I hate school drop-off. It’s not the car line or the ungodly early hours that have me rolling my eyes. No, it’s the moment when my 5-year-old hops out of the car, disappears into the elementary school, and leaves me in the dust. For the next nine hours, he’s in the capable hands of the school, and I won’t see him until the whirlwind of evening activities begins.

I trust the school to keep our child safe and sound, but there’s always that nagging worry in the back of my mind. After all, I work in school marketing, and I’ve seen my fair share of school-related nightmares. When the tragedy in Uvalde struck, I helped a client write a message about it to their own school community. Then I went into the bathroom at work and sobbed. Can I trust my son’s school? I have no choice.

Each school day, there’s a non-zero chance I’ll read a terrifying newspaper headline and keep our son home with me, and I’m definitely not cut out for homeschooling. So for school drop-off, my husband handles that part. 

Every morning, as my husband pulls out of our driveway, my son rolls down the car window and hollers, “I love you, Mom! I hope you have a good day today!” He blows me kisses and holds his hands up in a heart shape. It’s a moment I hold dear, knowing it won’t last forever. I love him more than words can express.

The Email Avalanche

Our school has care of the most precious thing in my life. And so, when the school sends updates on his learning and activities, I love that too. It’s another layer of feeling secure about my son. The teacher posts pictures on her website, sends weekly newsletters about their learning, and emails important classroom news. 

But oh, the emails. The emails! Today as I write this, it’s the 19th day of Kindergarten. I’ve just counted, and I have 66 emails from the school in those 19 days (and I’ve certainly missed some). If I’m doing the math correctly, that means I’m on track to receive over 600 emails this year.

For working parents like me, time is precious. Between school and bedtime, we can reclaim maybe 3 hours of time together. And those hours are not exactly “quality time.” It’s more like a mad rush to get dinner on the table, tackle the dishes, take out the trash, and somehow muster up the energy to play a board game – because, of course, we will. 

These few hours with our children in the evening are invaluable. It’s not just about quantity; it’s about quality. Our evenings should be filled with meaningful moments where we can fit them in, not spent sifting through a barrage of last-minute emails. And I can’t help but wonder how families with less flexibility manage these constant communication demands.

Most of these emails contain valuable information—assuming I can find them in my spam box. They come from so many different people, and half of them come only to me as the primary parent contact. And the timing often leaves me perplexed. Schools—you do the same things every year, so why do email communications come only a day or two before big events? Homecoming can’t possibly be a surprise to you. 

My inbox is a frenzy of district announcements, community flyers, job openings, transportation updates, welcome emails, district newsletters, parent-teacher conference sign-ups, donation emails, PTA emails, school newsletters, teacher newsletters, after-school program updates, fundraiser emails, volunteer requests, event notifications, and don’t even get me started on illness notes (this week it’s the great pinkeye outbreak). And we only have one child! I can’t imagine adding multiple children, sports, after-school activities, and special services into this mix. 

Here’s a head-scratcher – the only email I didn’t receive was from the school nurse, informing me that my son had punctured his leg with a piece of metal on the playground. He came home wearing his band-aid like a badge of honor, but the school stayed silent. I toyed with the idea of firing off an angry email, but I held my tongue. One mistake does not a pattern make.

As a first-time Kindergarten parent, I’m already treading water here. Thank goodness I have access to my email all day long—otherwise, these first-come, first-serve email sign-ups would be brutal. I’m able to secure one of the limited time slots that don’t require us to take time off work. Sorry, other families and multi-child families—this can’t be easy. 

Timing Is Everything

These emails are useful, no doubt about it. A whole week of dressing up for Homecoming? That’s fine. But sending me the list the Friday before the dress-up week? Sometimes I wonder if the people sending these emails are parents themselves.

I also need to acknowledge my place of privilege here—my husband and I have weekends off and jobs that allow us to do things like run to Target to buy a flannel shirt for Flannel Friday. I have to imagine there are other families without the same flexibility that dread these last-minute emails. It doesn’t leave a whole lot of time for creativity or planning.

I said it above, but it bears repeating—schools do the same events every single year. You should have templates for these common communications and a schedule for sending them out/updating the information on your website. Homecoming, prom, graduation—these shouldn’t be last-minute communications, barring unforeseen disasters (knock on wood).

How to Build School Spirit 

If there’s one thing our home district excels at, it’s building school spirit. In just 19 days of school, my son has become a walking encyclopedia of school colors, mascots, and fight songs. He’s positively ecstatic to be a part of his school community. When the Homecoming shirt sale email hit my inbox, my son’s excitement reached stratospheric levels. I’m convinced that he still doesn’t really know what homecoming is, but the school fostered such a sense of pride in him that he’s been wearing his homecoming sweatshirt like a token of achievement. He even takes it off during lunch to prevent sauce-related mishaps.

Our school district might be an ace at school spirit, but consistent branding and communication clarity? Not their strong suit.

Picture this: my son is hyped about attending the Homecoming football game. Everyone’s going, so why shouldn’t he? I tried to buy tickets, but it was like hunting for treasure with a blindfold on. Nothing on the website, Google searches leading me down rabbit holes, and a football Facebook page that may or may not have been legit (there’s no branding or school logo to be seen!)

What’s a parent to do?

Facebook Mom Groups to the Rescue

I know what you’re thinking. As a school communicator, how could I? Just hear me out, in less than three minutes, I had my ticket dilemma sorted. That’s the magic of Facebook—quick answers without the digital maze. If your website and newsletters aren’t an easy font of information, parents will turn to social media to get quick answers. You can only hope those quick answers also happen to be accurate. 

Flash forward to the morning of the Homecoming game, and the school district finally decided to grace us with an email about ticket sales and game details. It came from yet another unfamiliar email address and could have easily been lost in the ridiculous jungle that is my spam mailbox.

The Game That Wasn’t (or Was It?)

That Friday night as we rolled into the school parking lot, the sky split open, and a lightning bolt raced across the sky. There we were, sitting in the car, illuminated by lightning, refreshing every digital platform known to humanity to find out if the Homecoming football game was canceled or delayed. Nothing. 

We gave up and took our disappointed kiddo out for ice cream. A good 40 minutes into game time, the district finally deemed it necessary to report on social media that the game was canceled. The next day, Saturday, they casually mentioned that the game had been rescheduled for that afternoon, with free admission. (But did those who had shelled out for Friday tickets get a refund? That, my friends, remains a mystery.)

The High Expectations of a Millennial

I’ll admit it; I’m a millennial. Articles say we have sky-high expectations for instant communication. Maybe it’s true because, in the grand scheme of things, the Homecoming weather debacle doesn’t ruffle my feathers. What does irk me, though, are the constant little communication hiccups. Every communication seems to come late or has missing information. I don’t know where to look for information because there are so many different channels to check. It makes me wonder about the overall state of the district. Is everything this chaotic and disorganized? And we’re only 19 days into our adventure with this district.

As a school communicator, I walk a fine line between sympathy and frustration. I help clients strategize website redesigns, write communications plans, develop marketing tactics, and quite literally redo their websites on a daily basis. I know firsthand it’s not a walk in the park to fine-tune your communication plan and social media strategy. But it’s not rocket science either, and it’s vital. Think of your digital presence as the Director of First Impressions. If your website and social media aren’t friendly and helpful, it’s like walking into an office and finding an empty reception desk.

Plotting a Course for Effective School Communication

I recently found myself deep in a conversation with a colleague on this very subject. While our parenting journeys might take different routes, we share a common gripe – communication, or the lack thereof. 

You see, many schools seem to operate as if they’ve been around since the dawn of time and will endure for eternity. It’s a kind of complacency that seeps in. They’re accustomed to parents just sending children to their schools, and when enrollment starts to wane, panic sets in. Writing enrollment marketing plans? Refreshing websites? Selling themselves as the place parents want their kids to be? That’s uncharted territory. To remain not just afloat but relevant, schools must embrace proactive transparency and become masters of clear, concise communication.

If there’s a single piece of advice I could share with all school communicators, administrators or Superintendents, it’s this: effective communication isn’t achieved just by sending out messages. You must communicate in a way that reaches your audience. Have you ever caught yourself saying, “This population within our school is hard to reach?” If so, let’s toss that out of our vocabulary. Instead, our question should be, “Where are our communications failing our families, and what can we do to improve?”

I get it, times are tough. You likely don’t have enough staff. You don’t have enough time. Perhaps your district is grappling with funding woes, political dramas, declining enrollment, aging facilities, or school board clashes – there’s always something. But the work is so valuable. Do a communications audit. Send out surveys. Delve into analytics to understand what parents need and want from your website. It’s work that will reward you in the end.

Parents want to be a partner in their children’s learning. We’re trusting you to keep our kids safe, to teach them, to help them prepare for the real world AND to fill them with inspiration, aspirations, and dreams. 

As a content marketing coordinator, I have the joy of helping many different types of schools. Whether it’s small niche charter schools, large institutions in big cities, small districts in rural areas, or virtual schools, one common thread unites them all: a shared commitment to the value of education, a genuine affection for the students they serve, and a strong desire to foster connections and engagement within their broader communities.

But families need to see these things in a way they can understand. You can’t take for granted that parents know your values, especially as competition is rising. On the rare days I do school drop-off, every time my son hops out of my car, I briefly contemplate switching to virtual school. I have options. Your families have options. Make communication a strategic priority to show them why you’re the best one.

“Crafting people-first content is foundational in your content creation process,” says Ashley Winter, content marketing coordinator at CEL. “Keep your audience at the heart of your content and design choices.”

Understand Your Audience

Identify the distinct segments of your target audience, by age, interests, geography, and roles (customer, potential customer, investor). Conduct thorough research to gain insights into their preferences and pain points. Some audiences will prefer website content, and some emails, while others prefer face-to-face connections. Tailor your content strategy to address their specific needs and interests, fostering a stronger connection with your readers.

Knowing the audience’s preferences and pain points enables communicators to deliver tailored and relevant content, enhancing engagement and building stronger connections with your community.

Embrace Google’s Helpful Content System

Prioritize original, informative, and valuable content to align with Google’s Helpful Content System. By doing so, you can improve your search rankings and ensure the information effectively reaches a wider audience. Ask yourself, how helpful is this content?

“Use data to drive your content strategy,” says Ashley. “What are some frequently asked questions or misconceptions you can detail on your website? What are your most frequently accessed web pages? Are there opportunities to show instead of tell?”

Ashley recommends highlighting people, staff members, and community throughout your site. This can look like staff highlights on your employment page, videos of client success stories on your enrollment page, or thoughtful news or blog content that offers valuable information to your audience.

Unleash the Power of EEAT for Lasting Impact

Unleash the potential of your SEO content creation with the EEAT formula, which stands for Expertise, Experience, Authority, and Trustworthiness. EEAT embodies everything you should do to show your audience that you’re not only an expert in your field, but that they can trust you that what you’re saying is true. Yet, EEAT does more than just boost audience engagement, it can also improve your search engine ranking. If you want to leave a lasting impression on your readers, use EEAT as your guiding principle.

Here’s how you can use EEAT to improve reader satisfaction:

• Be transparent
• Share real-world stories
• Site all references
• Collaborate with other industry experts
• Leverage your professional experience and credentials

Harness the Power of Keywords, Visuals, and Headlines

Conduct keyword research to strategically incorporate relevant keywords into your content without compromising its natural flow. Use captivating visuals, such as images, videos, and infographics. Craft attention-grabbing headlines and persuasive calls to action to drive user interaction and desired outcomes.

Strategic use of keywords, captivating visuals, and compelling headlines boosts content visibility and entices the target audience to engage with your communication, driving higher website traffic and interactions.

Proofreading and Style Guide

Ensure error-free and polished website content by thoroughly proofreading your work. Identify and rectify spelling, grammar, and formatting errors to maintain professionalism and credibility. Implement a style guide to maintain consistency across communication materials, reinforcing your brand reputation. Tools like Grammarly make it easy to improve your writing and accuracy as you go.

Thorough proofreading is the only way to achieve error-free content while maintaining professionalism and credibility. A consistent style guide ensures a unified brand, reinforcing trust and reliability among stakeholders.

Create User-Centric Website Content

Put your audience at the center of your website content strategy. Understand their needs and preferences, and deliver content that resonates with them. By prioritizing people-first content, you can strengthen your brand image and foster meaningful connections with your audience. What does your reader need right now? What are they struggling with? Do you have a couple of tips or tools that would make their lives easier?

Centering content around the audience’s needs and preferences establishes your website as a reliable and valuable source of information, fostering positive relationships and promoting your organization’s reputation. If (when?) a conflict in your community arises, your community will look to you first for trustworthy information. 

Expert Insights on Content Improvement

“By implementing these five essential practices,” says Ashley, “you can elevate your content, boost engagement, and enhance your brand’s reputation in the digital landscape.”

Ready to elevate your communication? Contact us now for expert guidance and support in crafting compelling, user-centric content that engages your audience and boosts your online presence!

Purposeful, empathetic messaging and language are crucial in showing your support as a school community and for building lasting, authentic relationships. When racial tragedy strikes anywhere in our nation, silence is not an option; engaging and listening with healing intent is essential. When schools avoid discussions surrounding racism and traumatizing events, it communicates ignorance of the systematic issues at hand. Students within marginalized communities may feel disconnected, angered, frustrated and ignored.In order to create an environment that welcomes all students, schools must acknowledge every student, their assets and their struggles. Right now, schools have the opportunity to create that space online or in-person.

WHAT CAN YOU DO?

Acknowledge

Acknowledge tragedies that have occurred. Children, teachers and community members are hurting. Students who need to be seen right now may take their school’s silence as a disregard for their struggles and pain.

• Send out messages and updates with empathy. These can be challenging messages to write in an authentic and meaningful way. (Call us if you need help.)
• Design the experiences and environments within your community with intention and purpose; It’s time for change.
• Understand that not every student shares the same experience at school or in the world.

Create

We need to create a space for open discussions and spaces where the underrepresented voices in our communities can be heard; both within our student body and faculty.

• Bring empathy, emotion and unity.
• Ask the difficult, uncomfortable questions.
• Guide the conversations with flexibility.
• Develop an action plan that improves diversity and inclusion at your school.
• Create easily accessible in-person resources.

Encourage

Encourage staff, students, families and community members to have conversations and seek help when they need it.

• Encourage staff and teachers to make themselves available for conversations, even if they are uncomfortable.
• Make it easy to find school resources in-person and online.
• Build confidence and trust in vulnerability.
• Allow student voices to be a resource that can transform adult mindsets.

Educate Yourself

We must all listen. Silence is not the answer and taking the time to step into someone else’s shoes and diversify your perspectives is one of the best ways to strengthen relationships with students of color. But we can’t place the burden on students alone to educate adults. We need to read, listen and grow without preconceived judgment.

• Be as open-minded as possible; students may share some of the most vulnerable, difficult areas of their lives.
• Listen with the intent to do better; avoid dismissive or defensive responses; acknowledge that perception is reality.
• Read. People of color are not responsible for educating you; you are responsible for educating yourself; there are plenty of excellent books and evidence-based articles to read.
• Examine systemic issues, policies or practices that contribute to inequities or injustice.
• Share what you have learned with others.

It’s Time to Act

We must ask ourselves, now more than ever, how can we support students and employees of color. Are we listening carefully enough? Are we offering equitable opportunities? What voices need to be heard? What are our own harmful presumptions? What needs to be done to make people from all backgrounds feel seen? What do solidarity and unity really look like?

Right now, we have the opportunity to join a national discussion and use our voices for change. We must educate ourselves on the terms and ideas circulating right now. Black Lives Matter is not a statement that says other people’s lives don’t matter, but more importantly that black lives matter too – black lives are human lives and need to be protected and cherished just as much as others. Think of Black Lives as a subset of all lives; until Black Lives Matter, all lives don’t. Other marginalized groups experience similar traumas, and this statement does not take away from any of their struggles. White privilege does not signify that white people do not experience hardship, loss or tragedy, but that the color of their skin isn’t one of their struggles.

Great change doesn’t happen overnight, and undoing 400 years of racism in our society will take intentionality, but reflecting on these questions and marching into the future with the understanding that there is always room to grow—as individuals and as a community—is a way to inspire change.

“Not everything that is faced can be changed, but nothing can be changed until it is faced.” – James Baldwin

Tap into your emotional intelligence

Let empathy be your strategy  

Whatever role you fill, your communication requires a strategy. Lead with empathy. Communication distributed in 2020 grew to new heights. The increased frequency brought more scrutiny for school communicators and highlighted the need to be aware of the emotional power of words. Emotions drive 90-95 percent of our decisions, and the COVID-19 pandemic heightened every emotion throughout the year. When school communicators are facing immense pressure to communicate a decision, teams must be strategic in how they communicate that decision to communities. 

Prioritize internal communication

Internal communication requires the same strategy and emotional awareness as external. When you think of what families need to know, ask yourself what your staff also needs. Employees should always receive information before external audiences, and all staff should be on all external communications. When we provide our staff with information and support, we equip them to better support our parents and students and to share accurate information on our behalf. Think about an intranet, internal communications, employee recognition and promoting well-being and self-care.

Don’t make promises you can’t keep 

Emotional intelligence requires a realistic view of your capabilities. During periods of incredible disruption, seek progress over perfection. If you can’t fulfill a promise or provide certain answers to your community, be timely and transparent about the situation. Understand what you are capable of, and follow through on those commitments to the best of your ability. Trust starts with being trustworthy; do what you say you are going to do.

Virtual is here to stay 

Lean into your expanded school communication capabilities 

In a matter of days last spring, reality changed for schools across the nation. When the cancellation of such traditions as graduation ceremonies and fundraisers was probable,  schools created new ways to keep the traditions alive. Creating senior pages on district websites and hosting virtual fundraising events brought to light an opportunity that will outlive COVID-19. When normal events can resume, the innovations forged over the last year should drive change that allows more community members and loved ones to be involved in special events. 

Everyday occurrences such as sporting events and pep rallies have also gone virtual. Live-streaming those events allows more people to connect to schools and learn about the outstanding educational opportunities you provide a new generation of learners and leaders. 

Your website is #1 in driving engagement 

Parents are relying more on virtual experience to make enrollment decisions

Enrollment Management Association states “a school’s website is the #1 deciding factor in a parent’s decision to apply.” The parent experience with your school begins at their first Google search. Is your mission and reputation accurately represented by your Google search result? Have you strategically planned for search engine optimization (SEO)? Ask an out-of-state friend to Google your school and send you the screenshot. Visit your site as a stranger and discover what visitors see.

Teachers are also making choices

A new wave of teachers entered the field in the spring of 2020 looking for education positions. Your website is the first interaction potential applicants will have with your school. An inviting user experience that speaks to the values you’d like to share with applicants is an important way to stand out among the crowd. 

Transparency builds trust

Authentic communication draws in multiple audiences 

Honest and proactive school communication not only attracts new audiences it also helps current ones recommit. Your communication during any crisis, including a pandemic can strengthen your relationship with current families and staff in your school. Truthful messages with a regular cadence, will help you deepen connections, while forging new relationships with new audiences. And be sure that what is sent to parents in email can be found easily on your website.

While the COVID-19 pandemic turned our world upside down, it also unveiled opportunities for us to reshape our future. School communication has evolved through this pandemic and will continue to adapt to meet the needs of families, students, faculty and staff. The need for great communication is only growing as we work to return children and families to our schools. Understanding how good school communication looks during these times is the first step to building strong relationships and connecting your key messages with your key audiences long into the future.

Park Nicollet Foundation

Elizabeth Warner, executive director of the Park Nicollet Foundation, sums up her approach by saying, “It’s not about you. It’s about what you do for others.” This idea of servant leadership builds trust and shared values around a common vision for working together as a team. She stresses the need for over-communicating and being consistent, calm and honest.

Froehling Anderson

David Benusa, CPA, MBT and the CEO of the accounting firm Froehling Anderson, also reached out to employees as soon as they started working remotely. They surveyed technology needs and conducted training sessions for effectively engaging clients. Zoom happy hours and trivia sessions kept employees in contact with each other. The partners met regularly to discuss best practices, and Froehling Anderson surveyed clients in June to assess communications and efficiencies. Looking ahead, Benusa identifies a key challenge for remote workers. “How do we recruit and train long-term? There are a lot of details that we need to work through in terms of professional development, maintaining our culture and meeting client expectations.” Partners will discuss firm policies at an upcoming leadership retreat. 

Business & Estate Advisers

At Business & Estate Advisers, President Sarah Kaelberer notes that though some things changed, the company’s core values did not. “The ‘why’ and the ‘what’ never changed,” she states, “just the ‘how.’” By that she means there was a shift to virtual meetings and recorded presentations, but B&E’s focus on staying on top of investment, insurance and tax matters meant clients never had to experience a “new normal.” Her leadership maintained a sense of stability and reliability even during the worst months of the pandemic.

Hellmuth & Johnson

The law firm Hellmuth & Johnson also worked hard to get back to “normal.” “On June 1, we issued a comprehensive preparedness plan for our firm,” partner David Hellmuth recalls. “Since then, we have had the full participation of our company in working every day from our office.” Adaptability and a commitment to employee safety supported familiar workflows for Hellmuth & Johnson. In addition, Hellmuth & Johnson expanded its capabilities for remote access allowing employees to work remotely if they felt more comfortable doing so.

In all four instances, leadership met the demands of the moment with creativity, collaboration and decisive action. Few people predicted a global pandemic on January 1, 2020, but in the months that followed leading to the present, business leaders learned a lot at a rapid pace. It’s impossible to predict how the pandemic will wind down, but leaders at every level of an organization are now even better prepared to move forward and not just survive but thrive.

Consider this point an extension of the idea, “I hear and I forget. I see and I remember. I do and I understand.” When as many stakeholders as possible participate in the process of budget communications, the end product is greater buy-in and understanding.

DeeAnn Konrad, Community Relations Supervisor for the Sioux Falls School District in South Dakota, describes the process in her district. “We have 19 committees that focus on key topics. For example, there’s a committee for elementary school curriculum and another for high school curriculum. They’re made of parents and community members and sometimes even representatives from the bus companies we contract with or the architects we consult.”

She continues, “We also have a Finance Action Network made up of local chief financial officers in banking, technology and hospitality. Our books are wide open for their review, and this brings credibility when we’re making financial decisions. We’ve also worked with the Chamber of Commerce and local service organizations such as the downtown Rotary Club. They, in turn, help us communicate with the public.” 

In Sioux Falls, it’s not just the school district communicating about budget issues. There are multiple stakeholders working together to understand how and why the district is making decisions that have the potential to affect staff, students and families.

“It’s important to remember that communities own their public schools,” observes Janet Swiecichowski, Vice President of CEL Marketing | PR | Design. “I mean that literally. School boards are elected as representatives of the community, but making decisions in a vacuum is never a good idea. A small number of elected officials or administrators huddled up in a room doesn’t win trust. Communicating and involving other people in the process is vitally important to earn support and understanding for the long-term.”

“As a public school district,” Konrad concludes, “we have a fiscal responsibility for public dollars. We need to make the funding we receive go as far as it possibly can. And we do. By involving as many stakeholders as possible in communicating our budget needs and necessities, we’re developing trust over time.”  

Need more ideas for effective school communications? Click over to the School Superintendent Association’s blog and read, “Straight Talk In Financially Uncertain Times: How District Leaders Can Communicate About The Messy Financial Landscape Coming Their Way,” by Laura Anderson and Marguerite Roza from the Edunomics Lab. 

See also, “Exerting Leadership Through The Budget-Building Process,” by James J. Bird, Assistant Professor, University of North Carolina at Charlotte. 

We live in a delicately balanced system, one affected by the slightest ripples of chaos. Our individual well-being and mental health can impact our whole environment. Our culture is the collection of the individual mindsets that our employees bring to work. An environment is only as productive, safe and effective as its people. So what can we do to ensure healthier, more resilient mindsets moving forward?

Change our individual mindset to impact the whole.

It all begins on the individual level. Our physical and mental health are two essential pillars that hold us up in life and make the extraordinary possible. Confidence in high-stress situations is critical, especially during a global pandemic. Could something as simple as shifting your body position drastically change your mindset? Dr. Amy Cuddy, social psychologist, bestselling author and award-winning Harvard professor, seems to think it can.

Amy Cuddy recommends:

1. Throughout the day, ensure your body language expresses confidence, strength and power. Because as much as our body language impacts people’s perception of us, it can also influence how we perceive ourselves. 
2. Hold a “high-power pose” for two minutes before entering a new situation in which you experience feelings of discomfort, high pressure or vulnerability. A high-power pose could be the Wonderwoman – hands on your hips, chin up and legs spread shoulder-width apart. It could be standing at a table and placing both hands firmly on it. 
3. Avoid low-power poses such as folding your arms over your chest, making yourself smaller or touching your neck. Avoid priming yourself with a lack of power.
4. When you feel insecure, nervous or unsure, Amy Cuddy says, “Don’t fake it ‘til you make it. Fake it ‘til you become it. Tiny tweaks can lead to big changes.”

Recognize that external factors matter.

Many of our employees are also parents. They experience the rollercoaster of emotions within parenthood that spark additional worries and anxieties. Our employees worry about their mindsets and mental health in addition to that of their kids and their family. When challenges at home arise, we know that it becomes ultimately harder to focus on your work and your individual mindset. As a parent, you may notice when you or your child may need extra help. Do you know where to turn or what extra resources may be helpful? 

Check out your local school district website. It may have resources available for families and children who perhaps need additional support. Schools are a great place to find comfort. 

• Princeton Public Schools is an excellent example of a district providing their families a Family Resources hub. Students and their loved ones can find manageable solutions and comfortable starting points to address mental health. 

Acknowledge the trauma and loss.

We are living through a traumatic period. Emotions demand to be felt, even if we try to bury them, and grief is no exception. In the article, Grief Interrupted, licensed psychologist Micki Burns recommends “allow space for all the cognitive, emotional, somatic and behavioral grief reactions.” Acknowledging emotions of grief creates room for self-compassion to exist. 

This year, students had to adapt quickly to the ever-changing landscape around them and learn to cope in new ways. Nicole Barnes from Park Nicollet’s Growing Through Grief program says, “Kids are confronted with reality right now. And it’s a reality they’ve never been exposed to before. Children and teens thrive off of predictable schedule patterns. So, when there’s a lot of change it can throw people off.” 

Moving forward, she recommends, “Adults need to bring calm and caring love during this time of constant change. So that children can continue to do what they do so well – adapt and continue to thrive, learn and contribute to our communities.”

Amid all the challenges in the world and the many roles we play—as family members, friends, co-workers, neighbors, caretakers and communicators or leaders — we need to grant ourselves and others patience and grace.  Attending to our mindset and practicing self-care are key the finding the resilience required during this unprecedented time.

Martin Luther King, Jr. had many mentors in his life, from his mother and father to a wide range of men and women working in education, civil rights and faith communities. And today every adult can look at the role they can play in mentoring the next generation. Let’s start with what emerging leaders learn from their families.

Learning as a Family Tradition

Toya Stewart Downey, Executive Director of Strategic Communications, Equity and Inclusion for Robbinsdale Area Schools, recalls how her parents celebrated Martin Luther King Jr. Day when she was growing up. “We marched and attended rallies at the Minnesota capitol,” she remembers. “My parents had a vinyl LP of King’s ‘I Have A Dream Speech,’ and we would listen to that. We got a cake every year for Martin Luther King’s birthday. With my son, we traditionally have a small circle of friends over and talk with our kids about what they know about MLK and how they can be of service to their communities. This year we’re not doing that because of COVID-19, but we’ll have that discussion as a family.”

Schools Ready for Dialogue

Dr. Brenda Damiani, Director of Teaching and Learning in the Cambridge-Isanti School District also feels a deep sense of responsibility for how children reflect on history as it unfolds before our eyes. “We’re shining a spotlight on this event as a national day of service,” Damiani explains. “Even during a pandemic, there are still ways to serve the community, as Dr. King did.”  And providing resources for teachers to help students have productive discussions about local and national events is in the forefront. “Inequalities in our communities are something we need to be able to talk about. It’s not so much a debate as it is a dialogue. Our character education model includes five traits — compassion, respect, responsibility, self-discipline and honesty. They’re part of what we call the ‘Bluejacket Way’ and can help our students learn how to communicate about difficult topics.”

Youth Provide Hope for a Better Future

Youth of today, the leaders of tomorrow, are hard at work processing the events of the past and present. They are the generation that provide us hope for the future.

Beginning the conversation within our families and our schools, we can look upon Dr. King’s legacy with a new lens in light of recent events. Watch a civil rights documentary and ask yourself, what did I know, what did I learn? And as shared by Dr. Yohuru Williams (via KARE11), “Always be inspired by hope.”

Congressman John Lewis upon his passing this summer left one last letter to the American people urging us to act. “When historians pick up their pens to write the story of the 21st century, let them say that it was your generation who laid down the heavy burdens of hate at last and that peace finally triumphed over violence, aggression and war.”

It is not enough to honor Dr. King’s legacy, we must act. Let the celebration of Dr. Martin Luther King, Jr. continue to provide inspiration for all of us today and the future leaders of tomorrow.

To quote Dr. King:

“The function of education is to teach one to think intensively and to think critically. Intelligence plus character – that is the goal of true education.”

-Martin Luther King Jr. 

I would have written a shorter letter, but I did not have the time. ~ Blaise Pascal

Sometimes, we forget about the basics. We forget how pivotal concise messages can be in gaining consumer or community attention. Tight sentences are easier for readers to decode; they increase readability and readership. Sentences with extra words, such as fluff instead of essential adjectives, can harm your messaging.

If you’re writing copy for a social media post or creating an email marketing strategy, word count is essential. Here are tips from Betsy Mikel at PR Daily and Karen Hertzberg at Grammarly to tighten your writing and improve your communications efficiency, internal or external messaging, or marketing.

1. Eliminate excess prepositions. Removing prepositions can cut multiple words from a sentence. Looking for opportunities to make something possessive is an easy way to do this.
Original: He serves as editor of the company newsletter.
Consider: He serves as a company-newsletter editor. OR: He edits the company newsletter.

2. Toss “there is” and “there are” from the beginning of a sentence. Rewrite your sentences to start them in a more interesting way.
Original: There is no reason I can think of to explain his behavior.
Consider: I can think of no reason to explain his behavior. OR: I can’t explain his behavior.

3. Lose linking verbs.
Original: Mary is a teacher at Glassboro High School.
Consider: Mary teaches at Glassboro High School.

4. Purge the passive voice.
Original: A significant budget reduction was accomplished by the research department.
Consider: The research department cut its budget significantly.

5. Cut long sentences in two. Keep your sentences to one idea. Punchy, attention-grabbing ideas stay with stakeholders. Readers get lost and bored if one sentence contains too many ideas.

6. Unleash the real verbs lurking in verb-nouns.
Original: Harry made a suggestion that we reschedule the meeting.
Consider: Harry suggested that we reschedule the meeting.

7. Don’t use “start to”. Did you start to cook dinner, or did you cook dinner? More likely than not, you don’t need “start to” in a sentence. Cut “in order to”. You rarely need it. That phrase drags your story out more than it needs to by delaying the meaty part of the sentence.
Original: I am going to the kitchen in order to make a sandwich.
Consider: I am going to the kitchen to make a sandwich.

8. Replace “thing” with a better word. Oftentimes “thing” is a sign of lazy writing. Try to replace all “thing” or “things” with a more descriptive word.

9. Steer clear of the -ing trap. Whenever you see an “-ing” in your copy, think twice about whether you need it–because you probably don’t.

10. Cut “were” or “was” and replace that “-ing” with past tense.
Original: We were starting to read the book.
Consider: We started to read the book.

11. Create an outline. When writing without a proper structure, you can start to ramble without making your intended point. Set your ideas in an outline, so you know which path to follow in your piece.

12. Let your writing rest. Acting as an editor and a writer is critical for tight writing, but it can be difficult to switch between them. After writing a draft, let your mind rest and reset to editor-mode before returning to make changes. 

13. Read your writing out loud. Reading your writing out loud is a great way to see the parts you stumble over. Try to revise the parts where you stumble, so they can be said or read easier. 

14. Keep a list of mistakes you make often. After you finish your first draft, pull out your list of common mistakes. Having them easily accessible allows you to identify mistakes quickly and revise accordingly. 

15. Avoid cliches. Look for overused phrases that could be rewritten in a fresh way.

Look for overused phrases and rewrite them in a fresh way.

No matter how extensive your experience as a writer, practicing these tips will increase your message clarity. Next time you write that first, second, or perhaps the third draft, pull out this checklist (or copy and paste into Grammarly) and tighten your copy to increase message effectiveness.

“School superintendents may have the hardest government jobs in America.”
– Ronald Heifetz, M.D. in Phi Delta Kappan, March 2006
– Dan Domenech, AASA, October 2020

What we wouldn’t give to go back to a simpler time. Who would have imagined the superintendency could get harder than even a year ago?

Reinventing and reimagining every procedure and operation in your district is exhausting. Yet, as a leader, your energy sets the tone for everyone else. And you are called to find “best practices” for our “new normal.” Except this is not normal, and there are no best practices for this century’s pandemic. But hey, You’ve got this!

You Are Not Alone

Yeah, it’s lonely at the top, but every CEO in America is struggling with similar leadership challenges right now. How do we keep safe our employees and those we serve? How do we communicate hope and optimism? What is our vision for a post-pandemic recovery?

Researchers tell us we are experiencing a quarantine state of mind—and isolation is not healthy for humans. It warps our sense of time and future. As leaders, we have to find ways to maintain human connections, promote employee well-being and envision a collective future.

Set short-term goals – literally short-term may mean a few days. Focus on dimensions of leadership that are most important to you. Delegate the rest. Visioning. Social Connection. Networking. Personal well-being. Service to others.

Find a personal confidant. Leaders need someone to talk to, to challenge your thinking and assumptions;  to help you think out loud.

Relationships and fun matter.

We typically start a school year and run on adrenaline through fall break, homecoming, and the end of the first term. Traditions and celebrations provide the energy we need to make it through the fall.

Even though large events are taboo, fun isn’t canceled. Games, challenge activities, spirit weeks, reading challenges, and recognition activities are still possible—with a little creativity. Tap the people who positively influence change within your organization. Ask them what’s working and not working. How can we create joy?

Focus on recognizing colleagues, cultivating relationships and finding opportunities for fun. Learning is a social enterprise. Relationships are more important than ever in boosting employee morale.

Communicate frequently. Lead with empathy.

Harvard researcher Amy Edmondson reminds us that during a crisis (or sustained crisis as the case may be), we have to speak from the heart and articulate our values. You likely articulated three principles or values for your back to school plan. Are you repeating them often? Are you sharing stories of staff and students who are living those values? COVID communications are typically operational and transactional. Are you hitting an emotional note? Are we sharing stories about kids and learning?

Focus your communication on the hearts and minds of your team and your kids. In education, we hire highly-effective people who connect with kids. Focus on lifting them up. Share stories of those who are overcoming the challenges and bringing can-do energy to challenges. Stories connect humanity and build relationships. Share them often.

Be intentional about refilling your tank.

The Washington Post recently started a daily newsletter titled, “What Day Is It?” It’s a nod to the way the pandemic has blurred all sense of time.

Let’s face it. Shifting from Zoom meeting to Zoom meeting with no break is not healthy. When meetings were in-person, at least we got up to change rooms or drive to a different school. If we look at stress as an ongoing phenomenon, then we have to build stress abatement strategies into our routines. Leadership is an energy game. What refuels your tank? Schedule refueling into your week.

Make conscious decisions about routines. Set boundaries. Model healthy behaviors for your teams: exercise, eat healthily, sleep, breath, reflect and practice gratitude. Give yourself grace. Taking care of yourself is the first step in taking care of others.

The number of American workers who experience workplace fatigue outnumbers those who don’t. Unprecedented external circumstances caused by the COVID-19 pandemic put employees at greater risk of becoming fatigued. Effects of employee fatigue lead to decreased morale and productivity. It’s time to take note.

We’ve pulled together some tips from the United States Department of Labor  on combating employee fatigue. 

Examine staffing. A lot of factors can lead to employee fatigue: workload, work hours, understaffing, and lack of resources. By taking notice of these factors, employers can ensure their employees are maintaining a schedule and responsibilities that are manageable. Keeping lines of communication open allow employees to speak up when their workload or schedule has become too much. 

Provide worker training and education. It is easier to spot the signs of employee fatigue when employees/employers know what to look for. All-staff training about workplace fatigue can equip organizations to recognize the warning signs and know when to seek support. As the saying goes, it is better to be proactive rather than reactive. If employees understand the effects fatigue can have on their work performance, relationships, and health, they will be more willing to listen. Signs of employee fatigue can include lack of motivation, irritability, weariness, and reduced alertness.  

Prioritize rest. Employee fatigue comes from heavy workloads and experiencing high levels of stress for long periods of time. When rest becomes a priority for employers and employees, workplace fatigue will lessen. Rest is necessary for employees to produce their best work while feeling their best mentally and physically. To ensure solid resting periods, avoid or limit taking on activities that are mentally or physically straining. It is recommended to rest for seven to nine hours each night to give the brain time to recharge and absorb new information. 

Check-in. Our teams in organizations across the country are experiencing an entirely new workforce. Employees are experiencing new hardships and a plethora of emotions. Check-ins with employees help create a safe environment where they feel comfortable voicing their concerns. Building a trusting relationship at work is crucial to maintaining health among everyone in the organization.  Our employees need to hear that leaders care about them as humans, beyond what they bring to work.

As Jennifer Moss explains in her Harvard Business Review article, “If you authentically want to demonstrate empathy, you have to ‘Do unto others as they would have done unto themselves.’ That requires stepping outside of your own needs, assessing and removing bias and privilege, actively listening to your people, and then taking action.” Now is the time for empathetic leadership and ensuring we prioritize employee health and well-being.

Employee fatigue is a pressing issue across the nation, and it is treatable. Both employers and employees can improve their physical and mental well-being in the workplace by acknowledging and prioritizing the importance of rest, reimagination, and care for our human condition. 

The extreme divide our country experienced since 2016 surpasses anything seen in our lifetimes. That election led some voters to simply continue with their lives while others entered a period of mourning. 

As a country again experiencing a tension-filled election season, it’s important to recognize the potentially damaging effects of “politics in the office.” The workplace, while an easy place for discussions to occur, is on the list where politics should not enter. 

Working Americans spend a large portion of their day in the workplace, and if that environment is negative, their stress levels are likely to rise.

Every person has unique beliefs and values surrounding political issues. Differing beliefs can lead to conflict in discussions, especially during a heated election season. According to a 2019 Society for Human Resource Management study, “42% of working Americans have personally experienced political disagreements in the workplace.” While disputes over political issues are taking place, company culture is taking the fall. Conflict amongst team members can lead to isolation, disagreements between colleagues and ineffective teams. 

Cohesive teamwork is difficult if the individuals feel polarized. When team culture suffers, the quality of work produced follows suit. Working Americans spend a large portion of their day in the workplace, and if that environment is negative, their stress levels are likely to rise. Organizations will find their employees unhappy with the company culture and job satisfaction. 

Having clear policies that state expectations regarding politics in the workplace can help combat conflicting discussions from occurring. Now is the time to remind employees that your workplace environment is not the place to ignite political conversations. Leaders can help raise awareness that such conversations can create and how that impacts employee well-being. Managers might need help being prepared to offer resources and support to employees in need. Leaders can be cautious of their own behavior to demonstrate desired behavior in response to politics in the office. 

If you’ve worked hard to recruit and build diverse teams, odds are team members bring diverse perspectives and diverse experiences—good for projects, bad for political debates. When it comes to politics, leave judgment outside the office and bring empathy, understanding and care to interactions with colleagues. Spark conversations about what you both enjoy—sports, family, travel, books, or games.

Political conversations can be complicated and difficult but creating a harmonious and positive work environment is not. Having clear guidelines for handling politics in the office will encourage working together as a team in a healthy culture as opposed to a workplace of isolation and conflict. 

SHRM Study https://www.shrm.org/hr-today/trends-and-forecasting/research-and-surveys/Documents/SHRM%20Politics%20in%20the%20Workplace%20Survey%20Oct%202019.pdf 

As scary as a Saturday night Zoom meeting sounds, there are some tricks to holding a lively and successful virtual event.

Team Judy Wine Night

As a familiar fundraiser celebrated its 10th anniversary, it would also be the first year of the event without its namesake, Judy Erdahl. An advocate and fundraiser for Metastatic Breast Cancer (MBC) Research at the UMN Masonic Cancer, Judy passed away last August after living with MBC for eight years. She brought friendship, joy and gratitude to every interaction, and Team Judy wanted to honor her legacy and make Team Judy Wine Night something special. Interactivity and engagement were key, so, how’d they do that?

• To give the event a personal touch and keep some traditions going, the event-host greeted everyone live from her front door (via Zoom and Facebook LIve) just as she had always done. Even though people couldn’t gather in her beautiful backyard, they had the opportunity to experience her hospitality virtually.
• To keep people engaged, the event was a balanced combination of pre-produced videos of remembrance and live conversations and reflections on Judy’s impact and progress in Metastatic Breast Cancer research, including a live conversation with Dr. Douglas Yee, the Center’s Director. We partnered with our friends at Captivate Media to pull this off.
• To spark interactivity, we recommended 5 minutes of small group breakout rooms for all participants to meet new people or reminisce with friends about how much Judy meant to each of us. The breakouts were a high-point of the event, creating a space for authentic engagement and conversations.
• Increasing accessibility and reach, the team broadcasted the whole event to Facebook Live (a more familiar platform for many who didn’t feel comfortable with Zoom). The Facebook Live video is a forever memory on the group’s Facebook page to be revisited whenever friends seek Judy’s inspiration or gratitude.

Saint Louis Art Fair

The Saint Louis Art Fair, one of the top art fairs in the country, discovered just how creative they could be this year. With over 120 juried artists virtually participating in this year’s fair, the Art Fair had one goal, to support artists and the local community.

• To bring beloved fair festivities forward with a new twist of virtual flare, the Saint Louis Art Fair team kicked-off its promotions by sending VIP boxes to media and VIP guests and engaging artists and the community in conversation and FAQs.
• Generating talk and excitement are essential for creating a successful virtual event. We recommended that on opening night, the team host an Artist After-Party, bringing together virtual fair-goers and artists for a night of lively conversation and drinks.
• To drive participation, virtual fair attendants could visit a variety of live performances and pre-recorded events, right from their living rooms or offices all weekend.
  • Activities ranged from virtual musical performances, to live Q&As with juried artists, to browsing a virtual Art Gallery and buying juried art, to enjoying specials and fair deals from local businesses, to art activities and performances for the entire family to enjoy.

Park Nicollet Spotlight Gala

This year marks the 40th Annual Park Nicollet Spotlight Gala. As one of the largest providers of pediatric health care in the region, Park Nicollet’s commitment is to help families and children thrive and reach their full potential. So, to engage attendees, the Spotlight Gala has combined tradition with innovation.

• To promote such an important cause, the team has reimagined marketing efforts and is working to blend successful past, promotional strategies with a new wave of creativity.
  • Printed out invitations and sent them to traditional audiences, as they’d done in the past for the live, in-person events. Re-created content to be even more captivating, enchanting audiences to join this year’s Spotlight Gala and celebrate its 40th anniversary in serving the community.
  • Used electronic billboards and advertised on various media channels to reach wider audiences.
• To keep the event’s vibrancy and prestige, they are using Zoom to their advantage. The event is no longer limited in capacity, allowing them to invite traditional audiences as well as new participants from across the region. Go to parknicolletfoundationgala.com and join the October 3rd festivities including premier and silent online auction and inspiring stories of hope from children, parents and professionals.

Engagement and interactivity are at the center of a successful event. Zoom fatigue is real but is avoidable. Identify what makes your event special and use that as the foundation for your plans moving forward. Give those special event traditions a spotlight, utilize breakout rooms for increased engagement and reimagine strategies to bring beloved traditions forward in a virtual world.

10 Pro Tips for a Successful Zoom Event

1. Before starting Zoom, change your account name to the event name and upload a brand logo or event logo as a profile picture.

2. Soundcheck presenters, unmute mics; instruct and practice having presenters control their own mics.

3. Turn off video & sound for Zoom operator.

4. Make one or more presenters co-host with full access controls (a back-up for any one system in the event of internet capacity or disruption).

5. Before the presenter shares their screen; instruct all to turn off all emails and other alerts on the presenter’s computer; silence cell phones.

6. Zoom operators may choose to pin a speaker to full screen if they are speaking without visuals for a long time. Especially during a Q & A. This avoids capturing any disengaged participants.

7. When using visuals, use full presentation mode for the best effect.

8. Mute all other participants.

9. Provide Warning when Zoom operator Shares to Facebook Live

10. Prewrite your FB Live description to quickly drop it into the Facebook Live interface. Pause for about 10 seconds on the opening screen before the speaker starts speaking to give the audience a chance to get settled.

The mask situation presents an innovative, communal opportunity for organizations and individuals to join a cultural phenomenon and help reduce the community transmission of COVID-19. Masks also created an uncharted space for branding.

Many organizations have galavanted into the uncharted territories and have found success in promoting their brands with masks. Schools and universities led the way with branded spirit-wear masks for graduations last spring.

Although we have observed that to be truly successful, we need to be inclusive of everyone and their needs.

Despite masks being a great branding tactic, we’ve noticed that with a solid-clothed masked, one of the most consequential hurdles to conquer, is figuring out a way to use masks in a brand strategy while also remaining accessible to all. According to ClearMask, “55% of communication is visual,” so when we have branded masks that don’t show our mouths we miss a pivotal opportunity to be inclusive.

School leaders and educators need to think about how reading facial expressions is critical to childhood development. Team leaders at organizations need to think about how important it is to read a team’s facial expressions during a brainstorming session or how essential it is to see the clients’ reactions during a presentation or a pitch. Healthcare workers know that patient health, safety and comfortability are key to building a trusting relationship, and it makes an experience less intimidating if clients can see a provider’s face. ClearMasks states, “Miscommunication is a leading cause of medical errors and can be prevented. When traditional masks are worn, miscommunication may increase with people who heavily rely on visual communication, such as deaf and hard of hearing individuals, children and older adults.”

We all know someone who is hearing impaired or someone who relies on reading lips and facial expressions.

According to the National Institute of Deafness and Other Communication Disorders (NIDCD), “About 2 to 3 out of every 1,000 children in the United States are born with a detectable level of hearing loss in one or both ears” and “approximately 15% of American adults (37.5 million) aged 18 and over report some trouble hearing.”

Let’s make it a goal to create a branding strategy that is accessible to everyone.

The solution: A CLEAR MASK.

ClearMask is the first fully transparent, FDA-cleared surgical mask with full-face visibility. Be comfortable, breathe well, and create a branding strategy inclusive of all.

Order yours today: https://www.theclearmask.com/product

For an extensive list of resources for home modifications and assistive technologies that improve communications, see Home additions and apps for the Deaf and HoH.

Have you been tasked to write all or a portion of your school’s website copy? Do you have pages of content and are struggling with what really needs to be on the website? You are not alone. CEL has seen a significant increase in education’s online communications and the request for assistance. Streamlining content and matching it with the technology priorities is a challenge for many schools and independent districts.

Schools and school districts are finding out that stakeholders are using websites to get their school information. There are a few things you can do on your school’s site to make sure it is engaging your stakeholders correctly.

1. Keywords are important. Make sure you know your keywords and are using them throughout your website and/or blog. Long-tail keywords (keywords with generally four to six words) are also important in improving your site’s Search Engine Optimization.

2. Know your audience. Find out what your stakeholders are looking for. What do they need to know about you? What questions do they most frequently have?

3. Get to the point. Be concise in your writing and address your main message early on. Keep your website copy to necessary information and don’t fill it with too much “fluff.”

4. Link to other important pages. If you are writing about another page, program, or any other school page, be sure to link to that page to make it accessible to your reader.

5. Make your site visual. While your writing is important, make sure you have plenty of visual content. It can be pictures of your staff, students in class, or even infographics.

According to research, users tend to leave a website after 10-20 seconds. Is your school or school district’s site up to today’s standards of its stakeholders?

What are your organization’s key message pillars? Are they simple, clear and easy to remember? If so, your stories will be shared in a positive light in ways that you may not have imagined possible.

A few years ago, at the Ragan Social Media Conference in Orlando, Disney showcased its communication and social media strategy. Disney is a leader in many categories and is fascinating to study and emulate.

If Disney can get the world excited about a mouse, what can we learn from them to get customers excited about your services?

Although we think of Disney as an entertainment company, it’s an entity that crosses into many market sectors: engineering innovation, film, media, real estate, travel, retail, housing, food service, even farming and agriculture…the list goes on. It’s a complex organization. At the conference, the Disney communications team presented six simple message pillars that framed their storytelling across all platforms. Amid all the complexity, Disney was laser-focused on six buckets. It was discipline that fueled their magic.

Take time to define key messages

Defining key messaging pillars for your organization increases efficiency and effectiveness. It isn’t rocket science, but it’s an activity that is often overlooked. It provides focus for storytelling, supports strategic priorities, and gives communicators, leaders and staff a simple framework for content. Message pillars also increase efficiency. They save time when staring at a blank page. They make it easier to fill holes on an editorial calendar for social media. They narrow focus to a few important topics. Pillars also act as guardrails when a colleague wants a story about a pet project that doesn’t align with your strategic priorities. They provide accountability when you set specific targets for the number of stories or posts supporting each key message pillar.

What are the stories most often told about your organization by front-line staff, customers, and leaders? Are they the stories for which you want to be known? Companies that want to be known as innovative need to be showcasing stories of innovation. Is it customer service, ethical practices, values-based, low-cost or high-quality, corporate social responsibility?

At CEL, we are known for creative, effective, lasting integrated marketing communications. We work with organizations that align with our mission: the betterment of business, family and community. Our stories showcase creative branding, effective strategic marketing plans that generate a positive return on the investment, and lasting relationships because we help your business or organization grow.

Key message pillars strategically unify marketing and public relations activities to advance your mission and goals across all channels: websites, blogs, email, newsletters, video, social media, media relations.

In day-to-day marketing and communications, it’s easy to get wrapped up in transactional communication (events, advertising, websites, forms, procedures, or the issue of the day) and neglect the messaging required to win over the hearts and minds of our stakeholders.

Message pillars provide focus. And, sharing them with your team keeps everyone moving your organization forward. It’s a good investment that will result in a unified and engaged organization maximizing return on your time, money and resource investments.

According to the Social Science Research Network, 65% of the population are visual learners. For over half of the population, graphics are a much quicker and easier way to get your message across and are proven to be more effective. While long lists are often forgotten, graphics that are simple, clean and walk you through a journey from start to finish are simpler to understand, interpret and remember. If your company needs an upgrade in its crisis communication plan, we challenge you to use graphics for effectiveness in a time of crisis.

Here are a few tips to get started incorporating graphics in your crisis communication plan:

1. Write your copy first. Simplify as much as needed and map out the journey of the plan.

2. Use icons to help make your messages stick in the mind of your users.

3. Ensure that your infographic is on brand. 

4. Focus on the “need to knows” by using font sizing hierarchy.

5. Make it accessible to all. A picture does a good job of conveying information, but often times they are not accessible. Make sure information is conveyed in multiple ways that allow all users to access the information.

Want to see some examples? Email us, and we’d be happy to help you create an effective visual crisis plan.

1. Review site analytics regularly to stay up to date on the most frequently viewed pages of your website. Allow this data to guide where you communicate key information and conversion tactics.

2. Avoid using the most popular website pages, About Us and Meet the Team, to hard sell. When the consumer reaches these pages, they are starting to build a rapport with your organization, so hard-selling them as they are striving to educate themselves could result in high bounce rates (meaning they leave the site after a very short period of time). Instead, take a soft-sell approach to educate visitors about your organization and the value you will bring to them.

3. Use images to reflect a message that resonates with your target audience. Pictures are worth a thousand words and can quickly show the benefit and the emotion. For example:

• Lifestyle images serve to depict the benefits and impact of working with your company. If you’re a financial services company, people sailing on the ocean or standing by the Eiffel Tower in Paris highlights financial freedom. Or, if you’re a non-profit organization, photos of the people you serve living vibrant lives can inspire support.
• If your product or service is complex or highly technical, you may want to use images or video that help illustrate the complexity in terms that your visitors quickly understand the benefits to them.
• Use imagery that allows your website visitors to picture themselves within your environment, meeting their goals as a result of the services you provide, rather than influencing their reaction. One common example of influential images is the overuse of smiling doctor stock photos on a health clinic website.

4. Update your site with new and useful content on a regular basis. This strategy encourages users to come back for more AND the Googlebot to come back and index your page for further search engine optimization (SEO).

Communication is key to attracting new visitors to your website and holding their attention, so make your message stick!

Arena
In your marketing and PR arena, you are determined to win new customers by scoring high on your ROI, so make sure your strategy is designed for victory. Know your target market and speak to them accordingly through your jumbotron (online marketing) and the game program (print communications). You only have their attention for a short while, so be succinct to make the most of it.

Full Court Press
When launching a marketing campaign, pull out all the stops and run with attention-getting and effective messaging, visuals, and market saturation.

Slam Dunk
Make your marketing and PR a slam dunk with a polished and timely brand and attractive graphic design that pops off the computer screen and the pages of your collateral. Don’t forget to utilize your champions by passing materials to each other for distribution to support your efforts. Empower employees to use their resource, cross promote with another business or organization, and ask existing clients to share a testimonial.

Assist
Make an assist every time with an attention-getting, functional website. It’s the perfect pairing for sales and marketing. In fact, it’s the backboard of your marketing because it tells your story, highlights your services and can be easily accessed.

Traveling
Unlike in basketball, traveling is a good thing when it comes to getting your message to the marketplace. Use media relations and social media to run with your communication ball and hit the basket with print, radio, television and online exposure.

Timeout
Take timeout to evaluate the success of your marketing efforts and make adjustments, if necessary.

Don’t foul out this season. Draft good people, shoot for good communication and drive your messages to your target market. The ball is in your court!