dese capstone presentation
TRANSCRIPT
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A STRATEGIC COMMUNICATION PLAN BY
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Marketing Objective
To refresh the image of the Department by
promoting its active role in enhancing
statewide education and strengthening its
connection with its constituents through a
strategic communication campaign.
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Goals of the Department
Missouri students will rank in the top 10 as
measured by the National Assessment of
Educational Progress (NAEP) and other
national and international measures of
accountability.
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Goals of the Department
Missouri will provide quality, universal early
childhood educational opportunities to all
three and four-year olds as measured by
numbers of children served and a research-
based kindergarten readiness assessment.
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Missouri will recruit, prepare and
support effective teachers and
leaders as measured by the number
of qualified professionals entering the
profession, demonstrated mastery of
skills and competencies, and
improved student performance.
Goals of the Department
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The Department of Elementary and
Secondary Education will create statewide
knowledge of and respect for public
education through improved departmental
efficiency, operational effectiveness and
positive relationships with external
constituencies as measured by key
management benchmarks and constituent
surveys.
Goals of the Department
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Industry Trends
•MAP Testing
•“Fully half of our students aren‟t meeting our own
state standards for performance.” (Nicastro
presentation)
•“...positive gains in the percentage of Missouri
students who scored at proficient or advanced in
Communication Arts”. (Nicastro presentation)
•Budget Cuts
•Staff Cuts
•Current Laws
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Consumer Analysis
•Missouri public school teachers
•Parents of students in Missouri
•Faculty and administration in Missouri public schools
•Students within public schools
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Competition Analysis
•Tennessee
•“Expect More, Achieve More”
•Florida
•“What‟s Working”
•“Just Read, Florida!”
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Primary Research: What We Did
1.Survey
2.Focus Groups
3.Individual Interviews
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What We Found
Through the research we found
3 overarching themes of:
1.Awareness
2.Communication
3.Transparency
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Insight
As a young adult, I am eager to discover new
resources and opportunities pertaining to my field of
study.
“My relationship with DESE has been little to none, it‟s just been
for certification purposes.”
--Newly Certified Teacher
I don‟t know, outside the website, what resources I can use
through DESE.”
--Prospective Teacher
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I would like for the Department to understand the
ways in which I prefer to receive information and
communicate with me through those channels.
Insight
“I think there has to be more emphasis on them coming back to
sort of make sure we know…the information they are supposed
to be providing. They‟re depending on our professors, almost--
that‟s where I‟ve gotten my information about them.”
--University of Missouri Education Student
“Something short and concise that I don‟t have to
reply to. The less text, the better.”
--Newly Certified Teacher
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I want to know how to succeed in my occupation.
Insight
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I work in an altruistic field where my success is based
on others. In order for me to succeed, I need those I
work with to be as straight-forward and as transparent
as possible.
Insight
“They [DESE] should be more „visible‟ in the media.
They don‟t seem human. Lots of educators feel that
DESE personnel cannot relate to the classroom
teachers‟ situations.”
--Survey Respondent
They [DESE] just help regulate what comes
down nationally through the state of
Missouri to the public school districts.”
--Survey Respondent
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Strengths
of the Department
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Weaknesses
of the Department
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Opportunities
for the Department
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Threats
of the Department
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Who Should You Target?
Newly-Certified
and
Prospective Teachers
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Teachers As Consumers
•Most important stakeholder
•Want education updates
•Willing to seek, receive and retain
information
•Aren‟t set in their ways
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Strategy
We want to show prospective and
newly certified teachers that the
Department is the authority on public
education in the state of Missouri
and, through a lasting
partnership, provides them with the
resources and necessary tools for the
success of their students.
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Big Idea
Education is a long-distance
relay.
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Hire an unpaid student Intern from a local university
Intern for the
Department
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Meet Melissa
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Utilize the following tactics…
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Landing Page•Makes Department‟s website more accessible
•Shows content that‟s important to teachers
•Starting point for all DESE media
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Current Website
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Welcome Kit
•Connects teachers to DESE immediately
•Shows Department‟s intention to help teachers
•Gives teachers a reference point
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•Keeps teachers informed on
regular basis
•Consistency
•Chance to highlight/praise
teachers
•Provides important Department
news in simple format
E-Newsletter
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Mentorship Program
•Promoted through other tactics:
–Newsletters
•Deadlines
•Testimonials
–Online forum
•“Mentor” teachers begin the conversation
–YouTube
•Video testimonials
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Outreach Programs at Colleges
•Specific to prospective teachers
•Implemented in colleges with high student teacher populations
•Provides connection to and explanation of Department resources
•Incorporates brochures, guest lecturers, educational booths and information sessions
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Teacher Organizations
• Three teaching organizations
•Speaking Opportunities
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Online Teacher Forum•Connects teachers from different parts of Missouri
•Allows for quick responses
•Creates sense of education community
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Contest
•Specific to newly-certified
teachers
•New teachers submit lesson
plans
•Monthly prizes
•Promotes healthy competition
•Instills sense of pride
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Conference
•MNEA Conference
•Co-sponsor with MNEA
•Allows teachers to learn how to:
–Improve home/school communication
–Build a classroom community
–Develop a smoothly flowing classroom with effective organization, routines and lesson plans
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Webinars
•Archived after presentation for future
reference
•Posting Timeline
•E-mail Reminder
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Social Media•Twitter
•Appeals to newer teachers and their manner of communication
•Daily updates
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•YouTube•Displays a more personal side of the Department
•Instructional videos
Social Media
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•Facebook•Appeals to college-aged prospective teachers
•Links to other social media platforms
•Photo Album
Social Media
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In-Service/Workshop
•Held prior to start of school year
•Satisfies “educational hours”
•Allows teachers to:
–Interact with the Department
–Learn about the Department’s resources
•Allows DESE to promote other programs
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Organizational Chart
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Budget
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All of the tactics connect with
one another through our
educational relay race…
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The Long Distance Relay
Outreach
ProgramsWelcome Kit E-Newsletter
Mentorship
Program
Landing Page
Online
Teacher
Forum
Contest
Conferences
WebinarsSocial MediaIn-Service/
Workshop
Organization
Flowchart
Start with DESE
Finishwith DESE
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Questions?
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