A community wide movement to raise awareness and provide options for higher education

College Go-RatesCollege Go-Rates

Percent Students Taking SATPercent Students Taking SAT

Drop Out RatesDrop Out Rates

The Higher Education Movement

• Background– An eclectic group of community members

began dialog about increasing the number of students who graduate from high school and go to college.

– Initially the goal was to use grass roots marketing to increase that number.

– The action has grown to a community wide movement, supported by a diverse group of dedicated people.

Higher Education through Higher Expectations

• Movement Goals:– All Students in Tehama County graduate from

high school.– All Students have access to and are prepared

for success in college.– All students have access to pathways

sustainable for jobs and careers.

Expect More Tehama Commitment

• It is not the sole responsibility of our education system to teach our students… we must Expect More Tehama.

• The grass roots movement is lead by the community in order to enhance the community. We expect more.

• The Expect More Tehama Commitment is an unprecedented commitment by a diverse and committed group of community members, partnering with educators, institutions and colleges that want to see positive change in Tehama County public schools, and better prepare our students for college and the 21st century workplace.

• The Expect More Tehama Commitment identifies important areas where its partners can work together to address pressing educational issues, better leverage resources and have a measurable impact.

Expect More Tehama Commitment

• Compact Signers: As of April 2010– Rolling Hills Casino, Tehama County

Superintendent of Schools, Girls Inc, Tehama County Mentoring Program, SERRF After School Program, Shasta College, Job Training Center, Tehama Economic Development Corporation, NEXT Tehama network of young professionals.

The Name & BrandThe Name & Brand

Marketing Plan for Marketing Plan for Expect More TehamaExpect More Tehama

• The Philosophy:– Non-intrusive, non threatening campaign

focused around enhancing, revitalizing and infusing support to current or new systems.

– Create a plan for each audience (stakeholder) group to add awareness and/or support.

– Utilize the diverse support team to support and broaden existing plans.

– Launch with Education Summit on

May 26, 2010

Reaching the StakeholdersReaching the Stakeholders

• Based on the goals, the movement will focus on raising awareness and generating support to the stakeholders of our community through a comprehensive marketing plan:

• Students• Parents• Educators• Business Sector• Support Services

Marketing to our StudentsMarketing to our Students

• Beginning in preschool and promoting throughout the elementary and high school experience, the campaign will focus on providing college options.

• College OPTIONS Programs and Challenges• Career Day• College Campus Field Trips• College Logo T-Shirt Project

Marketing to our ParentsMarketing to our Parents

• The message to parents is two-fold; educating on the accessibility of college and providing the tools/resources to usher their students to college.

• College OPTIONS Parent Meetings • Career Day with parent resources• General awareness for the opportunities that

higher education provides

Marketing to our EducatorsMarketing to our Educators

• Respecting the tremendous amount of responsibility our educators have, our campaign goals are to support the current system and look for ways to aid in enhancement (funding, implementation, etc).– College OPTIONS Advisors and Services– Marketing materials for distribution– Other

Marketing to the Business SectorMarketing to the Business Sector

• This is a community wide movement! Involve the business sector to support our efforts by promoting our vision and supporting our goals! Engage business to support our tactics as we begin to implement them.

• Create a Plaque to promote campaign . • Create “Badge of Honor” to promote campaign.    • Work with local papers to promote campaign.   

Marketing to Support ServicesMarketing to Support Services• These include the many non-profits and service

clubs who relentlessly contribute to the well being of our community. Many programs exist that are in alignment of the Expect More Tehama Goals. Our mission is to partner with them and co-brand the message.

– Girls Inc, SERRF after-school program and Tehama County Mentoring Program

– Local scholarship programs– Speaker’s Bureau

Measuring our SuccessMeasuring our Success• Increase College Go-Rates for Tehama County

from 36% to state average of 47%.

• Decrease 4-year high school dropout rate from 21% to the state average of 19%.

• Increase the number of students that take the SAT/ACT tests from 14% to state average of 35%.