One.charter marketing communication plan
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The San Joaquin County Office of Education outlines a communication plan for One Charter Academy of the Performing Arts, which serves grades 7-12 by offering a non-traditional education focused on the performing arts. The plan emphasizes the importance of understanding target markets, assessing strengths and challenges, and developing tailored messaging to engage prospective students and their families. Additionally, it includes strategies for enrollment, partnerships, staff development, and community outreach, while monitoring progress and adapting goals as needed.
One.charter marketing communication plan
- 1. San Joaquin County Office of Education one.Charter Communication Plan
- 2. First, an honest self-appraisal of your program is required, with special emphasis on the departments analysis of its strengths and challenges, opportunities and threats (SCOT). Complete the following before moving on to the communication matrix. Mission Describe what business you are in. This requires a clear, focused sense of purpose and direction: One. Charter Academy of the Performing Arts provides students 7 to 12 grade with a non-traditional education, allowing them to explore the performing arts. Research Clearly identify the departments target markets and learn everything possible about them. What they perceive, what they value, whats important to them and whom they listen to -- then develop messages that fit each. The age of one-size-fits-all schools and communication is over. Research methods can be as simple as looking around and listening, reading a report, having a conversation, or as elaborate as conducting a survey or engaging a community in facilitated focus group sessions. MARKET/CUSTOMER ANALYSIS Target Market - Who are the customers? We will be providing services primarily to: Customers: Check All That Apply: % Of Business Administrators: Board of Trustees: Faculty: Staff: Volunteers: Consumers: Donors:
- 3. Local Public Activists: Other: Performing arts students Other: Parents Other: At-risk students We will target customers by: Research Method Findings From Research Mailer/Post card (to be distributed at schools and Stockton Asparagus festival) Web Site (on SJCOE>Alternative Ed site, hosted site possible for future) In-Theatre CineMedia advertisement School newsletters Budget: What is our budget in regard to marketing/communications?
- 4. To Be Determined How much will our program spend on marketing our services this coming year? $______________TBA__ How much time will our staff spend on marketing our services this coming year? ________________ How competitive is the market? High Medium Low X
- 5. A. Customer Assessment: Students Specified Interested in Customers At Risk Performing Students Arts What Do They Pride, self Creativity, Value? esteem freedom, expression What Are Their To obtain high To find Goals? school opportunities diploma to perform move to and enhance either higher skills, have education or effective vocation outlet for self expression Who Do They Media, friends Media, friends Listen To? What are Their Flexible Opportunity Needs/Wants? schedule, an to develop environment their sense of that goes self beyond the typical classroom What Are Their Fiscal, Limited Challenges? making/meeti opportunity ng goals, being seen as just another student
- 6. Flexible Creative schedule, environment, creative apprenticeshi What Benefits Does environment, ps, flexible Our Program apprenticeshi schedule, Provide Them? ps real competition world opportunities experience Unique Experienced learning What Qualities Make teachers, environment, Our facilities, real staff, Product/Services world Unique To Them? experience through internships Gives them Helps them stage/school achieve to excel, gives focused and them How Do Our obtainable opportunities Services Further goals, gets to compete Their Goals? them and gain involved/inves recognition, ted in their develop skills education by performing creative/alter arts nate method What is the None None Price/Cost To Them in Utilizing Our Program?
- 7. What Position Do Allow for a Academy that We Want To Hold in flexible, values The Marketplace in creative, non education the Mind of Our traditional through Customers? learning creativity environment
- 8. B. Program Assessment: Product/Service, One. Charter Academy of the Performing What it Does: Arts provides students 7 to 12 grade with a non-traditional education, allowing them to explore the performing arts. Creative approach to education, Strengths: instructors, facility Student enrollment having students sign off on informal probation, not Challenges: appearing to openly recruit against LUSD Unique nature of school (no similar institutions), Providing at-risk students Opportunities: with flexible, creative way to obtain high school diploma Threats Market Share (% of target market your program Small percentage (100 students) serves): Price/Strategy: Instruments, computers, software, Materials/Supplies, Where Will You Get Them? dance equipment, speakers/sound system Product/Service Special and Unique FEATURES Facility, computer/software, (characteristics) to Emphasize: instructors
- 9. Flexibility, multiple pathways for students, academys focus on drama, Product/Service Special and Unique BENEFITS to music (instrumental, vocal), and Emphasize: dance, nontraditional/creative environment Academy in which students are What Kind of Image Do We Want to Have? encouraged to be creative and succeed through the performing arts. LUSD, Lincoln Center Environmental/Geographic Considerations: Equipment cost (computers, software), instrument cost (students Economic Factors: provide their own instruments or are able to rent/borrow from academy) Legal/Governmental Considerations: Creative/alternative way to complete Advantages/Disadvantages Over Competition: high school Factors Affecting Our Market Over Which We Have Budget constraints, local competition, No Control: opportunities, C. Competitor Assessment: Who are our competitors? Complete the following for each of your competitors. #1 Stockton #2 Lodi High #4 Stagg School of School: #3 Venture High School, Competitors Health Agricultural Performing Academy Careers Science Academy Academy Arts
- 10. Address: 6130 Pacific Avenue, Stockton, CA 4220 Commercial Drive, Tracy, CA 2829 1621 Transworld Brookside Drive Road, Stockton, CA Stockton, CA 95206 Years in Business Not specified Market Share (% of market served) Price/Strategy Experienced teachers, offer Product/Service fall/summer Special and concerts, Unique Features enter 2-3 regional competitions Experienced staff, Strengths Challenges Opportunities
- 11. Threats Similarities To/ Differences From Your Product/Service D. Planning Goals and Objectives. Strive for SMART (Simple, Measurable, Achievable, Resources, Tasks). Complete the following matrix using information from the previous pages and the Marketing Elements handout from the Communications Department. Develop the Action Plan: strategies/tactics to reach the objectives. Strategi Budget Key es, Person Objecti Timelin Measur Resour messag Tactics respons ve e ement ces es Action ible needed steps Goal 1: Enrollm ent one. 1.Attend Charter as Communit L y Events 2 3 4
- 12. Goal 2: Partners hips Providing Create real world excel experience sheet of to Developin dance students, g studio, 1 providing Apprentice recording communit ships studios, y theatres/p outreach/ roduction to company; businesses 2 3 4 Goal 3:
- 13. Departm ent Goal 3: Staff Develop ment 1 2 3 4 Departm ent Goal 4: Technol ogy 1 2 3 4
- 14. Departm ent Goal 5: Employ ment Opportu nities 1 2 3 4 Departm ent Goal 6: Commu nication 1 2 3 4
- 15. While completing your assessment and action plans keep the following in mind: Execution and Monitoring Assign a keeper of the plan to make sure that action plans are carried out as designed or to pull the planning team together to redirect efforts, if needed. Ongoing monitoring system to track progress and to break each objective into small, accomplishable steps Communicating Schedule times to meet/deadlines Evaluating Formative subjective, ongoing during the process Summative conducted when campaign is over and the result known. Focuses on why we were, or werent, successful and how we might do a better job on a similar effort in the future. Learn from our mistakes or successes so we do better in the future.
- 16. PAGE PAGE 12 DRAFT Template COSP/one.charter Communication Plan 4.12.10 Events: Lincoln Center Live, San Joaquin County Fair, VALLEYDANCE 2010: Community in Motion Weber Point (May 8th 11:00 AM - 5:00 PM by New Dance Company), Asparagus Festival, Concerts in the Park (schedule TBA), Downtown Art Walk, S.T.A.R Showcase Places to distribute printed material: Stockton Civic Theatre, Summer Program: KUDOS Childrens Theatre (ages 6-19), Empire Theatre, Bob Hope Theatre, Downtown Art Walk Advertising: Bus ads (refer to price rates); online Record ad (type- static, flash, video, floating, expanding, page peel; size - logo 160x60, medium rectangle 300x250, button 120x60, half banner 234x60, full banner 468x60, skyscraper 120x600), Radio KWIN 97.7 plugs (refer to ad excel sheet) Other: Press Release, SJCOE Productions?, Teacher profiles (when staff is established) on web site, Facebook Fanpage (linked to FB ad) Goals: Enrollment, Community Outreach, Establishing Image in Community,