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High Tech/High Touch: Telling the FACS Story in an

Ever-Changing World

Paul Tandy, APRDirector of Communications

Parkway School Districtptandy@parkwayschools.net

MoEFACS

Less sewing...

More food!

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Rigor/Relevance Framework

“Learning should be an active process. Too often, students come to school to watch their teachers work. When students use what they learn (Quadrants B and D), they remember the information better and understand the utility of what is being taught.” -- Dr. Bill Daggett, International Center for Leadership in Education

“Why do I have to learn this? I’ll never use it…”

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Internet and Social Media

• Worldwide Internet Growth in 2013– 2.4 billion users = 26% increase from 2010– 680 million people on Facebook = 63% increase – 500 million on Twitter (Katy Perry = 54 million

followers; then Justin Bieber & President Obama)– 6 billion hours are watched per month on YouTube– 200 million photos uploaded to Facebook per day– Fastest growing demographic is women 55-64.– Mobile users increased by 60% to 818 million since

2011 (just 2 years)

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• Smart Phones and Tablet Devices– By 2016, 80% of U.S. mobile phones will be smart

phones– Currently 65% of Americans now have them according to

Nielsen (up from 44% in 2011)– Becoming a “smartphone nation” with instant access to

Internet and other communications– In 2013, we spent 34 hours/month using mobile apps

and browsers – more than time on PCs– Social networking is declining on PCs, but surging on

mobile devices

Internet and Social Media

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What’s in a Name?

• MACS• MBEA• MCCTA• MCEA• MoEFACS• MHSE

• MSCA• MSNA• MTTA• MVATA• TEAM• FCCLA

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Don’t worry about the “FACS”…

Tell your story! (and how it benefits kids’ lives)

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When Developing Your Message…

• Remember radio station “W I I - F M” • Audience is thinking, “what’s in it for me?”• Your message should reflect their interests,

not yours.• Talk about outcomes for kids, not inputs.• Features tell, but benefits sell• “I’m so excited to be here.” (so what…why?)• Bring it back to the students 99% of the time!

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Avoid Jargon

• “Pre-dawn vertical insertion”– Parachute drop at night

• “Primary modular learning environment”– Cubicle

• “DCA” – District Common Assessment (huh?)– Test all the kids take

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30-Word Salute

• First 30 words are absorbed by audience• Main point + 3 supporting points• Takes 12-15 seconds to say• About the length of a TV sound bite• Forms basis of your “home base”

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30-Word Salute

• 1 clear message as “home base”• Share with your teachers/admin team• Say it over and over in your

communications (written and verbal)• Almost always about the students

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30-Word Salute: Example

• The City of Springfield is about providing a high quality of life for residents by using tax dollars wisely, meeting citizens’ needs and hiring outstanding employees.

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30-Word Salute: Example

• Silver Dollar City creates memories worth repeating by providing fun family activities in a clean, friendly environment led by a caring staff.

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30-Word Salute: Example

• The Parkway School District helps all students succeed by providing a great education with superior teachers, an outstanding curriculum and a caring environment.

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30-Word Salute: Example???

• FACS is a holistic, multidisciplinary, systems-approach to address complex and practical problems facing individuals, families and the environment.

Not a good example!

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FACS 30-Word Salute?

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Student Success

Superior Teachers

Caring Environment

Top-notch Curriculum

Use Salute to Map Your Message

65% Master’s Degree or

Higher

2nd Most National

Certifications in State

Student Success: 95% Graduation

Rate

Student Success

Superior Teachers

Caring Environment

Top-notch Curriculum

WII-FM Student

Success Story

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Tips for Telling the FACS Story

• Administrators and Counselors• Fellow Teachers• Parents• Students• Community Leaders• Elected Officials

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High Tech/High Touch: Telling the FACS Story in an

Ever-Changing World

Paul Tandy, APRDirector of Communications

Parkway School Districtptandy@parkwayschools.net

MoEFACS