Print Ads in Local Media
Newspapers and community magazines may not be as flashy as digital ads—but they still carry weight in many neighborhoods. Local print ads offer visibility, credibility, and a direct way to stay in front of families who read community publications, church bulletins, or parenting magazines.
✅ Pros of TV & Radio Advertising:
Broad reach: Ideal for raising awareness across a large geographic area.
High frequency: Repeated exposure builds familiarity and trust.
Credibility: Appearing on well-known stations enhances your school's public profile.
🚫 Cons of Print Advertising:
Limited shelf life: Newspapers get recycled. Magazines may sit around longer, but it’s still a short window.
Hard to track: You’ll need a unique URL, phone number, or QR code to measure performance.
Variable pricing: Costs can vary widely depending on outlet size and placement.
🏫 Should Your School Use Print Ads?
Print ads may be a good fit if:
Your local paper or magazine has a strong readership in your target area.
You’re announcing something important—like open enrollment, a new campus, or a big event.
You pair the ad with digital or direct outreach to reinforce the message.
Print ads are likely not the best fit if:
Your budget is tight and you need highly trackable, lead-generating results.
You’re unsure which outlets your audience actually reads.
🛠️ Getting Started with Print Ads
Identify Local Publications:
Think beyond newspapers—look at neighborhood newsletters, parenting magazines, park district guides, and cultural community papers.
- Ask staff and families what publications they read regularly.
Reach Out to Ad Reps:
Request a media kit with pricing, deadlines, and audience info.
Ask for circulation numbers and whether they offer nonprofit or school discounts.
Design Your Ad:
Keep it simple, visual, and on-brand (we’ll help with this—submit a Marketing Request).
Include your logo, a clear headline, and a short CTA (e.g., “Now Enrolling – Visit [YourURL].org”).
- Use a custom URL or QR code to track responses (contact us for assistance with this).
Submit and Confirm:
Follow ad spec requirements exactly (file size, format, color).
Confirm your run date and request a copy of the issue for your records.
Track and Follow Up:
Track traffic on the custom URL you used (contact us for assistance with this).
Ask families how they heard about your school at events or in tours.
💸 Budget Considerations:
Recommended Allocation: ~5–10% of your traditional media budget.
Typical Cost: Small local papers: $100–$500 per ad; Regional magazines: $500–$2,000+ depending on size and placement.
📈 How to Measure Success:
Website traffic to your ad's URL or QR code (Concept Schools can help with this).
Inquiries or applications from families who reference seeing your ad.
⚠️ Common Mistakes to Avoid:
- Too much copy or cluttered visuals
- No clear CTA or way to track performance
- Running a one-off ad without a broader strategy
- Missing print deadlines or submitting the wrong file type
📝 Workspace & Notes:
Set a clear objective
What are you hoping to achieve with this campaign?
_______________________________________________________________________
Identify target audience
Who are you hoping to reach with this audience (age, gender, location, home language, etc.):
_______________________________________________________________________
Contact vendors and collect quotes
Who did you contact? What were the estimated costs?
_______________________________________________________________________
Select a vendor and confirm run date
Vendor info and run date:
_______________________________________________________________________
Submit a design request to Concept Schools
Date submitted:
_______________________________________________________________________
Approve final design and specs
Any notes:
_______________________________________________________________________
Obtain tracking URL or QR code from Concept Schools
Add links here:
_______________________________________________________________________
Launch campaign and monitor performance
Website traffic increase? Yes / No
Inquiries mentioning ad? Yes / No