Slide 1

Learn how to Think Like a PatronDr. Ann Feldmann, Iowa City Community School DistrictKen DeSieghardt, Patron Insight, Inc.1

Todays agenda:Presentation (some)Conversation (a lot, I hope)2

Kansas City-based; 22 years (corporate) experience in K-12Eight staff, including four recently retired school superintendentsFocus is on helping school districts build stronger relationships with patrons through better data and better communications execution13,000 students (300-400 more each year)ACT average of 25.5; 35% free/reduced lunch32 years in education, 15 at ICCSD (Director of HR and Assistant Superintendent)

3

Lets begin today with a questionWhat are the three things you wish your patrons knew about your district but try as you might to get the word out there they just dont?4

Reasons they dont hear what you are saying

Life intervenes5

Reasons they dont hear what you are saying

They view your relationshipdifferentlythan you doYou thinkThey think6

Reasons they dont hear what you are sayingCompetition for their attention

7

Reasons they dont hear what you are sayingApathy

8

What do your patrons wish you knew?Im not as interested as you think I am (or you wish I was).9

So now what?Focus primarily on what matters to your patrons no matter what you think should matter to them.10

How do we know what matters to them? (Heres a place to start.)

11

How we got here22 years working with districts of all shapes and sizes

Grading questions key part of our research

Some questions=lots of opinions Others=fewer opinions12

So, what are patrons trying to tell us?By grading some areas, but not others, they are telling us what matters to them.

13

Rules of the Patron Information PyramidThis is an average, not a recipe.Topics will move.When it doubt, always start at the top.14

Essential topic 1: TeachersResearch saysPerception of teacher quality is the number 1 factor typical patrons use to judge school districts.However, they rely on their own experiences, the experiences of their children, and what they hear from others to form their opinions not on bland stats about expertise.15

Essential topic 1: TeachersWhat patrons say they want

Ongoing evidence of your teachers humanity and dedication to their profession.

16

Essential topic 1: TeachersWays to do soEfforts by teachers to expand their skillsInnovation in the classroomDedication to students above and beyondUnique moments in teachers livesNew class offerings enabled by teacher continuing ed, NOT Seventy-five percent of our teachers have Masters Degrees.

17

Essential topic 2: FacilitiesResearch saysPerception of school facility quality depends on the camp your patrons occupy:It was good enough for me.The latest facilities are essential to quality education.I want school facilities that enable rather than inhibit a students opportunity to succeed.

18

Essential topic 2: FacilitiesWhat patrons say they want

Evidence that you understand their facility expectations. (Could you sell this high school to your patrons?)

19

Essential topic 2: FacilitiesWays to do soShow how you are lengthening facility lifeFunctional, Appropriately sized, Efficiently designedWhy this? and Why now?Connect audience-specific facilities to a larger benefitMaintaining student-friendly class sizes goal of district expansion discussion, NOT District growth points to need for more classrooms.

20

Essential topic 3: Education qualityResearch saysHow do typical patrons measure your districts educational quality?Intimate knowledge of teacher performance, student test scores and gradation rates? Not so much.The last piece of information they have seen, read or heard? Always.

21

Essential topic 3: Education qualityWhat patrons say they want

Continuing proof of excellence, with meaningful examples.

22

Essential topic 3: Education qualityWays to do soStudents winning all types of awardsHow district has changed to meet student needsStudents engaged in high-profile serviceUpgrades tied to education not to wowStudents making their mark in the community and classroom, NOT Graduation rate tops in metro area.

23

Essential topic 4: Preparing students for the futureResearch saysAre you delivering on the promise of a successful future for your students?

Only your community can decide and its a moving target.

24

Essential topic 4: Preparing students for the futureWhat patrons say they want

Demonstration of a commitment to and celebration of achievement at all levels.

25

Essential topic 4: Preparing students for the futureWays to do soHighlight student achievements in balance with community expectationsFocus on scholarships of all typesDetail graduates accomplishmentsStudent success at Smith High opens doors to the future, NOT AP scores of 4 and 5 set record at Smith High.

26

Essential topic 5: Communicating with patronsResearch saysLevel of patron engagement guides their view on how well you communicate.PTO/A parent: That school/school district is really accomplishing things!Typical taxpayer: That school/school district never tells us anything about what they are doing!

27

Essential topic 5: Communicating with patronsWhat patrons say they want

Communication that makes them want to pay attention.

28

Essential topic 5: Communicating with patronsWays to do soDetails for zealots; basics for the massesConnect it: Why should I care?Be consistent; when you get bored, your typical patrons are finally starting to pay attentionStudents to benefit from expanded core class opportunities, NOT S.T.E.M. focus expanding in coming school year.

29

Essential topic 6: Tax valueResearch saysFor typical patrons, taxes are less about the amount and more about the perception of value.

Value=What I see + What I hear + What I believe

30

Essential topic 6: Tax valueWhat patrons say they want

Demonstrations that their money is being spent wisely.

31

Essential topic 6: Tax valueWays to do soEvidence of maintaining/reinvesting in facilitiesCost-saving examples big and littleSuccess stories enabled by an investmentMaximizing achievement, minimizing downtime goal of iPad program, NOT iPad program to give tablets to all elementary students.

32

A word about the other levels

33

And, if you ever think you cant make communications too simple

Thank you! Feldmann.Ann@iowacityschools.orgken@patroninsight.com

34