staff orientation

MARKETING & COMMUNICATIONS

AN INTRODUCTION TO THE DEPARTMENT OF

JOSH WALKER

BAXTER

PURPOSE?WHAT IS THE

OUR MISSION IS TO FUEL THE GROWTH OF THE INDIVIDUAL STUDENT & THE ENTIRE ORGANIZATION BY DEVELOPING A COMPREHENSIVE PUBLIC & DIGITAL PRESENCE.

WHAT IS THE DEPARTMENT OF MARKETING & COMMUNICATIONS?

AN INTERNAL CREATIVE AGENCY

▸ The department functions as more of a marketing firm rather than an ad-hoc production vendor

▸ Schools, departments, and classes are treated as clients

▸ The in-house creative team is a strategic partner to serve the organization to further strategic goals

▸ The department serves all teams across both campuses

▸ Fosters efficiency and productivity

WHAT IS THE DIFFERENCE BETWEEN INTERNAL, GRADE LEVEL, & ORGANIZATION-WIDE COMMUNICATIONS?

NO NEED.INTERNAL

NO NEED.INTERNAL

DEPT. #1 DEPT. #2

INTERNAL COMMUNICATIONS SHOULD BE DISTRIBUTED WITH NO NEEDED ACTION FROM THE MARKETING AND PUBLIC RELATIONS DEPARTMENT.

NO NEED.GRADE LEVEL

NO NEED.GRADE LEVEL

CLASSROOM PARENTS

IT IS THE RESPONSIBILITY OF THE TEACHERS TO GET CLASSROOM INFORMATION HOME TO FAMILIES.

YES.PUBLIC/SCHOOL WIDE

ANYTHING TO BE DISTRIBUTED TO THE POPULATION OF THE ENTIRE SCHOOL, THE PUBLIC, OR EXTERNAL ORGANIZATIONS DOES NEED TO BE FACILITATED BY THE MARKETING AND PUBLIC RELATIONS DEPARTMENT.

SOCIAL MEDIA.

SOCIAL MEDIA IN THE CLASSROOM

▸ Accounts representing the school must be created through the marketing department

▸ Be aware of no-photo students and respect them

▸ Encourage collaboration, not division

▸ Don't speak negatively of the school or situations

▸ Use social media for growth, not complaining

THE CUSTOMER.

WHO IS OUR CUSTOMER?

▸ A prospective student.

▸ A current student.

▸ A prospective parent or guardian.

▸ A current parent or guardian.

▸ Alumni and parents or guardians of alumni.

▸ A community organization we’ve partnered with.

THE CUSTOMER.

▸ Our job is to make the enrollment process as smooth as possible. They may not know what they need to do.

▸ If you don't know the answer to a question, don't fake it.

▸ Do not speak for anyone above you. It can have negative future consequences.

▸ Negative comments or conversations are an opportunity for dialogue and education. We take advantage of that opportunity and turn it into a positive.

▸ Never speak on behalf of the school, administration, or board.

▸ Never speak to the press, media, or anyone requesting a quote, opinion, or policy information. Direct them to the Superintendent or the Director of Marketing and Public Relations.

THE PROCESS.

"AN AUTHOR CAN'T WRITE A BOOK WHEN THEY'RE CONSTANTLY CHANGING MODES."

CREATIVE.MORNING HOURS [8AM-NOON]

REACTIVE.AFTERNOON HOURS [1PM-5PM]

OLD WORKFLOW AND TIMELINE FOR NEW PROJECTS

NEW WORKFLOW AND TIMELINE FOR NEW PROJECTS

WHAT IS A CREATIVE BRIEF?

▸ Identifies an issue

▸ Identifies who has the issue

▸ What's the solution?

▸ Why should people believe us?

▸ What will we say & how will we say it?

▸ What action do we want the audience to take?

WE CAN'T DELIVER THE MONA LISA WITH A REQUEST THAT SAYS "A PICTURE OF A SMILING WOMAN."

WHY NOT SEND AN EMAIL?

I HATE EMAIL.

WHY A CREATIVE BRIEF & NOT AN EMAIL?

▸ Gives relevant details to project

▸ Keeps the project focused

▸ Gets everyone on the same page

▸ Easier to track progress

▸ Needed to ensure proper attention

▸ Communication is central

A LACK OF PREPAREDNESS DOES NOT CONSTITUTE AN EMERGENCY.

RESOURCES

▸ Staff portal

▸ Canva

▸ Modern Meeting format

▸ Digital assets & brand standards guide

▸ “What’s Up?” weekly emails

▸ Productivity & innovation sessions

▸ Brand standards guide

staff orientation

Presentations & Public Speaking