High Tech High Case Competition Team 5

1. High Tech High Case Competition Team 5 February 16, 2013

2. HTH GSE’s crisp value proposition Embedded in HTH school system Learn the HTH method viathe HTH method Unique, innovative, world-renowned practices

6. Current marketing initiatives are focused on driving broad-based Awareness and Interest … • Awareness • Interest • Conversion Advertising on NPR and education journal Collegial Conversations Unboxed Speaker Series Short Residencies/ Institutes / Workshops Informal word-of-mouth

7. Four new initiatives will focus on converting the high interest in HTH to actual enrolments • Awareness • Interest • Conversion Advertising on NPR and education journal Collegial Conversations Unboxed Speaker Series Expanded mid-range programs Short Residencies/ Institutes / Workshops Annual referral campaign Online showcase and training ‘YES’ Teams

8. Four new initiatives will focus on converting the high interest in HTH to actual enrolments • Awareness • Interest • Conversion Advertising on NPR and education journal Collegial Conversations Unboxed Speaker Series Expanded mid-range programs Short Residencies/ Institutes / Workshops Annual referral campaign Online showcase and training ‘YES’ Teams

9. A high-intensity annual referral campaign will leverage our existing evangelists • Most current students are reached via referrals and word-of-mouth • Peer recommendations are the most powerful marketing tool • Network members are likely to be most effective HTH evangelists – our unique asset • Nominations come with stories – source of pride and social obligation 35 89 200 7000 Current students Past Grads HTH teachers HTH parents

10. INITIAL ESTIMATES A formal referral campaign is a high-impact initiative # potential students engaged Conversion rate # students recruited over 3 yrs Estimated potential students per person Estimated referral rate x = x = 10 10% ~35 Current students ~20 50% 35 16 10% ~140 Graduates ~40 40% 89 200 12 10% ~240 HTH Teachers ~40 30% 7000 1 2% ~110 HTH Parents ~4 20% ~500 Note: Numbers from initial campaign only – subsequent campaigns will reach reduced number of new nominees; Teacher estimates based on 4,700 HTH students at 20 per teacher

11. The campaign will run annually over a short period and be backed up by a structured cultivation process Intense campaign to HTH networks… Gather nominations… Begin structured cultivation process…

12. Four new initiatives will focus on converting the high interest in HTH to actual enrolments • Awareness • Interest • Conversion Advertising on NPR and education journal Collegial Conversations Unboxed Speaker Series Expanded mid-range programs Short Residencies/ Institutes / Workshops Annual referral campaign Online showcase and training ‘YES’ Teams

13. Develop ‘Yes teams’ to convert interest in HTH and GSE into actual enrolment • Lead tracking via Customer Relationship Management system • Defined process for recruitmente.g. • Regular email contact • Exposure to different members across HTH’s community • Annual Phone-A-Thons engaging people across the HTH network before submission deadline • Does not require additional resources – a distributed team effort • Unconventional approach leveraging HTH’s unique, deep personal connections with students, teachers, and parents. YES Team #1 Faculty member Current students Graduates HTH Parents & Teachers x7

15. Four new initiatives will focus on converting the high interest in HTH to actual enrolments • Awareness • Interest • Conversion Advertising on NPR and education journal Collegial Conversations Unboxed Speaker Series Expanded mid-range programs Short Residencies/ Institutes / Workshops Annual referral campaign Online showcase and training ‘YES’ Teams

16. Develop online videos and other resources to showcase HTH/GSE philosophy and increase awareness EDU

17. The final initiative is a program expansion as well as a marketing initiative • Awareness • Interest • Conversion Advertising on NPR and education journal Collegial Conversations Unboxed Speaker Series Expanded mid-range programs Short Residencies/ Institutes / Workshops Annual referral campaign Online showcase and training ‘YES’ Teams

18. A full life-cycle view of an educator needs to be considered when looking to expand our impact • Aspiring Teacher • Beginning Teacher • Experienced Teacher • School Leader Educator’s Needs: • Foundation for philosophy of teaching and learning • Introduction to classroom management • Developing Teaching style • Certifications • Support from Mentor • Building instructional skills • Advanced Certifications • Teacher researcher • Developing Mentor Skills • Thought leader • Administrative skills • System-level thinking • Instructional and School Design Teacher Credentialing, (CA only) Teacher Leadership, M.Ed. Program School Leadership, M.Ed. Program Current Programs: Leading Schools Program Residencies, Institutes, and Workshops

19. Under-enrolled Masters’ Programs Require High Investment High TL SL LSP Relative Investment and Time Required by Student Residencies, Institutes, and Workshops Teacher Credentialing Low Low High Relative Depth of Impact

20. An Opportunity for Broader Impact Exists High TL SL HTH SUMMER FELLOWS PROGRAM LSP Relative Investment and Time Required by Student Residencies, Institutes, and Workshops Teacher Credentialing Low Low High Relative Depth of Impact

21. HTH Summer Fellows Program

22. HTH Summer Fellows - The Best & Brightest • Debbie is a recent Cal grad • Headed to Oakland charter school • Wants immersive, hands on prep before her full time job begins • Sam is a junior at Northwestern • Interested in HS education • Exposure to another charter network outside CPS is his goal • Angelica is senior at UC San Diego • Headed to DC to work on ED policy • Building on traditional student teaching, she wants to use lessons from HTH Fellows on the job in DC. Engaging tomorrow’s educators today!

23. Helping Reach and Mentor Aspiring Educators Through Long Term Partnerships

24. A compelling value proposition for fellows One-of-a-kind experiential summer program Exclusive network of engaged peers • Embedded in HTH’s • famed and innovative • project-based curriculum 4 weeks clinical experience

25. A new approach to reach and impact

26. Nuts & Bolts of HTH Fellows Program WHEN AT CAPACITY Two cohorts of 120 Fellows 4-week program Coincides with HTH summer school session 10 Fellows per HTH school for immersed learning 4 GSE administrators per cohort (1 GSE to 30 fellows) Cohort, school-specific, and small group exercises Leverage experience from Summer Institute and Workshops

27. HTH Summer Fellows Program Empowers Entire GSE Mission Summer Fellows Class Size Summer Fellows Applying to M. ED Summer Fellows Alumni 3% conversion Summer Fellows alumni later … … become M. Ed. Program Applicants

28. Mobilize Philanthropic Base with View Toward Financial Independence Percentage of students paying for privilege to be an HTH Summer Fellow increases as program grows Reliance on initial philanthropy drive diminishes over time. 1st year 3rdyear Financially Independent 5th year • Brand the fellows program (e.g. HTH Packard Fellows) • Seek university partnerships – clinical experience partner • Small application fee can offset some admin costs • Reputational gains will be met with increased demand by paid applicants

30. Expanded mid-range programs Annual referral campaign Online showcase and training ‘YES’ Teams