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

Email

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

• Introduction

• Audience

• Segments dwgoode@pbs.org

• Communication

• Funding

Summary