TCPS 2009 Board Retreat

July 20, 2009

Ways to Increase Revenues

• Broader look at what it means to market a product/service

• Marketing perspective– Promotion/Price/Place/Product

• Business Plan perspective– Sales levers– How/how much/to whom/where/what

Promotion/Price/Place/Product• Promotion

– Formed a Marketing Subcommittee– Realigned admin staff to increase promotion/outreach– Engaged consultant on referral and social media marketing– Redesigned and optimized web site

• Place– Formed a Site Subcommittee – Explored site improvement, expansion, and long term needs– Working on new lease

• Price– Conducted tuition comparison versus comparable schools– Developed a forecast model to simulate various scenarios

• Product

Next Steps

• Review who we are marketing to– Look at San Diego demographics with a focus

upon those who can afford TCPS tuition– Look at TCPS demographics – Compare for trends

• Review how TCPS Program addresses market demand

San Diego Demographics• San Diego Workforce Partnership Report

“A Path to Prosperity Revisited”– San Diego County is the sixth most populous county in the nation,

with regional payroll, income per capita, gross regional product (GRP), and GRP per capita all growing faster than employment. The region is home to seven high-technology industry clusters, offering some of the best opportunities for high-wage careers, as these industries pay, on average, between $65,050 and $112,825 per year.

– While the region’s high-tech clusters are not the best source of jobs, employing only about 9.1 percent of all San Diego workers in 2005, they are where the money is. All combined, they had a payroll of $9.5B in 2005, slightly more than 16.7% of the region’s total. The average annual wage for anyone working in a high-tech industry in 2005 was $80,245, nearly twice the average annual wage for all workers in the region ($43,824).

– Estimated that by 2013 San Diego will be 6th largest US city for high tech fields (CA Dept. of Labor)

– This basic needs budget goes up for families, reaching $110,784 per year for a family of five (two adults and three children). Or a family of four needs $93,289.

Payroll, Wages, Firms, and Employees for Key Industry Clusters San Diego Region, 2005

Payroll (millions) Payroll Share Average WageNumber of

establishments Total EmployeesSANDAG Traded Clusters Biomedical Products $476.56 1.67% $65,050 234 7,534Biotechnology and Pharmaceuticals $1,742.01 6.09% $80,022 501 21,776Communications $2,853.83 9.98% $112,825 656 25,469Computer and Electronics $1,148.92 4.02% $78,826 260 15,396Defense and Transportation Equipment $1,177.24 4.12% $71,185 149 20,301Design $389.83 1.36% $61,831 859 6,510Entertainment and Amusement $1,568.78 5.49% $16,143 5,299 104,354Environmental Technology $912.70 3.19% $70,321 1,177 13,720Financial Services $2,670.17 9.34% $73,103 3,044 36,260Fruit and Vegetables $56.81 0.20% $22,647 301 3,702Horticulture $195.10 0.68% $30,185 359 6,516Publishing $191.69 0.67% $53,400 199 4,047Recreational Goods $165.47 0.58% $51,904 97 3,188Software $1,170.37 4.09% $82,011 1,076 13,963Specialty Foods $83.75 0.29% $32,183 124 3,815Travel and Hospitality $753.77 2.64% $27,798 842 33,516 Other Key Clusters Construction $4,454.83 15.58% $45,637 6,755 97,614Education $4,730.56 16.55% $36,746 2,323 128,737Medical Services $3,848.05 13.46% $45,451 5,657 84,663Total Cluster Industries $28,590.46 100.00% $45,304 29,913 631,081 Non-Cluster Industries $28,025.31 $42,410 56,640 660,819All San Diego Industries $56,615.78 $43,824 86,553 1,291,900

  High-tech, high-wage industries  Non-high-tech, high-wage industries Figure 12

Industries with the Largest Forecast Growth in Employment

San Diego Region, 2004-2014

Professional, Scientific and Technical Services

Healthcare and Social Assistance

Retail Trade Accomodation and Food Services

Administrative/ Support/ Waste Management/

Remediation Services*

Construction

Figure 8

Fastest Growing Occupations San Diego Region, 2004-2014

SOC Code Occupational Title Percent Change Mean Annual Wage Education Q1 2007 and Training levels

15-1081 Network Systems and Data Communications 53.3% $70,648 Analysts - BA/BS Degree

31-1011 Home Health Aides 51.9% $23,305 30-Day OJT*

15-1031 Computer Software Engineers, Applications 44.8% $90,326 BA/BS Degree

15-1032 Computer Software Engineers, Systems Software 42.4% $93,847 BA/BS Degree

15-1071 Network and Computer Systems Administrators 39.2% $69,595 BA/BS Degree

Figure 18

TCPS DemographicsIndustry Number

Percentage of TCPS Parents

Education 20 16%

Health Care 20 16%

Business Owner 8 6%Not Working Outside of Home 8 6%

Technology 8 6%

Real Estate 7 6%

Construction 5 4%

Engineer 5 4%

Finance 5 4%

Attorney 4 3%

Consultant 4 3%

Management 3 2%

Non-Profit 3 2%

Defense 2 2%

Human Resources 2 2%

Marketing 2 2%

Media 2 2%

Science 2 2%

Accounting 1 1%

Architect 1 1%

Insurance 1 1%

Interior Design 1 1%

Researcher 1 1%

Unknown 12 9%

Perceived need for technology• Demographics indicate that we have a large

opportunity if we can attract more high-tech employees

• Desire for technology, math & science– High Tech High has over 40 applicants for each spot– California schools rank 49th in US in integrating

technology into the classroom (annual report on economic indicators)

• There is an unmet desire and this presents an opportunity for TCPS

Program is our Product• Addressing this opportunity will require

strengthening our technology, math & science curriculum

• Technology fits with core TCPS philosophies– Preparing students for what comes next– Teaching how to appropriately use tools (research)– Life long learning– Chance for staff to demonstrate openness to

learning (most likely from students and younger staff)

– Not just simple rules -- Students learn internal controls versus external controls

How is technology changing things??

• “Whether it’s a Wiki or Twitter, the notion of a participatory culture – upstream and downstream – is not going away”

• “If this technology is used in school, I would hope that the students feel free to make critical comments about the subject matter but practice good online citizenship by refraining from insulting the speaker”

• The learning environment can extend outside of the classroom

• Challenges the traditional “sage on the stage” model of teaching – requires more of a “guide on the side”

How is technology changing things??

• “Students are growing up in a jungle, he argues, and schools need to figure out how to make sense of the “wild”.”

• “We live in a “flat” world as Thomas Friedman has argued. This “flatness” must extend into the field of education. The old hierarchical model of education needs to be dismantled in favor of cross platform teaching and learning.”

• “Of course, social networking and Facebook do not come without certain caveats. Schools are increasingly trapped in a Gordian knot with the onslaught of the Facebook age. The boundaries between home and school are so twisted that school administrators, parents, and students find themselves caught in the snarl. To untangle this knot, all three groups need to come together and communicate about fair use.”

How is technology changing things??

• “The roles of content provider and consumer have become increasingly muddled, and the traditional view of the audience has been tuned on its head. Where once an audience functioned strictly as a receiver- you, the provider put out a product, and they, the audience received and used it- the audience has now become an active participant in the feedback and creation process. It’s no longer enough to talk to your audience. These days, you have to talk with them.”

• “By allowing feedback, you acknowledge that your community exists and has a valid opinion and that you value them as more than consumers; you value them enough to empower them with a voice. Once empowered, your community member is far more likely to become a brand loyalist.”

Proposed Technology Subcommittee• Membership

– 2-3 board members– Principal(s)– 2 technology savvy teachers– Executive Director – Outside resources

• Goals– Integrating technology into the classroom– Extending the classroom beyond our walls– Extending and enhancing the school community– Seminars for parents– Training needs and resources for staff

What tools are out there• Wikis• Twitter• Blogs• Facebook• Digital storyboards• podcasts• Online planners• Gaming devices• Cell phones• Cloud computing