the future of school publishing
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The Future of School Publishing
The sponsor-ed Group
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Goal: to halve your publishing time and
double parent’s engagement
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Goal: to halve your publishing time and to double parent’s engagement
Strategy &
Technology
Strategy &
Technology
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The Potential
• 1 newsletter per term
• Burst communications
– Write less but more often
– 1 article per day
• ‘Write-once’ in only one place – the website
• Use ‘push’ for urgency and for disruption
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What do we know about schools, content and modern communications?
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1: The school newsletter: the greatest blocker to
engagement
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The 200 study: Research Methodology
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What prompted the research?
Hundreds of conversations hearing about school’s publishing issues
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“I don’t know why we bother. You get tired of saying to parents - it was in the
newsletter”
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The format of the school newsletter hasn’t
changed since photocopiers were
introduced to schools.
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It pre-dates the internet, smart phones and 2 working parents. It also pre-dates
a time when information was scarce.
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Started asking question?
• No school defended its newsletter readership as being high
• Schools that moved from weekly to fortnightly stated that there was not a murmur from parents
• No school could articulate their communication’s strategy
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The school newsletter is largely space and time driven, not driven by
communications strategy
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Someone handed you the ‘newsletter’, baton
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The School Newsletter Research
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Content Mix: By type
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COMMUNITY 30%10%: Extra curricular activities10%: Community news10%: Advertising
INTERNAL 20%15%: Principals messageKey staff messages3%: Compliance2%: Admin impacts
STUDENTS 37%Teaching in actionClass reportsThemed events25%: Student activities/showcasing5%: Student acknowledgements7%: Dates effecting students
PARENTS 11%2%: Parents supporting learning2%: Parent education3%: P&F/CShout outs volunteersGovernment prog’sFundraisers4%: Dates effecting parents
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Today’s newsletter
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COMMUNITY 30%
INTERNAL 20%
STUDENTS 37%
PARENTS 11%
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Managing 2 independent publishing mediums
• Word/Publisher & Website – Print vs Digital
• Resource strapped environment
• Merge and manage one
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The Statistics
Average number of articles 23
Average number of pages 5
Average number of hours to publish 5
Average hourly rate $40
PA cost weekly cycle $8,000
Fortnightly cycle $4,000
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One reason why the newsletter is not being read
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no
t t
ime
ly
tim
ely
not important important
How much of a newsletter affects me? Can be down to 4%
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wiifm
Dates effecting meMy kids
Classroom
The rest
My InterestContent Mix
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2: Understanding content.What do you want a parent to
‘do’ and what do you want them to ‘feel’?
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20%... of a school newsletter is LOGISTICS
What do you want a parent to ‘do’?
• Calendar dates
• Forms
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80%... of a school newsletter isPR
What do you want a parent to ‘feel’?
A definition
Public relations is the deliberate, planned and sustained effort to establish and maintain mutual understanding between an organisation (or individual) and its (or their) publics. It's the key to effective communication in all sectors of business, government, academic and not-for-profit.
Public Relations Institute of Australia
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There’s a difference between News and a Newsletter
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News vs Newsletter
• News is timely
• Newsletter is a summary
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The ‘new’ publishing grid
News
Newsletter
Logistics PRThe future of school publishing: The sponsor-ed
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3: Our DNA for content consumption has changed.
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Did I mention mobile?
40% to 80%
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Our DNA has changed
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Our DNA has changed
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4: The Power of Context
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Context is singularly the most important factor in effective
communications. Schools do not have a content problem; they have a major
context problem.
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The biggest blocker to modernising school communications is the
school newsletter crafted in a print medium.
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Try reading a pdf newsletter
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The Power of Context
“Human behaviour is sensitive to and
strongly influenced by its environment.” Malcolm Gladwell
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What’s Communication Context?
same message, different context,
different engagement
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4: More….. on the Power of Context
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Context Rule 1: engagement strength varies by content accessorising
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click here
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A reminder about Friday’s trivia night
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72%
click here13%
A reminder about Friday’s….9%
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Context Rule 2: Frequency is context
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Frequency is ‘context’
2 choices;
to deliver
1,000 words every 2 weeks or
deliver 100 words per day, which has the best engagement?
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Imagine if facebook was a fortnightly newsletter from your ‘friends’. Would you read it? Same content, different
context.
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Content engagement is inversely proportional to content volume
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Content Volume
Content Engagement
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Frequency is ‘context’
Ad-hoc vs Cyclical
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Time of the day is ‘context’
Research:
several thousand subscribers
Open rate 40%
Highest open rates occurred on Sundays
emails sent from 6 a.m. to 7 a.m. are about three times more likely to be opened than emails sent at 4 p.m
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Variations by content type
http://www.jamesamartin.com/social-media/when-to-post-on-facebook
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Time of the day is ‘context’
• Most brands post during the week
• Best engagement is on weekends
http://www.cbsnews.com/8301-505125_162-57411092/the-best-time-to-send-email-so-it-will-get-read/
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Why not experiment and become the only school that delivers content to parents when they’re most likely to absorb it
…..on weekends
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Context Rule 3: Devices and platforms are context
http://allfacebook.com/socialcode-best-practices-engagement_b107019 61
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Facebook’s not a website or a newsletter but extremely effective.
Would you like to generate that level of ‘spirit’?
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Your new context
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5: Not all of us absorb content in the same way
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Never use the words, “our parents”.
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There is not one community that is homogenous
• Take this room……..
• Avoid making sweeping statements about your community
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Gender Imbalance
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Gender Imbalance in Communications
92% of comments on school Facebook pages are from
Mums.
Research* indicates women made an average of 11 updates to their Facebook status (month),
while men averaged six. Yet the subscription mix is 48% male, 52% female
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Roy Morgan – Values Segments
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1. The all business parent.
2. The disorganized parent.
3. The lingering parent
4. The overly friendly parent
5. The stressed parent
6. The complainer
7. The even-mannered parent
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In your community you have…
• The forensic analyst
• Phone addict
• The worrier
• ‘On the run’
• But at a minimum you have 3 psychographic groups
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The 4 Point Plan
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1. Key Messages: what’s informing your writing?
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A communication strategy begins with ‘key messages’
• Do you want to be seen as innovative, a learning community, pastoral, academic….
• You’re writing will be informed by your ‘key messages’
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What’s the content outcome?
What does this content do? Why’s it in your newsletter?
Parent Education/Health & Wellbeing
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Communication Outcomes
What business is Shell in? Energy
Theory: A product is what a product does
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When I go to Bunnings to buy one of these, what am I actually buying?
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A Communication Outcome
1: Building community confidence in our teaching staff’s capabilities.
Even our teachers never stop learningCongratulations to Margaret Masseni on completing her Masters of Education – Student Wellbeing. It was 2 years of study giving up many nights and weekends following her passion. “It’s been a life long ambition of mine to study at Melbourne Uni. I’m very fortunate to have married such a wonderful husband as Denis who’s intellect has been a beacon of inspiration to me. I aspire to his greatness.” Said Margaret choking back the tears.
Communication Outcome
Content
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Action: Develop 10 key messages
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2. Context: make it work for you… and
your parents
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Halve your publishing time and double your parents engagement
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The Potential
• 1 newsletter per term
• Burst communications
– Write less but more often
– 1 article per day
• ‘Write-once’ in only one place – the website
• Use ‘push’ for urgency and for disruption
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The ‘new’ publishing grid
News
Newsletter
Logistics PRThe future of school publishing: The sponsor-ed
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Turn your homepage into your ‘new’ newsletter’.
• Mobile friendly
• Push to app
• Measureable
• Accessible
• Write-once
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Did I mention mobile?
40% to 80%
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•
Action: 1: Utilise homepage content – Recent News2: Tag Recent News in email3: Mix publishing frequency – randon, time/day4: Lower your content volume5: Use a variety of mediums – web, app & email6: Drop PDF newsletter7: Write 1 conventional newsletter/term
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3. Analytics:find your sweet spot
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Google Analytics
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Email Analytics
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Action: Review analytics once/term
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4. Implementation:where do you want to be
in 12 months?
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Blockers
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Implementation
• Plot a vision for your communications 12 months out
• Make small incremental changes every term
• Let your community know that they’ll see changes as you implement an emerging ‘best- practice’ in communications
• Feedback is always welcomed – this is a trial
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Goal: to halve your publishing time and to double parent’s engagement
Strategy &
Technology
Strategy &
Technology
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Thank you
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Denis MasseniDirector: The sponsor-ed Group
700 Collins St, Docklands, 3008P: 1300 755 010W: sponsor-ed.com.auE: [email protected]
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