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CONTACTS:
Peter Mantey, Communications Officer
Douglas Education Service District
Phone: 541-957-4807
Jon Hill,
Superintendent
Douglas Education Service District
Phone: 541-440-4777
“In Douglas County, Education Works” campaign
Positive messages about public schools can be difficult to find. Radio talk shows and TV news programs bemoan the “failure” of our public education system. In corner pubs, at sporting events and around kitchen tables, people all-too-easily join in school-bashing banter.
Douglas ESD was determined not to continue to allow negative buzz about schools prevail in its district. Last November, the ESD hired a communication officer, Peter Mantey, who had the technical expertise to construct the building blocks of a campaign focusing attention on school accomplishments.
Douglas ESD’s Education Works campaign, designed by Mantey, has aired
four radio spots and a TV commercial and sent the second tabloid-sized newspaper insert to Douglas County residents. All the campaign messages rely on solid research about what Oregonians value in their schools.
So far, there have been four main themes that Douglas ESD’s campaign has ensured residents hear and read about:
- Their kids are responsible students and
citizens.
- Classroom technology is a powerful tool being used to the students’
advantage.
- Parental involvement is important for student
success.
- Their kids are being well-prepared for
life.
By drawing attention to teaching strategies that engage students, modern technology and other specialized resources, the campaign demonstrates that classroom educators continue to excel, serving students with intelligence, care and enthusiasm.
Mantey said the ESD has spent about $150,000 to date on the
Education Works campaign, which includes his salary and the cost of placing some of the PSAs in prime time slots to ensure they reach the widest-possible audience. The ESD intends to continue its campaign and hopes to get grants to help fund it. The local Whipple Foundation has already stepped forward with financial support.
A Web site will soon be part of the campaign and Mantey said it will help the district measure how the campaign is affecting public opinion as well as provide more district information and volunteer opportunities to the community.
Mantey’s tips for other districts:
- Make relationships with local news media mutually satisfying: Feed them the news they want; get the coverage and consideration you want.
- Make good use of solid research when you craft your messages.
- Commit to delivering the messages you want heard to those who need to hear them.
| Education
Works campaign radio spots |
| Click
on the icon to listen to the radio spot. Help |
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Their kids are responsible students and
citizens (468k MP3) |
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Classroom technology is a powerful tool being used to the students’
advantage (473k MP3) |
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Parental involvement is important for student
success (470k MP3) |
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Their kids are being well-prepared for
life (461k MP3) |
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