publicitycreating awareness
Aaron Manfull & Jordyn Kiel, Advisers Francis Howell North High School | St. Charles, Mo
publicitycreating awareness
More than Awareness…
Deciding who and what you are as a publication (your attitude)
Creating ways to communicate that to your audience
What will make them want to develop a relationship with your publication?What do you have to offer them?
Publicity is Not New
publicityin action
DATABANKEVENTSVIDEO SOUNDBOARD CRAWL CREATOR FAN ART
MOBILE GAMES
EVENTS WITH MLB
PRESS INTERVIEWSFAN
ORGANIZATIONS
CALL TO ACTION
publicitynow a necessity for all media outlets
Publicity: A Process
define thepurposeset the goal
create anACTION PLANstop andEVALUATE
WHY- Build Relationships- More Interaction- Sell more yearbooks- Be more visible- Get students invested- Gain a following
GOAL- Should be driven by
your purpose- Make it specific- Be sure it’s
measurable
GUT CHECKS
MOVE YOUR AUDIENCE TO: READ IT WATCH IT SHARE IT BUY IT
5
EASYMAKE IT
Don’t make your audience do the work. Keep it easy and cheap.
What do they get out of this?
MAKE ITWORTH IT
MAKE ITMEMORABLEGet them hooked to keep them hooked
MAKE IT
FUN
You ARE fun. Show them.
FEED YOUR GOALMake it worth something.
MAKE IT
YOUR PUBLICITY IN
action
using TECH
IC HIGH SNAPCHAT
5 Social Tips1. Write for the medium
you are communicating within.
2. Use the image/video space whenever possible.
3. Work to link back to your site.
4. Don’t always link to your site.
5. Be THE source for information at your school.
5 Texting Tips1. Make sure to stay within
the 140 characters.2. Text relevant information.3. Texting links on occasion
is ok.4. Make sure to quadruple
check editing before you send.
5. Send 3-5 texts per day.
5 Email Tips1. Work to avoid sending
more than one newsletter a week.
2. Work to vary the content of the newsletter from week to week. Push interesting web content and important info.
3. Work to get parent emails from your guidance office.
4. Write unique, relevant, catchy subject lines
5. Use the account to push things like registration and yearbook sales deadlines.
HALLWAYSin the
Meet them where they are…Students spend an average of 180 days per year in school. Take advantage of it! Let them see you. – Hallways– Parking Lots– School Events– Classrooms– The list goes on
Publicity on the Inside• Be the home screen for
school computers• Hang posters, flyers
and banners• Yearbooks at lunches• Create recognizable,
school friendly shirts• Make use of your
mascot• Get your publication
news in school intercom announcements
• Create Videos
Publicity on the Outside• “Parking Tickets”• Big banners/Signs• Car Paint• Sidewalk Chalk
interaction with your audienceEVENTS AND CONTESTS
Existing Events• Carnivals• Homecoming• Prom• Spirit Weeks• Assemblies• Club Photo Day• Valentine’s Day• Holidays
Grand Blanc High School
Create your own events and contests• Focus Groups • Exclusive events for clubs and sports• Polls• Lunch with a mascot/mascot events• Halftime shows
UP THE GAMEMaybe your publication is ready to move forward in contests. Consider sweetening the incentive with a prize.
How to get prizes• Request items from large companies
or those that advertise with you.• From your classroom closet: tshirts,
stickers and yearbooks• You can exchange a product for some
ad space. • Gomoxie is also a website that sends
your publications free things that you may give out as prizes.
• Talk with clubs for tickets to events• Contact school boosters for discounts
Cross Marketing combines the strengths of two or moregroups for the benefit of both
crossmarketing
Cross marketing develops relationships with groups other; it also provides a partnership that can be called on in the future for prizes, favors, and advertising opportunities.
Why Cross Market
There are three ways for high school publications to cross market:
1) Cross Market with other parts of your program.
2) Cross Market with other school clubs or events.
3) Cross Market with the school itself
Ways to cross market
In your department
• With so many things to keep in mind it’s easy to overlook what’s right in front of you
• Newspaper promote and market with yearbook, broadcast, online, etc.
• Keep your department one unified group
Ways to cross market
With school clubs, and events
• By volunteering to give an update on your broadcast or website of a clubs meeting you can help get your name known throughout the school
• Be available• Treat everyone fairly• Make clubs and team feel like
they matter to you
Ways to cross market
With your school itself
• Get to know your administrators and office staff
• Find out what you can do for them
• Be reliable• Check in on a regular basis• Don’t make promises you
can’t keep
Ways to cross market
recruiting
staffers
theNext26.com 6 Recruiting Tips1. Allow students of all
grade levels to be part of the program.
2. Speak to guidance counselors about your program.
3. Make a video to promote your program.
4. Talk to students individually.
5. Work to get individual staffers to help lead the recruiting effort in high school and middle school.
6. Work to get Honors credit for your course through your district.
publicitycreating awareness
Aaron Manfull & Jordyn Kiel, Advisers Francis Howell North High School | St. Charles, Mo