final campaign project

8/9/2019 Final Campaign Project

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CharterConservatoryCampaignBackgroundAnalysis

CharterConservatoryisastatecommissionedcharterschoollocatedinStatesboro,

Georgia.Itwasapprovedtobecharteredin2001bytheGeorgiaCharterSchoolsCommission,

butwasdeniedrecognitionbyBullochCountyBoardofEducation(BCBOE).Becausetheschool

didnotreceiverecognitionfromtheBCBOE,theybecameineligibletoreceivefundingfromthe

board.Notreceivingthislocalfundingputtheschoolinaveryhardeconomicsituation.Now,

theschoolisoneofninestatecommissionedschoolsinthestateofGeorgia.

Withover135students,theschoolservesgrades612.Thecurriculumusedatthe

schoolisbasedonaconceptknownasmultiageclasses,whichsupporttheideathatstudents

learnat

different

rates.

Therefore,

students

are

placed

in

classes

based

on

their

individual

knowledgeandnottheirage.CharterConservatorycurrentlyoperatesonayearlongcalendar,

whichmeansclassesmeetfor45daysandthenathreeweekbreakisobserved.Sinceits

inception,theschoolhasbeenunderthesupervisionofKathyHarwood,directorandfounder.

In2008,statelegislaturesapprovedthecreationoftheGeorgiaCharterSchools

Commission,whichisaboardthatapproveschartersandensuresthatschoolsmeetthe

requirementsofbeingacharteredstatecommissionedschool.Inexchangeforthepromiseof

excellentperformance,charterschoolsarefreetomakedecisionsupontheirowndiscretion.As

astatecommissionedschool,CharterConservatoryisentitledtofundingfromtheBulloch

CountySchoolSystembudget,thusmakingitapublicschool.

SWOTAnalysisStrengths

Studentandparentinvolvement

Dedicationtoeducation

Smallteacherstudentratio 15studentsto1

teacher

Graduationrateof93%

Yearlongschoolwith3weekbreaks

WeaknessStatecommissionprocessnotunderstood

Lackofrelationshipsbetweenlocalmedia

outlets

Nomarketing/public relationsboard

Ideahasbeenopposedfromthebeginning

Viewedasaprivate/alternative/special

educationschool

Opportunities

Nextstepforhomeschooledstudents

Firstgreenmiddle/highschoolinStatesboro

PartnershipswithGSUcommunity

ThreatsShortdeadlineforfunding

PossibleterminationofCharterConservatory


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ProfilesofPotentialPublicsParents/GuardiansofcurrentCharterConservatoryStudents:Thesearetheparentsthatsupportanalternativeeducationsettingfortheirchild.Alsothey

supporttheschoolandallofitsendeavors.Lotsofmoney,time,andcommitmenttoservice

havebeencommittedtotheschool.

CurrentRelationship:Positive.Theyarealreadysupportiveoftheschoolandunderstandthe

benefitsofenrollingastudent.

Influentials:Otherparentsandstudentstheyhaveregistered,facultyandstaffofCharter

Conservatory

Selfinterests:Seeingtheirstudentexcel,graduateontimeorearlier,andseeingmoneywell

spent

StudentsofCharterConservatoryThesestudentsareabletotakeadvantageofanalternativeeducationsettingattheschool.Thereareabout135studentsthatcurrentlyattendCharterConservatoryfromgrades612.

Thesestudentsaretakingclassesonayeararoundscheduleandalsofulfillingcommunity

servicerequirementsatschool.Thegraduationrateisatanexpected93%.

CurrentRelationship:Positive.Manyhaveattendedtheschoolforacoupleofyears.Theylike

theyearroundschoolschedule,aswellashavingbreakstorest.

Influentials: Parents,teachersandalumni

Selfinterests:Passingclasses,havingfunwhilelearning,andmaintainingotherstudents

HomeschooledstudentsandparentsThesearepotentialstudentsbecauseparentsofhomeschooledchildrenareinterestedin

providingthealternativeeducationexperiencefortheirchildaswell,andmaybeinterestedin

theopportunitythatCharterConservatorycangivethem.

CurrentRelationship:Nonexistent.WearetryingtoincreaseawarenessofCharter

Conservatoryanditsdeeds.

Influentials:Parents,teachers,andpeers

Selfinterests:Alternativeeducationalopportunities,havingfuninanenvironmentwithpeers

PotentialParentsofCharterConservatoryTheseparentsareveryimportanttoCharterConservatory,becausepotentialstudentsensure

thepopulationandsuccessoftheschool.Ononeendtherearetheparentsthathaveobserved

andresearchedtheschool,andhavedecidedthatitisnottheplacetheywishtosendtheir

child.OntheothersideofthescaleareparentsthatareunawareofCharterConservatoryand

thealternativeopportunitiestoeducationthatitcanofferstudents.


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CurrentRelationship:Neutral.ItisveryimportantthattheparentsareeducatedaboutCharter

conservatory.Somehavemadeuptheirmindsabouttheschoolandwanttohavenothingelse

todowiththeschool.Butthentherearethoseindividualsthatarecompletelyunaware.

Influentials: Otherparents,currentschoolboards,facultyandstafforcurrentschooltheir

studentattends.

Selfinterests:

Seeing

their

student

excel,

graduate

on

time

or

earlier,

and

seeing

money

well

spent.

MembersofLocalSchoolBoardsThemembersoflocalschoolboardsarepeoplethatarealreadyawareofthesituationthat

CharterConservatoryfaces.Theyhavealargeinfluencingpoweroverparentsandstudentsat

theirrespectiveschools.Meetingsthatareopentothepublicarehosted,whereparentsand

studentsareencouragedtocomeouttolearnmoreinformationaboutwhatisgoingoninthe

schoolsystem.ThisgrouphasalargeinfluenceonCharterConservatorysnameandreputation.

CurrentRelationship:Thisrelationshipiscurrentlyunconventional.TheGeorgiaDepartmentof

Educationemployshundredsofeducatorsacrossthestateandtheyareveryinterestedinwhathappensinthesituation.Butbecausetheschoolisreceivingstatefunds,educatorsfeel

wrongedandareopposedtothechartersystemaltogether.

Influentials: Otherboardmembers,BullochCountySchoolBoard(whichoverseesallschools

withinthecounty),andstategovernmentofficials

Selfinterests:Keepingmoneyintheirschoolstomaximizetheexperienceintheirrespective

schools,thewellnessofschoolslikethem

CommunityLeadersofStatesboroThese

leaders

of

the

Statesboro

community

have

great

interest

in

the

concerns

of

its

citizens.

Thispopulationincludescorporateexecutives,localbusinessowners,cityandcounty

governmentofficialsandeducationalleadersandadministrators.Statesborocommunity

leadershavemixedreviewsandopinionsonthesituation;however,asleadersofthe

community,generalcommunitymemberslooktothemforsupportandclarityontheissue.

CurrentRelationship:Thisrelationshipiscurrentlyneutral.Knowingthis,thegeneral

communityplaysabigpartinhowmuchsupporttheschoolreceivesfromleadersinthe

community.Winningoverthecommunityleaderscouldleadtheacquisitionofmorefundsand

supportfortheschool.

Influentials:Othercommunityleaders,schoolboardofficials,anypoliticalleader

Selfinterests:Supportingunderprivilegedandatriskchildren,increasingeducationalstandardswithintheStatesborocommunityingeneral.


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LocalMediaOutletsTheseareoutletsthatcanbeutilizedtopromoteandimprovethereputationofCharter

Conservatory.Theycanimprovethepublicimageofthegroup,aswellaseducatesurrounding

areasaboutCharterConservatoryandtheopportunitiesforchildren.

CurrentRelationship:

This

relationship

is

currently

non

existent

and

negative.

The

Statesboro

HeraldishesitanttoprintanythingopposingtheBullochCountySchoolBoard,forfearof

generatingnegativeattentionforthepaper.

Influentials:BullochCountySchoolBoard,reader/supportersofvariousoutlets(i.e.newspaper,

radio,television,socialmedia)

SelfInterests:Personalpromotion,imagemanagement,networking

SituationAnalysisWhilebecomingmoreinvolvedwiththiscampaignandtheneedsofCharter

Conservatory,the

situation

that

the

school

is

experiencing

is

one

that

needs

immediate

attentionandthoroughevaluation.Thereiscurrentlyalawsuitagainstthetwostate

commissionschoolssayingthatthisdecisionisunconstitutionalbecausetheschoolsare

receivingmoneythatisbeingapprovedbythestateandnotbylocalagencies.CCATiscurrently

workingtostrengthenitscommunicationwiththecommunitywhilealsoraisingfundsforthe

school.

Althoughtheschoolhasbeeninexistenceforalittlelessthanadecade,theschoolhas

hadgreatdifficultyconnectingwithmembersoftheStatesboroandBullochCountyasawhole.

Theschoolisalsohavinggreatdifficultyraisingfundsneededtosupportitsfunctioningand

endeavors.Historically,charterschoolshavealwaysbeenapoliticalissue;particularlybecause

of

the

government

funding

the

schools

receive.

Asidefromtheaforementionedlawsuit,theschoolslackofconnectionwithitskey

publicsmustbeimmediatelyaddressed.Inthepast,theschoolhashadseveralbadexperiences

whilereachingouttolocalmediaoutlets.Forexample,alocalmediaoutlethasconsistently

deniedthepublicationofinformationreferringtooradvertisingCharterConservatory.Healthy

workingrelationshipsarevitaltoorganizations,likeCharterConservatory;thisissuemustbe

resolvedbeforeanyotherconcernsareaddressed.

CoreProblem/OpportunityWith

new

motivational

objectives,

Charter

conservatory

will

build

a

positive

relationship

with

theStatesborocommunitytoultimatelygainconnectionsthatwillsupporttheirfuture

endeavors.


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GoalToraiseknowledgeoftheCharterConservatoryandcreateapositiverelationshipwiththe

StatesboroCommunity

while

promoting

the

new

idea

of

state

commissioned

schools

and

their

benefits.

Objectives

1. RaiseawarenessofCharterConservatoryby50%withinkeypublics

a. 10%byfirstmonthofcampaign,August2010

b. 30%bythethirdmonthofcampaign,October2010

c. 50%bythefifthmonthofcampaign,December2010

2. IncreaseSocialMediaVisibilityby100%

3. Enlargelocalmediarelationsby75%(i.e.newspaper,radio,and television)4. Provideeventsopentothecommunitythatproducea60%increaseofnewcomersby

December2010


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KeyPublics,Messages,StrategiesandTaMembers of the Bulloch County School Board

cticsPrimaryMessage:

Becauseyou

have

great

interest

in

the

education

provided

by

schools

In

this

community,

it

is

encouragedthatyouparticipateintheexecutionofthiscampaign.

SecondaryMessage:

InordertobetterunderstandCharterConservatoryanditspurpose,itisencouraged

thatyoudiligentlyseekknowledgeabouttheschoolandhowitssurvivalaffectsyour

roleasaleaderineducation.

Becauseyourconstituentslooktoyouforguidanceandleadership,yoursupportwill

encouragetheparticipationofthecommunity.

Strategy:To

increase

awareness

of

Charter

Conservatory

and

its

contribution

to

education

in

Statesboro,Georgia.TohelptogainanunderstandingofwhatCharterConservatoryoffersits

studentsandtherelationshipstheydevelopwiththeparents.

Tactics:

Parent/TeacherAssociation(PTA)styledforumswillbeheldtoansweranyquestionsor

concernstheboardmayhave.ThiswillallowafullunderstandingofwhatCharter

Conservatoryoffers.Theyshouldbemonthlymeetingstoensureasteadyrelationship

betweenthetwoentities.

IncorporatemoreCharterConservatoryparticipationwithintheschoolboardmeetings

themselves(i.e.moreCharterConservatorystaffcouldattendthepublicschoolboard

meetings).

AsteadyemailandtelephonerelationshipbetweentheheadofCharterConservatory

andtheschoolboardtoguaranteetherelationshipstayspositive.Theschoolboard

needstounderstandthatbothCharterConservatoryandtheyareworkingtowardthe

samegoalofmakingeducationnumberoneinthecommunities.

Hostadayofeducation(i.e.ADayforCharterConservatory)thatbringscommunity

membersandotherkeypublicstogetherintheschooltoconfrontconcernsand

associatedmisconceptions.Thiseventcouldtakeplaceontheschoolsgroundsand

allowdifferentvendorsanddifferentsponsorstobeinvolvedinordertogain

communitysupport.Therewillbenumerousactivitiesandworkshopsthatfamiliescan

involvethemselvesinaswell.


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ParentsandGuardiansofCharterConservatoryStudentsPrimaryMessage:

Becauseyou

have

an

invested

interest

in

the

success

and

continuation

of

Charter

Conservatory,

yoursupportwillbeneededfortheachievementofthegoalsinvolvedwiththiscampaign.

SecondaryMessage:

InordertoincreaseCharterConservatoryawareness,itisimportantthatyouasparents

knowandunderstandthemissionoftheschoolandareabletocommunicateitto

prospectiveparentsandothersseekingknowledgeoftheschool.

Strategy:ToincreaseawarenessofCharterConservatoryanditscontributiontoeducationin

Statesboro,GeorgiaandgainapublicunderstandingofwhomtheCharterConservatoryisby

havingvarious

functions.

Tactics:

Afullyfunctionalwebsitewillbecreatedfortheschooltobemorehelpfultothe

parentsinansweringanypotentialquestions.Eachtabonthewebsiteshouldbe

updatedtowhattheschoolhasgoingonnow.Thewebsitewillhavepicturesofthe

studentsduringclass,recess,andsocialtime.Thewebsitewillalsohavedetailed

descriptionsoftheintentionsoftheschoolandwhattheschooloffers.

Continuehavingmeetingswiththeparentstomakesuretheycontinueincludingthem

intheirchildrenseducationalventures.CharterConservatoryalreadyhostsmeetings

forparentstostayupdatedwithwhattheirchildislearninganddoinginclass.This

shouldexpandtherelationshipsbetweentheparentsandtheschoolaswellasthe

parentsandtheirchild.

Establishdifferentpossiblewaysparentscanbecomeinvolvedwithintheschool.

Whetherthisisvolunteeringatthefrontoftheschool,givingtoursoftheschool,or

providingtheschoolwithvarioussupplies,parentsshouldbeabletochoosewhatthey

wanttobeinvolvedin.

Hostadayofeducation(i.e.ADayforCharterConservatory)thatbringscommunitymembersandotherkeypublicstogetherintheschooltoconfrontconcernsand






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StudentsofCharterConservatoryPrimaryMessage:

BecauseyouareadirectproductofCharterConservatory,youmustbeinvestedinthesuccess

ofthiscampaignandbewillingtohelpoutwheneverneeded.

SecondaryMessage:

Asstudents,itisimportantthatyouareabletocommunicatethebenefitsand

advantagesofattendingCharterConservatory.

InordertoincreasesupportofCharterConservatorysendeavors,youmustbeableto

providefeedbackonyourexperience.

Strategy:Toboostschoolspiritandmoralebyincorporatingthestudentsandtheirworkinto

thecommunity.

Tactics:

Designanddistributeschoolspirittshirtsthatallstudentscanwear.Thiswillenhance

themoraleofthestudentswhilealsoboostingtheawarenessoftheschool.

DesignanddistributeseniorgradnighttshirtsthatwouldbedistributedduringSenior

Night.

Createan

alumni

association

for

Charter

Conservatory

graduates.

This

should

increase

prideaswellasincreasefundingfortheschool.Asapartofthealumniassociation,the

schoolcansendthemnewsletters,invitationstodifferentschoolfunctions,andother

schoolupdates.

AllowingstudentstoattendCityHallmeetings.Thiswillallowthestudentstoconnect

withoutsidepublicsaswell.



associated

misconceptions.

This

event

could

take

place

on

the

schools

grounds

and





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ParentsOutsideofCharterConservatoryPrimaryMessage:

Because

you

have

great

interest

in

the

education

your

child

is

afforded,

it

is

anticipated

that

youwillfindthiscampaignbeneficialtoyourchildandhis/heracademiccareer.

SecondaryMessage:

InordertobetterunderstandCharterConservatoryanditspurpose,itisencouraged

thatyoudiligentlyseekknowledgeabouttheschoolandhowitssurvivalaffectsyou

andyourchild.

Strategy:ToincreaseawarenessofCharterConservatorybycreatingapartnershipbetween

parentsofotherpublicschoolstudentsandparentsofCharterConservatorystudents.

Tactics:

Hostforumsthatschoolparentsfromthecommunitycanattendinordertocreate

relationships.

Haveparentnightswhereparentscancomeandsocialize.Theycanprovidetheirown

entertainmentaswellasrefreshments.Thepurposeofthisistocreateparentalbonds

withinCharterConservatory.








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HomeSchoolStudentsandParentsPrimaryMessage:

Becauseyoualreadyshowgreatinterestintheeducationyou/yourchildisafforded,itis

anticipatedthatyouwillfindthiscampaignbeneficialtoyou/yourchildandhis/heracademic

career.

SecondaryMessage:

Bysupportingthiscampaign,youwillbegiveninsightonhowyou/yourchildcan

benefitfromCharterConservatory.

Asatargetaudience,itisanticipatedthatuponcompletionofthiscampaignyouwill

becomeapotential/prospectivestudent/parentofCharterConservatory.

Strategy:ToincreasetheawarenessofCharterConservatorywithinthecommunitywhile

offeringanalternativetohomeschooling.

Tactics:

Sendmailersforthepurposeofeducatingparentsandstudentsaboutthebenefitsof

CharterConservatory.

Sendevitestoparentsandstudentsencouragingthemtoparticipateinanorientation

designedFamilyNight.


membersand

other

key

publics

together

in

the

school

to

confront

concerns

and






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LocalMediaOutletsPrimaryMessage:

Becauseyouhavegreatinfluenceonthemembersofthecommunityandareabletoreacha

greaterpopulation,itisessentialtothiscampaignthatyousupportit.

SecondaryMessage:

Asameansofcommunication,itisencouragedthatyoushowsupporttoCharter

Conservatorybyhelpingtocreateahealthy,workingrelationshipwiththeschool.

Strategy:Toincreaseawareness,developpositiverelationships,andlobbyforsupportfromthe

differentmediaoutlets(i.e.newspapers,radio,socialmedia,etc).

Tactics:

CreateaFacebookpage,Twitter,Wordpressblog,andDigg.comaccounts.

Sendpressreleasestovariousmediaoutletssuchasthe11th

Hour,SavannahMorning

News,andothermediathatallowspublications.



associated

misconceptions.

This

event

could

take

place

on

the

schools

grounds

and





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CommunityLeadersPrimaryMessage:

Asaleaderinthecommunity,youplayavitalroleinhowsupportivethemembersofthe

communitywillbeofthiscampaign.

SecondaryMessage:

Byprovidingyoursupport,itisanticipatedthatyoursupporterswillthenfollowsuit.

Strategy:TomakepublicofficialsmoreawareofCharterConservatoryandtheproblemsthey

arefacingwithfundingandcommunicatingwithoutsidepublics.

Tactics:

Haveparentsandstudentswriteletterstothecommunityleadersaboutthedifferent

issuesthattheyarefacing.








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CalendarofCampaignEventsJuly

12Sessionbegins

1216 BeginbuildingastrongerrelationshipwithBullochCountySchoolBoard;sendemailsto

schoolboardtobeginbuildingpositiverelationship

15 FirstFamilyNightoftheschoolyearWelcomebacktheme,introducetshirtideasand

studenttuition/feesforthemonth

19 SendpressreleasestopromoteupcomingAugustPTAmeetingandfamilynight

21 Sendevitestoparentsandstudentsencouragingthemtoparticipateinorientationnext

month

21 Parent/TeacherAssociation(PTA)meetingaccepttuitionmoneyandanyadditional

donations

26 CreateaFacebookpage,Twitter,Wordpressblog,andDigg.comaccounts

2630LivepromotionforupcomingCharterConservatoryFamilyNighttakingplace08/05/2010

August

3Charter

Conservatory

staff

attends

public

school

board

meetings

5 FamilyNightorientationdesigned:focusmostlyonwelcominghomeschooledstudentsand

theirfamilies,showingtheopportunitiesthatCharterConservatoryoffers,andsharingsuccess

stories

16CreateSocialmediapostsandsendpressreleasesforvariousMediaoutletstopromote

upcomingSeptemberFamilynightandADayforCharterConservatory

18 PTAmeeting

23distribute

school

tshirts

to

students

2327LivepromotionforupcomingFamilyNighttakingplace09/02/2010throughFacebook

31ADayforCharterConservatory hostadayofeducationthatbringscommunitymembers

andotherkeypublicstogetherintheschool;confrontsconcernsandassociatedmisconceptions

abouttheschool.Activitiesandworkshopswillbeavailablethatfamiliescanbeinvolvedin.


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September

2 FamilyNightcommunityengagementtheme;haveparentsandstudentswritelettersto

communityleadersaboutdifferentissuesthatCharterConservatoryisfacing

7Charter

Conservatory

staff

attends

public

school

board

meetings

10 Sessionends

October

3 Composepressreleasesandsocialmediaposts(Facebook,Twitter)topromoteupcoming

OctoberPTAmeetingandFamilyNight

5 CharterConservatorystaffattendspublicschoolboardmeetings,evenifstudentsdont

haveschool

11Sessionbegins

14FamilyNight FallFestival;haveafallthemedfamilynight

20PTAmeeting

25Composepressreleases(Facebook,Twitter)eventstopromoteupcomingNovemberFamily

NightandPTAmeeting

2529 LivepromotionforupcomingFamilyNighttakingplace11/4/2010

November

2 CharterConservatorystaffattendpublicschoolboardmeeting

4 FamilyNightThanksgivingfamilyoriented

15CreatesocialmediapostsandsendpressreleasestopromoteupcomingFamilyNightin

December

17PTAmeeting

December

2 FamilyNightWinterWonderlandthemed;Christmasparty/endoftheyearbanquet

7 CharterConservatorycommitteestaffattendpublicschoolboardmeeting

10 Sessionends

final campaign project

Documents