1. Developing your school’s profile CPD Workshop

2. Agenda 9am: Welcome 9.05am: Introduction 9.30am: Workshop one 10.30am: Break 10.45am: Workshop two 11.45am: Strategic context 12.15pm: Additional activities 12.30pm: Ends

3. Welcome

4. Welcome School’s profiling project Dom and Cathy

5. Introductions

6. Introductions 3 minutes to interview your neighbour Their school? Their role? The background? The challenges? Why develop the profile? Why are you here today? Switch over Share what you’ve learnt with the group

7. Strategic context

8. Why bother Your reputation is important It affects how people react

9. The strategic approach To make sure your hard work gets valuable results

10. Workshops

11. Creating the compelling story Cathy Connan

12. What makes a good story You are a reporter on a local newspaper. You have to provide two news stories of 300 words each. You have time to go out on one visit to research a story and will take the other from a press release you have been sent. Review the notifications of the events. Which one will you go to and why? Review the press releases. Which one will you include and why?

13. The common lessons In the mind of the audience Tap into their concerns Personalise Think in pictures

14. Your story Your goals Your audience Your message Your story Choose your tactic Give it structure News story structure Newsletter content Video Poster campaign

15. Creating and managing a school blog Dom Breadmore

16. A Blog’s Function

17. What is a blog?

18. What do I blog? Text Video Audio Pictures More or less any digital content

19. How do I blog?

20. Setting up a blog today http://www.edublogs.org Free for basic blogs Designed for education Privileges (http://help.edublogs.org)

21. Strategic context

22. The strategic approach What are the goals for your school? What’s the context? What’s the current position? What are you going to do to achieve your goals? How are you going to do it? Put the plan into action Learn and revise

23. Under the skin: context & position What’s happened before? What worked? What failed? What’s your reputation? What are the barriers? What are the obstacles?

24. Under the skin: target audience You need a relationship so … Who are they? What are their behaviours? What are they interested in? What do they think? What do you want them to think? What do they do? What do you want them to do? What are the gaps?

25. Create the campaign: craft the message What actions do you want to elicit? So what do you want to say? How are you going to say it? Where are you going to say it?

26. Create the campaign: theme Driven by who you want to talk with and what you want them to think Snowball Core is constant; presentation adapts to the environment Get creative; grab attention

27. Form the plan: tactical options Media relations Newsletters Event management Posters Advertising

28. Form the plan: tactical options Website Blog Podcast Webcast Twitter

29. Additional activities

30. Pupil Workshops Part of the package for change schools Enquiry schools can purchase the extra Centre on the tactic The menu of options Adapt to your particular needs Booking form Friday 23 October: Deadline for returning the booking form

31. Engagement with Cathy and Dom Half a day for change schools Two hours for enquiry schools What support do you want? Dom: 07748 146310 me@dombreadmore.co.uk Cathy: 07976 669089 cathy@cathyconnan.com