San Joaquin County Office of Education one.Charter Communication Plan
First, an honest self-appraisal of your program is required, with special emphasis on thedepartment’s analysis of its strengths and challenges, opportunities and threats (SCOT).Complete the following before moving on to the communication matrix.Mission – Describe what business you are in. This requires a clear, focused sense of purposeand direction: One. Charter Academy of the Performing Arts provides students 7 to 12 grade with a non-traditional education, allowing them to explore the performing arts.Research – Clearly identify the department’s target markets and learn everything possibleabout them. What they perceive, what they value, what’s important to them and whom theylisten to -- then develop messages that fit each. The age of one-size-fits-all schools andcommunication is over. Research methods can be as simple as looking around and listening,reading a report, having a conversation, or as elaborate as conducting a survey or engaging acommunity in facilitated focus group sessions.MARKET/CUSTOMER ANALYSISTarget Market - Who are the customers? We will be providing services primarily to: Customers: Check All That Apply: % Of Business Administrators: Board of Trustees: Faculty: Staff: Volunteers: Consumers: Donors:
Local Public Activists: Other: Performing arts students Other: Parents Other: At-risk studentsWe will target customers by: Research Method Findings From Research Mailer/Post card (to be distributed at schools and Stockton Asparagus festival) Web Site (on SJCOE>Alternative Ed site, hosted site possible for future) In-Theatre CineMedia advertisement School newslettersBudget:What is our budget in regard to marketing/communications?
To Be DeterminedHow much will our program spend on marketing our services this coming year?$______________TBA__How much time will our staff spend on marketing our services this coming year?________________How competitive is the market? High Medium Low X
A. Customer Assessment: StudentsSpecified Interested inCustomers At Risk Performing Students ArtsWhat Do They Pride, self Creativity,Value? esteem freedom, expressionWhat Are Their To obtain high To findGoals? school opportunities diploma – to perform move to and enhance either higher skills, have education or effective vocation outlet for self expressionWho Do They Media, friends Media, friendsListen To?What are Their Flexible OpportunityNeeds/Wants? schedule, an to develop environment their sense of that goes self beyond the typical classroomWhat Are Their Fiscal, LimitedChallenges? making/meeti opportunity ng goals, being seen as ‘just another student’
Flexible Creative schedule, environment, creative apprenticeshiWhat Benefits Does environment, ps, flexibleOur Program apprenticeshi schedule,Provide Them? ps – real competition world opportunities experience Unique Experienced learningWhat Qualities Make teachers, environment,Our facilities, real staff,Product/Services worldUnique To Them? experience through internships Gives them Helps them stage/school achieve to excel, gives focused and themHow Do Our obtainable opportunitiesServices Further goals, gets to competeTheir Goals? them and gain involved/inves recognition, ted in their develop skills education by performing creative/alter arts nate methodWhat is the None NonePrice/Cost To Themin Utilizing OurProgram?
What Position Do Allow for a Academy thatWe Want To Hold in flexible, valuesThe Marketplace in creative, non educationthe Mind of Our traditional throughCustomers? learning creativity environment
B. Program Assessment:Product/Service, One. Charter Academy of the PerformingWhat it Does: Arts provides students 7 to 12 grade with a non-traditional education, allowing them to explore the performing arts. Creative approach to education,Strengths: instructors, facility Student enrollment – having students sign off on ‘informal probation’, notChallenges: appearing to openly recruit against LUSD Unique nature of school (no similar institutions), Providing at-risk studentsOpportunities: with flexible, creative way to obtain high school diplomaThreatsMarket Share (% of target market your program Small percentage (100 students)serves):Price/Strategy: Instruments, computers, software,Materials/Supplies, Where Will You Get Them? dance equipment, speakers/sound systemProduct/Service Special and Unique FEATURES Facility, computer/software,(characteristics) to Emphasize: instructors
Flexibility, multiple pathways for students, academy’s focus on drama, Product/Service Special and Unique BENEFITS to music (instrumental, vocal), and Emphasize: dance, nontraditional/creative environment Academy in which students are What Kind of Image Do We Want to Have? encouraged to be creative and succeed through the performing arts. LUSD, Lincoln Center Environmental/Geographic Considerations: Equipment cost (computers, software), instrument cost (students Economic Factors: provide their own instruments or are able to rent/borrow from academy) Legal/Governmental Considerations: Creative/alternative way to complete Advantages/Disadvantages Over Competition: high school Factors Affecting Our Market Over Which We Have Budget constraints, local competition, No Control: opportunities,C. Competitor Assessment:Who are our competitors? Complete the following for each of your competitors. #1 Stockton #2 Lodi High #4 Stagg School of School: #3 Venture High School, Competitors Health Agricultural Performing Academy Careers Science Academy Academy Arts
Address:6130 Pacific Avenue, Stockton, CA4220 Commercial Drive, Tracy, CA 2829 1621 Transworld Brookside Drive Road, Stockton, CA Stockton, CA 95206 Years in Business Not specified Market Share (% of market served) Price/Strategy Experienced teachers, offer Product/Service fall/summer Special and concerts, Unique Features enter 2-3 regional competitions Experienced staff, Strengths Challenges Opportunities
Threats Similarities To/ Differences From Your Product/ServiceD. Planning – Goals and Objectives. Strive for SMART (Simple, Measurable, Achievable,Resources, Tasks). Complete the following matrix using information from the previous pagesand the “Marketing Elements” handout from the Communications Department. Develop theAction Plan: strategies/tactics to reach the objectives. Strategi Budget Key es, Person Objecti Timelin Measur Resour messag Tactics respons ve e ement ces es Action ible needed steps Goal 1: Enrollm ent one. 1.Attend Charter as Communit L y Events 2 3 4
Goal 2: Partners hips Providing Create real world excel experience sheet of to Developin dance students, g studio, 1 providing Apprentice recording communit ships studios, y theatres/p outreach/ roduction to company; businesses 2 3 4Goal 3:
Department Goal3: StaffDevelopment1234Department Goal4:Technology1234
Department Goal5:EmploymentOpportunities1234Department Goal6:Communication1234
While completing your assessment and action plans keep the following in mind:Execution and MonitoringAssign a keeper of the plan to make sure that action plans are carried out as designed or to pullthe planning team together to redirect efforts, if needed. Ongoing monitoring system to trackprogress and to break each objective into small, accomplishable stepsCommunicatingSchedule times to meet/deadlinesEvaluatingFormative – subjective, ongoing during the processSummative – conducted when campaign is over and the result known. Focuses on why wewere, or weren’t, successful and how we might do a better job on a similar effort in the future.Learn from our mistakes – or successes – so we do better in the future.
PAGEPAGE 12 DRAFT Template – COSP/one.charter • Communication Plan • 4.12.10Events: Lincoln Center Live, San Joaquin County Fair, VALLEYDANCE 2010: Community inMotion Weber Point (May 8th 11:00 AM - 5:00 PM by New Dance Company), AsparagusFestival, Concerts in the Park (schedule TBA), Downtown Art Walk, S.T.A.R ShowcasePlaces to distribute printed material: Stockton Civic Theatre, Summer Program: KUDOSChildren’s Theatre (ages 6-19), Empire Theatre, Bob Hope Theatre, Downtown Art WalkAdvertising: Bus ads (refer to price rates); online Record ad (type- static, flash, video, floating,expanding, page peel; size - logo 160x60, medium rectangle 300x250, button 120x60, halfbanner 234x60, full banner 468x60, skyscraper 120x600), Radio KWIN 97.7 plugs (refer to adexcel sheet)Other: Press Release, SJCOE Productions?, Teacher profiles (when staff is established) on website, Facebook Fanpage (linked to FB ad)Goals: Enrollment, Community Outreach, Establishing Image in Community,