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8/9/2019 Final Campaign Project
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CharterConservatoryCampaignBackgroundAnalysis
CharterConservatoryisastatecommissionedcharterschoollocatedinStatesboro,
Georgia.Itwasapprovedtobecharteredin2001bytheGeorgiaCharterSchoolsCommission,
butwasdeniedrecognitionbyBullochCountyBoardofEducation(BCBOE).Becausetheschool
didnotreceiverecognitionfromtheBCBOE,theybecameineligibletoreceivefundingfromthe
board.Notreceivingthislocalfundingputtheschoolinaveryhardeconomicsituation.Now,
theschoolisoneofninestatecommissionedschoolsinthestateofGeorgia.
Withover135students,theschoolservesgrades612.Thecurriculumusedatthe
schoolisbasedonaconceptknownasmultiageclasses,whichsupporttheideathatstudents
learnat
different
rates.
Therefore,
students
are
placed
in
classes
based
on
their
individual
knowledgeandnottheirage.CharterConservatorycurrentlyoperatesonayearlongcalendar,
whichmeansclassesmeetfor45daysandthenathreeweekbreakisobserved.Sinceits
inception,theschoolhasbeenunderthesupervisionofKathyHarwood,directorandfounder.
In2008,statelegislaturesapprovedthecreationoftheGeorgiaCharterSchools
Commission,whichisaboardthatapproveschartersandensuresthatschoolsmeetthe
requirementsofbeingacharteredstatecommissionedschool.Inexchangeforthepromiseof
excellentperformance,charterschoolsarefreetomakedecisionsupontheirowndiscretion.As
astatecommissionedschool,CharterConservatoryisentitledtofundingfromtheBulloch
CountySchoolSystembudget,thusmakingitapublicschool.
SWOTAnalysisStrengths
Studentandparentinvolvement
Dedicationtoeducation
Smallteacherstudentratio 15studentsto1
teacher
Graduationrateof93%
Yearlongschoolwith3weekbreaks
WeaknessStatecommissionprocessnotunderstood
Lackofrelationshipsbetweenlocalmedia
outlets
Nomarketing/public relationsboard
Ideahasbeenopposedfromthebeginning
Viewedasaprivate/alternative/special
educationschool
Opportunities
Nextstepforhomeschooledstudents
Firstgreenmiddle/highschoolinStatesboro
PartnershipswithGSUcommunity
ThreatsShortdeadlineforfunding
PossibleterminationofCharterConservatory
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ProfilesofPotentialPublicsParents/GuardiansofcurrentCharterConservatoryStudents:Thesearetheparentsthatsupportanalternativeeducationsettingfortheirchild.Alsothey
supporttheschoolandallofitsendeavors.Lotsofmoney,time,andcommitmenttoservice
havebeencommittedtotheschool.
CurrentRelationship:Positive.Theyarealreadysupportiveoftheschoolandunderstandthe
benefitsofenrollingastudent.
Influentials:Otherparentsandstudentstheyhaveregistered,facultyandstaffofCharter
Conservatory
Selfinterests:Seeingtheirstudentexcel,graduateontimeorearlier,andseeingmoneywell
spent
StudentsofCharterConservatoryThesestudentsareabletotakeadvantageofanalternativeeducationsettingattheschool.Thereareabout135studentsthatcurrentlyattendCharterConservatoryfromgrades612.
Thesestudentsaretakingclassesonayeararoundscheduleandalsofulfillingcommunity
servicerequirementsatschool.Thegraduationrateisatanexpected93%.
CurrentRelationship:Positive.Manyhaveattendedtheschoolforacoupleofyears.Theylike
theyearroundschoolschedule,aswellashavingbreakstorest.
Influentials: Parents,teachersandalumni
Selfinterests:Passingclasses,havingfunwhilelearning,andmaintainingotherstudents
HomeschooledstudentsandparentsThesearepotentialstudentsbecauseparentsofhomeschooledchildrenareinterestedin
providingthealternativeeducationexperiencefortheirchildaswell,andmaybeinterestedin
theopportunitythatCharterConservatorycangivethem.
CurrentRelationship:Nonexistent.WearetryingtoincreaseawarenessofCharter
Conservatoryanditsdeeds.
Influentials:Parents,teachers,andpeers
Selfinterests:Alternativeeducationalopportunities,havingfuninanenvironmentwithpeers
PotentialParentsofCharterConservatoryTheseparentsareveryimportanttoCharterConservatory,becausepotentialstudentsensure
thepopulationandsuccessoftheschool.Ononeendtherearetheparentsthathaveobserved
andresearchedtheschool,andhavedecidedthatitisnottheplacetheywishtosendtheir
child.OntheothersideofthescaleareparentsthatareunawareofCharterConservatoryand
thealternativeopportunitiestoeducationthatitcanofferstudents.
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CurrentRelationship:Neutral.ItisveryimportantthattheparentsareeducatedaboutCharter
conservatory.Somehavemadeuptheirmindsabouttheschoolandwanttohavenothingelse
todowiththeschool.Butthentherearethoseindividualsthatarecompletelyunaware.
Influentials: Otherparents,currentschoolboards,facultyandstafforcurrentschooltheir
studentattends.
Selfinterests:
Seeing
their
student
excel,
graduate
on
time
or
earlier,
and
seeing
money
well
spent.
MembersofLocalSchoolBoardsThemembersoflocalschoolboardsarepeoplethatarealreadyawareofthesituationthat
CharterConservatoryfaces.Theyhavealargeinfluencingpoweroverparentsandstudentsat
theirrespectiveschools.Meetingsthatareopentothepublicarehosted,whereparentsand
studentsareencouragedtocomeouttolearnmoreinformationaboutwhatisgoingoninthe
schoolsystem.ThisgrouphasalargeinfluenceonCharterConservatorysnameandreputation.
CurrentRelationship:Thisrelationshipiscurrentlyunconventional.TheGeorgiaDepartmentof
Educationemployshundredsofeducatorsacrossthestateandtheyareveryinterestedinwhathappensinthesituation.Butbecausetheschoolisreceivingstatefunds,educatorsfeel
wrongedandareopposedtothechartersystemaltogether.
Influentials: Otherboardmembers,BullochCountySchoolBoard(whichoverseesallschools
withinthecounty),andstategovernmentofficials
Selfinterests:Keepingmoneyintheirschoolstomaximizetheexperienceintheirrespective
schools,thewellnessofschoolslikethem
CommunityLeadersofStatesboroThese
leaders
of
the
Statesboro
community
have
great
interest
in
the
concerns
of
its
citizens.
Thispopulationincludescorporateexecutives,localbusinessowners,cityandcounty
governmentofficialsandeducationalleadersandadministrators.Statesborocommunity
leadershavemixedreviewsandopinionsonthesituation;however,asleadersofthe
community,generalcommunitymemberslooktothemforsupportandclarityontheissue.
CurrentRelationship:Thisrelationshipiscurrentlyneutral.Knowingthis,thegeneral
communityplaysabigpartinhowmuchsupporttheschoolreceivesfromleadersinthe
community.Winningoverthecommunityleaderscouldleadtheacquisitionofmorefundsand
supportfortheschool.
Influentials:Othercommunityleaders,schoolboardofficials,anypoliticalleader
Selfinterests:Supportingunderprivilegedandatriskchildren,increasingeducationalstandardswithintheStatesborocommunityingeneral.
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LocalMediaOutletsTheseareoutletsthatcanbeutilizedtopromoteandimprovethereputationofCharter
Conservatory.Theycanimprovethepublicimageofthegroup,aswellaseducatesurrounding
areasaboutCharterConservatoryandtheopportunitiesforchildren.
CurrentRelationship:
This
relationship
is
currently
non
existent
and
negative.
The
Statesboro
HeraldishesitanttoprintanythingopposingtheBullochCountySchoolBoard,forfearof
generatingnegativeattentionforthepaper.
Influentials:BullochCountySchoolBoard,reader/supportersofvariousoutlets(i.e.newspaper,
radio,television,socialmedia)
SelfInterests:Personalpromotion,imagemanagement,networking
SituationAnalysisWhilebecomingmoreinvolvedwiththiscampaignandtheneedsofCharter
Conservatory,the
situation
that
the
school
is
experiencing
is
one
that
needs
immediate
attentionandthoroughevaluation.Thereiscurrentlyalawsuitagainstthetwostate
commissionschoolssayingthatthisdecisionisunconstitutionalbecausetheschoolsare
receivingmoneythatisbeingapprovedbythestateandnotbylocalagencies.CCATiscurrently
workingtostrengthenitscommunicationwiththecommunitywhilealsoraisingfundsforthe
school.
Althoughtheschoolhasbeeninexistenceforalittlelessthanadecade,theschoolhas
hadgreatdifficultyconnectingwithmembersoftheStatesboroandBullochCountyasawhole.
Theschoolisalsohavinggreatdifficultyraisingfundsneededtosupportitsfunctioningand
endeavors.Historically,charterschoolshavealwaysbeenapoliticalissue;particularlybecause
of
the
government
funding
the
schools
receive.
Asidefromtheaforementionedlawsuit,theschoolslackofconnectionwithitskey
publicsmustbeimmediatelyaddressed.Inthepast,theschoolhashadseveralbadexperiences
whilereachingouttolocalmediaoutlets.Forexample,alocalmediaoutlethasconsistently
deniedthepublicationofinformationreferringtooradvertisingCharterConservatory.Healthy
workingrelationshipsarevitaltoorganizations,likeCharterConservatory;thisissuemustbe
resolvedbeforeanyotherconcernsareaddressed.
CoreProblem/OpportunityWith
new
motivational
objectives,
Charter
conservatory
will
build
a
positive
relationship
with
theStatesborocommunitytoultimatelygainconnectionsthatwillsupporttheirfuture
endeavors.
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GoalToraiseknowledgeoftheCharterConservatoryandcreateapositiverelationshipwiththe
StatesboroCommunity
while
promoting
the
new
idea
of
state
commissioned
schools
and
their
benefits.
Objectives
1. RaiseawarenessofCharterConservatoryby50%withinkeypublics
a. 10%byfirstmonthofcampaign,August2010
b. 30%bythethirdmonthofcampaign,October2010
c. 50%bythefifthmonthofcampaign,December2010
2. IncreaseSocialMediaVisibilityby100%
3. Enlargelocalmediarelationsby75%(i.e.newspaper,radio,and television)4. Provideeventsopentothecommunitythatproducea60%increaseofnewcomersby
December2010
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KeyPublics,Messages,StrategiesandTaMembers of the Bulloch County School Board
cticsPrimaryMessage:
Becauseyou
have
great
interest
in
the
education
provided
by
schools
In
this
community,
it
is
encouragedthatyouparticipateintheexecutionofthiscampaign.
SecondaryMessage:
InordertobetterunderstandCharterConservatoryanditspurpose,itisencouraged
thatyoudiligentlyseekknowledgeabouttheschoolandhowitssurvivalaffectsyour
roleasaleaderineducation.
Becauseyourconstituentslooktoyouforguidanceandleadership,yoursupportwill
encouragetheparticipationofthecommunity.
Strategy:To
increase
awareness
of
Charter
Conservatory
and
its
contribution
to
education
in
Statesboro,Georgia.TohelptogainanunderstandingofwhatCharterConservatoryoffersits
studentsandtherelationshipstheydevelopwiththeparents.
Tactics:
Parent/TeacherAssociation(PTA)styledforumswillbeheldtoansweranyquestionsor
concernstheboardmayhave.ThiswillallowafullunderstandingofwhatCharter
Conservatoryoffers.Theyshouldbemonthlymeetingstoensureasteadyrelationship
betweenthetwoentities.
IncorporatemoreCharterConservatoryparticipationwithintheschoolboardmeetings
themselves(i.e.moreCharterConservatorystaffcouldattendthepublicschoolboard
meetings).
AsteadyemailandtelephonerelationshipbetweentheheadofCharterConservatory
andtheschoolboardtoguaranteetherelationshipstayspositive.Theschoolboard
needstounderstandthatbothCharterConservatoryandtheyareworkingtowardthe
samegoalofmakingeducationnumberoneinthecommunities.
Hostadayofeducation(i.e.ADayforCharterConservatory)thatbringscommunity
membersandotherkeypublicstogetherintheschooltoconfrontconcernsand
associatedmisconceptions.Thiseventcouldtakeplaceontheschoolsgroundsand
allowdifferentvendorsanddifferentsponsorstobeinvolvedinordertogain
communitysupport.Therewillbenumerousactivitiesandworkshopsthatfamiliescan
involvethemselvesinaswell.
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ParentsandGuardiansofCharterConservatoryStudentsPrimaryMessage:
Becauseyou
have
an
invested
interest
in
the
success
and
continuation
of
Charter
Conservatory,
yoursupportwillbeneededfortheachievementofthegoalsinvolvedwiththiscampaign.
SecondaryMessage:
InordertoincreaseCharterConservatoryawareness,itisimportantthatyouasparents
knowandunderstandthemissionoftheschoolandareabletocommunicateitto
prospectiveparentsandothersseekingknowledgeoftheschool.
Strategy:ToincreaseawarenessofCharterConservatoryanditscontributiontoeducationin
Statesboro,GeorgiaandgainapublicunderstandingofwhomtheCharterConservatoryisby
havingvarious
functions.
Tactics:
Afullyfunctionalwebsitewillbecreatedfortheschooltobemorehelpfultothe
parentsinansweringanypotentialquestions.Eachtabonthewebsiteshouldbe
updatedtowhattheschoolhasgoingonnow.Thewebsitewillhavepicturesofthe
studentsduringclass,recess,andsocialtime.Thewebsitewillalsohavedetailed
descriptionsoftheintentionsoftheschoolandwhattheschooloffers.
Continuehavingmeetingswiththeparentstomakesuretheycontinueincludingthem
intheirchildrenseducationalventures.CharterConservatoryalreadyhostsmeetings
forparentstostayupdatedwithwhattheirchildislearninganddoinginclass.This
shouldexpandtherelationshipsbetweentheparentsandtheschoolaswellasthe
parentsandtheirchild.
Establishdifferentpossiblewaysparentscanbecomeinvolvedwithintheschool.
Whetherthisisvolunteeringatthefrontoftheschool,givingtoursoftheschool,or
providingtheschoolwithvarioussupplies,parentsshouldbeabletochoosewhatthey
wanttobeinvolvedin.
Hostadayofeducation(i.e.ADayforCharterConservatory)thatbringscommunitymembersandotherkeypublicstogetherintheschooltoconfrontconcernsand
associatedmisconceptions.Thiseventcouldtakeplaceontheschoolsgroundsand
allowdifferentvendorsanddifferentsponsorstobeinvolvedinordertogain
communitysupport.Therewillbenumerousactivitiesandworkshopsthatfamiliescan
involvethemselvesinaswell.
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StudentsofCharterConservatoryPrimaryMessage:
BecauseyouareadirectproductofCharterConservatory,youmustbeinvestedinthesuccess
ofthiscampaignandbewillingtohelpoutwheneverneeded.
SecondaryMessage:
Asstudents,itisimportantthatyouareabletocommunicatethebenefitsand
advantagesofattendingCharterConservatory.
InordertoincreasesupportofCharterConservatorysendeavors,youmustbeableto
providefeedbackonyourexperience.
Strategy:Toboostschoolspiritandmoralebyincorporatingthestudentsandtheirworkinto
thecommunity.
Tactics:
Designanddistributeschoolspirittshirtsthatallstudentscanwear.Thiswillenhance
themoraleofthestudentswhilealsoboostingtheawarenessoftheschool.
DesignanddistributeseniorgradnighttshirtsthatwouldbedistributedduringSenior
Night.
Createan
alumni
association
for
Charter
Conservatory
graduates.
This
should
increase
prideaswellasincreasefundingfortheschool.Asapartofthealumniassociation,the
schoolcansendthemnewsletters,invitationstodifferentschoolfunctions,andother
schoolupdates.
AllowingstudentstoattendCityHallmeetings.Thiswillallowthestudentstoconnect
withoutsidepublicsaswell.
Hostadayofeducation(i.e.ADayforCharterConservatory)thatbringscommunity
membersandotherkeypublicstogetherintheschooltoconfrontconcernsand
associated
misconceptions.
This
event
could
take
place
on
the
schools
grounds
and
allowdifferentvendorsanddifferentsponsorstobeinvolvedinordertogain
communitysupport.Therewillbenumerousactivitiesandworkshopsthatfamiliescan
involvethemselvesinaswell.
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ParentsOutsideofCharterConservatoryPrimaryMessage:
Because
you
have
great
interest
in
the
education
your
child
is
afforded,
it
is
anticipated
that
youwillfindthiscampaignbeneficialtoyourchildandhis/heracademiccareer.
SecondaryMessage:
InordertobetterunderstandCharterConservatoryanditspurpose,itisencouraged
thatyoudiligentlyseekknowledgeabouttheschoolandhowitssurvivalaffectsyou
andyourchild.
Strategy:ToincreaseawarenessofCharterConservatorybycreatingapartnershipbetween
parentsofotherpublicschoolstudentsandparentsofCharterConservatorystudents.
Tactics:
Hostforumsthatschoolparentsfromthecommunitycanattendinordertocreate
relationships.
Haveparentnightswhereparentscancomeandsocialize.Theycanprovidetheirown
entertainmentaswellasrefreshments.Thepurposeofthisistocreateparentalbonds
withinCharterConservatory.
Hostadayofeducation(i.e.ADayforCharterConservatory)thatbringscommunity
membersandotherkeypublicstogetherintheschooltoconfrontconcernsand
associatedmisconceptions.Thiseventcouldtakeplaceontheschoolsgroundsand
allowdifferentvendorsanddifferentsponsorstobeinvolvedinordertogain
communitysupport.Therewillbenumerousactivitiesandworkshopsthatfamiliescan
involvethemselvesinaswell.
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HomeSchoolStudentsandParentsPrimaryMessage:
Becauseyoualreadyshowgreatinterestintheeducationyou/yourchildisafforded,itis
anticipatedthatyouwillfindthiscampaignbeneficialtoyou/yourchildandhis/heracademic
career.
SecondaryMessage:
Bysupportingthiscampaign,youwillbegiveninsightonhowyou/yourchildcan
benefitfromCharterConservatory.
Asatargetaudience,itisanticipatedthatuponcompletionofthiscampaignyouwill
becomeapotential/prospectivestudent/parentofCharterConservatory.
Strategy:ToincreasetheawarenessofCharterConservatorywithinthecommunitywhile
offeringanalternativetohomeschooling.
Tactics:
Sendmailersforthepurposeofeducatingparentsandstudentsaboutthebenefitsof
CharterConservatory.
Sendevitestoparentsandstudentsencouragingthemtoparticipateinanorientation
designedFamilyNight.
Hostadayofeducation(i.e.ADayforCharterConservatory)thatbringscommunity
membersand
other
key
publics
together
in
the
school
to
confront
concerns
and
associatedmisconceptions.Thiseventcouldtakeplaceontheschoolsgroundsand
allowdifferentvendorsanddifferentsponsorstobeinvolvedinordertogain
communitysupport.Therewillbenumerousactivitiesandworkshopsthatfamiliescan
involvethemselvesinaswell.
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LocalMediaOutletsPrimaryMessage:
Becauseyouhavegreatinfluenceonthemembersofthecommunityandareabletoreacha
greaterpopulation,itisessentialtothiscampaignthatyousupportit.
SecondaryMessage:
Asameansofcommunication,itisencouragedthatyoushowsupporttoCharter
Conservatorybyhelpingtocreateahealthy,workingrelationshipwiththeschool.
Strategy:Toincreaseawareness,developpositiverelationships,andlobbyforsupportfromthe
differentmediaoutlets(i.e.newspapers,radio,socialmedia,etc).
Tactics:
CreateaFacebookpage,Twitter,Wordpressblog,andDigg.comaccounts.
Sendpressreleasestovariousmediaoutletssuchasthe11th
Hour,SavannahMorning
News,andothermediathatallowspublications.
Hostadayofeducation(i.e.ADayforCharterConservatory)thatbringscommunity
membersandotherkeypublicstogetherintheschooltoconfrontconcernsand
associated
misconceptions.
This
event
could
take
place
on
the
schools
grounds
and
allowdifferentvendorsanddifferentsponsorstobeinvolvedinordertogain
communitysupport.Therewillbenumerousactivitiesandworkshopsthatfamiliescan
involvethemselvesinaswell.
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CommunityLeadersPrimaryMessage:
Asaleaderinthecommunity,youplayavitalroleinhowsupportivethemembersofthe
communitywillbeofthiscampaign.
SecondaryMessage:
Byprovidingyoursupport,itisanticipatedthatyoursupporterswillthenfollowsuit.
Strategy:TomakepublicofficialsmoreawareofCharterConservatoryandtheproblemsthey
arefacingwithfundingandcommunicatingwithoutsidepublics.
Tactics:
Haveparentsandstudentswriteletterstothecommunityleadersaboutthedifferent
issuesthattheyarefacing.
Hostadayofeducation(i.e.ADayforCharterConservatory)thatbringscommunity
membersandotherkeypublicstogetherintheschooltoconfrontconcernsand
associatedmisconceptions.Thiseventcouldtakeplaceontheschoolsgroundsand
allowdifferentvendorsanddifferentsponsorstobeinvolvedinordertogain
communitysupport.Therewillbenumerousactivitiesandworkshopsthatfamiliescan
involvethemselvesinaswell.
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CalendarofCampaignEventsJuly
12Sessionbegins
1216 BeginbuildingastrongerrelationshipwithBullochCountySchoolBoard;sendemailsto
schoolboardtobeginbuildingpositiverelationship
15 FirstFamilyNightoftheschoolyearWelcomebacktheme,introducetshirtideasand
studenttuition/feesforthemonth
19 SendpressreleasestopromoteupcomingAugustPTAmeetingandfamilynight
21 Sendevitestoparentsandstudentsencouragingthemtoparticipateinorientationnext
month
21 Parent/TeacherAssociation(PTA)meetingaccepttuitionmoneyandanyadditional
donations
26 CreateaFacebookpage,Twitter,Wordpressblog,andDigg.comaccounts
2630LivepromotionforupcomingCharterConservatoryFamilyNighttakingplace08/05/2010
August
3Charter
Conservatory
staff
attends
public
school
board
meetings
5 FamilyNightorientationdesigned:focusmostlyonwelcominghomeschooledstudentsand
theirfamilies,showingtheopportunitiesthatCharterConservatoryoffers,andsharingsuccess
stories
16CreateSocialmediapostsandsendpressreleasesforvariousMediaoutletstopromote
upcomingSeptemberFamilynightandADayforCharterConservatory
18 PTAmeeting
23distribute
school
tshirts
to
students
2327LivepromotionforupcomingFamilyNighttakingplace09/02/2010throughFacebook
31ADayforCharterConservatory hostadayofeducationthatbringscommunitymembers
andotherkeypublicstogetherintheschool;confrontsconcernsandassociatedmisconceptions
abouttheschool.Activitiesandworkshopswillbeavailablethatfamiliescanbeinvolvedin.
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September
2 FamilyNightcommunityengagementtheme;haveparentsandstudentswritelettersto
communityleadersaboutdifferentissuesthatCharterConservatoryisfacing
7Charter
Conservatory
staff
attends
public
school
board
meetings
10 Sessionends
October
3 Composepressreleasesandsocialmediaposts(Facebook,Twitter)topromoteupcoming
OctoberPTAmeetingandFamilyNight
5 CharterConservatorystaffattendspublicschoolboardmeetings,evenifstudentsdont
haveschool
11Sessionbegins
14FamilyNight FallFestival;haveafallthemedfamilynight
20PTAmeeting
25Composepressreleases(Facebook,Twitter)eventstopromoteupcomingNovemberFamily
NightandPTAmeeting
2529 LivepromotionforupcomingFamilyNighttakingplace11/4/2010
November
2 CharterConservatorystaffattendpublicschoolboardmeeting
4 FamilyNightThanksgivingfamilyoriented
15CreatesocialmediapostsandsendpressreleasestopromoteupcomingFamilyNightin
December
17PTAmeeting
December
2 FamilyNightWinterWonderlandthemed;Christmasparty/endoftheyearbanquet
7 CharterConservatorycommitteestaffattendpublicschoolboardmeeting
10 Sessionends
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