Celebrating & Promoting Counseling Programs AMERICAN SCHOOL COUNSELORS ASSOCIATION JULY 5, 2010 Presenters: Dianne Thompson, Director Galen Reavis, Coordinator Demetria Williams, Coordinator
Gwinnett County Public Schools GCPS Demographics Atlanta Urban Fringe 160, 000+ students…and growing 0. 1% American Indian 28. 0% African American 10. 6% Asian American 22. 1% Hispanic 4. 4% Multiracial 34. 8% White 100+ Languages 130 Schools 50% Free or Reduced Lunch
Goals of this Session. . . To introduce ways to develop and promote the counseling “brand” to all audiences To share suggestions for marketing your counseling office and programs To enhance participants understanding of Advocacy To utilize ASCA Model tools to “Celebrate & Promote Counseling Programs”
The Power of Branding A brand is an intangible asset defined by the expectations people have about an organization or group. It is a management function. It is tied to your mission and strategic objectives.
Developing & Promoting the Counseling Brand=Reputation Define. . . Define your program. What do you stand for? What do you want to be known for? Promise. . . What promises do you and your program make to staff, students, and parents? Deliver. . . How do you deliver on those promises? Remind. . . How can you reinforce your brand? By promoting your successes and “telling your story. ”
A Definition of School Marketing School marketing uses promotional strategies to educate our target audiences to the value of public education, in general, and our schools or programs, in particular, encouraging personal investment and involvement in the success of the enterprise to the benefit of all stakeholders.
Elements in the School Marketing Mix Building relationships and Engaging your community (investment/target audience) Extending the brand (value) Providing a quality and effective education to all children (service) Sharing the good news (communication/promotion)
Benefits of Marketing Furthers the brand. . . Your brand, the school’s, and the system’s Builds the school’s or department’s reputation Engenders support from local community Communicates your successes Can extend a relationship to the wider community (media)
Marketing Sells the Benefits of a Comprehensive Program People are quick to resist a program or an idea because they fear change It is harder to protest the benefits of something when they are clearly stated Do your homework ahead of time!
Easiest way to sell benefits of change is to explain that…. “This will help kids/students because…” “This is good for students because…” Asking “Why do you think this is not good for students? ” Asking “How will this not help students? ”
Marketing to Your Community Audiences Students Staff members Families Business partners Neighbors
Marketing to Your Community Vehicles Newsletters Message Boards Web site/web page Electronic Communication
Marketing to Your Community Some other vehicles… Signage leading to and around the counseling office Brochures and flyers tied to specific initiatives, events, etc. Word-of-mouth “ambassadors” Closed-circuit TV to reach students Staff meetings/events to reach staff Presentations or booths at parent and community events
Marketing to Your Community Tips, Tools, and Tactics First impressions. . . Customer service No lost opportunities. . . Messages in unexpected places Events For families For community
Marketing to Your Community More tips, tools, and tactics… T-shirts, magnets, bumper stickers Sticky notepads Counselors… Building Bridges to Student Achievement From the desk of Your School Counselor Banners, signs, posters Coffees, brown bags, roundtables
Elbow Partner Activity Take 1 Brainstorm some resources in your county/district/school that you may not have tapped into at this point.
21 st Century Comprehensive Counseling Program
21 C 3 Star Levels Blue Red Silver Gold Millennium
Program Considerations Are the goals of your school’s counseling department tied to the school mission? Are the goals: Focused on student achievement Data driven Tied to AYP & the school improvement plan Is the program proactive & focused on needs of all students? Are you evaluating your program? How?
How are students different as a result of the school counseling program?
Partnership Agreement (a. k. a. Management Agreement) Develop a relationship with your Administrator that is not solely based on putting out fires. Earn your administrator’s trust. Demonstrate that you are competent enough to take on certain tasks – Include these tasks in your agreement Show that you are willing to be challenged Under promise – over perform!! Show strong work ethic Build rapport with administrator Specify Duties & Responsibilities
When asking for change, consider How important is the issue to counselors? Why is this important? How did you determine the importance of this issue? Long term effects on your counseling program? What’s the net benefit/impact on students? Am I prepared to face the consequences? Am I doing this for the right reasons? Will this complicate or help? If I choose to push the issue, will I be able to live with myself as a leader?
Pick Your Battles! It is good to fight for what you believe in or for what you know is right, but if you do so every time, you will quickly die on the battlefield and be of no help to anyone.
Advisory Council Work with your Administrator 5 W’s: Who, What, Where, When, Why Include all stakeholders Friends and Foes Schedule, Reflect, and Adjust
The ultimate measure of a man is not where he stands in moments of comfort, but where he stands at times of challenge and controversy. --Martin Luther King, Jr.
Build Support by Identifying Your Supporters The politics of change require that you campaign for change. For change or leadership to be successful, it is necessary to devote a good deal of time to working the network of students, teachers, administrators, and parents.
Program Goals & Closing the Gap Action Plan Who writes/approves them? Do they align with school goals? What data are they based on? Included in your Partnership/Management Agreement? When, how & with whom are results shared?
School counselors must collect data that support and link the school counseling programs to students’ academic success.
Calendars Weekly Monthly Yearly 3 -5 year Plan Accessible Visible
Supporting Your Use of Time What data do you collect? How do you collect the data? 5 W’s & How do you share the data?
Classroom Guidance Curriculum Why did you choose this topic/curriculum? How will you know if it’s effective? With whom will you share the results? How is the current topic advertised? How is the current topic reinforced?
Small Group Curriculum How was the group topic chosen? Goals of the small group curriculum? Share ALL the data Process Perception Results
Program Evaluation Multi-faceted Evaluation Needs Assessment Event Feedback Counseling Program Audit
Impact Over Time High School Results Reports: Impact Over Time Examine Student/School Trends: Demographics Academics Career Life Skills Parent Involvement School _______________ __ School Year_______ Date ______ This information is extremely valuable for school counseling personnel. Collecting these data at the beginning of the school year to creat a baseline from which to measure program results. This allows a review of data trends in all domain areas: academic, career and life skills. Academic year 2008 -2009 -2010 -2011 DEMOGRAPHICS # students enrolled % students male % students female % students white % students black % students hispanic % students asian % students multiracial % students other % students free / reduced lunch % students ESOL % students special education ACADEMIC % students graduating Standard A-acquire knowledge, % students present 165+ school attitude and skill leading to effective days learning % students retained in current grade level % 11 grade passing GHSGT Science % 11 th grade passing GHSGT Social Studies % 11 th grade passing GHSGT Language Arts %11 th grade passing GHSGT Mathematics % students qualifying for focus % 10 th grade passing Gateway SS % 10 th graders passing Gateway Science Average SAT scores-total Average ACT score-total # Students taking PSAT # 9 th grade students taking PSAT # 10 th grade students taking PSAT # 11 th grade students taking PSAT # students taking AP course # minority students taking AP courses # students taking AP exams # students scoring 3, 4, 5 # academic lessons taught CAREER DEVELOPMENT Standard A-acquire the skills to # career lessons taught investigate the world of work in # peer mediation sessions relation to knowledge of self and conducted ake informed career decisions # students completing career interest inventories LIFE SKILLS Standard B-acquire the attitudes, # students in-school suspension knowledge and interpersonal skills # students out-of-school to help them understand suspension respect self and others # Referrals within GCPS System # Other Community Agency Referrals # DFACS referrals # students served in small groups Parent Involvement # parents attending parent workshops # parent workshops offered # parents attending curriculum night Please note: If activity not listed, additional category lines. If category does not apply , indicate with N/A Counselors: Principal: Assistant Principals:
The administration must understand the VALUE ADDED by the school counseling department.
Advocacy Activity Program Promotion: What have you tried that worked? What have you tried that didn’t work? Directions: Use small post-its to answer each question, then place response under appropriate header.
Advocacy Focus on results View accountability as a necessity Exhibits the 3 E’s High Energy Energizes others Executes by consistently turning vision into desired results Lead by example
As a counselor leader & advocate, one of your responsibilities is to make your administrator look good!!!
When your administrator looks good, YOU look good!
Most of the important things in the world have been accomplished by people who have kept on trying when there seemed to be no hope at all. --Dale Carnegie
What Happens to Our Good News? Internal Audiences Staff Newsletters Portal
What Happens to our Good News? External Audiences Communiqué GCPS Web site e. News GCPS TV. . . In 5, Focus, honor slides SCENE (Chamber of Commerce)
What Happens to Our Good News? Media News You Can Use News Release Pitch
Sharing Your Good News Share information with key personnel: Honors and awards Events Parent Night Special Programs Cluster Meeting Counselor activity/lesson Special interest Publications
Good News… for your community and beyond: Ø Counselor Recognition Ø Dept. Newsletter Ø Other Internal Newsletter Ø Website(s) Ø Phone Tree Ø E-Newsletters Ø Postcards/mailings Ø PTA meetings Ø Open House Ø Agenda Book Ø School Calendar Ø Enrollment Packet Ø Counselor Brochure Ø School Profile Ø Sports Programs Ø Counselor Corner Ø Answering Machines Ø Voice mail
PR Plan “Everything you do and say is Public Relations. ” - Anonymous 5 W’s & How Resources Schedule Reflect "PR is Performance Recognition. " - Douglas Smith
PR Assessment
"Public relations is the planned and sustained effort to establish and maintain goodwill and mutual understanding between an organization and its publics. " -Institute of Public Relations
Counselor Recognition National School Counselor Week Promotional Materials
Elbow Partner Activity Take 2 Brainstorm some resources in your county/district/school that you may not have tapped into at this point.
Q&A
The root of true achievement lies in the will to become the best that you can become. --Harold Taylor
Suggested Readings The ASCA National Model: A Framework for School Counseling Programs – American School Counselors Association ASCA National Model Workbook: A companion Guide for Implementing a Comprehensive School Counseling Program American School Counselors Association Principals and Counselors: Partnering for Student Success – Educational Research Service & Naviance Developing the Leader Within You – John C. Maxwell Developing the Leaders Around You – John C. Maxwell How to Thrive As a Teacher Leader – John C. Gabriel Becoming a High Performance Mentor – James B. Rowley When Generations Collide – Lynne C. Lancaster & David Stillman
References American School Counselor Association, (2010). http: //www. schoolcounselor. org/ Covington, M. , & Grant, D. , (2006). The New School Leaders. American School Counseling Association: School Counselor. Retrieved from http: //www. schoolcounselor. org/printarticle. asp? article-889 Gabriel, J. G. , (2005). How to Thrive as a Teacher Leader. Alexandria, VA: Association of Supervision and Curriculum Development. Maxwell, J. C. , (1993). Developing the Leader Within You. Nashville, TN: Thomas Nelson. Meyers, P. , (2005). Relationships Are Everything. American School Counseling Association: School Counselor. Retrieved from http: //www. schoolcounselor. org/printarticle. asp? article-772 Nichter, M. , & Nelson, J. , (2006). Educating Administrators. American School Counseling Association: School Counselor. Retrieved from http: //www. schoolcounselor. org/printarticle. asp? article-888
Real leaders are ordinary people, with extraordinary determinations. --John Seaman Garns
Contact Information Gwinnett County Public Schools Office of Advisement & Counseling 52 Gwinnett Drive Lawrenceville, GA 30046 770. 277. 4488 Dianne Thompson, Director dianne_thompson@gwinnett. k 12. ga. us Galen Reavis, Coordinator galen_reavis@gwinnett. k 12. ga. us Demetria Williams, Coordinator demetria_williams@gwinnett. k 12. ga. us http: //www. gwinnett. k 12. ga. us/advcounselweb. nsf/pages/Home
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