The VISION of an awaited learning

experience is the key element which drives

the parent/student to the next step,

INQUIRY

Marketing Your Program

PERCEPTION

Marketing Your Program

Targeted Marketing: Defining the Audience

Marketing Your Program

1. Targeted Marketing: Available Channels1. Social Media (Facebook, Twitter, Instagram, Tumblr, etc.)

2. Visiting local area schools

3. ConnectED Messages

4. Local event participation / sponsorship

5. YouTube – MSA Merit Award Videos

6. Texting Apps (Remind)

7. Direct Mailer Postcards

8. Email Campaigns (MyEmma, Constant Contact, Mail Chimp, etc.)

9. Open House / School Social Events

Marketing Your Program

1. Keep it Simple. Make it easy and make it widely

accessible.

2. Do not reinvent the wheel. Use existing resources

and assets that are widely available.

3. Think and act horizontally – scale out not up. Use

existing channels1. M-DCPS media outlets (Facebook, Twitter, Newsletters, etc.)

2. PTSA

3. Community / Parent / Student Base

4. Partnerships

Marketing Your Program

1. Budget for Marketing?1. Magnet Printing

2. Magnet Field Trips

3. Magnet Supplies

4. PTO/PTSA

5. Partnerships

Marketing Your Program

1. Budget for Marketing?1. Magnet Printing

2. Magnet Field Trips

3. Magnet Supplies

4. PTO/PTSA

5. Partnerships

Marketing Your Program

Does Your Existing Materials

Reflect Your Program?

Marketing Your Program

Marketing Image Example

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visuals can engagean audience

Branding should be consistent in order to maintain an identity so your brand is

automatically recognized.

(Always try to maintain the same look and feelthroughout your marketing effort)

Sample Branding Initiative

Brochure Design

Cover Sheet

Web Banner and Document Header

Fence Banner

Pull-up Banner

Other Branding Samples

Logo Usage

Brochure Design

Flyers Post CardsPull-up Banner

Interior Signage - Posters

Fence Banners

Promotional Materials and Event Signage

Giveaways

Decals

Email Marketing

Digital Media Campaigns

Diversity Overview

The Basics: Role of Magnet Schools

• Magnet schools played a significant role in Miami‐Dade’s desegregation efforts

• Racial composition of the Magnet program mirrored the district’s demographics

Diversity: Florida vs. M-DCPS

40%White

31%Hispanic

22%Black

Florida

• 40% White

• 31% Hispanic

• 22% Black

Miami‐Dade

• 7% White

• 70% Hispanic

• 21% Black

Unitary Status at M-DCPS

• District granted unitary status in 2001

• Diversity of Magnet programs has declined while the number of Magnets and Charters has grown

• Last controlled choice zone designed to integrate 3 elementary schools was ended a few years ago

• Staff began looking at the demographic breakdown of district magnet schools

Equity vs. Equality

Reversing the Trend

• Equality and equity are sometimes used interchangeably, but actually convey significantly different ideas. 

• Equity is about fairness, • Equality is about sameness

Explicit vs. Bias

Being Data Driven

• Set and monitor goals for achieving racial equity

• Clearly document and track community conditions over time, including racial inequities.

• Set goals for improving results and eliminating racial inequities, along with mechanisms for tracking progress towards goals over time.

Quantity & Quality

STARS Survey

What is STARSSchool Targeted Assistive Recruitment System

STARS is designed to assist recruitment teams with devising a Recruitment Action Plan, with the goals of: 

• Improving recruitment for your program(s) 

• Mirror District demographics by reducing Minority Group Isolation (MGI) in your Magnet program(s)

History of STARSSchool Targeted Assistive Recruitment System

2015: Initiated the STARS Survey

2016: Worked with Dr. Elam

2017: Measurable results 

2018: Data‐driven targeted plans

History of STARSSchool Targeted Assistive Recruitment System

Using the Data

• School Demographic Information

• 2017 School STARS survey

• Analyze

History of STARSSchool Targeted Assistive Recruitment System

Next Steps

• Developing Action Plans

• Identifying Target Audience

• List of Target Schools

• Identifying Media Channels

• Social Media Plan between:

• January 15 – March 15

Thank You