Highlandtown Elementary/Middle School Analysis
•Download as PPTX, PDF•
0 likes•81 views
Marketing/Communications recommendations based on studies for Baltimore City school - Highlandtown Elem/Mid
Recommended
More Related Content
What's hot
What's hot (20)
Similar to Highlandtown Elementary/Middle School Analysis
Similar to Highlandtown Elementary/Middle School Analysis (20)
More from Janessa Shaikun
More from Janessa Shaikun (8)
Recently uploaded
Recently uploaded (20)
Highlandtown Elementary/Middle School Analysis
- 1. Highlandtown Elementary/Middle School Analysis & Marketing/Communications Recommendations Johns Hopkins Carey School of Business – May, 2012 Presented by Janessa Shaikun & Jennifer Kolodny
- 2. • Complex, changing competitive landscape • Does Highlandtown Elementary/Middle School have differentiating characteristics- are they competitive? • What can Highlandtown Elementary/Middle School do to assure that they will maintain full enrollment, and build a reputation for developing academically advanced students? Educational Environment Changes and Differentiation •Problem Statement
- 3. Characteristics of “Higher Achieving Schools” (Model Schools) Characteristics of Highlandtown Elementary/Middle Large number and variety of after school activities Large number and variety of after school activities Advanced technology Advanced technology Teachers with personal involvement Teachers with personal involvement Activities with community involvement Activities with community involvement Strong Parental Involvement Does Highlandtown Elementary/Middle School have differentiating factors? YES! •Assessment
- 4. •What do Parents Want From a School? #1---Student Achievement #2---Close to Home #3---School Focus (What will be a distinguishing characteristic when my child completes 8th grade?) #4---Extra curricular activities #5---Effective leadership #6---Positive Atmosphere #7---Experienced Staff #8---Dedicated Staff #9---Nurturing learning environment
- 5. POSITIVE DIFFERENTIATING FACTORS • School safety • Ability to obtain supplies • Superior website and social media • Weekly news and event announcements • Monthly newsletters • Robo calls • Community list serve • Organization at North Avenue • Lack of administrative support • Lack of creative curriculum to engage students • Difficulty in retaining the best teachers and admin • Staff professionalism LARGEST PROBLEMS City Schools According to Teachers… Where Does Highlandtown Compare? HIGH INTEREST PROGRAMS TO STUDENTS Clubs and family/community activities
- 6. • “Green School” by the Maryland Association for Environmental and Outdoor Education that fosters community involvement and respect for the environment • Bilingual learning experience • “Experience Corps” • Highlandtown is focused on preparing students with understanding and respect for a diverse world •Positive Attributes Differentiating Factors
- 7. • Positive atmosphere • Encouraging artwork • Holistic atmosphere • Student engagement • Student/teacher interaction Shadow Session •Positive Attributes
- 8. Strengths •Recently rennovated •High teacher retention rate •Currently holding school capacity •Access to translators •Recent technology upgrades – white boards and mobile carts Opportunities •No requirement to attend schools by certain locations •Johns Hopkins Partnership utilization •Student interest in extra-carricular activities •Innovation and technology development •Proximity to charter schools, potential to aquire denied applicants Threats •Brand confusion with other Highlandtown (inferior) school nearby •Maintaining full enrollment (lose money per student if not accomplished) •Frequent directional changes by North Avenue office •Fellow public schools executing similar strategy •Potential loss of key staff Weaknesses •Getting parents/staff to donate time for after school programs •Not meeting AYP •Lack of effective communication means/knowledge with parents •Poor survey results and rankings •Geographical factors S W TO SWOT ANALYSIS
- 9. PESTEL Analysis POLITICAL FACTORS • Changes to curriculum with short lead times • Changes in skill requirements for staff • Difference in opinion mayor/governor/executive director/super intendent on how to handle school system issues ECONOMIC FACTORS • Cost of providing resources • Central or local government funding decisions may affect school/ establishment finance • Yearly operating budget application TECNOLOGICAL FACTORS • New technology selection (implementing CRM) • IT Management capabilities • City school system regulation of website • Parental, staff, and student access to and usage of computers and internet ENVIRONMENTAL FACTORS • Increased concern overall in society for environmental protection • Trash disposal • Green club and community involvement SOCIAL FACTORS • Language/culture difference, especially with parents • Integration with local community Example text • Integration of students with special needs • Social networking LEGASLATIVE FACTORS • Child protection legislation changes • Change in entry/exit age of students • City legal policies/acts, i.e. IDEA IEP, No Child Left Behind
- 10. • School Name Change •Recommendations •First and foremost for differentiation is a unique school name to which one entity can associate •Negatives -Misdirected affects of a positive marketing campaign -Diluted brand -Difficulty building reputation -5% of schools in BCPSS have successfully changed names in the past 5 years --Must demonstrate need --Must have support of parents and community •Suggested names: Highlandtown East Highlandtown Hill Highlandtown on Eaton
- 11. • Important attributes • Ease of use, design, interactivity, use of technology, and content • Development • Obtain price quotes, use Joomla or Word Press, bring examples to developer, Recommendations E-Marketing:Website
- 12. Recommendations E-Marketing: Website • Suggested features • View site in Spanish version, parent portal log in, sub-sites for K-5 and 6-8 as shown, make mobile compatible
- 13. • Ultimately consider using funds to hire a third party vendor that can manage consistently and strategically • School Webmasters • Interactive calendars, polls (student engagement and strategic planning), feedback surveys, slideshows, secure log-ins, student portfolios, lunch menus, video platform, parent announcements, etc. • School Fusion • Similar features as Webmasters, higher focus on support and training along with classroom integration features E-Marketing: Website and Communications Solutions Companies •Recommendations
- 14. • Online Banner Ad • Improve reviews http://www.schooldigger.com/go/MD/schools/0009000244/sch ool.aspx E-Marketing: Online Presence Recommendations
- 15. • Print ads • Event postings • Bulletin boards in community • Brochure placement at real estate offices Print media •Recommendations
- 16. Senior Center- Build upon this existing relationship, extend beyond teaching aspect • -Seniors helping in production of concerts, plays, art shows, etc… • -Special performances at the senior center • -Seek out seniors with experiences of historical significance • State and City Endorsements- • -Seek opportunities for visits by the Governor/Mayor • -Send letters to State/city representatives to tell them about the accomplishments of the school/students • -Seek opportunities for media coverage of these events • -Community Events • Increased Engagement: Community •Recommendations
- 17. • -Collection of Email Contact Data • -Encourage Parents to Access Web via Enoch Pratt on Ellwood Avenue • -Invitations to Special Activities During the Day • -Call for Interested Parents to Coach, Mentor, Lead New After School Activities • -Solicit Regular Feedback • -Tracking of Student Data Through High School and College • • Increased Engagement: Parents •Recommendations
- 18. • -Allow students to “Vote on Name Change” And After School Initiatives • -Solicit Student Feedback • -Leverage Current Activities • -Invest in more After School Opportunities • Increased Engagement: Students •Recommendations
Editor's Notes
- Might help to add some misc thoughts/notes on this and others so we know kind of what each other will be talking about
- Model Schools– Mt Royal, Mt Washington, Roland Park
- (this can support slide prior in comparing what they already have) Wanted to hear what teachers felt made the better schools (mostly charter) different than other city schools…Asked teachers from both public and charter if they felt their school was better in certain areas, what were these areas. Most were coming from Charter schools. The opinions on the issues with the school system were mostly city schools, charter schools also recognized those problems but didn’t they applied to their school. When marketing, they should look at the popular positive attributes they do have, and also highlight the problems listed they DON’T have (turn high teacher turnover into a positive since they have high retention)
- Could lead into this slide by after 3-5 going over the factors mentioned on the list and picking out which ones Highlandtown has, then transition by saying additional attributes not mentioned in research about school system that are unique
- s at HEMS, as a way to observe the overall atmosphere at the school. The Fifth grade art class and Third grade art classes that were observed showed very similar qualities. The students were well-behaved and engaged in what they were doing. They raised their hands, took turns, and shared materials and in the math class, they appeared excited about the material that they were learning. The teachers provided clear instruction and the team noted an overall welcoming environment. There was an obvious focus on MSAs, as there were motivational posters created by the students, hanging throughout the classrooms. This shows that the school is focused on improving the test results, and the students have been involved in making this a top priority.
- Chose to focus on positives as mentioned above since this is what you market, but thought visualization representation may help and also provides information that we refer back to in the
- Ad new sign, talk about how the new name would help leverage the new logo and enhance the suggestions we will provide Schools that have successfully changed name have had to prove how they were different
- The amount they mentioned seemed very high, we can provide quote requests if needed, definitely use CMS so anyone can update, bring clear examples, consider working with one company that can manage multiple e-marketing needs, having out of date website often worse than not having visual appeal
- Easy for parents that don’t have computers, looks “cool” to students, potential social media integration – on next slide mention that the companies can do all of this
- May already be familiar, Note that they can probably do some of this stuff but having someone take ownership and add the features and design would be easier and probably look better than separate plug ins…this would coincide with many of the other recommendations like parent involvement, student input, marketing the positive attributes they have, …you can cater and choose to add or not add based on what your budget ends up being. …didn’t get quote because it is completely dependent on what kind of features you add.
- The type of people that are going to do research and read reviews are the type of families you want
- Examples of bulletin board locations? Santonis (bulletin board and link on website, request direct link) For event postings I was thinking community things like shows or big sports games in a free paper that parents might read like city paper because everyone gets it and is reasonable price.
- PR case per case basis if can’t afford full time publicist as other schools may (patterson park)
- Add the part about getting parents information and emails
- Talk about leveraging the activities they have (list from web), using money if parents/teachers wont do for free, talk about polls and voting on things (your story) – this could possibly go on same slide as parents?