We would like to use this blog as a place for discussion of marketing, communications, and public relations ideas and issues. We'll cover a range of topics, from business marketing to local government and non-profit communications.
I wanted to use this post to share some thoughts on K-12 education communications and marketing -- specifically, websites.
More and more, school and school district websites are a starting point for reaching out to parents, prospective parents, and homebuyers. Just as the front entrance of the local high school should be attractive and properly maintained, websites represent an essential opportunity to make a good first impression.
There is a remarkable range of websites for public school systems. I've seen numerous sites that incorporate excellent design and photography. Many sites have a easy-to-navigate links and vital information (contact numbers, calendars, news of the day, etc.). There are other district and school websites that look as if they were designed in 1996 and have hardly been touched up since.
It obviously takes money to pay for new website development. In this budget climate, it's understandable that districts put online content and other public relations efforts on the back-burner. What's unfortunate is that some districts have invested in upscale web templates but lack the photography and other content to keep their sites attractive and interesting.
Whether districts are keeping things in-house or working with outside vendors on web development, we've got a few suggestions:
1. Photography matters. A slick homepage template is great to have. But if the supporting images are weak, then the site won't be particularly attractive or exciting.
Even without hiring a professional photographer, there are a few easy habits to keep in mind.
Show faces, and try to get close to your subject. Close-ups of smiling students, scenes of teachers working with kids -- these images are compelling. They send a message about the learning that takes place in your schools. Parents, especially, want to make an emotional connection, and images of happy students and active teachers will create a positive feeling. They're also more interesting to look at than posed shots of students or staff standing in front of a wall holding award certificates (which is not to say that it isn't important to showcase outstanding achievements of people in your district or school).
Make sure to size pictures large enough so that they are easily visible. Consider your local newspaper: Feature photographs and pictures accompanying lead stories usually take up a good portion of the page.
2. Use reasonable font sizes and colors. Bigger isn't always better. Combined with oddball colors, the wrong font can appear silly and unprofessional.
3. Written content is important. First of all, make sure the grammar is correct. Though it's rare, we've seen school district sites with questionable grammar and incorrect spelling -- not a good message for an educational institution to send.
Many sites include a message from a principal or superintendent. These segments can be very valuable with the right content. Try to tell a story and convey your compassion for and commitment to children. Too often, web site messages from school leaders are stiff and unimaginative. Instead of repeating or slightly rewording an official mission statement, try to make it personal.
Schools may not have the staff available to contribute regular feature articles. But, when possible, add feature articles about people in your schools. This is a great way to highlight your strengths, give attention to deserving students and teachers, and promote an overall message about school quality. It's also a way to keep readers coming back to your site -- meaning greater community engagement.
Again, an upscale design template with myriad bells and whistles isn't worth very much without strong supporting content.
For design, photography, and writing support, you may find that affordable avenues exist.
There are companies that offer support without an exorbitant price tag (you can consider this a plug for Rothschild & Maultsby Media). There may be freelance professionals in your community who would love to write articles or take pictures for a reasonable price. Perhaps a journalism class at your high school could contribute content.
Whatever approach works for your school or district, consider web content absolutely vital to your public relations and community engagement efforts. And even during difficult budgetary cycles, communicating effectively remains essential for the long-term health of every school and district.