Pennsylvania Association of School Business Officials

Transcription

1 Pennsylvania Association of School Business Officials Mailing Address: Office Location: P.O. Box Market Place Harrisburg, PA Harrisburg, PA Telephone FAX Workshop Series MARKETING YOUR LEA December 6, 2016 Webcast (9:30-11:00 AM) LEAs are increasingly investing more time, effort, and resources in marketing. An integrated approach to communication with all stakeholders and sharing information about your LEA is critical. This webcast will give tips and best practices on how to successfully market your LEA. Learning Objectives: Identifying how to brand your LEA How should you communicate Define best practices in communication Using an integrated approach to websites and publications Utilizing technology and social media to share your messages and culture WHO SHOULD ATTEND: Business Managers, Superintendents, Communications Professionals SPEAKERS: Mark Rill, Coordinator of Marketing and Public Information, Southern York County SD Julie Randall Romig, Director of Communications, Central York SD ANNOUNCEMENTS: All participants must sign-in on the Webcast Attendance Form found at the back of the handout packet for attendance/credit tracking. The site coordinator is asked to collect and submit information on every participant at your site. For credit to be given, forms must be returned to PASBO by December 13. Your webcast experience will be only as good as your Internet connection. If you are having technical difficulties, close all other browsers on your desktop and reconnect, or restart your computer. If you are disconnected at any time during the program, please repeat the log-on procedure to reconnect. You can submit a question at any time using the Chat function at the left side of your screen type your question in the message box and click on Enter to send. Please track your CEU credits for PASBO Professional Registration. (Professional Registration CEUs = 1) Your evaluation of this program is important to us. The primary contact will receive an evaluation link via . Please provide feedback to ensure that PASBO programs are meeting your needs. This program is being recorded to provide access to those not able to participate in the live program and serve as a review tool. Find information in your handout and check out the PASBO Store at for other webcast titles. Thank you for your participation! PASBO WEBCAST - 1

2 Pennsylvania Association of School Business Officials Marketing Your LEA December 6, 2016 (9:30-11:00 AM) Listen to audio over your computer speakers (If you prefer to listen by phone, you may dial-in using the numbers at the top of your screen. Phone lines will be available 10 minutes prior to the event start.) 1 Presenters: Mark Rill, Southern York County School District Julie Randall Romig, Central York School District 2 PASBO WEBCAST - 2

3 Why Should You Market? 1. Brand Yourself As The Best Choice for Your Community s Children 2. Build Culture & Climate Internally 3. Create Sense of Community Ownership of Public Education 3 Why Should You Market? 1. Brand Yourself As The Best Choice for Your Community s Children 4 PASBO WEBCAST - 3

4 Brand Yourself A Brand is the set of expectations, memories, stories and relationships that, taken together, account for a consumer s decision to choose one product or service over another. --Seth Godin 5 Brand Yourself 6 PASBO WEBCAST - 4

5 Brand Yourself The simple first rule of branding anything (even yourself): Keep your promises. --Seth Godin 7 Brand Yourself 8 PASBO WEBCAST - 5

6 Brand Yourself Brand Yourself Conduct a SWOT Analysis Identify What Makes You Unique & The Best Choice for K-12 Education Needs What Will You Promise? 9 Creating a Brand Identity Consistent Use of Logo on ALL Publications/Electronic Media Brand Yourself Standards for Colors Used in District/School Communications Creation of Talking Points to Support Brand 10 PASBO WEBCAST - 6

7 Brand Yourself Sample Branding Efforts 11 Brand Yourself Sample Branding Efforts 12 PASBO WEBCAST - 7

8 Brand Yourself Sample Branding Efforts 13 Why Should You Market? 2. Build Culture/Climate Internally 14 PASBO WEBCAST - 8

9 Build Culture/Climate Internally Regardless of where an employee works, the commitment to deliver the brand involves internalizing the promise the brand makes, developing the skills necessary to deliver the promise, and displaying the behavior necessary when implementing those skills. At every touch point. --Libby Sartain, Brand from the Inside 15 Build Culture/Climate Internally Create Brand Ambassadors Your frontline staff have the most contact/interaction with your customers Faculty/Staff, Coaches, Volunteers, Students Must Believe in the Brand Internal Communications is Key to Marketing Communications Success 16 PASBO WEBCAST - 9

10 Build Culture/Climate Internally Internal Communications School-wide meetings on District Initiatives Superintendent/Central Office Visits on Key Topics Like Budget, Comprehensive Plan Annual Surveys 17 Build Culture/Climate Internally 18 PASBO WEBCAST - 10

11 Why Should You Market? 3. Create Sense of Community Ownership of Public Education 19 Your Audience Includes: Senior Citizens Community Members Business Leaders Alumni Parents Students Staff Prospective Families Community Ownership 20 PASBO WEBCAST - 11

12 Community Ownership Inform Community Printed & mailed publications target senior citizens and general community 21 Community Ownership Engage Community Alumni Association Educational Foundation Community Leaders Dinner Board Meeting Presentations Back-to-School Events Business Roundtables Advisory Councils 22 PASBO WEBCAST - 12

13 Community Ownership Encourage Community Support 23 Community Ownership Engage Parents/Guardians in Communications Communications Automated Phone Messages Social Media Website 24 PASBO WEBCAST - 13

14 MailChimp User friendly Community Ownership based Automation Formatted and designed for mobile devices Enhances collaboration within and among schools Allows for shared responsibility/distributive model Subscription option for families and communities Advanced analytics 25 Community Ownership Automated Phone Messaging Many services available today with low per/student cost Use to communicate during emergencies or weather situations Offer opt-in for courtesy or marketing calls 26 PASBO WEBCAST - 14

15 Community Ownership 27 Why Should You Market? 28 PASBO WEBCAST - 15

16 Why Should You Market? 1. Brand Yourself As The Best Choice for Your Community s Children 2. Build Culture & Climate Internally 3. Create Sense of Community Ownership of Public Education 29 Why Should You Market? The experience is the connection the brand makes with consumers. It should be unique and consistent each time. --Jim Joseph, The Experience Effect 30 PASBO WEBCAST - 16

17 Why Should You Market? Create A Marketing/Communications Plan Use SWOT Results to Create a Marketing & Communications Plan for Your District Make Sure Your Plan Includes Targeted Strategies for Promoting Your Brand to Stakeholders Add Metrics for Analyzing Results of Your Efforts 31 Creating A Plan SYCSD Goals Increase timeliness of public information Increase frequency of communication Increase readership via click tracking Expand communication to all stakeholders 32 PASBO WEBCAST - 17

18 Creating A Plan SYCSD Objectives Incorporate student work, PTO/school information, and press releases into all forms of public information Migrate Staff Newsletter, School Newsletters, and Southern Way to a monthly MailChimp Migrate Alumni Pride Newsletter to WordPress Brand student work with a specialized logo to identify that it is student written or created Combine Southern Way traditional newsletter with Adult Education mailing in Fall and Spring to reach senior citizens 33 Creating A Plan SYCSD Delivery Methods Senior Citizens Mail, WarriorTV CH99, Newspaper, and Website Community Members Website, Mail, WarriorTV CH99, Twitter, YouTube, Newspaper, and (MailChimp) Alumni - (MailChimp), Facebook Parents (MailChimp), Twitter, YouTube, and Website Students (MailChimp), Twitter, YouTube, and Website Staff - (MailChimp), Twitter, YouTube, and Website 34 PASBO WEBCAST - 18

19 Resources Creating A Plan National School Public Relations Association (NSPRA) Pennsylvania School Public Relations Association (PennSPRA) 35 For More Information Questions Mark Rill, Southern York County School District, mark.rill@sycsd.org Julie Randall Romig, Central York School District, jromig@cysd.k12.pa.us 36 PASBO WEBCAST - 19

20 Time for Questions Send text questions using the Chat function at the left side of your screen. Type message in box and click Enter to send. 37 REMINDER: Webcast sites are asked to have every participant sign-in on the Attendance Form and return to the PASBO Office for attendance and credit purposes. Forms must be received by DECEMBER 13. Thank you for your participation! 38 PASBO WEBCAST - 20

21 Join us at these upcoming programs: Professional Standards: Training Your Food Service Staff Is the Law! December 7, 2016, Webcast Managing a Transportation Contract December 9, 2016, Webcast Fair Labor Standards Act: Things You Need to Know December 13, 2016, Harrisburg (half day AM) Elements of Managing Technology in Schools December 16, 2016, Harrisburg Applications in Data Management January 10- February 10, Online course ***Keep an eye on the PASBO website for January webcasts 39 For info, visit PASBO WEBCAST - 21