09.27

Five Common Marcom Mistakes of Educational Associations and Schools

By Deborah Mersino

I’ve had the good fortune to interface and work with scores of educational associations and both private and public schools through the years. These inspiring organizations have talented employees and serve their members and communities powerfully; however, many bump up against best practices in marketing communications. While not all are guilty, here are five common marcom mistakes I continue to see.

  1. Poor design sensibilities
  2. Lack of digital prowess
  3. One-way communication
  4. Lack of investment
  5. Poor coordination

Today, I’ll address the first misstep. Read along to discern if you’re guilty or not. {Note: If you’re not, congratulations! If you are, you’re not alone. I’m here to help.}

Poor Design Sensibilities

Admit it. You’ve all seen one…the logo that looks like your brother-in-law’s babysitter designed it while watching Pretty Little Liars and texting…The all-too-familiar logo with some stars and/or outstretched hands…The low-resolution version appearing on the school’s Facebook page…The intentional Comic Sans font on the website or newsletter, which was meant to be kid-like, but actually downplays the intelligence of parents and kids everywhere.

Whether you have mixed five different fonts in one newsletter or still put cartoon clip art in your presentations and advertising – or on your website, your audiences are not going to recognize your brand promise.

I understand nonprofits and schools must often rely on volunteers. I get it. I also know stellar design costs money. However, in today’s digital world, your digital presence is a visual extension of your brand. It impacts the perceptions of members, donors, parents, prospects, and influencers and deserves attention. Not investing can be quite costly in the long run. Whether you’re a $15 million nonprofit or a small school, perception is reality.

Give design its due. Your target audiences will thank you.

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One Response to “Five Common Marcom Mistakes of Educational Associations and Schools”

  1. [...] you identified with the tell-tale signs of poor design from my last post (e.g., clip art apples on your website), I’m hoping you breathed a sense of relief knowing [...]

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