INCENTIVE SCHOOL STRATEGIC MARKETING PLAN 1992-1997 inarketsnorch is' a Marketinq flf ReseoKii Consulting firm looateil ot 320 West Capilol Avnue/Suile 911 Little Rock, AR 72201 501 372-4R80 INCENTIVE SCHOOL STRATEGIC MARKETING PLAN: 1992-1997 Prepared for: THE LITTLE ROCK SCHOOL DISTRICT LITTLE ROCK. ARKANSAS By MARKETSEARCH Little Rock, Arkansas MAY 1991marketsearch TABLE OF CONTENTS L MARKETING FLAN. 1 A GOALS AND OBJECTIVES 1 R BARRIERS 2 C OPPORTUNmES. 3 D. STRATEGIC PLAN, n. FACT BOOK 19 4 A INTERNAL ANALYSIS. 20 1. PROGRAM DESCRIPTIONS, 21 R 2. FEATURES AND BENEFITS 21 EXTERNAL ANALYSIS 26 1. STRENGTHS AND WEAKNESSES 27 2. MARKET ATTITUDES AND MOTIVATIONS, r 30 3. DEMOGRAPHIC AND LIFESTYLE PROFILES 32 4. ENROLLMENT PATTERNS. 35 rV. APPENDIX marketsearch INC^TIVE SCHOOL FIVE-YEAR STRATEGIC MARKETING PLAN 1 GOALS TO ENROLL 366 NON-BLACK STUDENTS WITHIN THE INCENTIVE SCHOOLS BY THE YEAR 1997. OBJECTIVES TO STRIVE FOR THE FOLLOWING DISTRIBUTION OF NON-BLACK STUDENTS BY SCHOOL (INCLUDING FOUR-YEAR-OLDS): FRANKLIN 29 GARLAND 71 MITCHELL 41 ROCKEFELLER 29 RIGHTSELL 81 STEPHENS 58 ISH 57 marketsearch INCENTIVE SCHOOL FIVE-YEAR STRATEGIC MARKETING PLAN 2 BARRIERS AFTER SCHOOL PROGRAMS CREATE CONFLICTS WITH NON-SCHOOL ACTIVITIES, RELAXATION, ENTERTAINMENT, ETC. AFTER SCHOOL PROGRAMS PROLONGS ISOLATION OF CHILD RACIAL IMBALANCES LOCATIONS ARE DIFFICULT TO ACCESS FROM WEST LITTLE ROCK AND EXTENDED COUNTY AREAS LIMITED CAPACITY OF SCHOOLS LACK OF A TRACK RECORD TO PROMOTE PRE-CONCEIVED NOTIONS ABOUT SAFETY ISSUES INCLUDING ASSOCIATIONS WITH INNER-CITY ENVIRONMENT PRE-CONCEIVED NOTIONS ABOUT QUALITY ISSUES SUCH AS CORRELATIONS BETWEEN LOWER SOCIOECONOMIC PROFILES RESULTING IN LESS MOTIVATION OR SUCCESS POSSIBLE CLOSING OF ISH AND RE-LOCATION OF STEPHENS WHICH CREATES AMBIVALENCE DUE TO UNCERTAINTY OF AVAILABLE FACILITIES RIGHTSELL CURRENTLY HAS LIMITED PLAYGROUND SPACE LIMITED NON-BLACK STUDENT POPULATION FROM WHICH TO RECRUIT marketsearch INCENTIVE SCHOOL FIVE-YEAR STRATEGIC MARKEyTING PLAN 3 OPPORTUNITIES UNIQUE PROGRAM OFFERINGS SCHOLARSHIP FUND EXTENDED DAY AND YEAR ADDITIONAL FUNDING PROGRAM GUARANTEED FOR 6 YEARS II J IT' marketsearch JNCENTIVE SCHOOL FIVE-YEAR STRATEGIC MARKETING PLAN 4 STRATEGIC PLAN r T' mca-ketseoich INCENTIVE SCHOOL FIVE-YEAR STRATEGIC MARKETING PLAN 5 STRATEGY: RATIONALE: HOW: WHO: WHEN: PRODUCT STRATEGY IMPLEMENT APPROVED PROGRAM PLAN FOR 1991/1992. NEED TRACK RECORD FOR EVALUATION. ACTIONS REGULAR REVIEW OF THE FOLLOWING AREAS: * * * IMPLEMENTATION (INCLUDE BUILDINGLEVEL PLANS AND INPUT) COMMUNICATION RECRUITMENT ASSOCIATE SUPERINTENDENT FOR DESEGREGATION MONITORING AND PROGRAM DEVELOPMENT MONTHLY marketsearch INCENTIVE SCHOOL FIVE-YEAR STRATEGIC MARKETING PLAN PLACE STRATEGY STRATEGY: RATIONALE: HOW: WHO: WHEN: 6 TO IMPLEMENT THE INCENTIVE SCHOOL PROGRAM WITH THE EXISTING SCHOOL LOCATIONS OUTLINED IN THE DESEGREGATION PLAN. NEED TO ESTABLISH A MEASURABLE TRACK RECORD WITH EXISTING LOCATIONS TO DETERMINE WHAT. IF ANY. CHANGES WOULD BE APPROPRIATE ACTIONS REGULAR REVIEW OF ALL FACILITIES AND THEIR TRACK RECORD ASSOCIATE SUPERINTENDENT FOR DESEGREGATION MONITORING AND PROGRAM DEVELOPMENT MONTHLY REVIEWS r marketsearch INCENTIVE SCHOOL FIVE-YEAR STRATEGIC MARKETING PLAN 7 STRATEGY: RATIONALE: HOW: WHO: WHEN: PROMOTIONS TO PRIORITIZE TARGET AUDIENCES AS FOLLOWS: (1) (2) (3) (4) FOUR AND FIVEYEAR-OLDS AND THEIR PARENTS PARENTS OF KIDS 0-3 PARENTS OF KIDS 6-12 COMMUNITY AT LARGE FOUR-YEAR-OLDS PROVIDE A CAPTIVE POOL OF PROSPECTS BECAUSE THE MAJORITY OF THESE STUDENTS TEND TO ENROLL IN KINDERGARTEN AT THE INCENTIVE SCHOOLS THEY HAVE BEEN ATTENDING. ACTIONS PLANNING. IMPLEMENTATION AND EVALUATION OF MARKETING PROGRAM WILL FOCUS ON THE INDIVIDUAL TARGET AUDIENCES. INCENTIVE SCHOOL PROMOTIONS COMMITTEE BEGINNING WITH 1991 PLANNING YEAR. r tie' marketsearch INCENTIVE SCHOOL FIVE-YEAR STRATEGIC MARKETING PLAN 8 PROMOTIONS: 4YEAROLD MARKET STRATEGY: ESTABLISH A SPEAKERS BUREAU TO TARGET PARENTS OF FOUR-YEAR-OLDS RATIONALE: FACE-TO-FACE INTERACTIONS ALLOWS FOR BETTER TWO-WAY COMMUNICATIONS FOR DESCRIBING INCENTIVE SCHOOL CONCEPT AND BENEFITS. IT ALSO ALLOWS FOR SATISFIED PARENTS TO GIVE FIRST-HAND TESTIMONIALS TO PROSPECTIVE PARENTS. ACTIONS HOW: RECRUIT CURRENT PARENTS TO PROVIDE REFERRALS AND/OR IN-HOME GROUP MEETINGS PRODUCE MATERIALS DESCRIBING GENERIC INCENTIVE SCHOOL CONCEPT (E.G.: BROCHURES, VIDEO, ETC.) UTILIZE TESTIMONIALS FROM CURRENT PARENTS WHENEVER APPROPRIATE UTILIZE ADVERTISING RESEARCH METHODS TO "TEST" COMMUNICATIONS APPROACH PRIOR TO FINAL PRODUCTION OF MATERIALS WHO: INCENTIVE SCHOOL PROMOTIONS COMMITTEE WHEN: LAUNCH SEPTEMBER 1991 r sr marketsearch INCENTIVE SCHOOL FIVE-YEAR STRATEGIC MARKETING PLAN 9 PROMOTIONS: 4YEAROLD MARKET STRATEGY: CONDUCT TRAINING SESSIONS FOR EACH SCHOOL REGARDING THE PROMOTIONS OF INCENTIVE SCHOOLS RATIONALE: BUILDING-LEVEL SUPPORT AND COMMITMENT IS REQUIRED IN ORDER TO BROADEN THE OUTREACH EFFORTS AND ALSO PROVIDE CREDIBILITY OF THE CLAIMS BEING MADE ABOUT THE INCENTIVE SCHOOL PROGRAM. ACTIONS HOW: A TRAINING SESSION WILL BE CONDUCTED WITH REPRESENTATION OF THE PRINCIPAL, COUNSELOR AND DESIGNATED TEACHERS FROM EACH AND EVERY SCHOOL. WHO: INCENTIVE SCHOOL COORDINATOR PARENT RECRUITER COORDINATOR DIRECTOR OF COMMUNICATIONS WHEN: TRAINING TO BE COMPLETED BY AUGUST 1991. marketsearch INCENTIVE SCHOOL FIVE-YEAR STRATEGIC MARKETING PLAN 10 PROMOTIONS: 4YEAROLD MARKET STRATEGY: CREATE AND UTILIZE A DATA BASE OF FOUR-YEAR- OLD NON-BLACK PROSPECTS WITHIN PULASKI COUNTY. RATIONALE: DIRECT MARKETING TACTICS ARE THE MOST EFFECTIVE AND COST-EFFICIENT METHODS FOR REACHING SUCH A NARROW MARKET SEGMENT. A THOROUGH AND CURRENT TARGETED MAILING LIST WILL BE A FUNDAMENTAL PART OF ANY DIRECT MARKETING EFFORT. ACTIONS HOW: RESEARCH ALTERNATIVE SOURCES AND METHODS FOR DEVELOPING. STORING AND ACCESSING A DATA BASE. WHO: PROMOTIONAL CONSULTANT WILL COORDINATE THESE EFFORTS. WHEN: A SOURCE WILL BE IDENTIFIED BY JULY 1991. marketsearch INCENTIVE SCHOOL FIVE-YEAR STRATEGIC MARKETING PLAN 11 PROMOTIONS: 0THREEYEAR-OLD MARKET STRATEGY: DEVELOP A METHOD OF IDENTIFYING AND MAKING SYSTEMATIC CONTACT WITH PARENTS OF NEWBORNS UP TO THREE-YEAR-OLDS. RATIONALE: PRIOR CONTACT AND INFORMATION ON A REGULATED BASIS WILL FACILITATE THE DECISION-MAKING PROCESS AT ENROLLMENT TIME. THE ADDITIONAL FAMILIARITY AND PRIOR KNOWLEDGE OF THE INCENTIVE SCHOOL CONCEPT WILL MINIMIZE, IF NOT REDUCE, MANY OF THE PRE-CONCEIVED NOTIONS THAT CURRENTLY HINDER ENROLLMENT. ACTIONS HOW: DEVELOP METHOD FOR IDENTIFYING PARENTS (E.G.: PUBLIC RECORDS ON NEWBORNS, SELF-REGISTRATION AT DOCTORS OFFICES WITH INCENTIVES, ETC.) CREATE A SYSTEMATIC CONTACT PROGRAM (E.G.: MAILING BIRTHDAY CARDS, ETC.) WHO: TBD WHEN: TBD marketsearch INCENTIVE SCHOOL FIVE-YEAR STRATEGIC MARKETING PLAN 12 PROMOTIONS: SIXTO12 YEAR-OLD MARKET STRATEGY: DEVELOP AN OPEN HOUSE PROGRAM RATIONALE: PRIOR CONTACT AND FIRST-HAND EXPOSURE TO THE INCENTIVE SCHOOL FACILITIES AND SURROUNDINGS WILL MINIMIZE. IF NOT REDUCE, MANY OF THE PRE-CONCEIVED NOTIONS THAT CURRENTLY HINDER ENROLLMENT. ACTIONS HOW: DEVELOP A TARGETED MAILING LIST OF PARENTS WITH CHILDREN 5-12 YEARS OLD DROP MAILINGS AND SCHEDULE OPEN HOUSES ON A ZIP CODE BASIS APPOINT SPOKESPERSONS DEVELOP A GENERIC PRESENTATION FOR ON-SITE PURPOSES WHO: TBD WHEN: TBD marketsearch INCENTIVE SCHOOL FIVE-YEAR STRATEGIC MARKETING PLAN 13 PROMOTIONS: COMMUNITYAT-LARGE STRATEGY: RATIONALE: DEVELOP A COMMUNICATIONS PLAN BASED ON THESE OBJECTIVES: TO DEFINE AND POSITION THE INCENTIVE SCHOOL CONCEPT AS BEING A UNIQUE PUBLIC GRADE SCHOOL WITH A COLLEGE SCHOLARSHIP FUND AND EXTENDED PROGRAMS (E.G.: FOUR-YEAR-OLD PROGRAMS, EXTENDED DAY AND YEAR) TO CREATE/RAISE VISIBILITY OF THE INCENTIVE SCHOOL CONCEPT
TO CONVEY AN IMAGE OF BEING A SUPERIOR, BOLD, CUTTING-EDGE ALTERNATIVE
TO PROMOTE AND RECOGNIZE INCENTIVE SCHOOL STAFF AND STUDENTS. GREATER COMMUNITY AWARENESS AND FAMILIARITY OF THE INCENTIVE SCHOOL CONCEPT SERVES SEVERAL PURPOSES: POSITIVE REINFORCEMENT FOR THE CURRENT CONSTITUENTS' THAT THEY MADE A GOOD CHOICE
BUILDS POSITIVE IMAGES AND PREDISPOSITIONS TO CONSIDER INCENTIVE SCHOOL AMONG PROSPECTIVE CONSTITUENTS: AND DEMONSTRATES TO ALL PARTIES INCLUDING THE COURTS THAT A CONCERTED EFFORT IS BEING MADE TO ACTIVELY MARKET THE INCENTIVE SCHOOLS. r marketsearch INCENTrVE SCHOOL FIVE-YEAR STRATEGIC MARKETING PLAN 14 COMMUNITY AWARENESS STRATEGY (CONTINUED) ACTIONS HOW: DEVELOP AN ANNUAL PUBLIC RELATIONS PROGRAM TO INCLUDE, BUT NOT BE LIMITED TO, ACHIEVEMENTS OF INCENTIVE SCHOOL STAFF AND STUDENTS DEVELOP A TWO-WAY PROCESS OF COMMUNICATIONS BETWEEN EACH SCHOOL AND THE DISTRICT OFFICE TO ENCOURAGE SYSTEMATIC INPUT OF NEWSWORTHY ITEMS FOR PUBLICATION WHO: TBD WHEN: OUTLINE OF YEAR I PLAN BY FALL 1991 r >.1 rnarketsearch INCENTIVE SCHOOL FIVE-YEAR STRATEGIC MARKETING PLAN 15 EVALUATIONS STRATEGY STRATEGY
RATIONALE: HOW: WHO
WHEN: DEVELOP AN EVALUATIONS PROCESS FOR DETERMINING THE APPEAL OF INCENTIVE SCHOOL PROGRAMS AMONG PROSPECTIVE CONSTITUENTS TRACKING THE PERCEIVED APPEAL AMONG PROSPECTS WILL PROVIDE FEEDBACK FOR MAKING REFINEMENTS AND/OR CHANGES IN THE PROGRAMS AND DETERMINING WHICH PROGRAMS TO EMPHASIZE IN PROMOTIONS. ACTIONS DEVELOP A SYSTEMATIC FOLLOW-UP PROCESS AMONG PROSPECTS WHO MAKE INQUIRIES. ALSO SOLICIT INFORMATION ON HOW THEY OBTAINED INFORMATION ABOUT PROGRAM. COMMUNICATIONS DEPARTMENT CONTINUOUS AS INQUIRIES OCCUR nd marketsearch JVCEJVTIVE SCHOOL FIVE-YEAR STRATEGIC MARKETING PLAN 16 EVALUATIONS STRATEGY STRATEGY: RATIONALE: HOW: WHO: WHEN: DEVELOP A SYSTEMATIC TRACKING PROCESS OF KEY MEASUREMENT AREAS OF RESPONSE TO THE INCENTIVE SCHOOL MARKETING PROGRAM. TRACKING MEASURABLE COMPONENTS PROVIDES A TRACK RECORD FOR DETERMINING THE LEVEL OF SUCCESS FOR EACH YEARS MARKETING EFFORTS. THIS TRACK RECORD ALLOWS PLANNERS TO REFINE THE SUBSEQUENT YEARS PLANS FOR BETTER RESULTS. ACTIONS TRACK ENROLLMENT NUMBERS TRACK INQUIRIES MADE BY TELEPHONE OR OTHER METHODS TRACK THE NUMBER OF TOURS MADE ASSOCIATE SUPERINTENDENT FOR DESEGREGATION MONITORING AND PROGRAM DEVELOPMENT QUARTERLY marketsearch INCENTIVE SCHOOL FIVE-YEAR STRATEGIC MARKETING PLAN 17 INFORMATION STRATEGY STRATEGY: RATIONALE: DEVELOP A SYSTEMATIC METHOD OF TRACKING RESPONSES TO THE INCENTIVE SCHOOL PROGRAM TO BE ABLE TO AMEND OR ALTER PROGRAMS TO MEET THE NEEDS OF THE CONSUMER. ACTIONS HOW: DEVELOP PLANNING OUTLINE WHO: COMMUNICATIONS DEPARTMENT WHEN: OUTLINE BY JUNE 1991 marketsearch INCENTIVE SCHOOL FIVE-YEAR STRATEGIC MARKETING PLAN 18 INFORMATION STRATEGY STRATEGY: RATIONALE: HOW: WHO: WHEN: PRE-TEST THE COMMUNICATIONS PLATFORM TO BE USED TO PROMOTE THE INCENTIVE SCHOOL CONCEPT PRIOR TO FINAL PRODUCTION OF MATERIALS. THIRD-PARTY REACTIONS FROM THE INTENDED TARGET AUDIENCE PROVIDE THE MOST OBJECTIVE AND MEANINGFUL EVALUATIONS OF PROPOSED COMMUNICATIONS APPROACHES. ADDITIONALLY. THE EMOTIONAL DIMENSIONS INVOLVED IN THIS BUYING PROCESS REQUIRE FIRST-HAND RESPONSES FROM THE TARGET AUDIENCE. ACTIONS CONDUCT FOCUS GROUP INTERVIEWS AMONG CURRENT PARENTS AND PROSPECTS COMMUNICATIONS DEPARTMENT CONTINGENT UPON AVAILABILITY OF PROMOTIONAL CONCEPTS maiketsearch INCENTIVE SCHOOL FIVE-YEAR STRATEGIC MARKETING PLAN 19 FACT BOOK iiKb is a mark'-'t': Minkohnq Hnsnnrch f kMWiiIhnq finn locoterJ at 720 w-i-.l Cnpilol Avf.tiun/Si,il.- Oil I.illln Rnrk. AR 72201 501 772'IRflO A TARGET AUDIENCE PROFILE STUDY FOR INCENTIVE SCHOOLS PROJECT # 3215 PREPARED FOR: LITTLE ROCK SCHOOL DISTRICT LITTLE ROCK, ARKANSAS DECEMBER 1990r iiKiikelnefitch TABLE OF CONTENTS I. BACKGROUND 1 A Introduction 1 R PRIZM..................................... C Objectives and Metliod of Study 2 4 n. MANAGEMENT SUMMARY 6 III. IMPLICATIONS 10 IV. DETAILED FINDINGS. 12 A Target Descriptions..................................... R Demographic and Lifestyle Profiles....... C Target Media Usage.................................... D. Target Locations within Pulaski County E. Program Support Opportunities............ 12 16 24 30 34 V. APPENDIXr .r LSI imrkf tsc-arcti UTTLE ROCK SCHOOL DISTRICT 1 Introduction The Pulaski County Incentive School Program is designed to address the academic, social and emotional needs of all students while at the same time ensuring academic excellence in schools which have been difficult to desegregate. The goal of the Incentive School Program is to couple commitment, high expectations, a strong belief that all children can learn, and broad-based community support with financial resources. Ac mu,.. As much as possible, children in the incentive schools are part of the mainstreamed instructional program. Instruction seeks to enhance the self-concept of all students, students who but especially enhance the self-concept of those have been identified as having special needs. P _ schooling is encouraged and each student in t.._ has access to post-secondary school funding. Post-secondary the Incentive Schools In addition, the goals of this program are to offer more challenging programs, improve the image of desegregation, broaden the learning experience to include all cultures and ethnic groups, encourage positive self-esteem, improve human and civil rights, promote language development and computation skills, and enable the schools to become learning centers for parents and and rights community organizations.I tT LITTLE ROCK SCHOOL DISTRICT 2 PRIZM Overview Society lives in a time of swift changes and pervasive complexity. During the past decade, the population has experienced the progressive fragmentation of consumer markets, media and shopping patterns. The last 10 years have seen product categories such as soft..drinks and cereals exploding, cable television and VCR's penetrating both metro and small town areas, and the working homemaker redefining the when, where, and means of shopping. Such change in the marketplace necessitates a change in No longer do shotgun definitions such marketing philosophy. as "adults 18-49" apply. A much more efficient system of market segmentation is needed. Enter geodemographic market segmentation. Originally conceived and pioneered almost 20 years ago, geodemoaraphv or PRIZM is a consumer market segmentation and targeting system based upon two recognized sociological^ People with similar cultural backgrounds, means, and perspectives, naturally gravitate towards one another. They choose to live among their peers in neighborhoods offering affordable advantages and compatible lifestyles. They exhibit Once settled in, people naturally emulate their neighbor's lifestyles. They haopt similar social values, tastes, needs and expectations. shared patterns of consumer behavior towards products. services, media and promotions. Such behavior is axiomatic fundamental, measurable, predictable, and targetable. PRIZM is comprised of 40 lifestyle groups -- each encompassing a unique social and demographic lifestyle. These groups range from upscale to downscale
urban to rural
families to empty-nesters
and professionals to trade.niaike 1: - .p LITTLE ROCK SCHOOL DISTRICT 3 It is from these 40 basic lifestyle groups that broader "target" groups are created, based upon shared characteristics of the lifestyle groups that are relevant to the product being marketed. In this Incentive School Study, for example, the Suburban/Urban Activists target group is comprised of the lifestyle groups Young Suburbia," "Furs and Stationwagons, and Blue Blood Estates. Although each has some unique qualities as a lifestyle group, all three have high levels of education, high incomes, and a high incidence of social activism. Assimilating lifestyle groups into targets," then, allows for a marketing effort that is broad enough to reach significant nvunbers of potential Incentive School supporters while remaining focused enough to reach those most likely to back such schools. The appendix includes a chart listing all 40 lifestyle groups found in the system.i!i Ilk' Im-'ii' ! LJTTLE ROCK SCHOOL DISTRICT Objectives The objectives of this analysis and report are: To define and create targets which represent the best opportunity for participation in the Pulaski County Incentive School Program. To profile such targets in terms of demographics, socioeconomics, and lifestyle behaviors. 4 To geographically locate such targets in Pulaski County at the census tract level and visually map behavior as well as target strength. n socially active" To analyze general media use behavior by target group which will help to develop media strategies and plan. To offer an implications section of "suggested next-steps" which will aid in developing overall participation and support programs. Methodology The target profiles which follow were selected from an analysis of three socially active public behaviors, include: "Taken an active role in civic issues" "Actively worked as a volunteer" "Written to a public official" These behaviors The database which was used to produce the profiles was provided by the 1990 Mediamark Research, Inc. (MRI) Survey of over 22,000 households in the U.S. The information from the survey was then matched to only lifestyle groups found in Pulaski County and weighted accordingly. Therefore the information which follows in the report is "localized". In the analysis, two factors are used: (1) the percentage breakdown by cluster group, and (2) the index carried by each cluster group. 1 irk I: LITTLE ROCK SCHOOL DISTRICT 5 The index is a comparative measurement tool against a base. For example, if "Furs & Stationwagons" represents 1.5% of the base population and also represents 1.5% of those who have "written to a public official," the index would be 100 (essentially. "average"). However, if the group represented 3.0% of those who have "written to a public official," then the index would be 200 (essentially, "significant" and twice the level of the expected behavior). In short, indexes are derived from nothing more than a division of group percentage behavior by the same groups population/base percentage. The total index for the target is calculated by adding the percentages together for the target and then dividing that numerical summary by the total base percentages that the individual group represents. For this report and analysis, the base population used was that of Pulaski County. Furthermore, in addition to the three t1 behaviors outlined, a summary of participation in one or more of the three behaviors was used as a measurement of activism." sociallibllk- 1.' UTTLE ROCK SCHOOL DISTRICT 6 Management Summarv Two key target groups have been defined in this study: Career-driven, highly Suburban/Urban Family Activists: Career-driven, highly educated, and generally conservative parents raising children in the best neighborhoods of metropolitan suburbia. Small Neighborhood Family Activists: Well educated, younger, more liberal, and less affluent parents who choose to bring up their families in the smaller neighborhoods beyond urban beltways. c Much is revealed about these target groups by their demographi and lifestyle profiles. For example, Suburban/Urban Family Activists are likely to own a home valued at $200,000+, have completed four or more years of college, and have children aged 6 to 17. Similarly, Small Neighborhood Family Activists, own a home valued between $80,000 to $100,000, have completed some college (one to three years usually), and have children aged six to 13. Lifestyle behaviors, in turn, are helpful in painting a picture of consumer behavior. For instance. Suburban/Urban Family Activists are more likely to have purchased a $1,000+ computer system, have taken a cruise, and engage in sports, than the public at large. Small Neighborhood Family Activists live a lifestyle tied to nature and the local scene. Behaviors above average include a greater likelihood to have taken a camping trip, bought a chainsaw, and enjoyed outdoor gardening. Both of the primary target groups in this study are found in key census tracts of Pulaski county. Immediately following this page, therefore, are two charts which rank these tracts by target population. When viewing these charts, it is important to realize that the populations reported represent the maximum possible opportunity of each particular tract. Further narrowing of the target population is possible, and in most cases, desirable. An overlay of political affiliation would likely be the best means of refinement. The matter is discussed in full in the Conclusions section of the study. Lastly, as far as media is concerned, neither target is an outstanding consumer of network television (although the Suburban/Urbanites index well for TV news). with consistent strength in the following areas: Both groups index Print: ------ magazines are a favorite of both groups, although the Suburban/Urban Family Activists generally prefer upscale metropolitan. Epicurean, and fashion magazines, while the Small Neighborhood Activists favor outdoor/recreation, nature, and science magazines.niarkrlspai.h LITTLE ROCK SCHOOL DISTRICT 7 Cable
a trend similar to that seen in magazine preference is seen here, with Surban/Urbanites indexing higher for premium channels like HBO and The Movie Channel, and the Small Neighborhood folks higher for USA, Nick at Night, and Discovery (likely indicative of a younger age adult group). Radio
the best potential is in news/talk radio, classical. and easy listening, for Suburban/Urban Family Activists, while country music represents the greatest opportunity for targeting Small Neighborhood Family Activists.r r >.1 LITTLE ROCK SCHOOL DISTRICT 8 TABLE 1 SUBURBAN/URBAN FAMILY ACTIVISTS CENSUS TRACT RANKING TRACT # TARGET NO. 1 % # 5 YR PRO J. INDEX TRACT POP 37.01 42.03 42.04 37.03 33.03 37.02 33.04 41.06 97.7 91.3 63.0 59.7 58.8 42.8 29.7 22.8 2,448 3,123 1,622 1,489 1,202 1,699 953 521 14.21 12.95 8.90 14.11 14.09 14.13 14.09 -3.19 1,040 973 671 635 626 456 317 243 2,506 3,421 2,574 2,494 2,044 3,970 3,20-8 2,285 Source
Claritas
U.S. Census Update 1988. r .T* :4? LITTLE ROCK SCHOOL DISTRICT 9 TRACT # 36.04 43.01 22.04 36.05 36,03 41.06 36.07 32.02 22.03 34 22.01 42.02 16 40.04 37.02 40.05 21.02 42.04 TABLE 2 SMALL NEIGHBORHOOD FAMILY ACTIVISTS CENSUS TRACT RANKING TARGET % 100.0 100.0 99.9 84.3 79.4 77.2 74.9 60.8 58.8 44.9 44.5 31.9 25.5 14.6 12.8 5.9 5.5 5.2 NO. 2 # 2,067 1,505 3,146 1,770 2,512 1,764 1,318 2,153 1,321 1,949 953 208 662 93 508 55 102 134 5 YR PROJ INDEX TRACT POP :ssssss=: 4.93 7.57 -1.11 5.05 3.95 -3.19 4.94 7.65 -3.12 8..27 -3.04 4.75 -1.73 -0.17 14.13 -1.84 -5.57 8.90 530 629 628 530 500 485 471 382 370 283 280 201 160 92 81 37 34 32 2,067 1,505 3,149 2,100 3,164 2,285 1,760 3,541 2,246 4,341 2,141 652 2,596 635 3,970 926 1,849 2,574 Source: Claritas
U.S. Census Update 1988. inaik' Is' UTTLE ROCK SCHOOL DISTRICT 10 Implications While this report does not directly profile individuals involved in enrolling their children in an incentive school program, it does provide insight into several target groups which represent a significant percentage of opportunity. "Opportunity" in this particular case is best defined as n and are active in programs , individuals who are "socially aware _____________ _ c--=,___ which provide access to the social forum of input and debate, such, it is likely that the same individuals would be sensitive As to academic excellence as well as the emotional needs relating to education. While thetwo primary groups defined share several common characteristics (occupations, family size, female employment) there are likewise several factors which slightly differ between the groups (corporate ladder status, neighborhood development, outlying area locations). Similarly, the driving force in program participation may vary with one group, Suburban/Urban Family Activists, who may be driven by the specialty programs available, and the other group. Small Neighborhood Family Activists, who are likely driven by the financial support available. Without question however, is the liberal philosophy likely needed to reinforce Incentive School participation. Therefore social activism, as defined in this report, must be overlaid with clear definitions of a liberal philosophy which reinforces "the freedom of race, creed and color." While there are Republicans who not only accept such philosophy, but actively support it, there is at the same time, a greater number of Democrats and Independents who likely do so. As such. so. an overlay of political affiliation may help to better refine the the list. Such a technique would combine two variables social activism and a liberal philosophy. Realizing that such an overlay and combination is the best target definer, then it is all the more important to not overlook the There is secondary target we defined as the "Babyless" Boomers. no question that members of this group represent a longer term investment. However, given their slightly younger age skew, they to represent a "New Independent" American voter more sensitive to social needs and urban development.iri
nr.- t'.-'r LITTLE ROCK SCHOOL DISTRICT 11 In addition to considering the potential of this group enrolling their children five to six years from now, the "Babyless" Boomers, no doubt, represent individuals who would likely become involved in community support programs. This perhaps is one way of developing and implementing long-term strategy. Finally, this study and analysis is the "first step". It is highly suggested that "next steps consider: tt in program development Focus groups among the key target groups which have been defined (Suburban/Urban Family Activists, Small Neighborhood Family Activists, and "Babyless" Boomers) A cross combination of key geographically defined areas of this study with any access to voting records, political affiliation or recent election polls which geographically plot response. A quantitative survey which oross-tabulates response by political affiliation. A direct marketing component to the promotional program which tracks response by target group and political party screeners. A clear targeting of the promotional message by the groups defined and placed considering a combination of media preferences and geographic location. Placement of broadcast message (if any is developed) according to defined target descriptors in this analysis.r ) UTTLE ROCK SCHOOL DISTRICT 12 Target Descriptions Suburban/Urban Family Activists Mom, Dad, and the kids
nice house in a well-established nice neighborhood, two cars in the front, dog in the back. This primary target represents the American Dream at its finest
upscale and super upscale nuclear families in greenbelt suburban communities. Education levels are uniformly high, while affluence varies somewhat according to occupation, with established executives and professionals taking home more than The real younger adults midway up the corporate staircase. common denominator in this group, though, is not so much income level, but the high number of marriages and school age children In this sense. Family Activists is a 9O's version of found. "Ozzie and Harriet," with Harriet putting on a busirjess suit and tearing off in a Saab to join Ozzie in the business world. Small Neighborhood Activists Another primary target. Small Neighborhood Activists encompasses a broad range of socioeconomic classes that s|iare the characteristic of being located outside the beltways of .At the top of the ladder are well educated young frontier types, established in their careers and extremely _Lil-. Children here are generally of school age or a bit metropolitan areas. mobile. The same is true as one moves a few rungs down the younger. socioeconomic ladder to include exurban middle level white collar managers and military personnel who, less affluent and less educated perhaps, are nevertheless quite mobile. station and less wealthy are the young blue collar workers found in this segment. Best described as "extremely average," these ruggedly conservative inhabitants of outlying industrial neighborhoods typify flag-flying, God fearing America, there is little educational experience beyond high school among More fixed in Although these tradesmen, they are considered the elite of the manufacturing world, and are well paid for their abilities, home they are a hallmark of stability, ranking first in the number of married couples with three-plus member households and At last in the number of divorces. "Babvless Boomers In the suburbs, outlying university towns, ^nd urban areas, live the "babyless" boomers, an opportunity group of highly mobile young singles and couples in a pre-child mode. The suburban households in this target are best described as quickly progressing up the corporate ladder. If married, it is likely that both husband and wife have careers. Almost all are college I: l!,cnkr-l? jcrr: ! UTTLE ROCK SCHOOL DISTRICT 13 educated, with some holding advanced degrees, and many reside in either rented units or suburban homes. In university areas within or outlying the suburbs, a still higher level of education is found, although it is not necessarily matched by higher than average incomes, rental payments, or home values. Educations of a more technical sort and likewise lower home values and levels of affluence are found among new single unit homeowners in urban areas, although even here there is good potential for advancement. Empty Nesters/Retirees This segment is comprised of aging upper class suburbanites and affluent senior citizens who have pulled up their suburban roots to live in communities among their peers. College educated, and employed by (or retired from) white collar or professional occupations, members of this segment have feathered their empty nests quite well for the most part, and have time and money to spend on travel, dining, and other luxuries. Bi-iik' !r- UTTI^ ROCK SCHOOL DISTRICT Pulaski County Social Activists Lifestyle Profile Combination 14 Target % IND Sub./Urb. Family Activists Young Suburbia Furs & Stationwagons Blue Blood Estates Total Small Neighbrhd. Fam. Activists New Homesteaders God's Country Blue-Collar Nursery Total "Babyless" Boomers Money & Brains Young Influentials Towns & Gowns New Beginnings Total Empty-Nester/Retirees Grey Power Two More Rungs Pools t Patios Total 9.48 3.72 .61 13.81 14.93 6.24 2.79 23.96 1.61 9.44 1.94 10.50 23.49 2.10 2.01 3.88 7.99 146 145 175 147 164 144 113 158 150 136 135 118 128 96 171 114 118 Target Total Source: 69.25% Spring 1990 MRI Combined Profiles of "Volunteers", "Written to Public Officials" and "Active Role in Civic Issue"
Claritas/PRIZM Segmentation r r* niojk 'II -I LITTLE ROCK SCHOOL DISTRICT Target 25 Pulaski County Social Activists Lifestyle Profiles % Vol IND Write/Off1 % INP % Civic IND Sub./Urb. Family Activists Young Suburbia Furs & Stationwagons Blue Blood Estates Total 8.58 3.05 .45 12.08 132 119 178 129 9.74 3.59 .56 13.89 150 140 222 148 9.48 3.72 .30 13.50 146 145 118 T44 Small Neighbrhd. Fam. Activists New Homesteaders. God's Country Blue-Collar Nursery Total "Babyless" Boomers Money & Brains Young Influentials Towns & Gowns New Beginnings Total Empty-Nester/Retirees Two More Rungs Gray Power Pools & Patios Total Target Total % U.S. Reporting Source: 11.13 5.48 2.77 19.38 1.64 9.64 1.81 8.08 21.17 1.96 2.30 4.22 6.21 58.84% 13.80% 122 126 112 122 153 139 126 91 116 144 105 124 T2T 9.99 5.05 3.36 18.40 1.71 8.94 1.22 9.64 21.51 1.05 2.96 3.85 110 117 135 116 159 129 85 109 117 90 136 113 7.86 116 61.66% 7.90% "Volunteers", 14.93 6.24 2.79 23.96 1.61 9.44 1.94 10.50 23.49 2.01 2.10 3.88 7.99 68.84% 6.10% 164 144 113 15O 150 136 135 118 128 171 96 114 He Spring 1990 MRI profiles of "Written to Public Officials" and "Active Role in Civic Issue"
Claritas/PRIZM Segmentation r 7" inrnk 1: LITTLE ROCK SCHOOL DISTRICT 16 Demographic and Lifestyle Profiles The following charts contain demographic and lifestyle information for each target group. The first chart summarizes key demographic indicators for each target, while the second chart outlines the most significant lifestyle behaviors of each group. Each indicator is indexed against a national norm, with 100 representing "average. and anything beneath is "below average." Anything above 100 is "above average" Key demographic and lifestyle indicators are determined with some subjectivity, but generally include the 20 most significant elements of the 25 highest indexing demographic/lifestyle indicators. Some examples of significant demographic factors include the "$100,000+ home," "4+ yrs. college," and "Married parents w/ child" found among the Suburban/Urban Family Activists, and the "Pop. age 35-44" and "Children age 6-13 yrs." found among Small Neighborhood Family Activists. Lifestyle indicators, in turn, tell something about the target segment's behavior. Where "Babvless" Boomers are likely to "Go sailing," "Go hiking," and "Drink imported beer," for example. Empty Nesters are more apt to "Go to theater," and "Drink gin." Taken together then. Demographic and Lifestyle indicators provide a broad view of life within each segment. It is from this view that the viability of each segment as a target can be assessed. t'L iiiarkptserjrc!' UTTLE ROCK SCHOOL DISTRICT 17 TOP 20 DEMOGRAPHICS SUB./URB. FAMILY ACTIV. SMALL NEIGH. FAM. ACTIV. HH Income $100K + Home Value $200K + 4+ yrs. college Housing 0-5 yrs. old Upper lev. white-collar Home val. $100K - $150K 3+ HH vehicles Married parents w/child Housing 6-10 yrs. old Pop. age 35-44 Financial/Ins./Real Est. HHs w/ 3-4 persons White-collar E. European Ances. HH w/ 5+ persons Single unit HHlds. Urban Children age 14-17 yrs. Children age 6-13 yrs. Pop. age 45-54 Housing 0-5 yrs. old 3+ HH vehicles Married parents w/child Home value
$80K-$100K 2 HH vehicles Home value
$100K-$150K 1-3 yrs. college Pop. age 35-44 HH w/3-4 persons 4+ yrs. college N. European Ances. Children age 6-13 yrs. Pop. moved in last yr. White pop. HH W/5+ persons Single unit HHlds. HH income $25K-$100K Upper lev. white-collar Pop. age 25-34 Children less than 5 yrs. "BABYLESS" BOOMERS EMPTY-NESTER/RETIREES 10+ units at address Home value $200K + 4+ yrs. college Pop. age 18-24 Urban Moved past year Home value $150K-$200K HH income $100K + Upper lev. white-collar Educational Services Housing 6-10 yrs. old 1-3 yrs. college HHs w/ 1 person Finance/Insur/Real Est, White-collar employed Pop. age 25-34 Business & Professional HH w/ 1 vehicle Home value $100K-$150K Female employed E. European Ances. Home Val.$150K-$200K+ HH income $75K+ 4+ yrs. college Pop. age 55-64 10+ units at address Fin./Insur/Real Est. Foreign born HHs w/o children In unit 21-30 yrs.ago White-collar employ. Urban HHs w/2 persons Comp. 1-3 yrs.college Pop. age 45-54 Business/Prpfessional White Pop. Educational Service Suburban Fringe Hou.unit 11-20 yr.old tnaikptsf-ui-.': LITTLE ROCK SCHOOL DISTRICT 18 KEY TOP 20 LIFESTYLE BEHAVIORS SUB./URB, FAMILY ACTIV. SMALL NEIGH. FAM. ACTIV. $1,000 computer system $60+ dry clean last 6/mo Use auto dishwasher Use cleaning service Go scuba diving Play racketball $150 property main. Took a cruise Play tennis Use maid Took scheduled flight Go sailing 2+ foreign trips Buy classical music $150+ grocery/week Bought 35 mm camera Play golf Buy hardcover non-fic. Drink Scotch Go to theater Go scuba diving Own power boat Took camping trip Use auto dishwasher 4+ domestic trips last yr. Belong to fraternal order Go hiking $150 property main. Go to aerobics Own chain saw Own power boat Go hunting Non-political volunteer Attend col. basketball Play racquetball Play golf Own $1,000+ computer Buy soft rock Outdoor gardening Buy country music BABYLESS BOOMERS EMPTY-NESTER/RETIREES Go sailing Go hiking Buy hard cover non-fict. Buy classical music Drink imported wine Go scuba diving Buy new wave music Took scheduled flight Go to movies Buy jazz music $1,000+ computer system Music/dance performance Drink imported beer Have a passport Play tennis Attend col. football 2+ foreign trips last yr. Salt water fishing Take vitamins Buy self-help books Go to theater Took Cruise Drank domestic wine Use cleaning service Use maid Have passport Go to theater Drank scotch 2+ For.trips last yr. $60+ dry cleaning Go sailing Go scuba diving Buy classical music Hard cover non-fict. Prof, exterminator Buy new wave music Drink gin Play golf Self-help books Use auto dishwasher I mark' (st riii'!. UTTLE ROCK SCHOOL DISTRICT 19 DEMOGRAPHIC PROFILE Target Cluster Index Ranked in: Descending Order Ranked on: ColLinn 1: SUB./URBAN FAMILY ACIIVISTS SUB./URBAM FAMILY ACIIVISTS 2: SHALL NEIGHBRHD FAM. ACTIVISTS 3: EHPTY-HESTER/RETIREES 4: BABYLESS BOOHERS title 1 2 3 4 HH Income $100,000+ HH Income $75,000-$99,999 Home Value $200,000 or more HH Income $50,000-$74,999 Home Value $150,000-$199,999 Completed 4+ Yrs of College Housing Units 0-.5 Years Old Upper Level White Collar Occs Home Value $100,000-$149,999 HHs H/3+ Vehicles HHs u/ChiIdren-Harried Parents HHs w/2 Vehicles Housing Units 6-10 Years Old Completed 1-3 Yrs of College Housing Units 11-20 Years Old Pop Age 35-44 finance/Insur/Real Estate Ind HHs With 3 to 4 Persons White Collar Occupations Eastern European Ancestry HHs With 5+ Persons HHs in Pacific Single Unit at Address HH Income $35,000-$49,999 Urban (Density Deciles 8-9) Wholesale Trade Children Aged 14-17 Years HHs in Mountain Children Aged 6-13 Years Pop Age 45-54 Persons Married Moved Into Unit 2-10 Yrs Ago Louer Level White Collar Occs Moved Into Unit 11-20 Yrs Ago Southern European Ancestry White Pop Business & Professional Services Educational Services Females in Labor Force HHs w/o Chi Idren-Married Couples Public Administration HHs in West South Central Pop in Labor Force: Employed Home Value $80,000-399,999 HHs in Middle Atlantic Nothern European Ancestry Pop Age 25-34 ZIP Cluster Population Females Age 16+ 361 109 172 138 314 110 180 131 304 92 181 201 220 127 144 112 210 109 192 149 202 117 151 179 189 209 89 120 156 109 141 137 155 128 141 121 152 146 152 133 82 69 80 68 147 125 102 100 142 149 96 137 140 119 125 136 140 103 112 124 140 118 139 88 91 97 148 129 136 119 81 81 135 104 132 126 134 58 212 107 131 111 62 54 129 113 142 191 128 110 99 83 127 128 110 104 127 133 131 177 126 97 114 106 122 106 80 71 120 190 100 137 120 115 119 67 98 115 117 115 105 117 111 101 69 88 83 95 115 100 121 118 114 114 84 119 76 153 70 99 112 113 113 107 112 96 122 123 109 106 114 140 109 106 92 118 107 103 140 92 106 107 103 105 104 111 51 109 103 101 102 102 103 135 119 110 102 50 123 53 101 119 106 103 100 111 81 125 100 100 100 100 too 100 100 100 Coovriqht 1990, Claritas Corporation .r' Tri? (
-T I LITTLE ROCK SCHOOL DISTRICT 20 DEMOGRAPHIC PROFILE Target Cluster Index Ranked in: Descending Order Ranked on: SUB./URBAN FAMILY ACTIVISTS Pop in Labor Force Tract-ZIP Cluster Population Tract-ZIP Cluster Households ZIP Cluster Households Specified Owner-Occ Non-Condo HUs Pop Age 25* Pop Age 16+ Pop Age 15+ Pop 16+ Emp in Civilian L/F Year-Round Housing Units Rural/Toun (Density Deciles 1-3) HHs in East Horth Central Children Aged Less Than 5 Years Health Services Foreign Born Durable Manufacturing HHs In South Atlantic Transport Industries Suburb Fringe (Density Decile 4-5) Persons Never Harried HHs in Heu England Moved Into Unit Uithin Past Year HHs With 2 Persons Construction Industry HHs in West North Central Pop Age 55-64 Urban Fringe (Density Deciles 6-7) Personal, Entertain i Rec Servs High School Education All Other Races Non-Durable Manufacturing Pop Age 18-24 Moved Into Unit 21-30 Yrs Ago HH Income $25,000-534,999 Housing Units 21-40 Years Old Service Occupations HHs w/ChiIdren-Single Parents Craft t Precision Occupations Persons Separated or Divorced HHs u/o Children-Not Harried HHs H/1 Vehicle Pop in Labor Force: Unemployed Transport i Labor Occupations Total Hispanic Ancestry Pop Age 65+ Persons Widowed HH Income $20,000-124,999 Agri/Forest/Fish/Hine Ind HHs in East South Central Home Value $50,000-$79,999 HHs With 1 Person HH Income $15,000-$19,999 2-9 Units at Address 10+ Units at Address HH Income $10,000-$14,999 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 98 80 100 98 100 96 111 96 96 95 93 93 92 90 77 60 68 79 80 90 113 107 50 141 120 99 76 93 130 96 90 99 111 81 89 90 90 85 84 135 90 105 109 90 116 89 77 79 157 98 127 112 89 124 84 88 113 62 83 81 157 83 105 47 81 92 87 92 80 93 104 103 79 102 78 74 73 71 67 83 87 90 82 68 110 70 66 71 173 65 136 71 111 67 67 67 70 93 104 62 129 87 77 62 101 61 61 59 56 54 53 50 49 49 80 78 52 63 89 91 86 66 82 128 60 111 93 78 118 125 87 94 56 64 55 52 66 184 63 138 71 62 79 84 78 95 90 105 46 117 46 93 45 107 43 39 34 31 31 36 39 76 43 63 89 68 113 137 85 55 86 102 77 118 53 151 228 75 79 89 Ill' Ilk' 1.1 -! I LITTLE ROCK SCHOOL DISTRICT DEMOGRAPHIC PROFILE Target Cluster Index Ranked in: Descending Order Ranked on: SUB./URBAN FAMILY ACTIVISTS Farming Occupations Moved Into Unit 31+ Yrs Ago Less Than High School Education Housing Units 41+ Years Old HH Income Under $10,000 Mobile Home at Address Black Pop Home Value $35,000-49,999 HHs w/No Vehicle Home Value $20,000-34,999 Home Value Under $20,000 30 100 29 29 28 24 57 62 49 60 19 169 19 14 11 7 4 21 67 27 44 34 32 75 57 65 60 68 17 38 71 19 9 33 50 46 60 72 42 45 58 56 35 18 Copyright 1990, Claritas Corporation 21 nk- !.- LITTLE ROCK SCHOOL DISTRICT 22 LIFESTYLE PROFILE Target Cluster Index Ranked in: Descending Order Ranked on: SUB./URBAN FAMILY ACTIVISTS Colum 1: SUB./URBAN FAMILY ACTIVISTS 2: SHALL NEIGHBRHD FAM. ACTIVISTS 3
EHPTY-NESTER/RETIREES 4: BABYLESS BOOHERS Title 1 2 3 A $1,000+ Ttl Computer Sys (7.5X) $60+ Dry Clean Lst 6 Hos (6.6X> Bght Auto Dishwasher Lst Yr (2.IX) Use A Cleaning Service (1.8X) Go Scii>a Diving/Snorkting (2.5X) Play Racquetball (3.8X) $150+ Property Maintenance (13.6X) Took A Cruise (2.5X) Play Tennis (6.9X) Use Maid/Housekeeper <5.3X) Took A Scheduled Flight (12.9X) Go Sailing (2.IX) 2+ Foreign Trips Lst 3 Yrs (8.8X) Buy Classical Music (4.9X) Go To Pro Football Games (7.7X) $150+ Grocery Shopping Ukly (8.3X) Have A Passport (13.2X) Bght 35(im Camera Lst Yr (22.IX) X Country/Dounhill Skiers (6.7X) <$1,000 Ttl Computer Sys (6.9X) Play Golf (10.2X) Co To Pro Basketball Games (5.4X) Buy Hard Cover Non-Fiction (2.7X) Drank Scotch Lst Mo (4.9X) Go To Horse Races (4.OX) Go To The Theater (14.3X) Own A Power Boat 16+ Ft (2.9X) Buy Easy Listening Music (6.5X) Go To Husic/Dance Perfnnces(12.9X) Buy New Wave Music (5.OX) Drank Domestic Vine Lst Uk {15.6X) Go To Aerobics (10.4X) Drank Imported Beer Lst Uk (7.2X) Buy Self Help Books (3.8X) Heavy Users of Film (21.6X) Go To The Movies (9.5X) Do Weight Lifting (7.2X) 4+ Domestic Trips Lst Yr (11.5X) Go To Col Football Games-(8.4X) Take Adult Ed Courses (8.6X) Buy Jazz Music (4.IX) Play Volleyball (7.3X) Drank Imported Uine Lst Uk (4.8X) Buy Medium Rock Music (12.8X) Use Prof Exterminators (9.6X) Bght Stereo Equipment (13.2X) Buy Soft Rock Music (6.9X) Bght Camera Accessories (15.8X) Non Political Volunteer (14.5X) 181 124 168 104 166 145 166 111 127 148 129 165 143 114 92 111 163 177 140 156 162 125 121 143 158 135 126 104 158 107 171 129 154 96 132 135 153 113 161 129 152 119 150 155 150 105 144 166 149 108 153 150 147 124 136 173 146 94 141 136 144 113 114 108 143 105 169 148 140 122 121 117 139 156 120 133 139 119 95 86 138 127 129 118 138 96 129 120 137 105 134 166 136 92 150 141 136 128 129 96 136 104 153 132 136 130 86 88 134 117 118 119 133 117 126 143 132 118 134 146 131 104 162 149 130 130 114 116 130 129 91 117 143 94 130 126 127 117 117 109 127 106 112 147 127 123 102 109 126 144 115 122 126 124 125 135 125 114 118 132 125 112 118 147 124 108 81 110 123 95 137 153 123 122 100 114 123 97 135 104 122 110 107 116 122 121 101 112 122 111 114 119 121 128 110 106 Copyright 1990, Claritas Cori iKttk- t LITTLE ROCK SCHOOL DISTRICT LIFESTYLE PROFILE Target Cluster Index Ranked in: Descending Order Ranked on: SUB./URBAN FAMILY ACTIVISTS Play Softball (8.3X) Go Hiking (6.5X) Drank light Beer 1st Uk (10.6X) Go To Gambling Casinos (5.IX) Bght 20+ Books Lst Yr (8.6X) Bght VCR Lst Yr (11.3X) Outdoor Gardening lx A Uk (28.OX) Drank Gin Lst Mo (5.3X) Bght Microwave Lst Yr (5.7X) Buy Hard Rock Music (6.6X) Go To Baseball Games (3.7X) Traveled by Domestic RailRd (0.8X) Drank Vine Coolers Lst Uk (14.OX) Take Vitamins (4.7X) Go Salt Uater Fishing (5.5X) Bght Ceiling Fan Lst Yr (6.IX) Contacted Ed/Govt Official (16.7X) Co To Col Basketball Games (6.2X) Own Gas Chain Saw (17.IX) Buy Christian/Faith Music (3.5X) Drank Cognac/Brandy Lst Mo (5.5X) Buy Religious Bks(Not Bible)(4.7X) Drnk Sangria/Pop Uine Lst Uk(0.6X) Run Heavy Users (2.4X) Pain Relievers Heavy Users (34.BX) Took 4+ Ovrnite Camp Trips (6.4X) Co Fresh Uater Fishing (18.IX) Belong To A Religious Club (2.9X) Buy Country Music (11.4X) Belong To A Union (6.5X) Go To Auto Races (7.3X) 15+ lottery Tickets Lst Mo (5.8X) Spanish Spoken At Home (5.3X) Own A Power Boat <16 Ft (1.9X) Smoke Menthol Cigarettes (10.4X) Go Hunting w/Rifle/Shotgun (8.3X) Smoke Mon-Filter Cigarettes (2.7X) Belong To A Fraternal Order (5.3X} Buy Black Gospel Music (2.4X) Used Charter/Tour Bus (2.5X) <S40 Grocery Shopping Ukly (11.5X) Drank Malt Liquor Lst Ho (1.6X) Belong to A Veterans Club (4.2X) Chewing Tobacco Heavy Users (1.3X) 121 120 119 118 116 115 115 114 135 113 60 109 114 124 93 115 99 124 122 99 111 113 117 131 112 86 125 112 118 112 105 111 23 109 158 130 71 116 101 97 103 100 96 107 88 103 83 118 101 111 111 106 112 110 115 123 132 110 109 130 124 109 116 105 69 108 128 106 114 108 121 114 129 106 130 105 121 104 70 78 76 114 82 126 138 99 106 98 53 84 87 88 49 96 100 113 135 91 97 104 91 163 91 125 87 79 104 68 91 101 116 91 122 90 119 88 113 84 105 87 92 95 97 89 90 87 82 94 94 83 86 80 169 87 146 48 101 80 78 79 131 72 93 71 53 68 87 69 81 72 140 124 100 67 63 65 106 60 56 93 41 55 117 50 120 55 93 86 84 86 106 36 91 54 84 71 53 r niarketsearch LITTLE ROCK SCHOOL DISTRICT 24 Target Media Usage The following charts contain general media usage information for each target group. Specifically ranked is media behavior such as: Overall Medium Usage Use by Daypart ' Use by Format Use of Specific Media Vehicles Immediately following this page is a comprehensive chart which summarizes the information by listing the top 20 media behaviors for each target. An index of 100 indicates "average" media use. Anything above 100 indicates "above average" use and likewise anything below 100 indicates "below average" use. While "above average" use media behavior offers definite opportunities in media planning, it is important to note that media selection is often dictated by numerous variables, so that "below average" use behavior does not rule out certain media in planning. Also, there may be specific media which are part of the general analysis media behavior file which are listed only because of file inclusion, not recommendation.r marketsearch LITTLE ROCK SCHOOL DISTRICT 25 KEY TOP 20 MEDIA BEHAVIORS SUB./URBZ FAMILY ACTIV.. SMALL NEIGH. FAM. ACTIV.^ '^-'Metropolitan Mag. Airline Mags. TV News Movie Channel Classical Music Epicurean Mag. Golden Oldies Computer Mags. -- -News/Talk Radio __- Progressive Rock Travel Mags. Showtime Cable Business/Fam. Mags. HBO Easy Listening Disney Channel Photographic Mags. Women's Fash. Mags. Tennis Mags. Golf Mags. Outdoor Recreat. Mags. USA Network Computer Mags. Nature/Ecology Discovery Channel Gardening Mags. Travel Crafts/Games Science Mags. Fitness Mags. Airline Mags. Nick at Night Arts & Ent. Cable Epicurean Mag. Automotive Mags. MTV Fishing Mechanics/Tech. Mags. Nickelodeon Cable Disney Channel "BABYLESS BOOMERS EMPTY-NESTER/RETIREEES Classical Music Metropolitan Mag. Epicurean Mag. News/Talk Radio Tennis Mags. Science Mags. VH-1 Variety Mag. Airline Mags. Men's Fashion Travel Mags. Showtime Cable Progressive Rock Computer Boating Music Mags. Jazz Radio TV: Sun 6 p.m.-7 p.m. TV News Easy Listening Classical Music Nature/Ecology Arts & Ent. Cable News/Talk Radio Easy Listening Radio Metropolitan Mag. Golf Mags. Boating Outdoor Recreation TV News Epicurean Mag. Movie Channel Tennis Mags. Senior Citizen Jazz Music Women's Fashion C-Span Progressive Rock Business/Finance Mags. Weather Channel nioiketseorch LITTLE ROCK SCHOOL DISTRICT OVERALL MEDIA PROFILE Target Cluster Index Ranked in: Oescerding Order Ranked on: Colum 1: SUB./URBAN FAMILY ACTIVISTS 2: SHALL NEIGHBRHD FAM, ACTIVISTS 3: EHPTY-NESTER/RETIREES 4: BABYLESS BOOMERS SUB./URBAM FAMILY ACTIVISTS Title 1 2 3 4 26 Metropolitan: Het Aud (2.6X) Airline: Net Aud (4.IX) FNN
Net Aud (1.4X) News: Net Aud (4.7X) Movie Channel: Net Aud (2.9X) Classic: Net Aud (2.9X) Epicurean: Het Aud (4.5X) Golden Oldies: Het Aud (5.OX) Computer: Net Aud (3.5X) Neus/Talk: Het Aud <8.0X) Progressive Rock: Het Aud (12.3X) Travel: Het Aud (4.2X) Showtime: Net Aud (6.OX) Business/Finance: Net Aud (21.SX) HBO: Het Aud (17.0X) Easy: Net Aud (7.IX) Disney Channel: Net Aud (3.8X) Photographic: Het Aud (2.7X) Womens Fashion: Net Aud (8.8X) Tennis: Net Aud (5.OX) Metro Entertain: Net Aud (17.9X) AiE Cable: Het Aud (7.6X) Golf: Het Aud (7.4X) Adult Contemp: Het Aud (23.2X) Radio Baseball: Het Aud (6.3X) Lifetime: Het Aud (7.6X) VH-1 (Video Hits): Het Aud (4.5X) Science: Het Aud (4.9X) Sports: Het Aud (10.9X) Top 20X Outdoor: Het Aud (20.OX) Radio M-F 3p<ti-7pm: Het Aud (40.5X) Weather Channel: Het Aud (14.3X) Chr/Rock: Het Aud (18.2X) Music: Het Aud (5.2X) Hews Biweek/Mnthly: Het Aud (2.7X) Top 20X Newspaper: Het Aud (20.IX) Hwsppr Dfstrib: Het Aud (S9.9X) Bottom 20X Tot TV: Het Aud (20.2X) MTV: Het Aud (11.9X) Discovery Charviel: Het Aud (8.6X) C-Span: Het Aud (2.9X) Cable in Heghbrhd: Net Aud (76.7X) Cinemax: Net Aud (S.SX) Top 20X Magazines: Net Aud (20.IX) Subscribe to Cable:Het Aud (50.4X) Fitness: Het Aud (2.4X) Variety: Het Aud (2.3X) Nature/Ecology: Net Aud (1.0X) Football Mon&Wknd: Net Aud (30.7X) 214 179 173 70 144 101 157 184 168 136 199 121 173" 37 161 120 169 100 168 82 146 97 253 228 160 140 147 155 160 87 117 119 158 156 97 126 151 75 162 150 150 100 135 128 146 147 112 129 144 107 122 127 143 128 124 118 143 110 113 104 142 122 161 121 136 129 134 121 91 99 97 117 133 106 139 116 131 100 144 144 131 130 110 105 130 141 168 123 130 116 155 112 129 113 105 113 124 100 121 105 124 114 104 105 124 107 112 142 122 144 120 144 122 123 114 119 121 127 100 98 121 107 105 110 121 125 123 95 120 104 100 117 119 131 118 130 89 123 85 89 118 109 119 112 118 108 118 103 118 119 100 104 117 134 116 154 94 112 93 94 116 153 139 112 116 107 114 112 115 108 120 112 114 126 105 104 114 119 111 102 114 144 92 101 114 100 112 137 114 157 174 80 113 110 109 113 Copyright 1990, Claritas Corporation niorketaeurch JATTLE ROCK SCHOOL DISTRICT OygRALL MEDIA PROFILE target Cluster Index Ranked in: Descending Order Ranked ortj SUB./URBAM FA.MlLt ACTIVISTS Radio H-F 6am-10a:*t Aod (57.7X) CNN Headline Neuss Wet Aud (14.7X) Nickelodeon: Net Aod (7.8X) CNN: Net Aud (21.1%) Aviation: Net Aud tO.9%) Learning Channel: Wet Aud (1.3X) Outdoor Recreations Wet Aud (0.3X) Nome Service: Het Aod (31.2X) ESPN: Net Aud (21.8%) College Football
Wet Aud (17.5X) Bttom 20X TV PrmTosHet Aud {19.9X) Kens: Net Aud (11.3X) Boating: Net Aud (1.7X) TV Sun 4:30pra-6pfflS Wet Aud (16.3X) Automotive: Net Aod (8.6X) Bridal: Net Aud (2.61!) Hews Weekly: Net Aod (51.5X) Baseball: Net Aud (18.2X) Radio HnSUkd FootSls HetAud (5.9X) TV Sun 1fm-4:30pii
Wet Aud (15.OX) Hechanics/Tech: Net Aud (7.5X) Radio S-S 3p<n-7Fnis Wet Aud (29.7X) General Editorials Wet Aud (48.4X) Horse Racing: Net Aod (3.OX) Radio S-S 10am-3FasHet Aud (39.9X) Radio H-F 7pm-12asHet Aud (19.3X) Health
Net Aud (7.7X) Womens: Net Aud (42.9X) USA Network: Net Aod (12.3X) Radio S-S 6ara-10a(liiHet Aud (35.4X) Radio H-F 10ara-3psHet Aud (36.6X) Jazz: Net Aud (0.8X) Motorcycle
Net Aod (2.8X) TV Sun 6pra-7Fm: Wet Aud (20.3X) TV Sat 1pm-4:30pnu Net Aud (11.2X) TV Sun 7pm-11pii: Wet Aud (32.6X) Top 20X Radio: Het Aud (19.8X) TV HF 11:30pm-12*11!Het Aud (15.4X) Radio S-S 7pra-12an:Het Aud (17.5X) TV H-F 8pm-11pm
Wet Aud (43.5X) TV HF 11pm-11:30pm!Het Aud (28.7X) Nostalgia: Het Aod (4.9X) Radio H-F 12am-6affl! Het Aud (6.7X) Religious/Gospell Net Aud (3.3X) Senior Citizen: Wet Aud (16.9X) TV K-F 12:30am-1em: Het Aud (4.8X) WTBS: Het Aud (20.OX) Hick at Hite: Het Aud (5.6X) RVs/Hbl Hms/Trli Het Aud (0.8X) TV Sun 11pm-11
30pm:NetAud (16.8X) TV H-F 1am-2am: Het Aud (2.0X) Bowling: Het Aud (5.7X) TV Sat 4:30pm-6pm! Het Aud (13.7X) CBN Family Channel
Het Aud (8.2X) TV Sat 8pm-11pra: Net Aud (31.8X) 113 102 103 109 113 122 122 119 112 127 91 99 112 126 111 104 112 163 112 116 74 122 99 98 112 195 158 102 111 118 97 99 110 121 107 102 110 115 101 104 108 107 96 104 108 116 104 132 107 109 155 123 107 87 107 136 107 116 91 120 85 96 66 103 107 102 109 111 107 99 119 95 105 105 102 111 105 99 104 131 104 Copyright 1990, Claritas Corporation 27 96 84 95 84 99 104 112 103 116 105 105 103 102 96 99 87 97 105 114 102 102 102 127 101 110 100 151 100 88 94 97 96 94 93 96 85 103 99 106 99 102 106 115 99 27 149 122 98 128 85 107 98 98 97 97 97 96 96 96 96 95 95 95 95 90 107 123 98 84 93 94 102 102 97 88 118 87 108 95 93 92 101 88 103 86 104 92 122 98 93 94 99 93 110 95 126 98 115 142 101 95 95 129 94 142 99 96 90 94 177 124 93 89 101 92 102 77 92 103 105 92 92 92 128 88 82 91 85 100 82 97 94 46 83 71 77 114 76 93 rsi marketsearch LITTLE ROCK SCHOOL DISTRICT OVERALL MEDIA PROFILE Target Cluster Index Ranked in: Descending Order Ranked on: SUB./URSAM FAMILY ACTIVISTS TV S 11pn-11:30pm: Net Aud (16.8X) Auto Racing: Net Aud (6.8X) TV HF 12am-12:30am:Net Aud (8.OX) Prof Basketball: Net Ai^ (13.2X) Col Basketball: Net Aud (12.1X) TV Sunday lOam-lpm: Net Aud (6.OX) Boxing: Net Aud (8.OX) TV H-F 9am-10am: Net Aud (8.3X) Country: Net Aud (18.OX) TV Sat lOam-lpm: Met Aud (6.OX) Crafts/Oames: Het Aud (3.5X) Bttom 20X TV Day: Het Aud (9.2X) TV H-F 7pn-7
30pra: Het Aud (35.0X) Urban Contemporary: Net Aud (4.5X) TV H-F 7:30pm-8pni: Het Aud (36.IX) Radio S-S 12am-6am:Het Aud (4.7X) Top 20X TV PrinTime:Met Aud (19.9X) Radio Col/Prof Basket:NetAud(3.3X) TV Sat 6pra-7:30pra: Het Aud (18.3X) Satellite Dish/Disc:Het Aud (2.4X) Spanish: Het Aud (0.8X) TV Sat 7:30pra-8pni: Het Aud (23.4X) TV H-F 6:30pra-7p<n: Het Aud (29.6X) Nashville Network: Het Aud (9.3X) TV Sat 11:30pm-1ain: Het Aud (6.IX) Fish/Hunt: Net Aud (13.3X) TV H-F 6pm-6:30pm: Het Aud (27.2X) TV H-F 4:30pra-5pni: Het Aud (12.IX) Bottom 20X Hags: Het Aud (19.9X) Gardening: Het Aud (3.IX) TV H-F 6am-7ara: Het Aud (3.8X) TV H-F 4pm-4:30pra: Het Aud (11.9X) TV Sat 7am-10am: Het Aud (3.4X) TV H-F 5pn-5
30pn: Met Aud (15.2X) Bottom 20X Husppr: Het Aud (19.8X) TV H-F lOam-lpm: Net Aud (9.6X) Gen Edit Contemp: Net Aud (13.3X) BET: Net Aud (1.9X) Bottom 20X Radio: Net Aud (20.IX) TV H-F 1pm-4pm: Net Aud (12.6X) TV H-F 7am-9ara: Het Aud (6.5X) Top 20X Total TV: Het Aud (19.9X) TV H-F 5:30pra-6pm: Het Aud (17.4X) TV Sunday 7am-10Bm: Net Aud (2.9X) Prof Wrestling
Net Aud (8.8X) TV Sun 11
30-1ara: Net Aud (4.5X) Top 20X TV Daytime
Het Aud (9.2X) Bottom 20X Outdor
Het Aud (20.5X) Black: Het Aud (1.9X) 90 90 89 89 89 87 111 95 96 92 109 106 103 116 91 83 85 64 108 104 89 108 90 112 88 98 88 104 83 116 68 103 89 86 52 89 76 80 72 108 87 145 108 66 85 85 84 91 99 83 94 94 104 102 43 65 79 92 101 101 84 100 84 83 82 104 84 108 83 Copyright 1990, Claritas Corporation 28 96 96 94 110 87 103 117 83 133 82 81 79 53 54 49 62 179 82 104 105 95 99 101 78 125 78 47 99 103 77 135 77 77 77 97 90 68 77 159 76 116 76 88 75 120 75 74 99 80 73 106 73 73 73 73 92 64 97 94 82 53 75 68 72 96 72 63 75 48 110 96 87 72 122 71 71 91 97 69 102 68 67 89 93 72 99 98 93 73 69 90 120 67 100 63 49 72 22 74 98 20 67 78 72 97 90 76 75 68 85 81 99 84 90 85 114 80 83 89 90 99 88 64 75 77 85 72 tnorki I: < nvl TARGET LOCATIONS WITHIN PULASKI COUNTYmarketsearch LITTLE ROCK SCHOOL DISTRICT P R I Z H Target Croup Households Report (4 targets) For PULASKI CO., AR Bata Base: 1989 Geocode 05119 05119 05119 05119 05119 05119 05119 05119 05119 05119 05119 05119 05119 05119 05119 05119 05119 05119 05119 05119 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20.01 Quintile 1 05119 05119 05119 05119 05119 05119 05119 05119 05119 05119 05119 05119 20.02 21.01 21.02 22.01 22.03 22.04 22.05 23 24.01 24.02 25 26 Quintile 2 05119 05119 05119 05119 05119 05119 05119 05119 05119 27 28 29 30 31 32.01 32.02 33.01 33.03 SOCIAL ACTIVISTS TARGET First: Target Group 1: SUB/URB FAMILY ACTIVISTS (Clusters: 5,24,28) Second: Target Group 2: SHALL NEIGHBORHOCO FAM. ACTIVISTS (Clusters: 1,17,40) Third: Target Croup 3: EHPTY-HESTERS/RETIREES (Clusters: 7,25,39) Fourth: Target Croup 4: BABYLESS BOOMERS (Clusters: 8,12,20,23) Households Count X Comp 574 1,367 1,427 477 1,587 1,604 1,108 259 448 1,562 1,027 753 1,668 1,687 4,119 2,596 5 2,067 1,720 2,181 5 Tear Projected Households Tgt HHs <1) Tgt HHs (2) Count X Conp X Crouth "x Pen Index X Pen Tgt HHs (3) 30 Tgt HHs (4) Index X Pen Index X Pen Index 0.41 0.97 1.02 0.34 1.13 1.14 0.79 0.18 0.32 1.11 0.73 0.54 1.19 1.20 2.94 1.85 0.00 1.47 1.23 1.55 655 1,463 1,545 477 1,585 1,624 1,132 282 596 1,698 1,072 711 1,577 1,651 4,083 2,551 5 1,953 1,625 2,082 0.45 1.00 1.06 0.33 1.09 1.11 0.78 0.19 0.41 1.16 0.73 0.49 1.08 1.13 2.80 1.75 0.00 1.34 1.11 1.43 28,236 20.13 28,367 19.45 14.11 7.02 8.27 0.00 -0.13 1.25 2.17 8.88 33.04 8.71 4.38 -5.58 -5.46 -2.13 -0.87 -1.73 0.00 -5.52 -5.52 -4.54 0.46 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 25.5 0.0 0.0 0.0 0.0 2.3 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 160 0 0 0 0 15 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 25.1 10.5 0.0 0.0 0.0 0.0 4.6 0 0 0 0 0 0 0 0 0 0 0 0 0 0 371 155 0 0 0 0 68 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 49.3 64.0 0.0 0.0 14.1 44.0 17.3 0 0 0 0 0 0 0 0 0 0 0 0 0 0 269 350 0 0 77 241 95 2,226 3,658 1,849 2,141 2,246 3,149 3,373 417 4,391 2,499 937 1,325 28,211 1.59 2.61 1.32 1.53 1.60 2.25 2.40 0.30 3.13 1.78 0.67 0.94 20.11 2,124 3,564 1,746 2,076 2,176 3,114 3,802 404 4,301 2,362 984 1,390 28,043 1.46 2.44 1.20 1.42 1,49 2.14 2.61 0.23 2.95 1.62 0.67 0.95 19.23 -4.58 -2.57 -5.57 -3.04 -3.12 -1.11 12.72 -3.12 -2.05 -5.48 5.02 4.91 -0.60 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0 0 0 0 0 0 0 0 0 0 0 0 0 0.0 0.0 5.5 44.5 58.8 99.9 0.0 0.0 0.0 0.0 0.0 0.0 19.6 0 0 34 280 370 628 0 0.0 55.2 38.7 19.3 0.0 0.0 26.6 0 100.0 0 0 0 0 123 0.0 0.0 0.0 0.0 15.8 0 817 572 286 0 0 393 1478 0 0 0 0 234 62.7 44.8 53.1 15.6 41.2 0.0 73.4 0.0 21.2 0.0 0.0 0.0 30.8 343 245 290 85 225 0 401 0 116 0 0 0 168 3,776 1,659 1,082 3,978 112 3,770 3,541 3,809 2,044 2.69 1.18 0.77 2.84 0.08 2.69 2.52 2.72 1.46 3,981 1,741 1,136 4,189 121 4,056 3,812 4,276 2,332 2.73 1.19 0.78 2.87 0.08 2.78 2.61 2.93 1.60 5.43 4.94 4.99 5.30 8.04 7.59 7.65 12.26 14.09 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 58.8 0 0 0 0 0 0 0 0 626 0.0 0.0 0.0 0.0 0.0 0.0 60.8 0.0 0.0 0 0 0 0 0 0 382 0 0 0.0 0.0 0.0 0.0 100.0 0.0 0.0 39.8 41.2 0 0 0 0 1478 0 0 588 610 0.0 0.0 0.0 0.0 0.0 76.9 0.0 25.4 0.0 0 0 0 0 0 420 0 139 0 marketsearch LITTLE ROCK SCHOOL DISTRICT Data Base: 1989 Ceocode 0S119 33.04 Quintile 3 05119 05119 05119 05119 05119 05119 05119 05119 05119 05119 05119 05119 34 35 36.03 36.04 36.05 36.06 36.07 37.01 37.02 37.03 38 39 Quintile 4 05119 05119 05119 05119 05119 05119 05119 05119 05119 05119 05119 05119 05119 05119 05119 05119 40.01 40.03 40.04 40.05 41.03 41.04 41.05 41.06 41.07 41.08 42.01 42.02 42.03 42.04 43.01 43.02 Quintile S Total 31 P R I Z H Target Group Households Report (4 targets) For PULASKI CO., AR SOCIAL ACTIVISTS TARGET First: Target Group 1: SUBAJRB FAMILY ACTIVISTS (Clusters: 5,24,28) Second: Target Group 2: SHALL NEIGHBORHOOO FAM. ACTIVISTS (Clusters: 1,17,40) Third: Target Group 3: EHPTY-NESTERS/RETIREES (Clusters
7,25,39) Fourth: Target Group 4: BABYLESS BOOHERS (Clusters: 8.12,20,23) Households Cocnt X Comp 3,208 26,979 4,341 2,020 3,164 2,067 2,100 1,686 1,760 2,506 3,970 2,494 1,878 806 28,792 5 Year Projected Households Tgt HHs (1) Tgt HHs (2) Tgt HHs <3) Tgt HHs <4) Count X Comp X Growth X Pen Index X Pen Index X Pen Index. X Pen Index 2.29 19.23 3.09 1.44 2.26 1.47 1.50 1.20 1.25 1.79 2.83 1.78 1.34 0.57 20.53 3,660 29,304 4,700 2,122 3,289 2,169 2,206 1,769 1,847 2,862 4,531 2,846 1,980 919 31,240 2.51 20.09 3.22 1.45 2.26 i.49 1.51 1.21 1.27 1.96 3.11 1.95 1.36 0.63 21.42 14.09 8.62 8.27 5.05 3.95 4.93 5.05 4.92 4.94 14.21 14.13 14.11 5.43 14.02 8.50 29.7 8.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 97.7 42.8 59.7 0.0 0.0 19.6 317 85 0.0 8.0 0 50 38.8 13.8 574 204 31.4 18.1 172 99 0 0 0 0 0 0 0 1040 456 635 0 0 208 44.9 0.0 79.4 100.0 84.3 0.0 74.9 0.0 12.8 0.0 0.0 0.0 35.2 283 0 500 629 530 0 471 0 81 0 0 0 221 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0 0 0 0 0 0 0 0 0 0 0 0 0 0.0 100.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 7.0 0 546 0 0 0 0 0 0 0 0 0 0 33 1,567 2,582 1,185 926 1,544 635 2,451 2,285 1,570 2,375 533 652 3,421 2,574 1,505 2,240 28,045 1.12 1.84 0.84 0.66 1.10 0.45 1.75 1.63 1.12 1.69 0.38 0.46 2.44 1.84 1.07 1.60 19.99 1,556 2,650 1,183 909 1,474 747 2,533 2,212 1,499 2,267 489 683 3,864 2,803 1,619 2,409 28,897 1.07 1.82 0.81 0.62 1.01 0.51 1.74 1.52 1.03 1.55 0.34 0.47 2.65 1.92 1.11 1.65 19.81 -0.70 2.63 0.17 -1.84 -4.53 17.64 3.35 -3.19 -4.52 -4.55 -8.26 4.75 12.95 8.90 7.57 7.54 3.04 0.0 0.0 0.0 0.0 0.0 0.0 0.0 22.8 0.0 0.0 0.0 17.2 91.3 63.0 0.0 0.0 19.2 0 0 0 0 0 0 0 243 0 0 0 183 973 671 0 0 204 0.0 0.0 14.6 5.9 0.0 0.0 0.0 77.2 0.0 0.0 0.0 31.9 0.0 5.2 100.0 0.0 13.7 0 0 92 37 0 0 0 485 0 0 0 201 0 32 629 0 86 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0.0 0.0 0.0 0.0 81.0 0.0 0.0 0.0 100.0 99.9 0.0 0.0 0.0 0.0 0.0 0.0 18.5 0 0 0 0 443 0 0 0 546 546 0 0 0 0 0 0 101 140,263 100.00 145,851 100.00 3.98 9.4 100 15.9 100 6.8 100 18.3 100 Copyright 1990, Claritas Corporation PRIZM Thumbnail Descriptions for Twelve Social Groups & Forty Life-style Clusters Copyright 1985, Claritas, L.P.SI S2 S3 UI the PRIZM CLUSTER SYSTEM By Groups, in Social Rank 28 Blue Blood Estates 8 Money & Brains 5 Furs & Station Wagons 7 Pools & Patios 25 Two More Rungs 20 Young Influentials 24 Young Suburbia 30 Blue-Chip Blues 21 Urban Gold Coast 37 Bohemian Mix 31 Black Enterprise 23 New Beginnings T1 S4 T2 U2 1 God's Country 17 New Homesteaders 12 Towns & Gowns 27 Levittown, U.S.A. 39 Gray Power 2 Rank & File 40 Blue-Collar Nursery 16 Middle America 29 Coalburg & Comtown 3 New Melting Pot 36 Old Yankee Rows 14 Emergent Minorities 26 Single City Blues RI T3 R2 U3 19 Shotguns & Pickups 34 Agri-Business 35 Grain Belt 33 Golden Ponds 22 Mines & Mills 13 Norma Rae-Ville 18 Smalltown-Downtown 10 Black-Country Folks 8 Share Croppers 15 Tobacco Roads 6 Hard Scrabble 4 Heavy Industry 11 Downtown Dixie-Style 9 Hispanic Mix 32 Public Assistance SI Educated, Affluent Executives & Professionals in Elite Metro Suburbs Tne il.wu Clusters in Group S1 are lege-plus educations, o ^eoutlve s, Group S1 U..Z. > . . third of Its personal net worth. The three Clusters in uroup o. 3 '=^5profess^onaloocupat Ions? "eJ^nslve owner- o? Its personal net worth. (\Jq. 28 ~ Blue Blood Estates America's wealthiest socio-economic neighborhoods, populated by super-upper established managers. +n and heirs to "old money , accustomed to pMvllege, and living In luxurious sur- ?^nds. One In ten millionaires can be found in Cluster 28. a^id there s considerable drop from these heights to the next level of affluence. One In a No. 8 - Money & Brains the nation's second These neigh- Cluster 8 enjoys ... townhouses, apartments and condors,^w1th relatively few children, r townhouses Many Cluster 8's S?a n p?,
:?e uMversitles.'and a mix of SScIle singles. They are sophisticated oonsumers of abultluxurles-appa restaurants, travel, and the like. No. 5 - Furs & Station Wagons Third In socio-economic In^the^green-belt suburbs of the living in expensive "* These are well-educated, mobile nation's major metros, coast to Jg^llx^l^^hlohest Incl-dence of "rhA? are Winnett -big producers, and big spenders. They are winners teenage children.R1 Rural Towns & Villages Amidst Farms & Ranches Across Agrarian Mid-America three Clusters of Group RI are geo the corn belt, -centered_1n_a broad^s^J^ across^.^-^-^,^^ and The tnree '"TJ +uo nr-oat nlains States, ano on into l eauvn a.- through the wheat fields of 9^^nf^soarselv populated communities, b) RI Clusters share a) arge nui^ers of SPJ,^^P^SratIons of native Americans ot merman downscale socio-economic i''^',^Lh!rBlack prSence, e) high Incidence of large families Scandinavian ancestries, d) ^egllg^^dence^of college educations, and g) maximum cohservatives". R1 Clusters share a) large loweimiddle to of German & No. 19 - Shotguns & Pickups No. 34 - Agri-Business Cluster 19 aggregates hundreds of small. outlying townships and crossroad villages which serve the nation's breadbasket and Cluster 19 has a more .1__________DP o other rural areas. Cluster lu nas a easterly distribution than other RI s, _ shows peak Indices for large J with school-age children, 3^3? collar craftsmen, operatives, and trans port workers with high school educations. Cluster 19's are dedicated outdoorsmen. Cluster 34 Is geo-centered In the great 0 alSl and mountain States. /n - -- Spanish language Index I braceros and Spanlsn- These are, in good part. It has an and port workers No. 35 - Grain Belt Cluster 35 Is a close However, these areas above-average mostly from Mexican ^^^Ip^n^r^nching. fSrming. It^ering, However, the picture is I, from the Dakotas - where weather-worn old_ and mining areas. marred by rural poverty - to the Colorados nho. -------- and a continuing youth exodus, testify men. to hard 1Iving. match to Cluster 34 on most demographic measures, matcn to viu:. concentration of work-Ing farm Tightly geo-centered 1n the show a far higher and less affluent tenant farmers^ flightly S^lfs?abie%nd"sSarseiy-populated ruralconn^nltles, with the highest owners Incidence of farmers In single-family homes.R2 Landowners, Migrants & Rcstiw in Poor Rural Towns, Farms & Uplands the rural South, with thousands rural America.. and,blanket^the^rura. -Sared ^^1 agrarian ouiltlon deLmes^^b) low socio-economic , ?haraSter1st1cs as a) very low popu1at1o^dens1tles,^l^,^^^^^^_^ .1 Educations, d) large, entratl^s of m^lle^b^^.^nd^o)^ I W f I * The '1 wut w.'_ of small agrarian communities 5 o y uup f \ low socio-economic rankings, c) such * *' - - . minimal educations, _ blue-collar/farm labor, f) peak persons of English ancestry. S1 economic gains. Since No. 10 - Back-Country Folks You can't get much farther out than Guntersville, Alabama: Elkins, Arkan sas- Saltville, Virginia
or Caribou, Maine. Cluster 10 abounds In such remote rural towns, n I. ...^<4 1 ar'h ian UD 1 SndS . It Is Cluster Ozark and Appalachian uplands. predominantly White, and nation In concentration of persons of 5 h anSestry, some of whom are the descendants of original colwial set tiers, and still speak In Elizabethan dialect. No. 15 - Tobacco Roads Cluster 15 Is found throughout the South from Virginia to Texas. ^ow- ever Its greatest concentrations are seenIn the river basins and coastal, scrub-pine flat lands of the Carolinas, Renrola and the Gulf States. Cluster half Black and a fifth English stock There Is some light Industry, bit^poor, unskilled labor PCd^^^^: 15 1S How- still dependent upon agr 1^1 tu^. Cluster 15 ranks last th white-collar occupations. and g) many Amerindians and No. 38 - Share Croppers Cluster 38 Is represented In 48 states, but deeply rooted In the heart of uocp y .. ---------- devoted to 1s I- Traditionally these areas _hirken such industries as tenant breeding, pulpwood & paper milling, et . BuFsunbelt migration and '-ady ccntmued to attract 1 have and population growth. A high index t< Blacks and "Cajun French reflects the ClSter's Misslssippl-valley geo-center. No. 6 - Hard Scrabble "hard scrabble" Is an old phrase LU OU., J hard living from hard Cluster 6 represents our poorest The term meaning to scratch a enil Cluster 6 represenxs oui pvu. cov rural areas, from Appalachia to^^g5Lands Mexican border country and Dakota Bad Lands. Wlth very few Blacks, Cluster 6 leads the Amerindians (Including many Indian nation In Amerindians unc luu my 11.01 ?l^:?vat1ons). and shows a high ndex for both Mexican and English ancestries.S2 Pre & Post-Child Families & Singles rre Ol rua* __C^nhiirhs in U^Ste, White-collar Suburbs The three Clusters o^,S,?%^rr?^reSn''hUh??ds7s:?^^^^^^ SSSl'Shti:'si&ntly^^1o^^^ hite-col lar occupattons, wirhons6.ption levels to satch. No. 1 - Poo*s & Patios I\jq, 25 Two More Rungs n.i?+pr 7 once resemoiea resembled Cluster 5, late -^^Ijj-rearing mode. But toa^y, - children have grown and Just behind Cluster 7 in^af^luence. Cluster 25 has a I _ foreign-born European high concentration oT ethnics, and Is fewer children. i +ho?A children nave ^&*SS!rthi*oood-nf.- 'n Cluster 7. ' u + rtiHftr with even fewer emu !?^*llso^r
deree. witl? incidence of ^northeastern high-rise hous TO,^w1th,a n^^ ?^for ir<*X'S
ttS?r5^ conservative spending patterns. No. 20 - Young Influential Cluster 8's These are Cluster 2O's could be Imagined as tomorrow s Clust white- ?ropoUtan soPhtstt^es wt^^exoepttona^^^ Spending and collar employment Doubl aidless couples, and unrelated ^Ultyles are open ith sing es Pjn hcores, apartments, adults pr^omtnatlng in exoPsi^ewed to the new West. and condo's. Cluster 20 IsS3 Upper-Middle, Child-Raising Families in Outlying, Owner-Occupied Suburbs Tho two Clusters of Group S3 represent our newest minority - the traditional family - mom, dad & the kids. In this case, the families are upscale. Both Clusters show high Indices for- a) native-born whites, b) married couples, c) school-age children, d) double Incomes, e) new, single-unit, owner-occupied, suburban housing, and f) In short, S3 is the essence of the traditional "American dream". In are native-born whites, b) agi two or more cars. No. 24 - Young Suburbia Cluster 24 Is one of our largest Clusters, found coast to coast In most It runs to large, young major markets. _ families, and ranks second In Incidence of married couples with children. Clusters 24's are distinguished by their relative affluence and high white-collar As a result, they employment levels. are strong consumers of most family products. No. 30 - Blue-Chip Blues Cluster 30, ranked third In married couples with children. Is similar to Cluster 24 on most dimensions save social rank, Its predominant high-school educations & blue-collar occupations being reflected In fewer high-end Incomes and lower home values. However, high employment and double Incomes yield similar discretionary spending patterns, and make Cluster 30 an outstanding market.S4 Middle-Class, Post-Child f^amili^ Suburbs & Retirement Areas in Aging The three Clusters l^r^irh^ry SroTe^ur^S^ln the Northeast. l\lo. 27 - Levittown, U.S.A. explosion _ late 40's and 50 s The post-WII baby boom caused an of tract housing in tne ano 5G =J - brand new suburbs white-collar and wel1-paid As with uiusTer for young .. 5p
rs:h^sl^rnow largely grown 7 these babies are now iarg.y a-- Sir ^pioyment levels are still No. 39 - Gray Power New Cluster 39 representstovermillion upscale senior Citi retire amongst t Pe PP '"SriSS^Ily conSntrated in their peers. Pri^ nf^+he South Atlant sunbelt 39's are the & Pacific regions. Cluster 39 s e . of the South Atlantic retired . ::^5iS^%^g^rh^s^ ith^he highest concentrat ion of chicondo's and ^,?e ^Uara^^ld 1ncc.es. No. 2 - Rank & File of Cluster. 27..fve rungs down the Cluster 2 is a blue-collar verslon^^^^^ socio-economic scale. .. . - ^n
^ihMS^*osrcf
ilJ?: c,ue-co,,a, ... o5s:^-Hi-pn val^ fiats, and lead the -'aSsorbSd'the original Cluster traditional, blue-collar ' ^^'^and^^blue-col lar workers family Cluster 2s show living In aged duplex rows - - nation In durable manufacturing.T1 Educated, Young, Mobile Families in Exurban Satellites & Boom Towns geography, most of It around our lot of American The three Clusters of Group T1 share a lot of ^^^^^Pbi far beyind the beltways of major younger boom towns, or In the sate umma native-born, white-collar adults, b) metros. Other new low^enslty single-unit housing. Most evident Is ^111 h^ b^n ^he chief recipients of a major urban exodus, and are among the nation's fastest growing areas. No. 1 - God's Country No. 17 - New Homesteaders Cluster 1 contains the highest socioeconomic, white-collar neighborhoods primarily located outside SMSA s. These are well-educated frontier types, who have opted to live away big metros In some of our most beaut 1 ful mountain and coastal areas. Cluster Vs are highly mobile, and are among the nation's fastest srowl^S They are outstanding of both products and media. neighborhoods. Cluster 17 Is much like Cluster 1 In its mobility, housing and famlly The big difference Is that Cluster
down on the soclo- u ova.o, with all measures of edu- I and affluence being significantly Cluster 17 shows peak concentra- of military personnel, and picks up & Amerindians as a result It Is one of tics. 17 Is nine rungs economic scale cat Ion lower, tions consumers some Hispanics of Its strong Western skew. largest and fastest-growIng Clusters. our No. 12 - Towns & Gowns hundreds of m)d-sca)e college and Mnl^ralty Cluster 12 contains hundreds oT mio-sca^^ree-quarters BSSrf fell M^S?Sn?rlst'':i^''^5eS''i\ home values, and a taste for pres-tige products.T2 Mid-Class, Child-Raising, Blue-Collar Families in Remote Suburbs & Towns blue-collar baby factories middle class, The three Clusters In Croup T2 ^^aht g?^P5a'i^TheS'*ne1ahborhoods are very miuu.e ?hS
-sh5w-h7gh indices for ,^Ta5tory"?iwns closi to the .U.S, ."5S'
iS(?hored In the midwest. T2's are broadly (equivalent to native white, and married. ^310 III UI - o JI \ white-collar Clusters 5'& 24). These neighborhoods are very and remote suburbs of industrial metros, distributed across the nation. No. 40 - Blue-Collar Nursery No. 16 - Middle America Cluster 40 leads the nation In craftsmen, the elite of the blue-collarworld^ It Is also No. I men, the eine ot mo uiw <- It Is also No. 1 In married couples with children and 3+ member households. Cluster 4O's are low-density satelMte towns & suburbs of smaller Industrial They are very well paid ano Minority presence Is cities. very stable, neglIgible. Cluster 16 Is well-named on several counts. It Is composed of mid-sized, middle-class satellite suburbs and towns. is center on the socio-economic scale, and is close to the U.S. average on most measures of age, ethnicity, household compo sition & life cycle. It Is also centered iri^the Great Lakes Industrial region, near It is It Is at In the Great Lakes inousxr the population geo-center of the U.i. No. 29 - Coalburg & Corntown Cluster 29 fits a PoPuar inoe of the Mid West ^1n9 houses. In Cluster 29. Well, that's pretty much It.Mixed Gentry T3 Blue-Collar Labor in Low-Mid Rustic. Mill & Factory Towns OF Pi-ed-lnantly blue-oollap nelchhorhoo s^.^^the The four Clusters In Group T3 cover mvllng and mill towns. !n?*Selr d!ffUniel which make the Group Interesting. loweimiddle However, No. 33 - Golden Ponds No. 22 - Mines & Mills includes hundreds of small, Cluster 33 includes hunoreos or . -, rustic towns and villages in coastal
^nr??Sounta1n. lake and ^ley areas. where seniors 3 incottages choose to amongst country neighbors. as elderly as Industry Is king In Cluster 22, ^nc^^^lng^ Scattered throughput Appaachla fpot Na While retire amongst country -g neither as affluent nor neiTnei a Qluster 33 ranks high of Independent retire- England to trial complex Cluster 39, new on all measures ment. first In the P^ylvanla/Ohlo Indus- ipiex, and points south. I. total manufacturing and b^ue^. It has very .- - collar occupations, or Hispanic minorities. It ranks few Black No. 13 - Norma Rae-Ville No. 18 - Smalltown Downtown Cluster 13's are concentrated In the <
outh with their geo-center In the Aooalachlan & Piedmont Regions. include hundreds of - a great many in lex They and mill towns 3 W* : * . . tiles, and other light Industries. SlnlJll aLoa?t?nS:- They are SJSngst the T3's 1n_t^vlng a high A hundred-odd years ago our^at Ion was laced with railroads and boding with hea y All along these tracks, Tacxory to be filled with laborers, house neighborhoods. Cluster 18, mixed Industry. towns sprang up In working-class row country folk with They are unique Many can be seen today in Cluster lo, mixe, with the aging, downtown portions of other wnn me ay I w, ____ . ..niniiR amon' It Is unique among Tuua: for Blacks, and lead the nation In non-durable manufacturing. Index ?^2V3'r!ri?s"relS1vel/high population densities.UI Educated, White-Collar Singles & Couples in Upscale, Urban Areas with minor exceptions for C,uster^31Sroup UI Is characterized g"l?rL2:i^sSgl cj upscale socio- i& students, f) an undeniable panache many No. 21 - Urban Gold Coast No. 37 - Bohemian Mix It is Cluster 21 Is altogether unique. the most densely populated per square 1th the highest concentration of ----- households In multi-unit, mile, w one-person nousenoios in hi-rise buildings, and the lowest Inci n-F aii+o ownership. Other mosts. dence of auto ownership. - most employed, most white-collar.Jjost professional, most rented, irost child less, and most New York. Cluster is the top in Urbania, a fit address for the 21 Club. No. 31 - Black Enterprise New Cluster 31 Is 60% Black, with Black household Incomes well above average and consumption behavior It Is the most family A few med1an oMentedofthe UI Clusters. .. , - downscale pockets can be ^^rd, how ever, the majority of Blacks In Clus ter 31 are educated, employed, and solidly set in the upper middle class. It's only a $5 cab ride from "the East + "+hA Vlllaoe". The drop in side" to "the Village". n Bohemia, a 'argeiy-inTegraicu. dominated, hl-rlse hodge-podge of univer sitles, hippies, actors, writers artists. J J_____ ui-irinuic and races. An inier divorcees, widows, and races. esting phenomenon - Cluster 31 s are chiefly found In major harbor cities. No. 23 - New Beginnings This neighborhood type roots m riiister 23 of the old PRIZM Model ("Bunker's Neighbors"). res den s largely techs and lower-echelon The predominant age is They are Cluster are now The new residents white collars. - ----- .. 18-34, and the mode Is pre-chlld. highly nioblle, ^ployed dlvorced^nd Many 23's have SSh migrants to the boutn rented. a st eadv flow of young m'.^ ----- -- and West In search of new Job opportunit and lifestyles.U2 Mid-Scale Families, Singles & Elders In Dense, Urban Row & HiRise Areas I urban, middle-class neighborhoods, mainly - ) in second-city The four Clusters In Group U2 enc^pass dense, urban, mldd-ss^ne.pr^. composed of duplex rows, and multi u U2's show high conrentratIons ' centers and major-market a occupations, d) & h^sXldS S^lnu^ir^i-loStlon. and ?) Increasing minority presence. Equally significant are show high concentrations of a) foreign ) singles & widows In one- their differences. No. 3 - New Melting Pot The original European stock of many old urban neighborhoods has given way to new Immigrant populations, often with Hispanic, Aslan, and Middle- Eastern origins. These trends have formed a "New" Melting Pot. which Includes many "Old" Melting Pot areas, along with new Immigrant nelghborho^s. As a result. Cluster 3's are now situated In the major ports of entry on both East and West Coasts. No. 36 - Old Yankee Rows Cluster 36 Is well-matched to Cluster 3 In age, housing mix, family composition, and Income. However, Cluster 36 Is dOTin- ated by h1gh-schoo1 educated Catholics of European origin, and has comparatively few minorities. These are well-paid, mixed blue/white-collar areas, firmly geo-centered in the older Industrial cities of the northeast. In Cluster 36, g1r1s often go to work after high-school, and often live at home until married. No. 14 - Emergent Minorities Cluster 14 Is almost 70% Black, the remainder largely composed of Hispanics, and other foreign-born minorities. Unlike other U2's, Cluster 14 shows above-average concentrations for children of all ages, almost half of them 1n homes with single parents. It ajso shows below-average levels of education and white-collar employment. c r gle for emergence from poverty Is still evident In Cluster 14. It also The Strug- No. 26 - Single City Blues This Cluster represents the nation s dense, urban downscale singles areas, found in most major markets. Including those of the new West. Many are located near city colleges, and the Cluster displays a b1- modal education profile. With very few children, and Its odd mixture of races, classes, transients, and night trades. Cluster 26 could be aptly described as classes poor man's bohemia.U3 Mixed, Unskilled Service & Labor in Aging, Urban Row & Hi-Rise Areas As four Clusters of Group U3 ------, they show a) peak indices The four Clusters or uroup vo represent the least advantaged Wes, service I grS the? show a) peak indices for, ion levels d) llrge families headed by so o workersand laborers, c) (^dowed, divorced, separated & never married), f) ' *=Srren?err?n mu^^W^Mt hiSSingand g) chronic unemployment. parents, e) peak concentrations No. 4 - Heavy Industry No. 11 - Downtown Dixie-Style Cluster 4 Is much like Cluster 2, only the socio-economic , with n1ne rungs down on - scale, and hard hit by unemployment. Cluster 4's are chiefly concentrated in the older industrial markets of the northeastern U.S. quadrant, and are Catholic, with a high Incidence of Hispanics. These neighborhoods have rapidly aged and deteriorated dur ng the naSt decade. There are fewer children. Cluster 11 has a southern geo-center high concentrations in three-dozen southern metros. These middle-density urban areas metros. These miaale-oer^ ly i ' Z +ho contain both White and Black enclaves, the latter replete with Black churches and very college enrollments). past decade. and many broken homes. colleges (and average col ege enro .me.. On the whole, Cluster 11 is half Black, wit an average Incidence for Hispanics (these mostly Puerto Rican). Unique among the U3 s. It is predominantly native born. No. 9 - Hispanic Mix No. 31 - Public Assistance Cluster 9 represents the nation's Hispanic "barrios", and Is, therefore, chiefly concentrated in the major markets of the mId-Atlantic and West. Cluster 9's feature dense, neighborhoods with large ^^1^ small children, many headed by solo parents. They rank second in percent foreign born, first in short-term Inmigration, and are essentially bilingual neighborhoods. households Black, Cluster 32 - These represents^the "Harlems" are the nation's npiohborhoc twice e ..<31.M.. J poorest neighborhoods, with u its unemployment level, and five times share of public assistance incomes. its assisxdn'-o u Cluster 32's have been urban-renewal targets for three decades, and show large, solo- oarent families in rented, public hl rise Interspersed with aging tenement buildings rows.I marketsecffch INCENTIVE SCHOOL FIVE-YEAR STRATEGIC MARKETING PLAN 20 INTERNAL ANALYSIS a niarketsearch JNCENTIVE SCHOOL FIVE-YEAR STRATEGIC MARKETING PLAN 21 PROGRAM PURPOSE AND DESCRIPTION THE INCENTIVE SCHOOL PROGRAM DEVELOPED FOR THE LITTLE ROCK SCHOOL DISTRICT IS A PROTOTYPE AND IS INTENDED AS A MODEL PROGRAM AS A STRATEGY TO DESEGREGATE THE PUBLIC SCHOOL SYSTEMS. THE PURPOSE OF THE INCENTIVE SCHOOL PROGRAM IS TO PROMOTE AND ENSURE ACADEMIC EXCELLENCE IN SCHOOLS THAT HAVE BEEN DIFFICULT TO DESEGREGATE. THE INCENTIVE SCHOOL PROGRAM WILL NOT ONLY COMPENSATE THE VICTIMS OF SEGREGATION BUT WILL ALSO SERVE AS A TOOL FOR PROMOTING MEANINGFUL AND LONG-LASTING DESEGREGATION IN THESE SCHOOLS AND IN THE THREE DISTRICTS AS A WHOLE. THE SCHOOLS ARE ALL CLUSTERED IN THE DOWNTOWN/EASTERN PORTION OF LITTLE ROCK
SCHOOL LOCATION FRANKLIN GARLAND ISH MITCHELL RIGHTSELL ROCKEFELLER STEPHENS 1701 3615 3001 2410 SOUTH HARRISON WEST 25TH PULASKI BATTERY 911 WEST 19TH 700 EAST 17TH 3700 WEST 18TH PROGRAM FEATURES AND BENEFITS THE INCENTIVE SCHOOL PROGRAM IS BASED ON THE K-6 CORE CURRICULUM CURRENTLY IN USE IN THE LITTLE ROCK SCHOOL DISTRICT WITH REMEDIATION AND ENRICHMENT COMPONENTS. INinarkotsecirch 2NCE2VTJVE SCHOOL FIVE-YEAR STRATEGIC MARKETING PLAN 22 THE BROADEST SENSE, THE DIFFERENCES BETWEEN INCENTIVE SCHOOLS AND THE TYPICAL PUBLIC SCHOOL INCLUDE
SMALLER CLASS SIZES
MORE PROGRAMS IN COMPUTERS, FOREIGN LANGUAGES AND SCIENCE
EXTENDED DAY AND SATURDAY PROGRAMS
EXTENDED YEAR (FREE SUMMER SCHOOL REMEDIATION AND ENRICHMENT)
MORE PARENTAL INVOLVEMENT AND TRAINING (PARENT CENTER IN EACH SCHOOL)
FOUR-YEAR-OLD PROGRAM (FREE OF CHARGE)
SPECIALLY RECRUITED STAFF
WELLNESS PROGRAM AT EACH SCHOOL
A PERMANENTLY ASSIGNED SUBSTITUTE
TEACHER DEMONSTRATION PROGRAM
TRUST FUND FOR SCHOLARSHIPS
AN INSTRUCTIONAL AIDE FOR EVERY CLASSROOM. THE FOLLOWING IS A LISTING OF SPECIFIC DIFFERENCES IN INSTRUCTIONAL AND SUPPORT PROGRAMS. INSTRUCTION: WHOLE-GROUP INSTRUCTION
ACTIVITIES PROMOTING HIGHER ORDER THINKING SKILLS
INDIVIDUALIZED INSTRUCTION
LEARNING STYLES INVENTORY
STUDENT EDUCATION PLANS
HOMEWORK CENTER
HOMEWORK HOT LINE
SPECIAL SKILLS PROGRAM (CHOIR, MUSIC AND DANCE)marketsearch INCENTIVE SCHOOL FIVE-YEAR STRATEGIC MARKETING PLAN 23 SUPPORT PROGRAMS
PEER TUTORING: RETIRED TEACHER PROGRAM
PARENT PROGRAMS: SCOUTING PROGRAMS AT EACH SCHOOL
MENTOR PROGRAM: CAREER SKILLS DEVELOPMENT PROGRAM THE ADDITIONS AND CHANGES IN THE INCENTIVE SCHOOL PROGRAM ARE DESIGNED TO PROVIDE THE FOLLOWING BENEFITS: SUPERIOR ACADEMIC INSTRUCTION
RICHER CULTURAL, LIFE EXPERIENCES
WHILE STRIVING FOR ACCEPTABLE LEVELS OF DESEGREGATION IN THE PUBLIC SCHOOLS. THERE ARE SOME DIFFERENCES AMONG THE INCENTIVE SCHOOLS THAT CONTRIBUTE TO UNIQUE OPPORTUNITIES AMONG THE SIX SCHOOLS. THE DIFFERENCES ARE ATTRIBUTED MOSTLY TO LOCATION AND AGE OF FACILITY. SPECIFIC ADVANTAGES FOR EACH SCHOOL ARE LISTED BELOW. ROCKEFELLER CONVENIENT LOCATION/ACCESS TO 1-630 FAMILIAR LOCATION DUE TO PROXIMITY TO ARTS CENTER ATTRACTIVE FACILITY GYMNASIUM EARLY CHILDHOOD MAGNET PROGRAM (6 WEEKS-4 YEARS) THREE FOUR-YEAR-OLD CLASSES marketsearch INCENTIVE SCHOOL FIVE-YEAR STRATEGIC MARKETING PLAN 24 GARLAND CLOSED CIRCUIT TV IN EVERY CLASS RECENTLY REMODELED MITCHELL REMODELED FACILITY SELECTED STUDENTS HAVE PARTICIPATED IN PRE-ALGEBRA CLASS LOCATION: ROOSEVELT ROAD NEAR BARTON COLISEUM WHICH IS EASILY ACCESSIBLE AND IDENTIFIABLE COMMUNITY LANDMARK RIGHTSELL REMODELED FACILITY LOCATION: PROXIMITY TO DUNBAR JUNIOR HIGH AND GIBBS MAGNET SCHOOL WHICH ARE SUCCESSFUL DESEGREGATED PROGRAMS IN THE IMMEDIATE NEIGHBORHOOD
ALSO EASILY ACCESSIBLE TO 1-630 STEPHENS ADULT LITERACY PROGRAM ISH REMODELED FACILITY FRANKLIN RECENTLY REMODELED MOST MODERN LIBRARY OF INCENTIVE SCHOOLS PROXIMITY TO UALR AND UNIVERSITY AVENUE r marketsearch INCENTIVE SCHOOL FIVE-YEAR STRATEGIC MARKETING PLAN 25 COMMUNICATIONS/OUTREACH BECAUSE THE INCENTIVE SCHOOLS ARE A NEW PROGRAM, COMMUNICATION EFFORTS HAVE BEEN INFORMAL. MUCH OF THE CONTACT HAS BEEN WORD-OF-MOUTH BETWEEN STAFF AND INTERESTED PARENTS AND CONTACTS MADE BY MEMBERS OF THE SCHOOL-BASED BIRACIAL ADVISORY COMMITTEES. A LEGAL-SIZE MAILER HAS BEEN THE ONLY FORMAL PROMOTIONAL PIECE DEVELOPED TO DATE FOR THE INCENTIVE SCHOOL PROGRAM (APPENDIX). THE BENEFIT PROMOTED IN THE MAILER IS STUDENT PREPARATION FOR THE 21ST CENTURY. marketsearch INCENTIVE SCHOOL FIVE-YEAR STRATEGIC MARKETING PLAN 26 EXTERNAL ANALYSISmarketsearch INCENTIVE SCHOOL FIVE-YEAR STRATEGIC MARKETING PLAN 27 STRENGTHS AND WEAKNESS ANALYSIS AS PARENTS AND THEIR CHILDREN EVALUATE THEIR OPTIONS WITHIN THE LITTLE ROCK SCHOOL DISTRICT, THERE ARE ESSENTIALLY THREE PROGRAMS AVAILABLE: (1) TRADITIONAL NEIGHBORHOOD SCHOOLS
(2) MAGNET SCHOOLS: AND (3) INCENTIVE SCHOOLS. THE COMMUNICATIONS COMMITTEE HAS IDENTIFIED THE FOLLOWING STRENGTHS AND WEAKNESSES OF THE INCENTIVE SCHOOLS RELATIVE TO OTHER OPTIONS. STRENGTHS BENEFITS LOWER STUDENT:ADULT RADIOS BETTER INDIVIDUAL ATTENTION SPECIALLY RECRUITED TEACHERS MORE COMMITMENT REGULAR & FREQUENT MONITORING MAINTAINING STANDARDS NO PULL OUTS FEWER INTERRUPTIONS EXTENDED DAY PROGRAMS LEARNING STYLES INVENTORY SUPERVISED HOMEWORK SESSIONS AFTER-SCHOOL CARE FOR WORKING PARENTS FACILITATE LEARNING FOR EACH CHILD RAISE TEACHERS AWARENESS OF THEIR STYLE VIS-A-VIS STUDENTS I marketsearch INCENTIVE SCHOOL FIVE-YEAR STRATEGIC MARKETING PLAN 28 STRENGTHS BENEFITS MENTOR PROGRAM ROLE MODELS RETIRED TEACHER PROGRAM ROLE MODELS INDIVIDUAL ATTENTION/EXPERIENCE PARENT PROGRAMS ENHANCED PARENT INVOLVEMENT AT HOME AND SCHOOL GOOD VALUE EXTRA ACTIVITIES/PROGRAMS AT NO ADDITIONAL CHARGE EXTENDED YEAR PROGRAM REMEDIATION ENRICHMENT AT NO ADDITIONAL COST PREPARATORY FOREIGN LANGUAGES FACILITATES FORMAL LANGUAGE CLASSES EXTRA COMPUTER SKILLS ADVANCED COMPUTER SKILLS (E.G.: KEYBOARDING AND PROGRAMMING) FULL-TIME MUSIC TEACHER NURTURES MUSICAL INTERESTS PERMANENTLY ASSIGNED SUBSTITUTES MORE CONSISTENCY TRUST FUND COLLEGE FUNDING AN INSTRUCTIONAL AIDE FOR EVERY CLASSROOM STUDENT EDUCATION PLAN HOMEWORK CENTERS FULL-TIME ART TEACHER MORE INDIVIDUALIZED INSTRUCTION CUSTOMIZED LEARNING PARENT INPUT CERTIFIED TEACHER ASSISTANCE MINIMIZING PARENT RESPONSIBILITY ENCOURAGES ART INTERESTS UP TO JUNIOR HIGH SCHOOL r marketsearch INCENTIVE SCHOOL FIVE-YEAR STRATEGIC MARKETING PLAN 29 STRENGTHS BENEFITS CERTIFIED P.E. TEACHERS PROMOTES RECREATIONAL SKILLS PROMOTES TEAM PLAYING SKILLS WEAKNESSES IMPLICATIONS AFTER SCHOOL PROGRAMS NO/LESS TIME FOR OTHER AFTER-SCHOOL PROGRAMS (E.G.: SCOUTS. DANCE, ETC.) LESS RELAXATION AND ENTERTAINMENT TIME FOR CHILD PROLONGS ISOLATION FOR CHILD RACIAL IMBALANCE ISOLATION IN RACIAL ENVIRONMENT THAT IS ATYPICAL OF HOME AND SOCIETAL REPRESENTATION LOCATIONS DIFFICULT TO ACCESS FROM WEST LITTLE ROCK DISTANCE CAPACITY LIMITS NUMBER OF SPACE AVAILABLE TO STUDENTS NEW, NOT FULLY DEVELOPED NO TRACK RECORD TO PROMOTE INNER-CITY LOCATIONS OLDER FACILITIES NEGATIVE PRE-CONCEIVED NOTIONS ABOUT SAFETY AND QUALITY ISSUES REFLECTS ON PROGRAM QUALITY CONTRIBUTES TO NEGATIVE PERCEPTIONS OF PHYSICAL AND EMOTIONAL COMFORT marketsearch INCENTIVE SCHOOL FIVE-YEAR STRATEGIC MARKETING PLAN 30 MARKET ATTITUDES AND MOTIVATIONS WHILE THERE ARE CLEARLY MANY BENEFITS FOR THE CHILD IN THE INCENTIVE SCHOOL PROGRAM, THERE ARE ALSO IMPLICATIONS FOR THE PARENT POSITIVE AND NEGATIVE. IN SOME CASES, A PROGRAM FEATURE MAY HAVE BOTH A TIME INVESTMENT AND SAVING ASPECT TO IT. FOR EXAMPLE, WHILE EXTENDED DAY PROGRAMS MAY REDUCE THE TIME SPENT BETWEEN PARENT AND CHILD, IT CAN MEAN MORE TIME IN THE EVENING BECAUSE HOMEWORK ASSIGNMENTS CAN GET COMPLETED PRIOR TO ARRIVAL AT HOME. AT THE VERY LEAST, IT COULD MEAN LESS PARENT INVOLVEMENT ON HOMEWORK ASSIGNMENTS BECAUSE STAFF ASSISTANCE WOULD HAVE BEEN PROVIDED. PARENTS WHO ARE MORE LIKELY TO BE PREDISPOSED TO THE INCENTIVE SCHOOL CONCEPT WILL HAVE THE FOLLOWING VALUES: A TRUE COMMITMENT TO QUALITY INSTRUCTION AT THE EXPENSE OF THEIR OWN TIME AND EFFORT
HONORS AND APPRECIATES DIVERSITY OF CLASS, CULTURES AND RACES AND BELIEVES THAT THERE IS SOMETHING TO BE TEARNED FROM EVERYONE: RECOGNIZES THE IMPORTANCE OF A WELL-ROUNDED EDUCATION WHICH INCLUDES SKILLS TO ADAPT TO CHANGE AND EXPOSURE TO AESTHETIC AND CULTURAL SUBJECTS
AND BELIEVES THAT THE PHYSICAL AND EMOTIONAL WELL-BEING OF THEIR CHILD DURING SCHOOL HOURS IS DEPENDENT UPON THE SCHOOL ENVIRONMENT MORE THAN THE NEIGHBORHOOD ENVIRONMENT.I TZ marketsearch INCENTIVE SCHOOL FIVE-YEAR STRATEGIC MARKETING PLAN 31 PARENTS WITH YOUNGER CHILDREN MAY ALSO BE MORE PREDISPOSED BECAUSE THE OLDER AGE GROUPS HAVE MORE EQUITY IN THEIR PEER GROUP RELATIONSHIPS AND FRIENDSHIPS WHICH MAKES SWITCHING MORE DIFFICULT. THE MAJOR BARRIERS FOR THE INCENTIVE SCHOOLS INCLUDE: RACIAL IMBALANCE
NEGATIVE ASSOCIATIONS AND PERCEPTIONS OF THE DOWNTOWN/EAST SIDE LOCATIONS OF THE SCHOOLS (E.G..: PHYSICAL SAFETY): AND RESULTING IMBALANCES AT OTHER SCHOOLS FROM WHICH INCENTIVE SCHOOL STUDENTS ARE RECRUITED. HOWEVER, LOCATION CAN BE A CONVENIENCE FACTOR FOR PARENTS WHO WORK DOWNTOWN IN TERMS OF PROXIMITY TO WORK, QUICK/EASY ACCESS IN CASE OF EMERGENCIES AND SCHOOL MEETINGS. CONVERSELY, THE COMPELLING REASONS TO CONSIDER THE INCENTIVE SCHOOL PROGRAM INCLUDE: SUPERIOR ACADEMIC PROGRAM
AND A GOOD VALUE FOR THE MONEY, I.E.
MORE PROGRAMS AT NO EXTRA COST. IN LIEU OF A PROVEN TRACK RECORD, THE INCENTIVE SCHOOLS ARE MOST COMPARABLE TO MAGNET SCHOOLS WHICH DO ENJOY SOME LEVELS OF SUCCESS AND POSITIVE ASSOCIATIONS. BOTH PROGRAMS ALSO SHARE SIMILARITIES IN TERMS OF DOWNTOWN LOCATIONS WHICH MIGHT DIMINISH CONCERNS REGARDING THEIR LOCATION.marketsearch INCENTIVE SCHOOL FIVE-YEAR STRATEGIC MARKETING PLAN 32 DEMOGRAPHIC AND LIFESTYLE PROFILES BECAUSE THE INCENTIVE SCHOOL CONCEPT IS NEW AND UNIQUE AND THERE ARE SO FEW NON-BLACK STUDENTS AND PARENTS INVOLVED IN THE PROGRAM AT THIS TIME, THERE IS NO DEFINITIVE PROFILE OF INCENTIVE SCHOOL USERS. HOWEVER, THE LITTLE ROCK SCHOOL DISTRICT DID COMMISSION A RESEARCH STUDY TO IDENTIFY AS CLOSELY AS POSSIBLE THOSE CONSUMER GROUPS WHO ARE MOST LIKELY TO BE PREDISPOSED TOWARD THE PROGRAM. THE SCHOOL DISTRICT COMMISSIONED A TARGET AUDIENCE PROFILE STUDY BASED ON TWO SOURCES: PRIZMTM, A GEODEMOGRAPHIC DATA BASE WHICH IS A CONSUMER MARKET SEGMENTATION AND TARGETING SYSTEM BASED ON SOCIAL AND DEMOGRAPHIC LIFESTYLE. OFFICIAL RESULTS FROM BOTH THE LITTLE ROCK AND PULASKI COUNTY SCHOOL MILLAGE ELECTIONS IN ORDER TO IDENTIFY CONSUMERS WHO AT LEAST SUPPORT THE PUBLIC SCHOOL CONCEPT. CROSS-REFERENCING BOTH SOURCES GENERATED A LIST OF TARGET CENSUS TRACTS WHICH REPRESENT THE BEST POTENTIAL OF PREDISPOSED CONSUMER HOUSEHOLDS, SPECIFICALLY: 22.01: 22.04: 34.01: 34.02 36.03: 42.05: 42.06 42.07: 42.08: AND 43.01 (SEE MAP).marketsearch INCENTIVE SCHOOL FIVE-YEAR STRATEGIC MARKETING PLAN 33 WHILE THERE ARE MORE TRACTS BASED ON THE PRIZM^m ANALYSIS AND ALSO AMONG FAVORABLE VOTERS, THE ABOVE LIST ARE THE ONES THAT MATCHED BETWEEN THE TWO SOURCES INDICATING THE GREATEST POTENTIAL. THE TWO TARGET GROUPS IDENTIFIED IN THE PRIZM^m STUDY ARE DEFINED AS: SUBURBAN/URBAN FAMILY ACTIVISTS: CAREER-DRIVEN, HIGHLY EDUCATED AND GENERALLY CONSERVATIVE PARENTS RAISING CHILDREN IN THE BEST NEIGHBORHOODS OF METROPOLITAN SUBURBIA. SMALL NEIGHBORHOOD FAMILY ACTIVISTS: WELL-EDUCATED, YOUNGER, MORE LIBERAL, AND LESS AFFLUENT PARENTS WHO CHOOSE TO BRING UP THEIR FAMILIES IN THE SMALLER NEIGHBORHOODS BEYOND URBAN BELTWAYS (SOURCE: A TARGET AUDIENCE PROFILE STUDY FOR INCENTIVE SCHOOLS, DECEMBER 1990). THE DEMOGRAPHIC AND LIFESTYLE PROFILES OF THE TWO TARGET GROUPS VARY SOMEWHAT. SPECIFICALLY: SUBURBAN/URBAN MORE LIKELY TO OWN HOME VALUED AT $200,000+ SMALL NEIGHBORHOOD MORE LIKELY TO OWN HOME VALUED AT $80-$ 100,000 COLLEGE+ EDUCATED 1-3 YEARS OF COLLEGE CHILDREN AGED 6-17 CHILDREN AGED 6-13 MORE LIKELY TO OWN $1,000+ COMPUTER TAKEN CAMPING TRIP TAKEN CRUISE BOUGHT CHAINSAW ENGAGE IN SPORTS ENJOY OUTDOOR GARDENING r Zin marketsearch INCENTIVE SCHOOL FIVE-YEAR STRATEGIC MARKETING PLAN 34 PREDICTABLY, THE MEDIA PROFILES FOR THE TWO TARGET GROUPS ALSO VARY
SUBURBAN/URBAN SMALL NEIGHBORHOOD MAGAZINES: UPSCALE METROPOLITAN, EPICUREAN, FASHION MAGAZINES: OUTDOOR/ RECREATION, NATURE, SCIENCE CABLE TV: HBO, MOVIE CHANNEL CABLE TV: USA NICK AT NIGHT, DISCOVERY RADIO: NEWS/TALK, CLASSICAL, RADIO: COUNTRY MUSIC EASY LISTENING THERE IS ALSO A SECONDARY TARGET GROUP DEFINED AS BABYLESS BOOMERS. THERE IS NO QUESTION THAT MEMBERS OF THIS GROUP REPRESENT A LONGER TERM INVESTMENT. HOWEVER, GIVEN THEIR SLIGHTLY YOUNGER AGE SKEW, THEY ARE LIKELY TO REPRESENT A NEW INDEPENDENT AMERICAN VOTER MORE SENSITIVE TO SOCIAL NEEDS AND URBAN DEVELOPMENT. IN ADDITION TO CONSIDERING THE POTENTIAL OF THIS GROUP ENROLLING THEIR CHILDREN FIVE TO SIX YEARS FROM NOW, THE BABYLESS BOOMERS REPRESENT INDIVIDUALS WHO WOULD LIKELY BECOME INVOLVED IN COMMUNITY SUPPORT PROGRAMS. THIS PERHAPS IS ONE WAY OF DEVELOPING AND IMPLEMENTING LONGTERM STRATEGY. marketsearch INCENTIVE SCHOOL FIVE-YEAR STRATEGIC MARKETING PLAN 35 ENROLLMENT PATTERNS PREDICTABLY, THE RATIO OF BLACK STUDENTS AMONG INCENTIVE SCHOOLS IS MUCH HIGHER THAN THE AVERAGE SCHOOL IN THE BALANCE OF THE DISTRICT (TABLE 1). OVERALL. ABOUT SIX OUT OF 10 STUDENTS IN THE BALANCE OF THE DISTRICT ARE BLACKS COMPARED WITH 8 OUT OF 10 OR 9 OUT OF 10 AMONG INCENTIVE SCHOOLS (TABLE 1). HOWEVER, THE OVERALL RATIO OF BLACK STUDENTS WITHIN THE LITTLE ROCK SCHOOL DISTRICT HAS DECREASED BETWEEN THE 1991 AND 1992 SCHOOL YEARS (TABLE 1). HOWEVER, THE DECREASE AMONG INCENTIVE SCHOOLS IS MUCH LOWER THAN THE BALANCE OF THE DISTRICT. AMONG INCENTIVE SCHOOLS, THE GREATEST INCREASE OF BLACK STUDENTS WAS IN THE FIRST GRADE AND THE GREATEST DECREASE WAS IN THE SECOND GRADE. ISH AND RIGHTSELL CONTINUE TO HAVE THE HIGHEST BLACK RATIO AMONG THE INCENTIVE SCHOOLS WITH ROCKEFELLER HAVING THE LOWEST RATIO (TABLE 2). STEPHENS WAS THE ONLY INCENTIVE SCHOOL TO DECREASE IN THE RATIO OF BLACKS BETWEEN 1991 AND 1992. TABLE 3 INDICATES ENROLLMENT CAPACITY AND ADDITIONAL POTENTIAL BY INCENTIVE SCHOOL. GARLAND CONTINUES TO HAVE THE GREATEST ADDITIONAL POTENTIAL BY FAR. STEPHENS AND ISH TRAIL SECOND IN THIS REGARD. RIGHTSELL CONSISTENTLY HAS THE LOWEST POTENTIAL. THIS TABLE ALSO INDICATES THAT POTENTIAL CAPACITY EXPANDED BY 47 BETWEEN 1991 AND 1992. r marketsearch INCENTIVE SCHOOL FIVE-YEAR STRATEGIC MARKETING PLAN 36 TABLE 4 INDICATES THE ENROLLMENT POTENTIAL BY GRADE WHICH IS HIGHEST FOR TPIESE GRADES: FOURTH
KINDERGARTEN
AND FIFTH GRADE. AN OVERVIEW OF DATA IN THE FOLLOWING TABLES INDICATES: BY GRADE: HIGHEST BLACK RATIO ARE IN THE HIGHER GRADES THIRD THROUGH THE SIXTH. THE GREATEST POTENTIAL CAPACITY ARE IN THE SECOND THROUGH FOURTH GRADES. BY SCHOOL: HIGHEST BLACK RATIO ARE AT ISH AND RIGHTSELL. GREATEST POTENTIAL CAPACITY ARE AT GARLAND, ISH AND STEPHENS.J- .'ir marketsearch INCENTIVE SCHOOL FIVE-YEAR STRATEGIC MARKETING PLAN 37 TABLE 1 LITTLE ROCK SCHOOL DISTRICT RACIAL PROFILES BY GRADE GRADE _____________________% BLACKS: DISTRICT SCHOOLS:* INCENTIVE SCHOOLS#
1991 1992 SHIFT 1991 1992 SHIFT 61% 53% 80% 78% 2 62 57 79 85 62 61 90 83 7 61 61 0 90 92 63 60 91 92 63 62 92 91 65 61 91 91 0 K 1 2 3 4 5 6 + 6 1 1 + 2 + 1 1 NET EFFECT 22 1 EXCLUDES INCENTIVE SCHOOLS. # EXCLUDES FRANKLIN. SOURCE: LITTLE ROCK SCHOOL DISTRICT, PRINTOUTS DATED NOVEMBER 29. 1990 AND JUNE 4. 1991. mcffketsearch INCENTIVE SCHOOL FIVE-YEAR STRATEGIC MARKETING PLAN 38 TABLE 2 INCENTIVE SCHOOLS RACIAL PROFILES BY SCHOOL SCHOOL 1991 % BLACK
1992 SHIFT GARLAND 89% 91% ISH 96 97 MITCHELL 86 87 RIGHTSELL 98 98 0 ROCKEFELLER 69 70 STEPHENS 93 91 2 + 2 + 1 + 1 + 1 SOURCE: LITTLE ROCK SCHOOL DISTRICT, PRINTOUT DATED NOVEMBER 29. 1990 AND JUNE 4, 1991. r jT marketsearch INCENTIVE SCHOOL FIVE-YEAR STRATEGIC MARKETING PLAN 39 TABLE 3 INCENTIVE SCHOOLS ENROLLMENT PROFILES BY SCHOOL ADDITIONAL POTENTIAL*
SCHOOL 1991 1992 SHIFT GARLAND +81 + 132 +51 ISH +61 + 72 + 11 MITCHELL +63 +48 15 RIGHTSELL +46 +27 19 ROCKEFELLER +46 +52 +6 STEPHENS +66 +79 + 13 TOTAL 363 410 +47 SOURCE: LITTLE ROCK SCHOOL DISTRICT, PRINTOUT DATED NOVEMBER 29, 1990 AND JUNE 4, 1991. r LSI marketsearch INCENTIVE SCHOOL FIVE-YEAR STRATEGIC MARKETING PLAN 40 TABLE 4 INCENTIVE SCHOOLS* ENROLLMENT PROFILES BY GRADE GRADE 1991 ADDITIONAL POTENTIAL: 1992 SHIFT K + 18 +39 +21 1 2 + 14 12 + 76 +83 + 2 + 7 3 +64 + 74 + 10 NET EFFECT +80 + 50 +61 +363 + 103 +68 +41 +410 +23 + 18 20 +47 4 5 6 EXCLUDES FRANKLIN. SOURCE: LITTLE ROCK SCHOOL DISTRICT, PRINTOUT DATED NOVEMBER 29. 1990 AND JUNE 4, 1991. r marketsearch INCENTIVE SCHOOL FIVE-YEAR STRATEGIC MARKETING PLAN 41 APPENDIX marketsearch INCENTIVE SCHOOL FIVE-YEAR STRATEGIC MARKETING PLAN 42 TABLE A-1 LITTLE ROCK SCHOOL DISTRICT RACIAL PROFILES BY GRADE FOR YEAR 1991 TOTAL BLACKS
% BLACKS: GRADE DISTRICT* INCENTIVE SCHOOLS# DISTRICT* INCENTIVE SCHOOLS# 1,093 156 61% 80% 1,268 179 62 79 1,116 147 62 90 1,133 140 61 90 1,239 164 63 91 1,212 157 63 92 1,171 126 65 91 K 1 2 3 4 5 6 *EXCLUDES INCENTIVE SCHOOLS. #EXCLUDES FRANKLIN. SOURCE
LITTLE ROCK SCHOOL DISTRICT, PRINTOUT DATED NOVEMBER 29, 1990. marketsearch INCENTIVE SCHOOL FIVE-YEAR STRATEGIC MARKETING PLAN 43 TABLE A-2 LITTLE ROCK SCHOOL DISTRICT RACIAL PROFILES BY GRADE FOR YEAR 1992 TOTAL BLACKS: GRADE DISTRICT* INCENTIVE SCHOOLS# % BLACKS: DISTRICT* INCENTIVE SCHOOLS# 663 141 53% 78% 1,082 253 57 85 1.254 200 61 83 1,101 185 61 92 1,118 181 60 92 1,206 212 62 91 1,165 190 61 91 K 1 2 3 4 5 6 *EXCLUDES INCENTIVE SCHOOLS. #EXCLUDES FRANKLIN. SOURCE: LITTLE ROCK SCHOOL DISTRICT, PRINTOUT DATED JUNE 4, 1991. r.'ar' marketsearch INCENTIVE SCHOOL FIVE-YEAR STRATEGIC MARKETING PLAN 44 TABLE A-3 INCENTIVE SCHOOLS RACIAL PROFILES BY SCHOOL FOR YEAR 1991 SCHOOL TOTAL COUNT BLACKS CURRENT % BLACK GARLAND 219 195 89% ISH 139 134 96 MITCHELL 210 181 86 RIGHTSELL 194 191 98 ROCKEFELLER 274 188 69 STEPHENS 194 180 93 SOURCE: LITTLE ROCK SCHOOL DISTRICT. PRINTOUT DATED NOVEMBER 29. 1990. marketsearch INCENTIVE SCHOOL FIVE-YEAR STRATEGIC MARKETING PLAN 45 TABLE A-4 INCENTIVE SCHOOLS RACIAL PROFILES BY SCHOOL FOR YEAR 1992 SCHOOL TOTAL COUNT BLACKS CURRENT % BLACK GARLAND 238 217 91% ISH 173 168 97 MITCHELL 292 254 87 RIGHTSELL 263 257 98 ROCKEFELLER 358 250 70 STEPHENS 236 216 91 SOURCE: LITTLE ROCK SCHOOL DISTRICT, PRINTOUT DATED JUNE 4, 1991. marketsearch INCENTIVE SCHOOL FIVE-YEAR STRATEGIC MARKETING PLAN 46 TABLE A-5 INCENTIVE SCHOOLS ENROLLMENT PROFILES BY SCHOOL FOR YEAR 1991 SCHOOL TOTAL COUNT MAXIMUM CAPACITY ADDITIONAL POTENTIAL GARLAND 219 300 +81 ISH 139 200 +61 MITCHELL 210 273 +63 RIGHTSELL 194 240 +46 ROCKEFELLER 274 320 +46 STEPHENS 194 260 +66 TOTALS 1,230 1,593 +363 SOURCE: LITTLE ROCK SCHOOL DISTRICT, PRINTOUT DATED NOVEMBER 29, 1990. marketsearch INCENTIVE SCHOOL FIVE-YEAR STRATEGIC MARKETING PLAN 47 TABLE A-6 INCENTIVE SCHOOLS ENROLLMENT PROFILES BY SCHOOL FOR YEAR 1992 SCHOOL TOTAL COUNT MAXIMUM CAPACITY ADDITIONAL POTENTIAL GARLAND 238 370 + 132 ISH 173 245 +72 MITCHELL 292 340 +48 RIGHTSELL 263 290 +27 ROCKEFELLER 358 410 + 52 STEPHENS 236 315 + 79 TOTALS 1,560 1,970 +410 SOURCE: LITTLE ROCK SCHOOL DISTRICT, PRINTOUT DATED JUNE 4, 1991.r marketsec(rch INCENTIVE SCHOOL FIVE-YEAR STRATEGIC MARKETING PLAN 48 TABLE A-7 INCENTIVE SCHOOLS* ENROLLMENT PROFILES BY GRADE FOR YEAR 1991 GRADE TOTAL COUNT MAXIMUM CAPACITY ADDITIONAL POTENTIAL 195 213 + 18 226 240 + 14 164 240 +76 156 220 +64 TOTALS 180 170 139 1,230 260 +80 220 +50 200 +61 1,593 +363 K 1 2 3 4 5 6 EXCLUDES FRANKLIN. SOURCE: LITTLE ROCK SCHOOL DISTRICT, PRINTOUT DATED NOVEMBER 29, 1990. marketsearch INCENTIVE SCHOOL FIVE-YEAR STRATEGIC MARKETING PLAN 49 TABLE A-8 INCENTIVE SCHOOLS* ENROLLMENT PROFILES BY GRADE FOR YEAR 1992 GRADE TOTAL COUNT MAXIMUM CAPACITY ADDITIONAL POTENTIAL K 181 220 +39 1 298 300 + 2 2 242 325 +83 201 275 +74 197 300 + 103 232 300 +68 209 250 +41 TOTALS 1,560 1,970 +410 3 4 5 6 EXCLUDES FRANKLIN. SOURCE: LITTLE ROCK SCHOOL DISTRICT, PRINTOUT DATED JUNE 4, 1991.
This project was supported in part by a Digitizing Hidden Special Collections and Archives project grant from The Andrew W. Mellon Foundation and Council on Library and Information Resoources.