Ready. Set. Go!: Targeting your communication materials with the right message and correct medium.
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Transcript of Ready. Set. Go!: Targeting your communication materials with the right message and correct medium.
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Agenda
• Communications• Targets• Frequency• Content• Design• Print vs. Digital
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Communications
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Communications
“The channel doesn’t matterif the message isn’t clear”
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Targets
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Target Constituents
• Current Parents• Students• Prospective Families • Alumni• Board Members• Past Parents• Grandparents• Faculty and staff• Benefactors
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Frequency
Gorman, Jamie. (2012, July 12).“Time vs. Frequency”http://www.sigmabizlearning.com/emailtimeandfrequency/
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Frequency
1. Just because you can doesn’t mean you should.
Gorman, Jamie. (2012, July 12).“Time vs. Frequency”http://www.sigmabizlearning.com/emailtimeandfrequency/
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Frequency
2. The eagle that chases two mice often goes hungry!
Gorman, Jamie. (2012, July 12).“Time vs. Frequency”http://www.sigmabizlearning.com/emailtimeandfrequency/
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Frequency
3. Use headlines with links to articles.
Gorman, Jamie. (2012, July 12).“Time vs. Frequency”http://www.sigmabizlearning.com/emailtimeandfrequency/
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Frequency
4. Frequency trumps quantity of content.
Gorman, Jamie. (2012, July 12).“Time vs. Frequency”http://www.sigmabizlearning.com/emailtimeandfrequency/
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Frequency
5. Be part of the solution – always add value
Gorman, Jamie. (2012, July 12).“Time vs. Frequency”http://www.sigmabizlearning.com/emailtimeandfrequency/
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Frequency
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Content
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Communications
Find the best way to be both lofty
AND down to earth.
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Content
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Content
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Content
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Design
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Design: Picture =1000 words
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FAITH
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ACADEMICS
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ATHLETICS
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EXTRACURRICULAR ACTIVITIES
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SPIRIT
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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?
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Basic Design Practices for Web/Digital
• Everything from Design applies!• Usability/Interface• Browser Compatibility• Navigation
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Print v Digital
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Print v Digital
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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
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Print v Digital
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Print v Digital
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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
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