|Communications & Marketing
Market Your Program
Is marketing or communications a part of your job description? It should be. A successful Community Ed program will have the philosophy that EVERYONE (all Community Ed personnel) markets their District’s Community Ed programs!
Internally to: District Employees, Administrators, Teachers, Support Staff, School Board, Students, Advisory Councils
Externally to: District Residents, Homeschoolers, Community Organizations, Community Businesses, Advisory Councils
Know Your Audience
How can you find out this information? Ask on your registration or class evaluation form or on your post evaluation survey.
- Past Participants
- Current Participants
- Potential Participants
- How old are they?
- What gender are they?
- Where do they live?
- How do they like to receive communications?
Always make sure your vehicle is answering these five questions.
- Referral Cards
- Digital Signage
- Press Release
- Presentation: ‘Road Show’ …to name a few
Also make sure your vehicle follows the K.I.S.S. rule: Keep It Simple …
- Who is your audience? Know them, know how to communicate with them.
- What is your purpose for this communication? What action do you want your audience to take? What is the name of your event?
- Where is the event?
Branding: Your promise to your audience.
A brand is a name, term, design, symbol, or other feature that distinguishes your programs from competitive offerings. A brand is more than a name, design or symbol. Brand reflects personality of the company which is organizational culture. Branding is achieved when all media vehicles have the same look and feel (Coke for example). The benefit from branding your programs is that prospective participants can quickly identify the program.
The American Marketing Association (AMA) defines a brand as a "name, term, sign, symbol or design, or a combination of them intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of other sellers.
Therefore it makes sense to understand that branding is not about getting your target market to choose you over the competition, but it is about getting your prospects to see you as the only one that provides a solution to their problem.
… to name a few
- Distribution Vehicles
- Mail/Carrier Route
- K-5 Students ‘Friday Folders’
- Pizza Delivery Boxes
- Fast Food Trays /Bags
- Bulletin Boards: schools & community
- Newspapers: press releases, ads, inserts