CHARTERS, VOUCHERS, CHOICE AND PUBLIC SCHOOLS New research insights and implications for school marketing 712 North Eugene Street | Greensboro, NC 27401 | (336) 370-8100 Phone | (336) 370-8299 Fax | www.gcsnc.com | GCSTV
F IRST , THE GOOD NEWS NC Public Schools Have Never Been Better Highest Graduation Rate in NC History 2013 graduation rate = 82.5% Six NC Schools Named Blue Ribbon Schools; Dozens Named to National “Best Of” Lists NC Serves As National Leader in Early/Middle College Movement, Character Education, Career Technical Education NC Students Earn 100,000 Microsoft Certifications NC Virtual School Second Largest in U.S. 712 North Eugene Street | Greensboro, NC 27401 | (336) 370-8100 Phone | (336) 370-8299 Fax | www.gcsnc.com | GCSTV
M ORE G OOD N EWS More Good News A majority of Americans give the public schools in their community an A or B — the highest rating ever recorded* Americans value having schools teach 21st-century skills such as critical thinking, communication, collaboration, and creativity Americans trust public school teachers and principals; North Carolinians do as well American parents say their children are safe at school North Carolinians believe that education provides powerful social and economic benefits North Carolinians oppose using public dollars for private schools; they are deeply concerned about teacher pay and budget cuts Sources: 2013 PDK/Gallup Poll; Z. Smith Reynolds Foundation, 2013 712 North Eugene Street | Greensboro, NC 27401 | (336) 370-8100 Phone | (336) 370-8299 Fax | www.gcsnc.com | GCSTV
T HE B IG D ISCONNECT The Big Disconnect 712 North Eugene Street | Greensboro, NC 27401 | (336) 370-8100 Phone | (336) 370-8299 Fax | www.gcsnc.com | GCSTV
C OMMUNICATION C HALLENGES The Communication Challenges Conflict between social values and personal values/benefits Majority of Americans and North Carolinians support charters and the idea of parental choice Most Americans believe that charter schools and private schools are better than public schools North Carolinians ratings of public schools more tepid Sources: 2013 PDK/Gallup Poll; Z. Smith Reynolds Foundation, 2013 712 North Eugene Street | Greensboro, NC 27401 | (336) 370-8100 Phone | (336) 370-8299 Fax | www.gcsnc.com | GCSTV
W HAT VALUES MOTIVATE MORE SUPPORT ? What motivates more support for NC public schools? Motivating values for K-12 education are shared across demographic, ideological and behavioral sub-groups. o Individual outcomes for parents and students are the most powerful. o Societal outcomes are desirable, but less powerful. o North Carolinians associate public education more strongly with societal outcomes than with individual outcomes. Confidence, hope and optimism are the most powerful emotional states sought by adults when considering K- 12 education. o Parents seek confidence they are doing well in their role. o Adults seek confidence that educational investments are preparing individuals for success in real life. Source: Z. Smith Reynolds Foundation, 2013 712 North Eugene Street | Greensboro, NC 27401 | (336) 370-8100 Phone | (336) 370-8299 Fax | www.gcsnc.com | GCSTV
C HARTER S CHOOL R ESEARCH Charter School Research Parent “must haves” don’t vary greatly Strong academic curriculum – reading and STEM Good study habits Strong critical thinking skills – also aligns with income Excellent verbal and written communication skills Source: 2013 What Do Parents Want? Thomas Fordham Institute 712 North Eugene Street | Greensboro, NC 27401 | (336) 370-8100 Phone | (336) 370-8299 Fax | www.gcsnc.com | GCSTV
C HARTER S CHOOL R ESEARCH Charter School Research on Choice Lowest income (<$35 K) families place more value on job skills, career preparation; also rate the importance of going to college at higher levels than higher income families Conservative parents place greater value on traditional approaches to learning, curriculum that aligns with personal beliefs, strong moral code, love of country, patriotism Liberal parents place more value on diversity, arts, music, appreciation of nature, world language fluency Most frequent church goers report highest desire for curriculum that aligns with beliefs Source: 2013 What Do Parents Want? Thomas Fordham Institute 712 North Eugene Street | Greensboro, NC 27401 | (336) 370-8100 Phone | (336) 370-8299 Fax | www.gcsnc.com | GCSTV
C HOICE M ARKET N ICHES Choice Market “Niches” Pragmatists (36%) – career preparation (lower income) Jeffersonians (24%) – citizenship, democracy, leadership (More Xian) Test-Score Hawks (23%) – high test scores (younger, AA, Latino) Multiculturalists (22%) – urban, AA, liberal Expressionists (15%) – arts and music (Less Xian, liberal) Strivers (12%) – student goal is acceptance at top tier college, graduate degree (AA, Latino) Source: 2013 What Do Parents Want? Thomas Fordham Institute 712 North Eugene Street | Greensboro, NC 27401 | (336) 370-8100 Phone | (336) 370-8299 Fax | www.gcsnc.com | GCSTV
I MPLICATIONS FOR S CHOOL M ARKETING AND PR Implications for School Marketing and PR When facts and emotion collide, emotion wins – every time Parents are anxious – they need reassurance they’re making the right choice They need confidence, hope and optimism Messaging needs to focus more on individual outcomes and less on social value Sources: NSPRA, Z. Smith Reynolds Foundation, 2013 712 North Eugene Street | Greensboro, NC 27401 | (336) 370-8100 Phone | (336) 370-8299 Fax | www.gcsnc.com | GCSTV
S TRATEGY C ONSIDERATIONS Strategy Considerations Tell stories; have heart Develop reasons to believe Build and mobilize coalitions Focus on grassroots advocacy – win the ground war Central office branding, marketing and PR can’t win this – have to get others involved Principal role is critical – do they have the interest, time or capacity? Correct and clarify Sources: NSPRA, Z. Smith Reynolds misinformation Foundation, 2013; e911.com 712 North Eugene Street | Greensboro, NC 27401 | (336) 370-8100 Phone | (336) 370-8299 Fax | www.gcsnc.com | GCSTV
O NE SIZE DOES NOT FIT ALL 712 North Eugene Street | Greensboro, NC 27401 | (336) 370-8100 Phone | (336) 370-8299 Fax | www.gcsnc.com | GCSTV
A NDREWS A VIATION A CADEMY 712 North Eugene Street | Greensboro, NC 27401 | (336) 370-8100 Phone | (336) 370-8299 Fax | www.gcsnc.com | GCSTV
I NNOVATION = R ESULTS 712 North Eugene Street | Greensboro, NC 27401 | (336) 370-8100 Phone | (336) 370-8299 Fax | www.gcsnc.com | GCSTV
W ANT TO LEARN MORE ? Want to Learn More? PDK/Gallup Poll 2013 http://pdkintl.org/ Z. Smith Reynolds Foundation http://zsr.org/ Promoting the Value of Public Education: Each Child Prepared for Life. What Do Parents Want? Thomas Fordham Institute www.edexcellence.net NSPRA www.nspra.org 712 North Eugene Street | Greensboro, NC 27401 | (336) 370-8100 Phone | (336) 370-8299 Fax | www.gcsnc.com | GCSTV
OUR VISION: ACHIEVING EDUCATIONAL EXCELLENCE 712 North Eugene Street | Greensboro, NC 27401 | (336) 370-8100 Phone | (336) 370-8299 Fax | www.gcsnc.com | GCSTV
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