Career & Tech School Marketing Plan July 2009 June 2010
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1 Career & Tech School Marketing Plan July 2009 June 2010 Monique JH Jacobs, APR, Communications Coordinator Overall Goal: Support and promote BOCES-wide goal of ensuring that all students meet higher standards and build 21st century skills through focused resources, accountability, responsiveness, and educational, business and civic partnerships; support and promote high-tech and green initiatives; and maintain and build enrollment to achieve a balanced and diverse student body that includes nontraditional and adult students. OBJECTIVE #1: INCREASE PARENT/STUDENT AND ADULT AWARENESS OF WHAT S AVAILABLE AT THE CAREER & TECHNICAL SCHOOL AND HOW WE CAN HELP MEET THEIR NEEDS STRATEGY A: Continue to step-up outreach and marketing efforts using multiple resources. 1. Continuously update and enhance Career & Tech Web site with new content, features, functions. 2. Update Course Guide and New Visions Closer Look/College Advantage and distribute to components via guidance, visits, courier, potential students and their families, and the community. Deadline: Update, print by Dec., distribution follows 3. Schedule HS, MS school presentations including 10th grade presentations, school career & academic fairs and visits to classes; involve Career & Tech faculty, students, alumni whenever possible., guidance 4. Work with Career & Tech administrators, guidance, teachers to develop enrollment-building strategies for new and updated programs, existing programs with lower enrollment and adult education offerings., Career & Tech administrators & staff 5. Plan, write, photo positive articles about Career & Tech for BOCES Insider and (to come) new external e-newsletter; include articles on nontraditional choices/diversity, green and high-tech themes. Deadline: Weekly STRATEGY B: Reach out to parents, students, community, adult students via Open Houses/visitation days and other events; explore ways to maximize impact and reach. 1. Identify Open House/visitation days dates, audience (middle schoolers? HS.?), Annual Meeting date; new events; coordinate communications and assist staff as needed., Career & Tech administration 2. Develop, implement marketing strategy for events including Web, mailings, fliers, PSAs, news releases., campus principals, assistant principals, staff Deadline: Fall/ongoing 3. Plan event activities, staff and cover events, follow up/post-mortem., Career & Tech administration and staff Deadline: Fall/ongoing
2 STRATEGY C: Oversee Student Ambassador program at each campus including identification and training of students, ordering of polo shirts, student recognition. 1. Work with faculty to identify Student Ambassadors for each class at both campuses, get shirt sizes., Career & Tech teachers Deadline: Fall 2. Order polo shirts from BOCES vendor; when in, check order and repackage for each classroom (note: we have enough shirts for current school year). Deadline: Fall 3. Conduct orientation meeting/training sessions for students as needed. Deadline: As needed 4. Work with faculty and staff to recognize Student Ambassadors for their involvement., clerical support Deadline: May EVALUATION OF OBJECTIVE # 1: Ask various audiences for feedback whenever possible and appropriate; observe whether information has reached its targets. OBJECTIVE #2: FOSTER RELATIONSHIPS WITH AND BUILD SUPPORT AMONG SUPERINTENDENTS, PRINCIPALS AND GUIDANCE COUNSELORS FOR CAREER & TECH PROGRAMS THAT ARE RESPONSIVE TO THEIR STUDENTS AND SCHOOLS NEEDS. STRATEGY A: Make sure guidance counselors have support materials they need to promote programs. 1. Distribute updated Course Guide and New Visions Closer Look/College Advantage, New Visions one-sheet, course schedule one-sheets to all components guidance offices., guidance, consultant teachers Deadline: December onward 2. Write, produce, C T E-Notes Web-based, e-newsletter targeted at home school guidance, consultant teachers, principals, superintendents, parents/guardians. Deadline: December, February, April, June/July 3. During outreach visits, speak with guidance counselors about their informational needs; remind them of Career & Tech Web site., Career & Tech staff 4. Promote new programs, relay any course-specific info requested by teachers, staff during outreach., Career & Tech staff STRATEGY B: Produce presentations, communications, assist with projects for Career & Tech administration to use to communicate with staff, fellow administrators, educators, board members, business and industry reps to support and articulate: CTE goals and strategic plans/middle States initiatives, BOCES mission and goals; CTE joint management team and inter-boces initiatives. 1. Play an active role on Middle States Steering Committee and other strategic planning committees.
3 2. Produce presentations, photos and supporting materials for Career & Tech administration, and as part of ongoing involvement in BOCES Annual Meeting and Opening Day. 3. Compile, write, TechNotes internal e-newsletter for Career & Tech staff. Deadline: Monthly/6 weeks 4. Produce monthly Dates for BOCES Board of Education/What s Happening at Career & Tech. Deadline: End of each month 5. Review findings from annual senior and alumni surveys, adult ed surveys for data useful for strategic planning, Middle States, marketing and outreach., Career & Tech administration and staff Deadline: June EVALUATION OF OBJECTIVE #2: Build evaluative question into e-newsletters; solicit feedback. OBJECTIVE #3: EXPAND THE VISIBILITY OF CAREER & TECH, ITS STUDENTS & ALUMNI. STRATEGY A: Expand media exposure to assist in attaining more visibility in the community. 1. Maintain relationships with the print, broadcast and cable news media, chambers of commerce, school board and teacher publications & Web sites; write news releases, articles and advisories; field calls and requests; function as media contact on school crisis team. 2. Speak regularly with cluster chairs, admin., faculty and students to generate ideas to take to the media. 3. Network with media and other communications professionals who work with media when appropriate, possible and affordable, via programs and seminars by industry trade groups as well as informally. STRATEGY B: Maintain dynamic Web site aimed at students and adults. Action steps: 1. Continue to add features, update and add to copy, photos, pdfs, etc.; explore ways to maximize use of site by students, faculty and staff; update, streamline, re-promote site when redesign complete in Respond to Web site based requests for information., Career & Tech staff 3. Promote Web site during outreach, Career & Tech events, mailings to Realtors, libraries, reemployment and labor org., veterans and social services orgs., colleges offering teacher ed. / Mailings in Summer and Winter EVALUATION OF OBJECTIVE #3: Monitor media coverage, staff feedback and component feedback as appropriate and examine WebTrends reports for unique and repeat visitors.
4 Ongoing & scheduled projects Ongoing: Active participant in BOCES 360 Communications Team, w/ projects including overall BOCES communications initiatives, Insider writing/photos/editing, online calendar, Web. Photography: Web sites, e-newsletters, news releases, feature stories, events Course Guide, New Visions book, Services Guide Shoot photos for staff, administration as needed throughout the year Collaborate with BOCES Communications Team on projects and initiatives Publications/e-publications: Course Guide redesign, updates (Summer/Fall) New Visions Closer Look/College Advantage handbook updates (Fall) TechNotes e-newsletter for Career & Tech staff (monthly/6 wks) CTE Notes e-newsletter for Career & Tech parents/guardians (once s input, monthly) BOCES Insider weekly editing/proofing, writing, photos CTE Student Handbook and Procedures Manual assistance (Fall) BOCES Services Guide assistance (Fall/Winter) New Visions one-sheet informational flier (Fall/Winter) LPN/CNA graduation programs (June) Albany campus awards ceremony invitations (May) Brochures for each of 40+ Career & Tech programs (ongoing updates) BOCES calendar information assistance (Summer) Incident Command/Crisis Manual update (as needed) Letterhead, notepads, envelopes, forms, business cards orders (as needed) Ad for Schenectady Career Expo book (Winter) Ads for Adult Ed programs and Career & Tech staff (as needed) Adult & Continuing Ed course catalog (upcoming for Summer/Fall 10) Middle States communications evidence binder (Ongoing) Outreach and Community Events Fall, Winter and Spring Open Houses/Parent Nights and Visitation Days, both campuses Schoharie Chamber Business After Hours Event (Fall) Awards ceremonies, each campus (June) Evening graduation ceremonies for Nursing, CNA Adult programs (June) Meetings/Weekly: BOCES 360 Communications Team Meetings/Monthly: Planning meetings w/ Career & Tech administrators Staff and faculty meetings BOCES Communications Team Incident Command Team Meetings/As needed: Middle States Steering Committee and subcommittees December & March: Guidance counselors at Career & Tech Career & Tech event-planning, ad hoc committees BOCES Opening Day meetings
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