Marketing

Website

Did you know that most people access websites via a mobile device these days? A responsive website design is essential so the user experience is similar regardless of the size of the screen. Most template-provided websites outline if the selected design is responsive. 

It is extremely easy to have a dated website. Users then may question the accuracy and relevancy of other content when items from six months, one year or even two-plus years have passed for items still shown. Outline a website update plan, and take steps to refresh different elements that are date-specific as soon as possible. 

Social Media

Platforms:
Each social media platform has its own niche. Facebook is mostly used for live functions and group connection these days. Instagram is image-focused but also includes reels (short videos), and X and Bluesky are for limited text and newsworthy mentions. Other platforms that have significant users are Snapchat, TikTok, YouTube and Pinterest, among others. Posts and content are recommended to vary based on their structure. Make sure to leverage appropriate content for each, accordingly.  

Management:
How do you keep up with the changing social media landscape as an organization? Is there a streamlined approach and plan for all platforms? Do different volunteers manage and monitor each but collectively collaborate on posting content and the timeline? 

With changing personnel, consider creating a style guide to build a consistent brand that will last after you leave. View a sample here that you can use a template.

Schedule posts ahead of time and even manage messages:

  • Buffer is the management tool that ASCA is currently using. It a wide selection of integrations, can provide content ideas and has a decent pricing structure. You pay for the platforms you use instead of a flat fee for x amount platforms and features.
  • Meta Business Suite can manage Facebook and Instagram. Schedule posts, view metrics and manage comments. 
  • Later is a management tool that specializes with Instagram, but does have integrations for Facebook, LinkedIn, X and YouTube. You can set up to nine profiles on their base plan ($25/month, $16.67/month when billed annually).

Content Planning:
Develop a plan based on the organization's calendar for the year. Include association-scheduled events, the National Educational and Health Awareness Calendar and other partnering organizations' key dates.

Social Media Office Hours:
Need social media advice? Schedule a 30 minute session of social media office hours with ASCA's social media manager, Kayla Shelton. Get a social media audit (review of your current social media content), have a content brainstorm, get assistance with building a campaign for your conference or get general social media advice.

Other Resources:

  • SCA Tag list: Need to tag another SCA in a post or want to get content ideas? This list has the X, Instagram and Facebook accounts for all SCAs. If you have an update to your accounts, please reach out to kshelton@schoolcounselor.org.

Design

Marketing design changes quickly. Graphic and web designers can help support this landscape and its continual growth. Contracting with a trusted vendor who understands the organization's brand and audience is important. 

Images

Imagery makes a difference in how we consume media. Even static images drive emotion and understanding of the content of an article. 

How do you leverage professional images on a budget? Consider adding $150 to the budget for marketing as a starting point and consider resources like the ones outlined below. 

Create your own. There are free and low-cost tools and templates available that are customizable. Make sure to review type and size of the image required to best fit the space.

The image library for your SCA may not have the quality or size required for your website, social media or newsletters. Stock images and illustrations are a great option to fill that gap and can be reasonable when purchased with intention. Bonus, most licenses allow continued use once downloaded. Subscriptions can be pricey for these services, especially when a lot of images aren't required. An alternative payment option is tokens or credits, which allows for individual image use purchases.