School marketing toolkit

Marketing Toolkit for Schools

• Create a warm, welcoming environment • Make connections and build relationships • Media relations tips and best practices • Tools to market and promote your school • Planning and coordinating an event

Marketing Toolkit for Schools

October 2012 1 Office of Communications

What’s this thing for, anyway?

Recruiting, retaining and engaging families through new marketing efforts are top communications goals for the school district, and they should be a priority for your school as well.

Since May 2010, the Office of Communications has committed to ongoing advertising and marketing efforts featuring our schools, students and the whole school district. We know, however, that more needs to be done to shine the spotlight on each school individually.

Minneapolis Public Schools offers choices because each school is unique and special. Great things are happening in all of our schools and it’s time to boast about those accomplishments. Whether it’s the success of the students and staff or the cutting-edge, innovative technologies and skills being implemented in the classroom; we know that your school has stories to tell. This marketing toolkit will equip your school to do just that.

This marketing tool kit will serve as a step-by-step tool to help promote, market and sell your school. It will help build your school’s reputation and generate excitement in your school community.

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“The fastest, cheapest and best way to market your service is through your employees. Every employee should know that every act is a marketing act upon which your success depends.”

-Harry Beckwith, Selling the Invisible

Toolkit Contents Creating Welcoming Schools – and customer service tips - Physical Environment: Walk-Through Checklist; Open House Preparation - School Wide Practices and Policies

6-11 12

- Personal Interaction: Welcoming Families; Welcoming Refugee and Immigrant Students; Welcoming New Hires

13-15

- Written Materials and Communications

16-17

Making Connections – collaborating with your staff, families and the community

18-22

- Presentation Basics

20-21

- School Messenger automated phone calls

22-26

- Taking Your School on the Road

27-28

- Presentation Basics

29

Marketing Your School – best practices and a catalog of tools/templates

30

- Brand Basics

31-37

- Create a marketing brochure for your school

38-40

- Tools and templates

42-75

Media Relations – tips and best practices

76

- Protocol and Procedures

76

- School Communications Liaisons

77

- Advertising

78-81

Planning an Event – checklists and promotion

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Marketing Toolkit for Schools

82-85

Guiding Principles of School Marketing ± Make yourself familiar. ± Your biggest competitor is how others view your school, not private or charter schools. ± Knowledge gets you in the game. Passion wins it. ± People make the sale.

Successful school marketing efforts start with making sure your school is welcoming to families and the public. Your marketing efforts will go a lot farther if your school staff members understand and embrace their roles as school marketers.

Just as important are your connections with your school’s immediate neighbors – businesses, homeowners and nonprofit groups. Get to know them so that they know you.

It’s no accident that this marketing toolkit starts with “Welcoming Schools” and “Making Connections.” These are essential steps that will enhance your ability to take your school on the road and effectively attract and retain students.

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Creating Welcoming Schools Creating welcoming environments in our schools is critical for meaningful connections. It is not necessarily creating new programs and workloads, but rather focusing on the customer service aspects of what we are already doing.

Borrowing from successful welcoming environment programs used in other school districts, there are four components of a welcoming environment.*

Four Components of a Welcoming Environment Physical Environment

What is the physical appearance of your school building and grounds, including entrances, hallways, classrooms, cafeteria, gym, playgrounds, parking lots, etc.?

Practices and Policies

What are the policies and practices in place to provide information, involve parents in decision-making, and create a welcoming school?

Personal Interaction

Are schools filled with inviting, friendly interaction among staff, students and visitors?

W ritten M aterials and Communications

How do you communicate with your school communities and how effective are your communications tools?

By assessing needs in these areas, schools can develop specific plans to meet the needs of their school communities and improve their environments, thus creating a foundation for increasing meaningful family and community involvement.

Note: Refer to the MPS Handbook of Customer Service Standards for detailed information and tips to help enhance the environment at your school.

Guiding Principles of Welcoming and Respectful Environments • Diversity is valued and respected as a strength.

• The student body is reflected in the classroom work, art and signage displayed in the school.

• Parents are effectively involved in real classroom work and meaningful school activities (based on their ability or choice).

• The school includes learning opportunities for families’ personal and professional growth.

• The family’s or individual’s perspective and background are considered (i.e., family resources, schedules, literacy levels, language differences, visitor parking, building directory and signage, and past experiences with schools).

*Components of welcoming environments developed by Jefferson County Public Schools in Colorado and Fairfax County Public Schools in Virginia. Used with permission.

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Marketing Toolkit for Schools

Welcoming Environment Walk - Through Checklist Visual identity guidelines: Is there a consistent, professional visual identity that is readily apparent? (See the “Promote and Market Your School� section for logo standards) Describe: Name

Colors

Images

Messages or tagline

Internal Environment: Are the following areas well-maintained?

Check for: cleanliness/neatness, lighting, noise levels, odors Hallways

Classrooms

Labs: computer, science

Gym

Cafeteria

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Media Center

Restrooms

Is current student work displayed and labeled so you can clearly see what the project illustrates and the grade level of the student? Describe:

Are the school’s mission, values and/or goals displayed? Describe:

Office Do office personnel acknowledge visitors within five seconds of their entrance?

Are office personnel welcoming and helpful? (Do they smile? Offer to escort visitors to rooms when necessary? Offer a beverage if there is a wait?)

Is there a comfortable place for visitors to sit while waiting for appointments?

Is the noise level in the office low?

Is there a nameplate identifying the person responsible for greeting visitors?

Is a visitor survey/suggestion box available?

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Marketing Toolkit for Schools

Signage – Describe: Classrooms For Guidance

For Student Work

Is there a news / events / happenings bulletin board? Describe:

Is there a family involvement bulletin board? Describe:

Are PA announcements and bell systems set at a pleasant decibel level?

External Environment Is the main entrance clearly marked – including directions from visitor parking areas?

Is there easy access from the visitor parking area to the main entrance?

Describe any parking challenges: on-street parking, surface lot

Are the grounds attractively maintained/landscaped?

Is the school sign in good condition? Does it match how the school is named in print materials and other signage?

Does the school have an outdoor message board? Is it regularly maintained?

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Telephone Etiquette Do all employees – not just secretaries – take responsibility for answering phones? (Phones should not be allowed to ring more than 5 times.)

Is proper phone etiquette observed? (Identify school and person answering. When asking callers to hold, wait for their answer. Don’t leave them on hold more than 30 seconds at a time.)

When callers are placed on hold, what do they hear? (Music, recorded message, dead air?)

Are staff members helpful to callers? When unable to answer a question, do they seek the answer themselves without transferring the caller to another person?

Does the voicemail greeting state office/school hours and let the caller know if school is not in session?

Is there a 24-hour automated line that gives directions to the school, information on upcoming activities and the opportunity for the caller to leave a message?

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Marketing Toolkit for Schools

Staff Have all employees, including maintenance engineers and food service staff, been instructed on how to greet visitors and offer assistance? (Both from a safety and welcoming environment perspective.)

How are employees informed about the school and its programs? Are they able to communicate school information accurately and positively?

Are staff members surveyed regularly to see if they feel: §

Invested in the school, its mission and goals?

§

Recognized regularly for positive contributions?

§

Involved in relevant decisions?

Are there multiple opportunities for socializing and building camaraderie among staff? Describe:

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Open House Preparation Checklist Even though every school door is not open during the school day, consider opening all doors for the open house and assigning attendants to each door. When families come to the open house on a potentially freezing night, they’ll appreciate not having to walk around the entire school to find a door that is open.

•

Use special signs as well as students/staff to direct traffic. The main entrance is critical.

•

Decorate the environment with school colors and materials to demonstrate school’s theme or focus.

•

Train staff on welcoming and guiding visitors (see ‘Marketing Your School’ handout).

•

Incorporate clothing or badges to clearly identify students and staff. Consider asking staff and/or students to wear school colors or school shirts, if possible; staff should wear photo ID badges at all times.

•

Invite and encourage participation from community members, families and other stakeholders (neighborhood groups, businesses). This will create a strong impression that people in the community are committed to the school.

•

Use student musical entertainment if possible to create a welcoming, artistic ambience for the open house.

•

Make sure all classroom doors are propped open and lights are on, even if the teacher is not present for the open house.

•

Have a standardized sign-in sheet for families that captures contact information: o Name o E-mail o Address o ZIP o Phone o School student currently attends.

•

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Provide families with handouts such as a one page fact sheet on the school program.

Marketing Toolkit for Schools

School-wide practices and policies

School-wide practices and policies can enhance or undermine a welcoming atmosphere. Review the following questions with a team, such as the principal, teachers, office staff, students and parent volunteers, to gauge multiple perspectives.

•

Is a back-to-school program provided for families?

•

Are school emergency procedures and rules from the student conduct code outlined for families at the beginning of each year?

•

Does the school provide information, brochures or welcome packets for new families?

•

Do teachers call each student’s family early in the school year to invite them to an event or report something positive?

•

Are parent-teacher conferences offered at convenient times of the day?

•

Are school office hours convenient?

•

Does the principal have regular office hours when parents and students can stop in?

•

Do staff and families have informal occasions when they can get to know each other?

•

What alternative communication methods are used with parents speaking limited English in order for them to understand the curriculum and participate in activities?

•

Is information about school and classroom policies, school rules, parent-teacher conferences and bus or lunch schedules available to parents in their language? How?

•

Does the school help parents choose appropriate educational programs for their children?

Describe.

•

Is special attention paid to pronouncing parents’ names correctly?

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Does the school have a resource file of bilingual speakers in the school who can be called upon to translate or become a “buddy family” if needed?

•

Are parent leaders kept informed about important school matters and encouraged to form a parent network to pass the word?

•

Are parents and others in the school community invited to use the school for planned events?

•

Does the principal involve parents in making decisions? Describe.

•

Are volunteer opportunities available to parents and others in the school community?

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Personal Interaction: GUIDING PRINCIPLE

Welcoming Families

± Knowledge gets you in the game. Passion wins it.

At an open house or during parent/teacher conferences, staff should be prepared to answer parents’ questions, such as these: •

•

•

•

•

•

•

•

•

•

•

•

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Did I receive a friendly greeting? Were the office personnel, teachers and staff pleasant and helpful?

Were the staff members thoughtful in responding to my questions? Were my questions answered to my satisfaction?

Does the school have a written philosophy? Was I given a copy? Does it appear to reflect what I saw and heard?

Did I like the answer I received when I asked, “What is your school doing to help every child learn?”

Did I see evidence that the teachers and administrators make an effort to respond to individual student needs?

Is the building well-maintained? Are the halls clear and attractive? Is student work displayed? Is it current?

When visiting classrooms, do the students appear to be actively engaged and interested in their learning?

Did the teachers and students show respect for one another and for the school property?

Were the students courteous and self-disciplined in the classrooms, halls, lunchroom, school grounds, etc.?

How will my child’s specific needs/wants be served at this school? (Special education, physical education, computer lab, science lab, physical education, world languages, music, art, etc.)

Will current or future funding issues affect the school’s programs? What changes are anticipated for the next year(s)? Will funding cuts or program changes affect my child?

Was the lunchroom clean, attractive and orderly? Did it have a pleasant atmosphere during lunch? Was the food nutritious, appealing and appropriately varied?

•

Will I be able to participate in my child’s education at the school as I had hoped?

•

Were there after-school activities that my child will enjoy?

Marketing Toolkit for Schools

Welcoming Environments for Non-English-Speaking Students Before the Student Arrives: Creating a Welcoming School Climate • • • • •

Teach staff and students how to say “hello” in the new students’ native languages.

Ask a member of the immigrant community to work with the school in preparation of the arrival of new students.

Prepare school staff for arrival of new students.

Clarify meaning of special clothes for girls (i.e., shador or head covering) for physical education and other classes.

Display pictures, maps, and information about immigrant students’ home countries in a central location of the school.

In the Classroom: Strengthening One-on-One Interaction •

• • • • •

Teach lessons about the home countries of immigrant students. Even if the new student doesn’t understand everything, she or he should be comforted to see students learning about things that she or he recognizes.

Ask new students to draw maps of their home countries, adding pictures and cities. Have them show the class (or rotate partners if a large group is too intimidating).

Use visual aids.

Use good nonverbal communication skills. Be patient with new students’ development and use of new language skills.

Be genuine, sincere and friendly with new students. Help them to feel secure in the school environment.

Develop a buddy system, matching new students with current students to show them around for the first week.

Involving New Families and Communities in School Life • •

•

Work with parents to help them learn how to get involved in the schools without being too intimidating (i.e. parent-teacher conferences, volunteer opportunities, etc.).

Offer parents “coffee/tea time” as they drop off students in the morning and arrange for an interpreter to be at the school to help welcome the family. Use this time to get new parents who do not speak English involved in school life.

Ask parents of immigrant students to volunteer in the classroom and become more familiar with what happens during the school day. Parents might use skills from their home countries (i.e. art classes).

Minnesota Advocates for Human Rights has collected “best practice” ideas that teachers have used in working with immigrant and refugee students.

Strategies are from Minnesota educators.

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Creating a Welcoming Environment for New Hires The following activities will not only make new hires feel more welcome, but will help to create environments where all employees feel valued.

Before the First Day • Send a letter welcoming your new team member. Include an agenda for their 'premiere day' and an invitation to have lunch with the boss.

• Be sure to set up realistic expectations of what the job entails.

• Prepare your current employees for their new co-worker’s arrival, asking them to be particularly encouraging and supportive.

• Survey your current employees about their first day on the job. What would have made it special?

The Premiere • Be ready for your new hire’s arrival. Don't leave him or her waiting out in the hallway alone while you take care of other business.

• If the supervisor is involved in other things when a new staffer arrives, he or she may appoint an ambassador to welcome the new recruit with a smile and a cup of coffee.

• Post the person's photo in the staff lounge. Having a board with other employees' photos will enable him or her to get to know names.

• Have your new employee’s work area prepared. Does he or she have all the necessary office supplies? How about a list of contact phone numbers? Flowers or balloons on the desk for the first day would be a welcome touch.

Orientation • Take a look at your orientation process. Strive to make your training process more effective. Use real people. Take your time. A good orientation cannot be accomplished in a day.

• During the first week, check in periodically to make sure the new employee is comfortable performing their job duties. Listen to and address any concerns.

• Use diplomacy when correcting errors. More importantly, notice the things he or she is doing well and praise him or her out loud.

Co-Worker Support • Ask your new recruits to evaluate the orientation process and strive to continually improve it.

• Establish a red carpet committee. These are current employees who volunteer to be ambassadors for new employees. Hold a brainstorming session and come up with as many ways as you can to make the new person feel special during the first 90 days.

• Assign an ambassador to your new employee. Post a sign that states 'Your Welcome Ambassador is.....' in his or her room or work area. The ambassador should proactively check in with the employee for the first 30 days, invite him or her to lunch and introduce him or her to other co-workers and customers.

Adapted from “The Red Carpet Treatment,” © 2004 by Donna Cutting, www.donnacutting.com.

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Marketing Toolkit for Schools

Written Materials and Communications A more welcoming atmosphere is created when the written materials and communications sent from the school are clear and meaningful to families. Review the school’s handbooks, newsletters, calendar, website, fliers and other printed materials to see that: •

All printed materials are understandable to someone who is new to the school.

•

The school provides a regular newsletter with information for parents.

•

The printed materials are grammatically correct and free of jargon; acronyms are explained.

•

The printed materials use fonts that are easy to read and are neat and clean.

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Communications are clearly written at the 6th to 8th grade reading level.

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A variety of school programs are highlighted, including special education, athletics, music, general education, English Language Learners, etc.

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There is obvious collaboration with the school’s PTA/PTO and other parent groups.

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The publications mirror the diversity of the student body and school community.

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Parent and community volunteers are recognized.

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New students and their families are officially welcomed.

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Articles about staff members, volunteers, students and their families appear in the publications.

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Student work (projects, photographs, poems, etc.) is highlighted in the publications.

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The school’s educational and extracurricular programs are explained.

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Translated publications are readily available and distributed to families who need them.

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The school website is current and the address and phone number are easy to find.

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Voicemail messages are up to date.

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Families can get through to the office when they call.

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Phone calls are returned within 24 hours.

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Translation of school communications

Think about your school population. If you have students enrolled in your school that speak a language other than English, it is important to communicate with those families in their native language.

You may already have staff on site to help translate school documents or help verbally communicate with families when they call or visit. Schools and departments may also request translation and interpretation support from the MPS Office of Communications on the MPS Staff intranet: https://bit.ly/mpstranslations.

Make it easy for your customers to reach you

There is nothing more frustrating than not being able to find a phone number, website or email address to find an answer to a question. Don’t forget to include your school/department name; physical, email and web address; and phone number on all publications and letters. This includes the email signature of all staff members. See page 36-37 for the proper formatting of email signatures.

Writing content for your website In order for Minneapolis Public Schools to maintain a consistent and professional-looking website, it is critical that web editors follow website content and visual guidelines. The MPS Website Content Standards and Guidelines manual on the MPS Staff Intranet at http://bit.ly/mpswebguidelines provides MPS web editors with recommendations on how to make their web content more reader friendly and visually appealing.

The guidelines apply to the school district’s main website and department websites. While most of these guidelines are also applicable to schools, certain guidelines such as the use of graphics do not necessarily apply to schools that are more at liberty to use graphics and photos for use with students and parent audiences.

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Marketing Toolkit for Schools

Making Connections:

Collaborating with your staff, families and the community

±

GUIDING PRINCIPLE Your biggest competitor is how others view your school, not private or charter schools.

The most important thing to remember about making connections is that you should do so regularly and not only when you are asking for something (i.e., fund drive, referendum campaign). Think of it as simply being a “good neighbor.”

Key Communicators Get to know your neighbors. Join their organizations, ask to make presentations about your school and put them on your electronic and direct mailing lists to receive your school newsletter and invitations to events, such as school performances, sporting events, art shows and open houses.

They include: • Local business owners and neighborhood business associations • Civic groups: Kiwanis, Rotary, Chamber of Commerce • Daycare providers in the area • Elected officials: school board, city council • Home-school parents • Media: ethnic press editors: Asian American Press, Asian Pages, Insight News, La Prensa, Minnesota Spokesman Recorder; Community Press Editors: The Alley (Phillips), Bridgeland News (Seward/Franklin), Bryn Mawr Bugle, Longfellow/Nokomis Messenger, Southside Pride, Southwest Journal, Northeaster and North News • Public partners: library officials and Park & Recreation officials • Older adult residents • Residents without children in MPS

Student Community Service Projects Many student groups, such as enrichment or after-school activity groups, regularly perform wonderful acts of community service. When students are out in the community, make sure people know they attend your school. School gear (T-shirts or sweatshirts) can be expensive, so if it’s cost-prohibitive to purchase school gear for students, consider making buttons or even button-like stickers for the students to wear. Make sure your school name is prominently displayed, along with your logo and/or mascot.

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Influence the Influencers Influencers have a profound effect on marketing efforts. They are people who others perceive as “in the know.” They spread good or bad news quickly through the “grapevine.” The strongest influencers of your school’s reputation are other MPS employees, graduates of your school and real estate agent. Here are ways to impact your influencers’ word-of-mouth: MPS Employees What do school district employees say to prospective parents about your school? Do they discourage parents and students from going to your school?

Share your successes in conversation with other MPS staff members during district-wide meetings, professional development workshops and casual encounters. Always have at least two or three short anecdotes about a student, a recent achievement or recognition. Encourage every staff member at your school to think about what they repeat to other MPS employees; they are either reinforcing negative perceptions or shaping positive ones.

Graduates – works for elementary and middle schools, too!

An active alumni association that is connected to your school’s current efforts is like gold. Make sure that graduates who want to keep in touch have ways to do so. They will share good news items with friends and colleagues.

School staff members frequently receive notes and e-mails from former students who want to update them on what they’re doing or want to just say thank you. This is powerful anecdotal information that can be shared in conversations with prospective families and other school district employees (e.g., “One of my students emailed me to let me know she’s graduating with a physics degree from the U of M.”).

Real Estate Agents Ask real estate associations if you can distribute materials to their members. Remember, these are busy people, so don’t overload them with every newsletter and invite. However, real estate agents are trying to sell houses; arming them with good news and accurate data will be welcomed.

Contact the Minneapolis Area Association of REALTORS® at www.mplsrealtor.com/ or 952.933.9020 and offer to host a workshop for real estate agents. Realtors are required to earn a certain amount of continuing education credits annually to maintain their licenses.

Generally, these workshops can be done in a morning. Make sure your agenda offers a mix of brief comments (5-10 minutes each) from school leadership, parents and students balanced with up to five 20-minute “roundtable” sessions for more in-depth examination of topics, such as: • • • • • 19

How we’re preparing students for post-secondary studies Business partners and what they offer our students Enrichment activities for all students Learning opportunities unique to our school Tour our school Marketing Toolkit for Schools

Parent Ambassadors GUIDING PRINCIPLE

± People make the sale.

From a school marketing case study: “Now that we are getting our message across to parents, they are spreading the word that we actually are a good school. I tried high profile marketing, but now I’m happy to let parents do it for us.”

Parents are a huge asset when marketing to prospective families and connecting with members of the community. The key is to make sure parents are informed, equipped with facts and stories, and confident that their school is the best thing around. Schools should use parent/”customer” testimonials in school marketing materials such as the school website, brochure, videos, etc.

To establish a strong cadre of parent ambassadors: Hold two trainings for parents (cover the bulleted list below) and provide materials: § School key messages, data bits from Report to Community, brag sheet, phone numbers § “Components of An Effective Parent Pitch” § School-branded gear (pencils, key chains, etc.)

You are asking parents to: • Guided, formal and informal tours at school • Make presentations at daycares, preschools and feeder schools • Engage new and prospective parents in conversations about your school Give parents the confidence they need to answer questions and speak with authority about their school. See below for tips: Become § § § § § §

familiar with some facts about the school: Current enrollment and start time Supports for English Learners, special education, tutoring, etc.

Extra curricular and enrichment offerings Staff years of experience at the school Length of time current leadership has been in place at the school Percent of students who go on to post-secondary studies each year and some names of colleges attended (if applicable) § Test scores (state, as well as college entrance) and the school’s trend over time

Become § § § §

familiar with the personality and culture of the school: What do students say about the school What do staff say about the school How do other parents talk about the school What is the school especially known for (what’s the “word on the street”)

Become § § §

familiar with the people at the school Get to know your student’s teachers so you can mention them by name Get to know the office staff so you can personally refer people to them Get to know the principal and be able to describe this person’s approach to leadership and education Marketing Toolkit for Schools

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Components of an Effective Parent Pitch Getting “Customer Testimonials” Introduction § Your name; mention that your child attends the school. § In your own words, explain why you are a “Parent Ambassador” for the school.

Key Messages about the school, for example: § Safe and welcoming school § Homework regularly assigned; high expectations § Exceptional teachers Jot down a short story about the school that you can share:

Describe what makes the school special to you and your family.

Tell them something that might surprise them about the school. (What were you surprised to learn about the school?)

End with an invitation to come and see the school. § Invite your audience to a future school event. § For example, “Next Tuesday is our school’s technology fair supported by our partnership with the Hawthorne Huddle. Please join us from 3-6 p.m. and see what our students can do!”

Use the “Customer Testimonial” as a marketing tool for your school. § Brochures, videos, postcards, etc. § Encourage these parents to share their short “elevator-speech” with prospective families

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Marketing Toolkit for Schools

SchoolMessenger:

A personal call to your entire school may only take a few minutes…

Automated phone calls are easy to make, and can be completed in less time it takes to write a letter, print copies and stuff it into the backpacks of your students.

The success of any communication endeavor depends on how it is received. Our schools can utilize the SchoolMessenger system to develop comprehensive communication strategies. The following tips and ideas will help you get the most from SchoolMessenger.

Tips for sending effective messages: •

Write your message down before recording it: To create a professional-sounding recording that flows smoothly, always script your message first. Also, have someone else read the script and give feedback before sending the message.

•

Make your first call a positive one: Rather than making your first call an absence notification, start by calling all parents with a short message introducing them to the School Messenger system. Briefly explain how it will be used to provide them with relevant and timely information.

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Be professional, but do not be afraid to have fun: Many schools have found that they can achieve the goal of getting important information delivered while putting a smile on a parent’s face.

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Use repetition: Repeat important information such as dates and times of events several times throughout your message: Doing so allows recipients time to write down important information.

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Start and stick with key information: To ensure that recipients immediately recognize the message as coming from your school or school district, start each message by identifying yourself and the nature of the call. All messages should be concise in an effort to retain your call audience; a message isn’t effective if your recipients aren’t listening or are hanging up.

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Practice until you find the most effective speaking volume: As with any type of recording, the volume of your voice and the distance at which you position the phone when speaking affect the quality of the sound. By practicing your recordings before sending messages to parents, you can find the combination that works best for you.

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Do not be afraid of feedback from your recipients: Ask recipients if the messages you are sending are clear and how they could be improved.

Find out the type of information recipients desire and how often they want to hear from you.

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In addition to delivering effective attendance messages, you can use School Messenger for many types of communication between school and home. The following is a list of just a few of the ways that you can put School Messenger to work for you.

Start by reviewing your calendar of upcoming events. Note every significant event and time calls around these dates. Be prepared to send messages for any of the following: Academic • Progress reports call outs • Homework & test reminders • Report card mailing announcements • Honor roll announcements • Registration notices • College night reminders Disciplinary and Administrative • Attendance notifications • Tardy notifications • Wake-up calls (“Tardy Club”) • Detention reminders • Meeting reminders • Overdue obligation reminders Community Involvement • Congratulatory messages • Immunization reminders • Open house/back to school invitations • PTA/PTO reminders and invites • Athletic, band, drama and other group announcements • Picture day reminders • Field trip reminders • Bond/levy vote reminders – informational, not persuasive Safety and Logistics • Weather announcements • Emergency broadcasts • School closures

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Marketing Toolkit for Schools

SAMPLE MESSAGES The following samples are intended to provide some ideas for messages you may use with SchoolMessenger.

•

Attendance Messages This is Ms. Price, the principal of Anytown Elementary School, calling to let you know that your child was marked absent today. Please remember to call or send a signed note explaining the reason for this absence. If you have any questions please feel free to contact Mr. Guy, the school's attendance secretary, at 123.456.7890. Thank you.

•

Special Event Announcement Hello, this is Mr. Farah, the principal of Franklin Middle School, calling to remind you of our upcoming open house taking place this Tuesday, March 15th beginning at 6 p.m. in the school gym. This year's event promises to be both informative and entertaining as you get an opportunity to meet your child's teachers and view many of the projects and accomplishments that have been achieved by our student body. There will also be performances by our award winning jazz band and our drama club beginning at 7 p.m. We truly hope that you will make every effort to attend and show your support for our school and your child's education. If you would like more information, please contact the school office at 123.456.7890. Once again, this is Mr. Farah, principal of Franklin Middle School, reminding you of our open house on Tuesday, March 15th at 6 p.m. in the gym. We look forward to seeing you there.

•

School Break Reminders Hello, this Mr. Brown, the principal of Wilson Elementary School calling to wish you and your family a wonderful winter break on behalf of the entire staff. We truly appreciate the opportunity to work with you and your child and look forward to an exciting and productive second half of the year. If there's anything we can do to help your child be more successful, please feel free to contact us. Also, don't forget that school resumes on Monday, January 4th.

Again, this is Mr. Brown, principal of Wilson Elementary. We hope you have a happy and restful winter break.

•

Standardized Testing Reminders Hello, this is Mr. McDonald, the principal of George Washington Middle School calling to remind all of our parents and students that we begin our Minnesota Comprehensive Assessments on Tuesday, April 13th. The test measures student performance in specific areas and shows what students know. Results are used to help students learn and to make critical classroom, school and district-wide decisions that are intended to increase achievement for all students. A student who does not pass any one of the tests will not be able to graduate from a Minnesota public school. Due to the importance of the test, we hope that you will make every effort to have your child at school, well-rested and focused. We hope that you will support your child by explaining the significance of the testing and by encouraging your child Marketing Toolkit for Schools

24

to put forth his or her best effort. If you have any questions please contact the school office at 123.456.7890. Once again, this is Mr. McDonald, principal of Washington Middle School, calling to remind you that MCA testing begins this Tuesday, April 13th. Thank you for your continuing support of our school program.

•

Volunteer Requests Hello, this is Mary Sanchez, the president of the Bobcat Boosters for Lincoln Elementary. I'm calling to let you know about the rummage sale fundraiser planned for this Saturday, May 15th starting at 9 a.m. in the school parking lot. Volunteers are needed to help organize donations and supervise the sale starting at 8 a.m. If you are able to help for even a few hours please call our school at 123.456.7890. I will contact you and get you on the schedule. If you can't volunteer we would still love to see you at the sale supporting your school. Again, this is Mary Ruiz. Thank you for your time. I look forward to seeing you Saturday.

•

Code Yellow – Script MUST be approved or provided by Office of Communications This is Ms. Xiong, principal of Jackson Middle School. I am calling to inform you of an incident that occurred today in our neighborhood. This afternoon, our school was placed on code yellow lockdown due to a report of a police pursuit in our neighborhood. While the incident was not related in any way to our school, we followed our security procedures, placing the school on code yellow as a precaution. Instruction continued as usual, but students remained in their classrooms. Minneapolis police responded to the matter. Maintaining a safe environment for our students is a top priority. Again, this is Ms. Xiong,, principal of Jackson Middle School. If you have further questions or concerns, please call our main office at 123.456.7890.

•

Crisis Situation – Script MUST be approved or provided by Office of Communications This is Bill Johnson, principal of Preston High School. I am calling to inform you of an incident that occurred at our school today. A member of our school community reported that one of our students was in possession of a toy gun and a folding knife. When we received the report, we immediately called our school resource officer to assist with the situation. The items were confiscated without incident. Maintaining a safe and secure environment at our school is a top priority. Weapons of any kind, including look-alike weapons, are strictly prohibited on school property. We are committed to following the district’s discipline policy in all matters involving weapons. Please remind your child of the importance of reporting anything that seems dangerous or suspicious to an adult. We are proud of the student who had the courage to report this to our staff. Again, this is Bill Johnson, principal of Preston High School. If you have further questions or concerns, please call our main office at 123.456.7890.

•

Late Bus This is Ms. Peterson, principal of Lakeland Elementary. I am calling to inform you that your child’s bus, bus number 12, ran late today due to mechanical problems. Several of our early

25

Marketing Toolkit for Schools

buses ran late or failed to hit the roads at all because of mechanical problems caused by cold weather. While the majority of our bus riders were not affected by the delays, it did cause confusion and long wait times for a number of students. As a precautionary measure, the district dispatched extra buses to scan bus routes throughout the city to make sure all of our students were transported safely to school. We are taking the appropriate steps to ensure that this problem will not occur again. We apologize for today’s challenges and will continue to work hard to provide high-quality transportation services for children. Again, this is Ms. Peterson, principal of Lakeland Elementary. If you have further questions or concerns, please call our main office at 123.456.7890.

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Taking Your School on the Road Know Your Audience The most important thing to keep in mind when taking your school on the road is your audience.

If you are going out to talk with students, bring a student; if you are talking with a group of parents, bring a parent. People who are not on the payroll carry a great amount of credibility with prospective students and families.

School staff members are important messengers. Families and students will know immediately if teachers are being authentic, if they enjoy their work and, most importantly, if they actually like students. Staff ambassadors need to take their roles seriously, but have fun. They should be well versed with the school’s focus and policies, but able to speak to these issues in a simple, straightforward way.

No Jargon Zone You will impress parents more if they understand what you are saying. The less jargon you use, the more likely parents will relate to you, identify with you and ultimately trust you to educate their child. The following list is meant to get you thinking about the words you use with parents.

Don’t use Action plan AP AYP Curriculum mapping Differentiated instruction Free/reduced meals High standards Inquiry-centered Looping Multi-disciplinary NCLB Paradigm Rubric Site Site plan, SIP Staff or professional development Thematic units Teaming or team teaching Utilize

27

Instead try Plan Advanced Placement Adequate yearly progress as per federal law Coursework charted for a period of time (quarter, month) Tailored approach to instruction Free or reduced price meals based on family income What students should know and be able to do Approach by asking questions Students stay with the same teacher for two or more years Across subject areas The federal education law called No Child Left Behind Framework Scoring system School School’s plan for improvement Training Lessons focused on a specific theme Two or more teachers work together to teach a lesson Use

Marketing Toolkit for Schools

What To Bring to a Presentation Handouts Even if it’s a one-page fact sheet, always leave your audience with something printed that provides basic school information, a phone number and your website.

Don’t overdo it by loading up a pocket folder with every school newsletter and brochure your school has ever produced. Keep it simple and ask yourself, “Would I take time to read all the material I’m handing out?”

The handout should give them a taste of what your school is about and leave them wanting more.

See section three for more detail regarding tools and templates to effectively promote and market your school.

Giveaways that relate to your school’s theme Branded items such as pens, calculators, or key chains are good. Whenever possible, try to choose something that people will use, otherwise you are throwing away resources.

A recent yearbook or student-produced newspaper Let your audience flip through yearbooks and student newspapers to get a feel for your school’s culture as seen through the eyes of your students.

A slide show featuring candid photos of students Put candid photos into a PowerPoint presentation and loop them. Shown on a video monitor with a laptop, candid photos will lighten up a presentation and reinforce the points you are making about the school being a welcoming and friendly place.

A student project or performance If there is time, consider having a group of students explain a recent science project, show off a student-produced video or demonstrate a new enrichment activity they have learned. The “Show What You Know” approach can be very effective, especially with prospective younger students and older adults.

A mascot Depending on the event, your school’s mascot can be a crowd-pleaser and inspire school spirit.

The mascot is the perfect messenger to distribute the school’s branded giveaways.

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Presentation Reminders - The Basics GUIDING PRINCIPLE

± People make the sale.

Answering Questions Repeat the question to make sure you heard it correctly and so that others in the audience know what you are responding to. Don’t assume you and the questioner are using certain terms (school choice, attendance boundary, transportation, daycare, etc.) in the same way. Ask for clarification if you need it. If you don’t know the answer to a question, say so. Let the questioner know that a school staff person will follow up with an answer.

Attire/Grooming Dress as your audience would expect you to at your place of work or slightly less formally.

Distractions Avoid repetitive gestures such as constant throat clearing, checking your watch, jingling keys and pacing. Take a breath and relax.

Enunciation Speak distinctly and correctly. Be careful with unfamiliar words. Spell and define terms as appropriate, but don’t be pedantic.

Facial Expressions/Eye Contact Eye contact is most crucial. Your mouth, forehead and eyebrows also communicate. Try not to fidget, glance around or lick your lips.

Gestures Gestures can enhance or detract from your communication. Be aware of yours and make sure they are appropriate, but don’t be so worried about not using your hands that you make a poor presentation.

Pace/Rhythm/Pitch Vary your tempo. Speak slowly to emphasize key messages, pause for emphasis and vary your voice pattern and length of phrases. Avoid repeating such words as “ok,” “like,” “not,” “uh,” and “you know.” Instead, take a short breathe. It may feel awkward, but the audience won’t even notice it.

Posture Posture communicates attitude. Try to have a straight stance with legs slightly apart. Don’t slouch, but don’t be rigid.

Volume The intensity of your voice reflects your confidence, competence and openness. Watch your audience for feedback. Adjust to your surroundings. Don’t make your audience strain to hear you, but don’t shout at them either.

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Marketing Toolkit for Schools

We are MPS – School marketing made easy GUIDING PRINCIPLE ± Make yourself familiar.

Each public school in Minneapolis is unique and special. It’s important that the details that make your school unique shine through in all of your marketing materials, just as it’s important to illustrate that your school is a part of MPS. While many schools provide quality education, our schools boast what no others can – the city of Minneapolis and all it has to offer as an extension of our classrooms.

Minneapolis public schools capture the city's spirit and the neighborhood’s flavor. They are shaped by the children and families that embrace and surround them. Here, our schools thrive and our students are challenged each day. MPS embraces diversity in our students, in our staff and in the programs we offer to accelerate learning. We turn everyday achievement into student achievement. We are MPS. That being said, it’s important that the MPS brand platform forms the foundation on which all verbal and visual communication is based. Consistency in this communication is critical in building a cohesive, repeatable, sustainable brand experience. The Office of Communications can help you produce marketing materials that exhibit the individuality of your school while aligning with the promise, mission and vision of MPS. View the marketing template catalog in section three to select professionally designed templates for your school. It is easy to customize each template with your school colors, logo, and photos using Microsoft Word.

Marketing Toolkit for Schools

30

Aligning your school with the MPS promise, mission and vision The following elements are guideposts to all our communication efforts.

Brand Promise: (what the audience should expect from all interactions with your brand) Minneapolis Public Schools promises an inspirational education experience in a safe, welcoming environment for all diverse learners to acquire the tools and skills necessary to confidently engage in the global community.

Brand Vision: (the brand’s guiding insight into the world) Every child college and career ready Brand Mission: (how the brand will act on its insight) To ensure that all students learn. We support their growth into knowledgeable, skilled and confident citizens capable of succeeding in their work, personal and family lives into the 21st century.

Brand Values: (the code by which the brand lives, acting as a benchmark to measure behaviors and performance) 1. Right to quality education 2. Importance of family 3. Equity 4. Diversity 5. Respect for employees 6. Partnership for youth 7. Transparency and accountability 8. Sustainability Brand Personality: (the attribution of human personality traits to a brand as a way to achieve differentiation) Open-minded, Welcoming, Conscientious, Attentive, Fun, Interactive, Collaborative, Progressive, Accountable Brand Tone of Voice: (how the brand speaks to its audience) Conversational, Bright, Professional (but not stuffy), Open, Engaged Brand Position: (the unique aspect that a brand adopts in its competitive environment to ensure that individuals in its target market can tell the brand apart from others) Minneapolis Public Schools is a safe learning environment that provides multiple excellent educational options within a diverse, engaged urban community.

Brand Essence: (the brand promise expressed in the simplest, most single-minded term rooted in a fundamental customer need) Readiness

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Marketing Toolkit for Schools

MPS Logo Basics The Minneapolis Public Schools Logo The Minneapolis Public Schools logo is made up of three core elements: 1) The Logotype 2) The Descriptor 3) The Tagline All three elements have been specially designed and created in proportion to one another.

These elements cannot be changed or altered in any way.

Logo Type Descriptor

Tagline

The Approved Minneapolis Public Schools Logo Variations Multiple versions of the Minneapolis Public Schools logo have been created to allow for maximum readability in a variety of applications. The background colors, textures and patterns will determine which logo is most suitable to use.

See the descriptions on the next page for specific instructions. Additional approved logo variations are available in the MPS Brand Standard Manual available on the MPS staff intranet at http://bit.ly/mpsbrand. These versions cannot be changed or altered in any way.

Marketing Toolkit for Schools

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Clear Space: For maximum visibility and impact, it is important to retain a designated ‘clear space’ around the logo. This area is designated as being equal to ½ the height of the dot in the logo.

Note: When possible, the MPS logo should be printed against a bright white background.

What this means for departments: Communications materials representing MPS or departments within the school district must feature the MPS logo in plain view.

What this means for schools: School names and logos should be prominently featured on all school communications materials. Best practices recommend that the MPS logo also be discreetly placed on all school communications materials.

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Marketing Toolkit for Schools

The Minneapolis Public Schools Color Palette Color is a critical element in creating a memorable and lasting brand. There are two approved color palettes in the Minneapolis Public Schools brand standards: the primary color palette and the secondary color palette (accents and neutrals). Using these color palettes will lend consistency to all communications materials.

What this means for departments: Communications materials representing MPS or departments within the school district must use these color palettes.

What this means for schools: Unique school colors may be used in communications materials exclusive to a school. Joint communications materials produced for multiple schools; in partnership with the school district or to communicate district-wide messages must use MPS color palettes.

Color Palette Key: CMYK is the color code used in print materials and stands for the ink colors: Cyan, Magenta, Yellow and Key (Black). The number represents the amount of each color used to produce a specific Pantone color.

RGB is the color code used in electronic materials and stands for the screen colors: Red, Green and Blue. The number represents the amount of each color used to produce a specific Pantone color.

Pantone is a common color matching system used by printers and graphic designers to ensure color consistency in print and electronic graphics materials.

How to add CMYK colors in Microsoft Office programs: • • • •

Select “more colors” when referencing a color selection tool.

Select “color sliders” to choose a specific color.

Select “CMYK Slider” or “RGB Slider” from the drop down menu.

Enter the separate numerical color codes in each specific line (C, M, Y and K) in order to achieve the matching Pantone color.

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34

Minneapolis Public Schools Fonts Using a consistent set of fonts can also help maintain the brand identity for your school and our school district. These fonts should be used in all print documents.

The two primary MPS fonts are: Syntax Light

Candara Regular

Syntax Black

Candara Italic

Syntax Bold

Candara Bold

Syntax Roman

Candara Bold Italic

Syntax Italic Syntax Ultra The two secondary MPS fonts are: Times New Roman

Verdana Regular

Times New Roman Italic

Verdana Italic

Times New Roman Bold

Verdana Bold

Times New Roman Bold Italic

Verdana Bold Italic

Important Note: Syntax may not be pre-installed on your computer. You may download the font from the MPS Staff Intranet. (It is important to install the Syntax font on your computer before viewing and using the MPS Toolkit Templates. Skipping this step will warp the templates.)

Follow these steps to install the Syntax font on your computer: PC: • • • •

Right-click on the font folder that you want to install and click, “install.”

A window will appear to display the status of the font installation process.

Once complete, open your “Control Panel.” Go to “Appearance and Personalization” and click on “fonts,” to view the font in your fonts folder.

If the font folders are visible, they are on your machine and ready to use.

MAC: • • • 35

Double-click on the font folder that you want to install.

A window will open displaying the image of the fonts. Click, “Install fonts.”

The fonts will be on your machine to use.

Marketing Toolkit for Schools

Acceptable Email Signatures A consistent, organization-wide email signature is a key part of MPS’ professional identity, and serves a number of important functions: •

An email signature provides more than just the name of the message sender; it serves as an electronic business card and helps our colleagues and business partners find and collaborate with each other.

•

A professionally formatted email signature serves as an effective and free advertisement for MPS and our schools.

•

A consistent email signature can also serve as an excellent customer service tactic by helping recipients connect with our staff members.

Standard Email Signature for non-school staff:

(Font should be an approved MPS font: Candara, Syntax, Times New Roman or Verdana)

Name (In Bold) | email address Job Title Minneapolis Public Schools, Department Name P: Phone Number| f: Fax Number, if applicable| c: Cell Number, if applicable MPS web address Optional: An approved version of the MPS logo. (Keep in mind some email filters block images.)

Example 1:

Bernadeia H. Johnson | bernadeia.johnson@mpls.k12.mn.us Superintendent of Schools Minneapolis Public Schools P: 612.668.0000 | f: 612.668.9999 | c: 612.290.0000 mpls.k12.mn.us

Example 2:

Joe Anderson | joe.anderson@mpls.k12.mn.us Communications and Public Affairs Specialist Minneapolis Public Schools, Office of Communications P: 612.668.0000 | f: 612.668.9999 | c: 612.290.0000 mpls.k12.mn.us Marketing Toolkit for Schools

36

Standard Email Signature for school staff:

(Font should be an approved MPS font: Candara, Syntax, Times New Roman or Verdana)

Name (In Bold) | email address Job Title School Name | Minneapolis Public Schools P: Phone Number| f: Fax Number, if applicable| c: Cell Number, if applicable School web address Optional: An approved version of the school and MPS logo. (Keep in mind some email filters block images.)

Example 1:

Joan Franks | joan.franks@mpls.k12.mn.us Principal Armatage Montessori School | Minneapolis Public Schools P: 612.668.0000 | f: 612.668.9999 | c: 612.290.0000 armatage.mpls.k12.mn.us

Example 2:

Pamela Vertina | pamela.vertina@mpls.k12.mn.us Public Relations Coordinator Edison High School | Minneapolis Public Schools P: 612.668.0000 | f: 612.668.9999 | c: 612.290.0000 edison.mpls.k12.mn.us

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Marketing Toolkit for Schools

Create a marketing brochure for your school Recruiting, retaining and engaging families through new marketing efforts are top communications goals.

The Office of Communications can help you create a professional-looking brochure to help attract, recruit and retain students.

It’s as easy as 1-2-3!

1)

Use the worksheet on the next page to identify content that should be included in your brochure.

2)

From the brochure catalog, select a style and design that best fits your school’s needs. Take budget into consideration; you will want enough copies to display at your school and take along to special events.

3)

Work with the communications team to personalize your brochure with your school logo, colors and photos.

Marketing Toolkit for Schools

38

Brochure Creation Worksheet: School Name: ___________________________________________ Grade Levels: ______________ Address: ____________________________________________ Phone Number: ________________ Principal: ___________________________________________ Attendance Zone/Area: __________ Web address: _______________________________ Email Contact: ___________________________ Circle one: Magnet / Community

Magnet Focus: ______________________________________

Check the programs/services and support available at your school: Artistic Opportunities specify: ____________________________ ____________________________ Musical Opportunities specify: ____________________________ ____________________________ World Languages specify: ____________________________ ____________________________ Special Education Svcs specify: ____________________________ ____________________________ STEM - GISE – GEMS specify: ____________________________ ____________________________ Gifted & Talented Program specify: ____________________________ ____________________________ Swimming Pool

Athletics specify: ____________________________ ____________________________ ____________________________ ____________________________

Project Lead The Way Student Council

EL Support Svcs specify: ____________________________ ____________________________

School Uniforms High-Five

NL Support Svcs specify: ____________________________ ____________________________ Student Clubs specify: ____________________________ ____________________________ ____________________________ ____________________________ International Baccalaureate (IB) AVID Advancement Via Individual Determination

After-school programs specify: ____________________________ ____________________________

Arts for Academic Achievement (AAA)

Organics program

Second Step

39

Theater/Drama Productions

Marketing Toolkit for Schools

Half-Day Kindergarten Full-Day Kindergarten Parent Teacher Organization Community/Parent Liaison Parent-Involved Leadership Tutoring Support Reading Coaches Math Coaches Minneapolis Kids after-school child care After-school programs

Anything we missed? ____________________________________________________________________________________ ____________________________________________________________________________________ Community/Business Partnerships Who they are:

What they do for your school:

______________________________ ______________________________ ______________________________ ______________________________ ______________________________

_______________________________________ _______________________________________ _______________________________________ _______________________________________ _______________________________________

Mission: ____________________________________________________________________________________ ____________________________________________________________________________________ Vision: ____________________________________________________________________________________ ____________________________________________________________________________________ Slogan/Catchphrase: ____________________________________________________________________________________ Awards/Honors: ____________________________________________________________________________________ ____________________________________________________________________________________

School Colors: ______________________ School Mascot: _________________________ Do you have a school logo? _________ If yes, do you want to incorporate it on the brochure? _________ If yes, please send it with this worksheet.

Marketing Toolkit for Schools

40

Tools and Templates: School Marketing Catalog School marketing is easy with the professionally designed templates from the MPS Office of Communications. You can choose to work with a member of our team on a brochure, quickly insert your own, custom details into a postcard or flier template to promote an event, or to tell your own stories by placing photos and information into a school newsletter template.

In addition, you may also call the Office of Communications at 612.668.0230 for technical support Monday through Friday from 8 a.m. – 4:30 p.m. or submit a project request via the staff intranet site at: http://bit.ly/MPSprojectrequest Pricing The Office of Communications is happy to provide consultation and design support at no charge to our schools and departments.

Each school or department is responsible for the cost of printing, either completed by the MPS Document Center (available to schools in January 2013), an MPS preferred vendor, or on-site at your office.

*Pricing listed in this catalog reflects the pricing rates from Printing Enterprises, MPS’ preferred vendor for printing projects. Print pricing for the MPS Document Center will be available after January 2013, however, schools and departments should order MPS stationary and business cards from the MPS Document Center.

How to Place an Order Once you have a file personalized to your liking, you will need to save the file as a PDF before sending to the printer. Here is how: 1. In Microsoft Word, click “File” on the top menu bar.

2. Select “Save As.” 3. Name the file as usual and select the location where you want to save your file.

(Ex. Desktop, My Documents, etc.)

4. In the “Format” file type drop-down menu, select “PDF.” 5. Contact one of the school district’s preferred vendors to order printed copies; or the MPS Document Center after January 2013.

Printing Enterprises 1411 – 1st Avenue NW New Brighton, MN 55112 Phone: 651.636.9336

(Finished projects will have bleeds.)

41

MPS Document Center 2410 Girard Ave. North Minneapolis, MN 55411 Phone: 612.668.2151

(Finished projects may not have bleeds.)

Marketing Toolkit for Schools

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Price - Gloss $177.20 $309.00 $435.00 $565.00

(Price rates are from Printing Enterprises. See toolkit for paper samples.)

Price - Cover $187.20 $328.00 $463.00 $603.00

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(Price rates are from Printing Enterprises. See toolkit for paper samples.)

43

Marketing Toolkit for Schools

Price - Cover $187.20 $328.00 $463.00 $603.00

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Brochure Template C

(Use “Brochure Creation Worksheet� on page 38 and page 39 and contact Office of Communications for this design.)

Style: Bi-fold Finished Size: 5.5� wide x 8� high

About Our School Our Awards & Recognition

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• Healthy Generations bronze award

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(2011) for creating a healthier school environment that promotes nutritious eating and physical activity for students and staff (one of only four schools in MN to receive this award)

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• Grade 5 recognition for reaching the 98

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percentile (national

ranking) in the First in Math program

• Recipient of the Minnesota Reading Excellence Award Grant and the Reading First Grant

• Lego League First Place Robot Performance Award, Best

Our Programs to

Bryn Mawr Community School offers a small, warm, diverse and welcoming community where everybody will know your child. Our learning environment emphasizes academic rigor, high expectations and caring relationships. Celebrating student success is part of our daily routine, rather than a special occasion. Our excellent teachers employ an individualized learning approach that uses thematic, interdisciplinary and project-oriented instruction tailored to the unique abilities and potential of each child. Located in the beautiful Bryn Mawr neighborhood against the backdrop of Theodore Wirth Park, the school provides amazing outdoor learning opportunities as well as a new media center rich with technology and a reading room, a full-size gymnasium and a fully equipped playground.

Research Project Award, Best Programming Award and Best Teamwork Award in recent regional competition

Excel, Enrich & Assist •Specialists in art, vocal/instrumental music (including a Peace Choir), media and physical education

•High Five, Early Childhood Special Education & all-day kindergarten

•Gifted & Talented program to inspire and engage

•English Learners program supporting our diverse student body

•GEMS (Girls in Engineering, Math &

Science) and GISE (Guys in Science & Engineering)

•MN Reading Corps and reading

volunteers working with children daily plus math support specialists

“We love the friendly community atmosphere at Bryn Mawr.

We love knowing that our kids are in a truly diverse environment where they are learning much more than just the academics. The staff of this school values and nurtures the unique gifts of every child, and we appreciate the feeling that our kids are in the hands of talented, caring and dedicated people.�

Bryn Mawr 252 Upton Ave S Minneapolis 55405 612.668.2500 http://brynmawr. mpls.k12.mn.us

Kristin and Paul Markert, Parents

•CONNECT program with the St. Paul Chamber Orchestra plus artist residencies •Wide variety of before and after-

school activities, including Mandarin Chinese and French language classes, cross country skiing with the City of Lakes Loppet Foundation, chess club, rock band and YWCA Program for Girls

•Active Parent Teacher Association

sponsoring family fun nights, book fairs and more

•On-site after-school care through the Minneapolis Kids childcare program

•Partnership with Bryn Mawr Community Association

Pricing: Quantity 500 1000 1500 2000

Price - Gloss $177.20 $309.00 $435.00 $565.00

Price - Cover $187.20 $328.00 $463.00 $603.00

(Price rates are from Printing Enterprises. See toolkit for paper samples.)

Marketing Toolkit for Schools

44

Brochure Template D

(Use “Brochure Creation Worksheet” on page 38 and page 39 and contact Office of Communications for this design.)

Style: Bi-fold Finished Size: 6” wide x 9” high

Rigorous Academics Infused With the Arts • All students receive culturally responsive instruction in and through the arts

• Fourth-graders perform annual opera about notable peacemaker, integrating research, writing, speaking, reading and performance

• Dance Math expands math skills for all first graders.

• Second-grade students participate in Music Circle, a research-based method using music fundamentals to teach social skills, literacy skills and artistic competence

• All-day kindergarten and extended day activities support students and their families

Dedicated Teachers Focused on Student Achievement • Teaching team and the fine arts

coordinator support classroom teachers in providing arts-integrated learning in math, science and literacy

• Local artists and the fine arts coordinator work alongside classroom teachers to integrate the arts into classroom instruction

• English and Spanish interpretation and support provided

• Renowned autism program

W

A here

r t s I ns

pire Ach

ievement

Folwell School

Generous Community Partners and Volunteers • Ongoing partnerships with Learning through Music, University of

Minnesota, Perpich Center for the Arts, Minneapolis Institute of Arts and professional artist residencies

Performing Arts Magnet

• Stages Theatre Company residency serves kindergarten and first-graders • Active PTA and ample volunteer opportunities available

As a performing arts magnet, Folwell School offers kindergarten through eighth grade students rigorous academics infused with the arts. We received the 2011 National Arts Integration Award from the Arts Schools Network. Our approach to learning is based upon proven teaching strategies that promote optimal learning.

Informed, dedicated teachers collaborate with local artists and arts organizations to develop responsible, successful learners who are skilled in orchestra, vocal music, band, theatre, visual arts and dance. All-day kindergarten, string instruments program starting in third grade and extended day activities support our diverse student body.

A Safe, Calm, Respectful and Performance-Oriented Environment • Peaceful Partner classrooms create connections between students of all ages to promote understanding and peace.

• Student achievements honored at monthly Peace Celebrations

• Dress code supports student focus on learning

• Healthy, delicious and fresh food prepared on site

3611 20th Avenue South Minneapolis, MN 55407 (612) 668-4550 http://folwell.mpls.k12.mn.us

Pricing: Quantity 500 750 1000 1500 2000

Price - Gloss $182.20 $256.50 $316.50 $445.00 $585.00

(Price rates are from Printing Enterprises. See toolkit for paper samples.)

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Marketing Toolkit for Schools

Price - Cover $192.20 $308.15 $348.00 $488.00 $633.00

Folwell School re-opens in fall 2012, having undergone a $10 million renovation that provides beautiful new art rooms, an upgraded auditorium, new furniture and paint, and a state-of-the-art playground.

Brochure Template E

(Use “Brochure Creation Worksheet” on page 38 and page 39 and contact Office of Communications for this design.)

Style: Tri-fold Finished Size: 5.75” wide x 5.75” high

Pricing: Quantity 500 750 1000 1500 2000

Price - Gloss $177.20 $249.00 $309.00 $435.00 $565.00

Marketing Toolkit for Schools

Price - Cover $187.00 $269.00 $328.00 $463.00 $603.00 46

(Price rates are from Printing Enterprises. See toolkit for paper samples.)

Brochure Template F

(Use “Brochure Creation Worksheet” on page 38 and page 39 and contact Office of Communications for this design.)

Style: Tri-fold Finished Size: 3.66” wide x 8” high

Pricing: Quantity 500 750 1000 1500 2000

Price - Gloss $177.20 $249.00 $309.00 $435.00 $565.00

(Price rates are from Printing Enterprises. See toolkit for paper samples.)

47

Marketing Toolkit for Schools

Price - Cover $187.00 $269.00 $328.00 $463.00 $603.00

Brochure Template G

(Use “Brochure Creation Worksheet” on page 38 and page 39 and contact Office of Communications for this design.)

Style: Bi-fold Finished Size: 7.5” wide x 5” high

Pricing: Quantity 500 750 1000 1500 2000

Price - Gloss $177.20 $249.00 $309.00 $435.00 $565.00

Price - Cover $187.00 $269.00 $328.00 $463.00 $603.00

(Price rates are from Printing Enterprises. See toolkit for paper samples.)

Marketing Toolkit for Schools

48

Marketing Template Kit #1 Quantity 100 250 MPS Template 1 (Poster, Flyer, Postcard) 500 1000 2,000 Pricing:

Posters $58.00 $115.00 $210.00

Flyers $27.00 $64.00 $107.00 $190.00 $370.00

Postcards $34.75 $57.00 $93.75 $167.50 $315.00

7.5 x 5 in. Postcard (front)

12 x 18 in. Poster

49

8.5 x 11 in. Flyer

Marketing Toolkit for Schools

7.5 x 5 in. Postcard (back)

Marketing Template Kit #2 Quantity Postcard)100 250 500 1000 2,000

Pricing:

MPS Template 2 (Poster, Flyer,

Posters $58.00 $115.00 $210.00

Flyers $27.00 $64.00 $107.00 $190.00 $370.00

Postcards $34.75 $57.00 $93.75 $167.50 $315.00

7.5 x 5 in. Postcard (front)

12 x 18 in. Poster

8.5 x 11 in. Flyer Marketing Toolkit for Schools

7.5 x 5 in. Postcard (back)

50

Marketing Template Kit #3

Quantity Pricing: 100 MPS Template 3 (Poster, Flyer, Postcard) 250 500 1000 2,000

Posters $58.00 $115.00 $210.00

Flyers $27.00 $64.00 $107.00 $190.00 $370.00

7.5 x 5 in. Postcard (front)

12 x 18 in. Poster

51

8.5 x 11 in. Flyer

Marketing Toolkit for Schools

7.5 x 5 in. Postcard (back)

Postcards $34.75 $57.00 $93.75 $167.50 $315.00

Marketing Template Kit #4

Quantity Pricing: 100 250 MPS Template 4 (Poster, Flyer, Postcard)500 1000 2,000

Posters $58.00 $115.00 $210.00

Flyers $27.00 $64.00 $107.00 $190.00 $370.00

Postcards $34.75 $57.00 $93.75 $167.50 $315.00

7.5 x 5 in. Postcard (front)

12 x 18 in. Poster

8.5 x 11 in. Flyer

Marketing Toolkit for Schools

7.5 x 5 in. Postcard (back)

52

Marketing Template Kit #5 Pricing:

Quantity

MPS Template 5 (Poster, Flyer, Postcard)100

250 500 1000 2,000

Posters $58.00 $115.00 $210.00

Flyers $27.00 $64.00 $107.00 $190.00 $370.00

Postcards $34.75 $57.00 $93.75 $167.50 $315.00

7.5 x 5 in. Postcard (front)

12 x 18 in. Poster

53

8.5 x 11 in. Flyer

Marketing Toolkit for Schools

7.5 x 5 in. Postcard (back)

Marketing Template Kit #6 Quantity 100 MPS Template 6 (Poster, Flyer, Postcard) 250 500 1000 2,000 Pricing:

Posters $58.00 $115.00 $210.00

Flyers $27.00 $64.00 $107.00 $190.00 $370.00

Postcards $34.75 $57.00 $93.75 $167.50 $315.00

7.5 x 5 in. Postcard (front)

12 x 18 in. Poster

8.5 x 11 in. Flyer

Marketing Toolkit for Schools

7.5 x 5 in. Postcard (back)

54

Marketing Template Kit #7

Quantity MPS Template 7 (Poster, Flyer, Postcard)100 250 500 1000 2,000 Pricing:

Posters $58.00 $115.00 $210.00

Flyers $27.00 $64.00 $107.00 $190.00 $370.00

Postcards $34.75 $57.00 $93.75 $167.50 $315.00

7.5 x 5 in. Postcard (front)

12 x 18 in. Poster

55

8.5 x 11 in. Flyer

Marketing Toolkit for Schools

7.5 x 5 in. Postcard (back)

Marketing Template Kit #8 Quantity 100 MPS Template 8 (Poster, Flyer, Postcard) 250 500 1000 2,000 Pricing:

Posters $58.00 $115.00 $210.00

Flyers $27.00 $64.00 $107.00 $190.00 $370.00

Postcards $34.75 $57.00 $93.75 $167.50 $315.00

7.5 x 5 in. Postcard (front)

12 x 18 in. Poster

8.5 x 11 in. Flyer

Marketing Toolkit for Schools

7.5 x 5 in. Postcard (back)

56

Marketing Template Kit #9

Quantity Pricing: 100 250 MPS Template 9 (Poster, Flyer, Postcard) 500 1000 2,000

Posters $58.00 $115.00 $210.00

Flyers $27.00 $64.00 $107.00 $190.00 $370.00

7.5 x 5 in. Postcard (front)

12 x 18 in. Poster

57

8.5 x 11 in. Flyer

Marketing Toolkit for Schools

7.5 x 5 in. Postcard (back)

Postcards $34.75 $57.00 $93.75 $167.50 $315.00

Marketing Template Kit #10 Quantity 100 MPS Template 10 (Poster, Flyer, Postcard)250 500 1000 2,000 Pricing:

Posters $58.00 $115.00 $210.00

Flyers $27.00 $64.00 $107.00 $190.00 $370.00

Postcards $34.75 $57.00 $93.75 $167.50 $315.00

7.5 x 5 in. Postcard (front)

12 x 18 in. Poster

8.5 x 11 in. Flyer

Marketing Toolkit for Schools

7.5 x 5 in. Postcard (back)

58

Marketing Greeting Cards – Greeting cards have been pre-printed and are available from the Office of Communications in packs of 25. Call 612.668.0230 to place an order; school/dept. funds may be transferred to the Communications department account for payment.

Pricing:

Quantity Thank you 25 $3.50 MPS Greeting Card Templates 50 $7.00 75 $10.50 100 $14.00

Thinking of you $3.50 $7.00 $10.50 $14.00

4 x 6 in. Thank You Card (blank inside)

6 x 8 in. Thinking of You Card (blank inside)

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Marketing Toolkit for Schools

Marketing Greeting Cards – Greeting cards have been pre-printed and are available from the Office of Communications in packs of 25. Call 612.668.0230 to place an order; school/dept. funds may be transferred to the Communications department account for payment.

Pricing:

Quantity 25 50 MPS Greeting Card 75 100

Happy Birthday $3.50 $7.00 Templates $10.50 $14.00

Congrats $3.50 $7.00 $10.50 $14.00

Marketing Toolkit for Schools 6 x 8 in. Birthday Card (blank inside)

60 4 x 6 in. Congrats Card (blank inside)

Marketing Greeting Cards – Greeting cards have been pre-printed and are available from the Office of Communications in packs of 25. Call 612.668.0230 to place an order; school/dept. funds may be transferred to the Communications department account for payment.

Pricing:

Quantity Blank Note Card 25 $3.50 50 $7.00 75 $10.50 MPS Greeting Card Templates 100 $14.00

4 x 6 in. Blank Card (blank inside)

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Marketing Toolkit for Schools

Traditional Invitation Template (with envelope) MPS Invitation Template (traditional) Pricing:

Quantity 100 200 250 500

Price $68.75 $92.50 $104.50 $168.00

Inside of Invitation

4 x 6 in. Invitation (front and back)

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62

Modern Invitation Template (with envelope) Pricing:

MPS Invitation Template (modern)

5 x 7 in. Invitation (front)

63

Marketing Toolkit for Schools

(back)

Quantity 100 200 250 500

Pricing $34.75 $49.75 $57.00 $93.75

Postcard Invitation Template

MPS School Event Template - 1 (mailer)

5.5 x 8.5 in. (front)

Pricing:

Quantity 100 250 500 1000 2000

Pricing $34.75 $57.00 $93.75 $167.50 $315.00

5.5 x 8.5 in. (back)

Marketing Toolkit for Schools

64

Folded Invitation Template (with envelope) Pricing:

MPS School Event Template - 1

5.5 x 8.5 in. (back)

5.5 x 8.5 in. (front)

Inside

65

Marketing Toolkit for Schools

Quantity 250 500 1000 1500

Pricing $129.50 $206.00 $375.00 $530.00

Newsletter Template #1 S Newsletter Template -1 Pricing:

Quantity 500 750 1000 1500 2000

Pricing $290.00 $398.00 $516.00 $655.00 $675.00

MPS Newsletter Template - 1

Inside of Newsletter

8.5 x 11 Newsletter/Mailer (back)

Marketing Toolkit for Schools

Newsletter (front)

66

Newsletter Template #2

S Newsletter Template - 2

Pricing:

Quantity 500 750 1000 1500 2000

MPS Newsletter Template - 2

Inside of Newsletter

8.5 x 11 Newsletter/Mailer (back)

67

Marketing Toolkit for Schools

Newsletter (front)

Pricing $290.00 $398.00 $516.00 $655.00 $675.00

Newsletter Template -3 Newsletter Template #3

Pricing:

Quantity 500 750 1000 1500 2000

Pricing $290.00 $398.00 $516.00 $655.00 $675.00

MPS Newsletter Template - 3

Inside of Newsletter

8.5 x 11 Newsletter (back)

Marketing Toolkit for Schools

Newsletter (front)

68

S Newsletter Template - 4

Newsletter Template #4 Pricing:

Quantity 500 750 1000 1500 2000

MPS Newsletter Template - 4

Inside of Newsletter

8.5 x 11 Newsletter Mailer (back)

69

Marketing Toolkit for Schools

Newsletter (front)

Pricing $290.00 $398.00 $516.00 $655.00 $675.00

Teacher Update Fliers

Pricing:

MPS Teacher Update Flyers

8.5 x 11 in.

Quantity 50 100 200 500 1000

Pricing $18.50 $25.00 $45.00 $105.00 $190.00

8.5 x 11 in.

Marketing Toolkit for Schools

70

Teacher Update Fliers

Pricing:

MPS Teacher Update Flyers

8.5 x 11 in.

71

8.5 x 11 in.

Marketing Toolkit for Schools

Quantity 50 100 200 500 1000

Pricing $18.50 $25.00 $45.00 $105.00 $190.00

Event Program Template

MPS School Event Template 2

Pricing:

Quantity

Pricing – Gloss

100 150 200 250 500

$80.50 $98.25 $116.00 $133.75 $202.00

MPS School Event Template 2

8.5 x 5.5 in. (back)

8.5 x 5.5 in. (front)

Inside

Marketing Toolkit for Schools

72

PS School PowerPoint - 1

MPS School PowerPoint - 2

Powerpoint Templates – a wide variety of approved templates are available to use and customize for your department or school

MPS School PowerPoint - 3

8.832 x 11.721 in. (header and interior)

8.832 x 11.721 in. (header and interior)

8.832 x 11.721 in. (header and interior)

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Marketing Toolkit for Schools

Business Cards - The MPS Document Center accepts orders from schools and departments for all MPS stationary and business cards.

Orders may be placed through the MPS Purchasing Trac System.

Please call the Document Center (612.668.2151) for specific questions on submitting orders.

Please call the Office of Communications (612.668.0230) for specific questions on formatting the templates to align with design standards.

S Business Card Templates

Business Card design for school district employee: Quantity *ANE $OE

4YPE JOB TITLE HERE !DDRESS !VE . #ITY 3TATE :IP

100 250 500

Pricing $5.00 $6.25 !DDRESS !VE . $7.50 *ANE $OE

4YPE JOB TITLE HERE #ITY 3TATE :IP

T FX E JANE DOE MPLS K MN US WWW MPLS K MN US

T FX E JANE DOE MPLS K MN US WWW MPLS K MN US

Business Card design for school staff member: 3.5 x 2 in. Business Card Option - 2 3.5 x 2 in. Business Card Option - 1 (Template available to customize with school logo and colors.)

Quantity*ANE $OE

Pricing

100 250 500

$6.25

4YPE JOB TITLE HERE

*ANE $OE

4YPE JOB TITLE HERE !DDRESS !VE . #ITY 3TATE :IP T FX E JANE DOE MPLS K MN US WWW MPLS K MN US

$5.00 !DDRESS !VE . #ITY 3TATE :IP T $7.50 FX E JANE DOE MPLS K MN US WWW MPLS K MN US

3.5 x 2 in. Business Card Option - 3

3.5 x 2 in. Business Card Option - 4

Marketing Toolkit for Schools

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Stationary – The MPS Document Center accepts orders from schools and departments for all MPS stationary.

Orders may be placed through the MPS Purchasing Trac System.

Please call the Document Center (612.668.2151) for specific questions on submitting orders and pricing utilizing specialty papers.

Please call the Office of Communications (612.668.0230) for specific questions on formatting the templates to align with design standards.

Letterhead:

75

Envelope (no window):

Quantity

Black/White Letterhead

Color Letterhead

Black/White Envelope

Color Envelope

100 250 500

$6.00 $12.00 $17.00

$15.00 $32.50 $55.00

$8.00 $15.00 $20.00

$14.00 $27.00 $44.00

Marketing Toolkit for Schools

Media Relations – Protocol and Procedures The Minneapolis Public Schools maintain an open, cooperative relationship with the news media whenever possible. The MPS Office of Communications is responsible for working with the media and maintaining good media relations. The media represents an important avenue for schools to tell their story – and the school system seeks to maintain good working relationships with the media.

Public schools are of great interest to the media. Periodically, you will be contacted by a reporter who may solicit information, request comments or ask to take a picture. Reporters will call for various reasons – facts about a crisis, information about a program or a teacher, etc.

The following procedures should be observed when working with the media: 

Media requests should come through the MPS Office of Communications. If you receive a call from a member of the news media, either direct them to the Office of Communications or call the Office of Communications with detailed information about the media request.

Media requests should not be negotiated without the knowledge of the Office of Communications. If a reporter calls a school or central level education office, the Office of Communications should be notified immediately. 

Publicity items and information given to the media should also be sent to the Office of Communications. If you would like to send a news release or public service announcement about an event that will take place at your school, please send a copy of the release to the Office of Communications before sending it to the media. The school communications liaison should take care of this at each school.



Schools should contact the Office of Communications if a media representative shows up uninvited at a school or education office. If the media asks to visit a school for a story, we will call you immediately to let you know.

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77 76

School Communications Liaisons A school communications liaison is the contact person selected by the principal at each Minneapolis Public School to partner with the Office of Communications to provide the media with information about newsworthy items or events occurring at his or her school, center or office. Newsworthy items may include: • • • • •

Innovative programs Human interest stories Personal accomplishments Special activities Awards

What is the purpose of the school communications liaison program?

• To simplify communication in our large and busy school system • To develop more news sources to inform the community about the positive things that happen every day in our schools • To increase public confidence and support of our school system • To bolster the morale of students and staff How should school communications liaisons publicize their news?

• Send news tips about activities and events at your school to the Office of Communications for inclusion in monthly calendars, news releases, website stories or employee newsletters.

In order to publicize an event to the media, have all the details ready! Include WHO, WHAT, WHEN, WHERE, WHY and HOW. You may use the MPS Request for Publicity form, which can be found at www.mpls.k12.mn.us/communications.html • Call the Office of Communications with detailed information regarding last-minute occurrences.

(In order for the Office of Communications to best serve and support your school, you should contact them at least one week prior to your event/happening.)

• Call the local media with information regarding last-minute news items and occurrences.

How can the Office of Communications assist school communications liaisons?

• Include information in internal and external publications including our newsletters, school district website, KBEM radio and Cable Channel 15.

• Include your news stories on culturally specific media outlets, such as Mi Ciudad Mi Escuela on Univision Spanish television; KPNP Hmong Radio, KFAI radio, and KMOJ radio.

• Notify the local media directly.

• Prepare a news release for all media outlets regarding events of district-wide interest, or photograph/film the event and send a short video or photo with captions to local newspapers.

• Write a public service announcement (PSA) to air on local radio stations.

• Provide communications and marketing tools, tips, and resources.

See more detailed tips and best practices in the MPS School Communications Liaison manual.

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Marketing Toolkit for Schools

Submitting announcements or advertising with community media Most local community newspapers run short news items highlighting the achievements of people in the community. (Most broadcasters do not offer this service.) If your school maintains a merit list of any kind, you may wish to submit it. Be sure to include the school's name and phone number along with your list.

When a student or staff member wins an award or earns an honor, you may write up a short news item and send it in. Send your announcement to community news editor contacts provided by the Office of Communications. Since these awards have usually already happened, you need not mail it any specific time – but the sooner, the better.

The Office of Communications also has contracts in place to help promote school district messages and events. If your school has a special event you would like to promote, the following publications have extended discounted rates – listed below.

Northeaster Advertising Contact: Kerry Ashmore Email Address: kerry@nenorthnews.com Phone Number: 612.781.4821 Advertising Rates – Black and White ¼ page: $499.00 ½ page: $949.00 ¾ page: $1,399.00 Full page: $1,749.00 Advertising Rates – Color ¼ page: $623.00 ½ page: $1,174.00 ¾ page: $1,624.00 Full page: $1,974.00 North News Advertising Contact: Kerry Ashmore Email Address: kerry@nenorthnews.com Phone Number: 612.781.4821 Advertising Rates – Black and White ¼ page: $499.00 ½ page: $949.00 ¾ page: $1,399.00 Full page: $1,749.00 Advertising Rates – Color ¼ page: $623.00 ½ page: $1,174.00 ¾ page: $1,624.00 Full page: $1,974.00

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Southwest Journal Advertising Contact: Kristen Walker Email Address: kwalker@mnpubs.com Phone Number: 612.436.4378 Advertising Rates – Black and White ¼ page: $685.00 ½ page: $1,255.00 2/3 page: $1,754.00 Full page: $2,317.00 Advertising Rates – Color ¼ page: $1,035.00 ½ page: $1,605.00 ¾ page: $2,104.00 Full page: $2,667.00 Southside Pride Advertising Contact: David Goldstein Email Address: david@southsidepride.com Phone Number: 612.298.5405 Advertising Rates – Black and White ¼ page: $360.00 ½ page: $700.00 ¾ page: $1,000.00 Full page: $1,300.00 Advertising Rates – Color ¼ page: $450.00 ½ page: $790.00 ¾ page: $1,150.00 Full page: $1,450.00 The Downtown Journal Advertising Contact: Kristen Walker Email Address: kwalker@mnpubs.com Phone Number: 612.436.4378 Advertising Rates – Black and White ¼ page: $625.00 ½ page: $1,107.00 2/3 page: $1,462.00 Full page: $1,929.00 Advertising Rates – Color ¼ page: $825.00 ½ page: $1,307.00 ¾ page: $1,662.00 Full page: $2,129.00

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Marketing Toolkit for Schools

Insight News Advertising Contact: Batala McFarlane Email Address: batalara@insightnews.com Phone Number: 612.588.1313 Advertising Rates – Black and White ¼ page: $2,199.00 ½ page: $4,399.00 ¾ page: $6,598.00 Full page: $8,799.84 Advertising Rates – Color Add an additional $1,350 for color for any sized ad Spokesman-Recorder Advertising Contact:

Raymond Boyd, Senior Account Executive Stephanie Booker, Community Editor Email Address: rboyd@spokesman-recorder.com sbooker@spokesman-recorder.com Phone Number: 612.827.4021 Advertising Rates – Black and White ¼ page: $1,323.00 ½ page: $2,646.00 Full page: $5,292.00 Advertising Rates – Color ¼ page: $1,779.00 ½ page: $3,102.00 Full page: $5,748.00 La Prensa Advertising Contact: Email Address: Phone Number:

Carmen Incaroca carmen.incaroca@gmail.com 612.276.7020 – Call for advertising rates

Mogadishu Times Advertising Contact: Email Address: Phone Number:

Ilyaas Maow Ilyaasmw@gmail.com 612.296.2263 – Call for website rates

Hmong Times Advertising Contact: Email Address: Phone Number:

Steve Wetzler tcbmarketing@gmail.com 651.304.2102 – Call for advertising rates

The Circle Advertising Contact: Email Address: Phone Number:

Steve Wetzler tcbmarketing@gmail.com 651.304.2102 – Call for advertising rates

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Minnesota Parent Magazine Advertising Contact: Email Address: Phone Number: Advertising Rates – Color ¼ page: ½ page: 2/3 page: Full page:

81

Kristen Walker kwalker@mnpubs.com 612.436.4378 $932.00 $1,621.00 $2,413.00 $2,758.00

Marketing Toolkit for Schools

Planning an Event It’s likely that your school or department will plan to host an event sometime each school year. The key to hosting a successful event is organization. Take a look at our Communications Plan template and our Event Coordination checklist to see how it can help you enhance future events hosted by your school or department.

Note: Remember that the Office of Communications can help you promote your upcoming event district-wide. Submit a publicity request on the MPS Staff Intranet: http://bit.ly/MPSprojectrequest

Event Coordination Checklist 3-­‐6 months out

Establish event committee, hire event planner, or select a project/event coordinator Review past year’s evaluations for an annual event Determine audience: o Internal (MPS students and families, MPS Staff members) o External (Key stakeholders, prospective families, community leaders, public officials, residents, media/reporters, prospective employees, general public, philanthropists/foundations) o Who are you inviting?

Who are you informing?

Develop event goals and objectives (If the event is planned for a school audience, also determine to which strategic priorities this event will correlate.)

Develop a vision for the event. Describe the event concept and ensure the described event meets the established goals and objectives?

Seek sponsors and/or partners Secure event location (complete permits or applications) Finalize date Add date to calendars (individuals, department, district, community) Establish budget Select event coordinator and assistant coordinator.

Create work plan: o Outline tasks, deadlines, person responsible Create organization system for planning (notebook, files, spreadsheets, information tables, etc.)

Create draft of program Contact key performers, celebrities, and/or speakers Share with executive leadership team and department staff Identify deadlines (publishing/advertising) Add event to the website

82 Marketing Toolkit for Schools

2-­‐3 months out

Determine event equipment and technology needs Develop an event advertising/promotions plan Contact the MPS Office of Communications by completing a communications project request or promotion request form (found on staff intranet) to obtain access to district-­‐wide methods of communications:

o Communications may assist with an individualized communications plan for the event or advise of appropriate and available internal and external tools available o Most common requests include: interpretation, design services, news release, Channel 15 promotion, videography, internal newsletter announcements, etc. o See the attached list of other possible communication tools

Design promotional materials, invitations, or flyers Send “Save the Date” information (email, postcard, flyer, etc.)

Provide monthly status updates to manager Update website

4-­‐6 weeks outs

Send invitations Activate registration/ RSVP system (eventbrite, email, etc.)

Obtain necessary PO’s and contracts for expenses Order food Secure childcare, security, volunteers Finalize program o Speakers, agenda, biographies, introductions, entertainment, transportation, honoraria, gifts, etc.

Provide weekly status update to manager

1 week

Send reminders Complete all event logistics/ work plan tasks Review entire event. Double check details and verify that all work is accurate and complete.

Walk through event with committee as if you are a participant; look for problems and needs Re-­‐confirm with all speakers, vendors, staff and suppliers. Send necessary information such as maps, directions, and instructions

After event

Hold debrief meeting with event staff and stakeholders Prepare an After-­‐Action Report

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Marketing Toolkit for Schools

Sample Communication Plan: Promote Event (3/30/2011)

Objectives: • •

• •

Strengthen enrollment numbers for this school year To make more MPS students and families aware school programs that are available o For current K-­‐8 students o For prospective students To let the community know about the education programs available Promote the excellent programs offered through the school programs and the academic rigor occurring in the classes

Strategies to execute objectives: •

•

Create a prominent spot on the website for school information o Review content to ensure information is concise o Review content to ensure that information is easy to find School Messenger call to current families o Encouraging them to enroll now; direct to enrollment information o Our staff will call you in a week to discuss

Strategies to promote programs: • • •

Create PSAs for broadcast media Utilize social media Draft news releases for distribution to media; academic rigor in school curriculum

Key Messages

To staff: • In order to achieve our strategic academic goals, we need to enroll (eligible) students in need of additional academic support in summer school programs.

• We need your help. It’s easy; we have developed resources to help.

To families: • Students must attend school to achieve results • MPS incorporates unique, cutting-­‐edge learning techniques and opportunities in school

To media: • MPS incorporates unique, cutting-­‐edge learning techniques and opportunities in school • MPS works to support academic achievement all year long • MPS students are having fun while learning

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Timeline The following is a proposed timeline to execute the strategies in place to increase enrollment at our school:

When What Who March School enrollment opportunities added to school home School web editor page April 6 Newsletter sent to families School Enroll in MPS school, now Communications Liaison April 20 School Messenger call to families School principal April 20 Send media advisory: Enroll in MPS school, now

April Email list set up to send eligible families enrollment info.

April/May New photos on website slideshow

May 2 Draft news release School Communications Liaison May 3 Create postcard from Template #3, send to families and

community May 4 Send postcard to printer TBD May 5 Postcards arrive at mail house

May 9 Create flyer from Template #3

May 9 School Messenger call to list of eligible families: School secretary You can enroll in school, now.

May 15 Call community newspaper to let them know about school School open house and barbeque Communications Liaison

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Marketing Toolkit for Schools