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MARKETING &
COMMUNICATIONS
AN INTRODUCTION TO THE DEPARTMENT OF
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...
WHAT IS THE DEPARTMENT OF MARKETING & COMMUNICATIONS?
AN INTERNAL CREATIVE AGENCY
▸ The department functions as more of a ...
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
YES.
PUBLIC/SCHOOL WIDE
ANYTHING TO BE DISTRIBUTED TO THE
POPULATION OF THE ENTIRE SCHOOL, THE
PUBLIC, OR EXTERNAL ORGANIZATIONS DOES
NEED TO BE F...
SOCIAL MEDIA.
SOCIAL MEDIA IN THE CLASSROOM
▸ Accounts representing the school must be created through
the marketing department
▸ Be awa...
THE CUSTOMER.
WHO IS OUR CUSTOMER?
▸ A prospective student.
▸ A current student.
▸ A prospective parent or guardian.
▸ A current parent ...
THE CUSTOMER.
▸ Our job is to make the enrollment process as smooth as possible. They may not
know what they need to do.
▸...
THE PROCESS.
"AN AUTHOR CAN'T WRITE A
BOOK WHEN THEY'RE
CONSTANTLY CHANGING MODES."
CREATIVE.
MORNING HOURS [8AM-NOON]
CREATIVE.
MORNING HOURS [8AM-NOON]
REACTIVE.
AFTERNOON HOURS [1PM-5PM]
REACTIVE.
AFTERNOON HOURS [1PM-5PM]
OLD WORKFLOW AND TIMELINE FOR NEW PROJECTS
OLD WORKFLOW AND TIMELINE FOR NEW PROJECTS
NEW WORKFLOW AND TIMELINE FOR NEW PROJECTS
NEW WORKFLOW AND TIMELINE FOR NEW PROJECTS
TEXT
WHAT IS A CREATIVE BRIEF?
▸ Identifies an issue
▸ Identifies who has the issue
▸ What's the solution?
▸ Why should people be...
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 th...
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 em...
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Staff orientation

Staff orientation to the Department of Marketing and Public Relations at Success Academy and Career Academy schools.

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Staff orientation

  1. 1. MARKETING & COMMUNICATIONS AN INTRODUCTION TO THE DEPARTMENT OF
  2. 2. MARKETING & COMMUNICATIONS AN INTRODUCTION TO THE DEPARTMENT OF
  3. 3. JOSH WALKER
  4. 4. BAXTER
  5. 5. PURPOSE? WHAT IS THE
  6. 6. OUR MISSION IS TO FUEL THE GROWTH OF THE INDIVIDUAL STUDENT & THE ENTIRE ORGANIZATION BY DEVELOPING A COMPREHENSIVE PUBLIC & DIGITAL PRESENCE.
  7. 7. 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
  8. 8. WHAT IS THE DIFFERENCE BETWEEN INTERNAL, GRADE LEVEL, & ORGANIZATION-WIDE COMMUNICATIONS?
  9. 9. NO NEED. INTERNAL
  10. 10. NO NEED. INTERNAL DEPT. #1 DEPT. #2
  11. 11. INTERNAL COMMUNICATIONS SHOULD BE DISTRIBUTED WITH NO NEEDED ACTION FROM THE MARKETING AND PUBLIC RELATIONS DEPARTMENT.
  12. 12. NO NEED. GRADE LEVEL
  13. 13. NO NEED. GRADE LEVEL CLASSROOM PARENTS
  14. 14. IT IS THE RESPONSIBILITY OF THE TEACHERS TO GET CLASSROOM INFORMATION HOME TO FAMILIES.
  15. 15. YES. PUBLIC/SCHOOL WIDE
  16. 16. YES. PUBLIC/SCHOOL WIDE
  17. 17. 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.
  18. 18. SOCIAL MEDIA.
  19. 19. 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
  20. 20. THE CUSTOMER.
  21. 21. 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.
  22. 22. 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.
  23. 23. THE PROCESS.
  24. 24. "AN AUTHOR CAN'T WRITE A BOOK WHEN THEY'RE CONSTANTLY CHANGING MODES."
  25. 25. CREATIVE. MORNING HOURS [8AM-NOON]
  26. 26. CREATIVE. MORNING HOURS [8AM-NOON]
  27. 27. REACTIVE. AFTERNOON HOURS [1PM-5PM]
  28. 28. REACTIVE. AFTERNOON HOURS [1PM-5PM]
  29. 29. OLD WORKFLOW AND TIMELINE FOR NEW PROJECTS
  30. 30. OLD WORKFLOW AND TIMELINE FOR NEW PROJECTS
  31. 31. NEW WORKFLOW AND TIMELINE FOR NEW PROJECTS
  32. 32. NEW WORKFLOW AND TIMELINE FOR NEW PROJECTS
  33. 33. TEXT
  34. 34. 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?
  35. 35. WE CAN'T DELIVER THE MONA LISA WITH A REQUEST THAT SAYS "A PICTURE OF A SMILING WOMAN."
  36. 36. WHY NOT SEND AN EMAIL?
  37. 37. I HATE EMAIL.
  38. 38. 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
  39. 39. A LACK OF PREPAREDNESS DOES NOT CONSTITUTE AN EMERGENCY.
  40. 40. RESOURCES ▸ Staff portal ▸ Canva ▸ Modern Meeting format ▸ Digital assets & brand standards guide ▸ “What’s Up?” weekly emails ▸ Productivity & innovation sessions ▸ Brand standards guide

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