What is the purpose of the campaign?
The “Success Starts Here” campaign is a multi-year statewide effort to share the positive news about public education through advertising, the web, social media, traditional media and word-of-mouth with the goal of raising understanding of the value of public education in Pennsylvania. It is not an advocacy campaign.
How do school entities get involved in the campaign?
Because success stories are the lifeblood of the campaign, schools play a crucial role in its success by sharing stories. The main avenue to do this is by submitting an online form found on the Show Support tab at www.SuccessStartsHere.org.
Schools should share their own success stories through their Twitter feeds and include the hashtag #PASuccess and the campaigns Twitter handle @SuccessStartsPA. The campaign also has an Instagram account @SuccessStartsHerePA.
Window clings have been distributed to all school entities. We encourage schools to place them on the glass windows at the main entrance of each building. Schools should take a photo and tweet it out using the campaign hashtag and Twitter handle.
What are the main tools of the campaign?
The campaign uses a number of techniques to push out its messaging. First, a website has been developed where the success stories in longer form will live, tool kits and other resources. The campaign will have its own Twitter and Instagram accounts. Finally, advertising will be used including a 30-second TV spot, a 30-second radio spot, free media through public service announcements such as billboards or bus stop ads, and web advertising.
Some schools are facing major challenges. How can they be a part of the campaign?
The campaign is not meant to gloss over the challenges facing some schools in Pennsylvania. However, all schools no matter what issues they may be facing have success stories big and small happening each day. We particularly owe it to those students, teachers, administrators and parents to highlight what’s working even as we work together on the things that need to be addressed.
What organization is overseeing the campaign?
The Pennsylvania School Boards Association is serving as the campaign coordinator, but it is not branded for PSBA. The campaign does rely on the buy-in and support of a wide variety of supporting organizations to fully leverage the financial resources available for the campaign. Other statewide education associations are supporting the efforts of the campaign, including the PA School Public Relations Association, PA Principals Association, PA Association of School Administrators, PA State Education Association, and PA Association of Intermediate Units. We’re encouraging other organizations to join us by contacting us at SuccessStartsHere@psba.org.
How is the campaign funded?
The Pennsylvania School Boards Association is providing the majority of financial support for the campaign over its life. An initial investment of $200,000 has been earmarked for the campaign, and we have been able to leverage nearly $1 million in donated advertising. In addition to the advertising, we are relying on local school entities and other education associations to help carry the messaging of the campaign through social media and the internet.