PTA Convention Speech 2004
By Cara S. Mocarski
Cutting Edge Communications
Define what is marketing?
Process of promoting, selling and distributing products and services
PTAs promote and sell -
Target Audience –
Example of PTA Convention and Connecticut’s County Kids
National PTA rolled out new marketing campaign in 2002
“every child…one voice.”
Have CD with State Ads, Logos and Templates
Same logo, ads, message, color (PMS 541, slate blue)
7x to remember something!
Consistency of message important – Branding
PTA Products –
Memberships and services
Events and fundraising activities
PTA newsletter and website
Volunteer and goodwill opportunities
PTA’s mission and advocacy efforts
Direct Marketing – Tangible Good
Attendance at seminars and meetings
Indirect Marketing – Concepts
5 Steps to Marketing PTA
1. Conducting a situation analysis
a. Analyze your local PTA’s existing products, activities, services
2. Setting realistic and measurable goals
a. Define what you want your marketing efforts to accomplish and by when.
3. Selecting marketing strategies
a. Choose methods that will most effectively let people know of your PTA’s
goods and services.
4. Creating an action plan
a. Determine the who, what, when and how of your marketing plan.
5. Tracking and measuring results
a. Decide how you will measure success and what you will do with those
Examples: need timeline
Back to School Promotion
Membership Growth Plan
Coalition Building Plan
What is Public Relations?
PR is about reputation:
the result of what you do
what you say
what others say about you
Means to educate and establish credibility
Print flyers, newsletters, brochures
Host PTA speakers
Develop traveling exhibits
Hold special events – community forums
PR integral to planning of all unit’s efforts:
Attract new members
Increase meeting attendance
Gain public attention for PTA’s programs
Steps for Writing a Great Press Release
Follow PTA format
Who, what, where, when, why and how
1. Learn about PTA.
2. Appoint a spokesperson.
3. Develop a media list.
4. Determine what reporter or editor should be notified.
5. Look for photo opportunities.
6. Utilize PTA resources.
State and National PTA Resources
National PTA Handbook
Website – www.pta.org
State PR Chair
National PTA Office
Achieving PR Goals
1. Set realistic, measurable goals.
2. Determine your audience.
3. Contact the media.
4. Form a pr committee – delegate.
Types of PR
Easier to get press for a non-profit.
Media Options - Print Opportunities
Paid Ad Usually by PTA political action group for a referendum
or PTA for a general ad. Never an individual or school!
Reproducible Materials section or downloaded from
Members’ area of National PTA website,
www.pta.org/members. Username: members
Reflections Program, After-School Programs, Funding
Calendar Listings School Events, Fairs, Carnivals, Rock Climbing, Breakfasts
Feature Stories Cultural Arts events – orchestras, Lincoln impersonator
Photos Submit photos of school events, post-event
Letter to the Editor Write opinion piece for local newspaper. Need
to speak as one voice and get approval. Ag. Budget
or in support of a referendum.
Weekly Column Positive Talk About Schools in Shelton
Request for Coverage Invite local media to special events. Keep trying.
Media Options - Radio Opportunities
Public Service Free exposure. Radio must run certain percentage.
Calendar Listings For upcoming events. Weekend calendar.
Talk Shows Talk about major educational issues. NCLB.
Media Options – TV Opportunities
Public Service Free exposure. TV must run certain
Announcements percentage, especially public access TV.
Calendar Listings For upcoming events. Daily calendar.
Only for non-profits on public access.
News Story Special activities. No TV Week. Tie
in with national news and trends.
TV Talk Shows Been featured on special shows, Valley
Worthy of Note, for 9/11 fundraising.
School raised over 8K.
Internal press – within your school community
Media Options Opportunities
Newsletter Communicate from local, state, national.
Can tap in resources and reproduce sections
of state and national newsletters.
Give much recognition and praise to volunteers.
Flyers Constant at our school.
PTA ads From National office and National newsletter.
Web postings Post newsletter, flyer on website.