PUBLIC RELATIONS, ADVERTISING, AND MARKETING

Schools and non-profit organizations that rely heavily on public support are well advised to work diligently on public relations. The public's perception of an organization can be a fickle thing, and so it is best not left to chance. It's good to be in touch with reality, but when it comes to public relations, PR means "Perception Rules."

BCIU will help you take a critical look at how your institution is perceived by your various publics. Our objectivity is a tool you can use to reveal new insights. We'll help you play to your strengths and work with assumptions in the marketplace that you cannot control. Being proactive in your relations with parents, community members, students, staff, and donors will pay dividends in reputation, morale, fundraising, and other ways.

Although advertising is more at home in the commercial sector than it is in the non-profit world, schools and organizations often find themselves needing to advertise for one reason or another. BCIU will help you navigate through this unfamiliar territory. We can assist in developing concepts for a single ad or an entire advertising campaign. We'll write the copy and produce camera-ready artwork. We have experience in the production of radio and TV ads, including writing scripts, directing narrators, and working with video crews. You can rely on us to help you with the business end of advertising also; we'll get quotes from vendors and coordinate production and placement. Our efforts, as opposed to those of some media reps, will always be focused on achieving your objectives and on building the image of your institution.

Marketing in the educational and non-profit realm involves the positioning and packaging of programs and services in ways that make them available and attractive to customers. BCIU consultants bring to the table marketing experience that includes for-profit businesses, public and private educational institutions, and non-profit organizations. We can help you with such challenges as recruitment, enrollment, and the promotion of your services. Perhaps we'll be able to offer a fresh approach to an old problem or adapt a solution that we've seen work in a similar situation. Let us help you coordinate your marketing efforts with the other components of your communication plan and the short- and long-range objectives of your organization.

BCIU provides public relations consulting services to schools and non-profit organizations on a fee-for-service basis. The public relations department also provides related services, including desktop publishing and graphic design, photography, copywriting, editing, proofreading, audiovisual productions, media relations, and Web services.

For more information, please contact Richard Deemer at 610-987-8569 or ricdee@berksiu.org.