This morning I attended the launch of St John's Primary School's new website. Nothing too exciting you may think, but what is remarkable is that they turned an otherwise simple and perhaps even 'boring' occasion into an event. They even got the local paper to send a photographer along and, unless there is a major news story that may bump their piece, the website launch story should get a run next week.
Normally, launching a website isn't going to produce much fan fare, and you have to be careful when promoting such a thing as 'news', so how did they do it?
1. They made it an event.
It sounds simple, but instead of announcing that the school has a new website through the newsletter, they set a time and date to host a grand unveiling of the site. And they didn't just unveil the website after short introduction either, they started with a Welcome to Country, a prayer (which was developed by the students using IT resources) and played the well-known 'Did You Know' video to frame the importance of the web and online literacy. They also made the computer lab available afterwards for interested parents to jump on straight away and discover the site.
2. They invited some VIPs.
They invited the local MP, the school's Regional Director, the website creator and the school's IT advisor. The local MP pulled out the night before, however these VIPs added some'weight' to the event and helped attract the attention of the local paper.
3. They invited parents.
Regardless of getting some good publicity, approximately 25 parents were present at the launch which occurred immediately after morning assembly. Getting parents along helped create community and will hopefully get parents spreading the news through word of mouth (the best PR there is).
4. They gave the media a week's notice.
A media release went out to the local paper last week (not last night, or heaven forbide, tomorrow after the event).
By the way, if you haven't seen the website yet, hop to it - it is seriously fantastic!
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