The Millenials’ Guide Effective PR Schoolconference.ohioschoolboards.org/2017/wp-content/... ·...
Transcript of The Millenials’ Guide Effective PR Schoolconference.ohioschoolboards.org/2017/wp-content/... ·...
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Millenials’ Guide The
Effectiveto
School PR
Who are these
people?CRISTINA CAROSIELLIBerea City School District
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AUDREY HOLTZMANEuclid City Schools
SCOTT WORTMANCleveland Heights-University Heights City Schools
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“Everyone has a story.
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Storytelling•Digital Marketing
•Community Relations
• Innovative Strategies
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Crafting Your Story● Consistent, clear message
● Tell your story first
● Be a constant voice of good news
● Communicate to staff
● Know your audience
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“Know your audience to
grow your audience.
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Numbers of Note 8
Type of Digital Communication
Percentage of parents who prefer method
Personal Email 87%
Text Messaging 55%
Mobile app 30%
Automated phone messages
23%
Facebook 17%
Class blog 5%
Source: Blackboard (2016). Trends in community engagement: How K-12 schools are meeting the expectations of parents for digital communications.
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Digital Marketing•Social Media
•Website
88% of millennials get news from Facebook
Source: American Press Institute
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SocialMedia
● Content calendar
● Event feature
● Boosting posts
● Knowing when and how to respond
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SocialMedia
● Content calendar
● Event feature
● Boosting posts
● Knowing when and how to respond
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SocialMedia
● Content calendar
● Event feature
● Boosting posts
● Knowing when and how to respond
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Total Reach 36,000
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SocialMedia
● Content calendar
● Event feature
● Boosting posts
● Knowing when and how to respond
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Website ● Well-organized
● Balance information with storytelling
● Mobile friendly
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Website ● Well-organized
● Balance information with storytelling
● Mobile friendly
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Email ● Stand out from the clutter
● Balance information with storytelling
● Using data - open and click rates
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Email● Stand out from the clutter
● Balance information with storytelling
● Using data - open and click rates
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Community Relations•Customer service
•Working with the media
•Community pride
“Customer service is not a department.
It’s everyone’s job.
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Customer Service ● Empathy & Active Listening
● Feedback/Surveys
● “Agents of Happiness”
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Working with the
Media● Build Relationships
● Help them, help you
● Ditch the press release
● Earned Media
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Community Pride ● Event Planning
● Branded Apparel & Gear
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Innovative Strategies•Unique Advertising Mediums
•Marketing Signage
•Quality Videos on a Budget
“Don’t think outside the box.
Think like there is no box.
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Unique Advertising
Mediums
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Marketing Signage ● Construction windscreen
● Utility pole banners
● Yard signs
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Quality Videos on a
Budget ● iPhone
● Facebook Live
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39Why video?
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iPhone + DJI Osmo Mobile
What is a gimbal?Turns your smartphone into a smart motion camera, making every moment you shoot look smooth, professional and ready to share.
Quality Videos on a Budget
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What Can I Do?•As a Board Member
•As a Superintendent
•As an Administrator
Tell your story
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Culture
Goals
Triumphs
Vision
Challenges
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Questions?Audrey - [email protected]
Cristina - [email protected]
Scott - [email protected]