PBS Teachers Campaign Donelle Blubaugh Director, preK-12 Education October 2007

PBS Teachers Digital Media Resources & Professional Development for America’s PreK-12 Educators

Educators Core Value to PBS Educators are a strong audience for PBS  49% watch at least once a week  8% are members of local stations (Adult average only 2%)  PBS.org visitors are twice as likely to be educators as other national media sites  30% of adult visitors to PBS.org are educators Educators are a loyal audience for PBS  PBS.org is among top 3 web sites for educators  PBS is a top choice for classroom video NOVA most used in US HS Arthur, BTL, Reading Rainbow in top 10 ES Educators are a strong audience for PBS  49% watch at least once a week  8% are members of local stations (Adult average only 2%)  PBS.org visitors are twice as likely to be educators as other national media sites  30% of adult visitors to PBS.org are educators Educators are a loyal audience for PBS  PBS.org is among top 3 web sites for educators  PBS is a top choice for classroom video NOVA most used in US HS Arthur, BTL, Reading Rainbow in top 10 ES

PBS Teachers Campaign Mission To support educators by providing opportunities to engage, connect, contribute and grow, thereby deepening the educational mission of public broadcasting.

I’m a PBS Teacher! Build awareness & use of Public TV’s educational services and resources Develop a community of practice which honors and supports educators Provide stations and producers with ways to connect with educators Be educators’ first choice among content and service providers

Stakeholder Interests CORE GOALLOCAL STATION AND PBS INTERESTS TEACHER INTERESTS MEMBERSHIP Increase station membershipConnect and support PBS through local stations PUBLIC POLICY Influence the legislative commitment to public broadcasting through education initiatives Advocate for continued funding and support of public broadcasting COMMUNITY Connect with and support the education community Connect with other PBS teachers for professional development and idea sharing IMPACT Ensure PBS resources affect student achievement and teacher development Create engaging, high-quality, technology-driven PBS resources

Core Goals CORE GOALPBS TEACHERS CAMPAIGN ECCG MEMBERSHIP BUILD local station teacher membership XX PUBLIC POLICY COMMUNICATE the education reach and impact message to policy and decision makers XX COMMUNITY CREATE local and virtual community platforms for teaching and learning XXXX RELEVANCE RECOGNIZE and REWARD ideas and innovation in use of PBS resources to teach XXX E=engage C=Connect C=Contribute G=Grow

GOAL: Build local station teacher memberships STRATEGY: Encourage teachers to become members by creating opportunities to build relationships with local stations OBJECTIVE: Increase teacher memberships by 15% ONLINEOFFLINE Position local connection as focal point in teacher’s personal online community Opportunity for stations to promote local education online and programming offerings Offer visual and dynamic representations of local network Seed opportunities for teachers to join local stations Develop teacher-focused membership campaign models Invite station membership to attend local professional development events Station-hosted screenings and school-focused events Provide opportunities for teacher’s to contribute input in station programming and education initiatives

GOAL: Communicate education reach and impact message to policy and decision makers STRATEGY: Formalize collection and dissemination of key data and impacts OBJECTIVE: 200,000 teacher members and 10,000 impact stories ONLINEOFFLINE Solicit stories from teachers who use public television resources in classroom, homeschool and daycare Develop tools to visually demonstrate growth Create viral and social media mechanisms to demonstrate teacher support and advocacy Develop and disseminate reports to key corporate, station and policy stakeholders Create mechanism for stations to share and access stories Capture data from local event participation Communicate campaign successes to media and political press

THE STORIES: Capturing the Impact PBST Registration Form Name: School: City: State Subject: Grade: Local Station(s): How are you using public television content and tools in your teaching? Share your story here! Post on PBS Teachers Report to Local Stations Report to Policy Makers

GOAL: Create local and virtual community platforms for teaching and learning STRATEGY: Support robust community-based interactions to include sharing and collaboration Objective: Increase traffic 5X and launch 50 local stations communities ONLINEOFFLINE Create blogs and forums for teachers to discuss use of PBS resources Create connections between teachers based on shared needs/interests Create a best practices in digital media wiki Support teacher sharing of created resources Host teacher working groups to discuss PBS programs and create supplemental resources Create a teacher panel to provide input and feedback on programs Identify teacher leaders in local community to lead “Off the Clock” professional development sessions

GOAL: Recognize and reward ideas and innovations in use of PBS resources to teach STRATEGY: Elevate the visibility of public television as an educational leader/innovator Objective: Launch a teacher recognition program ONLINEOFFLINE Create grant program for teachers who develop exemplary models for use of digital media Utilize Teacher Advisory Group to evaluate submissions Create a tiered membership program that provides a way for teachers to move from lurker to contributor to leader in community Develop model for local teacher recognition program Create event at national conference (e.g. NECC) to acknowledge teacher leaders Create station tools to manage submissions Develop local teacher institutes Reward could be enrollment in TL course

OCT 2007 NOV/DEC 2007 JFM 2008 AMJ 2008 JAS 2008 BUY IN Corporate Stations (SAG) Teachers (TAG) Dev Conf PREP Templates Communication Development PHASE I: Launch Awareness Registration Story Capture PHASE II: Localize Connect Teachers Local Network PHASE III: Create Contribute Collaborate ROLLOUT