Presentation at Ohio School Board Association conference.

1. Guerilla
Communications
low cost, effective community
relations

2. “Founder” and guru: Jay Conrad Leverson
Less money.
More time, energy, and imagination.
Less transactional.
More cooperation, involvement and
partnership.
Less traditional.
More focused on where your community is.

3. Some Guerilla Marketing
Successes and Failures

11. Authentic
substance not just sizzle
Consistent
sustain the narrative
Convenient
go where they are
Amazement
surprise them
Involvement
life-long learning
Cooperation
real communities thrive

12. A rural/suburban district
At the edge of wealthy suburbs
2300 students
Over half of funding comes from state
At the 20 mill floor
Most communications expenses are
viewed as an unnecessary luxury

13. Identify community expectations from its schools
Respond quickly & effectively to misinformation
Increase community engagement
Identify a district message (narrative)
Get out the good news about a quality district
Increase 3rd party positive coverage

14. Parent internet survey
Principal-led focus groups
Community “listening sessions”
Key Communicators

15. The importance of “value”
Financial & academic accountability
Open communications
Promoting our successes and evidence of
those successes

16. Overhaul of the district publication
(Crestwood Comments)
Overwhelming positive response to
community listening session
A community driven CIP

17. A simplified Crestwood Comments focuses
on academic & financial value
3 regular features:
Superintendent column focuses on
accomplishments of district
Financial column by treasurer & business
manager
“Pictures”, graphs and charts to support
academic and financial stories

18. 1. Free consultations, talks,
demonstrations.
2. Giveaway contest (free samples!)
3. Post stories on local websites, web
bulletin boards, and other online
communities.
4. Chalk the sidewalks in front of the
schools.
5. Use your vehicles.
6. Marquees at schools, churches,
businesses.
7. RSS feeds from website.

19. 8. Pizza box flyers. Fast food tray liners.
9. Library bookmarks.
10. Cell phone ring tone (or voice)
11. Coloring contest / placemats with local
groceries
12. Browser – ask local library, internet cafe
and computer room to set your website
as the default browser homepage (or at
least a link)
13. Business cards with your website
address and mini-message

20. 14. Key Communicators on steroids – ask them
to go viral (and re-think who they are).
15. E-mail list development (follow the consent
rules).
16. Add message and website to the signature
of each email account in the district you
use.
17. Use pay per “click” messages.
18. Offer screensavers.
19. Volunteers holding or wearing message
signs (during pick-up?)

21. 20. Post your low budget videos on
YouTube.

22. 21. Proclaim a celebratory day or week.
22. Ask the local chamber to place
messages on their website.
23. Create Facebook (or other)
communities. Provide calls to action.
24. Create a Blog. Regularly post items of
general but related interest. Provide
calls to action, and RSS feed.
25. Offer ongoing suggestion box.

23. 1. Determine the narrative.
2. Get organized. Develop a year-long
plan and calendar.
3. Budget. Plan the things that are CHEAP.
Plan the things that are FREE. Use your
cash where it counts.
4. Engage message-bearers.
Staff, parents, students, alums, community,
buildings, signs, vehicles.
5. Implement.
6. Review and adapt.