Vancouver School Board
Secretary-Treasurer’s Office
March 7, 2014
NOTICE OF MEETING
Committee III:
Ken Clement
Cherie Payne
Patti Bacchus
Fraser Ballantyne
Ken Denike
Mike Lombardi
Allan Wong
Sophia Woo
Rob Wynen
Nick Milum, Student Trustee
Steve Cardwell, Superintendent of Schools
Dear Sir or Madam:
Notice of Meeting
A Meeting of the Education and Student Services Committee (Committee III) will be held in
Committee Room # 120 of the Education Centre, 1580 West Broadway, Vancouver, British Columbia, on
Wednesday, March 12, 2014 at 5:00 pm
Yours truly,
Rick Krowchuk
Secretary-Treasurer
Senior
Staff:
Maureen Ciarniello
Catherine Jamieson
Denise Johnson
Brian Kuhn
Lisa Landry
Jim Meschino
David Nelson
Mark Pearmain
Scott Robinson
Rob Schindel
Janet Stewart
Ian Wind
Reps:
Sylvia Metzner, VSTA
Alt:
Dan Graves, VESTA
Jody Polukoshko, VESTA
Doug Matear, VASSA
Irfan Sheikh, VASSA
Deena Kotak, VEPVPA
Shannon Burton, VEPVA
Cathy Hasley, PASA
Ron Bergeron, PASA
Stefanie Gajdecki, DPAC
Diana Day or Melanie Antweiler, DPAC
Warren Williams, CUPE Loc 15
Lois Holmlund, CUPE 15
c/o Tim DeVivo, IUOE
John Pesa, Trades
Doug Oates, Trades
Brent Boyd, CUPE 407
Duva Karunakara, VDSC
Others:
Secretary-Treasurer’s Office
District Parents
Kurt Heinrich
Chris Allen
Lynda Bonvillain
Ed. Centre Engineers
B. Ostrom
Rentals
Cafeteria
Maisie Louie
VANCOUVER SCHOOL BOARD
COMMITTEE MEETING
COMMITTEE III – EDUCATION AND STUDENT SERVICES
Wednesday, March 12, 2014 at 5:00 pm
Room 120, VSB Education Centre
AGENDA
Delegations
Presenters
1.
VSB Sustainability Conference 2014 (timed item 5:05-5:15)
Aaron Leung
Josephine Liu
David Zhang
Rosemary Chen
2.
Early Mandarin Bilingual (timed item 5:20-5:30)
Barbara Lee
Items Requiring Board Actions / Motions
3.
Magee Leadership Program - Request for Approval of District Programs Marea Jensen
Trish Mugford
(Choice) Designation (timed item 5:35- 5:45)
Henny Coates
Brian Latimer
Helen Kuk
Andrea Joseph
Sam Fraser
Kathryn Mannie
Reports for Trustees’ Information
4.
Citizenship and Immigration Canada (CIC) SWIS Contract
William Wong
(verbal report - timed item 5:50-6:05)
5.
Update on Continuing Education Program (timed item 6:10-6:25)
New Business / Enquiries
Date and Time of Next Meeting
Wednesday, April 16 at 5:00 pm in Room 120
Rob Schindel
March 7, 2014
Item 3
TO:
Committee III
FROM:
Senior Management Team
RE:
Application for District Program (Choice) Magee Leadership Program
The district policy IGBHA: District Programs was revised and adopted in July 2013. The policy
defines three types of District Programs, including Choice Programs and includes the following
language:
Choice Programs inclusive of mini schools and academies are established by the Board in
response to identified students’ educational interests. Each Choice Program is attached
to a main school, but provides a more enriched learning environment which is unique in
structure, philosophy and focus. All Choice Programs are established with Board
approval. Students apply to these programs.
Beginning in September 2006, the Magee Leaders Program, a new ‘school within a school’,
began to offer an enriched curriculum of integrated studies, challenges and unique experiences
to a cohort of highly motivated students at the Grades 8 and 9 levels. The program has
continued to operate for eight years, in a manner quite similar to other mini-school programs
within the district.
Magee Secondary has followed the process for submitting a District Program Proposal as
outlined in IGBHA – R, and met the criteria for consideration in being designated a District
Program (Choice). (Appendix A)
In reviewing this proposal, district staff noted that Magee Secondary is the only Vancouver
secondary school without a designated mini-school or academy program. This would provide
Magee with a similar opportunity to provide a recognized program of choice to students
entering Grade 8.
Representatives from Magee will be presenting the proposal at the meeting.
IT IS RECOMMENDED THAT the Board approve the designation of Magee
Leadership Program as a District Program (Choice).
School District #39
1580 West Broadway
Vancouver, BC, Canada V6J 5K8
Appendix A
District Choice Program Proposal Date: March 5th, 2014 Secondary – District Program ☐-­‐Choice Program School Name: Magee Secondary School Program Name: Magee Leaders Program Principal Name: Marea Jensen A clear description of the program Background/History Beginning in September 2006, the Magee Leaders Program, a new “school within a school,” proposed an alternative approach to education, offering an enriched curriculum of integrated studies, challenges and unique experiences to a limited number of highly motivated students. In the seven years since its inception, the program has proven to have outstanding results. Students benefit from the development of leadership skills through: •
•
•
•
•
•
•
Academic achievement Creativity Critical thinking Social responsibility Community service Artistic and cultural awareness Environmental stewardship How the Program Works Grade 8 and 9 students move through the timetable as a cohort one day (English, Social Studies, Physical Education and Drama) and are part of the regular school timetable on the other day with the option of enriched courses in areas of their choice. School District #39
1580 West Broadway
Vancouver, BC, Canada V6J 5K8
The program features a leadership retreat, thematic field trips and “Initiative Project Days” throughout the year. These days allow students and staff to engage in creative problem solving, team building and leadership activities. Following these workshops, students plan, strategize and implement their ideas to give back to their school and community in a way that is authentic to each student. They put into practice the concept that leadership is ultimately about service. Integrated curriculum is offered through a collaboration of highly motivated teachers. The courses are connected through innovative units that identify themes from one subject area to another. Teachers practice Project Based Learning, which empowers students to take ownership of their own education. They co-­‐construct the criteria for success and reflect on the process. In collaboration with 21st century education goals, students in the Magee Leaders Program are given opportunities to incorporate technology as a way of exploring curriculum and as a way of expressing their knowledge and understanding of the material. Through a critical lens, students are invited to examine the role of technology in their learning and in our society. Components/Values of the Leaders Program Project Based Learning incorporates • Responsible use of technology • Appropriate technological tools for appropriate jobs • Inquiry based learning Assessment for Learning Judy Halbert and Linda Kaser, authors of Spirals of Inquiry for Equity and Quality, provide a framework which best explains the philosophy of our approach to teaching and learning in the Magee Leaders Program. We recognize the importance of a safe environment for students to explore and make mistakes during the learning process. The timing of feedback is connected to students’ ability to respond to the feedback; therefore, we ensure that students are aware of teacher and peer observations during class time, giving students the chance to improve their work. Central to our program’s philosophy is the role of cross-­‐age coaching. Older students are taught strategies to support younger students in their learning through mentorship, modeling and practice. The grade 9 students support the grade 8s on a regular basis throughout the year, and alumni from the Leaders Program return to guide the group through problem solving workshops and social responsibility issues. In addition, the grade 12 peer counselors support the Leaders students School District #39
1580 West Broadway
Vancouver, BC, Canada V6J 5K8
in the development of effective team building strategies. The grades 8 and 9 Leaders work collaboratively to pass on their knowledge and skills to elementary students through regular drama and outdoor recreation lessons. The outreach to elementary schools has been well received by the elementary teachers and students involved. The Leaders students represent diverse cultural and socio-­‐economic groups, and this heterogeneity enriches the class and the students’ learning. Teachers value the students as individuals and make a concerted effort to develop strong teacher-­‐student relationships. When students sense that an adult believes in their potential, they are far more likely to be invested in their education and understand that their contributions matter. We ask the students: •
•
•
•
Can you name two people in this school/setting who believe that you can be a success in life? Where are you going with your learning? How are you doing with your learning? Where are you going next with your learning? The students’ responses guide how teachers can respond to them as individuals. Goals and objectives of the program Goals Commitment, Initiative, Communication, Effective Action: these are the cornerstones of effective responsible leadership. They are the core of the Magee Leaders Program, and the basis of the program’s goals. 1. Commitment: to instill an understanding of the responsibilities of citizenship, and of the individual’s potential to effect positive change in our society 2. Initiative: to encourage students to act on their convictions and to exercise sound judgment in doing so 3. Communication: to develop in each student the most essential leadership tool – the ability to communicate effectively – by building skill, confidence and understanding 4. Effective Action: to explore the essential actions required to bring a project or idea to fruition. School District #39
1580 West Broadway
Vancouver, BC, Canada V6J 5K8
Rationale for the program, including an explanation of: •
•
•
the educational soundness of the program; how the program is consistent with the VSB Mission Statement and Beliefs, and Board policy, and how it fits with or complements provincial curriculum; how the program is distinctly different from regular programming; Why the Magee Leaders Program Should Be a District Program? The Magee Leaders Program is unique within our District by its distinct use of Project Based Learning. With this context, a collaborative lens is used within assessment, which fosters authentic, engaged and purposeful learning within our community; the work of Judy Halbert and Linda Kaser, authors of Spirals of Inquiry for Equity and Quality, provide a framework which best explains the philosophy of the Magee Leaders approach to teaching and learning. The Magee Leaders Program is unique and by opening this program to the district we move towards achieving a more diverse socio-­‐economic and cultural community. We are mentoring community leaders, not just school leaders. Equity and the opportunity for success for all Vancouver students is the desired outcome of making this a District Program. How Magee Leaders Complements our Provincial Curriculum by Providing enriched opportunities for our Vancouver School Board Students Social Studies Enrichment Students in Social Studies work above grade level on an inquiry based enriched curriculum, which emphasizes achieving excellence in understanding historical significance, analyzing evidence, grasping continuity and change and cause and consequence. Students learn to critically analyze sources, detect bias, debate ideas. Students learn advanced communication techniques in writing and through creative classroom presentations. English Enrichment The curriculum in Leaders’ Program English covers a broader range of more challenging materials (including text, media, field based studies and cross curricular connections) with the express purpose of applying classroom learning to practical leadership both in and outside the classroom. Self and peer assessment skills are taught at a higher level as a means to give students the opportunity to give and receive meaningful feedback with the goal that they will become more independent learners. This course is committed to fostering a deeper understanding of self and others through the study of literature. School District #39
1580 West Broadway
Vancouver, BC, Canada V6J 5K8
Physical Education Enrichment In addition to participating in a range of physical activities, including team and individual sports, fitness and dance, students peer teach and assess, and lead class activities. In grade 8, students complete an Action Schools workshop focused on leading outdoor games offered by Healthy Families B.C. Throughout the year both grade 8 and 9 students visit Maple Grove at lunch hour and facilitate playground games. The focus in Physical Education is on the cultivation and practical application of leadership skills. Drama Enrichment Drama is an integral piece to the development of students’ identity as leaders. Students cultivate performance skills through such activities as improvisation, theatresports, role-­‐play, scene building, character study, and script work. Students work collaboratively in rehearsals and performances to develop acting techniques and expand their knowledge of story structures. The course also highlights the ability to critically analyze theatre and its many elements. Upon the completion of this course, students are expected to have advanced communication skills, superior public speaking abilities, creative problem-­‐
solving techniques, and increased self-­‐confidence. In addition, the course integrates social responsibility, media literacy and environmental stewardship into their daily projects. Advanced curricular material is explored in collaboration with Social Studies, English and P.E; for example, demanding Shakespeare units, sophisticated exploration of gender roles in the media, original TED Talks, silent films and public service announcements. The course fosters the development of skills needed to become a leader. Examples of Cross Curricular Units Magee teachers model collaborative leadership by working together to team teach the following units: • Integrated Shakespeare unit between English, Social Studies, P.E. and Drama classes, which encompasses history, literature, performance, and physical activities of the time. The work takes a multidisciplinary approach, which enriches understanding and requires that students develop practical leadership skills to be successful. • Fitness documentary project (Drama and P.E.) promotes effective action on the environment. • Critical Analysis of Gender issues in the media and values in everyday life (in English, Drama) • Waste reduction (Social Studies, Drama) and Clean Bin Project where Magee leaders students and staff keep track of their personal waste on School District #39
1580 West Broadway
Vancouver, BC, Canada V6J 5K8
a weekly basis. Promotes insight and analysis into our environmental footprint and the difficulties and need to reduce it. Examples of Cross Curricular Field Studies Field Studies -­‐ an important way to develop enriched community, global education and environmental awareness. • Sea to Sky leadership retreat-­‐ a 3 day intensive leadership workshop • Rock climbing day trips • Hiking • Cross-­‐country skiing on Cypress each year • Snow shoeing • Cycling part of a course in Leaders PE • Bard on the Beach and other theatre events yearly • Writers festival yearly • DOXA (documentary film festival) yearly • Parliament buildings in Victoria (witnessed the second reading debate on the HST) • Leaders students have met with and able to question local MLA • Royal BC Museum study BC History and physical regions • Science World: interactive exhibits • Vancouver South Transfer Station • Salvation Army’s community kitchen tour • Union Gospel tour –also to coordinate delivery of deliver charitable donations • First United Emergency Shelter tour • Insite – tour of Supervised Injection Site • Me to We Day participants for multiple years Intended enrolment (age, grade level(s) characteristics, educational needs and number of students) The Magee Leaders Program has an intake of 30 grade eight students each school calendar year. This already existing grade eight cohort will move to grade nine the following year to complete what is currently a two-­‐year program. The profile of a Magee Leaders student reflects a highly motivated individual who is curious, compassionate and committed to the vision of enriched learning through leadership and community service. School District #39
1580 West Broadway
Vancouver, BC, Canada V6J 5K8
A plan to articulate with Secondary programs if the program goes beyond grade 7 Not applicable. Proposed plan for communicating registration information to parents of the district To date, the Magee Leaders Program has used the following methods to communicate to the parents of our District: § Choices Brochure § VBE Website § Magee Website § Magee Leaders Website § Newsletters § Parent Information Evening Evidence of support for the program from within the Vancouver School District community Since the inception of Magee Leaders, our application intake has increased each year. Applications for the 2014-­‐2015 school year increased by 37% with tally of 146 applications received this spring. Our family of schools have also consistently requested and relied on the ongoing mentorship of our Leaders’ students each school year. Evidence of awareness of relevant contracts The Magee Leaders Program does not have contracts with outside agencies at this time nor anticipates this outside relationship. Evidence of success, if program exists elsewhere As indicated, The Magee Leaders Program has been in existence for seven years. Below are examples that reflect the success of our program: School District #39
1580 West Broadway
Vancouver, BC, Canada V6J 5K8
Project Based Learning Samples o E.L.L. Outreach § Bridging the social and cultural barriers between English language learners and English speakers § Creating relationships for students who are often isolated o Leaders’ Students Council § Building a community within the school § Building a Website § Design, create and produce a Leaders Annual (Yearbook)which archives the highlights of the year § Organize team building through celebratory events including a year end grade nine graduation ceremony for students, staff, family and friends o Green Stars organized: § A Green Fair visited by hundreds of students showcasing student research and grassroots campaigns raising awareness on environmental issues. § Waste reduction project § Bike to School Week § Clothing swaps § Raising awareness about over consumption o Recreational Leadership § Facilitate playground games with elementary students at Maple Grove § Mentor elementary students § Assist elementary teachers with P.E. classes § Coach sports teams o Global Citizens § Raise awareness about issues of international development and inequality § Take concrete steps towards international development in marginalized countries § Making connections with students in developing countries through shared projects, letter writing tec § Organize community and school fundraising to support the building of schools and libraries in Guatemala and Kenya. § Organize and host an all candidates debate for our local representatives in the 2013 BC Provincial Election § Organized a Student Vote at Magee which mirrors the 2013 BC Provincial Election process. Magee has highest Student Vote turnout in Lower Mainland. § Promote awareness and participation of youth in the political process and citizenship. School District #39
1580 West Broadway
Vancouver, BC, Canada V6J 5K8
o Downtown Eastside Outreach § Raise awareness about marginalized people in Vancouver § Advocate for the needs of the homeless. Spoke out to Magee classes and in other schools. § Raised funds for social housing. § Organized a food drive in the school for the First United, Salvation Army, the Vancouver Food Bank and other grassroots organizations on the Downtown Eastside. § Made sandwiches and hand delivered them to people in need in the Downtown Eastside. o Connecting Through Theatre § Conduct peer based drama workshops for elementary students § Model collaboration and problem-­‐solving skills through drama activities § Promote creative and divergent thinking. § Invite elementary students to Magee to create drama scenes with secondary students § Mutually develop confidence through participation in drama activities. o Learning Assistance & Life Skills Outreach § Long-­‐term partnership between Leaders students and the L.A. & L.S. District Program § Promote inclusion and whole-­‐school connectedness for students who are often disenfranchised § Magee Leader’s students aim to be role models for positive relationships § Work with students in curricular areas such as Drama, P.E. and Art. § Model appropriate social behaviors § Integrating LA/LS students into school events. o The Story of Stuff Project § Students work together in small groups to research the history of an everyday item (e.g.: cell phone, t-­‐shirt, cosmetics) from extraction to disposal. § Assignment components include a written report, class presentation and a presentation to a larger audience of Magee and Maple Grove Elementary students. School District #39
1580 West Broadway
Vancouver, BC, Canada V6J 5K8
Notable Achievements of Leaders Alumni § Vivian Tsang was selected as a finalist for the national, “Canada’s Top Ten Teen Philanthropist Award” due to her work in Magee’s Humanitarian Organization for Providing Empowerment (HOPE Club) and her work at Covenant House, Vancouver. In addition, she was a finalist for the prestigious 2014 Loran Scholarship. § Miranda Wang was invited to speak at two TED Talks conferences, a nonprofit organization that is devoted to “ideas worth spreading.” § A group of Magee Leaders students won the Youth and Philanthropy Initiative, winning a $5000 grant which was then matched and used by St. James Community Housing to build a new social housing wing on the Downtown east side. § Many Leaders students serve as representatives on Magee Student Council. § Magee Leaders students often are selected to be Valedictorians, Allan Bowles Award winners (top all-­‐round student), Gold Medal Award (top academic student at Magee)and Silver Medal Award (second top academic student at Magee)and or Subject Award winners in Social Studies, Science, Math, English, Music, Theatre, Visual Art and PE. And/or receive other awards at Magee. § Many Leaders alumni become Magee Mainstage Program actors, section leaders in Band and Choir, acclaimed art students in Visual Arts § Leaders students are frequent student coaches and captains of Magee sports teams. These students go on to play higher-­‐level sports at both city and provincial levels. § Leaders students go on to become executive members of the service clubs at Magee: for example the Global Connections Club composed of and led by many former Leaders organized an International Development Project last year where they raised $7000 to construct a new school in a village in Guatemala over Spring Break. Many Magee Leaders took part in the construction. The Magee Environment Club developed a large school garden on the Magee campus and organized weekly compost collection in the school. The Queen Alex Club links with an inner city schools to provide positive mentoring experiences and provides social and academic supports to the school. School District #39
1580 West Broadway
Vancouver, BC, Canada V6J 5K8
Financial implications including: •
•
•
•
short and long-­‐term staff and space requirements, start-­‐up costs and other required, long term resource needs; any student fees anticipated, recognizing that any fees for district programs are established by the Board; additional funding from the Board; a complete explanation of any expected outside funding; whether from government, corporate, private or other sources, and any requirements connected with such outside funding; Magee Leaders has been running without District Program status for seven years. This program utilizes existing staff and physical space already at Magee Secondary. With a formal District Program status, we would be able to bring students from across our District to ensure opportunity for all Vancouver students, supporting a diverse socio-­‐economic and cultural community. As discussed, equity and the opportunity for success for all Vancouver students is the desired outcome of making Magee Leaders a District Program. Students who are accepted to our Magee Leaders Program are charged a fee that has been approved by our School Planning Council: Magee Leaders Mini School Fee Schedule Description Sea to Sky Leadership Camp Bard on the Beach Doxa Documentary Film Festival Writers Festival Cypress Cross Country (Skiing/Snowshoeing) Rock Climbing Cycling – Road to Mountain Wilderness Education Hike Fee $325 $20 $15 $20 $50 $20 $55 $45 Total $550 This Fee schedule is published and made available to students and parents before the beginning of the school year. Our District’s financial hardship policy is prominently and clearly stated: “The Board of Education Trustees is committed to ensuring that no school-­‐age student will be denied an opportunity to participate in a course, class or program because of an inability to pay fees. Parents and guardians unable to pay some or all of school fee are invited to speak to their child's teacher, school counsellor, and/or the school Principal.” School District #39
1580 West Broadway
Vancouver, BC, Canada V6J 5K8
Proposed student selection criteria in accordance with Board policy. In following Board policy, The Magee Leaders Program selection criteria is based on a variety of sources. Applicants are requested to complete an application which requires the following documents: • Grade Eight Leaders Application Form • VBE Student Application Form • Cross-­‐boundary Application Form (if applicable) • Grade Eight Course Selection Form • Proof of Valid Canadian Citizenship • Proof of Address • Grade Seven Report Card All applicants are invited to a student interview session. At this time, students will meet with the staff and existing Leaders students. Each student will be interviewed (small groups) and will have an opportunity to write on a topic selected by our Leaders’ staff. Selection is based on: application, interview and essay. Submit this completed proposal template to your Director of Instruction School District #39
1580 West Broadway
Vancouver, BC, Canada V6J 5K8
DATE: March 12, 2014
TO:
Committee III-Education and Student Services
FROM:
District Management Team
RE:
Update on the Continuing Education Program
Item 5
A. Background
This report is an update on the current program registration levels, revenue and expenditures status, as
well as the financial status for the fall term.
B. Updated Fall Term Revenue Information
In fall 2013, CE offered 40% more courses than fall 2012. Registration declined, more courses were
cancelled, and overall revenues decreased by 4%.
Below is an updated comparison of the fall 2011, fall 2012 and fall 2013 registration and fee
information, collected at the end of each term. (Table 1)
Table 1
A
Term
Fall ‘11
Fall ‘12
Fall ‘13
B
Total
Courses
Scheduled
C
#
Courses
that ran
D
#
Cancelled
Courses
E
%
Cancelled
F
#
Registrants
G
Total Fees Collected
458
309
434
277
218
236
181
91
198
39.5%
29.5%
45.6%
2651
2209
2015
$366,798.60
$311.872.33
$299,911.52
Explanation of Table:
• Column B = total number of courses scheduled to be offered for fall term
• Column C = number of courses that met registration minimum level requirements and went ahead
as scheduled for the fall term
• Column D = number of scheduled course offerings that were cancelled in the fall term
• Column E = % of courses cancelled, based on the total number of scheduled courses
• Column F = total number of registrants including staff registrations
• Column G = total fees collected including staff fees and refund holdback
Participation rates for the Saturday Zone program fell drastically and the entire program was cancelled
for the fall of 2013 and the winter of 2014. (Table 2)
TABLE 2
Term
Winter
Spring
Fall
Saturday Zone Program Registration #s
2011
93
121
108
2012
47
cancelled
153
2013
103
94
cancelled
Increased targeted advertising and use of social media appears to have had no impact on registration
for Night School in One Day as fall 2013 registration numbers are down by 13.75% over the previous
year, while revenues are down by 5.2%.(Table 3)
Night School in One Day Registration #s
TABLE 3
Term
# Registrations
Total Fees Collected
Fall ‘11
196
$16,250.00
Fall ‘12
269
$ 21,855.26
Fall ‘13
232
$20,710.00
C. Projected Financials
•
When comparing the program costs to the fees collected, the revenue loss is approximately
$87,067.20 for fall 2013 term.
•
Preliminary numbers for the winter 2014 term indicate a potential loss of $72,450 between program
costs and fees collected for winter 2014 term with 3 weeks remaining at the time this update was
written.
D. Program Update and Strategies
•
For the past six months the CE Staff have focused on revised marketing strategies through the use of
social media (Appendix A).
•
Instructors of successful courses were asked to:
o
repeat successful offerings in the next term.
o
revise and improve course descriptions with the goal of attracting more students and
increasing their already good enrollment numbers. This work was supported by course
programmers in CE.
o
develop extension courses or new courses aligned with specific subject areas. Examples
include: a successful 6 session ‘ABCs of Cooking’ course being offered the following term
along with a new 4 session ‘ABCs of Cooking Part 2’ or a number of successful Italian
Language Level 2 courses being offered the following term along with a new Italian
Language Level 3 course taught by a popular instructor.
2
o
•
develop new course ideas based on input from their students or an in depth knowledge of
their areas of expertise and current trends. Courses which had been unsuccessful were
either cancelled or modified (e.g. change in location, number of sessions, session length,
instructor, and scope of the learning outcomes)
District management has contracted the services of a third party Product Marketing and Strategy
consultant. The consultant will conduct a business analysis with a marketing strategy and the costs
associated with the proposal. This information will be provided in the next update to Committee III
in April, 2014.
E. Summary
Overall the current CE program continues to be challenged in regards to operating on a cost-neutral
basis within the current overhead costs and structure. Prior to the adoption of the 2014-15 preliminary
budget, the complete fall term and winter term revenue and expenditures will be reviewed, along with
early registration and revenue information from the spring term.
F. Committee and Board Meeting Timelines
Report to Committee lll April 16, 2014
This report is for information purposes.
3
Appendix A
Updated Summary of Advertising Strategies
On Going Strategies:
•
•
•
•
•
•
•
•
•
CE website updates with instructor content
Newly designed CE program brochure (distribution: all Vancouver households and individuals who
have signed up for brochure delivery)
Contracted with Boxcar Marketing for development of ads through Social Media, Print, TV and Radio
Interviews; created Google Ads, and promotional appearances for instructors on local TV to highlight
courses and overall program. Based on fall results, the consultant recommended the Google Ad
approach for winter term.
Targeted Saturday Zone Courses for Kids and Teens program mailout and e-newsletter to past
students
Internet takeover campaign of the Province and 24 in fall; based on fall results only advertised in 24
for winter term
Print ads in a combination of 24 Hours, Georgia Straight, Province, Sun, Ming Pao, Sing Tao, World
Journal, sides of 22 VSB delivery trucks each term
Upaknee e-newsletter was sent three times in the fall term to approximately 40,000 recipients
Traffic tags on Virgin Radio and Peak FM
Public Service ads on radio in fall
New Strategies:
• hired two of our Computer / Business CE Instructors to train CE staff about social media;
subsequently, CE launched a Facebook page and twitter account in August 2013; currently 1742
‘likes’ on Facebook and 101 ‘followers’ on twitter for CE.
• advertised effective ‘Instructors Wanted’ ads in the Vancouver Courier and on Craigslist to recruit
new instructional talent for the fall 2013 term at no cost.
• created four different large-scale bus shelter ads (CBS Outdoor) promoting CE centres around the city
– one near each of the four major CE Night School Centres; ads were developed as a joint creative
initiative with the VBE Communications team and representatives from CE.
• in January, CE used the VBE CE Facebook page to advertise a special offer of a $30 credit that could
be used towards future VBE CE course fees if participants registered in any CE course over a 3-day
period of the promotion; only one student availed themselves of this opportunity.
4