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This case study explores the Smithville School District's launch of a new science curriculum, the challenges faced, and strategies used to engage parents and ensure successful implementation.
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Case Study: Smithville School DistrictScience Curriculum Launch(12 step process) Sarah Potter Missouri Dept. of Education APR Online Study Course July 1, 2014
Situation Analysis • Smithville School District (SSD) is a K-12 district with 5,000 students in a suburb of Chicago. • SSD is updating local curriculum aligned to new state science standards. • Parents start protesting science standards & district’s science curriculum. • Parents threaten to remove students from district & opt out of state testing. • SSD must have curriculum & students testing or could face problems with their accreditation. • Launch of the new science curriculum is in next six months when school starts in the 2014-15 school year.
Research • Community Phone Survey (Formal, Primary, Quantitative):The district conducts a phone survey of the community in June. • Superintendent and teachers are the most trusted sources. • The district is seen as providing very high-quality education. • 10% of community has heard about the new science curriculum. • 2. Parent Survey (F, P, QT): The district emails a survey to all parents in the district in June. • 20% of the parents have heard about the new science curriculum. • 2% of the parents are upset about the science curriculum.
Research 3. Focus groups (Informal, Primary, Qualitative): The district meets with the parent teacher association, business leaders, and the parent group upset about the new curriculum. • The PTA knew all about the new science curriculum and fully supports its implementation. • Business leaders say they would like to partner with the schools to support and enrich the science curriculum. • Upset parents say the science curriculum should not include the theory of evolution. They want alternate theories of such as Creationism taught. They have religious and political objections to the science materials.
Research 4. Facebook profile (Informal, Primary, Qualitative): The parents upset about the curriculum formed a Facebook group to discuss their concerns. • Facebook page has about 100 “likes,” but it seems to be growing. • It’s unclear if those are parents/community members in the SSD. • The main concerns center on evolution. • Content analysis shows posts are politically right-winged and religious in nature.
Key Research Findings • Awareness/support of the new science curriculum is low with parents and the community. • The group of parents upset about the new science curriculum are small, but they seem to be growing. • Community survey shows that the superintendent and science teachers should be the primary spokespeople for the new science curriculum. • Community survey shows that the local paper is a well-read source of news and information about the school district.
Problem Statement • Growing parent complaints about the new SSD science curriculum could derail its implementation. • District needs parent support and student participation for the science curriculum or it risks the state lowering its accreditation.
Goal • Smithville School District will implement new science curriculum with parental support.
Audiences: Top 5 • Parents of school-aged children in the district • Staff of the school district especially science teachers and all other teachers, administration and support staff • Teachers unions that represent the teaching staff • Community members without children in the school district • Area businesses especially those that need workers with strong science backgrounds
Objectives for Parents Short term (1 month): • By August 2014, parent awareness of the new science curriculum will rise at least 10%. Long term (6 months): • By January 2015, parent support of the school district science curriculum will rise by 10%.
Strategies • Objective: By August 2014, parent awareness of the new science curriculum will rise at least 10%. • Strategy 1: Build awareness through the local media. • Strategy 2: Use school events to build awareness.
Messaging to Parents • SSD’s science curriculum will prepare children for a successful future. • A well-rounded education includes sound science curriculum. • We must uphold high standards for our children to succeed after high school graduation.
Messaging: Example Ad Is he really prepared? Without a solid educational foundation, he might not be ready for college or a promising career. Smithville School District knows his future has no limits because of the high-quality education he received. Continue to hold us to high standards. Your children deserve it.
Messaging: Example Ad Could she cure cancer one day? The sky is the limit for our future scientists at Smithville School District. High-quality science education opens doors for our students. Continue to hold us to high standards. Your children deserve it.
Evaluation against Goal • Smithville School District (SSD) successfully launches new science curriculum with parent support.
Questions? Sarah Potter Missouri Dept. of Education APR Online Study Course July 1, 2014
Thank You!Barbara Arnold, APRAmeerah Palacios, APR, MBA Sarah Potter Missouri Dept. of Education APR Online Study Course July 1, 2014
