Page 24 - The Edge - Fall 2017
P. 24
COMPETE WITH CHARTERS “You don’t want them to think it’s an expense,” Calles said. “It’s an
investment. Education is an investment in our children, in our future,
CONTINUED FROM PAGE 23 in our community.”
Opportunities: What can be Christy posed several questions to AASBO members, including:
Are your self-perceived strengths matching up with the perception
done currently to act on our goals? of strengths?
“You have to act,” Christy said. “Opportunities don’t stick around Are any of your weaknesses self-imposed or just accepted over time
forever.” or can you change them?
Opportunities could mean a district receives funds from a Are your opportunities feasible within your budget or do you need
community foundation and can make newsworthy investments, it to rely on a community resource?
can partner with businesses to provide specialized STEM programs, Are the threats you face budget based or operations based?
and it can utilize in-house resources to make website updates. Is someone at the top keeping you from changing?
Calles recommended focusing on each segment of a marketing plan,
Threats: What could happen and “before you know it you’re starting to accomplish things. It’s not
that might hamper your efforts? that costly.”
Of the four SWOT categories, Christy wondered which one
reats could include such things as: A district has facilities in generates the most items.
disrepair that may discourage parents to stay for middle school, political Calles suggested: “Strengths, at rst. It’s easy to think you’re doing
turmoil has plastered your district name in the media in a negative light, everything right. But, as you go through the process, strengths don’t
and surrounding alternative education options are working against you. grow. Weaknesses and threats start to grow – and then opportunities
Calles said marketing professionals can cra your message. “ e start to grow.”
context and tone changes how people receive your message,” he said.
“For example, if a district buys new buses, people could complain that Nicole Christy, Major Marketing, Tank Girl marketing, can be
you’re spending too much money on buses. On the other hand, if the reached at Nicole@tankgirlmarketing.com
message is that you switched from diesel to propane, that means you’re
environmentally conscientious, or the new buses have seatbelts – that’s Jeremy Calles, CFO, Tolleson Union High School District, can be
a safety message. reached at Jeremy.Calles@TUHSD.org
We enhance and protect
the learning experience
Our K-12 Solutions: Our Higher Ed Solutions:
Personalized learning Campus mobility and security
Mobility and security Cloud and data center
management
Digital classroom
Physical security—including video Cybersecurity
surveillance and access control Campus physical security and
Emergency integration digital classroom extension
Learn more at us.logicalis.com/GovEd
866.456.4422
K-12
Higher
Ed
State
Gov
Local
Gov
THE EDGE
24 THE EDGE | BACK TO SCHOOL 2017
