1. Connecting Communities and Schools Karen Leinberger MBC Final Project Presentation

2. Why focus on connecting the two? Current Edina resident. No children in the school system. Did not vote in November referendum. To me, school systems drive a community. Curious about my community’s tie to its school system.

3. What research uncovered Per square foot, the City of Edina is the oldest Twin Cities community. Those over 55 do not typically have children in the school system. School is losing those under the age of 30 and over 55, it’s largest population.

4. What are the implications? Taxpayers support school system. People without children in schools are a vital audience. Disconnect with school leads to a fragmented community.

5. The community could suffer School system needs to take advantage of this opportunity. If schools overlook the support of senior residents, potential exists to: –Lose funding –Squander support –Eliminate clout

6. What I wanted to know Does this group feel they are already connected to the school system? Would they like to know more about community events through Edina Public Schools? What vehicles of communication do they prefer? How often do they want to be communicated to?

7. Is communication from Edina Public Schools (EPS) important to senior residents of the City of Edina?

8. A study was born Thirty volunteers over the age of 55 separated into four focus groups. Recruited through flyers, e-mail and phone calls. The majority of participants were between the ages of 55-60 and 76-80. Sixty-seven percent no longer had children in the Edina Public Schools system.

9. Is communication from EPS important to you? Yes! All mentioned that hearing from EPS was important to their feeling of community inclusion.

10. What is your primary source for EPS information? More than 85% receive their community information through print vehicles: –Edina Sun Current –Minneapolis Star Tribune –Standard mail on EPS letterhead Word of mouth was second primary source.

11. What are your impressions of EPS’ marketing collateral? A majority noted information in current collateral pieces was irrelevant. Suggested need for statistics and cross- district comparisons. Expressed concern over taking funding away from classrooms for communication.

12. What do you want to know about EPS? Respondents mentioned they wanted to hear more about: –Statistics on the school’s budget –Comprehensive testing results –Local children thriving in and out the of classroom

13. Is Community Education a gateway to EPS? Universal knowledge that programs existed throughout groups. Very few tied Community Education programs to the school district.

14. Is EPS a conduit to the community? All participants value the school system. They understood EPS’ reputation directly correlated with their property values.

15. Is communication from Edina Public Schools (EPS) important to senior residents of the City of Edina? YES!

16. What did I learn? Edina residents ages 55 and older appreciate communication to stay connected. No one ideal way to communicate to this age group. Dissatisfaction on communications received to date.

17. Next Steps for EPS Recommend a full audit of marketing collateral materials. Distribute a larger mailed survey to Edina residents. Implement revised communication program based on survey findings.

18. Questions?