2019-2020 Content planning for school marketers

It’s August – let the detailed planning for your 2019-2020 content calendar really begin!

Before you get into the weekly minutiae of your 2019-2020 content calendar, take time to set your content strategy and story vision for this academic year.

So many individuals beyond your marketing and admissions departments are responsible for sharing your school’s story. As marketing lead, your job is to make sure all the details add up to the strongest possible story for your school. Here are a few tips to make sure that they do.

Tips for getting started on your 2019-2020 Content Calendar:


When you think about who these audiences should be, go beyond 1. Prospective Parent  2. Enrolled Parent  3. New Faculty Recruit. These audience categories are way too generic.

Instead, use strategic audience tools to identify your ideal audiences and get into the details of what they love. This will shape how you share your content and will make your school’s story so much stronger.


There are many opportunities to build content leading up to and following key events and dates. With your ideal audiences in focus, map out key events and dates that will shape your 2019-2020 content calendar. In addition to mapping out what your school has planned (e.g. STEM Fest, Community Read, Annual Gala, etc.), include key events and dates that go beyond your campus.

For example, are there community events that your audiences hold dear and always attend? Are there universal #hashtag days that really resonate with your audiences (e.g. #NationalWomensEqualityDay2019, #randomactsofkindnessday, #thankateacher, etc.)?

Take inventory of all the key events and dates that will connect your school’s story with your ideal audiences. As a result of this brainstorm, themes will emerge and your story framework will begin to develop.


With your audience in focus and key events and dates mapped out, you are ready to set your Story Framework.

Your Story Framework will be grounded in 3 core pillars that every piece of your school’s content will connect back to. Your Story Framework defines big picture values that are unique to your school. Done right, your Story Framework give direction to all your content, help you connect with your ideal audiences, and set your content apart from other innovative private schools.

We’re here to help if you’re feeling a little overwhelmed with setting your 2019-2020 content and story framework. We’re also here if you just need a sounding board for some new ideas you have for 2019-2020. Either way, let’s find a time talk!

See you next Monday,

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