®
Download
1 / 81

Virginia APRIL 20, 2010 - PowerPoint PPT Presentation


  • 125 Views
  • Uploaded on

®. Virginia APRIL 20, 2010. Jim Campain Red Truck LLC Training, Management & Consulting jimcampain@comcast.net Jan Campain Red Truck LLC Training, Management & Consulting jancampain@comcast.net. 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 'Virginia APRIL 20, 2010' - 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
Education wm

®

Virginia

APRIL 20, 2010


Education wm

Jim Campain

Red Truck LLC

Training, Management & Consulting

jimcampain@comcast.net

Jan Campain

Red Truck LLC

Training, Management & Consulting

jancampain@comcast.net

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


Education wm

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”.


Education wm

Defining Terms and Community

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.


Education wm

Defining Terms and Community

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.


Education wm

Defining Terms and Community

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.)


Education wm

  • Wingspread* Declaration on School Connections and Community

  • (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


Education wm

  • What Are the Common Threads That Run and Community

  • 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


Education wm

“THERE” and Community

HEALTHY CLIMATE & CULTURE

THE ROAD=THE RESEARCH

SOCIAL NORMS

CAMPAIGN


Today s presentation1
Today’s Presentation: and Community

  • School Climate & Culture

  • Social Norms Campaign

  • Putting It All Together

  • Review, Q & A


Education wm

“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”


Education wm

“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 persuasion of the people who make up our social networks.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!!! persuasion of the people who make up our social networks.

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 persuasion of the people who make up our social networks.

“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


Education wm

“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 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.”

  • 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 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.”

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 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.”

  • Attribution Theory

  • Social Conversation

  • Cultural Media

  • Pluralistic Ignorance

  • False Consensus

  • Inferred Justification


Perception and reality in social norm campaigns

Prevention is Proactive 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.”

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 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.”

  • 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


Checkpoint
CHECKPOINT!!! 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.”


Education wm

Interesting idea, but… 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.”Does it work???


Rocky mountain high school live large campaign
Rocky Mountain High School: 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.”Live Large Campaign

  • Suburban high school

  • Grades 10 – 12

  • 1600 students

  • Campaign designed to reduce drinking and driving


Education wm

30 Day Alcohol Use 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.”,Behavior versus Perceived Behaviors


Education wm

Changing Behaviors 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.”Rocky Mountain High% NEVER driven under the influence


But are rmhs students drinking less
But are RMHS students drinking less? 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.”

  • 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: 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.”Recognize Campaign

  • Rural junior high school

  • Grades 7 – 9

  • 700 students

  • Campaign addressed gossip, rumors, and trash talk


Education wm

Changing Misperceptions: 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.”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


Education wm

“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: norms campaign that has had the single greatest impact on our school climate.” Life in the CL, I CL, 51510

  • Elementary school in unique location

  • 300 students

  • Campaign addressed school attendance and school identity


Education wm

Changing Behaviors norms campaign that has had the single greatest impact on our school climate.”

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 norms campaign that has had the single greatest impact on our school climate.”

  • 3 Comprehensive Public High Schools

    • Grades 9-12

    • 3,200 students total

    • Campaign designed to increase graduation rates


Changing behaviors
Changing Behaviors norms campaign that has had the single greatest impact on our school climate.”

  • 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? norms campaign that has had the single greatest impact on our school climate.”

  • 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


Education wm
“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


Checkpoint1
CHECKPOINT!!! exactly what to do, I just don’t know where to start.”


Education wm

3. Assess Target exactly what to do, I just don’t know where to start.”

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 exactly what to do, I just don’t know where to start.”

  • 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 Foundation exactly what to do, I just don’t know where to start.”Begin With the End in Mind

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


Education wm

3. Assess Target exactly what to do, I just don’t know where to start.”

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 exactly what to do, I just don’t know where to start.”

  • 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 exactly what to do, I just don’t know where to start.”

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


Phase 2 gather relevant data rocky mountain high school
Phase 2 - Gather Relevant Data exactly what to do, I just don’t know where to start.”Rocky Mountain High School


Typical data findings
Typical Data Findings exactly what to do, I just don’t know where to start.”

  • 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


  • Education wm

    3. Assess Target exactly what to do, I just don’t know where to start.”

    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 exactly what to do, I just don’t know where to start.”

    • 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 exactly what to do, I just don’t know where to start.”

    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 exactly what to do, I just don’t know where to start.”

    • 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 exactly what to do, I just don’t know where to start.”

    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


    Education wm

    3. Assess Target exactly what to do, I just don’t know where to start.”

    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 exactly what to do, I just don’t know where to start.”

    • 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 exactly what to do, I just don’t know where to start.”

    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 exactly what to do, I just don’t know where to start.”

    Issue: Stress & Stress Management


    A texas high school
    A Texas High School exactly what to do, I just don’t know where to start.”

    Issue: Reduce Use of Cheese Heroin


    A california high school
    A California High School exactly what to do, I just don’t know where to start.”

    Issue: Underage Drinking & School Connectedness


    A florida high school
    A Florida High School exactly what to do, I just don’t know where to start.”

    Issue: Underage Drinking and Substance Abuse


    Phase 5 rollout plan
    PHASE 5: ROLLOUT PLAN exactly what to do, I just don’t know where to start.”

    • 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 exactly what to do, I just don’t know where to start.”

    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 exactly what to do, I just don’t know where to start.”

    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


    Education wm

    • Stages of A Stealth Rollout: exactly what to do, I just don’t know where to start.”

    • Create the Conversation

    • Build the Buzz

    • Market the Message


    Manifest street team
    MANIFEST STREET TEAM exactly what to do, I just don’t know where to start.”


    The 2 phases of the rollout sustainability1
    The 2 Phases of the Rollout & Sustainability exactly what to do, I just don’t know where to start.”

    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


    Education wm

    3. Assess Target exactly what to do, I just don’t know where to start.”

    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 exactly what to do, I just don’t know where to start.”

    Post-test for Success

    Measure For:

    • Campaign Recognition

    • Believability

    • Perception

    • Attitude

    • Behavior

    • Simply stated, “Is anybody better off?”


    Checkpoint2
    CHECKPOINT!!! exactly what to do, I just don’t know where to start.”


    Today s presentation2
    Today’s Presentation: exactly what to do, I just don’t know where to start.”

    • School Climate & Culture

    • Social Norms Campaign

    • Putting It All Together

    • Review, Q & A


    Education wm

    • CONNECT THE DOTS exactly what to do, I just don’t know where to start.”

    • 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


    Education wm

    • ENERGIZING, EMPOWERING & EQUIPPING: exactly what to do, I just don’t know where to start.”A Call To Action!

    • Responding to the Media

    • Town Hall Meeting

    • Mentoring Day

    • Reclaiming Territory

    • Give-It-Back-Day

    • Stress Busters


    Education wm

    ENERGIZING, EMPOWERING & EQUIPPING: exactly what to do, I just don’t know where to start.”A Call To Action!

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

    • Parents

    • Staff

    • Community


    Education wm

    What is a Social Norms Campaign? exactly what to do, I just don’t know where to start.”

    • 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


    Education wm

    What’s the “Takeaway”? exactly what to do, I just don’t know where to start.”

    Is it worth it?

    Can we do it?

    Q & A


    Education wm

    “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


    Education wm

    Contact Information man contemplates it, bearing within him the image of a cathedral.":Jim CampainRed Truck LLCjimcampain@comcast.net970-215-4191Jan CampainRed Truck LLCjancampain@comcast.net970-232-6959