Marketing toolkit tip for teacherpreneurs #6: To get press, think local

I know you want to be featured in the NYTimes, and me too!
And we will be — one day- I can almost taste it.

LOCAL NEWS

But the path to the NYTimes is through the local paper. I’ve spoken to many schools whose stories were all the same. Once the local paper wrote about them, they were full to the brim from there on out. This information stays online nowadays, so will continue to drive students to your microschool years after the article is published.

BLOGGERS

Bloggers can also be a great source of students for your microschool. This is how it works. Bloggers generate buzz, the local paper writes about you and once enough buzz kicks in, the big media follows suit.

STEP 1: JOIN HELP A REPORTER

https://www.helpareporter.com/

Help a reporter is a cool tool you can use to get quick press.

Here’s how it works:

• You join as a source.
• You create a profile establishing yourself as an expert in the field.
• Make sure you include the link to your CottageClass profile!
• Reporters will reach out with inquiries about specific topics.
• You can respond and then they’ll quote you in their article!
• Make sure to respond as quickly as possible — if it’s been over 12 hours don’t bother.
• Make sure to say thanks when they give you press :)
• You can use Anewstip to get alerts when your name appears so you can know to give a thank you.

STEP 2. BUILD YOUR LIST

Anewstip is a great source for local journalists and bloggers
Here are 3 terms I recommend search for

1. Name of your city
2. Relevant topic (e.g. homeschool or microschool)
3. Name of similar program (e.g. altschool, Brooklyn Heights Montessori)

You can download a media list for $99/month. I recommend just doing this all once and cancelling after the first month.

STEP 3. SEND PERSONALIZED EMAILS OR TWEET

Do not email reporters in bulk. Send them individual messages. (You can use the YAMM google chrome extension to do this efficiently)

SUBJECT LINES

• New microschool opens in <<city>>
• With homeschooling on the rise, <<title>> expands its offerings to <<city>> families
• With increasing numbers of families seeking alternatives to public education, <<title>> expands its offerings in <<city>>
• With an increasing number of families looking beyond school to enrich their child’s learning, <<title>> expands its offerings in <<city>>.
• With increasing numbers of families seeking bilingual education in the early childhood years, <<title>> expands its offerings in <<city>>.
• Re: Use the title of the journalists article that was relevant to your school.

BODY OF EMAIL

Hi <<first name of reporter>>,
I’m excited to share that we’re launching a NEW <<category>> in <<city>>.

Here are the details:
<<description>>
<<link>>
I thought this would be of interest to our community!
Warmly,
<<first name>>

Be sure to attach a couple beautiful, high resolution photos of you with the kiddos.

Let me know if you get any takers @cottageclass and we’ll retweet your news!

Now that you’re famous, you’re ready to build partnerships in

Step 7. Find your Feeder
How to find a school to partner with to get students in the door at your microschool