Let’s create a case study:
Perhaps you’ve heard some suspicious whispers from the cynics:
Sure those kids learn Torah. But, I wonder if they’re prepared to enter the “real” world.
I bet they don’t even know much about the presidential election.
Your job is to convince your constituent groups that your students will be tomorrow’s responsible, savvy citizens.
Advertising
Let’s say you decide to develop a low budget ad campaign. At the very least, in addition to your time, you’ll spend the following:
ad creation (two ads): $1,500
ad placement
2x in a small Jewish paper: $1,200
1x in the local Anglo paper: $1,500
Your ad might pose the question: do you vote to produce students who can identify Plato, Palin, and the weekly Parsha? Perhaps it will include a picture of your students engaged in learning about the election – entering a “voting” booth, debating, or campaigning.
Publicity
Take the same $4,200. Put $1,800 in the bank (now, that’s a good vote)! Invest $2,400 and pay to have a publicist written request for coverage, a press release, and a feature story about your election curriculum and activities. Each story would feature a unique focus and be sent with a different picture. In fact, each story could be tweaked slightly and sent to additional media contacts.
Chances are that for less than half the cost of advertising, your school’s commitment to creating solid citizens will be featured in the newspaper, reaching your desired audience many more times than the three guaranteed by your paid ads. You might even be featured on the radio or local news. And remember – due to enhanced credibility, one “earned-media” placement can have an advertising equivalency that far exceeds the value of a small ad.
Click here to read Advertising vs. Publicity – part I
Should you have any questions about developing and implementing a winning PR and fundraising plan or about any of my day school services, please feel free to send me an email or call 516.569.8070.
Kol tuv,
Candace Plotsker-Herman