David G. Title Superintendent, Bloomfield Public Schools November 2008

Why? Competition for students and staff [SDE website for private schools] Technological change Change in families Traditional ways of communicating are drying up or never worked in the first place If you want to get your message out, you are going to have to pay for it

Different Targets, Different Approaches Ask: what groups did I need to communicate with, and what approach will work best? Act: identify a medium most likely to appeal to each group New ways of communicating are part of an overall communications plan Disclaimer: I am not a marketing guru

“Marketing Targets” A.Parents B.Senior Citizens C.Empty nester residents/non-seniors D.Potential Customers (inside and outside the town)and Employees E.Local politicians F.Internal staff Can you think of other “targets” in your district?

District Marketing “Plan” Element Primary Target Group 1.Web Site (which itself needs to be marketed) 2.Blog 3.TV advertisements 4.Radio sponsorship 5.Public Access TV All A,D,F B,C,D A,B,C

Element Primary Target Group 6.Billboard 7.Sponsorship of Events (Hartford Symphony, Summer Music) 8.WDRC Appearances/Brad Davis Program/Christmas message 9. Stories in Journal, Courant 10. Print advertising B,C,D D B All D

Element Primary Target Group 11.Public events (e.g., Arts Festival, Identity Project) 12.Public sessions at Democratic & Republican Town Committees 13.BOE Meetings on TV – presentations of positive events 14.Newsletters – Print (by schools) 15.Senior Citizens events (concerts, lunch, flu clinics) A,B,E,F E A,B,C A B

Element Primary Target Group 16.Budget document as information source (also on- line) 17.Monthly superintendent’s to staff (also on Blog) 18.Strategic Plan 19.District “gifts” (mugs, umbrellas, etc.) to employees and others C,E F A,D,E,F D,F

New Way #1: Blog What is a Blog and why should I do one? How does it work? What are the options for interactive communication? Who keeps it up and how much work is it? How much does it cost? Also see Superintendent’s page on district website as a site for more lengthy pieces

New Way #2: Radio “Sponsor” Why? How? Where? (WFCR/WNNZ, WJMJ) How much does it cost? Sample clip 1 Sample clip 2 Sample clip 3

New Way #3: Television Why? How? (Production and Placement) Where? How much does it cost? Sample commercial 1 Sample commercial 2

I-91 Billboards

Other New Ways Continuously updating district web site Event sponsorship Special events to connect community members with schools (Identity Project) Ice cream at Flu Clinics Reception at Bushnell before Music Festival Print newspaper advertising with web tie-in

Audience Additions What ways have you used to communicate to different groups?