2. Telling the PBS Story Introduction Audience Segments Communication Education Funding Introduction | Audience | Segments | Communication | Funding

3. Donovan Teacher Companies Instructional Designer/Trainer Sales Marketing Introduction | Audience | Segments | Communication | Funding

4. “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

5. 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

6. How might your communications with potential customers change knowing this? Introduction | Audience | Segments | Communication | Funding

7. 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

8. 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 Supervisors Mentors Building Administrators Coaches Assistant Superintendents

9. Based on segments, how might your marketing efforts change? Introduction | Audience | Segments | Communication | Funding

10. 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

11. Email/Websites I know why the letter “F” is so important to product developers, marketing departments, and website creators. Introduction | Audience | Segments | Communication | Funding

12. 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

13. 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

14. 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

15. Haikus are easy But sometimes they don’t make sense Refrigerator.

16. 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

17. www.marshallmemo.com

18. 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

19. 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

20. Highly Qualified Teacher I know what a highly qualified teacher is. Bachelor’s Degree State Certification Core Subject Knowledge Introduction | Audience | Segments | Communication | Funding

21. 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

22. 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

23. 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

24. 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

25. Introduction Audience Segments dwgoode@pbs.org Communication Funding Summary