Every message your school sends—whether it’s an email to families, a social media post, or a fundraising appeal—tells a story about who you are. A clear, consistent voice builds trust, strengthens engagement, and makes it easier for your community to take action. But without a plan, school communication can feel scattered, with different tones, styles, and messages that don’t quite align.
That’s where a written communications guide comes in.
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Why Your School Needs a Written Communications Guide
A written communications guide ensures that anyone writing on behalf of your school—whether it’s a principal, office staff, or marketing team—follows a unified approach. It helps define the type of writing that truly represents your school while removing the guesswork.
Here’s what to include:
- Tone and Style – How should your school sound? Warm? Scholarly? Approachable? Define the tone that reflects your values.
- Audience Considerations – Families, students, staff, and community members may need different approaches. Outline how to communicate with each group effectively.
- Content Guidelines – Set clear expectations for emails, newsletters, website updates, and social media posts. What works—and what doesn’t?
- Crisis Communication – Establish best practices for handling urgent or sensitive messaging.
Once in place, this guide ensures that every message reinforces your school’s mission and builds a strong, recognizable voice.
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From Clarity to Action: The Power of a Strong CTA
Clear messaging is only half the battle. Even the best-written email or social post can fall flat if your audience doesn’t know what to do next. That’s where a strong call to action (CTA) comes in.
Every communication—whether it’s about enrollment, fundraising, or an upcoming event—should answer one key question:
What should the reader do next?
Here’s how to make your CTAs more effective:
- Be Clear and Direct – Instead of “Learn more,” say “Apply now” or “Schedule a tour today.”
- Use Action-Oriented Language – Start with strong verbs like “Join,” “Give,” “Volunteer,” or “Claim.”
- Create Urgency – Phrases like “Limited spots available” or “Register before Friday” encourage immediate action.
- Keep It Short – A CTA should be quick and easy to understand.
- Make It Stand Out – Use buttons, bold text, or design elements to draw attention.
Bringing It All Together
Your school’s communication should be consistent, clear, and action-driven. A written communications guide ensures that your messaging stays aligned, while strong CTAs turn engagement into results—whether that’s increased enrollment, community involvement, or donor support.
Take a look at your current materials. Are your messages aligned? Are your CTAs clear? A little strategy can go a long way in making your school’s communications more effective.
About the Author
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At Grow Schools, Marin channels her passion for research, writing, and advocating for high-quality education for all students. After earning a Master’s in English, she spent nearly a decade teaching Writing and Rhetoric at California Polytechnic State University and guiding students in developing style, voice, formatting, source evaluation, and rhetorical awareness. Marin thrives on crafting narratives that resonate—whether refining a brand’s voice, exploring new perspectives in writing, or championing meaningful causes.