Client

Farragut Elementary School 

 

Challenge

Craft a weekly email newsletter from the school principal consolidating ALL the information parents need to know about school happenings, needs, and events. The existing newsletter was an over-worded information dump that parents saw as a chore to read, and often didn’t read.

 

Solution

I created The Foxy Flyer, a buoyant but thorough informational digest, with two main strategies:

 

First, I drastically trimmed down the word count to reduce repetition and visual clutter. I organized the information into bulleted sections that were unintimidating to the eye. I also punctuated most sections with a punchy visual. Even grownups love pictures. 

 

Second, I gave it a distinctive brand and voice that reflected the sensibility and values of the target audience. I included inside jokes, references to classic movies or TV shows that my readers would know, and alliterative language that popped. Perhaps most importantly, I created a signature sense of humor that actually made this parental "homework" fun to read. 

 

The result? More parents read the newsletter and got the information they needed, while reaping the feel-good vibes of being "in on the joke" and in sync with their school community. Ultimately, along with readership, parent engagement and follow-through also increased.