Marketing and communication plan for the new SJCOE alternative education charter school, one.Charter Academy of Visual and Performing Arts

1. San Joaquin County Office of Education
one.Charter
Communication Plan

2. First, an honest self-appraisal of your program is required, with special emphasis on the
department’s analysis of its strengths and challenges, opportunities and threats (SCOT).
Complete the following before moving on to the communication matrix.
Mission – Describe what business you are in. This requires a clear, focused sense of purpose
and direction:
One. Charter Academy of the Performing Arts provides students 7 to 12 grade with a
non-traditional education, allowing them to explore the performing arts.
Research – Clearly identify the department’s target markets and learn everything possible
about them. What they perceive, what they value, what’s important to them and whom they
listen to -- then develop messages that fit each. The age of one-size-fits-all schools and
communication is over. Research methods can be as simple as looking around and listening,
reading a report, having a conversation, or as elaborate as conducting a survey or engaging a
community in facilitated focus group sessions.
MARKET/CUSTOMER ANALYSIS
Target Market - Who are the customers? We will be providing services primarily to:
Customers: Check All That Apply: % Of Business
Administrators:
Board of Trustees:
Faculty:
Staff:
Volunteers:
Consumers:
Donors:

3. Local Public Activists:
Other: Performing arts students
Other: Parents
Other: At-risk students
We will target customers by:
Research Method Findings From Research
Mailer/Post card (to be distributed at
schools and Stockton Asparagus
festival)
Web Site (on SJCOE>Alternative Ed
site, hosted site possible for future)
In-Theatre CineMedia advertisement
School newsletters
Budget:
What is our budget in regard to marketing/communications?

4. To Be Determined
How much will our program spend on marketing our services this coming year?
$______________TBA__
How much time will our staff spend on marketing our services this coming year?
________________
How competitive is the market?
High
Medium
Low X

5. A. Customer Assessment:
Students
Specified Interested in
Customers At Risk Performing
Students Arts
What Do They Pride, self Creativity,
Value? esteem freedom,
expression
What Are Their To obtain high To find
Goals? school opportunities
diploma – to perform
move to and enhance
either higher skills, have
education or effective
vocation outlet for self
expression
Who Do They Media, friends Media, friends
Listen To?
What are Their Flexible Opportunity
Needs/Wants? schedule, an to develop
environment their sense of
that goes self
beyond the
typical
classroom
What Are Their Fiscal, Limited
Challenges? making/meeti opportunity
ng goals,
being seen as
‘just another
student’

6. Flexible Creative
schedule, environment,
creative apprenticeshi
What Benefits Does
environment, ps, flexible
Our Program
apprenticeshi schedule,
Provide Them?
ps – real competition
world opportunities
experience
Unique
Experienced learning
What Qualities Make teachers, environment,
Our facilities, real staff,
Product/Services world
Unique To Them? experience
through
internships
Gives them
Helps them stage/school
achieve to excel, gives
focused and them
How Do Our obtainable opportunities
Services Further goals, gets to compete
Their Goals? them and gain
involved/inves recognition,
ted in their develop skills
education by performing
creative/alter arts
nate method
What is the None None
Price/Cost To Them
in Utilizing Our
Program?

7. What Position Do Allow for a Academy that
We Want To Hold in flexible, values
The Marketplace in creative, non education
the Mind of Our traditional through
Customers? learning creativity
environment

8. B. Program Assessment:
Product/Service, One. Charter Academy of the Performing
What it Does:
Arts provides students 7 to 12 grade with
a non-traditional education, allowing
them to explore the performing arts.
Creative approach to education,
Strengths: instructors, facility
Student enrollment – having students
sign off on ‘informal probation’, not
Challenges:
appearing to openly recruit against
LUSD
Unique nature of school (no similar
institutions), Providing at-risk students
Opportunities: with flexible, creative way to obtain
high school diploma
Threats
Market Share (% of target market your program Small percentage (100 students)
serves):
Price/Strategy:
Instruments, computers, software,
Materials/Supplies, Where Will You Get Them? dance equipment, speakers/sound
system
Product/Service Special and Unique FEATURES Facility, computer/software,
(characteristics) to Emphasize: instructors

9. Flexibility, multiple pathways for
students, academy’s focus on drama,
Product/Service Special and Unique BENEFITS to
music (instrumental, vocal), and
Emphasize:
dance, nontraditional/creative
environment
Academy in which students are
What Kind of Image Do We Want to Have? encouraged to be creative and
succeed through the performing arts.
LUSD, Lincoln Center
Environmental/Geographic Considerations:
Equipment cost (computers,
software), instrument cost (students
Economic Factors: provide their own instruments or are
able to rent/borrow from academy)
Legal/Governmental Considerations:
Creative/alternative way to complete
Advantages/Disadvantages Over Competition:
high school
Factors Affecting Our Market Over Which We Have Budget constraints, local competition,
No Control: opportunities,
C. Competitor Assessment:
Who are our competitors? Complete the following for each of your competitors.
#1 Stockton #2 Lodi High #4 Stagg
School of School: #3 Venture High School,
Competitors Health
Agricultural
Performing Academy Careers
Science
Academy Academy
Arts

10. Address:
6130 Pacific Avenue, Stockton, CA
4220 Commercial Drive, Tracy, CA
2829 1621
Transworld Brookside
Drive Road,
Stockton, CA Stockton, CA
95206
Years in Business Not specified
Market Share (%
of market served)
Price/Strategy
Experienced
teachers,
offer
Product/Service
fall/summer
Special and
concerts,
Unique Features
enter 2-3
regional
competitions
Experienced
staff,
Strengths
Challenges
Opportunities

11. Threats
Similarities To/
Differences From
Your
Product/Service
D. Planning – Goals and Objectives. Strive for SMART (Simple, Measurable, Achievable,
Resources, Tasks). Complete the following matrix using information from the previous pages
and the “Marketing Elements” handout from the Communications Department. Develop the
Action Plan: strategies/tactics to reach the objectives.
Strategi
Budget
Key es, Person
Objecti Timelin Measur Resour
messag Tactics respons
ve e ement ces
es Action ible
needed
steps
Goal 1:
Enrollm
ent
one.
1.Attend Charter as
Communit L
y Events
2
3
4

12. Goal 2:
Partners
hips
Providing
Create
real world
excel
experience
sheet of
to
Developin dance
students,
g studio,
1 providing
Apprentice recording
communit
ships studios,
y
theatres/p
outreach/
roduction
to
company;
businesses
2
3
4
Goal 3:

13. Departm
ent Goal
3: Staff
Develop
ment
1
2
3
4
Departm
ent Goal
4:
Technol
ogy
1
2
3
4

14. Departm
ent Goal
5:
Employ
ment
Opportu
nities
1
2
3
4
Departm
ent Goal
6:
Commu
nication
1
2
3
4

15. While completing your assessment and action plans keep the following in mind:
Execution and Monitoring
Assign a keeper of the plan to make sure that action plans are carried out as designed or to pull
the planning team together to redirect efforts, if needed. Ongoing monitoring system to track
progress and to break each objective into small, accomplishable steps
Communicating
Schedule times to meet/deadlines
Evaluating
Formative – subjective, ongoing during the process
Summative – conducted when campaign is over and the result known. Focuses on why we
were, or weren’t, successful and how we might do a better job on a similar effort in the future.
Learn from our mistakes – or successes – so we do better in the future.

16. PAGE
PAGE 12
DRAFT Template – COSP/one.charter • Communication Plan • 4.12.10
Events: Lincoln Center Live, San Joaquin County Fair, VALLEYDANCE 2010: Community in
Motion Weber Point (May 8th 11:00 AM - 5:00 PM by New Dance Company), Asparagus
Festival, Concerts in the Park (schedule TBA), Downtown Art Walk, S.T.A.R Showcase
Places to distribute printed material: Stockton Civic Theatre, Summer Program: KUDOS
Children’s Theatre (ages 6-19), Empire Theatre, Bob Hope Theatre, Downtown Art Walk
Advertising: Bus ads (refer to price rates); online Record ad (type- static, flash, video, floating,
expanding, page peel; size - logo 160x60, medium rectangle 300x250, button 120x60, half
banner 234x60, full banner 468x60, skyscraper 120x600), Radio KWIN 97.7 plugs (refer to ad
excel sheet)
Other: Press Release, SJCOE Productions?, Teacher profiles (when staff is established) on web
site, Facebook Fanpage (linked to FB ad)
Goals: Enrollment, Community Outreach, Establishing Image in Community,