the future of school publishing

The Future of School Publishing

The sponsor-ed Group

The future of school publishing: The sponsor-ed Group March 2015

1

http://www.sponsor-ed.com.au


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


3



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”



The format of the school newsletter hasn’t

changed since photocopiers were

introduced to schools.


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10

It pre-dates the internet, smart phones and 2 working parents. It also pre-dates

a time when information was scarce.



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



Today’s newsletter


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COMMUNITY 30%

INTERNAL 20%

STUDENTS 37%

PARENTS 11%



Managing 2 independent publishing mediums

• Word/Publisher & Website – Print vs Digital

• Resource strapped environment

• Merge and manage one


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http://www.google.com.au/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=GNhHf5pmK-LvIM&tbnid=_EiyX8icEtCVWM:&ved=0CAUQjRw&url=http://www.news.com.au/national-news/queensland/new-driving-tests-designed-to-stop-carnage/story-fndo4ckr-1226536433239&ei=EdGiUee4I4WjkgWn-IDgCg&bvm=bv.47008514,d.dGI&psig=AFQjCNE0WeiF9lUoCSSHGa6lh26LrvEuUQ&ust=1369710882265244

http://www.google.com.au/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=GNhHf5pmK-LvIM&tbnid=_EiyX8icEtCVWM:&ved=0CAUQjRw&url=http://www.news.com.au/national-news/queensland/new-driving-tests-designed-to-stop-carnage/story-fndo4ckr-1226536433239&ei=EdGiUee4I4WjkgWn-IDgCg&bvm=bv.47008514,d.dGI&psig=AFQjCNE0WeiF9lUoCSSHGa6lh26LrvEuUQ&ust=1369710882265244

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%



http://www.google.com.au/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=KlDMJKYGRvsHiM&tbnid=WCq0dEjB_ddYSM:&ved=0CAUQjRw&url=http://www.mozambique-gas-summit.com/programme-2/interactive-seminars/big-tick-green/&ei=XdKiUYecH8nnkgXBqoGoDw&bvm=bv.47008514,d.dGI&psig=AFQjCNGWB07GSeI85_n-2uQkg2jRzhNDow&ust=1369711578503647

http://www.google.com.au/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=KlDMJKYGRvsHiM&tbnid=WCq0dEjB_ddYSM:&ved=0CAUQjRw&url=http://www.mozambique-gas-summit.com/programme-2/interactive-seminars/big-tick-green/&ei=XdKiUYecH8nnkgXBqoGoDw&bvm=bv.47008514,d.dGI&psig=AFQjCNGWB07GSeI85_n-2uQkg2jRzhNDow&ust=1369711578503647

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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http://www.google.com.au/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=Lidz0uOtO5KEyM&tbnid=yMwD8n-gHh2rgM:&ved=0CAUQjRw&url=http://www.thepressreleasesite.com/why-you-must-take-your-public-relations-campaign-online-in-2009.html&ei=hdOiUcWgF4LmkAXIgIHQBw&bvm=bv.47008514,d.aGc&psig=AFQjCNFSj7oEn_Tq1y3sbMDOPP27DYBLGA&ust=1369711840958752

http://www.google.com.au/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=Lidz0uOtO5KEyM&tbnid=yMwD8n-gHh2rgM:&ved=0CAUQjRw&url=http://www.thepressreleasesite.com/why-you-must-take-your-public-relations-campaign-online-in-2009.html&ei=hdOiUcWgF4LmkAXIgIHQBw&bvm=bv.47008514,d.aGc&psig=AFQjCNFSj7oEn_Tq1y3sbMDOPP27DYBLGA&ust=1369711840958752


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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

Group March 2015 27



3: Our DNA for content consumption has changed.


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29The future of school publishing: The

sponsor-ed Group March 2015







http://www.google.com.au/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=HOIzCBKowsn-iM&tbnid=zMhASjWnHRClNM:&ved=0CAUQjRw&url=http://www.bloggingpro.com/archives/2012/07/16/flickr-is-for-more-than-just-photos/&ei=YUJaUeTPN4qGlAX9jIHIAg&bvm=bv.44442042,d.dGI&psig=AFQjCNHbKrJK6_JR2F8Qc7azxm7GEYd-zA&ust=1364956123060307


http://www.google.com.au/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=bK20-liB-DN55M&tbnid=kL7kaEunGwwlfM:&ved=0CAUQjRw&url=http://www.w3resource.com/API/google-plus/tutorial.php&ei=l0JaUafLG8KekQWQmIGwBQ&bvm=bv.44442042,d.dGI&psig=AFQjCNENPrVPTUE7buL1Ma5krP0mVYkk3Q&ust=1364956178944103


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Did I mention mobile?

40% to 80%

34The future of school publishing: The sponsor-ed

Group March 2015



Our DNA has changed





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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http://www.google.com.au/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=15mvvXE-wQzJFM&tbnid=rE-QbdyisB5RnM:&ved=0CAUQjRw&url=http://ipod.about.com/od/iphonevscompetitors/tp/Iphone-Or-Android-which-to-buy.htm&ei=QgmjUfSgHMafkQXZpIHAAg&bvm=bv.47008514,d.dGI&psig=AFQjCNFbBSMZ_burlp0LbEWOMVyW1D8TLA&ust=1369725597632193

http://www.google.com.au/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=15mvvXE-wQzJFM&tbnid=rE-QbdyisB5RnM:&ved=0CAUQjRw&url=http://ipod.about.com/od/iphonevscompetitors/tp/Iphone-Or-Android-which-to-buy.htm&ei=QgmjUfSgHMafkQXZpIHAAg&bvm=bv.47008514,d.dGI&psig=AFQjCNFbBSMZ_burlp0LbEWOMVyW1D8TLA&ust=1369725597632193

The Power of Context

“Human behaviour is sensitive to and

strongly influenced by its environment.” Malcolm Gladwell





What’s Communication Context?

same message, different context,

different engagement





4: More….. on the Power of Context


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Context Rule 1: engagement strength varies by content accessorising





72%The future of school publishing: The sponsor-ed

Group March 2015 48



click here


Group March 2015 49



A reminder about Friday’s trivia night


Group March 2015 50




Group March 2015 51



72%

click here13%

A reminder about Friday’s….9%


Group March 2015 52



Context Rule 2: Frequency is context





Frequency is ‘context’

2 choices;

to deliver

1,000 words every 2 weeks or

deliver 100 words per day, which has the best engagement?





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

The future of school publishing: The sponsor-ed Group March 2015 56

Content Volume

Content Engagement



Frequency is ‘context’

Ad-hoc vs Cyclical





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





Variations by content type

http://www.jamesamartin.com/social-media/when-to-post-on-facebook





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/



Why not experiment and become the only school that delivers content to parents when they’re most likely to absorb it

…..on weekends



Context Rule 3: Devices and platforms are context

http://allfacebook.com/socialcode-best-practices-engagement_b107019 61




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”.





There is not one community that is homogenous

• Take this room……..

• Avoid making sweeping statements about your community


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Gender Imbalance





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

*Pew Research Institute 70The future of school publishing: The




http://www.standard.net/stories/2012/02/03/research-shows-women-more-active-facebook-men


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Roy Morgan – Values Segments

• For information on each segment: http://www.roymorgan.com/products/values-segments/values-segments.cfmThe future of school publishing: The sponsor-ed

Group March 2015 72



http://www.roymorgan.com/products/values-segments/values-segments.cfm

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


84



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


85



The ‘new’ publishing grid

News

Newsletter

Logistics PRThe future of school publishing: The sponsor-ed

Group March 2015 86



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%

88The future of school publishing: The sponsor-ed

Group March 2015



•

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


97



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]

Talk to us about our new phone app Updat-ed




http://www.sponsor-ed.com.au/uploaded_files/media/updated_press_release_v7.pdf

the future of school publishing

Education

school communications

publishing time

potential1 newsletter

newsletter readership

time driven

modern communications

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