This Marketing Matter could have had several song titles – “Who Are You?” “Try To Remember” “What’s Your Name?” – but I decided on this line from the song “Fame” since sometimes it’s easy to forget your own name.
Sounds ridiculous, doesn’t it? But every now and then I see correspondence from schools that have no mention of the school’s name. Perhaps we’re so used to posting everything on our Web sites that we forget some of the basics of direct mail. My favorite piece like this did have the name of the school, but the mailing’s intent was to promote an event. The last line of the copy said, “Call us for more information!” But there was no phone number and no email address specified.
Today, I’d recommend there be a QR code on every direct mail piece a school sends. This way, if anything is forgotten, the QR could link to the URL where the invitation or article resides on your school’s Web site.
As basic as this may sound, forgetting important identifying information can be common. We’re so familiar with what we’re doing and who we are that we forget there are others out there who don’t know about us!! Radio stations announcers are told to always say the call letters during breaks so that people know what station they’re listening to! Not only do they repeat and sing their call letters, they have slogans that are constantly repeated (“Your 10 in a row station,” “We play anything,” “The greatest hits of the 60’s and 70’s,” etc.). All media does it. I’ll bet you can guess these cable television networks from their tag lines:
– “Characters Welcome”
– “We Know Drama”
– “Very Funny”
Your school is not only known by its name, but by its “branding” and “positioning.” If your target audience can remember your name, your brand, and your position, you’re winning the struggle for their mind, and keeping your school at the top of theirs…and that’s important for parents of prospective students, donors and potential donors.
© Michael V. Ziemski, SchoolAdvancement, 2010-2015 (Original Publication Date – 20100125)