2. Introduction This presentation by The Canton City Schools illustrates the importance of setting aside divisive issues, breaking down barriers to communication and working in a collaborative environment to meet the challenges in today’s education marketplace

3. Speakers Andrea Summerlot, Communications Specialist, Canton City Schools Rodney Conrad, Executive Committee Member, Canton Professional Educator’s Association Stephen Mears, President, StrategyONE, Inc., Consultant to the District

4. Andrea Summerlot Communications Specialist, Canton City Schools

5. It all started with the levy After being rejected by the voters by 10% in the previous election, we got smarter The following March, we won by a 4% margin because we worked together It was a monumental shift

6. Materials and messages

7. Why we must act now Student mobility –Over-crowding at better performing schools Tough economic conditions –Local manufacturing base declining Competition

9. Perspectives on the problem Administration: –Administrative costs reduced by >10% in 2 years CPEA –200 teacher layoffs in 2 years was like cold water to the face OAPSE –Support staff reductions due to budget constraints City of Canton –Community needs a skilled workforce to attract new jobs and build better neighborhoods

10. Rodney Conrad Executive Committee Member, Canton Professional Educators Association

11. The common goal Stabilize & increase enrollment Stabilize and increase funding Attract families, homeowners, workforce

12. Desired result Job security for all staff District financial stability City tax base, neighborhood revitalization

13. Measures of success Defections from charter schools back to public schools Cooperation between labor and management Changing processes and behaviors

14. Our processes Change the way we think about our jobs, our school district and our internal relationships Aggressively communicate the value of our public schools to our core constituency Take the game to the competition and win the battle with the charter schools

15. Stephen R. Mears President, StrategyONE, Inc., Consultant to the District

16. Tactics Great Public Schools campaign New identity Discipline Task Force Revised newsletter Marketing brochures Advanced high school programs Community involvement Collaboration with City Internal communications Direct mail CCSTV Productions

17. Great Public Schools for Every Child Elements: –Billboards –TV & radio –Earned media –Spirit Week

18. Great Public Schools for Every Child Elements: –Billboards –TV & radio –Earned media –Spirit Week

19. Great Public Schools for Every Child Elements: –Billboards –TV & radio –Earned media –Spirit Week

20. Great Public Schools for Every Child Elements: –Billboards –TV & radio –Earned media –Spirit Week

21. Great Public Schools for Every Child Elements: –Billboards –TV & radio –Earned media –Spirit Week

22. New Identity w/ Neighborhood Focus Elements –New logo reflects determination –Emphasis on elementary schools, not the district –Multiple formats provided to each school –Usage guidelines –Replacement strategy vs Migration strategy –Color matches City’s

23. District identity

24. Discipline Task Force Elements –Reinforce message that CCS is a SAFE place to learn –Creation of the Student Bill of Rights and Responsibilities –Postcards to every child’s household and to all clergy –Posters in every classroom and common area –Banners on the 1 st day of school

25. Student Bill of Rights & Responsibilities

26. Newsletter Elements –New format from best practices –Colorful and informative –Content driven, customer focused –Professionally designed –Familial look and feel

27. Newsletter Specifications: –11”w x 18”h –Folds to 11”w x 6”h –Large and colorful –Combines 2 previous publications for a net cost savings ~20%

28. Elementary School Brochures Elements –Following Toledo best practice –Standardized graphics –Specific benefit messages by school –Familial, colorful, sales collateral

29. Marketing Brochures Outside Inside

30. Advanced High School Programs Elements –Leveraging Knowledge Works grant –Marketing three programs at once –Recruiting posters and brochures –Familial, supporting of other efforts

31. Advanced High School Programs

33. Community Involvement Elements –Leveraging Canton’s Bicentennial Bicentennial moments HOF parade float Black tie event Street festival

34. Collaboration with City Administration Elements –Common messages –Cooperative support for common goals

35. Robust Internal Communications Elements –Customer service training for district teachers and secretaries –NCLB session on reducing student mobility by forming partnerships with families and businesses –Internal newsletters migrating to electronic form –Collaborative planning meetings at CPEA HQ

36. CCSTV – Kindergarten Video CCS has a dedicated cable access channel, available 24/7/365 CCSTV produces numerous shows and related multimedia

37. Direct Mail Elements –Have a great summer postcard –Kindergarten registration push –Student Bill postcard –Charter schools campaign

38. Leveraging our combined strength, we are… Breaking down barriers Replacing “silo” mentalities with teamwork Eliminating redundancies Showing our “customers” that we are marketing like we mean business

39. Questions?