7 Ways to Improve Your Admissions Collaterals

Posted on May 5, 2017 in Blog, Fundamentals
7 Ways to Improve Your Admissions Collaterals

Yes, people still want to receive print from you. To maximize your investment, these materials must create an experience for the reader that mirrors what they will find when they come to your campus. Too often, they fall short. Print gets bad grades for: amateur graphic design that decorates but does not illuminate your editorial […]

Assessing Your Magazine ROI

Posted on Apr 28, 2017 in Blog, Fundamentals
Assessing Your Magazine ROI

Taking time to review your work is a discipline that often gets lost in the day to day. But it’s essential to evaluate the process and product that keeps communication flowing with your desired constituencies. Using the school magazine as an example, here’s what you should look at: Objectives What do you hope to accomplish […]

Writing Fit for Reading

Posted on Mar 23, 2017 in Blog, Fundamentals
Writing Fit for Reading

By now, I hope your school has created the position of director of communications. And if you’re keeping up with the times, you also have an associate or assistant responsible for the website and social media. This puts your school in good shape for producing well-written content for both electronic and print communications. Although the […]

The Hollister Communications Plan Process

Posted on Jan 26, 2017 in Blog, Fundamentals
The Hollister Communications Plan Process

In 1984, soon after I established Cheney & Company, I attended a fantastic conference session led by Peter Hollister of Hollister, Trubow & Associates. Peter outlined a process for developing a strategic communications plan that makes perfect sense today. Here it is in a nutshell—with only a couple of updates! One-time participative management meeting Agree […]

Own Your Identity

Posted on Jan 12, 2017 in Blog, Fundamentals
Own Your Identity

Schools think they will save money with do-it-yourself branding by using clip art or by having an enthusiastic parent draw a logo that will be emblazoned on the website, letterhead and campus signage. Home pages abound with newly created heraldic crests with indecipherable Latin phrases, lamps of learning, swords and trees meant to define the […]

Jump Start Your Communications Audit

Posted on Jan 6, 2017 in Blog, Fundamentals
Jump Start Your Communications Audit

January is a good time to take stock of your marketing communications program to make sure your investment in the message and the medium (and the delivery schedule) is bringing value to your school. Putting answers to these questions will provide a good framework for determining your readiness to start a communications audit process, which […]

Unpacking the Journey Jargon

Posted on Dec 15, 2016 in Blog, Fundamentals
Unpacking the Journey Jargon

For independent school marketers, understanding what “journey” means in relation to your website approach is fundamental to achieving your enrollment and philanthropy goals. This is not about Odysseus and the Sirens. Carol asked Brendan Schneider for his thoughts, and we share them here with you. What is a journey? While there are many ways to […]

USPS Advertising Regulations and Your Magazine

Posted on Dec 1, 2016 in Blog, Fundamentals
USPS Advertising Regulations and Your Magazine

Occasionally our school magazine clients want to include content advertising school products or services, such as centennial books, school tee-shirts, workshops, etc. But will ads nullify the nonprofit mailing status of the publication? The Short Answer If the proceeds from the sale go to the school, advertising the products or services is acceptable and will […]

Getting To Know You

Posted on Nov 23, 2016 in Blog, Fundamentals
Getting To Know You

When I conduct communications audits, people at schools all around the country invariably tell me that they know who they are but have difficulty expressing it. We find that schools often express who they would like to be in the ideal, not who they actually are today. Mission and vision statements, core values and strategic […]

Cleaning Up Your Magazine Manuscript

Posted on Oct 20, 2016 in Blog, Fundamentals
Cleaning Up Your Magazine Manuscript

We see dozens of school magazines riddled with inconsistencies and errors that you can eliminate by proper preparation of the text content before sending to your designer for typesetting. Cheney & Company production director Beth Lyons passes along these copyediting and proofreading tips to help you set the bar high. Use the school’s editorial style […]