1. 2014 Case CompetitionTheExecutiveLeadershipFoundationJoe Faxio, Financial ExpertIesha Scott, Brand ArchitectRae Oglesby, Linguistics SpecialistOnix Ramirez, Research ScientistTogetherWe Can InspireStudents To SucceedThroughOur Common Core1

2. AgendaPresent a case for the implementation of common core state standards as an imperative2for Americas global competitivenessExplain how the Common Core State Standards addresseconomic deficiencies in the current educational systemto ensure a diverse and qualified workforceOu rNat i on alDef i ci en ci esAddress the concerns and barriersfor implementation for the statesthat have yet to adopt the standardsBr eak i n gDow n Ou rBar r i er sDevelop a marketingcampaign to promoteawareness of its benefitsProvide projections on theinitiatives impact to variousstakeholdersOu rGen er at i on alImp act scOu regi at r anSt Pl 3. Education: TheEssential Fabric of OurNation3 4. Education is not Equal for All.Equity in education is not the realityfor all our 52 million K-12 students.Top deficiencies seen in education are science,mathematics and overall graduation rate.These disparities are seen nationally& within states and school districts.Standardized metrics are notconsistent for all levels of education.4 5. The achievement gap is holding students back.US Earnings would be $120-160 Billion Higherif there were no racial achievement gap.- McKinsey & Company Inequity in education translates to lower income for future workers Better educated communities contribute to a stronger workforce The job market is shifting toward fewer low skilled jobs and moremiddle & high skilled jobs 5Source: The Mckinsey and Company 6. The United States is underperforming in international423413536531523519518518515514506504501501500500495494494493490489487485484482481478466453448477499521554KoreaSwitzerlandEstoniaPolandBelgiumAustriaSloveniaNew ZealandCzech RepublicUnited KingdomIcelandNorwayItalySlovak RepublicSwedenIsraelTurkeyMexicotesting.Mean PISA Mathematics Score, 20126Only 9% our 15 year old students scoredin the top levels of proficiency Math.Source: Program for International Student Assessment; The Association of Colleges and Universities; NY Times 7. The United States is not ready for the jobs of the future.88% of employers say employees need higher levels of100%90%80%70%60%50%40%30%20%10%learning and deeper knowledge.Our economy has still been strong because we have a very good economic system that isable to overcome the deficiencies of our education system. But increasingly, we have to relyon the skills of our work force, and if we dont improve that, were going to be slipping.7- Eric A. Hanushek, Stanford University0%New Jobs of the 21stCenturyNeeding Math &Science SkillsNot NeedingMath & ScienceSkillsSource: Bureau of Labor Statistics/ExxonMobil 8. Financial resources alone are not the answer.1009080706050403020100Averaged Freshman Graduation RatePoly. (Averaged Freshman Graduation Rate )$- $10,000 $20,000 $30,000 $40,000 $50,000 $60,000Average Graduation RateTotal Expenditure per StudentFunding is not enough to solve the educationalepidemic seen in our nation today.8Source: The National Assessment of Educational Progress Data 9. The Common Core provides a framework for success.Comprehensive tracking ofstudent development andimprovements to educationalprogramsAccess to information needed to identifyand address deficits in programsAcademic accountability for students,teachers, administrators and parents9 10. Breaking Down theBarriers ofImplementation10 11. 90% of the country has fully or partially adopted.11Common Core Adoption by StateAdoptedNot AdoptedBut this map doesnt tell the whole story 12. Were stepping away from Common Core. Were going tocreate Indiana standards that are by Hoosiers, for Hoosiers andare uncommonly high...Were the first state in the country thatsgoing back to the principal that education is a state and localfunction. Gov. Mike Pence, Indiana12Indiana is the first state to withdrawfrom Common Corebut it may not be the last 13. Twenty-four states have introduced legislation topause or repeal the Common Core.13States with Anti-Common Core State Standards LegislationIntroduced Bills 14. Common Core respects state sovereignty.Reality These are not mandatory federal standards orcurriculum States took the lead in developing thestandards The standards are goals for what knowledgeand skills will help our students succeed, butdoes not dictate how the skills should be taught14 15. There are three other major concerns making stateshesitant about adopting and implementing the standards.151stCurriculum2ndCost3rdTesting 16. States are concerned about rigor.Assumptions The standards are based on the best in thecountry and the highest internationalstandards, ultimately raising standards forall states No state will have to lower its standards Early childhood education associations saidstandards are fair and age appropriateReality16 17. "I will not commit Texas...to the adoption of unproven, cost-prohibitivenational curriculum standards and testsCosts toTexas taxpayers to implement national standards andassessments could be an estimated $3 Billion.Gov. Rick Perry, Texas17 18. States are concerned about funding.There are several ways to reduce costs: Participating in state consortia Putting out requests for proposals forproducts and services Utilizing online materials, trainings andassessments could result in negative netcost (Fordham Institute 2012)AssumptionsReality18 19. "Virginias accountability program is built on a validatedassessment system aligned with the (Standard ofLearning) SOL; validated assessments aligned with theCommon Core do not exist.Eleanor Saslaw,Former President, Virginia Board of Education19 20. The first state to implement has already seen results. Kentucky, the first state to implementCommon Core (August 2010), increased thegraduation rate from 80% in 2010 to 86% in2013 and raised college/career-readinessrates from 34% (2010) to 54% (2013). After falling in the first year, proficiency rateswent up 2% in the second year of testing.AssumptionsReality20 21. It is crucial to involve teachers in implementation....in far too many states, implementation has been completely botched. Seven of tenteachers believe that implementation of the standards is going poorly in their schools.Worse yet, teachers report that there has been little to no attempt to allow educators toshare whats needed to get CCSS implementation right.- Dennis Van Roekel, President of the National Education Association21 22. Businesses can train school districts onbest practices for successful implementation.22Within 10 miles of Fairfax, VA4 corporations for every 1 school176 corporate employees for every 1 school4 corporate employees for every 1 school employeeWithin 10 miles of Houston, TX5 corporations for every 1 school484 corporate employees for every 1 school11 corporate employees for every 1 school employee 23. Raise the voices of proponentsto drown out naysayers.23 24. Our Plan toPromote OurSuccess Together24 25. We have designed a marketing campaign around threekey areas to ensure success.25The Common CoreWorks(1) Develop a more emotionalstrategy focused primarily onconsumers: parents, teachersand studentsThis is Why itWorks(2) Measure the common corebrand equity nationwide toprovide actionable metricsHere is How it CanWork for You(3) Perform monthly brandloyalty reviews for overallprograming andimplementation 26. Understanding our economic climate is fundamental indeveloping an emotional marketing approach.Productivity1950 1960 1970 1980 1990 2000 201026300%250%200%150%100%50%0%Growth of Wages and ProductivitySource: Bureau of Labor Statistics, 2011WagesNew education standards are needed to meetGlobalization & Technologyadvancements of our economic landscape. 27. Successful campaigns have always considered theRaise more than $2.2 billion andgraduated more than 400,000minority students from college.80% of the at-risk populacefully immunizedSafety belt usage has increased from14% to 79%, saving an estimated 85,000lives, and $3.2 billion in costs to society.Reduce litter by as muchas 88 percent.Reduce the number of forestacres lost annually to wildfirefrom 22 million to 8.4 million.Increase of women inthe workforce by 28%1940s 1960s 1980s 1990s 2000s27public good of our nation. 28. Build brand equity.28 29. Weve identified the most representative target market.Market Segment One: Industrious SuburbanCommunity Cluster 1 - Higher White Collar Employment, Lower Unemployment Rate Cluster 2 - Religious Communities, Highest Percentage of Single Mother Households, Cluster 3 - Safest, High Ratio of Teachers per School, Highest Percentage of Parents and HighEmployment PotentialMarket Segment Two: Charming, One RoomSchool House Cluster 4 - Highest Blue Collar Employment, Lowest Education Levels, Highest Crime Rate Cluster 5 - Fastest Growing Yet No Educational Support Services Cluster 6 - Highest Percentage of Single Father Households, Lowest Unemployment Rate Cluster 7 - Lowest School Resource Expenditures, Lowest Ratio of Teachers per SchoolMarket Segment 3: Bustling, Multi-cultural CitySchools Cluster 8 - Most Culturally Diverse, Highest Employment Potential, Many Activities near Location and FineCuisine Cluster 9 - Densest Population, Lower Poverty than Average, Closest to Universities and Colleges Cluster 10 - Highly Educated, High Tuition Based K-12 Schools, and Educational Support and Supplies yetHighest Poverty Rate29 30. Positioning the brand to mirror key attributes desired bythe target market is fundamental.30 31. Weve identified the most unified message to highlightthe benefits of the Common Core.31 32. Together We Can Achieve Higher Education for America32 33. Stakeholders responsible for implementation should helpto manage the success of the brand.State EducationAgency or SchoolDistrictCommunityMembers, Parentsand StudentsTeachersPublic and PrivateSectorExternal GuidingCoalitionInternalCommunicationsTeam33 34. Leverage a Guiding Coalition Database to identifykey advocates for the brand.34 35. Tailor a Digital Communications Plan to enhancebonds between communities and our brand.35 36. Customize a Digital Stakeholder Map to increase thequality of engagement around our brand.36San DiegoSimilar Potential Difficultieswith ImplementationDenverKansas CityNew MeetAvailable; SimilarPartnershipsHoustonSimilar Parent,Teacher andStudent NeedsAtlantaSimilar AspirationsSeattleSimilar Sphereof Influence inImplementationSimilar CurrentStandardsFairfaxIn-Person MeetingRequested 37. Measure the effects of our campaign through amonitor-and-respond digital strategy.37010,00020,00030,00040,00050,00060,0001/1/122/1/123/1/124/1/125/1/126/1/127/1/128/1/129/1/1210/1/1211/1/1212/1/121/1/132/1/133/1/134/1/135/1/136/1/137/1/138/1/139/1/1310/1/1311/1/1312/1/131/1/142/1/143/1/144/1/14MentionsSentiment Score51% Decrease in Overall SentimentScore on Common Core ConversationIndiana Opts Out#stopcommoncore #education #commoncore #iwillnotcomply #elearning #edtech #maninthemoon 38. Stakeholders can make a huge difference.381Create AwarenessOffline and OnlineAdvertisingGoal7,500 Visits Monthly2Generate LeadsCapture Informationand Content UsageGoal35% New Visitors Daily250 Downloads Dailywww.letssolvethis.com3Highlight EventsEngage Communityand Act on FeedbackGoal50% Repeat Visits15% Local EventEngagement 39. With the advent of social media, the decision-makingprocess is now a circular journey of brand loyalty.39Avoid4th Interact1st Consider2nd EvaluateDisparageDislikeAdvocate BondTheLoyaltyLoopEnjoy Engage3rd Implementationof the Common Core 40. We have designed a sustainable marketing campaign tostrengthen the success of implementation.40Marketing Costs per Thousand ImpressionsQuarter One Quarter Two Quarter Three Quarter Four$10K $500K 41. Long-Lasting Impactson Future Generations41 42. Georgia has implemented standards similar to theCommon Core. Georgia adopted the Georgia performancestandards (GPS) in 2004 GPS met 81% of the criteria for Language Artsand 90% for math of the Common Corestandards. GPS can be used as a proxy for Common Core42 43. 9 years later, Georgia improved at a faster rate thanthe national average. 4th grade reading achievement scoresimproved 2x better than the national average 8th grade math achievement scores improved7x better than the national average Graduation rates improved 3x better thanthe national average43 44. Our projections show Achievement Scores matter.Model Input: Student Math and ReadingAssessments Parents and Community Members Educators and District Administrators Business SectorsSectorOutputFor Profit Not for ProfitPrivatelyOwnedPrivateEnterprisesPrivateNonprofitsPublicallyOwnedPublicEnterprisesGovernment44For every one point increase in Math Achievement Scores nationwide...Private Sector employment increases by 126,438 employeesNet Worth of Nonprofits increases by $63,770 per organizationPublic Sector unemployment decreases by 1,675,500 employeesGovernment employment increases by 105,600 employeesTeacher employment increases by 14,000 employeesCivilian employment increases by 2,753,000 employees 45. Your state should see improvement in key statistics.Increase in 3rd graders reading on levelIncrease in math and language arts achievement scores45Decrease in violent crimeIncrease in household income 46. Everyone wins by implementing the Common Core.Teachers willhave better-preparedstudents toteach.Parents willhave agreaterchance oftheir childrengraduatinghigh school,going tocollege andincreasingtheir futureearnings.Public officialswith governstates that aremoreattractive dueto lower crimerate, higherearnings andtax base.CorporateManagers willsee anincrease inskill labor torecruit fromandconsumerswith moredisposalincome tomarket to.Militaryleaders have aimprovedcandidatepool to recruitfrom.46 47. Projections Over the Next 5, 10, and 20 Years47State Projections5 YearProjections10 YearProjections20 YearProjectionsViolent Crime Rate -9% -20% -43%Reading Scores Improvement 1.99% 3.86% 7.86%Math Score Improvement 1.75% 3.52% 7.17%Graduation Rate Unavailable 19.74% 43.37%College & Military Readiness Unavailable 22.30% 49.01% 48. Its Worth the CostTotal Cost: $12.1BNet Present Value of Return: $78BReturn on Investment: 540%48Key Assumptions 3% lift of general working population of 144,000,000 in math scores 7,000 improvement in annual income with math scores Terminal growth of 0.25% Tax Rate 15% 2.65% Discount Rate Terminal $ 193,503,829,787.23 Present Value $ 77,468,685,199.80 49. Summary49Explain how the Common Core State Standards addresseconomic deficiencies in the current educational systemto ensure a diverse and qualified workforceOu rNat i on alDef i ci en ci esOur education system is failing to many students.This failure is widening the achievement gap.Our GDP is suffering as a result of this gap.Address the concerns and barriersfor implementation for the statesthat have yet to adopt the standardsBr eak i n gDow n Ou rBar r i er sThe barriers to implementation can be addressedstrategically through clear communication and measurableperformance.Develop a marketingcampaign to promoteawareness of its benefitsProvide projections on theinitiatives impact to variousstakeholdersOu rGen er at i on alImp act sEveryone wins includingcorporations, teachers, militaryleaders, non-profits and public officials.Not implementing the core is costingus more than implementing it.cOu regi at r anSt Pl Continuously understand the needs of stakeholders.Identify advocates, enhance bonds and engagecommunities.Engage in social media to combat barriers as theyoccur. 50. Thank You50 51. Appendix51 52. Total Expenditure per Pupil vs. Graduation Rate$-010203040$30,0005060708090$60,000100$10,000$20,000$40,000$50,000DISTRICT OF COLUMBIANEW YORKNEW JERSEYWYOMINGCONNECTICUTVERMONTALASKAMASSACHUSETTSRHODE ISLANDMARYLANDNEW HAMPSHIREPENNSYLVANIADELAWAREMAINEILLINOISNEBRASKAHAWAIIWISCONSINWEST VIRGINIAOHIOMINNESOTALOUISIANANORTH DAKOTAVIRGINIAMONTANAMICHIGANIOWAKANSASMISSOURIWASHINGTONNEW MEXICOGEORGIAINDIANACALIFORNIASOUTH CAROLINAARKANSASOREGONTEXASCOLORADOSOUTH DAKOTAFLORIDAKENTUCKYALABAMANEVADANORTH CAROLINATENNESSEEMISSISSIPPIARIZONAOKLAHOMAIDAHOUTAHExpenditure per Student Averaged Freshman Graduation Rate Funding is not enough to solve the educationalepidemic seen in our nation today. 52 53. Education translates into earnings.Education Level and Income Deciles 19700% 20% 40% 60% 80% 100%Graduate DegreeBachelor's DegreeSome College/Associate DegreeHigh School GraduatesHigh School Drop outsUpper 3 Income Deciles Middle 4 Income Deciles Lower 3 Income DecilesEducation Level and Income Deciles 20070% 20% 40% 60% 80% 100%Graduate DegreeBachelor's DegreeAssociate DegreeSome CollegeHigh School GraduatesHigh School Drop outsUpper 3 Income Deciles Middle 4 Income Deciles Lower 3 Income Deciles$5,000,000$4,500,000$4,000,000$3,500,000$3,000,000$2,500,000$2,000,000$1,500,000$1,000,000$500,000$-Estimate Lifetime Earnings by Education53Source: The Business Roundtable 54. 54 55. Politics Inconsistent with Parent Satisfaction55 56. A Common Theme in K-12 SpendingNumerous states, and districts of all sizes, have referenced common-core needs in putting out recent requests for proposalsfor companies to provide them with educational products and services. Some of the very different types of approvedprojects include:In Arizona, officials last year asked for proposals to build a new, statewide learning-management system that would, amongother purposes, support efforts to implement the common core by providing a system to "create and deliver newprofessional-learning content for educators." No contract has been awarded.The East Baton Rouge Parish school system last year awarded a contract to the Center for Development and Learning, aMetairie, La.-based nonprofit, to help implement the common core. The district capped the contract at one year and$900,000, following a process in which school board members questioned the project's cost and whether the 42,000-student district should handle the project internally.Delaware's education department asked for bids last year to help develop a cadre of teachers to provide counsel to theirpeers on using formative assessment tied to the common core. The state hired LearnZillion, a company focused onprofessional development, for $150,000 a year to help manage the project, which includes bringing together 34 "dreamteam" teachers to take a lead role in the project.The Stamford school district in Connecticut recently sought proposals from consultants to craft individualized professional-developmentplans to help algebra teachers master common-core math content. the 16,000-student district ended uphiring a consultant on a one-year contract for $23,400, renewable for up to five years.The Los Angeles Unified School District has launched a project to provide all students with computing devices. Theinitiative, expected to cost $1 billion over time, was conceived with the common core in mind. The 650,000-student districtbegan purchasing iPads, with embedded Pearson-produced curriculum, but the project has generated controversy after aseries of technology snafus and questions about the curriculum's readiness for schools.The Sacramento Unified School District sought help providing professional development for teachers and administrators ingrades K-8 to implement the common-core math standards. The 43,000-student California district selected GenerationReady to coordinate training, at a cost of $175,000 for one year, an amount covered through a grant from a private donor.SOURCE: Education Week, with assistance from BidNet, an Albany, N.Y.-based company that tracks bids from state and localgovernments56 57. Estimated Gross and Net Transitional Costs for CCSSImplementation57SOURCE: http://www.edexcellence.net/sites/default/files/publication/pdfs/20120530-Putting-a-Price-Tag-on-the-Common-Core-FINAL_7.pdf 58. Our projections show impacts beneficial for allstakeholders.58 59. Appendix Financial AssumptionsAssumptions3% lift of general working population 144,000,000 in math scoresterminal growth of .25%7,000 improvement in annual income with math scores2.65% Discount rate15% tax rateterminal $193,503,829,787.23NPV $77,468,685,199.8059 60. Appendix: Sensitivity analysis shows a good return oninvestment.60Lift 3% 5% 1%Cost ($) 12.1B 12.1B 12.1BNet PresentValue ofReturn ($) 65.4B 117B 13.7Return onInvestment 440% 867% 13% 61. Appendix Georgia vs. National Graduation RatesGraduation rate 2004 2009 % increase 2013 % increase GA AlphaNational 73.9 75.5 2.17% 78.2 5.82%state of georgia 60.8 67.8 11.51% 71.5 17.60% 11.78%61Reading 2003 2009 201310 yearNational public 216.46 219.60 1.45% 220.67 0.49% 1.95%10 yearGeorgia 213.60 217.85 1.99% 221.84 1.83% 3.86% 1.91%MathNational public 276.12 281.67 0.69% 283.62 2.72% 0.81%Georgia 269.68 277.56 0.58% 279.18 3.52% 7.05% 6.24%Violent Crime rate % change ntnl adjyear 2004 2012GA 455.5 373.2 18.07%national 465.5 386.9 16.89% 1.18% 62. State of Georgia Return on Investmentcost $ 382,455,523.77NPV $ 815,435,455.54ROI 113%62 63. Regression Model Projections (Employment and Personal Income)63 64. Regression Model Projections(Parents and Community Members: Build a clearer path to the middle class)64 65. Regression Model Projections(Educators and District Administrators: Bring innovation to education)65 66. Regression Model Projections(Business Sectors: Public Debt and Wages Strengthen the national economy)66 67. The achievement gap is holding students back.67NAEP 2012Trends in Academic ProgressReading 19712012 | Mathematics 19732012U.S. Department of EducationNCES 2013456Source: https://nces.ed.gov 68. The Common Core is a roadmap. Align key educational policies Create a K-12 assessment process that is consistent from state to state Increase transparency Provide a road map for successUnified PoliciesGlobal AchievementCommunicationStudent SuccessStrategic ProcessesCommunitySuppor t68 69. Regression Model Projections(Business Sectors: Strengthen the national economy)69 70. Regression Model Projections(Government)70 71. Regression Model Projections(Military)71 72. Regression Model Projections(Business Sectors: Non-Profit Strengthen the national economy)72 73. Build relationships with key social media influencers toexpand the reach of our message.73