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Build Awareness

Districts must develop an effective communication campaign to inform parents of the choice options in the district. This includes assessing community communication needs, determining the budget for communication, and creating parent-friendly materials.

Program Practices

Communicate NCLB Information and Options
Throughout the school year, Milwaukee Public Schools relays information to parents on the federal No Child Left Behind (NCLB) Act and how it impacts school choice.

Contract with a Local Advertising Firm to Effectively Market Your Choice Program
When Desert Sands Unified School District decided to create a commercial to market their school choice program, they immediately called a local advertising firm with whom they had previously worked to help them focus their message on their target audience.

Create a Brand for Your Choice Program
Duval County Public Schools has worked with an external marketing agency to create a targeted marketing plan for each magnet school and a brand for the program that is used on all choice marketing materials.

Create a Marketing and Dissemination Plan
The Monadnock Region Public Schools of Choice created a school choice marketing and dissemination plan to communicate with students, parents, and community members in rural New Hampshire.

Create an Overview DVD of Project for Marketing and Fundraising
In order to inform parents of choice options and convey the spirit of the schools and the charter movement in Albany, the Brighter Choice Program created a program overview DVD.

Develop Parent Resource Centers in Strategic Areas
Developed through the ongoing efforts of Nova Southeastern University staff, Florida’s School Choice Parent Resource Centers are designed to offer parents a neutral location to receive information and support regarding their school choice options.

Factor in Special Needs for Recruiting Diverse Populations
Desert Sands Unified School District markets to a range of parents and students by factoring in language and social barriers when planning their marketing campaign.

Host a Multi-faceted School Choice Event
In 2002, additional funding from the Voluntary Public School Choice grant was used to host Portland Public Schools' first all-inclusive school fair named Celebrate!

Host a School Choice Community Event to Promote Awareness of Choice Options and Generate Support
To create a sense of community for charter school families and promote public school choice, the Brighter Choice Foundation hosted a Saturday afternoon event in Albany that drew more than 3,000 parents and children.

Inform Parents about NCLB
Cambridge Public Schools' family resource center is the hub of communication between administrators and families, including information on NCLB.

Invest in a Multi-Pronged Recruitment Effort for Interdistrict Magnets
New Haven Public Schools created a website and booklet that featured the interdistrict magnet program.

Launch an NCLB School Choice Informational Campaign
After Brighter Choice received the Voluntary Public School Choice grant in 2002, the Foundation has aggressively promoted choice options throughout their district.

Make Sure That Parents Understand District Options
Many options are confusing for parents and it is essential that they understand the differences between the various programs. Wake County Public School System publishes a variety of brochures and direct mailing post cards to market their magnet programs

Offer Frequent Choice Informational Nights That Utilize a Variety of Media
Desert Sands Unified School District holds frequent choice informational nights for parents at the district office to promote programs and help parents become aware of their options.

Provide Information in Multiple Languages Via an Automated Telephone Line
To provide non-English-speaking parents the same access to information as English-speaking parents receive, Minneapolis Public Schools created a telephone information line that provides choice and emergency recorded messages in Hmong, Somali, and Spanish.

Provide School Choice Information by Doing a “Walk the Neighborhood” Outreach Campaign
In an effort to increase public contact through networking, Minneapolis Public Schools expanded its neighborhood walking campaign, outreach previously conducted on a much smaller scale.

Staff Parent Resource Centers with Trained Parent Liaisons
Through new funding from a Voluntary Public School Choice grant, the Florida School Choice Resource Center (FSCRC) is providing parent liaisons for each of their 11 parent resource centers.

Tailor Marketing Strategies to Parent Needs
Hamilton County Schools organizes an extensive marketing campaign tailored to local parents' needs for their choice program.

Target Families With Children in Low-Performing Schools for Recruitment
To reach families with children in low-performing schools, Arkansas Virtual School implemented a direct marketing campaign.

Sample Materials

Interdistrict Magnet Website
This website provides parents with extensive information on the New Haven Public Schools interdistrict magnet schools program, including incentives for enrollment, admissions details, school profiles, and a downloadable application.

Minneapolis Public Schools Website
Minneapolis Public Schools advertises their multiple-language telephone information line on their website.

School Choice Parent Resource Centers Web Page
This parent resource center web page hosted on the Florida School Choice Resource Center website offers information on the Florida parent resource centers and provides direct access to resources for parents.

Montclair Elementary School Guide
Montclair Public Schools provides a one-page document describing each of its elementary schools to provide parents information at a glance.

Radio and TV Advertisements
Hamilton County Schools created the following transcripts for radio and television advertisements to promote their magnet programs.

Local Billboard Advertisement
This billboard advertises Hamilton County Public Schools' magnet schools and provides a phone number and website to obtain further information.

Annual Fax Blast to the Business Community
This fax blast goes out annually from Hamilton County Schools to all the local business employees in Hamilton County and lists the various magnet school programs, gives application deadlines, and provides a phone number for further information.

Video Courtyard
Miami-Dade County Public Schools’Specialized Programs-Schools of Choice website includes a variety of videos highlighting the district’s schools of choice.

Duval County Public Schools Magnet Catalog
Duval County Public Schools annually creates a catalog of the magnet school programs to share with students and parents.

Cutting Edge Advertisement
Desert Sands Unified School District uses this flyer to promote its magnet programs.

Movie Theater Advertisement
Desert Sands Unified School District advertises its school choice program during the summer movie theater previews.

When I Grow Up…Magnet Programs Guide
Wake County Public School System publishes an annual brochure to promote its available magnet programs and outline the application process.

Parent Information Sessions
Wake County Public Schools holds parent information sessions monthly during the magnet enrollment period.

Magnet Fair
Wake County Public School System holds an annual fair in the fall to promote its magnet programs.

School Visits
The Wake County Public School System hosts morning, afternoon, and evening tours for parents and students interested in learning about the magnet program.

School Site Coordinators
Desert Sands Unified School District has 15 school site coordinators to support the implementation of the school choice program at each school.

Marketing & Dissemination Plan: How to Engage Parents and Students in Local School Choice Programs
The leaders of the Monadnock Region Public Schools of Choice school choice program created a plan to communicate with and engage parents and local community members in the regional choice program. The plan includes distributing quarterly newsletters and providing training programs for families.

Nuts and Bolts of the No Child Left Behind Act (NCLB)
This guide from Cambridge Public Schools gives information on the NCLB Title I Act. It describes what the act entails and includes a list of options for parents.

Your Roadmap to Public School Choice
This brochure, published by the Monadnock Region Public Schools of Choice, describes the programs available across the rural region's 10 school districts. The brochure also lists contact information and addresses frequently asked questions.

School Choice News
The Monadnock Region Public Schools of Choice distributes this quarterly newsletter to families in their rural area of New Hampshire. Each newsletter features interviews with students and highlights program news.

Heading to the Mall?
Desert Sands Unified School District staff mail out a flyer to let parents know that they will be at the mall on Saturdays during the choice enrollment period.

Information Night PowerPoint Presentation
During the twice-monthly information nights, this PowerPoint overview of the choice program is presented and supplemented with the Desert Sands Unified School District Overview DVD.

Radio Advertisement for Free Tutoring in Albany
Broadcasting details on free tutoring opportunities for students, this radio ad was part of Brighter Choice Projects’ focused marketing campaign.

Brochure Detailing Transfer Rights from Schools that Have Not Made Adequate Yearly Progress
To more thoroughly explain transfer rights to parents, the Brighter Choice Project included this brochure as part of a major marketing campaign.

Choice Options Brochures
Parent coordinators for the Brighter Choice Project distributed these brochures in high-traffic neighborhood locations and local community organizations.

Interdistrict Magnet Booklet
This publication includes detailed information on the New Haven Public Schools interdistrict magnet schools such as school profiles; dates for upcoming school fairs; an application process timeline; and an application form.

Interdistrict Magnet Magazine Advertisements
Advertisements similar to these are used to promote the New Haven Public Schools interdistrict magnet schools program.

Interdistrict Magnet Valu-Pak Ads
These are examples of New Haven Public Schools magnet school advertisements included in the Valu-Pak coupons booklet — a home-delivered packet of store coupons from local merchants.

Interdistrict Magnet Application Data Spreadsheet
This document illustrates the 49.5% increase in applications from outlying districts New Haven Public Schools accrued in 2007–2008 over the previous three years. This dramatic boost proved to the district that additional funding for marketing was well spent.

Celebrate! PPS Program
This Celebrate! Portland Public Schools program provides a schedule of activities taking place at the event, includes a map of the venue, and provides general information on the district choice program.

Media Spreadsheet
Portland Public Schools uses this media spreadsheet to keep track of the media coverage the district is purchasing for the annual Celebrate! event.

Walk the Neighborhood Campaign
Minneapolis Public Schools staff and parent volunteers network with their communities by staging a “Walk the Neighborhood” campaign. This is a news release describing the event.

Program Overview DVD
This DVD was used to promote Albany charter schools to parents, community members, and others interested in charter schools. Conveying the spirit of the schools, the DVD provides a powerful image of the “human story” around the development of choice in Albany.

Magnet Marketing and Recruitment Plan Template
Each school in the Duval County Public Schools uses this template to create their annual marketing and recruitment plan. The plan maps out the school's goals, marketing strategies, and expected outcomes.

Parent Sign-in Book
The Florida Parent Resource Centers use sign-in books to compile user information. This page from one such book details the type of information collected.

Parent Liaisons Job Description
This job description details the requirements and expectations for parent liaisons hired for the Florida Parent Resource Centers.

Planning a Marketing Strategy for Magnet Schools and Programs
Duval County Public Schools uses an external advertising agency to create their magnet school program promotional materials and events.

Stanton College Preparatory School Brochure
This Stanton College Preparatory School brochure represents the type of brochures that each Duval County public school makes to market their individual programs. It gives information about the program, the admissions process, and transportation and provides a contact number for parents to use to inquire about more information.

Media

Program Overview DVD

Desert Sands Choice Commercial
This Desert Sands school choice commercial was developed with the help of a local advertising agency and ran for two months on local stations.

Public School Choice Overview

Magnet School Overview

Middle School Magnet Orientation Video

Three Things to Consider

• Assess your parent base before planning your marketing strategy
• A brand can help stakeholders recognize materials from your choice program
• Connecting with parents one-on-one provides the most effective means of communication