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Team Two

Team Two. The Education Leadership Case Competition. Agenda. Marketing the BSA Objective Strategy Messaging Marketing Plan Examples Success Metrics Implementing the BSA Appendix. Marketing Strategy Objective.

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Team Two

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  1. Team Two The Education Leadership Case Competition

  2. Agenda • Marketing the BSA • Objective • Strategy • Messaging • Marketing Plan • Examples • Success Metrics • Implementing the BSA • Appendix

  3. Marketing Strategy Objective Drive demand for the Budgeting for Student Achievement initiative by educating and exciting key stakeholders.

  4. PRINCIPALS COMMUNITY POWER TO PROGRESS TEACHERS PARENTS

  5. Strategy Phase 1 Phase 3 Phase 2 Engage Champions Educate & Create Awareness Promote Continued Engagement • Identify “Champions” within key stakeholder groups to create awareness and promote engagement • Principals (BSA-experienced) • Parents • UTLA • Create baseline materials and content for marketing • Provide opportunities to increase engagement • Continue school and sub-district discussions • Sign up new schools to the pilot/early adopter program • Send tailored communications to parents • Celebrate success • Recognize successful BSA schools • Publicize engagement efforts and progress • Develop and disseminate tools to spread awareness and educate key stakeholder groups • Partner with Champions to spread message of BSA benefits • School and sub-district workshops • Online testimonials and case studies • Public media interviews

  6. Messaging The Budgeting for Student Achievement initiative provides you with an unprecedented opportunity to tailor and improve school programs.

  7. Market Segments Principals and Student Site Councils Parents Teachers and UTLA BSA will create a school designed around the unique needs of your child. You will gain increased influence over your professional development and student achievement. You deserve the power to tailor your budget to achieve optimal student outcomes. Message Talk to your principal about budget allocations that can help you improve your practice and student outcomes. Engage in discussion sessions. Voice your support for BSA to the school site counsel and spread the word throughout the community. Take part in the conversation: • Communicate how we can support your adoption • Adopt BSA prior to mandatory deadline Call to Action

  8. Marketing Plan Engage Champions Educate & Create Awareness Promote Continued Engagement Postcards Tailored by Audience Opt-in Email Updates Email Mobile Phone Updates & Invites Connect Ed Social media, e.g. Facebook, blogs, etc. Case Studies (e.g. pilot schools, other districts) Wiki (sharing portals) Public media Partnerships (e.g. United Way) www.PowerToProgress.org YouTube testimonials Audience-specific workshops

  9. Principal Messaging

  10. Principal Messaging

  11. Principal MessagingGreat leaders make great schoolsGreat leaders make tough decisions, take risks, and relentlessly pursue resultsBudgeting for Student Achievement gives you the power to lead your school to success School-Based Factors Affecting Student Achievement Principals are the single most important person in a school affecting student achievement Principals are leaders that need the autonomy to effectively manage their organizations Source: New Leaders for New Schools,

  12. All decisions flow through the budget Principal Decisions Principal Messaging BSA Budgeting for Student Achievement Professional Development Student data Curriculum Supplies Teachers and staff Factors Affecting Student Achievement Student Outcomes Student Outcomes

  13. Principal Messaging Today • Budgets are determined at the district level based on a rigid formula • Teacher and staffing positions are determined by an inflexible formula • Principals may have the right student data but no flexibility to react Tomorrow • Budgets are formed based on the student population and learning characteristics • Principals build their own staffing structure according to their school’s needs • Use student achievement data to inform decisions of how budget resources are allocated Great Leaders Great Schools Budgeting for Student Achievement gives you the power to lead your school to success

  14. Parents Messaging

  15. Parent Messaging

  16. Imagine a School Where: • Every child’s unique learning needs are represented in the school budget • Academic programs are tailored to your child's learning needs Your Child’s School Today Today’s school budgets Are cookie-cutter models that assume all schools should receive the same academic programs and learning resources Assume all students have the same learning needs

  17. Imagine a District Where All Schools have the right resources to support their students and teachers in the right way Imagine a Community Where All students have the right resources to prepare them to graduate high school

  18. Your Voice Matters Your Voice Matters • Help Transform the Los Angeles Unified School District. Tell us you care! Go to PowerToProgress.com • 1. Learn more about the budgeting for student achievement initiative • 2. Show your support for the Budgeting For Student achievement model, along with the growing number of parents and community partners • 3. Learn how great principals in your community are helping to make sure every child's needs are met in the classroom • Do you believe: • School budgets should be built to create programs that address your child’s unique learning and development needs? • All communities and all schools do not have the same needs, therefore all schools should not look the same? • Learn how the budgeting for student achievement • program provides every student the chance to • succeed in the classroom

  19. Success Metrics

  20. Implementing BSA Incorporating Feedback in Design: • Leverage Champions to provide feedback from principal workshops, teacher discussions, and parent information sessions (with incentive structures) • Utilize feedback to design support systems for BSA roll-out and implementation support • Engage early with the union to promote engagement and a respectful dialog • Respond to stakeholders, letting them know that they are heard Support Autonomy: • Implement deliverable for principals to map yearly school objectives to budget allocations • Use input from Champions and pilot principals to develop training programs and materials • Train district financial specialists to understand the impacts of increased principal autonomy • Continue to recognize BSA implementation successes Promote Community and Knowledge Share: • Continue to use online wiki for posting questions and answers on budgeting questions • Use financial and curriculum specialists to help spread knowledge on how to tailor budgets to objectives based on their observations in other schools • Continue to evolve the role of Champions, who can help educate other principals and build capacity

  21. Appendix

  22. Marketing Mix

  23. Teacher Messaging Do you believe in: • Budgeting for Student Achievement (BSA) provides you with unprecedented opportunity to tailor and improve school programs. • To learn more and get involved visit PowerToProgress.com

  24. Marketing Plan • According to a Pew Research study: • 82% of Hispanic and 71% of African-American adults are on the internet (versus 80% of Caucasian)1 • 87% of Hispanic and 87% of African-American adults own a cell phone (versus 80% Caucasian)2 • 83% African-American and 79% send & receive text messages (versus 68% Caucasian) 1 May 2010 survey 2 Technology Use by People of Color, Overview of Pew Internet Project Research, January 2011

  25. People of color have equal or greater rates of usage on most major social media platforms 1/25/2011 25 Technology Use by People of Color, Overview of Pew Internet Project Research, January 2011

  26. Cost Analysis ~30,000 teachers and administrators

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