Changing Minds, Changing Lives, Changing D.C.

1. Changing Minds, Changing Lives, Changing D.C. Duke University – Fuqua School of Business: Debbie Chou Nathan Mah Vishal Patel John Troy

2. Problem Definition Problem How can the district effectively attract top teacher talent Solution Criteria for Recruitment • Recruit a minimum of 300 quality teachers per year • Diverse pool of applicants (e.g. experience, location) • Targeted media channels • Implementable within six months

3. Profile of Targeted Segments Common Threads Belief that every child can and should succeed High expectations Constant learner Relationships matter Produce results

4. Recommendation 7% awareness and 7% application rates to reach 300 teachers Teacher Recruitment Funnel Two-Pronged Approach • Increase Quantity of Teachers • Push & Pull Strategies • Increase Quality of Teachers • Refined Selection Process

5. Increase Push Marketing • Only place student teachers with best teachers • Actively recruit students to high demand teaching positions Reward for Most Successful Teacher Referrals • If union contract approved, $100 bonus/referral ($200/high-need referral for high needs subjects and schools) • Until then, highlight top referral teacher in Partners newsletter with link to the teacher’s Donorschoose.org site Local school recruiting Media • Metro, Free DC Newspaper, Buses, Bus Stops, etc.

6. Changing Minds, Changing Lives, Changing D.C. www.teachdc.org

7. Changing Minds, Changing Lives, Changing D.C. www.teachdc.org

8. Build a Pull Marketing Strategy Goal: Establish DC as nationwide resource for Urban Education Reform. Create forum for knowledge sharing. • Share teacher best practices, testimonials, teacher and student profiles, stories, etc • Avenues: • Website • Newsletter • Social networking (Facebook fan page) • Professional development wiki Provide value-added services “For Teachers, By Teachers” Urban Education Teacher Conference • Opportunity to share best practices, meet top urban teachers, develop new educational strategies, and observe DC education system in action • Obtain foundation support to cover participant costs; offer scholarships • Indirect recruiting benefit for DC Signing Bonus Pool • Signing bonus for high need schools or high need subjects will be spread over four years in $2,000, $3,000, $5,000, and $10,000 increments

9. Increase Quality of New Teachers Goal: Pull top teachers from classroom for 1 year, prestigious, rotational program Selection Board • Similar to current principal selection process • Boards approve all new teachers prior to Principal placement process Professional Development Programs at Schools - Travel to schools to assist teachers - Increases long-term leadership pipeline • Direct recruiting at local education schools - Recruit top education students to DCPS

10. Analysis of Recommendations • Proposed Budget: • High-Priority Items - $247,500 • Total - $3,917,500 • * Assumed that $52K of $300K budget is non-adjustable, remaining amount is flexible

11. Timeline for Implementation 6/1/09 9/1/09 2/21/09 • Increase Quantity • Push – Re-branded marketing materials • Pull Use • Provide Value Add Services • Urban Education Conference • Create Signing Bonus Pool • Increase Quality • Create teacher selection panel • Selected cohort of 10 teachers • Train teachers • Strengthen Professional Development • Recruit at local education schools 3 months 6 months 3 months 6 months 3 months 4 months 2 months 3 months 6 months 3 months

12. Affect on Value Chain • Increased Quantity • Re-Branded Push Media • Social network sites • Urban Education Conference How recommendations alter the value chain Training Recruitment Hiring Leadership Compensation Budgeting Selection Evaluation Increased Quality - Teacher Panel to help select new teachers

13. Recruiting Scorecard

14. Conclusion Changing Minds, Changing Lives, Changing D.C.

15. Appendix

16. Marketing Funnel Projections

17. Marketing Funnel Analysis Sensitivity analysis based on % applications and % impressions