T Pittman/ portis COMMUNICATIONS PUBLIC RELATIONS MEDIA RELATIONS ISSUES MANAGEMENT i 1 J A Proposed Communications and Marketing Plan for the Little Rock School District 1 J May 1998 Prepared by: Pittman/Portis Comraunications 1021 West Second Little Rock, AR 72201 (501) 372-3001 s ) U 1 I 1021 WEST SECOND STREET LITTLE ROCK. ARKANSAS 72201 501 -372-3001 FAX 50 1 -374-0049Situation Analysis The Little Rock School District has been involved tn federal court desegregation litigation since 1957 and for more than a decade has been subject to active federal court supervision. While opinions about the effectiveness and outcome of the court- supervised desegregation plan have differed, the revised desegregation plan offers a clear opportunity for designing and implementing new communications and marketing ideas for the Little Rock School District. Among the groups that will be able to take advantage of this opportunity are: 1. The Little Rock School Board and LRSD administrators, who should realize expanded opportunities to make decisions based on the contents of the plan. 2. The parent community, which should see an opportunity to end confusion and increase its participation in local school decisions. 3. The Districts teachers, who should feel an increased sense of unity. With the Federal Court's recent approval of the Revised Plan, it is the intent of the Little Rock School District to develop a comprehensive communications plan that moves the school district forward and creates a more favorable image with its constituents. Pittman/Portis Communications recommends the implementation of a coordinated and proactive public relations and marketing plan. Communications and Marketing Plan/LRSD: Page 21 i Mission of the Little Rock School District 1 1 The mission of the Little Rock School District is to equip all students with the skills and knowledge to realize their aspirations, think critically and independently, learn continuously and face the future as productive, contributing citizens. This is accomplished through open access to a diverse, innovative and challenging curriculum in a secure environment with a staff dedicated to excellence and empowered with the trust and support of our community. Program Goal of LRSD Public Communications Campaign 1 LRSD shall implement programs, policies and/or procedures designed to promote and encourage parental and community involvement and support tn the operation of LRSD and the education of LRSD student. (Revised Desegregation and Education Plan, 1998) 1 t* LRSD shall establish a parent and community relations linkage system to facilitate parental and community involvement in LRSD schools and the operation of LRSD. (Revised Desegregation and Education Plan, 1998) f V J 1 5 I J Target Audiences Parents of students enrolled tn the Little Rock School District Parents of students enrolled tn private schools Parents of pre-school age students Little Rock teachers and staff Business and community leadership Little Rocks residential and commercial Realtors Central Arkansas Media/Arkansas media All Little Rock residents and taxpayers 1 i J Communications and Marketing Plan/LRSD: Page 3I Institutional Objectives I J Objective 1 1 i To retain children and families currently enrolled in the Little Rock School District and build confidence and support among the children and families it serves. . J I 1 I 1 1 J 1 1 1 Objective 2 Objective 3 Objective 4 Objective 5' To effectively market the Little Rock School District in order that it may recruit new children and families to the district. To design and implement effective external communications that build public trust, confidence and community pride in the LRSD. To facilitate improved relations with the media as a tool for stability tn the district. To facilitate improved understanding among all LRSD employees. Communications and Marketing Plan/LRSD: Page 4 J1 Communications Objectives ) Objective 1 Conduct ongoing market research to receive feedback from students and families. Use the research results to improve the district. Objective 2 1 I J Create a new image for the district that focuses on its strengths and offer those strengths to its students. Objective 3 1 Establish a Communications Advisory Committee to provide professional advice and resources in communications and marketing activities. Objective 4 Establish Marketing Teams within each school building. 1 Objective 5 Communicate regularly with LRSD families. 1 Objective 6 Establish regular and timely communications with all LRSD employees. 3 Objective 7 Establish a more aggressive approach to marketing the district to prospective families. Objective 8 J Develop and maintain relationships with the Central Arkansas news media. I Objective 9 Actively schedule LRSD leadership to meet regularly with different segments of the Little Rock community in order to effectively communicate the activities of the Little Rock School District. 3 1 I 4 Communications and Marketing Plan/LRSD: Page 5 1 1 Objective 1 Conduct on-going market research to actively solicit feedback from current and prospective students/families. Use research results to evaluate and improve the current system. Background: 1 ! I Since 1991, the Little Rock School District has continued to see students and families depart the public school system. Naturally, as LRSDs enrollment has declined, enrollment has increased at the citys private schools and in public schools in surrounding communities such as Conway, Cabot, Benton and Bryant. 1 As enrollment has declined, LRSD has not allocated sufficient funds to evaluate customer satisfaction/dissatisfaction or monitor public perception of the educational programs and services offered. Without qualitative or quantitative data, it is impossible to accurately assess overall public perception including the reasons for enrollment decline. 1 Research is a vital part of the public relations planning process. It teUs you what's really going on. It allows you to establish benchmarks that can be used to measure the effectiveness of the program. Now is the time to dedicate adequate resources so that the district can seek reliable feedback from those it serves, those it no longer serves, and those who have made a decision not to enroll their children tn the district. Formal research means addressing the critical issues of performance, productivity, and perception. Only formal research can uncover solid information that can provide criteria for making decisions. J 1 The following strategies Eire proposed in an effort to monitor opinions and perceptions from the following target audiences: families currently enrolled tn the Little Rock School District. families currently enrolled tn private schools. Little Rock residents/taxpayers without school-age students. teachers, staff and administrators in the school district 4 ! Communications and Marketing Plan/LRSD
Page 6 JThe opinions of these audiences are critical to the successful future of the Little Rock School District. i Action Strategies: i J J 1. 2. Conduct Focus Group Interviews with the following target audiences: parents of LRSD elementary students. parents of LRSD junior hlgh/senlor high students. Seek to obtain the following information: Why did they choose to enroll their children in LRSD? Are they satisfied with the educational programs and services offered? Ask for specifics. Is there room for improvement? Ask for specifics. What conditions would cause you to leave LRSD? What would you tell a newcomer to Little Rock about your experience with LRSD? Have their children ever been enrolled in private schools or public schools outside Little Rock? If so, how do they compare the educational experiences? BUDGET: $5,875.00 (See Attached Proposal) 1 Conduct Public Opinion PoU by telephone with 400 Little Rock citizens who are registered voters. Seek to obtain statistically valid Information on these subjects: Pubhc perception of the Little Rock School District Public support for a possible millage increase. BUDGET: $5,900.00 Conununlcations and Marketing Plan/LRSD: Page 71 Objective 2 Create a new image for LRSD that focuses on the strengths it possesses and offers to its students. Action Strategies: T t I 1. Create a new LRSD logo I J An organizations logo serves as its most identifiable tool and often establishes an Immediate and forceful perception about that organization and its components. Because the current logo has been tn existence for at least 14 years, it is time to develop a new logo that will enhance the Districts image. 1 1 The logo must symbolically communicate the following: excellence, quality education, stability in resources, and a willingness to embrace diversity. BUDGET: $1,000.00 - $1,500.00 2. Develop a consistent message in all district communications that projects the strengths LRSD possesses and offers to its students. These strengths include: i I J diversity among students, teachers, staff and administration that builds a solid foundation for productive interaction and relationships throughout ones adult life. 1 I Communications and Marketing Pian/LRSD: Page 8i delivery of quality educational programs. abundance of resources not available tn other schools and districts. s i enhanced choice for specific academic focus. a safe and secure environment where district staff and students are able to teach and learn. J technological opportunities to establish competency for life and work tn the 21st Centuiy. community partnerships that provide educational opportunities and resources available nowhere else in Arkansas. 11 1 i I i T ! Commuiilcations and Marketing Plan/LRSD: Page 9I ( 1 I Objective 3 Establish a LRSD Communications Advisory Committee that provides professional advice for and additional resources to all communications and marketing activities. 1 ( Action Strategies: I J 1. 2. Define the purpose and role of the LRSD Communications Advisory Committee. Committee responsibilities should include: I ] I 1 ' provide advice and resources for all print and broadcast materials
support the media relations effort of LRSD
assist tn developing effective market research methods
provide feedback and professional cormsel as it relates to crisis communications
provide professional cormsel and resources as the district seeks to empower school building leadership by providing the tools they need to create effective communication and marketing plans for their individual school building. sheire professional tools and resources on an as-needed basis. Recruit communications professionals from the Little Rock business community to serve a minimum of one-year. 1 Six to ten professionals should be Invited by LRSD Superintendent Les Camine to serve a minimum of one year and attend regularly scheduled meetings to address the communications needs of the District. ] ] Communications and Marketing Plan/LRSD: Page 101 I I J J 1 Potential members should possess: a desire to see Little Rocks public schools succeed tn accomplishing their objective to provide superior educational programs and effectively communicate that to all its audiences. a commitment to the role of public education. a commitment to community service. communications skills and resources that can be shared tn order to help LRSD meet its communications objectives. J 3. Assemble the Communications Advisory Committee regularly to review on-going communications projects with the intent of - seeking thoughtful and professional advice. 1 1 I j Communications and Marketing Plan/LRSD: Page 11 J3 ) I J Objective 4 In an effort to establish a more customer-friendly environment and creative marketing approaches, LRSD will encourage the establishment of Marketing Teams within each school building through the leadership of the building principals and the Little Rock PTA Council. ! -J Action Strategies: ] 1. 2. 3. Develop a theme to be used tn all LRSD marketing and recruitment efforts. A suggested theme: "An Individual Approach To A World Of Knowledge." I 1 Produce a LRSD Marketing Guide to be used by the local building Marketing Teams. The guide win address and provide the following information and resources: Defines the role LRSD employees play tn serving thetr customers (students/families) and marketing and communicating with prospective customers
Provides recommendations for organizing local building Marketing Teams, including the prospective make-up of the local team. Provides sample plans of work and resources that would enable the teams to effectively cany out a proactive marketing and communications plan for the school families they serve and the prospective families who express an interest in their school. 1 1 BUDGET: Labor/graphic design and printing expenses 1 Provide professional training to all local Marketing Teams. Trainers should include district staff and marketing professionals from the Little Rock business community. J BUDGET: To be determined based on project needs and potential costs of consulting services. Communications and Marketing Plan/LRSD: Page 12 ,J4. Provide communications support to those schools that require assistance (i.e. developing school Fact Sheets). 5. 1 i Develop an LRSD employee newsletter that focuses on the essential elements of customer service and marketing to prospective customers. The newsletter should be distributed four times per year and include information such as new marketing ideas and opportunities, success stories and so forth. J BUDGET: Review existing LRSD employee newsletter budget for labor, printing, graphic design, etc. 6. 3 1 1 - Establish an incentive program for LRSD schools and employees who play an active and creative role in marketing Little Rocks public schools. Establish a committee of building principals, teachers and parents that will establish incentive awards and recognition for the schools and district employees who meet marketing objectives as they relate to recruiting new school families. 7. 1 Seek the services of interns from central Arkansas colleges and universities, supervised by LRSDs Communications Department, who can enhance communications support to local school buildings. BUDGET: $500 stipend/per student per semester 3 1 J Communications and Marketing Plan/LRSD: Page 131 1 1 1 .J 1 ] 1 1 I i I i J i 1 J Objective 5 Communicate regularly with LRSD families and potential families. Action Strategies: 1. 2. Use the Districts Internet presence as a communications tool. Send postcards to parents Informing them of the LRSD tntemet home page address. Configure the home page to make it easy for parents/families to communicate easily and swiftly with the administration via the Internet. Build an address database of parent/family e-mail addresses that will enable the District to communicate instantaneously with large groups of parents on matters requiring Immediate attention or action. Consider the establishment of a Ustserve capability that can automatically distribute longer communications via the Internet to anyone who subscribes to the list. Send out e-mail bulletins from the Superintendent at least once a month to parents/families on the e-mail address database. BUDGET POSTCARD: $1,025.17 for postage TOTAL (See Attached proposal) $845 for handling $1.500 printing $3,370.17 Use direct mail (postcards) to communicate directly with parents/famihes about district functions such as individual school meetings, changes tn policy, and so forth. BUDGET: $3,370.17 Conmuuilcations and Marketing Plan/LRSD: Page 141 J 3. 4. Four times a year establish phone banks composed of staff, administration and district/community volunteers to answer questions on any subject phoned in during well-publicized Call Your Kids School nights. 1 I Coordinate with the Arkansas Democrat-Gazette to allow Dr. Camine to write a periodic op-ed column tn which he wUl give a state of the schools report. ..J I 5. Establish Dr. Camine as a resource for the regularly scheduled KATV television feature, First Class, which carries good news reports about the schools. 6. 3 1 The Communications staff will make arrangements for Dr. Camine to serve as a regular guest on radio talk shows. Dr. Camine should be positioned to talk about education in general and the Little Rock schools in particular. I 7. 1 Improve the way the Districts cable television channel is used, including more effective programming, graphics and so forth, to make it a resource that parents/families actively seek out as an authoritative, reliable and vital source of information about their childrens education. BUDGET: to be determined by LRSD 1 1 1 ] 1 J Communications and Marketing Plan/LRSD: Page 151 1 1 J 3 3 3 3 : 7 ! J Objective 6 Establish regular and timely communications will all LRSD employees. Action Strategies: 1. 2. 3. 4. Prepare a weekly staff update to be faxed to each school building. Building principals will be responsible for copying and distributing to all staff. Department managers tn administrative offices will be responsible for copying and distributing to administrative staff. Arrange for the superintendent and other senior persoimel to periodically visit with school building personnel. Rather than creating a new organization, institute a new element to the "Key Communicators" role. Have Key Communicators also serve tn an advisory capacity to the administration regarding issues of LRSD employee communications. Consider writing and distributing a Communications Inventory Survey that asks district personnel to comment on current communication strategies and provide ideas for future communication efforts. Communications and Marketing Plan/LRSD: Page 161 Objective 7 Establish a more aggressive approach to marketing the district to prospective families. Action Strategies: 1 f 1. 2. Rename the Office of Student Assignment. This name conjures up negative perceptions that families have no control over where thetr children will attend school. Its name implies that students are M j assigned to school buildings by employees of this office. This sets up with prospective families a barrier to effective commimication about the real benefits of a Little Rock School ' District education. ] 1 Names to consider include: Student and Family Services Office of Student Enrollment Recruitment and Enrollment Office 1 a J 1 Develop marketing brochures that target prospective students/families as weU as families of students who are moving to a higher level (junior high/middle school or senior high school). All marketing brochures should include registration forms. Separate marketing brochures should be produced for (1) (2) (3) elementary schools and programs, junior high/middle school programs, and senior high programs. j Brochures should highlight the overall programs and provide a capsule description of the individual school buildings. Whenever possible, the brochures should highlight those programs and services that are not offered by private schools or suburban public schools. J Communications and Marketing Plan/LRSD: Page 17i 1 t These brochures should be used by and distributed to: building principals and Marketing Teams for use in school building recruitment efforts. recruitment representatives from the Office of Student Assignment. local Chamber of Commerce representatives for use tn economic development activities. residential Realtors in the Little Rock area who have contact with newcomers to the city
posted to the LRSD web site. 1 BUDGET: " Graphic Design: Printing/15,000 count: 8 Page, four color, 4x9 8 Page, four color, 81/2 x 11 (See attached proposal) $3,500 - $5,000 $ 5,452.00 $ 8.903.00 3. 1 In order to give all print communications (brochures, ads, etc.) and possibly web page graphics a new and fresh look, LRSD should update its photo library with new photographs that focus on the primary themes established in Objective 2 (diversity, quality educational programs, abundance of resources, enhanced choice, and technological opportunities). I BUDGET: $ 2,000 for 3 days with free-lance photographer, supplies, processing and duplication of photos. This is at editorial rate vs. commercial rate. I 1 1 "I J 4. Encourage the partnership with the Little Rock Alliance for Public Schools and the Greater Little Rock Chamber of Commerce in terms of their sponsorship and coordination of the "Show 'n Tell' event. Seek additional support for this community-wide open house event from the building's Marketing Teams. n Communications and Marketing Plan/LRSD: Page 18j 5. Produce a print and broadcast advertising campaign that focuses on the strengths of Little Rock's public schools and seeks to actively market LRSD to prospective families. Coordinate the advertising campaign with the "Show 'n Tell" event and LRSD registration. J BUDGET: Print advertising campaign: Radio campaign: (See attached proposal) $ 27,500 - $35,000 $ 52,500 - $ 65,500 I 6. Although extensive television advertising is cost prohibitive, there may be a way to have a presence on this medium. Specifically, here are the action steps that might allow this: 1 1 ! Approach potential corporate sponsors that are current television advertisers. Solicit help not tn terms of cash, but instead, tn terms of donated television time. LRSD would produce 3 to 4 television commercials that are :15 tn length (NOTE: A local TV station could be approached to provide production) Ask the corporate sponsors to run thetr : 15 commercials, backed by a LRSD :15 commercial, this totaling the cost of a standard :30 commercial. (NOTE: Several advertisers already own and run :15 commercials about their business: others might be persuaded to create one or two as part of this sponsorship program). The corporate sponsor would simply be given copies of the LRSD spots and would produce them Into thetr own spots. The corporate sponsor's media schedule would be placed as usual, and the LRSD would recognize the sponsor for thetr contribution tn the appropriate way. 1 J Communications and Marketing Plan/LRSD: Page 191 J 1 1. Develop an initiative to make the residential and commercial Realtors of Little Rock into a powerful ally for growth and support of the Little Rock School District: Maintain and provide to area Realtors informative brochtues about the Districts strengths and resources. Communicate to Realtors the up-to-date capabilities now offered on the LRSD web site. Make certain they have the necessary information to refer prospective District patrons to the web site. Arrange for Dr. Camine to serve as the main speaker at least once a year before the Little Rock Board of Realtors. Arrange for local Realtors to participate in formal school tours so they may become more familiar with the educational opportunities offered. T i J J 1 i Communications and Marketing Plan/LRSD: Page 201 I I Objective 8 Develop and maintain one-on-one relationships with the Central Arkansas news media that fosters open communicatinns and creates a better imderstanding of the districts educational programs and opportunities. 1 Action Strategies: 1 J 1. 1 mA 2. 3. 4. 1 Begin immediately a scheduled round of meetings with all Central Arkansas media outlets. These should be conducted with Dr. Gamine sitting down (either at the LRSD offices or at the offices of the individual media outlets) with the top decision makers at each outlet as well as every reporter who deals with education topics regularly. The meetings can be spaced to accommodate Dr. Gamines schedule but the whole series should be completed as soon as possible to introduce Dr. Gamine to the media. The meetings will be presented as background, off-the-record sessions in which Dr. Ccimlne win candidly answer all questions presented to him, but which win not generate articles directly (although they could lead to the development of articles later). 1 Develop a schedule of regular news briefings for the media that cover education tn Little Rock. These need not take the form of a formal news conference, but should be an opportunity for the media representatives to ask questions in a relaxed atmosphere with Dr. Gamine and a rotating series of LRSD administrators. I Gonsider delivering a Monday-morning e-mail briefing to all media representatives outlining what will be taking place tn the District that week that could prove of interest to the media. Recruit a local web site development expert to develop a portion of the site that the media can use as a resource for background 1 Communications and Marketing Plan/LRSD: Page 21 Ji I 1 1 information about the district, the individual schools, policy and regulations, upcoming events and the Uke. The site also should be configured in such a way that the media can submit e-mail inquiries and have them answered expeditiously. The web site also should have a special subsection devoted to information from Dr. Camine to the media and public. 5. Develop an organized program of shooting B-roU video footage (non-nzirrated scenes) from various schools and classrooms to be used by the broadcast media to illustrate stories about the good things happening in the Little Rock School District. - BUDGET: $1,900 per day (filming and editing) 1 3 1 I Conununlcations and Marketing Plan/LRSD: Page 22J 1 I J ] 1 1 i I i J I I Objective 9 Actively schedule LRSD leadership to meet regularly with different segments of the Little Rock comTnunity in order to effectively communicate the activities of the district. Action Strategies: 1. 2. 3. "Leadership" can include LRSD senior administrators, board members, and others who represent the district well in an ambassador position. Communications staff should regularly provide talking points to be ' distributed to those who actively communicate with area communiiy groups. Community groups to target should include, but not be limited to, the following: Little Rock City Board and Education Commission Pulaski County Quorum Court Little Rock's State House and Senate delegation Rotary, Kiawanis, Lion's, and other civic clubs Neighborhood Organizations Leadership Roundtable Fifty for the Future Little Rock Chamber of Commerce Little Rock Alliance for our Public Schools Communications and Marketing Plan/LRSD: Page 23 I! i i .J J ! I Price Quote: 1 1 Qualitative Research I f I J 1 11 1 t ] 1 J I 1 1 1 J ] 1 rriPR-2&-1990 13146 P.02 1 I FROM: Staqr Pittman Pitti^ Portia Donna Creighton Decision Research, Inc. ftnii-jeGa' Sbiy wi eiJ' i.waidi ta DATE: March 20, 1998 5 I i RE
Proposal for Qualitative Research LOGY: J Three fixua groups, seating 12-15 and lasting one hour, will be conducted in Litde Rock, AR. These group will consist of one group each: parents of Elementary students, parents of Junior High students and parents of High School students. A list of prospectivn participants will be supplied by the client for rrcn tiring purposes. nimTABu:: ] Two (2) weeks lead tiine is desirable to allow ample time for recruitment and Held set-up. With signed authori2atioa of prqect confinnation, implementation can begin. I PyPGET: I $5,875 i 10% + client food (Includea screening questionnaire and discussion guide design, facility rental, hostesses, recruitment, respondent refreshments, project coordination, field direction, audio and videotaping, briefing and debriefing sessions, moderation and report) 1 J 1 i TOTAL P.a2 1 1 1 . J r J Price Quote: 1 I Postcard Mailing to LRSD Families 1 I 3,3 i r 1 I 1 i ! 1 J I 1 J .c- w cyd Schuh Company, Inc. noTCraaantf. ute* Rodt. ar 72303 Rwnm 301.374-2332 ' ooPCT/cowyamnqi p QUOTATION FOR:_______ Pittman & Poirtia Attn : Stacy Pittman 1021 W. 2nd Little Rock, AR 72201 RBFHHgWCS Esc. Postage t $1,025.17 LR SCHOOL POST CARD Sxpiration Data: 04-18-98 Salaspaxaon
Greg McMahon Quantity Deacription Setup Price w/setup 22,000 Data Processing Load Tape/Standardize Layout Provided Postal Code Merge/Purge by Household 15,012 Data Processing Non-Profit Sort Best Rate-Automation Print 4-up Cheshire list Permit 15,012 Machine Arfr-paB-j ng Apply Cheshire Labels Apply 4-up Cheshire Ledsels Postcard Mail Sort-LSC Provided Mail Non-Profit 25.00 25.00 25.00 $300.00 $175.12 $370.28 TOTAL: $845.40 1 I subject to final confirmation upon raeaipt o client supplied * iata, artwork, and/cr materials. Ark. sales tax (if applicable) additional. 3If Lloyd Schuh Company, Inc. 22O7CamaRa. * UtM Roe*. AR 73209 101.374.3133 QuoTs/caNroDfld^^ SSWWSB .J QUOTATION FOR
_______ Pittman a Portia Attn
Stacy Pittman 1021 W. 2nd Little Rock, AR 72201 RBPBRSNCB Eat. Poataga t $1,502.38 HOME & SCHOOL CONNECTION Expiration Date: 04-18-98 Salesparson
Greg McMahon Quantity Description Setup Price w/getup 22,000 Data Procaaaing Load Tape/Standardize Postal Coda Sort Best Rate-Automation Print 4-up Cheshire list Permit 22,000 Machine Addressing Apply Cheshire Labels Apply 4-up Cheshire Labels L^el Self-Mailer Apply 1 Tads Mail Sort-LSC Provided Mail Non-Profit 25.00 50.00 $410.00 $996.00 5SV ! 1 1 1 TOTM.
iWftS'.' SSR^-1 I ya ritrw $1,406.00 1 Ml pricing gubject to final confirmation upon receipt of client supplied data, artwork, and/or materials. Ark. sales tax (if applicable) additional. !'XI 1 1 J ..j J Price Quote: 1 ] Printing Expenses for Brochures and Reports I JMAR 20 ' 90 0t:04PM ARKANSAS SRAPHICS ' p.2 .A i ! J DATE: PROPOSAL FOR: ] 1 .1 1 1 .XL-*. L ' 03/20/98 CJS.W Attn: Spencer May JOB DESCRIPTION: Stacy Quota 8 page + Cover SIZE: 4x9 NEGATIVES: PROOFS: STOCK: BINDERY: TURNAROUND: ADDITIONAL: PRESSWORK: Ink coion: Bleed: BILLING TERMS: QUANTITY AND PRICE: Olak Blualina, Mxcchprise 100# Snamal Taxc acoza, crim, old,
& aeicch 10 Daya 4 c/p 2/a Taa Hat 30 13,000- $5,452.00 800 Soud: Gaines/P.O. Box 34080 Linle Rocle. Arlrar.9 779n?_dnan . <ni.i7k.aa:x xs^v <n,.77>C77<7MPR 20 ' 90 0i:04P!1 ARKANSAS CRPPHICS IC4 i WHra ' '-J t-t r: J DATE: 03/20/98 1 PROPOSAL FOR: CJW Atta: Spancar Hay JOB DESCRIPTION: I SIZE: NEGATIVES: PROOFS: Scacy Quota 8 page Covar 8i X II Olak I Bluslinst KaCchpxint STOCK: 100# Snanal TaxC BINDERY: acors, Crla, fold, & acicch 1 TURNAROUND: 10 Days I J ADDITIONAL: 1 PRESSWORK: lok coion: z!^ Ht Bleed: Yas BILLING TERMS: HsC 30 I QUANirTY AiND PRICE: 15,000- $8,903.00 1 ( 100 South Giines/P.O. Box 34080 Little Roclc. Arkxnsii 71203-4080 *01-376.8435 FAY <01.774-7^*^n J Price Quote: Print Advertising Campaign 1 j -4 1 -J ] ] 1 1 JMfiR 590 13:55 FH CJRU aai 7s 4341 .Vj 1 rcss^:. St'-'- iaff . .ajc Cranford Johnson Robinson W< r' FAX TRANSMTITAL SHEET Date 3/5/^ To: Stacy Pittmany PittmanJPortis Phone: EA2Q_ 372-3001 371^1049 J From:Grey Harrison Number of pages including this sheet J, Time Sent 1:QQ PM Operator Our FAX number is (501) 975-4241 Telephone (501) 975-6251 / Direct (501) 975-7272 Capitol Center f 303 West Capitol Avenue / Little Rock. Arkansas 72201-3593 COMMENTS: 1 I i Estimated Costs for Little Rock School District j Arkansas Democrat Gazette - 4 column x 10" ads, B&W 2 insertions per week (SundayiWednesday pick-up) Metro Section (Pulaski, Saline, Lonoke, PauDcner, White & Jefferson Counties) 8 weeks total (4 meeks in July 1998
4 weeks m January 1999) Estimatod Cost: S27^ - $35,000 T1 Radio - Pre^corded spots (:30 or :60) 200 250 A28-^ GBPS weekly (approx. 20-25 spots per week on 5 stations) 8 weeks total (4 weeks in July 1998
4 weeks in January 1999) Estimated Cost: $52,500 - $65,500 1 Vm on my way to the dentist, hut Ill call you hack when I return to explain things. Greg Harrison ton irrrcd OCT? itott A UTTLEROCK JT^ \ I liance: FOR OUR PUBLIC SCHOOLS October 22, 1998 Fax Memo TO: Little Rock Alliance For Our Public Schools Marketing Team Member FROM: Alma Williams SLUJECT
Upcoming Marketing Team Meeting on 10/27 at 12 Noon. Make plans to attend our next Little Rock Alliance For Our Public Schools Marketing Team Meeting on this coming Tuesday, October 27 at noon at the Little Rock School District Administration Buildings Board Room located at 810 West Markham. A brown bag luncheon with a presentation of the Little Rock School Districts plan for Middle Schools will be the starting point for this meeting. Suellen Vann of the LRSD will detail how the district.is implementing the middle school concept while also addressing questions and concerns. This bring-your-own-bag luncheon will provide the opportunity to listen and learn. Immediately following this presentation, we will re-convene to discuss how the Alliance Marketing Team can support the Middle School plan as well as a proposed Communications and Marketing Plan for the Little Rock School District. Please RSVP by calling the Alliance office at 370-9300. 523 Louisiana Street LaFayette Building Suite 175 Little Rock Arkansas 72201 Phone (501) 370-9300 . Fax (501) 375-8774 lO/IOd TO:t?T 86, 53 ^30 8T09-t7Z-t0S-T:X5J 33d3WWO3 30 33aWbH0 31I I Making Your School THE School of Choice I Principals Institute-1998 I W Todays Outcomes o Better understand why we need to market our schools o Review how and why parents choose a school o Assess internal marketing need I- o Understand image and how to control it J I* Public relations is developing relationships which change 1'^ attitudes that bring about desired behaviors. 11 Patrick Jackson Past President, FRSA 1t All institutions live or die by public opinion. K- b- Janies Tolley Former Vice President. Public Affairs Chrysler Corporation fell !* We re not tbe only game in town! S' 3 .I o private, for-Dront schools o private, non-profit schools o home schools o charter schools few Tbe Diffusion Process Iwitli an examnle al haw a param aelects a schaall o Awareness - finils a listing of all the possible choices - public & private - in the neighborhood
reads about the schools in the newspaper
builds a list of possible schools 217 I I The Diffusion Process twMi an example al hew a parent selects a schaall % Ul .1 l> o inters-obtains brochures, annual reports, and other written materials on each of the schools
selects a smaller number which still seem to be possibilities I* The Diffusion Process Iwitli an example al haw a parent selects a schaall o Evaluation - talks to friends who have children in those schools and asks about the strengths and weaknesses of all
eliminates a few more because of these conversations w The Diffusion Process (with an example al haw a parent selects a schaall k I > o Trial - visits classrooms of schools still considering
talks to the principals
asks questions of the teachers about specific interests I 3The Diffusion Process (with an example al hew a parent ulectt a schawl] I o flfloptlon - selects a school based on total input and enrolls the child > I I* Why do parents seiect a particuiar schooi? Criteria most cited by parents when choosing a new schooi o academically solid, but not so rigorous as to intimidate tbeir children o accredited o competitive in academic test scores o recognized for excellence o above-average expenditures on pupil expenditures o above-average teacher salaries o above-average library and media services o small class sizes IScheelMatchl 4^.l^H What do parents want? w ? I I* o each child to Ieam as much as he or she is capable of learning o a friendly, protective, yet stimulating learning environment I > Q prompt civil and understandable answers to their questions I o their kids to be happy Characteristics of a Customer- FriendiySchooi I? 6 o responsiveness o flexibility o two-way communication o shared decision-making o accountability r' o adequate resources o individual recognition in K Total Quaiity Management Theory o build a quality product Ip o sell it at a fair price b > o give good, prompt service when something goeswrong bl o be pleasant to the consumer <: ,1- I 5Marketing VS. Selling > When selling, you've . already determined I i|* the nature of the product or service lil* that you're offering. When marketing, you create and adapt the product to meet the needs of your consumers. I I h > Internal Marketing... I > What it is and why its important I- I I I I Sharpen your schools image! The 4 Ps of Image
I oPrice/value oPrograms oPlaces oPeople 6r Visitors must report to the office. I i Welcome! We re glad you're here! Please come to the office and introduce yourself! I I I Please let our office staff welcome you to the building! I' > Sharpen your schools image! I.. I I I I
Si > The 4 Ps of Image: oPrice/value oPrograms oPlaces oPeople PPP = Positive Picture Phrasing Si I Si I 6^ I I Students Management Certified personnel Lounge Costs Learners Leadership Instructional start Workroom Investment t
7Internal Marketing Sample Employee Self-Assessment Why do you work in our school? Passion for what I do Only job I could get Close to home I look forward to coming to work every day. Strongly agree Strongly disagree I feel that I make a difference every day. Strongly agree Strongly disagree I could contribute more to the students in my school by (fill in the blank)________________________________________ I plan to help my school/department this year by (fill in the blank)_________________________________________I hl Simple Ideas for...Principals o speak Simply
forget educational iargon o view every contact - Dy phone, computer, in person - as an opportunity to build support o put something positive on every childs report card I I o reconsider school signs o print school pluses on a small card and have laminated
pass out to everyone Great School Public Relations Ideas I" te- o Key Communicators - identify opinion leaders and build them into a team which understands and supports your school and communicates that suppoil o Know Whafs Right - brainstorm with your entire staff What's Right with Our School. Then, put that information on paper. 3 More Great School Public < Relations Ideas * Jr te: 5^ o let people see for themselves - plan and implement a Principal for a Day, Student for a Day, or Teacher for a Day program. Get people Into your school. o Use your well-read publications - dont start new publications. Put your important information into those that people already read. 8bl s Constructive PR is planned
1^' r r r i> destructive PR lust happens. 9STUDENTS - ESTABLISHING A RAPPORT Public Relations The bottom line in education is, and always will be, children. As such, the most important of all school public relations is the relationship between the children and the staff and faculty who serve them. We need to continually focus upon what we can do to create a school and classroom environment where children feel good about themselves and their role in the educational process. Some sure fire ways of building rapport with the children in your classroom and school are listed below: Welcome students back to school in the fall by calling them on the phone or sending them a card or letter. Accentuate the positive. Taking the time to give a student a little extra attention may seem like an insignificant act. However, for some students, your pat on the back, the supportive comment, or the simple sticker on the paper may be their only source of positive feedback on that day. Invite a student to eat lunch with you once a week. This is an opportunity for both you and the child to get to know each other in an informal setting. Be available to your students, and let them know you are there if they need you. A good teacher is not only a good instructor but also serves in the capacity of a counselor, advisor, confidant, and a trusted friend. Dont be afraid to enjoy yourself and let your students know how you feel about what it is you do. The teacher sets the feeling tone for the classroom. Students are very perceptive, and will reflect the attitudes modeled by the classroom teacher. Give students an opportunity to develop leadership qualities by assigning such classroom responsibilities as monitors, tutors, and officers. Get to know each of your students as well as you can. What are their likes and dislikes? ...academic strengths? ...hobbies? ...home backgrounds? ...goals and aspirations? Remember that you are capable of making mistakes. Listen to children as they explain their concerns. When appropriate, be willing to change a decision or conclusion. Have a sense of humor. While what we do is very important, it does not always have to be serious. Kids of today have enough problems of their own to worry about. Dont take out your personal frustrations on your students. Dont forget that respect is not something a teacher gets
it is earned - every single day of our professional lives. BUILDING A RELATIONSHIP WITH PARENTS Public Relations Parents have a need to develop a relationship with the teachers to whom they entrust their children on a daily basis. Teachers have a need to get to know parents in order to better serve students. For the purpose of more effective instruction, and in order to develop meaningful relationships with parents, schools need to have good public relations programs. Some suggestions for building a positive rapport with parents follow: Get parents into the classroom by using them as resource people. Let them explain a hobby, skill, or interest. Increase parental contact. Positive contacts are especially appreciated by parents. Commit yourself to making one positive parent contact per week. Parents are more approachable regarding a concern if theyve had previous positive experiences with the school. Invite parents to after-school and weekend activities. Develop a list of activities which parents can do at home to support their childs educational program. Create an award for families that complete these activities. Send home letters to parents on a regular basis. These informal letters should let parents know what is happening in your class, current goals and objectives, and student achievements. Be open with parents regarding problems and concerns. Encourage parents to express their concerns so that you can deal with them and prevent the concerns from growing out of control. - Use parent volunteers in the classroom as tutors, to correct papers, assist on field trips, read to students, or work with small groups. - Let parents know that you value their input and suggestions. - Homework is the most consistent communication between the school and the home. Make sure homework is meaningful and clear. Let parents know they can contact you at home to clarify questions they might have regarding an assignment. Invite parents to observe classes, eat lunch with their child, or share morning coffee with you. Personal contact is an extremely important step in building a meaningful relationship. Always take the opportunity to let parents know you appreciate their efforts to support their children's educational endeavors.RECOGNITION, PROJECTS, ACTIVITIES fc
Public Relations Classroom projects and all-school activities promote involvement, increase motivation, and foster an interdisciplinary instructional approach. These activities are also excellent opportunities for positive public relations. They involve parents and community members, and also give the local media chances to feature classrooms, schools, and students. The following smorgasbord of ideas offers a wide variety of classroom projects, all-school activities, and means of recognizing students. Student Recognition Classroom Projects All-School Activities Newcomer Corrunittee -Greets new students and orientates them to the school. Student of the Week - Post pictures of the child and display items that are special to her/him. Invite parents into the class and for lunch during the week. Birthday Ribbons Happygrams Post student work. Make sure every child has something displayed which reflects success. Citizenship Awards Perfect Attendance Awards Positive phone calls to parents Quarterly Awards Assembly - The goal is for every child to be recognized for something during the course of the year. Science Fair - Students research and demonstrate a simple scientific concept. Display at an open house for the parents. Leisure Reading Club Student Book of Great Works - Have a book on you desk in which students can enter accomplishments of which they are proud. Sleepover/Pajama Party at the school, perhaps a campout, even at the teachers house. What a great way to get to know your students! Parents/Grandparents Day Lunch with the teacher Classroom newspaper Activity Day - Bowling, walking, rollerskating, cross country skiing, bicycling Pet Show Popcorn sales one day per week during lunch hour Brotherhood Week World Peace Week Wellness Activities Day American Education Week Artist-In-Residence School themes or slogans Cross-Grade Pals - Students in the primary grades are buddied" with students in the intermediate grades. Students read to each other, exchange letters, and share other activities during the school year. Talent Show - Schedule it for the winter months, and combine it with a chili supper Walk younger children home during the first month of school to meet their parents. If they ride a bus, ride the bus with them. - Brown Bag Lunches - Invite parents to speak on areas of interest to kids during lunch hour. School Spirit Day - Students wear clothes in the school colors and/or with the school logo on it Honor Roll Catch Them Being Good - Pass out tickets or coupons redeemable for incentives when you see a student modeling appropriate behavior. Class breakfast Secret Pals at Christmastime, Easter, May Day Have a picnic in the park in May Celebrate the schools birthdayTELEPHONE TECHNIQUES Public Relations Phone calls are a vital link to the home and to the public, and can be your most effective means of developing a positive relationship with parents and community members. Following are some suggestions for insuring that the image you project over the telephone is both positive and professional: 1. 2. 3. 4. Answer the phone as promptly as possible. Upon answering, identify yourself and the school you represent. Be pleasant. Nobody wants to talk to a school or the teacher
people want to talk to other people. A cheerful greeting and a warm tone of voice let the caller know they are dealing with someone capable of being friendly, helpful, and understanding. All callers, whether parents or concerned citizen, should be treated with the highest respect, and should never be considered as interruptions. Listen carefully to what the caller has to say. Your ability to concentrate on what the caller is saying and to maintain an attentive and helpful manner is even more critical when the caller has a problem or concern. In such situations your role should be to assist the caller and to help in solving the problem rather than making excuses or employing other defensive strategies. When calling a parent about a concern, be aware that such a call can be very uncomfortable for the parent. Be empathetic, state the concern, and avoid being judgemental. Let the parent know how you will handle the concern and how they can support you. Parents are less likely to be defensive if they perceive you as someone who cares about their child and who is trying to work with them to help their child succeed in school. 5. 6. 7. Use good voice control. - Speak directly into the mouthpiece. If the caller cant hear or understand you, s/he may become frustrated and discouraged. - Remember, a monotonous voice is perceived as boring, while a speaker who constantly changes inflection is perceived as flighty or insincere. Your inflection should convey an interested and helpful attitude. - Enunciate and articulate so that what you say is what people hear. Never put someone on hold without asking permission and explaining why it is necessary. Always thank the caller for waiting. If the caller will be on hold for an extended period of time, break in occasionally to let the caller know they have not been forgotten! If a callback is necessary, do so as soon as possible. People are very impressed with such attentiveness. On the other hand, getting back to people when you get around to it conveys a message of indifference on your part.= DEALING WITH NEGATIVE PEOPLE/COMPLAINTS = & Public Relations Even the best of educators will occasionally come under criticism from parents or community members. How you handle the negative feedback, whether or not the criticism is justified, will have a significant impact on how parents perceive you. There are guidelines that teachers can use to assist them in responding to negative parents, their concerns, and criticism. 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. Be open-minded. Consider the parents point of view. No matter how much professionalism, competency responsibility, or integrity you have, you are capable of making a mistake. Teachers need to accept the fact that they will occasionally make an error. Listen carefully, with the goal of fully understanding the concern. Let the parent talk while you listen. Interrupt only to clarify her/his point and confirm your understanding of it. Let the parent vent her/his concern. Such venting is not only therapeutic for the parent, but will give you the information you need to deal with the situation. Dont allow yourself to react emotionally to the parent. A negative response only serves to further alienate them. Talk only after thinking about what you can say to assist in the resolution of the concern. Remember always to be polite, honest, and open. Acknowledge your regret over the parents dissatisfaction. Express empathy for their inconvenience and/or problem. Let them know you will seek a solution to the problem. When the criticism is well-founded, respond to it. Take steps to insure that the source of criticism has been corrected. Respond quickly. The sooner the source of criticism has been addressed, the less the opportunity there is for the concern to mushroom. An irritated parent will become unnecessarily agitated if, upon reporting her/his concern, s/he is left with the impression that s/he has been ignored. Respond effectively. Seek a permanent, total solution to the problem. Try to end the discussion on a positive note. Inform the parent, in very specific terms, what you will be doing to resolve the issue. Follow up with a phone call or note to give the parent feedback on how you have followed through.GAINING SUPPORT FROM NON-PARENTS <4^ Public Relations All citizens help support schools and education through local, state, and/or federal taxes. Typically, a vast majority of the people in a school district do not have children in school. Educators are beginning to realize that it is essential for them to make the senior citizen, childless couples, and singles a priority audience. We must involve and educate the nonparents if we wish to gain their support for our schools and educational programs. Following are some suggestions and activities to help classroom teachers and schools reach out to this increasingly large and influential group: Involve the non-parent in the classroom/school. A bonding and support instinct is initiated when people are given opportunities to become a part of the program. Consider using non-parents to * serve as tutors and teachers helpers * help plan for special celebrations * read to primary students * share a craft, talent, or skill * work with students who have exceptional needs be pen-pals to students * work in the IMC, computer lab, or office area * listen to children read stories or give book reports - Draw upon the knowledge, skills, and experience of non-parents when developing new programs and curriculum. One does not have to be an educator or parent to have something important to say about what needs to be taught in schools. Place non- parents on school committees (e.g., long term planning, curriculum, advisory, public relations). - Ask for the opinion and input of the non-parent. Survey them to find out what they think the strengths and needs of your school are. How do they feel the school could better serve the needs of the non-parents? - Unleash your best ambassadors, your students! Send them out to perform for area clubs and organizations. Let them visit the hospitals and retirement homes. Set aside a service day on which students volunteer to rake leaves and do small jobs for retired citizens. Or plan an Apprenticeship Day when students learn about a profession or occupation by spending the day at the worksite under the supervision of a non-parent. - Inform the non-parent. Send classroom newspapers and school newsletters to non- parents. Work with the local media to let the public know the significant and positive things which are happening in the schools. Once a month, invite non-parents to a morning coffee where information, questions, and concerns can be exchanged. - Acknowledge the non-parent. Have a special visitation day just for the non-parent. Give them a free lunch, a tour of the building, and an informative and/or entertaining school program. Get your class to adopt non-parents in the neighborhood, and hold special activities with them throughout the year. Issue Golden Age passes to senior citizens.
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.