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Marketing and Open Enrollment Campaign
Marketing, Business Development & Community Outreach
Marketing Concepts
Marketing, Business Development & Community Outreach
Marketing is !what we say and !how we say it !when we want to explain how !awesome !our schools are and !why people should !choose us.!
Marketing Concepts
Marketing, Business Development & Community Outreach
In today�s competition for enrollment, marketing a school district!is the art of knowing:!• Who is our target market? !• What do they want?!• How do we make them aware that what we have fits their needs? !!
A competitive advantage exists when we have a product or services that are perceived by our target customers as better than that of our competitors.
marketing is imperativeother districts are targeting our students
We believe we have a competitive advantage
Marketing, Business Development & Community Outreach
Marketing is not just an activity, it is a way of doing business... marketing has to be all pervasive, part of everyone’s job description from the receptionist to the governing board.
Marketing is a district-wide effort
Marketing, Business Development & Community Outreach
Goal1: Refresh - create a new and innovative campaign that will build on our nationally recognized “Choose Sunnyside” campaign.
Goal 2: Actively retain students who are transitioning from grades 5 and 8.
Goal 3: Actively recruit students living in the district who are currently attending char ter or private schools.
Goal 4: Actively compete in the recruitment of students from other districts as they target our students.
Goal 5: Create new campaign that promotes online learning.
Goal 6: Launch GradLink initiative in par tnership with Tucson Mayor
INCREASE and MAINTAIN student enrollment with a strategic marketing campaign that highlights Sunnyside’s strengths
Choose Sunnyside Campaign
Marketing, Business Development & Community Outreach
We inspire students to dream more, learn more, do more, and become more.
Our students become champions.
Where champions are madeWhere champions are made
Marketing, Business Development & Community Outreach
where champions are made• Highlight individuals who have beat the odds,
overcome adversity, and become champions in reaching their educational goals.
• Showcase employees, alumni, site council chairs, students, local business owners.
• Actively seek and promote local school champions.
Ruby Duran,Gates Millenium Finalist
Hon. Raul Grijalva,U.S. Congressman
Richard Miranda,Tucson City Manager
Timothy Crain,Air Force Academy
Choose Sunnyside CampaignGoal1: Refresh - create a new and innovative campaign that will build on our nationally recognized “Choose Sunnyside” campaign.
Marketing, Business Development & Community Outreach
Goal 2: Actively retain students who are transitioning from grades 5 and 8.
0"20"40"60"80"100"120"140"160"180"
2007)08" 2008)09" 2009)10" 2010)11" 2011)12" 2012)13"
106"
164"135"
91" 101"78"
5th$to$6th$Grade$Transi0on$Loss$
0"
50"
100"
150"
200"
250"
300"
2007(08" 2008(09" 2009(10" 2010(11" 2011(12" 2012(13"
136"
277"
208"186"
99"75"
8th$to$9th$Grade$Transi0on$Loss$
Choose Sunnyside Campaign
Reduce loss by 50%
Marketing, Business Development & Community Outreach
Goal 2: Actively retain students
• Standardize marketing strategies across all schools.
• Enhance data collection to target new students and analyze why students leave.
• Standardize open enrollment processes to address data consistency.
• Re-enroll open enrolled students to prompt heightened awareness of school choice and retain them.
• Assist schools with targeting 5th and 8th grade students through promotional activities & events.
Marketing, Business Development & Community Outreach
Goal 3: Actively recruit our students who are currently attending charter or private schools.
• 22 charter/private schools in proximity of Sunnyside schools
• 3,700 students are attending other schools
• $16,280,000 going to other schools/districts
IT’S
ALL
AB
OU
T
COMPETITION
Choose Sunnyside Campaign
Marketing, Business Development & Community Outreach
Choose Sunnyside Campaign
Charter schools Private schools
Marketing, Business Development & Community Outreach
Goal 4: Actively compete in the recruitment of students from other districts as they target our students.
Mission: Increase and maintain student enrollment through a strategic marketing campaign that highlights Sunnyside’s strengths
Choose Sunnyside Campaign
Additional 100 studentsMore than 1,200 families from other districts chose Sunnyside.What do they know?
CHOOSE
Marketing, Business Development & Community Outreach
Choose Sunnyside Campaign
More than 1,200 families from other districts chose Sunnyside.What do they know?
CHOOSE
NON PROFIT ORG
US POSTAGE
PAIDTUCSON AZ
PERMIT NO. 1436
Sunnyside Unified School District2238 East Ginter Road, Tucson, Arizona 85706
www.susd12.org/OE
They all know... We work together so every student has a graduation plan.
We invested more than $6.7 million in computers for our students.
Sunnyside’s teaching and learning have been transformed through technology.
Sunnyside believes in the value of sports and the arts in education.
Our graduates are being accepted at community colleges and 4-year universities both in-state and out-of-state.
We help our students beat the odds by turning potential into skills to prepare them for college and careers.
Join us today: 545-2065Others talk a good game. Sunnyside is winning the game.
Marketing, Business Development & Community OutreachMarketing, Business Development & Community Outreach
• It’s the first stop for anyone looking for information on the district and its schools.
• A well designed web becomes a vehicle for dialog between the district and our community.
• Welcome Steve Napoleon
SUNNYSIDE web presence
Marketing, Business Development & Community Outreach
Bus banners 25 English and 25 Spanish vinyl banners, to be mounted on 25 SUSD busses.
Direct mail postage 5,000 postcards mailed bulk mail to zip code 85714 north and west of SUSD.
Outdoor advertising AdVision Outdoor bus benches and bus stop displays.
Radio La Caliente MIA 97.1 La Poderosa
Print Ad in Arizona Bilingüe
2011-12 Marketing campaign
Goal 5: Create new campaign that promotes online learning.•Southern AZ districts
without high schools.•Access for tribal
communities.•Schools that don’t offer
online credit recovery and acceleration.
Choose Sunnyside Campaign
•We will become more innovative
•We will become more competitive.
•We are taking learning to anyone, anywhere, anytime.
Marketing, Business Development & Community Outreach
Marketing and Open Enrollment Campaign
Marketing, Business Development & Community Outreach
SUNNYSIDE ONE TO ONE
The World is Watching
Sunnyside One-to-One In the News
Leading the W
ay to S
ustainable
1:1 eLearn
ing
INTEL EDUCATION BRIEF
Sunnyside S
chool Distric
t
THE PASSION TO TRANSFORM
EDUCATION
Proje
ct RED, a
natio
nal researc
h
consortium
, belie
ves that technolo
gy-
transfo
rmed s
chools—those w
ith pro
perly
imple
mente
d, fully
inte
grate
d technolo
gy
progra
ms—
are successfully
addre
ssing
some o
f the b
iggest c
hallenges o
ur natio
n
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in T
ucson, Ariz
ona, is turn
ing the v
ision o
f
Proje
ct RED a
nd Inte
l’s K
–12 C
omputin
g
Blueprin
t into
a re
ality in
rem
arkable
ways,
impactin
g every fa
cet of i
ts comm
unity—
from
teachers a
nd students, t
o pare
nts
and state
and lo
cal busin
ess. This is
the
story o
f a fully
engaged tra
nsform
ation
that dem
onstrate
s the positiv
e impact
of technolo
gy on te
aching a
nd learn
ing,
comm
unity engagem
ent, and m
ost of
all, the p
ower o
f passio
nate, s
trate
gic
comm
itment a
nd unw
avering le
adership to
change young liv
es.
FIRST STEPS: PROJECT GRADUATION
In 2
004, Johns H
opkins U
niversity la
beled
Sunnyside a
s a d
ropout f
actory. In
2007,
newly
appoin
ted S
uperinte
ndent Dr.
Manuel L
. Isquie
rdo fa
ced the challenge
head-on a
nd Pro
ject G
raduatio
n: The
Digital A
dvantage was b
orn. T
he pro
ject
motiv
ated a
nd rew
arded s
tudents with
lapto
p compute
rs for a
chievem
ent of
the “four A
s”: atte
ndance, achie
vement,
extracurr
icular a
ctivity, a
nd attitude.
In k
eeping w
ith Isquie
rdo’s s
trate
gic
and inclu
sive a
pproach to
educatio
nal
challenges, P
roje
ct Gra
duation: T
he
Digital A
dvantage is a
multi-p
hased,
researc
h-based e
ffort a
imed a
t pre
venting
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increasin
g the graduatio
n rate. It
inclu
des a site
-based g
raduatio
n pla
n, a
compre
hensive a
ttendance com
ponent,
credit
recovery, a
dvisory, and a
focus
on senio
rs and fre
shmen, a
nd assists
eighth g
raders w
ith the transitio
n to h
igh
school. It a
lso inclu
des the ¿Dónde Estás?
dropout r
ecovery initia
tive—
an innovativ
e
outreach p
rogra
m fo
r those w
ho did
not
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comm
unity-wid
e mark
eting to
info
rm
eligib
le p
articipants, w
elcomin
g dro
pouts
back to s
chool, and a
llow
ing them
to
comple
te g
raduatio
n require
ments
through a
n onlin
e accre
ditation p
rogra
m.
The Dig
ital A
dvantage re
sulted in
a
comm
itment o
f over $
1.1 milli
on from
comm
unity and corp
orate
sponsors. L
ocal
business p
artners
supply hots
pots, p
rovid
ing
free w
irele
ss access to
students a
nd
fam
ilies, a
nd help
ing those w
ho cannot
afford
hom
e Inte
rnet a
ccess.
Proje
ct Gra
duation: T
he Dig
ital A
dvantage
served a
s a cata
lyst i
n movin
g the d
istrict
from
its im
age as a
dro
pout facto
ry to
that
of a fu
ll-scale
, tech-s
avvy 1:1 school d
istrict.
STRATEGIC THINKING ABOUT
STIMULUS
When the O
bama a
dmin
istratio
n
made F
ederal A
meric
an Recovery a
nd
Reinvestm
ent Act (
ARRA) stim
ulus d
ollars
available
for s
chool distric
ts, Sunnysid
e
had a choice. T
hey could—
as many
other distric
ts did
—use the fundin
g to
address e
xisting shortages a
nd budget
gaps. Or,
they could s
trate
gize ways
that the s
timulu
s funds could m
ove their
educational v
ision fo
rward
. Sunnysid
e
saw the o
pportunity to m
ove tow
ard
sustainable
1:1
eLearn
ing a
nd the choice
was m
ade.
“When everybody was cutting
back and saying change can’t
be achieved in this economy,
we determined to target 1:1
eLearning and to continue
moving forward.”
– Dr. Manuel L. Isquierdo
Superintendent
Sunnyside Unified School District
Javier Baca Executive Director, IT
EDTECHMAGAZINE.com | WINTER 2012 WINTER 2012 | EDTECHMAGAZINE.com26 27
Tablets for teachers, netbooks and notebooks for more students: All have played an integral part in Sunnyside Unified School District’s dramatic renewal, which is evidenced by the soaring number of its students who are graduating and earning college admission.
But it’s up to Executive Director of Information Technologies Javier Baca to manage the mobile devices proliferating in the 18,000-student district in Tucson, Ariz. — and to maximize their educational value. He’s achieving both goals using private cloud technology based on Lenovo Secure Cloud Access (SCA) and Stoneware’s webNetwork software.
“Our teachers have been asking for remote access to district systems since we gave them notebook tablets two years ago, and now they have it,” Baca says. Thanks to the solution, “students can get to all their school files and apps wherever they can get on the Internet.”
Like businesses, school districts of all sizes are beginning to use private and hybrid clouds to streamline the management and provisioning of digital resources, as well as to simplify user access to those resources, says Ezra Gottheil, a senior analyst with Technology Business Research, a market intelligence firm in Hampton, N.H. Creating a private or hybrid cloud also can alleviate the security concerns of administrators who are reluctant to use services directly from the public cloud, he adds.
“A private or hybrid cloud allows you to use shared resources securely and efficiently,” Gottheil explains. “SCA makes the most of the client/server relationship in a cloud environment, putting specialized software on the client and the server, which provides greater security and efficiency for all the transactions between them.”
ONE-TO-ONE 2.0Sunnyside USD currently operates a one-to-one computing program for all fifth-grade students at its 13 elementary schools and sixth-grade students at its five middle schools, and is committed to extending the initiative through grade 12 within three years.
According to Baca, this agenda will be easier to support because of specific features that the SCA/webNetwork pairing provides. “Integrating legacy systems, especially directory services, into the cloud can be a long, difficult process,” he says. “But Stoneware takes care of the Microsoft Active Directory integration for you.”
Delivering virtualized applications through the cloud facilitates single sign-on access control, which simplifies access for users and cuts password management hassles for IT, he says. What’s more, the logic built into the Stoneware cloud supports scripting capabilities, giving Baca and his staff the flexibility to solve challenges within the computing environment as they arise.
Remote access and sharing resources require tight security, of course, but Baca dismisses the notion that the cloud raises special issues.
“It’s pretty straightforward. Antivirus software is installed on the cloud portal server, and any documents uploaded to the cloud are automatically scanned for malware,” he explains. “All communications go through an SSL [Secure Sockets Layer] encrypted tunnel. Directory services control role-based user access so teachers can share resources and information that might not be appropriate for students.”
Javier Baca relies on Lenovo Secure Cloud Access and Stoneware’s webNetwork software to manage the various mobile devices accessing Sunnyside Unified School District’s private cloud.
Private and hybrid clouds deliver efficiencies for IT managers and anytime access to resources for users.
Silver Linings
Discover how Sunnyside Unified School District increased graduation rates using technology at edtechmag.com/k12/SUSD111.
@EdTech
By Tommy Peterson
STEV
E C
RA
FT
Strategies for Managing Private and Hybrid Clouds
2011 Leader of the YearManuel L. Isquierdo,
Superintendent
SUNNYSIDE ONE TO ONE
Sunnyside Highlights• Hosting the AzTEA Technology & Learning
Conference 2013 • Rodel Exemplary Principals & Teachers • One-to-One Consortium Summit 2012 • Project RED Signature school district spotlight in
Book • AOI School District • Tech-Savvy Superintendent of the Year • Intel national Video on One-to-One • Partnering with ADE/ASU on gaming • National and State Marketing and & PR Awards • Partnership with Tucson Mayor on GradLink
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