We all know how important it is to communicate with our existing and potential clients. Parents want to know what's happening in the nursery - including policies and procedures, opening times and term dates, fees and finance, menus, staffing news, daily activities and upcoming events and, when there isn't time for regular face-to-face meetings, a newsletter can be the perfect way to stay in touch.
Anything from a simple photocopied page, to a magazine packed with in-depth information and full colour photos that can also be accessed online, the newsletter is becoming an essential tool in the management of the nursery and a great way of sharing information.
Planning your newsletter
If you have never produced a newsletter before, there are several questions you might wish to consider before making a decision about the type of publication that will best suit your own setting.
- How often do you want to produce your newsletter? Don't be too ambitious at first. Monthly, or just once a term, may be often enough.
- How many copies will you need to produce and who will receive one? Some families (such as divorced parents) may require more than one, and extras are always useful at your reception desk or for use as marketing material.
- What will it be called? Choose a title and a letterhead or logo so the newsletter is instantly recognisable.
- What information do you need to include? Use some regular slots such as 'staff news, this term's events', but make sure there is also enough different information each time to create a varied and lively publication.
- How big does it need to be - one sheet, a small folded brochure or several pages stapled together to form a magazine? Finding enough content to fill a larger publication may be harder than you expect. Start small, with the option of expanding in later editions.
- Who will act as editor, contribute ideas and write the text? Will parents' suggestions and contributions be sought?
- Do you have staff with specialist skills - artwork, creative writing, photography, computer experience, proofreading? Or will you need to seek voluntary or paid specialist help?
- How much staff time will be needed? Can you accommodate this in your existing timetable or will a voluntary commitment or overtime payments be required?
- Do you want to include photographs? Parental permission will be required if you are using photos of children.
- What is your budget? The costs of paper, printing or photocopying, postage and distribution, staff time, and any computer software or specialist help will all have to be budgeted for. Include a contingency sum for any unforeseen items.
- Do you want to produce paper copies only or make the newsletter available online or through email distribution? Do you already have your own website or access to an associated school website that could provide a link to your newsletter? Do you have a database of parents' email addresses? Not all parents have internet access, so a paper version of your newsletter will always be needed too.
- Can you use your newsletter or magazine as a way of raising funds, either for the nursery or a charity? You could seek local sponsorship, sell advertising space to local companies, or sell copies for a small fee.
CASE STUDY
Smiz Kidz News, the newsletter created by Ian Higginbotham, managing director of the Smisby Day Nursery in Ashby de la Zouch, Leicestershire, is a good example of a well-written, varied and easy-to-access publication. Drawing on his extensive management, marketing and IT experience, Ian was keen to 're-brand' the nursery when he took over, and incorporates the same burgundy and blue colour scheme used in staff uniforms and within the nursery itself in the layout and text of the newsletter and website.
The newsletter is produced at least twice a year, entirely in-house, using Microsoft Publisher, and is based on a standard template adapted to include different themes. Parents are asked to contribute articles and ideas, and they all get a printed copy. It is also converted to PDF format using Primo PDF software, and uploaded to the nursery's website (www.smisbydaynursery.co.uk) where the current and past editions are freely available for a wider readership to enjoy.
USEFUL RESOURCES
Microsoft Publisher 2007L Easy-to-use software for professional results. Before you buy, you can find out more, download a free trial, and take a free 50-minute online tutorial on how to use it at www.office.microsoft.com
Primo PDF: Find out more about how to convert any printable file to PDF format, and download the software free at www.primopdf.com
Producing Successful Magazines, Newsletters and E-zines: Paperback book by Carol Harris (published by How-To Books): ideas, guidance and practical help for anyone planning their own publication. RRP £12.99, but cheaper from www.amazon.co.uk
Newsweaver: If you need to enlist expert help: www.newsweaver.co.uk advertises itself as Europe's leading email newsletter specialist. A variety of design and email delivery packages and prices are available, depending on your specific needs, complete with tracking features, but it is currently offering a free 30-day trial.
GETTING STARTED
Before producing your first edition, it is well worth taking a look at how other nurseries are already doing it. Ask locally or view some examples online. By reading through them, you will see which features appeal to you and spot some of the things you don't like too. A quick 'Google' check on the internet for 'nursery newsletters' will provide plenty of choices from all around the UK, but be careful to exclude the plant nurseries among them, unless you want to read about the best time to buy tulip bulbs!
It is possible to produce a simple newsletter using nothing more complex than basic word processing software such as Microsoft Word, already installed on most computers, and which enables a choice of fonts and colours, tables, borders and text boxes, and the use of clip-art or imported images. Either print or photocopy your completed newsletters on your own office equipment, or use the services of a local printer who may be able to produce multiple copies more easily and quickly, straight from your master copy, whether it's stored on paper, USB memory stick or compact disc.
For a more professional finish you might take a step up from Word and invest in more advanced software such as Microsoft Publisher, which will help you to produce not only colourful and imaginative custom-designed newsletters and brochures from a huge selection of templates, but also offers the ability to produce other useful documents, including invitations, calendars, flyers, posters, menus, certificates and lots more.
Producing an email newsletter
An email version of your newsletter can make it instantly available to a much wider readership and offers other benefits, as newsletter specialist Denise Cox, from Newsweaver (see Useful Resources) explains.
'Aside from the fact that you get rid of printing costs, you'll lose the postal costs as well,' says Denise. 'And what's really exciting is that you now leave it to the reader to decide if they want to print it out - and it makes it very easy for your recipients to forward the newsletter to as many people as they want, at no additional charge to you. Your email template can be used over and over again.'
Denise offers the following tips, many of which are useful for compiling printed or website versions too:
- Prepare your text in a 'web style', remembering that people scan.
- The layout should be simple.
- Try to keep your articles to fewer than 500 words, 800 at most.
- Use spacing around text and bullet points for an easier-to-read story.
- Keep paragraphs to 50-125 words.
- Use bold and italics for emphasis.
Be careful when sending any document created using Publisher or other specialist software as an email attachment. Some recipients may not be able to open it unless their own computer has the right software too. Use a specialist delivery company or investigate how to convert your finished document to PDF format (see Useful Resources) before you try distributing it through email or uploading it to a website.
