You need to think of your audience as real people with real lives, interests, needs, and aspirations – not just prospective families that fit within a broad demographic. Focus on the real people who are already a part of your school’s community. Many different characters will emerge in your mind, especially for a school with a large, diverse community.
Focus in on the real details of these individuals beyond their names, ethnicities, and occupations. What are their favorite brands, restaurants and vacation spots? What does a family meal really look like? What do they really read and listen to? What are the apps they really use every day?
These are important details to focus on in order to gain insight for a stronger story in 2020.