Know-How Exchange : Strategy

Start by clearly defining the objective.

Who is the primary target audience? Be as narrow and specific as possible. If there are multiple audiences, be sure to set priorities among them.

What message is likely to play best with this audience? What are their needs, concerns, values, attitudes, etc.? What is the awareness level today among this audience? You may need to do some market research to find out some of this, and to see what they know (and don't know) about the magnet school now?

That's a pretty good start. You could then conduct a SWOT analysis and develop an overall strategy from that.

Just be sure you know what success looks like and how it will be measured before you go off and expend time and effort (and whatever budget they have). Usually when the client is challenged to define objectives clearly, they sober up quickly and get very realistic.

Also, make sure you're in tune with the politics of the school itself. Before proposing something new, find out what's been done, what successes they've had, and internal "hot spots". Knowing the past and present political climate in conjunction with Michael's sage advice should give you the proper perspective to create an effective strategy.

Be sure to get a solid understanding of the admission criteria and process. The information can be critical to the overall strategy and execution -- don't want to waste time promoting the school to those who can't attend or those not inclined to go through the process.

Best of luck, and hope it proves to be an enjoyable project.