Online Marketing Part 2 of 3

I have a confession to make. I am not a marketing expert.  So what presumption causes me to write an article about email marketing? First of all, I get slammed by marketing emails daily and have a reasonably good idea about what works for me. And I also subscribe to a number of very helpful newsletters.

As a consumer of both good and bad marketing email, I have experience. As an architect of such systems for customers, I have understanding of system requirements. And there are a number of common sense practices about this subject. Consider the following and see if you don’t agree.

Sending an email newsletter is one of the most cost effective ways of reaching an audience. Once configured, it costs virtually nothing to send and if created with some artistic consideration, can be a welcome addition to the mindless advertising that prevails in your subscriber’s inbox.  And if managed properly, your electronic newsletter can be self-supporting. Subscribers can add, remove, and modify their email and choose the format of your message.

So what is the difference between a helpful email newsletter and mindless email advertising?

I would boil it down to three simple ideas. You might want to conduct an internal review. Of course your own situation will depend on your intended audience, but develop your email newsletter with these concepts in mind:

• Permission
• Content
• Frequency

Permission

The most important principle that you should observe is permission, as in having it. There is nothing more annoying than to receive unsolicited email, which is primarily advertising, that pretends to be an informative newsletter.  Well, there is something more annoying, getting the same message several times at once (duplicate emails) or repetitively (too frequently).

So as you think about permission, please be considerate. There are wide ranging audiences for your electronic communication. Some may not know you at all, and have little interest. Others may be deeply connected to your organization and be very interested in your messaging. Most will be somewhere in between.

Be sure to have permission to send, in the case of familiar contacts; and a very easy and reliable unsubscribe feature for messages sent to those who may not have interest at the present time. It is important to note that there are laws on the books of some states requiring that your unsolicited email messages contain an “Unsubscribe” link in them. Regardless of the law, this is always a good idea.

The surest method of obtaining permission is to provide a sign-up link on your website (or in an email) for subscribing to your content. You may also gather email addresses from referrals, printed media, or word of mouth. In the world of commerce, it is very common to buy lists of potential recipients of your newsletter, but that may not be practical in the real world of Charter Schools.

Content is King

Much like your website, prospective students (and parents) will read your message for content. So find a good balance between too little and too much. I have seen entire newsletters that only amount to three solid sentences of information, and I have seen multipage tomes that require a serious read. You ought to be somewhere comfortably in the middle

A common format for electronic newsletters is to publish an introductory paragraph with a catchy headline and solid, well written introductory paragraph. And then include a “Read More” link for the remainder of the article.

This allows your readers to hit the highlights, and then expand on the articles of interest. This will save space, allowing a full set of articles on a single page. Be sure to dress up your email newsletter with some nice imagery, but don’t overdo it and ensure your images are formatted for the web.

More advanced newsletter solutions will allow you to accommodate both html and text based email messages. If you don’t understand the difference, html is better if you want graphics to accompany your words. Text is, well… text only, no pictures provided.

And one last thing, don’t embed music in your electronic newsletter. That can be highly embarrassing and/or annoying. Imagine sitting quietly, catching up on your email, waiting for a meeting or event to start while reviewing an email newsletter just received. Then without warning, Bon Jovi begins blaring out of your computer speakers when you open the email from one of your favorite organizations. That’s a sure way to get an unsubscribe request, at a minimum.

Frequency

Finally, be sure to keep the frequency and consistency of your email newsletter at a reasonable level. And be sure that your system has the capacity to detect duplicate recipients, one good email newsletter is good – but more (of the same newsletter) is not better!

Be careful as you determine a publishing schedule for your email newsletter. Remember that it takes time and effort to create useful and interesting content. And consistency is important if you want to build/maintain an engaged readership. Don’t overcommit yourself to creating content, or you may find yourself trying to be creative and dilute your purpose.

Frequency is a function of content and audience. If your newsletter is to highlight this week’s events at your school, then a monthly newsletter may not be sufficient. If it is a monthly Board Report, then weekly won’t quite work either.

Summary

Periodic newsletters to your community can be a very engaging and helpful service, but do this purposefully and with planning. There are open source (free) software solutions that will provide the functionality you need, assuming your website has been designed properly. So paying for a service such as Constant Contact may not be necessary. However, if the budget allows, commercial services may be easier for you to manage. Either way, obtain permission from your recipients directly or indirectly, produce good content, and publish your newsletter at a frequency that you and your audience can maintain.

If you need guidance on which email newsletter solution is best for you, please contact us. We are always eager to help.

OK, It’s time to get legal (names omitted to protect the guilty)

We recently met with a school director and their technology provider to discuss a solution that had Microsoft Licensing implications. When we asked about the schools software licensing, there was an uncomfortable shifting in the chair, a bit of hem and haw, followed by a very generic explanation regarding a previous IT provider a few years back and a school agreement. You get the picture….

What we heard was probably quite a bit different than what the administrator understood. And we left it at that. We are not the Microsoft Licensing police and frankly Microsoft Licensing is so ridiculously complicated that it takes a team of New York Lawyers to explain it, and a few CPA’s to calculate the costs. Alright, that is an exaggeration, but not much of one.

Having said that, I submit the time has come, in the world of Education that overlooking your Microsoft Licensing is really quite inexcusable. And frankly, unless you value your time at less than minimum wage, it really makes sense to just sign the agreement, pay the minimal licensing costs, and get on with life.

If you use the correct type of licensing, the process will literally save you time and money; not to mention that warm and fuzzy feeling you will have knowing you are playing by the rules.

Having seen firsthand the hoops that some go through to avoid legal licensing, it really makes no sense. You can now buy an umbrella Microsoft agreement that not only covers all computers in the school with Operating Systems, and core CALS, but it also provides a copy of Microsoft Office Professional Plus. Furthermore there are home use rights to boot.

And here is a little known secret. When you initiate a school agreement, there are a number of additional software licenses that magically appear in your Volume Licensing Center. Take for example the MultiPoint Server license and CAL’s for connecting to it. That’s right, they are included. Just try buying that software over the counter by itself.

Some school agreements also come with subscriptions to Microsoft educational titles, membership in the MSDN Academic Alliance, and Live@EDU services. Plus there are other Microsoft solutions such as the InTune Management software, Microsoft Dynamics CRM, and others that are a fraction of the cost when associated with your Annual School Agreement.

And you can literally receive an entire truckload of donated computers, which as soon as they enter your building are also covered. And did I mention any Virtual Machines that you create using Microsoft Hyper-V technology – they are covered as well.

Like most of you, I have a real problem with paying $450.00 for a copy of Microsoft Office Professional Plus in the shrink wrapped box. And that is a challenge in the for-profit world. But educational titles are so incredibly cheap, it takes way more resources to find ways around licensing than it does to do it properly.

Enough already, while the odds of a Software Audit are very, very small; all it takes is the phone call of one disgruntled staff member,  former vendor, or competitor to the software alliance and things could get real ugly.

If you have a software licensing question or need guidance on selecting the right school agreement, please call us. As a freestanding charter school, you have options that are both sensible and affordable. And you might be surprised at all the freebies you get for being legal.

Do the right thing!

Oh, one last thing. You might consider making your school agreement align with the eRate fiscal year. Eligible expenses are more easily allocated and reimbursed when they line up with July 1 – Jun 30 timeframes of the eRate program.

Important changes to Microsoft academic software licensing

There are two general methods of licensing the core Microsoft technologies running your school; perpetual (single purchase) licensing and subscription (recurring payments) licensing.

But let’s be honest, a perpetual or lifetime software license is an oxymoron!  Disagree? Answer a simple question. How long was your last Microsoft Office suite current? There was Office 2000, 2003, 2007, and now 2010.

The same is true for Windows 95, 98, ME, XP, Vista, and now Windows 7. Of course there is software assurance to protect you, but at what cost? Subscription based software will almost always save you money - not to mention the licensing headaches.
For those of you still buying “perpetual” software licenses for your Microsoft technologies, listen up. It has not made sense for years, and the disparity just grew larger.

Starting this year, Microsoft introduced a new subscription based licensing model called Enrollment for Education Services (EES). Similar to the School Enrollment program, EES provides blanket license compliance for all of your organizations PC’s (desktop and laptops).

EES is different because instead of counting devices (desktops and laptops) you now count employees instead. While the annual cost per license is roughly equivalent, there are no schools that we know of which have more staff members than computers!

Let’s compare a typical license program which would include the latest Microsoft Operating System (Windows 7), Microsoft Office Professional Plus, core Client Access Licenses (CAL’s), and home use rights:

 200 Computers @ $53.00 per year = $10,600.00
     VS.
 50 Staff members @ $60.00 per year = $3,000.00

Notice how much money your school will save by using the new enrollment model, which is accomplished by merely using a different enrollment form. And don’t forget to add any server licenses you might need into the equation, while the savings are not as dramatic they are significant when you factor out ever needing to purchase a server software upgrade.

Enrollment for Education Solutions (EES) is an easy, cost-effective program that provides qualified academic customers a simplified way to acquire Microsoft software and services under a single, subscription agreement. It offers coverage for desktop platform products with one annual count of employees, the ability to easily add additional products in any quantity, self-service tools for simplified asset management, and immediate access to benefits such as product upgrades through Microsoft Software Assurance so you can boost the productivity of your faculty and staff and optimize the return on your technology investments.

Let’s summarize the benefits:

• Easy Compliance:  Count and report  full time employees (FTE) annually
• Customized Solutions: Add software during the subscription term
• Simplified Asset Management: Download and update software online
• Low Administration: Eliminate the need to track software licenses
• Lower Total Cost of Ownership: Reduce the cost of software

Finally, for those not using a Window’s desktop environment, there are also benefits to an EES agreement. Office 2011 for Mac is a great solution.

Contact your Microsoft Authorized Education Reseller today for more information.

Size really does matter

There is a fundamental difference in managing technology resources among organizations of different sizes. Microsoft defines a small, midsized, and enterprise organization as having less than 50, 50 – 500, and greater that 500 computers respectively.

The infrastructure design of these respective organizations is significant and can have far reaching impact on costs, both to implement and then to manage the organization. There are management tools and methodologies for each respective organization size.

Very few Charter Schools fit the Enterprise model of management, yet there is a tendency to build the technology infrastructure on an enterprise level. This tendency stems from the “Best Practice” information found in the education community at large.

Many Charter School managers come from traditional school districts and implement the solutions with which they are familiar.  Furthermore, the state does not provide a different set of data gathering tools for Charter Schools; they are the same as found in all public schools.

So without deliberate and thoughtful planning, a Charter School can start down the road of enterprise level thinking and spend hundreds of thousands of dollars on technology solutions, when a fraction of that might be adequate.

One of our goals is to disseminate “Best Practice” information that applies specifically to the small and midsized Charter School. Doing so can have a significant impact on start-up and ongoing costs for information systems.