How to Write for Your Private School's Audience [Podcast]
Emily Cretella
Emily Cretella is a strategic storyteller and content marketer. The owner of Cursive Content, Emily helps school marketers tell powerful stories that attract dream families, increase inquiries and enrollment, strengthen communities, and grow school influence.
Prior to founding Cursive in 2012, Emily was the director of strategy at a Connecticut marketing agency, where she managed the execution of large-scale traditional and online marketing campaigns for clients ranging from schools and nonprofits to Fortune 500s. She now works solely with independent and private schools, colleges, and universities.
Emily has presented her marketing and storytelling strategies at numerous conferences such as the Aim High Conference, Finalsite’s School Marketing Days, the Enrollment Management Association’s ALC Conferences and regional Independent School Associations. She has also been featured on the Blackbaud “Get Connected" podcast, Finalsite’s “Apply Yourself with Tim” podcast, The Rick Newberry Show, and Randy Vaughn’s “School Marketing” podcast, among others.
Emily Quoted
“Often when we’re communicating, it’s an internal focused message of what we want people to know.”
“If you know your audiences’ cares and concerns, you can create content and stories around them to get them to jump over that hump.”
“Take the core story and shift the perspective of the story depending on what they want to know at the moment that they’re interacting with your content.”
“Some school websites are like a filing cabinet online for all of their communications.”
“A website is your hello, not your conversation.”
“The average person spends six seconds on a website.”
“A website is not a linear story.”
“Are these pages addressing our dream families?”
“Why should your audience care?”
“How are we being a great resource for our families?”
“Social channels should feel like your school community personified online.”
“What are your reasons to believe?”
What You’ll Learn
What ”audience first” means.
How to gather your own research.
Killer questions to ask your audience.
How to create web content.
What throwing pencils have to do with web content.
How to create evergreen email segmentation.
What the “so what” test is.
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