B udgeting for Student Achievement Team 7: Bo Han, Dennis Jiang, Christina Kelleher, VJ Patel

1. la promesa un sistema educativo del que estar orgulloso the promise an education to be proud of Budgeting for Student Achievement Team 7: Bo Han, Dennis Jiang, Christina Kelleher, VJ Patel

2. THE PROMISE CAMPAIGNContext & Objective LAUSD Strategic Roadmap LAUSD is facing several challenges in executing its defined strategic roadmap • Urgent need to improve student outcomes • Financial constraints • Strained community relationships “The Promise” campaign is a comprehensive strategy to: • Ensure successful implementation of BSA district-wide • Build sustained community support and engagement for BSA

3. THEORY OF CHANGEEmploy Targeted Strategies Strategic Objectives: Parents & Students Teachers School Leaders Community Leaders Inspire engagement with schools Allay teacher concerns about BSA and give teachers a voice Develop leaders for BSA at each school Create neighborhood advocates Implementation: Timeline Accountability Outcome: Raise student achievement in LAUSD through BSA

4. THEORY OF CHANGEEmploy Targeted Strategies Strategic Objectives: Parents & Students Teachers School Leaders Community Leaders Inspire engagement with schools Allay teacher concerns about BSA and give teachers a voice Develop leaders for BSA at each school Create neighborhood advocates Implementation: Timeline Accountability Outcome: Raise student achievement in LAUSD through BSA

5. THE PROMISE TO PARENTS & STUDENTSInspire Engagement • Objective: to raise awareness, generate buy-in and to increase support • Bilingual PR & marketing campaign • Focus on donated & earned media the promise an education to be proud of 1 2 3 MAKING the promise SUPPORTINGthe promise KEEPING the promise • Raise Awareness • Business Development focus on ad donations • TV, Radio & Print Campaign • BSA Informational/ ”Rumor-busting” Website • Generate Buy-In • Pilot Documentary • Host Media Day • Neighborhood Screenings + Town Halls • “Earn” Media • Increase Support • Keeping the Promise Website • Student YouTube Contest

6. 1 MAKING THE PROMISERaise Awareness TV Radio • Consistent Message…Budgeting for Student Achievement will empower LAUSD to deliver high quality education to: • Every Neighborhood • Every School • Every Family • Every Child • …Across Channels • BD focus on ad slot donations • Publish comprehensive website • Print Poster & Flyer Campaign • Bilingual version of all media Online Print

7. 2 SUPPORTING THE PROMISEGenerate Buy-In the promise an education to be proud of Documentary • Demonstrate Value • PPB has worked in other cities • BSA is improving outcomes in LA • 3rd Parties providing validation • Honest answers to hard questions • And “Earn” Media • Partner with local film schools to produce documentary • Leverage news outlets & limited social media to increase BSA community impressions Location: BSA Pilot School Attendees: Local & National Media Agenda: Expert Panels, Press Conference, Full Access to District & School Leaders Media Day Neighborhood Screening & Q&A 50 Neighborhood Screenings: English & Spanish Post-Screening Q&A: School & District Leaders

8. 3 KEEPING THE PROMISEIncrease Support • Empower Parents & Students • Build parent and student knowledge of BSA process • And Provide Opportunities to Engage • Channels for parents & students to influence budgeting decisions • Accountability metrics accessible by entire community “Keeping the Promise” Website TRANSPARENCY IDEA SUBMISSION • School-Level Budgets • Academic Metrics • Simple Proposal Process • Ability to “vote” for ideas Student YouTube Contest • District-wide • Categories: • After School • Career Dev. • College Prep.

9. DELIVERING THE PROMISEMessage, Impressions & Budget 1 2 3 MAKING the promise SUPPORTINGthe promise KEEPING the promise SCOPE District-wide Neighborhood School & Individual 100K -150K 150K - 300K 300K - 500K IMPRESSIONS1 BUDGET Designed to be flexible with a focus on developing strategic relationships to attract donated and earned media 1. Chart is a directional estimate of impressions

10. THEORY OF CHANGEEmploy Targeted Strategies Strategic Objectives: Parents & Students Teachers School Leaders Community Leaders Inspire engagement with schools Allay teacher concerns about BSA and give teachers a voice Develop leaders for BSA at each school Create neighborhood advocates Implementation: Timeline Accountability Outcome: Raise student achievement in LAUSD through BSA

11. THE PROMISE TO TEACHERSAllay Key Concerns and Give Voice JOB SECURITY RESOURCE CONCERNS REFORM FATIGUE KEY MESSAGE: BSA does not alter current collective bargaining agreement RECOMMENDATION: Create “Mythbusters” page that dispels rumors on the “Keeping the Promise” website • KEY MESSAGE: BSA ≠ Budget Cut • RECOMMENDATION: • Include teacher/union leaders in funding formula revision during Strategic Planning Cycle (Jul-Aug 2011, Jan-March 2012)1,2 KEY MESSAGE: Teachers are a critical part of BSA’s success RECOMMENDATION:Combat reform fatigue by dispelling myths and continuing to solicit teacher macro- and micro- level feedback on BSA 1 Source: “Seattle, Oakland Ensures Funding Follows Students” in Catalyst Chicago, Feb 2005 2 Source: “Strategic Roadmap Development” by LAUSD, Sept. 2010

12. THEORY OF CHANGEEmploy Targeted Strategies Strategic Objectives: Parents & Students Teachers School Leaders Community Leaders Inspire engagement with schools Allay teacher concerns about BSA and give teachers a voice Develop leaders for BSA at each school Create neighborhood advocates Implementation: Timeline Accountability Outcome: Raise student achievement in LAUSD through BSA

13. THE PROMISE TO SCHOOL LEADERSTrain & Support Principals to Lead • Key Messages: • BSA empowers you to autonomously manage your budget • Control over your budget enables you to transform your school TRAINING & SUPPORT PRINCIPALS LEAD BSA “Schools … are empowered to make decisions that make sense to classrooms, teachers, and kids… It’s all about getting schools to the point where they are the ones in charge.” • Equip principals with skills, tools, & support • Efficient on-site training • Mentorship by veterans • User-friendly website • Critical Response Team • Customized budgets driven by principals • Informed decisions • Monitored impact • Customized programs • Strategic focus - Matthew Hornbeck, Baltimore principal Source: Hornbeck, Matt. "A Principal’s Perspective: Empowerment for Schools", Annenberg Institute for School Reform, Voices in Urban Education, 2010

14. THEORY OF CHANGEEmploy Targeted Strategies Strategic Objectives: Parents & Students Teachers School Leaders Community Leaders Inspire engagement with schools Allay teacher concerns about BSA and give teachers a voice Develop leaders for BSA at each school Create neighborhood advocates Implementation: Timeline Accountability Outcome: Raise student achievement in LAUSD through BSA

15. THE PROMISE TO COMMUNITY LEADERSCreate Neighborhood Advocates CITY-WIDE COMMUNITY LEADERS Targeted by Chairman and Senior Leadership Key Messages • Empowered communities • Equity in school funding • Private sector best-practices • More voice for community organizations NEIGHBORHOOD COMMUNITY LEADERS Targeted by local principals Key Messages • Local groups have a voice in school decisions • Schools will tailor programs to local needs • Less bureaucracy allows faster responseto needs Source: Dobbs, Matti F. "Restructuring the Los Angeles School System." Education (1993)

16. THEORY OF CHANGEEmploy Targeted Strategies Strategic Objectives: Parents & Students Teachers School Leaders Community Leaders Inspire engagement with schools Allay teacher concerns about BSA and give teachers a voice Develop leaders for BSA at each school Create neighborhood advocates Implementation: Timeline Accountability Outcome: Raise student achievement in LAUSD through BSA

17. KEEPING THE DISTRICT ACCOUNTABLEInternal & External Reinforcement Internal External Note: Website design inspired by Mass Health Insurance Connector

18. THEORY OF CHANGEEmploy Targeted Strategies Strategic Objectives: Parents & Students Teachers School Leaders Community Leaders Inspire engagement with schools Allay teacher concerns about BSA and give teachers a voice Develop leaders for BSA at each school Create neighborhood advocates Implementation: Timeline Accountability Outcome: Raise student achievement in LAUSD through BSA

19. THE PROMISE CAMPAIGN TIMELINEMultiple Workstreams & Stakeholders Target rollout date

20. THE PROMISE: A PATH FORWARDConcluding Thoughts & Next Steps the promise an education to be proud of • Budgeting for Student Achievement will empower LAUSD to deliver high quality education to: • Every Neighborhood • Every School • Every Family • Every Child Immediate Next Steps: • Matt Hill, CAO: Incorporate The Promise into BSA implementation plans • Robert Alaniz, Communications Director: Create media plan & explore BD relationships • Ronald Chandler, CIO: Assemble team to create new website • Megan Reilly, CFO: Assemble Critical Response Team

21. la promesa un sistema educativo del que estar orgulloso the promise an education to be proud of Questions?

22. Appendix

23. MARKETING BUDGETAdvertising Focused in Low-Cost Channels

24. KEEPING THE PROMISE WEBSITEProvideTransparency & Voice The Promise/La Promesa: Budgeting for Student Achievement Students Parents Teachers Administrators Personalizing Learning for Achievement “We must continue to work together to personalize learning for each student, family member and educator if we are going to achieve our vision of having all of our students college-prepared and career-ready.” -- LAUSD Superintendant Ramon Cortines Contact us at : BSA_CriticalResponseTeam@lausd.org or reach us at 1-800-PROMISE Find out what BSA means for you! Our Keeping the Promise website is an extension of the “LAUSD Budget Realities” website. We want all key stakeholders to have access to accurate information and needed information about budget allocation in their schools, and to be able to offer suggestions to their School Site Councils about how to make high-impact funding decisions. Find out how you can have a voice today! Note: Website design inspired by Mass Health Insurance Connector

25. APPENDIX 3:SamplePrint Material 1

26. APPENDIX 3:SamplePrint Material 2

27. APPENDIX 4:SampleNewspaper Ad keepingthepromise.lausd.net

28. APPENDIX 5:SampleBus Ad keepingthepromise.lausd.net

29. APPENDIX 6:SampleRadio Spot "The Promise Radio Spot" Alternating Parent & Student Voices (English & Spanish Version)PARENT 1: " A computer lab with educational games..."STUDENT 1: " An after-school music program..."PARENT 2: " More English Language Learner Teachers..."STUDENT 2: " Healthier cafeteria food..."NARRATOR: “ Do you have ideas to improve your child’s educational experience at their LAUSD school? Did you know that starting soon, parents will have an opportunity to influence how funds are being spent right in their neighborhoods? To learn more visit keepingthepromise.lausd.net. And remember, LAUSD’s promise to deliver an education to be proud of to every neighborhood, to every school, to every family, to every child.