Date: August 8, 2024
There is more to the work of Communications than simply keeping people informed about what is happening on a day-to-day basis. At a deeper level, strategic communications is about fostering a deep understanding of VTS’ mission and values.
Storytelling is a central part of this work, illustrating how our core values, such as being Episcopal, residential and inclusive, are lived out. This storytelling is done in a variety of ways, ranging from press releases and long articles in both internal and external publications, to standalone photographs, short videos and student sharing. Social media plays an increasingly important role in this process, and a scroll through our Facebook or Instagram pages should help potential students gain a good insight into the VTS experience.
Consistency in branding and messaging across all communication channels, whether written, social media or the website, is key to establishing a strong and easily recognizable institutional identity. Over time, consistent use of design elements, such as brands and fonts, as well as high-quality photographs, and a consistent tone and voice, helps to build trust, as well as communicating institutional stability and integrity.
Data analytics plays a central role in any strategic communications strategy, as it offers real-time feedback on what audiences like, value and are interested in, helping us to refine future communications to maximize impact and engagement.
Nicky Burridge
Vice President for Communications