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Master Class term 1, 2014 comms strategy

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A presentation by The sponsor-ed Group to its school web administrators. The session divulged the findings of the school newsletter research conducted in late 2103 where 200 newsletters were analysed.

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Master Class term 1, 2014 comms strategy

  1. 1. Master Class term 1, 2014 Communications Strategy: featuring newsletter research School Newsletter Research June 2013: Denis Masseni1
  2. 2. Master Class: Getting the communications balance right without driving yourself mad School Newsletter Research June 2013: Denis Masseni2
  3. 3. Communications for the time poor and low tech School Newsletter Research June 2013: Denis Masseni3
  4. 4. I‟m only here because I needed to get some shopping done in the city School Newsletter Research June 2013: Denis Masseni4
  5. 5. The Punch line School Newsletter Research June 2013: Denis Masseni5
  6. 6. Communications; it‟s that simple You manage 2 content categories Your website does 3 things Engagement happens in 2 ways School Newsletter Research June 2013: Denis Masseni6
  7. 7. The Background School Newsletter Research June 2013: Denis Masseni7
  8. 8. The School Newsletter Research School Newsletter Research June 2013: Denis Masseni8
  9. 9. What prompted the newsletter research? School Newsletter Research June 2013: Denis Masseni9 “I don’t know why we bother. You get tired of saying to parents - it was in the newsletter”
  10. 10. Research Methodology School Newsletter Research June 2013: Denis Masseni10
  11. 11. Content Mix School Newsletter Research June 2013: Denis Masseni11
  12. 12. Content Mix: By type School Newsletter Research June 2013: Denis Masseni 12 COMMUNITY 10%: Extra curricular activities 10%: Community news 10%: Advertising INTERNAL 15%: Principals message 3%: Compliance 2%: Admin impacts STUDENTS 25%: Student activities/showcasing 5%: Student acknowledgements 7%: Dates affecting students PARENTS 2%: Parents supporting learni 2%: Parent education 3%: P&F/C 4%: Dates affecting parents
  13. 13. Today‟s newsletter School Newsletter Research June 2013: Denis Masseni13 COMMUNITY 30% INTERNAL 20% STUDENTS 37% PARENTS 11%
  14. 14. The Statistics Average number of articles 23 Average number of pages 5 Average number of hours to publish 5 Average hourly rate $40 PA cost weekly cycle $8,000 Fortnightly cycle $4,000 School Newsletter Research June 2013: Denis Masseni14
  15. 15. Observations School Newsletter Research June 2013: Denis Masseni15
  16. 16. The format of the school newsletter hasn’t changed since photocopiers were introduced to schools. School Newsletter Research June 2013: Denis Masseni16 The Newsletter
  17. 17. The newsletter format pre-dates the internet, smart phones and 2 working parents. It also pre-dates a time when information was scarce. School Newsletter Research June 2013: Denis Masseni17
  18. 18. What schools told us • No school said its newsletter readership was high • Schools that moved from weekly to fortnightly publishing heard crickets • No school could articulate its communication strategy School Newsletter Research June 2013: Denis Masseni18
  19. 19. The newsletter culture is so strong that „it‟ drives the school instead of the school driving „it‟. School Newsletter Research June 2013: Denis Masseni19
  20. 20. The school newsletter is driven by space and time, not by a communications strategy School Newsletter Research June 2013: Denis Masseni20
  21. 21. More observations • Almost no reference in the school newsletter to the school‟s website – Calendar synch very low – Missing opportunities to build resource culture School Newsletter Research June 2013: Denis Masseni21
  22. 22. Managing 2 independent publishing mediums • Word/Publisher & Website – Print vs Digital • Resource strapped environment • Merge and manage one School Newsletter Research June 2013: Denis Masseni22
  23. 23. Most of a school newsletter is a PR exercise A definition Public relations is the deliberate, planned and sustained effort to establish and maintain mutual understanding between an organisation (or individual) and its (or their) publics. Public Relations Institute of Australia School Newsletter Research June 2013: Denis Masseni23
  24. 24. Big assumption was audience is „like-minded‟ “Our parents like ………….” „Squeaky wheel‟ formed the research base School Newsletter Research June 2013: Denis Masseni24
  25. 25. School Newsletter Research June 2013: Denis Masseni25 Conclusion
  26. 26. You manage 2 content categories Logistics PR School Newsletter Research June 2013: Denis Masseni26
  27. 27. Newsletter content Logistics PR School Newsletter Research June 2013: Denis Masseni27 What do you want people to do? What do you want people to feel? 20% 80% Must know Optional
  28. 28. Culture is to publish articles rather than content outcomes What business is Shell in? Energy School Newsletter Research June 2013: Denis Masseni28 We’re seeking the article outcome. What do you want people to ‘feel’ about the school?
  29. 29. A Communication Outcome 1: Building community confidence in our teaching staff‟s capabilities. Even our teachers never stop learning Congratulations to Margaret Masseni on completing her Masters of Education – Student Wellbeing. It was 2 years of study giving up many nights and weekends following her passion. “It’s been a life long ambition of mine to study at Melbourne Uni. I’m very fortunate to have married such a wonderful husband as Denis who’s intellect has been a beacon of inspiration to me. I aspire to his greatness.” Said Margaret choking back the tears. Communication Outcome Content
  30. 30. 1: Building community confidence in our teaching staff‟s capabilities. Even our teachers never stop learning Congratulations to Margaret Masseni on recently completing her Masters of Education – Student Wellbeing. It was 2 years of study giving up many nights and weekends following her passion. “It’s been a life long ambition of mine to study at Melbourne Uni. I’m very fortunate to have married such a wonderful husband as Denis who’s intellect has been a beacon of inspiration to me. I aspire to his greatness.” Said Margaret choking back the tears. Communication Outcome Content + Frequency + Medium Communications Strategy
  31. 31. One reason why the newsletter is not being read; the „must know‟ and „optional‟ mix School Newsletter Research June 2013: Denis Masseni31 nottimelytimely not important important How much of a newsletter effects me? Can be down to 4%
  32. 32. wiifm Dates effecting me My kids Classroom The rest My InterestContent Mix
  33. 33. School Newsletter Research June 2013: Denis Masseni33 Communications Context: How platforms, devices and publishing frequency matters.
  34. 34. Context Rule 1: Frequency is context http://allfacebook.com/socialcode-best-practices- engagement_b10701934
  35. 35. Frequency is „context‟ 2 choices; to deliver 1,000 words every 2 weeks or deliver 100 words per day, which has the best engagement? 35
  36. 36. Imagine if Facebook was a fortnightly newsletter from your „friends‟. Would you read it? Same content, different context.
  37. 37. Time of the day is „context‟ Research: several thousand subscribers Open rate 40% Highest open rates occurred on Sundays emails sent from 6 a.m. to 7 a.m. are about three times more likely to be opened than emails sent at 4 p.m 37
  38. 38. Time of the day is „context‟ • Most brands post during the week • Best engagement is on weekends http://www.cbsnews.com/8301-505125_162-57411092/the-best-time-to-send-email-so-it-will-get-read/ 38 Why not experiment and become the only school that delivers content to parents when they’re most likely to absorb it …..on weekends. In fact why not send your newsletter twice?
  39. 39. School Newsletter Research June 2013: Denis Masseni39 Often it’s not the content that’s missing the mark but the context
  40. 40. Context Rule 2: Devices and platforms are context http://allfacebook.com/socialcode-best-practices- engagement_b10701940
  41. 41. 41
  42. 42. 42
  43. 43. 43
  44. 44. 44 Receivers Push out Pull in
  45. 45. 45 PR/Logistics Stumble upon Bite size Tone/vibe PR/Logistics Efficient Skimmable Multiple stories Logistics Alerts Ergonomic
  46. 46. Your website does 3 things School Newsletter Research June 2013: Denis Masseni46 1: Community portal; latest news 2: Allows community to self-serve 3: Your virtual front door
  47. 47. Engagement happens in 2 ways Relevance: hitting the mark; my child‟s involved (20%<) Content Merchandising: making content accessible; you‟ve made me want to read. device – platform – frequency - content School Newsletter Research June 2013: Denis Masseni47
  48. 48. Communications Eco System School Newsletter Research June 2013: Denis Masseni48 Receiving Push out Pull in Logistics PR
  49. 49. School Newsletter Research June 2013: Denis Masseni49
  50. 50. An uncomfortable map for you to consider You need a communications outcome plan Public Relations • Write on your homepage as you go – about 1 article per day • Push out the 10 articles fortnightly; experiment with time/day • Email with notifications also via facebook and app Logistics • Write on the homepage and populate calendar as you go • Push out as early as possible • Scoop up in fortnightly summary • Email with notifications also via facebook and app School Newsletter Research June 2013: Denis Masseni50
  51. 51. Future sponsor-ed upgrades School Newsletter Research June 2013: Denis Masseni51
  52. 52. The app: we love push notifications Allowing web content to be pushed out to a phone app An article A calendar event A webpage An email &
  53. 53. Phone Pushing out: web page
  54. 54. Pushing out: a calendar event Hawthorn West Primary School EVENT: Boroondara Division Swimming Carnival, August 5, 9:30AM – 12:30PM read more This the way every post appears; exactly the same for facebook, twitter, and phone. For email the school’s name and email from are already in the email. The subject line becomes ‘EVENT’ http://hawthornwestps.vic.edu.au/eventdetails/175/2014-02-27 Date is converted
  55. 55. What an email push looks like • It‟s the same whether it‟s a push from an Article of Webpage Article heading or Web page heading. In the case of an event, the subject line becomes EVENT.
  56. 56. What a phone push looks like Tagged with the school‟s name Goes back to Article url or web page from where it was written Hawthorn West Primary School: Principal’s Message, our school is a …….. read more Article or page title
  57. 57. Alerts summary The last 6 (?) items pushed-out to the phone are listed in an Alerts summary available in a section. This is required because once a push-out has occurred there‟s no way of checking what was pushed if you didn‟t react to it on receipt.
  58. 58. New Article rule If nothing is written in the second box, the second box is auto populated with the content from the first box
  59. 59. Pushing out in an email In the email client, we need a facility to push out an alert that the newsletter‟s now available. Notification to go to phone, facebook, twitter I think if you add a second text box like in Article and allow the user to write what they want and have device tick boxes underneath to push to Push-out text Insert text here Phone
  60. 60. Calendar Summary School Newsletter Research June 2013: Denis Masseni60
  61. 61. Calendar Summary School Newsletter Research June 2013: Denis Masseni61 14: Grade 5 Zoo 16: Trivia night 24: Parent teacher night 28: 1 week to go to hols

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