Back-to-School Currrent Trends and Predictions Dean Kephart August 28, 2003

When the 113,000 Doors Open 53 million public school students 5.3 million private school students 37% of the students are in 5 states –California, Texas, New York, Florida and Illinois 3.6 million teachers $375 billion dollar budget

Education Characteristics Passionate occupation High scrutinized Lack of trust in corporate America High segmented Decision by committee Relationship-driven

Consumer Buyer Behavior Plan to consume (emotional) Buying is personal (your money) No knows if you are good at it Consumption displays personal value Media driven

Education Buyer Behavior Plan to conserve Buying is public (someone else’s money) Everyone knows if you make a buying mistake Consumption displays waste Relationship-driven

Education is CODE RED Budget cuts are monumental Test results are feared Safety is a constant challenge Teacher satisfaction is waning Public view is low

Current Trend: All About Testing NCLB –Accountability or else AYP (Adequate Yearly Progress) –States publish the results –States and districts develop plans Standardization Issues

Current Trend: Choice on the Rise Specialization in K-12 –Magnet schools Growth in private schools Vouchers are in the open Charter school growth Virtual school emergence Home schooling growth Rural omission issue

Current Trend: Redefine After-School Programs Strong public support 40% proposed reduction in federal funds –Study finds lack of outcomes Shift to 21st Century Community Learning Centers –Focus on academics

Current Trend: Major Push on Reading Basic reading skill deficit –36% of 4th graders –25% of 8th graders Skill-based vs. Whole Language (authentic reading) Reading First –5 billion in federal grants

Current Trend: Increase in Corporate Marketing Reaching down in grade level Focus on brand building and store traffic Leveraging budget crisis School and district level involvement Parental support

Current Trend: Private Sector Growth Management –Privatization of schools growing Leadership –Redefining the superintendent Good to Great number 1 read Instruction –Sourcing from outside

Current Trend: Innovation out of Crisis Work more closely with the business community More effectively tapping community resources Leveraging internal resources More open to volunteers

Predictions Testing will be tested New voice in the wilderness Teaching to the test: The new 4th R HOTS will rise from the ashes Staff development next agent of change

Yoda’s Philosophy on Education Difficult to see. Always in motion the future is. The Dark Side clouds everything. You must unlearn what you have learned.