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 7 th 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 x112