Introduction

2. Introduction This presentation by The Canton City Schools illustrates the importance of setting aside divisive issues, breaking down barriers to communication and working in a collaborative environment to meet the challenges in today�s education marketplace

3. Speakers Andrea Summerlot, Communications Specialist, Canton City Schools Rodney Conrad, Executive Committee Member, Canton Professional Educator�s Association Stephen Mears, President, StrategyONE, Inc., Consultant to the District

4. Andrea Summerlot Communications Specialist, Canton City Schools

5. It all started with the levy After being rejected by the voters by 10% in the previous election, we got smarter The following March, we won by a 4% margin because we worked together It was a monumental shift

6. Materials and messages

7. Why we must act now Student mobility Over-crowding at better performing schools Tough economic conditions Local manufacturing base declining Competition

9. Perspectives on the problem Administration: Administrative costs reduced by >10% in 2 years CPEA 200 teacher layoffs in 2 years was like cold water to the face OAPSE Support staff reductions due to budget constraints City of Canton Community needs a skilled workforce to attract new jobs and build better neighborhoods

10. Rodney Conrad Executive Committee Member, Canton Professional Educators Association

11. The common goal Stabilize & increase enrollment Stabilize and increase funding Attract families, homeowners, workforce

12. Desired result Job security for all staff District financial stability City tax base, neighborhood revitalization

13. Measures of success Defections from charter schools back to public schools Cooperation between labor and management Changing processes and behaviors

14. Our processes Change the way we think about our jobs, our school district and our internal relationships Aggressively communicate the value of our public schools to our core constituency Take the game to the competition and win the battle with the charter schools

15. Stephen R. Mears President, StrategyONE, Inc., Consultant to the District

16. Tactics Great Public Schools campaign New identity Discipline Task Force Revised newsletter Marketing brochures Advanced high school programs Community involvement Collaboration with City Internal communications Direct mail CCSTV Productions

17. Great Public Schools for Every Child Elements: Billboards TV & radio Earned media Spirit Week

18. Great Public Schools for Every Child Elements: Billboards TV & radio Earned media Spirit Week Canton City Schools TV Channel 11, at the direction of Bill Weidner, produced a series of 60-second commercials featuring Canton City School students persuading parents and families to take a closer look at their public schools. The commercials aired on the district�s local access channel, then on selected networks on the local Time Warner Cable system this week, including CNN, BET, Nickelodean, The Weather Channel, Animal Planet, ABC Family, TNT and USA. Canton City Schools TV Channel 11, at the direction of Bill Weidner, produced a series of 60-second commercials featuring Canton City School students persuading parents and families to take a closer look at their public schools. The commercials aired on the district�s local access channel, then on selected networks on the local Time Warner Cable system this week, including CNN, BET, Nickelodean, The Weather Channel, Animal Planet, ABC Family, TNT and USA.

19. Great Public Schools for Every Child Elements: Billboards TV & radio Earned media Spirit Week Canton City Schools TV Channel 11, at the direction of Bill Weidner, produced a series of 60-second commercials featuring Canton City School students persuading parents and families to take a closer look at their public schools. The commercials aired on the district�s local access channel, then on selected networks on the local Time Warner Cable system this week, including CNN, BET, Nickelodean, The Weather Channel, Animal Planet, ABC Family, TNT and USA. Canton City Schools TV Channel 11, at the direction of Bill Weidner, produced a series of 60-second commercials featuring Canton City School students persuading parents and families to take a closer look at their public schools. The commercials aired on the district�s local access channel, then on selected networks on the local Time Warner Cable system this week, including CNN, BET, Nickelodean, The Weather Channel, Animal Planet, ABC Family, TNT and USA.

20. Great Public Schools for Every Child Elements: Billboards TV & radio Earned media Spirit Week We were able to generate positive media coverage by meeting with the editorial board of our local newspaper and inviting coverage by the education reporter of the Akron Beacon Journal. In addition, the Ohio News Network came to Canton and spent a half day on the story, including the video report in their statewide news broadcast.We were able to generate positive media coverage by meeting with the editorial board of our local newspaper and inviting coverage by the education reporter of the Akron Beacon Journal. In addition, the Ohio News Network came to Canton and spent a half day on the story, including the video report in their statewide news broadcast.

21. Great Public Schools for Every Child Elements: Billboards TV & radio Earned media Spirit Week We dedicated National Teacher Appreciation Week in the Canton City School District as Great Public Schools Week, drawing attention to the Great Public Schools theme and making our charter school competition aware that we were going take the opportunity to invite our Canton City families into our schools to see first hand what their district has in store for them. Banners are being displayed at each building this week. All school marquees are listing their special events and acknowledging Great Public Schools Week. Logo pencils were distributed to each student, funded by contributions from local businesses. Elementary students are writing Thank You notes home to their families for sending them to public schools. Each note contains a commitment card that we are encouraging parents to return, indicating their child will be returning next year�and if not, why not. These same cards will be sent home with interim reports for High School and Middle School Students. We asked all of our schools to host an open house for the parents and community members and we have 100% participation from the schools.We dedicated National Teacher Appreciation Week in the Canton City School District as Great Public Schools Week, drawing attention to the Great Public Schools theme and making our charter school competition aware that we were going take the opportunity to invite our Canton City families into our schools to see first hand what their district has in store for them. Banners are being displayed at each building this week. All school marquees are listing their special events and acknowledging Great Public Schools Week. Logo pencils were distributed to each student, funded by contributions from local businesses. Elementary students are writing Thank You notes home to their families for sending them to public schools. Each note contains a commitment card that we are encouraging parents to return, indicating their child will be returning next year�and if not, why not. These same cards will be sent home with interim reports for High School and Middle School Students. We asked all of our schools to host an open house for the parents and community members and we have 100% participation from the schools.

22. New Identity w/ Neighborhood Focus Elements New logo reflects determination Emphasis on elementary schools, not the district Multiple formats provided to each school Usage guidelines Replacement strategy vs Migration strategy Color matches City�s We developed a new identity for the district, based on the same principles the business community uses to build a brand. The logo reflects the customer benefit message, rather than the feature of the district. Determination, reading and striving to achieve goals. To make this a budget-friendly process, we are implementing the logo through replacement rather than migration. With a replacement strategy, we apply the new logo to materials when we re-order them, rather than migrating all materials to the new look over a set period of time. In a perfect world, we would want to move as quickly as possible from one look to the next, but this is not the perfect world, this is the fishbowl we call taxpayer supported. You will notice as well that we have adapted the same color scheme as the City of Canton. That green color scheme was introduced throughout 2004 by the new Mayor Janet Weir Creighton as she went about changing the way they do business in City Hall � a topic for another day.We developed a new identity for the district, based on the same principles the business community uses to build a brand. The logo reflects the customer benefit message, rather than the feature of the district. Determination, reading and striving to achieve goals. To make this a budget-friendly process, we are implementing the logo through replacement rather than migration. With a replacement strategy, we apply the new logo to materials when we re-order them, rather than migrating all materials to the new look over a set period of time. In a perfect world, we would want to move as quickly as possible from one look to the next, but this is not the perfect world, this is the fishbowl we call taxpayer supported. You will notice as well that we have adapted the same color scheme as the City of Canton. That green color scheme was introduced throughout 2004 by the new Mayor Janet Weir Creighton as she went about changing the way they do business in City Hall � a topic for another day.

23. District identity As you can see, each school is represented with their unique identity. As Dr. Sanders from Toledo taught us, it�s best to focus on the individual school where ever possible, though it is necessary to maintain a district-wide brand mark as well as the unique sports-related marks that the schools use. We didn�t take those away.As you can see, each school is represented with their unique identity. As Dr. Sanders from Toledo taught us, it�s best to focus on the individual school where ever possible, though it is necessary to maintain a district-wide brand mark as well as the unique sports-related marks that the schools use. We didn�t take those away.

24. Discipline Task Force Elements Reinforce message that CCS is a SAFE place to learn Creation of the Student Bill of Rights and Responsibilities Postcards to every child�s household and to all clergy Posters in every classroom and common area Banners on the 1st day of school

25. Student Bill of Rights & Responsibilities Posters were developed, based on the postcards and displayed in all common areas and classrooms. Banners were created and posted on the building exteriors on the first day of school � letting students know this were going to be different.Posters were developed, based on the postcards and displayed in all common areas and classrooms. Banners were created and posted on the building exteriors on the first day of school � letting students know this were going to be different.

26. Newsletter Elements New format from best practices Colorful and informative Content driven, customer focused Professionally designed Familial look and feel Our district needed a fresh way to communicate with its constituents and on a more regular basis. Budget constraints limit the number of times the district can send a newsletter to 47,000 households, so we went about changing the format to include more color and sizzle, a more postal service-friendly format and combined messages from two former publications into one. The layout is consistent with the family of materials we have developed.Our district needed a fresh way to communicate with its constituents and on a more regular basis. Budget constraints limit the number of times the district can send a newsletter to 47,000 households, so we went about changing the format to include more color and sizzle, a more postal service-friendly format and combined messages from two former publications into one. The layout is consistent with the family of materials we have developed.

27. Newsletter Specifications: 11�w x 18�h Folds to 11�w x 6�h Large and colorful Combines 2 previous publications for a net cost savings ~20% As you can see here, the newsletter is essentially 3 � 11� x 6� panels folded to 11� x 6� which is the largest piece of mail we can send at a letter rate. It really fills up the mailbox.As you can see here, the newsletter is essentially 3 � 11� x 6� panels folded to 11� x 6� which is the largest piece of mail we can send at a letter rate. It really fills up the mailbox.

28. Elementary School Brochures Elements Following Toledo best practice Standardized graphics Specific benefit messages by school Familial, colorful, sales collateral

29. Marketing Brochures

30. Advanced High School Programs Elements Leveraging Knowledge Works grant Marketing three programs at once Recruiting posters and brochures Familial, supporting of other efforts

31. Advanced High School Programs The first poster represented all three advanced programs together and reflects the district�s commitment to the careers of our students through a variety of options.The first poster represented all three advanced programs together and reflects the district�s commitment to the careers of our students through a variety of options.

32. Advanced High School Programs Then a unique poster was created for each program so the poster could be placed strategically to recruit the students who would most benefit or would best fit the parameters of the Knowledge Works grant � target marketing within the school.Then a unique poster was created for each program so the poster could be placed strategically to recruit the students who would most benefit or would best fit the parameters of the Knowledge Works grant � target marketing within the school.

33. Community Involvement Elements Leveraging Canton�s Bicentennial Bicentennial moments HOF parade float Black tie event Street festival Canton celebrates its bicentennial in 2005 and the students are a big part of the celebration. Students entered a contest to present a unique moment in history and the winning entries are being produced into television spots or �Bicentennial Moments.� The winners of the contest will not only be featured in the Bicentennial Moments on TV, they get to ride on the bicentennial�s float in the Pro Football Hall of Fame Grand Parade that is aired on national television. The Bicentennial black tie event is being held at the brand new commons area at Timken High School and the CPEA will have a Great Public Schools presence at the bicentennial street festival.Canton celebrates its bicentennial in 2005 and the students are a big part of the celebration. Students entered a contest to present a unique moment in history and the winning entries are being produced into television spots or �Bicentennial Moments.� The winners of the contest will not only be featured in the Bicentennial Moments on TV, they get to ride on the bicentennial�s float in the Pro Football Hall of Fame Grand Parade that is aired on national television. The Bicentennial black tie event is being held at the brand new commons area at Timken High School and the CPEA will have a Great Public Schools presence at the bicentennial street festival.

34. Collaboration with City Administration Elements Common messages Cooperative support for common goals Here�s one visible example of how our city administration, and especially our mayor, has embraced our marketing project. She makes it a point to visit every school � every year and as a product of Canton City Schools, she has a personal stake in the success or failure of her school district. This mayor is a true partner of Canton City Schools. This message was played on the jumbotron at Fawcett Stadium prior to sporting events and on CCS TV Channel 11, preceding a Canton City School Student�s presentation of an element of the Student Bill of Rights and Responsibilities.Here�s one visible example of how our city administration, and especially our mayor, has embraced our marketing project. She makes it a point to visit every school � every year and as a product of Canton City Schools, she has a personal stake in the success or failure of her school district. This mayor is a true partner of Canton City Schools. This message was played on the jumbotron at Fawcett Stadium prior to sporting events and on CCS TV Channel 11, preceding a Canton City School Student�s presentation of an element of the Student Bill of Rights and Responsibilities.

35. Robust Internal Communications Elements Customer service training for district teachers and secretaries NCLB session on reducing student mobility by forming partnerships with families and businesses Internal newsletters migrating to electronic form Collaborative planning meetings at CPEA HQ The District has revised its Internet presence and includes a link for District staff to log in. In addition, the district has conducted numerous in-service staff development session for all staff � including customer service training, a session dedicated to helping school personnel reduce student mobility by strengthening the school�s partnership with its neighboring community. This all gets orchestrated at collaborative planning sessions that are held monthly at CPEA headquarters. It�s kind of the hub of the Power of Us at the urging and encouragement of Superintendent Talarico.The District has revised its Internet presence and includes a link for District staff to log in. In addition, the district has conducted numerous in-service staff development session for all staff � including customer service training, a session dedicated to helping school personnel reduce student mobility by strengthening the school�s partnership with its neighboring community. This all gets orchestrated at collaborative planning sessions that are held monthly at CPEA headquarters. It�s kind of the hub of the Power of Us at the urging and encouragement of Superintendent Talarico.

36. CCSTV � Kindergarten Video CCS has a dedicated cable access channel, available 24/7/365 CCSTV produces numerous shows and related multimedia This 5-minute kindergarten video was produced by CCS TV. It highlights the unique aspects of what Canton City Schools offers and includes testimonials from teachers, parents and children extolling the benefits of the district, especially for the youngest members of our society. The video was distributed on VHS and DVD at kindergarten registration and also has aired repeatedly on Channel 11 as kindergarten registration approached. The video was promoted in the district newsletter and made available to anyone who called � and there were numerous requests as a result.This 5-minute kindergarten video was produced by CCS TV. It highlights the unique aspects of what Canton City Schools offers and includes testimonials from teachers, parents and children extolling the benefits of the district, especially for the youngest members of our society. The video was distributed on VHS and DVD at kindergarten registration and also has aired repeatedly on Channel 11 as kindergarten registration approached. The video was promoted in the district newsletter and made available to anyone who called � and there were numerous requests as a result.

37. Direct Mail Elements Have a great summer postcard Kindergarten registration push Student Bill postcard Charter schools campaign

38. Leveraging our combined strength, we are� Breaking down barriers Replacing �silo� mentalities with teamwork Eliminating redundancies Showing our �customers� that we are marketing like we mean business As I mentioned from beginning, each of these tactics on its own could fail to produce the desired results � but together, they represent a marketing mix that reinforces itself. We have several challenges to meet at the same time, not the least of which is altering the attitudes and behaviors of our staff. Change is hard but change is necessary .. right now. If we don�t serve our customers � somebody else will. Thanks.As I mentioned from beginning, each of these tactics on its own could fail to produce the desired results � but together, they represent a marketing mix that reinforces itself. We have several challenges to meet at the same time, not the least of which is altering the attitudes and behaviors of our staff. Change is hard but change is necessary .. right now. If we don�t serve our customers � somebody else will. Thanks.

39. Questions?