East High School PTSA Integrated Marketing Communications Plan

East High School PTSA Integrated Marketing Communications Plan September, 2018

Agenda • Where Are We Now? • Integrated Marketing Plan (IMC) • Next Steps

Where Are We Now? * • Market/Competitive Analysis – Brand new organization among other parent organizations • Some Confusion around differences between EAFAF and PTSA – Parent community typically focused on perception; not always reality – Strong support of Administration/Teachers **Based on both factual and anecdotal evidence

EAFAF v. PTSA v. CSC • • • The East High School Parent Teacher Student Association (PTSA) was re-launched in the Spring of 2018 to fill a strong need for an organization that would Inform, Engage and Empower parents, teachers, students, administrators and community members to support the EHS community through volunteerism, education, advocacy and wellness. The EHS PTSA is committed to making every child’s potential a reality by engaging and empowering families and communities to advocate for all children. The PTSA is your funnel to the many avenues for supporting our fabulous school. To find our more about the PTSA, please visit http: //eastptsa. org. The East Angels Friends and Alumni Foundation (EAFAF) focuses on our long tradition of academic excellence by funding Angel Achievement and connecting Angels everywhere. From raising much needed funds through grants, private donations and community support, to strengthening alumni relations to preserving our rich history, to providing teacher and student grants and support and so much more, EAFAF is strong partner to our school community. To learn more about EAFAF, please visit their website at: http: //eastangelfriends. org/ The Collaborative Schools Committee (CSC) is comprised of parents, administrators, teachers and community members with a mission to create and implement a plan to promote high achievement within a school. This committee meets on a regular basis throughout the school year and is an opportunity for key stakeholders to have a voice in their school. Colorado law requires all schools to have a CSC to increase the amount of accountability and family involvement in our schools. If you have interest in serving on the CSC or would like more information, please visit: http: //east. dpsk 12. org/parentscommunity/csc/

Where are We Now? What Makes Us Different… Inform Strong Leadership & Support Engage Empower Ability to start fresh Funnel to Inform, Engage and Empower with direct access to school leaders

Where Do We Need to Focus? Develop and Live the Brand Market and Communicate Our Successes Capitalize on Strengths

IMC Objectives • • • Increase Membership (Goal? ) Increase Meeting and Event Attendance (Goal? ) Fundraising? Increase Student/Parent Satisfaction on SPF (what is it now? ) Embrace/enhance community () Communicate positives of PTSA AND enhance PTSA benefits in our school (see last slide)

And…Who? • Focus is from Macro all the way to Micro – Overall community – Our Staff and Volunteers (Admin to teachers to facilities to volunteers) – Our Parents and STUDENTS – Parents at Key Entry Points/Transitions (current and potential students) • Different Strategies and Tactics will hit different audiences

IMC Strategies/Tactics • • What is our Brand Identity? What do we stand for? Is it proliferated? Unique opportunity – Brand New

IMC Strategies/Tactics • LIVE the Brand – Develop the brand to include action/values, logo, colors, and appropriate text treatments for all programming – Present the Brand to all levels within our school community – Refer back to the brand for decision making, new program creation, etc. – Update all forms of communications with appropriate messaging – consistent usage across all committees

East High school PTSA Mission To make every child’s potential a reality by engaging and empowering families and communities to advocate for all children. EQUITY STATEMENT: East PTSA is committed to inclusion and equity as written in the principles section of our by-laws. We are committed to our board, our appointed officers, our committees and our membership reflecting the diverse and vibrant population at East High School. These standards will be held throughout our organization at all times. We are open to dialogue, challenging conversations and creating a village where all are welcome and have a voice. We are…. East High School PTSA or simply EHS PTSA • • • We are home of the Angels Our colors are Red, White, Black and Gold Our PTSA font is…. Our website is eastptsa. org Our Facebook Page is East High School Our four main forms of electronic communication are Friday Message, the Angel Bulletin, Facebook and Member Planet • • • Our Values NEED TO DEFINE Integrity Equity Collaboration Accountability Responsiveness Fun East High School PTSA is the funnel for parents, teachers, students and community members to become informed, engaged and empowered in all things Angels.

East PTSA Elevator Speech East High School PTSA is the funnel for parents, teachers, students and community members to become informed, engaged and empowered in all things Angels. From INNOVATIVE and EDUCATIONAL Angel Talks and Student Panels to ACTION-ORIENTED Monthly Meetings and Special Events to ACCESSIBLE and EQUTABLE On Campus Programming and Community Support to MEANINGUL Teacher Recognition and Appreciation and the list goes on, we are a COMMUNITY of DEDICATED parents, teachers, administrators, students and community members preparing our students together to be the LEADERS of tomorrow. How do we communicate? • • • Friday Message: Short paragraph on Upcoming & on-going activities and events (Submit by Wed Noon) Angel Bulletin: PTSA-wide information, administration updates, event recap & parent information (Submit by 1 st of every month) Facebook: Event photos, accolades, community information, re-emphasis (On-going) – Probably need own FB Monthly membership meetings and special events: Action-oriented events and meetings to engage parents in our mission. Editorial Calendar: Weekly tracking of all communications for consistency, transparency and equity. Rules of Engagement 24 hour turnaround on all Comms Action-oriented programming/support Respectful dialogue that is inclusive of all opinions Friendly/Welcoming/Inclusiv e Comms Accessible and Transparent Democratic voting process

IMC Strategies/Tactics • Create/enhance communications and vehicles – Editorial Calendar: https: //calendar. google. com/calendar/b/2? cid=ZWhzc. HRz YWNvb. W 1 z. QHlha. G 9 v. Lm. Nvb. Q – FAQ for Website – Monthly bulletin focused on Inform, Engage and Empower • Include teacher and advocacy updates • Support all committee needs – Communications Committee Comms Ambassadors • Distribution avenues – FM, Member Planet, FB – Assess personal Facebook page need – Friday Message

IMC Strategies & Tactics • Increased comms at vital entry/retention points – Develop welcome plan for new families that could include packet, PTSA one-pager, buddy system, personal contact, and personal check-ins after one month for new families – How to engage at East checklist – How Dollars are Spent if appropriate – Event recaps, Photos, on-going discussion of investments in Angel Bulletin, etc.

IMC Strategies/Tactics • Crisis Communications – Identify appropriate PTSA spokespeople (done) – Work with Administration on school-specific issues – Garner training from the CO PTSA organization on appropriate messaging and training

IMC Strategies/Tactics • Student Council Panel – Present to Board for discussion around potential topics • Enhance Angel Talks? • Pros/Cons

Next Steps… • Support PTSA membership drive • Engage graphic designer/volunteer (need to recruit) or students to design logo and PTSA templates • PTSA Newsletter