LA Unified School District Leading the BSA Change M anagement Plan “ For Sally and Alejandro”

1. LA Unified School DistrictLeading the BSA Change Management Plan“For Sally and Alejandro” February 19th, 2011 Haas Education Leadership Case Competition Andrea Zuluaga, YannickBultingaire, Eduardo Crespo, Jelte de Jongh

2. Six Elements Fed Into Designing the BSA Change Management Plan Strategic Roadmap LA Unified Effectiveness of Media Channels BSA’s 4 Drivers that Improve Achievement Stakeholders Concerns Budget and Resources Available BSA Change Management Plan Awareness, Understanding, and Readiness of Stakeholders

3. BSA Change Management Plan How do I Develop…? Awareness Understanding & Buy-in Readiness I: Communication Above the Line mass channels of communication II: Engagement Below the Line on-site change management III: Support structure Support systems for successful implementation

4. I: Communication Strategy Awareness Understanding & Buy-in Readiness Initiatives C3 C1 C2 Mock BSA Budget Establish a Sense of Urgency Build-up Launch Roadshow Simplify BSA Communication Development Release Update Get Parents & Students Involved Momentum Build-up Launch 2011 2012 March June Sept Dec Mar June Sept

5. Establish a Sense of Urgency “Change is Here, Change is Now” Description Objective for Target Stakeholder “State of the Union”-like address by new leadership to share overall vision, BSA reforms and timelines with public Make principals, local staff and teachers understand the necessity of change and see the commitment of new management team for BSA reform C1 Stage Build-up (March) Launch (April) Roadshow (May-July) BSA 1st Release (Aug - Sept) Content • Trigger interest for succession day • Message focused on imminent change e.g. “A new way is coming” • Officially launch BSA Introduction with timelines • Message: ”Together, we can achieve more” • Show top management commitment for BSA • Message: ”BSA is key in meeting your onsite unique needs” • Release mock BSA budgets • Message: “Each school site will receive support” • Visit to sites for general staff and face to face meetings • Newsletters • Internal BSA web page • BSA Mini Calendars • Superintendent conference calls with school councils • Newsletters • Direct emails & hotline • Internal BSA web page • TV Live Broadcast (KLCS incl.) • LA newspapers • YouTube videos Media • Radio broadcasts • School bulletin boards • Internal emails • SMS broadcasts Owner Resources KPIs • LAUSD Executive Leadership • District & Local Superintendents • Central Communication Team • IT/web development team • Local logistics team • Awareness survey, Media coverage (# of articles, viewers) • # and % of schools visited 4

6. II: Engagement Strategy Awareness Understanding & buy-in Readiness Initiatives E3 E4 E2 E1 BSA Version 2.0 [New Pilot] Select Schools Monitor & Support Engage & Train Build a Coalition of partners Identify Key Members of Coalition & Engage Address Partner Concerns Leverage Coalition Resources Manage “Winners” Educate Capture Wins P2P Nets Innovation Olympics Mock BSA Budget Support “Affected” Manage Anger Down to Work Generate Momentum 2011 2012 March June Sept Dec Mar June Sept 5

7. III: Support Structure Development Awareness Understanding & buy-in Readiness Initiatives Manage BSA Plan Define PMO Structure S4 S2 S1 S3 Structure Project Management Office (PMO) Develop Tools Prepare Schools to Develop Budget Design Process Develop the Tools Create a Feedback culture Prepare the People Foster Innovation Sustainability 2011 2012 March June Sept Dec Mar June Sept 6

8. Budget Constraints – LAUSD Needs to Multiply Resources to Successfully Implement BSA Resources available for Change Management $50,000 X Community Support LAUSD multiplies its resources through the Haas ELCC Multiplier effect $50,000 Current Aspiration 7

9. S4 Change Management Toolbox E3 E4 S4 C2 C2 C1 C3 C2

10. What to think on Monday morning Initiatives Establish a sense of urgency Communication C1 E4 E3 E2 E1 S4 S3 S2 S1 C2 C3 Above the Line mass channel communication Simplify BSA communication Get parents and students involved View BSA as a Change Management Campaign Use our Initiatives to Multiply your Resources Don’t Overpromise and Under-deliver Think about National Impact of your Success BSA Version 2.0 [New Pilot] Engagement Below the line on site change management effort Build a Coalition of partners Manage “Winners” Support “Affected” Structure Project Management Office (PMO) Support structure Support systems for successful implementation of BSA Prepare schools to develop budget Create a Feedback culture Foster Innovation Sustainability 9

11. BACK-UP

12. Rationale for BSA roll out planBSA roll out plan and InitiativesReady to use material

13. Six elements fed into the Sally & Alejandro plan Strategic Roadmap LA Unified Effectiveness of Media Channels BSA’s 4 drivers that improve achievement Stakeholders Concerns Budget and resources available BSA Roll-Out Plan Awareness, Understanding, and Readiness of Stakeholders

14. BSA Objective - Achievement requires innovation, parent involvement and incentive understanding Drivers of Achievement How drivers operate Take away for Plan Equitable Budgeting • Budget by per pupil allocationand ADA • Adjustments by special needs groups • Support schools affected by budget cuts Tailored use of budget • Schools must be innovative in identifying new/different uses for budget to achieve impact • Set up support system to develop the budgeting task successfully • Engage schools to innovate in their structure and identify opportunities ADA incentives aligned • Force schools to focus on attendance by tying the budget to ADA • Communicate ADA incentives clearly to principals, parents and teachers • Understand BSA is no silver bullet for attendance, but part of a mayor solution Parent Involvement • Parent involvement is one of the biggest drivers for performance • More empowerment on budget should drive higher engagement • Communicate empowerment through BAS to parents • Link with other district initiatives to engage parents

15. Stakeholder Concerns – To Engage Stakeholders a Broad Range of Key Concerns Must Be Addressed

16. We Assessed Prerequisites in 3 Areas-BSA plan Should Focus on Each Stakeholder’s Challenged Areas

17. Diffusion Logic to our Plan Creating Reflective Waves for Change Generate Wave Top LAUSD leaders generate initiative Accountability Improve BSA Deadlines, goals & KPIs trickle down Generate sustainable budgeting practices Trickle Down Training Tactics timed by stakeholder Develop qualified, self sufficient human capital Collect Data Implement Initiatives On-going data & feedback collection Roll-out school site initiatives Wave Retreat School site activity generates engagement 16

18. Rationale for BSA Roll Out PlanBSA Roll Out Plan and InitiativesCampaign Materials [Phase I]

19. I: Communication Strategy Awareness Understanding & buy-in Readiness Initiatives C3 C1 C2 Mock BSA Budget Establish a sense of urgency Build-up Launch Roadshow Simplify BSA communication Development Release Update Get parents and students involved Build-up Launch Momentum 2011 2012 March June Sept Dec Mar June Sept

20. Establish a sense of urgency “Change is Here, Change is Now” Description Objective for Target Stakeholder • “State of the union”-like address by new leadership to share overall vision, BSA reforms and timelines with public • Make principals, local staff and teachers understand the necessity of change and see the commitment of new management team for BSA reform Stage Build-up (March) Launch - April Roadshow – May-July BSA 1st release – Aug -Sept • Trigger interest for succession day’s • Message focused on imminent change e.g. “A new way is coming” • Officially launch BSA Introduction with timelines • Message: ”Together, we can achieve more” • Show top management commitment for BSA • Message: ”BSA is key in meeting your onsite unique needs” Content • Release mock BSA budgets • Message: Each school site will receive support • Visit to sites for general staff and face to face meetings • Newsletters • Internal BSA web page • BSA Mini Calendars • Superintendent conference calls with school councils • Newsletters • Direct emails & hotline • Internal BSA web page • TV Live Broadcast (KLCS incl.) • LA newspapers • Youtubevideos Media • Radio broadcasts • School bulletin boards • Internal emails • SMS broadcasts Owner Resources KPIs • LAUSD Executive Leadership • District & Local Superintendents • Central Communication Team • IT/web development team • Local logistics team • Awareness survey, Media coverage (# of articles, viewers) • # schools visited

21. Simplify Budget for Student Achievement“BSA 101” Description Objective for Target Stakeholder • Mass direct campaign that provides comprehensive, positive and easy-to-read messages about BSA program • Bring parents and students to understand the impact of BSA in their schools and their new roles in budget process Stage Development - July Release - September Update - Jan- March • Content fine-tuning based on Parental Advocacy group feedback • Message focus on necessity of common understanding • Launch of “BSA 101” during Enrolment day information session with presence of Superintendent in local school Content • Regular updates on BSA described in the cartoon storyline • School bulletin boards • Online newsletter • Flyers/Leaflets • SMS broadcasts • Cartoon book and online newsletters (Spanish version) • School bulletin boards • SMS broadcasts Media • School bulletin boards • Online newsletter • Flyers/Leaflets • SMS broadcasts Owner Resources KPIs • % of family reached locally • # high profile endorsement • LAUSD Executive Leadership • District & Local Superintendents • Central Communication Team • Cartoonist

22. Get Parents and Students Involved“The Pledge for Education” Description Objective for Target Stakeholder • Grass root campaign like OneVote’08 or 1Goal to pledge individual investment for education in LAUSD - with Latino celebrity endorsements • Motivate parents and students to engage in meaningful activities at their local schools enabled by the BSA reform Stage Development - September Launch - December Generate Momentum- Jan- March • Research and trigger potential celebrities interest for the project • High-profile launch of “The Pledge for Education” • Message focus on local engagement in LAUSD Content • Success stories and ceremonies for each endorsement milestones • Message linked to the Innovation Olympics • The Pledge Website -Social network • TV Live Broadcast (KLCS incl.) • LA newspapers • Youtube videos • The Pledge Website -Social network • TV Live Broadcast (KLCS incl.) • LA newspapers • Youtube videos Media • Direct contacts, potentially through LA Compaq network Owner Resources KPIs • LAUSD Executive Leadership • District & Local Superintendents • Central Communication Team • IT/web development team • Local logistics team • # high-profile & individual pledges • # activities organized by parents/students

23. II: Engagement Strategy Awareness Understanding & buy-in Readiness Initiatives E3 E4 E2 E1 BSA Version 2.0 [New Pilot] Select Schools Monitor & Support Engage / Train Build a Coalition of partners Identify key members of coalition and engage them Address partner concerns Leverage coalition resources Manage “Winners” Educate Capture Wins P2P Nets Innovation Olympics Mock BSA Budget Support “Affected” Manage Anger Down to Work Generate Momentum 2011 2012 March June Sept Dec Mar June Sept 22

24. BSA Version 2.0 Description Objective for Target Stakeholder • Closely monitored pilot programme to roll-out BSA • Select 5 “winner” & 5 “affected” schools • Centrally supported training, data collection • Develop school site management capabilities • Test BSA feasibility, budgeting capabilities • Train, develop, engage community, performance Stage Select Participants Engage Schools Training Monitor & Support Media • Roadshow Launch • Town hall for select Principals & Councils • LAUSD.net/BSA site • News Media Report • Bi-Monthly Workshop • PSC BSA Buddies programme • Online Training • Monthly Conf Call . • 1x1 visits by local superintendents • Principals Lunch • Newsletter Broadcast • KLCS-TV Programming • Anonymous Surveys • BSA Advisory Group focus groups • BSA Pilot virtual forum . Con-tent • Excite about pilot • “BSA 101” simple • FAQs • Awareness on per-pupil budgeting • Plan of expectations, goals, deadlines • Transition management • Reports on Edmonton • Budgeting for achievement • Discussions on managing flexibility • Accreditation on budgeting/planning • Stakeholder satisfaction data • Build directory of pilot schools . Owner Resources KPIs • LAUSD Executive Leadership • District & Local Superintendents • Training teams for 10 schools • IT Support systems development • Content guides • Staff satisfaction rates • Parent Committee memberships • Teacher enagement

25. Build a Coalition with Unions and Advocacy groups to support BSA Reform Locally Description Objective for Target Stakeholder • Create exchange platform with organized stakeholders to actively engage in BSA roll out • Leverage partnership to prevent conflicts to arise • LA Compaq, Administrative & Teachers Unions (UTLA/AALA) and Parent Advocacy Groups • Ensure that opponents buy in and drive change Stage Reach out to coalition partners - March Tweak roll-out plan to address concerns – April - September Leverage coalition at their constituencies Sept-Sept Media • Direct contacts • Invitation to succession day • Interview of Superintendent for partners internal newsletter • Direct contacts and consultation meetings • TV Live Broadcast (KLCS incl.) • LA newspapers • Internet videos • Direct contacts and meetings at local level • School billboards and newspaper • School councils • Partner local network Con-tent • Convince partners of BSA • Emphasize their key role in implementation plan • Underline mutual benefit of building collaborative coalition • Identify key concerns • Devise mitigation plans • Debunk conflicts and smears • Detailed info sessions on BSA project (milestones , support, resources) • Feedback on concerns • Debunk conflicts and smears Owner Resources KPIs • LAUSD Executive Leadership • District & Local Superintendents • Central Communication Team • Partners’ local representatives • Degree of buy in of coalition • % of stakeholders reached locally

26. Manage the “Winners” Description Objective for Target Stakeholder • Incentive programme for schools receiving “better than current” budgetary allocations under BSA • Idea generation forums, peer to peer networks • Generate initiatives for budget design innovation • Incentivize creativity, combat inertia • Engage stakeholders in school site management Stage Educate Peer to Peer Engagement Innovation Olympics Capture Wins Media • “Budgeting for Excellence” Guide • Council symposiums • District-wide training • News media report • Special Newsletter Issue • Colour filled flyers • Email, LAUSD.net/BSA • Intra-school web forum @ LAUSD.net • District inter-school buddy system • KLCS-TV Awards Ceremony • Newspaper reports • Radio broadcast • “Emergency” SMS Con-tent • BSA implementation manual • Learning from “PSC Best Practices”, school testimonials • User wiki for idea sharing and solution generation • Set-up of system connecting diff LAUSD schools • 3-month “idea competition” • Mixed stakeholder teams submit RFPs for BSA innovation • Mini-short report of “Winning with BSA” • Special supplement on competition • Superintendent BSA update on progress Owner Resources KPIs • PMO Team • LAUSD Executive Leadership • Local Superintendent Office • Training personnel & venues • Systems & web development • Communications Officer (1) • Online forum usage levels • Competition subscription rate • Stakeholder mix in comp teams

27. Support the “Affected” Description Objective for Target Stakeholder • Crisis prevention programme aimed at schools receiving “worst than current” allocations via BSA • Support system: workshops, p2p network, toolkit • Pre-empt retaliation against BSA • Channel anger into idea generation • Provide support to prevent performance issues Stage Manage Anger & Frustration DowntoWork Innovation Olympics Generate Momentum Media • Focus groups • BSA customer service support line • Superintendent @ PTA Meetings • News media report • Special Newsletter Issue • Colour filled flyers • Email, LAUSD.net/BSA • “Tool-Kit” Application workshops • Launch BSA buddy system • Virtual forums • Newsletter Special • Act small: 1x1 meetings w/ leaders • News Reports on Wins Con-tent • BSA for achievement manuals • Support systems that diffuse anger • Show senior commitment to BSA • Budgeting training for principals/teachers • Connect schools, match with PSC team • User generated feedback/concerns • 3-month “idea competition” • Mixed stakeholder teams, submit RFPs for BSA innovation • Distract away from frustration • Positive messaging, data backed info • Map incentives [no despair!] • Publicly reward success cases . Owner Resources KPIs • PMO Team • LAUSD Senior Leadership • Training personnel • Systems & web development • Superintendent Commitment • Participation rates in training • Level of RFP idea submission • Customer service usage rate

28. Innovation Olympics Description Objective for Target Stakeholder • Full district inter-school “idea competition” • Cross-stakeholder teams create RFP submissions • Focus: using budget in innovative ways • Energize, engagement community, make BSA fun • Diffuse negativity and silence naysayers • Reward early wins, generate momentum Stage GenerateBuzz EngageCommunity Reward GenerateMomentum Media • News media special • Website launch • 1x1 local superinten. • SMS, Email, Memos • Principal survey • News media coverage awards ceremony • KLCS special of winners • Newsletter special • Site bulleting boards • Flyer Campaign • Promo YouTube video • Mandatory Conf Calls Principals/Teachers • Quick Facts flyer • Superintendent public recognition • Email unengaged • Principal survey Con-tent • Announce event details & prizes • Escalate commitment • Special letter from incoming Deasy • Team membership guidelines • Communication of deadlines, process • Specify accountability • Profile of successful teams • Special web report of RFP submissions • Showcase parent involvement • Positive messaging, BSA = local gain • Data backed info • Publicly reward success cases . Owner Resources KPIs • Local District Superintendents • LAUSD.net/BSA/Olympics site • Low-cost viral marketing • Superintendent Commitment • Evolution of survey data re: BSA understanding • RFP submission levels & # teams

29. III: Support Structure development Awareness Understanding & buy-in Readiness Initiatives Manage BSA plan Define PMO structure S4 S2 S1 S3 Structure Project Management Office (PMO) Develop tools Prepare schools to develop budget Design Process Develop the tools Create a Feedback culture Prepare the people Foster Innovation Sustainability 2011 2012 March June Sept Dec Mar June Sept 28

30. Structure Project Management Office (PMO) Description Objective for Target Stakeholder • Structure a team that will handle the marketing and change management plan • Develop the tools t track advance of the plan • Create a team accountable of winning support and preparing the schools and communities to implement BSA Stage Define PMO Structure Develop tools Manage BSA plan Con-tent • Identify relevant groups to include in the PMO team and define accountabilities: • Parent Community Service Branch • Central office communication group • Central Information area • Financial / Budget area • Innovation and Charter • Teacher & Administrator development area • Develop dashboard/control panel to measure BSA advance • Design the LAUSD.net/BSA • Manage the overall BSA plan guaranteeing the successful implementation of all the initiatives Owner Resources KPIs • Superintendent • As determined by the roles and accountability • PMO created and operational by April 2011(people and tools) • Timely completion of milestones per dashboard

31. Prepare Schools to Develop Budget Description Objective for Target Stakeholder • Develop the processes and tools that will enable the schools to generate their budget • Train the schools to use processes and tools • Set schools for success in the use of BSA • Train School Site Council, Principals and budget support staff Stage Design Process Develop Tools Prepare the People Con-tent • Design a suggested budget allocation process at school level that involves all stakeholders (students, parents, teachers, principal) • Design technical budget generation process • Design training process • Develop IT tools to support budget generation • Develop training material: • Training for school management teams on uncovering opportunities and involving the community • Training on technical budget development (how to use IT tools) • Train School Site Council and Principal to lead decision making and involve all the school community • Train staff to use budgeting/ reporting tools Owner Resources KPIs • BSA implementation team • IT resources as required • 1 process analyst • Support from PMO for training • % Principals trained • % School site councils trained • % of schools with staff trained

32. Create a Feedback culture Description Objective for Target Stakeholder • Create and implement the process and tools to generate feedback from district to schools and from school to districts on BSA application • Design evaluation process to have principals accountable while supporting skill development • Polish the BSA school budget process by receiving and implementing feedback • Give feedback to schools on how to better use BSA • Provide the support system for principals to manage their heightened accountability Stage Design Process Develop Tools Prepare the People Con-tent • Design a process to collect feedback on BSA and incorporate to following year budget • Design a process to give feedback to schools on how they implemented BSA • Develop process to manage Principal accountability • Develop tools to collect feedback on BSA (surveys, interviews, etc. • Develop tools to identify opportunities for school level BSA implementation • Define metrics to identify lagging schools and develop measures to support them • Identify and prepare the relevant people to manage the process and tools Owner Resources KPIs • BSA implementation team • 2 process analysts • Ad-hoc training support • BSA team partial time • % schools supplying feedback • % of schools given feedback

33. Foster Innovation Sustainability Description Objective for Target Stakeholder • Design a structure that will foster innovation across time , both in school use of budget as in other levers that result in student achievement • Foster innovation in schools use of budget by: • Identifying success stories and sharing them among Principals and School Site Councils • Generating the space to develop ideas and encourage risk taking Stage Design Process Develop Tools Prepare the people Con-tent • Design process to centrally identify success stories • Develop means to share success stories with School site councils & Principals • Make the Innovation Olympics a yearly event with different topics each year • Develop tools (surveys/ metrics/ interview system0 to identify success stories • Design tool to share success stories • Design competition parameters and communication channels • Identify and prepare the relevant people to manage the process and tools Owner Resources KPIs • PMO Team (Innovation representative) • Community to develop innovation Olympics • % of schools represented in Innovation Olympics

34. Rationale for BSA roll out planBSA roll out plan and InitiativesReady to use material

35. Simplifying BSA: Cartoon Campaign

36. Simplifying BSA: BSA Booklets The Multiplier: “How Parents Engage Each Other”

37. Idea Olympics Flyer [Spanish]

38. Roadmap Calendar

39. Sample Roadmap Calendar

40. School Site Poster

41. Sample Flyers for Teachers & Staff: “Why New BSA?”

42. Sample “BSA101” Flyer for Teachers & Staff