8 Johansen - National Forum Journals - Dr. Kritsonis
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NATIONAL FORUM OF EDUCATIONAL ADMINISTRATION AND SUPERVISION JOURNAL VOLUME 25, NUMBER 1, 2007--2008
STANDARD 4 ACTION RESEARCH CREATING A COMPREHENSIVE SCHOOL MARKETING PLAN Kent F. Johansen Western Illinois University Standard 4: Candidates who complete the program are educational leaders who have the knowledge and ability to promote the success of all students by collaborating with families and other community members, responding to diverse community interests and needs, and mobilizing community resources.
W
estern Illinois University, Educational Leadership Department, offers a course, EDL 519 School Community Relations, as part of our comprehensive program leading to a MS in Education and/or principal level Illinois certification. A new approach to the course has been undertaken to accomplish two goals. The first goal was to incorporate a major, individual project that spans the entire course and, the second goal was to better manage the ELCC standards assessment process. During the course, the student completes a series of steps / tasks that are necessary to produce a comprehensive school (grade or dept. level or district level) marketing plan. Instead of the traditional combination of many related but disconnected individual and group projects related the various aspects of school community-relations, these steps / tasks will eventually result in a single comprehensive end product, a marketing plan. These steps or tasks include at least the following: 1.) Review of the ELLC Standards to be covered and the assessment and grading rubric 2.) Complete the Marketing Plan Approval form 3.) Select a representative planning committee (max. 10-12 individuals; reflects at least the school, parents, community, local service agencies, businesses, other governmental agencies, and local media) 3.1) Include a comprehensive demographic analysis of the district (can use the provided demographic matrix) to provide evidence of appropriate community representation 61
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NATIONAL FORUM OF EDUCATIONAL ADMINISTRATION AND SUPERVISION JOURNAL
4.)
5.)
6.)
7.)
8.)
Complete a Marketing Audit* (sample provided) including the schools current vision (provided, but does not include your current vision; can be completed by using on-line survey technology with the committee members serving as the representative district / school group). Complete an area schools competitive matrix* (sample format provided) to determine strengths and weaknesses within the local area (you must pick 34 local comparable schools / districts, decide on 8-10 comparative characteristics / categories, gather data, and analyze results). From the data collected (#2 and #3 above), identify 2-3 current strengths of the school AND develop a marketing plan including “strategies / tactics and budget and timeline*” to highlight these strengths (you can use the provided template). From the data collected, identify 2-3 weaknesses or areas in need of improvement for the school AND develop a “strategies / tactics and budget and timeline” to address these weaknesses or areas in need of improvement (included in the provided template above). The complete plan will be presented in a 10-15 minute PowerPoint format with a 1-pager handout (front and back) and/or a brochure. The presentation will be in a format conducive to adapting for a faculty meeting, open community meeting, service organization program, or school board meeting. It should highlight the committee involvement, data collection sources and results, and recommendations with the suggested implementation plan.
Kent Johansen
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NATIONAL FORUM OF EDUCATIONAL ADMINISTRATION AND SUPERVISION JOURNAL
*Some of the templates / forms provided as examples were adapted from the IASA School Marketing Workshop materials
Kent Johansen
65
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NATIONAL FORUM OF EDUCATIONAL ADMINISTRATION AND SUPERVISION JOURNAL
Kent Johansen
67
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NATIONAL FORUM OF EDUCATIONAL ADMINISTRATION AND SUPERVISION JOURNAL
1.
How would you grade YOUR current knowledge of our school’s / district’s vision
2.
How would you grade the district and community awareness of our school’s / district’s vision How would current parents and parents of students within the last five years grade our school / district? How would you evaluate parents’ ability to judge our school? Grade our district’s / school’s ability to raise funds through traditional fund raising activities. Grade our district’s ability to raise funds through a hypothetical tax referendum held TODAY. Grade our schools’ service to parents.
3.
4. 5. 6.
7. 8. 9. 10. 11. 12. 13.
Grade overall community support for our schools. Grade overall business community support for our schools. Grade overall parent support for our schools. Grade parent participation in our schools. Grade our district in terms of test scores. Grade our districts ability to cope with social issues, such as AIDS, sex, gangs, drugs, smoking, and violence.
14. Grade YOUR personal performance / involvement in our school / district
A
B
C
D
F
A
B
C
D
F
A
B
C
D
F
A
B
C
D
F
A
B
C
D
F
A
B
C
D
F
A
B
C
D
F
A
B
C
D
F
A
B
C
D
F
A
B
C
D
F
A A
B B
C C
D D
F F
A
B
C
D
F
A
B
C
D
F
Kent Johansen
15. What grade would our teachers give our school? 16. What grade would the support staff give our school? 17. What grade would the teachers & support staff give the district? 18. Grade our schools / districts relationship with our businesses. 19. Grade our schools / districts relationship with our senior citizens. 20. Grade our schools / districts ability to respond to an external threat.
69
A
B
C
D
F
A
B
C
D
F
A
B
C
D
F
A
B
C
D
F
A
B
C
D
F
A
B
C
D
F
21. Grade our schools / districts relationship with our legislatures
A
B
C
D
F
22. Grade our schools / districts ability to respond to an internal crisis.
A
B
C
D
F
STANDARD 4 ACTION RESEARCH CREATING A COMPREHENSIVE SCHOOL MARKETING PLAN Kent F. Johansen Western Illinois University Standard 4: Candidates who complete the program are educational leaders who have the knowledge and ability to promote the success of all students by collaborating with families and other community members, responding to diverse community interests and needs, and mobilizing community resources.
W
estern Illinois University, Educational Leadership Department, offers a course, EDL 519 School Community Relations, as part of our comprehensive program leading to a MS in Education and/or principal level Illinois certification. A new approach to the course has been undertaken to accomplish two goals. The first goal was to incorporate a major, individual project that spans the entire course and, the second goal was to better manage the ELCC standards assessment process. During the course, the student completes a series of steps / tasks that are necessary to produce a comprehensive school (grade or dept. level or district level) marketing plan. Instead of the traditional combination of many related but disconnected individual and group projects related the various aspects of school community-relations, these steps / tasks will eventually result in a single comprehensive end product, a marketing plan. These steps or tasks include at least the following: 1.) Review of the ELLC Standards to be covered and the assessment and grading rubric 2.) Complete the Marketing Plan Approval form 3.) Select a representative planning committee (max. 10-12 individuals; reflects at least the school, parents, community, local service agencies, businesses, other governmental agencies, and local media) 3.1) Include a comprehensive demographic analysis of the district (can use the provided demographic matrix) to provide evidence of appropriate community representation 61
62
NATIONAL FORUM OF EDUCATIONAL ADMINISTRATION AND SUPERVISION JOURNAL
4.)
5.)
6.)
7.)
8.)
Complete a Marketing Audit* (sample provided) including the schools current vision (provided, but does not include your current vision; can be completed by using on-line survey technology with the committee members serving as the representative district / school group). Complete an area schools competitive matrix* (sample format provided) to determine strengths and weaknesses within the local area (you must pick 34 local comparable schools / districts, decide on 8-10 comparative characteristics / categories, gather data, and analyze results). From the data collected (#2 and #3 above), identify 2-3 current strengths of the school AND develop a marketing plan including “strategies / tactics and budget and timeline*” to highlight these strengths (you can use the provided template). From the data collected, identify 2-3 weaknesses or areas in need of improvement for the school AND develop a “strategies / tactics and budget and timeline” to address these weaknesses or areas in need of improvement (included in the provided template above). The complete plan will be presented in a 10-15 minute PowerPoint format with a 1-pager handout (front and back) and/or a brochure. The presentation will be in a format conducive to adapting for a faculty meeting, open community meeting, service organization program, or school board meeting. It should highlight the committee involvement, data collection sources and results, and recommendations with the suggested implementation plan.
Kent Johansen
63
64
NATIONAL FORUM OF EDUCATIONAL ADMINISTRATION AND SUPERVISION JOURNAL
*Some of the templates / forms provided as examples were adapted from the IASA School Marketing Workshop materials
Kent Johansen
65
66
NATIONAL FORUM OF EDUCATIONAL ADMINISTRATION AND SUPERVISION JOURNAL
Kent Johansen
67
68
NATIONAL FORUM OF EDUCATIONAL ADMINISTRATION AND SUPERVISION JOURNAL
1.
How would you grade YOUR current knowledge of our school’s / district’s vision
2.
How would you grade the district and community awareness of our school’s / district’s vision How would current parents and parents of students within the last five years grade our school / district? How would you evaluate parents’ ability to judge our school? Grade our district’s / school’s ability to raise funds through traditional fund raising activities. Grade our district’s ability to raise funds through a hypothetical tax referendum held TODAY. Grade our schools’ service to parents.
3.
4. 5. 6.
7. 8. 9. 10. 11. 12. 13.
Grade overall community support for our schools. Grade overall business community support for our schools. Grade overall parent support for our schools. Grade parent participation in our schools. Grade our district in terms of test scores. Grade our districts ability to cope with social issues, such as AIDS, sex, gangs, drugs, smoking, and violence.
14. Grade YOUR personal performance / involvement in our school / district
A
B
C
D
F
A
B
C
D
F
A
B
C
D
F
A
B
C
D
F
A
B
C
D
F
A
B
C
D
F
A
B
C
D
F
A
B
C
D
F
A
B
C
D
F
A
B
C
D
F
A A
B B
C C
D D
F F
A
B
C
D
F
A
B
C
D
F
Kent Johansen
15. What grade would our teachers give our school? 16. What grade would the support staff give our school? 17. What grade would the teachers & support staff give the district? 18. Grade our schools / districts relationship with our businesses. 19. Grade our schools / districts relationship with our senior citizens. 20. Grade our schools / districts ability to respond to an external threat.
69
A
B
C
D
F
A
B
C
D
F
A
B
C
D
F
A
B
C
D
F
A
B
C
D
F
A
B
C
D
F
21. Grade our schools / districts relationship with our legislatures
A
B
C
D
F
22. Grade our schools / districts ability to respond to an internal crisis.
A
B
C
D
F
