As business owners, we should constantly be asking ourselves, “how effectively am I communicating my brand?”
With so many Nursery Schools, Pre Primary Schools and Primary Schools in close proximity to each other, all are competing within the same marketing arena as you. This means that there are a whole lot of adverts all vying for the attention of the same people.
Because of this, your communication only has about 3 seconds to catch the attention of your viewer. Whether it be that you are advertising in print media, on billboards or on the internet and social media – the average length of time that anyone will spend looking at what you have to say, is 3 seconds. Unless… you are able to attract their attention long enough for them to read what you have to say.
The AIDA Rule
The AIDA rule applies in absolutely any form of communication that you may be preparing – whether it’s an email, advert, press release, television commercial or a video message. Effective communication needs to capture:
I – interest
D – desire
A – action
In short, this means that your communication must attract the attention of your viewer, peak their interest, create a desire and a call to action. How you do this is through great imagery, catchy messaging or catch line, stirring of emotion and invoking a desire of the viewer to do something. It is also vital that you gain trust of the viewer through actively showing that you are innovative, forward-thinking and at the leading edge in education
When advertising your School, try to communicate with your audience in a way that you satisfy their needs, wants and desires, as well as the qualities of services. It’s all about showing you care!
It is important that you devise a marketing campaign. Decide on what it is that you want to achieve through the marketing campaign and then :
- Devise your messaging using who, what, how, where, when, why
- Choose appropriate style of communication – remember unity, coherence and right emphasis
- Decide on your channels of communication and what elements would be used on what channels. This is where your understanding of the importance of visual communication comes into play
- Decide on length of campaign and frequency of adverts / communication
- What other activities / elements are going to be applied in support of the marketing campaign
Consistency in messaging, imagery and frequency is key to the success of your campaign. In order to be effective, you need to create top of mind awareness and this can only be achieved if you are constantly where your readers are.
Be aware of your non-verbal communication. This means that you need to pay absolute attention to every detail of all your communications. Many times what you say through non-verbal communication can have a much stronger impact than the messaging that you put out.
Always use high resolution images – images that are sharp and clear say much more about you than images that are blurry and obviously been saved from the web somewhere. This applies especially for print media. Note that high resolution images can take long to download.
Rather take the resolution of an image down than begin with a blurred image, and if you don’t know how, or don’t have the tools to do this, MFP Design Studio can assist you.
Have a defined corporate image (Yes, Corporate Image does apply to Schools as well!) which then ensures that you have consistency
• in tone of voice
• in use of visuals
• language (formal or informal)
• graphic illustrations
• use of your logo
• layout of communications
Having a unified strong corporate identity for your School is vital to the perception of a professional institution. If you do not have a clearly defined corporate identity for your school, let MFP Design Studio develop one for you and prepare your corporate identity guidelines. It’s simple and can be achieved even if you have been conducting business for many years. All you need is your current logo and vision for what you believe your identity is.