Key Communications Messaging: Turn Your District into a Brand Name
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Transcript of Key Communications Messaging: Turn Your District into a Brand Name
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Key Communications Messaging
Joe Donovan
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What are messages?
In marketing and public relations, messages are key pieces of
information that provide critical information to audiences.
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It’s noisy out there.
On average, we are exposed thousands of advertising
messages every day.
Standing out is critically important.
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Great messages are simple.
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Great messages capture imaginations.
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Great messages are intriguing.
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Great messages are sticky.
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Great messages play to audiences.
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Messages are important.
Messages are the foundation of your communications efforts.
If you don’t know what your messages are, it is likely that
someone else is controlling them.
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Messages are important.
In this era of increased competition, it’s becoming more important than ever for school
districts to own their messaging.
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Message creation is not difficult.
Creating great messages for your district is not hard.
In fact, it can be fun and serve to bring your district community
together.
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How to create messages
Create a brainstorming committee of staff, board members, parents, and other community members.
Ask yourselves: How do we want to be known?
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How to create messages
If you could have all of your stakeholders understand one thing about your district, what
would it be?
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How to create messages
Spend some time reviewing websites for well known
universities and exclusive prep schools.
What are their messages?
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How to create messages
Consider your district. What makes yours different from others?
Be bold.
Avoid “commodity messaging.”
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How to create messages
Ask yourselves: Are you able to live up to your messages?
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Use your messages.
Incorporate your messages in all of your marketing materials.
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Use your messages.
Be a brand ambassador: Push your messages constantly.
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Use your messages.
Remember: Consistency, consistency, consistency.
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Tip
Make your message creation process inclusive.
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Tip
Think big. Be bold.
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Tip
Live your messages.
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Tip
You and I read education whitepapers.
Our stakeholders don’t.
Keep it simple.
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Tip
Focus on benefits, not features.
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Finally…
If you are not reinforcing your district’s message, no one will.