Directing Your Marketing Chorus – Part 3

Posted on June 18, 2015

This is the third post in a four-part series looking at the importance of internal communications in effective school marketing. Post 1 talked about how to direct your marketing ‘choir’ while Post 2 discussed the need to have clear content themes central to your Admissions, Communications, Academic, and Development Office language. This post looks at how a consistent conversation around the impact of your school’s education will change the way you market your school.

Understanding your core content themes (or brand messages) as an organization is a great first step in formalizing the language you are using institution-wide. The next logical step is to formalize how you talk about the impact of those themes on your students, alumni, parents, donors, and other stakeholders.

At Proctor Academy, having conversations around the impact of our educational model has always been central to our conversations with our stakeholders. However, our efforts over the past two years have been to formalize the language we are using to describe the impacts learning at Proctor has for students. A group of faculty and administrators worked together to shape the “Profile of a Proctor Graduate”, and this statement has been foundational to how we talk about the impact of a Proctor education.

From this profile, we have developed impact ‘buckets’ to help shape our internal and external messaging as a school. These buckets are centered on specific attributes we know we want our graduates to possess: resiliency, ethical awareness, creativity, collaborative ability, etc. For us, our value-add as a school comes from our ability to provide a unique educational model and to measure our impact on our graduates’ lives. Developing the Profile of a Proctor Graduate has allowed us to take our end goals and work backward to create content that reinforces the ‘why’ behind our model.

The value add at your school is most likely different than ours, but that does not mean you shouldn’t take time to make sure everyone is on the same page with regard to your content themes and your impact buckets. Identify what you do best and then use consistent language across departments to articulate WHY you do it. Marketing gets easy from there!

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