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Charter Conservatory Campaign
Background Analysis
Charter Conservatory is a state‐commissioned charter school located in Statesboro,
Georgia. It was approved to be chartered in 2001 by the Georgia Charter Schools Commission,
but was denied recognition by Bulloch County Board of Education (BCBOE). Because the school
did not receive recognition from the BCBOE, they became ineligible to receive funding from the
board. Not receiving this local funding put the school in a very hard economic situation. Now,
the school is one of nine state‐commissioned schools in the state of Georgia.
With over 135 students, the school serves grades 6‐12. The curriculum used at the
school is based on a concept known as multi‐age classes, which support the idea that students
learn at different rates. Therefore, students are placed in classes based on their individual
knowledge and not their age. Charter Conservatory currently operates on a year‐long calendar,
which means classes meet for 45 days and then a three‐week break is observed. Since its
inception, the school has been under the supervision of Kathy Harwood, director and founder.
In 2008, state legislatures approved the creation of the Georgia Charter Schools
Commission, which is a board that approves charters and ensures that schools meet the
requirements of being a chartered state‐commissioned school. In exchange for the promise of
excellent performance, charter schools are free to make decisions upon their own discretion. As
a state‐commissioned school, Charter Conservatory is entitled to funding from the Bulloch
County School System budget, thus making it a public school.
SWOT Analysis
Strengths Weakness
Student and parent involvement State commission process not understood
Dedication to education Lack of relationships between local media
Small teacher student ratio‐ 15 students to 1 outlets
teacher No marketing/public relations board
Graduation rate of 93% Idea has been opposed from the beginning
Year long school with 3 week breaks Viewed as a private/alternative/special
education school
Opportunities Threats
Next step for home schooled students Short deadline for funding
First green middle/high school in Statesboro Possible termination of Charter Conservatory
Partnerships with GSU community
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Profiles of Potential Publics
Parents/Guardians of current Charter Conservatory Students:
These are the parents that support an alternative education setting for their child. Also they
support the school and all of its endeavors. Lots of money, time, and commitment to service
have been committed to the school.
Current Relationship: Positive. They are already supportive of the school and understand the
benefits of enrolling a student.
Influential’s: Other parents and students they have registered, faculty and staff of Charter
Conservatory
Self‐interests: Seeing their student excel, graduate on time or earlier, and seeing money well
spent
Students of Charter Conservatory
These students are able to take advantage of an alternative education setting at the school.
There are about 135 students that currently attend Charter Conservatory from grades 6‐12.
These students are taking classes on a year around schedule and also fulfilling community
service requirements at school. The graduation rate is at an expected 93%.
Current Relationship: Positive. Many have attended the school for a couple of years. They like
the year‐round school schedule, as well as having breaks to rest.
Influential’s: Parents, teachers and alumni
Self‐interests: Passing classes, having fun while learning, and maintaining other students
Home schooled students and parents
These are potential students because parents of home schooled children are interested in
providing the alternative education experience for their child as well, and may be interested in
the opportunity that Charter Conservatory can give them.
Current Relationship: Non‐existent. We are trying to increase awareness of Charter
Conservatory and its deeds.
Influential’s: Parents, teachers, and peers
Self‐interests: Alternative educational opportunities, having fun in an environment with peers
Potential Parents of Charter Conservatory
These parents are very important to Charter Conservatory, because potential students ensure
the population and success of the school. On one end there are the parents that have observed
and researched the school, and have decided that it is not the place they wish to send their
child. On the other side of the scale are parents that are unaware of Charter Conservatory and
the alternative opportunities to education that it can offer students.
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Current Relationship: Neutral. It is very important that the parents are educated about Charter
conservatory. Some have made up their minds about the school and want to have nothing else
to do with the school. But then there are those individuals that are completely unaware.
Influential’s: Other parents, current school boards, faculty and staff or current school their
student attends.
Self‐interests: Seeing their student excel, graduate on time or earlier, and seeing money well
spent.
Members of Local School Boards
The members of local school boards are people that are already aware of the situation that
Charter Conservatory faces. They have a large influencing power over parents and students at
their respective schools. Meetings that are open to the public are hosted, where parents and
students are encouraged to come out to learn more information about what is going on in the
school system. This group has a large influence on Charter Conservatory’s name and reputation.
Current Relationship: This relationship is currently unconventional. The Georgia Department of
Education employs hundreds of educators across the state and they are very interested in what
happens in the situation. But because the school is receiving state funds, educators feel
wronged and are opposed to the “charter” system altogether.
Influential’s: Other board members, Bulloch County School Board (which oversees all schools
within the county), and state government officials
Self‐interests: Keeping money in their schools to maximize the experience in their respective
schools, the wellness of schools “like them”
Community Leaders of Statesboro
These leaders of the Statesboro community have great interest in the concerns of its citizens.
This population includes corporate executives, local business owners, city and county
government officials and educational leaders and administrators. Statesboro community
leaders have mixed reviews and opinions on the situation; however, as leaders of the
community, general community members look to them for support and clarity on the issue.
Current Relationship: This relationship is currently neutral. Knowing this, the general
community plays a big part in how much support the school receives from leaders in the
community. Winning over the community leaders could lead the acquisition of more funds and
support for the school.
Influential’s: Other community leaders, school board officials, any political leader
Self‐interests: Supporting underprivileged and “at‐risk” children, increasing educational
standards within the Statesboro community in general.
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Local Media Outlets
These are outlets that can be utilized to promote and improve the reputation of Charter
Conservatory. They can improve the public image of the group, as well as educate surrounding
areas about Charter Conservatory and the opportunities for children.
Current Relationship: This relationship is currently non‐existent and negative. The Statesboro
Herald is hesitant to print anything opposing the Bulloch County School Board, for fear of
generating negative attention for the paper.
Influential’s: Bulloch County School Board, reader/supporters of various outlets (i.e. newspaper,
radio, television, social media)
Self‐Interests: Personal promotion, image management, networking
Situation Analysis
While becoming more involved with this campaign and the needs of Charter
Conservatory, the situation that the school is experiencing is one that needs immediate
attention and thorough evaluation. There is currently a lawsuit against the two state
commission schools saying that this decision is unconstitutional because the schools are
receiving money that is being approved by the state and not by local agencies. CCAT is currently
working to strengthen its communication with the community while also raising funds for the
school.
Although the school has been in existence for a little less than a decade, the school has
had great difficulty connecting with members of the Statesboro and Bulloch County as a whole.
The school is also having great difficulty raising funds needed to support its functioning and
endeavors. Historically, charter schools have always been a political issue; particularly because
of the government funding the schools receive.
Aside from the aforementioned lawsuit, the school’s lack of connection with its key
publics must be immediately addressed. In the past, the school has had several bad experiences
while reaching out to local media outlets. For example, a local media outlet has consistently
denied the publication of information referring to or advertising Charter Conservatory. Healthy
working relationships are vital to organizations, like Charter Conservatory; this issue must be
resolved before any other concerns are addressed.
Core Problem/Opportunity
With new motivational objectives, Charter conservatory will build a positive relationship with
the Statesboro community to ultimately gain connections that will support their future
endeavors.
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Goal
To raise knowledge of the Charter Conservatory and create a positive relationship with the
Statesboro Community while promoting the new idea of state commissioned schools and their
benefits.
Objectives
1. Raise awareness of Charter Conservatory by 50% within key publics
a. 10% by first month of campaign, August 2010
b. 30% by the third month of campaign, October 2010
c. 50% by the fifth month of campaign, December 2010
2. Increase Social Media Visibility by 100%
3. Enlarge local media relations by 75% (i.e. newspaper, radio, and television)
4. Provide events open to the community that produce a 60% increase of new comers by
December 2010
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Key Publics, Messages, Strategies and Tactics
Members of the Bulloch County School Board
Primary Message:
Because you have great interest in the education provided by schools In this community, it is
encouraged that you participate in the execution of this campaign.
Secondary Message:
• In order to better understand Charter Conservatory and its purpose, it is encouraged
that you diligently seek knowledge about the school and how its survival affects your
role as a leader in education.
• Because your constituents look to you for guidance and leadership, your support will
encourage the participation of the community.
Strategy: To increase awareness of Charter Conservatory and its contribution to education in
Statesboro, Georgia. To help to gain an understanding of what Charter Conservatory offers its
students and the relationships they develop with the parents.
Tactics:
• Parent/Teacher Association (PTA)‐styled forums will be held to answer any questions or
concerns the board may have. This will allow a full understanding of what Charter
Conservatory offers. They should be monthly meetings to ensure a steady relationship
between the two entities.
• Incorporate more Charter Conservatory participation within the school board meetings
themselves (i.e. more Charter Conservatory staff could attend the public school board
meetings).
• A steady e‐mail and telephone relationship between the head of Charter Conservatory
and the school board to guarantee the relationship stays positive. The school board
needs to understand that both Charter Conservatory and they are working toward the
same goal of making education number one in the communities.
• Host a day of education (i.e. A Day for Charter Conservatory) that brings community
members and other key publics together in the school to confront concerns and
associated misconceptions. This event could take place on the school’s grounds and
allow different vendors and different sponsors to be involved in order to gain
community support. There will be numerous activities and workshops that families can
involve themselves in as well.
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Parents and Guardians of Charter Conservatory
Students
Primary Message:
Because you have an invested interest in the success and continuation of Charter Conservatory,
your support will be needed for the achievement of the goals involved with this campaign.
Secondary Message:
• In order to increase Charter Conservatory awareness, it is important that you as parents
know and understand the mission of the school and are able to communicate it to
prospective parents and others seeking knowledge of the school.
Strategy: To increase awareness of Charter Conservatory and its contribution to education in
Statesboro, Georgia and gain a public understanding of whom the Charter Conservatory is by
having various functions.
Tactics:
• A fully functional website will be created for the school to be more helpful to the
parents in answering any potential questions. Each tab on the website should be
updated to what the school has going on now. The website will have pictures of the
students during class, recess, and social time. The website will also have detailed
descriptions of the intentions of the school and what the school offers.
• Continue having meetings with the parents to make sure they continue including them
in their children’s educational ventures. Charter Conservatory already hosts meetings
for parents to stay updated with what their child is learning and doing in class. This
should expand the relationships between the parents and the school as well as the
parents and their child.
• Establish different possible ways parents can become involved within the school.
Whether this is volunteering at the front of the school, giving tours of the school, or
providing the school with various supplies, parents should be able to choose what they
want to be involved in.
• Host a day of education (i.e. A Day for Charter Conservatory) that brings community
members and other key publics together in the school to confront concerns and
associated misconceptions. This event could take place on the school’s grounds and
allow different vendors and different sponsors to be involved in order to gain
community support. There will be numerous activities and workshops that families can
involve themselves in as well.
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Students of Charter Conservatory
Primary Message:
Because you are a direct product of Charter Conservatory, you must be invested in the success
of this campaign and be willing to help out whenever needed.
Secondary Message:
• As students, it is important that you are able to communicate the benefits and
advantages of attending Charter Conservatory.
• In order to increase support of Charter Conservatory’s endeavors, you must be able to
provide feedback on your experience.
Strategy: To boost school spirit and morale by incorporating the students and their work into
the community.
Tactics:
• Design and distribute school spirit t‐shirts that all students can wear. This will enhance
the morale of the students while also boosting the awareness of the school.
• Design and distribute senior grad night t‐shirts that would be distributed during Senior
Night.
• Create an alumni association for Charter Conservatory graduates. This should increase
pride as well as increase funding for the school. As a part of the alumni association, the
school can send them newsletters, invitations to different school functions, and other
school updates.
• Allowing students to attend City Hall meetings. This will allow the students to connect
with outside publics as well.
• Host a day of education (i.e. A Day for Charter Conservatory) that brings community
members and other key publics together in the school to confront concerns and
associated misconceptions. This event could take place on the school’s grounds and
allow different vendors and different sponsors to be involved in order to gain
community support. There will be numerous activities and workshops that families can
involve themselves in as well.
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Parents Outside of Charter Conservatory
Primary Message:
Because you have great interest in the education your child is afforded, it is anticipated that
you will find this campaign beneficial to your child and his/her academic career.
Secondary Message:
• In order to better understand Charter Conservatory and its purpose, it is encouraged
that you diligently seek knowledge about the school and how its survival affects you
and your child.
Strategy: To increase awareness of Charter Conservatory by creating a partnership between
parents of other public school students and parents of Charter Conservatory students.
Tactics:
• Host forums that school parents from the community can attend in order to create
relationships.
• Have parent nights where parents can come and socialize. They can provide their own
entertainment as well as refreshments. The purpose of this is to create parental bonds
within Charter Conservatory.
• Host a day of education (i.e. A Day for Charter Conservatory) that brings community
members and other key publics together in the school to confront concerns and
associated misconceptions. This event could take place on the school’s grounds and
allow different vendors and different sponsors to be involved in order to gain
community support. There will be numerous activities and workshops that families can
involve themselves in as well.
P a g e | 10
Home School Students and Parents
Primary Message:
Because you already show great interest in the education you/your child is afforded, it is
anticipated that you will find this campaign beneficial to you/your child and his/her academic
career.
Secondary Message:
• By supporting this campaign, you will be given insight on how you/your child can
benefit from Charter Conservatory.
• As a target audience, it is anticipated that upon completion of this campaign you will
become a potential/prospective student/parent of Charter Conservatory.
Strategy: To increase the awareness of Charter Conservatory within the community while
offering an alternative to homeschooling.
Tactics:
• Send mailers for the purpose of educating parents and students about the benefits of
Charter Conservatory.
• Send e‐vites to parents and students encouraging them to participate in an orientation
designed Family Night.
• Host a day of education (i.e. A Day for Charter Conservatory) that brings community
members and other key publics together in the school to confront concerns and
associated misconceptions. This event could take place on the school’s grounds and
allow different vendors and different sponsors to be involved in order to gain
community support. There will be numerous activities and workshops that families can
involve themselves in as well.
P a g e | 11
Local Media Outlets
Primary Message:
Because you have great influence on the members of the community and are able to reach a
greater population, it is essential to this campaign that you support it.
Secondary Message:
• As a means of communication, it is encouraged that you show support to Charter
Conservatory by helping to create a healthy, working relationship with the school.
Strategy: To increase awareness, develop positive relationships, and lobby for support from the
different media outlets (i.e. newspapers, radio, social media, etc).
Tactics:
• Create a Facebook page, Twitter, Wordpress blog, and Digg.com accounts.
• Send press releases to various media outlets such as the 11th Hour, Savannah Morning
News, and other media that allows publications.
• Host a day of education (i.e. A Day for Charter Conservatory) that brings community
members and other key publics together in the school to confront concerns and
associated misconceptions. This event could take place on the school’s grounds and
allow different vendors and different sponsors to be involved in order to gain
community support. There will be numerous activities and workshops that families can
involve themselves in as well.
P a g e | 12
Community Leaders
Primary Message:
As a leader in the community, you play a vital role in how supportive the members of the
community will be of this campaign.
Secondary Message:
• By providing your support, it is anticipated that your supporters will then follow suit.
Strategy: To make public officials more aware of Charter Conservatory and the problems they
are facing with funding and communicating with outside publics.
Tactics:
• Have parents and students write letters to the community leaders about the different
issues that they are facing.
• Host a day of education (i.e. A Day for Charter Conservatory) that brings community
members and other key publics together in the school to confront concerns and
associated misconceptions. This event could take place on the school’s grounds and
allow different vendors and different sponsors to be involved in order to gain
community support. There will be numerous activities and workshops that families can
involve themselves in as well.
P a g e | 13
Calendar of Campaign Events
July
12 Session begins
12‐16 Begin building a stronger relationship with Bulloch County School Board; send emails to
school board to begin building positive relationship
15 First Family Night of the school year‐Welcome back theme, introduce t‐shirt ideas and
student tuition/fees for the month
19 Send press releases to promote upcoming August PTA meeting and family night
21 Send e‐vites to parents and students encouraging them to participate in orientation next
month
21 Parent/Teacher Association (PTA) meeting‐accept tuition money and any additional
donations
26 Create a Facebook page, Twitter, Wordpress blog, and Digg.com accounts
26‐30 Live promotion for upcoming Charter Conservatory Family Night taking place 08/05/2010
August
3 Charter Conservatory staff attends public school board meetings
5 Family Night‐orientation designed: focus mostly on welcoming home schooled students and
their families, showing the opportunities that Charter Conservatory offers, and sharing success
stories
16 Create Social media posts and send press releases for various Media outlets to promote
upcoming September Family night and “A Day for Charter Conservatory”
18 PTA meeting
23 distribute school t‐shirts to students
23‐27 Live promotion for upcoming Family Night taking place 09/02/2010 through Facebook
31 “A Day for Charter Conservatory”‐ host a day of education that brings community members
and other key publics together in the school; confronts concerns and associated misconceptions
about the school. Activities and workshops will be available that families can be involved in.
P a g e | 14
September
2 Family Night‐community engagement theme; have parents and students write letters to
community leaders about different issues that Charter Conservatory is facing
7 Charter Conservatory staff attends public school board meetings
10 Session ends
October
3 Compose press releases and social media posts (Facebook, Twitter) to promote upcoming
October PTA meeting and Family Night
5 Charter Conservatory staff attends public school board meetings, even if students don’t
have school
11 Session begins
14 Family Night‐ Fall Festival; have a fall themed family night
20 PTA meeting
25 Compose press releases (Facebook, Twitter) events to promote upcoming November Family
Night and PTA meeting
25‐29 Live promotion for upcoming Family Night taking place 11/4/2010
November
2 Charter Conservatory staff attend public school board meeting
4 Family Night‐Thanksgiving “family” oriented
15 Create social media posts and send press releases to promote upcoming Family Night in
December
17 PTA meeting
December
2 Family Night‐ Winter Wonderland themed; Christmas party/end of the year banquet
7 Charter Conservatory committee staff attend public school board meeting
10 Session ends