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Los Angeles Unified School District: Budgeting for Student Achievement. The Education Leadership Case Competition Team 3 Matt Lehigh Naveen Seshadri David Phillips Kelly Boucher. Today’s Agenda. Communications Strategy (Matt and Naveen ) Engagement Strategy (David)

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los angeles unified school district budgeting for student achievement

Los Angeles Unified School District: Budgeting for Student Achievement

The Education Leadership Case Competition

Team 3

Matt Lehigh

NaveenSeshadri

David Phillips

Kelly Boucher

today s agenda
Today’s Agenda
  • Communications Strategy (Matt and Naveen)
  • Engagement Strategy (David)
  • Implementation Strategy (Kelly)
communications strategy recommendations
Communications Strategy Recommendations
  • Establish BSA initiativeas central office’s communications priority
  • Craft a message that serves both internal and external stakeholders
  • Build a virtuous circle of communication to drive BSA demand
  • Delineate key messengers and their target audiences
  • Define primary communications channels for message dissemination
  • Brand the BSA campaign
craft a message that serves both internal and external stakeholders
Craft a Message That Serves Both Internal and External Stakeholders

Acknowledge Budget Crisis But Frame as an Opportunity for Positive Change

  • Those Who Walk the Halls Every Day Should Make Decisions About a School’s
  • Needs
  • Stark Contrast Against Those Who Have Best Intentions But Are Several Steps
  • Removed From the School Site

Clarify What’s Different This Time

Explain Benefits of the BSA Approach

craft a message that serves both internal and external stakeholders1
Craft a Message That Serves Both Internal and External Stakeholders

Acknowledge Budget Crisis But Frame as an Opportunity for Positive Change

Clarify What’s Different This Time

  • Internal and External Stakeholders Cooperating
  • Solid Data Metrics Now Exist to Measure School Needs
  • BSA Expertise and Devotion to Its Success Remain Intact Despite Superintendent Transition

Explain Benefits of the BSA Approach

craft a message that serves both internal and external stakeholders2
Craft a Message That Serves Both Internal and External Stakeholders

Acknowledge Budget Crisis But Frame as an Opportunity for Positive Change

Clarify What’s Different This Time

Explain Benefits of the BSA Approach

  • Transparency Within Financial Allocations
  • Flexibility to Meet Individual School Needs
  • Accountability in Decision Making
  • Equity in Distribution of Financial Resources to Ensure All Students Have a Fair
  • Chance to Advance Their Education
delineate key messengers and their target audiences
Delineate Key Messengers and Their Target Audiences

Nationally Prominent Personalities

Large-scale Community Events

& Mass Media

High Visibility Leaders

Mass Media & Grasstops

LAUSD BSA Experts

Grasstops

Grasstops

Peers & Grassroots

Grassroots

Peers

define primary communications channels for message dissemination
Define Primary Communications Channels for Message Dissemination

External Communication

Mass Media

Internet & Email

Community Forums

Additional LAUSD Resources

  • Print
  • Television
  • Radio
  • Popular Education Websites/Blogs
  • Social Networking Rooted in Facebook and Twitter
  • BSA Feature on LAUSD.net Homepage
  • Create BSA-specific E-mail Address
  • Link to LAUSD.net BSA Feature from Partners’ Sites
  • Leverage Email Lists of Compact Partners & Chamber Members
  • Grasstops/Grassroots Surrogates Participating in Community Association Meetings
  • LAUSD-scheduled Information Sessions Held on School Sites
  • KLCS-TV
  • Phone Messages

Internal Communication

define primary communications channels for message dissemination1
Define Primary Communications Channels for Message Dissemination

External Communication

Internal Communication

Intranet & Email

Employee Town Halls

Additional LAUSD Resources

  • BSA-specific Page Highlighting Key Facets of Budget Transformation
  • Knowledge Management System (Best Practices Library)
  • Regular Newsletter Feature Updating Progress
  • BSA-specific E-mail Address to Share Success Stories
  • First Session with Central Office Team
  • Series of Forums with School Site Personnel Hosted by District
  • Visit Individual School Sites During Inservice/Staff Meetings to Continue Messaging
  • KLCS-TV
  • Phone Messages
brand the bsa campaign
Brand the BSA Campaign

Websites, Blogs & Social Networking

LAUSD.net /

LAUSD Intranet

TV & Radio PSAs

Local Broadcast Networks

Your Child.

Your Community.

Your Decision.

Donated

Billboard Space

Greater LA Roadways

Printed Collateral

Schools, Healthcare Facilities, Community Centers, Houses of Worship & Markets

Infomercial

KLCS-TV

brand the bsa campaign1
Brand the BSA Campaign

Your Child.

Your Community.

Your Decision.

engagement strategy recommendations
Engagement Strategy Recommendations
  • Provide avenues for local business leaders to become involved in BSA initiative
  • Reframe union conversations to focus on shared interests
results quality budget decisions community engagement multiplier
Results:Quality Budget Decisions, Community Engagement Multiplier

Short-Term Effect: Better Budgeting Decisions

Long-Term Effect: Multiplied Community Engagement

slide20

Re-Frame Union Partnership Around Shared Ownership and Aligned Interests

School Interests

Union Interests

BSA

7 out of 10 teachers feel they have no voice in the debate over education reform

– Met Life Survey

implementation strategy recommendations
Implementation Strategy Recommendations
  • Establish BSA Task Force and commence knowledge sharing and expertise development
  • Create an open-source BSA Resource website
  • Support BSA initiative through professional development, network building, and incentives for teachers, parents, and students
implementing bsa clearing the path for key players
Implementing BSA: Clearing the Path for Key Players

Reasons for Resistance among Internal Stakeholders

Any Solution must Involve…

  • Proving and publicizing early wins from peer schools
  • High-touch training
  • Project management skills
  • Ready-made best practices plus rapid networking
  • Service-oriented “on call” expert team
establish a bsa task force to signify bsa initiative as district s top priority
Establish a BSA Task Force to Signify BSA Initiative as District’s Top Priority
  • The BSA Task Force will comprise officers from essential central offices lead by a volunteer manager from the private sector
  • The Task Force will develop expertise in process, policy, and design related to BSA
  • The Task Force will serve as the BSA knowledge hub for LAUSD

Job Description

support bsa initiative through task force programming
Support BSA Initiative Through Task Force Programming

BSA

Advisory

Teacher

Group

Collaborative

Attendance

Initiative

decision makers take knowledge ownership and disseminate to their networks
Decision Makers Take Knowledge Ownership and Disseminate to Their Networks

School Site Council Members

School Staff, Parents, Peers, Community

Colleagues, Students

Colleagues, Superiors

volunteer bsa task force manager
Volunteer BSA Task Force Manager
  • Job Description
    • Convey significance of BSA initiative to key stakeholders
    • Manage and supervise BSA Task Force staff
    • Facilitate knowledge ramp-up, capture, and dissemination
    • Oversee development of BSA Resource website
    • Develop relationships with key stakeholders and representatives from districts that have transitioned to models similar to BSA
    • Supervise planning of professional development events
  • Qualifications/Experience
    • 3-5 years private sector management experience
    • Experience in project, account and/or knowledge management
    • Client-service orientation
    • Desire to work pro-bono to advance education reform in LA

Back

the bsa task force will create and manage resource website
The BSA Task Force Will Create and Manage Resource Website
  • Website will be open to principals, teachers, school site council members, and central office staff
  • Website will be open-content so that all decision makers can post information
  • “Best Practices” case studies will be available to guide decision makers
  • BSA will post guides on budgeting under BSA and effective school and instructional design
  • Website will feature a discussion board where decision makers can reach out to their peers to elicit ideas

Back

bsa professional development day will train decision makers from 100 schools bi monthly
BSA Professional Development Day Will Train Decision Makers From 100 Schools Bi-Monthly
  • Schools will be broken into cohorts based on demographic information
    • This will facilitate the development of school support networks during district-wide BSA transitioning
  • The principal, one teacher, and a member of the school site council will each attend PD Day
    • These are key decision-makers that will bring information back to their colleagues, peers, and children
  • PD Day will feature speakers from districts that have already transitioned to budgeting systems similar to BSA or from LA schools that have already transitionedsuccessfully
  • Staff from the BSA Task Force will deliver training on the BSA budgeting process and school/instructional design
    • Training will be broken up for principals, teachers, and school site council members

Back

each school will be encouraged to form a bsa advisory group of teachers
Each School Will be Encouraged to Form a BSA Advisory Group of Teachers
  • BSA Advisory Group will meet once a month to discuss issues related to BSA and to develop recommendations for the School Site Council
  • One teacher will serve as Lead Advisor
    • This teacher will also sit on the School Site Council
    • This position will be a means for principals to recognize a dedicated, enthusiastic teacher

Back

slide37
Each School Will be Encouraged to Develop a Collaborative Attendance Initiative With a Local Business
  • Collaborative Attendance Initiative will involve the PTA, a local business partner, and a school community
  • The PTA, along with the business partner and school administration, will set bi-annual attendance targets
  • When the school reaches its attendance target, the local business partner will provide families with a reward, such as a coupon or gift certificate
  • Parents will support each other in this initiative by forming a Parent Buddy System for parents of students identified by administration as chronically absent
    • Parent Buddies will share strategies for getting children to school and will offer support to parents struggling with their children’s attendance
  • This initiative gives parents power by reinforcing that high attendance will give a school better resources

Back