nspra 2003 presentation
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Public Opinion Surveys
Use Your Results toSave Thousands in YourSchool DistrictCommunications
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Presenters
David Wolfson
Managing Partner
Education Opinion Strategies (EOS)
Melinda Colton
Director of Communications
Jordan School District, Sandy UT
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Education Opinion Strategies (EOS)
EOS helps schooldistricts acrossAmerica meet theirresearch and
communicationsneeds
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EOS
We help school districts
meet the rising demandsof public educationthrough improved
communications, bettermarketing and a stronger
public image
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Public Opinion Research
Why is it so
important foryour school
district?
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Change
Demographic Trends
Political & FinancialRealities
New Cultural ConflictsIntensified Demand forAccountability and
Results
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Demographic Trends
America is getting older andyounger
Far greater competition for taxrevenues
A pro-education, yet anti-taxpolitical environment
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Political Trends
Increasing dissatisfaction withpublic officials
Politicians promise more anddeliver less
Greater cynicism and frustrationamong residents
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The Impact on Education
The greatest friction will be wheregovernment most closely interacts
with the people
Public schools are the scapegoat Leads to more competition in the
education marketplace
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Competition in educationwill become increasinglyintense
Vouchers Tuition Tax Credits Home Schooling Charter Schools Religious Schools
Eventually, the publics money willfollow the students
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How will successfulpublic school officialsreact to these new
trends in their districts?
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How will successful publicschools react to thesetrends?
Embrace Change, instead of beingleft behind
Exceed resident, constituent andstakeholder expectations
Create a strategic communicationsplan; then stick to it
Put a greater emphasis onmarketing than ever before
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It starts here knowthe public you work for
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Know your Public
Research, analyze and evaluateyour current situation; then decide
where you want to go
Thoroughly evaluate your existingcommunications and marketing
Use quantitative and qualitativeattitudinal research
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Why AttitudinalResearch?
Quantify attitudes, opinions andperceptions
Frame the existing social andeconomic environment of yourcommunity
Identify the barriers of success foryour school district
Measure and quantify publicresistance and support within thecommunity
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Why AttitudinalResearch?
Identify key sub-groups and truestakeholders while quantifyingtheir importance
Find messages that motivate andmove opinion
Test methods of message deliveryAnd finally and most important
identify with quantitative researchthose communications programswhich are not effective orpenetrating with your districts
target audiences
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Use Research to Create a Plan
Understand your targetaudiences
1. Seniors2. Parents3. Business Community4. Opinion Leaders
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Use Research to Create a Plan
Know what messages willmotivate each audience
Understand what means ofmessage delivery will bemost effective
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Types of Research
Quantitative survey research Qualitative focus group research
(Most communications audits usethis form of research)
Automated Self-AdministeredSurveys
Paper Surveys
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Quantitative SurveyResearch
Gauge public opinion (a snapshotin time)
Identify scientifically your districtskey audiences pockets ofsupports, groups of resistance,geographical and incomedifferences, etc
Test message effectiveness Track results of previous PR
efforts
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Qualitative Focus GroupResearch
Identify the underlying valuesthat shape public opinion
Supply context to thequantitative results
Learn the language yourresidents are really usingabout your schools
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Automated andPaper Surveys
Automated and paper surveys areself selecting and do not
comprise a random sample
Not scientific Only the most dedicated, thrilled
or angry will respond Can gauge intensity
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Basic Goals You ShouldSeek to Meet
Assess current perceptions of yourschools
Determine what your residents,parents, taxpayers andconstituents worry about
Identify the realissues relevant tothe school district which penetratewith your target audiences
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Basic Goals You ShouldSeek to Meet
Assess credibility of prospectivespokespersons school officials,teachers, parents, volunteers,etc
Political, geographic anddemographic segmentation and
dispersion within the district Behavioral distribution between
those with and without kids in theschool district
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Basic Goals You ShouldSeek to Meet
MOST IMPORTANT GOAL TOREACH WITH PUBLIC OPINIONRESEARCH ------
Quantify your communicationsneeds, while having scientifically
conducted research to back upnew program development andineffective program elimination
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Elements of an EffectiveResearch Project
Professional, scientificallyconducted telephone survey
interviews will yield the accuratedata you and your district need
All other forms of surveys and
interviews are self-selecting orthose not conducted byprofessional survey interviewersand may lead to skewed results
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Elements of an EffectiveResearch Project
Five phases of the survey researchprocess
Prepare for the survey Design the survey instrument Select the sample Conduct the interviewAnalyze the data
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Preparing for YourSurvey Project
Before you begin:
Have clearly defined goalsobjectives what do you want to
learn and knowKnow your timeline including:
1. When you will select your sample2. When you will collect the data3. When you will tabulate your results4. When you will analyze the results5. And when you will get back your
survey results, the written report andrecommendations
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The Survey Instrument
Questions should be designed toelicit meaningful responses and
should not be leading. Take care questions are not
skewed to elicit a pre-programmed
response Mix the questions up quality
control, issues, demographics
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The Survey Instrument
Test the extremes Keep the questionnaire to about
15 minutes or less
Allow time for adequate input
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Selecting the Sample
The sample must be randomlygenerated
It should be drawn from a reliablelist or obtained by means ofrandom digit dialing
Plan on a 50% refusal rate
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Conducting theInterview
Use a professional data collectionagency
Use neutral sounding voices Understand how data will be
collected and tabulated
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Analysis
Is the difference betweeninformation and a bunch ofnumbers
Data is just the numbers the
survey project has derived throughits response mechanism
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Without experienced analysis, thenumbers mean nothing.
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What to do with the informationyou now have
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Update your communications and/or marketing plan or devise a new
plan Hold town forums to discuss the
issue(s) residents or voters in thedistrict are most concerned about
(using the information derivedfrom the survey)
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Hold a press event to discuss thesurvey results (editorial boards,
deskside interviews, etc) Identify new ways using the
results to motivate keystakeholder groups like teachers,principals, board members, localbusiness community, PTA,
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Its a process not anevent
Establish new short and long termcommunications and marketing
goals from your survey resultsalong with measurable objectives
Who + Why = Yourcommunications strategy
How you reach your goals andimplement your strategy = tactics Research and analyze all new
situations that arise
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In the End
Dramatic social, economic and politicalchanges will force school districts tomarket themselves better
School districts which focus on customerservice, quality and marketing will findsuccess in the marketplace
Survey analysis is the key to writing aneffective school district marketing andcommunications plan
Research and planning are an ongoingprocess, not a one-time event
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David WolfsonManaging PartnerEducation Opinion Strategies (EOS)david@opinionstrategies.com202.257.0277
Melinda ColtonDirector of Communications
Jordan School Districtmelinda.colton@jordandistrict.org801.567.8290
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