I went to my son’s High School Graduation last night and got to thinking how the school utilizes their online presence.
Sure, they have a little web site with lots of good information.
But the site is a marketing tool whether they realise it or not.
To be an effective marketing tool, the web site needs to deliver a choice influencing message that resonates with the target audience.
And that target audience is 12 -18 year old kids.
12-18 kids just aren’t interested in the very formal, buzzword-laden wording that most schools use.
The kids are too savvy to fall for the propaganda.
It’s Now A Conversation
Their language is a conversation.
- Rapid fire messages.
- Sharing (everything).
- Social networking.
So if that’s how kids communicate, if that’s how kids converse, then why are school web sites are boring one dimensional brochure?
(The answer is because school administrators are too scared to lose control of the message and don’t want to have a conversation. You see, you can’t control where a conversation goes or what the other person might say.)
Is your web site meeting the needs of your market? Or is it just another brochure?