word
What You Told Us Your Social Wish List
bull Foster better conversation capture students and families where they are
bull Offer useful content
bull Up the volume (drive traffic)
bull Keep students and parents coming back
bull Adapt school content for local use
33Source Edelman
The Media Climate is Changing
(and Will Continue to Change)
What does that mean for you
bull You canrsquot count on traditional media coverage
bull Your constituents are getting information from a variety of sources so you have more opportunities to reach them
bull Social media outreach should not be an afterthought ndash but integrated into your overall marketing media plan
bull Yoursquoll have a lot of ldquoword-of-mouthrdquo competition so amplifying your message is key
34Source Edelman
The Good News ishellip You are Well on Your Way
With Social Media
bull Great guidelines on how to build a social media presence in your social media timelines
bull Yoursquore already followed online and are represented on Facebook Twitter and Instagram to name a few
bull Your audience is already engaging with you
bull Your social media properties are listed on your local page
35Source Edelman
The Archdiocese of Chicago Catholic Schools is
Now its own Media Machine
Itrsquos up to you to get the word outmdashbut HOW
Leverage your existing resourcesandCreate an editorial content calendar
36Source Edelman
Think of Yourself as Social Media Curatorhellip
Your job is to steer your parents students donors volunteers community partners board members and even staff to information thatrsquos of interest to them and potentially their networks
37Source Edelman
Aim to Have these Influencers Champion your
Education Program
When that happens you will ultimately grow your reach across the social web and build a broader network that wants to hear what you have to say
Now the next question is
What do you need and want to communicate to your audience
What is your content your message
38Source Edelman
CONTENT
Creating and scheduling content for publicity and advertising
=
Editorial Content Calendar
bull Content Marketing strategically communicates the story of your school to your target
audiences via several media platforms in a consistent and timely manner all
designed to increase engagement awareness new students retention partners
and donors
bull Several media platforms include social media website email blasts newsletters
church bulletins advertising opportunities photos releases videos photos special
events etc
bull Now that you know your content how can you organize it The answer is with a
content marketing editorial calendar
40
What is content marketing
bull Are you interested in consistent strategic and timely content for your traditional and digital media needs
bull Do you need to organize your content message strategy
bull Do you need to save time with planning and executing your content strategy
bull Do you need to get more traffic to your website and social media platforms
41
Why consider an editorial calendar
bull A content editorial calendar helps you organize your messaging to your
external and internal audiences
bull You can plan your content on an annual basis As a result your messaging
will be strategic and timely
bull A content marketing editorial calendar will give you a chance to have quality
engagement with your target audience while providing them important
information about your school
bull It can help increase your traffic to your digital platforms which can turn in to
leads for new students and also help you retain your current students
bull Everyone likes to stay informed and provided with timely information
bull It can also help keep your parents organized The more information they
have the better coordinated and engaged they are with your school
42
What is a content editorial calendar
See below for a sample 30-day editorial calendar for Catholic Schools Week
bull Tuesday January 9 2017 Catholic Schools Week Announcement
bull Tuesday January 17 2017 Open House Invitation
bull Thursday January 19 2017 CSW Schedule of events
bull Monday January 23 2017 Registration Incentives Information
bull Thursday January 26 2017 CSW reminder invitation
bull Sunday January 29 2017 Happy CSW Week publish week of activities
again with hours of each event
Please note that this content can be used across all marketing
digital channels ie website social media platforms text
messages marquee e-mail blasts (newsletters)
43
Content Editorial Calendar example - 1
January 2017 30 day - Content Marketing Editorial Calendar
Sunday Monday Tuesday Wednesday Thursday Friday Saturday
1 2 3 4 5 6 7
8 9CSW Announcement
10 11 12 13 14
15 16 17Open House Invitation
18 19 CSW Schedule of Events
20 21
22 23Registration IncentivesInformation
24 25 26CSW Reminder Invitation
27 28
29CSW Week ActivityInformation
30 31
44
Content Editorial Calendar example - 2
Tuesday January 9 2017 Copy Link
Website Post CSW Announcement on home page
Facebook Itrsquos that time of year again to celebrate National Catholic Education during Catholic Schools Week This years theme is ldquoCatholic Schools Communities of Faith Knowledge and Servicerdquo CSW17 is the week of January 29 - February 4 We hope you plan on celebrating with us
httpwwwfenwickfriarscom
Twitter Celebrate CSW17 fenwickfriars Visit httpwwwfenwickfriarscom4 more info
httpwwwfenwickfriarscom
Thursday January 21 2017 Copy Link
Website Post Open House Calendar on home page
Facebook We look forward to seeing you during Catholic Schools Week We have several activities we think you will enjoy Be sure to check the schedule below for the times and dates CSW17
httpsbpsstbenedictcom
Twitter Celebrate CSW17 stbenprep httpsbpsstbenedictcom
45
Weekly detailed marketing content calendar ndash
example 3
Additional marketing tools to add for your messaging needs would include mobile texting email blasts andor additional social media platforms such as Instagram and YouTube
Five Steps to Success
Step One Identify Who can Help Spread the
Word
bull Do your staff board members and volunteers have their own Facebook pages Twitter and Instagram accounts
bull What about your donors and partners What social media outlets do they use Would they be willing to publicize your message via their social media properties
bull What aspects of what yoursquore planning speak to the education
industrycommunity at large
47Source Edelman
Step Two Mobilize Your Volunteers and Partners
bull Discuss social media etiquette at training and suggest posting information of personal accounts
bull Call your partners and third party endorsers communication directors and ask if theyrsquoll post content on their social media properties
bull Think of your staff and volunteers
(parent ambassadors) as on-site
ldquobeat reportersrdquo
48Source Edelman
How to Put Your Parent Ambassadors to Workhellip
bull Establish a hashtag for the academic program event or campaign in advance and include it on all promotional materials along with information about where to find your social media presence
bull Make sure all staff parents and partners are aware of the tags yoursquove established
bull Hold a social media training session during parent ambassador trainingorientation to show people how to post via their mobile device and encourage parents to take and post pictures videos and tweets the day of the event
49Source Edelman
Examples of the Plan in Action
50
Examples of the Plan in Action
51
Step Three Curate your Social Media content
bull Track the hashtag and post on public sites
bull Repost the best posts and pictures on your own social networks
bull Post on your website as well
bull Keep a list of the people who are posting
bull Interact
bull Pat your partners on the back
52Source Edelman
Step Four Funnel your Best Results Up
bull Send your best posts tweets and videos collections to the Office of Catholic Schools Communications Department social media team to rebroadcast on their social media properties
bull Arrange for re-tweets in real-time if possible among all partners
bull Chart results
53Source Edelman
Step Five After-action Review
bull Collect the best information posted online for a follow-up post on your social networks
bull Follow-up with your most active participants and thank them ndashthey are the most likely to champion future events
bull Evaluate your social media coverage ndash was there an uptick in your following How much buzz was generated What questions did people have What would you do differently next time
54Source Edelman
Media GuidelinesCrisis Communications
Responding to Media Queries
bull The general public is always interested in education related news Some local news outlets have an education reporter who covers schools and education issues on a regular basis
bull Reporters deliver your message along with their own to their audience be it on television over the radio print publications or online
bull The Archdiocese of Chicago has an extraordinary story to tell
bull At times it might seem like the media focuses on negative issues and sometimes you may be contacted about a less positive event but it is critical to remember the excellent work that you do every day
56
Media Guidelines
The following are requirements and guidelines for responding to media queries
and presence
bull Any school contacted by the media for any reason MUST contact their
Regional Director andor the Director of Communications before responding
to the query Your pastor must be notified as well
bull Reporters can always be directed by you or your secretary to call the media
relations line at 3125348227 or the Director of Communications at
3125345334
bull Remember that you are under no obligation to speak to the media please
instead refer them to the communications officemedia relations line
57
Media Guidelines
bull A member of the media cannot be admitted into a school or on school
property including playgrounds parking lots fields etc without the
consent of the principal With permission a member of the media may
enter the premises but must be accompanied at all times
bull Before a meeting where sensitive information is shared politely
announce that it is a private meeting If members of the media are
present please ask them to leave
58
Media Guidelines
THE MEDIA ARE DOING THEIR JOB
Reporters have a job to do They are doing their best to get their story into print or online news outlets or airtime on their TV or radio stations Plus they are doing it on a deadline
ALWAYS MAINTAIN A PROFESSIONAL RELATIONSHIP WITH REPORTERS
You may have existing relationships with members of the media but remember the media have a job to do Never depend on a prior relationship to get a story covered or to hold a story back
59
Media Guidelines
YOU ARE THE SCHOOL SPOKESPERSON YOU ARE NOT
SPEAKING FOR YOURSELF
Be wary of any question that starts with ldquoWhat is your opinionrdquo or ldquoWhat
do you think abouthelliprdquo or ldquoWhat does someone other than yourself thinkrdquo
It is tempting to offer your opinion but it is critical to stick to the facts
Additional resources can be found at the following links
When a tragedy occurs
httpocsarchchicagoorgPortals23einfoParents20and20Teachers
20Can20Help20-Tragedypdf
In the event of a crisis it is imperative to contact the Office of Catholic
Schools and the Department of Communications
60
Media Guidelines
Additional PR Information
PR Is Evolving
PR is evolvinghellip
The Latest PR Tools
bull Social media sites (eg Facebook Twitter Instagram)
bull Mobile
bull Influencerblogger outreach
bull Blogs
62Source Edelman
What visuals are unique to you
What does local volunteerism look like
Visual collateral
bull Historicvintage (ads events)
bull Website or other digital footprints
bull Advertising (printTVradio)
Is the package ldquolayout worthyrdquo
63
1 Picture = 1000 Words
Source Edelman
How to Measure PR
Qualitativebull All messaging contains key
brand mentiontalking
points
bull Reach target audience
through preferred media
outlets and programs
bull Pre-and post-initiative
awareness survey
Quantitativebull Report consumer impression
numbers reached via
bull Media placement
bull Event attendance
bull Program participation
(grant program entries
online hits giveaway
distribution)
bull Advertising equivalency
bull Social media likes repost
etc
bull Site visitors
64Source Edelman
THANK YOU
Anne R Maselliamaselliarchchicagoorg
Felicia R Hortonfhortonarchchicagoorg
QUESTIONS
Month Topic Date
September Developing a Parent Ambassador Program Tuesday
September 13
November Hosting a Great Open House Tuesday
November 15
December Preparing for Catholic Schools Week and
Retention Events
Tuesday
December 13
January Communications and Media Tuesday
January 17
March Early Childhood Marketing Tuesday
March 14
April Marketing in a Changing Neighborhood Tuesday
April 18
May Summer Marketing Strategies Tuesday
May 16
WEBINARS 12pm - 1pm
67
Month Topic Date
October Next Level Web Strategies Wednesday October 19
February Developing Your 2017-18 Marketing Plan Wednesday February 15
WORKSHOPS 9 am - 1 pm at Archbishop Quigley Center
68
Thank you
69Source Edelman
Online amp Social Media
Hyper-local TribLocal patchcom
bull Can submit photos releases event listings stories as ldquocitizen reporterrdquo
bull Original vs repurposed content
bull Journalists research story ideas on Twitter the most
bull Chats QampAs
bull Opinion leaders
Multi-media elements pre-packaged content drive interest
29Source Edelman
Overall Takeaways
Think like a journalist and become a great storyteller
bull Humanize academic programs build trends mine data history and real experience
New = News
bull Breakthroughs and innovations earn singular coverage but round-ups can connect to other opportunities
Itrsquos a 360 World Out There
bull Link all assets and opportunities ndash surround-sound breaks through
30Source Edelman
Word-of-mouthhellip
ldquoWord of mouth has been incredibly important to us and ultimately thatrsquos what a brand is ndash the things people say about you when yoursquore not thererdquo
Jeff BezosFounder and CEOAmazoncom
31Source Edelman
Be the Media
Using Social Media to Spread the Word
What You Told Us Your Social Wish List
bull Foster better conversation capture students and families where they are
bull Offer useful content
bull Up the volume (drive traffic)
bull Keep students and parents coming back
bull Adapt school content for local use
33Source Edelman
The Media Climate is Changing
(and Will Continue to Change)
What does that mean for you
bull You canrsquot count on traditional media coverage
bull Your constituents are getting information from a variety of sources so you have more opportunities to reach them
bull Social media outreach should not be an afterthought ndash but integrated into your overall marketing media plan
bull Yoursquoll have a lot of ldquoword-of-mouthrdquo competition so amplifying your message is key
34Source Edelman
The Good News ishellip You are Well on Your Way
With Social Media
bull Great guidelines on how to build a social media presence in your social media timelines
bull Yoursquore already followed online and are represented on Facebook Twitter and Instagram to name a few
bull Your audience is already engaging with you
bull Your social media properties are listed on your local page
35Source Edelman
The Archdiocese of Chicago Catholic Schools is
Now its own Media Machine
Itrsquos up to you to get the word outmdashbut HOW
Leverage your existing resourcesandCreate an editorial content calendar
36Source Edelman
Think of Yourself as Social Media Curatorhellip
Your job is to steer your parents students donors volunteers community partners board members and even staff to information thatrsquos of interest to them and potentially their networks
37Source Edelman
Aim to Have these Influencers Champion your
Education Program
When that happens you will ultimately grow your reach across the social web and build a broader network that wants to hear what you have to say
Now the next question is
What do you need and want to communicate to your audience
What is your content your message
38Source Edelman
CONTENT
Creating and scheduling content for publicity and advertising
=
Editorial Content Calendar
bull Content Marketing strategically communicates the story of your school to your target
audiences via several media platforms in a consistent and timely manner all
designed to increase engagement awareness new students retention partners
and donors
bull Several media platforms include social media website email blasts newsletters
church bulletins advertising opportunities photos releases videos photos special
events etc
bull Now that you know your content how can you organize it The answer is with a
content marketing editorial calendar
40
What is content marketing
bull Are you interested in consistent strategic and timely content for your traditional and digital media needs
bull Do you need to organize your content message strategy
bull Do you need to save time with planning and executing your content strategy
bull Do you need to get more traffic to your website and social media platforms
41
Why consider an editorial calendar
bull A content editorial calendar helps you organize your messaging to your
external and internal audiences
bull You can plan your content on an annual basis As a result your messaging
will be strategic and timely
bull A content marketing editorial calendar will give you a chance to have quality
engagement with your target audience while providing them important
information about your school
bull It can help increase your traffic to your digital platforms which can turn in to
leads for new students and also help you retain your current students
bull Everyone likes to stay informed and provided with timely information
bull It can also help keep your parents organized The more information they
have the better coordinated and engaged they are with your school
42
What is a content editorial calendar
See below for a sample 30-day editorial calendar for Catholic Schools Week
bull Tuesday January 9 2017 Catholic Schools Week Announcement
bull Tuesday January 17 2017 Open House Invitation
bull Thursday January 19 2017 CSW Schedule of events
bull Monday January 23 2017 Registration Incentives Information
bull Thursday January 26 2017 CSW reminder invitation
bull Sunday January 29 2017 Happy CSW Week publish week of activities
again with hours of each event
Please note that this content can be used across all marketing
digital channels ie website social media platforms text
messages marquee e-mail blasts (newsletters)
43
Content Editorial Calendar example - 1
January 2017 30 day - Content Marketing Editorial Calendar
Sunday Monday Tuesday Wednesday Thursday Friday Saturday
1 2 3 4 5 6 7
8 9CSW Announcement
10 11 12 13 14
15 16 17Open House Invitation
18 19 CSW Schedule of Events
20 21
22 23Registration IncentivesInformation
24 25 26CSW Reminder Invitation
27 28
29CSW Week ActivityInformation
30 31
44
Content Editorial Calendar example - 2
Tuesday January 9 2017 Copy Link
Website Post CSW Announcement on home page
Facebook Itrsquos that time of year again to celebrate National Catholic Education during Catholic Schools Week This years theme is ldquoCatholic Schools Communities of Faith Knowledge and Servicerdquo CSW17 is the week of January 29 - February 4 We hope you plan on celebrating with us
httpwwwfenwickfriarscom
Twitter Celebrate CSW17 fenwickfriars Visit httpwwwfenwickfriarscom4 more info
httpwwwfenwickfriarscom
Thursday January 21 2017 Copy Link
Website Post Open House Calendar on home page
Facebook We look forward to seeing you during Catholic Schools Week We have several activities we think you will enjoy Be sure to check the schedule below for the times and dates CSW17
httpsbpsstbenedictcom
Twitter Celebrate CSW17 stbenprep httpsbpsstbenedictcom
45
Weekly detailed marketing content calendar ndash
example 3
Additional marketing tools to add for your messaging needs would include mobile texting email blasts andor additional social media platforms such as Instagram and YouTube
Five Steps to Success
Step One Identify Who can Help Spread the
Word
bull Do your staff board members and volunteers have their own Facebook pages Twitter and Instagram accounts
bull What about your donors and partners What social media outlets do they use Would they be willing to publicize your message via their social media properties
bull What aspects of what yoursquore planning speak to the education
industrycommunity at large
47Source Edelman
Step Two Mobilize Your Volunteers and Partners
bull Discuss social media etiquette at training and suggest posting information of personal accounts
bull Call your partners and third party endorsers communication directors and ask if theyrsquoll post content on their social media properties
bull Think of your staff and volunteers
(parent ambassadors) as on-site
ldquobeat reportersrdquo
48Source Edelman
How to Put Your Parent Ambassadors to Workhellip
bull Establish a hashtag for the academic program event or campaign in advance and include it on all promotional materials along with information about where to find your social media presence
bull Make sure all staff parents and partners are aware of the tags yoursquove established
bull Hold a social media training session during parent ambassador trainingorientation to show people how to post via their mobile device and encourage parents to take and post pictures videos and tweets the day of the event
49Source Edelman
Examples of the Plan in Action
50
Examples of the Plan in Action
51
Step Three Curate your Social Media content
bull Track the hashtag and post on public sites
bull Repost the best posts and pictures on your own social networks
bull Post on your website as well
bull Keep a list of the people who are posting
bull Interact
bull Pat your partners on the back
52Source Edelman
Step Four Funnel your Best Results Up
bull Send your best posts tweets and videos collections to the Office of Catholic Schools Communications Department social media team to rebroadcast on their social media properties
bull Arrange for re-tweets in real-time if possible among all partners
bull Chart results
53Source Edelman
Step Five After-action Review
bull Collect the best information posted online for a follow-up post on your social networks
bull Follow-up with your most active participants and thank them ndashthey are the most likely to champion future events
bull Evaluate your social media coverage ndash was there an uptick in your following How much buzz was generated What questions did people have What would you do differently next time
54Source Edelman
Media GuidelinesCrisis Communications
Responding to Media Queries
bull The general public is always interested in education related news Some local news outlets have an education reporter who covers schools and education issues on a regular basis
bull Reporters deliver your message along with their own to their audience be it on television over the radio print publications or online
bull The Archdiocese of Chicago has an extraordinary story to tell
bull At times it might seem like the media focuses on negative issues and sometimes you may be contacted about a less positive event but it is critical to remember the excellent work that you do every day
56
Media Guidelines
The following are requirements and guidelines for responding to media queries
and presence
bull Any school contacted by the media for any reason MUST contact their
Regional Director andor the Director of Communications before responding
to the query Your pastor must be notified as well
bull Reporters can always be directed by you or your secretary to call the media
relations line at 3125348227 or the Director of Communications at
3125345334
bull Remember that you are under no obligation to speak to the media please
instead refer them to the communications officemedia relations line
57
Media Guidelines
bull A member of the media cannot be admitted into a school or on school
property including playgrounds parking lots fields etc without the
consent of the principal With permission a member of the media may
enter the premises but must be accompanied at all times
bull Before a meeting where sensitive information is shared politely
announce that it is a private meeting If members of the media are
present please ask them to leave
58
Media Guidelines
THE MEDIA ARE DOING THEIR JOB
Reporters have a job to do They are doing their best to get their story into print or online news outlets or airtime on their TV or radio stations Plus they are doing it on a deadline
ALWAYS MAINTAIN A PROFESSIONAL RELATIONSHIP WITH REPORTERS
You may have existing relationships with members of the media but remember the media have a job to do Never depend on a prior relationship to get a story covered or to hold a story back
59
Media Guidelines
YOU ARE THE SCHOOL SPOKESPERSON YOU ARE NOT
SPEAKING FOR YOURSELF
Be wary of any question that starts with ldquoWhat is your opinionrdquo or ldquoWhat
do you think abouthelliprdquo or ldquoWhat does someone other than yourself thinkrdquo
It is tempting to offer your opinion but it is critical to stick to the facts
Additional resources can be found at the following links
When a tragedy occurs
httpocsarchchicagoorgPortals23einfoParents20and20Teachers
20Can20Help20-Tragedypdf
In the event of a crisis it is imperative to contact the Office of Catholic
Schools and the Department of Communications
60
Media Guidelines
Additional PR Information
PR Is Evolving
PR is evolvinghellip
The Latest PR Tools
bull Social media sites (eg Facebook Twitter Instagram)
bull Mobile
bull Influencerblogger outreach
bull Blogs
62Source Edelman
What visuals are unique to you
What does local volunteerism look like
Visual collateral
bull Historicvintage (ads events)
bull Website or other digital footprints
bull Advertising (printTVradio)
Is the package ldquolayout worthyrdquo
63
1 Picture = 1000 Words
Source Edelman
How to Measure PR
Qualitativebull All messaging contains key
brand mentiontalking
points
bull Reach target audience
through preferred media
outlets and programs
bull Pre-and post-initiative
awareness survey
Quantitativebull Report consumer impression
numbers reached via
bull Media placement
bull Event attendance
bull Program participation
(grant program entries
online hits giveaway
distribution)
bull Advertising equivalency
bull Social media likes repost
etc
bull Site visitors
64Source Edelman
THANK YOU
Anne R Maselliamaselliarchchicagoorg
Felicia R Hortonfhortonarchchicagoorg
QUESTIONS
Month Topic Date
September Developing a Parent Ambassador Program Tuesday
September 13
November Hosting a Great Open House Tuesday
November 15
December Preparing for Catholic Schools Week and
Retention Events
Tuesday
December 13
January Communications and Media Tuesday
January 17
March Early Childhood Marketing Tuesday
March 14
April Marketing in a Changing Neighborhood Tuesday
April 18
May Summer Marketing Strategies Tuesday
May 16
WEBINARS 12pm - 1pm
67
Month Topic Date
October Next Level Web Strategies Wednesday October 19
February Developing Your 2017-18 Marketing Plan Wednesday February 15
WORKSHOPS 9 am - 1 pm at Archbishop Quigley Center
68
Thank you
69Source Edelman
Overall Takeaways
Think like a journalist and become a great storyteller
bull Humanize academic programs build trends mine data history and real experience
New = News
bull Breakthroughs and innovations earn singular coverage but round-ups can connect to other opportunities
Itrsquos a 360 World Out There
bull Link all assets and opportunities ndash surround-sound breaks through
30Source Edelman
Word-of-mouthhellip
ldquoWord of mouth has been incredibly important to us and ultimately thatrsquos what a brand is ndash the things people say about you when yoursquore not thererdquo
Jeff BezosFounder and CEOAmazoncom
31Source Edelman
Be the Media
Using Social Media to Spread the Word
What You Told Us Your Social Wish List
bull Foster better conversation capture students and families where they are
bull Offer useful content
bull Up the volume (drive traffic)
bull Keep students and parents coming back
bull Adapt school content for local use
33Source Edelman
The Media Climate is Changing
(and Will Continue to Change)
What does that mean for you
bull You canrsquot count on traditional media coverage
bull Your constituents are getting information from a variety of sources so you have more opportunities to reach them
bull Social media outreach should not be an afterthought ndash but integrated into your overall marketing media plan
bull Yoursquoll have a lot of ldquoword-of-mouthrdquo competition so amplifying your message is key
34Source Edelman
The Good News ishellip You are Well on Your Way
With Social Media
bull Great guidelines on how to build a social media presence in your social media timelines
bull Yoursquore already followed online and are represented on Facebook Twitter and Instagram to name a few
bull Your audience is already engaging with you
bull Your social media properties are listed on your local page
35Source Edelman
The Archdiocese of Chicago Catholic Schools is
Now its own Media Machine
Itrsquos up to you to get the word outmdashbut HOW
Leverage your existing resourcesandCreate an editorial content calendar
36Source Edelman
Think of Yourself as Social Media Curatorhellip
Your job is to steer your parents students donors volunteers community partners board members and even staff to information thatrsquos of interest to them and potentially their networks
37Source Edelman
Aim to Have these Influencers Champion your
Education Program
When that happens you will ultimately grow your reach across the social web and build a broader network that wants to hear what you have to say
Now the next question is
What do you need and want to communicate to your audience
What is your content your message
38Source Edelman
CONTENT
Creating and scheduling content for publicity and advertising
=
Editorial Content Calendar
bull Content Marketing strategically communicates the story of your school to your target
audiences via several media platforms in a consistent and timely manner all
designed to increase engagement awareness new students retention partners
and donors
bull Several media platforms include social media website email blasts newsletters
church bulletins advertising opportunities photos releases videos photos special
events etc
bull Now that you know your content how can you organize it The answer is with a
content marketing editorial calendar
40
What is content marketing
bull Are you interested in consistent strategic and timely content for your traditional and digital media needs
bull Do you need to organize your content message strategy
bull Do you need to save time with planning and executing your content strategy
bull Do you need to get more traffic to your website and social media platforms
41
Why consider an editorial calendar
bull A content editorial calendar helps you organize your messaging to your
external and internal audiences
bull You can plan your content on an annual basis As a result your messaging
will be strategic and timely
bull A content marketing editorial calendar will give you a chance to have quality
engagement with your target audience while providing them important
information about your school
bull It can help increase your traffic to your digital platforms which can turn in to
leads for new students and also help you retain your current students
bull Everyone likes to stay informed and provided with timely information
bull It can also help keep your parents organized The more information they
have the better coordinated and engaged they are with your school
42
What is a content editorial calendar
See below for a sample 30-day editorial calendar for Catholic Schools Week
bull Tuesday January 9 2017 Catholic Schools Week Announcement
bull Tuesday January 17 2017 Open House Invitation
bull Thursday January 19 2017 CSW Schedule of events
bull Monday January 23 2017 Registration Incentives Information
bull Thursday January 26 2017 CSW reminder invitation
bull Sunday January 29 2017 Happy CSW Week publish week of activities
again with hours of each event
Please note that this content can be used across all marketing
digital channels ie website social media platforms text
messages marquee e-mail blasts (newsletters)
43
Content Editorial Calendar example - 1
January 2017 30 day - Content Marketing Editorial Calendar
Sunday Monday Tuesday Wednesday Thursday Friday Saturday
1 2 3 4 5 6 7
8 9CSW Announcement
10 11 12 13 14
15 16 17Open House Invitation
18 19 CSW Schedule of Events
20 21
22 23Registration IncentivesInformation
24 25 26CSW Reminder Invitation
27 28
29CSW Week ActivityInformation
30 31
44
Content Editorial Calendar example - 2
Tuesday January 9 2017 Copy Link
Website Post CSW Announcement on home page
Facebook Itrsquos that time of year again to celebrate National Catholic Education during Catholic Schools Week This years theme is ldquoCatholic Schools Communities of Faith Knowledge and Servicerdquo CSW17 is the week of January 29 - February 4 We hope you plan on celebrating with us
httpwwwfenwickfriarscom
Twitter Celebrate CSW17 fenwickfriars Visit httpwwwfenwickfriarscom4 more info
httpwwwfenwickfriarscom
Thursday January 21 2017 Copy Link
Website Post Open House Calendar on home page
Facebook We look forward to seeing you during Catholic Schools Week We have several activities we think you will enjoy Be sure to check the schedule below for the times and dates CSW17
httpsbpsstbenedictcom
Twitter Celebrate CSW17 stbenprep httpsbpsstbenedictcom
45
Weekly detailed marketing content calendar ndash
example 3
Additional marketing tools to add for your messaging needs would include mobile texting email blasts andor additional social media platforms such as Instagram and YouTube
Five Steps to Success
Step One Identify Who can Help Spread the
Word
bull Do your staff board members and volunteers have their own Facebook pages Twitter and Instagram accounts
bull What about your donors and partners What social media outlets do they use Would they be willing to publicize your message via their social media properties
bull What aspects of what yoursquore planning speak to the education
industrycommunity at large
47Source Edelman
Step Two Mobilize Your Volunteers and Partners
bull Discuss social media etiquette at training and suggest posting information of personal accounts
bull Call your partners and third party endorsers communication directors and ask if theyrsquoll post content on their social media properties
bull Think of your staff and volunteers
(parent ambassadors) as on-site
ldquobeat reportersrdquo
48Source Edelman
How to Put Your Parent Ambassadors to Workhellip
bull Establish a hashtag for the academic program event or campaign in advance and include it on all promotional materials along with information about where to find your social media presence
bull Make sure all staff parents and partners are aware of the tags yoursquove established
bull Hold a social media training session during parent ambassador trainingorientation to show people how to post via their mobile device and encourage parents to take and post pictures videos and tweets the day of the event
49Source Edelman
Examples of the Plan in Action
50
Examples of the Plan in Action
51
Step Three Curate your Social Media content
bull Track the hashtag and post on public sites
bull Repost the best posts and pictures on your own social networks
bull Post on your website as well
bull Keep a list of the people who are posting
bull Interact
bull Pat your partners on the back
52Source Edelman
Step Four Funnel your Best Results Up
bull Send your best posts tweets and videos collections to the Office of Catholic Schools Communications Department social media team to rebroadcast on their social media properties
bull Arrange for re-tweets in real-time if possible among all partners
bull Chart results
53Source Edelman
Step Five After-action Review
bull Collect the best information posted online for a follow-up post on your social networks
bull Follow-up with your most active participants and thank them ndashthey are the most likely to champion future events
bull Evaluate your social media coverage ndash was there an uptick in your following How much buzz was generated What questions did people have What would you do differently next time
54Source Edelman
Media GuidelinesCrisis Communications
Responding to Media Queries
bull The general public is always interested in education related news Some local news outlets have an education reporter who covers schools and education issues on a regular basis
bull Reporters deliver your message along with their own to their audience be it on television over the radio print publications or online
bull The Archdiocese of Chicago has an extraordinary story to tell
bull At times it might seem like the media focuses on negative issues and sometimes you may be contacted about a less positive event but it is critical to remember the excellent work that you do every day
56
Media Guidelines
The following are requirements and guidelines for responding to media queries
and presence
bull Any school contacted by the media for any reason MUST contact their
Regional Director andor the Director of Communications before responding
to the query Your pastor must be notified as well
bull Reporters can always be directed by you or your secretary to call the media
relations line at 3125348227 or the Director of Communications at
3125345334
bull Remember that you are under no obligation to speak to the media please
instead refer them to the communications officemedia relations line
57
Media Guidelines
bull A member of the media cannot be admitted into a school or on school
property including playgrounds parking lots fields etc without the
consent of the principal With permission a member of the media may
enter the premises but must be accompanied at all times
bull Before a meeting where sensitive information is shared politely
announce that it is a private meeting If members of the media are
present please ask them to leave
58
Media Guidelines
THE MEDIA ARE DOING THEIR JOB
Reporters have a job to do They are doing their best to get their story into print or online news outlets or airtime on their TV or radio stations Plus they are doing it on a deadline
ALWAYS MAINTAIN A PROFESSIONAL RELATIONSHIP WITH REPORTERS
You may have existing relationships with members of the media but remember the media have a job to do Never depend on a prior relationship to get a story covered or to hold a story back
59
Media Guidelines
YOU ARE THE SCHOOL SPOKESPERSON YOU ARE NOT
SPEAKING FOR YOURSELF
Be wary of any question that starts with ldquoWhat is your opinionrdquo or ldquoWhat
do you think abouthelliprdquo or ldquoWhat does someone other than yourself thinkrdquo
It is tempting to offer your opinion but it is critical to stick to the facts
Additional resources can be found at the following links
When a tragedy occurs
httpocsarchchicagoorgPortals23einfoParents20and20Teachers
20Can20Help20-Tragedypdf
In the event of a crisis it is imperative to contact the Office of Catholic
Schools and the Department of Communications
60
Media Guidelines
Additional PR Information
PR Is Evolving
PR is evolvinghellip
The Latest PR Tools
bull Social media sites (eg Facebook Twitter Instagram)
bull Mobile
bull Influencerblogger outreach
bull Blogs
62Source Edelman
What visuals are unique to you
What does local volunteerism look like
Visual collateral
bull Historicvintage (ads events)
bull Website or other digital footprints
bull Advertising (printTVradio)
Is the package ldquolayout worthyrdquo
63
1 Picture = 1000 Words
Source Edelman
How to Measure PR
Qualitativebull All messaging contains key
brand mentiontalking
points
bull Reach target audience
through preferred media
outlets and programs
bull Pre-and post-initiative
awareness survey
Quantitativebull Report consumer impression
numbers reached via
bull Media placement
bull Event attendance
bull Program participation
(grant program entries
online hits giveaway
distribution)
bull Advertising equivalency
bull Social media likes repost
etc
bull Site visitors
64Source Edelman
THANK YOU
Anne R Maselliamaselliarchchicagoorg
Felicia R Hortonfhortonarchchicagoorg
QUESTIONS
Month Topic Date
September Developing a Parent Ambassador Program Tuesday
September 13
November Hosting a Great Open House Tuesday
November 15
December Preparing for Catholic Schools Week and
Retention Events
Tuesday
December 13
January Communications and Media Tuesday
January 17
March Early Childhood Marketing Tuesday
March 14
April Marketing in a Changing Neighborhood Tuesday
April 18
May Summer Marketing Strategies Tuesday
May 16
WEBINARS 12pm - 1pm
67
Month Topic Date
October Next Level Web Strategies Wednesday October 19
February Developing Your 2017-18 Marketing Plan Wednesday February 15
WORKSHOPS 9 am - 1 pm at Archbishop Quigley Center
68
Thank you
69Source Edelman
Word-of-mouthhellip
ldquoWord of mouth has been incredibly important to us and ultimately thatrsquos what a brand is ndash the things people say about you when yoursquore not thererdquo
Jeff BezosFounder and CEOAmazoncom
31Source Edelman
Be the Media
Using Social Media to Spread the Word
What You Told Us Your Social Wish List
bull Foster better conversation capture students and families where they are
bull Offer useful content
bull Up the volume (drive traffic)
bull Keep students and parents coming back
bull Adapt school content for local use
33Source Edelman
The Media Climate is Changing
(and Will Continue to Change)
What does that mean for you
bull You canrsquot count on traditional media coverage
bull Your constituents are getting information from a variety of sources so you have more opportunities to reach them
bull Social media outreach should not be an afterthought ndash but integrated into your overall marketing media plan
bull Yoursquoll have a lot of ldquoword-of-mouthrdquo competition so amplifying your message is key
34Source Edelman
The Good News ishellip You are Well on Your Way
With Social Media
bull Great guidelines on how to build a social media presence in your social media timelines
bull Yoursquore already followed online and are represented on Facebook Twitter and Instagram to name a few
bull Your audience is already engaging with you
bull Your social media properties are listed on your local page
35Source Edelman
The Archdiocese of Chicago Catholic Schools is
Now its own Media Machine
Itrsquos up to you to get the word outmdashbut HOW
Leverage your existing resourcesandCreate an editorial content calendar
36Source Edelman
Think of Yourself as Social Media Curatorhellip
Your job is to steer your parents students donors volunteers community partners board members and even staff to information thatrsquos of interest to them and potentially their networks
37Source Edelman
Aim to Have these Influencers Champion your
Education Program
When that happens you will ultimately grow your reach across the social web and build a broader network that wants to hear what you have to say
Now the next question is
What do you need and want to communicate to your audience
What is your content your message
38Source Edelman
CONTENT
Creating and scheduling content for publicity and advertising
=
Editorial Content Calendar
bull Content Marketing strategically communicates the story of your school to your target
audiences via several media platforms in a consistent and timely manner all
designed to increase engagement awareness new students retention partners
and donors
bull Several media platforms include social media website email blasts newsletters
church bulletins advertising opportunities photos releases videos photos special
events etc
bull Now that you know your content how can you organize it The answer is with a
content marketing editorial calendar
40
What is content marketing
bull Are you interested in consistent strategic and timely content for your traditional and digital media needs
bull Do you need to organize your content message strategy
bull Do you need to save time with planning and executing your content strategy
bull Do you need to get more traffic to your website and social media platforms
41
Why consider an editorial calendar
bull A content editorial calendar helps you organize your messaging to your
external and internal audiences
bull You can plan your content on an annual basis As a result your messaging
will be strategic and timely
bull A content marketing editorial calendar will give you a chance to have quality
engagement with your target audience while providing them important
information about your school
bull It can help increase your traffic to your digital platforms which can turn in to
leads for new students and also help you retain your current students
bull Everyone likes to stay informed and provided with timely information
bull It can also help keep your parents organized The more information they
have the better coordinated and engaged they are with your school
42
What is a content editorial calendar
See below for a sample 30-day editorial calendar for Catholic Schools Week
bull Tuesday January 9 2017 Catholic Schools Week Announcement
bull Tuesday January 17 2017 Open House Invitation
bull Thursday January 19 2017 CSW Schedule of events
bull Monday January 23 2017 Registration Incentives Information
bull Thursday January 26 2017 CSW reminder invitation
bull Sunday January 29 2017 Happy CSW Week publish week of activities
again with hours of each event
Please note that this content can be used across all marketing
digital channels ie website social media platforms text
messages marquee e-mail blasts (newsletters)
43
Content Editorial Calendar example - 1
January 2017 30 day - Content Marketing Editorial Calendar
Sunday Monday Tuesday Wednesday Thursday Friday Saturday
1 2 3 4 5 6 7
8 9CSW Announcement
10 11 12 13 14
15 16 17Open House Invitation
18 19 CSW Schedule of Events
20 21
22 23Registration IncentivesInformation
24 25 26CSW Reminder Invitation
27 28
29CSW Week ActivityInformation
30 31
44
Content Editorial Calendar example - 2
Tuesday January 9 2017 Copy Link
Website Post CSW Announcement on home page
Facebook Itrsquos that time of year again to celebrate National Catholic Education during Catholic Schools Week This years theme is ldquoCatholic Schools Communities of Faith Knowledge and Servicerdquo CSW17 is the week of January 29 - February 4 We hope you plan on celebrating with us
httpwwwfenwickfriarscom
Twitter Celebrate CSW17 fenwickfriars Visit httpwwwfenwickfriarscom4 more info
httpwwwfenwickfriarscom
Thursday January 21 2017 Copy Link
Website Post Open House Calendar on home page
Facebook We look forward to seeing you during Catholic Schools Week We have several activities we think you will enjoy Be sure to check the schedule below for the times and dates CSW17
httpsbpsstbenedictcom
Twitter Celebrate CSW17 stbenprep httpsbpsstbenedictcom
45
Weekly detailed marketing content calendar ndash
example 3
Additional marketing tools to add for your messaging needs would include mobile texting email blasts andor additional social media platforms such as Instagram and YouTube
Five Steps to Success
Step One Identify Who can Help Spread the
Word
bull Do your staff board members and volunteers have their own Facebook pages Twitter and Instagram accounts
bull What about your donors and partners What social media outlets do they use Would they be willing to publicize your message via their social media properties
bull What aspects of what yoursquore planning speak to the education
industrycommunity at large
47Source Edelman
Step Two Mobilize Your Volunteers and Partners
bull Discuss social media etiquette at training and suggest posting information of personal accounts
bull Call your partners and third party endorsers communication directors and ask if theyrsquoll post content on their social media properties
bull Think of your staff and volunteers
(parent ambassadors) as on-site
ldquobeat reportersrdquo
48Source Edelman
How to Put Your Parent Ambassadors to Workhellip
bull Establish a hashtag for the academic program event or campaign in advance and include it on all promotional materials along with information about where to find your social media presence
bull Make sure all staff parents and partners are aware of the tags yoursquove established
bull Hold a social media training session during parent ambassador trainingorientation to show people how to post via their mobile device and encourage parents to take and post pictures videos and tweets the day of the event
49Source Edelman
Examples of the Plan in Action
50
Examples of the Plan in Action
51
Step Three Curate your Social Media content
bull Track the hashtag and post on public sites
bull Repost the best posts and pictures on your own social networks
bull Post on your website as well
bull Keep a list of the people who are posting
bull Interact
bull Pat your partners on the back
52Source Edelman
Step Four Funnel your Best Results Up
bull Send your best posts tweets and videos collections to the Office of Catholic Schools Communications Department social media team to rebroadcast on their social media properties
bull Arrange for re-tweets in real-time if possible among all partners
bull Chart results
53Source Edelman
Step Five After-action Review
bull Collect the best information posted online for a follow-up post on your social networks
bull Follow-up with your most active participants and thank them ndashthey are the most likely to champion future events
bull Evaluate your social media coverage ndash was there an uptick in your following How much buzz was generated What questions did people have What would you do differently next time
54Source Edelman
Media GuidelinesCrisis Communications
Responding to Media Queries
bull The general public is always interested in education related news Some local news outlets have an education reporter who covers schools and education issues on a regular basis
bull Reporters deliver your message along with their own to their audience be it on television over the radio print publications or online
bull The Archdiocese of Chicago has an extraordinary story to tell
bull At times it might seem like the media focuses on negative issues and sometimes you may be contacted about a less positive event but it is critical to remember the excellent work that you do every day
56
Media Guidelines
The following are requirements and guidelines for responding to media queries
and presence
bull Any school contacted by the media for any reason MUST contact their
Regional Director andor the Director of Communications before responding
to the query Your pastor must be notified as well
bull Reporters can always be directed by you or your secretary to call the media
relations line at 3125348227 or the Director of Communications at
3125345334
bull Remember that you are under no obligation to speak to the media please
instead refer them to the communications officemedia relations line
57
Media Guidelines
bull A member of the media cannot be admitted into a school or on school
property including playgrounds parking lots fields etc without the
consent of the principal With permission a member of the media may
enter the premises but must be accompanied at all times
bull Before a meeting where sensitive information is shared politely
announce that it is a private meeting If members of the media are
present please ask them to leave
58
Media Guidelines
THE MEDIA ARE DOING THEIR JOB
Reporters have a job to do They are doing their best to get their story into print or online news outlets or airtime on their TV or radio stations Plus they are doing it on a deadline
ALWAYS MAINTAIN A PROFESSIONAL RELATIONSHIP WITH REPORTERS
You may have existing relationships with members of the media but remember the media have a job to do Never depend on a prior relationship to get a story covered or to hold a story back
59
Media Guidelines
YOU ARE THE SCHOOL SPOKESPERSON YOU ARE NOT
SPEAKING FOR YOURSELF
Be wary of any question that starts with ldquoWhat is your opinionrdquo or ldquoWhat
do you think abouthelliprdquo or ldquoWhat does someone other than yourself thinkrdquo
It is tempting to offer your opinion but it is critical to stick to the facts
Additional resources can be found at the following links
When a tragedy occurs
httpocsarchchicagoorgPortals23einfoParents20and20Teachers
20Can20Help20-Tragedypdf
In the event of a crisis it is imperative to contact the Office of Catholic
Schools and the Department of Communications
60
Media Guidelines
Additional PR Information
PR Is Evolving
PR is evolvinghellip
The Latest PR Tools
bull Social media sites (eg Facebook Twitter Instagram)
bull Mobile
bull Influencerblogger outreach
bull Blogs
62Source Edelman
What visuals are unique to you
What does local volunteerism look like
Visual collateral
bull Historicvintage (ads events)
bull Website or other digital footprints
bull Advertising (printTVradio)
Is the package ldquolayout worthyrdquo
63
1 Picture = 1000 Words
Source Edelman
How to Measure PR
Qualitativebull All messaging contains key
brand mentiontalking
points
bull Reach target audience
through preferred media
outlets and programs
bull Pre-and post-initiative
awareness survey
Quantitativebull Report consumer impression
numbers reached via
bull Media placement
bull Event attendance
bull Program participation
(grant program entries
online hits giveaway
distribution)
bull Advertising equivalency
bull Social media likes repost
etc
bull Site visitors
64Source Edelman
THANK YOU
Anne R Maselliamaselliarchchicagoorg
Felicia R Hortonfhortonarchchicagoorg
QUESTIONS
Month Topic Date
September Developing a Parent Ambassador Program Tuesday
September 13
November Hosting a Great Open House Tuesday
November 15
December Preparing for Catholic Schools Week and
Retention Events
Tuesday
December 13
January Communications and Media Tuesday
January 17
March Early Childhood Marketing Tuesday
March 14
April Marketing in a Changing Neighborhood Tuesday
April 18
May Summer Marketing Strategies Tuesday
May 16
WEBINARS 12pm - 1pm
67
Month Topic Date
October Next Level Web Strategies Wednesday October 19
February Developing Your 2017-18 Marketing Plan Wednesday February 15
WORKSHOPS 9 am - 1 pm at Archbishop Quigley Center
68
Thank you
69Source Edelman
Be the Media
Using Social Media to Spread the Word
What You Told Us Your Social Wish List
bull Foster better conversation capture students and families where they are
bull Offer useful content
bull Up the volume (drive traffic)
bull Keep students and parents coming back
bull Adapt school content for local use
33Source Edelman
The Media Climate is Changing
(and Will Continue to Change)
What does that mean for you
bull You canrsquot count on traditional media coverage
bull Your constituents are getting information from a variety of sources so you have more opportunities to reach them
bull Social media outreach should not be an afterthought ndash but integrated into your overall marketing media plan
bull Yoursquoll have a lot of ldquoword-of-mouthrdquo competition so amplifying your message is key
34Source Edelman
The Good News ishellip You are Well on Your Way
With Social Media
bull Great guidelines on how to build a social media presence in your social media timelines
bull Yoursquore already followed online and are represented on Facebook Twitter and Instagram to name a few
bull Your audience is already engaging with you
bull Your social media properties are listed on your local page
35Source Edelman
The Archdiocese of Chicago Catholic Schools is
Now its own Media Machine
Itrsquos up to you to get the word outmdashbut HOW
Leverage your existing resourcesandCreate an editorial content calendar
36Source Edelman
Think of Yourself as Social Media Curatorhellip
Your job is to steer your parents students donors volunteers community partners board members and even staff to information thatrsquos of interest to them and potentially their networks
37Source Edelman
Aim to Have these Influencers Champion your
Education Program
When that happens you will ultimately grow your reach across the social web and build a broader network that wants to hear what you have to say
Now the next question is
What do you need and want to communicate to your audience
What is your content your message
38Source Edelman
CONTENT
Creating and scheduling content for publicity and advertising
=
Editorial Content Calendar
bull Content Marketing strategically communicates the story of your school to your target
audiences via several media platforms in a consistent and timely manner all
designed to increase engagement awareness new students retention partners
and donors
bull Several media platforms include social media website email blasts newsletters
church bulletins advertising opportunities photos releases videos photos special
events etc
bull Now that you know your content how can you organize it The answer is with a
content marketing editorial calendar
40
What is content marketing
bull Are you interested in consistent strategic and timely content for your traditional and digital media needs
bull Do you need to organize your content message strategy
bull Do you need to save time with planning and executing your content strategy
bull Do you need to get more traffic to your website and social media platforms
41
Why consider an editorial calendar
bull A content editorial calendar helps you organize your messaging to your
external and internal audiences
bull You can plan your content on an annual basis As a result your messaging
will be strategic and timely
bull A content marketing editorial calendar will give you a chance to have quality
engagement with your target audience while providing them important
information about your school
bull It can help increase your traffic to your digital platforms which can turn in to
leads for new students and also help you retain your current students
bull Everyone likes to stay informed and provided with timely information
bull It can also help keep your parents organized The more information they
have the better coordinated and engaged they are with your school
42
What is a content editorial calendar
See below for a sample 30-day editorial calendar for Catholic Schools Week
bull Tuesday January 9 2017 Catholic Schools Week Announcement
bull Tuesday January 17 2017 Open House Invitation
bull Thursday January 19 2017 CSW Schedule of events
bull Monday January 23 2017 Registration Incentives Information
bull Thursday January 26 2017 CSW reminder invitation
bull Sunday January 29 2017 Happy CSW Week publish week of activities
again with hours of each event
Please note that this content can be used across all marketing
digital channels ie website social media platforms text
messages marquee e-mail blasts (newsletters)
43
Content Editorial Calendar example - 1
January 2017 30 day - Content Marketing Editorial Calendar
Sunday Monday Tuesday Wednesday Thursday Friday Saturday
1 2 3 4 5 6 7
8 9CSW Announcement
10 11 12 13 14
15 16 17Open House Invitation
18 19 CSW Schedule of Events
20 21
22 23Registration IncentivesInformation
24 25 26CSW Reminder Invitation
27 28
29CSW Week ActivityInformation
30 31
44
Content Editorial Calendar example - 2
Tuesday January 9 2017 Copy Link
Website Post CSW Announcement on home page
Facebook Itrsquos that time of year again to celebrate National Catholic Education during Catholic Schools Week This years theme is ldquoCatholic Schools Communities of Faith Knowledge and Servicerdquo CSW17 is the week of January 29 - February 4 We hope you plan on celebrating with us
httpwwwfenwickfriarscom
Twitter Celebrate CSW17 fenwickfriars Visit httpwwwfenwickfriarscom4 more info
httpwwwfenwickfriarscom
Thursday January 21 2017 Copy Link
Website Post Open House Calendar on home page
Facebook We look forward to seeing you during Catholic Schools Week We have several activities we think you will enjoy Be sure to check the schedule below for the times and dates CSW17
httpsbpsstbenedictcom
Twitter Celebrate CSW17 stbenprep httpsbpsstbenedictcom
45
Weekly detailed marketing content calendar ndash
example 3
Additional marketing tools to add for your messaging needs would include mobile texting email blasts andor additional social media platforms such as Instagram and YouTube
Five Steps to Success
Step One Identify Who can Help Spread the
Word
bull Do your staff board members and volunteers have their own Facebook pages Twitter and Instagram accounts
bull What about your donors and partners What social media outlets do they use Would they be willing to publicize your message via their social media properties
bull What aspects of what yoursquore planning speak to the education
industrycommunity at large
47Source Edelman
Step Two Mobilize Your Volunteers and Partners
bull Discuss social media etiquette at training and suggest posting information of personal accounts
bull Call your partners and third party endorsers communication directors and ask if theyrsquoll post content on their social media properties
bull Think of your staff and volunteers
(parent ambassadors) as on-site
ldquobeat reportersrdquo
48Source Edelman
How to Put Your Parent Ambassadors to Workhellip
bull Establish a hashtag for the academic program event or campaign in advance and include it on all promotional materials along with information about where to find your social media presence
bull Make sure all staff parents and partners are aware of the tags yoursquove established
bull Hold a social media training session during parent ambassador trainingorientation to show people how to post via their mobile device and encourage parents to take and post pictures videos and tweets the day of the event
49Source Edelman
Examples of the Plan in Action
50
Examples of the Plan in Action
51
Step Three Curate your Social Media content
bull Track the hashtag and post on public sites
bull Repost the best posts and pictures on your own social networks
bull Post on your website as well
bull Keep a list of the people who are posting
bull Interact
bull Pat your partners on the back
52Source Edelman
Step Four Funnel your Best Results Up
bull Send your best posts tweets and videos collections to the Office of Catholic Schools Communications Department social media team to rebroadcast on their social media properties
bull Arrange for re-tweets in real-time if possible among all partners
bull Chart results
53Source Edelman
Step Five After-action Review
bull Collect the best information posted online for a follow-up post on your social networks
bull Follow-up with your most active participants and thank them ndashthey are the most likely to champion future events
bull Evaluate your social media coverage ndash was there an uptick in your following How much buzz was generated What questions did people have What would you do differently next time
54Source Edelman
Media GuidelinesCrisis Communications
Responding to Media Queries
bull The general public is always interested in education related news Some local news outlets have an education reporter who covers schools and education issues on a regular basis
bull Reporters deliver your message along with their own to their audience be it on television over the radio print publications or online
bull The Archdiocese of Chicago has an extraordinary story to tell
bull At times it might seem like the media focuses on negative issues and sometimes you may be contacted about a less positive event but it is critical to remember the excellent work that you do every day
56
Media Guidelines
The following are requirements and guidelines for responding to media queries
and presence
bull Any school contacted by the media for any reason MUST contact their
Regional Director andor the Director of Communications before responding
to the query Your pastor must be notified as well
bull Reporters can always be directed by you or your secretary to call the media
relations line at 3125348227 or the Director of Communications at
3125345334
bull Remember that you are under no obligation to speak to the media please
instead refer them to the communications officemedia relations line
57
Media Guidelines
bull A member of the media cannot be admitted into a school or on school
property including playgrounds parking lots fields etc without the
consent of the principal With permission a member of the media may
enter the premises but must be accompanied at all times
bull Before a meeting where sensitive information is shared politely
announce that it is a private meeting If members of the media are
present please ask them to leave
58
Media Guidelines
THE MEDIA ARE DOING THEIR JOB
Reporters have a job to do They are doing their best to get their story into print or online news outlets or airtime on their TV or radio stations Plus they are doing it on a deadline
ALWAYS MAINTAIN A PROFESSIONAL RELATIONSHIP WITH REPORTERS
You may have existing relationships with members of the media but remember the media have a job to do Never depend on a prior relationship to get a story covered or to hold a story back
59
Media Guidelines
YOU ARE THE SCHOOL SPOKESPERSON YOU ARE NOT
SPEAKING FOR YOURSELF
Be wary of any question that starts with ldquoWhat is your opinionrdquo or ldquoWhat
do you think abouthelliprdquo or ldquoWhat does someone other than yourself thinkrdquo
It is tempting to offer your opinion but it is critical to stick to the facts
Additional resources can be found at the following links
When a tragedy occurs
httpocsarchchicagoorgPortals23einfoParents20and20Teachers
20Can20Help20-Tragedypdf
In the event of a crisis it is imperative to contact the Office of Catholic
Schools and the Department of Communications
60
Media Guidelines
Additional PR Information
PR Is Evolving
PR is evolvinghellip
The Latest PR Tools
bull Social media sites (eg Facebook Twitter Instagram)
bull Mobile
bull Influencerblogger outreach
bull Blogs
62Source Edelman
What visuals are unique to you
What does local volunteerism look like
Visual collateral
bull Historicvintage (ads events)
bull Website or other digital footprints
bull Advertising (printTVradio)
Is the package ldquolayout worthyrdquo
63
1 Picture = 1000 Words
Source Edelman
How to Measure PR
Qualitativebull All messaging contains key
brand mentiontalking
points
bull Reach target audience
through preferred media
outlets and programs
bull Pre-and post-initiative
awareness survey
Quantitativebull Report consumer impression
numbers reached via
bull Media placement
bull Event attendance
bull Program participation
(grant program entries
online hits giveaway
distribution)
bull Advertising equivalency
bull Social media likes repost
etc
bull Site visitors
64Source Edelman
THANK YOU
Anne R Maselliamaselliarchchicagoorg
Felicia R Hortonfhortonarchchicagoorg
QUESTIONS
Month Topic Date
September Developing a Parent Ambassador Program Tuesday
September 13
November Hosting a Great Open House Tuesday
November 15
December Preparing for Catholic Schools Week and
Retention Events
Tuesday
December 13
January Communications and Media Tuesday
January 17
March Early Childhood Marketing Tuesday
March 14
April Marketing in a Changing Neighborhood Tuesday
April 18
May Summer Marketing Strategies Tuesday
May 16
WEBINARS 12pm - 1pm
67
Month Topic Date
October Next Level Web Strategies Wednesday October 19
February Developing Your 2017-18 Marketing Plan Wednesday February 15
WORKSHOPS 9 am - 1 pm at Archbishop Quigley Center
68
Thank you
69Source Edelman
What You Told Us Your Social Wish List
bull Foster better conversation capture students and families where they are
bull Offer useful content
bull Up the volume (drive traffic)
bull Keep students and parents coming back
bull Adapt school content for local use
33Source Edelman
The Media Climate is Changing
(and Will Continue to Change)
What does that mean for you
bull You canrsquot count on traditional media coverage
bull Your constituents are getting information from a variety of sources so you have more opportunities to reach them
bull Social media outreach should not be an afterthought ndash but integrated into your overall marketing media plan
bull Yoursquoll have a lot of ldquoword-of-mouthrdquo competition so amplifying your message is key
34Source Edelman
The Good News ishellip You are Well on Your Way
With Social Media
bull Great guidelines on how to build a social media presence in your social media timelines
bull Yoursquore already followed online and are represented on Facebook Twitter and Instagram to name a few
bull Your audience is already engaging with you
bull Your social media properties are listed on your local page
35Source Edelman
The Archdiocese of Chicago Catholic Schools is
Now its own Media Machine
Itrsquos up to you to get the word outmdashbut HOW
Leverage your existing resourcesandCreate an editorial content calendar
36Source Edelman
Think of Yourself as Social Media Curatorhellip
Your job is to steer your parents students donors volunteers community partners board members and even staff to information thatrsquos of interest to them and potentially their networks
37Source Edelman
Aim to Have these Influencers Champion your
Education Program
When that happens you will ultimately grow your reach across the social web and build a broader network that wants to hear what you have to say
Now the next question is
What do you need and want to communicate to your audience
What is your content your message
38Source Edelman
CONTENT
Creating and scheduling content for publicity and advertising
=
Editorial Content Calendar
bull Content Marketing strategically communicates the story of your school to your target
audiences via several media platforms in a consistent and timely manner all
designed to increase engagement awareness new students retention partners
and donors
bull Several media platforms include social media website email blasts newsletters
church bulletins advertising opportunities photos releases videos photos special
events etc
bull Now that you know your content how can you organize it The answer is with a
content marketing editorial calendar
40
What is content marketing
bull Are you interested in consistent strategic and timely content for your traditional and digital media needs
bull Do you need to organize your content message strategy
bull Do you need to save time with planning and executing your content strategy
bull Do you need to get more traffic to your website and social media platforms
41
Why consider an editorial calendar
bull A content editorial calendar helps you organize your messaging to your
external and internal audiences
bull You can plan your content on an annual basis As a result your messaging
will be strategic and timely
bull A content marketing editorial calendar will give you a chance to have quality
engagement with your target audience while providing them important
information about your school
bull It can help increase your traffic to your digital platforms which can turn in to
leads for new students and also help you retain your current students
bull Everyone likes to stay informed and provided with timely information
bull It can also help keep your parents organized The more information they
have the better coordinated and engaged they are with your school
42
What is a content editorial calendar
See below for a sample 30-day editorial calendar for Catholic Schools Week
bull Tuesday January 9 2017 Catholic Schools Week Announcement
bull Tuesday January 17 2017 Open House Invitation
bull Thursday January 19 2017 CSW Schedule of events
bull Monday January 23 2017 Registration Incentives Information
bull Thursday January 26 2017 CSW reminder invitation
bull Sunday January 29 2017 Happy CSW Week publish week of activities
again with hours of each event
Please note that this content can be used across all marketing
digital channels ie website social media platforms text
messages marquee e-mail blasts (newsletters)
43
Content Editorial Calendar example - 1
January 2017 30 day - Content Marketing Editorial Calendar
Sunday Monday Tuesday Wednesday Thursday Friday Saturday
1 2 3 4 5 6 7
8 9CSW Announcement
10 11 12 13 14
15 16 17Open House Invitation
18 19 CSW Schedule of Events
20 21
22 23Registration IncentivesInformation
24 25 26CSW Reminder Invitation
27 28
29CSW Week ActivityInformation
30 31
44
Content Editorial Calendar example - 2
Tuesday January 9 2017 Copy Link
Website Post CSW Announcement on home page
Facebook Itrsquos that time of year again to celebrate National Catholic Education during Catholic Schools Week This years theme is ldquoCatholic Schools Communities of Faith Knowledge and Servicerdquo CSW17 is the week of January 29 - February 4 We hope you plan on celebrating with us
httpwwwfenwickfriarscom
Twitter Celebrate CSW17 fenwickfriars Visit httpwwwfenwickfriarscom4 more info
httpwwwfenwickfriarscom
Thursday January 21 2017 Copy Link
Website Post Open House Calendar on home page
Facebook We look forward to seeing you during Catholic Schools Week We have several activities we think you will enjoy Be sure to check the schedule below for the times and dates CSW17
httpsbpsstbenedictcom
Twitter Celebrate CSW17 stbenprep httpsbpsstbenedictcom
45
Weekly detailed marketing content calendar ndash
example 3
Additional marketing tools to add for your messaging needs would include mobile texting email blasts andor additional social media platforms such as Instagram and YouTube
Five Steps to Success
Step One Identify Who can Help Spread the
Word
bull Do your staff board members and volunteers have their own Facebook pages Twitter and Instagram accounts
bull What about your donors and partners What social media outlets do they use Would they be willing to publicize your message via their social media properties
bull What aspects of what yoursquore planning speak to the education
industrycommunity at large
47Source Edelman
Step Two Mobilize Your Volunteers and Partners
bull Discuss social media etiquette at training and suggest posting information of personal accounts
bull Call your partners and third party endorsers communication directors and ask if theyrsquoll post content on their social media properties
bull Think of your staff and volunteers
(parent ambassadors) as on-site
ldquobeat reportersrdquo
48Source Edelman
How to Put Your Parent Ambassadors to Workhellip
bull Establish a hashtag for the academic program event or campaign in advance and include it on all promotional materials along with information about where to find your social media presence
bull Make sure all staff parents and partners are aware of the tags yoursquove established
bull Hold a social media training session during parent ambassador trainingorientation to show people how to post via their mobile device and encourage parents to take and post pictures videos and tweets the day of the event
49Source Edelman
Examples of the Plan in Action
50
Examples of the Plan in Action
51
Step Three Curate your Social Media content
bull Track the hashtag and post on public sites
bull Repost the best posts and pictures on your own social networks
bull Post on your website as well
bull Keep a list of the people who are posting
bull Interact
bull Pat your partners on the back
52Source Edelman
Step Four Funnel your Best Results Up
bull Send your best posts tweets and videos collections to the Office of Catholic Schools Communications Department social media team to rebroadcast on their social media properties
bull Arrange for re-tweets in real-time if possible among all partners
bull Chart results
53Source Edelman
Step Five After-action Review
bull Collect the best information posted online for a follow-up post on your social networks
bull Follow-up with your most active participants and thank them ndashthey are the most likely to champion future events
bull Evaluate your social media coverage ndash was there an uptick in your following How much buzz was generated What questions did people have What would you do differently next time
54Source Edelman
Media GuidelinesCrisis Communications
Responding to Media Queries
bull The general public is always interested in education related news Some local news outlets have an education reporter who covers schools and education issues on a regular basis
bull Reporters deliver your message along with their own to their audience be it on television over the radio print publications or online
bull The Archdiocese of Chicago has an extraordinary story to tell
bull At times it might seem like the media focuses on negative issues and sometimes you may be contacted about a less positive event but it is critical to remember the excellent work that you do every day
56
Media Guidelines
The following are requirements and guidelines for responding to media queries
and presence
bull Any school contacted by the media for any reason MUST contact their
Regional Director andor the Director of Communications before responding
to the query Your pastor must be notified as well
bull Reporters can always be directed by you or your secretary to call the media
relations line at 3125348227 or the Director of Communications at
3125345334
bull Remember that you are under no obligation to speak to the media please
instead refer them to the communications officemedia relations line
57
Media Guidelines
bull A member of the media cannot be admitted into a school or on school
property including playgrounds parking lots fields etc without the
consent of the principal With permission a member of the media may
enter the premises but must be accompanied at all times
bull Before a meeting where sensitive information is shared politely
announce that it is a private meeting If members of the media are
present please ask them to leave
58
Media Guidelines
THE MEDIA ARE DOING THEIR JOB
Reporters have a job to do They are doing their best to get their story into print or online news outlets or airtime on their TV or radio stations Plus they are doing it on a deadline
ALWAYS MAINTAIN A PROFESSIONAL RELATIONSHIP WITH REPORTERS
You may have existing relationships with members of the media but remember the media have a job to do Never depend on a prior relationship to get a story covered or to hold a story back
59
Media Guidelines
YOU ARE THE SCHOOL SPOKESPERSON YOU ARE NOT
SPEAKING FOR YOURSELF
Be wary of any question that starts with ldquoWhat is your opinionrdquo or ldquoWhat
do you think abouthelliprdquo or ldquoWhat does someone other than yourself thinkrdquo
It is tempting to offer your opinion but it is critical to stick to the facts
Additional resources can be found at the following links
When a tragedy occurs
httpocsarchchicagoorgPortals23einfoParents20and20Teachers
20Can20Help20-Tragedypdf
In the event of a crisis it is imperative to contact the Office of Catholic
Schools and the Department of Communications
60
Media Guidelines
Additional PR Information
PR Is Evolving
PR is evolvinghellip
The Latest PR Tools
bull Social media sites (eg Facebook Twitter Instagram)
bull Mobile
bull Influencerblogger outreach
bull Blogs
62Source Edelman
What visuals are unique to you
What does local volunteerism look like
Visual collateral
bull Historicvintage (ads events)
bull Website or other digital footprints
bull Advertising (printTVradio)
Is the package ldquolayout worthyrdquo
63
1 Picture = 1000 Words
Source Edelman
How to Measure PR
Qualitativebull All messaging contains key
brand mentiontalking
points
bull Reach target audience
through preferred media
outlets and programs
bull Pre-and post-initiative
awareness survey
Quantitativebull Report consumer impression
numbers reached via
bull Media placement
bull Event attendance
bull Program participation
(grant program entries
online hits giveaway
distribution)
bull Advertising equivalency
bull Social media likes repost
etc
bull Site visitors
64Source Edelman
THANK YOU
Anne R Maselliamaselliarchchicagoorg
Felicia R Hortonfhortonarchchicagoorg
QUESTIONS
Month Topic Date
September Developing a Parent Ambassador Program Tuesday
September 13
November Hosting a Great Open House Tuesday
November 15
December Preparing for Catholic Schools Week and
Retention Events
Tuesday
December 13
January Communications and Media Tuesday
January 17
March Early Childhood Marketing Tuesday
March 14
April Marketing in a Changing Neighborhood Tuesday
April 18
May Summer Marketing Strategies Tuesday
May 16
WEBINARS 12pm - 1pm
67
Month Topic Date
October Next Level Web Strategies Wednesday October 19
February Developing Your 2017-18 Marketing Plan Wednesday February 15
WORKSHOPS 9 am - 1 pm at Archbishop Quigley Center
68
Thank you
69Source Edelman
The Media Climate is Changing
(and Will Continue to Change)
What does that mean for you
bull You canrsquot count on traditional media coverage
bull Your constituents are getting information from a variety of sources so you have more opportunities to reach them
bull Social media outreach should not be an afterthought ndash but integrated into your overall marketing media plan
bull Yoursquoll have a lot of ldquoword-of-mouthrdquo competition so amplifying your message is key
34Source Edelman
The Good News ishellip You are Well on Your Way
With Social Media
bull Great guidelines on how to build a social media presence in your social media timelines
bull Yoursquore already followed online and are represented on Facebook Twitter and Instagram to name a few
bull Your audience is already engaging with you
bull Your social media properties are listed on your local page
35Source Edelman
The Archdiocese of Chicago Catholic Schools is
Now its own Media Machine
Itrsquos up to you to get the word outmdashbut HOW
Leverage your existing resourcesandCreate an editorial content calendar
36Source Edelman
Think of Yourself as Social Media Curatorhellip
Your job is to steer your parents students donors volunteers community partners board members and even staff to information thatrsquos of interest to them and potentially their networks
37Source Edelman
Aim to Have these Influencers Champion your
Education Program
When that happens you will ultimately grow your reach across the social web and build a broader network that wants to hear what you have to say
Now the next question is
What do you need and want to communicate to your audience
What is your content your message
38Source Edelman
CONTENT
Creating and scheduling content for publicity and advertising
=
Editorial Content Calendar
bull Content Marketing strategically communicates the story of your school to your target
audiences via several media platforms in a consistent and timely manner all
designed to increase engagement awareness new students retention partners
and donors
bull Several media platforms include social media website email blasts newsletters
church bulletins advertising opportunities photos releases videos photos special
events etc
bull Now that you know your content how can you organize it The answer is with a
content marketing editorial calendar
40
What is content marketing
bull Are you interested in consistent strategic and timely content for your traditional and digital media needs
bull Do you need to organize your content message strategy
bull Do you need to save time with planning and executing your content strategy
bull Do you need to get more traffic to your website and social media platforms
41
Why consider an editorial calendar
bull A content editorial calendar helps you organize your messaging to your
external and internal audiences
bull You can plan your content on an annual basis As a result your messaging
will be strategic and timely
bull A content marketing editorial calendar will give you a chance to have quality
engagement with your target audience while providing them important
information about your school
bull It can help increase your traffic to your digital platforms which can turn in to
leads for new students and also help you retain your current students
bull Everyone likes to stay informed and provided with timely information
bull It can also help keep your parents organized The more information they
have the better coordinated and engaged they are with your school
42
What is a content editorial calendar
See below for a sample 30-day editorial calendar for Catholic Schools Week
bull Tuesday January 9 2017 Catholic Schools Week Announcement
bull Tuesday January 17 2017 Open House Invitation
bull Thursday January 19 2017 CSW Schedule of events
bull Monday January 23 2017 Registration Incentives Information
bull Thursday January 26 2017 CSW reminder invitation
bull Sunday January 29 2017 Happy CSW Week publish week of activities
again with hours of each event
Please note that this content can be used across all marketing
digital channels ie website social media platforms text
messages marquee e-mail blasts (newsletters)
43
Content Editorial Calendar example - 1
January 2017 30 day - Content Marketing Editorial Calendar
Sunday Monday Tuesday Wednesday Thursday Friday Saturday
1 2 3 4 5 6 7
8 9CSW Announcement
10 11 12 13 14
15 16 17Open House Invitation
18 19 CSW Schedule of Events
20 21
22 23Registration IncentivesInformation
24 25 26CSW Reminder Invitation
27 28
29CSW Week ActivityInformation
30 31
44
Content Editorial Calendar example - 2
Tuesday January 9 2017 Copy Link
Website Post CSW Announcement on home page
Facebook Itrsquos that time of year again to celebrate National Catholic Education during Catholic Schools Week This years theme is ldquoCatholic Schools Communities of Faith Knowledge and Servicerdquo CSW17 is the week of January 29 - February 4 We hope you plan on celebrating with us
httpwwwfenwickfriarscom
Twitter Celebrate CSW17 fenwickfriars Visit httpwwwfenwickfriarscom4 more info
httpwwwfenwickfriarscom
Thursday January 21 2017 Copy Link
Website Post Open House Calendar on home page
Facebook We look forward to seeing you during Catholic Schools Week We have several activities we think you will enjoy Be sure to check the schedule below for the times and dates CSW17
httpsbpsstbenedictcom
Twitter Celebrate CSW17 stbenprep httpsbpsstbenedictcom
45
Weekly detailed marketing content calendar ndash
example 3
Additional marketing tools to add for your messaging needs would include mobile texting email blasts andor additional social media platforms such as Instagram and YouTube
Five Steps to Success
Step One Identify Who can Help Spread the
Word
bull Do your staff board members and volunteers have their own Facebook pages Twitter and Instagram accounts
bull What about your donors and partners What social media outlets do they use Would they be willing to publicize your message via their social media properties
bull What aspects of what yoursquore planning speak to the education
industrycommunity at large
47Source Edelman
Step Two Mobilize Your Volunteers and Partners
bull Discuss social media etiquette at training and suggest posting information of personal accounts
bull Call your partners and third party endorsers communication directors and ask if theyrsquoll post content on their social media properties
bull Think of your staff and volunteers
(parent ambassadors) as on-site
ldquobeat reportersrdquo
48Source Edelman
How to Put Your Parent Ambassadors to Workhellip
bull Establish a hashtag for the academic program event or campaign in advance and include it on all promotional materials along with information about where to find your social media presence
bull Make sure all staff parents and partners are aware of the tags yoursquove established
bull Hold a social media training session during parent ambassador trainingorientation to show people how to post via their mobile device and encourage parents to take and post pictures videos and tweets the day of the event
49Source Edelman
Examples of the Plan in Action
50
Examples of the Plan in Action
51
Step Three Curate your Social Media content
bull Track the hashtag and post on public sites
bull Repost the best posts and pictures on your own social networks
bull Post on your website as well
bull Keep a list of the people who are posting
bull Interact
bull Pat your partners on the back
52Source Edelman
Step Four Funnel your Best Results Up
bull Send your best posts tweets and videos collections to the Office of Catholic Schools Communications Department social media team to rebroadcast on their social media properties
bull Arrange for re-tweets in real-time if possible among all partners
bull Chart results
53Source Edelman
Step Five After-action Review
bull Collect the best information posted online for a follow-up post on your social networks
bull Follow-up with your most active participants and thank them ndashthey are the most likely to champion future events
bull Evaluate your social media coverage ndash was there an uptick in your following How much buzz was generated What questions did people have What would you do differently next time
54Source Edelman
Media GuidelinesCrisis Communications
Responding to Media Queries
bull The general public is always interested in education related news Some local news outlets have an education reporter who covers schools and education issues on a regular basis
bull Reporters deliver your message along with their own to their audience be it on television over the radio print publications or online
bull The Archdiocese of Chicago has an extraordinary story to tell
bull At times it might seem like the media focuses on negative issues and sometimes you may be contacted about a less positive event but it is critical to remember the excellent work that you do every day
56
Media Guidelines
The following are requirements and guidelines for responding to media queries
and presence
bull Any school contacted by the media for any reason MUST contact their
Regional Director andor the Director of Communications before responding
to the query Your pastor must be notified as well
bull Reporters can always be directed by you or your secretary to call the media
relations line at 3125348227 or the Director of Communications at
3125345334
bull Remember that you are under no obligation to speak to the media please
instead refer them to the communications officemedia relations line
57
Media Guidelines
bull A member of the media cannot be admitted into a school or on school
property including playgrounds parking lots fields etc without the
consent of the principal With permission a member of the media may
enter the premises but must be accompanied at all times
bull Before a meeting where sensitive information is shared politely
announce that it is a private meeting If members of the media are
present please ask them to leave
58
Media Guidelines
THE MEDIA ARE DOING THEIR JOB
Reporters have a job to do They are doing their best to get their story into print or online news outlets or airtime on their TV or radio stations Plus they are doing it on a deadline
ALWAYS MAINTAIN A PROFESSIONAL RELATIONSHIP WITH REPORTERS
You may have existing relationships with members of the media but remember the media have a job to do Never depend on a prior relationship to get a story covered or to hold a story back
59
Media Guidelines
YOU ARE THE SCHOOL SPOKESPERSON YOU ARE NOT
SPEAKING FOR YOURSELF
Be wary of any question that starts with ldquoWhat is your opinionrdquo or ldquoWhat
do you think abouthelliprdquo or ldquoWhat does someone other than yourself thinkrdquo
It is tempting to offer your opinion but it is critical to stick to the facts
Additional resources can be found at the following links
When a tragedy occurs
httpocsarchchicagoorgPortals23einfoParents20and20Teachers
20Can20Help20-Tragedypdf
In the event of a crisis it is imperative to contact the Office of Catholic
Schools and the Department of Communications
60
Media Guidelines
Additional PR Information
PR Is Evolving
PR is evolvinghellip
The Latest PR Tools
bull Social media sites (eg Facebook Twitter Instagram)
bull Mobile
bull Influencerblogger outreach
bull Blogs
62Source Edelman
What visuals are unique to you
What does local volunteerism look like
Visual collateral
bull Historicvintage (ads events)
bull Website or other digital footprints
bull Advertising (printTVradio)
Is the package ldquolayout worthyrdquo
63
1 Picture = 1000 Words
Source Edelman
How to Measure PR
Qualitativebull All messaging contains key
brand mentiontalking
points
bull Reach target audience
through preferred media
outlets and programs
bull Pre-and post-initiative
awareness survey
Quantitativebull Report consumer impression
numbers reached via
bull Media placement
bull Event attendance
bull Program participation
(grant program entries
online hits giveaway
distribution)
bull Advertising equivalency
bull Social media likes repost
etc
bull Site visitors
64Source Edelman
THANK YOU
Anne R Maselliamaselliarchchicagoorg
Felicia R Hortonfhortonarchchicagoorg
QUESTIONS
Month Topic Date
September Developing a Parent Ambassador Program Tuesday
September 13
November Hosting a Great Open House Tuesday
November 15
December Preparing for Catholic Schools Week and
Retention Events
Tuesday
December 13
January Communications and Media Tuesday
January 17
March Early Childhood Marketing Tuesday
March 14
April Marketing in a Changing Neighborhood Tuesday
April 18
May Summer Marketing Strategies Tuesday
May 16
WEBINARS 12pm - 1pm
67
Month Topic Date
October Next Level Web Strategies Wednesday October 19
February Developing Your 2017-18 Marketing Plan Wednesday February 15
WORKSHOPS 9 am - 1 pm at Archbishop Quigley Center
68
Thank you
69Source Edelman
The Good News ishellip You are Well on Your Way
With Social Media
bull Great guidelines on how to build a social media presence in your social media timelines
bull Yoursquore already followed online and are represented on Facebook Twitter and Instagram to name a few
bull Your audience is already engaging with you
bull Your social media properties are listed on your local page
35Source Edelman
The Archdiocese of Chicago Catholic Schools is
Now its own Media Machine
Itrsquos up to you to get the word outmdashbut HOW
Leverage your existing resourcesandCreate an editorial content calendar
36Source Edelman
Think of Yourself as Social Media Curatorhellip
Your job is to steer your parents students donors volunteers community partners board members and even staff to information thatrsquos of interest to them and potentially their networks
37Source Edelman
Aim to Have these Influencers Champion your
Education Program
When that happens you will ultimately grow your reach across the social web and build a broader network that wants to hear what you have to say
Now the next question is
What do you need and want to communicate to your audience
What is your content your message
38Source Edelman
CONTENT
Creating and scheduling content for publicity and advertising
=
Editorial Content Calendar
bull Content Marketing strategically communicates the story of your school to your target
audiences via several media platforms in a consistent and timely manner all
designed to increase engagement awareness new students retention partners
and donors
bull Several media platforms include social media website email blasts newsletters
church bulletins advertising opportunities photos releases videos photos special
events etc
bull Now that you know your content how can you organize it The answer is with a
content marketing editorial calendar
40
What is content marketing
bull Are you interested in consistent strategic and timely content for your traditional and digital media needs
bull Do you need to organize your content message strategy
bull Do you need to save time with planning and executing your content strategy
bull Do you need to get more traffic to your website and social media platforms
41
Why consider an editorial calendar
bull A content editorial calendar helps you organize your messaging to your
external and internal audiences
bull You can plan your content on an annual basis As a result your messaging
will be strategic and timely
bull A content marketing editorial calendar will give you a chance to have quality
engagement with your target audience while providing them important
information about your school
bull It can help increase your traffic to your digital platforms which can turn in to
leads for new students and also help you retain your current students
bull Everyone likes to stay informed and provided with timely information
bull It can also help keep your parents organized The more information they
have the better coordinated and engaged they are with your school
42
What is a content editorial calendar
See below for a sample 30-day editorial calendar for Catholic Schools Week
bull Tuesday January 9 2017 Catholic Schools Week Announcement
bull Tuesday January 17 2017 Open House Invitation
bull Thursday January 19 2017 CSW Schedule of events
bull Monday January 23 2017 Registration Incentives Information
bull Thursday January 26 2017 CSW reminder invitation
bull Sunday January 29 2017 Happy CSW Week publish week of activities
again with hours of each event
Please note that this content can be used across all marketing
digital channels ie website social media platforms text
messages marquee e-mail blasts (newsletters)
43
Content Editorial Calendar example - 1
January 2017 30 day - Content Marketing Editorial Calendar
Sunday Monday Tuesday Wednesday Thursday Friday Saturday
1 2 3 4 5 6 7
8 9CSW Announcement
10 11 12 13 14
15 16 17Open House Invitation
18 19 CSW Schedule of Events
20 21
22 23Registration IncentivesInformation
24 25 26CSW Reminder Invitation
27 28
29CSW Week ActivityInformation
30 31
44
Content Editorial Calendar example - 2
Tuesday January 9 2017 Copy Link
Website Post CSW Announcement on home page
Facebook Itrsquos that time of year again to celebrate National Catholic Education during Catholic Schools Week This years theme is ldquoCatholic Schools Communities of Faith Knowledge and Servicerdquo CSW17 is the week of January 29 - February 4 We hope you plan on celebrating with us
httpwwwfenwickfriarscom
Twitter Celebrate CSW17 fenwickfriars Visit httpwwwfenwickfriarscom4 more info
httpwwwfenwickfriarscom
Thursday January 21 2017 Copy Link
Website Post Open House Calendar on home page
Facebook We look forward to seeing you during Catholic Schools Week We have several activities we think you will enjoy Be sure to check the schedule below for the times and dates CSW17
httpsbpsstbenedictcom
Twitter Celebrate CSW17 stbenprep httpsbpsstbenedictcom
45
Weekly detailed marketing content calendar ndash
example 3
Additional marketing tools to add for your messaging needs would include mobile texting email blasts andor additional social media platforms such as Instagram and YouTube
Five Steps to Success
Step One Identify Who can Help Spread the
Word
bull Do your staff board members and volunteers have their own Facebook pages Twitter and Instagram accounts
bull What about your donors and partners What social media outlets do they use Would they be willing to publicize your message via their social media properties
bull What aspects of what yoursquore planning speak to the education
industrycommunity at large
47Source Edelman
Step Two Mobilize Your Volunteers and Partners
bull Discuss social media etiquette at training and suggest posting information of personal accounts
bull Call your partners and third party endorsers communication directors and ask if theyrsquoll post content on their social media properties
bull Think of your staff and volunteers
(parent ambassadors) as on-site
ldquobeat reportersrdquo
48Source Edelman
How to Put Your Parent Ambassadors to Workhellip
bull Establish a hashtag for the academic program event or campaign in advance and include it on all promotional materials along with information about where to find your social media presence
bull Make sure all staff parents and partners are aware of the tags yoursquove established
bull Hold a social media training session during parent ambassador trainingorientation to show people how to post via their mobile device and encourage parents to take and post pictures videos and tweets the day of the event
49Source Edelman
Examples of the Plan in Action
50
Examples of the Plan in Action
51
Step Three Curate your Social Media content
bull Track the hashtag and post on public sites
bull Repost the best posts and pictures on your own social networks
bull Post on your website as well
bull Keep a list of the people who are posting
bull Interact
bull Pat your partners on the back
52Source Edelman
Step Four Funnel your Best Results Up
bull Send your best posts tweets and videos collections to the Office of Catholic Schools Communications Department social media team to rebroadcast on their social media properties
bull Arrange for re-tweets in real-time if possible among all partners
bull Chart results
53Source Edelman
Step Five After-action Review
bull Collect the best information posted online for a follow-up post on your social networks
bull Follow-up with your most active participants and thank them ndashthey are the most likely to champion future events
bull Evaluate your social media coverage ndash was there an uptick in your following How much buzz was generated What questions did people have What would you do differently next time
54Source Edelman
Media GuidelinesCrisis Communications
Responding to Media Queries
bull The general public is always interested in education related news Some local news outlets have an education reporter who covers schools and education issues on a regular basis
bull Reporters deliver your message along with their own to their audience be it on television over the radio print publications or online
bull The Archdiocese of Chicago has an extraordinary story to tell
bull At times it might seem like the media focuses on negative issues and sometimes you may be contacted about a less positive event but it is critical to remember the excellent work that you do every day
56
Media Guidelines
The following are requirements and guidelines for responding to media queries
and presence
bull Any school contacted by the media for any reason MUST contact their
Regional Director andor the Director of Communications before responding
to the query Your pastor must be notified as well
bull Reporters can always be directed by you or your secretary to call the media
relations line at 3125348227 or the Director of Communications at
3125345334
bull Remember that you are under no obligation to speak to the media please
instead refer them to the communications officemedia relations line
57
Media Guidelines
bull A member of the media cannot be admitted into a school or on school
property including playgrounds parking lots fields etc without the
consent of the principal With permission a member of the media may
enter the premises but must be accompanied at all times
bull Before a meeting where sensitive information is shared politely
announce that it is a private meeting If members of the media are
present please ask them to leave
58
Media Guidelines
THE MEDIA ARE DOING THEIR JOB
Reporters have a job to do They are doing their best to get their story into print or online news outlets or airtime on their TV or radio stations Plus they are doing it on a deadline
ALWAYS MAINTAIN A PROFESSIONAL RELATIONSHIP WITH REPORTERS
You may have existing relationships with members of the media but remember the media have a job to do Never depend on a prior relationship to get a story covered or to hold a story back
59
Media Guidelines
YOU ARE THE SCHOOL SPOKESPERSON YOU ARE NOT
SPEAKING FOR YOURSELF
Be wary of any question that starts with ldquoWhat is your opinionrdquo or ldquoWhat
do you think abouthelliprdquo or ldquoWhat does someone other than yourself thinkrdquo
It is tempting to offer your opinion but it is critical to stick to the facts
Additional resources can be found at the following links
When a tragedy occurs
httpocsarchchicagoorgPortals23einfoParents20and20Teachers
20Can20Help20-Tragedypdf
In the event of a crisis it is imperative to contact the Office of Catholic
Schools and the Department of Communications
60
Media Guidelines
Additional PR Information
PR Is Evolving
PR is evolvinghellip
The Latest PR Tools
bull Social media sites (eg Facebook Twitter Instagram)
bull Mobile
bull Influencerblogger outreach
bull Blogs
62Source Edelman
What visuals are unique to you
What does local volunteerism look like
Visual collateral
bull Historicvintage (ads events)
bull Website or other digital footprints
bull Advertising (printTVradio)
Is the package ldquolayout worthyrdquo
63
1 Picture = 1000 Words
Source Edelman
How to Measure PR
Qualitativebull All messaging contains key
brand mentiontalking
points
bull Reach target audience
through preferred media
outlets and programs
bull Pre-and post-initiative
awareness survey
Quantitativebull Report consumer impression
numbers reached via
bull Media placement
bull Event attendance
bull Program participation
(grant program entries
online hits giveaway
distribution)
bull Advertising equivalency
bull Social media likes repost
etc
bull Site visitors
64Source Edelman
THANK YOU
Anne R Maselliamaselliarchchicagoorg
Felicia R Hortonfhortonarchchicagoorg
QUESTIONS
Month Topic Date
September Developing a Parent Ambassador Program Tuesday
September 13
November Hosting a Great Open House Tuesday
November 15
December Preparing for Catholic Schools Week and
Retention Events
Tuesday
December 13
January Communications and Media Tuesday
January 17
March Early Childhood Marketing Tuesday
March 14
April Marketing in a Changing Neighborhood Tuesday
April 18
May Summer Marketing Strategies Tuesday
May 16
WEBINARS 12pm - 1pm
67
Month Topic Date
October Next Level Web Strategies Wednesday October 19
February Developing Your 2017-18 Marketing Plan Wednesday February 15
WORKSHOPS 9 am - 1 pm at Archbishop Quigley Center
68
Thank you
69Source Edelman
The Archdiocese of Chicago Catholic Schools is
Now its own Media Machine
Itrsquos up to you to get the word outmdashbut HOW
Leverage your existing resourcesandCreate an editorial content calendar
36Source Edelman
Think of Yourself as Social Media Curatorhellip
Your job is to steer your parents students donors volunteers community partners board members and even staff to information thatrsquos of interest to them and potentially their networks
37Source Edelman
Aim to Have these Influencers Champion your
Education Program
When that happens you will ultimately grow your reach across the social web and build a broader network that wants to hear what you have to say
Now the next question is
What do you need and want to communicate to your audience
What is your content your message
38Source Edelman
CONTENT
Creating and scheduling content for publicity and advertising
=
Editorial Content Calendar
bull Content Marketing strategically communicates the story of your school to your target
audiences via several media platforms in a consistent and timely manner all
designed to increase engagement awareness new students retention partners
and donors
bull Several media platforms include social media website email blasts newsletters
church bulletins advertising opportunities photos releases videos photos special
events etc
bull Now that you know your content how can you organize it The answer is with a
content marketing editorial calendar
40
What is content marketing
bull Are you interested in consistent strategic and timely content for your traditional and digital media needs
bull Do you need to organize your content message strategy
bull Do you need to save time with planning and executing your content strategy
bull Do you need to get more traffic to your website and social media platforms
41
Why consider an editorial calendar
bull A content editorial calendar helps you organize your messaging to your
external and internal audiences
bull You can plan your content on an annual basis As a result your messaging
will be strategic and timely
bull A content marketing editorial calendar will give you a chance to have quality
engagement with your target audience while providing them important
information about your school
bull It can help increase your traffic to your digital platforms which can turn in to
leads for new students and also help you retain your current students
bull Everyone likes to stay informed and provided with timely information
bull It can also help keep your parents organized The more information they
have the better coordinated and engaged they are with your school
42
What is a content editorial calendar
See below for a sample 30-day editorial calendar for Catholic Schools Week
bull Tuesday January 9 2017 Catholic Schools Week Announcement
bull Tuesday January 17 2017 Open House Invitation
bull Thursday January 19 2017 CSW Schedule of events
bull Monday January 23 2017 Registration Incentives Information
bull Thursday January 26 2017 CSW reminder invitation
bull Sunday January 29 2017 Happy CSW Week publish week of activities
again with hours of each event
Please note that this content can be used across all marketing
digital channels ie website social media platforms text
messages marquee e-mail blasts (newsletters)
43
Content Editorial Calendar example - 1
January 2017 30 day - Content Marketing Editorial Calendar
Sunday Monday Tuesday Wednesday Thursday Friday Saturday
1 2 3 4 5 6 7
8 9CSW Announcement
10 11 12 13 14
15 16 17Open House Invitation
18 19 CSW Schedule of Events
20 21
22 23Registration IncentivesInformation
24 25 26CSW Reminder Invitation
27 28
29CSW Week ActivityInformation
30 31
44
Content Editorial Calendar example - 2
Tuesday January 9 2017 Copy Link
Website Post CSW Announcement on home page
Facebook Itrsquos that time of year again to celebrate National Catholic Education during Catholic Schools Week This years theme is ldquoCatholic Schools Communities of Faith Knowledge and Servicerdquo CSW17 is the week of January 29 - February 4 We hope you plan on celebrating with us
httpwwwfenwickfriarscom
Twitter Celebrate CSW17 fenwickfriars Visit httpwwwfenwickfriarscom4 more info
httpwwwfenwickfriarscom
Thursday January 21 2017 Copy Link
Website Post Open House Calendar on home page
Facebook We look forward to seeing you during Catholic Schools Week We have several activities we think you will enjoy Be sure to check the schedule below for the times and dates CSW17
httpsbpsstbenedictcom
Twitter Celebrate CSW17 stbenprep httpsbpsstbenedictcom
45
Weekly detailed marketing content calendar ndash
example 3
Additional marketing tools to add for your messaging needs would include mobile texting email blasts andor additional social media platforms such as Instagram and YouTube
Five Steps to Success
Step One Identify Who can Help Spread the
Word
bull Do your staff board members and volunteers have their own Facebook pages Twitter and Instagram accounts
bull What about your donors and partners What social media outlets do they use Would they be willing to publicize your message via their social media properties
bull What aspects of what yoursquore planning speak to the education
industrycommunity at large
47Source Edelman
Step Two Mobilize Your Volunteers and Partners
bull Discuss social media etiquette at training and suggest posting information of personal accounts
bull Call your partners and third party endorsers communication directors and ask if theyrsquoll post content on their social media properties
bull Think of your staff and volunteers
(parent ambassadors) as on-site
ldquobeat reportersrdquo
48Source Edelman
How to Put Your Parent Ambassadors to Workhellip
bull Establish a hashtag for the academic program event or campaign in advance and include it on all promotional materials along with information about where to find your social media presence
bull Make sure all staff parents and partners are aware of the tags yoursquove established
bull Hold a social media training session during parent ambassador trainingorientation to show people how to post via their mobile device and encourage parents to take and post pictures videos and tweets the day of the event
49Source Edelman
Examples of the Plan in Action
50
Examples of the Plan in Action
51
Step Three Curate your Social Media content
bull Track the hashtag and post on public sites
bull Repost the best posts and pictures on your own social networks
bull Post on your website as well
bull Keep a list of the people who are posting
bull Interact
bull Pat your partners on the back
52Source Edelman
Step Four Funnel your Best Results Up
bull Send your best posts tweets and videos collections to the Office of Catholic Schools Communications Department social media team to rebroadcast on their social media properties
bull Arrange for re-tweets in real-time if possible among all partners
bull Chart results
53Source Edelman
Step Five After-action Review
bull Collect the best information posted online for a follow-up post on your social networks
bull Follow-up with your most active participants and thank them ndashthey are the most likely to champion future events
bull Evaluate your social media coverage ndash was there an uptick in your following How much buzz was generated What questions did people have What would you do differently next time
54Source Edelman
Media GuidelinesCrisis Communications
Responding to Media Queries
bull The general public is always interested in education related news Some local news outlets have an education reporter who covers schools and education issues on a regular basis
bull Reporters deliver your message along with their own to their audience be it on television over the radio print publications or online
bull The Archdiocese of Chicago has an extraordinary story to tell
bull At times it might seem like the media focuses on negative issues and sometimes you may be contacted about a less positive event but it is critical to remember the excellent work that you do every day
56
Media Guidelines
The following are requirements and guidelines for responding to media queries
and presence
bull Any school contacted by the media for any reason MUST contact their
Regional Director andor the Director of Communications before responding
to the query Your pastor must be notified as well
bull Reporters can always be directed by you or your secretary to call the media
relations line at 3125348227 or the Director of Communications at
3125345334
bull Remember that you are under no obligation to speak to the media please
instead refer them to the communications officemedia relations line
57
Media Guidelines
bull A member of the media cannot be admitted into a school or on school
property including playgrounds parking lots fields etc without the
consent of the principal With permission a member of the media may
enter the premises but must be accompanied at all times
bull Before a meeting where sensitive information is shared politely
announce that it is a private meeting If members of the media are
present please ask them to leave
58
Media Guidelines
THE MEDIA ARE DOING THEIR JOB
Reporters have a job to do They are doing their best to get their story into print or online news outlets or airtime on their TV or radio stations Plus they are doing it on a deadline
ALWAYS MAINTAIN A PROFESSIONAL RELATIONSHIP WITH REPORTERS
You may have existing relationships with members of the media but remember the media have a job to do Never depend on a prior relationship to get a story covered or to hold a story back
59
Media Guidelines
YOU ARE THE SCHOOL SPOKESPERSON YOU ARE NOT
SPEAKING FOR YOURSELF
Be wary of any question that starts with ldquoWhat is your opinionrdquo or ldquoWhat
do you think abouthelliprdquo or ldquoWhat does someone other than yourself thinkrdquo
It is tempting to offer your opinion but it is critical to stick to the facts
Additional resources can be found at the following links
When a tragedy occurs
httpocsarchchicagoorgPortals23einfoParents20and20Teachers
20Can20Help20-Tragedypdf
In the event of a crisis it is imperative to contact the Office of Catholic
Schools and the Department of Communications
60
Media Guidelines
Additional PR Information
PR Is Evolving
PR is evolvinghellip
The Latest PR Tools
bull Social media sites (eg Facebook Twitter Instagram)
bull Mobile
bull Influencerblogger outreach
bull Blogs
62Source Edelman
What visuals are unique to you
What does local volunteerism look like
Visual collateral
bull Historicvintage (ads events)
bull Website or other digital footprints
bull Advertising (printTVradio)
Is the package ldquolayout worthyrdquo
63
1 Picture = 1000 Words
Source Edelman
How to Measure PR
Qualitativebull All messaging contains key
brand mentiontalking
points
bull Reach target audience
through preferred media
outlets and programs
bull Pre-and post-initiative
awareness survey
Quantitativebull Report consumer impression
numbers reached via
bull Media placement
bull Event attendance
bull Program participation
(grant program entries
online hits giveaway
distribution)
bull Advertising equivalency
bull Social media likes repost
etc
bull Site visitors
64Source Edelman
THANK YOU
Anne R Maselliamaselliarchchicagoorg
Felicia R Hortonfhortonarchchicagoorg
QUESTIONS
Month Topic Date
September Developing a Parent Ambassador Program Tuesday
September 13
November Hosting a Great Open House Tuesday
November 15
December Preparing for Catholic Schools Week and
Retention Events
Tuesday
December 13
January Communications and Media Tuesday
January 17
March Early Childhood Marketing Tuesday
March 14
April Marketing in a Changing Neighborhood Tuesday
April 18
May Summer Marketing Strategies Tuesday
May 16
WEBINARS 12pm - 1pm
67
Month Topic Date
October Next Level Web Strategies Wednesday October 19
February Developing Your 2017-18 Marketing Plan Wednesday February 15
WORKSHOPS 9 am - 1 pm at Archbishop Quigley Center
68
Thank you
69Source Edelman
Think of Yourself as Social Media Curatorhellip
Your job is to steer your parents students donors volunteers community partners board members and even staff to information thatrsquos of interest to them and potentially their networks
37Source Edelman
Aim to Have these Influencers Champion your
Education Program
When that happens you will ultimately grow your reach across the social web and build a broader network that wants to hear what you have to say
Now the next question is
What do you need and want to communicate to your audience
What is your content your message
38Source Edelman
CONTENT
Creating and scheduling content for publicity and advertising
=
Editorial Content Calendar
bull Content Marketing strategically communicates the story of your school to your target
audiences via several media platforms in a consistent and timely manner all
designed to increase engagement awareness new students retention partners
and donors
bull Several media platforms include social media website email blasts newsletters
church bulletins advertising opportunities photos releases videos photos special
events etc
bull Now that you know your content how can you organize it The answer is with a
content marketing editorial calendar
40
What is content marketing
bull Are you interested in consistent strategic and timely content for your traditional and digital media needs
bull Do you need to organize your content message strategy
bull Do you need to save time with planning and executing your content strategy
bull Do you need to get more traffic to your website and social media platforms
41
Why consider an editorial calendar
bull A content editorial calendar helps you organize your messaging to your
external and internal audiences
bull You can plan your content on an annual basis As a result your messaging
will be strategic and timely
bull A content marketing editorial calendar will give you a chance to have quality
engagement with your target audience while providing them important
information about your school
bull It can help increase your traffic to your digital platforms which can turn in to
leads for new students and also help you retain your current students
bull Everyone likes to stay informed and provided with timely information
bull It can also help keep your parents organized The more information they
have the better coordinated and engaged they are with your school
42
What is a content editorial calendar
See below for a sample 30-day editorial calendar for Catholic Schools Week
bull Tuesday January 9 2017 Catholic Schools Week Announcement
bull Tuesday January 17 2017 Open House Invitation
bull Thursday January 19 2017 CSW Schedule of events
bull Monday January 23 2017 Registration Incentives Information
bull Thursday January 26 2017 CSW reminder invitation
bull Sunday January 29 2017 Happy CSW Week publish week of activities
again with hours of each event
Please note that this content can be used across all marketing
digital channels ie website social media platforms text
messages marquee e-mail blasts (newsletters)
43
Content Editorial Calendar example - 1
January 2017 30 day - Content Marketing Editorial Calendar
Sunday Monday Tuesday Wednesday Thursday Friday Saturday
1 2 3 4 5 6 7
8 9CSW Announcement
10 11 12 13 14
15 16 17Open House Invitation
18 19 CSW Schedule of Events
20 21
22 23Registration IncentivesInformation
24 25 26CSW Reminder Invitation
27 28
29CSW Week ActivityInformation
30 31
44
Content Editorial Calendar example - 2
Tuesday January 9 2017 Copy Link
Website Post CSW Announcement on home page
Facebook Itrsquos that time of year again to celebrate National Catholic Education during Catholic Schools Week This years theme is ldquoCatholic Schools Communities of Faith Knowledge and Servicerdquo CSW17 is the week of January 29 - February 4 We hope you plan on celebrating with us
httpwwwfenwickfriarscom
Twitter Celebrate CSW17 fenwickfriars Visit httpwwwfenwickfriarscom4 more info
httpwwwfenwickfriarscom
Thursday January 21 2017 Copy Link
Website Post Open House Calendar on home page
Facebook We look forward to seeing you during Catholic Schools Week We have several activities we think you will enjoy Be sure to check the schedule below for the times and dates CSW17
httpsbpsstbenedictcom
Twitter Celebrate CSW17 stbenprep httpsbpsstbenedictcom
45
Weekly detailed marketing content calendar ndash
example 3
Additional marketing tools to add for your messaging needs would include mobile texting email blasts andor additional social media platforms such as Instagram and YouTube
Five Steps to Success
Step One Identify Who can Help Spread the
Word
bull Do your staff board members and volunteers have their own Facebook pages Twitter and Instagram accounts
bull What about your donors and partners What social media outlets do they use Would they be willing to publicize your message via their social media properties
bull What aspects of what yoursquore planning speak to the education
industrycommunity at large
47Source Edelman
Step Two Mobilize Your Volunteers and Partners
bull Discuss social media etiquette at training and suggest posting information of personal accounts
bull Call your partners and third party endorsers communication directors and ask if theyrsquoll post content on their social media properties
bull Think of your staff and volunteers
(parent ambassadors) as on-site
ldquobeat reportersrdquo
48Source Edelman
How to Put Your Parent Ambassadors to Workhellip
bull Establish a hashtag for the academic program event or campaign in advance and include it on all promotional materials along with information about where to find your social media presence
bull Make sure all staff parents and partners are aware of the tags yoursquove established
bull Hold a social media training session during parent ambassador trainingorientation to show people how to post via their mobile device and encourage parents to take and post pictures videos and tweets the day of the event
49Source Edelman
Examples of the Plan in Action
50
Examples of the Plan in Action
51
Step Three Curate your Social Media content
bull Track the hashtag and post on public sites
bull Repost the best posts and pictures on your own social networks
bull Post on your website as well
bull Keep a list of the people who are posting
bull Interact
bull Pat your partners on the back
52Source Edelman
Step Four Funnel your Best Results Up
bull Send your best posts tweets and videos collections to the Office of Catholic Schools Communications Department social media team to rebroadcast on their social media properties
bull Arrange for re-tweets in real-time if possible among all partners
bull Chart results
53Source Edelman
Step Five After-action Review
bull Collect the best information posted online for a follow-up post on your social networks
bull Follow-up with your most active participants and thank them ndashthey are the most likely to champion future events
bull Evaluate your social media coverage ndash was there an uptick in your following How much buzz was generated What questions did people have What would you do differently next time
54Source Edelman
Media GuidelinesCrisis Communications
Responding to Media Queries
bull The general public is always interested in education related news Some local news outlets have an education reporter who covers schools and education issues on a regular basis
bull Reporters deliver your message along with their own to their audience be it on television over the radio print publications or online
bull The Archdiocese of Chicago has an extraordinary story to tell
bull At times it might seem like the media focuses on negative issues and sometimes you may be contacted about a less positive event but it is critical to remember the excellent work that you do every day
56
Media Guidelines
The following are requirements and guidelines for responding to media queries
and presence
bull Any school contacted by the media for any reason MUST contact their
Regional Director andor the Director of Communications before responding
to the query Your pastor must be notified as well
bull Reporters can always be directed by you or your secretary to call the media
relations line at 3125348227 or the Director of Communications at
3125345334
bull Remember that you are under no obligation to speak to the media please
instead refer them to the communications officemedia relations line
57
Media Guidelines
bull A member of the media cannot be admitted into a school or on school
property including playgrounds parking lots fields etc without the
consent of the principal With permission a member of the media may
enter the premises but must be accompanied at all times
bull Before a meeting where sensitive information is shared politely
announce that it is a private meeting If members of the media are
present please ask them to leave
58
Media Guidelines
THE MEDIA ARE DOING THEIR JOB
Reporters have a job to do They are doing their best to get their story into print or online news outlets or airtime on their TV or radio stations Plus they are doing it on a deadline
ALWAYS MAINTAIN A PROFESSIONAL RELATIONSHIP WITH REPORTERS
You may have existing relationships with members of the media but remember the media have a job to do Never depend on a prior relationship to get a story covered or to hold a story back
59
Media Guidelines
YOU ARE THE SCHOOL SPOKESPERSON YOU ARE NOT
SPEAKING FOR YOURSELF
Be wary of any question that starts with ldquoWhat is your opinionrdquo or ldquoWhat
do you think abouthelliprdquo or ldquoWhat does someone other than yourself thinkrdquo
It is tempting to offer your opinion but it is critical to stick to the facts
Additional resources can be found at the following links
When a tragedy occurs
httpocsarchchicagoorgPortals23einfoParents20and20Teachers
20Can20Help20-Tragedypdf
In the event of a crisis it is imperative to contact the Office of Catholic
Schools and the Department of Communications
60
Media Guidelines
Additional PR Information
PR Is Evolving
PR is evolvinghellip
The Latest PR Tools
bull Social media sites (eg Facebook Twitter Instagram)
bull Mobile
bull Influencerblogger outreach
bull Blogs
62Source Edelman
What visuals are unique to you
What does local volunteerism look like
Visual collateral
bull Historicvintage (ads events)
bull Website or other digital footprints
bull Advertising (printTVradio)
Is the package ldquolayout worthyrdquo
63
1 Picture = 1000 Words
Source Edelman
How to Measure PR
Qualitativebull All messaging contains key
brand mentiontalking
points
bull Reach target audience
through preferred media
outlets and programs
bull Pre-and post-initiative
awareness survey
Quantitativebull Report consumer impression
numbers reached via
bull Media placement
bull Event attendance
bull Program participation
(grant program entries
online hits giveaway
distribution)
bull Advertising equivalency
bull Social media likes repost
etc
bull Site visitors
64Source Edelman
THANK YOU
Anne R Maselliamaselliarchchicagoorg
Felicia R Hortonfhortonarchchicagoorg
QUESTIONS
Month Topic Date
September Developing a Parent Ambassador Program Tuesday
September 13
November Hosting a Great Open House Tuesday
November 15
December Preparing for Catholic Schools Week and
Retention Events
Tuesday
December 13
January Communications and Media Tuesday
January 17
March Early Childhood Marketing Tuesday
March 14
April Marketing in a Changing Neighborhood Tuesday
April 18
May Summer Marketing Strategies Tuesday
May 16
WEBINARS 12pm - 1pm
67
Month Topic Date
October Next Level Web Strategies Wednesday October 19
February Developing Your 2017-18 Marketing Plan Wednesday February 15
WORKSHOPS 9 am - 1 pm at Archbishop Quigley Center
68
Thank you
69Source Edelman
Aim to Have these Influencers Champion your
Education Program
When that happens you will ultimately grow your reach across the social web and build a broader network that wants to hear what you have to say
Now the next question is
What do you need and want to communicate to your audience
What is your content your message
38Source Edelman
CONTENT
Creating and scheduling content for publicity and advertising
=
Editorial Content Calendar
bull Content Marketing strategically communicates the story of your school to your target
audiences via several media platforms in a consistent and timely manner all
designed to increase engagement awareness new students retention partners
and donors
bull Several media platforms include social media website email blasts newsletters
church bulletins advertising opportunities photos releases videos photos special
events etc
bull Now that you know your content how can you organize it The answer is with a
content marketing editorial calendar
40
What is content marketing
bull Are you interested in consistent strategic and timely content for your traditional and digital media needs
bull Do you need to organize your content message strategy
bull Do you need to save time with planning and executing your content strategy
bull Do you need to get more traffic to your website and social media platforms
41
Why consider an editorial calendar
bull A content editorial calendar helps you organize your messaging to your
external and internal audiences
bull You can plan your content on an annual basis As a result your messaging
will be strategic and timely
bull A content marketing editorial calendar will give you a chance to have quality
engagement with your target audience while providing them important
information about your school
bull It can help increase your traffic to your digital platforms which can turn in to
leads for new students and also help you retain your current students
bull Everyone likes to stay informed and provided with timely information
bull It can also help keep your parents organized The more information they
have the better coordinated and engaged they are with your school
42
What is a content editorial calendar
See below for a sample 30-day editorial calendar for Catholic Schools Week
bull Tuesday January 9 2017 Catholic Schools Week Announcement
bull Tuesday January 17 2017 Open House Invitation
bull Thursday January 19 2017 CSW Schedule of events
bull Monday January 23 2017 Registration Incentives Information
bull Thursday January 26 2017 CSW reminder invitation
bull Sunday January 29 2017 Happy CSW Week publish week of activities
again with hours of each event
Please note that this content can be used across all marketing
digital channels ie website social media platforms text
messages marquee e-mail blasts (newsletters)
43
Content Editorial Calendar example - 1
January 2017 30 day - Content Marketing Editorial Calendar
Sunday Monday Tuesday Wednesday Thursday Friday Saturday
1 2 3 4 5 6 7
8 9CSW Announcement
10 11 12 13 14
15 16 17Open House Invitation
18 19 CSW Schedule of Events
20 21
22 23Registration IncentivesInformation
24 25 26CSW Reminder Invitation
27 28
29CSW Week ActivityInformation
30 31
44
Content Editorial Calendar example - 2
Tuesday January 9 2017 Copy Link
Website Post CSW Announcement on home page
Facebook Itrsquos that time of year again to celebrate National Catholic Education during Catholic Schools Week This years theme is ldquoCatholic Schools Communities of Faith Knowledge and Servicerdquo CSW17 is the week of January 29 - February 4 We hope you plan on celebrating with us
httpwwwfenwickfriarscom
Twitter Celebrate CSW17 fenwickfriars Visit httpwwwfenwickfriarscom4 more info
httpwwwfenwickfriarscom
Thursday January 21 2017 Copy Link
Website Post Open House Calendar on home page
Facebook We look forward to seeing you during Catholic Schools Week We have several activities we think you will enjoy Be sure to check the schedule below for the times and dates CSW17
httpsbpsstbenedictcom
Twitter Celebrate CSW17 stbenprep httpsbpsstbenedictcom
45
Weekly detailed marketing content calendar ndash
example 3
Additional marketing tools to add for your messaging needs would include mobile texting email blasts andor additional social media platforms such as Instagram and YouTube
Five Steps to Success
Step One Identify Who can Help Spread the
Word
bull Do your staff board members and volunteers have their own Facebook pages Twitter and Instagram accounts
bull What about your donors and partners What social media outlets do they use Would they be willing to publicize your message via their social media properties
bull What aspects of what yoursquore planning speak to the education
industrycommunity at large
47Source Edelman
Step Two Mobilize Your Volunteers and Partners
bull Discuss social media etiquette at training and suggest posting information of personal accounts
bull Call your partners and third party endorsers communication directors and ask if theyrsquoll post content on their social media properties
bull Think of your staff and volunteers
(parent ambassadors) as on-site
ldquobeat reportersrdquo
48Source Edelman
How to Put Your Parent Ambassadors to Workhellip
bull Establish a hashtag for the academic program event or campaign in advance and include it on all promotional materials along with information about where to find your social media presence
bull Make sure all staff parents and partners are aware of the tags yoursquove established
bull Hold a social media training session during parent ambassador trainingorientation to show people how to post via their mobile device and encourage parents to take and post pictures videos and tweets the day of the event
49Source Edelman
Examples of the Plan in Action
50
Examples of the Plan in Action
51
Step Three Curate your Social Media content
bull Track the hashtag and post on public sites
bull Repost the best posts and pictures on your own social networks
bull Post on your website as well
bull Keep a list of the people who are posting
bull Interact
bull Pat your partners on the back
52Source Edelman
Step Four Funnel your Best Results Up
bull Send your best posts tweets and videos collections to the Office of Catholic Schools Communications Department social media team to rebroadcast on their social media properties
bull Arrange for re-tweets in real-time if possible among all partners
bull Chart results
53Source Edelman
Step Five After-action Review
bull Collect the best information posted online for a follow-up post on your social networks
bull Follow-up with your most active participants and thank them ndashthey are the most likely to champion future events
bull Evaluate your social media coverage ndash was there an uptick in your following How much buzz was generated What questions did people have What would you do differently next time
54Source Edelman
Media GuidelinesCrisis Communications
Responding to Media Queries
bull The general public is always interested in education related news Some local news outlets have an education reporter who covers schools and education issues on a regular basis
bull Reporters deliver your message along with their own to their audience be it on television over the radio print publications or online
bull The Archdiocese of Chicago has an extraordinary story to tell
bull At times it might seem like the media focuses on negative issues and sometimes you may be contacted about a less positive event but it is critical to remember the excellent work that you do every day
56
Media Guidelines
The following are requirements and guidelines for responding to media queries
and presence
bull Any school contacted by the media for any reason MUST contact their
Regional Director andor the Director of Communications before responding
to the query Your pastor must be notified as well
bull Reporters can always be directed by you or your secretary to call the media
relations line at 3125348227 or the Director of Communications at
3125345334
bull Remember that you are under no obligation to speak to the media please
instead refer them to the communications officemedia relations line
57
Media Guidelines
bull A member of the media cannot be admitted into a school or on school
property including playgrounds parking lots fields etc without the
consent of the principal With permission a member of the media may
enter the premises but must be accompanied at all times
bull Before a meeting where sensitive information is shared politely
announce that it is a private meeting If members of the media are
present please ask them to leave
58
Media Guidelines
THE MEDIA ARE DOING THEIR JOB
Reporters have a job to do They are doing their best to get their story into print or online news outlets or airtime on their TV or radio stations Plus they are doing it on a deadline
ALWAYS MAINTAIN A PROFESSIONAL RELATIONSHIP WITH REPORTERS
You may have existing relationships with members of the media but remember the media have a job to do Never depend on a prior relationship to get a story covered or to hold a story back
59
Media Guidelines
YOU ARE THE SCHOOL SPOKESPERSON YOU ARE NOT
SPEAKING FOR YOURSELF
Be wary of any question that starts with ldquoWhat is your opinionrdquo or ldquoWhat
do you think abouthelliprdquo or ldquoWhat does someone other than yourself thinkrdquo
It is tempting to offer your opinion but it is critical to stick to the facts
Additional resources can be found at the following links
When a tragedy occurs
httpocsarchchicagoorgPortals23einfoParents20and20Teachers
20Can20Help20-Tragedypdf
In the event of a crisis it is imperative to contact the Office of Catholic
Schools and the Department of Communications
60
Media Guidelines
Additional PR Information
PR Is Evolving
PR is evolvinghellip
The Latest PR Tools
bull Social media sites (eg Facebook Twitter Instagram)
bull Mobile
bull Influencerblogger outreach
bull Blogs
62Source Edelman
What visuals are unique to you
What does local volunteerism look like
Visual collateral
bull Historicvintage (ads events)
bull Website or other digital footprints
bull Advertising (printTVradio)
Is the package ldquolayout worthyrdquo
63
1 Picture = 1000 Words
Source Edelman
How to Measure PR
Qualitativebull All messaging contains key
brand mentiontalking
points
bull Reach target audience
through preferred media
outlets and programs
bull Pre-and post-initiative
awareness survey
Quantitativebull Report consumer impression
numbers reached via
bull Media placement
bull Event attendance
bull Program participation
(grant program entries
online hits giveaway
distribution)
bull Advertising equivalency
bull Social media likes repost
etc
bull Site visitors
64Source Edelman
THANK YOU
Anne R Maselliamaselliarchchicagoorg
Felicia R Hortonfhortonarchchicagoorg
QUESTIONS
Month Topic Date
September Developing a Parent Ambassador Program Tuesday
September 13
November Hosting a Great Open House Tuesday
November 15
December Preparing for Catholic Schools Week and
Retention Events
Tuesday
December 13
January Communications and Media Tuesday
January 17
March Early Childhood Marketing Tuesday
March 14
April Marketing in a Changing Neighborhood Tuesday
April 18
May Summer Marketing Strategies Tuesday
May 16
WEBINARS 12pm - 1pm
67
Month Topic Date
October Next Level Web Strategies Wednesday October 19
February Developing Your 2017-18 Marketing Plan Wednesday February 15
WORKSHOPS 9 am - 1 pm at Archbishop Quigley Center
68
Thank you
69Source Edelman
CONTENT
Creating and scheduling content for publicity and advertising
=
Editorial Content Calendar
bull Content Marketing strategically communicates the story of your school to your target
audiences via several media platforms in a consistent and timely manner all
designed to increase engagement awareness new students retention partners
and donors
bull Several media platforms include social media website email blasts newsletters
church bulletins advertising opportunities photos releases videos photos special
events etc
bull Now that you know your content how can you organize it The answer is with a
content marketing editorial calendar
40
What is content marketing
bull Are you interested in consistent strategic and timely content for your traditional and digital media needs
bull Do you need to organize your content message strategy
bull Do you need to save time with planning and executing your content strategy
bull Do you need to get more traffic to your website and social media platforms
41
Why consider an editorial calendar
bull A content editorial calendar helps you organize your messaging to your
external and internal audiences
bull You can plan your content on an annual basis As a result your messaging
will be strategic and timely
bull A content marketing editorial calendar will give you a chance to have quality
engagement with your target audience while providing them important
information about your school
bull It can help increase your traffic to your digital platforms which can turn in to
leads for new students and also help you retain your current students
bull Everyone likes to stay informed and provided with timely information
bull It can also help keep your parents organized The more information they
have the better coordinated and engaged they are with your school
42
What is a content editorial calendar
See below for a sample 30-day editorial calendar for Catholic Schools Week
bull Tuesday January 9 2017 Catholic Schools Week Announcement
bull Tuesday January 17 2017 Open House Invitation
bull Thursday January 19 2017 CSW Schedule of events
bull Monday January 23 2017 Registration Incentives Information
bull Thursday January 26 2017 CSW reminder invitation
bull Sunday January 29 2017 Happy CSW Week publish week of activities
again with hours of each event
Please note that this content can be used across all marketing
digital channels ie website social media platforms text
messages marquee e-mail blasts (newsletters)
43
Content Editorial Calendar example - 1
January 2017 30 day - Content Marketing Editorial Calendar
Sunday Monday Tuesday Wednesday Thursday Friday Saturday
1 2 3 4 5 6 7
8 9CSW Announcement
10 11 12 13 14
15 16 17Open House Invitation
18 19 CSW Schedule of Events
20 21
22 23Registration IncentivesInformation
24 25 26CSW Reminder Invitation
27 28
29CSW Week ActivityInformation
30 31
44
Content Editorial Calendar example - 2
Tuesday January 9 2017 Copy Link
Website Post CSW Announcement on home page
Facebook Itrsquos that time of year again to celebrate National Catholic Education during Catholic Schools Week This years theme is ldquoCatholic Schools Communities of Faith Knowledge and Servicerdquo CSW17 is the week of January 29 - February 4 We hope you plan on celebrating with us
httpwwwfenwickfriarscom
Twitter Celebrate CSW17 fenwickfriars Visit httpwwwfenwickfriarscom4 more info
httpwwwfenwickfriarscom
Thursday January 21 2017 Copy Link
Website Post Open House Calendar on home page
Facebook We look forward to seeing you during Catholic Schools Week We have several activities we think you will enjoy Be sure to check the schedule below for the times and dates CSW17
httpsbpsstbenedictcom
Twitter Celebrate CSW17 stbenprep httpsbpsstbenedictcom
45
Weekly detailed marketing content calendar ndash
example 3
Additional marketing tools to add for your messaging needs would include mobile texting email blasts andor additional social media platforms such as Instagram and YouTube
Five Steps to Success
Step One Identify Who can Help Spread the
Word
bull Do your staff board members and volunteers have their own Facebook pages Twitter and Instagram accounts
bull What about your donors and partners What social media outlets do they use Would they be willing to publicize your message via their social media properties
bull What aspects of what yoursquore planning speak to the education
industrycommunity at large
47Source Edelman
Step Two Mobilize Your Volunteers and Partners
bull Discuss social media etiquette at training and suggest posting information of personal accounts
bull Call your partners and third party endorsers communication directors and ask if theyrsquoll post content on their social media properties
bull Think of your staff and volunteers
(parent ambassadors) as on-site
ldquobeat reportersrdquo
48Source Edelman
How to Put Your Parent Ambassadors to Workhellip
bull Establish a hashtag for the academic program event or campaign in advance and include it on all promotional materials along with information about where to find your social media presence
bull Make sure all staff parents and partners are aware of the tags yoursquove established
bull Hold a social media training session during parent ambassador trainingorientation to show people how to post via their mobile device and encourage parents to take and post pictures videos and tweets the day of the event
49Source Edelman
Examples of the Plan in Action
50
Examples of the Plan in Action
51
Step Three Curate your Social Media content
bull Track the hashtag and post on public sites
bull Repost the best posts and pictures on your own social networks
bull Post on your website as well
bull Keep a list of the people who are posting
bull Interact
bull Pat your partners on the back
52Source Edelman
Step Four Funnel your Best Results Up
bull Send your best posts tweets and videos collections to the Office of Catholic Schools Communications Department social media team to rebroadcast on their social media properties
bull Arrange for re-tweets in real-time if possible among all partners
bull Chart results
53Source Edelman
Step Five After-action Review
bull Collect the best information posted online for a follow-up post on your social networks
bull Follow-up with your most active participants and thank them ndashthey are the most likely to champion future events
bull Evaluate your social media coverage ndash was there an uptick in your following How much buzz was generated What questions did people have What would you do differently next time
54Source Edelman
Media GuidelinesCrisis Communications
Responding to Media Queries
bull The general public is always interested in education related news Some local news outlets have an education reporter who covers schools and education issues on a regular basis
bull Reporters deliver your message along with their own to their audience be it on television over the radio print publications or online
bull The Archdiocese of Chicago has an extraordinary story to tell
bull At times it might seem like the media focuses on negative issues and sometimes you may be contacted about a less positive event but it is critical to remember the excellent work that you do every day
56
Media Guidelines
The following are requirements and guidelines for responding to media queries
and presence
bull Any school contacted by the media for any reason MUST contact their
Regional Director andor the Director of Communications before responding
to the query Your pastor must be notified as well
bull Reporters can always be directed by you or your secretary to call the media
relations line at 3125348227 or the Director of Communications at
3125345334
bull Remember that you are under no obligation to speak to the media please
instead refer them to the communications officemedia relations line
57
Media Guidelines
bull A member of the media cannot be admitted into a school or on school
property including playgrounds parking lots fields etc without the
consent of the principal With permission a member of the media may
enter the premises but must be accompanied at all times
bull Before a meeting where sensitive information is shared politely
announce that it is a private meeting If members of the media are
present please ask them to leave
58
Media Guidelines
THE MEDIA ARE DOING THEIR JOB
Reporters have a job to do They are doing their best to get their story into print or online news outlets or airtime on their TV or radio stations Plus they are doing it on a deadline
ALWAYS MAINTAIN A PROFESSIONAL RELATIONSHIP WITH REPORTERS
You may have existing relationships with members of the media but remember the media have a job to do Never depend on a prior relationship to get a story covered or to hold a story back
59
Media Guidelines
YOU ARE THE SCHOOL SPOKESPERSON YOU ARE NOT
SPEAKING FOR YOURSELF
Be wary of any question that starts with ldquoWhat is your opinionrdquo or ldquoWhat
do you think abouthelliprdquo or ldquoWhat does someone other than yourself thinkrdquo
It is tempting to offer your opinion but it is critical to stick to the facts
Additional resources can be found at the following links
When a tragedy occurs
httpocsarchchicagoorgPortals23einfoParents20and20Teachers
20Can20Help20-Tragedypdf
In the event of a crisis it is imperative to contact the Office of Catholic
Schools and the Department of Communications
60
Media Guidelines
Additional PR Information
PR Is Evolving
PR is evolvinghellip
The Latest PR Tools
bull Social media sites (eg Facebook Twitter Instagram)
bull Mobile
bull Influencerblogger outreach
bull Blogs
62Source Edelman
What visuals are unique to you
What does local volunteerism look like
Visual collateral
bull Historicvintage (ads events)
bull Website or other digital footprints
bull Advertising (printTVradio)
Is the package ldquolayout worthyrdquo
63
1 Picture = 1000 Words
Source Edelman
How to Measure PR
Qualitativebull All messaging contains key
brand mentiontalking
points
bull Reach target audience
through preferred media
outlets and programs
bull Pre-and post-initiative
awareness survey
Quantitativebull Report consumer impression
numbers reached via
bull Media placement
bull Event attendance
bull Program participation
(grant program entries
online hits giveaway
distribution)
bull Advertising equivalency
bull Social media likes repost
etc
bull Site visitors
64Source Edelman
THANK YOU
Anne R Maselliamaselliarchchicagoorg
Felicia R Hortonfhortonarchchicagoorg
QUESTIONS
Month Topic Date
September Developing a Parent Ambassador Program Tuesday
September 13
November Hosting a Great Open House Tuesday
November 15
December Preparing for Catholic Schools Week and
Retention Events
Tuesday
December 13
January Communications and Media Tuesday
January 17
March Early Childhood Marketing Tuesday
March 14
April Marketing in a Changing Neighborhood Tuesday
April 18
May Summer Marketing Strategies Tuesday
May 16
WEBINARS 12pm - 1pm
67
Month Topic Date
October Next Level Web Strategies Wednesday October 19
February Developing Your 2017-18 Marketing Plan Wednesday February 15
WORKSHOPS 9 am - 1 pm at Archbishop Quigley Center
68
Thank you
69Source Edelman
bull Content Marketing strategically communicates the story of your school to your target
audiences via several media platforms in a consistent and timely manner all
designed to increase engagement awareness new students retention partners
and donors
bull Several media platforms include social media website email blasts newsletters
church bulletins advertising opportunities photos releases videos photos special
events etc
bull Now that you know your content how can you organize it The answer is with a
content marketing editorial calendar
40
What is content marketing
bull Are you interested in consistent strategic and timely content for your traditional and digital media needs
bull Do you need to organize your content message strategy
bull Do you need to save time with planning and executing your content strategy
bull Do you need to get more traffic to your website and social media platforms
41
Why consider an editorial calendar
bull A content editorial calendar helps you organize your messaging to your
external and internal audiences
bull You can plan your content on an annual basis As a result your messaging
will be strategic and timely
bull A content marketing editorial calendar will give you a chance to have quality
engagement with your target audience while providing them important
information about your school
bull It can help increase your traffic to your digital platforms which can turn in to
leads for new students and also help you retain your current students
bull Everyone likes to stay informed and provided with timely information
bull It can also help keep your parents organized The more information they
have the better coordinated and engaged they are with your school
42
What is a content editorial calendar
See below for a sample 30-day editorial calendar for Catholic Schools Week
bull Tuesday January 9 2017 Catholic Schools Week Announcement
bull Tuesday January 17 2017 Open House Invitation
bull Thursday January 19 2017 CSW Schedule of events
bull Monday January 23 2017 Registration Incentives Information
bull Thursday January 26 2017 CSW reminder invitation
bull Sunday January 29 2017 Happy CSW Week publish week of activities
again with hours of each event
Please note that this content can be used across all marketing
digital channels ie website social media platforms text
messages marquee e-mail blasts (newsletters)
43
Content Editorial Calendar example - 1
January 2017 30 day - Content Marketing Editorial Calendar
Sunday Monday Tuesday Wednesday Thursday Friday Saturday
1 2 3 4 5 6 7
8 9CSW Announcement
10 11 12 13 14
15 16 17Open House Invitation
18 19 CSW Schedule of Events
20 21
22 23Registration IncentivesInformation
24 25 26CSW Reminder Invitation
27 28
29CSW Week ActivityInformation
30 31
44
Content Editorial Calendar example - 2
Tuesday January 9 2017 Copy Link
Website Post CSW Announcement on home page
Facebook Itrsquos that time of year again to celebrate National Catholic Education during Catholic Schools Week This years theme is ldquoCatholic Schools Communities of Faith Knowledge and Servicerdquo CSW17 is the week of January 29 - February 4 We hope you plan on celebrating with us
httpwwwfenwickfriarscom
Twitter Celebrate CSW17 fenwickfriars Visit httpwwwfenwickfriarscom4 more info
httpwwwfenwickfriarscom
Thursday January 21 2017 Copy Link
Website Post Open House Calendar on home page
Facebook We look forward to seeing you during Catholic Schools Week We have several activities we think you will enjoy Be sure to check the schedule below for the times and dates CSW17
httpsbpsstbenedictcom
Twitter Celebrate CSW17 stbenprep httpsbpsstbenedictcom
45
Weekly detailed marketing content calendar ndash
example 3
Additional marketing tools to add for your messaging needs would include mobile texting email blasts andor additional social media platforms such as Instagram and YouTube
Five Steps to Success
Step One Identify Who can Help Spread the
Word
bull Do your staff board members and volunteers have their own Facebook pages Twitter and Instagram accounts
bull What about your donors and partners What social media outlets do they use Would they be willing to publicize your message via their social media properties
bull What aspects of what yoursquore planning speak to the education
industrycommunity at large
47Source Edelman
Step Two Mobilize Your Volunteers and Partners
bull Discuss social media etiquette at training and suggest posting information of personal accounts
bull Call your partners and third party endorsers communication directors and ask if theyrsquoll post content on their social media properties
bull Think of your staff and volunteers
(parent ambassadors) as on-site
ldquobeat reportersrdquo
48Source Edelman
How to Put Your Parent Ambassadors to Workhellip
bull Establish a hashtag for the academic program event or campaign in advance and include it on all promotional materials along with information about where to find your social media presence
bull Make sure all staff parents and partners are aware of the tags yoursquove established
bull Hold a social media training session during parent ambassador trainingorientation to show people how to post via their mobile device and encourage parents to take and post pictures videos and tweets the day of the event
49Source Edelman
Examples of the Plan in Action
50
Examples of the Plan in Action
51
Step Three Curate your Social Media content
bull Track the hashtag and post on public sites
bull Repost the best posts and pictures on your own social networks
bull Post on your website as well
bull Keep a list of the people who are posting
bull Interact
bull Pat your partners on the back
52Source Edelman
Step Four Funnel your Best Results Up
bull Send your best posts tweets and videos collections to the Office of Catholic Schools Communications Department social media team to rebroadcast on their social media properties
bull Arrange for re-tweets in real-time if possible among all partners
bull Chart results
53Source Edelman
Step Five After-action Review
bull Collect the best information posted online for a follow-up post on your social networks
bull Follow-up with your most active participants and thank them ndashthey are the most likely to champion future events
bull Evaluate your social media coverage ndash was there an uptick in your following How much buzz was generated What questions did people have What would you do differently next time
54Source Edelman
Media GuidelinesCrisis Communications
Responding to Media Queries
bull The general public is always interested in education related news Some local news outlets have an education reporter who covers schools and education issues on a regular basis
bull Reporters deliver your message along with their own to their audience be it on television over the radio print publications or online
bull The Archdiocese of Chicago has an extraordinary story to tell
bull At times it might seem like the media focuses on negative issues and sometimes you may be contacted about a less positive event but it is critical to remember the excellent work that you do every day
56
Media Guidelines
The following are requirements and guidelines for responding to media queries
and presence
bull Any school contacted by the media for any reason MUST contact their
Regional Director andor the Director of Communications before responding
to the query Your pastor must be notified as well
bull Reporters can always be directed by you or your secretary to call the media
relations line at 3125348227 or the Director of Communications at
3125345334
bull Remember that you are under no obligation to speak to the media please
instead refer them to the communications officemedia relations line
57
Media Guidelines
bull A member of the media cannot be admitted into a school or on school
property including playgrounds parking lots fields etc without the
consent of the principal With permission a member of the media may
enter the premises but must be accompanied at all times
bull Before a meeting where sensitive information is shared politely
announce that it is a private meeting If members of the media are
present please ask them to leave
58
Media Guidelines
THE MEDIA ARE DOING THEIR JOB
Reporters have a job to do They are doing their best to get their story into print or online news outlets or airtime on their TV or radio stations Plus they are doing it on a deadline
ALWAYS MAINTAIN A PROFESSIONAL RELATIONSHIP WITH REPORTERS
You may have existing relationships with members of the media but remember the media have a job to do Never depend on a prior relationship to get a story covered or to hold a story back
59
Media Guidelines
YOU ARE THE SCHOOL SPOKESPERSON YOU ARE NOT
SPEAKING FOR YOURSELF
Be wary of any question that starts with ldquoWhat is your opinionrdquo or ldquoWhat
do you think abouthelliprdquo or ldquoWhat does someone other than yourself thinkrdquo
It is tempting to offer your opinion but it is critical to stick to the facts
Additional resources can be found at the following links
When a tragedy occurs
httpocsarchchicagoorgPortals23einfoParents20and20Teachers
20Can20Help20-Tragedypdf
In the event of a crisis it is imperative to contact the Office of Catholic
Schools and the Department of Communications
60
Media Guidelines
Additional PR Information
PR Is Evolving
PR is evolvinghellip
The Latest PR Tools
bull Social media sites (eg Facebook Twitter Instagram)
bull Mobile
bull Influencerblogger outreach
bull Blogs
62Source Edelman
What visuals are unique to you
What does local volunteerism look like
Visual collateral
bull Historicvintage (ads events)
bull Website or other digital footprints
bull Advertising (printTVradio)
Is the package ldquolayout worthyrdquo
63
1 Picture = 1000 Words
Source Edelman
How to Measure PR
Qualitativebull All messaging contains key
brand mentiontalking
points
bull Reach target audience
through preferred media
outlets and programs
bull Pre-and post-initiative
awareness survey
Quantitativebull Report consumer impression
numbers reached via
bull Media placement
bull Event attendance
bull Program participation
(grant program entries
online hits giveaway
distribution)
bull Advertising equivalency
bull Social media likes repost
etc
bull Site visitors
64Source Edelman
THANK YOU
Anne R Maselliamaselliarchchicagoorg
Felicia R Hortonfhortonarchchicagoorg
QUESTIONS
Month Topic Date
September Developing a Parent Ambassador Program Tuesday
September 13
November Hosting a Great Open House Tuesday
November 15
December Preparing for Catholic Schools Week and
Retention Events
Tuesday
December 13
January Communications and Media Tuesday
January 17
March Early Childhood Marketing Tuesday
March 14
April Marketing in a Changing Neighborhood Tuesday
April 18
May Summer Marketing Strategies Tuesday
May 16
WEBINARS 12pm - 1pm
67
Month Topic Date
October Next Level Web Strategies Wednesday October 19
February Developing Your 2017-18 Marketing Plan Wednesday February 15
WORKSHOPS 9 am - 1 pm at Archbishop Quigley Center
68
Thank you
69Source Edelman
bull Are you interested in consistent strategic and timely content for your traditional and digital media needs
bull Do you need to organize your content message strategy
bull Do you need to save time with planning and executing your content strategy
bull Do you need to get more traffic to your website and social media platforms
41
Why consider an editorial calendar
bull A content editorial calendar helps you organize your messaging to your
external and internal audiences
bull You can plan your content on an annual basis As a result your messaging
will be strategic and timely
bull A content marketing editorial calendar will give you a chance to have quality
engagement with your target audience while providing them important
information about your school
bull It can help increase your traffic to your digital platforms which can turn in to
leads for new students and also help you retain your current students
bull Everyone likes to stay informed and provided with timely information
bull It can also help keep your parents organized The more information they
have the better coordinated and engaged they are with your school
42
What is a content editorial calendar
See below for a sample 30-day editorial calendar for Catholic Schools Week
bull Tuesday January 9 2017 Catholic Schools Week Announcement
bull Tuesday January 17 2017 Open House Invitation
bull Thursday January 19 2017 CSW Schedule of events
bull Monday January 23 2017 Registration Incentives Information
bull Thursday January 26 2017 CSW reminder invitation
bull Sunday January 29 2017 Happy CSW Week publish week of activities
again with hours of each event
Please note that this content can be used across all marketing
digital channels ie website social media platforms text
messages marquee e-mail blasts (newsletters)
43
Content Editorial Calendar example - 1
January 2017 30 day - Content Marketing Editorial Calendar
Sunday Monday Tuesday Wednesday Thursday Friday Saturday
1 2 3 4 5 6 7
8 9CSW Announcement
10 11 12 13 14
15 16 17Open House Invitation
18 19 CSW Schedule of Events
20 21
22 23Registration IncentivesInformation
24 25 26CSW Reminder Invitation
27 28
29CSW Week ActivityInformation
30 31
44
Content Editorial Calendar example - 2
Tuesday January 9 2017 Copy Link
Website Post CSW Announcement on home page
Facebook Itrsquos that time of year again to celebrate National Catholic Education during Catholic Schools Week This years theme is ldquoCatholic Schools Communities of Faith Knowledge and Servicerdquo CSW17 is the week of January 29 - February 4 We hope you plan on celebrating with us
httpwwwfenwickfriarscom
Twitter Celebrate CSW17 fenwickfriars Visit httpwwwfenwickfriarscom4 more info
httpwwwfenwickfriarscom
Thursday January 21 2017 Copy Link
Website Post Open House Calendar on home page
Facebook We look forward to seeing you during Catholic Schools Week We have several activities we think you will enjoy Be sure to check the schedule below for the times and dates CSW17
httpsbpsstbenedictcom
Twitter Celebrate CSW17 stbenprep httpsbpsstbenedictcom
45
Weekly detailed marketing content calendar ndash
example 3
Additional marketing tools to add for your messaging needs would include mobile texting email blasts andor additional social media platforms such as Instagram and YouTube
Five Steps to Success
Step One Identify Who can Help Spread the
Word
bull Do your staff board members and volunteers have their own Facebook pages Twitter and Instagram accounts
bull What about your donors and partners What social media outlets do they use Would they be willing to publicize your message via their social media properties
bull What aspects of what yoursquore planning speak to the education
industrycommunity at large
47Source Edelman
Step Two Mobilize Your Volunteers and Partners
bull Discuss social media etiquette at training and suggest posting information of personal accounts
bull Call your partners and third party endorsers communication directors and ask if theyrsquoll post content on their social media properties
bull Think of your staff and volunteers
(parent ambassadors) as on-site
ldquobeat reportersrdquo
48Source Edelman
How to Put Your Parent Ambassadors to Workhellip
bull Establish a hashtag for the academic program event or campaign in advance and include it on all promotional materials along with information about where to find your social media presence
bull Make sure all staff parents and partners are aware of the tags yoursquove established
bull Hold a social media training session during parent ambassador trainingorientation to show people how to post via their mobile device and encourage parents to take and post pictures videos and tweets the day of the event
49Source Edelman
Examples of the Plan in Action
50
Examples of the Plan in Action
51
Step Three Curate your Social Media content
bull Track the hashtag and post on public sites
bull Repost the best posts and pictures on your own social networks
bull Post on your website as well
bull Keep a list of the people who are posting
bull Interact
bull Pat your partners on the back
52Source Edelman
Step Four Funnel your Best Results Up
bull Send your best posts tweets and videos collections to the Office of Catholic Schools Communications Department social media team to rebroadcast on their social media properties
bull Arrange for re-tweets in real-time if possible among all partners
bull Chart results
53Source Edelman
Step Five After-action Review
bull Collect the best information posted online for a follow-up post on your social networks
bull Follow-up with your most active participants and thank them ndashthey are the most likely to champion future events
bull Evaluate your social media coverage ndash was there an uptick in your following How much buzz was generated What questions did people have What would you do differently next time
54Source Edelman
Media GuidelinesCrisis Communications
Responding to Media Queries
bull The general public is always interested in education related news Some local news outlets have an education reporter who covers schools and education issues on a regular basis
bull Reporters deliver your message along with their own to their audience be it on television over the radio print publications or online
bull The Archdiocese of Chicago has an extraordinary story to tell
bull At times it might seem like the media focuses on negative issues and sometimes you may be contacted about a less positive event but it is critical to remember the excellent work that you do every day
56
Media Guidelines
The following are requirements and guidelines for responding to media queries
and presence
bull Any school contacted by the media for any reason MUST contact their
Regional Director andor the Director of Communications before responding
to the query Your pastor must be notified as well
bull Reporters can always be directed by you or your secretary to call the media
relations line at 3125348227 or the Director of Communications at
3125345334
bull Remember that you are under no obligation to speak to the media please
instead refer them to the communications officemedia relations line
57
Media Guidelines
bull A member of the media cannot be admitted into a school or on school
property including playgrounds parking lots fields etc without the
consent of the principal With permission a member of the media may
enter the premises but must be accompanied at all times
bull Before a meeting where sensitive information is shared politely
announce that it is a private meeting If members of the media are
present please ask them to leave
58
Media Guidelines
THE MEDIA ARE DOING THEIR JOB
Reporters have a job to do They are doing their best to get their story into print or online news outlets or airtime on their TV or radio stations Plus they are doing it on a deadline
ALWAYS MAINTAIN A PROFESSIONAL RELATIONSHIP WITH REPORTERS
You may have existing relationships with members of the media but remember the media have a job to do Never depend on a prior relationship to get a story covered or to hold a story back
59
Media Guidelines
YOU ARE THE SCHOOL SPOKESPERSON YOU ARE NOT
SPEAKING FOR YOURSELF
Be wary of any question that starts with ldquoWhat is your opinionrdquo or ldquoWhat
do you think abouthelliprdquo or ldquoWhat does someone other than yourself thinkrdquo
It is tempting to offer your opinion but it is critical to stick to the facts
Additional resources can be found at the following links
When a tragedy occurs
httpocsarchchicagoorgPortals23einfoParents20and20Teachers
20Can20Help20-Tragedypdf
In the event of a crisis it is imperative to contact the Office of Catholic
Schools and the Department of Communications
60
Media Guidelines
Additional PR Information
PR Is Evolving
PR is evolvinghellip
The Latest PR Tools
bull Social media sites (eg Facebook Twitter Instagram)
bull Mobile
bull Influencerblogger outreach
bull Blogs
62Source Edelman
What visuals are unique to you
What does local volunteerism look like
Visual collateral
bull Historicvintage (ads events)
bull Website or other digital footprints
bull Advertising (printTVradio)
Is the package ldquolayout worthyrdquo
63
1 Picture = 1000 Words
Source Edelman
How to Measure PR
Qualitativebull All messaging contains key
brand mentiontalking
points
bull Reach target audience
through preferred media
outlets and programs
bull Pre-and post-initiative
awareness survey
Quantitativebull Report consumer impression
numbers reached via
bull Media placement
bull Event attendance
bull Program participation
(grant program entries
online hits giveaway
distribution)
bull Advertising equivalency
bull Social media likes repost
etc
bull Site visitors
64Source Edelman
THANK YOU
Anne R Maselliamaselliarchchicagoorg
Felicia R Hortonfhortonarchchicagoorg
QUESTIONS
Month Topic Date
September Developing a Parent Ambassador Program Tuesday
September 13
November Hosting a Great Open House Tuesday
November 15
December Preparing for Catholic Schools Week and
Retention Events
Tuesday
December 13
January Communications and Media Tuesday
January 17
March Early Childhood Marketing Tuesday
March 14
April Marketing in a Changing Neighborhood Tuesday
April 18
May Summer Marketing Strategies Tuesday
May 16
WEBINARS 12pm - 1pm
67
Month Topic Date
October Next Level Web Strategies Wednesday October 19
February Developing Your 2017-18 Marketing Plan Wednesday February 15
WORKSHOPS 9 am - 1 pm at Archbishop Quigley Center
68
Thank you
69Source Edelman
bull A content editorial calendar helps you organize your messaging to your
external and internal audiences
bull You can plan your content on an annual basis As a result your messaging
will be strategic and timely
bull A content marketing editorial calendar will give you a chance to have quality
engagement with your target audience while providing them important
information about your school
bull It can help increase your traffic to your digital platforms which can turn in to
leads for new students and also help you retain your current students
bull Everyone likes to stay informed and provided with timely information
bull It can also help keep your parents organized The more information they
have the better coordinated and engaged they are with your school
42
What is a content editorial calendar
See below for a sample 30-day editorial calendar for Catholic Schools Week
bull Tuesday January 9 2017 Catholic Schools Week Announcement
bull Tuesday January 17 2017 Open House Invitation
bull Thursday January 19 2017 CSW Schedule of events
bull Monday January 23 2017 Registration Incentives Information
bull Thursday January 26 2017 CSW reminder invitation
bull Sunday January 29 2017 Happy CSW Week publish week of activities
again with hours of each event
Please note that this content can be used across all marketing
digital channels ie website social media platforms text
messages marquee e-mail blasts (newsletters)
43
Content Editorial Calendar example - 1
January 2017 30 day - Content Marketing Editorial Calendar
Sunday Monday Tuesday Wednesday Thursday Friday Saturday
1 2 3 4 5 6 7
8 9CSW Announcement
10 11 12 13 14
15 16 17Open House Invitation
18 19 CSW Schedule of Events
20 21
22 23Registration IncentivesInformation
24 25 26CSW Reminder Invitation
27 28
29CSW Week ActivityInformation
30 31
44
Content Editorial Calendar example - 2
Tuesday January 9 2017 Copy Link
Website Post CSW Announcement on home page
Facebook Itrsquos that time of year again to celebrate National Catholic Education during Catholic Schools Week This years theme is ldquoCatholic Schools Communities of Faith Knowledge and Servicerdquo CSW17 is the week of January 29 - February 4 We hope you plan on celebrating with us
httpwwwfenwickfriarscom
Twitter Celebrate CSW17 fenwickfriars Visit httpwwwfenwickfriarscom4 more info
httpwwwfenwickfriarscom
Thursday January 21 2017 Copy Link
Website Post Open House Calendar on home page
Facebook We look forward to seeing you during Catholic Schools Week We have several activities we think you will enjoy Be sure to check the schedule below for the times and dates CSW17
httpsbpsstbenedictcom
Twitter Celebrate CSW17 stbenprep httpsbpsstbenedictcom
45
Weekly detailed marketing content calendar ndash
example 3
Additional marketing tools to add for your messaging needs would include mobile texting email blasts andor additional social media platforms such as Instagram and YouTube
Five Steps to Success
Step One Identify Who can Help Spread the
Word
bull Do your staff board members and volunteers have their own Facebook pages Twitter and Instagram accounts
bull What about your donors and partners What social media outlets do they use Would they be willing to publicize your message via their social media properties
bull What aspects of what yoursquore planning speak to the education
industrycommunity at large
47Source Edelman
Step Two Mobilize Your Volunteers and Partners
bull Discuss social media etiquette at training and suggest posting information of personal accounts
bull Call your partners and third party endorsers communication directors and ask if theyrsquoll post content on their social media properties
bull Think of your staff and volunteers
(parent ambassadors) as on-site
ldquobeat reportersrdquo
48Source Edelman
How to Put Your Parent Ambassadors to Workhellip
bull Establish a hashtag for the academic program event or campaign in advance and include it on all promotional materials along with information about where to find your social media presence
bull Make sure all staff parents and partners are aware of the tags yoursquove established
bull Hold a social media training session during parent ambassador trainingorientation to show people how to post via their mobile device and encourage parents to take and post pictures videos and tweets the day of the event
49Source Edelman
Examples of the Plan in Action
50
Examples of the Plan in Action
51
Step Three Curate your Social Media content
bull Track the hashtag and post on public sites
bull Repost the best posts and pictures on your own social networks
bull Post on your website as well
bull Keep a list of the people who are posting
bull Interact
bull Pat your partners on the back
52Source Edelman
Step Four Funnel your Best Results Up
bull Send your best posts tweets and videos collections to the Office of Catholic Schools Communications Department social media team to rebroadcast on their social media properties
bull Arrange for re-tweets in real-time if possible among all partners
bull Chart results
53Source Edelman
Step Five After-action Review
bull Collect the best information posted online for a follow-up post on your social networks
bull Follow-up with your most active participants and thank them ndashthey are the most likely to champion future events
bull Evaluate your social media coverage ndash was there an uptick in your following How much buzz was generated What questions did people have What would you do differently next time
54Source Edelman
Media GuidelinesCrisis Communications
Responding to Media Queries
bull The general public is always interested in education related news Some local news outlets have an education reporter who covers schools and education issues on a regular basis
bull Reporters deliver your message along with their own to their audience be it on television over the radio print publications or online
bull The Archdiocese of Chicago has an extraordinary story to tell
bull At times it might seem like the media focuses on negative issues and sometimes you may be contacted about a less positive event but it is critical to remember the excellent work that you do every day
56
Media Guidelines
The following are requirements and guidelines for responding to media queries
and presence
bull Any school contacted by the media for any reason MUST contact their
Regional Director andor the Director of Communications before responding
to the query Your pastor must be notified as well
bull Reporters can always be directed by you or your secretary to call the media
relations line at 3125348227 or the Director of Communications at
3125345334
bull Remember that you are under no obligation to speak to the media please
instead refer them to the communications officemedia relations line
57
Media Guidelines
bull A member of the media cannot be admitted into a school or on school
property including playgrounds parking lots fields etc without the
consent of the principal With permission a member of the media may
enter the premises but must be accompanied at all times
bull Before a meeting where sensitive information is shared politely
announce that it is a private meeting If members of the media are
present please ask them to leave
58
Media Guidelines
THE MEDIA ARE DOING THEIR JOB
Reporters have a job to do They are doing their best to get their story into print or online news outlets or airtime on their TV or radio stations Plus they are doing it on a deadline
ALWAYS MAINTAIN A PROFESSIONAL RELATIONSHIP WITH REPORTERS
You may have existing relationships with members of the media but remember the media have a job to do Never depend on a prior relationship to get a story covered or to hold a story back
59
Media Guidelines
YOU ARE THE SCHOOL SPOKESPERSON YOU ARE NOT
SPEAKING FOR YOURSELF
Be wary of any question that starts with ldquoWhat is your opinionrdquo or ldquoWhat
do you think abouthelliprdquo or ldquoWhat does someone other than yourself thinkrdquo
It is tempting to offer your opinion but it is critical to stick to the facts
Additional resources can be found at the following links
When a tragedy occurs
httpocsarchchicagoorgPortals23einfoParents20and20Teachers
20Can20Help20-Tragedypdf
In the event of a crisis it is imperative to contact the Office of Catholic
Schools and the Department of Communications
60
Media Guidelines
Additional PR Information
PR Is Evolving
PR is evolvinghellip
The Latest PR Tools
bull Social media sites (eg Facebook Twitter Instagram)
bull Mobile
bull Influencerblogger outreach
bull Blogs
62Source Edelman
What visuals are unique to you
What does local volunteerism look like
Visual collateral
bull Historicvintage (ads events)
bull Website or other digital footprints
bull Advertising (printTVradio)
Is the package ldquolayout worthyrdquo
63
1 Picture = 1000 Words
Source Edelman
How to Measure PR
Qualitativebull All messaging contains key
brand mentiontalking
points
bull Reach target audience
through preferred media
outlets and programs
bull Pre-and post-initiative
awareness survey
Quantitativebull Report consumer impression
numbers reached via
bull Media placement
bull Event attendance
bull Program participation
(grant program entries
online hits giveaway
distribution)
bull Advertising equivalency
bull Social media likes repost
etc
bull Site visitors
64Source Edelman
THANK YOU
Anne R Maselliamaselliarchchicagoorg
Felicia R Hortonfhortonarchchicagoorg
QUESTIONS
Month Topic Date
September Developing a Parent Ambassador Program Tuesday
September 13
November Hosting a Great Open House Tuesday
November 15
December Preparing for Catholic Schools Week and
Retention Events
Tuesday
December 13
January Communications and Media Tuesday
January 17
March Early Childhood Marketing Tuesday
March 14
April Marketing in a Changing Neighborhood Tuesday
April 18
May Summer Marketing Strategies Tuesday
May 16
WEBINARS 12pm - 1pm
67
Month Topic Date
October Next Level Web Strategies Wednesday October 19
February Developing Your 2017-18 Marketing Plan Wednesday February 15
WORKSHOPS 9 am - 1 pm at Archbishop Quigley Center
68
Thank you
69Source Edelman
See below for a sample 30-day editorial calendar for Catholic Schools Week
bull Tuesday January 9 2017 Catholic Schools Week Announcement
bull Tuesday January 17 2017 Open House Invitation
bull Thursday January 19 2017 CSW Schedule of events
bull Monday January 23 2017 Registration Incentives Information
bull Thursday January 26 2017 CSW reminder invitation
bull Sunday January 29 2017 Happy CSW Week publish week of activities
again with hours of each event
Please note that this content can be used across all marketing
digital channels ie website social media platforms text
messages marquee e-mail blasts (newsletters)
43
Content Editorial Calendar example - 1
January 2017 30 day - Content Marketing Editorial Calendar
Sunday Monday Tuesday Wednesday Thursday Friday Saturday
1 2 3 4 5 6 7
8 9CSW Announcement
10 11 12 13 14
15 16 17Open House Invitation
18 19 CSW Schedule of Events
20 21
22 23Registration IncentivesInformation
24 25 26CSW Reminder Invitation
27 28
29CSW Week ActivityInformation
30 31
44
Content Editorial Calendar example - 2
Tuesday January 9 2017 Copy Link
Website Post CSW Announcement on home page
Facebook Itrsquos that time of year again to celebrate National Catholic Education during Catholic Schools Week This years theme is ldquoCatholic Schools Communities of Faith Knowledge and Servicerdquo CSW17 is the week of January 29 - February 4 We hope you plan on celebrating with us
httpwwwfenwickfriarscom
Twitter Celebrate CSW17 fenwickfriars Visit httpwwwfenwickfriarscom4 more info
httpwwwfenwickfriarscom
Thursday January 21 2017 Copy Link
Website Post Open House Calendar on home page
Facebook We look forward to seeing you during Catholic Schools Week We have several activities we think you will enjoy Be sure to check the schedule below for the times and dates CSW17
httpsbpsstbenedictcom
Twitter Celebrate CSW17 stbenprep httpsbpsstbenedictcom
45
Weekly detailed marketing content calendar ndash
example 3
Additional marketing tools to add for your messaging needs would include mobile texting email blasts andor additional social media platforms such as Instagram and YouTube
Five Steps to Success
Step One Identify Who can Help Spread the
Word
bull Do your staff board members and volunteers have their own Facebook pages Twitter and Instagram accounts
bull What about your donors and partners What social media outlets do they use Would they be willing to publicize your message via their social media properties
bull What aspects of what yoursquore planning speak to the education
industrycommunity at large
47Source Edelman
Step Two Mobilize Your Volunteers and Partners
bull Discuss social media etiquette at training and suggest posting information of personal accounts
bull Call your partners and third party endorsers communication directors and ask if theyrsquoll post content on their social media properties
bull Think of your staff and volunteers
(parent ambassadors) as on-site
ldquobeat reportersrdquo
48Source Edelman
How to Put Your Parent Ambassadors to Workhellip
bull Establish a hashtag for the academic program event or campaign in advance and include it on all promotional materials along with information about where to find your social media presence
bull Make sure all staff parents and partners are aware of the tags yoursquove established
bull Hold a social media training session during parent ambassador trainingorientation to show people how to post via their mobile device and encourage parents to take and post pictures videos and tweets the day of the event
49Source Edelman
Examples of the Plan in Action
50
Examples of the Plan in Action
51
Step Three Curate your Social Media content
bull Track the hashtag and post on public sites
bull Repost the best posts and pictures on your own social networks
bull Post on your website as well
bull Keep a list of the people who are posting
bull Interact
bull Pat your partners on the back
52Source Edelman
Step Four Funnel your Best Results Up
bull Send your best posts tweets and videos collections to the Office of Catholic Schools Communications Department social media team to rebroadcast on their social media properties
bull Arrange for re-tweets in real-time if possible among all partners
bull Chart results
53Source Edelman
Step Five After-action Review
bull Collect the best information posted online for a follow-up post on your social networks
bull Follow-up with your most active participants and thank them ndashthey are the most likely to champion future events
bull Evaluate your social media coverage ndash was there an uptick in your following How much buzz was generated What questions did people have What would you do differently next time
54Source Edelman
Media GuidelinesCrisis Communications
Responding to Media Queries
bull The general public is always interested in education related news Some local news outlets have an education reporter who covers schools and education issues on a regular basis
bull Reporters deliver your message along with their own to their audience be it on television over the radio print publications or online
bull The Archdiocese of Chicago has an extraordinary story to tell
bull At times it might seem like the media focuses on negative issues and sometimes you may be contacted about a less positive event but it is critical to remember the excellent work that you do every day
56
Media Guidelines
The following are requirements and guidelines for responding to media queries
and presence
bull Any school contacted by the media for any reason MUST contact their
Regional Director andor the Director of Communications before responding
to the query Your pastor must be notified as well
bull Reporters can always be directed by you or your secretary to call the media
relations line at 3125348227 or the Director of Communications at
3125345334
bull Remember that you are under no obligation to speak to the media please
instead refer them to the communications officemedia relations line
57
Media Guidelines
bull A member of the media cannot be admitted into a school or on school
property including playgrounds parking lots fields etc without the
consent of the principal With permission a member of the media may
enter the premises but must be accompanied at all times
bull Before a meeting where sensitive information is shared politely
announce that it is a private meeting If members of the media are
present please ask them to leave
58
Media Guidelines
THE MEDIA ARE DOING THEIR JOB
Reporters have a job to do They are doing their best to get their story into print or online news outlets or airtime on their TV or radio stations Plus they are doing it on a deadline
ALWAYS MAINTAIN A PROFESSIONAL RELATIONSHIP WITH REPORTERS
You may have existing relationships with members of the media but remember the media have a job to do Never depend on a prior relationship to get a story covered or to hold a story back
59
Media Guidelines
YOU ARE THE SCHOOL SPOKESPERSON YOU ARE NOT
SPEAKING FOR YOURSELF
Be wary of any question that starts with ldquoWhat is your opinionrdquo or ldquoWhat
do you think abouthelliprdquo or ldquoWhat does someone other than yourself thinkrdquo
It is tempting to offer your opinion but it is critical to stick to the facts
Additional resources can be found at the following links
When a tragedy occurs
httpocsarchchicagoorgPortals23einfoParents20and20Teachers
20Can20Help20-Tragedypdf
In the event of a crisis it is imperative to contact the Office of Catholic
Schools and the Department of Communications
60
Media Guidelines
Additional PR Information
PR Is Evolving
PR is evolvinghellip
The Latest PR Tools
bull Social media sites (eg Facebook Twitter Instagram)
bull Mobile
bull Influencerblogger outreach
bull Blogs
62Source Edelman
What visuals are unique to you
What does local volunteerism look like
Visual collateral
bull Historicvintage (ads events)
bull Website or other digital footprints
bull Advertising (printTVradio)
Is the package ldquolayout worthyrdquo
63
1 Picture = 1000 Words
Source Edelman
How to Measure PR
Qualitativebull All messaging contains key
brand mentiontalking
points
bull Reach target audience
through preferred media
outlets and programs
bull Pre-and post-initiative
awareness survey
Quantitativebull Report consumer impression
numbers reached via
bull Media placement
bull Event attendance
bull Program participation
(grant program entries
online hits giveaway
distribution)
bull Advertising equivalency
bull Social media likes repost
etc
bull Site visitors
64Source Edelman
THANK YOU
Anne R Maselliamaselliarchchicagoorg
Felicia R Hortonfhortonarchchicagoorg
QUESTIONS
Month Topic Date
September Developing a Parent Ambassador Program Tuesday
September 13
November Hosting a Great Open House Tuesday
November 15
December Preparing for Catholic Schools Week and
Retention Events
Tuesday
December 13
January Communications and Media Tuesday
January 17
March Early Childhood Marketing Tuesday
March 14
April Marketing in a Changing Neighborhood Tuesday
April 18
May Summer Marketing Strategies Tuesday
May 16
WEBINARS 12pm - 1pm
67
Month Topic Date
October Next Level Web Strategies Wednesday October 19
February Developing Your 2017-18 Marketing Plan Wednesday February 15
WORKSHOPS 9 am - 1 pm at Archbishop Quigley Center
68
Thank you
69Source Edelman
January 2017 30 day - Content Marketing Editorial Calendar
Sunday Monday Tuesday Wednesday Thursday Friday Saturday
1 2 3 4 5 6 7
8 9CSW Announcement
10 11 12 13 14
15 16 17Open House Invitation
18 19 CSW Schedule of Events
20 21
22 23Registration IncentivesInformation
24 25 26CSW Reminder Invitation
27 28
29CSW Week ActivityInformation
30 31
44
Content Editorial Calendar example - 2
Tuesday January 9 2017 Copy Link
Website Post CSW Announcement on home page
Facebook Itrsquos that time of year again to celebrate National Catholic Education during Catholic Schools Week This years theme is ldquoCatholic Schools Communities of Faith Knowledge and Servicerdquo CSW17 is the week of January 29 - February 4 We hope you plan on celebrating with us
httpwwwfenwickfriarscom
Twitter Celebrate CSW17 fenwickfriars Visit httpwwwfenwickfriarscom4 more info
httpwwwfenwickfriarscom
Thursday January 21 2017 Copy Link
Website Post Open House Calendar on home page
Facebook We look forward to seeing you during Catholic Schools Week We have several activities we think you will enjoy Be sure to check the schedule below for the times and dates CSW17
httpsbpsstbenedictcom
Twitter Celebrate CSW17 stbenprep httpsbpsstbenedictcom
45
Weekly detailed marketing content calendar ndash
example 3
Additional marketing tools to add for your messaging needs would include mobile texting email blasts andor additional social media platforms such as Instagram and YouTube
Five Steps to Success
Step One Identify Who can Help Spread the
Word
bull Do your staff board members and volunteers have their own Facebook pages Twitter and Instagram accounts
bull What about your donors and partners What social media outlets do they use Would they be willing to publicize your message via their social media properties
bull What aspects of what yoursquore planning speak to the education
industrycommunity at large
47Source Edelman
Step Two Mobilize Your Volunteers and Partners
bull Discuss social media etiquette at training and suggest posting information of personal accounts
bull Call your partners and third party endorsers communication directors and ask if theyrsquoll post content on their social media properties
bull Think of your staff and volunteers
(parent ambassadors) as on-site
ldquobeat reportersrdquo
48Source Edelman
How to Put Your Parent Ambassadors to Workhellip
bull Establish a hashtag for the academic program event or campaign in advance and include it on all promotional materials along with information about where to find your social media presence
bull Make sure all staff parents and partners are aware of the tags yoursquove established
bull Hold a social media training session during parent ambassador trainingorientation to show people how to post via their mobile device and encourage parents to take and post pictures videos and tweets the day of the event
49Source Edelman
Examples of the Plan in Action
50
Examples of the Plan in Action
51
Step Three Curate your Social Media content
bull Track the hashtag and post on public sites
bull Repost the best posts and pictures on your own social networks
bull Post on your website as well
bull Keep a list of the people who are posting
bull Interact
bull Pat your partners on the back
52Source Edelman
Step Four Funnel your Best Results Up
bull Send your best posts tweets and videos collections to the Office of Catholic Schools Communications Department social media team to rebroadcast on their social media properties
bull Arrange for re-tweets in real-time if possible among all partners
bull Chart results
53Source Edelman
Step Five After-action Review
bull Collect the best information posted online for a follow-up post on your social networks
bull Follow-up with your most active participants and thank them ndashthey are the most likely to champion future events
bull Evaluate your social media coverage ndash was there an uptick in your following How much buzz was generated What questions did people have What would you do differently next time
54Source Edelman
Media GuidelinesCrisis Communications
Responding to Media Queries
bull The general public is always interested in education related news Some local news outlets have an education reporter who covers schools and education issues on a regular basis
bull Reporters deliver your message along with their own to their audience be it on television over the radio print publications or online
bull The Archdiocese of Chicago has an extraordinary story to tell
bull At times it might seem like the media focuses on negative issues and sometimes you may be contacted about a less positive event but it is critical to remember the excellent work that you do every day
56
Media Guidelines
The following are requirements and guidelines for responding to media queries
and presence
bull Any school contacted by the media for any reason MUST contact their
Regional Director andor the Director of Communications before responding
to the query Your pastor must be notified as well
bull Reporters can always be directed by you or your secretary to call the media
relations line at 3125348227 or the Director of Communications at
3125345334
bull Remember that you are under no obligation to speak to the media please
instead refer them to the communications officemedia relations line
57
Media Guidelines
bull A member of the media cannot be admitted into a school or on school
property including playgrounds parking lots fields etc without the
consent of the principal With permission a member of the media may
enter the premises but must be accompanied at all times
bull Before a meeting where sensitive information is shared politely
announce that it is a private meeting If members of the media are
present please ask them to leave
58
Media Guidelines
THE MEDIA ARE DOING THEIR JOB
Reporters have a job to do They are doing their best to get their story into print or online news outlets or airtime on their TV or radio stations Plus they are doing it on a deadline
ALWAYS MAINTAIN A PROFESSIONAL RELATIONSHIP WITH REPORTERS
You may have existing relationships with members of the media but remember the media have a job to do Never depend on a prior relationship to get a story covered or to hold a story back
59
Media Guidelines
YOU ARE THE SCHOOL SPOKESPERSON YOU ARE NOT
SPEAKING FOR YOURSELF
Be wary of any question that starts with ldquoWhat is your opinionrdquo or ldquoWhat
do you think abouthelliprdquo or ldquoWhat does someone other than yourself thinkrdquo
It is tempting to offer your opinion but it is critical to stick to the facts
Additional resources can be found at the following links
When a tragedy occurs
httpocsarchchicagoorgPortals23einfoParents20and20Teachers
20Can20Help20-Tragedypdf
In the event of a crisis it is imperative to contact the Office of Catholic
Schools and the Department of Communications
60
Media Guidelines
Additional PR Information
PR Is Evolving
PR is evolvinghellip
The Latest PR Tools
bull Social media sites (eg Facebook Twitter Instagram)
bull Mobile
bull Influencerblogger outreach
bull Blogs
62Source Edelman
What visuals are unique to you
What does local volunteerism look like
Visual collateral
bull Historicvintage (ads events)
bull Website or other digital footprints
bull Advertising (printTVradio)
Is the package ldquolayout worthyrdquo
63
1 Picture = 1000 Words
Source Edelman
How to Measure PR
Qualitativebull All messaging contains key
brand mentiontalking
points
bull Reach target audience
through preferred media
outlets and programs
bull Pre-and post-initiative
awareness survey
Quantitativebull Report consumer impression
numbers reached via
bull Media placement
bull Event attendance
bull Program participation
(grant program entries
online hits giveaway
distribution)
bull Advertising equivalency
bull Social media likes repost
etc
bull Site visitors
64Source Edelman
THANK YOU
Anne R Maselliamaselliarchchicagoorg
Felicia R Hortonfhortonarchchicagoorg
QUESTIONS
Month Topic Date
September Developing a Parent Ambassador Program Tuesday
September 13
November Hosting a Great Open House Tuesday
November 15
December Preparing for Catholic Schools Week and
Retention Events
Tuesday
December 13
January Communications and Media Tuesday
January 17
March Early Childhood Marketing Tuesday
March 14
April Marketing in a Changing Neighborhood Tuesday
April 18
May Summer Marketing Strategies Tuesday
May 16
WEBINARS 12pm - 1pm
67
Month Topic Date
October Next Level Web Strategies Wednesday October 19
February Developing Your 2017-18 Marketing Plan Wednesday February 15
WORKSHOPS 9 am - 1 pm at Archbishop Quigley Center
68
Thank you
69Source Edelman
Tuesday January 9 2017 Copy Link
Website Post CSW Announcement on home page
Facebook Itrsquos that time of year again to celebrate National Catholic Education during Catholic Schools Week This years theme is ldquoCatholic Schools Communities of Faith Knowledge and Servicerdquo CSW17 is the week of January 29 - February 4 We hope you plan on celebrating with us
httpwwwfenwickfriarscom
Twitter Celebrate CSW17 fenwickfriars Visit httpwwwfenwickfriarscom4 more info
httpwwwfenwickfriarscom
Thursday January 21 2017 Copy Link
Website Post Open House Calendar on home page
Facebook We look forward to seeing you during Catholic Schools Week We have several activities we think you will enjoy Be sure to check the schedule below for the times and dates CSW17
httpsbpsstbenedictcom
Twitter Celebrate CSW17 stbenprep httpsbpsstbenedictcom
45
Weekly detailed marketing content calendar ndash
example 3
Additional marketing tools to add for your messaging needs would include mobile texting email blasts andor additional social media platforms such as Instagram and YouTube
Five Steps to Success
Step One Identify Who can Help Spread the
Word
bull Do your staff board members and volunteers have their own Facebook pages Twitter and Instagram accounts
bull What about your donors and partners What social media outlets do they use Would they be willing to publicize your message via their social media properties
bull What aspects of what yoursquore planning speak to the education
industrycommunity at large
47Source Edelman
Step Two Mobilize Your Volunteers and Partners
bull Discuss social media etiquette at training and suggest posting information of personal accounts
bull Call your partners and third party endorsers communication directors and ask if theyrsquoll post content on their social media properties
bull Think of your staff and volunteers
(parent ambassadors) as on-site
ldquobeat reportersrdquo
48Source Edelman
How to Put Your Parent Ambassadors to Workhellip
bull Establish a hashtag for the academic program event or campaign in advance and include it on all promotional materials along with information about where to find your social media presence
bull Make sure all staff parents and partners are aware of the tags yoursquove established
bull Hold a social media training session during parent ambassador trainingorientation to show people how to post via their mobile device and encourage parents to take and post pictures videos and tweets the day of the event
49Source Edelman
Examples of the Plan in Action
50
Examples of the Plan in Action
51
Step Three Curate your Social Media content
bull Track the hashtag and post on public sites
bull Repost the best posts and pictures on your own social networks
bull Post on your website as well
bull Keep a list of the people who are posting
bull Interact
bull Pat your partners on the back
52Source Edelman
Step Four Funnel your Best Results Up
bull Send your best posts tweets and videos collections to the Office of Catholic Schools Communications Department social media team to rebroadcast on their social media properties
bull Arrange for re-tweets in real-time if possible among all partners
bull Chart results
53Source Edelman
Step Five After-action Review
bull Collect the best information posted online for a follow-up post on your social networks
bull Follow-up with your most active participants and thank them ndashthey are the most likely to champion future events
bull Evaluate your social media coverage ndash was there an uptick in your following How much buzz was generated What questions did people have What would you do differently next time
54Source Edelman
Media GuidelinesCrisis Communications
Responding to Media Queries
bull The general public is always interested in education related news Some local news outlets have an education reporter who covers schools and education issues on a regular basis
bull Reporters deliver your message along with their own to their audience be it on television over the radio print publications or online
bull The Archdiocese of Chicago has an extraordinary story to tell
bull At times it might seem like the media focuses on negative issues and sometimes you may be contacted about a less positive event but it is critical to remember the excellent work that you do every day
56
Media Guidelines
The following are requirements and guidelines for responding to media queries
and presence
bull Any school contacted by the media for any reason MUST contact their
Regional Director andor the Director of Communications before responding
to the query Your pastor must be notified as well
bull Reporters can always be directed by you or your secretary to call the media
relations line at 3125348227 or the Director of Communications at
3125345334
bull Remember that you are under no obligation to speak to the media please
instead refer them to the communications officemedia relations line
57
Media Guidelines
bull A member of the media cannot be admitted into a school or on school
property including playgrounds parking lots fields etc without the
consent of the principal With permission a member of the media may
enter the premises but must be accompanied at all times
bull Before a meeting where sensitive information is shared politely
announce that it is a private meeting If members of the media are
present please ask them to leave
58
Media Guidelines
THE MEDIA ARE DOING THEIR JOB
Reporters have a job to do They are doing their best to get their story into print or online news outlets or airtime on their TV or radio stations Plus they are doing it on a deadline
ALWAYS MAINTAIN A PROFESSIONAL RELATIONSHIP WITH REPORTERS
You may have existing relationships with members of the media but remember the media have a job to do Never depend on a prior relationship to get a story covered or to hold a story back
59
Media Guidelines
YOU ARE THE SCHOOL SPOKESPERSON YOU ARE NOT
SPEAKING FOR YOURSELF
Be wary of any question that starts with ldquoWhat is your opinionrdquo or ldquoWhat
do you think abouthelliprdquo or ldquoWhat does someone other than yourself thinkrdquo
It is tempting to offer your opinion but it is critical to stick to the facts
Additional resources can be found at the following links
When a tragedy occurs
httpocsarchchicagoorgPortals23einfoParents20and20Teachers
20Can20Help20-Tragedypdf
In the event of a crisis it is imperative to contact the Office of Catholic
Schools and the Department of Communications
60
Media Guidelines
Additional PR Information
PR Is Evolving
PR is evolvinghellip
The Latest PR Tools
bull Social media sites (eg Facebook Twitter Instagram)
bull Mobile
bull Influencerblogger outreach
bull Blogs
62Source Edelman
What visuals are unique to you
What does local volunteerism look like
Visual collateral
bull Historicvintage (ads events)
bull Website or other digital footprints
bull Advertising (printTVradio)
Is the package ldquolayout worthyrdquo
63
1 Picture = 1000 Words
Source Edelman
How to Measure PR
Qualitativebull All messaging contains key
brand mentiontalking
points
bull Reach target audience
through preferred media
outlets and programs
bull Pre-and post-initiative
awareness survey
Quantitativebull Report consumer impression
numbers reached via
bull Media placement
bull Event attendance
bull Program participation
(grant program entries
online hits giveaway
distribution)
bull Advertising equivalency
bull Social media likes repost
etc
bull Site visitors
64Source Edelman
THANK YOU
Anne R Maselliamaselliarchchicagoorg
Felicia R Hortonfhortonarchchicagoorg
QUESTIONS
Month Topic Date
September Developing a Parent Ambassador Program Tuesday
September 13
November Hosting a Great Open House Tuesday
November 15
December Preparing for Catholic Schools Week and
Retention Events
Tuesday
December 13
January Communications and Media Tuesday
January 17
March Early Childhood Marketing Tuesday
March 14
April Marketing in a Changing Neighborhood Tuesday
April 18
May Summer Marketing Strategies Tuesday
May 16
WEBINARS 12pm - 1pm
67
Month Topic Date
October Next Level Web Strategies Wednesday October 19
February Developing Your 2017-18 Marketing Plan Wednesday February 15
WORKSHOPS 9 am - 1 pm at Archbishop Quigley Center
68
Thank you
69Source Edelman
Five Steps to Success
Step One Identify Who can Help Spread the
Word
bull Do your staff board members and volunteers have their own Facebook pages Twitter and Instagram accounts
bull What about your donors and partners What social media outlets do they use Would they be willing to publicize your message via their social media properties
bull What aspects of what yoursquore planning speak to the education
industrycommunity at large
47Source Edelman
Step Two Mobilize Your Volunteers and Partners
bull Discuss social media etiquette at training and suggest posting information of personal accounts
bull Call your partners and third party endorsers communication directors and ask if theyrsquoll post content on their social media properties
bull Think of your staff and volunteers
(parent ambassadors) as on-site
ldquobeat reportersrdquo
48Source Edelman
How to Put Your Parent Ambassadors to Workhellip
bull Establish a hashtag for the academic program event or campaign in advance and include it on all promotional materials along with information about where to find your social media presence
bull Make sure all staff parents and partners are aware of the tags yoursquove established
bull Hold a social media training session during parent ambassador trainingorientation to show people how to post via their mobile device and encourage parents to take and post pictures videos and tweets the day of the event
49Source Edelman
Examples of the Plan in Action
50
Examples of the Plan in Action
51
Step Three Curate your Social Media content
bull Track the hashtag and post on public sites
bull Repost the best posts and pictures on your own social networks
bull Post on your website as well
bull Keep a list of the people who are posting
bull Interact
bull Pat your partners on the back
52Source Edelman
Step Four Funnel your Best Results Up
bull Send your best posts tweets and videos collections to the Office of Catholic Schools Communications Department social media team to rebroadcast on their social media properties
bull Arrange for re-tweets in real-time if possible among all partners
bull Chart results
53Source Edelman
Step Five After-action Review
bull Collect the best information posted online for a follow-up post on your social networks
bull Follow-up with your most active participants and thank them ndashthey are the most likely to champion future events
bull Evaluate your social media coverage ndash was there an uptick in your following How much buzz was generated What questions did people have What would you do differently next time
54Source Edelman
Media GuidelinesCrisis Communications
Responding to Media Queries
bull The general public is always interested in education related news Some local news outlets have an education reporter who covers schools and education issues on a regular basis
bull Reporters deliver your message along with their own to their audience be it on television over the radio print publications or online
bull The Archdiocese of Chicago has an extraordinary story to tell
bull At times it might seem like the media focuses on negative issues and sometimes you may be contacted about a less positive event but it is critical to remember the excellent work that you do every day
56
Media Guidelines
The following are requirements and guidelines for responding to media queries
and presence
bull Any school contacted by the media for any reason MUST contact their
Regional Director andor the Director of Communications before responding
to the query Your pastor must be notified as well
bull Reporters can always be directed by you or your secretary to call the media
relations line at 3125348227 or the Director of Communications at
3125345334
bull Remember that you are under no obligation to speak to the media please
instead refer them to the communications officemedia relations line
57
Media Guidelines
bull A member of the media cannot be admitted into a school or on school
property including playgrounds parking lots fields etc without the
consent of the principal With permission a member of the media may
enter the premises but must be accompanied at all times
bull Before a meeting where sensitive information is shared politely
announce that it is a private meeting If members of the media are
present please ask them to leave
58
Media Guidelines
THE MEDIA ARE DOING THEIR JOB
Reporters have a job to do They are doing their best to get their story into print or online news outlets or airtime on their TV or radio stations Plus they are doing it on a deadline
ALWAYS MAINTAIN A PROFESSIONAL RELATIONSHIP WITH REPORTERS
You may have existing relationships with members of the media but remember the media have a job to do Never depend on a prior relationship to get a story covered or to hold a story back
59
Media Guidelines
YOU ARE THE SCHOOL SPOKESPERSON YOU ARE NOT
SPEAKING FOR YOURSELF
Be wary of any question that starts with ldquoWhat is your opinionrdquo or ldquoWhat
do you think abouthelliprdquo or ldquoWhat does someone other than yourself thinkrdquo
It is tempting to offer your opinion but it is critical to stick to the facts
Additional resources can be found at the following links
When a tragedy occurs
httpocsarchchicagoorgPortals23einfoParents20and20Teachers
20Can20Help20-Tragedypdf
In the event of a crisis it is imperative to contact the Office of Catholic
Schools and the Department of Communications
60
Media Guidelines
Additional PR Information
PR Is Evolving
PR is evolvinghellip
The Latest PR Tools
bull Social media sites (eg Facebook Twitter Instagram)
bull Mobile
bull Influencerblogger outreach
bull Blogs
62Source Edelman
What visuals are unique to you
What does local volunteerism look like
Visual collateral
bull Historicvintage (ads events)
bull Website or other digital footprints
bull Advertising (printTVradio)
Is the package ldquolayout worthyrdquo
63
1 Picture = 1000 Words
Source Edelman
How to Measure PR
Qualitativebull All messaging contains key
brand mentiontalking
points
bull Reach target audience
through preferred media
outlets and programs
bull Pre-and post-initiative
awareness survey
Quantitativebull Report consumer impression
numbers reached via
bull Media placement
bull Event attendance
bull Program participation
(grant program entries
online hits giveaway
distribution)
bull Advertising equivalency
bull Social media likes repost
etc
bull Site visitors
64Source Edelman
THANK YOU
Anne R Maselliamaselliarchchicagoorg
Felicia R Hortonfhortonarchchicagoorg
QUESTIONS
Month Topic Date
September Developing a Parent Ambassador Program Tuesday
September 13
November Hosting a Great Open House Tuesday
November 15
December Preparing for Catholic Schools Week and
Retention Events
Tuesday
December 13
January Communications and Media Tuesday
January 17
March Early Childhood Marketing Tuesday
March 14
April Marketing in a Changing Neighborhood Tuesday
April 18
May Summer Marketing Strategies Tuesday
May 16
WEBINARS 12pm - 1pm
67
Month Topic Date
October Next Level Web Strategies Wednesday October 19
February Developing Your 2017-18 Marketing Plan Wednesday February 15
WORKSHOPS 9 am - 1 pm at Archbishop Quigley Center
68
Thank you
69Source Edelman
Step One Identify Who can Help Spread the
Word
bull Do your staff board members and volunteers have their own Facebook pages Twitter and Instagram accounts
bull What about your donors and partners What social media outlets do they use Would they be willing to publicize your message via their social media properties
bull What aspects of what yoursquore planning speak to the education
industrycommunity at large
47Source Edelman
Step Two Mobilize Your Volunteers and Partners
bull Discuss social media etiquette at training and suggest posting information of personal accounts
bull Call your partners and third party endorsers communication directors and ask if theyrsquoll post content on their social media properties
bull Think of your staff and volunteers
(parent ambassadors) as on-site
ldquobeat reportersrdquo
48Source Edelman
How to Put Your Parent Ambassadors to Workhellip
bull Establish a hashtag for the academic program event or campaign in advance and include it on all promotional materials along with information about where to find your social media presence
bull Make sure all staff parents and partners are aware of the tags yoursquove established
bull Hold a social media training session during parent ambassador trainingorientation to show people how to post via their mobile device and encourage parents to take and post pictures videos and tweets the day of the event
49Source Edelman
Examples of the Plan in Action
50
Examples of the Plan in Action
51
Step Three Curate your Social Media content
bull Track the hashtag and post on public sites
bull Repost the best posts and pictures on your own social networks
bull Post on your website as well
bull Keep a list of the people who are posting
bull Interact
bull Pat your partners on the back
52Source Edelman
Step Four Funnel your Best Results Up
bull Send your best posts tweets and videos collections to the Office of Catholic Schools Communications Department social media team to rebroadcast on their social media properties
bull Arrange for re-tweets in real-time if possible among all partners
bull Chart results
53Source Edelman
Step Five After-action Review
bull Collect the best information posted online for a follow-up post on your social networks
bull Follow-up with your most active participants and thank them ndashthey are the most likely to champion future events
bull Evaluate your social media coverage ndash was there an uptick in your following How much buzz was generated What questions did people have What would you do differently next time
54Source Edelman
Media GuidelinesCrisis Communications
Responding to Media Queries
bull The general public is always interested in education related news Some local news outlets have an education reporter who covers schools and education issues on a regular basis
bull Reporters deliver your message along with their own to their audience be it on television over the radio print publications or online
bull The Archdiocese of Chicago has an extraordinary story to tell
bull At times it might seem like the media focuses on negative issues and sometimes you may be contacted about a less positive event but it is critical to remember the excellent work that you do every day
56
Media Guidelines
The following are requirements and guidelines for responding to media queries
and presence
bull Any school contacted by the media for any reason MUST contact their
Regional Director andor the Director of Communications before responding
to the query Your pastor must be notified as well
bull Reporters can always be directed by you or your secretary to call the media
relations line at 3125348227 or the Director of Communications at
3125345334
bull Remember that you are under no obligation to speak to the media please
instead refer them to the communications officemedia relations line
57
Media Guidelines
bull A member of the media cannot be admitted into a school or on school
property including playgrounds parking lots fields etc without the
consent of the principal With permission a member of the media may
enter the premises but must be accompanied at all times
bull Before a meeting where sensitive information is shared politely
announce that it is a private meeting If members of the media are
present please ask them to leave
58
Media Guidelines
THE MEDIA ARE DOING THEIR JOB
Reporters have a job to do They are doing their best to get their story into print or online news outlets or airtime on their TV or radio stations Plus they are doing it on a deadline
ALWAYS MAINTAIN A PROFESSIONAL RELATIONSHIP WITH REPORTERS
You may have existing relationships with members of the media but remember the media have a job to do Never depend on a prior relationship to get a story covered or to hold a story back
59
Media Guidelines
YOU ARE THE SCHOOL SPOKESPERSON YOU ARE NOT
SPEAKING FOR YOURSELF
Be wary of any question that starts with ldquoWhat is your opinionrdquo or ldquoWhat
do you think abouthelliprdquo or ldquoWhat does someone other than yourself thinkrdquo
It is tempting to offer your opinion but it is critical to stick to the facts
Additional resources can be found at the following links
When a tragedy occurs
httpocsarchchicagoorgPortals23einfoParents20and20Teachers
20Can20Help20-Tragedypdf
In the event of a crisis it is imperative to contact the Office of Catholic
Schools and the Department of Communications
60
Media Guidelines
Additional PR Information
PR Is Evolving
PR is evolvinghellip
The Latest PR Tools
bull Social media sites (eg Facebook Twitter Instagram)
bull Mobile
bull Influencerblogger outreach
bull Blogs
62Source Edelman
What visuals are unique to you
What does local volunteerism look like
Visual collateral
bull Historicvintage (ads events)
bull Website or other digital footprints
bull Advertising (printTVradio)
Is the package ldquolayout worthyrdquo
63
1 Picture = 1000 Words
Source Edelman
How to Measure PR
Qualitativebull All messaging contains key
brand mentiontalking
points
bull Reach target audience
through preferred media
outlets and programs
bull Pre-and post-initiative
awareness survey
Quantitativebull Report consumer impression
numbers reached via
bull Media placement
bull Event attendance
bull Program participation
(grant program entries
online hits giveaway
distribution)
bull Advertising equivalency
bull Social media likes repost
etc
bull Site visitors
64Source Edelman
THANK YOU
Anne R Maselliamaselliarchchicagoorg
Felicia R Hortonfhortonarchchicagoorg
QUESTIONS
Month Topic Date
September Developing a Parent Ambassador Program Tuesday
September 13
November Hosting a Great Open House Tuesday
November 15
December Preparing for Catholic Schools Week and
Retention Events
Tuesday
December 13
January Communications and Media Tuesday
January 17
March Early Childhood Marketing Tuesday
March 14
April Marketing in a Changing Neighborhood Tuesday
April 18
May Summer Marketing Strategies Tuesday
May 16
WEBINARS 12pm - 1pm
67
Month Topic Date
October Next Level Web Strategies Wednesday October 19
February Developing Your 2017-18 Marketing Plan Wednesday February 15
WORKSHOPS 9 am - 1 pm at Archbishop Quigley Center
68
Thank you
69Source Edelman
Step Two Mobilize Your Volunteers and Partners
bull Discuss social media etiquette at training and suggest posting information of personal accounts
bull Call your partners and third party endorsers communication directors and ask if theyrsquoll post content on their social media properties
bull Think of your staff and volunteers
(parent ambassadors) as on-site
ldquobeat reportersrdquo
48Source Edelman
How to Put Your Parent Ambassadors to Workhellip
bull Establish a hashtag for the academic program event or campaign in advance and include it on all promotional materials along with information about where to find your social media presence
bull Make sure all staff parents and partners are aware of the tags yoursquove established
bull Hold a social media training session during parent ambassador trainingorientation to show people how to post via their mobile device and encourage parents to take and post pictures videos and tweets the day of the event
49Source Edelman
Examples of the Plan in Action
50
Examples of the Plan in Action
51
Step Three Curate your Social Media content
bull Track the hashtag and post on public sites
bull Repost the best posts and pictures on your own social networks
bull Post on your website as well
bull Keep a list of the people who are posting
bull Interact
bull Pat your partners on the back
52Source Edelman
Step Four Funnel your Best Results Up
bull Send your best posts tweets and videos collections to the Office of Catholic Schools Communications Department social media team to rebroadcast on their social media properties
bull Arrange for re-tweets in real-time if possible among all partners
bull Chart results
53Source Edelman
Step Five After-action Review
bull Collect the best information posted online for a follow-up post on your social networks
bull Follow-up with your most active participants and thank them ndashthey are the most likely to champion future events
bull Evaluate your social media coverage ndash was there an uptick in your following How much buzz was generated What questions did people have What would you do differently next time
54Source Edelman
Media GuidelinesCrisis Communications
Responding to Media Queries
bull The general public is always interested in education related news Some local news outlets have an education reporter who covers schools and education issues on a regular basis
bull Reporters deliver your message along with their own to their audience be it on television over the radio print publications or online
bull The Archdiocese of Chicago has an extraordinary story to tell
bull At times it might seem like the media focuses on negative issues and sometimes you may be contacted about a less positive event but it is critical to remember the excellent work that you do every day
56
Media Guidelines
The following are requirements and guidelines for responding to media queries
and presence
bull Any school contacted by the media for any reason MUST contact their
Regional Director andor the Director of Communications before responding
to the query Your pastor must be notified as well
bull Reporters can always be directed by you or your secretary to call the media
relations line at 3125348227 or the Director of Communications at
3125345334
bull Remember that you are under no obligation to speak to the media please
instead refer them to the communications officemedia relations line
57
Media Guidelines
bull A member of the media cannot be admitted into a school or on school
property including playgrounds parking lots fields etc without the
consent of the principal With permission a member of the media may
enter the premises but must be accompanied at all times
bull Before a meeting where sensitive information is shared politely
announce that it is a private meeting If members of the media are
present please ask them to leave
58
Media Guidelines
THE MEDIA ARE DOING THEIR JOB
Reporters have a job to do They are doing their best to get their story into print or online news outlets or airtime on their TV or radio stations Plus they are doing it on a deadline
ALWAYS MAINTAIN A PROFESSIONAL RELATIONSHIP WITH REPORTERS
You may have existing relationships with members of the media but remember the media have a job to do Never depend on a prior relationship to get a story covered or to hold a story back
59
Media Guidelines
YOU ARE THE SCHOOL SPOKESPERSON YOU ARE NOT
SPEAKING FOR YOURSELF
Be wary of any question that starts with ldquoWhat is your opinionrdquo or ldquoWhat
do you think abouthelliprdquo or ldquoWhat does someone other than yourself thinkrdquo
It is tempting to offer your opinion but it is critical to stick to the facts
Additional resources can be found at the following links
When a tragedy occurs
httpocsarchchicagoorgPortals23einfoParents20and20Teachers
20Can20Help20-Tragedypdf
In the event of a crisis it is imperative to contact the Office of Catholic
Schools and the Department of Communications
60
Media Guidelines
Additional PR Information
PR Is Evolving
PR is evolvinghellip
The Latest PR Tools
bull Social media sites (eg Facebook Twitter Instagram)
bull Mobile
bull Influencerblogger outreach
bull Blogs
62Source Edelman
What visuals are unique to you
What does local volunteerism look like
Visual collateral
bull Historicvintage (ads events)
bull Website or other digital footprints
bull Advertising (printTVradio)
Is the package ldquolayout worthyrdquo
63
1 Picture = 1000 Words
Source Edelman
How to Measure PR
Qualitativebull All messaging contains key
brand mentiontalking
points
bull Reach target audience
through preferred media
outlets and programs
bull Pre-and post-initiative
awareness survey
Quantitativebull Report consumer impression
numbers reached via
bull Media placement
bull Event attendance
bull Program participation
(grant program entries
online hits giveaway
distribution)
bull Advertising equivalency
bull Social media likes repost
etc
bull Site visitors
64Source Edelman
THANK YOU
Anne R Maselliamaselliarchchicagoorg
Felicia R Hortonfhortonarchchicagoorg
QUESTIONS
Month Topic Date
September Developing a Parent Ambassador Program Tuesday
September 13
November Hosting a Great Open House Tuesday
November 15
December Preparing for Catholic Schools Week and
Retention Events
Tuesday
December 13
January Communications and Media Tuesday
January 17
March Early Childhood Marketing Tuesday
March 14
April Marketing in a Changing Neighborhood Tuesday
April 18
May Summer Marketing Strategies Tuesday
May 16
WEBINARS 12pm - 1pm
67
Month Topic Date
October Next Level Web Strategies Wednesday October 19
February Developing Your 2017-18 Marketing Plan Wednesday February 15
WORKSHOPS 9 am - 1 pm at Archbishop Quigley Center
68
Thank you
69Source Edelman
How to Put Your Parent Ambassadors to Workhellip
bull Establish a hashtag for the academic program event or campaign in advance and include it on all promotional materials along with information about where to find your social media presence
bull Make sure all staff parents and partners are aware of the tags yoursquove established
bull Hold a social media training session during parent ambassador trainingorientation to show people how to post via their mobile device and encourage parents to take and post pictures videos and tweets the day of the event
49Source Edelman
Examples of the Plan in Action
50
Examples of the Plan in Action
51
Step Three Curate your Social Media content
bull Track the hashtag and post on public sites
bull Repost the best posts and pictures on your own social networks
bull Post on your website as well
bull Keep a list of the people who are posting
bull Interact
bull Pat your partners on the back
52Source Edelman
Step Four Funnel your Best Results Up
bull Send your best posts tweets and videos collections to the Office of Catholic Schools Communications Department social media team to rebroadcast on their social media properties
bull Arrange for re-tweets in real-time if possible among all partners
bull Chart results
53Source Edelman
Step Five After-action Review
bull Collect the best information posted online for a follow-up post on your social networks
bull Follow-up with your most active participants and thank them ndashthey are the most likely to champion future events
bull Evaluate your social media coverage ndash was there an uptick in your following How much buzz was generated What questions did people have What would you do differently next time
54Source Edelman
Media GuidelinesCrisis Communications
Responding to Media Queries
bull The general public is always interested in education related news Some local news outlets have an education reporter who covers schools and education issues on a regular basis
bull Reporters deliver your message along with their own to their audience be it on television over the radio print publications or online
bull The Archdiocese of Chicago has an extraordinary story to tell
bull At times it might seem like the media focuses on negative issues and sometimes you may be contacted about a less positive event but it is critical to remember the excellent work that you do every day
56
Media Guidelines
The following are requirements and guidelines for responding to media queries
and presence
bull Any school contacted by the media for any reason MUST contact their
Regional Director andor the Director of Communications before responding
to the query Your pastor must be notified as well
bull Reporters can always be directed by you or your secretary to call the media
relations line at 3125348227 or the Director of Communications at
3125345334
bull Remember that you are under no obligation to speak to the media please
instead refer them to the communications officemedia relations line
57
Media Guidelines
bull A member of the media cannot be admitted into a school or on school
property including playgrounds parking lots fields etc without the
consent of the principal With permission a member of the media may
enter the premises but must be accompanied at all times
bull Before a meeting where sensitive information is shared politely
announce that it is a private meeting If members of the media are
present please ask them to leave
58
Media Guidelines
THE MEDIA ARE DOING THEIR JOB
Reporters have a job to do They are doing their best to get their story into print or online news outlets or airtime on their TV or radio stations Plus they are doing it on a deadline
ALWAYS MAINTAIN A PROFESSIONAL RELATIONSHIP WITH REPORTERS
You may have existing relationships with members of the media but remember the media have a job to do Never depend on a prior relationship to get a story covered or to hold a story back
59
Media Guidelines
YOU ARE THE SCHOOL SPOKESPERSON YOU ARE NOT
SPEAKING FOR YOURSELF
Be wary of any question that starts with ldquoWhat is your opinionrdquo or ldquoWhat
do you think abouthelliprdquo or ldquoWhat does someone other than yourself thinkrdquo
It is tempting to offer your opinion but it is critical to stick to the facts
Additional resources can be found at the following links
When a tragedy occurs
httpocsarchchicagoorgPortals23einfoParents20and20Teachers
20Can20Help20-Tragedypdf
In the event of a crisis it is imperative to contact the Office of Catholic
Schools and the Department of Communications
60
Media Guidelines
Additional PR Information
PR Is Evolving
PR is evolvinghellip
The Latest PR Tools
bull Social media sites (eg Facebook Twitter Instagram)
bull Mobile
bull Influencerblogger outreach
bull Blogs
62Source Edelman
What visuals are unique to you
What does local volunteerism look like
Visual collateral
bull Historicvintage (ads events)
bull Website or other digital footprints
bull Advertising (printTVradio)
Is the package ldquolayout worthyrdquo
63
1 Picture = 1000 Words
Source Edelman
How to Measure PR
Qualitativebull All messaging contains key
brand mentiontalking
points
bull Reach target audience
through preferred media
outlets and programs
bull Pre-and post-initiative
awareness survey
Quantitativebull Report consumer impression
numbers reached via
bull Media placement
bull Event attendance
bull Program participation
(grant program entries
online hits giveaway
distribution)
bull Advertising equivalency
bull Social media likes repost
etc
bull Site visitors
64Source Edelman
THANK YOU
Anne R Maselliamaselliarchchicagoorg
Felicia R Hortonfhortonarchchicagoorg
QUESTIONS
Month Topic Date
September Developing a Parent Ambassador Program Tuesday
September 13
November Hosting a Great Open House Tuesday
November 15
December Preparing for Catholic Schools Week and
Retention Events
Tuesday
December 13
January Communications and Media Tuesday
January 17
March Early Childhood Marketing Tuesday
March 14
April Marketing in a Changing Neighborhood Tuesday
April 18
May Summer Marketing Strategies Tuesday
May 16
WEBINARS 12pm - 1pm
67
Month Topic Date
October Next Level Web Strategies Wednesday October 19
February Developing Your 2017-18 Marketing Plan Wednesday February 15
WORKSHOPS 9 am - 1 pm at Archbishop Quigley Center
68
Thank you
69Source Edelman
Examples of the Plan in Action
50
Examples of the Plan in Action
51
Step Three Curate your Social Media content
bull Track the hashtag and post on public sites
bull Repost the best posts and pictures on your own social networks
bull Post on your website as well
bull Keep a list of the people who are posting
bull Interact
bull Pat your partners on the back
52Source Edelman
Step Four Funnel your Best Results Up
bull Send your best posts tweets and videos collections to the Office of Catholic Schools Communications Department social media team to rebroadcast on their social media properties
bull Arrange for re-tweets in real-time if possible among all partners
bull Chart results
53Source Edelman
Step Five After-action Review
bull Collect the best information posted online for a follow-up post on your social networks
bull Follow-up with your most active participants and thank them ndashthey are the most likely to champion future events
bull Evaluate your social media coverage ndash was there an uptick in your following How much buzz was generated What questions did people have What would you do differently next time
54Source Edelman
Media GuidelinesCrisis Communications
Responding to Media Queries
bull The general public is always interested in education related news Some local news outlets have an education reporter who covers schools and education issues on a regular basis
bull Reporters deliver your message along with their own to their audience be it on television over the radio print publications or online
bull The Archdiocese of Chicago has an extraordinary story to tell
bull At times it might seem like the media focuses on negative issues and sometimes you may be contacted about a less positive event but it is critical to remember the excellent work that you do every day
56
Media Guidelines
The following are requirements and guidelines for responding to media queries
and presence
bull Any school contacted by the media for any reason MUST contact their
Regional Director andor the Director of Communications before responding
to the query Your pastor must be notified as well
bull Reporters can always be directed by you or your secretary to call the media
relations line at 3125348227 or the Director of Communications at
3125345334
bull Remember that you are under no obligation to speak to the media please
instead refer them to the communications officemedia relations line
57
Media Guidelines
bull A member of the media cannot be admitted into a school or on school
property including playgrounds parking lots fields etc without the
consent of the principal With permission a member of the media may
enter the premises but must be accompanied at all times
bull Before a meeting where sensitive information is shared politely
announce that it is a private meeting If members of the media are
present please ask them to leave
58
Media Guidelines
THE MEDIA ARE DOING THEIR JOB
Reporters have a job to do They are doing their best to get their story into print or online news outlets or airtime on their TV or radio stations Plus they are doing it on a deadline
ALWAYS MAINTAIN A PROFESSIONAL RELATIONSHIP WITH REPORTERS
You may have existing relationships with members of the media but remember the media have a job to do Never depend on a prior relationship to get a story covered or to hold a story back
59
Media Guidelines
YOU ARE THE SCHOOL SPOKESPERSON YOU ARE NOT
SPEAKING FOR YOURSELF
Be wary of any question that starts with ldquoWhat is your opinionrdquo or ldquoWhat
do you think abouthelliprdquo or ldquoWhat does someone other than yourself thinkrdquo
It is tempting to offer your opinion but it is critical to stick to the facts
Additional resources can be found at the following links
When a tragedy occurs
httpocsarchchicagoorgPortals23einfoParents20and20Teachers
20Can20Help20-Tragedypdf
In the event of a crisis it is imperative to contact the Office of Catholic
Schools and the Department of Communications
60
Media Guidelines
Additional PR Information
PR Is Evolving
PR is evolvinghellip
The Latest PR Tools
bull Social media sites (eg Facebook Twitter Instagram)
bull Mobile
bull Influencerblogger outreach
bull Blogs
62Source Edelman
What visuals are unique to you
What does local volunteerism look like
Visual collateral
bull Historicvintage (ads events)
bull Website or other digital footprints
bull Advertising (printTVradio)
Is the package ldquolayout worthyrdquo
63
1 Picture = 1000 Words
Source Edelman
How to Measure PR
Qualitativebull All messaging contains key
brand mentiontalking
points
bull Reach target audience
through preferred media
outlets and programs
bull Pre-and post-initiative
awareness survey
Quantitativebull Report consumer impression
numbers reached via
bull Media placement
bull Event attendance
bull Program participation
(grant program entries
online hits giveaway
distribution)
bull Advertising equivalency
bull Social media likes repost
etc
bull Site visitors
64Source Edelman
THANK YOU
Anne R Maselliamaselliarchchicagoorg
Felicia R Hortonfhortonarchchicagoorg
QUESTIONS
Month Topic Date
September Developing a Parent Ambassador Program Tuesday
September 13
November Hosting a Great Open House Tuesday
November 15
December Preparing for Catholic Schools Week and
Retention Events
Tuesday
December 13
January Communications and Media Tuesday
January 17
March Early Childhood Marketing Tuesday
March 14
April Marketing in a Changing Neighborhood Tuesday
April 18
May Summer Marketing Strategies Tuesday
May 16
WEBINARS 12pm - 1pm
67
Month Topic Date
October Next Level Web Strategies Wednesday October 19
February Developing Your 2017-18 Marketing Plan Wednesday February 15
WORKSHOPS 9 am - 1 pm at Archbishop Quigley Center
68
Thank you
69Source Edelman
Examples of the Plan in Action
51
Step Three Curate your Social Media content
bull Track the hashtag and post on public sites
bull Repost the best posts and pictures on your own social networks
bull Post on your website as well
bull Keep a list of the people who are posting
bull Interact
bull Pat your partners on the back
52Source Edelman
Step Four Funnel your Best Results Up
bull Send your best posts tweets and videos collections to the Office of Catholic Schools Communications Department social media team to rebroadcast on their social media properties
bull Arrange for re-tweets in real-time if possible among all partners
bull Chart results
53Source Edelman
Step Five After-action Review
bull Collect the best information posted online for a follow-up post on your social networks
bull Follow-up with your most active participants and thank them ndashthey are the most likely to champion future events
bull Evaluate your social media coverage ndash was there an uptick in your following How much buzz was generated What questions did people have What would you do differently next time
54Source Edelman
Media GuidelinesCrisis Communications
Responding to Media Queries
bull The general public is always interested in education related news Some local news outlets have an education reporter who covers schools and education issues on a regular basis
bull Reporters deliver your message along with their own to their audience be it on television over the radio print publications or online
bull The Archdiocese of Chicago has an extraordinary story to tell
bull At times it might seem like the media focuses on negative issues and sometimes you may be contacted about a less positive event but it is critical to remember the excellent work that you do every day
56
Media Guidelines
The following are requirements and guidelines for responding to media queries
and presence
bull Any school contacted by the media for any reason MUST contact their
Regional Director andor the Director of Communications before responding
to the query Your pastor must be notified as well
bull Reporters can always be directed by you or your secretary to call the media
relations line at 3125348227 or the Director of Communications at
3125345334
bull Remember that you are under no obligation to speak to the media please
instead refer them to the communications officemedia relations line
57
Media Guidelines
bull A member of the media cannot be admitted into a school or on school
property including playgrounds parking lots fields etc without the
consent of the principal With permission a member of the media may
enter the premises but must be accompanied at all times
bull Before a meeting where sensitive information is shared politely
announce that it is a private meeting If members of the media are
present please ask them to leave
58
Media Guidelines
THE MEDIA ARE DOING THEIR JOB
Reporters have a job to do They are doing their best to get their story into print or online news outlets or airtime on their TV or radio stations Plus they are doing it on a deadline
ALWAYS MAINTAIN A PROFESSIONAL RELATIONSHIP WITH REPORTERS
You may have existing relationships with members of the media but remember the media have a job to do Never depend on a prior relationship to get a story covered or to hold a story back
59
Media Guidelines
YOU ARE THE SCHOOL SPOKESPERSON YOU ARE NOT
SPEAKING FOR YOURSELF
Be wary of any question that starts with ldquoWhat is your opinionrdquo or ldquoWhat
do you think abouthelliprdquo or ldquoWhat does someone other than yourself thinkrdquo
It is tempting to offer your opinion but it is critical to stick to the facts
Additional resources can be found at the following links
When a tragedy occurs
httpocsarchchicagoorgPortals23einfoParents20and20Teachers
20Can20Help20-Tragedypdf
In the event of a crisis it is imperative to contact the Office of Catholic
Schools and the Department of Communications
60
Media Guidelines
Additional PR Information
PR Is Evolving
PR is evolvinghellip
The Latest PR Tools
bull Social media sites (eg Facebook Twitter Instagram)
bull Mobile
bull Influencerblogger outreach
bull Blogs
62Source Edelman
What visuals are unique to you
What does local volunteerism look like
Visual collateral
bull Historicvintage (ads events)
bull Website or other digital footprints
bull Advertising (printTVradio)
Is the package ldquolayout worthyrdquo
63
1 Picture = 1000 Words
Source Edelman
How to Measure PR
Qualitativebull All messaging contains key
brand mentiontalking
points
bull Reach target audience
through preferred media
outlets and programs
bull Pre-and post-initiative
awareness survey
Quantitativebull Report consumer impression
numbers reached via
bull Media placement
bull Event attendance
bull Program participation
(grant program entries
online hits giveaway
distribution)
bull Advertising equivalency
bull Social media likes repost
etc
bull Site visitors
64Source Edelman
THANK YOU
Anne R Maselliamaselliarchchicagoorg
Felicia R Hortonfhortonarchchicagoorg
QUESTIONS
Month Topic Date
September Developing a Parent Ambassador Program Tuesday
September 13
November Hosting a Great Open House Tuesday
November 15
December Preparing for Catholic Schools Week and
Retention Events
Tuesday
December 13
January Communications and Media Tuesday
January 17
March Early Childhood Marketing Tuesday
March 14
April Marketing in a Changing Neighborhood Tuesday
April 18
May Summer Marketing Strategies Tuesday
May 16
WEBINARS 12pm - 1pm
67
Month Topic Date
October Next Level Web Strategies Wednesday October 19
February Developing Your 2017-18 Marketing Plan Wednesday February 15
WORKSHOPS 9 am - 1 pm at Archbishop Quigley Center
68
Thank you
69Source Edelman
Step Three Curate your Social Media content
bull Track the hashtag and post on public sites
bull Repost the best posts and pictures on your own social networks
bull Post on your website as well
bull Keep a list of the people who are posting
bull Interact
bull Pat your partners on the back
52Source Edelman
Step Four Funnel your Best Results Up
bull Send your best posts tweets and videos collections to the Office of Catholic Schools Communications Department social media team to rebroadcast on their social media properties
bull Arrange for re-tweets in real-time if possible among all partners
bull Chart results
53Source Edelman
Step Five After-action Review
bull Collect the best information posted online for a follow-up post on your social networks
bull Follow-up with your most active participants and thank them ndashthey are the most likely to champion future events
bull Evaluate your social media coverage ndash was there an uptick in your following How much buzz was generated What questions did people have What would you do differently next time
54Source Edelman
Media GuidelinesCrisis Communications
Responding to Media Queries
bull The general public is always interested in education related news Some local news outlets have an education reporter who covers schools and education issues on a regular basis
bull Reporters deliver your message along with their own to their audience be it on television over the radio print publications or online
bull The Archdiocese of Chicago has an extraordinary story to tell
bull At times it might seem like the media focuses on negative issues and sometimes you may be contacted about a less positive event but it is critical to remember the excellent work that you do every day
56
Media Guidelines
The following are requirements and guidelines for responding to media queries
and presence
bull Any school contacted by the media for any reason MUST contact their
Regional Director andor the Director of Communications before responding
to the query Your pastor must be notified as well
bull Reporters can always be directed by you or your secretary to call the media
relations line at 3125348227 or the Director of Communications at
3125345334
bull Remember that you are under no obligation to speak to the media please
instead refer them to the communications officemedia relations line
57
Media Guidelines
bull A member of the media cannot be admitted into a school or on school
property including playgrounds parking lots fields etc without the
consent of the principal With permission a member of the media may
enter the premises but must be accompanied at all times
bull Before a meeting where sensitive information is shared politely
announce that it is a private meeting If members of the media are
present please ask them to leave
58
Media Guidelines
THE MEDIA ARE DOING THEIR JOB
Reporters have a job to do They are doing their best to get their story into print or online news outlets or airtime on their TV or radio stations Plus they are doing it on a deadline
ALWAYS MAINTAIN A PROFESSIONAL RELATIONSHIP WITH REPORTERS
You may have existing relationships with members of the media but remember the media have a job to do Never depend on a prior relationship to get a story covered or to hold a story back
59
Media Guidelines
YOU ARE THE SCHOOL SPOKESPERSON YOU ARE NOT
SPEAKING FOR YOURSELF
Be wary of any question that starts with ldquoWhat is your opinionrdquo or ldquoWhat
do you think abouthelliprdquo or ldquoWhat does someone other than yourself thinkrdquo
It is tempting to offer your opinion but it is critical to stick to the facts
Additional resources can be found at the following links
When a tragedy occurs
httpocsarchchicagoorgPortals23einfoParents20and20Teachers
20Can20Help20-Tragedypdf
In the event of a crisis it is imperative to contact the Office of Catholic
Schools and the Department of Communications
60
Media Guidelines
Additional PR Information
PR Is Evolving
PR is evolvinghellip
The Latest PR Tools
bull Social media sites (eg Facebook Twitter Instagram)
bull Mobile
bull Influencerblogger outreach
bull Blogs
62Source Edelman
What visuals are unique to you
What does local volunteerism look like
Visual collateral
bull Historicvintage (ads events)
bull Website or other digital footprints
bull Advertising (printTVradio)
Is the package ldquolayout worthyrdquo
63
1 Picture = 1000 Words
Source Edelman
How to Measure PR
Qualitativebull All messaging contains key
brand mentiontalking
points
bull Reach target audience
through preferred media
outlets and programs
bull Pre-and post-initiative
awareness survey
Quantitativebull Report consumer impression
numbers reached via
bull Media placement
bull Event attendance
bull Program participation
(grant program entries
online hits giveaway
distribution)
bull Advertising equivalency
bull Social media likes repost
etc
bull Site visitors
64Source Edelman
THANK YOU
Anne R Maselliamaselliarchchicagoorg
Felicia R Hortonfhortonarchchicagoorg
QUESTIONS
Month Topic Date
September Developing a Parent Ambassador Program Tuesday
September 13
November Hosting a Great Open House Tuesday
November 15
December Preparing for Catholic Schools Week and
Retention Events
Tuesday
December 13
January Communications and Media Tuesday
January 17
March Early Childhood Marketing Tuesday
March 14
April Marketing in a Changing Neighborhood Tuesday
April 18
May Summer Marketing Strategies Tuesday
May 16
WEBINARS 12pm - 1pm
67
Month Topic Date
October Next Level Web Strategies Wednesday October 19
February Developing Your 2017-18 Marketing Plan Wednesday February 15
WORKSHOPS 9 am - 1 pm at Archbishop Quigley Center
68
Thank you
69Source Edelman
Step Four Funnel your Best Results Up
bull Send your best posts tweets and videos collections to the Office of Catholic Schools Communications Department social media team to rebroadcast on their social media properties
bull Arrange for re-tweets in real-time if possible among all partners
bull Chart results
53Source Edelman
Step Five After-action Review
bull Collect the best information posted online for a follow-up post on your social networks
bull Follow-up with your most active participants and thank them ndashthey are the most likely to champion future events
bull Evaluate your social media coverage ndash was there an uptick in your following How much buzz was generated What questions did people have What would you do differently next time
54Source Edelman
Media GuidelinesCrisis Communications
Responding to Media Queries
bull The general public is always interested in education related news Some local news outlets have an education reporter who covers schools and education issues on a regular basis
bull Reporters deliver your message along with their own to their audience be it on television over the radio print publications or online
bull The Archdiocese of Chicago has an extraordinary story to tell
bull At times it might seem like the media focuses on negative issues and sometimes you may be contacted about a less positive event but it is critical to remember the excellent work that you do every day
56
Media Guidelines
The following are requirements and guidelines for responding to media queries
and presence
bull Any school contacted by the media for any reason MUST contact their
Regional Director andor the Director of Communications before responding
to the query Your pastor must be notified as well
bull Reporters can always be directed by you or your secretary to call the media
relations line at 3125348227 or the Director of Communications at
3125345334
bull Remember that you are under no obligation to speak to the media please
instead refer them to the communications officemedia relations line
57
Media Guidelines
bull A member of the media cannot be admitted into a school or on school
property including playgrounds parking lots fields etc without the
consent of the principal With permission a member of the media may
enter the premises but must be accompanied at all times
bull Before a meeting where sensitive information is shared politely
announce that it is a private meeting If members of the media are
present please ask them to leave
58
Media Guidelines
THE MEDIA ARE DOING THEIR JOB
Reporters have a job to do They are doing their best to get their story into print or online news outlets or airtime on their TV or radio stations Plus they are doing it on a deadline
ALWAYS MAINTAIN A PROFESSIONAL RELATIONSHIP WITH REPORTERS
You may have existing relationships with members of the media but remember the media have a job to do Never depend on a prior relationship to get a story covered or to hold a story back
59
Media Guidelines
YOU ARE THE SCHOOL SPOKESPERSON YOU ARE NOT
SPEAKING FOR YOURSELF
Be wary of any question that starts with ldquoWhat is your opinionrdquo or ldquoWhat
do you think abouthelliprdquo or ldquoWhat does someone other than yourself thinkrdquo
It is tempting to offer your opinion but it is critical to stick to the facts
Additional resources can be found at the following links
When a tragedy occurs
httpocsarchchicagoorgPortals23einfoParents20and20Teachers
20Can20Help20-Tragedypdf
In the event of a crisis it is imperative to contact the Office of Catholic
Schools and the Department of Communications
60
Media Guidelines
Additional PR Information
PR Is Evolving
PR is evolvinghellip
The Latest PR Tools
bull Social media sites (eg Facebook Twitter Instagram)
bull Mobile
bull Influencerblogger outreach
bull Blogs
62Source Edelman
What visuals are unique to you
What does local volunteerism look like
Visual collateral
bull Historicvintage (ads events)
bull Website or other digital footprints
bull Advertising (printTVradio)
Is the package ldquolayout worthyrdquo
63
1 Picture = 1000 Words
Source Edelman
How to Measure PR
Qualitativebull All messaging contains key
brand mentiontalking
points
bull Reach target audience
through preferred media
outlets and programs
bull Pre-and post-initiative
awareness survey
Quantitativebull Report consumer impression
numbers reached via
bull Media placement
bull Event attendance
bull Program participation
(grant program entries
online hits giveaway
distribution)
bull Advertising equivalency
bull Social media likes repost
etc
bull Site visitors
64Source Edelman
THANK YOU
Anne R Maselliamaselliarchchicagoorg
Felicia R Hortonfhortonarchchicagoorg
QUESTIONS
Month Topic Date
September Developing a Parent Ambassador Program Tuesday
September 13
November Hosting a Great Open House Tuesday
November 15
December Preparing for Catholic Schools Week and
Retention Events
Tuesday
December 13
January Communications and Media Tuesday
January 17
March Early Childhood Marketing Tuesday
March 14
April Marketing in a Changing Neighborhood Tuesday
April 18
May Summer Marketing Strategies Tuesday
May 16
WEBINARS 12pm - 1pm
67
Month Topic Date
October Next Level Web Strategies Wednesday October 19
February Developing Your 2017-18 Marketing Plan Wednesday February 15
WORKSHOPS 9 am - 1 pm at Archbishop Quigley Center
68
Thank you
69Source Edelman
Step Five After-action Review
bull Collect the best information posted online for a follow-up post on your social networks
bull Follow-up with your most active participants and thank them ndashthey are the most likely to champion future events
bull Evaluate your social media coverage ndash was there an uptick in your following How much buzz was generated What questions did people have What would you do differently next time
54Source Edelman
Media GuidelinesCrisis Communications
Responding to Media Queries
bull The general public is always interested in education related news Some local news outlets have an education reporter who covers schools and education issues on a regular basis
bull Reporters deliver your message along with their own to their audience be it on television over the radio print publications or online
bull The Archdiocese of Chicago has an extraordinary story to tell
bull At times it might seem like the media focuses on negative issues and sometimes you may be contacted about a less positive event but it is critical to remember the excellent work that you do every day
56
Media Guidelines
The following are requirements and guidelines for responding to media queries
and presence
bull Any school contacted by the media for any reason MUST contact their
Regional Director andor the Director of Communications before responding
to the query Your pastor must be notified as well
bull Reporters can always be directed by you or your secretary to call the media
relations line at 3125348227 or the Director of Communications at
3125345334
bull Remember that you are under no obligation to speak to the media please
instead refer them to the communications officemedia relations line
57
Media Guidelines
bull A member of the media cannot be admitted into a school or on school
property including playgrounds parking lots fields etc without the
consent of the principal With permission a member of the media may
enter the premises but must be accompanied at all times
bull Before a meeting where sensitive information is shared politely
announce that it is a private meeting If members of the media are
present please ask them to leave
58
Media Guidelines
THE MEDIA ARE DOING THEIR JOB
Reporters have a job to do They are doing their best to get their story into print or online news outlets or airtime on their TV or radio stations Plus they are doing it on a deadline
ALWAYS MAINTAIN A PROFESSIONAL RELATIONSHIP WITH REPORTERS
You may have existing relationships with members of the media but remember the media have a job to do Never depend on a prior relationship to get a story covered or to hold a story back
59
Media Guidelines
YOU ARE THE SCHOOL SPOKESPERSON YOU ARE NOT
SPEAKING FOR YOURSELF
Be wary of any question that starts with ldquoWhat is your opinionrdquo or ldquoWhat
do you think abouthelliprdquo or ldquoWhat does someone other than yourself thinkrdquo
It is tempting to offer your opinion but it is critical to stick to the facts
Additional resources can be found at the following links
When a tragedy occurs
httpocsarchchicagoorgPortals23einfoParents20and20Teachers
20Can20Help20-Tragedypdf
In the event of a crisis it is imperative to contact the Office of Catholic
Schools and the Department of Communications
60
Media Guidelines
Additional PR Information
PR Is Evolving
PR is evolvinghellip
The Latest PR Tools
bull Social media sites (eg Facebook Twitter Instagram)
bull Mobile
bull Influencerblogger outreach
bull Blogs
62Source Edelman
What visuals are unique to you
What does local volunteerism look like
Visual collateral
bull Historicvintage (ads events)
bull Website or other digital footprints
bull Advertising (printTVradio)
Is the package ldquolayout worthyrdquo
63
1 Picture = 1000 Words
Source Edelman
How to Measure PR
Qualitativebull All messaging contains key
brand mentiontalking
points
bull Reach target audience
through preferred media
outlets and programs
bull Pre-and post-initiative
awareness survey
Quantitativebull Report consumer impression
numbers reached via
bull Media placement
bull Event attendance
bull Program participation
(grant program entries
online hits giveaway
distribution)
bull Advertising equivalency
bull Social media likes repost
etc
bull Site visitors
64Source Edelman
THANK YOU
Anne R Maselliamaselliarchchicagoorg
Felicia R Hortonfhortonarchchicagoorg
QUESTIONS
Month Topic Date
September Developing a Parent Ambassador Program Tuesday
September 13
November Hosting a Great Open House Tuesday
November 15
December Preparing for Catholic Schools Week and
Retention Events
Tuesday
December 13
January Communications and Media Tuesday
January 17
March Early Childhood Marketing Tuesday
March 14
April Marketing in a Changing Neighborhood Tuesday
April 18
May Summer Marketing Strategies Tuesday
May 16
WEBINARS 12pm - 1pm
67
Month Topic Date
October Next Level Web Strategies Wednesday October 19
February Developing Your 2017-18 Marketing Plan Wednesday February 15
WORKSHOPS 9 am - 1 pm at Archbishop Quigley Center
68
Thank you
69Source Edelman
Media GuidelinesCrisis Communications
Responding to Media Queries
bull The general public is always interested in education related news Some local news outlets have an education reporter who covers schools and education issues on a regular basis
bull Reporters deliver your message along with their own to their audience be it on television over the radio print publications or online
bull The Archdiocese of Chicago has an extraordinary story to tell
bull At times it might seem like the media focuses on negative issues and sometimes you may be contacted about a less positive event but it is critical to remember the excellent work that you do every day
56
Media Guidelines
The following are requirements and guidelines for responding to media queries
and presence
bull Any school contacted by the media for any reason MUST contact their
Regional Director andor the Director of Communications before responding
to the query Your pastor must be notified as well
bull Reporters can always be directed by you or your secretary to call the media
relations line at 3125348227 or the Director of Communications at
3125345334
bull Remember that you are under no obligation to speak to the media please
instead refer them to the communications officemedia relations line
57
Media Guidelines
bull A member of the media cannot be admitted into a school or on school
property including playgrounds parking lots fields etc without the
consent of the principal With permission a member of the media may
enter the premises but must be accompanied at all times
bull Before a meeting where sensitive information is shared politely
announce that it is a private meeting If members of the media are
present please ask them to leave
58
Media Guidelines
THE MEDIA ARE DOING THEIR JOB
Reporters have a job to do They are doing their best to get their story into print or online news outlets or airtime on their TV or radio stations Plus they are doing it on a deadline
ALWAYS MAINTAIN A PROFESSIONAL RELATIONSHIP WITH REPORTERS
You may have existing relationships with members of the media but remember the media have a job to do Never depend on a prior relationship to get a story covered or to hold a story back
59
Media Guidelines
YOU ARE THE SCHOOL SPOKESPERSON YOU ARE NOT
SPEAKING FOR YOURSELF
Be wary of any question that starts with ldquoWhat is your opinionrdquo or ldquoWhat
do you think abouthelliprdquo or ldquoWhat does someone other than yourself thinkrdquo
It is tempting to offer your opinion but it is critical to stick to the facts
Additional resources can be found at the following links
When a tragedy occurs
httpocsarchchicagoorgPortals23einfoParents20and20Teachers
20Can20Help20-Tragedypdf
In the event of a crisis it is imperative to contact the Office of Catholic
Schools and the Department of Communications
60
Media Guidelines
Additional PR Information
PR Is Evolving
PR is evolvinghellip
The Latest PR Tools
bull Social media sites (eg Facebook Twitter Instagram)
bull Mobile
bull Influencerblogger outreach
bull Blogs
62Source Edelman
What visuals are unique to you
What does local volunteerism look like
Visual collateral
bull Historicvintage (ads events)
bull Website or other digital footprints
bull Advertising (printTVradio)
Is the package ldquolayout worthyrdquo
63
1 Picture = 1000 Words
Source Edelman
How to Measure PR
Qualitativebull All messaging contains key
brand mentiontalking
points
bull Reach target audience
through preferred media
outlets and programs
bull Pre-and post-initiative
awareness survey
Quantitativebull Report consumer impression
numbers reached via
bull Media placement
bull Event attendance
bull Program participation
(grant program entries
online hits giveaway
distribution)
bull Advertising equivalency
bull Social media likes repost
etc
bull Site visitors
64Source Edelman
THANK YOU
Anne R Maselliamaselliarchchicagoorg
Felicia R Hortonfhortonarchchicagoorg
QUESTIONS
Month Topic Date
September Developing a Parent Ambassador Program Tuesday
September 13
November Hosting a Great Open House Tuesday
November 15
December Preparing for Catholic Schools Week and
Retention Events
Tuesday
December 13
January Communications and Media Tuesday
January 17
March Early Childhood Marketing Tuesday
March 14
April Marketing in a Changing Neighborhood Tuesday
April 18
May Summer Marketing Strategies Tuesday
May 16
WEBINARS 12pm - 1pm
67
Month Topic Date
October Next Level Web Strategies Wednesday October 19
February Developing Your 2017-18 Marketing Plan Wednesday February 15
WORKSHOPS 9 am - 1 pm at Archbishop Quigley Center
68
Thank you
69Source Edelman
Responding to Media Queries
bull The general public is always interested in education related news Some local news outlets have an education reporter who covers schools and education issues on a regular basis
bull Reporters deliver your message along with their own to their audience be it on television over the radio print publications or online
bull The Archdiocese of Chicago has an extraordinary story to tell
bull At times it might seem like the media focuses on negative issues and sometimes you may be contacted about a less positive event but it is critical to remember the excellent work that you do every day
56
Media Guidelines
The following are requirements and guidelines for responding to media queries
and presence
bull Any school contacted by the media for any reason MUST contact their
Regional Director andor the Director of Communications before responding
to the query Your pastor must be notified as well
bull Reporters can always be directed by you or your secretary to call the media
relations line at 3125348227 or the Director of Communications at
3125345334
bull Remember that you are under no obligation to speak to the media please
instead refer them to the communications officemedia relations line
57
Media Guidelines
bull A member of the media cannot be admitted into a school or on school
property including playgrounds parking lots fields etc without the
consent of the principal With permission a member of the media may
enter the premises but must be accompanied at all times
bull Before a meeting where sensitive information is shared politely
announce that it is a private meeting If members of the media are
present please ask them to leave
58
Media Guidelines
THE MEDIA ARE DOING THEIR JOB
Reporters have a job to do They are doing their best to get their story into print or online news outlets or airtime on their TV or radio stations Plus they are doing it on a deadline
ALWAYS MAINTAIN A PROFESSIONAL RELATIONSHIP WITH REPORTERS
You may have existing relationships with members of the media but remember the media have a job to do Never depend on a prior relationship to get a story covered or to hold a story back
59
Media Guidelines
YOU ARE THE SCHOOL SPOKESPERSON YOU ARE NOT
SPEAKING FOR YOURSELF
Be wary of any question that starts with ldquoWhat is your opinionrdquo or ldquoWhat
do you think abouthelliprdquo or ldquoWhat does someone other than yourself thinkrdquo
It is tempting to offer your opinion but it is critical to stick to the facts
Additional resources can be found at the following links
When a tragedy occurs
httpocsarchchicagoorgPortals23einfoParents20and20Teachers
20Can20Help20-Tragedypdf
In the event of a crisis it is imperative to contact the Office of Catholic
Schools and the Department of Communications
60
Media Guidelines
Additional PR Information
PR Is Evolving
PR is evolvinghellip
The Latest PR Tools
bull Social media sites (eg Facebook Twitter Instagram)
bull Mobile
bull Influencerblogger outreach
bull Blogs
62Source Edelman
What visuals are unique to you
What does local volunteerism look like
Visual collateral
bull Historicvintage (ads events)
bull Website or other digital footprints
bull Advertising (printTVradio)
Is the package ldquolayout worthyrdquo
63
1 Picture = 1000 Words
Source Edelman
How to Measure PR
Qualitativebull All messaging contains key
brand mentiontalking
points
bull Reach target audience
through preferred media
outlets and programs
bull Pre-and post-initiative
awareness survey
Quantitativebull Report consumer impression
numbers reached via
bull Media placement
bull Event attendance
bull Program participation
(grant program entries
online hits giveaway
distribution)
bull Advertising equivalency
bull Social media likes repost
etc
bull Site visitors
64Source Edelman
THANK YOU
Anne R Maselliamaselliarchchicagoorg
Felicia R Hortonfhortonarchchicagoorg
QUESTIONS
Month Topic Date
September Developing a Parent Ambassador Program Tuesday
September 13
November Hosting a Great Open House Tuesday
November 15
December Preparing for Catholic Schools Week and
Retention Events
Tuesday
December 13
January Communications and Media Tuesday
January 17
March Early Childhood Marketing Tuesday
March 14
April Marketing in a Changing Neighborhood Tuesday
April 18
May Summer Marketing Strategies Tuesday
May 16
WEBINARS 12pm - 1pm
67
Month Topic Date
October Next Level Web Strategies Wednesday October 19
February Developing Your 2017-18 Marketing Plan Wednesday February 15
WORKSHOPS 9 am - 1 pm at Archbishop Quigley Center
68
Thank you
69Source Edelman
The following are requirements and guidelines for responding to media queries
and presence
bull Any school contacted by the media for any reason MUST contact their
Regional Director andor the Director of Communications before responding
to the query Your pastor must be notified as well
bull Reporters can always be directed by you or your secretary to call the media
relations line at 3125348227 or the Director of Communications at
3125345334
bull Remember that you are under no obligation to speak to the media please
instead refer them to the communications officemedia relations line
57
Media Guidelines
bull A member of the media cannot be admitted into a school or on school
property including playgrounds parking lots fields etc without the
consent of the principal With permission a member of the media may
enter the premises but must be accompanied at all times
bull Before a meeting where sensitive information is shared politely
announce that it is a private meeting If members of the media are
present please ask them to leave
58
Media Guidelines
THE MEDIA ARE DOING THEIR JOB
Reporters have a job to do They are doing their best to get their story into print or online news outlets or airtime on their TV or radio stations Plus they are doing it on a deadline
ALWAYS MAINTAIN A PROFESSIONAL RELATIONSHIP WITH REPORTERS
You may have existing relationships with members of the media but remember the media have a job to do Never depend on a prior relationship to get a story covered or to hold a story back
59
Media Guidelines
YOU ARE THE SCHOOL SPOKESPERSON YOU ARE NOT
SPEAKING FOR YOURSELF
Be wary of any question that starts with ldquoWhat is your opinionrdquo or ldquoWhat
do you think abouthelliprdquo or ldquoWhat does someone other than yourself thinkrdquo
It is tempting to offer your opinion but it is critical to stick to the facts
Additional resources can be found at the following links
When a tragedy occurs
httpocsarchchicagoorgPortals23einfoParents20and20Teachers
20Can20Help20-Tragedypdf
In the event of a crisis it is imperative to contact the Office of Catholic
Schools and the Department of Communications
60
Media Guidelines
Additional PR Information
PR Is Evolving
PR is evolvinghellip
The Latest PR Tools
bull Social media sites (eg Facebook Twitter Instagram)
bull Mobile
bull Influencerblogger outreach
bull Blogs
62Source Edelman
What visuals are unique to you
What does local volunteerism look like
Visual collateral
bull Historicvintage (ads events)
bull Website or other digital footprints
bull Advertising (printTVradio)
Is the package ldquolayout worthyrdquo
63
1 Picture = 1000 Words
Source Edelman
How to Measure PR
Qualitativebull All messaging contains key
brand mentiontalking
points
bull Reach target audience
through preferred media
outlets and programs
bull Pre-and post-initiative
awareness survey
Quantitativebull Report consumer impression
numbers reached via
bull Media placement
bull Event attendance
bull Program participation
(grant program entries
online hits giveaway
distribution)
bull Advertising equivalency
bull Social media likes repost
etc
bull Site visitors
64Source Edelman
THANK YOU
Anne R Maselliamaselliarchchicagoorg
Felicia R Hortonfhortonarchchicagoorg
QUESTIONS
Month Topic Date
September Developing a Parent Ambassador Program Tuesday
September 13
November Hosting a Great Open House Tuesday
November 15
December Preparing for Catholic Schools Week and
Retention Events
Tuesday
December 13
January Communications and Media Tuesday
January 17
March Early Childhood Marketing Tuesday
March 14
April Marketing in a Changing Neighborhood Tuesday
April 18
May Summer Marketing Strategies Tuesday
May 16
WEBINARS 12pm - 1pm
67
Month Topic Date
October Next Level Web Strategies Wednesday October 19
February Developing Your 2017-18 Marketing Plan Wednesday February 15
WORKSHOPS 9 am - 1 pm at Archbishop Quigley Center
68
Thank you
69Source Edelman
bull A member of the media cannot be admitted into a school or on school
property including playgrounds parking lots fields etc without the
consent of the principal With permission a member of the media may
enter the premises but must be accompanied at all times
bull Before a meeting where sensitive information is shared politely
announce that it is a private meeting If members of the media are
present please ask them to leave
58
Media Guidelines
THE MEDIA ARE DOING THEIR JOB
Reporters have a job to do They are doing their best to get their story into print or online news outlets or airtime on their TV or radio stations Plus they are doing it on a deadline
ALWAYS MAINTAIN A PROFESSIONAL RELATIONSHIP WITH REPORTERS
You may have existing relationships with members of the media but remember the media have a job to do Never depend on a prior relationship to get a story covered or to hold a story back
59
Media Guidelines
YOU ARE THE SCHOOL SPOKESPERSON YOU ARE NOT
SPEAKING FOR YOURSELF
Be wary of any question that starts with ldquoWhat is your opinionrdquo or ldquoWhat
do you think abouthelliprdquo or ldquoWhat does someone other than yourself thinkrdquo
It is tempting to offer your opinion but it is critical to stick to the facts
Additional resources can be found at the following links
When a tragedy occurs
httpocsarchchicagoorgPortals23einfoParents20and20Teachers
20Can20Help20-Tragedypdf
In the event of a crisis it is imperative to contact the Office of Catholic
Schools and the Department of Communications
60
Media Guidelines
Additional PR Information
PR Is Evolving
PR is evolvinghellip
The Latest PR Tools
bull Social media sites (eg Facebook Twitter Instagram)
bull Mobile
bull Influencerblogger outreach
bull Blogs
62Source Edelman
What visuals are unique to you
What does local volunteerism look like
Visual collateral
bull Historicvintage (ads events)
bull Website or other digital footprints
bull Advertising (printTVradio)
Is the package ldquolayout worthyrdquo
63
1 Picture = 1000 Words
Source Edelman
How to Measure PR
Qualitativebull All messaging contains key
brand mentiontalking
points
bull Reach target audience
through preferred media
outlets and programs
bull Pre-and post-initiative
awareness survey
Quantitativebull Report consumer impression
numbers reached via
bull Media placement
bull Event attendance
bull Program participation
(grant program entries
online hits giveaway
distribution)
bull Advertising equivalency
bull Social media likes repost
etc
bull Site visitors
64Source Edelman
THANK YOU
Anne R Maselliamaselliarchchicagoorg
Felicia R Hortonfhortonarchchicagoorg
QUESTIONS
Month Topic Date
September Developing a Parent Ambassador Program Tuesday
September 13
November Hosting a Great Open House Tuesday
November 15
December Preparing for Catholic Schools Week and
Retention Events
Tuesday
December 13
January Communications and Media Tuesday
January 17
March Early Childhood Marketing Tuesday
March 14
April Marketing in a Changing Neighborhood Tuesday
April 18
May Summer Marketing Strategies Tuesday
May 16
WEBINARS 12pm - 1pm
67
Month Topic Date
October Next Level Web Strategies Wednesday October 19
February Developing Your 2017-18 Marketing Plan Wednesday February 15
WORKSHOPS 9 am - 1 pm at Archbishop Quigley Center
68
Thank you
69Source Edelman
THE MEDIA ARE DOING THEIR JOB
Reporters have a job to do They are doing their best to get their story into print or online news outlets or airtime on their TV or radio stations Plus they are doing it on a deadline
ALWAYS MAINTAIN A PROFESSIONAL RELATIONSHIP WITH REPORTERS
You may have existing relationships with members of the media but remember the media have a job to do Never depend on a prior relationship to get a story covered or to hold a story back
59
Media Guidelines
YOU ARE THE SCHOOL SPOKESPERSON YOU ARE NOT
SPEAKING FOR YOURSELF
Be wary of any question that starts with ldquoWhat is your opinionrdquo or ldquoWhat
do you think abouthelliprdquo or ldquoWhat does someone other than yourself thinkrdquo
It is tempting to offer your opinion but it is critical to stick to the facts
Additional resources can be found at the following links
When a tragedy occurs
httpocsarchchicagoorgPortals23einfoParents20and20Teachers
20Can20Help20-Tragedypdf
In the event of a crisis it is imperative to contact the Office of Catholic
Schools and the Department of Communications
60
Media Guidelines
Additional PR Information
PR Is Evolving
PR is evolvinghellip
The Latest PR Tools
bull Social media sites (eg Facebook Twitter Instagram)
bull Mobile
bull Influencerblogger outreach
bull Blogs
62Source Edelman
What visuals are unique to you
What does local volunteerism look like
Visual collateral
bull Historicvintage (ads events)
bull Website or other digital footprints
bull Advertising (printTVradio)
Is the package ldquolayout worthyrdquo
63
1 Picture = 1000 Words
Source Edelman
How to Measure PR
Qualitativebull All messaging contains key
brand mentiontalking
points
bull Reach target audience
through preferred media
outlets and programs
bull Pre-and post-initiative
awareness survey
Quantitativebull Report consumer impression
numbers reached via
bull Media placement
bull Event attendance
bull Program participation
(grant program entries
online hits giveaway
distribution)
bull Advertising equivalency
bull Social media likes repost
etc
bull Site visitors
64Source Edelman
THANK YOU
Anne R Maselliamaselliarchchicagoorg
Felicia R Hortonfhortonarchchicagoorg
QUESTIONS
Month Topic Date
September Developing a Parent Ambassador Program Tuesday
September 13
November Hosting a Great Open House Tuesday
November 15
December Preparing for Catholic Schools Week and
Retention Events
Tuesday
December 13
January Communications and Media Tuesday
January 17
March Early Childhood Marketing Tuesday
March 14
April Marketing in a Changing Neighborhood Tuesday
April 18
May Summer Marketing Strategies Tuesday
May 16
WEBINARS 12pm - 1pm
67
Month Topic Date
October Next Level Web Strategies Wednesday October 19
February Developing Your 2017-18 Marketing Plan Wednesday February 15
WORKSHOPS 9 am - 1 pm at Archbishop Quigley Center
68
Thank you
69Source Edelman
YOU ARE THE SCHOOL SPOKESPERSON YOU ARE NOT
SPEAKING FOR YOURSELF
Be wary of any question that starts with ldquoWhat is your opinionrdquo or ldquoWhat
do you think abouthelliprdquo or ldquoWhat does someone other than yourself thinkrdquo
It is tempting to offer your opinion but it is critical to stick to the facts
Additional resources can be found at the following links
When a tragedy occurs
httpocsarchchicagoorgPortals23einfoParents20and20Teachers
20Can20Help20-Tragedypdf
In the event of a crisis it is imperative to contact the Office of Catholic
Schools and the Department of Communications
60
Media Guidelines
Additional PR Information
PR Is Evolving
PR is evolvinghellip
The Latest PR Tools
bull Social media sites (eg Facebook Twitter Instagram)
bull Mobile
bull Influencerblogger outreach
bull Blogs
62Source Edelman
What visuals are unique to you
What does local volunteerism look like
Visual collateral
bull Historicvintage (ads events)
bull Website or other digital footprints
bull Advertising (printTVradio)
Is the package ldquolayout worthyrdquo
63
1 Picture = 1000 Words
Source Edelman
How to Measure PR
Qualitativebull All messaging contains key
brand mentiontalking
points
bull Reach target audience
through preferred media
outlets and programs
bull Pre-and post-initiative
awareness survey
Quantitativebull Report consumer impression
numbers reached via
bull Media placement
bull Event attendance
bull Program participation
(grant program entries
online hits giveaway
distribution)
bull Advertising equivalency
bull Social media likes repost
etc
bull Site visitors
64Source Edelman
THANK YOU
Anne R Maselliamaselliarchchicagoorg
Felicia R Hortonfhortonarchchicagoorg
QUESTIONS
Month Topic Date
September Developing a Parent Ambassador Program Tuesday
September 13
November Hosting a Great Open House Tuesday
November 15
December Preparing for Catholic Schools Week and
Retention Events
Tuesday
December 13
January Communications and Media Tuesday
January 17
March Early Childhood Marketing Tuesday
March 14
April Marketing in a Changing Neighborhood Tuesday
April 18
May Summer Marketing Strategies Tuesday
May 16
WEBINARS 12pm - 1pm
67
Month Topic Date
October Next Level Web Strategies Wednesday October 19
February Developing Your 2017-18 Marketing Plan Wednesday February 15
WORKSHOPS 9 am - 1 pm at Archbishop Quigley Center
68
Thank you
69Source Edelman
Additional PR Information
PR Is Evolving
PR is evolvinghellip
The Latest PR Tools
bull Social media sites (eg Facebook Twitter Instagram)
bull Mobile
bull Influencerblogger outreach
bull Blogs
62Source Edelman
What visuals are unique to you
What does local volunteerism look like
Visual collateral
bull Historicvintage (ads events)
bull Website or other digital footprints
bull Advertising (printTVradio)
Is the package ldquolayout worthyrdquo
63
1 Picture = 1000 Words
Source Edelman
How to Measure PR
Qualitativebull All messaging contains key
brand mentiontalking
points
bull Reach target audience
through preferred media
outlets and programs
bull Pre-and post-initiative
awareness survey
Quantitativebull Report consumer impression
numbers reached via
bull Media placement
bull Event attendance
bull Program participation
(grant program entries
online hits giveaway
distribution)
bull Advertising equivalency
bull Social media likes repost
etc
bull Site visitors
64Source Edelman
THANK YOU
Anne R Maselliamaselliarchchicagoorg
Felicia R Hortonfhortonarchchicagoorg
QUESTIONS
Month Topic Date
September Developing a Parent Ambassador Program Tuesday
September 13
November Hosting a Great Open House Tuesday
November 15
December Preparing for Catholic Schools Week and
Retention Events
Tuesday
December 13
January Communications and Media Tuesday
January 17
March Early Childhood Marketing Tuesday
March 14
April Marketing in a Changing Neighborhood Tuesday
April 18
May Summer Marketing Strategies Tuesday
May 16
WEBINARS 12pm - 1pm
67
Month Topic Date
October Next Level Web Strategies Wednesday October 19
February Developing Your 2017-18 Marketing Plan Wednesday February 15
WORKSHOPS 9 am - 1 pm at Archbishop Quigley Center
68
Thank you
69Source Edelman
The Latest PR Tools
bull Social media sites (eg Facebook Twitter Instagram)
bull Mobile
bull Influencerblogger outreach
bull Blogs
62Source Edelman
What visuals are unique to you
What does local volunteerism look like
Visual collateral
bull Historicvintage (ads events)
bull Website or other digital footprints
bull Advertising (printTVradio)
Is the package ldquolayout worthyrdquo
63
1 Picture = 1000 Words
Source Edelman
How to Measure PR
Qualitativebull All messaging contains key
brand mentiontalking
points
bull Reach target audience
through preferred media
outlets and programs
bull Pre-and post-initiative
awareness survey
Quantitativebull Report consumer impression
numbers reached via
bull Media placement
bull Event attendance
bull Program participation
(grant program entries
online hits giveaway
distribution)
bull Advertising equivalency
bull Social media likes repost
etc
bull Site visitors
64Source Edelman
THANK YOU
Anne R Maselliamaselliarchchicagoorg
Felicia R Hortonfhortonarchchicagoorg
QUESTIONS
Month Topic Date
September Developing a Parent Ambassador Program Tuesday
September 13
November Hosting a Great Open House Tuesday
November 15
December Preparing for Catholic Schools Week and
Retention Events
Tuesday
December 13
January Communications and Media Tuesday
January 17
March Early Childhood Marketing Tuesday
March 14
April Marketing in a Changing Neighborhood Tuesday
April 18
May Summer Marketing Strategies Tuesday
May 16
WEBINARS 12pm - 1pm
67
Month Topic Date
October Next Level Web Strategies Wednesday October 19
February Developing Your 2017-18 Marketing Plan Wednesday February 15
WORKSHOPS 9 am - 1 pm at Archbishop Quigley Center
68
Thank you
69Source Edelman
What visuals are unique to you
What does local volunteerism look like
Visual collateral
bull Historicvintage (ads events)
bull Website or other digital footprints
bull Advertising (printTVradio)
Is the package ldquolayout worthyrdquo
63
1 Picture = 1000 Words
Source Edelman
How to Measure PR
Qualitativebull All messaging contains key
brand mentiontalking
points
bull Reach target audience
through preferred media
outlets and programs
bull Pre-and post-initiative
awareness survey
Quantitativebull Report consumer impression
numbers reached via
bull Media placement
bull Event attendance
bull Program participation
(grant program entries
online hits giveaway
distribution)
bull Advertising equivalency
bull Social media likes repost
etc
bull Site visitors
64Source Edelman
THANK YOU
Anne R Maselliamaselliarchchicagoorg
Felicia R Hortonfhortonarchchicagoorg
QUESTIONS
Month Topic Date
September Developing a Parent Ambassador Program Tuesday
September 13
November Hosting a Great Open House Tuesday
November 15
December Preparing for Catholic Schools Week and
Retention Events
Tuesday
December 13
January Communications and Media Tuesday
January 17
March Early Childhood Marketing Tuesday
March 14
April Marketing in a Changing Neighborhood Tuesday
April 18
May Summer Marketing Strategies Tuesday
May 16
WEBINARS 12pm - 1pm
67
Month Topic Date
October Next Level Web Strategies Wednesday October 19
February Developing Your 2017-18 Marketing Plan Wednesday February 15
WORKSHOPS 9 am - 1 pm at Archbishop Quigley Center
68
Thank you
69Source Edelman
How to Measure PR
Qualitativebull All messaging contains key
brand mentiontalking
points
bull Reach target audience
through preferred media
outlets and programs
bull Pre-and post-initiative
awareness survey
Quantitativebull Report consumer impression
numbers reached via
bull Media placement
bull Event attendance
bull Program participation
(grant program entries
online hits giveaway
distribution)
bull Advertising equivalency
bull Social media likes repost
etc
bull Site visitors
64Source Edelman
THANK YOU
Anne R Maselliamaselliarchchicagoorg
Felicia R Hortonfhortonarchchicagoorg
QUESTIONS
Month Topic Date
September Developing a Parent Ambassador Program Tuesday
September 13
November Hosting a Great Open House Tuesday
November 15
December Preparing for Catholic Schools Week and
Retention Events
Tuesday
December 13
January Communications and Media Tuesday
January 17
March Early Childhood Marketing Tuesday
March 14
April Marketing in a Changing Neighborhood Tuesday
April 18
May Summer Marketing Strategies Tuesday
May 16
WEBINARS 12pm - 1pm
67
Month Topic Date
October Next Level Web Strategies Wednesday October 19
February Developing Your 2017-18 Marketing Plan Wednesday February 15
WORKSHOPS 9 am - 1 pm at Archbishop Quigley Center
68
Thank you
69Source Edelman
THANK YOU
Anne R Maselliamaselliarchchicagoorg
Felicia R Hortonfhortonarchchicagoorg
QUESTIONS
Month Topic Date
September Developing a Parent Ambassador Program Tuesday
September 13
November Hosting a Great Open House Tuesday
November 15
December Preparing for Catholic Schools Week and
Retention Events
Tuesday
December 13
January Communications and Media Tuesday
January 17
March Early Childhood Marketing Tuesday
March 14
April Marketing in a Changing Neighborhood Tuesday
April 18
May Summer Marketing Strategies Tuesday
May 16
WEBINARS 12pm - 1pm
67
Month Topic Date
October Next Level Web Strategies Wednesday October 19
February Developing Your 2017-18 Marketing Plan Wednesday February 15
WORKSHOPS 9 am - 1 pm at Archbishop Quigley Center
68
Thank you
69Source Edelman
QUESTIONS
Month Topic Date
September Developing a Parent Ambassador Program Tuesday
September 13
November Hosting a Great Open House Tuesday
November 15
December Preparing for Catholic Schools Week and
Retention Events
Tuesday
December 13
January Communications and Media Tuesday
January 17
March Early Childhood Marketing Tuesday
March 14
April Marketing in a Changing Neighborhood Tuesday
April 18
May Summer Marketing Strategies Tuesday
May 16
WEBINARS 12pm - 1pm
67
Month Topic Date
October Next Level Web Strategies Wednesday October 19
February Developing Your 2017-18 Marketing Plan Wednesday February 15
WORKSHOPS 9 am - 1 pm at Archbishop Quigley Center
68
Thank you
69Source Edelman
Month Topic Date
September Developing a Parent Ambassador Program Tuesday
September 13
November Hosting a Great Open House Tuesday
November 15
December Preparing for Catholic Schools Week and
Retention Events
Tuesday
December 13
January Communications and Media Tuesday
January 17
March Early Childhood Marketing Tuesday
March 14
April Marketing in a Changing Neighborhood Tuesday
April 18
May Summer Marketing Strategies Tuesday
May 16
WEBINARS 12pm - 1pm
67
Month Topic Date
October Next Level Web Strategies Wednesday October 19
February Developing Your 2017-18 Marketing Plan Wednesday February 15
WORKSHOPS 9 am - 1 pm at Archbishop Quigley Center
68
Thank you
69Source Edelman
Month Topic Date
October Next Level Web Strategies Wednesday October 19
February Developing Your 2017-18 Marketing Plan Wednesday February 15
WORKSHOPS 9 am - 1 pm at Archbishop Quigley Center
68
Thank you
69Source Edelman
Thank you
69Source Edelman
