1 of 31

2 of 31

MACONAQUAH SCHOOLS �Choose Us!

IAPSS Annual Meeting

December 15, 2015

3 of 31

Strategic Plan led to the development of our PR Plan

Maconaquah School Corporation�Mission, Vision, & Strategic Plan�Developed 2011-12 School Year

​

​

Mission Statement: “Maconaquah Schools . . . inspiring and empowering our students to meet tomorrow’s challenges.”�

Vision Statement: “The vision of �Maconaquah Schools is to be a premier �educational institution and the heart of �the community, where students develop �all skills necessary to succeed within a �collaborative learning environment that �is safe, challenging, and innovative.”

​

4 of 31

Maconaquah School Corporation�Strategic Goals

Goal # 4

Market Maconaquah Schools as the school system of choice in north central Indiana

Choose Us!

5 of 31

Building�Community �Presence

Choose Us!

​

6 of 31

County Fairs

7 of 31

Public Relations Plan

  • PR Committee
  • Purpose of Plan
    • Target audience
    • Markets to reach
    • Goals/strategies
  • Maconaquah
    • History and demographics
  • Proposal
    • Information specialist position
  • Publications
  • Media relations
    • Release of information

8 of 31

Public Relations �Committee

Committee Membership:

Administrators (3), teachers (3), board members (2), parents (4), community members (8), and students (4)·

Initial Meeting:

November 15, 2012

Why do we need a P.R. Committee?

Change in Indiana Code, which allowed students to transfer without paying tuition. General Fund dollars follow students.

Marketing Your School As a School of Choice�“Marketing is an essential part of our school district’s communication plan, as it is in any business. If it is not, we could very well be out of business.”

​

​

9 of 31

Media �Relations� Specialist/�Grant Writer

Choose Us!

​

10 of 31

Media Relations Specialist/Grant Writer

  • You Can Get There From Here book launch
    • Built a relationship with the author
    • Led to an alumni advisory board
  • Building a relationship with alumni
    • Monthly communication
    • Creation of Maconaquah Alumni Fund
  • Innovation grant from DOE for $200,000
    • Support from alumni who are world leaders in technology
    • Generated a list of “wants” outside of what our budget could support
    • Suggestion to hire a grant writer/media relations specialist paid for by an alumnus for three years

​

​

11 of 31

Media Relations Specialist/Grant Writer

  • Job description created and posted
    • Responsibilities as media relations specialist/grant writer
  • Interview process conducted
    • Two rounds before we “found” Mr. Stoff
  • Independent contractor agreement
    • Funded for three years by a generous donation
    • Two main responsibilities: grant writing and public relations
  • Grant writing
    • Secured over $150,000 in grants in a year and a half
    • Applied for 77 grants to date that fit within our strategic plan for Maconaquah
    • Developed a database of alumni

​

​

​

12 of 31

Media Relations Specialist/�Grant Writer

  • Media Relations Specialist
    • Developed and coordinates Brave of the week
    • Publishes articles in local, state, and national newspapers (at least once a week)
    • Serves on public relations committee
    • Prepares media releases for emergency situations
    • Contributes to social media sites (FB, Twitter, Instagram)
    • Photography and graphic design for marketing
    • Writes and produces radio spots
    • Works onsite and offsite

​

​

​

​

13 of 31

Media Relations Specialist/Grant Writer

  • Final Thoughts
    • Eric has helped us create a “positive buzz” about Maconaquah
    • We will have to figure out how to fund this position after 3 years
    • Each week highlight a different building in our corporation
    • Centralized one key spokesperson for grant writing and public relations

​

​

​

​

14 of 31

Celebrate!

Large Scale Events

15 of 31

Alumni Celebration

16 of 31

Community Events

17 of 31

STEM Showcase

18 of 31

Site Visits

  • eLearning
  • Virtual Learning
  • 1:1 Initiative
  • STEM Projects
  • Political visitors

19 of 31

Advertising

Efforts

​

  • Traditional media
  • Online advertising
  • Food for thought

Choose Us!

​

20 of 31

Traditional Media

​

  • Newspapers
  • Magazines
  • Postcards
  • Brochure
  • Radio

21 of 31

Magazine Ad

22 of 31

Brochure

23 of 31

Post Card

24 of 31

Radio Spot

25 of 31

Online Advertising

​

  • Facebook
    • Cheap
    • Measurable
    • Customizable

​

26 of 31

Food for Thought

​

​

  • Broadcasting
  • Narrowcasting
  • Microcasting

27 of 31

Concluding�Thoughts

​

​

Choose Us!

​

28 of 31

Enrollment/Transfer Comparisons

School Year

Enrollment #'s 

Transfers

2015-16

2271

151

2014-15

2258

130

2013-14

2237

127

2012-13

2203

103

29 of 31

Funding Public Relations

  • Promotion of School line item
    • $ up to total number of enrolled students
  • Donations for 50-Year Celebration
  • CPF Fund for electronic sign
  • PR/Grant Writer
    • alumni donation
  • PR Committee Members
    • representation at 4-H fairs
    • Maconaquah Showcase �volunteers

30 of 31

Contact Us!!

  • Dr. Doug Arnold, Superintendent
    • arnoldd@maconaquah.k12.in.us
    • 765-689-9131, ext. 1100
  • Dr. James Callane
    • callanej@maconaquah.k12.in.us
    • 765-689-9131, ext. 1050
  • Mrs. Judy Off, Technology Director
    • offj@maconaquah.k12.in.us
    • 765-689-9131, ext. 5500
  • Mr. Eric Stoff, Grant Writer/Public Relations Officer
    • stoffe@maconaquah.k12.in.us
    • 765-689-9131, ext. 1110

31 of 31