Marketing & Engagement

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Writing an advertising plan and script

In this lesson, students learn to prepare what they will say and how to prepare to sell business ads or sponsorships.

Branding your staff through social media

Instead of maintaining absolute secrecy and hoarding your work until it’s published, be open about what you’re working on.

Involving alumni in your publication

This lesson focuses on how your staff can tap into the resources of your journalism community to build your identity, your program, resources and interest in your publication. This lesson provides several examples of programs, publications and opportunities that can be built into the traditions and calendar of your publication year.

Featuring underrepresented students in the yearbook

Feature Pages and Feature Sections provide contemporary and meaningful forums to include personal coverage and varied forms of storytelling in your publication.

Using your theme to develop your brand

This lesson walks students through four aspects of using their theme to create an image/brand that can be used to promote the work and the staff.

We built this community — A case study of a community-building journalism project

In this lesson, we will look at three different types of media (from professional and scholastic domains) that have undertaken storytelling projects in order to humanize faces in a crowd and issues in the world.

Choosing social media tools

In this lesson, students use a decision-making model to determine the most appropriate social media tool for their intended purpose.

Evaluating your entrepreneurship

In this lesson, students develop an “entrepreneurship report card” that could be used to determine the strength of a staff’s entrepreneurial activities.

Audience involvement and tragedy

This single-day lesson challenges students to consider questions of ethics when involving citizens as journalists through social media in dangerous breaking news events.

Creating a large-scale fundraiser

This single-day lesson introduces students to the 5K race fundraising event used by a newspaper staff from Rockville, Maryland.

Managing online advertising

This lesson introduces students to the online advertising model used by a student media program in Missouri.

Assessment: Entrepreneurship Basics and Know Your Audience units

This exam covers the information from the Entrepreneurship Basics and Knowing Your Audience units.

Planning for publication distribution

Students will participate in a discussion about distributing various products and then complete two assignments to consider the event planning process and addressing audience complaints and feedback, as well as corrections and Letters to the Editor

Defining entrepreneurship in journalism

This lesson will provide students with an introduction to the concept of entrepreneurship and how it applies to journalism.

Economics principles for publications marketing

This lesson lays the conceptual foundation for sales and marketing principles.

Publication marketing presentations

This single-day lesson is the culminating activity for Unit 5: Money Matters.

Contrasting entrepreneurship and reporting

This lesson builds on the previous introduction to the concept of entrepreneurship and how it applies to journalism with particular attention to examples and non-examples of entrepreneurship in journalism, excluding production activities.

Using survey results to profile your audience

This lesson prompts students to synthesize the results from their survey project to determine a large scale profile of their audience’s social media habits and publication preferences.

Publication marketing assessment

This exam covers information from the Reaching Your Audience, Managing Your Publication and Money Matters units.

Entrepreneurship in scholastic journalism

This lesson digs deeper into the "how" of entrepreneurship and what it looks like in high school settings by displaying examples of how other high school journalism programs have engaged in entrepreneurial activities.

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