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The future of school publishing

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Presentation from The sponsor-ed Group Master Class March 2015. Making the case for schools to change their publishing methods for improved efficiency and greater community engagement.

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The future of school publishing

  1. 1. The Future of School Publishing The sponsor-ed Group The future of school publishing: The sponsor-ed Group March 2015 1
  2. 2. Goal: to halve your publishing time and double parent’s engagement The future of school publishing: The sponsor-ed Group March 2015 2
  3. 3. Goal: to halve your publishing time and to double parent’s engagement Strategy & Technology Strategy & Technology The future of school publishing: The sponsor-ed Group March 2015 3
  4. 4. The Potential • 1 newsletter per term • Burst communications – Write less but more often – 1 article per day • ‘Write-once’ in only one place – the website • Use ‘push’ for urgency and for disruption The future of school publishing: The sponsor-ed Group March 2015 4
  5. 5. What do we know about schools, content and modern communications? The future of school publishing: The sponsor-ed Group March 2015 5
  6. 6. 1: The school newsletter: the greatest blocker to engagement The future of school publishing: The sponsor-ed Group March 2015 6
  7. 7. The 200 study: Research Methodology The future of school publishing: The sponsor-ed Group March 2015 7
  8. 8. What prompted the research? Hundreds of conversations hearing about school’s publishing issues The future of school publishing: The sponsor-ed Group March 2015 8 “I don’t know why we bother. You get tired of saying to parents - it was in the newsletter”
  9. 9. The format of the school newsletter hasn’t changed since photocopiers were introduced to schools. The future of school publishing: The sponsor-ed Group March 2015 9
  10. 10. The future of school publishing: The sponsor-ed Group March 2015 10 It pre-dates the internet, smart phones and 2 working parents. It also pre-dates a time when information was scarce.
  11. 11. Started asking question? • 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 communication’s strategy The future of school publishing: The sponsor-ed Group March 2015 11
  12. 12. The school newsletter is largely space and time driven, not driven by communications strategy The future of school publishing: The sponsor-ed Group March 2015 12
  13. 13. Someone handed you the ‘newsletter’, baton The future of school publishing: The sponsor-ed Group March 2015 13
  14. 14. The School Newsletter Research The future of school publishing: The sponsor-ed Group March 2015 14
  15. 15. Content Mix: By type The future of school publishing: The sponsor-ed Group March 2015 15 COMMUNITY 30% 10%: Extra curricular activities 10%: Community news 10%: Advertising INTERNAL 20% 15%: Principals message Key staff messages 3%: Compliance 2%: Admin impacts STUDENTS 37% Teaching in action Class reports Themed events 25%: Student activities/showcasing 5%: Student acknowledgements 7%: Dates effecting students PARENTS 11% 2%: Parents supporting learning 2%: Parent education 3%: P&F/C Shout outs volunteers Government prog’s Fundraisers 4%: Dates effecting parents
  16. 16. Today’s newsletter The future of school publishing: The sponsor-ed Group March 2015 16 COMMUNITY 30% INTERNAL 20% STUDENTS 37% PARENTS 11%
  17. 17. Managing 2 independent publishing mediums • Word/Publisher & Website – Print vs Digital • Resource strapped environment • Merge and manage one The future of school publishing: The sponsor-ed Group March 2015 17
  18. 18. 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 The future of school publishing: The sponsor-ed Group March 2015 18
  19. 19. One reason why the newsletter is not being read The future of school publishing: The sponsor-ed Group March 2015 19 nottimelytimely not important important How much of a newsletter affects me? Can be down to 4%
  20. 20. wiifm Dates effecting me My kids Classroom The rest My InterestContent Mix The future of school publishing: The sponsor-ed Group March 2015 20
  21. 21. 2: Understanding content. What do you want a parent to ‘do’ and what do you want them to ‘feel’? The future of school publishing: The sponsor-ed Group March 2015 21
  22. 22. 20%... of a school newsletter is LOGISTICS What do you want a parent to ‘do’? • Calendar dates • Forms The future of school publishing: The sponsor-ed Group March 2015 22
  23. 23. 80%... of a school newsletter is PR What do you want a parent to ‘feel’? 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. It's the key to effective communication in all sectors of business, government, academic and not-for-profit. Public Relations Institute of Australia The future of school publishing: The sponsor-ed Group March 2015 23
  24. 24. The future of school publishing: The sponsor-ed Group March 2015 24
  25. 25. There’s a difference between News and a Newsletter The future of school publishing: The sponsor-ed Group March 2015 25
  26. 26. News vs Newsletter • News is timely • Newsletter is a summary The future of school publishing: The sponsor-ed Group March 2015 26
  27. 27. The ‘new’ publishing grid News Newsletter Logistics PR The future of school publishing: The sponsor-ed Group March 2015 27
  28. 28. 3: Our DNA for content consumption has changed. The future of school publishing: The sponsor-ed Group March 2015 28
  29. 29. 29 The future of school publishing: The sponsor-ed Group March 2015
  30. 30. 30 The future of school publishing: The sponsor-ed Group March 2015
  31. 31. 31 The future of school publishing: The sponsor-ed Group March 2015
  32. 32. 32 The future of school publishing: The sponsor-ed Group March 2015
  33. 33. 33 The future of school publishing: The sponsor-ed Group March 2015
  34. 34. Did I mention mobile? 40% to 80% 34 The future of school publishing: The sponsor-ed Group March 2015
  35. 35. Our DNA has changed 35 The future of school publishing: The sponsor-ed Group March 2015
  36. 36. Our DNA has changed 36 The future of school publishing: The sponsor-ed Group March 2015
  37. 37. 37 The future of school publishing: The sponsor-ed Group March 2015
  38. 38. 4: The Power of Context The future of school publishing: The sponsor-ed Group March 2015 38
  39. 39. Context is singularly the most important factor in effective communications. Schools do not have a content problem; they have a major context problem. The future of school publishing: The sponsor-ed Group March 2015 39
  40. 40. The biggest blocker to modernising school communications is the school newsletter crafted in a print medium. The future of school publishing: The sponsor-ed Group March 2015 40
  41. 41. Try reading a pdf newsletter The future of school publishing: The sponsor-ed Group March 2015 41
  42. 42. The Power of Context “Human behaviour is sensitive to and strongly influenced by its environment.” Malcolm Gladwell 42 The future of school publishing: The sponsor-ed Group March 2015
  43. 43. 43 The future of school publishing: The sponsor-ed Group March 2015
  44. 44. What’s Communication Context? same message, different context, different engagement 44 The future of school publishing: The sponsor-ed Group March 2015
  45. 45. 45 The future of school publishing: The sponsor-ed Group March 2015
  46. 46. 4: More….. on the Power of Context The future of school publishing: The sponsor-ed Group March 2015 46
  47. 47. Context Rule 1: engagement strength varies by content accessorising 47 The future of school publishing: The sponsor-ed Group March 2015
  48. 48. 72%The future of school publishing: The sponsor-ed Group March 2015 48
  49. 49. click here 13%The future of school publishing: The sponsor-ed Group March 2015 49
  50. 50. A reminder about Friday’s trivia night 9%The future of school publishing: The sponsor-ed Group March 2015 50
  51. 51. 6%The future of school publishing: The sponsor-ed Group March 2015 51
  52. 52. 72% click here13% A reminder about Friday’s….9% 6% The future of school publishing: The sponsor-ed Group March 2015 52
  53. 53. Context Rule 2: Frequency is context 53 The future of school publishing: The sponsor-ed Group March 2015
  54. 54. Frequency is ‘context’ 2 choices; to deliver 1,000 words every 2 weeks or deliver 100 words per day, which has the best engagement? 54 The future of school publishing: The sponsor-ed Group March 2015
  55. 55. Imagine if facebook was a fortnightly newsletter from your ‘friends’. Would you read it? Same content, different context. The future of school publishing: The sponsor-ed Group March 2015 55
  56. 56. Content engagement is inversely proportional to content volume The future of school publishing: The sponsor-ed Group March 2015 56 Content Volume Content Engagement
  57. 57. Frequency is ‘context’ Ad-hoc vs Cyclical 57 The future of school publishing: The sponsor-ed Group March 2015
  58. 58. 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 58 The future of school publishing: The sponsor-ed Group March 2015
  59. 59. Variations by content type http://www.jamesamartin.com/so cial-media/when-to-post-on- facebook 59 The future of school publishing: The sponsor-ed Group March 2015
  60. 60. 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/ 60 The future of school publishing: The sponsor-ed Group March 2015 Why not experiment and become the only school that delivers content to parents when they’re most likely to absorb it …..on weekends
  61. 61. Context Rule 3: Devices and platforms are context http://allfacebook.com/socialcode-best-practices- engagement_b107019 61 The future of school publishing: The sponsor-ed Group March 2015
  62. 62. 62 The future of school publishing: The sponsor-ed Group March 2015
  63. 63. Facebook’s not a website or a newsletter but extremely effective. Would you like to generate that level of ‘spirit’? The future of school publishing: The sponsor-ed Group March 2015 64
  64. 64. Your new context The future of school publishing: The sponsor-ed Group March 2015 65
  65. 65. 5: Not all of us absorb content in the same way The future of school publishing: The sponsor-ed Group March 2015 66
  66. 66. Never use the words, “our parents”. 67 The future of school publishing: The sponsor-ed Group March 2015
  67. 67. There is not one community that is homogenous • Take this room…….. • Avoid making sweeping statements about your community The future of school publishing: The sponsor-ed Group March 2015 68
  68. 68. Gender Imbalance 69 The future of school publishing: The sponsor-ed Group March 2015
  69. 69. Gender Imbalance in Communications 92%of comments on school Facebook pages are from Mums. Research* indicates women made an average of 11 updates to their Facebook status (month), while men averaged six. Yet the subscription mix is 48% male, 52% female *Pew Research Institute 70 The future of school publishing: The sponsor-ed Group March 2015
  70. 70. The future of school publishing: The sponsor-ed Group March 2015 71
  71. 71. Roy Morgan – Values Segments • For information on each segment: http://www.roymorgan.com/products/values-segments/values-segments.cfm The future of school publishing: The sponsor-ed Group March 2015 72
  72. 72. 1. The all business parent. 2. The disorganized parent. 3. The lingering parent 4. The overly friendly parent 5. The stressed parent 6. The complainer 7. The even-mannered parent The future of school publishing: The sponsor-ed Group March 2015 73
  73. 73. In your community you have… • The forensic analyst • Phone addict • The worrier • ‘On the run’ • But at a minimum you have 3 psychographic groups The future of school publishing: The sponsor-ed Group March 2015 74
  74. 74. The 4 Point Plan The future of school publishing: The sponsor-ed Group March 2015 75
  75. 75. 1. Key Messages: what’s informing your writing? The future of school publishing: The sponsor-ed Group March 2015 76
  76. 76. A communication strategy begins with ‘key messages’ • Do you want to be seen as innovative, a learning community, pastoral, academic…. • You’re writing will be informed by your ‘key messages’ The future of school publishing: The sponsor-ed Group March 2015 77
  77. 77. What’s the content outcome? What does this content do? Why’s it in your newsletter? Parent Education/Health & Wellbeing The future of school publishing: The sponsor-ed Group March 2015 78
  78. 78. Communication Outcomes What business is Shell in? Energy Theory: A product is what a product does The future of school publishing: The sponsor-ed Group March 2015 79
  79. 79. When I go to Bunnings to buy one of these, what am I actually buying? The future of school publishing: The sponsor-ed Group March 2015 80
  80. 80. 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 The future of school publishing: The sponsor-ed Group March 2015 81
  81. 81. Action: Develop 10 key messages The future of school publishing: The sponsor-ed Group March 2015 82
  82. 82. 2. Context: make it work for you… and your parents The future of school publishing: The sponsor-ed Group March 2015 83
  83. 83. Halve your publishing time and double your parents engagement The future of school publishing: The sponsor-ed Group March 2015 84
  84. 84. The Potential • 1 newsletter per term • Burst communications – Write less but more often – 1 article per day • ‘Write-once’ in only one place – the website • Use ‘push’ for urgency and for disruption The future of school publishing: The sponsor-ed Group March 2015 85
  85. 85. The ‘new’ publishing grid News Newsletter Logistics PR The future of school publishing: The sponsor-ed Group March 2015 86
  86. 86. Turn your homepage into your ‘new’ newsletter’. • Mobile friendly • Push to app • Measureable • Accessible • Write-once The future of school publishing: The sponsor-ed Group March 2015 87
  87. 87. Did I mention mobile? 40% to 80% 88 The future of school publishing: The sponsor-ed Group March 2015
  88. 88. • Action: 1: Utilise homepage content – Recent News 2: Tag Recent News in email 3: Mix publishing frequency – randon, time/day 4: Lower your content volume 5: Use a variety of mediums – web, app & email 6: Drop PDF newsletter 7: Write 1 conventional newsletter/term The future of school publishing: The sponsor-ed Group March 2015 89
  89. 89. 3. Analytics: find your sweet spot The future of school publishing: The sponsor-ed Group March 2015 90
  90. 90. Google Analytics The future of school publishing: The sponsor-ed Group March 2015 91
  91. 91. Email Analytics The future of school publishing: The sponsor-ed Group March 2015 92
  92. 92. Action: Review analytics once/term The future of school publishing: The sponsor-ed Group March 2015 93
  93. 93. 4. Implementation: where do you want to be in 12 months? The future of school publishing: The sponsor-ed Group March 2015 94
  94. 94. Blockers The future of school publishing: The sponsor-ed Group March 2015 95
  95. 95. Implementation • Plot a vision for your communications 12 months out • Make small incremental changes every term • Let your community know that they’ll see changes as you implement an emerging ‘best- practice’ in communications • Feedback is always welcomed – this is a trial The future of school publishing: The sponsor-ed Group March 2015 96
  96. 96. Goal: to halve your publishing time and to double parent’s engagement Strategy & Technology Strategy & Technology The future of school publishing: The sponsor-ed Group March 2015 97
  97. 97. Thank you The future of school publishing: The sponsor-ed Group March 2015 98 Denis Masseni Director: The sponsor-ed Group 700 Collins St, Docklands, 3008 P: 1300 755 010 W: sponsor-ed.com.au E: info@sponsor-ed.com.au Talk to us about our new phone app Updat-ed

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