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Telling the PBS Story
• Introduction
• Audience
• Segments
• Communication
• Education Funding
Introduction | Audience | Segments | Communication | Funding
Donovan
• Teacher
• Companies
• Instructional Designer/Trainer
• Sales
• Marketing
Introduction | Audience | Segments | Communication | Funding
“That’s True About Me!”
I spent my formative years watching Sesame Street.
I know what NCLB stands for.
I have an iPod or cell phone.
I know what ESEA stands for.
I know who said “You can have your car painted any color you like, as long as it’s black.”
Introduction | Audience | Segments | Communication | Funding
Digital Natives vs. Digital Immigrants
I am a Digital Immigrant
• New Teacher• Principal• Professional
Development Director• New Teacher Mentor• Assistant Superintendent• Technology Director
Introduction | Audience | Segments | Communication | Funding
How might your communications with potential customers change
knowing this?
Introduction | Audience | Segments | Communication | Funding
Peer Connection
I know who the Peer Connection audience is.
• Mentor (Lead Mentor, Teacher Mentor) usually is a part of new teacher induction
• PD Coordinator (Staff Development Specialist)• Building Administrator (Principal)• Induction (New Teacher Support)• Instructional Coach (ICT Facilitator, ITRT, or Instructional
Specialist)• Resource (Reading Resource Teacher)• Team Leader (RLA department chair)
Introduction | Audience | Segments | Communication | Funding
Market Segments
TeacherLine• Classroom teachers
• 3.3 Million*
Introduction | Audience | Segments | Communication | Funding
Peer Connection• Instruction Coordinators
• 47,500*
*National Center for Education Statistics - http://nces.ed.gov
Professional Development SupervisorsMentors
Building AdministratorsCoaches
Assistant Superintendents
Based on segments, how might your marketing efforts change?
Introduction | Audience | Segments | Communication | Funding
I use email;• To communicate with
friends and family• To communicate with
colleagues and for general business and organizational needs
• To sell something
Introduction | Audience | Segments | Communication | Funding
Email/Websites
I know why the letter “F” is so important to product developers, marketing departments, and website
creators.
Introduction | Audience | Segments | Communication | Funding
• Words to avoid in subject lines:• Free! No cost• 50% 0ff! Discount• Opportunity• “Stop” or “stops”
• Don’t over-generalize
• Examples: (from SCETV)
• “50+ CEU & Reading Credit Courses Begin October”• “Florence 1 is Funding TeacherLine Courses Again”
Email Subject Lines
Introduction | Audience | Segments | Communication | Funding
Now that you have seen where people spend most of their “eye” time, and have discussed email subject lines, how would your email or website marketing
change to be more effective with the reader/viewer?
If you are sending out emails, come up with a subject line that not only avoids “spam words”, but is specific
and enticing for your area.
Introduction | Audience | Segments | Communication | Funding
Prior Knowledge
• Digital Natives vs. Digital Immigrants• Communication techniques• Brochure vs. Blackberry
• Peer Connection• Induction, mentor, coach, PD, share, feedback
• Email• Above the fold• Subject lines
Introduction | Audience | Segments | Communication | Funding
Haikus are easy
But sometimes they don’t make sense
Refrigerator.
TeacherLine promotion• Communication and consultation • The 3Cs (coach, consult, collaborate) Bruce & Laura
Market Segmentation – SCETV/WHRO
Peer Connection
First Steps
Research, Pre-K, Close Sales
Prior Knowledge
Introduction | Audience | Segments | Communication | Funding
www.marshallmemo.com
We all love buzzwords!
• Systemic Approach
• Job-embedded
• IEP
• Standards
• Research-Based
• Induction
• RTI (Response to Intervention)
• Inoculation
• Scaffolding
• Brain-Based Learning
• Constructivism
• Marzano, DuFour, Saphier, McTighe, Tomlinson, Wiggins
• Daniel Pink• A Whole New Mind
• Thomas Friedman• The World is Flat
Introduction | Audience | Segments | Communication | Funding
High Quality Professional Development
I can effectively describe the term “high-quality professional development”.
• Teacher Knowledgebase• SIPs and DIPs• Standards• Instructional Strategies• Sustained, long-term, multifaceted• Job-embedded• Includes all stakeholders
Introduction | Audience | Segments | Communication | Funding
Highly Qualified Teacher
I know what a highly qualified teacher is.
• Bachelor’s Degree• State Certification• Core Subject Knowledge
Introduction | Audience | Segments | Communication | Funding
PLC
I know what a PLC is.
• Professional Learning Communities • Embedded in school routine• Teams• Provide time• Focus on student achievement
• Data• Results• Data-Based Decision Making
Introduction | Audience | Segments | Communication | Funding
Mentoring and Induction
I know what the average cost is for teacher turnover in a school.
http://www.nctaf.org/resources/teacher_cost_calculator/teacher_turnover.html
• 33% new teachers leave after 3 years
• 46% leave within 5 years
Introduction | Audience | Segments | Communication | Funding
Improving Teacher Quality
I know what Title IIA funds are.
• Improving Teacher Quality Grants - Increase the academic achievement of all students by helping schools and districts improve teacher and principal quality and ensure that all teachers are highly qualified.
Introduction | Audience | Segments | Communication | Funding
Title funds
I know which Title funds most apply to PBSTL.• Title I, Part A, requires that LEAs use at least 5 percent of their Title I
funds for professional development.
• Title I, Part B, Reading First (K-3 grades comprehensive literacy instruction)
• Title II, Part A - Improving Teacher Quality • http://www.ed.gov/programs/teacherqual/index.html• $2.8 billion federal funds to states
• Title II, Part B - Mathematics and Science Partnerships
• Title II, Part C - Troops-to-Teachers and Transition to Teaching
• Title II, Part D - Enhancing Education Through Technology (E2T2)
• Title III, Part A - English Language Learners
Introduction | Audience | Segments | Communication | Funding
