America’s Independent Schools Advocacy Initiative Primer: Time to Tell Our Story America’s...
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America’s Independent Schools Advocacy Initiative Primer: Time to Tell Our Story America’s Independent Schools
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America’s Independent Schools
Advocacy Initiative Primer:Time to Tell Our Story
America’s Independent Schools
America’s Independent Schools
www.isadvocacy.org
Overview
• Advocacy Initiative in a nutshell• Why it’s happening• What it’s all about• Implementation• Why you need to be involved
America’s Independent Schools
www.isadvocacy.org
Advocacy in a Nutshell• Partnership of over 30 local, state,
regional, and national associations representing independent schools.
• Address serious challenges facing the independent school community.
• Designed to help independent schools tell their story honestly, clearly, consistently, and effectively.
• Three-year effort guided by Weber Shandwick
America’s Independent Schools
www.isadvocacy.org
Image and Marketing• What’s an image? It’s an enduring
concept, a picture, the screen on which a marketing message is projected.– Your image of libraries? Milk?
Boarding schools?• And, marketing? It’s not just selling.
It’s the way we harmonize the needs/ wants of the outside world with our own purposes/ resources/ objectives. (Kotler)– Libraries? Milk? Independent Schools?
America’s Independent Schools
www.isadvocacy.org
Houston, We Have Image Issues
• Key Learnings from the 1999 National Public Opinion Poll– Americans have
• A clear idea of what constitutes a quality education.
• A good image of what an independent school is like.
• Strong feelings as to where they would send their children, cost not being a factor.
America’s Independent Schools
www.isadvocacy.org
1999 POP: Features Quality School
Top 5 Features of Quality SchoolsEmploy High-Quality Teachers
Prevent Drug and Alcohol Use
Keep Students Motivated and Enthused
Challenge Students To Do Their Best
Encourage Parents To Participate Child’s Educa
America’s Independent Schools
www.isadvocacy.org
1999 POP: Features Quality School
Top 5 Fea Qual Schl %IS %Pub %NoDif Employ Hi-Quality Teachers
47 22 31
Prevent DrugAlcohol Use
36 17 47
Keep Students Motiva/Enthused
41 14 45
Challenge Students Do Best
46 12 42
Encourage Parents Parti Child’s Educa
48 14 38
America’s Independent Schools
www.isadvocacy.org
1999 POP: Sending Your Child to an Independent School
• If money were no object and the schools were equally close by…39% send to public, 30% to independent, 28% to parochial, and 3% not sure.
America’s Independent Schools
www.isadvocacy.org
1999 POP: Describing Independent Schools
Top FiveStructured/64%Safe/60%Selective/55%Caring/53%Personalized/53%
Bottom FiveAffordable/22%Diverse/32%Intimidating/33%Approachable/36%Elitist/39%
America’s Independent Schools
www.isadvocacy.org
Image Misalignment/Misinformation• Image of what constitutes a
quality education and the image of independent schools not well aligned.
• POP and current research– Existing negative perceptions…
• Out of reach from a financial and cultural standpoint.
• Elitist and socially exclusive.
– Information gap• Limited awareness of independent school
unique value and characteristics.
America’s Independent Schools
www.isadvocacy.org
Image Misinformation
• Powerful images of independent schools are being delivered by the media (your local paper?) and politicians (your local town or county?).
• Why should you care? If the image and understanding is poor, is your school worse off? Our community?
• What about…Zoning? Testing? PILOTS/SILOTS? Exempt status?
America’s Independent Schools
www.isadvocacy.org
Image: Media
Area Private School Rates Endanger Diversity By Valerie Strauss and Jay Mathews, Washington Post Staff
WritersThursday, April 11, 2002; Page A01
Tuition will top $20,000 a year at some ofthe Washington region's elite privateschools next year, a trend that is pushingsome education bills into New York City price ranges and creating worries aboutattracting middle-class and lower-incomestudents.
America’s Independent Schools
www.isadvocacy.org
Image: Politicians• “I am personal testimony that private
schools are not up to what we do. I am personal testimony that they can’t measure up when we our job well…” U.S. Secretary of Education Rod Paige, February 2001
• “As part of their education accountability programs, states should make extensive school information available online for the public to search, policymakers said Friday.” Education Daily, October 29, 2001
America’s Independent Schools
www.isadvocacy.org
Image Misalignment/Misinformation…Why?
• Independent education has done little to address this misalignment and misinformation in a cohesive manner.
• It has not seen image advocacy as a community responsibility.
America’s Independent Schools
www.isadvocacy.org
Our Shared Strategic Issues
• Protecting independence requires respect by government/media for the social value of independent education.
• Attracting students relies on alignment of our image with that of quality education, accessibility, and affordability.
• Attracting superior teachers is a key challenge for all schools.
America’s Independent Schools
www.isadvocacy.org
Our Shared Strategic Questions
• Have we been consistently successful at communicating…– our social value to the media and
government?– tenets of quality education,
accessibility, and affordability to future parents/students?
– the value and advantages of teaching at an independent school?
America’s Independent Schools
www.isadvocacy.org
Our Shared Strategic Goals
• Increase understanding of our community…who are we and what’s unique about us.
• Create awareness of independent schools among policymakers.
• Highlight the benefits of teaching at an independent school.
America’s Independent Schools
www.isadvocacy.org
Our Shared Strategic Response:The Advocacy Initiative
• Professionally directed strategically purposeful communications.
• Designed for local implementation to…– Address public misperceptions and
negative stereotypes (the image issue).
– Build broader awareness about independent education and define our value and unique characteristics.
– Help us tell our story.• Evaluate with an ‘04 POP.
America’s Independent Schools
www.isadvocacy.org
Target Audiences
• Opinion leaders in media and government.
• Prospective teachers.• Future parents with school-age
children.• And…general public as well as
our own community.
America’s Independent Schools
www.isadvocacy.org
Achieving Our Goals
• Coordinated outreach -- delivery of consistent messages.
• Key messages designed to connect with audiences.
• Messages woven into all communications.
America’s Independent Schools
www.isadvocacy.org
Advocacy Research
• Conducted independent school stakeholder discussions and external focus groups.
• Key learnings…– Establish a clear understanding of the
term “independent school.’’– Reinforce perception that independent
schools provide individualized attention.– Demonstrate how schools challenge
students academically -- while also focusing on personal development.
America’s Independent Schools
www.isadvocacy.org
Additional Findings
• Emphasize innovative, cross-curriculum learning experiences.
• Relate positive personal stories -- a highly effective communications tool.
• Avoid absolute language -- it’s discounted and not persuasive.
• Stay positive -- use reasoned language.
America’s Independent Schools
www.isadvocacy.org
Advocacy Message #1
• Independent schools are close knit communities that are uniquely capable of providing students with individualized attention.– Classes are intimate learning
environments.– Teachers are closely connected to
students.– Schools promote regular communications
between students, parents and teachers .
America’s Independent Schools
www.isadvocacy.org
Advocacy Message #2 • Independent schools challenge
students to stretch their minds.– Schools set high academic
standards and encourage excellence.
– Teachers provide hands-on learning opportunities.
– Teachers enjoy more autonomy and, as a result, construct unique learning experiences for students.
America’s Independent Schools
www.isadvocacy.org
Advocacy Message #3
• Independent schools go beyond academics to develop responsible, independent, and community-oriented students.– Students learn how to develop critical
thinking skills and meet challenges, individually and as part of a team.
– Education extends well beyond the classroom -- to the playing field, stage, and local community.
America’s Independent Schools
www.isadvocacy.org
So, how do you implement the advocacy initiative locally? If you can’t do it all (!!!)…– Go to isadvocacy.org.– Read the Communications
Handbook.– Implement based on your capacity.– Tackle the easiest suggestions 1st.– Take the long view.
America’s Independent Schools
www.isadvocacy.org
Step One: Access Resources• Visit www.isadvocacy.org • Review the Communications Handbook
– Key Messages and Talking Points– Frequently Asked Questions– Spokespeople– Personal Profiles– Coalition Building– Targeting Audiences– Implementation Materials
America’s Independent Schools
www.isadvocacy.org
Step Two: Organize Internally• Assemble a working group to guide
local outreach -- enlist key individuals. • Review initiative goals -- see how they
relate to your school.• Identify local communications goals.
– Address strained community relations.– Overcome negative press coverage.– Change perceptions of school.– Shore up support from policymakers.– Attract high-quality job candidates.
America’s Independent Schools
www.isadvocacy.org
Step Three: Focus on Message
• Review key messages and talking points.
• Tailor the messages -- take guidance from research findings.
• Determine how your school can bring messages to life -- show, don’t tell.
America’s Independent Schools
www.isadvocacy.org
Step Four: Identify Spokespeople• Recruit a diverse range of
spokespeople who can tell -- or embody -- your story.
• Select people who are believable, persuasive and compelling, e.g., teachers, alums, parents, students, trustees, etc.
• Create personal profiles that tell your story.
America’s Independent Schools
www.isadvocacy.org
Step Five: Build a Coalition• Develop a targeted list of local
organizations, groups, businesses.• Focus on groups that can connect you
with target audiences…media and policymakers in particular.
• Spread key messages through distribution channels of organizations.
• Establish awareness of unique value and characteristics of your school.
• Create and use informational materials, e.g., community impact report.
America’s Independent Schools
www.isadvocacy.org
Step six: Tell Your Story• Identify a starting point.• Determine priority audiences.
– Prospective students / families – Qualified teacher applicants– Policymakers– Media
• “Swing into action” -- guided by the Communications Handbook.
• Leverage coalition members.
America’s Independent Schools
www.isadvocacy.org
Targeting Teachers• Involve current teachers in outreach• In delivering key messages, be sure to:
– Emphasize flexibility and autonomy– Directly address compensation – Illustrate satisfaction of current teachers
• Host special open houses for prospective teachers -- “welcome to our community”
• Tailor materials -- send targeted mailings• Coordinate internship programs
America’s Independent Schools
www.isadvocacy.org
Targeting Future Students
• Create a brochure for parents of prospective students that communicates value of an ind school education.
• Host open houses for future parents.
• Ask current parents to share their experiences with the school (testimonials, tours, etc.).
America’s Independent Schools
www.isadvocacy.org
Targeting Media • Gateway to the public.
– Broadcast– Print– Online
• Keys to successful outreach.– Effective media list– Compelling story– Strong relationships– Well-crafted press materials
America’s Independent Schools
www.isadvocacy.org
Targeting Policymakers• Engage key spokespeople.• In delivering messages, underscore:
– Value school adds to community– Effective educational practices– Community-minded students– Accountability standards
• Leverage community impact report -- particularly economic details.
• Establish regular communication channels
America’s Independent Schools
www.isadvocacy.org
Step Seven: Measure Progress
• Build feedback loops.• Solicit input from coalition
members.• Evaluate press coverage.• Listen for the “buzz.”
America’s Independent Schools
www.isadvocacy.org
Reminders• Stay focused on the messages.• Set attainable local outreach goals.• Identify and prepare compelling
spokespeople. • Be creative -- capture people’s
attention.• Find new (and different) supporters --
continue to build a strong base.• Share experiences -- build on each
other’s successes.
America’s Independent Schools
www.isadvocacy.org
Summary: Shared Collateral Benefits
• As the 1999 POP showed, communications has been our community’s shared weakness. A high-quality project will not only address this specific weakness, but can also change a culture that allowed such a weakness to persist by raising expectations across the profession about what constitutes “good practice” in communications.
America’s Independent Schools
www.isadvocacy.org
Shared Collateral Benefits
• The advocacy initiative may not only be a cost-efficient solution to a specific problem, but could become a template for future collective action.
America’s Independent Schools
www.isadvocacy.org
Advocacy Next Steps: Year One
• April – September– Distribution of AI CD-ROM to each school– AI newsletter– Rapid Response Network– Train-the-trainers– Outreach materials: independent
education overview, and then four pieces targeted at media, policymakers, prospective teachers, and future parents.
– Media hook calendar– Many other products!
America’s Independent Schools
www.isadvocacy.org
Take-aways
• Two-page description• Key messages• Communications Handbook• isadvocacy.org
America’s Independent Schools
www.isadvocacy.org
Why YOU Need to be Involved
• It’s about all of us!• We need your support, interest,
and involvement.• Secretary Paige’s advice…
America’s Independent Schools
www.isadvocacy.org
Resources
• www.isadvocacy.org!• Newsletter…
www.isadvocacy.org/aicnewsletter
America’s Independent Schools
www.isadvocacy.orgUsed with permission from The Hill School.
America’s Independent Schools
www.isadvocacy.orgUsed by permission from Northfield Mount Hermon School. Designed by Helen Merena, written by Deborah Holmon, and photo by Stuart Cahill
America’s Independent Schools
www.isadvocacy.org
New Competition: Parents Have Choice
Ad for Fairfax County Public Schools
Also, voucher schools, charters, on-line schools (k12.com) home-schooling, for-profit chain schools.
America’s Independent Schools
www.isadvocacy.org
Media: entertainment (Traffic!), editorials, newspapers, advertisements (like the one below), etc.
STEREOTYPE B: THE WASP1. Rarely associates with other species2. Formidable sting in its females3. Either eats its young or sends them to boarding school
America’s Independent Schools
www.isadvocacy.org
