PBS Teachers Campaign

Donelle BlubaughDirector, preK-12 Education

October 2007

PBS Teachers www.pbs.org/teachers

Digital Media Resources & Professional Development for America’s PreK-12 Educators

Educators Core Value to PBS• Educators are a strong audience for PBS

49% watch at least once a week 8% are members of local stations (Adult average only

2%) PBS.org visitors are twice as likely to be educators as

other national media sites 30% of adult visitors to PBS.org are educators

• Educators are a loyal audience for PBS PBS.org is among top 3 web sites for educators PBS is a top choice for classroom video

NOVA most used in US HSArthur, BTL, Reading Rainbow in top 10 ES

• Educators are a strong audience for PBS 49% watch at least once a week 8% are members of local stations (Adult average only

2%) PBS.org visitors are twice as likely to be educators as

other national media sites 30% of adult visitors to PBS.org are educators

• Educators are a loyal audience for PBS PBS.org is among top 3 web sites for educators PBS is a top choice for classroom video

NOVA most used in US HSArthur, BTL, Reading Rainbow in top 10 ES

PBS Teachers Campaign

Mission

To support educators by providing opportunities to engage, connect, contribute and grow, thereby deepening the educational mission of public broadcasting.

I’m a PBS Teacher!• Build awareness & use of Public TV’s

educational services and resources• Develop a community of practice which

honors and supports educators• Provide stations and producers with

ways to connect with educators• Be educators’ first choice among

content and service providers

Stakeholder Interests

CORE GOAL LOCAL STATION AND PBS INTERESTS

TEACHER INTERESTS

MEMBERSHIP Increase station membership Connect and support PBS through local stations

PUBLIC POLICY Influence the legislative commitment to public broadcasting through education initiatives

Advocate for continued funding and support of public

broadcasting

COMMUNITY Connect with and support the education community

Connect with other PBS teachers for professional

development and idea sharing

IMPACT Ensure PBS resources affect student achievement and

teacher development

Create engaging, high-quality, technology-driven PBS

resources

Core GoalsCORE GOAL PBS TEACHERS CAMPAIGN E C C G

MEMBERSHIP BUILD local station teacher membership

X X

PUBLIC POLICY COMMUNICATE the education reach and impact message to policy and decision makers

X X

COMMUNITY CREATE local and virtual community platforms for teaching and learning

X X X X

RELEVANCE RECOGNIZE and REWARD ideas and innovation in use of PBS resources to teach

X X X

E=engage C=Connect C=Contribute G=Grow

• GOAL: Build local station teacher memberships

• STRATEGY: Encourage teachers to become members by creating opportunities to build relationships with local stations

• OBJECTIVE: Increase teacher memberships by 15%

ONLINE OFFLINE

• Position local connection as focal point in teacher’s personal online community

• Opportunity for stations to promote local education online and programming offerings

• Offer visual and dynamic representations of local network

• Seed opportunities for teachers to join local stations

• Develop teacher-focused membership campaign models

• Invite station membership to attend local professional development events

•Station-hosted screenings and school-focused events

• Provide opportunities for teacher’s to contribute input in station programming and education initiatives

• GOAL: Communicate education reach and impact message to policy and decision makers

• STRATEGY: Formalize collection and dissemination of key data and impacts

• OBJECTIVE: 200,000 teacher members and 10,000 impact stories

ONLINE OFFLINE

• Solicit stories from teachers who use public television resources in classroom, homeschool and daycare

• Develop tools to visually demonstrate growth

• Create viral and social media mechanisms to demonstrate teacher support and advocacy

• Develop and disseminate reports to key corporate, station and policy stakeholders

• Create mechanism for stations to share and access stories

• Capture data from local event participation

• Communicate campaign successes to media and political press

THE STORIES: Capturing the Impact

PBST Registration Form

Name:School:City:StateSubject:Grade:Email:Local Station(s):

How are you using public television content and tools in your teaching? Share your story here!

Post on PBS Teachers

Report to Local Stations

Report to Policy Makers

• GOAL: Create local and virtual community platforms for teaching and learning

• STRATEGY: Support robust community-based interactions to include sharing and collaboration

• Objective: Increase traffic 5X and launch 50 local stations communities

ONLINE OFFLINE

• Create blogs and forums for teachers to discuss use of PBS resources

• Create connections between teachers based on shared needs/interests

• Create a best practices in digital media wiki

• Support teacher sharing of created resources

• Host teacher working groups to discuss PBS programs and create supplemental resources

• Create a teacher panel to provide input and feedback on programs

• Identify teacher leaders in local community to lead “Off the Clock” professional development sessions

• GOAL: Recognize and reward ideas and innovations in use of PBS resources to teach

• STRATEGY: Elevate the visibility of public television as an educational leader/innovator

• Objective: Launch a teacher recognition program

ONLINE OFFLINE

• Create grant program for teachers who develop exemplary models for use of digital media

• Utilize Teacher Advisory Group to evaluate submissions

• Create a tiered membership program that provides a way for teachers to move from lurker to contributor to leader in community

• Develop model for local teacher recognition program

• Create event at national conference (e.g. NECC) to acknowledge teacher leaders

• Create station tools to manage submissions

• Develop local teacher institutes

• Reward could be enrollment in TL course

OCT2007

NOV/DEC2007

JFM2008

AMJ2008

JAS2008

BUY INCorporate

Stations (SAG)Teachers (TAG)

Dev Conf

PREPTemplates

CommunicationDevelopment

PHASE I:Launch

AwarenessRegistration

Story Capture

PHASE II:Localize

Connect TeachersLocal Network

PHASE III:Create

ContributeCollaborate

ROLLOUT