Print Strategy

1
Print Strategy 5
Newspaper Ad
2
Newspaper Ad Purpose

• To enhance school image to affect

• student recruitment / retention
• support and advocacy
• teacher recruitment / retention

• To publicize School Events / Program
• To elicit response

3
Newspaper Ad Audience
VERY BROAD

• Current and potential families
• Teachers and staff
• Opinion leaders
• Donors and benefactors
• Parish leaders and parishioners

4
Newspaper Ad Content

• Catchy HEADLINE
• PHOTOS, GRAPHICS
• CAPTIONS
• COPY .. Match message with purpose and audience
• Adequate white space
• Follow-up information
• School LOGO

5
Newspaper Ad Content
Strengths

• high reach of broad audience
• immediacy of message delivery
• multiple pass-along readership

Weaknesses

• cluttered environment
• high out-of-pocket cost
• short lifespan
• requires some expertise