Search

The purpose of this book is to provide public school systems with a fresh and unique approach to building community support. The book suggests that schools must build community support, discusses who the customers segments are, and outlines the diverse ways that public schools can begin to develop strong bonds with each customer segment. It discusses concrete methods to build information bases that can enable schools to understand and communicate with important community leaders and offers ideas on surveys, focus groups, and demographic studies. Insights on the importance of image are also discussed, and numerous practical strategies that schools can implement without great costs are described point by point. These ideas include database marketing techniques, program-evaluation models, and advertising. The last two chapters delineate the procedures for passing school referenda or budgets and a summary of the text. (RJM)

This book was created to help public schools market themselves without spending precious tax dollars. The marketing principles delivered in this guide are based on "customer-focus" strategies that have proved successful for nonprofit organizations. These principles have been adapted for "smart" public schools. The information in this guide is presented in 10 chapters broken down into easily digestible segments. Each chapter incorporates tables, illustrations, sample documents, specific strategies and action steps, and a summary. Chapter 1 presents the case for why public schools should plan to build community support. Chapter 2 discusses who the customer segments are and provides ways schools can develop bonds with each segment. Chapters 3 and 4 discuss methods for building information bases. Chapter 5 presents the concept of image and how it can affect public schools. Chapters 6 through 9 detail inexpensive, practical strategies that schools can implement to shape their image and secure community support. Chapter 10 focuses on concepts and strategies to use when proposing a school referendum. Chapter 11 provides a summary of the text and lists the characteristics of smart schools. An appendix details effective ways for schools to use traditional marketing and communication tools. (Contains 144 references.) (WFA)

Chapter 5 of the book "Women & Welfare: Theory & Practice in the United States and Europe" is presented. The chapter examines the efforts taken by women to influence the provisions and the outcome of welfare reform in the 104th U.S. Congress. The entry notes that women members of Congress had a strong impact on provisions related to childcare, child protection, and child support. It cites that Republican congresswomen and senators were in a better position to influence welfare reform because of their party's control over both houses of Congress.