Bringing people together involves as much active talking as it does active listening.
The ETHS Parent Ambassadors program was created using the already successful Student Ambassadors model to help transform the mindset of parental involvement in the school setting. Parent Ambassadors are active, engaged, and informed parent (and other adult family member) leaders who share personal narratives with other parents and the school itself in an effort to create adaptive change. Working with the program co-creator, we defined the “Ambassador brand” by creating a highly recognizable t-shirt design and articulating a philosophy and program goals. We developed a training curriculum through an equity and empowerment framework and created a multi-pronged, well-branded public outreach strategy that included a strong word-of-mouth and digital media recruitment and engagement campaign designed to reach and resonate with the intended audience.
Deliverables:
- Program Design and Management
- Message and Brand Development
- Volunteer Recruitment, Training and Management
- Graphic Design
- Development of Strategic Family Engagement
- Communications Strategy
- Public Outreach Strategy
- Email Campaign
Results:
We exceeded the original recruitment goal of 20 parents, ultimately recruiting and training more than 30 active Parent Ambassadors across difference each school year. In addition, the Ambassador program, which includes Student, Parent, and Alumni branches, received the 2016 “Those Who Excel” Award of Merit in the Team category from the Illinois State Board of Education. We also presented about the program to a full session at the National School Public Relations Association’s National Seminar and during the association’s “PR Power Hour” webinar: “Parent Ambassadors: Changing the Conversation About Schools”.
View Ambassador Program Video
Press:
Connect with the Influential ‘Word-of-Mouth’ Network among Your Parents and Community – Evangeline Semark, PRincipal Communicator
ETHS Introduces Parent Ambassador Program – Evangeline Semark, ETHS
Parents Provide ‘Muscle’ as Advocates, Ambassadors – Steve Mulvenon, National School Public Relations Association (NSPRA)
