Pittsburgh Promise Recommendations

Anum Bashir | Lauren Chapman | Kelly Delaney | Robert Nichols

recommendations for the pittsburgh promise

Get Involved In Your Child's Future

Table of Contents

1 Executive Summary

2 Introduction

3 Development

4 Brochure

6 Worksheet

7 Distribution

8 Future Use

9 User Testing

10 Resources

Recommendations › December 2009 1

We recommend targeting the elementary school portion of the main target audience of students who are not intending to attend college and their parents, as that age is one of the most crucial for ensuring a child's academic success. Effective communication to this group would empower these parents with information about how important they are in their children's lives. It would also give them ideas and opportunities to communicate and interact more with their children.

We recommend producing a brochure for parents and a companion worksheet for their children. These materials could be distributed to parents when they register their chil-dren at the Pittsburgh Public School in their neighborhood, but could also be distributed through community organizations, churches, and at community-based events.

The brochure prototype that we developed contains:

› Information about the importance of parental involvement in their children's lives and education.

› Information on why higher education should be strongly considered as a goal for children.

› Suggestions for interacting constructively with children.› Information about the Pittsburgh Promise.

The worksheet prototype that we developed:

› Provides activities that children and parents can do together.› Introduces children to the concept of higher education and the purpose that it serves,

based around the common childhood question, "What do you want to be when you grow up?"

Executive Summary


At the beginning of the semester, our target audience was broadly defined as families of students who are not considering going to college. We began our research by:

› Conducting scholarly research.› Reviewing The Pittsburgh Promise website and other information.› Talking to parents at a Pathways to the Promise event.› Talking to Pittsburgh Promise Outreach Coordinators.› Talking to young people at YouthWorks who had not plans at present to pursue

higher education.

Many people at the Pathways event felt that there were many parents who are not very engaged in their children's lives and education and perhaps unaware of The Pittsburgh Promise and how it could benefit them. Several of the young people we spoke with at YouthWorks expressed that, had their parents known more about higher education and talked to them about it when they were growing up, they might have taken the necessary steps to continue their schooling.

Based on these comments and further scholarly research, we determined that:

› Parental involvement is crucial in establishing a path toward higher education for children.

› Some parents, particularly those who did not attend college themselves, can be un-sure about communicating information about higher education.

› These same parents frequently do not set high enough goals for their children.› As a result, children can remain unaware of their options for schooling.› Elementary school (grades K-5) is a crucial time in children's lives for laying a

groundwork for future academic and career success.

Accordingly, we narrowed our target audience to focus on parents of young children, par-ticularly parents who are not engaged or involved in their children's lives.

Introduction


Based on our research and our understanding of our target audience, our goal was to develop communication materials that would serve multiple purposes:

› To encourage parents to take a more active role in their children’s lives and offer sug-gestions for how to do so.

› To facilitate communication between parents and children about the importance of education.

› To help parents and children make the connection between working hard now and becoming successful in the future.

› To demonstrate how a child’s talents and academic interests are applicable to what he or she might do in the future.

› To inform parents and children about the benefits of higher education.› To remind parents and children about The Pittsburgh Promise and how it can benefit

them.

We felt that encouraging greater communication between parents and students was key to improving not only the educational performance of young children, but also essential for cultivating a love of learning in children that would carry over into middle school and high school, and drive the desire to go college.

We initially considered creating several communication pieces for students and their parents at a variety of grade levels. However, we decided to focus our efforts on creat-ing pieces geared toward elementary school students and their parents (suggestions for adapting the pieces for older children and their parents are offered later in this report).

We determined that print materials would be the most effective way to reach our target audience, as creating electronic communication pieces would necessitate Internet access in order to take advantage of our information and suggestions. Print seemed more ap-propriate in order to include people who may not have easy access to the Internet.

After considering several print design options, we ultimately decided to create two com-plimentary print prototypes:

› Two-page informational brochure for parents› One-page worksheet for elementary school children› We also developed our mascot, Patrick the Pencil, to appeal to children. Patrick also

serves as a branding opportunity for future print and electronic materials.

Development


ContentThe brochure encourages parents to take a more active role in their children’s lives and helps them begin to think about their children's future. Brochure text is simple and straightforward in order to appeal to an audience with a wide range of educational back-grounds. The text is informative, encouraging, supportive, but not preachy.

The brochure includes six sections.

› "Getting Involved Is Easy" - Reassures parents and helps them understand that they already have the time necessary to become more involved.

› "Why Get Involved?" - Reminds parents that they are the most important person in their children's lives and that children need their guidance.

› " Ways to Become More Involved" - Offers suggestions for how parents can interact more with their children.

› "Advantages of College" - Lists some of the important life benefits enjoyed by people who attend college.

› "College and Career-Related Activities" - Provides ideas for things that parents can do with their children to introduce them to the concept of college and careers.

› "The Pittsburgh Promise Can Help" - Offers basic information about The Pittsburgh Promise and how it can benefit parents and students. The back page of the brochure includes contact information for The Pittsburgh Promise.

Design Features› Employs the same color scheme as existing Pittsburgh Promise communication ma-

terials› Incorporates sunbeams to tie into the Pittsburgh Promise logo.› Printed on one 11" x 17" (tabloid size) sheet of paper folded in half.› Patrick the Pencil reminds parents of the worksheet and urges them to work on it

with their children.› Layout is simple. › Design offers a balance of text and graphics.› Brochure features bullet lists with key words highlighted to make the information

quickly scannable.

Brochure


Front and back of Brochure

Inside of Brochure

Nothing is more important than what you do as a parent at home”

“

Get

For more information about The Pittsburgh Promise

The Pittsburgh Promise

1901 Centre Avenue

Suite 204

Pittsburgh, Pennsylvania 15219

Telephone (412) 281.7605

Fax (412) 281.7638

Email [email protected]

www.thepittsburghpromise.org

Involved In YourChild’s Future

Want More Resources?

› Pennsylvania Higher Education Assistance Agency | www.pheaa.org

› Pittsburgh Public Schools | www.pps.k12.pa.us

› The Pittsburgh Foundation | www.pittsburghfoundation.org

› The City of Pittsburgh | www.city.pittsburgh.pa.us/

› Use Outside Resources—encourage your child to participate in sports programs, extra-curricular activities, cultural events, and community service activities to reinforce the importance of learning, working hard, and establishing goals.

› Talk to Teachers—communicate with Pittsburgh Public School teachers in person, through e-mail, or by phone (Parent Hotline: 412.622.7920).

Advantages of CollegeBy taking a more active, involved role in your child’s life now, you can help to ensure that your child goes on to college. People who go to college...

› Have more job options in the future.› Earn significantly more money on the job.› Develop important social skills that are useful throughout life.› Live longer, healthier lives.› Enjoy a greater degree of economic stability.› Are more involved in their communities.› Become more open-minded individuals.› Develop higher cognitive skills.

College and Career-RelatedActivities› Visiting trade schools and college

campuses—Take your child to a local college campus and walk around. Explain to your child what people do there. Help your child make the connection between working hard in school now and going to college later.

› Looking at college and university web sites—Go online and look at various web sites for trade schools, community col-leges, and four-year colleges. Talk with your child about where they’re located and the types of programs they offer?

› Asking your friends and family about their jobs—Make time with your child to talk with people close to you about what they do for a living. How did they get their jobs? What type of schooling did they have?

› Encouraging your local school to have a Career Day—Talk to your child’s teacher and school administrators about organizing a career day. Recruit family, friends, neighbors, and others in your local community to come in and talk to students about what they do at their jobs and the importance of studying hard and doing well in school.

The Pittsburgh Promise Can HelpThe Pittsburgh Promise is a scholarship program created by The Pittsburgh Foundation, supported by the Pittsburgh Public Schools, and funded through the generosity of UPMC, foundations, cor-porations, and our community at large. The Prom-ise vows to help all students in Pittsburgh Public Schools plan, prepare, and pay for education beyond high school. Students who live in the City of Pittsburgh, attend the Pittsburgh Public Schools for at least 9th through 12th grade, maintain good grades and attendance, and gain admission to an accredited post-secondary institution within the Commonwealth of Pennsylvania are eligible for scholarship funds.

By the time your child gets to high school, he or she may be eligible for a $10,000 per year scholarship.

It may seem early to think about college and schol-arships, but it is important for you and your child to start working together and planning for the future. Involvement in your child’s life now is the key!

Getting Involved Is Easy!Talking to children about their education, interests, goals, and dreams for the future takes time. Thankfully, it’s time you already have! Every day is filled with small opportunities to become more involved with your child: sitting at the breakfast table, riding in the car, waiting at the bus stop, walking down the grocery store aisle, and many others. Use the time you already spend with your child each day to ask questions, explore your child’s talents, and start conversa-tions about planning about the future. Even small amounts of time spent with your child can make a huge difference!

Why Get Involved?It is estimated that elementary school children spend 70% of their waking hours outside of school.* So, how they use that time is very important. As a parent, your guidance and involvement in your child’s life can have a huge impact on their success in school, both now and in the future. It can influence your child’s future decisions about college atten-dance and career choices. Taking a greater interest in your child’s activities and becoming involved now will help pave the way for your child to make better choices about college and future career paths, choices that will lead to a healthier, happier life of opportunity and promise.

Ways To Become More InvolvedThere are countless ways to become more involved in your child’s life. Here are just a few suggestions...

› Be a Good Role Model—show self- discipline, hard work, and dedication.

› Encourage Your Children—set high expectations, establish achievable goals, and turn failures into opportunities.

› Establish Daily Routines—set specific times for study, chores, and family fun.

› Communicate—look for opportunities to talk with your child about the importance of school, his or her unique talents and interests, and setting goals.

› Listen to Your Child—be attentive to what your child has to say about school and hopes and dreams for the future.

› Involve Your Family—make reading, writ-ing, and discussion normal family activities.

› Monitor After-School Activities—limit your child’s TV, Internet, and video game use.

› Be Your Child’s Most Important Resource—offer advice on educational and

career goals, help your child find college and job-related information.

Follow me, Patrick the Pencil, on the inserted worksheet and help your child

with each exercise. The worksheet provides tips and ideas for discussing

future goals with your child.


ContentThe worksheet contains activities based on the common childhood question, "What do you want to be when you grow up?" Although the activities are simple, they help children begin to make the connection between their talents and interests, what they're studying in school, and their ideas about what they might want to do in the future.

There are three activities on the worksheet:

› "Tell Us About Your Talents & Interests" - Asks children to list several things that they're talented, are interested in, or like to do.

› "Match the Tools to the Correct Jobs" - Lists several common occupations and famil-iar tools and asks children to identify which occupations utilize which tools.

› "Match Each School Subject to Its Correct Job" - Lists several occupations and asks children to make the connection between the occupations and the primary subject that someone in that occupation would study.

Design Features› Encourages collaboration between children and their parents.› Resembles a sheet of ruled notebook paper; visually appealing to children. › Engages children by encouraging them to personalize the sheet at the beginning.› Patrick the Pencil is prominent and serves as a friendly, identifiable, and academical-

ly-themed character who invites children to work on the activities with their parents.

Worksheet

tell us about yourself

for more information

Name:Age:Birthday:

Favorite subjects at school:1.2.3.

When I grow up I want to be:

>> Visit the websites of a trade school, community college, and/ or four-year college/ university. What kinds of programs do they offer?

› >> Ask your friends, family members, and people in your community about their jobs. How did they get them? What kind of school did they have to attend?

>> Ask your school about having a Career Day.

Hi Kids! My name is Patrick the pencil, and I’m here to tell you all about the joys of going to school. Have you thought about what you want to be when you grow up? The Pittsburgh Promise will help you do just that. This worksheet is full of fun activities for you to do with your family. Enjoy, learn and find me on our website for more information about the Pittsburgh Promise. It’s all about making your dreams come true!

Welcome

>> Visit us at, www.pittsburghpromise.org

Match the tools to the correct jobs

1.2.3.

AccountantDoctorFirefighterChef

StethoscopeCalculatorHose

WriterHistory ProfessorCartoonistProfessional Athlete

Social StudiesMathLanguage ArtsArt

Match each school subject to its correct job

Tell us about your talen

ts & interests

Accountant Physical Education

Measuring Cup


Distribution

One of the primary ways that the brochure and worksheet could be distributed would be at Pittsburgh Public School registration. We recommend including the brochure and work-sheet as part of the standard materials that parents receive when they register their chil-dren for school. We also recommend that school staff specifically direct parents' attention to the materials to reduce the likelihood that they will get lost in the shuffle of paperwork.

Distributing the materials in this manner would put the information in the hands of all parents, not just those that are unengaged. Capturing the attention of unengaged parents at the beginning of their children's education, though, could prove an effective way to help parents begin developing habits that will benefit them and their children throughout the years of schooling yet to come.

The materials could also be distributed through local community-based organization and at non-school community functions. As we noted in our report earlier in the semester, greater penetration into the community would help to spread The Pittsburgh Promise's messages and mission to a wider audience. Making the brochure and worksheet available at a variety of community venues would also increase the likelihood of reaching more members of our target audience.

Bright Future Elementary School


Future Use

Both prototype pieces could be adapted for future use with additional target audiences, such as middle and high school age children and their parents.

› Modify the “You Have The Time” introduction section.› Change statistic about 70% of elementary school children’s waking hours and update

with relevant statistic for other audience.› Modify the “Advantage of Going to College” section for high school students.› Modify the brochure size to make it smaller to fit inside existing or future communi-

cation pieces or information kits.› Modify the worksheet with different activities suitable for older age children:

• Things that 6th - 8th graders can do to start planning for college, such as going to to the library and looking up info on the Internet web to get them started on on early college planning, suggestions for ways that they can use their academic strengths and personal interests to get involved in school clubs and community activities.

• Checklists and pointers for 9th - 12th graders for college planning and Pittsburgh Promise planning, such as when to start talking with guidance counselors, how to have conversations with parents about your college interests, and things to ask college ad-missions counselor.

› Modify the worksheet and add it as a third page to the brochure that can be sepa-rated and given to children. This would eliminate the need to insert worksheets into the brochures, but would also limit the ease with which the two pieces could be used separately.


User Testing

Both prototypes were tested with two users who are parents of elementary school chil-dren to gauge how effectively they encouraged parents to interact with their children, how effectively they communicated the importance of higher education, and how effec-tively they kept the Pittsburgh Promise in the minds of parents and students.

Methods› Think-aloud method of user-testing, which required users to offer thoughts, reac-

tions, comments, criticisms, and questions as they experienced the brochure and the worksheet for the first time.

› Follow-up questions to ask parents how they felt about the materials after they were done looking at them.

Feedback› Brochure Language - User 1 felt that the brochure language was too brusque. He felt

that parents already feel a tremendous amount of pressure and stress and that see-ing suggestions in the prototype might read like a list of scolding demands. He felt that the language should acknowledge that parenting is incredibly difficult, and then ease into suggestions for involvement.

› Suggestions for Parents - User 2 noted that some suggestions made her feel inse-cure as a parent. She particularly mentioned the suggestion about limiting children's television, Internet, and video game time and noted that that is very often easier said than done. She felt that some parents who have a particularly hard time with limit-ing things like television might be upset by that suggestion and stop reading the brochure. She also noted that additional information might be added after specific suggestions to point parents toward additional information. For example, pointing parents toward web or other resources for further ideas about how to help children study better.

› Purpose of the Worksheet - User 1 noted that he was confused about what to do with the worksheet and that he did not realize until the end of the brochure that the work-sheet was meant for children and parents to work on together. User 2 was also con-fused by the placement and purpose of the worksheet, saying that she did not realize that it was something that she was supposed to do with her child and that she would have handed it to her child while she read the information for parents.


Resources

Resources for the Brochure and Worksheet

Baum, Sandy and Jennnifer Ma. "Education Pays: The Benefits of Higher Education for Individuals and Society."

Benson, Charles S., Stuart Buckley, and Elliott a. Medrich. "Families as Educators: Time Use Contributions to School Achievement."

Bloom, B.S. Developing Talent in Young People.

Breitlinks.com. "Careers Are Everywhere!"

Caplan, Nathan, Marcella H. Choy, and John K. Whitmore. "Indochinesse Refugee Fami-lies and Academic Achievement."

Clark, Reginald M. Family Life and School Achievement: Why Poor Black Children Suc-cess or Fail.

Clark, Reginald M. "Why Disadvantaged Students Succeed: What Happens Outside School is Critical."

Clark, Reginald M. "Homework-Focused Parenting Practices That Positively Affect Student Achievement."

Henderson, Anne T. and Nancy Berla, eds. A New Generation of Evidence: The Family is Critical to Student Achievement.

Kellaghan, Thomas, Kathryn Sloane, Benjamin Alvarez, and Benjamin S. Bloom. The Home Environment & School Learning: Promoting Parental Involvement in the Education of Children.

Milne, Ann M. "Family Structure and the Achievement of Children."

Pennsylvania Higher Education Assistance Agency. "Exercise Your Mind: An Activity Book for Elementary Students."

Schiamberg, Lawrence B. and Cong-Hee Chun. "The Influence of Family on Educational and Occupational Achievement."

Scott-Jones, Diane. "Family Influences on Cognitive Development and School Achieve-ment."

Scott-Jones, Diane. "Mother-As-Teacher in the Families of High- and Low-Achieving Low Income Black First Graders."

Documents

Pittsburgh Promise Recommendations