coeur d'alene high school marketing plan sy2010

of 10 Coeur d’Alene High School Marketing Plan 2008-2010, Approved 9/13/07

Coeur d’Alene High School Marketing Plan

FY2009 through 2012

Randy Russell, Principal Todd Gilkey,Assistant Principal

Michael S. Nelson, Assistant Principal Troy Schueller, Assistant Principal

Assistance in this plan came from the counseling team, building secretaries and marketing students under the direction of Mr. Jon Hastings.

Approved and Adopted by the Staff Advisory Council: XXX


Background Coeur d’Alene High School has a proud academic and athletic tradition in the Pacific Northwest that has grown through the remarkable work of faculty, staff and students over the past century. Today, our school serves nearly 1,500 students from the communities of Hayden, Dalton and Coeur d’Alene, Idaho. Our school is committed to the complete education of each student with an emphasis on academic excellence, individual achievement, and social growth. CHS offers a student-centered and student-friendly atmosphere where success is expected, encouraged, and attained. Our motto is “Continuing the Tradition of Excellence.” Our school bases all decisions on 5 principles, all starting with the letter R: Relationships, Rigor, Relevance, Results, and Rewards, each identifying key components of creating a high school environment that nurtures a student’s social growth, but also has a strong academic feel. Students are held accountable for their learning by continuous assessment, celebration of accomplishments and goal setting through a variety of sources. However, the days of ‘business as usual’ in a high school may be soon ending. Our school has seen a steady decrease in enrollment which can be attributed to the academic standards of our school, a lack of variety in course offerings and a declining enrollment in our normal attendance boundary, although our school accepts out-of-district transfers. It has become very clear that students, by far, state that they feel safe in our environment, but for many, the offerings at our traditional high school do not match their needs, as enrollment in alternative / charter high schools has increased as well as that of our sister high school, Lake City High School. The purpose of this plan is to market the talents of our students, celebrate the accomplishments of our school community and continue to earn the support and trust of our community to earn an education at Coeur d’Alene High School. We believe, that when identifying our strengths and having a constant message about how our school has led, and will continue to lead, the educational opportunities in our region. Our goal is simple, we want to be recognized as a ‘Premier High School in the Northwest.’


Mission and Core Values Mission Statement Coeur d’Alene High School is committed to an environment of academic excellence and citizenship that empowers our teaching community to develop exceptional curricula, nurturing lifelong learning and character development in our most important asset: our students. Values Statements At Coeur d’Alene High School, we commit to:

EXPECTING students to demonstrate achievement in accordance with nationally recognized standards.

FUNCTIONING as a transitional experience for each student’s next stage of life, with the understanding that ultimately each student must earn a living.

PROVIDING students with multiple options. PREPARING each student to be a lifelong learner. CONTRIBUTING to a foundation building good citizenship while learning to participate in our

democracy. PLAYING a role in the personal development if young people as social beings, who have

needs beyond those that are strictly academic. LAYING a foundation for student participation in an increasingly technological society. EQUIPPING young people for life in a country and a world in which interdependency links their

destiny to that of others, no matter how diverse those others may be. SUSTAINING a philosophy that advocates for young people without reservation.

Marketing Vision The marketing vision of Coeur d’Alene High School is to raise awareness of the successes currently being seen in our building, therefore increasing enrollment and supports for student activities, clubs and school events. Target Audience Our target audience is community members in the cities of Coeur d’Alene, Hayden, Dalton, Post Falls and Rathdrum with an emphasis on young adults from the ages of 13-20. This is to attract quality middle school students to use open enrollment and come to Coeur d’Alene High School, retain students in our attendance boundary and build relationships with young adults after graduation, collaborating with their parents / guardians to have a lasting feeling of connectivity with our school, administration and students. Goals & Objectives Goal 1 By the end of 2010, all Coeur d’Alene High School mailings / signs and marketing

materials are consistent. Objective 1.1 Communicate marketing plan with Viking Boosters, Sports Cellar, Kimmel Athletic

and other clothing providers to produce consistent use of logo and colors. Objective 1.2 Communicate with Jostens to ensure that all stationary and correspondence are

consistent in design. Objective 1.3 Create templates for stationery use on InfoCenter for common use. Objective 1.4 Create sponsorship to allow for t-shirts available for awards for staff / students. Objective 1.5 Offer class with goal to make all programs / agendas and handouts for events.


Goal 2 By the end of 2011, every student, staff member and Viking Booster will wear

Viking Blue on Friday. Objective 2.1 Have greater availability of Viking Wear available at our school.

Strategies Add additional cabinet of Viking Wear near student entrance Have Viking Wear available with a manned table once a month during lunch periods.

Objective 2.2 Have Viking Wear available at every varsity activity. Strategies Create a box of Viking Wear that can be used with each activity. Objective 2.3 Engage in a marketing campaign with Viking Boosters and school community to remind

that Friday is ‘True Blue Friday.’

Strategies Send reminder emails to staff before Friday. Make weekly announcements on public address / KCDA-14. Reward classrooms with high percentages of Viking Blue at random. Goal 3 By the end of 2010, Coeur d’Alene High School has a consistent presence in print

and multimedia. Objective 3.1 Send press releases for exciting / unique events surrounding our student body and

staff.

Strategies Ensure that all newsletters are sent to local media outlets. Tools Follow-up telephone calls to media outlets to encourage coverage. Place current events on website as tool for communication.

Encourage parents to share information regarding their students. Tools Open Facebook account for information sharing / building fan base. Open Twitter account to send targeted messages to fans. Send press releases to public address announcers for events. Request time for recognition at school board meetings


Schedule and Budget

Goal/Objective Strategies Tools Time

Period Who is

responsible

Cost estimate (if blank, cost

is In-Kind)

Existing or New source of

funding 1.1: Communicate marketing plan with Viking Boosters, Sports Cellar, Kimmel Athletic and other clothing providers to produce consistent use of logo and colors.

Send emails and make efforts to communicate marketing plan face-to-face with school and district personnel.

Email Telephone

3 months Administrative Team

1.2: Communicate with Jostens to ensure that all stationary and correspondence are consistent in design.

Communicate face-to-face during visitation or via email with Bob and Julie Casagrande

Email Face-to-face Telephone

1 month Administrative Team

Variable Existing

1.3: Create templates for stationery use on InfoCenter for common use.

Create commonly understood templates for classroom handouts, activity programs, letterhead, business cards

Face-to-face Email


Variable

1.4: Create sponsorship to allow for t-shirts available for awards for staff / students.

Create lasting partnership with local businesses to have t-shirts on hand to reward exceptional student deeds

Face-to-face


1.5: Offer class with goal to make all programs / agendas and handouts for events.

Use existing Business-Management Technology course to maintain consistent use of materials.

6-10 Students Teacher Training Student Training

Ongoing Administrative Team A. Carrico

Existing

2.1 Have greater availability of Viking Wear available at our school.

Work with Viking Boosters and external vendor to increase number of items, available at a reasonable price, for students, staff and supporters


Ongoing Administrative Team R. Giles

2.2: Have Viking Wear available at every varsity activity.

Work with boosters to ensure that a table is available at each activity.


Ongoing Administrative Team R. Giles

2.3: Engage in a marketing campaign with Viking Boosters and school community to remind that Friday is ‘True Blue Friday.’

Create a campaign with a common logo to identify the use of royal (Viking Blue)around our school community.

Email Face-to-face Print

Ongoing Administrative Team A. Carrico


3.1: Send press releases for exciting / unique events surrounding our student body and staff.

Have common format for press releases available and communication to newsletter for media outlets.

Email Print Telephone

Ongoing Administrative Team Staff


Appendix Coeur d’Alene High School has a desire to protect its ‘brand’ in the surrounding community, but maintaining consistency in logos, color schemes and message. To that end, please adhere to the following logo options whenever communicating about or referring to our school:

Official Title: Coeur d’Alene High School Official Motto: Continuing the Tradition of Excellence Official School Colors: Royal Blue (Pantone 286C) and White (Pantone White) with Black Accent (Pantone Black C) Official Font Scheme: “Coeur d’Alene” (Ale and Wenches) “Vikings” (Alexis Expanded) with Arial / Helvetica text. Official Logos: Please see the logo set and titles below

Viking Banner Long

Coeur d’Alene High School Viking C

Coeur d’Alene High School Crest

Coeur d’Alene High School Seal


Coeur d’Alene High School

Renaissance

Coeur d’Alene High School Rising Viking

CHS Viking Script

Coeur d’Alene Vikings Banner


True Blue Logo

Viking Booster Club Logo

Regional and District Recongition Banner Updateable with Years of Recognition

$84.00 Initially / Updateable Annually for $10 per Year

State Championship Banner $49.00 Apiece

Recognition Banner

$49.00 Apiece


Letterhead

The proposed letterhead maintains the consistent elements of the marketing campaign, but still is clean and able to be used for multiple purposes.

Business Cards

The business cards proposed maintains the consistent elements of school colors and presents a fresh look for the recipients. Additionally, the business card template can be generated in-house allowing teachers / support personnel and other staff to print their own cards if not allowed within the current budget. Newsletter Already in production, the school’s newsletter is produced every other Monday and sent to every parent / guardian associated with our school, over 3,500 in total. The newsletter makes a strong emphasis on student successes and includes links to external resources for additional information. The newsletter is also posted to our Facebook account and Coeur d’Alene High School website.

coeur d'alene high school marketing plan sy2010

Documents