slide1
Download
Skip this Video
Download Presentation
Virginia APRIL 20, 2010

Loading in 2 Seconds...

play fullscreen
1 / 81

education.wm - PowerPoint PPT Presentation


  • 125 Views
  • Uploaded on

®. Virginia APRIL 20, 2010. Jim Campain Red Truck LLC Training, Management & Consulting [email protected] Jan Campain Red Truck LLC Training, Management & Consulting [email protected] Slide Title. GOAL FOR TODAY:.

loader
I am the owner, or an agent authorized to act on behalf of the owner, of the copyrighted work described.
capcha
Download Presentation

PowerPoint Slideshow about 'education.wm' - johana


An Image/Link below is provided (as is) to download presentation

Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author.While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server.


- - - - - - - - - - - - - - - - - - - - - - - - - - E N D - - - - - - - - - - - - - - - - - - - - - - - - - -
Presentation Transcript
slide1

®

Virginia

APRIL 20, 2010

slide2
Jim Campain

Red Truck LLC

Training, Management & Consulting

[email protected]

Jan Campain

Red Truck LLC

Training, Management & Consulting

[email protected]

Slide Title

goal for today
GOAL FOR TODAY:
  • Demonstrate how school climate, culture and connectedness can be improved through a student-implemented,

adult-facilitated social norms campaign

today s presentation
Today’s Presentation:
  • School Climate & Culture
  • Social Norms Campaign
  • Putting It All Together
  • Review, Q & A
slide5
Strengthening Connections: The Whole Child, Family, School and Community

Partnership is the ability to work together toward a common vision; the ability to direct individual accomplishment toward organized objectives. It is the fuel that allows common people to attain uncommon results. Simply put, it is less “me” and more “we”.

slide6

Defining Terms

School climate- the “feel” of a school,

expressed and evident, in the feelings and

attitudes of students, staff and parents about

spending my day here; both the reality and the

perception of the school as a place to work and

learn.

slide7

Defining Terms

School Culture- reflects the shared ideas,

assumptions, traditions, values and beliefs that

give the school it’s identity and standard for

expected behavior; the written rules and

unwritten norms which group members

adhere to in order to remain

in good standing.

slide8

Defining Terms

School Connectedness-The belief by students

that adults in the school care about their

learning as well as about them as individuals.

(Research indicates that connectedness is one

of the few factors that consistently and

positively influences social, health and

educational outcomes for adolescents.)

slide9

Wingspread* Declaration on School Connections

  • (See Worksheet)
  • Critical Requirements for Feeling Connected
  • Critical Accountability Measures
  • Promotes & Encourages Increased Student
  • Connections to School
  • Mitigates a Variety of Negative Behaviors
  • *Center for Adolescent Health & Development,
  • University of Minnesota
slide10

What Are the Common Threads That Run

  • Through a School Where Students Feel Connected?
  • High standards & expectations with academic support
  • Fair & consistent disciplinary policies
  • Trusting relationships among students, staff & families
  • Hiring & supporting quality educators
  • Fostering high parent expectations for school performance and completion
  • Ensuring that every student feels close to at least one
  • supportive adult
slide11

“THERE”

HEALTHY CLIMATE & CULTURE

THE ROAD=THE RESEARCH

SOCIAL NORMS

CAMPAIGN

today s presentation1
Today’s Presentation:
  • School Climate & Culture
  • Social Norms Campaign
  • Putting It All Together
  • Review, Q & A
slide13

“The heated question of whether or not social norms marketing works has been definitely answered with recent comprehensive evaluations. Moreover, we have moved beyond debating whether or not social norms works and have entered a new era in which we identify the conditions under which social norms approaches are most likely to have significant impact on the behaviors targeted.”

Clayton Neighbors, Ph.D. in his address to the 2008 National Social Norms Conference in San Francisco entitled “The End of an Error-New Frontiers for Social Norms”

slide14

“No resource is more powerful and accessible than the persuasion of the people who make up our social networks.”

“Smart influencers appreciate the amazing power humans hold over one another, and instead of denying it, lamenting it, or attacking it, influencers embrace and enlist it.” Influencer…The Power to Change AnythingMcGraw Hill Publishing

What does the above concept look like???

***YouTube: Power of Conformity***

theory of planned behavior reasoned action
“A person’s behavior is determined by his/her intention to perform a behavior that he/she thinks significant others will evaluate as positive. Specific attitudes toward this behavior can be expected to predict that behavior.”

Icek Ajzen

Theory of Planned Behavior/Reasoned Action
try this on
TRY THIS ON!!!

Have YOU ever behaved

in a way that YOU hoped would cause a significant person to think highly of you?

perception and reality
Perception and Reality

“As I researched, I became particularly interested in how perceptions are formed, how they govern the way we see, and how the way we see governs how we behave.

It taught me that we must look at the lens through which we see the world, as well as at the world we see, and that the lens itself shapes how we interpret the world.”

-Stephen Covey

slide18

“Culture is the accumulation of behaviors and beliefs that characterize a group of people. It is comprised of attitudes, symbols, language, rewards, expectations, customs, and values that define the experience and context of those people.” George Barna

perception and reality1
Perception and Reality
  • Social Norms Theory:

Behavior is influenced by correct or incorrect perceptions about how other members of our social group think and act.

The theory predicts that misperceptions may cause problem behavior to increase and healthy behavior to decrease.

social norms approach
Social Norms Approach

Essentially, the social norms approach:

  • uses a variety of methods to correct negative misperceptions (usually overestimations of use)
  • identifies, models, and promotes the healthy, protective behaviors that are the actual norm in a given population.

When properly conducted, it is:

  • an evidence-based, data-driven process, and
  • a very cost-effective method of achieving large-scale positive results.

Social Norms Resource Center

causes of misperceived norms
Causes of Misperceived Norms
  • Attribution Theory
  • Social Conversation
  • Cultural Media
  • Pluralistic Ignorance
  • False Consensus
  • Inferred Justification
perception and reality in social norm campaigns
Prevention is Proactive

Getting from NO to YES

To Get Health, Promote Health

Social Epidemic / Tipping Point

Perception and Reality in Social Norm Campaigns
variety of issues addressed
VARIETY OF ISSUES ADDRESSED
  • ATOD
  • SCHOOL CLIMATE AND CULTURE
  • DISENGAGED & DISENFRANCHISED YOUTH
  • SCHOOL ATTENDANCE
  • GRADUATION RATES
  • STRESS
  • BALANCING YOUR LIFE
  • GOSSIP & RUMOR SPREADING
  • RESPECT
  • TEEN PREGNANCY
  • PENDING:GIRLS IN TECHNOLOGY
rocky mountain high school live large campaign
Rocky Mountain High School: Live Large Campaign
  • Suburban high school
  • Grades 10 – 12
  • 1600 students
  • Campaign designed to reduce drinking and driving
but are rmhs students drinking less
But are RMHS students drinking less?
  • Yes!
  • 17% fewer students reported using alcohol in the last 30 days in 2006 compared to 2003
wellington junior high school recognize campaign
Wellington Junior High School: Recognize Campaign
  • Rural junior high school
  • Grades 7 – 9
  • 700 students
  • Campaign addressed gossip, rumors, and trash talk
slide33

Changing Misperceptions: Wellington Junior HighHow often do you think students at your school have spread rumors?

After the campaign was implemented, the % of students who believed other students were spreading rumors every day dropped by almost half

slide34

“In my twenty years in public education, it is our social norms campaign that has had the single greatest impact on our school climate.” -Principal, Wellington Junior High School

carter lake elementary school iowa life in the cl i cl 51510
Carter Lake Elementary School, Iowa: Life in the CL, I CL, 51510
  • Elementary school in unique location
  • 300 students
  • Campaign addressed school attendance and school identity
slide36

Changing Behaviors

Elementary School: Increase School Connectedness and Attendance

  • 37% reduction in students who think it is OK to miss several days of school
  • Control site showed 27% increase in reported number of days absent
  • Increases in school connection and schoolengagement
  • As a result, removed from the state’s “watch list”
western iowa high schools
Western Iowa High Schools
  • 3 Comprehensive Public High Schools
      • Grades 9-12
      • 3,200 students total
      • Campaign designed to increase graduation rates
changing behaviors
Changing Behaviors
  • 96.9% actual vs. 50% perceived
  • Slight increase in graduation rates at all 3 high schools, Spring of 2009
  • Dropout reduction rate of 8.05% in 2007-2008 to 5.4% in 2008-2009
what is a social norms campaign
What is a Social Norms Campaign?
  • Environmental strategy, universally applied
  • Evidence-based
  • Driven by relevant and current data
  • A way to shine the light on health
  • Strength-based approach
  • Engages & empowers students and community
  • Re-energizes staff and community
  • Positive outcomes
slide40
“I feel like a mosquito in a nudist’s colony. I know exactly what to do, I just don’t know where to start.”

Pat Riley, Miami Heat

slide42

3. Assess Target

Audience

4. Develop

Marketing Plan

5. Campaign

Rollout

2. Gather

Relevant Data

6. Evaluation

1. Build the

Foundation

The ACTUALITY® Process

phase 1 build the foundation
PHASE 1: BUILD THE FOUNDATION
  • Is our base solid?
  • Is there anyone missing from the table?
  • Are we ready to move forward?
phase 1 build the foundation begin with the end in mind
Phase 1 - Build the FoundationBegin With the End in Mind

“You imbecile…We flew 12,000 miles for this?”

slide45

3. Assess Target

Audience

4. Develop

Marketing Plan

5. Campaign

Rollout

2. Gather

Relevant Data

6. Evaluation

1. Build the

Foundation

The ACTUALITY® Process

phase 2 gather relevant data
PHASE 2: GATHER RELEVANT DATA
  • What are the issues we want/need information about?
  • What questions should we ask to get this information?
  • How can we get it?
phase 2 gather relevant data1
PHASE 2: GATHER RELEVANT DATA

SAMPLE QUESTIONS: 30 DAY ALCOHOL USE

During the past 30 days, on how many occasions have YOU had any drinks with alcohol?

During the past 30 days, on how many occasions have YOUR FRIENDS had any drinks with alcohol?

During the past 30 days, on how many occasion have THE OTHER STUDENTS AT YOUR SCHOOL had any drinks with alcohol?

OTHER KINDS OF QUESTIONS ASKED 3 WAYS:

  • Had 5 or more drinks
  • Driven a car while using alcohol
  • Been a passenger
  • Used marijuana
  • Used other illicit drugs
typical data findings
Typical Data Findings
  • High school alcohol use:
      • 67% have not used in a 30-day period, yet believe that 90% of the others have
  • Teen sexual behavior:
      • 60% have not engaged in sex, however believe that 95% of their peers have
  • One high school’s “cheese” use:
      • 91% have never tried, but report that they believe 75% of other have
slide50

3. Assess Target

Audience

4. Develop

Marketing Plan

5. Campaign

Rollout

2. Gather

Relevant Data

6. Evaluation

1. Build the

Foundation

The ACTUALITY® Process

phase 3 assess target audience
PHASE 3: ASSESS TARGET AUDIENCE
  • What is our target audience?
  • What are the characteristics and unique traits of this audience?
  • What other ways can we learn about this audience?
  • Do we have, or can we get, consensus on the identified issues?
phase 3 assess target audience1
On Site

Visit the community

Conduct focus groups

Meet key leaders

Build relationships

Develop timelines

Create MOA

Off Site

Year books

Local newspapers

Student newspapers

Websites

Demographics

Chamber of Commerce

PHASE 3: ASSESS TARGET AUDIENCE
focus group
Focus Group
  • Focus groups provide the opportunity for a “group interview” and to gather information and insight to compliment your campaign survey.
  • Focus groups send a message to your audience that you value them and their input.
  • Focus groups should be a positive experience for the students that allow everyone’s voice to be heard.
phase 3 assess target audience2
PHASE 3: ASSESS TARGET AUDIENCE

RESEARCH & MARKETING EXPERTS SPEAK OUT:

  • Most public service work isn’t very effective because it’s coming from some govt. agency telling youth what they should or shouldn’t do
  • Success in reaching this demographic requires you to rethink your messages, your recruiting methods and vehicles, and your expectations
  • Because youth culture are increasingly media-informed and media-savvy, many marketers have taken to non-traditional techniques in order to gain their attention. Chief among these techniques are viral, grassroots, word-of- mouth and lifestyle marketing
slide55

3. Assess Target

Audience

4. Develop

Marketing Plan

5. Campaign

Rollout

2. Gather

Relevant Data

6. Evaluation

1. Build the

Foundation

The ACTUALITY® Process

phase 4 develop marketing plan
PHASE 4: DEVELOP MARKETING PLAN
  • Creative design work based on demographics, cultural factors & targeted behavior
  • Message development
  • Marketing plan development
phase 4 develop marketing plan1
Phase 4 – Develop Marketing Plan

Raymundo Romero, Co-Founder, Creative Director

  • Creative Youth Marketing Strategist
  • “Anthropological Sleuth”
  • Customized Campaigns-Branding,

Messaging & Implementation

  • Client Experience Includes: Hewlett

Packard, Skateboard Magazine, AARP,

and multiple school and university

campaigns as well as teen lifestyle

clothing lines and peripherals

a pennsylvania high school
A Pennsylvania High School

Issue: Stress & Stress Management

a texas high school
A Texas High School

Issue: Reduce Use of Cheese Heroin

a california high school
A California High School

Issue: Underage Drinking & School Connectedness

a florida high school
A Florida High School

Issue: Underage Drinking and Substance Abuse

phase 5 rollout plan
PHASE 5: ROLLOUT PLAN
  • Discuss rollout plan - where, how, etc.
  • Discuss what peripherals will be used to get the message out
  • Discuss activity plans for messaging
street team
Street Team

A street team is an organization called upon to advertise and promote an event or product. Wikipedia

  • Builds and activates grassroots networks
  • Promotes a cause or effort through social connections
  • Plays key role in campaign implementation
the 2 phases of the rollout sustainability
The 2 Phases of the Rollout & Sustainability

Stealth-”Ninja” marketing

  • 2 to 3 week rollout period
  • High level of intrigue

Sustainability-Activities and Events

  • Gaining saturation & believability
  • Planning for the school year
slide65

Stages of A Stealth Rollout:

  • Create the Conversation
  • Build the Buzz
  • Market the Message
the 2 phases of the rollout sustainability1
The 2 Phases of the Rollout & Sustainability

Stealth-”Ninja” marketing

  • 2 to 3 week rollout period
  • High level of intrigue

Sustainability-Activities and Events

  • Gaining saturation & believability
  • Planning for the school year
slide71

3. Assess Target

Audience

4. Develop

Marketing Plan

5. Campaign

Rollout

2. Gather

Relevant Data

6. Evaluation

1. Build the

Foundation

The ACTUALITY® Process

phase 6 evaluation
PHASE 6: EVALUATION

Post-test for Success

Measure For:

  • Campaign Recognition
  • Believability
  • Perception
  • Attitude
  • Behavior
  • Simply stated, “Is anybody better off?”
today s presentation2
Today’s Presentation:
  • School Climate & Culture
  • Social Norms Campaign
  • Putting It All Together
  • Review, Q & A
slide75

CONNECT THE DOTS

  • A social norms campaign can improve the climate and culture of the school by:
  • Energizing & activating students to make a difference
  • Empowering students with authentic leadership & work
  • Equipping them with the
  • truth
slide76

ENERGIZING, EMPOWERING & EQUIPPING: A Call To Action!

  • Responding to the Media
  • Town Hall Meeting
  • Mentoring Day
  • Reclaiming Territory
  • Give-It-Back-Day
  • Stress Busters
slide77

ENERGIZING, EMPOWERING & EQUIPPING: A Call To Action!

Strengthening Connections: The Whole Child, Family, School and Community

  • Parents
  • Staff
  • Community
slide78

What is a Social Norms Campaign?

  • Environmental strategy, universally applied
  • Evidence-based, supported by research
  • Driven by relevant and current data
  • A way to shine the light on health
  • Strength-based approach
  • Positive way to engage students and community
  • Re-energizes staff and community
  • Produces positive outcomes
  • Cost effective
slide79

What’s the “Takeaway”?

Is it worth it?

Can we do it?

Q & A

slide80

“A rock pile ceases to be a rock pile the moment a single man contemplates it, bearing within him the image of a cathedral."

-Antoine de Saint-Exupery

ad