Ready. Set. Go!: Targeting your communication materials with the right message and correct medium.
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This presentation covers private school communications. What's type of communication pieces are available? Who are your targets? How frequently you should communicate with your audiences. What makes good content. Design 101. Print vs. Digital
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Ready. Set. Go!: Targeting your communication materials with the right message and correct medium.
- 2. Agenda • Communications • Targets • Frequency • Content • Design • Print vs. Digital
- 4. Communications ―The channel doesn’t matter if the message isn’t clear‖
- 5. Targets
- 6. Target Constituents • Current Parents • Students • Prospective Families • Alumni • Board Members • Past Parents • Grandparents • Faculty and staff • Benefactors
- 7. Frequency Gorman, Jamie. (2012, July 12).“Time vs. Frequency” http://www.sigmabizlearning.com/emailtimeandfrequency/
- 8. Frequency 1. Just because you can doesn’t mean you should. Gorman, Jamie. (2012, July 12).“Time vs. Frequency” http://www.sigmabizlearning.com/emailtimeandfrequency/
- 9. Frequency 2. The eagle that chases two mice often goes hungry! Gorman, Jamie. (2012, July 12).“Time vs. Frequency” http://www.sigmabizlearning.com/emailtimeandfrequency/
- 10. Frequency 3. Use headlines with links to articles. Gorman, Jamie. (2012, July 12).“Time vs. Frequency” http://www.sigmabizlearning.com/emailtimeandfrequency/
- 11. Frequency 4. Frequency trumps quantity of content. Gorman, Jamie. (2012, July 12).“Time vs. Frequency” http://www.sigmabizlearning.com/emailtimeandfrequency/
- 12. Frequency 5. Be part of the solution – always add value Gorman, Jamie. (2012, July 12).“Time vs. Frequency” http://www.sigmabizlearning.com/emailtimeandfrequency/
- 13. Frequency
- 14. Content
- 15. Communications Find the best way to be both lofty AND down to earth.
- 16. Content
- 17. Content
- 18. Content
- 19. Design
- 20. Design: Picture =1000 words
- 21. FAITH
- 22. ACADEMICS
- 23. ATHLETICS
- 25. SPIRIT
- 26. Fundamental Design Practices for Print • Design is your introduction to the to audiences that don’t know you • WHITE SPACE! • Less is (oftentimes) more • All images used serve a clear purpose • Personality—Does your school show it?
- 27. Basic Design Practices for Web/Digital • Everything from Design applies! • Usability/Interface • Browser Compatibility • Navigation
- 28. Print v Digital
- 29. Print v Digital
- 30. Print v Digital PRINT • Better open rate • Tangibility • Credibility • Timeliness • More engaging • Cost – Production – Printing – Mailing DIGITAL • Spam • Tangibility • Credibility • Timeliness • More engaging • Cost – Production – Printing – Mailing
- 31. Print v Digital
- 32. Print v Digital
- 33. What’s next? • Consider all of your communication touch points • Spread out all marketing materials and external communications on a table • Look for marketing disconnects • Determine what needs to be done • Create priorities, timeline • Marketing/Communications plan
Notas del editor
- -Design is your introduction to the world unknownWhen your outside audience doesn't personally know you, how your print material looks can speak volumes about your school—good or bad.-WHITE SPACE!Some people really under estimate the value of white space. Sure—you paid for that half page ad and you’re going to use every square inch of it to get you money’s worth. But that doesn’t mean its jam packed with as many images and words you can fit in the page. White space allows your readers’ eyes to rest. It create balance and order on a page and will attract more attention than a page that’s cluttered.-Less is (oftentimes) moreDon’t mistake flashy design for good or effective design. Good design is created to support and enhance your message and sometimes less or a simple design is just what you need.-All images used serve a clear purposeJust as you want all your content to be relevant, your images need to serve a clear purpose. Just because you have an adorable picture that absolutely needs to be seen and awed over—that doesn’t mean it’s appropriate. Just as design is there to suppose and enhance the content and message, images need to act with the same purpose.-Personality—Does your school show it?Would you say your school’s style personality is sophisticated or spunky or warm or something else? No matter what it is—just make sure you have one—and make sure it’s consistent. Don’t worry that your stuff doesn’t look like everyone else’s. Actually—that’s the goal. The design you put out there should reflect the school as well as the message—and did we mention it should be consistent?
- -Everything from Design applies!Just because we’ve switched media doesn’t mean we just the basic principals of designs. The fonts and images you use on your website or other digital media play just as important role. White space is still appreciated. Everything we just discussed still applies….but now you have even more to consider/worry about-Usability/InterfaceWhen people are using your website or other digital media, you want to make sure it’s completely intuitive and easy to use. User interface in this day and age is almost as important as your content and design. If people visiting your website aren’t sure how to use it or what it’s purpose is, then they’ll leave sooner than you want them to.-NavigationNavigation is part of user interface, but we wanted to call it out to make sure it gets the attention and respect it deserves. The web has ultimately spoiled our audience. They are used to getting all their information as fast and as easily as their internet connection allows them to. If your website has a bad site structure, users will not get the information they are looking for and go somewhere else. You website navigation needs to be the first thing that you think about in your web design.-Browser CompatibilityTest your website on various browsers to make sure it looks the way it should look. Major browsers include Internet Explored, Firefox, Safari and relatively new to the web mix—Google Chrome. You would want your beautifully designed giving the wrong impression just because someone hasn’t updated their Internet Explorer version.