23rd Annual National Dropout Prevention Network ConferenceOctober 10, 2011 Chicago, IL

Presentation by:Amy Beaudreault, Ph.D.amyb@mckinleygroup.net

Developing a Communication Plan for High School Dropout Prevention

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Presentation Agenda• Presentation Objectives• Background of Presenter• Importance of Communication in Dropout Prevention• What is Social Marketing?• Benefits of Social Marketing• The 5 Ps in Social Marketing• Social Marketing in Dropout Prevention• Overview of a Communication Plan• Developing Goals and Objectives• Audiences• Identifying Tactics• Implementation• Evaluation of Plan• Questions

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Presentation Objectives• To define social marketing and its place in

dropout prevention communication.

• To identify the various audiences and tactics in dropout prevention communication.

• To describe the components of a communication plan.

• To explain evaluation methodology in social marketing.

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Background of Presenter• Project Director for U.S. Department of Education’s contract:

Improving the Graduation Rate and College Preparation In High-Poverty High Schools

• 10 years’ of experience in marketing and public relations

• Ph.D. in Agricultural Education, Extension and Communication from The Ohio State University

• Peer-reviewed published research in social marketing

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Importance of Social Marketing/Communication in Dropout Prevention

• Brand program/initiative• Reach diverse audiences • Gain national, statewide and

local community support• Develop collaborations• Educate community• Change behavior• Influence policy• Research into practice• Coalition/alliance building• Not one approach

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What is Social Marketing?

• Use of marketing techniques with the goal to voluntary change behavior and public opinion– Example: Service campaigns; Just Say No

• Changes are for the benefit of the individual, group, or population.

• Focuses on consumer• Use of research and value proposition • Kotler & Zaltman (1971): “Promoting the use of commercial

marketing principles to sell ideas, viewpoints and behaviors.” • Not social media• Used heavily in public health

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The 5 Ps of Social Marketing• Product– Dropout prevention programming

• Price– Cost of effort for consumer; barriers

• Place– Location/delivery of messaging

• Promotion– Sale of behavior change/messaging/branding

• Policy– Change in policy

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Social Marketing in Dropout Prevention

• Change behavior of students to stay in school and graduate

• Increase the value of a high school diploma in public opinion

• Make dropout initiative a priority among community members

• Change perception that a high schooldiploma increases job success

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Overview of Communication Plan

• Introduction/background/researchabout problem

• Goals(s) • Objective(s)• Target Audience(s)• Tactics• Timeline• Implementation• Evaluation

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Developing Goals and Objectives

• Overarching Goal– Change the behavior of the McKinley School District to

value a high school diploma.

• Objectives (Specific, Measurable, Achievable, Realistic and Time)

– Increase the graduation rate of McKinley School District by 2% by Fall 2013.

– Develop a brand for the dropout prevention initiative to be used in all outreach efforts by January 2012.

– Develop relationships with local businesses and media to support outreach.

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AudiencesWithin a School/District (Internal)

• Site level staff• District level staff• Teachers• Guidance office• Administration• Volunteers• Board of Education• State leaders

Community(External)

• Students• Parents and families• Local businesses• Collaborators• Media• Elected officials• Parent organizations• Colleges• Nonprofits

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Audience Group Exercise

• Who is your primary audience?• What are the characteristics/demographics of

primary audience?• What role does your primary audience play in

dropout prevention?• What outreach/communication

methods are appropriate for your primary audience?

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Identifying Tactics

• Web site• Events• Printed materials (posters, flyers, brochures)• Social media• Traditional media• Fact-to-face – Door-to-door

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Implementation• Cost• When• Where• Who

– Utilize staff skills• Strategy

– Coordination

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Evaluation of PlanProcess

• Use a regular feedback loop from audiences to make changes in the 5 Ps when the data indicate that a change would improve results.

• Track audience response and make changes as necessary.• Track programmatic efforts to assure the program is taking place as

intended.

Impact • Track intermediate measures of success (e.g., intermediate behaviors,

and attitudes that lead to behaviors of interest) to determine if there is progress toward the specified outcomes.

Outcomes • Identify appropriate outcome measures and collect data to determine

if effort accomplished what was intended.

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• What do you want your audience to do?• What is the benefit of this action?• What are roadblocks for your audience in

achieving the action?• What is the single, key message you want to

get across?• What type(s) of media will you use to reach

your target audience? What is the benefit of each method?

Group Exercise

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Overall Recommendations

• Communicate early and often.• Communicate face-to-face when possible.• Develop relationships with community members and

businesses.• Start with school staff and community members to

be dropout prevention ambassadors.• Help parents understand the importance of their

role in the education process.• Stress the positive outcomes of obtaining a high

school diploma• Use research

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Thank Youand

Questions