CHARTERS, VOUCHERS, CHOICE AND PUBLIC SCHOOLS New research insights - - PowerPoint PPT Presentation

▶
charters vouchers choice and public schools new research
SMART_READER_LITE
LIVE PREVIEW

CHARTERS, VOUCHERS, CHOICE AND PUBLIC SCHOOLS New research insights - - PowerPoint PPT Presentation

Jan 02, 2023 353 likes •520 views

CHARTERS, VOUCHERS, CHOICE AND PUBLIC SCHOOLS New research insights and implications for school marketing 712 North Eugene Street | Greensboro, NC 27401 | (336) 370-8100 Phone | (336) 370-8299 Fax | www.gcsnc.com | GCSTV F IRST ,

slide-1
SLIDE 1

712 North Eugene Street | Greensboro, NC 27401 | (336) 370-8100 Phone | (336) 370-8299 Fax | www.gcsnc.com | GCSTV

CHARTERS, VOUCHERS, CHOICE AND PUBLIC SCHOOLS New research insights and implications for school marketing

slide-2
SLIDE 2

712 North Eugene Street | Greensboro, NC 27401 | (336) 370-8100 Phone | (336) 370-8299 Fax | www.gcsnc.com | GCSTV

Highest Graduation Rate in NC History

 2013 graduation rate = 82.5%

FIRST, THE GOOD NEWS

NC Public Schools Have Never Been Better

Six NC Schools Named Blue Ribbon Schools; Dozens Named to National “Best Of” Lists NC Serves As National Leader in Early/Middle College Movement, Character Education, Career Technical Education NC Students Earn 100,000 Microsoft Certifications NC Virtual School Second Largest in U.S.

slide-3
SLIDE 3

712 North Eugene Street | Greensboro, NC 27401 | (336) 370-8100 Phone | (336) 370-8299 Fax | www.gcsnc.com | GCSTV

MORE GOOD NEWS

 A majority of Americans give the public schools in their community an A or B — the highest rating ever recorded*  Americans value having schools teach 21st-century skills such as critical thinking, communication, collaboration, and creativity  Americans trust public school teachers and principals; North Carolinians do as well  American parents say their children are safe at school  North Carolinians believe that education provides powerful social and economic benefits  North Carolinians oppose using public dollars for private schools; they are deeply concerned about teacher pay and budget cuts

Sources: 2013 PDK/Gallup Poll; Z. Smith Reynolds Foundation, 2013

More Good News

slide-4
SLIDE 4

712 North Eugene Street | Greensboro, NC 27401 | (336) 370-8100 Phone | (336) 370-8299 Fax | www.gcsnc.com | GCSTV

THE BIG DISCONNECT

The Big Disconnect

slide-5
SLIDE 5

712 North Eugene Street | Greensboro, NC 27401 | (336) 370-8100 Phone | (336) 370-8299 Fax | www.gcsnc.com | GCSTV

COMMUNICATION CHALLENGES

The Communication Challenges

 Conflict between social values and personal values/benefits  Majority of Americans and North Carolinians support charters and the idea of parental choice  Most Americans believe that charter schools and private schools are better than public schools  North Carolinians ratings of public schools more tepid

Sources: 2013 PDK/Gallup Poll; Z. Smith Reynolds Foundation, 2013

slide-6
SLIDE 6

712 North Eugene Street | Greensboro, NC 27401 | (336) 370-8100 Phone | (336) 370-8299 Fax | www.gcsnc.com | GCSTV

WHAT VALUES MOTIVATE MORE SUPPORT ?

What motivates more support for NC public schools?

 Motivating values for K-12 education are shared across demographic, ideological and behavioral sub-groups.

  • Individual outcomes for parents and students are the most powerful.
  • Societal outcomes are desirable, but less powerful.
  • North Carolinians associate public education more strongly with

societal outcomes than with individual outcomes.

 Confidence, hope and optimism are the most powerful emotional states sought by adults when considering K- 12 education.

  • Parents seek confidence they are doing well in their role.
  • Adults seek confidence that educational investments are preparing

individuals for success in real life. Source: Z. Smith Reynolds Foundation, 2013

slide-7
SLIDE 7

712 North Eugene Street | Greensboro, NC 27401 | (336) 370-8100 Phone | (336) 370-8299 Fax | www.gcsnc.com | GCSTV

CHARTER SCHOOL RESEARCH

Charter School Research

 Parent “must haves” don’t vary greatly  Strong academic curriculum – reading and STEM  Good study habits  Strong critical thinking skills – also aligns with income  Excellent verbal and written communication skills

Source: 2013 What Do Parents Want? Thomas Fordham Institute

slide-8
SLIDE 8

712 North Eugene Street | Greensboro, NC 27401 | (336) 370-8100 Phone | (336) 370-8299 Fax | www.gcsnc.com | GCSTV

CHARTER SCHOOL RESEARCH

Charter School Research on Choice

 Lowest income (<$35 K) families place more value on job skills, career preparation; also rate the importance of going to college at higher levels than higher income families  Conservative parents place greater value on traditional approaches to learning, curriculum that aligns with personal beliefs, strong moral code, love of country, patriotism  Liberal parents place more value on diversity, arts, music, appreciation of nature, world language fluency  Most frequent church goers report highest desire for curriculum that aligns with beliefs

Source: 2013 What Do Parents Want? Thomas Fordham Institute

slide-9
SLIDE 9

712 North Eugene Street | Greensboro, NC 27401 | (336) 370-8100 Phone | (336) 370-8299 Fax | www.gcsnc.com | GCSTV

CHOICE MARKET NICHES

Choice Market “Niches”

 Pragmatists (36%) – career preparation (lower income)  Jeffersonians (24%) – citizenship, democracy, leadership (More Xian)  Test-Score Hawks (23%) – high test scores (younger, AA, Latino)  Multiculturalists (22%) – urban, AA, liberal  Expressionists (15%) – arts and music (Less Xian, liberal)  Strivers (12%) – student goal is acceptance at top tier college, graduate degree (AA, Latino)

Source: 2013 What Do Parents Want? Thomas Fordham Institute

slide-10
SLIDE 10

712 North Eugene Street | Greensboro, NC 27401 | (336) 370-8100 Phone | (336) 370-8299 Fax | www.gcsnc.com | GCSTV

IMPLICATIONS FOR SCHOOL MARKETING AND PR

Implications for School Marketing and PR

 When facts and emotion collide, emotion wins – every time  Parents are anxious – they need reassurance they’re making the right choice  They need confidence, hope and optimism  Messaging needs to focus more on individual outcomes and less on social value

Sources: NSPRA, Z. Smith Reynolds Foundation, 2013

slide-11
SLIDE 11

712 North Eugene Street | Greensboro, NC 27401 | (336) 370-8100 Phone | (336) 370-8299 Fax | www.gcsnc.com | GCSTV

STRATEGY CONSIDERATIONS

Strategy Considerations

 Tell stories; have heart  Develop reasons to believe  Build and mobilize coalitions  Focus on grassroots advocacy – win the ground war  Central office branding, marketing and PR can’t win this – have to get others involved  Principal role is critical – do they have the interest, time or capacity?  Correct and clarify misinformation

Sources: NSPRA, Z. Smith Reynolds Foundation, 2013; e911.com

slide-12
SLIDE 12

712 North Eugene Street | Greensboro, NC 27401 | (336) 370-8100 Phone | (336) 370-8299 Fax | www.gcsnc.com | GCSTV

ONE SIZE DOES NOT FIT ALL

slide-13
SLIDE 13

712 North Eugene Street | Greensboro, NC 27401 | (336) 370-8100 Phone | (336) 370-8299 Fax | www.gcsnc.com | GCSTV

ANDREWS AVIATION ACADEMY

slide-14
SLIDE 14

712 North Eugene Street | Greensboro, NC 27401 | (336) 370-8100 Phone | (336) 370-8299 Fax | www.gcsnc.com | GCSTV

INNOVATION = RESULTS

slide-15
SLIDE 15

712 North Eugene Street | Greensboro, NC 27401 | (336) 370-8100 Phone | (336) 370-8299 Fax | www.gcsnc.com | GCSTV

WANT TO LEARN MORE?

PDK/Gallup Poll 2013 http://pdkintl.org/

  • Z. Smith Reynolds Foundation

http://zsr.org/

Promoting the Value of Public Education: Each Child Prepared for Life.

What Do Parents Want? Thomas Fordham Institute www.edexcellence.net NSPRA www.nspra.org

Want to Learn More?

slide-16
SLIDE 16

712 North Eugene Street | Greensboro, NC 27401 | (336) 370-8100 Phone | (336) 370-8299 Fax | www.gcsnc.com | GCSTV

OUR VISION: ACHIEVING EDUCATIONAL EXCELLENCE