2010 Strategic Marketing Plan by qpj79607

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									Marketing and
Public Information Plan
2009-2010




1
TCTC MISSION –
     To Provide Superior Training

TCTC VISION –
     Inspiring success through life changing learning experiences.

TCTC VALUES –
     Student Focused
     Investing in the Community
     Leadership by All
     Great Place to Work


TCTC STRATEGIC AIMS -
Strategic Aim: Instructional and Learning Excellence
Goal: Continually improve the delivery of instruction

Objectives:
 Completion/retention rate of 90% or greater
 Graduate licensure and certification rate of 95% or greater
 Increase the number of programs with national certification to nine (9)

Major Initiatives:
Student mentoring program (Success Guides)

Values:
Student Focused


Marketing Objectives:
 Develop and implement an internship experience for 30% of the marketing program students by Sept. 30, 2009.
 Strengthen the relationship between each team member and instructors through bi-weekly contacts resulting in 15 new promotional opportunities and
   increased awareness of marketing services by May 15, 2010.




2
Strategic Aim:          Economic and Community Development
Goal: Foster partnerships and strengthen involvement in our communities

Objectives:
 Related placement of 90% or higher
 Employee contribution of 3500 hours or more of service to the community
 Average wage of graduate meet or exceed $11.50 per hour

Major Initiatives:
 Pawhuska Incubator
 Osage Nation Child Development Initiative

Values:
Investing in the Community

Marketing Objectives:
 The work group will achieve 125 hours of community service, in addition to two team events by June 1, 2010.
 Create TCTC Operation Awareness packets to distribute to 75 prospective TCTC business and industry partners by May 30, 2010.


Strategic Aim:           Fiscal and Operational Effectiveness
Goal: Perform efficient, ethical and fiscally responsible management of resources

Objectives:
 Minimum of 64% of budget is spent on direct classroom support.
 Enrollment vs. capacity rate of 89% or above
 High school participation rate meet or exceed 23%
 Increase total enrollment of 9000 or more

Major Initiatives:
Tech Works Academy (Technical High School)

Values:
Leadership by All

Marketing Objectives:
 Responsible for meeting enrollment goals of:
       o 61‟s – 100
       o 62‟s – 850
       o 75‟s – 1,200
 Research by Oct. 1, 2009 and possible implementation of three advertisements in the Spring Short-term catalog by Dec. 1, 2009.
 Will be responsible for income of $15,240 through facility usage rentals by June 30, 2010.


3
Strategic Aim:         Employee Development and Well-Being
Goal: Provide an environment where employees have the opportunity to excel

Objectives:
 Employee retention rate of 91% or higher
 100% of staff meet individual professional development goals
 38% or more of staff hold a national certification or license
 53% or more of staff hold a bachelor‟s degree or higher

Values:
Great Place to Work

Marketing Objectives:
 100% of work group will participate in Leadership Training by April 1, 2010.
 100% of work group will participate on one committee of choice or as an event coordinator during the FY10 school year.




Purpose of the Marketing and Public Information Department
    Collect and analyze information on the changing knowledge, opinions, and behaviors of key publics and stakeholder groups.
    Serve as the central source of information concerning Tri County Technology Center.
    Recognized as the official communication‟s channel between the district and publics.
    Communicate significant information, opinions, and interpretations to keep TCTC‟s publics and other stakeholders aware of
     policies and actions.
    Coordinate or play a key role in activities that affect TCTC‟s relationships with our publics and stakeholder groups.
    Demonstrate core customer service tactics and strategies to both internal and external clients.
    Serve as the central clearing house for all on and off campus events.


Stakeholders

       Internal Personnel                                                             Short-Term Students
       Current High School Students                                                   Business and Industry in Washington, Nowata and
       Current Adult – Full-Time Students                                              eastern Osage counties
       Prospective High School Students                                               School Administrators
       Prospective Adult Students
       Parents (Current and Potential Students)

4
Key Publics
   Internal
         o All employees
         o Students
         o Customers (Culinary Arts, Cosmetology, Auto Service, Dental Hygiene, Child Development Center, Auto Collision
            Repair)
         o Individual Work Groups (Success Center, Culinary Arts, Administration, Economic and Community Development, Child
            Development Center, Technology Department, Business Office, Physical Plant, , Dental programs, Nursing programs,
            Marketing and Public Information)
         o Board of Education

       External
           o Media                                                         o   ODCTE
           o Civic Organizations                                           o   Vendors
           o Partner Schools (Counselors, Administration,                  o   Chambers of Commerce
              Instructors and Staff)                                       o   Advisory Boards
           o Potential Students                                            o   Higher Ed
           o Alumni                                                        o   Community Leaders
           o Voters                                                        o   Other Technology Centers
           o Legislators                                                   o   Business & Industry
           o Unemployed or Underemployed




5
Key Information for our Publics

         Student Success
         Cosmetology, Dental
         Economic and Community Development Services
         Full-Time and Short-term Programs offered
         Meeting Rooms
         Enrollment schedules
         Many employees are TCTC graduates
         Benefits to residents in all partner school
          communities – Pawhuska campus
         Technology Centers That Work with SREB
         Tech Works Academy
         Osage Nation Child Development Initiative
         Website availability for information, short-term
          enrollment, Osage Market menu, etc.




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TCTC Marketing and Public Information Plan: 2009-2010

Strategic Aim: Instructional and Learning Excellence


STRATEGIES                  PRIMARY              EST.                     RESPONSIBLE                RESOURCES              DELIVERABLES           RESULTS/
                            TARGET               COMPLETION               PERSON (S)                 NEEDED                                        EVALUATION
                            AUDIENCE             DATE
Ambassador Program          Current High         Begin first semester -   Enrollment Services                                                      Increased student
                            School Students      May                      Director/Enrollment Services                                             retention and
                                                                          Spec.                                                                    enrollment
ACT Host Site               Current and          Every other month        Counselor                      Testing Rooms,                            Increased perception
                            Prospective High                                                             Up-to-date                                as a quality
                            School Students,                                                             information on                            educational institution
                            Prospective Adult                                                            the website
                            Full-Time Students
Inform all Partner School   Prospective Adult    Spring                   Enrollment Services Spec.      Transportation     Senior Scholarship     Number of Adult Full-
Seniors of the Senior       Full-Time Students                                                           to Partner High    Information            Time enrollments
Scholarship                                                                                              Schools                                   tracked through Senior
                                                                                                                                                   Scholarships
College Fairs               Prospective Adult    Fall/Spring              Enrollment Services            None               Informational flyers   Number of adult full-
                            Full-Time Students                                                                                                     time enrollments
Social Media                Prospective Short-   On-going                 Marketing Director,            Content                                   Number of fans,
                            term Students                                 Marketing Spec., Project                                                 responses to invites
                            Full-time students                            Specialist                                                               and increased
                            Employees                                                                                                              awareness
Partner School              Administrators/      Twice Yearly             Success Center,                Food/Invitations   Program Specific       Number of enrollments
Opportunities               Counselors and       June 30, 2010            Superintendent                 Variable: Food,    Information            from Partner High
   Principal/Counselor     Instructors                                                                  Supplies                                  Schools, Increased
    Luncheons/                                                                                                                                     awareness of current
   Superintendents                                                                                                                                and planned programs,
    Luncheons/                                                                                                                                     changes, etc.
   Breakfasts
   Boot Camp




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Recruitment Activities:     Prospective High     March 1, 2010   Enrollment                       Minimal/Variable    Program specific          Number of enrollments
   Bartlesville Mid-High   School Students      Fall Semester   Services/Instructional           costs:              information               Increased knowledge
    Day                                                          Services                         Supplies as                                   of TCTC programs to
   Dewey Tech Fair                                                                               needed for                                    make a more informed
   High School                                                                                   displays and                                  decision when enrolling
    Presentations with                                                                            lunch
    Ambassadors                                                                                   Transportation
   Sophomore Shadow                                                                              to schools
    Days
   College Fair
Plan and promote            Pre-Engineering      March 2010      Director of Instruction, Pre-    Parent              Pre-Engineering           Increased knowledge
program specific            students                             Engineering Instructors,         invitations,        information               of the Pre-Engineering
recruitment activities                                                                            dinner for                                    program and increased
                                                                                                  parents and                                   enrollment
                                                                                                  students,
                                                                                                  database of
                                                                                                  potential
                                                                                                  students
Media/Advertising           All Target           On-Going        Instructors, Marketing           News Report         News Releases, Posting    Continued success
  Student activity/        Audiences                            Director, Marketing Specialist   Form on the         to the News Section of    among students.
   accomplishments in                                                                             Intranet,           the website, ads          Increased use of News
   the media                                                                                      Examiner            Congratulating            Report Form on the
  Ads in Partner                                                                                 Enterprise,         graduating seniors and    intranet and increased
   School Yearbooks                                                                               Nowata Star,        promoting the Senior      pride and awareness
  Ads in the                                                                                     Barnsdall           Scholarship               among students, staff
   Newspapers                                                                                     Times,                                        and the community.
  Radio Advertising                                                                              Pawhuska                                      Number of enrollments
                                                                                                  Capitol Journal,                              or reservations as a
                                                                                                  and others as                                 result of the advertising
                                                                                                  needed, Cost of
                                                                                                  Advertising
                                                                                                  spots
Internship Experience       Marketing            May 1, 2010     Marketing and Public             Opportunities for   Marketing Projects for    30 percent of the
                            Program students                     Information workgroup            marketing           students and collateral   students in the
                                                                                                  students to         pieces developed by       Marketing program will
                                                                                                  practice learned    students.                 have an internship
                                                                                                  skills within                                 experience completed
                                                                                                  TCTC Marketing                                by the end of FY10.
                                                                                                  workgroup or
                                                                                                  business partner
                                                                                                  workgroup.
Instructor Liaison          Full-time/short-     May 15, 2010    Marketing and Public             Process,            Marketing fact sheet      15 new promotional
program                     term instructors                     Information workgroup            identified                                    opportunities and
                                                                                                  instructors for                               increased awareness
                                                                                                  each workgroup                                of marketing services.
                                                                                                  member
F.I.R.S.T. Robotics         Full-time students   May 2010        Pre-Engineering Instructors,     Promotional         FIRST Fact Sheet          Increased funding for
                                                                 Assistant Superintendent,        Opportunities                                 FIRST, Awareness,
                                                                 Staff, Marketing Specialist                                                    and student
                                                                                                                                                participation
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Parent Connect activities   Full-time students   Oct. 1, 2009   Success Center, Full-time   Snacks and    Fact Sheets, important   Increased participation
                                                                instructors                 Parental      student information      among students‟
                                                                                            Information                            parents and awareness
                                                                                                                                   of students
                                                                                                                                   involvement at TCTC.
                                                                                                                                   Student Retention
                                                                                                                                   Rate.




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Strategic Aim: Economic and Community Development


STRATEGIES                    PRIMARY               EST.                RESPONSIBLE             RESOURCES               DELIVERABLES              RESULTS/
                              TARGET                COMPLETION          PERSON(S)               NEEDED                                            EVALUATION
                              AUDIENCE              DATE
Bartlesville Business After   Business and          September 3, 2010   Marketing Director,     $500 for sponsorship,   Unveiling of the Bison    100+ attendees
Hours                         Industry                                  Marketing Specialist,   hors „d oeuvres,
                                                                        Hospitality Event       Lobby
                                                                        Specialist
Chamber Total Resource        Legislators,          May 31, 2010        Marketing Director      Funding                 Information,              Awareness among
Campaign                      Business and                                                                              Promotional Items         targeted
  Legislative Golf Tourny    Industry                                                                                                            stakeholders of
  State Leg. Forum                                                                                                                               TCTC, funding
   Presenting Sponsor                                                                                                                             stability from the
  Leadership B‟ville                                                                                                                             capitol
   Education Sponsorship
  Leadership B‟ville
   Notebook Sponsor
  Showcase Bartlesville
  Youth Leadership
   Graduation Sponsor
  Website Advertising
  Annual Meeting Patron
   Sponsor
Monthly Green Country         Business and          Monthly             Manufacturing           Printing                                          Increased
Manufacturing association     Industry                                  Extension Agent                                                           enrollment in ECD
meetings                                                                                                                                          classes and
                                                                                                                                                  increased
                                                                                                                                                  knowledge in
                                                                                                                                                  services offered
Chambers of Commerce          Business and          May 30, 2010        Marketing Director,     Membership Dues,        Program specific          Increased
Opportunities:                Industry                                  Superintendent, ECD     Food,                   information, Short-Term   awareness and
  Membership in all                                                    team, Leadership                                Catalogs, Fact Sheets     support of TCTC
   District Chambers of                                                 Team and staff who                                                        offerings,
   Commerce in Nowata,                                                  are members of each                                                       Increased Business
   Washington, and Osage                                                community                                                                 and Industry
   Counties – Bartlesville,                                                                                                                       enrollment in
   Nowata, Ramona,                                                                                                                                customized courses
   Barnsdall, Wynona and
   Pawhuska

Make use of and create        Business and          May 30, 2010        Community Relations     Registration, dues      Plastic magnetic clips,   Increased visibility
opportunities for staff       Industry, Potential                       Committee, All staff    and fees, tables and    koozies, ink pens,        in the community
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STRATEGIES                     PRIMARY               EST.                    RESPONSIBLE             RESOURCES               DELIVERABLES               RESULTS/
                               TARGET                COMPLETION              PERSON(S)               NEEDED                                             EVALUATION
                               AUDIENCE              DATE
involvement in civic           Full-Time and                                                         chairs, Promotional     Catalogs, Flyers,          and opportunity to
organizations & community      Short-Term                                                            products, etc.          Progress Reports,          network for
and partner school events      students                                                              Partner School          Promotion products, etc.   resource contacts,
                                                                                                     extracurricular         Marketing workgroup        Increased
                                                                                                     activities schedules    will complete one          enrollment
                                                                                                     and knowledge of        activity in each partner
                                                                                                     community events        school community
Promote Career programs        Business and          May 30, 2010            Marketing Director,     Printed Materials to    Pens, Informational        Number of
during community events        Industry,                                     Marketing Specialist,   handout, Promotional    flyers                     enrollments
    Showcase Bartlesville     Prospective Adult                             Staff and Students      items                                              received from
    Wal-Mart Education Fair   Full-Time Students,                                                                                                      shows, qualified
    Wal-Mart Health Fair      Short-Term                                                                                                               contact information
    Washington Co. Fun        Students                                                                                                                 received from door
     Fair                                                                                                                                               prize entries,
    Health Fair                                                                                                                                        increased general
                                                                                                                                                        awareness of TCTC
                                                                                                                                                        and opportunities
Involvement in charitable      Business and          Contingent upon date    Community Relations     Contingent/Gift         Gift Certificates          Increased image as
events/fundraisers             Industry,             of event: United Way,   Committee               Certificates for Door                              a good community
                               Stakeholders          Day of Caring, MOD                              Prizes, Man Power,                                 citizen and
                                                     Walk America, Relay                             participants                                       opportunities for
                                                     for Life, Salvation                                                                                resource contacts
                                                     Army, Big Brothers,
                                                     Big Sisters
Kiwanis Student of the         Current High          Monthly, September      SOM Comm.,              Certificates, Head      News Releases, Posting     More nominees/
Month/Student of the Year      School Students       2009 - May 2010         Marketing Director,     and Shoulder photos     to the front page of the   applicants for SOM.
                               and Adult Full-Time                           Marketing Specialist,   for the paper and       website and SOM page       Two Students of the
                               Students                                      Superintendent          photos in their         on the website.            Month publicized
                                                                                                     trade/classroom for                                each month in the
                                                                                                     website, Kiwanis                                   Examiner-
                                                                                                     monthly meeting                                    Enterprise and
                                                                                                                                                        relevant media.
                                                                                                                                                        Increased pride and
                                                                                                                                                        awareness among
                                                                                                                                                        students, staff and
                                                                                                                                                        parents.




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Strategic Aim: Fiscal and Operational Effectiveness


STRATEGIES                         TARGET                 EST.                RESPONSIBLE               RESOURCES              DELIVERABLES               RESULTS/
                                   AUDIENCE               COMPLETION          PERSON(S)                 NEEDED                                            EVALUATION
                                                          DATE
Promotion of Services for          Stakeholders           On-going            Director of Program or    Paper and Printing     Gift Certificates,         Income from the
Community Use                                                                 instructor, Hospitality                          Newspaper ads and          use of Services and
   Osage Room                                                                Event Specialist,                                News Releases, Flyers,     awareness level in
   Cosmetology                                                               Marketing Director                               website information        the community of
   Child Care                                                                                                                                            services.
   Dental Hygiene
Data Collection and Reporting      Stakeholders,          On-going            Marketing Director,       Zoomerang surveys,     Data for accountability,   Progress toward
                                   Internal Personnel                         Superintendent,           Focus Groups           Decision making and        goal achievement
                                                                              Leadership Team                                  planning
Zoomerang On-Line Surveys          Internal Personnel,    Ongoing             Marketing Specialist,     $350 for annual        Detailed Data              More immediate
                                   Short-Term                                 Marketing Director,       registration fee, e-                              results/evaluations
                                   Students, Business                         Admin. Asst. for ECD      mail access, web                                  of classes,
                                   and Industry clients                                                 access                                            programs, events,
                                                                                                                                                          services, etc.
                                                                                                                                                          Increased use of
                                                                                                                                                          on-line survey
                                                                                                                                                          mechanism
Zimbra Calendar                    Internal Personnel     On-going postings   Marketing Director,       None                   Daily Access to events     Use of the
                                                                              Marketing Specialist,                            happening on and off       calendars, forms
                                                                              Leadership Team                                  campus effecting staff     and general
                                                                                                                               and students               information
Serve as public relations          Internal Personnel,    On-going            Marketing Director,       Professional           Up-to-date knowledge       Increased
counsel to staff, administrators   Board of Education                         Marketing Specialist      Development                                       knowledge of
and the Board of Education.                                                                             opportunities                                     campus-wide
        Econ./Community                                                                                                                                  opportunities,
         Development Team                                                                                                                                 events, etc. to
        Logistics Team                                                                                                                                   communicate with
        Leadership Team                                                                                                                                  other workgroups.
        Sr, Leadership
        Faculty
        Board of Education
Electronic Outdoor Sign            Stakeholders           On-going            Marketing Director and    Funding for contract   Electronic Sign with       Increased
                                                                              Marketing Specialist      for sign‟s             Highway visibility         awareness of
                                                                                                        upkeep/software                                   TCTC happenings,
                                                                                                                                                          dates, etc. Source
                                                                                                                                                          of Pride for staff
Progress Report                    Stakeholders           January 2010        Marketing                 Information from       Progress Report            Increased
                                                                              Director/Marketing        Directors, printing                               knowledge of
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STRATEGIES                      TARGET               EST.             RESPONSIBLE             RESOURCES               DELIVERABLES               RESULTS/
                                AUDIENCE             COMPLETION       PERSON(S)               NEEDED                                             EVALUATION
                                                     DATE
                                                                      Specialist              and binding                                        TCTC‟s Financial
                                                                                                                                                 Effectiveness and
                                                                                                                                                 student and staff
                                                                                                                                                 accomplishments
Increase utilization of TCTC    Prospective          On-going         Marketing               Updated information     Current web information    Website traffic and
Website                         students, Business                    Director/Marketing      for the website         on a weekly basis          on-line enrollment
                                and Industry                          Specialist
Notification system
                                All Employees,       May 2010         Marketing Director,     Staff and Student       System to notify           Increased
                                Current Full-time                     Economic and            phone, text and e-      students and staff in      confidence in
                                and Short-term                        Community               mail and information    mass of school             accurate school
                                Students,                             Development                                     information, crisis        communication and
                                Prospective Short-                    Administrative                                  information, recruitment   less speculation
                                term students                         Assistants                                      information, class         among target
                                                                                                                      information, waiting       audience, in
                                                                                                                      lists, etc.                addition to more
                                                                                                                                                 efficient use of
                                                                                                                                                 administrative
                                                                                                                                                 assistants time not
                                                                                                                                                 calling all
                                                                                                                                                 prospective
                                                                                                                                                 students on waiting
                                                                                                                                                 lists.
Increase utilization of TCTC
Intranet                        Employees            Dec. 1, 2009     Marketing Specialist    Web design              New Intranet               Increased traffic
                                                                                              company                                            and ease of use by
                                                                                                                                                 TCTC Staff
Market facilities and seminar
rooms for rental                For-Profit           March 31, 2010   Hospitality Events      Up-to-date facility     Website information,       Increased number
                                businesses                            Specialist, Marketing   charges, catering       informational flyer        of “paying”
                                                                      Director, Marketing     menus, technology                                  customers
                                                                      Specialist, All Staff   capabilities
Electronic Daily
Activities/promotional          Staff, Guests        On-going         Hospitality Events      Televisions,            Daily                      Greater efficiency
opportunities                                                         Specialist, Facility    computer equipment      schedules/information      communicating the
                                                                      Attendant               and software to         presented via              day‟s schedule, as
                                                                                              electronically update   technology media.          well as information.
                                                                                              monitors                                           Reduced time and
                                                                                                                                                 paper us.




13
Strategic Aim: Employee Development and Well-Being


STRATEGIES                        TARGET                EST.                  RESPONSIBLE             RESOURCES               DELIVERABLES                 RESULTS/
                                  AUDIENCE              COMPLETION            PERSON(S)               NEEDED                                               EVALUATION
                                                        DATE
Coordinate and promote            Internal Personnel    Aug. 2009, December   Marketing Director,     Activity Fund –         Based on the                 Increased pride and
Staff Celebration Events                                2009, May 2010        Employee Satisfaction   Employee Account        determined event,            better relationships
                                                                              Committee                                       Christmas party, May         among staff in
                                                                                                                              Celebration Staff            addition to
                                                                                                                              Recognition awards           educational
                                                                                                                                                           opportunities for
                                                                                                                                                           staff. All Staff
                                                                                                                                                           Zoomerang
                                                                                                                                                           surveys.
Nominate staff for                Internal Personnel,   April 30, 2010        Marketing Director,     Information for         Compiled portfolios of       Number of actual
OKACTE/ODCTE Awards               Business and                                Superintendent,         awards. Binders and     nominated staff and          award winners.
                                  Industry                                    Leadership Team         sheet protectors, $50   outstanding TCTC             Increased
                                                                                                      for Partners for        projects, News               awareness of the
                                                                                                      Progress Award          Releases of winners          credibility of TCTC
                                                                                                                                                           Staff, pride during
                                                                                                                                                           Summer
                                                                                                                                                           Conference of
                                                                                                                                                           award winners and
                                                                                                                                                           documentation of
                                                                                                                                                           successes.
Identify and participate in       Stakeholders          May 15, 2010          Marketing and Public    Dues and                Marketing and Public         Increased
professional development                                                      Information Workgroup   Registration, vehicle   Information Staff will       knowledge of
opportunities                                                                                         for meetings            participate in               marketing and
                                                                                                                              Communications and           public information to
                                                                                                                              Marketing Council            be better informed
                                                                                                                              Meetings as well as          and educates all
                                                                                                                              Oklahoma School              staff.
                                                                                                                              Public Relations Assoc.
                                                                                                                              Mtgs. and other
                                                                                                                              professional
                                                                                                                              development
                                                                                                                              opportunities as
                                                                                                                              identified by job function
Disseminate relevant news         Internal Personnel    On-going              Marketing Director,     None                    All News Release             Staff informed of
releases to all faculty & staff                                               Marketing Specialist                            distributed to the media     what is being
                                                                                                                              are posted on the TCTC       distributed to the
                                                                                                                              website and in Friday        public so they can
                                                                                                                              Announcements                talk knowledgeably
                                                                                                                                                           about TCTC.
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STRATEGIES                TARGET                EST.                   RESPONSIBLE          RESOURCES               DELIVERABLES                 RESULTS/
                          AUDIENCE              COMPLETION             PERSON(S)            NEEDED                                               EVALUATION
                                                DATE
Coordinate and produce    Internal Personnel,   Friday morning of      Marketing Director   Subscription to         E-mail to all staff, Board   Better informed
Friday Announcements      Board of Education,   each week.                                  Constant Contact        of Education and Short-      staff. Reduced
                          Short-Term                                                                                Term instructors with        number of everyone
                          instructors                                                                               district/community           e-mails distributed
                                                                                                                    information and dates.       during the week and
                                                                                                                                                 a centralized
                                                                                                                                                 information location.
Superintendent‟s Forums   Staff                 The Friday following   Superintendent‟s     Sponsors for Lunch      Lunch for all staff,         Increased
                                                the monthly board      Office, Marketing    or funding for lunch,   Communication for staff      Employee
                                                meeting                Director, Project    information for all                                  attendance at
                                                                       Specialist           staff                                                Supt.‟s Forums and
                                                                                                                                                 increased employee
                                                                                                                                                 satisfaction.




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ction.




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