If you're going to use traditional marketing to get your message out, you not only have to capture attention but hopefully steal enough of it so you can get your point across
Let's take a look at this months magazine ad from Coulee Parenting Connection Vol. 10 Issue 4 for Coulee Christian School:
If you happen to be looking for a Christian school than this may be exactly what you want to see. They can get away with this approach better than other businesses because there aren't exactly a lot of Christian schools in the area. I always find it funny when a high competition business does the same thing: "Hey guys... We're a bank!"
That being said, this ad is missing their real target market - people who currently are not looking for a Christian school.
The idea is to at the very least plant a seed about whether Jr. is best suited in his current school and build off of that.
The key for this ad is targeting moms. Moms seem to have a stronger instinct when it comes to the environment their kids are in especially with it comes to school. Lets face it, where is a kid going to get a better education - at an over crowded, non-personalized public school or at a private school where class rooms are typically smaller and most of the teachers look at their jobs as a ministry of investing into kids lives.
If people buy based on their emotions how much more important is it to appeal to people's emotions to get them interested in your product to begin with? So lets begin.
Apply some simple marketing tweaks and some creativity and you wind up with something like this:
Not only is this ad much more exciting but you can tell it's about kids and something to do with school or fun. We're already leagues ahead of the previous ad with capturing attention.
Also notice the check mark points that appeal to emotion but still gives important information.
I've also added a call to action that the previous ad missed, "Enroll today for fall 2010."
Finally, I got rid of the the "Heart Soul Mind and Strength" and added the tag line, "Lessons Today for Life Tomorrow" which I think sums up what a Christian school is trying to portray.
So there you have it. My first of hopefully many weekly reviews / revamps. Please feel free to post comments or other ideas I may have missed! Thanks for reading.
Want your ad or website reviewed? Shoot me an email at firstname.lastname@example.org and maybe I'll feature your add here as well.