Success Starts Today | Research Process Book by Mario Mejia

Success Starts Today KINDERGARTEN ENROLLMENT AWARENESS

MARIO MEJIA • RESEARCH & DEVELOPMENT • SUMMER 2012

Success Starts Today KINDERGARTEN ENROLLMENT AWARENESS

MARIO MEJIA • RESEARCH & DEVELOPMENT • SUMMER 2012

PRESENTED TO: Professor Ricardo Gomes In partial fulfillment of DAI 505: Research & Development Summer 2012 Design & Industry Department College of Liberal and Creative Arts San Francisco State University San Francisco, California

Abstract KINDERGARTEN ENROLLMENT AWARENESS San Franciscoâ&#x20AC;&#x2122;s largest school district, San Francisco Unified School District, has a complex enrollment process which functions on a first-come first-serve basis. Although outreach material to support with this process exists, many first-time matriculants and under represented families struggle with the process or are unaware of it altogether. Through extensive research this study focuses on analyzing existing conditions amongst these communities to develop a design solution that raises awareness of San Francisco Unified School Districtâ&#x20AC;&#x2122;s enrollment process and its time-sensitive matter.

KEY WORDS Kindergarten Enrollment Awareness San Francisco Early Literacy Community Design Opportunity Representation Minority SFUSD PPSSF

Table of Contents CHAPTER ONE: INTRODUCTION 1.1 Introduction 1.2 Problem Statement 1.3 Purpose Statement 1.4 Significance of Study 1.5 Assumptions 1.6 Definition of terms 1.7 Parameters of the Problem 1.8 Parameters of the Design 1.9 Hypothesis 1.10 Research Methodology 1.11 Chapter Summary

CHAPTER TWO: RESEARCH METHODS 2.1 Introduction 2.2 Problem Statement 2.3 Purpose Statement 2.4 Library 2.5 Internet Research 2.6 Survey 2.7 Panel of Experts 2.8 Comparative Analysis 2.9 Personas & Scenarios 2.10 Chapter Summary

CHAPTER THREE: METHOD OF PROCEDURE 3.1 Introduction 3.2 Problem Statement 3.3 Purpose Statement 3.4 Proposed Solution 3.5 Design Methodology/Process 3.6 Timeline 3.7 Review of Current Design 3.8 Initial Identity Concepts 3.9 Initial Design Concepts 3.10 Rough Mock-Ups 3.11 User Experience Scenarios 3.12 User & Expert Feedback 3.13 Final Solution 3.14 Matrix Comparison of Identities 3.15 Chapter Summary

CHAPTER FOUR: SUMMARY & CONCLUSION 4.1 Problem Statement 4.2 Purpose Statement 4.3 Solution Evaluation 4.4 Summary & Conclusion 4.5 Future Opportunities

APPENDIX A Panel of Experts

APPENDIX B Survey Results

APPENDIX C Additional Information & Images

BIBLIOGRAPHY

CHAPTER ONE:

Introduction

CHAPTER ONE:

Introduction

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1.1 INTRODUCTION The San Francisco Unified School District currently has a complex kindergarten enrollment process. This process begins as early as eight months prior to the actual start of the academic year and has several important checkpoints along the way. San Francisco is a choice district meaning that families can apply for any school within San Francisco, regardless of their home address. Parents are able to list as many schools as desired in ranking of preference and top choices are assigned to most families on a first come first serve basis. With over 70 elementary schools and 110 options to choose from, this is a daunting task for uninformed parents. This study was conducted to research and analyze existing conditions to develop a design solution to raise awareness of San Francisco Unified School Districtâ&#x20AC;&#x2122;s enrollment process. This chapter introduces the problem and its significance.

1.2 PROBLEM STATEMENT

•--------•--------•--------•--------•--------•--------•---------

Parents of preschool age children from under represented backgrounds in San Francisco are unaware of San Francisco Unified School District’s kindergarten enrollment process and the different options they have.

1.3 PURPOSE STATEMENT The purpose of the study was to develop an informational campaign that would raise awareness of San Francisco Unified School District’s kindergarten enrollment process and options currently available.

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A stronger foundation for success. 1.4 SIGNIFICANCE OF STUDY Studies have shown that early literacy is an integral part of a child’s development. “Children’s adjustment in the first years of school often forecasts their later achievement.” (Daniels, 2011). Learning that happens during kindergarten are the building blocks that set the foundation and direction for a child’s academic future. Although the San Francisco Unified School District’s enrollment policy aims to assign all children at their top ranked schools, this is simply logistically impossible. Schools in certain neighborhoods are inherently more popular than others for many reasons including location and academic standings. “Many schools aren’t educationally where they need to be, which ultimately means many students won’t graduate ready to succeed in a career or in higher education.” (Dervarics, 2011). By developing a campaign to raise awareness of San Francisco Unified School District’s enrollment policy, this will give under represented children a higher chance of enrolling in a better performing school and getting a stronger foundation for a successful future, thus helping close the achievement gap.

1.5 ASSUMPTIONS The following assumptions were made during the research and development phases of this study: • It is assumed that most parents want the best for their children and families and are willing to take action. • It is assumed that most San Francisco parents will be enrolling their children in the San Francisco Unified School District. • It is assumed that uniformed parents of first generation/first-time matriculants and under-represented children struggle the most with SFUSD’s kindergarten enrollment process. • It is assumed that there are some existing resources regarding kindergarten enrollment.

1.6 DEFINITION OF TERMS SFUSD: San Francisco Unified School District PPSSF: Parents for Public Schools San Francisco First Generation: A student among the first in his or her family to attend college or university, in this case school in the United States. First Time Matriculant: A child who is the first one in the family to be matriculated into SFUSD. Under-represented: Insufficiently or inadequately represented; the underrepresented minority groups.

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1.7 PARAMETERS OF THE PROBLEM This study is focusing on raising awareness of the enrollment process for the San Francisco Unified School District only. This study will primarily target first-time matriculants and under represented families. This study aims to raise awareness of the San Francisco Unified School District enrollment process to parents who are willing to take action.

1.8 PARAMETERS OF THE DESIGN The design solution must successfully communicate and explain the San Francisco Unified School District enrollment process in a way that is accessible and digestible to a vastly varied target population. Implementation constraints will be taken into consideration including production cost, agency partnerships, and outreaching techniques. Successful implementation will require a longer time frame than the allotted for this research study.

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1.9 HYPOTHESIS INFORMATION ACCESSIBILITY

By having accessible information regarding the process and options of SFUSDâ&#x20AC;&#x2122;s kindergarten enrollment process parents will be able to make better choices when enrolling their children.

COMMUNICATION BARRIERS

By having information in multiple languages, through multiple mediums, and that is designed to effectively communicate to a broad audience parents will be able to better understand outreach information regarding kindergarten enrollment.

RAISING AWARENESS

By raising awareness of SFUSDâ&#x20AC;&#x2122;s time-sensitive kindergarten enrollment process parents will be able to research their options and start the process early, giving them a higher probability of being enrolled at a more desirable school.

1.10 RESEARCH METHODOLOGY The research for this study was divided into two broad categories: primary and secondary. Primary research included several interviews and discussions with a panel of experts, interviews with key users and stakeholders, and an informational survey that aimed to gain insight into San Francisco parents’ existing knowledge of San Francisco Unified School District’s enrollment process. Secondary research included extensive literature reviews of academic journals, existing campaigns, article databases and online resources.

1.11 CHAPTER SUMMARY The San Francisco Unified School District has a complex and time-sensitive kindergarten enrollment process. The enrollment process can be especially difficult for families firsttime matriculants or under-represented backgrounds. This study focuses on researching and analyzing current conditions to develop a design solution that will raise awareness of San Francisco Unified School District’s enrollment process and different options available to parents. This chapter focuses on introducing the problem and study.

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“

Children’s adjustment in the first years of school often forecasts their later achievement.

”

DENISE H. DANIELS Cal Poly, San Luis Obispo Educational Psychology

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CHAPTER TWO:

Research Methods

CHAPTER TWO:

Research Methods

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2.1 INTRODUCTION Studies have shown that early education plays direct correlation with future academic success and cognitive development. This chapter focuses on detailing the research methods used during this study and its findings. Although direct research on San Franciscoâ&#x20AC;&#x2122;s kindergarten enrollment process and rates is not widely available, related subjects were considered including importance of early education and its impact on future development of under represented communities. Most of the insightful discoveries were a result of primary research including extensive interviews and discussions with a panel of experts, key stakeholders, target users and design professionals. Findings detailed in this chapter were vital to the development of a design solution to raise awareness of San Francisco Unified School Districtâ&#x20AC;&#x2122;s enrollment process.

2.2 PROBLEM STATEMENT Parents of preschool age children from under represented backgrounds in San Francisco are unaware of San Francisco Unified School District’s kindergarten enrollment process and the different options they have.

2.3 PURPOSE STATEMENT •--------•--------•--------•--------•--------•--------•---------

“

The purpose of the study was to develop an informational campaign that would raise awareness of San Francisco Unified School District’s kindergarten enrollment process and options currently available.

Equally important is the learning environment and how the adults in the child’s life work together to support his or her progress. DENISE H. DANIELS Cal Poly, San Luis Obispo Educational Psychology

”

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2.4 LIBRARY The J. Paul Leonard Library at San Francisco State University was home to most of the secondary research conducted for this study, with assistance from Darlene Tong, head of Library Instruction and College Liaison for the College of Liberal and Creative Arts. The literary research conducted in the library was separated in two main categories, the first being the importance of early literacy and its impact on children and families and the second being educational accessibility in under-represented and immigrant communities. The two sources that provided the most insight on these areas were Starting Out Right by the National Research Council and Immigration, Diversity, and Education by Elena L. Grigorenko and Ruby Takanishi. Additionally, dozens of academic publications from reputable journals and periodicals were used as secondary research material, helping better shape understanding of current conditions. Findings from these sources made it apparent that early literacy has direct correlations with future success. “During the first years of life, children’s experiences with language and literacy can begin to form a basis for their later reading and academic success” (National Research Council, 1999). Unfortunately, children from under-represented communities are often not academically prepared. “...High proportions children from often-underprivileged immigrant families redoubles the fact that too many face circumstances related to low levels of school readiness and achievement.” (Grigorenko & Takanishi, 2009). Although San Francisco Unified School District’s enrollment process is designed to provide equal opportunity, lack of awareness by uninformed parents leaves children with a lower probability of being enrolled in a highly desirable school. 29

2.5 INTERNET The internet played a vital role in providing extensive research for this study. Additionally from providing access to a wide array of online academic databases through the J. Paul Leonard Library it also gave a deep look into organizations that are currently dealing with this problem. The website for the San Francisco Unified School District, http://sfusd.edu, provided extensive information regarding the school district, its enrollment process, different policies in place, and the many options available to families. Existing outreach material to promote enrollment was also accessed through their website. Another helpful website was that of Parents for Public Schools San Francisco, http://ppssf.org. Parents for Public Schools is a network of parents working together to ensure quality education for the children of San Francisco. One of their big initiatives is kindergarten enrollment and they provide a lot of the resources used around the city for this topic. Their website gave insight on their different campaigns and the different resources and tips they give parents who are looking to enroll their children in the San Francisco Unified School District. Additional websites and organizations that provided useful information included First 5 San Francisco, http://first5sf. org, and Jumpstart, http://jstart.org.

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2.6 SURVEY þ-------þ-------þ-------þ-------þ-------þ-------þ--------

A survey was administered to gain insight into San Francisco parent’s existing knowledge of the San Francisco Unified School District enrollment process. This survey was conducted via SurveyMonkey and was promoted via social media sites and partner organizations. Below are the questions included in the survey. 1. Are you a parent of a child between the ages 3-5 currently residing in San Francisco? 2. Is your child currently enrolled at a San Francisco preschool? 3. Are you aware of the current San Francisco Unified School District (SFUSD) enrollment process? 4. Do you currently have any children enrolled in the SFUSD? 5. Have you received any resources to become informed of SFUSD’s enrollment process? 6. If yes, were these resources helpful in raising your awareness? 7. What would be the most helpful medium to receive information regarding SFUSD’s enrollment process? • Brochure • Phone Application • Book

• Website • Hotline • Workshop

2.7 PANEL OF EXPERTS A panel of experts was assembled to provide deeper insight, assess findings, and aid researcher in development of a design solution. Members of the panel of experts include: Carol Lei Program Director Parents for Public Schools San Francisco Carol is the Program Director for one of the largest parent networks in San Francisco. She has been involved with education advocacy for over 20 years. Vicki Symonds Director of Operations and Communications Parents for Public Schools San Francisco As Director of Operations and Communications of Parents for Public Schools Vicki is responsible for most of the outreach conducted around kindergarten enrollment in San Francisco.

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Daisy Hernandez Community Outreach Coordinator Parents for Public Schools San Francisco As a Community Outreach Coordinator Daisy is involved in direct outreach to target communities. She has a deep understanding and involvement with this study’s target audience. MASHARIKA MADDISON Executive Director Parents for Public Schools San Francisco Masharika is the newly appointed Executive Director for Parents for Public Schools San Francisco. Her area of expertise in program development and communications played a vital role in development of final solution. DARLENE LIM Executive Director Educational Placement Center San Francisco Unified School District Darlene is the Executive Director for San Francisco Unified School District’s Educational Placement Center which oversees all of the district’s enrollment, placement and outreach efforts.

A deeper understanding of the problem and conditions was gained through a series of interviews and in-depth discussions with members of the panel of experts. During an initial discussion with Carol Lei and Vicki Symonds of Parents for Public Schools it was made evident that although outreach efforts were currently in place, something else was needed. After further discussion it was concluded that there was a lack of a functional outreaching tool that was both effective in communicating San Francisco Unified School District’s enrollment process and was visually stimulating without becoming “too designed” for target users. When asked what exactly “too designed” meant, Carol explained “Parents in these communities are hard to reach, there is a lot of information and it often seems undigestable to them. Especially when things (outreaching materials) look too corporate or design savvy, its as though they feel like they cannot understand something that looks too nice for them.” Additionally it was stated that regardless, funding for them to hire a graphic designer was inexistent being a great contributor for the lack of well designed outreach material. Another subject discussed was parent’s involvement in the enrollment process and their child’s educational future. Carol stated that although most parents want the best for their children’s future they do not always feel as though it is their responsibility to have to go through a process, rather they feel like that responsibility belongs to somebody else. Being that that is a larger issue that the one in the scope of this study, the assumptions were modified to say that this study is targeting parents who want the best for their children and are willing to take action.

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Even deeper insight on target users came out of interviews with Parents for Public Schoolsâ&#x20AC;&#x2122; Daisy Hernandez. Having started as an immigrant parent, speaking little English, and not knowing how to navigate the system, Daisy has overcome many barriers and know what parents like her go through every day. She revealed that in the many workshops she leads on kindergarten enrollment she notices that parents always want their children to have a better future and education than they had access to, however due to lack of resources often have no idea where to begin or who to ask for help. That is why she has devoted herself to raising awareness of the kindergarten enrollment process and the importance of education and parent involvement. She believes the best help any parent can get is attending a parent workshop in their native language so they can process and retain information as well as ask as many questions as they may have. Although these workshops are so helpful she declared a shortage of them and the lack of resources to be able to reach every parent. She believes a resource that could potentially translate the workshop content into a self-facilitated means that would be widely distributed and accessed on usersâ&#x20AC;&#x2122; own time would be a very beneficial solution for this issue. Although Darlene Lim from SFUSD agrees with sentiments from Parents for Public Schools she believes the biggest issue is actually getting through to parents with the given resources available. Having said so, she also agrees that a self-facilitated workshop resource could be a great way to approach the issue.

2.7 COMPARATIVE ANALYSIS •--------•--------•--------•--------•--------•--------•---------

Several outreach campaigns currently exist around the area of San Francisco Unified School District enrollment process from several different organizations. A comparative analysis was conducted to compare and contrast existing campaigns to help better develop the study’s design solution.

SAN FRANCISCO UNIFIED SCHOOL DISTRICT SFUSD’s Enrollment Guide provides information on all of the enrollment options for the district. Unfortunately it is over 100 pages long and can become too overwhelming with information that is not totally relevant to parents.

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PARENTS FOR PUBLIC SCHOOLS SAN FRANCISCO Although their outreach campaigns provide a lot of very useful and relevant information in three different languages they are simple letter size sheets of paper that are easily lost and visually unappealing.

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FIRST 5 SAN FRANCISCO First 5 San Francisco’s guide to kindergarten was the most useful in terms of content and design aesthetic. Unfortunately it is outdated and not easily accessible. This campaign was a collaboration with PPSSF.

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2.8 PERSONAS & SCENARIOS After initial research and exploration on who the key users for this study were the following personas and scenarios were developed to better conceptualize and understand the problem and current conditions.

ANA, 4 years old

Ana is a quiet four year old who likes to dream and pretend she is a princess. She loves to play with dolls and watch cartoons. She is currently enrolled at a family childcare center near her home in the Mission. She does not like change and had some trouble adjusting to preschool, because of this she is not excited about kindergarten. Ana lives with her mom, Sandra, her aunt and uncle, and their newborn baby daughter, none of which are fluent in English. Ana is struggling with English and keeps getting confused with trying to learn two languages at the same time.

SANDRA, 28 years old

Sandra is Anaâ&#x20AC;&#x2122;s mom and works as a domestic worker in various neighborhoods around San Francisco. She is a single mother who recently immigrated to the United States. She speaks very little English and wishes she could take ESL classes however due to her busy work schedule she does not have time. Her biggest dream is for her daughter to graduate from college in the United States and have a better future. Sandra knows Ana will be entering kindergarten soon however is not sure how the process works. She previously received a flier but since it was in English she could not understand most of it and eventually misplaced it.

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JOEL, 4 years old

Joel is an energetic four year old boy who loves playing with Legos and reading with his parents. He is currently enrolled at Good Samaritan Family Resource Center’s Early Childhood Education center where he is one of the more advanced students. Joel is in an immersion program and is getting taught in both English in Spanish. He is excited to enter kindergarten and hopes to be enrolled at Live Oak School, a K-12 school near his current preschool. His mom, Kate, says this is one of the best schools in the city.

KATE, 34 years old

Kate is Joel’s mom and works as a marketing consultant for a local start up. She is a San Francisco native and is happily married to Tom, a 38 year old computer engineer. Together they live in Potrero Hill where they recently purchased a home. Kate is excited about Joel entering kindergarten and has done extensive research on her options. She has began the enrollment process and hopes Joel will be enrolled at Live Oak School.

ALEJANDRA, 24 years old

Alejandra recently graduated from San Francisco State University with a degree in social work. She enjoys reading and helping others. She is currently a family outreach coordinator for Parents for Public Schools where she holds workshops to help parents better understand SFUSD’s enrollment process. Alejandra loves her job and feels like she is making a true impact on her community. Her only concern is that she feels like she does not have the adequate outreach materials to effectively outreach to families. 39

2.9 CHAPTER SUMMARY The research detailed in this chapter helped the researcher get a better understanding of the problem revolving kindergarten enrollment awareness in San Francisco as well as other important factors affecting this issue. Through extensive literary analysis, web analysis, comparative analysis, user analysis and discussions with panel of experts the following insights were gained: • Early development that occurs during kindergarten is essential in building a foundation for a child’s future development both academically and socially. • Although the San Francisco Unified School District does its best to accommodate all families, its enrollment procedure is complex and does not ensure equal educational access due to its time sensitive nature. • Parents care about the well-being of their children and want them to have a good education however do not always have an understanding of how the system works. • Several organizations are currently working on outreach and parent support for kindergarten enrollment in the San Francisco Unified School District however do not have the adequate outreach materials or funding to develop them.

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CHAPTER THREE:

Method of Procedure

CHAPTER THREE:

Method of Procedure

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3.1 INTRODUCTION Based on knowledge acquired through the research phases of this study a design solution was developed to help raise awareness of San Francisco Unified School Districtâ&#x20AC;&#x2122;s enrollment process and its time sensitive matter. This chapter goes through the studyâ&#x20AC;&#x2122;s development and design process from initial ideation to final design solution. The solution proposed was developed using a series of design parameters and with a user centered design approach. Final design solution remains a prototype at the time of the study but may potentially be finalized to be implemented by a partner organization.

Raising awareness and empowering communities. 3.2 PROBLEM STATEMENT

3.3 PURPOSE STATEMENT •--------•--------•--------•--------•--------•--------•---------

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3.4 PROPOSED SOLUTION After extensive research on kindergarten enrollment awareness in San Francisco and an in-depth analysis of existing campaigns a design solution was conceptualized and proposed. Upon initial ideation it was determined that the solution should be developed in two phases: an awareness campaign and an outreach tool to be used as a resource to raise awareness.

AWARENESS CAMPAIGN

Create a campaign that will raise awareness of SFUSDâ&#x20AC;&#x2122;s kindergarten enrollment process and time frame. The rationale behind this solution was to bring attention to the problem in a form that was not only apparent to parents of children about to enter kindergarten but to communities as a whole.

INFORMATIONAL TOOLS

Develop a series of informational tools that will inform parents of the enrollment process, important dates, and different options available to them. The rationale behind this solution was that if parents have access to an informational resource tool that is functional and aesthetically pleasing this will empower parents to learn about the enrollment process and take action earlier. 47

3.5 DESIGN METHODOLOGY The following design methodology was used during the creative process. These parameters played an important role in the overall direction of the design solution and were greatly influence by user feedback and review and critique from the study’s panel of experts.

AWARENESS CAMPAIGN

A series of print ads (posters, billboards, and bus ads) that can be displayed in key locations around San Francisco. Campaign should feature images displaying an ethnically arrayed group children and families and communicate a sense of empowerment and academic success. Tone should be lighthearted and aesthetic should be bright and energetic.

INFORMATIONAL TOOLS

A series of print resources (brochures, booklet, resource guide) that communicate key information and can be easily distributed. These informational tools should be very aesthetically pleasing but not “overly designed” as too become overwhelming to users. Information should be very clearly lad out in a way that is easy to follow and process. These resources need to be available in a variety of languages to serve the diverse target population.

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3.6 TIMELINE

WEEK

• Review Course Syllabus • Class Introductions • Create Individual Blog • What’s to Come Assignment • Identify 3 Preliminary Problem & Purpose Statements

• Quiz #2 • Begin PERT Chart • Hypothesis & Assumptions • Review Midterm Presentation • Sign up for Individual Office Appointment • Creative Research Part 3

• Quiz #4 • Individual Appointment • Creative Research Part 4

• Final Presentation with Poster, Prototype or Mock-Up • Feedback Implementation • Design Booklet Production

WEEK

• Collaboratory • Quiz #1 • Submit 3 Problem & Purpose Statements • Library Research Lecture • Family Scenario Exercise • Timeline

* Quiz #3 • Individual Appointment • Upload PERT Chart • Midterm Presentation • Update Research Blog • Creative Research Part 2

• Review Final Proposal Format • Sign up for Presentation Date & Time • Individual Development Time

• Final Presentation Cont..... • Final Written Design Research Booklet Proposal Due

3.7 REVIEW OF CURRENT DESIGN An extensive comparative analysis of existing resources was conducted. The following three examples were chosen as the best solutions that currently exist. These were then reviewed and analyzed to comment on their overall design effectiveness. Results on such analysis are described in the following examples:

SAN FRANCISCO UNIFIED SCHOOL DISTRICT Although clear that a graphic designer was involved in the creation of this resource guide it is a bit too cluttered and contains too much information. This would be an example of a solution that is “too designed”.

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PARENTS FOR PUBLIC SCHOOLS SAN FRANCISCO The outreach material used by PPSSF contains valuable information that is very helpful yet has zero design direction. Because of this it is difficult to grab the user’s attention and effectively engage them in actively retaining information.

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FIRST 5 SAN FRANCISCO In terms of design direction this would be the most effective campaign around the issue. There is a clear sense of design sensibility and hierarchy throughout the content as well as good flow throughout. Only critique is that it is outdated and could not find in other languages.

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3.8 INITIAL IDENTITY CONCEPTS During the research phase it was evident that a strong yet approachable identity would have to be created to visually represent the proposed campaigns. After many ideation stages the following campaign names were proposed: • • • • •

It Starts Now: Kindergarten Enrollment Success Begins Today Success Starts Today Countdown to Kindergarten Countdown to Success

After consideration and expert feedback the campaign name chosen was “Success Starts Today”, an immediate call to action reflecting on the importance of not only early education but the parent’s role in the enrollment process. A bright and friendly color palette was used to attract users attention yet still be able to communicate in an “official” and “professional” manner. A friendly and playful typeface was used for the campaign name to reflect the nature of kindergarten.

LOGO & TAGLINE

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TODAY KINDERGARTEN ENROLLMENT CALENDAR

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COLOR PALETTE

C: 29 M: 13 Y: 100 K:0 C: 100 M: 100 Y: 100 K:100 44% C: 0 M: 0 Y: 0 K:0

TYPEFACES

CHALKDUSTER ABCDEFG abcdefg 12345 !@#$% HERO REGULAR ABCDEFG abcdefg 12345 !@#$ TRADEGOTHIC LT ABCDEFG abcdefg 12345 !@#$% 53

3.9 INITIAL DESIGN CONCEPTS Several design concepts for campaign solutions were ideated and further developed. User centered approaches, design approachability, information accessibility and production reasonability were all factors taken into consideration. The most successful initial concepts are described below:

AWARENESS CAMPAIGN

The awareness campaign should be implemented in the form of a two-dimensional print campaign that would be visible in key areas to maximize visibility. This would include large campaign posters on Muni shelters, smaller banners on Muni buses and trains, and smaller posters distributed to local agencies like preschools, churches, and family resource centers.

INFORMATIONAL TOOLS

The informational resource campaign should be implemented in a two-dimensional print format. After research and discussions with panel of experts and key users it was determined that the most functional and innovative form would be that of a wall calendar that would include key dates, information on the enrollment process, tips for selecting schools, and interactive elements that would allow user to customize the calendar to their specific needs.

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3.10 ROUGH MOCK UPS After consulting with panel of experts and a focus group of key users the most functional solution was selected and further developed. Below are sketches of rough mock ups of what the end solution should look like and what information should be included.

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3.11 USER EXPERIENCE SCENARIOS To better develop the design solution and keep a user centered approach, persona interaction scenarios were created to simulate user interaction with design solution in a normal context.

ANA, 4 years old

Ana was excited to attend a workshop with her mom at Parents for Public Schools San Francisco. While her mom talked with the other moms Ana was able to play with other children her age. At the end of the workshop her mom showed her some giveaways she had received. She was especially intrigued by a calendar with lots of bright pictures. Her mom told her that they would look at it together when they got home since they would have to start planning for kindergarten. Although she is scared, Ana is starting to get more comfortable with the idea of kindergarten.

SANDRA, 28 years old

Sandra took an afternoon off work to attend a parent workshop at Parents for Public Schools San Francisco. She was hesitant at first since she wasnâ&#x20AC;&#x2122;t sure what to expect or if she would be asked any questions she didnâ&#x20AC;&#x2122;t have answers to. After the workshop she was very glad she went since she got a lot of great information on the enrollment process. She is especially excited about the enrollment calendar kit she received since it will help her better manage the enrollment process. As soon as she got home she looked over it with Ana and put it on her fridge to look at it every afternoon when she cooks dinner.

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JOEL, 4 years old

Joel loves talking about kindergarten and urges his mom to go over the enrollment calendar she received from Parents for Public Schools every morning during breakfast. Together they fill out the interactive portions and he loves counting down the days until he starts school. His favorite part is looking at the different pictures and asking if that is Live Oak School where he wants to attend in the fall.

KATE, 34 years old

Kate attended a workshop at Parents for Public Schools San Francisco to make sure she was on top of all of Joelâ&#x20AC;&#x2122;s kindergarten enrollment needs. Although she was already aware of most of the information talked about, she was happy to receive their enrollment calendar which will help her better manage the enrollment process and keep on top of everything she needs to do. She talks about it with Joel every morning to make sure he too is aware of kindergarten.

ALEJANDRA, 24 years old

Alejandra is excited to use the new enrollment calendar during the Parents for Public Schools workshops she hosts. This resource helps her better organize her workshops and make the process more tangible for parents. She is now able to not only walk parents through the enrollment process but give them a better foundation on getting started and managing the enrollment process that they can access on their own time while in the comfort of their home. Alejandra feels like she can now manage her time better as she can reference the calendar instead of looking for the right pamphlet to give to parents. 61

3.12 USER & EXPERT FEEDBACK The panel of experts as well as a focus group of key users played a key role in the development of this design solution. Several different concepts were developed after initial interviews and discussions regarding the problem and purpose of this study. These concepts were then evaluated by both the panel of experts and focus group of key users where further input was given. The best concept was then selected and further developed into a flow of concept mock-ups.

EXPERT FEEDBACK

After presenting the different directions to the panel of experts it was a clear statement that the most effective solution both in terms of ease of implementation and accessibility for the target user would be in print form. The enrollment calendar received by far the most support. Their input suggested that the design solution needed to be a process management system that could facilitate the process for parents. Experts stressed the importance of balance between content and visual impact as having important information and looking visually pleasing would raise the probability of parents actually using the product due to functionality.

USER FEEDBACK

After initial presentation of directions to users it was evident that print was the most desirable and accessible form of communication for parents. Many of them expressed the lack of computers, smart phones, or knowledge on how to use them. Time management was also a big concern, parents are busy and tired from work and need a resource that effectively communicates the enrollment process and helps manage their time. Having one tool that could help manage the whole process and combine many sources of information would make the process easier for them as well as save them time.

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3.13 FINAL SOLUTION Final design solution was a two-fold solution including a print based awareness campaign and a print based informational tool.

AWARENESS CAMPAIGN

The awareness campaign consisted of a series of print ads to be displayed in key areas where target audience will be in constant contact with; these include Muni shelters, Muni bus banners, laundromats, churches, preschools, and health clinics. Sizes vary to ensure accessibility at different production price points.

TODAY SUCCESS STARTS

Application Deadline is

JANUARY 5, 2012 Begin your kindergarten enrollment today!

We are here to help! Visit us online: www.ppssf.org Call our office: (415) 861-7077 3543 18th Street #1 San Francisco, CA 94110

INFORMATIONAL TOOL

The informational tool is a print based calendar doubling as a process management tool. Final solution streamlines key information from multiple sources into one resource while breaking the process down into a more manageable system. Each month the process is broken down into a three step system including this month’s to do’s, monthly tips, and family talks which reminds families of important milestones through out the process. Final solution is approximately 7.5” x 6” and is printed on gloss paper with a cardstock cover and saddle stitched.

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TODAY

Provided by:

KINDERGARTEN ENROLLMENT CALENDAR

FREE!

FRONT COVER

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This Month’s To Do

Tip of the Month

Family Talks

PROCESS MANAGEMENT ICONS

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This Month’s To Do: Continue touring schools, attending open houses, and other school and district events to stay in the loop. Speak to a School Ambassador to get parent perspective on different school options.

Tip of the Month: GET ORGANIZED Begin getting your enrollment information organized. This includes: • Make a list of your top schools in order of preference. • Make sure your child’s documents are under control (immunizations, etc.)

Family Talks: What is your top school choice and why? • Consider your family needs. • What different services are offered there? • How and who would drop off and pick up?

OCTOBER 2012 START GETTING ORGANIZED Sunday

Monday

Tuesday

Wednesday

Thursday

Friday

Saturday

PPSSF WORKSHOP

GET TO KNOW THEM

Alamo Elementary School

Alvarado Elementary School

Argonne Elementary School

Grades K-5 • Outer Richmond 250-23rd Avenue • (415) 750-8456

Grades K-5 • Noe Valley 625 Douglass Street • (415) 695-5695

Grades K-5 • Inner Richmond 680-18th Avenue • (415) 750-8460

Bryant Early Education School

Buena Vista School

Bessie Charmichael School

Grades Pre K-5 • Mission 2641 - 25th Street • (415) 695-5784

Grades K-8 • Mission 3351-23rd Street • (415) 695-5881

Grades K-8 • South of Market 375-7th Street • (415) 355-6916

Carver Elementary School

Cesar Chavez Elementary School

Chin Elementary School

Grades K-5 • Bayview 1360 Oakdale Avenue • (415) 330-1540

Grades K-5 • Mission 825 Shotwell Street • (415) 695-5765

Grades K-5 • North Beach 350 Broadway Street • (415) 291-7946

Chinese Education School

Chinese Immersion School

Cleveland Elementary School

Grades K-5 • Financial District 657 Merchant Street • (415) 291-7918

Grades K-4 • Haight Ashburry 1250 Waller Street • (415) 241-6325

Grades K-5 • Excelsior 455 Athens Street • (415) 469-4709

Cobb Elementary School

Cooper Early Education School

Charles Drew Elementary School

Grades K-5 • Western Addition 2725 California Street • (415) 749-3505

Grades Pre K-5 • North Beach 940 Filbert St • (415) 749-3550

Grades Pre K-5 • Bayview 50 Pomona St • (415) 330-1546

El Dorado Elementary School

Excelsior Early Education School

Fairmount Elementary School

Grades K-5 • Vicitasion Valley 70 Delta Street • (415) 330-1537

Grades K-5 • Crocker Amazon 859 Prague St • (415) 469-4753

Grades K-5 • Glen Park 65 Chenery Street • (415) 695-5669

Feinstein Elementary School

Flynn Elementary School

Garfield Elementary School

Grades K-5 • Parkside 2550 25th Avenue • (415) 615-8460

Grades K-5 • Bernal Heights 3125 Cesar Chavez St • (415) 695-5782

Grades K-5 • North Beach 420 Filbert St • (415) 749-3550

Alamo Elementary School

Glen Park Elementary School

Grattan Elementary School

Grades K-5 • Outer Richmond 250-23rd Avenue • (415) 750-8456

Grades K-5 • Outer Mission 151 Lippard Avenue • (415) 469-4713

Grades K-5 • Haight Ashburry 165 Grattan Street • (415) 759-2815

Guadalupe Elementary School

Harte Elementary School

Hillcrest Elementary School

Grades K-5 • Crocker Amazon 859 Prague Street • (415) 469-4718

Grades K-5 • Bayview 950 Hollister Ave • (415) 330-1545

Grades K-5 • Excelsior 810 Silver Avenue • (415) 469-4722

Jefferson Elementary School

Key Elementary School

Lafayette Elementary School

Grades K-5 • Inner Sunset 1725 Irving Street • (415) 759-2821

Grades K-5 • Outer Sunset 1530-43rd Avenue • (415) 759-2811

Grades K-5 • Outer Richmond 4545 Anza Street • (415) 750-8483

COLUMBUS DAY NO SCHOOL

SFUSD SCHOOLS

PPSSF WORKSHOP

MONTHLY BREAKDOWN Each month users receive a monthly to do list with no more than two tasks per month, a tip of the month which provides helpful tips to better manage the process and a family talk which provides talking points to encourage deeper reflection regarding the process.

For more information, call or visit each school.

SCHOOL DIRECTORY A listing of San Francisco Unified School District’s elementary schools with key contact information, neighborhood location, and other key information which could help families identify which schools they should focus their research in.

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3.14 MATRIX COMPARISON OF IDENTITIES The following matrix was created to better clarify the specific direction the proposed design solution should take. This matrix takes both user friendliness and information accessibility into consideration. Final design solution should be able to effectively balance the directions implied.

Professional

Simple

Extensive

Accessible

3.15 CHAPTER SUMMARY A design solution that raises awareness about the enrollment process of the San Francisco Unified School District is in great need. The proposed solution should be divided into two categories: raising awareness and developing an informational resource tool. This chapter explains the design process and rationale behind the development of the proposed design solution. Final solution remains a prototype at the end of this study and may be eventually implemented with support of partner agencies. Final design solution targets the problem directly via saturated presence and a self-implemented process management tool. By streamlining key information from multiple sources into one self-facilitated â&#x20AC;&#x153;workshopâ&#x20AC;? style resource, users are able to process information on their own time while better managing the enrollment process at the same time.

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CHAPTER FOUR:

Summary & Recommendation

CHAPTER FOUR:

Summary & Recommendation

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4.1 PROBLEM STATEMENT

4.2 PURPOSE STATEMENT •--------•--------•--------•--------•--------•--------•---------

“

I like how simple and easy this calendar makes the process seem.

”

ANA VALDEZ Preschool Parent

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4.3 SOLUTION EVALUATION A rough prototype was presented for evaluation to a group of users and experts. Feedback was given based on their particular needs or areas of expertise. Below are summaries of feedback received.

PANEL OF EXPERT EVALUATION

Positive feedback was received from Panel of Experts regarding the final design solution. Their feedback suggested that this solution could be a great asset to their existing outreach efforts and could be easily implemented given the funds availability for production costs. Positive assets of the solution included its small size, aesthetic quality, accessibility in terms of communication language and product form and the three-box breakdown used to divide the process into a more manageable monthly system. Their only worries included production cost and overall distribution of the solution to target users since they are generally the most difficult to get to.

USER EVALUATION

Prototype was shown to a group of three users in target audience demographic to be evaluated based on their specific needs. Being that the current prototype is only in English, solution had to be verbally translated and explained in Spanish during evaluation session. Users found solution to be extremely helpful and very aesthetically pleasing. They specifically appreciated how user friendly and intuitive the solution prototype was, making it easy for them to understand how to use it and keep on top of the enrollment process. They suggested having more room for notes each month or perhaps having a separate section this.

4.4 SUMMARY & CONCLUSION Kindergarten enrollment can be a daunting task for uninformed parents, particularly when they are of under-represented backgrounds or are first time matriculants. This study focused on researching existing conditions to better understand the communityâ&#x20AC;&#x2122;s needs and develop a design solution to raise awareness of the enrollment process. Success Starts Today is a two part campaign to raise awareness of San Franciscoâ&#x20AC;&#x2122;s kindergarten enrollment process as well as better inform parents of under-represented backgrounds and help them better manage the process. The print campaign aims to keep kindergarten enrollment in the minds of parents as a pressing issue, reminding them that action is necessary. The calendar is a process management tool that breaks down San Franciscoâ&#x20AC;&#x2122;s kindergarten enrollment process into a more manageable system while also combining many other informative elements. Strengths of this solution include its accessibility for target audience, user centered approach, streamlining of information into one resource, process management element, and added product functionality enabling daily use. Areas to consider for improvement include distribution planning and cost effectiveness.

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4.5 FUTURE OPPORTUNITIES Should this study were to be expanded or continued over a longer period of time there are many opportunities for improvement or further exploration. Some of the future opportunities include: • Before this campaign can actually be implemented it must go through deeper critique and evaluation from other stake holders to ensure highest quality product before investing in large scale production. • Partnerships with key community agencies can be developed to better approach distribution plan and ensure target audience receives support. • Different distribution methods could be further explored, including developing a campaign website, campaign smart phone application, and TV/radio commercials to widen target audience and have different accessibility options. • Should campaign result successful in San Francisco, the same approach could be implemented in different markets for different school districts. Kindergarten enrollment awareness is a very large issue, Success Starts Today is just one approach to empowering communities and closing the achievement gap.

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APPENDIX A:

Panel of Experts

APPENDIX A:

Panel of Experts

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MASHARIKA MADDISON

Executive Director Parents for Public Schools San Francisco masharika@ppssf.org Masharika is the newly appointed Executive Director for Parents for Public Schools San Francisco. Her area of expertise in program development and communications played and important role in development of final solution. She has taught for the San Francisco Unified School District as well as Director of Regional Communications for Teach for America. Masharika holds a Masterâ&#x20AC;&#x2122;s degree in public affairs from University of Texas at Austin and a bachelors degree in political economy from Tulane University in New Orleans.

CAROL LEI

Program Director Parents for Public Schools San Francisco carol@ppssf.org Carol is the Program Director for one of the largest parent networks in San Francisco. She has been involved with education advocacy for over 20 years. She is a graduate of UC Berkeley with a bachelors of science in business administration and marketing and has worked for the City of San Francisco and the San Francisco Unified School District to name a few. Her expertise in program management played a vital role in developing final design solution.

VICKY SYMONDS

Director of Operations and Communications Parents for Public Schools San Francisco vicky@ppssf.org As Director of Operations and Communications of Parents for Public Schools Vicki is responsible for most of the outreach conducted around kindergarten enrollment in San Francisco. Carol has a bachelors of arts in anthropology from UC Santa Cruz and a masters degree in business administration from San Francisco State University. Her knowledge in the area of communications provided insightful information when developing final design solution.

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DAISY HERNANDEZ

Community Outreach Coordinator Parents for Public Schools San Francisco daisy@ppssf.org As a Community Outreach Coordinator Daisy is involved in direct outreach to target communities. She has a deep understanding and involvement with this study’s target audience and conducts routine workshops informing parents of SFUSD’s kindergarten enrollment process. Daisy’s understanding and connection with the Latino community provided deep insight into needs of target population. Her input played a vital role in the development of final design solution.

DARLENE LIM

Executive Director Educational Placement Center San Francisco Unified School District limd1@sfusd.edu Darlene is the Executive Director for San Francisco Unified School District’s Educational Placement Center which oversees all of the district’s enrollment, placement and outreach efforts. Formerly a Principal for the San Francisco Unified School District she believes that everyone deserves high quality education and strives to better the enrollment process whenever possible. Her expertise of the enrollment process helped further develop this study.

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APPENDIX B:

Survey Results

SURVEY RESULTS There was a great response rate to the survey conducted thanks to Parents for Public Schools who publicized it on their social networks, resulting in 100 unique responses. However, due to the nature of the survey and accessibility levels of target community, the results are biased towards a different audience, hence reflecting a different need. Majority of the responses were from white middle class families who have access to computers, social networks, and have time to take a survey. Because of this the focus of the survey shifted to a more personal level with the help of Expert Panelist, Daisy Hernandez who helped ask individual parents who fit this user category for their imput.

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QUESTION 1 Are you parent of a child between the ages 3 and 5?

29%

YES 71 / 71% 71%

NO 29 / 29%

QUESTION 2 Is your child currently enrolled at a San Francisco preschool?

49%

51%

YES 51 / 51% NO 49 / 49%

QUESTION 3 Are you aware of the current San Francisco Unified School District (SFUSD) enrollment process?

19%

YES 19 / 19% 81%

NO 81 / 81%

QUESTION 4 Do you currently have any children enrolled in the SFUSD?

55%

45%

YES 45 / 45% NO 55 / 55%

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QUESTION 5 Have you received any resources to become informed of SFUSDâ&#x20AC;&#x2122;s enrollment process?

28%

YES 72 / 72% 72%

NO 28 / 28%

QUESTION 6 If yes, were these resources helpful in raising your awareness?

YES 62 / 62%

23%

15%

62%

NO 15 / 15% N/A 23 / 23% 89

QUESTION 7 What would be the most helpful medium to receive information regarding SFUSDâ&#x20AC;&#x2122;s enrollment process? 24

Brochure 9

App

Booklet

Website 49

Workshop 7

Other 0

17.5

35.0

52.5

70.0

QUESTION 8 What is your ethnic background? 60

Caucasian 17

Hispanic/Latino African American

2 14

Asian/Pacific Islander Native American Other

2 4 01

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QUESTION 9 What is the primary language spoken at home?

90.0

67.5

45.0

22.5

11 3

EnglishS

panish

Other

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APPENDIX C:

Additional Information & Images

EXISTING RESOURCES

The following are scans of resources currently used by Parents for Public Schools.

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FINAL SOLUTION

The following are snapshots of final solution.

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Bibliography

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BIBLIOGRAPHY The following sources were used in the research and development phases of this study. • Bainbridge, J. (2005). Who gets an early education? family income and the enrollment of three- to five-year-olds from 1968 to 2000. Social Science Quarterly, 86(3), 724-745. • Benson, J., & Borman, G. D. (2010). Family, Neighborhood, and School Settings Across Seasons: When Do Socioeconomic Context and Racial Composition Matter for the Reading Achievement Growth of Young Children?. Teachers College Record, 112(5), 1338-1390. • Buttaro, A., Catsambis S., Mulkey, L., & Steelman, L. (2010). An Organizational Perspective on the Origins of Instructional Segregation: School Composition and Use of Within-Class Ability Grouping in American Kindergartens. Teachers College Record, 112(5), 1300-1336. • Burns, M., Griffin, P., & Snow, C. E. (1999). Starting Out Right : A Guide to Promoting Children’s Reading Success. National Academy Press. • Chang, M. (2012). Academic performance of language-minority students and all-day kindergarten: a longitudinal study. School Effectiveness & School Improvement, 23(1), 21-48. • D’Angiulli, A. (2004). Schooling, socioeconomic context and literacy development. Educational Psychology, 24(6), 867-883. • Dervarics, C. (2011). Study: Minority, Low-Income Students Lack Adequate Access to Educational Opportunities. Diverse: Issues In Higher Education, 28(13), 6. • Daniels, D. (2011). Supporting early school success. Educational Leadership, 68(7), 18-22. • Herman, D. (2010). The impact of short-term economic fluctuations on kindergarten enrollment. Economics of Education Review, 29(3), 423-431.

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• Hernandez, D. (2007). Young hispanic children in the 21st century. Journal of Latinos & Education, 6(3), 209-228. • Koskey, A. (2011, March 06). New student assignment for san francisco schools is in place, but remains controversial read more at the san francisco examiner: http://www.sfexaminer.com/local/education/2011/03/new-selectionsan-francisco-schools-place-still-controversial • Mazzocco, M. M., & Myers, G. F. (2002). Maximizing Efficiency of Enrollment for School-Based Educational Research. Journal Of Applied Social Psychology, 32(8), 1577-1587. • Magnuson, K. (2010). Early education: Progress and promise for children from low-income families. Children & Youth Services Review, 23(9), 1186-1198. • Mead, S. (2008). A Foundation for Success. American School Board Journal, 195(11), 25-29. • Parents for Public Schools. (2010). A parent’s guide to starting kindergarten in 2010. Retrieved from http://www.first5sf.org/downloads/KinderGuide.pdf • Parents for Public Preschools SF. (2011). Enrollment timeline for 20122013 school year. Retrieved from http://www.ppssf.org/Enrollment/Timeline_ enrollment.html • Powell, D. R., Son, S., File, N., & San Juan, R. R. (2010). Parent–school relationships and children’s academic and social outcomes in public school pre-kindergarten. Journal Of School Psychology, 48(4), 269-292. doi:10.1016/j.jsp.2010.03.002 • San Francisco Unified School District. (2012). Sfusd enrollment guide 20122013. Retrieved from http://www.sfusd.edu/en/assets/sfusd-staff/enroll/ files/2012-13/Enrollment Guide 12-13. v.10.0 English.pdf • Turney, K., & Kao, G. (2009). Barriers to School Involvement: Are Immigrant Parents Disadvantaged?. Journal Of Educational Research, 102(4), 257-271. 123

MARIOMEJIA.US

Raising awareness and empowering communities. SUCCESS STARTS TODAY is a study researching existing conditions around San Francisco Unified School Districtâ&#x20AC;&#x2122;s kindergarten enrollment process and how lack of awareness can hinder under represented families. This study shows the research and development process behind a design solution that takes a bidirectional approach at informing of the process, empowering parents to make appropriate decisions and calling for direct action.

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