drn marketing

Marketing and Open Enrollment Campaign

Marketing, Business Development & Community Outreach

Your District Here!

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Marketing Concepts


Marketing is !what we say and !how we say it !when we want to explain how !awesome !our schools are and !why people should !choose us.!




Marketing Concepts


In today�s competition for enrollment, marketing a school district!is the art of knowing:!• Who is our target market? !• What do they want?!• How do we make them aware that what we have fits their needs? !!


A competitive advantage exists when we have a product or services that are perceived by our target customers as better than that of our competitors.

marketing is imperativeother districts are targeting our students

We believe we have a competitive advantage



Marketing is not just an activity, it is a way of doing business... marketing has to be all pervasive, part of everyone’s job description from the receptionist to the governing board.

Marketing is a district-wide effort





Goal1: Refresh - create a new and innovative campaign that will build on our nationally recognized “Choose Sunnyside” campaign.

Goal 2: Actively retain students who are transitioning from grades 5 and 8.

Goal 3: Actively recruit students living in the district who are currently attending char ter or private schools.

Goal 4: Actively compete in the recruitment of students from other districts as they target our students.

Goal 5: Create new campaign that promotes online learning.

Goal 6: Launch GradLink initiative in par tnership with Tucson Mayor

INCREASE and MAINTAIN student enrollment with a strategic marketing campaign that highlights Sunnyside’s strengths

Choose Campaign



Your District Here!



We inspire students to dream more, learn more, do more, and become more.

Our students become champions.

Where champions are madeWhere champions are made






where champions are made• Highlight individuals who have beat the odds,

overcome adversity, and become champions in reaching their educational goals.

• Showcase employees, alumni, site council chairs, students, local business owners.

• Actively seek and promote local school champions.

Ruby Duran,Gates Millenium Finalist

Hon. Raul Grijalva,U.S. Congressman

Richard Miranda,Tucson City Manager

Timothy Crain,Air Force Academy

Choose CampaignGoal1: Refresh - create a new and innovative campaign that will build on our nationally recognized “Choose ” campaign.



Your District Here!



Goal 2: Actively retain students who are transitioning from grades 5 and 8.

0"20"40"60"80"100"120"140"160"180"

2007)08" 2008)09" 2009)10" 2010)11" 2011)12" 2012)13"

106"

164"135"

91" 101"78"

5th$to$6th$Grade$Transi0on$Loss$

0"

50"

100"

150"

200"

250"

300"

2007(08" 2008(09" 2009(10" 2010(11" 2011(12" 2012(13"

136"

277"

208"186"

99"75"

8th$to$9th$Grade$Transi0on$Loss$

Choose Campaign

Reduce loss by 50%



Your District Here!



Goal 2: Actively retain students

• Standardize marketing strategies across all schools.

• Enhance data collection to target new students and analyze why students leave.

• Standardize open enrollment processes to address data consistency.

• Re-enroll open enrolled students to prompt heightened awareness of school choice and retain them.

• Assist schools with targeting 5th and 8th grade students through promotional activities & events.


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Goal 3: Actively recruit our students who are currently attending charter or private schools.

• 22 charter/private schools in proximity of Sunnyside schools

• 3,700 students are attending other schools

• $16,280,000 going to other schools/districts

IT’S

ALL

AB

OU

T

COMPETITION

Choose Campaign



Your District Here!



Choose Campaign

Charter schools Private schools



Your District Here!



Goal 4: Actively compete in the recruitment of students from other districts as they target our students.

Mission: Increase and maintain student enrollment through a strategic marketing campaign that highlights Sunnyside’s strengths

Choose Campaign

Additional 100 studentsMore than 1,200 families from other districts chose Sunnyside.What do they know?

CHOOSE



Your District Here!



Choose Campaign

More than 1,200 families from other districts chose Sunnyside.What do they know?

CHOOSE

NON PROFIT ORG

US POSTAGE

PAIDTUCSON AZ

PERMIT NO. 1436

Sunnyside Unified School District2238 East Ginter Road, Tucson, Arizona 85706

www.susd12.org/OE

They all know... We work together so every student has a graduation plan.

We invested more than $6.7 million in computers for our students.

Sunnyside’s teaching and learning have been transformed through technology.

Sunnyside believes in the value of sports and the arts in education.

Our graduates are being accepted at community colleges and 4-year universities both in-state and out-of-state.

We help our students beat the odds by turning potential into skills to prepare them for college and careers.

Join us today: 545-2065Others talk a good game. Sunnyside is winning the game.

Marketing, Business Development & Community OutreachMarketing, Business Development & Community Outreach


Your District Here!



• It’s the first stop for anyone looking for information on the district and its schools.

• A well designed web becomes a vehicle for dialog between the district and our community.

• Welcome Steve Napoleon

web presence



Your District Here!



Bus banners 25 English and 25 Spanish vinyl banners, to be mounted on 25 SUSD busses.

Direct mail postage 5,000 postcards mailed bulk mail to zip code 85714 north and west of SUSD.

Outdoor advertising AdVision Outdoor bus benches and bus stop displays.

Radio La Caliente MIA 97.1 La Poderosa

Print Ad in Arizona Bilingüe

2011-12 Marketing campaign


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Goal 5: Create new campaign that promotes online learning.•Southern AZ districts

without high schools.•Access for tribal

communities.•Schools that don’t offer

online credit recovery and acceleration.

Choose Campaign



Your District Here!



The World is Watching





Your District Here!

In the News

Leading the W

ay to S

ustainable

1:1 eLearn

ing

INTEL EDUCATION BRIEF

Sunnyside S

chool Distric

t

THE PASSION TO TRANSFORM

EDUCATION

Proje

ct RED, a

natio

nal researc

h

consortium

, belie

ves that technolo

gy-

transfo

rmed s

chools—those w

ith pro

perly

imple

mente

d, fully

inte

grate

d technolo

gy

progra

ms—

are successfully

addre

ssing

some o

f the b

iggest c

hallenges o

ur natio

n

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in T

ucson, Ariz

ona, is turn

ing the v

ision o

f

Proje

ct RED a

nd Inte

l’s K

–12 C

omputin

g

Blueprin

t into

a re

ality in

rem

arkable

ways,

impactin

g every fa

cet of i

ts comm

unity—

from

teachers a

nd students, t

o pare

nts

and state

and lo

cal busin

ess. This is

the

story o

f a fully

engaged tra

nsform

ation

that dem

onstrate

s the positiv

e impact

of technolo

gy on te

aching a

nd learn

ing,

comm

unity engagem

ent, and m

ost of

all, the p

ower o

f passio

nate, s

trate

gic

comm

itment a

nd unw

avering le

adership to

change young liv

es.

FIRST STEPS: PROJECT GRADUATION

In 2

004, Johns H

opkins U

niversity la

beled

Sunnyside a

s a d

ropout f

actory. In

2007,

newly

appoin

ted S

uperinte

ndent Dr.

Manuel L

. Isquie

rdo fa

ced the challenge

head-on a

nd Pro

ject G

raduatio

n: The

Digital A

dvantage was b

orn. T

he pro

ject

motiv

ated a

nd rew

arded s

tudents with

lapto

p compute

rs for a

chievem

ent of

the “four A

s”: atte

ndance, achie

vement,

extracurr

icular a

ctivity, a

nd attitude.

In k

eeping w

ith Isquie

rdo’s s

trate

gic

and inclu

sive a

pproach to

educatio

nal

challenges, P

roje

ct Gra

duation: T

he

Digital A

dvantage is a

multi-p

hased,

researc

h-based e

ffort a

imed a

t pre

venting

��

��

��

��

increasin

g the graduatio

n rate. It

inclu

des a site

-based g

raduatio

n pla

n, a

compre

hensive a

ttendance com

ponent,

credit

recovery, a

dvisory, and a

focus

on senio

rs and fre

shmen, a

nd assists

eighth g

raders w

ith the transitio

n to h

igh

school. It a

lso inclu

des the ¿Dónde Estás?

dropout r

ecovery initia

tive—

an innovativ

e

outreach p

rogra

m fo

r those w

ho did

not

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��

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comm

unity-wid

e mark

eting to

info

rm

eligib

le p

articipants, w

elcomin

g dro

pouts

back to s

chool, and a

llow

ing them

to

comple

te g

raduatio

n require

ments

through a

n onlin

e accre

ditation p

rogra

m.

The Dig

ital A

dvantage re

sulted in

a

comm

itment o

f over $

1.1 milli

on from

comm

unity and corp

orate

sponsors. L

ocal

business p

artners

supply hots

pots, p

rovid

ing

free w

irele

ss access to

students a

nd

fam

ilies, a

nd help

ing those w

ho cannot

afford

hom

e Inte

rnet a

ccess.

Proje

ct Gra

duation: T

he Dig

ital A

dvantage

served a

s a cata

lyst i

n movin

g the d

istrict

from

its im

age as a

dro

pout facto

ry to

that

of a fu

ll-scale

, tech-s

avvy 1:1 school d

istrict.

STRATEGIC THINKING ABOUT

STIMULUS

When the O

bama a

dmin

istratio

n

made F

ederal A

meric

an Recovery a

nd

Reinvestm

ent Act (

ARRA) stim

ulus d

ollars

available

for s

chool distric

ts, Sunnysid

e

had a choice. T

hey could—

as many

other distric

ts did

—use the fundin

g to

address e

xisting shortages a

nd budget

gaps. Or,

they could s

trate

gize ways

that the s

timulu

s funds could m

ove their

educational v

ision fo

rward

. Sunnysid

e

saw the o

pportunity to m

ove tow

ard

sustainable

1:1

eLearn

ing a

nd the choice

was m

ade.

“When everybody was cutting

back and saying change can’t

be achieved in this economy,

we determined to target 1:1

eLearning and to continue

moving forward.”

– Dr. Manuel L. Isquierdo

Superintendent

Sunnyside Unified School District

Javier Baca Executive Director, IT

EDTECHMAGAZINE.com | WINTER 2012 WINTER 2012 | EDTECHMAGAZINE.com26 27

Tablets for teachers, netbooks and notebooks for more students: All have played an integral part in Sunnyside Unified School District’s dramatic renewal, which is evidenced by the soaring number of its students who are graduating and earning college admission.

But it’s up to Executive Director of Information Technologies Javier Baca to manage the mobile devices proliferating in the 18,000-student district in Tucson, Ariz. — and to maximize their educational value. He’s achieving both goals using private cloud technology based on Lenovo Secure Cloud Access (SCA) and Stoneware’s webNetwork software.

“Our teachers have been asking for remote access to district systems since we gave them notebook tablets two years ago, and now they have it,” Baca says. Thanks to the solution, “students can get to all their school files and apps wherever they can get on the Internet.”

Like businesses, school districts of all sizes are beginning to use private and hybrid clouds to streamline the management and provisioning of digital resources, as well as to simplify user access to those resources, says Ezra Gottheil, a senior analyst with Technology Business Research, a market intelligence firm in Hampton, N.H. Creating a private or hybrid cloud also can alleviate the security concerns of administrators who are reluctant to use services directly from the public cloud, he adds.

“A private or hybrid cloud allows you to use shared resources securely and efficiently,” Gottheil explains. “SCA makes the most of the client/server relationship in a cloud environment, putting specialized software on the client and the server, which provides greater security and efficiency for all the transactions between them.”

ONE-TO-ONE 2.0Sunnyside USD currently operates a one-to-one computing program for all fifth-grade students at its 13 elementary schools and sixth-grade students at its five middle schools, and is committed to extending the initiative through grade 12 within three years.

According to Baca, this agenda will be easier to support because of specific features that the SCA/webNetwork pairing provides. “Integrating legacy systems, especially directory services, into the cloud can be a long, difficult process,” he says. “But Stoneware takes care of the Microsoft Active Directory integration for you.”

Delivering virtualized applications through the cloud facilitates single sign-on access control, which simplifies access for users and cuts password management hassles for IT, he says. What’s more, the logic built into the Stoneware cloud supports scripting capabilities, giving Baca and his staff the flexibility to solve challenges within the computing environment as they arise.

Remote access and sharing resources require tight security, of course, but Baca dismisses the notion that the cloud raises special issues.

“It’s pretty straightforward. Antivirus software is installed on the cloud portal server, and any documents uploaded to the cloud are automatically scanned for malware,” he explains. “All communications go through an SSL [Secure Sockets Layer] encrypted tunnel. Directory services control role-based user access so teachers can share resources and information that might not be appropriate for students.”

Javier Baca relies on Lenovo Secure Cloud Access and Stoneware’s webNetwork software to manage the various mobile devices accessing Sunnyside Unified School District’s private cloud.

Private and hybrid clouds deliver efficiencies for IT managers and anytime access to resources for users.

Silver Linings

Discover how Sunnyside Unified School District increased graduation rates using technology at edtechmag.com/k12/SUSD111.

@EdTech

By Tommy Peterson

STEV

E C

RA

FT

Strategies for Managing Private and Hybrid Clouds

2011 Leader of the YearManuel L. Isquierdo,

Superintendent

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Your District Here! Highlights• Hosting the AzTEA Technology & Learning

Conference 2013 • Rodel Exemplary Principals & Teachers • One-to-One Consortium Summit 2012 • Project RED Signature school district spotlight in

Book • AOI School District • Tech-Savvy Superintendent of the Year • Intel national Video on One-to-One • Partnering with ADE/ASU on gaming • National and State Marketing and & PR Awards • Partnership with Tucson Mayor on GradLink


drn marketing

Education

marketing concepts marketing

strategic marketing

districtwide effort

new campaign

campaign goal1

innovative campaign

sunnyside campaign

recruitment of students