Communicating in Concentric Circles

When we developing marketing messages, followed by the materials that deliver them, we often jump over a big step.  In independent schools and colleges, stakeholder buy-in by parents, faculty, staff, students, and alumni is vital and a precondition for good word of mouth marketing.  Unfortunately, we often forget these groups when it comes to our marketing message.  In fact, we jump right over them and into the external audiences quickly.

When your school or college begins a new marketing campaign, don’t miss the obvious. Communicate in concentric, starting with those on the inside of the organization first and most deliberately.  Make sure your key stakeholders know, understand, and can even parrot back your marketing messages to others.  it is a foundation of not only good marketing, but happy clients.