TIPS

1. TIPS Terrie Dodson Debbie Barron Hillsborough County Public Schools TRICKS TOOLS

2. Marketing Tips, Tricks, and Tools Build It! Sell It!

3. Magnets Then and Now Magnets When they began more than 20 years ago, ... a way to marry the importance of … integrated schools with concept of public school choice. Today, however, the magnet concept needs to be updated in order to meet new realities. Richard Kahlenberg. Keynote Speaker MSA 3

4. The New Realities of Magnets Court Challenges Resegregation Unitary Status School Choice Decreased Funding

5. What in your wallet? Or what is the purpose of your magnets? • Academic • Opportunities • Create • Diversity • Maximize • Facilities

6. PUBLIC RELATIONS is the practice of managing information between an organization and its publics and includes activities like public speaking, working with the press and employee communications ADVERTISING is communication with a purpose to inform potential customers about products and services. MARKETING is when goods and services. move from concept to the customer. It is based on thinking in terms of customer needs and their satisfaction. What is Marketing?

7. Who is your target? Targeted Audience • Primary group of people to which advertising is aimed • Certain age group, gender, marital status, etc. (ex: teenagers, females, single people, etc.) • Most important- Discovering your target market • Don’t know your audience? Selling efforts can become difficult and very expensive.

8. Using Brand Identification Focus on your keywords and simply implement them into your daily speech. Effective Brand Identification. • Keywords- frequently used, searched for, and recognized • Develop an effective brand that everyone recognizes readily. Maximize the use of this brand. • What is your school’s brand?

9. Types of Marketing Guerilla Marketing http://www.dailybits.com/17-guerrilla-marketing-ideas-for-your website/ • Non-traditional, low-cost, highly effective marketing effort(s) • Guerilla tactics are cheap if not free and include flyers, customer comment cards and fun contests. • Flyers on cafeteria tables, in bathrooms, posters in lobby, elevators, and front offices. Viral Marketing http://www.wilsonweb.com/wmt5/viral-principles.htm • Encourages individuals to pass on marketing message • Creates the potential for exponential growth in the message • Has the strongest effect if your product can be somehow incorporated into the communication between two people.

10. Media and Marketing • Broadcast • Radio • Television • Print • Publications

11. What can we do? Backward Design (work with housing authority and/or city) (staff development, district support) Why do families not want to attend a school? Neighborhood Poor performance Crime Less technology Long bus ride Teachers (promote positive image, host events, partner with law enforcement) (grants, refresh, donations) (activities, partner with transportation, BACS, parent groups) (training, support, negotiated hiring)

12. Testimony

13. Your Website is a Marketing Tool! • Your website is vital to communicating with all stakeholders. • Your website should be: • Easy to read • Easy to navigate (3 clicks) • Easy to find • Page and lay out should be consistent

14. Our Twitter Do you tweet?

15. Community Marketing What makes your community unique? • Civic Groups • YMCA, Boys & Girls Clubs, and any type of Parent Support Centers • City & County Recreation & Parks Departments • Public Libraries • Churches • Homeowner’s Associations • Hispanic Services Council • NAACP

16. Internal Marketing • This is an integral part of your marketing plan. • Employees should be updated with information to assist others. • Employees should be aware of options and choices. • Post updates on internal conference site for employees and schools. • Include promotional materials and invites in internal newsletter and bulletin.

17. School Site Marketing • CUSTOMER SERVICE • Each school should function as a Parent Resource Center. • Each school is an integral part of your marketing team. • Assist parents with obtaining an application • Offer tours • Invite prospective families to events

18. Curriculum- the backbone of your marketing Do everything first and then better! • Junior Great Books • Themed Curriculum • Inclusion (FUSE) • Schoolwide Enrichment Model • Enrichment Clusters • Videoconferencing • Web 2.0 • Cutting edge programs like Renzulli, Brainology, etc.

19. The Magnet Experience… Community Middle School Elementary District Level Staff Principals HighSchool Beyond Lead Teachers Parents

20. Relationships…Collaboration…Communication…Articulation school to school district to school parent to school school to district Do you articulate? teacher to teacher school to parent Magnet Experience High school Middle school Elementary

21. Finally…Marketing Is • Television • Radio • Newspaper • Community Events • Individual School Plans • Magnet Gala • Renaissance Festival • General Information Meetings • Expos

22. We wrapped it up! Print Website P Mailers Internet Community Renaissance on the River TV MAGNET GALA X E O !

23. Contact Information Terrie Dodson, Communications Manager Terrie.dodson@sdhc.k12.fl.us 813.272.4048 Debbie Barron, District Resource Teacher Magnet Schools Deborah.barron@sdhc.k12.fl.us 813.272.4872