Sunny Hills High School Proposal by Rhiannon Conrado

Sunny Hills High School A Campaign Proposal

The Sun Shines Brightest at the Top of the Hill

Drive Public Relations Anna Rojas Rhiannon Conrado Nevada Carney Monica Zepeda Jennifer Mosier

October 1, 2012 Judy A. Fancher Sunny Hills High School 1801 Warburton Way Fullerton, CA 92833 Dear Ms. Fancher: In response to your Request for Proposals of September 15, it is a pleasure to submit the enclosed proposal for a public relations campaign to increase enrollment by raising community awareness of Sunny Hills High School and its quality programs. As youâ&#x20AC;&#x2122;ll note in the executive summary, the proposed campaign puts forward a succession of unique ideas that will undoubtably strengthen the Sunny Hills image among its key publics within the community. By establishing a new program and connecting with parents of potential future students, Sunny Hills can achieve its goal to increase enrollment. We project that by September 2016 student enrollment will increase by 200 students. We look forward to presenting our campaign plan to you in person. If you have any questions after our presentation, please do not hesitate to ask, we would be happy to share our ideas with you in further detail. Thank you for giving us this opportunity. We believe our proposal will meet and exceed your needs, and we look forward to working with you in the near future. Sincerely,

Anna Rojas Executive Director Drive Public Relations

Table of Contents EXECUTIVE SUMMARY...............................................................................4 INTRODUCTION........................................................................................5 SITUATION ANALYSIS................................................................................6 PEST ANALYSIS................................................................................6 SWOT ANALYSIS..............................................................................7 ANALYSIS & PRIMARY RESEARCH.....................................................8 PROBLEM STATEMENT.....................................................................9 ANALYSIS OF KEY PUBLICS.......................................................................10 TARGET AUDIENCES.......................................................................10 PLANNING...............................................................................................12 BUSINESS GOAL..............................................................................12 POSITIONING STATEMENTS............................................................12 KEY MESSAGES...............................................................................12 CAMPAIGN IDENTIFICATION...........................................................12 IMPLEMENTATION...................................................................................13 OBJECTIVES....................................................................................13 CAMPAIGN TIMELINE...............................................................................17 CAMPAIGN BUDGET.................................................................................19 EVALUTATION.........................................................................................20 THE TEAM...............................................................................................21 APPENDICES............................................................................................23 APPENDIX A: PRIMARY RESEARCH METHOD....................................23 APPENDIX B: SURVEY PARTICIPANT RESULTS..................................24 APPENDIX C: PRESS RELEASE..........................................................25 APPENDIX D: PUBLIC SERVICE ANNOUNCEMENT.............................26 APPENDIX E: COLLATERAL FLYER...................................................27 APPENDIX F: COLLATERAL: BROCHURE...........................................28 APPENDIX G: REFERENCES..............................................................30

Executive Summary As an agency, we feel it would be in the best interest of Sunny Hills High School to implement our series of strategies and tactics targeted to your key publics in order to increase enrollment and to improve the school’s positive brand awareness. Although your institution is well known for its successes in academics, now is the time to highlight the diverse programs that your school has to offer. Emphasizing the importance of these programs through a public relations campaign will help guide new students to attend Sunny Hills as well as gain the community’s recognition and support of your school. The title for your four-year campaign will be “The sun shines brightest at the top of the hill.” Our objectives for the campaign are (1) to increase enrollment at Sunny Hills by 200 students by September 2016; (2) to inform 400 parents with a son and/or daughter attending one of the local elementary schools and/or junior high schools of Sunny Hills’ integrated curriculum by the end of each academic school year, beginning May 2014, for the next three consecutive years; (3) to increase the current number of articles in the local press about Sunny Hills’ programs, sports and students by 2-3 articles per year by June 2017; (4) and to increase Sunny Hills’ website views by 25% by June 2017. In achieving these objectives, we will (1) implement an afterschool program called “Bright Futures” dedicated to integrating middle school students with the Sunny Hills upperclassmen; (2) organize an information session about Sunny Hills at the campus inviting 1,000 local parents; (3) provide electronic press kits to local publications; and (4) hire an intern to redesign and update the Sunny Hills website. The budget we have developed for the next four years is quite thorough, and in the first year of implementation, almost all of the $5,000 allocated for that year will be necessary to the campaign. After the 2013 calendar year, the budget for 2014 will resemble the budget for the 2015 and 2016 calendar years. Only about $2,000 of the allocated money for each of those years will be necessary to the campaign. As for the campaign timeline, which follows the academic calendar as opposed to the calendar year used for the budget, clearly outlines the tactics and tools that will be implemented over the course of the next four school years, beginning with the 2013-2014 academic year. We have also included a pre-campaign, which begins in January 2013. The Sunny Hills campaign begins in June 2013. At the end of the four-year campaign, we will measure our objectives by comparing enrollment numbers from the first year and the fourth year. In regards to calculating how many parents we reached through information sessions, we will research the number of parents who attended, and compare those results to enrollment numbers. By collecting press clippings and comparing the number of articles published before the campaign began, we can measure how many potential audiences we may have reached. As for traffic on the website, we can compare the number of total views before the campaign and after the campaign.

Introduction In response to the request for proposal from Sunny Hills High School for public relations services, the following is Drive Public Relation’s analysis of the their current position within the community and our recommendations for developing awareness for their programs and increasing enrollment. Sunny Hills provides a unique approach to education in Fullerton with its excellent academic and fine arts programs, and their award-winning sports teams. Established in 1959, Sunny Hills continues to build upon their tradition of achievements. The following is our analysis and recommendation for public relations from January 2013 to September 2016. Our approach provides a cost-effective method that highlights Sunny Hills’ opportunities to improve upon their strengths and weaknesses.

Sunny Hills High School Mission Statement:

“The mission of Sunny Hills High School is to provide the best educational and growth experiences for all the students. The school believes in the potential of all students to learn and to succeed. The school’s policies and practices promote within each student academic competence, complex thinking, quality work, and social responsibility.”

Situation Analysis

Political, Economic, Social & Technological (PEST) Considerations The Fullerton and surrounding city populations are growing, and classroom sizes continue to increase. Now more than ever, high schools in the Fullerton Joint Union District are competing with each other in cultural, academic, and sports-related programs. Troy High School has proven to be the biggest competition for Sunny Hills High School. Troy is unique in that it is a “public magnet” and can draw students across assigned city school boundaries. Moreover, Troy is well known for their technology and International Baccalaureate programs. Graduates of Troy have been recognized for their scientific research and rewarded with substantial college scholarships. A 2012 graduate of Troy recently won a $50,000 scholarship for his research on a biological pathway by which breast cancer tumor cells become resistant to a cancer drug. With ever-changing technology, teachers have to keep up with what their students know and the platforms they are using in order to keep their teaching methods relevant. In 2011, the three-year Fullerton School District Technology Plan was launched to allow for staff and students of K-8 schools to be taught how to use technology effectively. This plan motivates higher education schools, beyond eighth grade, to build better digital environments for their students, teachers and staff. In addition to social and technological issues, many political factors face the local area surrounding Sunny Hills High School. On a national level, the upcoming November presidential election could affect future school institutions. On a state level, California propositions 30 and 32 regard school funding. State unions, such as California School Employees Association, California Teachers Association and California Federation of Teachers have an effect on labor issues, like pay and benefits. On a local level, the November General Municipal Election will involve three City Council seat changes. On the high school level, the students who attend certain high schools do so because of the boundaries in place. Sunny Hills High School’s boundary prevents students outside of that area from enrolling. Based upon many of these political factors, the school economic system could change. According to EdSource.gov, if California-State Governor Jerry Brown’s tax initiative passes in November, it will bring in about $8 billion in new revenue for the state. If the initiative fails, schools would be subject to automatic “trigger” cuts and would be authorized to reduce the length of the school year by an additional 15 days each in 2012-13 and 2013-14. In an allcuts budget, per-pupil funding could be reduced $1,197 from 2007-08, a 15% cut. In 200708, California already ranked 43rd in the nation in per-pupil funding when adjusted for salary costs. In 2008-09 California had about half as many district administrators, guidance counselors and high school teachers per 1,000 students, compared with the U.S. average. Based on financial reporting for 2009-10, revenue was down nearly 10% in 2010-11 compared with 2007–08.

Situation Analysis

Strengths, Weaknesses, Opportunities, & Threats (SWOT) Strengths • College readiness is 46% • 20+ Advanced Placement (AP) courses; 82% of students enrolled pass • International Baccalaureate (IB): 37% of students receive an IB diploma • Advancement Via Individual Determination (AVID): 94% of AVID students enroll in college • Conservatory of the Fine Arts (COFA) • Engineering Pathways to Innovation and Change (EPIC) • Student-to-teacher ratio is 28:1 (students: 2,517, teachers: 89) Weaknesses • Minimal on-campus clubs and organizations; less than 15 (as of 2011) • No.1 Google search engine result for Sunny Hills: “Sunny Hills High School Murders” • Website not up-to-date • Economically disadvantaged students only account for 18% of the student population Opportunities •Improvement in sports (all spring teams made CIF) •Improvement of school environment by adding group oriented classes •Expansion of their demographics to increase community involvement (community awareness) •Development of social media outreach to students and parents Threats • Troy High School • State rank is 67 (Sunny Hills is 89) • College readiness is almost 50% • Student-to-teacher ratio is 25:1 • Website: flashy, up-to-date • Almost 100 clubs, activities and/or organizations • Winning sports teams

Situation Analysis

Analysis & Primary Research Sunny Hills High School is a unique institution dedicated to serving the children of Fullerton families. Their newly evolved programs in sports, fine arts, engineering, and tutoring provide opportunities for additional audience outreach. Primary Research: A small local study supports secondary research findings. A brief seven-question survey, with both multiple choice and open-ended questions, was distributed to 150 students at Sonora High School in La Habra. The survey accounted for 58% females, and it was a relatively even split among all four grades. The survey yielded the following information: • 62% of students indicated their main focus in school is academics • For 27% of students, location was the deciding factor when choosing their high school • 30% of students outside Sunny Hills perceive the high school as having a large Asian population, and 26% recognize the strong academic presence at Sunny Hills • The majority of students surveyed believed their school to be overcrowded These findings indicate that Sunny Hills High School needs to consider the results of higher enrollment, because overcrowding could affect the student population. NOTE: Refer to Appendix B for visual aids.

Situation Analysis Problem Statement

Sunny Hills High School has lacked awareness of its environment beyond academics until now. They wish to increase enrollment by expanding interests in all of their programs. Sunny Hills offers students renowned coursework in science, math, engineering, fine arts, and liberal arts. They desire to provide students the opportunity to build synergistic relationships through educational, athletic, and extracurricular platforms. The increased branding of Sunny Hillsâ&#x20AC;&#x2122; student-focused culture provides an opening to reach parents of the Fullerton and surrounding areas.

Analysis of Key Publics Target Audiences

Sunny Hills High School’s Accountability Report Card indicates 2,518 students were enrolled at the institution for the school-year 2010-11. The advanced development of the programs at Sunny Hills reflects their desire to expand their resources with a larger audience.

We believe our core target audiences and areas for opportunity are:

• • • • •

Students in grades 4 and 5 at: • Fern Drive Elementary • Robert C. Fisler Elementary • Sunset Lane Elementary • Arborland Montessori Children’s Academy Students in grades 6-8 at: • D. Russell Parks Junior High • Nicolas Junior High • Imperial Middle School • Los Coyotes Middle School Families in the Fullerton surrounding cities, specifically: • Buena Park • La Habra • Brea • Placentia Parents of upper elementary grades and junior high grade levels (grades 4-8) Families in Fullerton

Analysis of Key Publics Cont. Target Audiences

Sunny Hills High Schoolâ&#x20AC;&#x2122;s preferred age demographic is between the ages of 25-39 and 40-55. Those in this demographic either have children /grandchildren attending high school, and an income between $30,000 to $74,999 (43%) or $75,000 to $149,999 (24%). Targeting these influencers will help increase enrollment. According to the 2010 U.S. Census, 5.9% of the Fullerton population was under the age of 5, while 23.3% of the population was under the age of 18. The household language distribution records were 53% English, 21% Asian and Pacific Islander, 20% Spanish, 5% other Indo-European, and 1% other. Students in grades 4-8 are influenced strongly by their siblings, peers and parents. At their age, they are beginning to play sports, learn to play musical instruments, becoming involved in theater or dance, and being introduced to new academic subjects. These children are the future students of Sunny Hills High School. The cities of significance within five miles of Sunny Hills are Brea, Placentia, Buena Park and La Habra. According to the U.S. Census and Nielsenâ&#x20AC;&#x2122;s MyBestSegments, Buena Park has the largest overall population. La Habra has the greatest percentage of their population under the age of 18. La Habra is suburban with low-to-mid-scale income, younger families, and homeowners with some-college education. Buena Park is a mix of urban and suburban with mid-scale income, range of ages in their children, and mostly renters with some-college education background. Brea and Placentia are suburban with mid-to-high-scale income, and they are homeowners who care about education for their kids.

Planning Business Goal • Increase enrollment of Sunny Hills High School and broaden positive recognition of the institution to surrounding communities.

Positioning Statements 1. Position Sunny Hills as a student-focused institution with unique and innovative programs. 2. Shift community perception of Sunny Hills from being a primarily academic institution to a multifaceted learning environment.

Key Messages 1. Sunny Hills High School excels in its various academic programs. • The original International Baccalaureate program in the region • The multi-disciplinary Conservatory of the Fine Arts • Unique-to-California Engineering Pathways to Innovations and Change (EPIC) program 2. Sunny Hills High School has a student-focused culture. • Intensive campus tutorials • AVID (Advancement Via Individual Determination) mentoring

Campaign Identification • The Sun Shines Brightest at the Top of the Hill

Implementation Objectives

1. Increase Sunny Hills’ enrollment by 200* students by September 2016. Strategy: Implement an afterschool program at no cost dedicated to students of the targeted junior high schools in the community, utilizing Sunny Hills’ upperclassmen volunteers as mentors. The purpose of this plan is to introduce junior high school students to the quality programs offered at Sunny Hills. Sunny Hills student volunteers will become involved with the incentive of gaining community service hours for club involvement and college-driven experience. The Sunny Hills’ volunteer mentors will involve the student participants in a variety of activities, such as interactive engineering games, tutoring, sports, fine arts activities, and more. Tactics: The agency will research and benchmark other after-school programs and develop from best practices. The agency will create a press release, collateral (fliers and brochures), email blasts, PTSA announcements, and a Public Service Announcement. Tools: Once the best practices are identified, the client will implement a quality afterschool program to begin September 2013. The agency will drive awareness of the program to the community through the tactics listed above. In order to expand awareness of the program, the agency will send an introductory press release and proactively pitch to: • The Orange County Register • OC Weekly • OC Metro • OC Family • Other local publications The agency will create collateral to send out to the homes of Sunny Hills’ current parents and alumni, and parents of the local junior high and elementary schools. The agency will research appropriate public radio outlets to run the PSA on in July to September, prior to registration. * These percentage amounts are estimates, and are based on the limited available information, but should be good starting points for our campaign.

Implementation Objectives

2. To inform 400* parents with a son and/or daughter who attend Fern Drive Elementary, Robert C. Fisler Elementary, Sunset Lane Elementary, Arborland Montessori Childrenâ&#x20AC;&#x2122;s Academy, D. Russell Parks Junior High, Nicolas Junior High, Imperial Middle School, and Los Coyotes Middle School of Sunny Hillsâ&#x20AC;&#x2122; integrated academic, engineering and fine arts curriculum by the end of each academic school year, beginning May 2014, for the next three consecutive years. Strategy: To increase awareness of the uniquely-integrated academic, engineering and fine arts programs offered by Sunny Hills, the agency will invite 1000 parents to a parent information session to be held each May starting 2014. Tactics: Sunny Hills will hold a parent information session each May to educate the invited parents of the targeted junior high and elementary schools in the community on what Sunny Hills has to offer. The agency will create an invite with information on the programs and what they expect to learn at the information session to send to the targeted parents. Tools: Prior to the event, the agency will send invites to the parents. In addition to the event, the agency will mail an informative brochure to the parents of students of the targeted junior high and elementary schools prior to junior high and high school registration periods each year in July. * These percentage amounts are estimates, and are based on the limited available information, but should be good starting points for our campaign.

Implementation Objectives

3. By June 2017, increase the current number of articles in the local press about Sunny Hills’ programs, sports and students by 2-3* articles per year. Strategy: Highlight unique aspects of Sunny Hills’ programs and feature Sunny Hills’ alumni in local press. Actively pursue press coverage on sports teams and player achievements as well as spotlighting current student accomplishments. Tactics: The agency will create a detailed electronic press kit to highlight Sunny Hills’ 50 years of tradition and excellent programs. The electronic press kit will include: • Fact sheet • Backgrounder • Press release • Media alert • Media pitch letter • Alumni features • Student spotlights (sports, dance, clubs, academics, etc.) • Sample brochure and flier • Lists of programs offered • List of recent awards and accomplishments • Interviews with principle and select faculty • FAQs • Maps Tools: The agency will post the electronic press kit on the redesigned website. In addition to posting the electronic press kit, the agency will actively pitch stories to local media. • The agency will pitch The Orange County Register’s local Fullerton section to highlight sports and academic achievements. • The agency will pitch OC Metro to produce a feature on Sunny Hills’ Engineering Pathways to Innovation and Change (EPIC) program. • The agency will pitch OC Family student spotlights on an outstanding student achievement. • The agency will pitch OC Weekly alumni features. * These percentage amounts are estimates, and are based on the limited available information, but should be good starting points for our campaign.

Implementation Objectives

4. Increase Sunny Hills’ website views by 25%* by June 2017. Strategy: Redesign and develop a newly-branded website for Sunny Hills to better showcase the institution’s excellent programs, sports teams, and most recent school awards and achievements. The updated website will be visually engaging and consist of the most recent news about Sunny Hills. Tactics: Hire a California State University, Fullerton web-design upperclassmen to intern for a semester for college credit. The intern will redesign the current Sunny Hills website. Alongside creating a redesigned website, each semester a CSUF public relations intern will be hired for college credit only to create and update a Facebook account that will showcase recent news, interesting Sunny Hills’ facts, and pictures and achievements to ultimately encourage more website views through the social media outlet. The agency will create a virtual tour of Sunny Hills’ campus and post this video on the new website and on YouTube so parents can view this with their children. Tools: The CSUF public relations intern will actively post information on Sunny Hills’ programs, students and achievements. The intern will also help to actively answer any parent or student questions that come across on the Facebook site. Sunny Hills yearbook staff will be encouraged to film to campus tour to post on the website and YouTube to encourage Sunny Hills viewing. * These percentage amounts are estimates, and are based on the limited available information, but should be good starting points for our campaign.

Campaign Timeline Pre-Campaign

Campaign Timelines 2013-2014 2014-2015

18 * Campaign Timelines for 2015-2016 and 2016-2017 will closely resemble the campaign timelines for 2014-2015.

Campaign Budget

19 * Campaign Budget for 2015 and 2016 will closely resemble the campaign budget for 2014.

Evaluation 1. The first objective, which is to increase Sunny Hills’ enrollment by 200 students by September 2016, will be evaluated by counting the amount of new students entering the high school based upon prior years. 2. The objective to inform 400 parents with a son and/or daughter who attend our target Fullerton elementary and junior high schools of Sunny Hills’ integrated academic, engineering and fine art curriculum by the end of each academic school year, beginning May 2014, for the next three consecutive years, will be measured by the amount of attendees for the parent information session and an assumed percentage based upon brochures sent out. 3. The objective to increase the current number of articles in the local press about Sunny Hills’ programs, sports and students by 2-3 articles per year by June 17 will be evaluated by reviewing media clippings and comparing them to prior years. 4. The objective to increase Sunny Hills’ website views by 25% by June 2017 will be measured through Google analytics comparing current website views to total website views in June 2017.

The Team Drive Public Relations consists of five focused, educated, and driven individuals from California State University, Fullerton. Obtaining their Bachelor Degrees in Communications with a concentration in Public Relations, these ladies have taken the necessary courses to prepare for real world experiences and to help bridge the communication between their client and its audience. Their different personalities are what help this group of PR professionals succeed. Executive Director Anna Rojas is a dedicated, motivated and quick learning communications professional. Although her public relations experience has just ignited, Anna has gained much experience in her journey to where she is now. Anna received her Associate of Arts in Visual Communications from The Fashion Institute of Design and Merchandising. There she gained her graphic design and visual merchandising skills. After graduating from FIDM, Anna moved on to pursue what she came to discover was her real calling: public relations. By taking strategic and challenging writing courses at California State University, Fullerton, Anna developed proficient skills in persuasive written and verbal communication. As an active member of the Cal State Fullerton’s PRSSA chapter, Anna regularly attends meetings and networks with other professionals in the industry. Currently, Anna works as a visual assistant for Michael Kors, where she applies her proficiencies of visual and persuasive merchandising on a daily basis. Marketing Director Nevada Carney is involved in Titan Public Relations, the first studentrun PR firm on Cal State Fullerton’s campus. She was hired on as an account coordinator and was promoted to a project manager her next semester with CaliFire Grill, a local Fullerton restaurant. Under her lead, a team implemented a full communications plan for the restaurant, which resulted in more exposure in the community and press, increased sales and helped lead the restaurant to make the decision to open a second location. This year Nevada is the administrative director, and through internal communications she promotes good morale and positive collaboration among the team members. Nevada is also in her second year on the Team Development Committee for the American Cancer Society’s Relay for Life CSUF chapter. She helped to raise the amount of team involvement by 25% from 2011-12. Nevada is a full-time Marketing Intern for Disney Destinations, working to promote the Disneyland Resort and Adventures By Disney through travel industry sales. To further her knowledge in the communications industry, Nevada enjoys volunteering around the CSUF campus and in the community, as well as assisting with marketing and social media for an independent entertainment company. Publicity Director Rhiannon Conrado is a determined and gregarious young professional who enjoys working with the press in order to get the name of her clients and their mission to their key publics. Although Rhiannon’s experience within the public relations industry is minimal, her qualifications outweigh her lack of tenure. In September 2011, Rhiannon became an active member of the Public Relations Student Society of America, and she was hired on as an account coordinator for Titan Public Relations.

The Team Cont. As an active member of PRSSA, Rhiannon participated in multiple events, including the 2011 National Conference. At the end of the 2011-12 school year, Rhiannon was awarded with PRSSA Star Member. Starting this past July, Rhiannon became the 2012-13 Vice President for Cal State Fullerton’s PRSSA chapter. Her main responsibilities include researching and informing members of new internship and scholarship opportunities. For Titan PR, Rhiannon worked on various projects last year, the most successful of which was an event for her client World Adult Kickball Association (WAKA). Rhiannon, as well as other members of the Titan PR team, organized a “Singles Mingle” event at a bar in Fullerton, and the event was publicized as being sponsored by WAKA. At the end of the event, more than 40 attendees signed on as being interested and wanting more info on WAKA. For the 2012-13 school year, Rhiannon is the firm’s Executive Director, and she is currently working on new projects with her team as well as working on becoming nationally affiliated with PRSSA. And while she is very active on multiple social media sites, for both personal and professional use, she prefers face-to-face communication. Finance Director Monica J. Zepeda was born on June 27 in Indio, Calif. located in the lovely Coachella Valley. She is the fifth of six children, and the first to attend a four-year university. Zepeda will receive a Bachelor’s Degree in Communications and intends on applying her skills in real-life situations. As a former collegiate athlete, she knows how to deal with fastpaced environments and how to be a team player. However, Monica is also individually driven. She is an account executive for Titan Public Relations. She was involved in the Hollywood Media Music Awards (HMMA) red carpet event and helped raise social media coverage by 200%. As a marketing and communications intern for the Special Olympics Southern California, she is able to apply her knowledge. To further her familiarity in the industry, Monica will continue to be involved in communications events and build better networking skills. Administrative Director Jennifer Mosier was hired last spring as an account coordinator for Titan Public Relations. She too assisted with the WAKA event, “Singles Mingle,” held at Florentine’s in downtown Fullerton and helped plan the Titan Pub Crawl in downtown Fullerton. Jennifer was a Cal State Fullerton student athlete for three years and plans to use her community ties she create relationships and benefit her clients. Jennifer is currently in the process of searching for new internship opportunities. After graduating from Cal State Fullerton, Jennifer plans to volunteer abroad in under-privileged countries for six months in order to donate communications plans for non-profit organizations.

Appendix A Primary Research Methods A paper questionnaire was distributed to 150 students at Sonora High School in La Habra, CA. The questionnaire was composed of the following items: Closed-Ended Questions 1. What is your gender? Male

Female

2. What grade are you in? a) Freshman/9th b) Sophomore/10th c) Junior/11th d) Senior/12th 3. What is your main focus in high school? (Choose one) a) Academics b) Sports c) Fine Arts (theater, music, art, dance, etc.) d) Clubs and extra curricular e) Other ______ 4. What was your main influence in choosing your high school? (Choose one) a) Parents b) Friends c) Location d) Sports e) Other (academics, fine arts, clubs, etc.) 5. After you graduate high school, do you plan on attending college? a) Yes b) No Open-Ended Questions 6. What is your perception of Sunny Hills High School? 7. If you could add or change anything about your high school what would it be?

Appendix B

Survey Participant Results Figure 1

Figure 2

Figure 3

Appendix C Press Release

SUNNY HILLS HIGH SCHOOL 1801 Warburton Way Fullerton, CA 92833 CONTACT: [FIRST LAST] (714) XXX-XXXX xxxxxxxxxxxx@shhs.com For Immediate Release

SUNNY HILLS HIGH SCHOOL INTRODUCES ‘BRIGHT FUTURES’ AN AFTER SCHOOL PROGRAM DEDICATED TO EDUCATING MIDDLE-SCHOOL STUDENTS FULLERTON, Calif.—Sunny Hills High School Principal Judy A. Fancher revealed Monday the launch of their new afterschool program, Bright Futures. The program is designed to educate and inform local middle-school students about Sunny Hills’ curriculum through interactive activities. Sunny Hills upperclassmen will participate as volunteers and mentors.

Bright Futures is scheduled to begin on Wednesday, September 18, and will continue every other

Wednesday until the end of the school year. Students can register before each semester. The program is of no cost. The parents will need to provide transportation for the students to and from the Sunny Hills campus. The program is set from 4-5:30 p.m.

“We want to give younger students the opportunity to interact with high-school students in a fun,

learning environment,” Fancer said. Middle-school students involved in the program will have access to sports, the fine arts, engineering, tutoring and mentoring, and more. For more information, parents can visit the school’s website at www.sunnyhills.net.

###

Appendix D

Public Service Announcement “BRIGHT FUTURES” :30 SEC. PSA ARE YOU LOOKING FOR A WAY TO GET YOUR CHILD MORE INVOLVED IN SCHOOL? FOR 50 YEARS, SUNNY HILLS HIGH SCHOOL HAS PROVIDED EXCELLENT ACADEMIC, FINE ARTS, ATHLETIC, AND EXTRACURRICULAR PROGRAMS TO ITS STUDENTS. BEGINNING SEPTEMBER 18TH, SUNNY HILLS WILL BEGIN ITS FIRST-EVER BRIGHT FUTURES AFTERSCHOOL PROGRAM. THIS ZERO-COST OPPORTUNITY WELCOMES MIDDLE-SCHOOL STUDENTS TO INTERACT WITH SUNNY HILLS HIGH SCHOOL UPPERCLASSMEN. FOR MORE INFORMATION VISIT W-W-W—(DOT)- SUNNY HILLS –(DOT)- NET. ###

Appendix E Collateral: Flier

Appendix F

Collateral: Brochure (Outside)

Appendix F Cont.

Collateral: Brochure (Inside)

Appendix G References

CA HomeTownLocater. (2010). Sunny Hills High School - School profile. Retrieved from http://california.hometownlocator.com/schools/profiles,n,sunny%20hills%20 high,z,92833 ,t,pb,i,1007819.cfm California Federation of Teachers. (2012). Retrieved from http://www.cft.org California School Employees Association. (2012). Retrieved from http://members.csea.com/memberhome California Secretary of State. (2012). Official voter registration guide. Retrieved from http://voterguide.sos.ca.gov/propositions California Teachers Association. (2012). Retrieved from http://www.cta.org City of Fullerton. (2012). November 6, 2012 General Municipal Election. Retrieved from http://www.ci.fullerton.ca.us/depts/city_clerk/elections/november_election/default. asp EdSource. (2011). Californiaâ&#x20AC;&#x2122;s Fiscal Crisis: What does it mean for schools. [Data file]. Retrieved from http://www.edsource.org/pub11-fiscal-crisis-brief.html EdSource. (2011). Current Budget. [Data file]. Retrieved from http://www.edsource.org/iss_fin_bud_debates.html EdSource. (2011). School Finance Highlights 2010-11. [Data file]. Retrieved from http://www.edsource.org/pub11-school-finance-highlights.html Fullerton School District. (2011). Fullerton School District Technology Plan 2011-2014. Retrieved from http://fsd.k12.ca.us/files/FSDTechPlan2011_2014.pdf Martindale, S. (2012, September 14). O.C. high school grad, 18, wins $50,000 scholarship. The O.C. Register. Retrieved from http://www.ocregister.com/news/kanagaraj-371754- research-duke.html The Neilson Company. (2012) Neilson MyBestSegments. [Data file]. Retrieved from http://www.claritas.com/MyBestSegments

Appendix G Cont. References

U.S. News & World Report. (2012). Sunny Hills High School. [Data file]. Retrieved from http://www.usnews.com/education/best-high-schools/california/districts/fullerton- joint-union-high/sunny-hills-high-school-2246 United States Census Bureau. (2012). State and county quick facts. [Data file]. Retrieved from http://quickfacts.census.gov/qfd/states