The 'new' newsletter the future of school publishing summary
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Transcript of The 'new' newsletter the future of school publishing summary
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The 'new' newsletter: the future of school publishing
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Summary
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Key Pillar 1: Websites have moved from infotainment to ‘search’.
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Key Pillar 2: Short bite-sized skimmable content.
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Key Pillar 3: We don’t all absorb content in the same way.
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Key Pillar 4: The Power of Context
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Context Rule 1: engagement strength varies by content accessorising
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Context Rule 2: Frequency is context
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Context Rule 3: Devices and platforms are context
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Key Pillar 5: Analytics
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Key Pillar 6: The Communications Strategy
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The Future of School Publishing
Halving your publishing time and doubling parents engagement
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The format of the school newsletter hasn’t changed since photocopiers were introduced to schools.
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Started asking questions?
• No school defended its newsletter readership as being high
• Schools that moved from weekly to fortnightly stated that there was not a murmur from parents
• No school could articulate their communications strategy
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It pre-dates the internet, smart phones and 2 working parents. It
also pre-dates a time when information was scarce.
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Conclusion: the newsletter culture is so strong that ‘it’ drives the school instead of the school driving ‘it’.
It’s a beast that demands to be fed
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The school newsletter is largely space and time driven not driven by communications strategy
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Research Methodology
• Analysed over 200 school newsletters• Victoria, Western Australia• 90% primary, 10% secondary
• Interviews with over 50 principals• Mix of incidental and prescribed
• Conferences, Seminars, PD’s• Exposed research to hundred’s
• Online Survey – productivity• 30 responses
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Content Mix: By type
COMMUNITY 30%10%: Extra curricular activities10%: Community news10%: Advertising
INTERNAL 20%15%: Principals messageBlowing school’s trumpetKey staff messages3%: Compliance2%: Admin impacts
STUDENTS 37%Teaching in actionClass reportsThemed events25%: Student activities/showcasing5%: Student acknowledgements7%: Dates effecting students
PARENTS 11%2%: Parents supporting learning2%: Parent education3%: P&F/CShout outs volunteersGovernment prog’sFundraisers4%: Dates effecting parents
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Today’s newsletter
COMMUNITY 30%
INTERNAL 20%
STUDENTS 37%
PARENTS 11%
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Over half of your newsletter is……..
?
PRPublic relations is the deliberate, planned and
sustained effort to establish and maintain mutual understanding between an organisation (or
individual) and its (or their) publics
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More observations
• Almost no reference in the school newsletter to the school’s website• Calendar synch very low• Missing opportunities to build resource culture
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The Statistics
Average number of articles 23Average number of pages 5Average number of hours to publish 5Average hourly rate $40PA cost weekly cycle $8,000Fortnightly cycle $4,000
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One reason why the newsletter is not being read
not
timel
y
timel
y
not important important
How much of a newsletter effects me? Can be down to 4%
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wiifm
Dates effecting meMy kids
Classroom
The rest
My InterestContent Mix
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Context is singularly the most important factor in effective communications. Schools do not have a content problem; they have a major context problem.
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72%
click here13%A reminder about Friday’s….9%
6%
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Imagine if facebook was a fortnightly newsletter from your ‘friends’. Would you read it? Same content, different context
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Context: Devices, Platforms and Publishing Frequency
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How do you achieve a 50% reduction in your publishing efforts?
• Write more often (website)
• Change the 23 articles a week (or fortnight) to• 1 article per day (work to a plan)• Cyclical summary
5 vs 23 10 vs 23
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Communications Planner
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Communication Strategy
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Turn your NEWSLETTER into your HOMEPAGE then into an EMAIL (or facebook, twitter an app)
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Responsive Template: Reacts to mobileover 40% of web views are from mobiles
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Goal: to halve the publishing time and double parent engagement
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Blockers to re-engineering your communications
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Re-engineer Your Communications
• Take a 12 month view – term by term incremental changes
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“I need to see it and archive it”
Event Calendar Expires naturally
Policy/Compliance Web page Ongoing (or replaced)
Students Awards Web page Annual delete
Community News Web page Over-ride (expires)
Forms Web page Ongoing (or replaced)
Excursion PR Web page Annual delete
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“If it wasn’t for Karen chasing me around the office for the principal’s message every week it’d never get done.”
Outcome Content /term Frequency Medium
Events Event announcements As they occur Calendar, email, fb, app
Event reminders 12 Weekly email, fb
Teacher Capabilities
1 Teacher focus 3 monthly email
Community Consultation
Community polling 3 monthly fb, online form (page)Email
Curriculum Class activities 6 f/night fb
Happy Kids 6
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“There’s no way I’m going to be thinking about communications and creating content everyday.”
“I agree so write it once per week.”
“….but send a piece
everyday.”
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“Some parents won’t like it.”
Call it a trial
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Measuring Success
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Don’t ask parents……….If they like the change
….ask them this week to name 3
things in the newsletter
….then ask them after the trial to name 3 things they recently
read about the school
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The Solution: 2 Step Plan
Technology
Deliver to popular platforms
email, fb, app
Receive on pc, tablet, mobile
ProcessImplement a ‘term communications plan’
Write….. oncelessmore often
1 2
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Thank you
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The sponsor-ed GroupW: www.sponsor-ed.com.auE: [email protected]: 1300 755 010