Expect More Tehama


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Presentation given by Melissa Mendonca on the Panel: "Inspiration for Higher Education: Engaging Youth at All Ages" at the Great Valley Center's Annual Conference on May 6, 2010 in Modesto, CA.

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Expect More Tehama

  1. 1. A community wide movement to raise awareness and provide options for higher education
  2. 2. College Go-Rates
  3. 3. Percent Students Taking SAT
  4. 4. Drop Out Rates
  5. 5. The Higher Education Movement <ul><li>Background </li></ul><ul><ul><li>An eclectic group of community members began dialog about increasing the number of students who graduate from high school and go to college. </li></ul></ul><ul><ul><li>Initially the goal was to use grass roots marketing to increase that number. </li></ul></ul><ul><ul><li>The action has grown to a community wide movement, supported by a diverse group of dedicated people. </li></ul></ul>
  6. 6. Higher Education through Higher Expectations <ul><li>Movement Goals: </li></ul><ul><ul><li>All Students in Tehama County graduate from high school. </li></ul></ul><ul><ul><li>All Students have access to and are prepared for success in college. </li></ul></ul><ul><ul><li>All students have access to pathways sustainable for jobs and careers. </li></ul></ul>
  7. 7. Expect More Tehama Commitment <ul><li>It is not the sole responsibility of our education system to teach our students… we must Expect More Tehama . </li></ul><ul><li>The grass roots movement is lead by the community in order to enhance the community. We expect more. </li></ul><ul><li>The Expect More Tehama Commitment is an unprecedented commitment by a diverse and committed group of community members, partnering with educators, institutions and colleges that want to see positive change in Tehama County public schools, and better prepare our students for college and the 21st century workplace. </li></ul><ul><li>The Expect More Tehama Commitment identifies important areas where its partners can work together to address pressing educational issues, better leverage resources and have a measurable impact. </li></ul>
  8. 8. Expect More Tehama Commitment <ul><li>Compact Signers: As of April 2010 </li></ul><ul><ul><li>Rolling Hills Casino, Tehama County Superintendent of Schools, Girls Inc, Tehama County Mentoring Program, SERRF After School Program, Shasta College, Job Training Center, Tehama Economic Development Corporation, NEXT Tehama network of young professionals. </li></ul></ul>
  9. 9. The Name & Brand
  10. 10. Marketing Plan for Expect More Tehama <ul><li>The Philosophy: </li></ul><ul><ul><li>Non-intrusive, non threatening campaign focused around enhancing, revitalizing and infusing support to current or new systems. </li></ul></ul><ul><ul><li>Create a plan for each audience (stakeholder) group to add awareness and/or support. </li></ul></ul><ul><ul><li>Utilize the diverse support team to support and broaden existing plans. </li></ul></ul><ul><ul><li>Launch with Education Summit on </li></ul></ul><ul><ul><li>May 26, 2010 </li></ul></ul>
  11. 11. Reaching the Stakeholders <ul><li>Based on the goals, the movement will focus on raising awareness and generating support to the stakeholders of our community through a comprehensive marketing plan: </li></ul><ul><ul><ul><li>Students </li></ul></ul></ul><ul><ul><ul><li>Parents </li></ul></ul></ul><ul><ul><ul><li>Educators </li></ul></ul></ul><ul><ul><ul><li>Business Sector </li></ul></ul></ul><ul><ul><ul><li>Support Services </li></ul></ul></ul>
  12. 12. Marketing to our Students <ul><li>Beginning in preschool and promoting throughout the elementary and high school experience, the campaign will focus on providing college options. </li></ul><ul><ul><ul><li>College OPTIONS Programs and Challenges </li></ul></ul></ul><ul><ul><ul><li>Career Day </li></ul></ul></ul><ul><ul><ul><li>College Campus Field Trips </li></ul></ul></ul><ul><ul><ul><li>College Logo T-Shirt Project </li></ul></ul></ul>
  13. 13. Marketing to our Parents <ul><li>The message to parents is two-fold; educating on the accessibility of college and providing the tools/resources to usher their students to college. </li></ul><ul><ul><ul><li>College OPTIONS Parent Meetings </li></ul></ul></ul><ul><ul><ul><li>Career Day with parent resources </li></ul></ul></ul><ul><ul><ul><li>General awareness for the opportunities that higher education provides </li></ul></ul></ul>
  14. 14. Marketing to our Educators <ul><li>Respecting the tremendous amount of responsibility our educators have, our campaign goals are to support the current system and look for ways to aid in enhancement (funding, implementation, etc). </li></ul><ul><ul><li>College OPTIONS Advisors and Services </li></ul></ul><ul><ul><li>Marketing materials for distribution </li></ul></ul><ul><ul><li>Other </li></ul></ul>
  15. 15. Marketing to the Business Sector <ul><li>This is a community wide movement! Involve the business sector to support our efforts by promoting our vision and supporting our goals! Engage business to support our tactics as we begin to implement them. </li></ul><ul><ul><ul><li>Create a Plaque to promote campaign . </li></ul></ul></ul><ul><ul><ul><li>Create “Badge of Honor” to promote campaign.    </li></ul></ul></ul><ul><ul><ul><li>Work with local papers to promote campaign.    </li></ul></ul></ul>
  16. 16. Marketing to Support Services <ul><li>These include the many non-profits and service clubs who relentlessly contribute to the well being of our community. Many programs exist that are in alignment of the Expect More Tehama Goals. Our mission is to partner with them and co-brand the message. </li></ul><ul><ul><li>Girls Inc, SERRF after-school program and Tehama County Mentoring Program </li></ul></ul><ul><ul><li>Local scholarship programs </li></ul></ul><ul><ul><li>Speaker’s Bureau </li></ul></ul>
  17. 17. Measuring our Success <ul><li>Increase College Go-Rates for Tehama County from 36% to state average of 47%. </li></ul><ul><li>Decrease 4-year high school dropout rate from 21% to the state average of 19%. </li></ul><ul><li>Increase the number of students that take the SAT/ACT tests from 14% to state average of 35%. </li></ul>