David G. Burnet ES

Samuel D. SarabiaChief Elementary Schools Officer

Elizabeth DowSchool Support Officer

Cynthia A. GalavizPrincipal 

2013 School Marketing Plan

© Burnet ES, 2013 

5324

232317

19

91

293

TijerinaCarrilloLantripRuskCageFranklinOtherZoned to Burnet

Background

Race/Ethnicity Students %

Hispanic 515 98.3%

White 4 0.8%

African American 1 0.2%

Other 4 0.8%

Students by Program

Bilingual 268 51.1%

ESL 9 1.7%

Special Ed. 33 6.3%

Gifted & Talented 67 12.8%

Title I 524 100%

Economic Disadvantage 516 98.5%

Limited English (LEP) 299 57.1%

At‐Risk 376 71.8%

Enrollment : 524 students (K – 5th Grade)

*October 26, 2012 (Snapshot Date)

Transfers: 231  students (44.0%) Transfers (within HISD):211 (98.7%)Transfers (outside HISD): 13 (1.3%)

Data Report 1/30/2103

Students Distribution based on school zone

© Burnet ES, 2013 

Background2003‐2013 Enrollment History

803761

685 713670 645 658 626 609 583

524

0

100

200

300

400

500

600

700

800

900

2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013

Num

ber of Stude

nts

End of the Year Enrollment Trend

Enrollmentt

Kinder‐ 6th GradePK‐ 6th Grade Kinder‐5th Grade

Background

© Burnet ES, 2013 

Competitor AnalysisLocation of  Burnet ES against its potential competitors

Tijerina ES

Carrillo ESKipp

Cage ES

Lantrip ES

Rusk ES

HISD Competitor       Charter School Competitor                   Burnet ES Attendance Zone

Burnet ESRipley

© Burnet ES, 2013 

Total Market Competitor AnalysisSchool District Grades Magnet Advanced

Academics ProgramAfterschool Program

2011TEA Rating

Burnet HISD K‐5 No VanguardNeighborhood

No Recognized

Tijerina HISD PK‐5 No VanguardNeighborhood

Yes Recognized

Ripley House Charter EE‐8 NA NA Yes Exemplary

Rusk HISDCombined

EE‐8 Math, Science, & Technology

VanguardNeighborhoodPre AP

Yes Exemplary

Lantrip HISD PK‐5 EnvironmentalScience

VanguardNeighborhood

Yes Exemplary

Cage HISDCharter

PK‐5 No VanguardNeighborhood

No Exemplary

Carillo HISD PK‐5 School Wide Vanguard Program

Vanguard Magnet

No Recognized

Franklin HISD PK‐5 No VanguardNeighborhood

Yes Acceptable

© Burnet ES, 2013 

Market Segment Competitor Analysis School Competitive Advantage Weaknesses

Burnet •Enclosed building•Safe campus/Security (Parents’ Perception)•Part time counselor•Better student discipline•Full time nurse

•No afterschool program•No parent parking lot•Lack of parent classes (ESL, Computer, etc.)•No Pre‐Kindergarten/Head Start

Tijerina •After school program•Pre‐Kindergarten•Head Start program

•Open Campus (less safe / exposed to weather conditions)•No counselor

Ripley House •EE‐8 Grade•Parent parking lot available•Social Services•After‐School Program•Location: Proximity to HCC and HS campus•Longer school day and more instructional days during the school year•Garden•Free computer classes for parents

•Open building to the public (safety issue)•Part time school nurse•Some non‐certified personnel•No athletics program•Poor lunch meals served (parents’ perception)

© Burnet ES, 2013 

Market Segment Demographics

77011 Zip Code Demographics National Percentile Rank (0‐99)

Median Income ($) 24,612 6Cost Of Living Index 43.8 2Median Mortgage To Income Ratio (%) 19.7 29Owner Occupied Homes (%) 41.9 5Median Rooms In Home 3.7 2College Degree (%) 2.3 0Professional (%) 7.9 0Population 23,152 78Average Household Size 3.6 97Median Age 27.6 3Male To Female Ratio (%) 115.7 96Married (%) 55.3 23Divorced (%) 6.3 10White (%) 3.5 0Black (%) 1.2 47Asian (%) 0.2 35Hispanic Ethnicity (%) 94.8 99

Burnet ES serves students that come from young, predominantly 

Hispanic parents that are generally in the low socioeconomic bracket. 

© Burnet ES, 2013 

Customer Analysis

Dates in which the survey was conducted: 02/01/13 - 02/05/13

•Number of Surveys Collected: 163

•Burnet ES has 215 families on

“Free or Reduced Lunch”

•Surveys were completed in Spanish: 57.7%

• 77011 zip code residents: 66.8%

•Both parents are employed

outside the home: 33.7%

•Burnet is a safe school: 94.1%

•Burnet is friendly and welcoming: 94.8%

Sample of the survey that was sent home © Burnet ES, 2013 

Customer Analysis

88.90%

69.40%

79.20%

57.70%

38.30%

89.60%

61.00%

0.00%

10.00%

20.00%

30.00%

40.00%

50.00%

60.00%

70.00%

80.00%

90.00%

100.00%

Quality of Education 

Proximity/Location  Building Facilities  Family Attended Burnet

Baby‐Sitter Convenience

Quality of Teachers School Clubs and other 

extracurricular activities 

Parents’ Survey Results

The percentage of respondents ranked the above as “Very Important”  in sending their children to Burnet Elementary© Burnet ES, 2013 

Customer Analysis

At Risk Students Points

Descriptor •Low SES (98%)•LEP (57%)•At Risk (72%)

Primary Needs

•Quality Education –Reading on grade level, Problem solving, English acquisition, Fine Arts•Quality  Teachers –GT certified, ESL certified, Neuhaustrained

50

Secondary Needs

•Instructional Intervention –During school•Tutorials –After school, Saturdays 40

Tertiary Needs

•Safety•Counseling services•After‐School Program

10

© Burnet ES, 2013 

Positioning Statement

David G. Burnet is the best elementary school in the East End

for Hispanic students because we provide:

• a high‐quality education in Reading, Math, and Science

• a safe and nurturing environment

• counseling to meet students’ emotional needs.

© Burnet ES, 2013 

Implementation Plan

3. Counseling/Services to Meet Students’ Emotional Needs

Counseling ServicesAfter‐School Program

Continue to provide student counselingImplement an After‐School Program

2. Safe and Nurturing environmentHealth/Primary Care

Anti‐Bullying Character Education

Anti‐Bullying + Character Education will be embedded in the daily program

1. Provide a High Quality EducationReading, Math, and Science Instruction

Professional DevelopmentTutorial Program

Monitor PD skills implementedMonitor tutorial Program

© Burnet ES, 2013 

Marketing Mix/Implementation Plan

Product Promotion People Process Price•Reading •Reading Family Night

•School Web Page•Interventionist (fulltime)

•Support struggling students in Reading•Support with TPRI, Tejas Lee, and HFWE administration

•Family Night: $100•Interventionist: $59,270 (Salary)

•Test Preparation Materials

•Title I Coordinator •Coordinator and teachers collaborate about best materials to purchase

•$23.700 (Salary)•$10,000 Test Materials

•Writing •Flyers (Eng./Span.)•Phone Calls to parents•Announcements•School Calendar

•Interventionist (part time)

•Supports struggling 1st – 4th grade students in writing

•$20,000 Salary

•Tutorials(Afterschool and Saturdays)

•Flyers (Eng./Span.)•Phone Calls to parents•Announcements•School Calendar

•20 Teachers (1st – 5thgrade)• 1 administrator (supervision)

•Identify struggling students  who arein need of extra support

•$30,000 (Extra duty pay)

•ProfessionalDevelopment

•School calendar •Classroom teachers •Teachers and administrators identify areas of instruction that need support•SDMC

•$3,000

•Science •Science Family Night•Habitat Fun Day

•Science lab teacher•Classroom teachers

•Science lab teacher conducts a material inventory every month to determine purchases needed•Grades 2nd – 5th will  utilize the lab at least 3 times a week

•$ 52,280 (salary)•$1,000 (lab supplies)•$150 (Habitat Fun Day)

1. Provide a High Quality Education

© Burnet ES, 2013 

Marketing Mix/Implementation Plan

Product Promotion People Process Price•GT Expo •Flyers (Eng./Span.)

•Phone calls to parents•Announcements•School Calendar•School Web Page

•GT teacher coordinator •GT teachers facilitate students in project development on a selected theme

•$720 (Stipend)

•Math •Math Family Night •5th grade Math teacher •Reasoning Mind Math program is implemented everyday to all 5th graders in the Math computer Lab

•$6,000 (Teacher)•$4,500 (Students)•$‐6,000 (HISD funding)•Total:$4,550

•Data Analysis •Campus EducationalTechnologist

•Provide teachers with data reports and analysis by identifying student's areas in need of  instructional support

•$1,200 (Scanner)

1. Provide a High Quality Education (Cont.)

© Burnet ES, 2013 

Marketing Mix/Implementation Plan

Product Promotion People Process Price•Character Education•Drug use effects•Anti‐Bullying awareness 

•Flyers (Eng./Span.)•Announcements•School Calendar•School Web Page

•AAMA Counselors•Chicano Center Counselors

•Provide an 8 week program addressing drug use effects, character education, anti‐bullying, etc.•Student Assembly

•No cost(Volunteers)

•Anti‐Bullying •School Web Page•E‐Rate

•CET (Computer Lab) • Computer Lessons •Time

•Health and primary care

•School Web Page •Nurse (Full time) •School nurse attends to sick and injured students•Coordinates Health Fair

•$52,820 (Salary)•$1,000 (Supplies)

•School Cameras •District Technicians •Cameras and monitors are installed throughout the campus for security

•No cost to school

•Metro Safety Program

• Flyers (Eng./Span.) •Metro rep. •Student Assemblies•PAC Meetings•Open House

•Time

2. A Safe and Nurturing Environment

© Burnet ES, 2013 

Marketing Mix/Implementation Plan

Product Promotion People Process Price•CounselingSessions

•School Web site •Hourly counselor •Counsels students as needed•Presents info on Character Ed to families

•$25,000 (Salary)

•After‐SchoolProgram

•Flyers (Eng./Span.)•Announcements•PAC Meetings•Early Student Registration•Meet and Greet •School Web Page

•School Coordinator•Afterschool Program Personnel 

•Child care licensing•Program flyers will be sent home to advertise registration, cost, etc. in May

•$500 (licensing)•$100 (promotion)•$5000 (SchoolAdministrator)

•Voucher Program •Ms. Zamora •Once a homeless family enrolls a child, they are provided with info, such us how to get supplies, uniforms, etc. Parents call the school and request these items and transportation to collect items.

•Time

3. Counseling/Services to Meet Students’ Emotional Needs

© Burnet ES, 2013 

Strategic AnalysisArea  Proposed Change  Rationale/Logic Expected Effect, when will 

we see results, how will competitors react, etc. 

Effective Instruction ‐Improve primary grades instruction with effective staff

‐Provide quality education ‐Fall 2013‐50% of students will be at or above the 50th percentile on the Stanford 10 in Total Reading and Total Math

Professional Development

‐Teachers must justify rationale to attend requested PD and submit a “Reflection” describing how they will implement new strategies

‐Maximize time, efficiency, funds, and instruction

‐Fall 2013‐Observations of acquired strategies‐Improved student achievement

Student Tutorials ‐Monitor student progress‐Use student data to drive instructional grouping

‐Ensure the effectiveness of the student tutorial program

‐Fall 2013‐Accountability: 75% students in tutorials will show academic growth on common assessments

After‐School Program ‐Implement Program ‐Address needs of our working parents

‐Fall 2013‐ Increased student enrollment

Parent ESL/Computer Classes

‐Offer parent classes during the school day

‐Address needs of parents‐Increase parent involvement

Fall 2013‐Increase parental involvement by 10% from last year

© Burnet ES, 2013 

David G. Burnet Elementary School

5403 Canal St. Houston, TX 77011‐2307 Phone: 713‐924‐1780. Fax: 713‐924‐1783http://es.houstonisd.org/burnetes/ 

© Burnet ES, 2013