Revised November 13, 2017
Thunderbird Preparatory Academy (TPA)
MARKETING PLAN
2017 -2018
“Building Tomorrow’s Leaders Today”
KEY PROMISES AND MESSAGES THAT NEED TO BE COMMUNICATED AS IT PERTAINS TO OUR UNIQUENESS AND ATTRACTIVENESS
· Leadership and Character Development Charter School· Our Mission, Goals and Vision
· Strong Curriculum (CKLA)
· Dedicated and Committed Staff and Teachers
· Convenient Location
COMMUNICATING THE MESSAGE
Staff, Parents, and Students
Staff· Utilize multiple forms of communication to garner positive relationships with students and their families within the school and community.
· Support TPAs goals, mission and vision. Articulate and communicate each one in a positive and meaningful manner.
· Participate in marketing and recruitment events, as well as to share the “good news” about their students and the school.
· Participate in professional development opportunities in order to strengthen student instruction and engagement.
· Teach and model positive leadership and character education skills and qualities, as well as to increase the level of rigor and expectations for student learning and student engagement.
· Serve as advisors and committee chairs in support of coordinating student service projects and community functions. (Nursing Home Visits, Food and Clothing Drives, Coordinated Service Projects, etc.)
· Demonstrate TPA pride – 100% of the time.
· Generate thorough and prompt communication to parents and students; Develop and maintain a monthly newsletter, as well as a current and updated webpage (when established) in conjunction with their Professional Learning Community (PLC).
Students
· Commit to participating in the newly implemented reading program at the school, as well as to excel in their academic studies.
· Demonstrate best practices reflecting character education and leadership best practices.
· Commit to being an interactive, productive and positive citizen within our school and the community.
· Participate in school-based functions and service projects.
· Serve as TPA Student Ambassadors as they participate in activities and functions within our school and community.
· Support TPAs goals, mission and vision. Articulate and communicate each one in a positive manner.
· Demonstrate TPA pride.
Parents
· Support TPAs goals, mission and vision. Articulate and communicate each one in a positive and meaningful way.
· Commit to bringing your children to school on time each day.
· Ensure that your student maintains and has excellent attendance.
· Participate in marketing events and share the “good news” about our students and the school.
· Commit to ensuring that your student has and maintains excellent above average academic XXXX.
· Ensure their student’s success by communicating with their student’s teacher and by providing a quiet place within the home for reading and homework.
· Attend parent conferences, parent workshops and demonstrate key character development and leadership qualities and traits, etc.
· Commit to taking their student to the library and supporting their child’s selection in quality reading materials. (When possible, help each student select materials on their reading level.)
· Increase your level of support and participation in the PTO, School Leadership Team, volunteering at the school and in school-related activities, including recruitment, and school-based functions.
· Demonstrate TPA pride.
TARGET AREAS
· The Greater Charlotte-Mecklenburg Area, including Huntersville, Davidson, Cornelius· Mooresville, NC
· Statesville, NC
· Concord, NC
· Lincolnton and Denver, North Carolina
TARGET AUDIENCE
Parents and Students and Settings Where Parents Can Be Influenced by Marketing Strategies
· Family Centered Activities· Elementary and Middle School Venues
· Grocery stores
· Banking locations
· Parks
· Earth and Science Day Events
· Community Events and Showcase Venues
· Sports related activities and venues
Target Audience
Community
Other target audiences to develop broad community knowledge and respect for our charter school.
· Nearby communities and neighborhoods (Caldwell Station, Antiquity)· Huntersville, Cornelius and Lake Norman Rotary Clubs
THUNDERBIRD PREPARATORY ACADEMY
MARKETING TIMELINE
2017-2018
MONTH / DATE / MARKETING EVENT / INTENDED AUDIENCESeptember / · 9/6
· 9/7
· 9/7-8
Week of 9/11
· 9/14
Week of 9/25
· 9/27 / Teachers, Staff and Parent Introductions; Tell why you love TPA; Post comments on Facebook.
Take One, Reach One (A TPA flyer will be given out in the car pool line, as well as sent home with students); parents are asked to share the news of TPA to their friends, club and church members; Encourage student enrollment at TPA
Identify parent contact; have this parent solicit the support of other parents to distribute flyers and to brainstorm ways of marketing school; Have flyers (8.5 x 14) prepared for distribution.
Establish school-based marketing committee.
Distribute Flyers at neighboring banks, grocery stores, etc.
Address parents at first PTO Meeting and Curriculum Night; Provide State of the School Address; Accountability Results, Enrollment; Garner a spirit of support and encourage everyone to be involved in TPAs recruitment efforts.
Develop marketing brochures for 2018-2018 school year, pencils; collect pictures of current school-based activities for marketing displays, etc.
Coffee With the Principal, Room 104
8:00a.m. – 8:45 a.m. / General Public: Cornelius, Huntersville, Davidson, Mecklenburg County; Facebook
Relatives, business associates and friends of current families
Families and communities in northern Mecklenburg, Mooresville, Denver, Lincolnton
General Public in Northern Mecklenburg
Current parent body; Outreach to their family and friends
October / 10/5/2017
10/11 & 10/26
10/21/2017 / Monthly Good News Articles and Features
· Targeted publications: The Weekly Herald (Serving Huntersville, Cornelius, Davidson, and northern end of Mecklenburg County), Charlotte Observer
· Will investigate and advertise when possible on the following Facebook pages: Mooresville Mom, Huntersville Yard Sale Pages, Huntersville No Rules, Moms of Huntersville, Moms of Mooresville, etc.
· Will disseminate and encourage current parents to use their Harris-Teeter VIP and Publix Make a Difference cards. (These grocery stores will provide a percentage of monies spent back to the school if parents use our school code.)
Swing, Slide & Play; Rededication of Bailey Road Park Playground; 11536 Bailey Road, Cornelius, NC
Open House Tour Dates
Huntersville Fall Extravaganza; United Methodist Church; 8:00a.m.-2:00p.m. / Prospective Parents and Families 2017-2018
Name Recognition & Fundraising
November / 11/12/2017
11/14/2017
11/29/2017 / Monthly Good News Articles and Features
Birkdale Village: Santa Arrival & Tree Lighting
3:00p.m. – 7:00p.m.; Booth
Huntersville Regional Library: North Schools Charlotte Observer Marketing Event
Open House Tour Date / Prospective Parents and Families 2017-2018
December / 12/12/2017
12/13/2017 / Monthly Good News Articles and Features
PTO Meeting/K-2 Performance (Invite perspective parents and their families to this event.
Open House Tour
10:00a.m. / Current Families and Students & Prospective Parents and Families
Prospective Parents and Families 2017-2018
January / 1/11/2018
1/16/2018
1/30/2018 / Monthly Good News Articles and Features
Open House Tour
5:00p.m.
Launch Service Project Initiatives; Identify advisors; Develop criteria for student participation; Develop interest packets; Selection processes, etc.
Coffee with the Principal
7:45a.m. – 8:15a.m. / Prospective Parents and Families 2017-2018
February / 2/15/2018 / Monthly Good News Articles and Features
Open House Tour
10:00a.m. / Prospective Parents and Families 2017-2018
March / 3/16/2018
10:00a.m. / Monthly Good News Articles and Features
Tea & Cookies with the Principal
8:00a.m. – 8:45a.m.
Open House Tour / Prospective Parents and Families 2017-2018
Prospective Parents and Families 2017-2018
April / Monthly Good News Articles and Features
Open House Tour (Scheduled as requested)
May / Celebrate Teachers and Staff
Celebrate Parent Volunteers
June / Celebrate Student Achievement and Awards Programs
July / Informational Meeting with Prospective Parents (Date: TBD)
August 2018
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Thunderbird Preparatory Academy Marketing Plan 2017-2018 Rev Nov 13 2017