Services for Schools and School Districts
What is the support of parents, teachers, students and the community worth to your school?
In Marketing 101: How Smart Schools Get and Keep Community Support 3rd Edition (2011) Susan Carroll and David Carroll identify a critical strategy for securing support of school stakeholders. It is conducting market research with key customer segments - parents, teachers, students and the community. Capturing and retaining support of your most important stakeholders is simple. Ask them what they think of you. Listening and responding is an important step in building support for and public confidence in your school.
After many requests from educators, WNR developed the School Report Card to help schools collect this essential information. Very affordable, the School Report Card provides rich and immediately useful information that will help schools to capture and then to retain community support.
- The Parent /Guardian version has parent satisfaction items such as scheduling appointments with staff, timely updates on their child’s progress, and the quality of teacher-parent conferences.
The Teacher version contains teacher satisfaction items such as the quality of homework handed in by students, input into decisions that affect them and the quality of professional development.
- The Student version includes student satisfaction items such as the ability to make appointments with teachers, the level of challenge that courses offer and the preparation received for college or employment.
- The Community version includes items such as satisfaction with standardized test scores, the ability of schools to prepare students for the future and satisfaction with the Board of Education.
1. The School Report Card is a major public relations tool which says “This school system is serious about hearing from you.” It gives parents, teachers, students and the outside community an opportunity to tell you what they think.
2. The School Report Card is a simple grading system with written comments that provide rich data upon which smart decisions can be based. Schools now have a diagnostic tool to monitor perceptions, make improvements and measure the levels of satisfaction.
3. The School Report Card replaces guesswork with hard data about important perceptions on instruction, student development, school image, the physical resources, customer service and communication. This information is the foundation for a compelling and responsive communications plan (what you should be telling your publics).
4. From the School Report Card you can tell a meaningful and memorable story. School systems are provided with powerful information. At budget time, in news releases, in public relations materials and at BOE presentations it is invaluable in making a case for what you are doing, what you need to do or what you have done.
5. The School Report Card pinpoints what is most important for schools and school systems to focus resources on to make parents, teachers, students and the outside community satisfied. By prioritizing, the tendency of trying “to do everything” and “be everything to everyone” is avoided.
6. With the School Report Card school systems can objectively identify their strengths and achievements. The opportunity for schools to promote the good news is created by the collection of data which document the areas of excellence.
7. Schools will learn what most - not a few- think and expect. The School Report Card affords school systems the ability to gather representative data that reflect majority opinion versus a vocal minority. Information collected methodically and independently can combat hunches and gossip.
8. With the School Report Card schools can track perceptions of their image from year to year and monitor differences over time. Data can be stored, updated and maintained on hard disk for annual comparisons.
9. The School Report Card possesses attributes of a sound measurement tool. It was developed over several years by Dr. Susan Carroll, an expert in test development and evaluation. It has been field tested and revised based on user feedback. A valid and reliable measurement device, it is user friendly and affordable to cost conscious schools.
10. Effective school leaders who are concerned about building strong community relationships, avoiding surprises by “staying in touch”, and continuously improving their schools will find the School Report Card essential for strategic planning, prioritizing and preparing alternatives. It is a necessity in the political environment where public education exists today and will remain in the 21st century.
Statistics Made Simple for School Leaders 3rd Edition (Carroll and Carroll, 2022)
(Can be purchased from Amazon, Barnes and Noble, or the publisher Roman and Littlefield)