the vision of an awaited learning · email campaigns (myemma, constant contact, mail chimp, etc.)...
TRANSCRIPT
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