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A STRATEGIC COMMUNICATION PLAN BY

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Marketing Objective

To refresh the image of the Department by

promoting its active role in enhancing

statewide education and strengthening its

connection with its constituents through a

strategic communication campaign.

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Goals of the Department

Missouri students will rank in the top 10 as

measured by the National Assessment of

Educational Progress (NAEP) and other

national and international measures of

accountability.

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Goals of the Department

Missouri will provide quality, universal early

childhood educational opportunities to all

three and four-year olds as measured by

numbers of children served and a research-

based kindergarten readiness assessment.

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Missouri will recruit, prepare and

support effective teachers and

leaders as measured by the number

of qualified professionals entering the

profession, demonstrated mastery of

skills and competencies, and

improved student performance.

Goals of the Department

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The Department of Elementary and

Secondary Education will create statewide

knowledge of and respect for public

education through improved departmental

efficiency, operational effectiveness and

positive relationships with external

constituencies as measured by key

management benchmarks and constituent

surveys.

Goals of the Department

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Industry Trends

•MAP Testing

•“Fully half of our students aren‟t meeting our own

state standards for performance.” (Nicastro

presentation)

•“...positive gains in the percentage of Missouri

students who scored at proficient or advanced in

Communication Arts”. (Nicastro presentation)

•Budget Cuts

•Staff Cuts

•Current Laws

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Consumer Analysis

•Missouri public school teachers

•Parents of students in Missouri

•Faculty and administration in Missouri public schools

•Students within public schools

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Competition Analysis

•Tennessee

•“Expect More, Achieve More”

•Florida

•“What‟s Working”

•“Just Read, Florida!”

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Primary Research: What We Did

1.Survey

2.Focus Groups

3.Individual Interviews

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What We Found

Through the research we found

3 overarching themes of:

1.Awareness

2.Communication

3.Transparency

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Insight

As a young adult, I am eager to discover new

resources and opportunities pertaining to my field of

study.

“My relationship with DESE has been little to none, it‟s just been

for certification purposes.”

--Newly Certified Teacher

I don‟t know, outside the website, what resources I can use

through DESE.”

--Prospective Teacher

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I would like for the Department to understand the

ways in which I prefer to receive information and

communicate with me through those channels.

Insight

“I think there has to be more emphasis on them coming back to

sort of make sure we know…the information they are supposed

to be providing. They‟re depending on our professors, almost--

that‟s where I‟ve gotten my information about them.”

--University of Missouri Education Student

“Something short and concise that I don‟t have to

reply to. The less text, the better.”

--Newly Certified Teacher

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I want to know how to succeed in my occupation.

Insight

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I work in an altruistic field where my success is based

on others. In order for me to succeed, I need those I

work with to be as straight-forward and as transparent

as possible.

Insight

“They [DESE] should be more „visible‟ in the media.

They don‟t seem human. Lots of educators feel that

DESE personnel cannot relate to the classroom

teachers‟ situations.”

--Survey Respondent

They [DESE] just help regulate what comes

down nationally through the state of

Missouri to the public school districts.”

--Survey Respondent

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Strengths

of the Department

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Weaknesses

of the Department

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Opportunities

for the Department

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Threats

of the Department

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Who Should You Target?

Newly-Certified

and

Prospective Teachers

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Teachers As Consumers

•Most important stakeholder

•Want education updates

•Willing to seek, receive and retain

information

•Aren‟t set in their ways

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Strategy

We want to show prospective and

newly certified teachers that the

Department is the authority on public

education in the state of Missouri

and, through a lasting

partnership, provides them with the

resources and necessary tools for the

success of their students.

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Big Idea

Education is a long-distance

relay.

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Hire an unpaid student Intern from a local university

Intern for the

Department

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Meet Melissa

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Utilize the following tactics…

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Landing Page•Makes Department‟s website more accessible

•Shows content that‟s important to teachers

•Starting point for all DESE media

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Current Website

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Welcome Kit

•Connects teachers to DESE immediately

•Shows Department‟s intention to help teachers

•Gives teachers a reference point

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•Keeps teachers informed on

regular basis

•Consistency

•Chance to highlight/praise

teachers

•Provides important Department

news in simple format

E-Newsletter

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Mentorship Program

•Promoted through other tactics:

–Newsletters

•Deadlines

•Testimonials

–Online forum

•“Mentor” teachers begin the conversation

–YouTube

•Video testimonials

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Outreach Programs at Colleges

•Specific to prospective teachers

•Implemented in colleges with high student teacher populations

•Provides connection to and explanation of Department resources

•Incorporates brochures, guest lecturers, educational booths and information sessions

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Teacher Organizations

• Three teaching organizations

•Speaking Opportunities

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Online Teacher Forum•Connects teachers from different parts of Missouri

•Allows for quick responses

•Creates sense of education community

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Contest

•Specific to newly-certified

teachers

•New teachers submit lesson

plans

•Monthly prizes

•Promotes healthy competition

•Instills sense of pride

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Conference

•MNEA Conference

•Co-sponsor with MNEA

•Allows teachers to learn how to:

–Improve home/school communication

–Build a classroom community

–Develop a smoothly flowing classroom with effective organization, routines and lesson plans

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Webinars

•Archived after presentation for future

reference

•Posting Timeline

•E-mail Reminder

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Social Media•Twitter

•Appeals to newer teachers and their manner of communication

•Daily updates

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•YouTube•Displays a more personal side of the Department

•Instructional videos

Social Media

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•Facebook•Appeals to college-aged prospective teachers

•Links to other social media platforms

•Photo Album

Social Media

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In-Service/Workshop

•Held prior to start of school year

•Satisfies “educational hours”

•Allows teachers to:

–Interact with the Department

–Learn about the Department’s resources

•Allows DESE to promote other programs

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Organizational Chart

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Budget

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All of the tactics connect with

one another through our

educational relay race…

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The Long Distance Relay

Outreach

ProgramsWelcome Kit E-Newsletter

Mentorship

Program

Landing Page

Online

Teacher

Forum

Contest

Conferences

WebinarsSocial MediaIn-Service/

Workshop

Organization

Flowchart

Start with DESE

Finishwith DESE

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Questions?

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