Ready Washington

The three phases of the public awareness campaign

www.ReadyWA.org

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Today’s Agenda

• Campaign objectives• 3 phases of Real Learning for Real Life

campaign• 5 “make-or-break” moments• Feedback from group: questions/comments• Next steps

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Today’s Purpose

To provide you an update on the Real Learning for Real Life campaign, receive your feedback and answer any of your questions.

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Communications Work TeamAgencies and organizations currently involved:OSPI (3 members, plus consultant)Partnership for LearningAssociation of Washington PrincipalsStand for Children WAWA Student Achievement CouncilWashington STEMSchool district TBA (formerly North Thurston)

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Real Learning for Real Life

Two objectives1) To build public awareness, understanding and

support for Common Core State Standards and assessments.

2) To help schools/educators communicate about Common Core and assessments

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Real Learning for Real Life

Three phases of campaign

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Three Phases of Campaign

Phase 1: Campaign development, launch and awareness building (late 2012 to late 2013). Phase 2: Awareness, understanding and support of Common Core and assessments (early 2014 to late 2014).Phase 3: Awareness, understanding and support of Common Core and assessments (early 2015 to fall 2016).

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Three Phases of CampaignPhase 1Campaign development, launch and awareness building (late 2012 to late 2013). • Build Ready Washington coalition and

supporters; awareness of “Real Learning for Real Life campaign; and awareness among parents and the public of Common Core.

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Phase 1 Accomplishments

• Built Ready Washington coalition and supporters list (still recruiting for latter)

• Launched campaign in June 2013 with Website & initial materials

• Re-launched campaign in September 2013 with additional resources & videos (including NTOY Jeff Charbonneau)

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Phase 1 Accomplishments

• Presented campaign at state & national meetings/conferences

• Grants awarded & funds applied from College Spark WA, State Farm and PIE Network; grants awarded Boeing (Phase 2)

• Launched Ready WA Facebook campaign: have totaled 1,200 likes (and counting) since launch Nov. 10, 2013

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Phase 1 Accomplishments• Took team to Chicago for CCSSO/PIE Network

communications meeting • Secured opportunity to take team of WA

educators to Phoenix in January 2014 to be trained as advocates for Common Core

• Applied for grant to Gates Foundation for radio/Web advertising funds to be use in 2014 & 2015 (expect to hear soon)

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Three Phases of CampaignPhase 2Awareness, understanding and support of Common Core and assessments (early 2014 to late 2014).• Continue awareness and understanding

campaign, building support of Common Core through social media, campaign materials/resources, earned media, grassroots efforts and key spokespeople

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Three Phases of CampaignPhase 3Awareness, understanding and support of Common Core and assessments (early 2015 to fall 2016).• Continue awareness and understanding campaign,

focusing on Common Core and new assessments through social media, campaign materials/resources, earned media, grassroots efforts and key spokespeople; strong coalition/business support needed to help public and lawmakers understand likely initial drop in test scores.

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Real Learning for Real Life

Five Make-or-Break Moments

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Make-or-Break Moments

• Spring 2014 during and post field testing• Fall 2014 when the new school year begins• Early 2015 before testing begins/state

Legislature• Spring 2015 when testing is happening/ending• Summer 2015 when testing scores are

returned

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Make-or-Break Moment No. 1Spring 2014, during and post field testing• Districts throughout the state will be piloting

the new Smarter Balanced assessments.• Parents, especially in those testing districts,

will become more aware of Common Core and the new assessments.

• Work with and assist districts to communicate before, during and after the assessments.

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Key Message to AudienceParents Educators Lawmakers/

Opinion leadersWe need to better prepare our children for college, work and life. This is an important change. This is the start of a better future and new era in your child's education.

This is an important change that will help your students succeed. This isn't about what the kids need today or next month. This is about getting them to the door. This is about putting them on a trajectory that will get every student to maximize their potential beyond high school.

When they graduate, every student should have the opportunity to choose the best path for their aspirations and talents. Our students will be better prepared to succeed after high school and compete for the quality jobs our state has to offer.

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Make-or-Break Moment No. 2Fall 2014 when the new school year begins• First school year with new Smarter Balanced

assessment system.• Parents/public will be more aware of Common

Core.• Take advantage of back-to-school meetings for

parents and the public to inform.• Busy election time, so ground game is crucial.

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Key Message to AudienceParents Educators Lawmakers/

Opinion leadersWe need to better prepare our children for college, work and life. This is an important change. This is the start of a better future and new era in your child's education.

This is an important change that will help your students succeed. This isn't about what the kids need today or next month. This is about getting them to the door. This is about putting them on a trajectory that will get every student to maximize their potential beyond high school.

When they graduate, every student should have the opportunity to choose the best path for their aspirations and talents. Our students will be better prepared to succeed after high school and compete for the quality jobs our state has to offer.

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Make-or-Break Moment No. 3Early 2015 before testing begins/state Legislature• Key time for communication. Before testing and not

much communication “noise” with election and holidays done.

• Hit radio and Web advertising big during this time. Cheaper ad rates. Target key areas determined polling.

• Ground game critical during this period with PTA and community presentations.

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Key Message to AudienceParents Educators Lawmakers/

Opinion leadersDon't panic. These new tests are better. You'll know how your child is really doing in school.

Don't panic. This is a big change, but these tests are better and provide you accurate data to help your students succeed.

Don't panic. These new tests are better. We'll know how students are really performing in school. This is a long-term, important change in the way we educate students. They will be better prepared for the workplace.

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Make-or-Break Moment No. 4Spring 2015 when testing is happening/ending• Hit radio and Web advertising big during this

time. Target key areas determined polling.• Work earned media plan with editorial boards,

op-eds and stories to explain new assessments.

• Ground game critical during this period with PTA and community presentations.

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Key Message to AudienceParents Educators Lawmakers/

Opinion leadersDon't panic. These new tests are better. You'll know how your child is really doing in school.

Don't panic. This is a big change, but these tests are better and provide you accurate data to help your students succeed.

Don't panic. These new tests are better. We'll know how students are really performing in school. This is a long-term, important change in the way we educate students. They will be better prepared for the workplace.

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Make-or-Break Moment No. 5Summer 2015 when testing scores are returned• First test scores will be returned. Need to

emphasize these are first-time results and we are measuring what matters.

• Parents will be concerned about test scores.• Hit radio and Web advertising big during this time. • Ground game critical during this period with state

and community presentations.

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Key Message to AudienceParents Educators Lawmakers/

Opinion leadersThis test measures what matters to your child's future. We have identified the skills and knowledge they need to put them on a trajectory for success. This is an important first step in better preparing students so they are ready for college, work and life.

This is a different test measuring different things. These tests provide you accurate data to help your students succeed. Your students are on a better path. This is an important first step in better preparing for their future.

This test measures what matters to your child's future. We have identified the skills and knowledge they need to put them on a trajectory for success. We want to import talent from our state, not from other states or other countries. These learning standards will help signify that our students are ready to fill Washington jobs.

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Make-or-Break Moments

What are your thoughts on the specific moments identified?

Other comments, questions or suggestions regarding upcoming moments?

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Real Learning for Real Life

Next Steps for Campaign

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Next Steps

• Continue communications work team (meets monthly)

• Develop new campaign materials and messaging

• Recruit/develop key spokespeople:– teacher advocates– parents– state leaders

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Next Steps

• Continue Ready WA Facebook campaign• If Gates grant secured, develop and execute

paid media campaign• Develop specific earned media plan for 2014• Increased coalition engagement &

participation

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Thank You

Any overall questions, suggestions or comments regarding campaign?

Note: Be sure to have you and your colleagues ‘like’ Ready WA on Facebook and follow us on Twitter.

Ready Washington

Ready Washington is a coalition of state and local education agencies, associations and advocacy organizations that support college- and career-ready learning standards. The coalition believes all students should be better prepared for college, work and life to build the skills to compete for the quality jobs that our state has to offer.