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Every school district has a unique story, and knowing that story and how to communicate it is critical to your district’s success. In this session, you will learn how to create your district’s story – its messages – with the buy-in from staff, parents, and board members. You will also learn how to how to embed that story in your various communications efforts so that it becomes self-perpetuating.
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Key Communications Messaging
Joe Donovan
What are messages?
In marketing and public relations, messages are key pieces of
information that provide critical information to audiences.
It’s noisy out there.
On average, we are exposed thousands of advertising
messages every day.
Standing out is critically important.
Great messages are simple.
Great messages capture imaginations.
Great messages are intriguing.
Great messages are sticky.
Great messages play to audiences.
Messages are important.
Messages are the foundation of your communications efforts.
If you don’t know what your messages are, it is likely that
someone else is controlling them.
Messages are important.
In this era of increased competition, it’s becoming more important than ever for school
districts to own their messaging.
Message creation is not difficult.
Creating great messages for your district is not hard.
In fact, it can be fun and serve to bring your district community
together.
How to create messages
Create a brainstorming committee of staff, board members, parents, and other community members.
Ask yourselves: How do we want to be known?
How to create messages
If you could have all of your stakeholders understand one thing about your district, what
would it be?
How to create messages
Spend some time reviewing websites for well known
universities and exclusive prep schools.
What are their messages?
How to create messages
Consider your district. What makes yours different from others?
Be bold.
Avoid “commodity messaging.”
How to create messages
Ask yourselves: Are you able to live up to your messages?
Use your messages.
Incorporate your messages in all of your marketing materials.
Use your messages.
Be a brand ambassador: Push your messages constantly.
Use your messages.
Remember: Consistency, consistency, consistency.
Tip
Make your message creation process inclusive.
Tip
Think big. Be bold.
Tip
Live your messages.
Tip
You and I read education whitepapers.
Our stakeholders don’t.
Keep it simple.
Tip
Focus on benefits, not features.
Finally…
If you are not reinforcing your district’s message, no one will.
Thank you!
joe.donovan@donovan-group.com
414-409-7225
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