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 and a full plate of responsibilities.
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.
Click Left Thumbnail to view the Before Version.
Click Right Thumbnail to view a Recent Issue, reflecting the Newspaper’s Refresh.
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. The production of the newsletter called for close coordination with the district’s point of contact, so stories and images are accurately 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 Executive Assistant Leah Johnson also works closely with HCG to support the staff in meeting the production schedule.
Formatted for Flexibility: Why the Tabloid Style Works. Utilizing a tabloid format offers a dynamic presentation, enabling a versatile layout that accommodates multiple stories across each page. This format not only maximizes content space, but it also holds printing costs lower compared to a traditional magazine-style format. It’s a practical choice when the goal is to deliver substantial information in a visually engaging way.
A Collaborative Effort: Preparing for the School Year. For a piece that is designed to prepare students for the upcoming school year, Hoquiam determined the best way to accomplish this communication is by bringing together contributions from a variety of voices. Authors from various departments, every school, and administration offer insights, updates, and important news. This ensures that every reader receives a comprehensive view of what to expect. It’s a team effort that speaks to the diversity of this dedicated educational community, and the printed piece reaches every address serviced by the district.
Comprehensive Services Tailored to Your Needs
HGC’s services cover every aspect of this project. From content creation and editing to layout and design, we handle all the details. We also provide photo correction, project management, and coordination with commercial printers and bulk mailing services. Whatever the need, HCG is ready to help craft a piece that not only looks great but also effectively delivers clients’ messages.
When a Magazine-Style Format Makes Sense
For a district-focused piece, however, a magazine-style presentation may be a better alternative. This format choice can offer a more polished, feature-driven approach, ideal for in-depth stories and district-wide achievements.
Whether you’re highlighting major events, profiles, or longer articles, the magazine style can elevate the presentation. For those with limited funding, HGC has also developed ideas such as an abbreviated mailer that encourages the reader to seek more information online.
To see more examples and ideas for a magazine-style newsletter, check out our Portfolio page. You’ll find a range of formats and designs meant to inspire ideas for your own project.
“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)
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