2. Marketing
Concepts
Marketing, Business Development & Community Outreach
Marketing is !
what we say and !
how we say it !
when we want to
explain how !
awesome !
our schools are and !
why people should !
choose us.!
3. Marketing
Concepts
Marketing, Business Development & Community Outreach
In today s competition for
enrollment, marketing a
school district!
is the art of knowing:!
• Who is our target market? !
• What do they want?!
• How do we make them aware
that what we have fits their
needs? !
!
4. A competitive advantage exists
when we have a product or
services that are perceived by
our target customers as better
than that of our competitors.
marketing is imperative
other districts are targeting our students
We believe we have a competitive advantage
Marketing, Business Development & Community Outreach
5. Marketing is not just an
activity, it is a way of doing
business... marketing has to
be all pervasive, part of
everyone’s job description
from the receptionist to the
governing board.
Marketing is a district-wide effort
Marketing, Business Development & Community Outreach
6. Goal1: Refresh - create a new and innovative campaign that
will build on our nationally recognized “Choose Sunnyside”
campaign.
Goal 2: Actively retain students who are transitioning from
grades 5 and 8.
Goal 3: Actively recruit students living in the district who
are currently attending charter or private schools.
Goal 4: Actively compete in the recruitment of students
from other districts as they target our students.
Goal 5: Create new campaign that promotes online
learning.
Goal 6: Launch GradLink initiative in partnership with
Tucson Mayor
INCREASE and
MAINTAIN
student
enrollment
with a strategic
marketing
campaign that
highlights
Sunnyside’s
strengths
Choose Sunnyside Campaign
Marketing, Business Development & Community Outreach
7. We inspire students to
dream more,
learn more,
do more, and
become more.
Our students become champions.
Where champions are madeWhere champions are made
Marketing, Business Development & Community Outreach
8. where champions are made
• Highlight individuals who have beat the odds,
overcome adversity, and become champions in
reaching their educational goals.
• Showcase employees, alumni, site council chairs,
students, local business owners.
• Actively seek and promote local school champions.
Ruby Duran,
Gates Millenium Finalist
Hon. Raul Grijalva,
U.S. Congressman
Richard Miranda,
Tucson City Manager
Timothy Crain,
Air Force Academy
Choose Sunnyside Campaign
Goal1: Refresh - create a new and
innovative campaign that will build on
our nationally recognized “Choose
Sunnyside” campaign.
Marketing, Business Development & Community Outreach
9. Goal 2: Actively retain students
who are transitioning from grades
5 and 8.
0"
20"
40"
60"
80"
100"
120"
140"
160"
180"
2007)08" 2008)09" 2009)10" 2010)11" 2011)12" 2012)13"
106"
164"
135"
91"
101"
78"
5th$to$6th$Grade$Transi0on$Loss$
0"
50"
100"
150"
200"
250"
300"
2007(08" 2008(09" 2009(10" 2010(11" 2011(12" 2012(13"
136"
277"
208"
186"
99"
75"
8th$to$9th$Grade$Transi0on$Loss$
Choose Sunnyside Campaign
Reduce loss by 50%
Marketing, Business Development & Community Outreach
10. Goal 2:Actively retain students
• Standardize marketing strategies across all schools.
• Enhance data collection to target new students and
analyze why students leave.
• Standardize open enrollment processes to address
data consistency.
• Re-enroll open enrolled students to prompt
heightened awareness of school choice and retain
them.
• Assist schools with targeting 5th and 8th grade
students through promotional activities & events.
Marketing, Business Development & Community Outreach
11. Goal 3: Actively recruit our
students who are currently
attending charter or private
schools.
• 22 charter/private schools in proximity of Sunnyside
schools
• 3,700 students are attending other schools
• $16,280,000 going to other schools/districts
IT’SALLABOUT
COMPETITION
Choose Sunnyside Campaign
Marketing, Business Development & Community Outreach
13. Goal 4: Actively compete in the
recruitment of students from other
districts as they target our students.
Mission: Increase and maintain student enrollment through a strategic marketing campaign that highlights Sunnyside’s strengths
Choose Sunnyside Campaign
Additional 100 students
Morethan1,200familiesfrom
otherdistrictschoseSunnyside.
Whatdotheyknow?
CHOOSE
Marketing, Business Development & Community Outreach
15. • It’s the first stop for anyone looking
for information on the district and
its schools.
• A well designed web becomes a
vehicle for dialog between the
district and our community.
• Welcome Steve Napoleon
SUNNYSIDE web presence
Marketing, Business Development & Community Outreach
16. Bus banners
25 English and 25 Spanish vinyl banners,
to be mounted on 25 SUSD busses.
Direct mail postage
5,000 postcards mailed bulk mail to zip
code 85714 north and west of SUSD.
Outdoor advertising
AdVision Outdoor bus benches and bus
stop displays.
Radio
La Caliente
MIA 97.1
La Poderosa
Print
Ad in Arizona Bilingüe
2011-12Marketingcampaign
17. Goal 5: Create new campaign that
promotes online learning.
•Southern AZ districts
without high schools.
•Access for tribal
communities.
•Schools that don’t offer
online credit recovery and
acceleration.
Choose Sunnyside Campaign
•We will become more
innovative
•We will become more
competitive.
•We are taking learning to
anyone, anywhere,
anytime.
Marketing, Business Development & Community Outreach
23. SunnysideOne-to-One
IntheNews
Leading the Way to Sustainable
1:1 eLearning
INTEL EDUCATION BRIEF
Sunnyside School District
THE PASSION TO TRANSFORM
EDUCATION
Project RED, a national research
consortium, believes that technology-
transformed schools—those with properly
implemented, fully integrated technology
programs—are successfully addressing
some of the biggest challenges our nation
in Tucson, Arizona, is turning the vision of
Project RED and Intel’s K–12 Computing
Blueprint into a reality in remarkable ways,
impacting every facet of its community—
from teachers and students, to parents
and state and local business. This is the
story of a fully engaged transformation
that demonstrates the positive impact
of technology on teaching and learning,
community engagement, and most of
all, the power of passionate, strategic
commitment and unwavering leadership to
change young lives.
FIRST STEPS: PROJECT GRADUATION
In 2004, Johns Hopkins University labeled
Sunnyside as a dropout factory. In 2007,
newly appointed Superintendent Dr.
Manuel L. Isquierdo faced the challenge
head-on and Project Graduation: The
Digital Advantage was born. The project
motivated and rewarded students with
laptop computers for achievement of
the “four As”: attendance, achievement,
extracurricular activity, and attitude.
In keeping with Isquierdo’s strategic
and inclusive approach to educational
challenges, Project Graduation: The
Digital Advantage is a multi-phased,
research-based effort aimed at preventing
increasing the graduation rate. It
includes a site-based graduation plan, a
comprehensive attendance component,
credit recovery, advisory, and a focus
on seniors and freshmen, and assists
eighth graders with the transition to high
school. It also includes the ¿Dónde Estás?
dropout recovery initiative—an innovative
outreach program for those who did not
community-wide marketing to inform
eligible participants, welcoming dropouts
back to school, and allowing them to
complete graduation requirements
through an online accreditation program.
The Digital Advantage resulted in a
commitment of over $1.1 million from
community and corporate sponsors. Local
business partners supply hotspots, providing
free wireless access to students and
families, and helping those who cannot
afford home Internet access.
Project Graduation: The Digital Advantage
served as a catalyst in moving the district
from its image as a dropout factory to that
of a full-scale, tech-savvy 1:1 school district.
STRATEGIC THINKING ABOUT
STIMULUS
When the Obama administration
made Federal American Recovery and
Reinvestment Act (ARRA) stimulus dollars
available for school districts, Sunnyside
had a choice. They could—as many
other districts did—use the funding to
address existing shortages and budget
gaps. Or, they could strategize ways
that the stimulus funds could move their
educational vision forward. Sunnyside
saw the opportunity to move toward
sustainable 1:1 eLearning and the choice
was made.
“When everybody was cutting
back and saying change can’t
be achieved in this economy,
we determined to target 1:1
eLearning and to continue
moving forward.”
– Dr. Manuel L. Isquierdo
Superintendent
Sunnyside Unified School District
Javier Baca
Executive Director, IT
EDTECHMAGAZINE.com | WINTER 2012 WINTER 2012 | EDTECHMAGAZINE.com26 27
Tablets for teachers, netbooks and notebooks for more
students: All have played an integral part in Sunnyside
Unified School District’s dramatic renewal, which is
evidenced by the soaring number of its students who
are graduating and earning college admission.
But it’s up to Executive Director of Information
Technologies Javier Baca to manage the mobile devices
proliferating in the 18,000-student district in Tucson,
Ariz. — and to maximize their educational value. He’s
achieving both goals using private cloud technology
based on Lenovo Secure Cloud Access (SCA) and
Stoneware’s webNetwork software.
“Our teachers have been asking for remote access to
district systems since we gave them notebook tablets
two years ago, and now they have it,” Baca says. Thanks
to the solution, “students can get to all their school files
and apps wherever they can get on the Internet.”
Like businesses, school districts of all sizes are
beginningtouseprivateandhybridcloudstostreamline
the management and provisioning of digital resources,
as well as to simplify user access to those resources, says
EzraGottheil,asenioranalystwithTechnologyBusiness
Research, a market intelligence firm in Hampton, N.H.
Creating a private or hybrid cloud also can alleviate the
security concerns of administrators who are reluctant to
use services directly from the public cloud, he adds.
“A private or hybrid cloud allows you to use shared
resourcessecurelyandefficiently,”Gottheilexplains.“SCA
makes the most of the client/server relationship in a
cloud environment, putting specialized software on the
client and the server, which provides greater security
and efficiency for all the transactions between them.”
ONE-TO-ONE 2.0
Sunnyside USD currently operates a one-to-one
computing program for all fifth-grade students at its 13
elementary schools and sixth-grade students at its five
middle schools, and is committed to extending the
initiative through grade 12 within three years.
AccordingtoBaca,thisagendawillbeeasiertosupport
because of specific features that the SCA/webNetwork
pairing provides. “Integrating legacy systems, especially
directory services, into the cloud can be a long, difficult
process,” he says. “But Stoneware takes care of the
Microsoft Active Directory integration for you.”
Deliveringvirtualizedapplicationsthroughthecloud
facilitates single sign-on access control, which simplifies
access for users and cuts password management hassles
for IT, he says. What’s more, the logic built into the
Stoneware cloud supports scripting capabilities, giving
Baca and his staff the flexibility to solve challenges
within the computing environment as they arise.
Remote access and sharing resources require tight
security, of course, but Baca dismisses the notion that
the cloud raises special issues.
“It’s pretty straightforward. Antivirus software is
installed on the cloud portal server, and any documents
uploaded to the cloud are automatically
scanned for malware,” he explains. “All
communications go through an SSL
[Secure Sockets Layer] encrypted tunnel.
Directory services control role-based user
access so teachers can share resources and
information that might not be appropriate
for students.”
Javier Baca relies on
Lenovo Secure Cloud
Access and Stoneware’s
webNetwork software
to manage the various
mobile devices accessing
Sunnyside Unified School
District’s private cloud.
Private and hybrid clouds deliver
efficiencies for IT managers and anytime access
to resources for users.
SilverLinings
Discover how Sunnyside
Unified School District
increased graduation
rates using technology
at edtechmag.com/k12/
SUSD111.
@EdTech
By Tommy Peterson
STEVECRAFT
Strategies for Managing
Private and Hybrid Clouds
2011 Leader of the Year
Manuel L. Isquierdo,
Superintendent
24.
25.
26.
27. SUNNYSIDE ONE TO ONE
SunnysideHighlights
• Hosting the AzTEA Technology & Learning
Conference 2013
• Rodel Exemplary Principals & Teachers
• One-to-One Consortium Summit 2012
• Project RED Signature school district spotlight in
Book
• AOI School District
• Tech-Savvy Superintendent of the Year
• Intel national Video on One-to-One
• Partnering with ADE/ASU on gaming
• National and State Marketing and & PR Awards
• Partnership with Tucson Mayor on GradLink
