Partnership Goals, Strategy,
Criteria and Benefits
Marketing Parental Involvement
Project Appleseed seeks to
create synergistic alliances with local school districts, state
education agencies, foundations, nonprofit organizations and corporate
partners whose educational, philanthropic, and business objectives can
be met through a partnership with Project Appleseed. Any
partnership
should achieve at least one of the following goals for Project
Appleseed or any combination thereof:
Criteria
A. Partnership
Criteria (Desired):
- National, state or regional in
scope (more than one district).
- Philosophy
aligned with Project
Appleseed's purpose.
B. The organizational mission
should have relation to
Project Appleseed's mission, i.e. families, parents, children, schools
and neighborhood. Company, product/service must be deemed
non-controversial by Project Appleseed.
C. Whenever
possible, Project Appleseed should work directly
with the partner rather than through third party intermediaries. When
intermediaries are the original point of contact, Project Appleseed
should obtain direct contact with the primary partners at the earliest
possible time.
Goals
- To increase student achievement for
all
students.
- To increase parental involvement by
expanding the
number of parent
volunteers taking the Parental Involvement Pledge.
- Generate incremental revenue for
Project Appleseed locally, nationally or both.
- Heighten public awareness for
Project Appleseed.
Strategy
- Target partners where Project
Appleseed can build awareness in multiple school districts.
- Target partners whose purpose is to
support
parents, youth and education.
Benefits
Permission
to employ Project Appleseed's
trademarks for use in advertising, public relations, and promotions.
Partners
have
the freedom to create
their own promotions that tie-in to Project Appleseed's Parental
Involvement Pledge, National
Parental Involvement Day, and Public
School
Volunteer
Week - all trademarks of Project Appleseed.
Partners'
image
will be enhanced and
its' reputation will be solidified through a partnership with Project
Appleseed. Project
Appleseed will not accept a
partnership from a corporate partner's direct competitor.
"66%
of
consumers
are
likely to purchase
brands that support causes about which they are concerned. The top
domestic concerns among U.S. consumers are education, health care,
crime, environment, homelessness, and drug abuse."
Cone-Roper, Cause Related Marketing (CRM)
Trends Research
Our
Target Audience
Primary PreK-12 audience:
- Parents or other primary caregivers
of public school-aged children (approximately ages 4-18).
- Parent leaders in America's 90,000
schools and 16,000 public school districts.
- District Administrators
- School-based
Administrators/Principals
- Teachers
- Curriculum Decision
Makers/Influencer's
- Professional Development Decision
Makers/Influencer's
- Title I Directors
- State education Agency Directors
