low cost, effective community relations

Guerilla Communications

OSBA

Conference

2008

“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.

GUERILLA MARKETING

Some Guerilla MarketingSuccesses and Failures

EXAMPLES:

 

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

6 WORDS TO REMEMBER

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

ABOUT CRESTWOOD

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

CRESTWOOD’S TASK

Parent internet survey

Principal-led focus groups

Community “listening sessions”

Key Communicators

ACTIONS AND RESULTS

The importance of “value”

Financial & academic accountability

Open communications

Promoting our successes and evidence of those successes

CRESTWOOD NARRATIVE(MESSAGE)

Overhaul of the district publication (Crestwood Comments)

Overwhelming positive response to community listening session

A community driven CIP

INCREASED COMMUNITY INVOLVEMENT

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

SAME BUDGET – MORE EFFECTIVE

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.

25 IDEAS

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

25 IDEAS, CONT.

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?)

25 IDEAS, CONT.

20.Post your low budget videos on YouTube.

25 IDEAS, CONT.

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.

25 IDEAS, CONT.

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.

6 STEPS

BRAINSTORMING