Strategic Engagement:
Newsletter Refresh Reaches Every Neighbor
Background
With an enrollment of just over 1,600 students, the Hoquiam School District recognized the value of its newspaper-sized mailer, sent to every home and business address within Hoquiam School District’s borders. The district understands that Connections are Critical.
In 2015, former Superintendent Mike Parker asked Howard Communications Group (HCG) to review its current newspaper and integrate a well-deserved refresh to its publication.
Given the district’s size, working with an outside consultant for design and content expertise made sense rather than tasking internal staff with limited experience.
The decision to partner with HCG was the best utilization of budget, expertise, and resources.
Goals
- Reach every address in the greater Hoquiam area.
- Incorporate a layout that allows for various story types and unique formats.
- Hold to a manageable budget.
- Incorporate contemporary graphics and images and an updated layout.
- Flexibility in design to accommodate contributions from staff and stakeholders throughout the district.
Challenges
The district’s long-standing newsletter, Making Connections, included content from every department, every school, and every program. The newsletter’s layout included very dense text and limited graphics, photos, and white space, and the production of the newsletter called for close coordination with the district’s point of contact, so stories and images are identified.
Approach
Schedule. Part of project management, HCG works closely with the district to generate each issue’s schedule to ensure all players and newsletter elements are produced within the necessary distribution timeframe. HCG also closely collaborates with the district to identify design opportunities and strategies for each issue.
Hoquiam’s current Superintendent Mike Villarreal provides content, input on story priorities, and images. District secretary Leah Johnson also works closely with HCG to support the staff in meeting the production schedule.
Formatted for Flexibility. Utilizing a tabloid format offered the opportunity to include many stories on every page, and printing was more cost-effective than a magazine-style format.
Services also include content creation, editing, layout and design, photo correction, overall project management, and commercial printer and bulk mailing coordination.
Click Left Thumbnail to view the Before Version.
Click Right Thumbnail to view a Recent Issue, reflecting the Newspaper’s Refresh.
“Phygital” Approach. While social media, website, and emails reach parents and students, the district also understands some are without internet access or may not seek information from digital sources. Additionally, the district understands the need to reach ALL neighbors, including those without children currently enrolled in school.
Integrating both digital and physical communication channels offers a comprehensive, best-practice connection, a “Phygital” approach.
All have an opportunity to dialogue with neighbors, share good news, and celebrate a new school year or the newest group of graduates.
HCG is Ready Help You with Your Next Project!
We’ll work closely with your team to expertly produce materials in sync with the high level of service your district provides every day. Let’s talk about your next project!
HCG is a self-certified Woman-Owned Business (WBE)
MORE
