"A Marketing Plan to Recruit Students to Incentive, Area and Interdistrict Schools of the Little Rock School District,'' Write Ideas

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REC A MARKETING PLAN TO RECRUIT STUDENTS OCT 4 1993 TO INCENTIVE, AREA AND INTERDISTRICT SCHOOLS OF THE LITTLE ROCK SCHOOL DISTRICT Prepared By Write Ideas October 4, 1993 OBSERVATIONS According to information found in the Little Rock School District Desegregation Plan (April 1992), the Little Rock School District "has developed and will continue to develop special programs for meeting the needs of its students." Area, Incentive and Interdistrict schools dearly fall within this area of special programming. However, while the concepts of these schools are definitely with merit, the marketing and promotion of these schools and their curricula have not been as aggressive as necessary. The same document also indicates that ''business, civic, professional and other organizations will be an ongoing resource for special programs that are designed to provide remediation and motivational experiences." This is a valid concept and it is suggested that it should be included in any marketing/ promotional plans which the District chooses to initiate. The desegregation plan further indicates that "the use of multicultural curricula is an important factor for effective school desegregation ... multicultural curriculum and a multicultural approach to education will be in place in each school...students will have opportunities to examine the artistic, musical, scientific, literary, social and political accomplishments of many ethnic groups." It is vital to these schools that the public be made aware of these commitments by the District. Page 215 of this document lists a number of marketing techniques to recruit students/parents to District Incentive Schools. These techniques could also be applied to the recruitment of students to Area and Interdistrict schools as well. The necessity of promotional techniques is well indicated in the 2 document... "aggressive marketing and recruitment are essential to the overall success of the incentive school program. Careful marketing of the incentive school program is the first step toward an effective recruitment program. The marketing phase of the parent recruitment program will focus on providing general information to the community ... " The Interdistrict Desegregation Plan (April 1992) also speaks to recruitment. In particular, the plan states on page four that, "PCSSD and LRSD will engage in early, rigorous and sustained recruitment efforts designed to maximize participation in all Interdistrict schools." 3 STRATEGIES All of the previous statements and concepts are crucial to effectively recruiting students-particularly white students-to the LRSD. Many of the marketing techniques listed on page 215 of the desegregation plan document are worthy of enlistment in the effort to attract these students to the schools. Among those worthwhile techniques are: providing information to churches, conducting information sessions with special audiences and securing media coverage from local newspapers and radio stations. However, following thorough examination of available documents, it is recommended that additional approaches be taken in the recruitment of students to the Area, Incentive and Interdistrict schools. Much of the documentation previously written indicates a great determination to attract parents to the schools, with little emphasis placed on targeting students, the greatest beneficiaries of these schools' offerings. Obviously, parents must be involved in this recruitment process, particularly with younger children (pre-K through elementary). However, children (meaning pre-teens through teens) are now more than ever becoming more involved in making decisions which affect their lives. And unfortunately, in many cases, there are children in homes where there is a parental deficit. These children deserve to receive appropriate information affecting their futures, since often they must make many decisions for themselves. 4 Consequently, it is recommended that the marketing techniques which were recommended in the April 1992 desegregation plan be implemented, but with fresh ideas and more finely targeted strategies. In implementing a new marketing and promotions strategy, the optimum word should be "simple." However, the words appealing, entertaining, interesting, and of course, informative, should not be overlooked. With these observations and strategies in mind, following is a list of marketing techniques, in rough outline form, which could be utilized to attract the targeted students and parents to LRSD Area, Incentive and Interdistrict schools. 5 MARKETING AND PROMOTIONS PLAN TO RECRUIT STUDENTS TO LRSD ALTERNATIVE SCHOOLS NEW RECRUITMENT VIDEO(S) Who would be involved: Film production students at Metropolitan VoTech
Selected Students at Area, Incentive and Interdistrict schools. Time frame: Production to begin immediately and to be completed in three to six months in order to produce a thorough, professional and informative product. Benefit: Videos are a familiar information vehicle. Many who would not read or make a phone call to seek information would watch an entertaining and informative 15-minute video. Goal: Students and parents would receive information about the three types of "specialty" schools, what they offer, how students who attend the schools feel about them, and how non-participating students can enroll. Because of the more easily accessible format-video-more parents and students-especially those who are illiterate or unmotivated to seek information about the schools-will be reached. 6 It is recommended that at least one new video be produced which would promote the Area, Incentive and Interdistrict schools of the LRSD. If only one video is produced, that video would contain three segments, each devoted to one of the three types of schools. However, it is strongly recommended that three videos be produced, each one describing the benefits of the Area, Incentive or Interdistrict schools. In order to receive a two-fold benefit from the videos, it is suggested that they be taped and produced by students at Metropolitan Vo-Tech. The two-fold benefit would be: (1) An opportunity to promote and explain the concepts behind the Area, Incentive and Interdistrict schools and, (2) An opportunity to showcase not only the talents and skills of students at Metro, but to also introduce to the public the vocational and technical classes-particularly video production-available to students. This would be of great benefit to Metropolitan, which is currently experiencing a downward turn in enrollment. The video should be no longer than 20 minutes in length, preferably 15 minutes, and would feature students who are successfully attending the three types of schools. The video should be taped in a contemporary "MTV-style" format using both color and black and white formats, with candid, unrehearsed sound bites from students initiated by an unseen, offcamera interviewer. School curriculum should be the focus, emphasizing those options and attractions available to students at each type of school. Contemporary music with which the targeted students can identify should be used in the background. It is recommended that Write Ideas be involved in directing and producing the video. 7 In order to reach as many students and parents as possible, the video should be distributed through a variety of methods, including: School libraries School guidance counselors Public libraries Special showings of the video during classes with particular significance to these specialty schools, such as language, business, science and other classes, which may correlate to the more enriched programs at the Area, Interdistrict or Incentive schools. The key to successful implementation of this plan is a well-produced video which honestly portrays Area, Interdistrict and Incentive schools in an attractive and enticing manner. Teachers and guidance counselors can be important to targeting students who could benefit from a transfer to, or enrollment in, one of these schools. DEVELOP AN ALLIANCE WITH LOCAL MEDIA Who would be involved: The LRSD Communications Department. Time frame: To be implemented immediately. Benefits: Positive feature and even news stories placed in the media by the LRSD Communications Department would ensure that the District would receive coverage which would offset the negative news stories, 8 which more than likely will at some point in time, be the focus of local news media. Goals: To take advantage of the media's and the District's "low seasons." The media's low season would be those times when news and feature stories are slow. The District's low season would be those times during which schools and district activities are at their lowest point. During these times, the media could be "fed" feature articles or feature article ideas to use for print or broadcast. Historically, the media have tended to focus on negative activities within the District and its schools, thereby omitting the many positive stories there are to tell about the LRSD and its varied curricula. Although the media may be viewed by some as "the enemy," they can become a very useful ally if approached properly. The first step toward establishing an alliance with the media is to form a working relationship with the media and the LRSD Communications Department. Communications Department personnel will be the points persons directly involved in writing news releases, distributing them, sending out media alerts, and making phone calls when news is breaking. But more importantly, the Department will be essential to establishing a direct line from the District to the media in drawing attention to more "featurey" stories, such as those which could be produced about the three schools which this document targets. 9 It is suggested that the Communications Department be organized in such a way that it become an effective tool for disseminating and receiving information of value to the school district. At times, the Department may require the services of a freelance writer to write stories to be sent directly to the media, such as the Arkansas Democrat-Gazette, Little Rock Free Press, Arkansas State Press, Arkansas Times and Arkansas Business. An education column or special section would be an ideal vehicle to provide information to the general public concerning the Area, Interdistrict and Incentive schools. Some community papers, such as Arkansas State Press welcome ready-written articles which can simply be dropped into their formats. This should be investigated by the Communications Department. The student-produced video could also be used as a "Video News Release (VNR)." A video news release is the broadcast counterpart to a written news release, except it is distributed to radio and televisions stations. The VNR could be sent to the major local television stations, as well as AETN and cable access channels for airing. Where the Communications Department is unable to execute the previouslymentioned tasks as outlined, it is recommended that the District secure the services of an outside agent, such as Write Ideas, to assist with the proper execution of these tasks, or the training of the LRSD Communications Department staff to do so. 10 DEVELOP A NEW CATCH-ALL PHRASE, THEME OR LOGO FOR THE THREE TYPES OF SCHOOLS. Who would be involved: Write Ideas, students of the LRSD, LRSD Communications Department. Time frame: To be implemented immediately. Benefits: The concepts of the three schools would become more top of mind to school district parents and students. Goal: If the concept of Area, Interdistrict and Incentive schools is familiar to District patrons, they will be more likely to consider enrollment in these schools when a new semester opens. A central theme for the schools would make marketing the concepts and opportunities offered by these schools simpler, providing parents and students with a familiar "hook" to remember and consider. This new theme or logo would create the concept of a fresh, new package of educational opportunities available to students. Some suggestions for the new theme are "Educational Power Package
" "Power Ed3
and "Super Schools." Another suggestion is to conduct a District-wide schools contest in which students would attempt to create a theme and/ or logo for the three-school "package." FORM AN INTENSIVE SPEAKERS BUREAU. 11 Who would be involved: LRSD Communications Department, PT A, Write Ideas (if needed), LRSD partners in education. Time frame: To be implemented immediately. Benefits: By keeping the LRSD constantly "in front of" the public, and having representatives of the District readily available to describe and "sell" the District and its commodities to influential groups, i.e., those with school-age children, and those with a strong political, social, educational or professional base, it becomes easier to introduce the schools and their benefits to the public. Goals: By forming a speakers bureau, the District reaches more influential people (such as Rotarians, Junior Leagues, professional societies, etc.), and can potentially produce a new group of speakers from those who targeted organizations. Parents and officials of the LRSD, as well as representatives of the Area, Incentive and Interdistrict schools could be used as speakers to target organizations which are comprised of members of the market which the District is targeting for enrollment at these schools. It is important that students from the Area, Interdistrict and Incentive schools be used as speakers to reach out to students at other schools. Students could present classroom talks, speak to church youth groups and school clubs, among other organizations, describing their personal, positive experiences at 12 these specialty schools. It is recommended that the new video(s) be a part of any presentation made on behalf of the LRSD. SET UP INFORMATIONAL BOOTHS Who Would be involved: The LRSD Communications Department, Write Ideas (if needed). Time Frame: Following production of new video(s), with emphasis on peak recruitment times for alternative schools. Benefits: With the proper tools for enticement, information booths can be successful. These information centers provide great opportunities to dispense information to large groups of prospects for the LRSD at one time. Goals: To devise a tried and true method of attracting both parents and students to learn more about the LRSD as well as its specialty schools. Although the use of information booths for information dissemination has been attempted in the past, it is probable that the proper tools were not in place to make the booth a successful venture. It is recommended that an attractive booth-consisting of more than tables, chairs and pamphlets-be constructed to provide valuable information concerning the LRSD to the 13 public. It is suggested that the new video(s) produced by Metro be run a loop and shown on a video screen in the booth. It is also recommended that officials from the LRSD who are authorized to sign students up on the spot, if necessary, be stationed in the booths to offer correct and definitive information when requested. Although the price range of display booths varies widely depending upon size, number of panels, fabric used and other variables, following are some typical price ranges for portable tabletop booths. George Fixture (Chuck Gates) - $500- $2000 for tabletops. Arkansas Display Systems (Ken or June McClellan) - $250-$2000 for tabletops
$1500 for backdrops. Purchase orders accepted from municipal agencies. Ace Signs (DiGi) - $225-$660 for tabletops. It is also suggested that Metropolitan be contacted about the possibility of constructing a display booth, rather than investing more dollars into purchasing one. Again, this would be a great opportunity to market Metro, the skills of its students, and the various vo-tech courses it offers. The booths could be set up in the usual locales, such as malls, school and church carnivals, professional and educational fairs, as well as some unorthodox locations such as company breakrooms or other rooms provided by companies for this purpose. SMALL GROUP PRESENTATIONS 14 Who wou]d be involved: PTA, LRSD Communications Department, LRSD Board Members, LRSD Officials, Write Ideas (if needed), other school support groups. Time frame: Immediately following development of a general presentation by the Communications Department and/ or Write Ideas, which can be used repeatedly, and/ or the production of the new video. Benefits: Small groups, carefully selected by the PTA or other friends of the LRSD would be naturals to receive the information available to them concerning the Area, Interdistrict and Incentive schools. Because the small groups are carefully selected, it can safely be assumed that these groups are members of the larger targeted group of parents and students. Goals: To target highly specific groups of parents and students in an informative and personal manner to recruit them to the LRSD and its specialty schools. By carefully selecting small groups of potential LRSD patrons, PT A members or other District support groups can conduct personal, small-group drop-ins, parties, receptions or other functions inviting potential LRSD patrons to consider LRSD schools. It is suggested that LRSD officials and/ or Board Members participate in these small group socials by making personal appearances when possible. Again, the video(s) will be a useful recruitment tool in this setting. 15 FORM PARTNERSHIPS WITH LOCAL BUSINESS AND THE GREATER LITTLE ROCK CHAMBER OF COMMERCE. Who would be involved: LRSD officials, LRSD Communications Department, Write Ideas (if needed). Time frame: To be implemented immediately. Benefits: Partners could help to defray costs incurred by the school district for special projects, as well as participate in promotional tasks. Goals: To increase the number of Business Partners in order to widen the scope of support being given to public schools in Little Rock by the business community. Community support of public schools must be an integral part of a successful plan to recruit students to the schools. Local businesses-whether locally-or nationally-based-can be of great benefit to the LRSD, financially through sponsorships of special programs, or through marketing and promotional support within their ranks. LRSD officials must certainly play a crucial role in soliciting the support of these businesses. INCREASE PARTNERSHIP IN AND STRENGTHEN SCHOOL (PARENT) SUPPORT GROUPS: Who Would Be Involved: LRSD Communications Department, PTA. 16 Time Frame: To be implemented immediately. Benefit: A strong support group with concerned parents as the foundation can help to generate more support for the LRSD from other parents who might otherwise not be aware of the benefits of enrolling their children in the LRSD. Goal: To create a parent ombudsmen program to support the LRSD. It is imperative that this become a top priority with the PTA. Together with the LRSD Communications Department, parents should be fervently recruited to become active supporters of the schools in an effort to "pass on the word." ENLIST THE ASSISTANCE OF A MARKETING RESEARCH FIRM TO SET UP A TRACKING SYSTEM FOR THE LRSD. Who Would Be Involved: LRSD officials, LRSD Board. Time Frame: Consultation with marketing research firm to begin immediately. Benefit: A market research firm can offer guidance in setting up an effective tracking system to assist manpower already in place in gathering and organizing data. 17 Goal: To establish an efficient and effective tracking system which can be used year after year with few alterations. After conducting a blind poll (the market research firms were unaware that the LRSD was the potential dient), of several (nine) Little Rock marketing research firms, it was determined that not all firms possess the capability to work on a consultation only basis. However, at least two of the firms, Marketsearch, represented by Yvonne McLaughlin, and Opinion Research Associates, Inc., represented by Eamie Oakleaf, said that they were willing to consult with the LRSD at no cost to the District to determine the fee for setting up a tracking system. Again, none of the marketing research firms was aware that the LRSD was the potential client. However, they were each asked if they could set up systems for educational institutions. INDIVIDUALIZED RECRUITMENT PLANS FOR EACH SCHOOL Who would be involved: Principals from each school (Area, Interdistrict, Incentive, etc.), PTA, school parent groups, school business partners, VIPS. Time Frame: Following production of new video(s) and assessment of each school's recruitment needs, coinciding with peak student recruitment times. Benefits: By utilizing the LRSD's master recruitment plan and tailoring it to each school's individual needs, a more effective recruitment plan can be implemented to match the needs of each school based on its student racial population and other needs. 18 Goal: To provide each school within the LRSD a specialized plan of action with which to recruit students to each school. Although this document-the master student recruitment plan for the LRSD-provides numerous marketing tools to promote the specialty schools of the district, each school will inevitably be faced with its own special recruitment needs. Consequently, this document allows enough flexibility for individual schools to select those marketing and promotion techniques which will best serve their recruitment needs. Some schools might implement each technique outlined
for others, it might only be necessary to utilize one or two of the strategies. By allowing each school the ability to assess its own recruitment needs, the recruitment process becomes more effective. COMMUNICATIONS DEPARTMENT TRAINING Who would be involved: LRSD Communications Department, School Recruiters, Write Ideas. Time Frame: To be implemented immediately following reorganization of the LRSD Communications Department. Benefits: A well-trained Communications Department and recruitment team will be better able to provide information to parents, students, the media and the community in general. 19 The succussful implementation of many of the recommendations outlined in this document are directly related to the development of a strong Communications Department within the LRSD. As indicated earlier in this document, the LRSD Communications Department should be instrurnentai in the recruitment process, particularly in the areas of information dissemination, crisis intervention, LRSD-parentstudent relations and other areas. A strong Communications Department will serve to assist in making the entire LRSD system a more finely-tuned machine. 20 LITTLE ROCK SCHOOL DISTRICT RECRUITMENT/MARKETING PLAN ADDENDUM NEW RECRUITMENT VIDEO(S) Objective: To provide students and parents with easily accesible information concerning the methods for enrolling in Area, Interdistrict and Incentive schools. Strategies: Produce from one to three videos focusing on the three targeted schools. The video(s) would be produced by students at Metropolitan Vocational Technical School and would feature students from the Area, Interdistrict and Incentive schools. Responsible Persons: Film production students at Metropolitan Vo-Tech
selected students from Area, Interdistrict and Incentive schools
Write Ideas for technical, directing and production assistance. DEVELOP AN ALLIANCE WITH LOCAL MEDIA Objectives: To take advantage of opportunities to place positive news and feature stories about the LRSD in the local media. To develop a positive, familiar and on-going relationship between the LRSD Communications Department and the local media. Strategies: Form a working relationship with the local media by communicating with the media during "low seasons" for both the District and the media, when the media are most likely to provide coverage of feature stories concerning the LRSD. Responsible Persons: LRSD Communications Department. DEVELOP NEW THEME OR LOGO FOR THE THREE TARGETED SCHOOlS Objectives: To provide parents and students who may be candidates for the three targeted schools with a catch phrase which will breed familiarity with these schools. Strategies: Create a new theme, either through a freelance agent (Write Ideas), or through a District-wide student contest. A Responsible Persons: Write Ideas, students of the LRSD, LRSD Communications Department. FORM AN INTENSIVE SPEAKERS BUREAU Objectives: To reach influential groups of people who can "spread the word" about the benefits of attending the LRSD and its alternative schools. Strategies: Utilize parents, officials of the LRSD and representatives of the Area, Incentive and Interdistrict schools as speakers to target those organizations who could influence educational choices. Responsible Persons: LRSD Communications Department, PTA, Write Ideas (if needed), LRSD partners in education. SET UP INFORMATION BOOTHS Objectives: To devise an informative and entertaining method of attracting attention, in public settings, to disseminate information pertaining to the LRSD. Strategies: Purchase a tabletop display and backdrop to be used at fairs, conventions and other appropriate events where students and parents would be targeted. Alternatively, students at Metropolitan Vo-Tech could construct the display booth, saving the District money, and promoting the courses available at Metro and the talents of its students. Responsible Persons: LRSD Communications Department, Metropolitan VoTech students, Write Ideas (if needed). SMALL GROUP PRESENTATIONS Objectives: To target highly specific groups of parents and students in an informaive and personal manner to recruit them to the LRSD and its alternative schools. Strategies: Hand-select small groups of potential LRSD patrons through the PT A or other District support groups. Host small social/ recruitment gatherings for these groups. B Responsible Persons: PT A, LRSD Communications Department, LRSD Board Members, LRSD Officials, Write Ideas (if needed). FORM PARTNERSHIPS WITH LOCAL BUSINESSES AND THE GREATER LITTLE ROCK CHAMBER OF COMMERCE. Objectives: To increase the number of Business Partners in order to widen the scope of support being given to public schools in Little Rock by the business community. Strategies: LRSD officials should target local businesses, who could become financial and promotional partners with LRSD, through personal contacts. Responsible Persons: LRSD officials, LRSD Communications Department, Write Ideas (if needed). INCREASE P ARTNERSHlPS AND STRENGTHEN SCHOOL (PARENT) SUPPORT GROUPS Objectives: To create a parent ombudsmen program to help support the LRSD and its programs. Strategies: The PTA should fervently recruit more parents to become involved in parent organizations. Responsible Persons: PT A, LRSD Communications Department. ENUST THE ASSISTANCE OF A MARKETING RESEARCH FIRM TO ESTABLISH A TRACKING SYSTEM FOR THE LRSD. Objectives: To establish an efficent and efffective system of tracking the recruitment process. The system should be one which can be used year after year with few alterations. Strategies: Consult with a marketing research firm to set up an effective plan. Responsible Persons: LRSD officials, LRSD Board. C INDIVIDUALIZED RECRUITMENT PLANS FOR EACH SCHOOL. Objectives: To allow each school to create a recruitment plan based on the LRSD's master recruitment plan which would match each school's special needs. Strategies: Each school would assess its recruitment needs and then use only those recruitment strategies which would help satisfy their recruitment requirements. Responsible Persons: School principals, PT A, school parent groups, school business partners, VIPS. COMMUNICATIONS DEPARTMENT TRAINING Objectives: To create a communications department which serves the needs of students, parents, media and the community at large. Strategies: Upgrade the LRSD communications department through increased personnel and specialized training, which would allow it to operate more effectively. Responsible Persons: LRSD Communications Department, School Recruiters, Write Ideas. D M0NTII October October October November November/December RECRUITMENT PLAN CALENDAR ACTIVITY RESPONSIBLE PERS0N(S) Reorganization of Districtwide Recruitment Team (DRT) Describe new functions related to recruitment plan Identify roles and responsibilities Superintendent Cabinet Conduct work session for DRT Recruiters/ Communications to design delivery system for overview/ charge to Local Recruitment Teams (LRT) Conduct work session Recruiters/ Communications (overview) for principals Identify Local Recruitment Districtwide Recruitment Teams (LRT) for recruitment Team training Elementary Cluster (Gremillion) Elementary Ouster (Robertson) Incentive /lnterdistrict Schools Secondary Ouster Bi-racial Committee Local schools develop individualized recruitment plans utilizing LRSD Recruitment Plan Strategies I Principals/ Assoc. Supt. for Desegregation November/December November/December November/December Conduct assessment of local school needs and resources to include at least the following: -Student enrollment -Ethnicity -Gender -Achievement data -Attendance data -Citizenship -Other Conduct assessment of local school staff to include at least the following: -Ethnicity -Gender -Degrees Held (BA./BS., MA./ MS, Ph.D., other degrees) -Staff Achievement Conduct assessment of schools to include at least the following: -Special Awards -Special offerings/ unique features -Partners -VIPS -Parent Involvement -Attendance zones (eligible area of attendance for students) II Principals/Local Recruitment Teams/Teachers/ Planning, Research and Eval./ Assoc. Supt. Deseg. Principals/Local Recruitment Teams/Teachers/ Planning, Research and Eval./ Assoc. Supt. Deseg. Principals/Local Recruitment Teams/Teachers/ Planning, Research and Eval./ Assoc. Supt. Deseg. November/December December January 1994 April 1994 June1994 June1994 July 1994-June 1995 Utilize program budget document format -Develop goals/ objectives/ strategies, i.e. percent of student needed to racially balance schools
targets (number and grade level)
retention of student population -Identify person(s) responsible -Evaluation/ assessment criteria (include a tracking system) Send copy of local school plan to DRT (12/ 15/93) Implementation of LRT / Districtwide recruitment strategies (concentrated effort) annual kick-off Annual evaluation efforts (Districtwide/ Local School Recruitment Teams) Principals/ Local Recruitment Teams/Teachers/ Planning, Research and E val./ Assoc. Supt. Deseg. Principals/ Local Recruitment Teams/Teachers/ Planning, Research and Eval./ Assoc. Supt. Deseg. Local Recruitment Teams LRT/DRT/PRE Review and revise, ii needed, LRT /DRT /PRE recruitment strategies Implement revised plan LRT/DRT III
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