Planning the School Prospectus


The School Prospectus Company will carefully consider how best to present the school prospectus, its themes and devices. This planning guide is an aid to the planning process and to demonstrate our creative thinking.

Specifying and implementing a communications strategy

Our approach is to establish, in collaboration with the School, an overall communications strategy. In order to achieve this and the element which forms part of that strategy, we work through a three stage process. Each stage has as its consequence, an agreement either to go forward on a transparent cost basis or to terminate the involvement without further expenditure of time or money.

Typically a communications strategy will be built as a series of modules, which are specified and costed separately so that the School may decide how deeply they want to implement the strategy, in accordance with:

• an understanding of your needs as they are clarified through
the process of specification, and
• your budget.


Stage 1

The outcome of this stage is agreement on
• the main purposes of the communications strategy, and
• the main audiences to be addressed.

The processes by which this agreement is to be achieved are

1. School assembles and hands over all relevant documentation (previous prospectuses, school publicity material, etc.)
2. First meeting, between School’s ‘project manager’ and our project manager: together we brainstorm the School’s key requirements
3. First report to School: reflect back to School the main points discussed at first meeting, to ensure there have been no misunderstandings. School signs off, or corrects and – after however many iterations necessary – then signs off.
4. Agree schedule and budget for next stage.


Stage 2

The outcome of this stage is agreement on
• the main messages to be communicated to each of the identified audiences, and
• the priority communications tools to be used.

The processes by which this agreement is to be achieved are

1. We prepare
• first draft of key messages,
• list of possible communications tools (prospectus/leaflet/web site/CD-ROM/other, and
• first proposals for media policy (what mix of media would be appropriate to get these messages across?).

2. Follow-up meeting (all School’s decision takers plus our project manager and copywriter)
• key messages: agree or modify,
• tone: agree tone of voice required to express key messages and type of photography to be used, and
• media policy: agree which media should be used. • Differentiate the function of each medium within the mix.
If necessary, agree a modular approach to creating an increasingly rich mix of media.

3. Second report to School: reflect back to School the main points discussed at second meeting, to ensure there have been no misunderstandings. School signs off, or corrects and – after as many iterations as necessary – then signs off.

4. Agree schedule and budget for next stage.


Stage 3

The outcome of this stage is
• completion of finished copy, scripts and story board and
• agreement on what second and third priorities should be.

The processes by which these outcomes are achieved are

1. We prepare
• first draft of complete copy with layout for each first-priority medium, showing how copy and photography work together, and
• first draft of treatment for any other media previously agreed.

2. School comments (email probably sufficient though meeting if so desired)
• iterations of copy/comments until School happy.

3. We prepare final draft on priority media and School signs off.

4. Confirm print quantities, schedules and costs.

5. Other media/items continue through similar drafting and comment cycle until final drafts signed off.


Pricing Information and Guidelines >>>

The School Prospectus Company co-ordinates the elements of photography, design, copywriting and print for all marketing and promotional materials.

FREE PROSPECTUS PHOTOGRAPHY - 2013




 

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