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Millenials’ Guide The

Effectiveto

School PR

Who are these

people?CRISTINA CAROSIELLIBerea City School District

2

AUDREY HOLTZMANEuclid City Schools

SCOTT WORTMANCleveland Heights-University Heights City Schools

3

“Everyone has a story.

4

Storytelling•Digital Marketing

•Community Relations

• Innovative Strategies

5

Crafting Your Story● Consistent, clear message

● Tell your story first

● Be a constant voice of good news

● Communicate to staff

● Know your audience

6

“Know your audience to

grow your audience.

7

Numbers of Note 8

Type of Digital Communication

Percentage of parents who prefer method

Personal Email 87%

Text Messaging 55%

Mobile app 30%

Automated phone messages

23%

Facebook 17%

Class blog 5%

Source: Blackboard (2016). Trends in community engagement: How K-12 schools are meeting the expectations of parents for digital communications.

9

Digital Marketing•Social Media

•Website

•Email

88% of millennials get news from Facebook

Source: American Press Institute

SocialMedia

● Content calendar

● Event feature

● Boosting posts

● Knowing when and how to respond

10

SocialMedia

● Content calendar

● Event feature

● Boosting posts

● Knowing when and how to respond

12

13

SocialMedia

● Content calendar

● Event feature

● Boosting posts

● Knowing when and how to respond

14

15

Total Reach 36,000

SocialMedia

● Content calendar

● Event feature

● Boosting posts

● Knowing when and how to respond

16

17

Website ● Well-organized

● Balance information with storytelling

● Mobile friendly

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Website ● Well-organized

● Balance information with storytelling

● Mobile friendly

20

21

Email ● Stand out from the clutter

● Balance information with storytelling

● Using data - open and click rates

22

23

Email● Stand out from the clutter

● Balance information with storytelling

● Using data - open and click rates

24

26

Community Relations•Customer service

•Working with the media

•Community pride

“Customer service is not a department.

It’s everyone’s job.

27

Customer Service ● Empathy & Active Listening

● Feedback/Surveys

● “Agents of Happiness”

28

Working with the

Media● Build Relationships

● Help them, help you

● Ditch the press release

● Earned Media

29

Community Pride ● Event Planning

● Branded Apparel & Gear

30

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Innovative Strategies•Unique Advertising Mediums

•Marketing Signage

•Quality Videos on a Budget

“Don’t think outside the box.

Think like there is no box.

32

Unique Advertising

Mediums

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Marketing Signage ● Construction windscreen

● Utility pole banners

● Yard signs

36

37

Quality Videos on a

Budget ● iPhone

● Facebook Live

38

39Why video?

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41

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iPhone + DJI Osmo Mobile

What is a gimbal?Turns your smartphone into a smart motion camera, making every moment you shoot look smooth, professional and ready to share.

Quality Videos on a Budget

43

What Can I Do?•As a Board Member

•As a Superintendent

•As an Administrator

Tell your story

44

Culture

Goals

Triumphs

Vision

Challenges

45

Questions?Audrey - aholtzman@euclidschools.org

Cristina - ccarosielli@bereaschools.org

Scott - s_wortman@chuh.org

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