Where are all the Morot?

Posted on May 24, 2017 by splashways

Allow me to share two seemingly related memories:

Recently I attended a Jewish communal leadership seminar where participants spent 15 minutes creating mission statements. The statement that impressed me the most was written by a young educator who not only crafted a clear, compelling mission but also articulated HOW he aimed to achieve it – within the 25-word limit!

Last week my favorite five-year-old, Bella, spent shabbat with her family at her parents’ college alma mater! She enjoyed celebrating the rabbi and rebbetzin‘s son’s bar mitzvah and was awed by college life.

Among Bella’s questions:
How do the students know when to leave the gym?
Do they forget to go to class because they are on the treadmill?
Who tells them when to go to sleep?
What happens if they wake up late?
If teenagers aren’t grown-ups, why don’t they need to have their grown-ups with them?
In the dining room, in absolute astonishment: where are all the morot?

Bella: “Mom, where are all the morot?”

Mission Statement
Ultimately the answers to these questions are just as important to your parents as those about smart boards, collaborative learning, Hebrew language immersion, and SAT scores.

Back to the mission statement: WHERE are you going? HOW are you getting there? How does a five-year-old who needs to have a “grown-up” in close proximity at all times become a self-actualized young adult who gets to minyan daily, submits work on time, makes healthy diet and exercise choices, enjoys a robust schedule of extra curricular activities AND balances all of those elegantly? Ultimately, how does that kindergartener choose friends, a career path, and a life-mate wisely?

If you can tell your parents HOW you will prepare their children to thrive as dedicated Jewish adults on college campuses – and AFTER – you will have created one of the many compelling narratives you need!

To learn more about crafting compelling mission statements, creating memorable narratives, or any of my other cost-effective day school marketing and developing services, please feel free to send me an email or call me at 516.569.8070.

Kol tuv,

Candace Plotsker-Herman

The Treasure of Trees – part I

Posted on May 24, 2017 by splashways

It’s Time to Celebrate!

While some people I know and love are counting down until Pesach, I’m thinking about birthday parties. Truly, I’m thinking about one in particular – the one that occurs on the 15^th of Shevat.

My mom and I share an annual laugh recollecting buxser – that inedible fruit that PTA moms, for some inexplicable reason, distributed to us each Tu b’Shevat. Perhaps they were dentists. Thankfully, my children were presented with sweeter, easier to bite, fruits and even participated in meaningful Tu b’Shevat sedarim. (Turns out that buxser is actually carob – but not those chocolaty chips I sprinkle on my frozen yogurt while pretending virtuously that I am eating a healthy, low-fat treat. Buxser is also noticeably absent from the list of biblical fruits that includes olives, dates, grapes, figs, and pomegranates.

Tu b’Shevat presents many easily implemented opportunities for marketing messages. In fact, this morning, I received a LinkedIn offer for a free poster from Aishdas. I must say that I was quite attracted to its marketing message, “We often complain that we spend so much time on the halachic trees, we lose sight of the forest. Hoping this helps you remember.” Why not take advantage of Tu b’Shevat to publicize how you keep your eye on both the trees and the forest – nurturing children, planting seeds, and reaping lasting, nourishing, wholesome, results?

Reach out to your stakeholders using these themes of planting, sowing, and reaping.

For a comprehensive list of resources, click here to read The Treasure of Trees – part II.

Should you have any questions about implement a Tu b’Shevat plan, marketing, resource development, assessing present materials, crafting compelling stories, utilizing data-driven research to present your case, or about any of my cost-effective day school services, please feel free to send me an email or call me at 516.569.8070.

Kol tuv,

Candace Plotsker-Herman

The Treasure of Trees – part II

Posted on May 24, 2017 by splashways

Resources to Explore

Lookstein Center
The Lookstein Center compiles an extremely comprehensive annual list of resources including creative teaching activities, projects you can recommend to families, and Tu b’Shevat sedarim.

Hazon
Hazon is offering a variety of resources, lesson plans, and an updated Tu b’Shevat Hagaddah this year.

The Jewish National Fund (JNF)
See JNF’s Tu b’Shevat Across America Page for a host of ideas, projects, and resources.

Coalition on the Environment and Jewish Life (COEJL)
The Coalition on the Environment and Jewish Life (COEJL) website provides creative resources about the Jewish approach to the environment.

Jewish Interactive
For a host of interactive experiences, please visit: Jewish Interactive.

Click here to read The Treasure of Trees – part I.

Kol tuv,

Candace Plotsker-Herman

What’s Your Story?

Posted on May 23, 2017 by splashways

Tell me a story. Make it a good one!

Savvy administrators, educators, and fundraisers know the power of a compelling story. We’re told to collect them… so we always have the perfect story to illustrate a point, convince a parent, persuade a student, or seal a deal. Yet, finding a perfect gem to add dazzle to your school’s story collection can be overwhelming.

In her pitch for a nonprofit storytelling conference, Vanessa Chase shares five concrete questions you can use as prompts when trying to motivate others to share their stories.

Watch and learn!

I hope that you are creating wonderful memories and stories this summer! Should you have any questions about marketing, resource development, assessing present materials, crafting compelling stories, utilizing data-driven research to present your case, or about any of my day school services, please feel free to send me an email or call me at 516.569.8070.

Kol tuv,

Candace Plotsker-Herman

Summer Sizzle – part I

Posted on May 21, 2017 by splashways

Cultivate Relationships

I hope you are relaxing a bit this summer. After all as the Gershwin lyrics proclaim, “Summer time and the living is easy…”

The classic Broadway hit contains a PR truth. August presents a wonderful opportunity for savvy educators and administrators to gain free media coverage for their schools. Sounds counterintuitive, I know. Yet, think about it. School is out, many business slow down. Nevertheless, radio and TV stations have to fill airtime, and newspapers must fill pages. Editors who feel the dearth of stories don’t want to sacrifice their credibility by running boring fillers. That’s where you can step in, fill the void, cultivate relationships with the media, and create a win-win situation.

What’s Your Story?
We discussed the importance of pitching stories strategically in past issues. While it’s nice to gather clips; they are not your only goal. If you missed What’s Your Story, a PR pitching primer, click here.

Summer Sizzle
Your smiling graduation pictures along with lists of your high school/seminary/yeshiva in Israel/Gap Year/College acceptances have appeared in the local news. Wondering what else to pitch? Here are some story ideas to make your schools summer PR sizzle.

Promote an educational goal such as reading or reinforcing a foreign language
“Nothing, it’s summer!” was the clear response I received the other day when, after buying lemonade from my entrepreneurial ten-year old neighbor, I asked, “Read any good books lately?” Ask your reading specialist to provide five summer reading tips for different ages. Be sure she mentions community resources such as your local library’s summer reading program. In fact, pictures of your students at the library demonstrating how day school students are part of – not apart from – your community may be important to your school’s particular perception, recruitment, and retention challenges.

Reinforce a foreign language
Many foreign language teacher say, “Use it or lose it.” And while daily Tefilah, weekly Parsha review and other studies, are probably part of your students’ lives; they do not reinforce Modern Hebrew language skills. Ask one of your Hebrew teachers to offer Five Easy Ways to Reinforce Language Skills. If you are pitching to a non–Jewish newspaper be sure to ensure your article’s universal appeal by making it clear that the skills described apply to all foreign languages.

Enable high school students to build their brag sheets
Meaningful, interesting, and even quirky extracurriculars help high school students stand out from the crowd when applying to competitive colleges. While a summer stint doesn’t replace long-term commitment, it offers students time to explore new possibilities. Even students who worked at summer jobs often find themselves with down time in late August before school starts. Editors might appreciate your list of five suggestions to jump-start your High School Brag Sheet!

Click here to read To Summer Sizzle – part II

Should you have any questions about PR Pitches, developing and implementing a winning PR and fundraising plan, or about any of my cost-effective day school services, please feel free to send me an email or call me at 516.569.8070.

Kol tuv,

Candace Plotsker-Herman

Summer Sizzle – part II

Posted on May 21, 2017 by splashways

Think Healthy
Editors are always on the lookout for savvy, easy-to-implement health ideas. Wondering what you can contribute?

Enlist a science teacher, school nurse or alum to submit a health article with a summer angle. Or, ask one of your budding journalist students to research and write the article.

Skin Safety
Efficient tips about reducing exposure to the sun’s harmful rays are always welcome. How about deconstructing the sunscreen aisle?

Summer Foods
Submit an article about summer foods that can help boost moods and reduce stress.

Provide easy to cook with your children summer recipes. For an educational spin, incorporate the hands-on math and science lessons that can be learned from each recipe. Keep it lighthearted and fun!

Warm Welcomes! Don’t wait until September to roll out the media welcome wagon to welcome new faculty members.

If you wait, the local papers might only have space for a headshot and a few lines head about an auteur nest Science teacher. In early August, however, the chances are better of running your entire story about her plans for each sixth grader to complete an original “green” project. Be sure to get double exposure from these “welcome aboard” articles: Post them on your website and distribute them to your parents in September.

Turn Holiday Time into Your Time.
Labor Day is labor free for most people – but not for radio and TV editors.

Editors still need guests. Let them know that you are available to be interviewed on Labor Day. A few weeks in advance, submit a few transitioning back to school ideas and chances are excellent that you’ll be on the news!

Look back…look ahead
Of course, this is always a good time to sum up the year’s challenges, innovations, and accomplishments. You’ll also want to introduce exciting new ventures for the next year.

Click here to read To Summer Sizzle – part I

Kol tuv,

Candace Plotsker-Herman

To Love Your Fellow Jew – part I

Posted on May 21, 2017 by splashways

Lag b’Omer Memories

My childhood memories of Lag b’Omer are of days filled with plain old-fashioned fun. No classes, a bagged picnic lunch, and games outdoors. And… if my bangs were in my eyes… that was the day to get them trimmed. (Yom Haatzmaut or Rosh Chodesh, in that case, would have been missed opportunities.)

Want to share your favorite memories? Please click here. I would love to share them in my Shavuot issue.

The holiday holds several PR messages– in fact in a past Lag b’Omer issue, I shared 33 ways to promote your message on Lag B’omer.

To Love Your Fellow Jew
This year, however, I want to focus on only one Lag b’Omer message. It is one that can speak to all your constituents loudly and clearly. I admit, it may seem too simple, too sweet, but here it is: (with attribution to Chabad.org).

The Talmud relates that in the weeks between the Jewish holidays of Passover and Shavuot, a plague raged amongst the disciples of the great sage Rabbi Akiva, “because they did not act respectfully towards each other.” These weeks are therefore observed as a period of mourning, with various joyous activities proscribed by law and custom. On Lag b’Omer the deaths ceased. Thus, Lag b’Omer also carries the theme of the imperative to love and respect one’s fellow Jew (Ahavat Israel).

So… how can you use this theme to recruit and retain students? Read on!

Click here to read To Love Your Fellow Jew – part II

Should you have any questions about marketing, resource development, assessing present materials, crafting compelling stories, utilizing data-driven research to present your case, or any of my day school services, please feel free to send me an email or call me at 516.569.8070.

Kol tuv,

Candace Plotsker-Herman

To Love Your Fellow Jew – part II

Posted on May 21, 2017 by splashways

Promote Compassion and Integrity

Yeshiva parents are certainly concerned about their school’s academic track record. They also want to raise children who have stellar values. Therefore, a parent needs to know that the place where their child lives for close to 40 hours a week, the school that their child attends, is a partner with the parent in promoting values. As Rabbi Zvi Bajnon, the former menahel of my children’s alma mater often asserted: not every student can earn academic honorable mention… but every child can be a mentsch.

Let your parents know how you promote compassion and integrity. Document that your environment is a healthy one where sinat chinam is not an option.

Share information about your:

Anti-bullying program
Derech Eretz curriculum
Honor code

Show them that chesed is not limited to “community service activities,” but rather that kol yisarel areivim zeh le zeh is integrated not only into daily lessons but also into daily life. In fact, show them that community responsibility extends out of your own insular community as well.

How? Compelling stories and hard data.

If you want to learn more about how to craft compelling stories and use data driven research to make your case, please send me an email.

On a deeply personal note, I am thrilled to wish mazel tov to my children Netti and Ari Herman on the birth of a son. I pray that through being raised in a home where Torah values rule the day, zeh ha katan gadol yihiyeh. May his parents raise him to Torah, chuppah, and maasim tovim.

Click here to read To Love Your Fellow Jew – part I

Kol tuv,

Candace Plotsker-Herman

Faster then a Speeding Bullet

Posted on May 18, 2017 by splashways

Cultivate Parent Promoters

What’s faster than a speeding bullet, more powerful than a locomotive, and able to leap tall buildings in a single bound? Answered that one? Try this: what is a more effective recruitment tool than a state-of-the-art facility, stellar high school and college admissions, and relatively affordable tuition? Parents! A compelling data-driven report, LEARNING FROM PARENT VOICES How to Turn Positive Perception into Enrollment Growth, developed by Measuring Success and PEJE, documents the critical importance of parent perception – even over academics, STEM, and college acceptances – in terms of recruitment. Simply stated, “Word of mouth blows advertising out of the water.”

Solid parent ambassadors can enhance positive perception and dispel myths. Not only can they can encourage potential parents to visit an open house, they can stay in touch during the decision making process – providing warmth, encouragement, and solid information. They can make your job easier and your results more successful!

Click here to read additional articles of interest

Love the ideas, but wondering how to implement them? Feel free to call me at 516.569.8070 or send me an email for cost effective mentoring. Best wishes for a successful year!

Kol tuv,

Candace Plotsker-Herman

PR Pitches in 33 Seconds – part I

Posted on May 18, 2017 by splashways

Counting. Between Pesach and Shavuot, multiple alerts arrive in my in-box reminding me to count, count, count. So far, every evening, I’ve remembered. (Full disclosure: my iPhone plays an 8:30 pm reminder.) This focus on counting makes me suggest that you use numbers to help your parents, donors, and the media understand how your work “counts.”

Newspaper editors loves love user-friendly PR pitches. Busy parents crave transparent information. They want to know what’s happening in our classrooms (and boardrooms), but often don’t have the time read lengthy articles.

You know what your constituents’ main concerns are. While these vary from school to school, there is no doubt that parents and donors want to be sure you are being fiscally responsible and proactive while providing a stellar Jewish and General Studies education.

Click here to read PR Pitches in 33 Seconds – part II

Should you have any questions about marketing, resource development, or about any of my day school services, please send me an email or call me at 516.569.8070.

Kol tuv,

Candace Plotsker-Herman