Community Seedlings - Public Relations Campaign by Dodge College

campaign by: allison burke, jenna callaway, kelsey franklin, jessie gold, and courtney parkin

“Creativity seems to emerge from multiple experiences, coupled with a well-supported development of personal resources, including a sense of freedom to venture beyond the known.”

–Loris Malaguzzi, founder of the Reggio Emilia approach

table of contents Part 1: The Plan Executive Summary Fact Sheet Core Problem/Opportunity Key Publics Goals and Objectives Theme/Tagline/Color Palette Messages Strategies and Tactics Recommendations Communication Table Calendar Budget Evaluation Criteria

Part 2: The Implementation Logo Facebook Website Brochure Online Parent/Donor Kids Seed Invitation Spokesperson Bio Press Release Media Pitch Feature Article

Part 3: The Research Background Situation Analysis Research Bibliography Original Research

executive summary Community Seedlings Preschool is just beginning to take root, and we were among the first to hear about this exciting new project. The big idea behind Community Seedlings is the inspiration it draws from the Reggio Emilia teaching philosophy, the first school of its kind to be brought to South Orange County. Whatâ&#x20AC;&#x2122;s this book all about? This campaign aims to capture Community Seedlingsâ&#x20AC;&#x2122; inspirational Reggio Emilia roots and the innovative learning environment it will introduce to the Aliso Viejo area. We want the first impressions of Community Seedlings to be warm and interesting, capturing the caring and creative spirit of the school. What do we want to accomplish? We want to build the Community Seedlings brand, creating a personality for the school and assuring its place in the community. We want to raise awareness about Community Seedlings Preschool and the specialty Reggio-inspired program it offers among three publics: potential parents, donors, and teachers. Who are we talking to? 1) Affluent parents and soon-to-be parents, with children age five and under, within a 15-mile radius of Aliso Viejo 2) Potential donors in Orange County 3) Parents with children currently enrolled in Community Roots Academy, the charter school Community Seedlings Preschool will share a campus with

How are we talking to them? Through informational materials on and offline, we will introduce Community Seedlings Preschool to affluent soon-to-be parents and parents, with children age five and under, within a 15-mile radius of Aliso Viejo. Through our materials, we also hope to attract donors, raising money through the Community Roots Foundation. We will also consider and reach out to parents with children enrolled in Community Roots.

part 1: the plan part 1

the plan

fact sheet fact sheet

Contact: Eve Fein Phone: (949) 831-4272 Email: efein@communityrootsacademy.org

Mission: The Community Seedlings Preschool believes that all knowledge is constructed from a base of prior knowledge. Children are not blank slates and knowledge can not be imparted without the child making sense of it according to his/her conceptions. Therefore, children learn best when they are allowed to construct a personal understanding based on experiencing things and reflecting on those experiences. Our method of teaching is based on the belief that learning occurs as learners are actively involved in a process of meaning and knowledge construction as opposed to passively receiving information. Critical thinking creates motivated and independent learners. New parents are seeking a safe place for their child to learn and grow. Reggio is centered around the child himselfâ&#x20AC;Ś a nurturing and loving atmosphere is the key, and that is what we are determined to provide. Our students will reach benchmarks with academics Organization: The organization is run by president and founder, Eve Fein along with her partner, Carrie Fetter. The school is in its earliest stages, so there is not a sitting board of directors as of now. Facility: The Community Seedlings Preschool will be located on the same grounds as Community Roots Academy in Aliso Viejo, but each will run its programs separately. The shared grounds consist of main and portable classrooms and facilities surrounded with large grass fields and playgrounds for outdoor activities. Community Roots is a public charter school, K-7, but Eve and Carrie have been determined to open a new preschool. Community Roots Foundation, a nonprofit organization, will be used to fund the preschool. Programs: The school is set to open in September 2014, for children ages 3-4. There will be two classrooms, with a total of 60 students. Full day and half day options will be available, for either 3,4, or 5 days of school. Community Seedlings will be the first Reggio-inspired school in South Orange County. There will be heavy emphasis on outdoor activities, outdoor classes, recycling initiatives, art programs, etc. Services: Community Seedlings Preschool will provide project based learning for its students, unlike anywhere else in Orange County. The foundation of the Reggio teaching philosophy focuses on the students as active participants in constructing their learning skills, instead of relying on their teachers to dictate their learning processes or desires.

Hours: The schoolâ&#x20AC;&#x2122;s operating hours will include complete morning to afternoon sessions. Before and after school programs will also be available to students. Hours may be begin as early as 7:00 a.m. and end as late as 6:00 p.m. Admission: There will be an application process for those interested enrolling their children at Community Seedlings Preschool. Applicants will be evaluated and enrolled based on enrollment standards. This process will be used because of the large waitlists that most preschools, especially Reggio schools, end up with on a regular basis. Tuition rates are planned as follows: Full Day Options: 5 Academic Days (Mon-Fri) $835/month 4 Academic Days (Mon-Thurs) $745 3 Academic Days (M, W, F) $698 Half Day Options: 5 Academic Days (Mon-Fri) $725/month 4 Academic Days (Mon-Thurs) $685 3 Academic Days (M, W, F) $568 Visitors: There will be a total of 60 students enrolled at Community Seedlings. There will also be a director, teacher, and a classroom aid in each classroom (Where did you find this?). Parents and family are also welcome to visit the school and sit in on classroom sessions, as long as they do not attempt to lead the class. Parents are an essential part of the Reggio school system and help to develop their childrenâ&#x20AC;&#x2122;s sense of personal abilities and self. Volunteers: Any volunteer programs will be initiated by the parents and family of the children. Parent involvement is strongly encouraged as the school believes that having a partnership between home and school is an essential part of student development. Volunteer work could include assisting with activities and fundraising.

core problem/opportunity If Community Seedlings Preschool does not develop and introduce an authentic brand, it will not be able to ensure that its key publics hear about and understand the schoolâ&#x20AC;&#x2122;s mission and value.

key publics Affluent parents and soon-to-be parents, with children age five and under, within a 15-mile radius of Aliso Viejo

$ $ $

Potential donors in Orange County

Parents with children enrolled in Community Roots

key publics cont. 1. Affluent parents and soon-to-be parents, with children age five and under, within a 15-mile radius of Aliso Viejo This public consists of parents with young children, and those expecting children soon, who live in close proximity to Community Seedlings. These parents are beginning the search for preschool options earlier and earlier as American culture places increasing importance on early education. They are examining the local preschool landscape to find the right fit for their young child or children, and have the means to afford a private school. Thus, it is not unusual for couples to investigate preschools even before their child is born, accounting for the various stages of parenthood included in this public. These parents are often open to a non-traditional learning environment. For them, preschool is seen as a critical stage in their child’s development, and they are willing to spend extra tuition dollars for a program that could greatly affect his/her future. Making this public aware that Reggio Emilia caters to these priorities will give Community Seedlings a competitive edge. It is vital that this public resides within 15 miles of Community Seedlings, a distance that provides the convenience and comfort of attending a preschool close to home. Though 15 miles might also be farther than this public’s local public preschool, the nature of Community Seedlings’ teaching style makes it feasibly desirable enough to be worth the drive. It will be the only Reggio Emilia-inspired preschool in the region, and schools like it typically attract exceptional parent interest, resulting in lengthy waiting lists. This public has the power to influence Community Seedlings’ image, because its initial impressions of the preschool will shape word-ofmouth as it spreads in the community, which will ultimately affect the preschool’s enrollment and success. Simply put, if this public is aware of Community Seedlings, conscious of the benefits of Reggio Emilia, and can afford a private education, it will likely consider Community Seedlings as its preferred option. Personal Interests: -A superior education for their child or children, giving them an advantage in later education, and increasing their chances of success -A nearby, safe location to attend preschool -Keeping up-to-date with parent-centric news in the community Influentials: -Other parents or soon-to-be parents in the public’s friend groups -Other parents with children enrolled in similar schools, like Montessori, who could provide comparable firsthand experiences -Teachers and school officials at Community Seedlings and Community Roots, and other non-traditional educators -Community thought leaders, such as city officials or mom groups -Bloggers and the local press covering Reggio Emilia

2. Potential donors in Orange County This public is made up of affluent, charitable individuals with an interest in education and bettering the Orange County community. Donors will have the chance to support a generation of children that might be leading Orange County in the future. Orange County has an active social scene with a reputation for generous fundraising. Potential donors already attend events such as nonprofit fundraisers and community meetings where Community Seedlings materials could be distributed. Self Interests: -Giving back to the community -Gaining community respect -Investing in children’s futures Influentials: -Community leaders like politicians, business owners, and nonprofit board members -Fellow donor friends -Families with a history of charitable fundraising 3. Parents with children enrolled in Community Roots This public encompasses all parents who already have children enrolled in Community Roots Academy, Community Seedlings’ sister elementary school. Many of these parents have younger children ready to enroll in preschool. Community Seedlings is a natural fit: it shares a campus with the Academy, providing convenience, and its values are aligned with those of the Academy. This public can be easily reached through Community Roots’ pre-existing lines of communication, such as its website, e-mail updates, and newsletter. Self-Interests: -Involvement in their children’s education -Safe, supportive environment for all grade levels -Convenience of shared campus Influentials: -Community Roots Academy’s teachers and administration -Teachers and educators from non-traditional education methods -Other parents with children at Community Roots Academy

goals and objectives Goal #1: To build the Community Seedlings brand in order to create a personality for the school and assure its place in the community. Objectives: 1) Create a logo that encompasses the image and mission of the school by November 1, 2013. 2) Establish and communicate the schoolâ&#x20AC;&#x2122;s brand by writing a tagline and mission statement by November 15, 2013. 3) Make the brand present on the social media site Facebook by November 15, 2013 4) Create a cohesive website to serve as a source of information about the school by November 31, 2013. 5) Produce collateral materials that reflect the brandâ&#x20AC;&#x2122;s overall look and feel of the school by December 4, 2013. Goal #2: To raise awareness about Community Seedlings Preschool and the specialty Reggio-inspired program it offers among three publics: potential parents, donors, and teachers. Objectives: 1) Write a compelling press release to introduce the school to local press including newspapers, magazines, and bloggers by December 4, 2013. 2) Produce collateral materials to inform prospective parents and donors about the Reggio Emilia learning style and its value by December 4, 2013. 3) Identify and include at least 5 prospective teachers for the school by the end of March 2014. 4) Reach out to 10 prospective donors for the school by the end of March 2014. 5) Establish contact with at least 15 prospective parents of preschoolers by the end of May 2014.

theme and tag line Theme: The theme for this campaign, introducing the Community Seedlings brand, is all about the preschool’s inspirational Reggio Emilia roots and the innovative learning environment Eve and Carrie are working hard to introduce to South Orange County. We want first impressions of Community Seedlings to be warm and interesting, capturing both caring and creativity. Tagline: “Discovery sprouts here.” Color palette: Reggio Emilia’s heavy integration of outdoor learning, as well as Community Seedlings’ lush location, play into the color palette selected for the preschool’s logo and materials. Our team selected natural, unobtrusive earthtones in place of the primary colors traditionally associated with preschools. This reflects nature’s influential role in daily activities at Community Seedlings and represents the organic growth each child undergoes while learning at a Reggio Emilia-inspired preschool.

messages 1. Affluent parents and soon-to-be parents, with children age five and under, within a 15-mile radius of Aliso Viejo Self-interests: As parents or soon-to-be parents, this public is quite aware that education is an essential part of growth and development for their child. Seeking and learning about schools in the local area will be an important step in finding the right school for their child. The problem: Community Seedlings Preschool is starting up without an infant care program that could feed directly into it. Therefore, it is in need of finding students to enroll. Parents with children of the appropriate age for Community Seedlings are probably not aware of the school, or of the opportunities that Reggio Emilia offers. The solution: Parents are in need of a school for their child that will nurture him or her and help grow his or her potential. Community Seedlings implements a teaching approach that gives children a greater opportunity, in a specialized environment. Make the appeal: Community Seedlings offers an innovative educational experience that will encourage your child to thrive and discover for his or herself. Above other preschools, it will spark creativity in your child, helping to find his or her personal path to a better and brighter future. Message: Discovery sprouts here. 2. Potential donors in Orange County Self-interests: Engaging in and being part of the community are important aspects of any local business or residence. Donating to community efforts demonstrates a commitment to the growth of residents and their families, as well as the future of the community as a whole. The problem: Community Seedlings Preschool is currently an unknown. The founders whispered the schoolâ&#x20AC;&#x2122;s name to us first. Now, donors need to hear about it, so funds can be raised for renovating the facility and opening the school. The solution: Through Community Roots Foundation, donors can contribute to the community and its children. Once Community Seedlings Preschool uses materials on and offline to get the word out, potential donors will have an understanding of the schoolâ&#x20AC;&#x2122;s mission and value, donating necessary funds.

Make the appeal: The Reggio Emilia preschool teaching philosophy has been called the best in the world. Moving away from rigid curriculum and classroom structure, this style allows children to discover the world for themselves, in an environment where they can feel comfortable to pursue their interests to the fullest extent. Using their senses and their intuition, children lucky enough to experience learning for the first time in this type of setting are building the skills that will carry them through their lives. A donation to the Community Roots Foundation supports children’s interactive learning and exploration, leading to personal discoveries and progress. Message: Support children’s sprouting discoveries. 3. Parents with children enrolled in Community Roots Self-interests: Parents with children currently enrolled in Community Roots Academy might have more children fit to attend Community Seedlings Preschool. These parents are also friends with other families in similar situations, and Community Seedlings would be a preschool that they could recommend. The problem: Community Seedlings Preschool will share its domain with a pre-existing, well-grounded school: Community Roots Academy. Parents there might be uncomfortable with the addition to their children’s elementary school campus, if they are not introduced to the budding preschool. They likely already have an interest in non-traditional education, but will be unable to take advantage of Community Seedlings, or recommend it to a friend, if they are unaware of it. The solution: Community Seedlings provides parents with the same safe, extraordinary education environment as Community Roots, right next door. It is a welcome, convenient addition to the Community Roots campus, with all necessary information available for interested or concerned parents. Make the appeal: Learn about our new neighbor, Community Seedlings, so you and the rest of the Community Roots community can share in its endless opportunities for discovery. Message: Discovery sprouts near you.

strategies and tactics Strategy #1: Generate awareness and interest, through informational materials on and offline, among affluent soon-to-be parents and parents, with children age five and under, within a 15-mile radius of Aliso Viejo. Tactics: 1) Design a compelling website that tells potential parents all about Community Seedlings Preschoo 2) Create a social media page for building relationships with potential parents. 3) Produce an informative and intriguing brochure to educate potential parents about the Reggio Emilia philosophy and the school’s mission. 4) Send an announcement/invitation to immediate neighborhoods, inviting community members to a fun activity and information session.

Strategy #2: Inform and attract donations from potential donors in Orange County, through materials and attention on and offline, to raise money through the Community Roots Foundation. Tactics: 1) Create a thorough online Donor Information Kit, accessible through the school’s website. 2) Send out a formal email announcement about Community Seedlings Preschool and the Community Roots Foundation, asking for donations. 3) Pitch upscale industry, family, and lifestyle publications in Orange County to feature a story about Reggio Emilia, adding familiarity, credibility, and support for introducing the unique philosophy. Strategy #3: Reach out to parents with children enrolled in Community Roots, through announcements and continued engagement,to generate a sense of familiarity and interest. Tactics: 1) Pass out a Community Seedlings Preschool brochure to let Community Roots parents know all about the Reggio Emilia philosophy and the preschool’s mission. 2) Send an announcement/invitation home with Community Roots kids, inviting them and their parents to the fun activity and information session, introducing the new preschool program. 3) Send out an email announcement, reminding Community Roots parents about the new preschool and the fun info session.

recommendations

Community Event Details (Fun Activity and Information Session):

The event should be held on the Community Roots Academy campus, open to neighbors, interested families, and existing Community Roots parents and students. Kids should be encouraged to attend as there will be fun activities including planting seeds (the invitations will be printed on packs of seeds) and painting pots. The event should serve as an informative two-way dialogue to explain the benefits of Community Seedlingsâ&#x20AC;&#x2122; implementation of Reggio-inspiration, answer questions from the community, and create interest/spark word of mouth. PR Details: To introduce Orange County to the Reggio Emilia philosophy and establish a credible background for the launch of Community Seedlings Preschool, we recommend using PR tactics: a press release, a media pitch, and a feature article. With the press release, a hand selected group will have the opportunity to hear about the school first. By pitching the media, sending them a feature article, coverage could be more widespread, effectively spreading knowledge of Reggio Emilia and Community Seedlings Preschool to potential parents and donors within the community. We also recommend that representatives from the media be invited to the community event.

communication table

calendar February 2014

January 2014 Ongoing Tasks

Ongoing Tasks

April 2014 Collateral: (Wk. 3) Print Brochures Ongoing Tasks

Logistics: Distribute materials to potential teachers and donors (Wk. 1) Media Relations: Distribute targeted press release(Wk. 1) Follow up with targeted press release(Wk. 2) Publish online parent and donor kits (Wk. 4) May 2014 Ongoing Tasks Media Relations: Distribute general media pitch/feature story (Wk. 1) Follow up with media pitch/ feature story (Wk. 2) Community Event: Send Invites(Wk. 1) Purchase supplies and prepare program(Wk. 2) Host Event(Wk. 4) Collateral: Distribute brochures to Community Roots (Wk. 1)

Logistics: (Wk. 3) Create list of 5 potential teachers Create list of 10 potential donors

June 2014 Ongoing Tasks

July 2014

Ongoing

Ongoing Tasks

August 2014 Website: Create private Wordpress blog for parents (Wk. 3) Ongoing Tasks

Every week: Social Media Post to Facebook at least 3x Every other week: Website Update web content Every Month: Update Send monthly e-newsletter

September 2014 Ongoing Tasks

20 5

budget Communications Tactics Total Estimate Real Market Value (1) Logo • Graphic designer’s fee (in-house) $750 $0 (2) Social Media Site 0 • Writer’s fee (in-house) 1,500 • Photographer’s fee and expenses (in-house) 1,000 0 • Graphic designer’s fee (in-house) 1,000 0 (3) Website 0 • Writer’s fee (in-house) 5,000 0 • Photographer’s fee and expenses (in-house) 2,000 • Graphic designer’s fee (in-house) 4,000 0 • Domain 10/yr -(4) Brochure – four page, four color • Writer’s fee (in-house) 1,000 0 • Photographer’s fee and expenses (in-house) 1,000 0 • Graphic designer’s fee (in-house) 750 0 • Printing (100 pieces) -250 (5) Online Parent Kit 0 • Writer’s fee (in-house) 1,500 • Graphic designer’s fee (in-house) 1,000 0 • Website Set-up/Scanning 500 0 (6) Online Donor Kit • Writer’s fee (in-house) 1,500 0 • Graphic designer’s fee (in-house) 1,000 0 • Website Set-up/Scanning 500 0 (7) (7) Seed Invitation (300 Initial, 5 Media Follow-up) • Invitation Cardstock/Printing (300 pieces) 500 - • Seed Packets (300 pieces) 300 - • Envelopes/Stamps (300 each) 150 -• Follow-up (Media Only) Watering Cans (3) -45 • Follow-up (Media Only) Watering Can Shipping (3) -25

(8) Spokesperson Bio • Writer’s fee (in-house) (9) Press release • Writer’s fee (in-house) • Via email • Wire service fee (local distribution) (10) Media Pitch Email • Writer’s fee (in-house) • Distribution (11) Feature Story (template) • Writer’s fee (in house)

Total Estimate

Real Market Value

$350

0 0 300

500 ---

0 0

350 --

500

Community Event Anticipated Attendance: 150 Invitations/Save the Date 0 • Seed invitation mentioned above -Photographer –two hours -250 Food 500 • Snack/Finger food -Refreshments • Water/Juices/Milk -200 Miscellaneous 100 • Paper/Plastic Utensils • Decorations -100 Group Craft 150 • Flower Pots -200 • Paint Supplies -75 • Soil -100 • Extra Seeds --

Grand Total: $3,255

Real Value Total: $30,955

evaluation criteria Logo: Communicate with client to make sure the logo captures the image and mission Community Seedlings Preschool will be implementing Tagline/Mission Statement: Communicate with client to make sure the tagline and mission statement correctly communicate the school’s brand Facebook: Consistently measure the growth of “likes” from the implementation of the Facebook page, onward, gaining at least 50 likes by May 1st, 2014 Website: Communicate with client to make sure the website is a valid source of information about Community Seedlings. Consistently measure the website’s traffic from its implementation, onward, aiming for at least 5 hits per day by May 1st, 2014. Monitor feedback from the website’s visitors by including a comment section, linked directly to the client’s email account. Brochure: Survey parents and donors who have received the brochure to gauge their impressions. Collateral Materials: Communicate with client to make sure the collateral materials reflect the overall look and feel of Community Seedlings. Survey parents and donors who come to Community Seedlings to gauge their understanding of the materials. Parents: Count the number of prospective parents who attend the info session event by collecting the emails of any interested parents in attendance, aiming for at least 10 interested parents at the event. Count the number of parents that have contacted Community Seedlings expressing interest in enrolling their child or children, aiming for at least 15 enrolled by the end of May 2014. Donors: Finalize list of prospective donors based on well known philanthropists in the community and word of mouth among community members. Total the number and amount of donations made to date, aiming for at least 10 donors and $5,000 by the end of March 2014. Ask the donors if they have seen any of the materials we produced, and if so, what their impressions were. Teachers: Finalize list of prospective teachers based on research and word of mouth in the preschool education community. Count the number of teachers that contact Community Seedlings, aiming for 5 new prospective teachers by the end of March 2014. Ask teachers if they have seen any of the materials we produced, and if so, what their impressions were.

Press: Finalize list of press outlets to receive the press pitch and release, based on the target markets that read them, choosing at least 3 outlets by December, 2013. Count the resulting number of media placements and coverage in local press outlets leading up to the school’s launch in September, 2014.

part 2

the implementation

logo

We created a logo for Community Seedlings inspired by colors and images from nature, which is an inherent element in Reggio Emilia learning. The growing sprout embodies Community Seedlings’ motto: “Discovery sprouts here.” The watering can signifies the nurturing care and encouragement that each teacher fosters in our students.

facebook Social media is an essential outlet for informing our key publics about Community Seedlings and what the school is offering the community. It is will also be vital in building the school’s personality, as well as general awareness. Posts will retain children’s privacy, but highlight the school’s innovative indoor and outdoor classrooms. They will also alert the community about events, especially approaching enrollment.

website We designed a cohesive website that will serve as a comprehensive source regarding all things Community Seedlings. It will be especially informative for potential parents as it will include digital kits for parents and donors.

Homepage above and â&#x20AC;&#x153;Why Reggio?â&#x20AC;? information page on left.

A page for questions and comments will provide a convenient outlet for parent concerns and feedback. Thorough digital parent and donor kits can also be downloaded, as shown below.

brochure get in touch. 949.831.4272 23431 Knollwood Aliso Viejo, CA 92656 efein@communityrootsacademy.org

a reggioinspired preschool

29 Discovery sprouts here!

discovery sprouts here Community Seedlings Preschool believes that children are naturally curious and capable of learning from their experiences. That’s why we want our children actively involved in the learning process, exploring the learning environment and collaborating with teachers and classmates. At Community Seedlings Preschool, children ages 3-4 will be encouraged to think for themselves, developing a lifelong enthusiasm for learning. Discovery sprouts here.

why reggio emilia?

a typical day • Morning stretch and singing • Outdoor exploration • Healthy snacks • Rest time with music • Arts and crafts • Child initiated play • Special projects • Small group sharing: “Today I feel…” • Reflection on projects and photos from the day

communinty By brainstorming and working together on long-term projects, children can form a strong sense of community.

responsibility When allowed to develop their own interests using a variety of materials and tools, children can build individuality.

curiosity With the freedom to explore in a vibrant learning environment, children are able to discover and adapt.

programs Full-day program options: 5 Academic Days (M-F) $835/month 4 Academic Days (M-Th) $745 3 Academic Days (M, W, F) $698

Half Day Program options: 5 Academic Days (M-F) $725/month 4 Academic Days (M-Th) $685 3 Academic Days (M, W, F) $568

parent kit Tuition

The parent information kit will be available to download on the website. It includes a comprehensive summary of pertinent details about student enrollment and daily activities.

Full Day Options: 5 Days (Mon-Fri) $835/mo. 4 Days (Mon-Thurs) $745 3 Days (M, W, F) $698 Half Day Options: 5 Days (Mon-Fri) $725/mo. 4 Days (Mon-Thurs) $685 3 Days (M, W, F) $568

Location Community Seedlings is located in the heart of Orange County in sunny Aliso Viejo, CA. The school is surrounded by large grassy fields and a play area for outdoor activities.

23431 Knollwood Aliso Viejo, CA 92656

Carrie Fetter Director of Childcare Programs (949) 831-4272

parent information Community Seedlings Preschool is founded on Italy’s Reggio Emilia teaching philosophy. Why Reggio Emilia? • Community- With the ability to brainstorm and work together on long term projects, children can form a strong sense of what it means to be a member of the community • Responsibility- Allowed to develop their own interests using a variety of materials and tools, children can form a sense of individuality and find their personal learning style • Curiosity- With the freedom to explore in a vibrant learning environment, children are able to adapt to new situations and discover how to think for themselves

mission Community Seedlings Preschool believes that children are naturally curious and capable of learning from their experiences. That’s why we want our children to be actively involved in the learning process, exploring the learning environment and collaborating with teachers and fellow classmates. At Community Seedlings Preschool, children ages 3-4 will be encouraged to think for themselves, developing a lifelong enthusiasm for learning. Discovery sprouts here.

daily activities • Child initiated play • Morning stretch and sing • Choice of subject themed stations: math, art, science. • Outdoor exploration • Healthy snacks • Special projects • Reading and acting out stories • Small group sharing • Rest time with music • Arts and crafts • Reflection on projects and photos from the day

Tuition Full Day Options: 5 Days (Mon-Fri) $835/mo. 4 Days (Mon-Thurs) $745 3 Days (M, W, F) $698 Half Day Options: 5 Days (Mon-Fri) $725/mo. 4 Days (Mon-Thurs) $685 3 Days (M, W, F) $568

Location Community Seedlings is located in the heart of Orange County in sunny Aliso Viejo, CA. The school is surrounded by large grassy fields and a play area for outdoor activities.

23431 Knollwood Aliso Viejo, CA 92656 Carrie Fetter Director of Childcare Programs (949) 831-4272

donor information

donor kit

Community Seedlings Preschool is founded on Italy’s Reggio Emilia teaching philosophy. Why Reggio Emilia? • Community- With the ability to brainstorm and work together on long term projects, children can form a strong sense of what it means to be a member of the community • Responsibility- Allowed to develop their own interests using a variety of materials and tools, children can form a sense of individuality and find their personal learning style • Curiosity- With the freedom to explore in a vibrant learning environment, children are able to adapt to new situations and discover how to think for themselves

mission

donations will

Community Seedlings Preschool believes that children are naturally curious and capable of learning from their experiences. That’s why we want our children to be actively involved in the learning process, exploring the learning environment and collaborating with teachers and fellow classmates. At Community Seedlings Preschool, children ages 3-4 will be encouraged to think for themselves, developing a lifelong enthusiasm for learning. Discovery sprouts here.

• Help cover start-up costs to get the preschool up and running

The donor information kit is a consise but persuasive description of the preschool. It includes relevant facts about Community Seedlings’ structure as well as information about the effective ways donations will be used.

• Help renovate facilities, making indoor and outdoor learning environments safe and inviting for the children • Help provide the children with a variety of materials and tools they can use to disover and learn

seed invitation We will invite 300 neighbors, interested parents, potential donors, and select members of the local media to our community event with this invititation, which will be attached to a packet of seeds. As a follow-up, we will send miniature watering cans with additional information to five of our media contacts.

Please join us for our

Community Event

What:

An activity and information session for all ages

Where:

The Community Roots Academy Field

When:

On May 31, 2014 at 11am

We’d love to host you, tell you what were about, in hopes that a long lasting friendship will sprout. Just bring your seeds, questions and smile, you may stay for a little or stay for a while.

A day full of fun, crafting, talking and cheer, by the end you’ll know how “discovery sprouts here.” Hope to see you there,

spokesperson bio This bio for Eve Fein can be given to reporters to use for media stories and also can be used as a precursor for public speaking engagements.

Eve Fein currently serves as the Executive Director for Community Roots Academy charter school and as President of the Community Roots Foundation. Driven by her passion for innovative education, Eve co-founded Community Roots Academy’s approach to “project-based learning” and is now co-developer of the “Reggio-inspired” Community Seedlings Preschool. She also serves as a full time faculty member at the Hebrew Union College Graduate School of Education, but her real specialty is childhood education. Prior to working at the university level, Eve was the Educational Leader of Morasha Day School, a private elementary school in Orange County, for 15 years. She holds a Bachelor of Arts from UCLA and a Master’s Degree in Jewish Education Leadership from Hebrew Union College. Eve has lived in South Orange County for over 20 years, where she and her husband raised their two children.

press release This pitch will be sent out along with the feature article to OC Family Magazine, Parenting OC Magazine, and OC Mom Magazine. It will provide them with the lead to publish a story on Reggio Emilia, possibly mentioning and building anticipation for South Orange Countyâ&#x20AC;&#x2122;s first Reggio-inspired preschool. Media Contact: Carrie Fetter cfetter@communityrootsacademy.org 949-230-8829 Reggio Emilia sprouts in South Orange County ALISO VIEJO, CALIF. -- Community Seedlings Preschool, a Reggio Emilia-inspired school, will be celebrating its grand opening in the Fall of 2014. At Community Seedlings in Aliso Viejo, children ages 3-4 will choose what they want to learn based on their unique curiosities. They will be encouraged by teachers to interact and find inspiration in their surrounding environment. According to the Reggio Emilia philosophy, children learn best by working together to solve problems and carry out projects. Community Seedlings will be South Orange Countyâ&#x20AC;&#x2122;s first school to utilize Reggio- inspiration, allowing children of Aliso Viejo to explore their own curiosities and fascinations, while meeting state-requirements. Community Seedlings Preschool will be founded on the same site as Community Roots Academy, a public charter K-7 school in Aliso Viejo, CA. Community Seedlings will be funded by the Community Roots Foundation, a non-profit created by leaders of the charter school. Money will be raised through the foundation, with parent-funded after school programs.

media pitch This pitch will be sent out along with the feature article to OC Family Magazine, Parenting OC Magazine, and OC Mom Magazine. It will provide them with the lead to publish a story on Reggio Emilia, possibly mentioning and building anticipation for South Orange County’s first Reggio-inspired preschool. Subject: Italy Comes to South Orange County Preschool Dear ____________, We want to drop our kids off at school knowing they will develop a curiosity for life’s lessons. To accomplish this, one soon-to-open preschool in South Orange County is bringing in some Italian inspiration, called Reggio Emilia, a learning style that lets children develop their own interests. At Community Seedlings Preschool in Aliso Viejo, children ages 3-4 will choose what they learn, asked to interact and find inspiration in their environment. According to the Italian philosophy, even young children are fully capable of working together to solve problems and create projects. “As a result of their increased exposure to Reggio Emilia, our teachers are changing their attitude about what kids can accomplish,” said superintendent of a Reggio Emilia preschool in Englewood, CA. Community Seedlings will be South Orange County’s first school to use the approach, letting children of Aliso Viejo discover and learn to think for themselves. Please reply to set up an interview with a representative from Community Seedlings Preschool and/or a local expert on Reggio Emilia. Best,

Carrie Fetter

feature article

This feature article will be sent out to OC Family Magazine, Parenting OC Magazine, and OC Mom Magazine, along with our media pitch. It provides these key media outlets with a possible story idea covering Reggio Emilia, sparking interest in the Italian teaching philosophy before Community Seedlings opens its doors.

Reggio Emilia sprouts in South Orange County

One day, the room turns into a spaceship. The next, it’s dominated by a mountain of clay. And next week, it’s evolving into a terrarium. But this isn’t an art gallery, or even a children’s museum. It’s a preschool classroom, and it uses a teaching style little known among Americans: the Reggio Emilia approach. This fall, South Orange County gets its first taste of Reggio Emilia with the opening of Community Seedlings Preschool in Aliso Viejo. Its teaching style lets children guide the curriculum, channeling their interests into avant garde projects and hands-on community building. “More than any other kind of preschool learning, we believe Reggio Emilia taps into children’s intrinsic potential,” said Eve Fein, co-founder of Community Seedlings. “A nurturing and loving atmosphere is the key.” The teaching style is named for its birthplace in Reggio Emilia, Italy, where Loris Malaguzzi and a group of

parents and educators developed the method after World War II. Inspired by newfound liberation, they spearheaded a learning style for their young children founded on fairness and expressiveness. These ideals remain inherent to Reggio Emilia today. Reggio’s discovery-based values are complemented by its carefully designed learning environment. Innovative floorplans foster interaction, with open spaces conducive to social experiences. Outdoor classrooms are as well-developed as indoor ones. Gardens, interactive play structures, and access to curiosity-provoking nature are staples. “Nature is essential to the Reggio Emilia experience,” said Fein. “It contributes to the curiosity we foster in daily classroom activities.” Community Seedlings will allow children to access this sought-after learning style. Enrollment begins in July, and its administrators expect a considerable wait list.

part 3

the research

background The Reggio Emilia approach was born shortly after World War II in Reggio Emilia, Italy as an expression of community freedom. Inspired by liberation, Loris Malaguzzi founded a group of parents and educators who wanted to create a fair, expressive school environment for children younger than five. Prominent psychologists and philosophers had an influential hand in the development of its programs, which began spreading internationally under the name of the town in which they were created: Reggio Emilia. The method’s growth culminated in the formation of the Friends of Reggio Children International Association, a nonprofit with more than 1,000 international members, representing just a small number of individuals who adamantly study and participate in Reggio Emilia. This, and the North American Reggio Emilia Alliance, exemplify how the method has become an inspirational lifestyle in itself. Reggio schools now exist in dozens of U.S. states. Reggio is similar to Waldorf and Montessori early education methods, promoting collaboration and exploration, but is far less common in the U.S. Many education professionals are unfamiliar with the approach themselves. Thus, a simple lack of awareness creates an immediate communication obstacle for Community Seedlings. Parents will need to be educated in the method before enrolling their children in a Reggio-inspired school. Another challenge that Community Seedlings will face is being a privately funded school. Tuition is relatively expensive, costing up to $835 per month. However, most Reggio schools have an extensive waiting list, and are in popular demand. Therefore, Community Seedlings’ biggest challenge will likely be educating their publics about Reggio, and generating basic awareness among current and future parents. Community Seedlings Preschool is still in a stage of infancy. The school’s formation is being spearheaded by Eve Fein and Carrie Fetter, who are directors at the charter school Community Roots Academy. The two women had a dream of adding a preschool to the school campus, and Community Seedlings Preschool is the manifestation of that dream. The preschool will be founded on the Reggio Emilia ideal of letting the child’s potential blossom. Eve and Carrie want to offer parents a safe, nurturing environment where their children can feel at home. Ultimately, Community Seedlings Preschool aims to help its children grow into independent and inspired learners. In addition to hiring teachers and renovating classrooms, Eve and Carrie will need to enroll students and establish a budget. Community Seedlings will be the first Reggio Emilia-style school in South Orange County, and it is likely that parents will gravitate toward the sought-after teaching method. In order for the launch to be successful, however, many preparations need to be made before the preschool is ready to open its doors. The founders of Community Seedlings Preschool anticipate that their two biggest obstacles will be facilities and funding. Creating a Reggio Emilia school, like any i nnovative learning center, is an expensive undertaking. Classroom facilities, including outdoor areas, are typically beautifully adorned and fully equipped with activity-ready tools. Adequate funds are necessary to provide children with valuable resources like experienced art teachers and limitless project materials. If its needs for facilities and funding can be met, Community Seedlings Preschool will have overcome its most immediate issues. Upon opening, it will be the first to bring Reggio Emilia’s inspiration to South Orange County, offering its children what many have called the world’s best approach to preschool education. Through effective public relations, Community Seedlings can communicate these ideals and benefits, making its brand exquisitely distinct, and resulting in a powerful and admirable first impression in Orange County’s sphere of premier education.

situation analysis Community Seedlings Preschool is just beginning to take root, and its opening has not yet been announced to the public. It will be founded on the same site as Community Roots Academy, a public charter K-7 school, in Aliso Viejo, CA. Community Seedlings will be funded by the Community Roots Foundation, a non-profit created by leaders of the charter school. Money will be raised through the foundation, with parent-funded after school programs. Community Seedlings Preschool will open its doors in September of 2014, serving as a two-classroom preschool catering to 60 students three and four years old. It will be the first Reggio Emilia-inspired preschool in South Orange County. The Reggio Emilia approach centers around the idea of personalized education through an adaptable curriculum, shaped to childrenâ&#x20AC;&#x2122;s curiosities. Parents are heavily involved in supporting a nurturing Reggio environment, through both the school and home environments. Community Seedlings will target families in the South Orange County area who are interested in enrolling their preschoolers in a specialized program of a high caliber. Other Reggio preschools have long waiting lists and often interview families for enrollment, so local alternative administrators are, in fact, relieved that Community Seedlings is opening. The two challenges Community Seedlings is faced with are funding and facilities. Startup costs are going to be high for executing aspects of the Reggio Emilia philosophy, including outdoor classrooms and room for extensive project development. The school will be funded by the Community Roots Foundation, but it also seeks to find generous donors outside of parent contributions. Though the preschool plans to open on Community Roots Academyâ&#x20AC;&#x2122;s shared site, there are still obstacles to overcome in funding and establishing a separate and innovative learning environment.

research bibliography Sources used in Background:

“An Approach Focused on the Potential of Children.” Lesley University. 2013. 24 September 2013.<http://www.lesley.edu/reggio-emilia/> “Background.” North American Reggio Emilia Alliance. 2013. 24 September 2013. <http:// www.reggioalliance.org/narea/background.php> Chertoff, Emily. “Reggio Emilia: From Postwar Italy to NYC’s Toniest Preschools.” The Atlantic. N.p., 17 Jan. 2013. Web. 25 Sept. 2013. Daignault, Sarah P. “Why Are Independent Schools So Expensive?” Parents League of New York: Publications » Selected Review Articles » Why Are Independent Schools So Expensive. N.p., 2008. Web. 26 Sept. 2013. “International Association Friends of Reggio Children.” An Educational Project. 2011. <http:// zerosei.comune.re.it/inter/amici.htm> “Reggio Emilia Approach.” The Advent School. 2007. 24 September 2013. <http://www. adventschool.org/learning/reggio-approach/>

Sources used in Situation Analysis:

Interview with Carrie Fetter, Director of Community Seedling Academy, September 19, 2013. Interview with Eve Fein, President of Community Roots Foundation, September 19, 2013.

Sources used in Trend Research:

N.p., n.d. Web. 11 Sept. 2013. <http://parents.berkeley.edu/recommend/preschool/Reggio. html>. Boulder Journey School . n. page. Web. 10 Sep. 2013. <https://www.facebook.com/BoulderJourneySchool/info>. Bowley, Graham. “The Garlanded Classroom.” Nytimes.com. N.p., 23 Sept. 2007. Web. 11 Sept. 2013. <http://www.nytimes.com/2007/09/23/nyregion/thecity/23regg. html?pagewanted=print>. “California Montessori Schools.” California Montessori School Directory. N.p., n.d. Web. 11 Sept. 2013. <http://www.goldened.com/schools/private/montessori_schools/california/CA>. The Children’s School. n. page. Web. 10 Sep. 2013. <https://www.facebook.com/tcslj>. “CNN News Report on Reggio Emilia Italy Early Childhood Schools in the US.” YouTube.com. N.p., 18 Mar. 2013. Web. 11 Sept. 2013. <http://www.youtube.com/watch?v=XVv5ZL9nlgs>. “Community School: Academics » Early Childhood Center » About Reggio Emilia.” Community School: Academics » Early Childhood Center » About Reggio Emilia. N.p., n.d. Web. 10 Sept. 2013. <http://www.communityschool.org/academics/early_childhood_center/the_reggio_ emilia_approach/index.aspx>. “Infant-Toddler Centers and Preschools - Istituzione of the Municipality of Reggio Emilia.” Www.reggioalliance.org. N.p., 2013. Web. 11 Sept. 2013. <http://www.reggioalliance.org/reggio_emilia_italy/infant-toddler_centers_and_preschools.php>.

“Aspirations Child Learning Center in Carlsbad, California.” Aspirations Child Learning Center in Carlsbad, California. N.p., n.d. Web. 11 Sept. 2013. <http://www.aspiringchild.com/approach.html>.

Kennedy, Robert. “The Reggio Emilia Approach.” About.com. N.p., 2013. Web. 11 Sept. 2013. <http://privateschool.about.com/od/primarygrades/qt/reggioemilia.htm>.

Larchmont Preschool. n. page. web. 10 Sep. 2013 <https://www.facebook.com/pages/Larchmont-Preschool/172053352878235>.

“Berkeley Parents Network: Preschools Using the Reggio Emilia Approach.” Berkeley Parents Network: Preschools Using the Reggio Emilia Approach.

“North American Reggio Emilia Alliance.” NAREA -. N.p., n.d. Web. 11 Sept. 2013. <http:// www.reggioalliance.org/index.php>. “Stepping Stones Children’s Center.” Stepping Stones Children’s Center. N.p., n.d. Web. 11 Sept. 2013. <http://www.steppingstonesfullerton.com/>. Stepping Stones Preschool & Kindergarten. N.p., n.d. Web. 11 Sept. 2013. <http://smschool. com/>. St. Michael School of Clayton. n. page. Web. 11 Sep. 2013. <https://www.facebook.com/pages/ The-St-Michael-School-of-Clayton/335993866645>. “What Is Reggio Emilia?” Education.com. N.p., n.d. Web. 11 Sept. 2013. <http://www.education.com/magazine/article/Reggio_Emilia/>. “What our parents say.” Little Learners Childcare. Web. 10 September 2013. <http://www.littlelearners-childcare.co.uk/about/what-our-parents-say-2/>.

original research Initial Interview with Community Seedlings President Eve Fein and her partner Carrie Fetter 1. What is your general mission? Community Seedlings Preschool believes that all knowledge is constructed from a base of prior knowledge. Children are not blank slates and knowledge can not be imparted without the child making sense of it according to his/her conceptions. Therefore, children learn best when they are allowed to construct a personal understanding based on experiencing things and reflecting on those experiences. Our method of teaching is based on the belief that learning occurs as learners are actively involved in a process of meaning and knowledge construction as opposed to passively receiving information. Critical thinking creates motivated and independent learners. New parents are out there and searching for a safe place for their child. Reggio is centered around the child themselves. A nurturing and loving atmosphere is the key. Students will still reach benchmarks in academics, which is important to make clear with text and marketing. 2. What do you feel you have to offer the community? Why did you choose Reggio Emilia for your institution? Why is it better than other educational techniques? -Project based learning -No other Reggio preschool in South Orange County. Other Reggio preschools have long waiting lists and actually have to interview families for enrollment. They are actually relieved that Community Seedlings is opening. 3. How would you define the personality of your school? Describe a day in the life of a student at your school. -Parent is heavily involved, and the atmosphere resembles home -Partnership between home and school is strong What feel/look do you want your school to have? Any imagery, colors, etc. that come to mind? -Emphasis on the outdoors, and Reggio uses outdoor classrooms and activities -Emphasis on recycling and repurposing -Provocation activity: children walk into a room or yard, and a teacher places a random object in the center. The teacher observes what the children focus on, like its color or shape. This could lead to a week-long to a month-long project inspired by the childrenâ&#x20AC;&#x2122;s curiosity. 4. Describe the structure of your school. How many students? Starting at 60 students How many classrooms? School yards? Two classrooms, including a director, teacher and classroom aid in each classroom. Hours of class periods? Half-day options? Full-day and half-day options available, with either three, four or five days of school per week 5. What challenges have you faced? What challenges do you foresee? -The two Fs: funding and facility -We anticipate opening here at Community Roots -Challenges include startup costs and outdoor classrooms

6. What kind of teachers are you going to bring in? How are you going to find them/choose them? -Beginning a preliminary search for teachers now. All teachers would be trained by fall 2014. -Possible use of internal teachers, who already teach at Community Roots. -Specifically looking for Reggio trained teachers, and artistic teachers and aids. 7. How will your school be financed? What kind of donors do you have and/or need? -The Community Roots Foundation is the fund that will primarily support the school. However, donations can come from any source. - Thinking about contacting donors, but more focused on other elements. Might ask private donors for grants once the preschool is rolled out publicly. What will tuition look like? Will you offer any financial aid? Full Day Options: 5 Academic Days (Mon-Fri) $835/month 4 Academic Days (Mon-Thurs) $745 3 Academic Days (M, W, F) $698 Half Day Options: 5 Academic Days (Mon-Fri) $725 4 Academic Days (Mon-Thurs) $685 3 Academic Days (M, W, F) $568 8. What extracurricular activities are you going to encourage to your students, if any? Will you offer after school programs, afternoon care, etc.? -Programs will run completely separate from Community Roots. What type of music, art, foreign language programs are going to be available? -Art will be encouraged, but there will not be P.E. type programs because of the children’s young ages. Foreign languages will probably not be incorporated. 9. How will you get the parents involved? Can they visit the class? Can they help shape the “curriculum?” -Parents and grandparents are always welcome to visit and watch during class, but cannot lead development in class. -Parents are important partners, and Reggio wants them to be involved in non-instructive parts of the curriculum. 10. What elements of Public Relations/Marketing do you want to implement? Social Media? Media coverage? Advertisements? Collateral? Grassroot Events? Etc.? -Facebook -Logo -Brochure -Website -Overall marketing strategy

original research cont. Interview with Reggio Emilia expert Patricia Green Pappas, Professor of Child Development and Educational Studies Our team was connected to Patricia Green Pappas through Community Seedlings’ founders, who had been using her as an expert source on Reggio Emilia. We had an insightful, 30-minute phone conversation regarding the Reggio teaching and learning style. Pappas reestablished what our team heard during an initial interview with Eve Fein and Carrie Fetter about nature and the environment being a strong force in children’s interactions and discoveries, and about parents wanting to know that their children can still meet benchmarks using Reggio Emilia. Pappas encouraged a very visual approach, using images to illustrate the ways children learn at a Reggio Emilia school. Her recommendations influenced our team’s use of a natural color palette, as well as our incorporation of images of nature and outdoor Reggio equipment. 1. What is the overall mission of a Reggio Emilia style preschool? It’s a very difficult philosophy. But the Reggio Emilia approach and work are very inspiring. We can adapt it as sort of a philosophy, a belief. I went to Italy to study and it was very, very specific. But we’ve been teaching our childhood educators the methods. 2. What do you feel it has to offer the community? The children can really explore their interests, building the foundation for an interactive, engaged approach to learning and life. 3. How would you define the personality of a Reggio Emilia learning environment? The arts. A variety of media and tools. Open time scheduling. Environment as a teacher. 4. What challenges do you see with Reggio Emilia preschools? Teachers are a huge key to the process. You need deep thinkers great at documenting and demonstrating children’s learning. It can take years of study and reading and seminars. 5.How have you had success teaching others about the learning style and how it works? Imagery is very powerful in explaining how learning occurs. Make sure it’s set up so they know how the child learns. For example, people underestimate all the ways a child can achieve literacy, learning to read and write. At a young age, access to paper, crayons, pencils and markers, along with a teacher who is willing to stop and explain signs and words in the child’s environment, promotes early active engagement with literacy.

6. What characteristics are common among parents who send their children to Reggio Emilia preschools? Parents like to know that their children are still going to meet the benchmarks. They need to be open about HOW that’s going to happen.

Survey of Educators Our team surveyed 12 professionals from various spheres of education. Most were professors of education, while some included were trained preschool teachers. The questions we asked helped to shape the nature of our communications tactics, and informed us of how to approach parents in a way that caters to their values. Below is a summary of the responses received. 1. Are you familiar with the Reggio Emilia method? Most education professionals are not familiar with the Reggio Emilia approach—except those involved or familiar with Montessori. 2. What’s a major challenge that early educators face in maintaining a positive/trustworthy reputation for their organization? Most education professionals agree that initiating and maintaining positive relationships with parents is the biggest challenge that preschools are faced with. Parent perceptions affect everything—they expect schools to maintain an intimate relationship with them through communication, and provide concrete evidence that the school is providing a quality educational foundation for their children. Attention to detail is also a vital aspect of a trustworthy reputation. Clean classrooms, clear of clutter and with optimal organization and dangerous items out of reach, are essential. In addition, having an overall child-centric atmosphere, completely adapted to young minds, is key. 3. What images or colors could appropriately represent a preschool? While traditional educators preferred primary colors for a preschool, Montessori educators disagreed. They showed a distinct preference for natural, neutral colors—greens, browns and tans. Educators agreed that images like smiling, diverse faces are appropriate. 4. What is an effective way to communicate with parents of young students? In-person meetings, newsletters, social media? All education experts agree that a variety of communication mediums are essential, but many stressed that each should serve a distinct purpose. For instance, a newsletter could be for both parents and the public, but a private Facebook page or teacher blog could be reserved for parents only. Personal and automated phone calls, as well as creative community nights for parent mingling, are effective tactics to pursue regularly. 5. What is a preschool’s most valuable trait? Safety, creativity, etc.? The diversity of answers to this question prove that many traits are extremely valuable for preschools to maintain. These include: a deep sense of respect for the child; the nurturing of imagination, social skills, and critical thinking; and safety. Montessori educators especially emphasized the teachers’ role in a successful preschool. Teachers must be eager, well-trained, committed to team success, and joyful.

original research cont. Focus Group Research Our team received information from a Community Seedlings focus group, which consisted of parents from the Aliso Viejo area who have a child of preschool age and are interested in enrollment. It was conducted by Eve Fein and Carrie Fetter. The session took place on October 4, 2013 at 9:30am. Information communicated to parents: Fein and Fetter discussed a typical daily schedule at Community Seedlings. -Getting settled: put belongings away, wash hands, greet teachers, Learning centers available for child-initiated play -Whole group circle: greet each other, sing, join in a morning stretch, listen to announcements about the day, initiate group discussion. -Learning centers: available for child-initiated and teacher-supported play. Centers include math, art, science and science stations. Simultaneous activities could include small, skill-focused groups and special projects, as well as focused one-on-one time. -Snack time: nutritious snacks while learning about self-sufficiency and healthy foods. -Outdoor classroom exploration and play -Literacy group: reading, acting out stories, letter and number recognition and library check-out. - Pick-up time for half-day students -Small group circle: share personal news and ideas; begin discussions with “Today I feel…”; and practice songs, poems, rhymes, role playing, and social scenes. -Small group project time: group discussions, story reading, child-initiated projects, and time for children to plan and conduct investigations. -Lunch time: children and teachers enjoy a social meal together, with the children’s lunch brought from home. -Outdoor classroom exploration and play -Daydream and quiet time: students have a rest time with soothing music. -Library and art time: library book check-out and reading time, as well as arts and crafts. -Closing circle and transitioning to home: reflect on the day, share daily photos, gather work and projects to take home, gather belongings, and say goodbyes. Full-day schedule: 8:30 a.m.-3 p.m. Half-day schedule: 8:30 a.m.-12 p.m.

Feedback from parents: -All parents in attendance expressed enthusiasm, and were in favor of the new preschool -Parents were eager to learn more about the Reggio Emilia approach -Many wanted to know if parents with other children registered in Community Roots Academy will have the first opportunity to enroll for Community Seedlings. This is a possibility. -Moderators made it clear that students enrolled in Community Seedlings Preschool will still need to apply to Community Roots Academy upon graduation.

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