How do you want teachers and students to feel when they walk into school every morning?
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Are your teachers dreading coming to work in the morning? Do students walk into the building with their heads down, trying not to interact with others?
Or are your teachers excited, starting each class with enthusiasm? Do you hear laughter in the hallways when students are coming in? Having a positive school culture has an impact, not just on the attitudes of students and teachers, but on the entire learning experience.
You, as a school leader, have a vital role in creating a positive school culture.
Culture, ethos, atmosphere, climate…
What do these words mean for your school?
Basically, a school culture consists of the underlying influences and attitudes within the school — based on the norms, traditions and beliefs of the staff and students.
How important is school culture? In short, the prevailing atmosphere in your school will affect everything that goes on inside its walls.
This goes beyond the student body: it also involves how teachers interact with each other, their students, and the parents.
A toxic school culture has been described as a place where “staffs are extremely fragmented, where the purpose of serving students has been lost to the goal of serving the adults, where negative values and hopelessness reign.” (Realizing a Positive School Culture, )
Anthony Muhammad -- a high school principal and the author of Transforming School Culture: How to Overcome Staff-- describes a toxic school culture as an environment where school staff "fails to figure out what's needed to cultivate the characteristics necessary for student growth and learning."
Obviously, this is not a good environment for any school.
On the other hand, a positive school culture is a place where your efforts are translated into positive experiences for both staff and students. Success, joy, and accomplishment are all main features of a positive school culture.
When your school has a positive culture, teachers are excited to work because they see the bigger picture, and students are in a better position (mentally and emotionally) to learn.
What is your role in creating a positive school culture?
our role as a school leader can be defined in three basic steps:
What are some specific ways to reinforce a positive atmosphere in your school?
Generating clear, open communication with the parents of your students can help you avoid misunderstandings and remove feelings of mistrust or hostility.
To involve parents in your school culture, give them a platform for feedback on classroom activities or school programs. Ask them about their hopes or concerns regarding their children’s education. Go beyond parent-teacher meetings and organize workshops where teachers and parents can discuss homework, study skills, and tests.
Involving parents in school activities in a meaningful way also helps foster positive feelings between the school and the parents. You can ask parents to be on event committees or to participate in school fundraisers.
Developing educational programs for parents can also help involve them in their children’s schooling, and thus build a more positive atmosphere in your school.
For example, Hollibrook Elementary in Spring Branch, Texas, developed a "Parent University" to get parents more actively involved in the school -- helping build trust and rapport between the school and the families of the students.
This means more than the occasional "good job."
Complimenting kids helps them to feel that they are cared for individually. Both you and your staff play a huge part in this aspect of your school culture.
One way to generate more positive reinforcement from your staff is to set goals for the number of compliments each member has to give during the day or week. Encourage them to give specific compliments that highlight what each individual student has done well.
An example of a ceremony recognizing students for outstanding achievements -- in this case, Waresboro Elementary recognized 17 students for excellence in "scholarship, responsibility, leadership, and service." Image source: Waresboro Elementary School
Celebrating the achievements of your students can be done on a larger scale as well.
For example, Joyce Elementary School in Detroit started holding an honor ceremony for students. Here, they presented medallions for students and praised specific achievements. This event includes not only school members, but hundreds from the community.
Your school and classroom rules should be clear to all students, and should be well-regulated.
However, this doesn’t mean that you need to establish rules for every possible situation.
Instead, create school norms that focus on building positive values in your class. This helps kids to learn, not just what they should and shouldn’t do, but why they should or shouldn’t do it.
For example, instead of creating specific rules about chewing gum, use of water bottles, or electronic devices in the classroom, you could create a classroom rule that states: “Be respectful of the people around you.”
To help students apply these norms, there should be consistency across the entire school building, inside and out.
When rules are not followed, discipline must be administered. However, broadening the range of discipline methods can help encourage a positive school culture.
Instead of constantly putting out fires, trying a more proactive approach to discipline. Giving a student detention after bad behavior teaches him that he did something wrong. But giving him a task that helps correct the wrong teaches him what he should’ve done instead.
For example, imagine one student started a fight. His discipline could include having to write a letter of apology to the student he hurt, and then to take a shift as “hallway monitor”.
Having students work to correct their own wrongs helps encourage them to take responsibility for their actions.
Getting your teachers to internalize the subtle and tactful arts of classroom management consistently is critical for a school culture of mutual respect and adherence to rules -- both by teachers and students.
Also, it’s essential that all discipline is presented consistently across the school. When all students are treated equally and bad behavior is disciplined in the same way in different classrooms, this helps removes feelings of mistrust among students.
You have a list of qualities and values that you want to see in your teachers and students.
But how well do you present those same aspects of your school culture?
All changes have to start from the top. That means when you interact with teachers and students, you need to be an example of the behavior that you want to see in your school.
When in school, your students are learning more than just secular instruction. They’re also developing their social skills, and learning how to become successful adults.
Schools that help students develop essential social skills are preparing them on an even deeper level for their future after graduation.
One way to engage students and develop these types of skills is through social-emotional learning (SEL). Throughout the day, encourage teachers to include activities that help students develop qualities such as empathy, reliability, respect, concern, and a sense of humor.
In the research brief Social Emotional Learning in Elementary School, researchers found that SEL programs helped students make more ethical decisions, maintain positive relationships, set and achieve goals at school and at home, and manage their emotions. These programs promoted achievements at school, and reduced substance abuse and emotional distress.
The school day — and school year — should be punctuated with time for fun. This helps students engage with each other in positive events and builds morale in school.
For example, one school created a weekly event called ‘Fabulous Friday’, which opened students up to a variety of fun activities. Why not create your own version of Fabulous Friday?
Using technology in the classroom -- as a reward or simply to supplement learning -- is a cost-effective way to introduce positive rituals for students on the level of the individual classroom.
For example, you can create special rituals and traditions for the first day of school, or for the first day of a new month.
Creating appropriate times to have fun and laugh breaks up the day and gives students a chance to relax in between learning. This helps them become more refreshed when returning to the classroom.
Innovation in the classroom starts with you — the school leader.
When talking with teachers, encourage them to try new methods of teaching. You can even set up regular meetings to discuss new research on teaching methods or new teaching tech, and how these can be implemented in your school.
These meetings will help the whole teaching staff to brainstorm and implement new ideas, bringing teachers into the process of building your school culture.
For example, why not try game-based learning?
Students playing Prodigy— a game-based math platform — on their tablets
Particularly popular for improving results in topics like math, video game based learning has been shown to heighten the level of interest, concentration, and enjoyment of educational materials among students.
And teachers tend to agree: in one study by the Joan Ganz Cooney Center, almost 80% of K-8 classroom teachers surveyed agreed that digital games have “improved student mastery of curricular content”.
Plus, it’s fun!
Students are not the only people in your school who should be learning. Helping your teachers to develop their skills will encourage a positive school culture by giving them the ability to improve their craft.
For example, the Mooresville Intermediate School in North Carolina pairs each new teacher with a mentor at the beginning of their career at the school. This helps teachers to be fully aware of school policies and rules, and gives them specific instruction in how the school uses tech in the classroom.
Supporting new teachers in this way can help promote a consistent atmosphere across your school.
Also, it’s good to make sure that you as the school leader are aware of what your teachers think and feel in their work. Set up regular times to ask for feedback, hear out concerns, and get suggestions for improvement.
Surprisingly enough, the physical surroundings of students and teachers has a huge impact on the culture of your school.
The HEAD Project(Holistic Evidence and Design) took evidence from over 3,700 students in 27 diverse schools. They found that the physical space where students are learning can account for a 16% variation in the learning process over a school year.
What aspects of a classroom have the most impact?
The novelty, stimulation, and freedom of movement students enjoy in a flexible seating classroom setting positively impacts behavior, according to educational researcher Sheryl Feinstein’s bookFrom the Brain to the Classroom.
It was found that half of the learning impact came from light, temperature, and air quality. The other half of learning impact came from factors such as individualization of the environment and color of the room. For example, the ideal classroom was found to have light-colored walls with one accent wall of a brighter color.
Adopting a policy that allows for flexible seating in classrooms is one step school leaders are taking more frequently.
Adjusting these seemingly insignificant factors isn’t difficult, and can result in an increase in student engagement and improvement in learning.
Unfortunately, creating a positive school culture isn’t just a matter of following a checklist. As a school leader, you need to stay informed of what’s going on in your school, and understand the attitudes and atmosphere that permeate the hallways and classrooms.
As we mentioned above, starting the process of improving your school culture involves analyzing the current situation of your school. This analyzation process should become a regular part of your schedule.
Set aside time every few months to analyze your school culture. Keep on the watch for the specific factors that indicate a positive school culture, and keep using the steps above to reinforce those aspects. Also, be aware of any negative factors that have started to seep in, and take decisive action to remove those.
Above all, take time to listen to feedback from both teachers and students in order to understand the experience that they are having in your school.
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If you’ve already started efforts to build a positive school culture but aren’t seeing the results you expected, don’t worry.
Changing the attitudes of all the staff and students within your school won’t be an overnight process. However, it will be worth the wait.
Remember: this change process starts with you. So, make an effort to mimic the behavior and attitudes that you want to see displayed in your school.
Keep working patiently at building a school culture that fosters positive action, and your students will be better prepared to learn better and become more successful now and into the future.
Event marketing can have a huge impact on your business. Connecting with customers at events can generate immediate or long-term return on investment (ROI), grow your brand, and build customer loyalty.
Yet planning an event takes months of work. You can’t risk having a low sign-up rate—the success of the event and your performance review depends on it.
There are plenty of ways to promote events to your target audience. By the end of this comprehensive guide, you'll have 10 event marketing strategies to explore, along with examples to inspire your event planning.
Most event marketing focuses on three types of occasions:
These live events happen face-to-face (not virtually). They allow prospects to interact with you and your products or servives firsthand. Examples include:
Online marketing events happen virtually and are only accessible through a meeting link. These events reach a wider (even global) audience. You will likely need an event marketing tool or software to host this kind of event.
However, since it requires less effort for people to attend, the signups to attendance ratio are usually lower than in-person events. Use cases include:
Another great event marketing example is a hybrid event. These events can be attended virtually and in-person, meaning they’re more easily accessible to a wider audience.
It usually works by recording and streaming a real-life event to online attendees. Some of the best event marketing examples for a dual audience include:
Events make great marketing tools because they maximize your one-to-many marketing efforts. They also help:
According to a study conducted by Verified Market Research (), the events industry is expected to reach USD 2,194.40 billion in worth by . That means people are and will continue to invest in events for marketing purposes.
Markletic reports that 45% of B2B event organizers expect at least a 3x ROI one year after the event. This means that for B2B marketing, events are highly profitable in the long run.
Having the perfect event technology is critical for a successful virtual event experience. In fact, Markletic shared early this year that 70% of their surveyed marketers agree that having a quality microphone is crucial for these events. A good camera is also important according to 60% of the surveyed people.
Earlier this year, Visme shared that 74% of the surveyed attendees leave the event with a positive impression of the brand. This leads to them doing further research about the brand and potentially becoming customers.
Before you can implement an effective event marketing strategy, you have to plan it out. To do that, you need to define your objectives, understand your audience, and establish a timeline for planning, promoting, and pulling off your event.
Goals are your strategy’s best friend. Use one of these goal-setting approaches as a guide:
Assign specific key performance indicators (KPIs) to each objective so you can measure the success of the event. If you’re hosting an online one, set virtual event metrics and track them using the Livestorm analytics dashboard.
Examples of B2B event marketing goals and objectives include:
Setting boundaries for your project will help avoid making promises you can't deliver or blowing your department budget. Evaluate all your available resources, including:
Plan to close potential gaps before you start promoting your event.
Your event marketing strategy should be tightly linked to your target audience so you can craft posts that speak directly to them. You should know everything about your audience:
This information will simplify the decision-making process on further steps like deciding the format of your webinar and identifying touch points with your audience.
The right event marketing strategy depends on the event format you use. Define the:
There are three phases to any event:
Plan ahead by preparing a timeline with a list of everything that needs to happen for each stage. If you’re hosting an event on-demand, determine whether or not you'll need recurring promotional activities.
You may find project management methodologies useful for laying out your timeline. For example, you could build a Gantt chart where you can assign tasks with deadlines and detailed responsibilities.
Leads need to be exposed to the same information several times before they click or convert. Map out the places where your audience will hear from you, what you’ll be including in those communications, and in which format. Drip registrants with information and reminders to drive attendance.
Here's an example of successful event marketing touch points. Your potential attendee:
You can also list the things that happen during and after the event:
A great way to save time in the future is to build an event marketing strategy template. This gives you easy access to the basic steps you need to follow for planning an event. Write one for live, hybrid, or online events to simplify your process and elevate your event marketing strategy
It’s time to take action! Approach this list with a mix-and-match mentality. Use the information you gathered during the planning stages to come up with your unique promotion strategy. In this section, you’ll find ideas to help you:
No matter which event type you plan to host, you need a registration page. The format might vary depending on the type of event. Every landing page should contain event details like:
Send further information via like any required pre-reads, recommended hotels and maps with accessibility, or fun things to do in the event destination.
If you’re hosting an online event, you can use Livestorm to create your registration page with a custom form. If you’re hosting a hybrid or in-person event, use tools like Carrd or Swipe Pages to easily create these event landing pages.
Pro tip: use Livestorm’s MailChimp and Mailjet integrations to automate reminders, create plain text or HTML emails, and manage your list during event promotion.
What's more effective than word of mouth? Paid advertising campaigns.
Here’s how to market an event via paid placements:
Pro tip: Livestorm integrates with Google Ads and Google Analytics so you can track and capture traffic data from campaigns and retarget leads with relevant content.
Social media is ideal for broadcasting your event, creating buzz, and engaging your audience before it even begins. Use relevant hashtags and tag guest speakers to get noticed. You can also use these social media event promotion ideas:
You can also use event marketing tools like LinkedIn Live Events to share your event with first-degree connects and business page followers.
Pro tip: host giveaways and contests that encourage audiences to “tag a friend” or “share this post and win a prize” to increase your event’s visibility and drive more sign-ups.
Include public relations tasks as part of your event marketing. Give the media a press release with your well-designed assets to start generating buzz.
A press release can be as simple as a Google Doc that outlines your event, mentions sponsors, and links to promotional resources. Send it to news outlets and influencers or post it on your website.
People tend to trust other people over brands. Use these event marketing tools to find niche influencers to promote your online, hybrid, or in-person event:
The only way to get people to attend your event is by promoting it, and one of the most powerful marketing channels to do it is through social media. You should design a social media campaign that invites followers and non-followers to sign up for your event.
A good idea for promoting your online event is by giving away free access to competition winners. This will help you generate FOMO among your followers and have others sign-up just to avoid missing it in case they don’t win.
Create a branded hashtag for the event and think of initiatives that invite your attendees to announce on social media they’re going to your event. To do so:
Don’t let all of your efforts disappear after one event. Record and stream your live events online to reach a wider audience. Make sure you have the right equipment and team to record high-quality video and audio.
Use a platform like Livestorm to create a registration page for people to sign-up for the livestream. Also, use the same platform to create an on-demand video and gate it, so anyone can watch the event at their own pace when they share their contact information.
If you’re hosting an online or hybrid event, ensure your event includes interactive elements. If you’re using Livestorm to plan, promote, and host your event, you can make use of these interactive elements to enhance the user experience:
You can replace these elements when hosting in-person events by asking people to speak up, raise their hands, or scan a QR code.
Event analytics help you measure the success of your event. Livestorm gives you useful insights like the number of attendees, replay views, number of sessions, average duration, and traffic data. Use this data to evaluate your event’s performance, identify areas that need improvement, and create a better event marketing plan.
For example, if you notice that channels like , social media, and organic search drive more traffic than paid ads, you can focus your next event on optimizing those channels. Similarly, if you notice that the average duration of your event is lower than you expected, you can focus on creating more engaging and interactive sessions.
Feedback is crucial for growth, and only your attendees can let you know if they found the event useful, entertaining, or a huge waste of time. There are three things you can do to gather feedback during the event (if it’s a presentation):
Marketing for an event includes thinking about how to make your event shareable before, during, and after it’s done. If you’re hosting an in-person, online, or hybrid event like a niche conference, make sure to record it.
You can use this evergreen content by repurposing it and using it as a lead magnet. For example, if you do an online personal branding conference, you can then use the recording to create different video modules for people to access once they share their with you.
You need a strategy to market your event—a list of coordinated actions you’ll take to reach out to potential attendees and get them to sign up. Pick out the actions you’ll take as part of your event marketing plan.
The best event marketing strategy is the one that suits your business goals and gets your audience buzzing about your brand. You should also aim to minimize repetitive tasks by automating as much as possible. Try using a platform like Livestorm to automatically send reminders and set recurring events, taking the hassle out of virtual event management.
Yes, event marketing can make your business profitable. To get the most ROI and achieve event success, you have to come up with a strategy that helps you measure your event marketing initiatives and tailor them to a clear goal.
The first thing that you need to do is define the type of event that you want to host. You can have virtual, live, or hybrid events. Then, you’ll need to:
If you’re hosting an online or hybrid event, you’ll also need to add “choosing the right virtual event marketing software” to the list. In that case, Livestorm is one of the most complete options for hosting large (3,000 attendees), interactive, and analytical platforms you’ll find.
When it comes to hosting a successful event, capturing leads and nurturing relationships are key. Get creative with your pre-event marketing and promotional strategies, host giveaways, and leverage paid advertising.
Keep your audience engaged during the event with interactive polls, downloadable PDFs, and CTA buttons. After the event, schedule automated follow-up emails, send surveys, and analyze event metrics to create an even better experience for your next event.
With Livestorm’s intuitive platform and customizable features like automated emails, live polls, analytics, and integrations, you can create an unforgettable experience for your attendees every time. Livestorm makes online events effortless and engaging for you and your attendees.
An event marketer is responsible for planning, organizing, and executing marketing events. Depending on the marketing strategy, the event marketer might also manage other marketing aspects like networking and public relations.
One of the most common examples of event marketing is a product launch. Apple is quite popular for hosting hybrid marketing events to announce the launch of their newest products.
Event marketing is highly effective, when done correctly it can help businesses to
You should start event marketing as soon as it aligns with your strategy. Because contrary to popular belief, event marketing doesn’t need to be expensive. You can start with an online webinar or conference, and then slowly grow into a hybrid or in-person event with thousands of attendees.
These are the five essential features of event marketing:
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