Tip Sheets

How to Improve Your School Story

Blackbaud K12 Tip Sheets

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800.443.9441 | solutions@blackbaud.com | www.blackbaud.com September 2019 1 WORKSHEET How to Improve Your School Story At Every Step BY EMILY CRETELLA, Owner, Cursive Content Marketing You've worked hard to develop a story that differentiates your school from its competitors, authentically represents your community, and appeals to the wants and needs of your dream families. Now, how are prospects discovering that story? This tip sheet will help you audit and improve the communication touchpoints your school's dream families have with its story—often before they set foot on campus. From word-of-mouth marketing to traditional communications, online platforms, and in-person experiences, make sure you're driving inquiries and applications at every step of the way. Craft an easy-to-share school story that gives your advocates a short yet precise way to introduce your school to others. TOUCHPOINT PROMPT ACTION Keep your brand ambassadors updated with compelling news, blog articles, resources, etc. WORD-OF-MOUTH MARKETING Encourage students and families to share their experiences, and use testimonials, quotes, and stories as reasons to believe in your school's story. Brand Ambassadors Social Media Reviews/Social Proof Do the people who love and naturally promote your school have the right story to share? Are you giving your ambassadors reasons to share your content? Are you leveraging the positive feedback from your brand advocates to support the story you're telling? Get more tips in our free eBook, The Word-of-Mouth School Marketing Toolkit.

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