Download Marketing Communications and PR

Marketing Communications
and PR
ADC Workshop Series
September 12, 2007
Maria Grabarczyk
Quick Overview
 Basic
First Steps
 References to Help
 Tips for Writing
 Ideas
 Questions
First Steps of Marketing

Ask for volunteers and form a
Marketing Committee!
–

Parents, Parishioners, Alumni, local businesses
What talent do you need?
–
Computer graphic designers, writers, web
designers, printers, advertising professionals, and
other creative people who love your school and
are willing to help!
First Steps of Marketing

Figure out who you are:
–
Talk to Focus groups of
 Parish
members
 Faculty/Staff
 Alumni
 Students
 Parents
 Donors
… AND REALLY LISTEN TO THEM!
First Steps of Marketing

From this input, determine your
marketable strengths:
–
–
–
What sets you apart?
Why do parents/students select your
school?
How do you improve their quality of life?
…The answers to these questions give
you your marketing message.
First Steps of Marketing

Identify your target markets
–
–
–
Not only by category (parent, student,
alumni, etc)
But also by demographics (zip code,
interests, income level, current
involvement level)
Make your communications as specific as
possible to your target audience
First Steps of Marketing

Communicate it!
–
Be Clear: Make your message easy to
understand, but
–
Be Clever: Be creative and have fun – use
color and photos – Grab attention
–
Be Honest: Back up your words with data and
stay true to your mission
References to Help

Archdiocesan Marketing Department
Reference List

Mission-Based Marketing by Peter C.
Brinckerhoff
Tips for Writing Good Copy



Use a strong opening sentence to hook your
reader
Don’t ever be presumptuous enough to tell
your audience what they want or need
Write conversationally – Write as if you are
talking to one person


Make it memorable
Create a unique message that sets you apart
Tips for Writing Good Copy

Know what you are selling and believe in it

People buy benefits not features – They buy
what your program can do for them
–
“We offer a state-of-the-art-technology center in
our library so your child will have the world of
research at her fingertips.”
Tips for Writing Good Copy




Write enough to tell your story but keep it
short enough to make them want more
Use testimonials – they validate your
message (parents, students, alumni)
Lead your audience to action (donate,
register, visit, volunteer)
Triplets make stronger statements (mind,
body and soul)
Tips for Writing Good Copy



Use short paragraphs, bullet points, justify
left and do not underline
Always use a P.S. and make it your call to
action
Use an active voice – the subject should
come before the verb: ‘The students won the
competition’; rather than, ‘The competition
was won by the students.’
Tips for Writing Good Copy




Avoid weak, over used words such as very,
often, thing, great, wonderful, and especially
‘that’ etc.
Omit unnecessary words – Proofread with a
goal to reduce your copy by 5-10%
Use color and photos – photos should show
school and classrooms with activity – not
empty
Have a 7th grader proof your final copy
Ideas






Press Releases (see handout)
Bulletin Releases
Bulletin School Page (see handout)
Brochure
Take Ones
Flyer the Neighborhood
Ideas




Newsletters (Alumni, Parent, Donor)
Direct Mail
DVD
Chamber of Commerce
–
–
–
–
Community events
Reduced cost advertising
Door hangers
Mailing Lists
Contact Information
Maria Grabarczyk
Resurrection College Prep High School
Director of Institutional Advancement
773-775-6616 x112
[email protected]