Congratulations to all who are taking new positions at an independent school. For those of you who have marketing responsibilities, I’ve prepared a checklist of things you’ll need to get you going. While it’s just a beginning, it should give you a jumpstart.
You veterans out there: Please feel free to leave a comment if you want to add to the list.
- Your school’s brand
- Graphic identity: school logo and usage, athletic logo and usage, school colors, secondary color palette, fonts, preferred stock, computer fonts, etc.
- Brand messages: those distinguishing characteristics that ring true to your audiences and separate you from the crowd
- Styleguide that outlines your school’s graphic identity as well as editorial guidelines. See examples including colleges and universities.
- Editorial styleguide your school uses as your Bible. Two popular ones:
- Proper spelling of frequently used words:
- Indicia not indesha, indesia, et al
- Stationery (as in letterhead) not stationary (as in a fixed position)
- Online dictionary and thesaurus
- Marketing plan
- A thorough review of your existing website for optimal visitor experience.
- Newsletter for updates to InspirED School Marketers. A one-stop source for inspiration, education and information on private school marketing.
- RSS feeds for social media gurus like edSocialMedia, Brendan Schneider, Andy Shaindlin, and William Stites, to name a few.
- Pantone color books
- 18-24 inch ruler, preferably metal
- Envelope size chart & corresponding insert size chart
- Fractions to decimals conversion chart
- Knowledge of business mail usually for annual giving appeals and magazines
- A great mail house to help you out with said business mail
- Project management app like Asana
- Knowledge of proof reading marks
- Graphic design software: Adobe CS (InDesign, Photoshop, Illustrator) and the skills to use them, even at the base level so that you can make your own edits.
- Acrobat Pro to make the most use of PDF capabilities.
- Automatic backup protection like Dropbox
- 11 x 17 inch (or larger) printer, if your office can afford it
- Good quality digital camera. My pride and joy is the Olympus Pen 2.
- A few good type and stock image sources like iStockphoto, Graphicstock, and Shutterstock.
- Better yet, free stock image sources like Pixabay, Pexels and Unsplash.
What else should we include?