TABLE OF CONTENTS
07 11 14 18 22
Executive Summary
Research Objectives
Situation Analysis
S.W.O.T Analysis
Communications Audit
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59 73 88
Focus Groups
Surveys
Message Tests
Appendix
“You have brains in your head. You have feet in your shoes. You can steer yourself any direction you choose.”
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Executive Summary
Executive Summary Public Relations Research is a senior-level course in the School of Mass Communications at Virginia Commonwealth University. Between August and December of 2013, its students conducted focus groups, communications audits, message tests and surveys to assist the communications efforts of Excellence in Children’s Early Language and Literacy (ExCELL). Six research questions were created by the students in conjunction with Dr. Christopher Chin, the program director of ExCELL: 1. How can ExCELL increase its number of partners, donors and sponsors? 2. How do current ExCELL partners, donors and sponsors evaluate its communications with them? 3. Have the purpose and goals of ExCELL been accurately received and understood by target publics? 4. How can ExCELL improve its standardized communications with its publics (including social media)? 5. What platforms might the ExCELL leadership use to continue expanding
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the program’s visibility locally/ regionally/nationally? 6. What internal staffing strategy (hiring organizational structure) would be ideal for ExCELL’s needs now and in the future? Key findings from the research include the following: ExCELL’s donor relations activities are mainly handled by two individuals, one of whom handles the day to day operations. This limits the amount of time dedicated to obtaining more donors. ExCELL needs to develop a more expansive plan for donor relations. Partners of ExCELL appreciate the intimacy of its communications but do not have a clear understanding of ExCELL’s social media strategy. ExCELL needs to re-evaluate the purpose and direction of its social media platforms and traditional communications practices. ExCELL should evaluate its interactions with sponsors, donors, and partners. This feedback will allow ExCELL to build healthier relationships with these publics and help it evaluate what areas need improvement.
ExCELL would benefit from expanding its staff and increasing communication among full and part-time employees. Internships, job-seeking networking sites, and the Virginia Employment Commission should be incorporated into ExCELL’s hiring strategy. The research conducted for ExCELL indicates that different messaging strategies are needed for the different publics with which it interacts. Budget = $100 ExCELL provided money for research and presentation expenses. The following is a breakdown of how the funds were allocated: -25 Survey Monkey (1 Months) -45 Gift cards for focus group participants ($5-$10 for each card) -30 Presentation supplies and food -$100Total Expenses
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“Think and wonder, wonder and think.�
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Research Objectives
Research Objectives are used to determine how a set of research questions will be addressed. The objectives listed below were used to organize a research plan to address the questions provided by ExCELL: Research Objective 1 To gather data from ExCELL to determine how it manages its communications, both off and online. The most appropriate way to collect this data was through communications audits. Research Objective 2 To gather data from current donors to determine their perceptions of ExCELL’s communications directed at them. The most appropriate way to collect this data was through a focus group. Research Objective 3 To gather data from current/past teachers who interacted with ExCELL to determine their perceptions its communications directed at them. The most appropriate way to collect this data was through surveys and focus groups.
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Research Objective 4 To gather data from current/past parents who interacted with ExCELL to determine their perceptions its communications directed at them. The most appropriate way to collect this data was through a survey. Research Objective 5 To gather data from librarians, teachers and potential donors who have never interacted with ExCELL to determine their perceptions of possible messages directed at them. The most appropriate way to collect this data was through message tests. Research Objective 6 To gather data from current full and part-time ExCELL employees (both full and part-time) to determine their perceptions of the organization, its communications and their duties. The most appropriate way to collect this data was through a survey.
“Today is your day! Your mountain is waiting. So...get on your way.”
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Situation Analysis
Situation Analysis Excellence in Children’s Early Language Literacy (ExCELL) is an organization that brings together families, early childhood educator, community resources and early literacy specialists with the goal of ensuring that children receive the learning opportunities necessary to develop critical early language and literacy skills. The organization has sites around Virginia in South Hampton Roads (Virginia Beach and Norfolk), Northern Virginia (Arlington and Manassas), the Southwest region (Danville-Pittsylvania, and locally around Richmond. ExCELL recently implemented a strategic social media communications plan and has begun to use a variety of platforms to reach out to its publics. It has successfully moved from being funded largely by one federal grant to using a more distributed model that incorporates local donors and multiple grants. The current goals for ExCELL are to expand partnership prospects with area donors, maintain an updated and relevant social media plan along with other standardized communications, and create an internal staffing strategy that are ideal for the organization’s needs presently and in the future.
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Publics Publics are a way for an organization to segment people with similar characteristics whoare in direct or indirect communication with it. The following is a list of significant publicsthat were addressed/identified: Donors Donors support the ExCELL program financially, allowing it to promote childhood literacy within the communities it serves. Public School Systems ExCELL partners with public schools systems in Virginia to promote childhood literacy for preschool and kindergarten children. It also provides professional development training to teachers in the school systems. Teachers ExCELL provides preschool and kindergarten teachers with professional development training to promote early childhood literacy inside the classroom. Teachers are an important public because they
must allow ExCELL trainers into their classrooms. Libraries ExCELL connects with library systems in Virginia to promote early childhood literacy. It also provides professional development training to librarians, who work closely with young readers. Parents ExCELL provides resources to parents in Virginia so they can help their children learn toread. Parents also directly interact with ExCELL trainers.
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“Today is your day! Your mountain is waiting. So...get on your way.”
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S.W.O.T Analysis
A SWOT analysis is a way to quickly show an organization’s assets and deficiencies from an internal and external perspective. Strengths and Weaknesses typically refer to internal evaluations while Opportunities and Threats reference external issues. Strengths ExCELL has successfully moved to a distributed funding model rather than relying on one or two large grants. This increases its interaction with donors, which should result in additional funding opportunities. Parents, teachers an donors who have worked with ExCELL speak very favorably of the organization and their experiences with it. ExCELL has a rigorous evaluation program it uses to determine the effectiveness of its services, which also provides a lot of content that can be used for its communciaitons. Weaknesses ExCELL, like many small organizations, is understaffed. This has largely resulted in a weak social media presence and a lack of clear planning for overall communications.
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ExCELL does not currently have funds to expand, even though there is interest throughout Virginia. Only one person within ExCELL primarily solicits donors. Leaving this responsibility to one individual increases the risk of funding shortages should he retire or move to another organization. Opportunities There are a number of school systems throughout Virginia that would benefit from using ExCELL’s program. ExCELL hasn’t established itself as a well-known brand in Virginia, which creates the opportunity to launch a major branding campaign to recruit donors. ExCELL has a lot of research detailing that its program works, but has not yet packaged it in a way that gains publicity and donor inquiries. People who work with ExCELL want to see it grow, so their images and stories should be used for this purpose in its communications.
Threats ExCELL is competing with all charitable organizations for funding. It must ensure that its communications and strategies are comparable to similarly sized and staffed organizations. Teachers may also be a barrier to ExCELL’s growth because our research points to some indicating that they are already overwhelmed by how much content must be covered in the classroom. ExCELL is also competing with a wide range of organizations for grants. It must ensure that its senior administrators are relieved from basic operations to ensure they have adequate time to dedicate to finding and writing grants.
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“A person’s a person, no matter how small.”
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Communications Audit
Communications Audit According to Julia Coffman, “A strategic communications audit is a systematic assessment, either formal or informal of an organization’s capacity for, or performance of, essential communications practices. It is evaluative in that it provides a “snapshot” of where an organization currently stands in terms of its communication capacity or performance. It is formative in that it also points to areas in which the organization can strengthen its performance.” Mission and Vision The ExCELL program brings together families, early childhood educators, community resources, and early literacy specialists with the goal of ensuring that children receive the learning opportunities (at home, at preschool, and in the community) necessary to develop critical early language and literacy skills known to predict later reading success. To achieve this Dr. Christopher Chin, explained the need for the organization to identify, evaluate and improve current internal communication
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practices. Currently, the staff communicates during a monthly staff meeting, through email on a dayto-day basis, and by utilizing Google Calendar to communicate schedules and events. The communication practices used to implement ExCELL’s vision will be analyzed to evaluate efficiency. Communications Methods The following section analyzes ExCELL’s communications practices based on hard copy deliverables, the website, social media and other online communication. Throughout the communications audit process ExCELL updated their content on Facebook and Twitter in addition to updating its content on the Virginia Literacy Foundation website and launching an updated home website layout (http://www.excell-va.com/). Since this update specific information is no longer available on the Virginia Literacy Foundation page and any links to ExCELL bring users back to the updated homepage. Sections below may not reflect how the methods are being represented at the current moment, but how they were when the platform was originally evaluated.
Website ExCELL’s website is very easy to navigate and the tabs to the different pages are very easy to follow. Generally there should be more graphics and visual appeal. The program and its services are for children and visitors to the site should have visuals of it. It’s important that ExCELL continually update its webpage and include graphics and pictures of events, program workers, children and parents that are recent and relevant. There is a lot of information on the ExCELL section of the Virginia Literacy website. Everything on the Virginia Literacy website should be included on ExCELL’s own site, such as the power point and informational video. There is a compiled list of staff members with their positions and contact information, which can be helpful when looking to get in contact with a specific person. Overall this section provides helpful information but there is a lack of visual appeal. The ExCELL section on the Virginia Literacy website is missing a link to ExCELL’s website, which disconnects users trying to link back to the homepage.
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There is room for improvement on the design of the ExCELL website. The site should be edited to be more pleasing to the eye and designed to appear more impressive and professional. Social Media ExCELL’s main use of social media consists of Facebook and Twitter. During the process of this communications audit ExCELL made significant updates to both of these social media sites. Quick updates about what ExCELL is doing, including photos, videos, calendar events and quotes from families, sponsors, educators, etc. should be included with the content on both of the social media pages. There also should be a continued effort to maintain consistency with how often material is posted to avoid large gaps in downtime. Facebook ExCELL created its Facebook page in July 2013, almost five years after its founding as an organization. The organization’s Facebook page only has 53 likes as of October 2, 2013.
The majority of Facebook content contains images and information about events (i.e. family literacy, professional development events), relevant articles and fundraising links. The posts have an approximate median of 3.5 likes per post. In all the posts displayed on the page starting from July 19 until September 28, 2013, there are only a total of four comments. The amount of activity on the Facebook page does not reflect the amount of educators and parents that are a part of this initiative. It would be beneficial for ExCELL to utilize Facebook as a vehicle to interact with families. Families can view the website to learn more about the importance of early literacy education, to get a snapshot of what their children are participating in, and discover how they can help. Educators should be able to post relevant articles, positive comments, and share images.
21 followers, the ExCELL Twitter page does not have a large enough follower foundation. Twitter should be used as a quick update mechanism to families and educators linked to the Facebook page. Another strategy that ExCELL could possibly is creating different accounts that target different publics (teachers, parents, partners). YouTube ExCELL has one YouTube video that is on the Resource Center Virginia channel, which only has 15 subscribers as of October 2, 2013. The video can be viewed on the ExCELL website and has a total of 178 views on YouTube. The main purpose of this video is to give a visual and auditory representation of the ExCELL mission along with partner testimonials
PowerPoint Presentation & Hand outs
The ExCELL Twitter page (@excellvcu) is a new social media tool for the organization, created on July 12, 2013. As of September 26, 2013, there are a total of 19 tweets - the majority of the tweets taking place in September (12 tweets). The content of tweets mainly consists of images alongside promotion for fundraising and events. With only
The slide presentation is used to pitch the ExCELL program to educators and sponsors. The slides that contain text are very word-heavy. They describe the ExCELL model, goals and evaluation of the program. The success of the ExCELL program is further reinforced with bar graphs.
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Aesthetically, the presentation can improve its visuals and simplify the information. It is important to present only the information that is relevant and important to the designated public that the presentation is being presented. The printed bookmarks that are given to various publics are a great idea because they can serve as a quick snap shot of what the non-profit’s goals and purpose are. The mission statement printed on the bookmark is confusing and leaves too much room for interpretation. It should be clear that ExCELL works directly with educators (teachers and early literacy specialists) and community resources that work with children and their care takers to ensure that the children receive the learning opportunities (at home, at school, and in the community) necessary to develop critical early language and literacy skills known to predict later reading success. Revising the mission statement (the printed statement on the bookmark specifically) will make the rest of the information more understandable. A letter is distributed to current ExCELL financial sponsors updating the organization on the achievements of the program. The letter is tailored
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specific to the region in which the sponsor helps fund and closes by requesting ongoing financial support. ExCELL also has a responsibility to communicate back to sponsors and donors of the organization. Keeping these partners up to date on the latest happenings involving the ExCELL program is key in maintaining a strong business relationship. Practice Maturity Scale
The Practice Maturity Scale offers five levels that represent the performance for a given practice.
Higher levels on the scale represent higher levels of commitment to, integration of, and performance on the practice. Scores for the practice maturity scale are described as 0-Not performed, 1-Ad Hoc, 2-Planned, 3-Institutionalized, 4- Evaluated, 5-Optimized.
The implementation chart provides us with five different practices: develop effective materials, build valuable partnerships, train messengers, conduct steady outreach, and monitor and evaluate. We can review each of these practices to evaluate the performance of ExCELL. To do so we are using the scoring system given by the practice maturity scale to evaluate each of these practices. After each practice is given a score (0-5), all the scores are averaged to result in an overall practice maturity score.
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Research Question 4: How can ExCELL improve its standardized communications (including social media) with its publics? Research Question 5: What platforms might ExCELL leadership use to continue expanding the program’s visibility locally and regionally? These two research questions take a deeper look into ways ExCELL may improve its methods of communication that will benefit the organization in terms of visibility as well as effective communications. We combined the two research questions because of their common interest in how to better utilize their communications. Develop Effective Materials On the Virginia Literacy website there is a section dedicated to ExCELL. The video and PowerPoint included on this site are great because it allows individuals to visually see what the ExCELL program is all about. It’s important to keep those two visuals up to date and improve them as ExCELL grows. There is a compiled list of staff members with their positions and contact information, which is extremely helpful when looking to
get in contact with the right person. A great personal touch would be to include black and white headshots by each contact. Overall the section provides helpful information but there is a lack of graphics. Graphics from events, program workers, children and parents should be incorporated on the website. The section is missing a link to the ExCELL’s website, which needs to be added. ExCELL’s website is very easy to navigate and the tabs to the different pages are very easy to follow. There should be more graphics. This program is doing something great for children and people should have visuals of it. There is a lot of great information on the ExCELL section of the Virginia Literacy website. Everything on that site should be included on ExCELL’s own site, such as the PowerPoint and informational video. It’s important that ExCELL is updating this site with new pictures from recent programs or activities, as well as new accomplishments. There is room for improvement on the design of the website. The site should be edited to be more pleasing to the eye and designed to appear more impressive
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and professional. The printed bookmarks that are given to various publics are a great idea because they can serve as a quick snap shot of what the non-profit’s goals and purpose are. The mission statement printed on the bookmark is confusing and leaves too much room for interpretation. It should be clear that ExCELL works directly with educators (teachers and early literacy specialists) and community resources that work with children and their care takers to ensure that the children receive the learning opportunities (at home, at school, and in the community) necessary to develop critical early language and literacy skills known to predict later reading success. Revising the mission statement will make the rest of the information more understandable. The chart under the mission statement should be altered to be more creative. The pictures included on the bookmark should be replaced with higher quality ones to become more appealing to the eye. These changes will gain more of an interest and understanding of its target audience. In social media, ExCELL had a delayed/ inconsistent start with both its
Facebook and Twitter accounts. Both accounts were established in July 2013 but did not start posting content consistently to either until September 2013. The Facebook page posts relevant images and links to resources pertaining to early childhood literacy. As of October 2013 the Twitter page follows approximately 29 users while 21 follow the organization on the platform. ExCELL currently uses Twitter as a tool to promote fundraising initiatives in the community but is slowly starting to link original content similar to that posted on the organization’s Facebook page back to it’s Twitter feed. Events hosted by ExCELL would be a way to generate more money. An annual event to appreciate sponsors, highlight accomplishments of the program, and way for people to share experiences, would be great for this non-profit. Creating a well-established annual event that is publicly known could bring back sponsors and donors and bring in potential sponsors and donors. An organization interested in partnering with ExCELL has a chance to see what the program is, attend a nice event and talk with others who have already been a part of the program. The developed materials are at a
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level two because there are things in place such as the social media outlets, mission statement, printed materials, and a web presence but they can be improved to become more attractive and accessible. There can also be more materials developed such as hosted events, to help extend ExCELL’s visibility. Practice Maturity Scale Score: Planned; level 2 Build Valuable Partnerships Currently ExCELL has partnerships with: -Partnership for Families Northside -The Community Foundation -Bon Secours Health System -Northern Virginia Family Service -Norfolk Public Schools -Richmond Public Library -Richmond Public Schools - Smart Beginnings -Virginia Beach Growsmart -Virginia Beach Public Library -Hampton Roads Community Foundation -The Virginia Department of Social
Services -Virginia Commonwealth University School of Education The partnerships with family organizations, school systems, and public libraries are central to ExCELL’s mission of bringing together families, early childhood educators, community resources, and early literacy specialists. ExCELL builds relationships with potential and current donors through formal update letters. To improve in the area of implementation, ExCELL needs to establish a frequency and consistency to its donor updates to effectively develop strong partnerships. Current donor updates have different letterhead such as the VCU logo or the Virginia Literacy Foundation logo, while none of the current donor letters provided for the audit contain the ExCELL logo to reinforce the organization’s image. Donor updates also do not appear to be regular or consistent. From the information provided, a donor update letter to Bon Secours was first sent in November 2012 and again in June 2013. A separate letter to the Community Foundation was sent in April 2013 detailing the year in review and between July 2012 and June 2013.
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Additionally, connecting the ExCELL image and establishing regular (scheduled) communications with the program’s donors and publics will strengthen their commitment to the program. Linkages exist with stakeholders but ExCELL needs to improve on the delivery of its messages to its stakeholders. Responsibility is assigned as far as communications go through Director Christopher Chin, but the delivery seems to be uncoordinated. The times between communications currently appear to only come on a yearly basis or when the duration of the agreed donor/sponsorship has come to an end (based on the communications materials provided). Practice Maturity Scale Score: Ad Hoc; level 1 Conduct Steady Outreach The main outlets that ExCELL utilizes to communicate its work with the general public is through its main web site, http://excell-va.com/ which has been changing throughout this communication audit process, is currently clean, organized and user friendly. On the main page, the logo and mission statement are presented clearly and are accompanied by a slideshow of pictures, which immediately make the viewer feel involved. Links to staff information,
contact information, “About ExCELL,” funders and partners, and online resources allow users to quickly navigate to their area of need or interest. The website also has links to connect the viewer to ExCELL’s Twitter and Facebook pages, which makes them easily accessible while also promoting them. Any articles or news ExCELL has been mentioned in, if any, should be featured on the website. ExCELL’s Twitter has a well-organized, user-friendly set up. There is a short, simple statement explaining the program along with the program’s logo as the avi and background. The background picture has about a paragraph of writing underneath the logo that is cut off mid-sentence when viewed on a computer. It would be better to have no writing compared to writing the viewer cannot fully read. ExCELL’s Twitter handle is currently @excellvcu, which gives the impression that it is under the university’s direction and funding. To better correlate with the main website and easier recognition, the handle could make a minor change to @excellva. There is a good balance of content originally created and content linking to other organizations or programs, but tweets are extremely
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inconsistent. Posts are days and sometimes months apart from one another, which doesn’t promote a steady presence to followers. When ExCELL updates on events and programs are slow, the account should still be consistently retweeting other content from local libraries, schools or any other partners/donors of ExCELL. Retweeting these to relevant publics and partners keeps ExCELL in their feeds and increases the chances of those accounts retweeting ExCELL tweets. ExCELL should be following accounts for libraries and schools in the areas the program is hoping to expand to, so that it can stay connected and updated with possible future partners. ExCELL’s Facebook page, similar to the Twitter account, posts content inconsistently. There are multiple posts on various days followed by no posts for days or weeks. The program needs to constantly be communicating and connecting with its audience; at least one or two posts per day. Not everyone is always on social media, so it is best to put out content at different times throughout the day. Posts don’t need to be lengthy; some can even be pictures of kids or educators in the program. Pictures from ExCELL
events would be great for parents and educators currently involved with the program along with potential partners/ donors to look through. ExCELL, in addition to current platforms, could create a blog. Blog posts could feature reviews on resources and materials the program uses, teacher/kids/parent experiences with certain materials or the program itself, children book reviews, etc. This outlet would allow ExCELL to reach and connect to its public in a more personal way. Readers would be able to engage on a new level and have a deeper understanding of materials the program uses. The blog, just like all other platforms, should be monitored and updated regularly. Before launching the blog, ExCELL should decide on how often [daily, weekly, monthly] posts will be made and stick to that plan, so readers can know when to expect new content. This would also be a good way for educators and parents to comment with their opinions on certain books, resources, etc. and perhaps suggest other resources ExCELL isn’t using. ExCELL also has a responsibility to communicate back to sponsors and
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donors of the organization. Keeping these partners up to date on the latest happenings involving the ExCELL program is key in maintaining a strong business relationship. One of the weaknesses in this communication between partners and ExCELL that was touched upon before is the lack of branding for the ExCELL organization. The program should develop a letterhead with the logo to continue to brand itself while also giving its methods of communication a more professional feel. ExCELL has improved its communication with partners, in regards to the progress of the organization. In October 2012 the programs was using a “monthly contact summary form”, ExCELL has seemingly made the switch to a letter as a means of communicating these updates. The letter has a more professional look and feel than chart for monthly updates. The idea of keeping partners, sponsors and donors updated on the work that ExCELL is doing is an opportunity for the organization to expand its image throughout the region. To garner this respect ExCELL needs to focus on keeping updates simple and to consider the inconsistency of branding in the communication tools used by ExCELL.
Practice Maturity Scale Score: Planned; level 2 Train Messengers ExCELL has the social media platforms that it needs to utilize to stay in contact with its publics. They are a good tool to use, but they are not taking advantage of them in the way they could be to enhance the organization’s online presence and expand the programs visibility. The correspondence between ExCELL and its donating partners looks to be professional and informative. ExCELL has many internal and external messengers to help carry out their message of improving children’s literacy skills in Virginia.
ExCELL’s internal publics consist of part time positions: research/ evaluation assistants, student workers (volunteers), and literacy coaches. In regard to the research assistant (RA) position, they are trained to collect, score, and record the data of classroom, parent, and child interactions. ExCELL measures some of these interactions through evaluation sheets called PALS. These evaluation sheets are given to early literacy coaches and the education
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providers to discuss what happened during the specific type of interaction (FLASH family event, professional development, or on –site.) The early literacy coaches are trained to observe and evaluate the classes learning environment by coaching and collaborating with teachers and librarians to implement family and literacy events. The evaluation assistant (EA) works specifically in Danville, Virginia where ExCELL has already begun to expand their literacy program. The EA’s are trained to create and implement surveys and reviews. An example is- at the end of year parents are given written surveys about their own experience, and their child’s experience in the ExCELL program. The EA would collect and eventually evaluate and enter these findings to have a better idea of how well their program is working and if the external publics seemed educated on the program. The final internal public is student workers. Currently ExCELL has a need for volunteers, but they recently hired a grad student to maintain ExCELL’s social media pages.
This person has been given specific tasks to first update and maintain the ExCELL website, Facebook, and Twitter page which is currently under progress. ExCELL would benefit by creating an ExCELL internship program, especially because of their connection with Virginia Commonwealth University many students would be available to help. ExCELL’s external publics consist of parents, sponsors/donors, and librarians/education providers. In regard to parents, ExCELL communicates by providing surveys and regular updates through the coaches. Although parents are being trained in ExCELL’s message through the literacy coaches, ExCELL and parents would benefit from creating more of a direct connection between higher management and the parents. A good example would be allowing parents to be able to add comments, questions, or suggestions on the ExCELL website. In addition to that, providing a newsletter specifically geared towards the parents and guardians that included not only what is going on in in regards to literacy; but gives more information about the donors and sponsors. By keeping in
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contact more often with this specific external public, ExCELL can ensure there message is being received. Sponsors and donors are a big part of ExCELL’s program, because without them ExCELL would not be able to expand and grow as an organization. Dr. Christopher Chin, interim codirector, seems to have the most contact with current and potential sponsors. For current donors, ExCELL has hosted some previous events and slideshow presentations to inform the donors. It would be best if donors and sponsors frequently received some sort of literature whether it is an e-newsletter or a pamphlet to update them not on monetary issues but the progress of the literacy program. In terms of the training exercises ExCELL provides for employees, we believe ExCELL has no formal or written training materials. All training is based on experience within the organization, and for new hires we believe they shadow employees who have worked at ExCELL for a long time. It would be beneficial for ExCELL to begin to create materials and formalize training practices for each specific internal public (ex. Teachers/ education providers versus librarians).
Practice Maturity Scale Score: Institutionalized; level 3 Monitor and Evaluate When it comes to the way ExCELL communicates internally and externally there seems to be a need for more monitoring and evaluation of how effectively these platforms for communication are working. From evidence of past partnerships that ExCELL has been part of, it is clear to see it views communication as a valuable aspect of a business relationship. They do not, however, seem to be evaluating the communication processes with these partners thoroughly, which is evident by the inconsistency of branding between ExCELL, VCU and the Virginia Literacy Foundation. In the middle of our initial communications audit there was a major website overhaul. The previous page located on the Virginia Literacy Foundation’s website was deleted and later linked to a completely new ExCELL website. ExCELL’s old website lacked current and detailed information regarding the goals, procedures and measures used by program instructors. This immediate change to the direct website in the midst of our evaluation
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shows that program members already recognized issues with the site and took the early initiative to correct issues before they were formally communicated to them. This action on behalf of the organization shows effort on their part to put forth their own system of evaluation and correction but they still have not extended that practice over to the handling of their Facebook and Twitter accounts nor their handling of various publics such as internal staff, educators, donors and parents. ExCELL currently has employees specifically to monitor and update their social media websites including Facebook, Twitter and their home website. Prior to our original investigation into the communication practices of ExCELL, its Facebook and Twitter pages as well as their website was not up to date and it did not provide visitors with the detailed information on what ExCELL actually does. After visiting ExCELL’s Facebook, Twitter and direct website, most visitors left with feelings of confusion and a multitude of questions concerning the extent of ExCELL’s outreach, practices and communications with parents, schools and children within the program.
In terms of evaluation, at the end of the school year ExCELL asks their educators to complete a survey to get feedback from their publics. To our knowledge, ExCELL does not provide methods of evaluation for libraries or sponsors. In an effort to continuously improve on the services offered by the program, ExCELL should use evaluation tactics geared towards sponsors/ donors and parents. By receiving feedback from sponsors/donors, parents and educators regarding whether or not they understand the vision of the organization as well as the effectiveness of the program, they are building healthy relationships and establishing an open line of communication. Maintaining open lines of communication allows individuals of ExCELL’s publics to feel valued which will hopefully increase the expansion of the program along with their funding. ExCELL should also extend some form of evaluation to their staff as well. By providing methods of evaluations to employees and partners, important voices may be heard which will help provide a better working environment and organizational appeal for ExCELL. Practice Maturity Scale Score: Planned; level 2
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S.W.O.T Analysis The below section is a SWOT analysis that identifies the strengths, weaknesses, opportunities and threats of ExCELL’s efforts in improving its communications with its publics; as well as gaining more visibility locally and regionally. Strengths ExCELL has strong base of credible and established partners on the local, state and national levels. It also has an immense collection of research and statistics that is provided to partners about the growth of the program. ExCELL has a pre-strategic plan, which briefly mentions improving its communications in areas such as messaging and image development, as well as partner relations. An additional strength of ExCELL is its logo on each of its Internet media outlets, which is a good way to increase brand familiarity. ExCELL also appears transparent by making information and statistics about the program available. The data is easy to access on its website. Having a direct link to social networking sites from its website, allows ExCELL’s publics to easily access its most recent informational offerings.
ExCELL is also making strides to update its website. It is user-friendlier, with easier access to important research and statistics about the organization. Weaknesses Weaknesses also refer to the internal factors relating to ExCELL’s standardized communications with its current publics. ExCELL’s standard communications lacks consistency across all boards of distribution. Letterheads often alternate between Virginia Literacy Institute, Virginia Commonwealth University, and ExCELL, itself. ExCELL appears to lack independence from its parent organizations which could negatively affect its growth potential. If ExCELL does not present itself as an independently successful program, maintaining consistency with its title, potential publics may be apprehensive and confused about the entire organization. Some website links direct publics to the official ExCELL website, while others link to a page on the Virginia Literary Institute website. There is no link from the Virginia Literacy Institute’s website to the ExCELL website or social network links. This can easily create confusion among publics and discourage site visitation.
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ExCELL’s website configuration dramatically changed during the week of October 1st, 2013. ExCELL needs more engagement related to social media communications. ExCELL’s Twitter account lacks the appearance of being actively monitored and usage appears stagnant. ExCELL has been with Twitter for several months, yet it has very little content and following/follower base. ExCELL’s Facebook page, although more active than Twitter, only has 53 likes in total, with the number of likes per week at a serious decline. ExCELL has one presentation that is distributed to all of its publics. This is problematic because different publics (sponsors, partners, coaches, families) are interested and focused on different aspects of the program. In addition, the current presentation can improve its visual appeal by updating the images and condensing the information. Although ExCELL has a lot of research and statistical evaluation, it can hardly be processed because of the overload of information condensed into each individual slide.
Opportunities
predetermined times.
Opportunities are a description of how ExCELL can make improvements related to its standardized communications with its current publics and how the organization can improve as a whole.
ExCELL has begun the process of updating and improving its website and other media tools, which is a great opportunity to start a new process of evaluating its newer communication strategies.
ExCELL has an opportunity as a young program to promote its successes through social media and to obtain and retain sponsorships. It has an abundance of research and statistics to back its arguments of consistent progress. Using the right social media tools (Twitter, LinkedIn, Facebook), ExCELL can broaden coverage of its program to the satisfaction of both current and potential sponsors. ExCELL could benefit from social media networking sites like LinkedIn because it may assist ExCELL with gaining partnerships but also with staffing issues. In addition, ExCELL would greatly benefit from software allowing it to make one post to multiple sites. ExCELL is non-profit organization with few full-time employees. In order to manage time well, applications like Hootsuite will allow ExCELL to quickly and efficiently spread messages across social media sites. These kinds of applications can be set to post ExCELL’s informational offerings on all sites at once and at certain
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Threats A threat describes external factors that could affect the accomplishments of ExCELL’s standardized communications with its publics. By acknowledging and analyzing these threats, ExCELL can view where future issues would surface. The social media and Internet environment is constantly changing which can be harmful for a program that has low involvement. ExCELL runs the risk of being a laggard in social media innovations. ExCELL’s image will be negatively affected as appearing outdated, which may translate, to certain publics, as a reflection of the program itself. Other early literacy programs in the areas ExCELL has intentions of expanding may already be advanced in their image development and may serve as competitors for some of ExCELL’s current and potential sponsors and partners.
Communications is becoming an integral part of marketing one’s programs. Sponsors are comparing ExCELL’s communications to other more thriving programs and if ExCELL is not up to today’s standards, they are at great disadvantage in terms of future funding. Research Question 6: What internal staffing strategy (hiring and organizational structure) would be ideal for ExCELL’s needs now and in the future?
time workers is low, however, part time employees tend to be more short term. High employee turnover creates a disconnect which disrupts the working environment because time has to be taken to find, hire and retrain staff. Having a lot of part time employees also affects full time workers because they constantly have to adjust to new people. Having the full time staff consistently working with individual part time employees may help eliminate the disconnect between the full and part time employees.
Develop Effective Materials
Practice Maturity Scale Score: Institutionalized; level 3
Currently ExCELL has training materials that are unique to each position. Specific materials were not evaluated for this audit. Practice Maturity Scale Score: Planned; level 2 (Materials were not specifically audited for this section) Building Valuable Partnerships ExCELL currently has a mix of both full time and part time employees. There are approximately 15 part time employees and six full time employees. The employee turnover rate for full
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Train Messengers We believe that ExCELL uses shadowing as their main way of training their employees. The full-time employees will help the part time and new employees learn their roles. ExCELL can improve the messages that are being communicated to its staff by having clearly articulated training guidelines since employee turnover can be high depending on full time or part time status. An employee retention program needs to be created and implemented.
It should also have goals that are measurable and routinely monitored. Practice Maturity Scale Score: Planned; level 2 Conduct Steady Outreach Currently, ExCELL finds its employees through word of mouth or a networking process that includes speaking with current and past staff about possible candidates and corresponding with colleagues through email or telephone. Since so much of the ExCELL staff is also from VCU, using the university would be a great resource for finding employees. Internships could be offered to students for class credit and job fairs on campus would be efficient recruiting tools. To avoid high levels of applications for positions, ExCELL may consider registering with the Virginia Employment Commission. This allows employers to browse resumes and contact possible hires without posting an advertisement. Practice Maturity Scale Score: Ad Hoc; level one
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Monitor and Evaluate ExCELL administrators do not use a formal process to monitor and evaluate in internal operations. It does, however, have an evaluation team that monitors the actual ExCELL program in schools. ExCELL has a high level of part time staff, and with high part-time employee turnover rates it is likely hard to monitor and evaluate individuals who are only with the organization for a short period of time. We recommend ExCELL create a monitoring strategy for internal and external communications with an emphasis on making sure information flows easily throughout the organization and with its publics. Practice Maturity Scale Score: Ad Hoc; level one S.W.O.T. Analysis The below sections is a SWOT analysis that identifies the strengths, weaknesses, opportunities and threats of ExCELL improving its internal staffing strategy to better suit the organization’s current and future needs.
Strengths The fact that most full time employees have been with the company for a long time speaks highly of how ExCELL treats its employees. ExCELL has also been able to get funding for its program every year, as well as expanding the current funding they are receiving. Expansion is a sign of success and ExCELL has shown that they are able to expand to multiple locations around Virginia due to its success’. Weaknesses Networking primarily through word of mouth is less efficient than having a coordinated procedure in place for hiring. There is also no department dedicated directly to finding funding. ExCELL seems to be doing fine in all areas except financial, so not having a department dedicated to finding sponsors is a great weakness. There is also are no PR or Communication positions. Opportunity There are many things that ExCELL can use to its advantage, one of them being VCU. The University could provide free interns, PR campaigns, and maybe even funding. Social media
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can also be utilized in a much better fashion. They should take advantage of social media by using images, videos, and contests to help boost their programs recognition. Currently ExCELL doesn’t use social media often, but being a well-rounded organization means being up to date on all communication platforms. If external communications and strategies improve, sponsor dollars should follow. Threats Things that are a potential threat to ExCELL are the number of part-time people it employs and an unorganized staffing structure. Having many parttime employees creates a sense of little commitment since it’s so easy to quit and change jobs, a more organized staffing structure would allow for full time supervisors to be in charge of a committee of part time workers. This would make sure that their training and supervisor instructions are always consistent, even if the person performing the task is different.
“Unless someone like you cares a whole awful lot, nothing is going to get better. It’s not.”
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Focus Groups
Focus Group 1 A focus group is a form of qualitative research in which a group of people are asked about their perceptions, opinions, beliefs and attitudes towards a product, service, concept, advertisement, idea or packaging. Questions are asked in an interactive group setting where participants are free to talk with other group member. The objectives of the focus groups were to answer the research questions below. Research Question 1: How can ExCELL increase its number of partners, donors and sponsors? Research Question 2: How do current ExCELL partners, donors and sponsors evaluate its communications with them? Publics The publics for the focus group are ExCELL partners, donors and sponsors. A contact sheet was obtained from ExCELL’s co-director, Dr. Chin, and the public was contacted via email to be participants in a focus groups. Focus group members included librarians, public school and social service
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agency employees. There were a total of two focus groups conducted on Wednesday, October 23, 2013 from 6:00-7:00 p.m. and Thursday, October 29, 2013 from 1:00-2:00 p.m. There were two members in each group due to time conflicts. In each focus group one participant met with researchers in Cabell Library, on Virginia Commonwealth University’s Monroe Park Campus. The other individuals participated in the focus group through video or phone call. To protect the privacy of the focus group members, they will be referred to as “Participant 1,” “Participant 2,” “Participant 3,” and “Participant 4.” Below are the questions that guided the focus groups along with the rational for asking them. 1. What is your current relationship with ExCELL? To increase the number of partners, sponsors and donors ExCELL has it must have sustainable relationships with the current organizations it is working with. This question will provide insight to how their relationship is with individual organizations. Is there a difference between the relationships with partners, sponsors and donors?
And it will allow us to identify key words to determine whether ExCELL is at a healthy organizational state to increase its community outreach.
a specific outcome. By understanding exactly how ExCELL interacts with, it becomes easier to analyze the way the organizations resources are being used.
2. How was the partnership, donor or sponsorship request proposed? What did you think about this form of approach?
4. What are your expectations of ExCELL, specifically, as a partner?
In the initial meeting we had with an ExCELL representative it sounded like the executive director along with his supervisor took a face-to-face approach when it came to acquiring partners or sponsors/donors. However, there must be a form of formal or informal print material used to propose the idea. Since the sponsor/ donor and partner acquisition does not seem to have a formal protocol, we think it would be important to note the thoughts of the current partners and sponsors in regarding what the collaboration request is like. 3. What ways does your organization partner with ExCELL to serve the greater Richmond community? This question is proposed for the purpose of evaluating the relationships that ExCELL builds with community organizations. Various organizations use ExCELL, and vice versa, to achieve
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This conversation will demonstrate what ExCELL is expected to do as a specific organization catering to teachers, families and pre-k, and younger, students. The conversation will reveal methods that will give ExCELL a competitive advantage on attaining new partners, sponsors and donors. 5. How does ExCELL communicate with you? How often? Would you like it to be more frequent or less? This prompt once again highlight the sustainability of the relationships ExCELL has already built. It will answer the question how it can keep the current partnerships it has and what parts of the communication method will remain the same and how will it change as it tries to expand.
6. (Show participants the ExCELL PowerPoint presentation [condensed version]) “What do you like most about the presentation? What parts are most important? The answers to this question would show what key messages are being taken from the presentation. The objective is to get an understanding of the key information partners are walking away with, along with how to better improve the presentation by adding information that they believe would be relevant. 7. In your opinion, how well does ExCELL present itself and its purpose to the community? Gauging the opinions of the people ExCELL has presented their organization to will help our class determine areas for improvement within the ExCELL presentation as well as areas of success. Carefully examining the presentation process will be beneficial in the way the organization may communicate its message to the public and potential partners in the future. 8. Explain how your organization mostly interacts with ExCELL? What medium does your organization use
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to interact with partners like ExCELL? Is it compatible with ExCELL most medium of choice? What do you think would work the best? This question gives the participants a chance to share how their organization interacts with other partners and allows them to compare the communication differences between their organization and ExCELL. It also allows them to brainstorm solutions for a middle ground between organizations. 9. How would you describe the level of engagement in communication ExCELL has with your organization regularly? Probe: What are some of the different ways ExCELL interacts with your organization? Which ways do you feel are the most effective? Gaging the communication habits and tendencies of ExCELL with its partners will continue to be an area of research that can lead to improvements in the relationships between ExCELL and its current partners. 10. (Show the group the ExCELL video) “What is the effect of this video? What does it make you feel?”
This question will search into the outcome that the partners get from the video. It is targeted to gauge the level of impact they perceive ExCELL has on the community and the group’s overall understanding (or interpretation of their understanding) about the organizations outcomes rather than their outputs. 11. How do you feel ExCELL’s communication affects the level of engagement from your organization with ExCELL? This question will prove beneficial in gaging the communication tendencies of ExCELL with their partners, donors and sponsors. These finding will help determine how ExCELL can improve in the area of communication to help the overall purpose of the organization. 12. How does your organization utilize social media to interact with ExCELL? Is this type of communication beneficial to your organization? This question is important for the research and understanding of ExCELL’s social media presence and how it may be used for communication purposes outside of just contacting the general public.
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Data Interpretation This section is a general analysis of the research from the focus group. It addresses how ExCELL’s current partners, donors and sponsors evaluate the communication they receive from ExCELL. It also addresses how ExCELL can increase its number of partners, donors and sponsors. The impression the focus group gives is that ExCELL is stretching itself too thin as a staff. Most of the partner, donor, and/or sponsor relations are singlehandedly communicated through Dr. Chris Chin. “Chris is ExCELL, most people make that connection with him being the leader,” one participant said. “Two main people [are] trying to do everything; realistically, they are not going to be able to grow if the focus is just those two people. They have to expand from the top down to become more expansive.” On the discussion of expanding, partners think it may be difficult for ExCELL to increase in size because of how in-depth the program is structured. “The model, because of its intensive nature is hard to expand,” a participant said.
Participants also see ExCELL’s comprehensive slideshow presentation as unappealing to specific tailored audiences. “A funder would not want to see 54 slides, they want to see something really quick, how is this changing third grade reading, how is this impacting school readiness and they want to see it in their region. They really want to know those outcomes and how test scores are in two or three years.” Said a partner who participated in the focus group. “They may need multiple PowerPoint’s depending on their audience. If they are looking at engaging programs to participate, focus on what will be happening with the librarians or teachers...and they may need one that is focused on their funders, and one focused on parents.” Partners are not aware of all the ExCELL channels of communication. They do not understand the purpose and goals of ExCELL’s social media efforts. “If they don’t have a constant presence and they fade in and out, they have done themselves more of a disservice than a service, I think.” Said a participant when discussing ExCELL’s level of involvement in social media. Partners appreciate the intimate faceto-face interaction ExCELL provides and express never receiving any call-
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to-action for interacting with ExCELL’s social media tools. “I didn’t even know they had a website,” said another participant whose first time seeing the ExCELL website was during the focus group. Some partner’s assessment of their own social media tools do not include ExCELL’s program, as they see ExCELL as a private public program. However, some partners also believe a heightened involvement in social media could give ExCELL more visibility. Quotes Focus group dialogue was reviewed. The following were reoccurring topics: expectations from ExCELL’s partners, ExCELL updates, current communication practices, social media/internet usage and organization expansion. Below each subtopic there are direct quotes from focus group participants. Expectations from Partners “Highlight the library as a partner in the community to build our validity as an educational institution.” Participant 1
Updates
leader.” - Participant 3
“Updates will strengthen my knowledge of what they’re [ExCELL] doing.” - Participant 1
“Two main people trying to do everything, Realistically they are not going to be able to grow if the focus is just those two people, they have to expand from the top down to become more expansive.” - Participant 3
“Hearing about what they’re learning as they go will be helpful.” - Participant 1 “I would like a presentation at the end of each school year about what they accomplished, what they learned and what directions they will take.” Participant 1 Current Communications with Partners The director of the Richmond Public Library, Participant 1, does not receive any communication from ExCELL. Additionally, she never viewed the ExCELL presentation prior to being partners. Participant 2, a library staff member, handles all the communication. She believes it is done through phone and email, but does not know how often. “Our communication has not been a problem at all.” - Participant 3 “Chris is ExCELL, most people make that connection with him being the
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Social Media/Internet “I didn’t even know they had a website.” - Participant 1 When asked if social media is compatible for ExCELL, Participant 1 said, “it doesn’t make sense to me.” “Work is so intensive that stopping and feeding information to the person that is doing that kind of (social media) work, there is that disconnect I cant just put this out without approval but I don’t have time to check your work, how do you get that information shared and what is approved information.” - Participant 2 “If they don’t have a constant presence and they fade in and out they have done themselves more of a disservice than a service I think.” - Participant 2
“I’d like to see them use it as a tool to connect to parents.” (Social Media) Participant 2 “ Definitely could increase their visibility” - Participant 3 (social media) “ They may need multiple PowerPoint depending on their audience. If they are looking at engaging programs to participate, focus on what will be happening with the librarians or teachers or whomever is participating and they may need one that is focused one on their funders and one focused on parents.” - Participant 3
“Bringing some of their funders into events on the site is a powerful motivator, to actually see things in action, to see the kids, to see the sights, and then their video they created to showcase some of that was a good promotional tool but who was seeing it?” - Participant 2
“ Crafting something that speaks to multiple audiences and not everyone actually using the same PowerPoint.” Participant 3
“We had on going discussions about just the costliness of providing the ExCELL program and the desire to have that prototype expanded further so that we can serve more of our programs. I know they are very conscientious about the fidelity of their work and not diluting it by having practitioners that are not able to move the providers along for their work.” Participant 3
Expansion
Suggestions
“The model, because of its intensive nature is hard to expand.” - Participant 2
As seen by the focus group prompts, our research yielded a wide range of results that ExCELL can put to good use. The suggestions below are categorized as training, presentations and social media.
“Consistently finding the balance between our needs, their needs and the needs of the families. The biggest challenge we have is a shared challenge of getting the families out and getting the message and the materials.” - Participant 2
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Training As stated in the data interpretations, focus group participants seemed to agree that Dr. Chin could use help in communicating with publics. The connections that higher-level staff members, such as Dr. Chin, are able to provide ExCELL in the way of sponsors and partnerships are excellent for expansion. A team should be assembled to effectively and consistently communicate with existing and potential partners during day-to-day operations. Training a team of lower level staff members will allow Dr. Chin and other leading staff members to focus on other tasks, allowing more time for expansion work and face to face interactions with necessary publics. For purposes of expansion outside the Richmond area, it would also be wise to train a small partnership outreach team in those regions. Presentations The general consensus of focus group participants for both the slideshow presentation and the video is that it should be tailored for particular publics. For instance, parents and teachers should see the benefits
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of the ExCELL program without too much jargon. The video does a great job of relaying anecdotal evidence from parents and teachers that really express the effectiveness of the program, but does not over utilize charts and statistics to do so. The PowerPoint, however, mostly focuses on raw statistics, which is good for partners and funders. Still, some of the statistics rely heavily and charts and information, which is not easy to understand without accompanied verbal explanation. In the case where the PowerPoint is being viewed on the web and not presented, it might be helpful to clarify some of the statistics within the presentation itself. Ultimately, it would be helpful to focus in on what specific publics desire to see; parents want anecdotal evidence, and partners want (understandable) statistics. Social Media ExCELL’s social media communications efforts are on the rise, but the intentions of social media usage is unclear thus far. Before ExCELL furthers the use of social media platforms, a social media plan should be written.
This should outline the objectives of social media and specific instructions on how these objectives should be carried out. For suggestions on writing this plan, it should be taken into consideration that the goals of each platform (Twitter, Facebook, etc.) should remain consistent. Consider the purpose of each platform and be sure to tailor messages to either parents and teachers, or partners and funders. The messages through each platform should not be aimed simultaneously at different types of publics. Also, consider using an application such as HootSuite (www.hootsuite. com) to have messages pre-approved. This way, consistency can be maintained and there will not be a lack of noise through particular channels.
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Focus Group 2 Publics The public we selected for this focus group was educators. These are people who have implemented the ExCELL program in their classroom and are familiar with the way that ExCELL operates. We selected educators as our public because we believed they would have a plethora of knowledge about the program since they have had firsthand experience working with people from ExCELL. To reach them, we worked through Dr. Chin. We drafted an e-mail explaining our intent and he then reached out to the educators himself. Once they responded we were put in contact with them so that a focus group could be arranged. We were able to meet with two teachers from the Richmond area who previously implemented ExCELL in their classrooms, at the James Cabell Library on Wednesday October 23, 2013 for a focus group that took about and hour to conduct. The objectives of the focus groups were to answer the research questions below. Research Question 3: Have the purpose and goals of ExCELL been accurately received and understood by targeted publics?
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Research Question 4: How can ExCELL improve its standardized communications with its publics (including social media)? Below are the questions that guided the focus groups along with the rational for asking them. 1. What is your current stream of communication with ExCELL and are you satisfied at its current state?? Since our research question was about ExCELL improving its communication, all of our questions obviously center around that. We asked this as a simple opening question to get the most basic idea of how the educators get in contact with ExCELL (and vice versa) and to see if they had any problems with it or thought it was sufficient. 2. (For the Second question the group would be shown ExCELL’s current website.) What do you think of the website and what do you find desirable in a website? What resources do you look for? We had some problems with the ExCELL website, such as its layout, the way it is organized, and how difficult it is to access. We agreed that it was a valuable part of the way they disseminate information.
Since they redid their site, we wanted to see what the educators thought of it since they know parents that would likely use the website and also know the type of people that use the ExCELL program. To get the educators to think a little more in depth we asked, in general, what they look for in a website—this way they could identify if ExCELL incorporated those things and therefore had a successful website. 3. What do you think of the current social media accounts managed by ExCELL and how often are you receiving social media updates from ExCELL? How often and what do you use most? (Facebook, Twitter, Youtube, ect) As a class we also agreed that social media usage could be extremely important to ExCELL and we noticed that their current online presence was dismal. We wanted feedback from the educators, again, because they know first-hand what type of people (including themselves) interact with ExCELL’s resources. We simply wanted to gauge how they view ExCELL’s social media and if they think it is a vital aspect of the program for external use. 4. What forms of communication do you prefer to receive (phone call, email, mail, social media) and why? Another basic question that can provide useful information. This
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was a general question that can then be applied to the way ExCELL communicated with its publics. If most people answered one way, then we could see if that is the way ExCELL communicates or not. For example: if most people said they prefer communication by phone, we could alert ExCELL of that and people would be happier knowing that they don’t have to be by their computers all the time waiting for an e-mail. 5. How much of the information provided to you by ExCELL is beneficial and relevant to you? Are they just checking in on you or providing you with actual practical information? We believe knowing what the educators think of information provided by ExCELL is beneficial. Is it information overload? Are they not receiving enough information? Knowing this could help bridge the gap between a lack of clarity and what is actually going on. 6. How much of the information provided to you by ExCELL is beneficial and relevant to you? Are they just checking in on you or providing you with actual practical information? We believe knowing what the educators think of information provided by ExCELL is beneficial. Is it information overload? Are they not receiving enough information?
Knowing this could help bridge the gap between a lack of clarity and what is actually going on. 7. Does ExCELL ever provide you with statistics or evidence to show the program is working; if so how often and in what forms? This is very imperative because ExCELL needs to be constantly demonstrating how effective their program is. This will make the clients and parents happy, as well as the donors, and can possibly lead to future donors and clients. This question is kind of explained at the end: knowing the success rate of the program can lead to many things. If a part of the program is not quite working, adjustments can be made accordingly. If things are working, they can only be improved. Having this sort of information can allow everyone (educators, parents, donors) to know exactly what the outcomes are of the program and let them know that their time (and for some, money) is going to a good place. 8. What kind of services does ExCELL provide you outside of its program? Does it ever throw benefit lunches or things of that nature to show their appreciation and form a sense of community? Having knowledge as to what “extras” ExCELL offers can give us insight to
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what some of the public’s think. For example, do the educators feel that they are working hard with no recognition from ExCELL? How does ExCELL express its appreciation? Or do the educators feel that the end result (ie: children having better literacy skills) is enough? 9. How does ExCELL parallel to other programs you have worked in and how did their communications compare with ExCELL’s? To end the focus group we asked a compare and contrast question to see if the educators have worked with other programs that communicate differently. When it comes down to it, we are just trying to help ExCELL be the most efficient communicators possible, so having all the information would help with that. If we can get opinions from “insiders” like the educators, then we can apply that to what we already know about ExCELL and make sure they get their message across. If another program is doing something especially well, maybe ExCELL can borrow that and make it their own. Data Interpretation We did only have two people show up to the focus group so we can only go off of what they said, but it seems that the teachers who volunteered to use the program really love it.
Those who were forced to use the program were a little more resentful. “…You need to implement everything they’re saying into your already crowded curriculum. For some people that was too much, and they often got very negative.” From this focus group we realized that the program is pretty intensive on top of a teacher’s already heavy workload. However, both educators said that ExCELL is very present through the whole process: professional development meetings, other monthly meetings, classroom observation. Any quotes? “I loved when they would come into the classroom during the day and do the family meetings with the parents and the kids, and we would do that once a month.” It seems they do communicate very well with the educators because both people said they always knew what was going on. “We were on their e-mail list. But they also came in and there were loads of classroom visits.” Any problems that came up in classrooms were created by the teachers who did not want the program to begin with, they said. Both educators also agreed that e-mail is the
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way they prefer to be contacted and that face-to-face communication for updates, new material, etc is beneficial and that ExCELL does do that. “That was the best-that face to facewhen somebody comes in and follows up.” Social media was not at the forefront of their communication and the educators said that is because many teachers chose not to have a Facebook or Twitter so that they can keep their image professional. However, they said it might be beneficial for the parents of children in the ExCELL program. Overall, both educators only have good things to say about ExCELL all around, including their communication. “Getting some of that literacy in early is really important to me” Dr. Chin was very specific in whom he chose to inform about the focus group, so it is possible we have biased information. But it seems people are happy (both educators spoke on behalf of other satisfied teachers a few times).
Suggestions While it seems that people, specifically educators, are happy with ExCELL, there is still a lot it can do to improve. For example, the teachers that believed ExCELL was a burden on top of the regular curriculum could be introduced to it in a different way to see the many benefits of the program and therefore become more open to using it. Also, both focus group attendees said they would like electronic copies of the paper materials they were given so they may access them again. Some teachers still implement the ExCELL techniques in the classroom even though they are done with the program. Having access to clean copies of the papers would help them a great deal. The online presence seems to be intended for the parents, since teachers don’t necessarily like to mix their personal lives and work life online, ExCELL should cater their social media more to parents. The information gained in this focus group can help ExCELL when applied to different teachers and parents individually.
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“Sometimes the questions are complicated and the answers are simple.�
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Surveys
In order to gain insight as to how ExCELL’s publics feel about the communication tactics currently used by the program, we conducted two surveys. We sent one survey to the internal staff members of ExCELL and another was sent to the parents of children currently involved with ExCELL. Publics The targeted publics for the two surveys were ExCELL’s internal staff members and parents of children in the ExCELL program. We selected these publics because they are involved with ExCELL on a daily basis, and therefore able to give the most effective and informed feedback regarding the program’s communications. Dr. Chin distributed the survey links to the audiences through e-mail. The surveys were sent to 15 staff members and 14 parents, of which ten staff members and four parents responded. Internal Survey Rationale In order to gain a better understanding of how internal staff members feel about the communications within ExCELL, a survey was conducted. Below are the survey questions asked with the rationale as to why each question
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was included. 1. What is your employment status at ExCELL? We asked this question to find more specific background information on what type of staff member is taking the survey. This question is also helpful in determining how often the person is involved in ExCELL’s internal staff communications and also if they are a paid staff member or volunteer. We also asked it so that non-staff members were disqualified from taking the survey. 2. How long have you worked for the ExCELL program? This question is important in finding out more background information about which type of ExCELL internal staff member is taking the survey. Depending on how long they have worked in ExCELL each person will have different opinions about how things work inside ExCELL based on their experience within the organization.
3. The job training I have received at ExCELL has been: The purpose of this question was to determine the success of the methods and techniques used to train internal staff members. This question will help ExCELL learn how their staff members feel about the type of training they received. Based on what we know, ExCELL does not have specific training materials for each position, and we believe it organizes training through shadowing and hands-on techniques. 4. Please select the response that best matches the following statement: According to my job requirements, I do my job well. This question is related to how ExCELL staff members feel about being able to successfully complete their tasks. This question can help ExCELL learn about training based on if staff members feel they have clearly defined job requirements and whether they can successfully complete these requirements. 5.Please select the response that best matches the following statement: I have enough resources available to complete the tasks assigned to me.
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This question was asked to help ExCELL learn about their staff’s needs, specifically teachers, education providers, and librarians. ExCELL supplies the majority of resources and supplies, this question will help management understand if staff members feel they do not have enough resources to successfully complete tasks. 6. Please select the response that best matches the following statement: I feel secure in my position at ExCELL. Asking this question will help ExCELL understand how the staff members feel about job security. This question also covers employees’ feelings on how long ExCELL will continue its programs and how long they think they will remain an ExCELL employee. 7. How would you describe your interactions with other members of ExCELL? Determining the relationships between employees was the purpose of including this question. ExCELL can learn if employees describe their interactions as more positive or more negative when working with other members of ExCELL.
8. How comfortable is the work environment at ExCELL? This question was asked to help ExCELL learn how accommodating the workplace is for its staff members. This question also relates to whether or not employees feel safe in the work environment.
needs to change how and what tools it uses to communicate with its employees. 11. Please rank these forms of communication from your most preferred (1) to your least preferred (7) for ROUTINE internal updates/ information?
9. How would you rate the quality of communication among your peers (non-management) at ExCELL?
This question is important in determining how well the non-management employees (librarians, education providers, etc.) communicate with each other. Based on the previous research we have done, ExCELL does not have a standardized tool for internal publics to communicate. This question could bring more attention to the need of a way for employees to communicate with each other.
-Intranet
10. How would you rate the quality of communication from management to employees? This survey question is similar to question 9, but focuses on how ExCELL’s management communicates with the employees. This question is important in determining if ExCELL
61  ExCELL December 2013
-Newsletter -Verbal Communication (one-to-one) -Verbal Communication (group meeting) -Social Media -Other This question will help ExCELL see if they are using the correct tools to communicate with their employees. As of now ExCELL communicates through verbal communication (one-to-one), and through emails. Although ExCELL uses these tools the most often to communicate, employees may find these to be ineffective in finding out what is going on in ExCELL.
12. Please rank these forms of communication from your most preferred (1) to your least preferred (7) for URGENT internal updates/ information? -Email -Newsletter -Intranet -Verbal Communication (one-to-one)
a particular staff member may be working with ExCELL for a while, they may feel that ExCELL has not moved forward since they began working there. 14. If there was one thing you would improve related to employee training and/or communication at ExCELL, what would it be?
This question is similar to #11, but was asked to determine the best way to communicate within ExCELL if there is something urgent or important that needs to be communicated.
This is the first type of open-ended question of the survey, allowing employees to elaborate on how they feel about communicating with others in the company, and if they have any suggestions and/or complaints related to internal communication. This question also offers a chance for employees to further elaborate how they feel about ExCELL’s training methods and to offer suggestions and/ or complaints about training methods.
ExCELL needs to evaluate this question to determine how to deal with communicating in time of emergency, especially when it comes to what tools they should use (internal messaging, texting, etc)
15. Is there anything that you would like to share or add related to hiring, training, or internal communication at ExCELL that this survey did not cover?
-Verbal Communication (group meeting) -Social Media -Other
13. How would you describe the direction in which ExCELL is moving? This question is important in explaining how internal staff feels how the company is doing. Although
62  ExCELL December 2013
This is the second type of open-ended question, which allows employees to not necessarily complain, but to add any additional topics or ideas that were not covered in the survey.
Internal Survey Analysis Based on the number of individuals who received the internal survey email, we received a good amount of responses. We sent 15 surveys to ExCELL employees, ten of which completed it. Having a 67 percent response rate for the internal staffing email was great because we were able to gather a beneficial amount of feedback on what ExCELL employees thought about the program and their job duties. Based on the feedback, ExCELL employees all overwhelming agreed that they felt ExCELL does a good job maintaining communications with its internal publics; however it is important to note when asked to rate the quality of communication from management to employees, a good portion of those who answered rated the communication from management as being average, which highlights a need for improvement. To further expand on this notion of need for improved communication, the free response section seemed to show a need for more meetings with both full-time and part-time staff members as a whole. Â
63  ExCELL December 2013
A few responders also suggested that management maintain some level of consistency on the scheduled meeting times, whether they be once a week or twice a month, etc.
In regards to the other survey questions, a majority of responders said they preferred communicating through emails and verbal contact. If ExCELL makes verbal and email communication its go-to forms of communication, it will better meet the needs of employees and ultimately improve its communication strategy. Suggestions ExCELL can use the internal survey results by gaining a better understanding of the effectiveness of communications with its staff. The feedback can be used to improve staff training, communications between staff members, and ExCELL staff outreach to the program’s targeted publics. At the end of the staff survey, the responses to “If there was one thing you would improve related to employee training and/or communication at ExCELL, what would it be?” provide insight on staff feelings towards training and other things ExCELL may not currently be aware of. Responses included various suggestions such as: providing more opportunities for training, advanced planning, creating a policy manual, and increased staff meetings with ExCELL’s full staff. Another participant noted at the end of the survey, “I think it would be helpful
64 ExCELL December 2013
if the different areas had a better understanding of what was going on across the program. Maybe a meeting at the beginning of the year to provide an overview to every one of what would be happening throughout the school year.” All of these allude to the same notion: more communication in general. ExCELL can improve internal communications by implementing these suggestions and making sure all staff are continually updated and informed regarding changes or updates to the program. Parent Survey Rationale In order to gain a better understanding of how parents of children involved with ExCELL feel about their communications with the program, a survey was conducted. Below are the survey questions asked with the rationale as to why each question was included. 1. Are you the parent of a child that has previously or is currently participating in the ExCELL program? This question was to ensure that the correct people were participating in the survey. We are trying to see that the survey has validity in the people who are taking it.
2. How did you first find out about the ExCELL program? ExCELL needs to know how new parents are being informed about the program, whether it be directly from ExCELL members or through their child’s school. ExCELL has said it does not advertise to schools, but this question can still help ExCELL understand how the schools that are actively involved first learned about ExCELL. 3. How many of your children have previously or are currently participating in the ExCELL program? This type of question is another way to find out background information about what parents are taking the survey. How many children are in ExCELL’s program, determines how the parent feels about the program. 4. Please select the response that best matches the following statement: My child is benefiting from being in the ExCELL program: Because ExCELL only conducts one survey at the end of the year for parents; they might not know how parents feel about the success of the program and how their child has been
65 ExCELL December 2013
impacted. This question is important in receiving feedback from parents on their impression of the program as a whole. 5. Please rank the usefulness of the following forms of communication from the ExCELL program, from your most preferred (1) to your least preferred (8) You must DRAG AND DROP the items in this question to rearrange them according to your preferences. -Social Media -Face to Face -Phone -Email -Direct Mail -Printed material sent home with your -child from school -ExCELL website -Other ExCELL did not elaborate on which tool it uses most frequently, and this question will better help ExCELL get an idea of what tools it should use more than others to communicate with parents.
have questions and need information. 6. Please select all forms of communication you have used when interacting with ExCELL staff. You can mark multiple items. -Face to face -Phone -Email -Direct mail -Printed material sent home with your child from school -ExCELL website -Facebook -Twitter -Other (please specify) This question further explains which forms of social media and online tools parents use to get in contact with ExCELL employees and to also find more information about ExCELL. 7. On average, how often do you check ExCELL’s social media sites for updates and/or information? This question will help ExCELL understand how effective their social media sites, and if parents are referring to the social media sites when they
66 ExCELL December 2013
8. How would you rate the quality of ExCELL’s website? Previously ExCELL’s website was very minimal and did not offer a lot of resources to refer to. This question can help ExCELL members see how parents are responding to their website since it’s recent update. 9. How would you rate the quality of ExCELL’s Facebook page? This is another question geared to how parents feel about the accessibility and information provided on ExCELL’s social media sites; pertaining specifically to their experience on ExCELL’s Facebook page. 10. How would you rate the quality of ExCELL’s Twitter page? This question is similar to question 9, in the aspect of determining how parents felt their experience was while visiting the Twitter page, and if it provided quality information. 11. Please select the response that best matches the following statement:
If I have a question regarding the ExCELL program, I know who to communicate with to get an answer. This question directly relates to how well parents feel they are able to communicate with ExCELL. Because ExCELL does not directly communicate with parents on a regular basis, this question can help ExCELL see if some form of platform needs to be created for parents to be able to immediately receive the help they need. 12. How would you describe your understanding of the materials sent home in the book bags provided by ExCELL?
general satisfaction question related directly to all resources that ExCELL provides for parents. This includes any literature, handouts, and the backpacks sent home. 14. Regarding the backpacks for the ExCELL program, were there any materials that you did not use or would recommend leaving out? If time permits, please explain why. We have not been able to see the materials that are included in the backpacks sent home, but this question will help ExCELL understand if these materials are helpful or not.
The backpacks that are sent home are the only real form of direct communication between parents and ExCELL. This question is to test the effectiveness of this form of communication, and provide insight as to whether another form of direct communication is needed for parents.
15. Is there anything that you would like to share or add related to ExCELL that this survey did not cover?
13. Please select the response that best matches the following statement:
Parent Survey Analysis
I am satisfied with the resources offered to me by ExCELL. This question is mainly an overall
67 ExCELL December 2013
This is an open-ended question that gives parents a chance to further explain any questions and/or concerns about their communications with ExCELL.
We sent a separate survey question to the parents of children who are currently in the ExCELL program. Based on the number of parents who completed the
survey, we only received a 29% response rate meaning that we could not provide a generalizable interpretation. There were only three responders and each one of the responders seemed to answer each question differently.
Even though a majority of the responders responded in different ways, they all seemed to agree that
68 ExCELL December 2013
ExCELL did a great job in placing the right materials in the backpacks it sends home with the children. All three of the survey takers said the materials are very easy to understand, which is a great thing for ExCELL to know because it can continue to provide all of the same materials and resources without making adjustments since its current system appears to be working very well.
Another important observation seen in the survey results pertains to ExCELL’s social media presence. All three of the responders stated that they have never visited any of the program’s sites; including their main website, Facebook and Twitter pages. This feedback is very significant because it shows that either parents are unaware of these sites, a problem that could easily
be fixed by highlighting these sites’ existence more, or that parents do not have access to the internet to view these sites.
Suggestions ExCELL can use the feedback from the parent survey to improve communications with parents involved in the program. Although only three parents participated, their feedback still provides beneficial insight regarding current communications. One big takeaway from the results is none of the parents refer to ExCELL’s social media; none of the parents have visited the Twitter or Facebook pages. ExCELL may consider eliminating at least one platform, if not both, to make better use of its resources since they are not being seen as a valuable source of information. Besides social media, the survey results show that the parents are very satisfied with ExCELL’s resources, communications, and their children’s involvement with the program. In the future, ExCELL should conduct another survey aimed at parents of children in the program, so it can attempt to receive a greater amount of feedback.
69 ExCELL December 2013
70  ExCELL December 2013
“The more that you read, the more things that you will know. The more that you learn, the more places you’ll go.”
D
ss e u .r S
Message Test
Librarian Message Test Message tests are used by organizations to uncover new strategies to communicate with their targeted publics more effectively. A message test for ExCELL was conducted in the form a survey. It addressed librarians, one of ExCELL’s target publics. Librarians benefit from ExCELL by receiving professional development training and also assisting with the community events ExCELL hosts at participating libraries. Several messages, inspired by Maslow’s Hierarchy of Needs, were tested on librarians to address research question one. Research Question 1: How can ExCELL increase its number of partners, donors and sponsors? Methodology The methodology includes how the participants for the message test were collected and how the survey was distributed. It includes the demographics of the participants. It also explains the strategies behind each message. Participants for the ExCELL librarian
73 ExCELL December 2013
survey were selected from a database acquired from the Mid-Atlantic Library Association website. Email addresses were extracted from this web page and added to the address book in SurveyMonkey. The survey participants selected were librarians or individuals who work or have worked in public or private libraries. More than 60 percent of respondents were located in cities and counties across Virginia. The MidAtlantic Library Association list covered libraries that were also located in North Carolina, Tennessee, and West Virginia. The survey was launched on Thursday, November 7, 2013. A reminder email was sent on Monday, November 11, 2013. To differentiate between the geographic locations of respondents a question was added in the survey that asked about the location of the library where the individual works/worked. Of the respondents 88.46 percent were female (26 answered the gender question). Additionally, 64 percent of respondents were between the ages of 45 and 64 years old. Messages and Strategies This section explains the creation of
the messages. It lists the messages tested in the survey. It is followed by an explanation of specific ideas that inspired the message and what insight was expected from the testing of the message. The messages created and tested were formed based on Maslow’s Hierarchy of Needs, a theory in psychology developed by Abraham Maslow. Maslow believed people posses a motivational system unrelated to rewards and unconscious desires. He created a five-stage model, often depicted in pyramid form, of basic and growth needs. In ascending order of level of importance, the needs include physiological, safety, love/belonging, esteem, and self-actualization.
sending this message to librarians and gauging their reactions, we can tell how important it is to emphasize how ExCELL helps support and balance a community. 2. “ExCELL provides libraries with the resources they need to promote early childhood literacy.” This message is focused on the second tier of Maslow’s pyramid, which is safety. Safety refers to the need for security which includes the body, employment, resources, morality, family, healthy, and property. This message was chosen to see if librarians believe ExCELL helps libraries provide a secure level of resources to young readers.
1. “ExCELL helps libraries ensure that children in their communities have an equal chance to learn to read.”
3. “ExCELL helps libraries gain appreciation for contributions to their communities.”
The top tier of Maslow’s pyramid of needs is self-actualization. In that level includes morality, creativity, spontaneity, problem solving, lack of prejudice, and acceptance of facts. This message is focused on problem solving. It tests how well librarians respond to the idea of ExCELL assisting libraries in repairing learning discrepancies of children within the community. By
Esteem, being the fourth tier in Maslow’s pyramid of needs, is described as confidence, achievement, and respect for and by others. Since libraries are typically regarded as being a community resource, it is important, according to Maslow, for them to be recognized for their work. This message measures the level at which librarians think ExCELL helps boost the
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esteem of libraries. 4. “ExCELL connects libraries to parents and teachers to enhance early childhood literacy.” This message appeals to Maslow’s tier of love and belonging. The message tests this area of human needs because relationships and a sense of community are important for the development into a self-actualized person. A primary function of libraries is to promote education among the youth of a community, but many of the key factors (parents and teachers) in early childhood literacy often overlook libraries as a resource. ExCELL may serve as a bridge to bring these key publics together. By analyzing the effectiveness of this message, we are able to see how important it is for ExCELL to play that role. Data Interpretation This section analyzes the data collected from the survey to develop a clear understanding of the communication practices that would be most effective between ExCELL and librarians. The message test sought to gather data from librarians. The message test survey was sent to 162 librarians, from
75 ExCELL December 2013
which 43 responded, resulting in a 26.6 percent response rate, a strong representation of the target public. Approximately 93 percent of the participants were librarians. The above percentages indicate accurate data that can be generalized across the state of Virginia. From the results obtained from each test message in the survey, we can conclude librarians have the underlying desire to connect families and educators together, along with the appropriate resources, to ensure that children can achieve their highest level of literacy skills.
not prioritize recognition from their communities, thus using messages with honor and recognition as an incentive, will not be effective in gaining libraries as partners of ExCELL.
Out of the four messages tested, statement three, “ExCELL helps libraries gain appreciation for contributions to their communities, ” was the least favorable by the survey participants. This message sought to appeal to Maslow’s need of selfesteem. Participants were asked if the statement was important. Approximately 55 percent of the sample selected they neither agreed or disagreed, and 17.5 percent disagreed. Positive attribution is not very important to librarians. They do
76 ExCELL December 2013
When participants were asked to select the message they preferred the most, statement four, “ExCELL connects libraries to parents and teachers to enhance early childhood literacy.” was selected by slightly more than 35 percent of the participants. The results indicate that librarians want to connect with their communities. The preferred statement was followed closely by statement two, “ExCELL provides libraries with the resources they need to promote early childhood literacy,” which was selected by 29 percent of the survey sample. The latter statement gives the greatest insight into the purpose of ExCELL, while cultivating a greater interest with the organization. The key phrases, retrieved from the latter test messages are “connect with communities” and “resources.” Libraries serve as an independent entity in the community that educators, parents and children can all use. The goal of the library is to bring the community together through the literary resources it houses. It
will rely on ExCELL to help build the partnerships among libraries, educators/schools and families. Libraries will also depend on ExCELL to provide the resources that they can make accessible to educators, parents and children. The survey results support ExCELL’s goal to spread regionally because there is little competition for ExCELL, and there is a demand for early literacy resources. Over 25 percent of respondents said that they do not partner with early literacy programs.
Furthermore, 61 percent of the librarians surveyed agreed that there is a “somewhat high” to a “very high” demand for pre-K literacy resources. The high demand and low competition make libraries a key market in which to explore ExCELL expansion. Suggestions Suggestions are the ideas and concepts that would benefit ExCELL in appealing
77 ExCELL December 2013
to its librarian public. It is based on the analysis and interpretation of the messages test, conducted in the form of a survey. Promotional Events To promote the ExCELL program throughout the library community, reading events and book drives may be held at local branches for children to promote early childhood literacy. Additional information about the organization and resources may be distributed to parents and librarians informing them of the ExCELL program. A successful turn-out for a reading event may prove beneficial for the perception of the organization through the eyes of both parents and librarians, alike, as well as prove the communities investment in early childhood literacy. Targeted Audience Informational Handouts ExCELL can use the information discovered by the survey to help mold the way it interacts and communicate with libraries. The main theme of all information and resources shared with potential library partners should be focused on connecting parents and teachers as well as providing libraries with the
78  ExCELL December 2013
necessary resources to promote early childhood literacy. Presentations, handouts and partnership pitches should be tailored specifically to librarians with these themes in mind to optimize partnership and exposure for the organization and allow for advancement in the region with the library community being a main medium.
Potential Donor Message Test The sample messages in this section were aimed at reaching potential donors. Message testing was done in the form of a survey. In the survey we included three sample test messages. Under each statement we asked how memorable it was, does it make the survey respondent want to learn more about ExCELL, does it make them understand ExCELL’s purpose and does it make them want to donate, in order test the effectiveness of each message. We also included additional questions to gain more information about the survey participants. We strategically created the three test messages based ExCELL’s materials. Methodology Our method for creating these test messages focused on using keywords used often and emphasized in ExCELL’s various materials. We included a different keyword or words in each message and tied it in with the promotion of literacy for young children, which is ExCELL’s main purpose. Messages and Strategies This section explains the creation of the messages. It lists the messages tested in the survey. It is followed by
79 ExCELL December 2013
an explanation of specific ideas that inspired the message and what insight was expected from the testing of the message. 1. “Economic disadvantage shouldn’t be an obstacle to literacy for pre-K children.” The key word used in this message was, “Economic Disadvantage.” This was important because ExCELL picks educational institutions based on the economic status of the children enrolled. 2. “Bringing families, teachers and librarians together ensures children are ready to read in kindergarten.” We focused on families, teachers, and librarians in this message. We included these three because they are major components in how the ExCELL program is run and ultimately ExCELL’s primary publics with the exception of sponsors and donors. 3. “Research-based instructional strategies, combined with frequent parent and teacher interactions, improve early childhood literacy.” The keyword used in this message was “research-based.” ExCELL’s instructional materials and resources are heavily based in research and is a part of what sets them apart from other programs alike.
Data Interpretation The survey results collected can be used to help ExCELL reach and effectively communicate with potential donors. All participants who took the survey had some type of involvement level regarding charitable giving within their organization. Half of the participants have been working for their company for at least five years. Most of these individuals (62.50%) donate at least four times a year, which is a recognizable and significant amount to routinely give. The number of times these participants donate is significant because each of them are familiar with donating so their feelings towards certain messages are valuable versus someone who does not donate as often or routinely.
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Out of all of the messages, “Bringing families, teachers and librarians together ensures children are ready to read in kindergarten� was the most preferred by the individuals who took the survey. Our data suggests that the connection of family, teachers, and librarians is important to donors.
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reach donors. What should be taken into consideration is that 25 percent of the responses showed that the respondents didn’t like any of the statements. This suggests that there might be another type of message out there that would be more appealing to this audience.
The majority of participants thought that this was the most memorable and agreed that it made them want to learn more about the program. However, the majority of people disagreed that the statement made them want to donate or improved their understanding of the purpose of ExCELL. This suggests that something could be added to the statement to further encourage individuals to donate. The other two statements did not receive any significant positive responses that suggest using the keywords “research-based” and “economic disadvantages” resonate with donors. So, in the future, these are two things that ExCELL should not emphasize when trying to effectively
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There were not many additional comments left in the commentary section at the end of the survey; but among the responses, one stood out. One respondent commented, “If there is not a strong family structure, these programs and any others will have limited effectiveness. No amount of
money or skilled implementation will impact a broken family structure.� Based on the overall content of the survey, the comment may seem to be a little off topic, but one could argue the statement to be true. The important takeaway from this statement is that ExCELL could benefit from emphasizing their involvement with not only the students, but the households in which they live in. ExCELL’s way of providing at home materials brings families closer by allowing family members to interact more with the ExCELL student and witness firsthand what the student is learning from the program. This is not only beneficial to the student, but also to the family members; family members have a personal understanding of what resources the student is dealing with and are in turn better able to encourage and assist the student at home.
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Pre-K/Kindergarten Teacher Message Test
improve in preK and kindergarten classrooms using ExCELL.”
We conducted a message test to gather more useful information that could be used by our class as well as ExCELL. The goal of our message test was to provide statements that might promote ExCELL and prompt teachers to want to know more about the program.
We chose this as a message to test because we believe those three things are something that early childhood teacher’s value and would want their students to possess those particular skills.
Methodology
We also believe that that quality is something teachers want their students to have so we thought seeing their reaction to that message would be valuable for ExCELL.
To do this, three messages were designed to get teachers thinking about the way that ExCELL might be beneficial in their classroom. To conduct this message test we used a survey. We individually gathered the email addresses for over 400 preK and kindergarten teachers throughout Virginia and put them into a spreadsheet. Once the survey questions and method tests were created we placed everything (questions and email addresses) into SurveyMonkey and administered the survey.
2. “The ExCELL program makes students more confident readers both inside and outside the classroom.”
3. “ExCELL brings families, teachers and librarians together to ensure children are ready to read in kindergarten.” Since ExCELL really focuses on the relationship between all parties involved we wanted to stress that to the teachers taking the survey and see if they felt that was a valuable aspect of the program.
Messages and Strategies
4. “ExCELL provides preK and kindergarten teachers with the researchbased resources they need to promote early childhood literacy.”
1. “Alphabet knowledge, emergent writing and phonological awareness
We chose this message because we think this is the kind of thing that
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teachers want to hear when they are doing a program.
Data Interpretation We were able to find out a lot through the results of our survey. The majority of the people who responded were kindergarten teachers, with the second largest group as prek teachers. The first message we tested was: “Alphabet knowledge, emergent writing and phonological awareness improve in preK and kindergarten classrooms using ExCELL” The first message we asked them about this message was if it was memorable. The large majority, 45%, said that they neither agreed nor disagreed with this message. The next question asked if the statement made them want to learn more about ExCELL. 64% of people agreed that the statement made them want to learn more about ExCELL. After that we asked if this was a believable message and this was pretty even between agree, and neither disagree nor agree, about 80%. The last question on this message asked if the message makes them want to participate in ExCELL. 43% of people neither agreed or disagreed and 37.5% of people agreed.
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The next message we tested was “The ExCELL program makes students more confident readers both inside and outside the classroom.” 45% of people agreed that it was a memorable statement. 57% of people agreed that this statement makes them want to learn more about the ExCELL program. 47% of people agreed that the statement was believable. Lastly, 37% of people agreed that the statement makes them want to use the ExCELL program. This question had the most “agree” responses so it seems that student confidence might be important to teachers. The third message was “ExCELL brings families, teachers and librarians together to ensure children are ready to read in kindergarten.” 43% of people agreed that this was a memorable statement and only 2.9% disagreed. 55% of people agreed that this particular statement made them want to learn more about ExCELL and 53.6% said that this was a believable statement. However, when asked if this statement makes people want to participate in the program 39% neither agreed or disagreed and 42% agreed. The last message we tested was “ExCELL provides preK and kindergarten teachers with the researchbased resources they need to promote early childhood literacy.”
34.8 percent of people agreed this was a memorable statement and 34.8 percent neither agreed nor disagreed if the statement was memorable. 44.9 percent of people agreed that this particular statement made them want to learn more about ExCELL and 44.9 percent said that this was a believable statement. When asked if this statement makes people want to participate in the program 43.4 percent agreed and 29 percent neither agreed nor disagreed. Finally, the participants were asked which of these four messages they most prefer. “ExCELL provides preK and kindergarten teachers with the researchbased resources they need to promote early childhood literacy” was the one they preferred the most, getting 36 percent of the vote. The one they liked the least was “The ExCELL program makes students more confident readers both inside and outside the classroom,” which got only 8 percent of the vote. Interestingly enough about 15 percent of people didn’t like any of the statements. At the end of the survey they were asked a few general questions. The first stated that the majority of their students already know the alphabet before coming into their class. 54 percent of responders answered that
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they disagree with this statement. The next statement said that the parents of their students are actively involved in their child’s education. 36 percent of people disagreed with this statement, where as only 32 percent agreed . Next they were asked if they were in regular contact with their local libraries/librarians, with the results being 29 percent agreeing and 27 percent disagreeing. Lastly they were asked how long they have been teaching and 35 percent have been teaching for over 10 years, with 28 percent working for more than 20 years. Suggestions The main thing ExCELL should take away from this is that most teachers like the idea of getting research based resources in order to promote early childhood literacy. Another big thing is that ExCELL can see that a lot of the children who are going into kindergarten don’t already know their ABC’s. This is something that they can address in their literacy program, especially with PreK teachers. Another big thing is that a lot of the teachers said that parents aren’t actively involved in their child education. This is
another thing that ExCELL tries to help with and now that they know its such a big problem they could possibly put more emphases on this aspect of their program.
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Appendix
ExCELL Employee Survey
ExCELL Internal Communication Survey
Q1 What is your employment status at ExCELL? Answ ered: 10 Skipped: 0
Full-Time
Part-Time
Volunteer
I do not w ork for ExCELL
0%
20%
40%
60%
80%
100%
Answ er Choices
Responses
Full-Time
30%
3
Part-Time
70%
7
Volunteer
0%
0
I do not work for ExCELL
0%
0
Total
10
1 / 19
ExCELL Internal Communication Survey
Q2 How long have you worked for the ExCELL program? Answ ered: 10 Skipped: 0
3 months or less
4-8 months
9 months 11 months
1-2 years
3-4 years
5+ years
0%
20%
40%
60%
80%
100%
Answ er Choices
Responses
3 months or less
20%
2
4-8 months
0%
0
9 months - 11 months
0%
0
1-2 years
50%
5
3-4 years
20%
2
5+ years
10%
1
Total
10
2 / 19
ExCELL Internal Communication Survey
Q3 The job training I have received at ExCELL has been: Answ ered: 10 Skipped: 0
Poor
Av erage
Good
Excellent
0%
20%
40%
60%
80%
100%
Answ er Choices
Responses
Poor
0%
0
Average
20%
2
Good
50%
5
Exc ellent
30%
3
Total
10
3 / 19
ExCELL Internal Communication Survey
Q4 Please select the response that best matches the following statement: According to my job requirements, I do my job well. Answ ered: 10 Skipped: 0
Strongly Disagree
Disagree
Neither Agree nor Disagree
Agree
Strongly Agree
0%
20%
40%
60%
80%
100%
Answ er Choices
Responses
Strongly Disagree
0%
0
Disagree
0%
0
Neither Agree nor Disagree
0%
0
Agree
0%
0
Strongly Agree
100%
Total
10 10
4 / 19
ExCELL Internal Communication Survey
Q5 Please select the response that best matches the following statement: I have enough resources available to complete the tasks assigned to me. Answ ered: 10 Skipped: 0
Strongly Disagree
Disagree
Neither Agree nor Disagree
Agree
Strongly Agree
0%
20%
40%
60%
80%
100%
Answ er Choices
Responses
Strongly Disagree
0%
0
Disagree
0%
0
Neither Agree nor Disagree
0%
0
Agree
80%
8
Strongly Agree
20%
2
Total
10
5 / 19
ExCELL Internal Communication Survey
Q6 Please select the response that best matches the following statement: I feel secure in my position at ExCELL. Answ ered: 10 Skipped: 0
Strongly Disagree
Disagree
Neither Agree nor Disagree
Agree
Strongly Agree
0%
20%
40%
60%
80%
100%
Answ er Choices
Responses
Strongly Disagree
0%
0
Disagree
10%
1
Neither Agree nor Disagree
30%
3
Agree
40%
4
Strongly Agree
20%
2
Total
10
6 / 19
ExCELL Internal Communication Survey
Q7 How would you describe your interactions with other members of ExCELL ? Answ ered: 10 Skipped: 0
Very Negativ e
Negativ e
Neither Negativ e nor Positiv e
Positiv e
Very Positiv e
0%
20%
40%
60%
80%
100%
Answ er Choices
Responses
Very Negative
0%
0
Negative
0%
0
Neither Negative nor Positive
0%
0
Positive
30%
3
Very Positive
70%
7
Total
10
7 / 19
ExCELL Internal Communication Survey
Q8 How comfortable is the work environment at ExCELL? Answ ered: 10 Skipped: 0
Very Uncomfortable
Somew hat Uncomfortable
Neutral
Somew hat Comfortable
Very Comfortable Other (please specify) 0%
20%
40%
60%
80%
100%
Answ er Choices
Responses
Very Unc omfortable
0%
0
Somewhat Unc omfortable
10%
1
Neutral
0%
0
Somewhat Comfortable
30%
3
Very Comfortable
60%
6
Other (please spec ify)
0%
0
Total
10
#
Other (please specify)
Date
There are no responses.
8 / 19
ExCELL Internal Communication Survey
Q9 How would you rate the quality of communication among your peers (nonmanagement) at ExCELL? Answ ered: 9 Skipped: 1
N/A (I'm in management)
Poor
Below Av erage
Av erage
Abov e Av erage
Excellent
0%
20%
40%
60%
80%
100%
Answ er Choices
Responses
N/A (I'm in management)
0%
0
Poor
0%
0
Below Average
0%
0
Average
11.11%
1
Above Average
55.56%
5
Exc ellent
33.33%
3
Total
9
9 / 19
ExCELL Internal Communication Survey
Q10 How would you rate the quality of communication from management to employees ? Answ ered: 9 Skipped: 1
Poor
Below Av erage
Av erage
Abov e Av erage
Excellent
0%
20%
40%
60%
80%
100%
Answ er Choices
Responses
Poor
0%
0
Below Average
0%
0
Average
44.44%
4
Above Average
33.33%
3
Exc ellent
22.22%
2
Total
9
10 / 19
ExCELL Internal Communication Survey
Q11 Please rank these forms of communication from your most preferred (1) to your least preferred (7) for ROUTINE internal updates/information? You must DRAG AND DROP the items in this question to rearrange them according to your preferences. Answ ered: 9 Skipped: 1
E-new sletter
11 / 19
ExCELL Internal Communication Survey Intranet
Verbal communication (one-to-one)
Verbal communication (group...
12 / 19
ExCELL Internal Communication Survey Social media
Other
0%
20%
1
2
3
40%
4
5
60%
6
80%
100%
7
1
2
3
4
44.44% 4
33.33% 3
11.11% 1
0% 0
0% 0
0% 0
11.11% 1
9
5.78
E-newsletter
11.11% 1
0% 0
22.22% 2
44.44% 4
22.22% 2
0% 0
0% 0
9
4.33
Intranet
11.11% 1
0% 0
0% 0
33.33% 3
33.33% 3
22.22% 2
0% 0
9
3.56
Verbal c ommunic ation (one-to-one)
33.33% 3
22.22% 2
22.22% 2
0% 0
0% 0
22.22% 2
0% 0
9
5.22
Verbal c ommunic ation (group meeting)
0% 0
33.33% 3
33.33% 3
11.11% 1
22.22% 2
0% 0
0% 0
9
4.78
Soc ial media
0% 0
0% 0
11.11% 1
11.11% 1
22.22% 2
55.56% 5
0% 0
9
2.78
Other
0% 0
11.11% 1
0% 0
0% 0
0% 0
0% 0
88.89% 8
9
1.56
13 / 19
5
6
7
Total
Av erage Ranking
ExCELL Internal Communication Survey
Q12 Please rank these forms of communication from your most preferred (1) to your least preferred (7) for URGENT internal updates/information? You must DRAG AND DROP the items in this question to rearrange them according to your preferences. Answ ered: 9 Skipped: 1
E-new sletter
14 / 19
ExCELL Internal Communication Survey Intranet
Verbal communication (one-to-one)
Verbal communication (group...
15 / 19
ExCELL Internal Communication Survey Social media
Other
0%
20%
1
2
3
40%
4
5
60%
6
80%
100%
7
1
2
3
44.44% 4
22.22% 2
22.22% 2
0% 0
0% 0
0% 0
11.11% 1
9
5.67
0% 0
0% 0
22.22% 2
22.22% 2
44.44% 4
11.11% 1
0% 0
9
3.56
Intranet
11.11% 1
11.11% 1
0% 0
44.44% 4
33.33% 3
0% 0
0% 0
9
4.22
Verbal c ommunic ation (one-to-one)
33.33% 3
44.44% 4
11.11% 1
0% 0
0% 0
11.11% 1
0% 0
9
5.78
Verbal c ommunic ation (group meeting)
11.11% 1
11.11% 1
33.33% 3
22.22% 2
11.11% 1
11.11% 1
0% 0
9
4.56
Soc ial media
0% 0
0% 0
11.11% 1
11.11% 1
11.11% 1
66.67% 6
0% 0
9
2.67
Other
0% 0
11.11% 1
0% 0
0% 0
0% 0
0% 0
88.89% 8
9
1.56
E-newsletter
4
16 / 19
5
6
7
Total
Av erage Ranking
ExCELL Internal Communication Survey
Q13 How would you describe the direction in which ExCELL is moving? Answ ered: 9 Skipped: 1
Mov ing Backw ard Considerably Mov ing Backw ard Slightly Staying the Same Mov ing Forw ard Slightly Mov ing Forw ard Considerably 0%
20%
40%
60%
80%
100%
Answ er Choices
Responses
Moving Bac kward Considerably
0%
0
Moving Bac kward Slightly
0%
0
Staying the Same
0%
0
Moving Forward Slightly
33.33%
3
Moving Forward Considerably
66.67%
6
Total
9
17 / 19
ExCELL Internal Communication Survey
Q14 If there was one thing you would improve related to employee training and/or communication at ExCELL, what would it be? Answ ered: 9 Skipped: 1
#
Responses
Date
1
more opportunities for training
10/30/2013 2:37 PM
2
More advanc ed planning/c alendar
10/30/2013 7:54 AM
3
More staff meetings with full staff.
10/30/2013 7:19 AM
4
More short staff meetings would be helpful just to be sure we're all on the same page.
10/29/2013 8:11 PM
5
I have been most impressed with the c ommunic ation between all parties (c o-workers and management) at ExCELL.
10/29/2013 8:07 PM
6
polic y manual
10/29/2013 6:44 PM
7
Consistenc y in c ommunic ations, meetings more than onc e weekly. Coordination meetings should involve all staff, not just some.
10/29/2013 6:42 PM
8
N/A
10/29/2013 6:02 PM
9
I think it would be helpful if the different areas had a better understanding of what was going on ac ross the program. Maybe a meeting at the beginning of the year to provide an overview to everyone of what would be happening throughout the sc hool year.
10/29/2013 5:25 PM
18 / 19
ExCELL Internal Communication Survey
Q15 Is there anything that you would like to share or add related to hiring, training, or internal communication at ExCELL that this survey did not cover? Answ ered: 4 Skipped: 6
#
Responses
Date
1
no
10/30/2013 2:37 PM
2
No
10/30/2013 7:54 AM
3
No
10/30/2013 7:19 AM
4
no
10/29/2013 8:07 PM
19 / 19
Parent Survey
ExCELL Parent Survey
Q1 Are you the parent of a child that has previously or is currently participating in the ExCELL program? Answ ered: 4 Skipped: 0
Yes
No
0%
20%
40%
60%
80%
100%
Answ er Choices
Responses
Yes
100%
4
No
0%
0
Total
4
1 / 20
ExCELL Parent Survey
Q2 How did you first find out about the ExCELL program? Answ ered: 3 Skipped: 1
Your Child
School Administrator
Teacher
Librarian
Friend Former ExCELL Participant ExCELL Employee ExCELL Website ExCELL Social Media Other (please specify) 0%
20%
40%
60%
80%
100%
Answ er Choices
Responses
Your Child
33.33%
1
Sc hool Administrator
33.33%
1
Teac her
33.33%
1
Librarian
0%
0
Friend
0%
0
Former ExCELL Partic ipant
0%
0
ExCELL Employee
0%
0
ExCELL Website
0%
0
ExCELL Soc ial Media
0%
0
Other (please spec ify)
0%
0
Total
3
2 / 20
ExCELL Parent Survey #
Other (please specify)
Date
There are no responses.
3 / 20
ExCELL Parent Survey
Q3 How many of your children have previously or are currently participating in the ExCELL program? Answ ered: 3 Skipped: 1
1
2
3
4 or more
0%
20%
40%
60%
80%
100%
Answ er Choices
Responses
1
100%
3
2
0%
0
3
0%
0
4 or more
0%
0
Total
3
4 / 20
ExCELL Parent Survey
Q4 Please select the response that best matches the following statement: My child is benefiting from being in the ExCELL program: Answ ered: 3 Skipped: 1
Strongly Disagree
Disagree
Neither Agree nor Disagree
Agree
Strongly Agree
0%
20%
40%
60%
80%
100%
Answ er Choices
Responses
Strongly Disagree
33.33%
1
Disagree
0%
0
Neither Agree nor Disagree
0%
0
Agree
33.33%
1
Strongly Agree
33.33%
1
Total
3
5 / 20
ExCELL Parent Survey
Q5 Please rank the usefulness of the following forms of communication from the ExCELL program, from your most preferred (1) to your least preferred (8). You must DRAG AND DROP the items in this question to rearrange them according to your preferences. Answ ered: 3 Skipped: 1
Social Media
Face-to-Face
6 / 20
ExCELL Parent Survey
Phone
Direct Mail
7 / 20
ExCELL Parent Survey
Printed material sent home w ith...
ExCELL Website
8 / 20
ExCELL Parent Survey Other
0%
20%
1
2
1
3
40%
4
2
5
60%
6
3
4
7
80%
100%
8
5
6
7
8
Total
Av erage Ranking
Soc ial Media
0% 0
0% 0
33.33% 1
33.33% 1
0% 0
0% 0
0% 0
33.33% 1
3
4.00
Fac e-to-Fac e
33.33% 1
33.33% 1
0% 0
33.33% 1
0% 0
0% 0
0% 0
0% 0
3
6.67
0% 0
0% 0
33.33% 1
0% 0
66.67% 2
0% 0
0% 0
0% 0
3
4.67
33.33% 1
33.33% 1
0% 0
33.33% 1
0% 0
0% 0
0% 0
0% 0
3
6.67
0% 0
0% 0
0% 0
0% 0
33.33% 1
66.67% 2
0% 0
0% 0
3
3.33
33.33% 1
33.33% 1
33.33% 1
0% 0
0% 0
0% 0
0% 0
0% 0
3
7.00
ExCELL Website
0% 0
0% 0
0% 0
0% 0
0% 0
33.33% 1
66.67% 2
0% 0
3
2.33
Other
0% 0
0% 0
0% 0
0% 0
0% 0
0% 0
33.33% 1
66.67% 2
3
1.33
Phone
Direc t Mail
Printed material sent home with your c hild from sc hool
9 / 20
ExCELL Parent Survey
Q6 Please select all forms of communication you have used when interacting with ExCELL staff. You can mark multiple items. Answ ered: 3 Skipped: 1
Face-to-Face
Phone
Direct Mail Printed material sent home w ith... ExCELL Website
Tw itter Other (please specify) 0%
20%
40%
60%
80%
100%
Answ er Choices
Responses
Fac e-to-Fac e
100%
3
Phone
0%
0
0%
0
Direc t Mail
0%
0
Printed material sent home with your c hild from sc hool
66.67%
2
ExCELL Website
0%
0
Fac ebook
0%
0
0%
0
Other (please spec ify)
0%
0
Total Respondents: 3
#
Other (please specify)
There are no responses.
Date
10 / 20
ExCELL Parent Survey
There are no responses.
11 / 20
ExCELL Parent Survey
Q7 On average, how often do you check ExCELL’s social media sites for updates and/or information? Answ ered: 3 Skipped: 1 Multiple times each day At least once a day 2-3 times per w eek At least once a w eek Once ev ery 2-3 w eeks At least once a month
Nev er
0%
20%
40%
60%
80%
100%
Answ er Choices
Responses
Multiple times eac h day
0%
0
At least onc e a day
0%
0
2-3 times per week
0%
0
At least onc e a week
0%
0
Onc e every 2-3 weeks
0%
0
At least onc e a month
0%
0
Never
100%
3
Total
3
12 / 20
ExCELL Parent Survey
Q8 How would you rate the quality of ExCELL's website? Answ ered: 3 Skipped: 1
Poor
Below Av erage
Av erage
Abov e Av erage
Excellent
N/A - I hav e nev er v isited the w ebsite 0%
20%
40%
60%
80%
100%
Answ er Choices
Responses
Poor
0%
0
Below Average
0%
0
Average
0%
0
Above Average
0%
0
Exc ellent
0%
0
N/A - I have never visited the website
100%
3
Total
3
13 / 20
ExCELL Parent Survey
Q9 How would you rate the quality of ExCELL's Facebook page? Answ ered: 3 Skipped: 1
Poor
Below Av erage
Av erage
Abov e Av erage
Excellent
N/A - I hav e nev er v isited the Facebo... 0%
20%
40%
60%
80%
100%
Answ er Choices
Responses
Poor
0%
0
Below Average
0%
0
Average
0%
0
Above Average
0%
0
Exc ellent
0%
0
N/A - I have never visited the Fac ebook page
100%
3
Total
3
14 / 20
ExCELL Parent Survey
Q10 How would you rate the quality of ExCELL's Twitter page? Answ ered: 3 Skipped: 1
Poor
Below Av erage
Av erage
Abov e Av erage
Excellent
N/A - I hav e nev er v isited the Tw itte... 0%
20%
40%
60%
80%
100%
Answ er Choices
Responses
Poor
0%
0
Below Average
0%
0
Average
0%
0
Above Average
0%
0
Exc ellent
0%
0
N/A - I have never visited the Twitter page
100%
3
Total
3
15 / 20
ExCELL Parent Survey
Q11 Please select the response that best matches the following statement: If I have a question regarding the ExCELL program, I know who to communicate with to get an answer. Answ ered: 3 Skipped: 1
Strongly Disagree
Disagree
Neither Agree nor Disagree
Agree
Strongly Agree
0%
20%
40%
60%
80%
100%
Answ er Choices
Responses
Strongly Disagree
0%
0
Disagree
0%
0
Neither Agree nor Disagree
33.33%
1
Agree
33.33%
1
Strongly Agree
33.33%
1
Total
3
16 / 20
ExCELL Parent Survey
Q12 How would you describe your understanding of the materials sent home in the book bags provided by ExCELL ? Answ ered: 3 Skipped: 1
Very Difficult to Understand Somew hat Difficult to Understand Neither Difficult nor Easy to... Somew hat Easy to Understand Very Easy to Understand
0%
20%
40%
60%
80%
100%
Answ er Choices
Responses
Very Diffic ult to Understand
0%
0
Somewhat Diffic ult to Understand
0%
0
Neither Diffic ult nor Easy to Understand
0%
0
Somewhat Easy to Understand
0%
0
Very Easy to Understand
100%
3
Total
3
17 / 20
ExCELL Parent Survey
Q13 Please select the response that best matches the following statement: I am satisfied with the resources offered to me by ExCELL. Answ ered: 3 Skipped: 1
Strongly Disagree
Disagree
Neither Agree nor Disagree
Agree
Strongly Agree
0%
20%
40%
60%
80%
100%
Answ er Choices
Responses
Strongly Disagree
0%
0
Disagree
0%
0
Neither Agree nor Disagree
0%
0
Agree
33.33%
1
Strongly Agree
66.67%
2
Total
3
18 / 20
ExCELL Parent Survey
Q14 Regarding the backpacks for the ExCELL program, were there any materials that you did not use or would recommend leaving out? If time permits, please explain why. Answ ered: 3 Skipped: 1
#
Responses
Date
1
I used them all
10/30/2013 3:57 PM
2
No
10/30/2013 3:35 PM
3
Nope
10/30/2013 3:34 PM
19 / 20
ExCELL Parent Survey
Q15 Is there anything that you would like to share or add related to ExCELL that this survey did not cover? Answ ered: 1 Skipped: 3
#
Responses
Date
1
no, I was very satisfied
10/30/2013 3:57 PM
20 / 20
Librarian Message Test
Excellence in Children's Early Language and Literacy (ExCELL)
Q1 Do you currently work for a public or private library system? Answ ered: 45 Skipped: 0
Yes
No
I hav e prev iously w orked for...
Other (please specify)
0%
20%
40%
60%
80%
100%
Answ er Choices
Responses
Yes
93.33%
No
4.44%
2
I have previously worked for a library
2.22%
1
Other (please spec ify)
0%
0
42
Total
45
#
Other (please specify)
Date
There are no responses.
1 / 38
Excellence in Children's Early Language and Literacy (ExCELL)
Q2 Have you participated in, or administered services for, ExCELL? Answ ered: 42 Skipped: 3
Yes
No
0%
20%
40%
60%
Answ er Choices
Responses
Yes
2.38%
No
97.62%
Total
80%
100%
1 41 42
2 / 38
Excellence in Children's Early Language and Literacy (ExCELL)
Q3 This statement makes me want to learn more about ExCELL. Answ ered: 38 Skipped: 7
(no label)
0
(no label)
Strongly Disagree 2.63% 1
1
Disagree 2.63% 1
2
Neither Agree or Disagree 23.68% 9
3 / 38
3
Agree 60.53% 23
4
Strongly Agree 10.53% 4
Total 38
Av erage Rating 3.74
Excellence in Children's Early Language and Literacy (ExCELL)
Q4 This statement relates to my library. Answ ered: 38 Skipped: 7
(no label)
0
(no label)
Strongly Disagree 2.63% 1
1
Disagree 7.89% 3
2
Neither Agree or Disagree 39.47% 15
4 / 38
3
Agree 44.74% 17
4
Strongly Agree 5.26% 2
Total 38
Av erage Rating 3.42
Excellence in Children's Early Language and Literacy (ExCELL)
Q5 This statement is important. Answ ered: 38 Skipped: 7
(no label)
0
(no label)
Strongly Disagree 0% 0
1
Disagree 2.63% 1
2
Neither Agree or Disagree 31.58% 12
5 / 38
3
Agree 52.63% 20
4
Strongly Agree 13.16% 5
Total 38
Av erage Rating 3.76
Excellence in Children's Early Language and Literacy (ExCELL)
Q6 This statement helps me to understand the purpose of ExCELL. Answ ered: 38 Skipped: 7
(no label)
0
(no label)
Strongly Disagree 0% 0
1
Disagree 23.68% 9
2
Neither Agree or Disagree 28.95% 11
6 / 38
3
Agree 44.74% 17
4
Strongly Agree 2.63% 1
Total 38
Av erage Rating 3.26
Excellence in Children's Early Language and Literacy (ExCELL)
Q7 This statement makes me want to learn more about ExCELL. Answ ered: 36 Skipped: 9
(no label)
0
(no label)
Strongly Disagree 2.78% 1
1
Disagree 0% 0
2
Neither Agree or Disagree 19.44% 7
7 / 38
3
Agree 61.11% 22
4
Strongly Agree 16.67% 6
Total 36
Av erage Rating 3.89
Excellence in Children's Early Language and Literacy (ExCELL)
Q8 This statement relates to my library. Answ ered: 36 Skipped: 9
(no label)
0
(no label)
Strongly Disagree 2.78% 1
1
Disagree 5.56% 2
2
Neither Agree or Disagree 41.67% 15
8 / 38
3
Agree 44.44% 16
4
Strongly Agree 5.56% 2
Total 36
Av erage Rating 3.44
Excellence in Children's Early Language and Literacy (ExCELL)
Q9 This statement is important. Answ ered: 36 Skipped: 9
(no label)
0
(no label)
Strongly Disagree 0% 0
1
Disagree 2.78% 1
2
Neither Agree or Disagree 33.33% 12
9 / 38
3
Agree 52.78% 19
4
Strongly Agree 11.11% 4
Total 36
Av erage Rating 3.72
Excellence in Children's Early Language and Literacy (ExCELL)
Q10 This statement helps me to understand the purpose of ExCELL. Answ ered: 36 Skipped: 9
(no label)
0
(no label)
Strongly Disagree 0% 0
1
Disagree 11.11% 4
2
Neither Agree or Disagree 22.22% 8
10 / 38
3
Agree 66.67% 24
4
Strongly Agree 0% 0
Total 36
Av erage Rating 3.56
Excellence in Children's Early Language and Literacy (ExCELL)
Q11 This statement makes me want to learn more about ExCELL. Answ ered: 36 Skipped: 9
(no label)
0
(no label)
Strongly Disagree 2.78% 1
1
Disagree 16.67% 6
2
Neither Agree or Disagree 38.89% 14
11 / 38
3
Agree 38.89% 14
4
Strongly Agree 2.78% 1
Total 36
Av erage Rating 3.22
Excellence in Children's Early Language and Literacy (ExCELL)
Q12 This statement relates to my library. Answ ered: 36 Skipped: 9
(no label)
0
(no label)
Strongly Disagree 0% 0
1
Disagree 11.11% 4
2
Neither Agree or Disagree 61.11% 22
12 / 38
3
Agree 27.78% 10
4
Strongly Agree 0% 0
Total 36
Av erage Rating 3.17
Excellence in Children's Early Language and Literacy (ExCELL)
Q13 This statement is important. Answ ered: 36 Skipped: 9
(no label)
0
(no label)
Strongly Disagree 0% 0
1
Disagree 16.67% 6
2
Neither Agree or Disagree 58.33% 21
13 / 38
3
Agree 22.22% 8
4
Strongly Agree 2.78% 1
Total 36
Av erage Rating 3.11
Excellence in Children's Early Language and Literacy (ExCELL)
Q14 This statement helps me to understand the purpose of ExCELL. Answ ered: 36 Skipped: 9
(no label)
0
(no label)
Strongly Disagree 2.78% 1
1
Disagree 38.89% 14
2
Neither Agree or Disagree 36.11% 13
14 / 38
Agree 22.22% 8
3
Strongly Agree 0% 0
Total 36
Av erage Rating 2.78
Excellence in Children's Early Language and Literacy (ExCELL)
Q15 This statement makes me want to learn more about ExCELL. Answ ered: 34 Skipped: 11
(no label)
0
(no label)
Strongly Disagree 2.94% 1
1
Disagree 2.94% 1
2
Neither Agree or Disagree 14.71% 5
15 / 38
3
Agree 67.65% 23
4
Strongly Agree 11.76% 4
Total 34
Av erage Rating 3.82
Excellence in Children's Early Language and Literacy (ExCELL)
Q16 This statement relates to my library. Answ ered: 34 Skipped: 11
(no label)
0
(no label)
Strongly Disagree 2.94% 1
1
Disagree 8.82% 3
2
Neither Agree or Disagree 35.29% 12
16 / 38
3
Agree 47.06% 16
4
Strongly Agree 5.88% 2
Total 34
Av erage Rating 3.44
Excellence in Children's Early Language and Literacy (ExCELL)
Q17 This statement is important. Answ ered: 34 Skipped: 11
(no label)
0
(no label)
Strongly Disagree 0% 0
1
Disagree 2.94% 1
2
Neither Agree or Disagree 32.35% 11
17 / 38
3
Agree 52.94% 18
4
Strongly Agree 11.76% 4
Total 34
Av erage Rating 3.74
Excellence in Children's Early Language and Literacy (ExCELL)
Q18 This statement helps me to understand the purpose of ExCELL. Answ ered: 34 Skipped: 11
(no label)
0
(no label)
Strongly Disagree 0% 0
1
Disagree 8.82% 3
2
Neither Agree or Disagree 32.35% 11
18 / 38
3
Agree 52.94% 18
4
Strongly Agree 5.88% 2
Total 34
Av erage Rating 3.56
Excellence in Children's Early Language and Literacy (ExCELL)
Q19 Please select the statement you prefer the most. Answ ered: 33 Skipped: 12 ExCELL helps libraries ensure tha... ExCELL prov ides libraries... ExCELL helps libraries gain... ExCELL connects libraries ... I don't like any of the statements 0%
20%
40%
60%
80%
100%
Answ er Choices
Responses
ExCELL helps libraries ensure that c hildren in their c ommunities have an equal c hanc e to learn to read
21.21%
7
ExCELL provides libraries with the resourc es they need to promote early c hildhood literac y
27.27%
9
ExCELL helps libraries gain apprec iation for c ontributions to their c ommunities
3.03%
1
ExCELL c onnec ts libraries to parents and teac hers to enhanc e early c hildhood literac y
36.36%
12
I don't like any of the statements
12.12%
4
Total
33
19 / 38
Excellence in Children's Early Language and Literacy (ExCELL)
Q20 How would you rate the level of demand for pre-K literacy resources in your library? Answ ered: 32 Skipped: 13
(no label)
0
(no label)
Very Low 3.13% 1
1
Somew hat Low 3.13% 1
2
Neither Low nor High 31.25% 10
20 / 38
3
Somew hat High 46.88% 15
4
Very High 15.63% 5
Total 32
Av erage Rating 3.69
Excellence in Children's Early Language and Literacy (ExCELL)
Q21 Please select the response that best matches your perception of the following statement: My library has the resources it needs to service early literacy needs in my community. Answ ered: 32 Skipped: 13
(no label)
0
(no label)
Strongly Disagree 0% 0
1
Disagree 15.63% 5
2
Neither Agree or Disagree 34.38% 11
21 / 38
3
Agree 50% 16
4
Strongly Agree 0% 0
Total 32
Av erage Rating 3.34
Excellence in Children's Early Language and Literacy (ExCELL)
Q22 How many early literacy programs are partners with your library? Answ ered: 32 Skipped: 13
None
1
2
3
4 or more
I don't know
0%
20%
40%
60%
80%
100%
Answ er Choices
Responses
None
25%
8
1
15.63%
5
2
18.75%
6
3
9.38%
3
4 or more
15.63%
5
I don't know
15.63%
5
Total
32
22 / 38
Excellence in Children's Early Language and Literacy (ExCELL)
Q23 How often does your library interact with pre-k and kindergarten teachers in the community? Answ ered: 32 Skipped: 13
(no label)
0
(no label)
Not at all 3.13% 1
1
To little extent 15.63% 5
To some extent
2
3
To a moderate extent
43.75% 14
31.25% 10
23 / 38
4
To a large extent 6.25% 2
Total 32
Av erage Rating 3.22
Excellence in Children's Early Language and Literacy (ExCELL)
Q24 How important to you is interaction between your library and prek/kindergarten teachers in your community? Answ ered: 32 Skipped: 13
(no label)
0
(no label)
Very Unimportant 3.13% 1
1
Somew hat Unimportant
2
3
Neither Unimportant or Important 6.25% 2
9.38% 3
24 / 38
4
Somew hat Important 40.63% 13
5
Very Important 40.63% 13
Total 32
Av erage Rating 4.09
Excellence in Children's Early Language and Literacy (ExCELL)
Q25 In what county/independent city is your library located? If you previously worked for a library, please select the county where it is located. Answ ered: 32 Skipped: 13
Accomack
Albemarle
Alexandria (city)
Alleghany
Amelia
Amherst
Appomattox
Arlington
Augusta
Bath
Bedford
Bedford (city)
Bland
Botetourt
Bristol (city)
Brunsw ick
Buchanan
Buckingham
25 / 38
Excellence in Children's Early Language and Literacy (ExCELL) Buena Vista (city)
Campbell
Caroline
Carroll
Charles City
Charlotte
Charlottesv il le (city) Chesapeake (city)
Chesterfield
Clarke Colonial Heights (city) Cov ington (city)
Craig
Culpeper
Cumberland
Danv ille (city)
Dickenson
Dinw iddie
Emporia (city)
Essex
Fairfax
26 / 38
Excellence in Children's Early Language and Literacy (ExCELL) Fairfax (city) Falls Church (city)
Fauquier
Floyd
Fluv anna
Franklin
Franklin (city)
Frederick
Fredericksbur g (city)
Galax (city)
Giles
Gloucester
Goochland
Grayson
Greene
Greensv ille
Halifax
Hampton (city)
Hanov er
Harrisonburg (city)
Henrico
Henry
27 / 38
Excellence in Children's Early Language and Literacy (ExCELL) Highland
Hopew ell (city)
Isle of Wight
James City
King and Queen
King George
King William
Lancaster
Lee
Lexington (city)
Loudoun
Louisa
Lunenburg
Lynchburg (city)
Madison
Manassas (city) Manassas Park (city) Martinsv ille (city)
Mathew s
Mecklenburg
Middlesex
28 / 38
Excellence in Children's Early Language and Literacy (ExCELL) Montgomery
Nelson
New Kent New port New s (city) Norfolk (city)
Northampton
Northumberlan d
Norton (city)
Nottow ay
Orange
Page
Patrick
Petersburg (city)
Pittsylv ania
Poquoson (city) Portsmouth (city)
Pow hatan
Prince Edw ard Prince George Prince William
Pulaski
29 / 38
Excellence in Children's Early Language and Literacy (ExCELL) Radford (city)
Rappahannock
Richmond
Richmond (city)
Roanoke
Roanoke (city)
Rockbridge
Rockingham
Russell
Salem (city)
Scott
Shenandoah
Smyth
Southampton
Spotsylv ania
Stafford
Staunton (city) Suffolk (city)
Surry
Sussex
Tazew ell
Virginia
30 / 38
Excellence in Children's Early Language and Literacy (ExCELL) Beach (city)
Warren
Washington
Waynesboro (city)
Westmoreland
Williamsburg (city) Winchester (city)
Wise
Wythe
York I don't see my location in this list 0%
20%
40%
60%
80%
100%
Answ er Choices
Responses
Ac c omac k
0%
0
Albemarle
0%
0
Alexandria (c ity)
0%
0
Alleghany
0%
0
Amelia
0%
0
Amherst
0%
0
Appomattox
0%
0
Arlington
0%
0
Augusta
0%
0
Bath
0%
0
Bedford
0%
0
Bedford (c ity)
0%
0
Bland
0%
0
Botetourt
0%
0
31 / 38
Excellence in Children's Early Language and Literacy (ExCELL) 0%
0
Brunswic k
3.13%
1
Buc hanan
3.13%
1
Buc kingham
0%
0
Buena Vista (c ity)
0%
0
Campbell
0%
0
Caroline
0%
0
Carroll
0%
0
Charles City
0%
0
Charlotte
0%
0
Charlottesville (c ity)
0%
0
Chesapeake (c ity)
0%
0
Chesterfield
3.13%
1
Clarke
0%
0
Colonial Heights (c ity)
0%
0
Covington (c ity)
0%
0
Craig
0%
0
Culpeper
3.13%
1
Cumberland
0%
0
Danville (c ity)
3.13%
1
Dic kenson
0%
0
Dinwiddie
0%
0
Emporia (c ity)
0%
0
Essex
0%
0
Fairfax
0%
0
Fairfax (c ity)
0%
0
Falls Churc h (c ity)
3.13%
1
Fauquier
0%
0
Floyd
0%
0
Fluvanna
0%
0
Franklin
0%
0
Franklin (c ity)
3.13%
1
Frederic k
3.13%
1
Frederic ksburg (c ity)
0%
0
Galax (c ity)
3.13%
1
Bristol (c ity)
32 / 38
Excellence in Children's Early Language and Literacy (ExCELL) 0%
0
Glouc ester
3.13%
1
Gooc hland
0%
0
Grayson
0%
0
Greene
0%
0
Greensville
0%
0
Halifax
0%
0
Hampton (c ity)
0%
0
Hanover
3.13%
1
Harrisonburg (c ity)
0%
0
Henric o
0%
0
Henry
0%
0
Highland
0%
0
Hopewell (c ity)
0%
0
Isle of Wight
0%
0
James City
0%
0
King and Queen
0%
0
King George
0%
0
King William
0%
0
Lanc aster
0%
0
Lee
0%
0
Lexington (c ity)
0%
0
Loudoun
0%
0
Louisa
0%
0
Lunenburg
0%
0
Lync hburg (c ity)
0%
0
Madison
0%
0
Manassas (c ity)
0%
0
Manassas Park (c ity)
0%
0
Martinsville (c ity)
3.13%
1
Mathews
0%
0
Mec klenburg
0%
0
Middlesex
0%
0
Montgomery
0%
0
Nelson
0%
0
Giles
33 / 38
Excellence in Children's Early Language and Literacy (ExCELL) New Kent
0%
0
Newport News (c ity)
0%
0
Norfolk (c ity)
0%
0
Northampton
0%
0
Northumberland
3.13%
1
Norton (c ity)
0%
0
Nottoway
0%
0
Orange
0%
0
Page
0%
0
Patric k
0%
0
Petersburg (c ity)
0%
0
Pittsylvania
0%
0
Poquoson (c ity)
0%
0
Portsmouth (c ity)
3.13%
1
Powhatan
0%
0
Princ e Edward
0%
0
Princ e George
0%
0
Princ e William
0%
0
Pulaski
3.13%
1
Radford (c ity)
0%
0
Rappahannoc k
0%
0
Ric hmond
0%
0
Ric hmond (c ity)
0%
0
Roanoke
0%
0
Roanoke (c ity)
0%
0
Roc kbridge
0%
0
Roc kingham
0%
0
Russell
3.13%
1
Salem (c ity)
3.13%
1
Sc ott
0%
0
Shenandoah
0%
0
Smyth
3.13%
1
Southampton
0%
0
Spotsylvania
0%
0
Stafford
0%
0
34 / 38
Excellence in Children's Early Language and Literacy (ExCELL) Staunton (c ity)
3.13%
1
Suffolk (c ity)
3.13%
1
Surry
0%
0
Sussex
0%
0
Tazewell
0%
0
Virginia Beac h (c ity)
3.13%
1
Warren
0%
0
Washington
0%
0
Waynesboro (c ity)
0%
0
Westmoreland
0%
0
Williamsburg (c ity)
3.13%
1
Winc hester (c ity)
0%
0
Wise
0%
0
Wythe
0%
0
York
0%
0
I don't see my loc ation in this list
31.25%
Total
10 32
35 / 38
Excellence in Children's Early Language and Literacy (ExCELL)
Q26 What is your gender? Answ ered: 30 Skipped: 15
Female
Male
0%
20%
40%
60%
80%
100%
Answ er Choices
Responses
Female
90%
27
Male
10%
3
Total
30
36 / 38
Excellence in Children's Early Language and Literacy (ExCELL)
Q27 What is your age? Answ ered: 30 Skipped: 15
18 to 24
25 to 34
35 to 44
45 to 54
55 to 64
65 to 74
75 or older
0%
20%
40%
60%
80%
100%
Answ er Choices
Responses
18 to 24
0%
0
25 to 34
13.33%
4
35 to 44
10%
3
45 to 54
33.33%
10
55 to 64
33.33%
10
65 to 74
10%
3
75 or older
0%
0
Total
30
37 / 38
Excellence in Children's Early Language and Literacy (ExCELL)
Q28 If there is anything you would would like to add, please share it here. Answ ered: 6 Skipped: 39
#
Responses
Date
1
It would have helped to know the bac kground of Exc ell
11/12/2013 9:20 AM
2
I'm not sure how well we fit your survey.
11/11/2013 2:16 PM
3
We are an ac ademic library and do not serve c hildren in the c ommunity direc tly. We do serve teac hers in training who use our extensive c hildren's lit c ollec tion.
11/11/2013 10:11 AM
4
We have a strong relationship with area pre sc hool programs, a warm relationship with pk and kindergarten programs; but we are always looking for improvement.
11/11/2013 10:09 AM
5
I work at Pender County Public Library in North Carolina. I would like to have more information about what you are doing in Virginia.
11/7/2013 5:53 PM
6
Although I work at a library, I am not a librarian and am in no way c onnec ted with library servic es. I am in administrative support. Please take my email off your list. Thank you.
11/7/2013 4:09 PM
38 / 38
Teacher Message Test
Excellence in Children's Early Language and Literacy (ExCELL)
Q1 Which one of the following best describes you: Answ ered: 90 Skipped: 0
Pre-K Teacher
Kindergarten Teacher School or Daycare Administrator I am not inv olv ed in early... Other (please specify) 0%
20%
40%
60%
80%
100%
Answ er Choices
Responses
Pre-K Teac her
27.78%
25
Kindergarten Teac her
53.33%
48
Sc hool or Dayc are Administrator
3.33%
3
I am not involved in early c hildhood educ ation
0%
0
Other (please spec ify)
15.56%
Total
14 90
#
Other (please specify)
Date
1
Instruc tional Assistant
11/17/2013 5:28 PM
2
Early Childhood Spec ial Educ ation supervisor
11/13/2013 4:48 PM
3
Instruc tional Assistant
11/12/2013 9:14 AM
4
ECSE teac her
11/12/2013 8:28 AM
5
3rd Grade Teac her
11/11/2013 11:18 PM
6
1st grade teac her
11/11/2013 7:44 PM
7
paraprofessional
11/11/2013 7:34 PM
8
kindergarten/first grade teac her
11/11/2013 7:32 PM
9
Presc hool Spec ial Educ ation
11/11/2013 1:57 PM
10
Head Start Direc tor
11/8/2013 1:42 PM
11
prek teac hing assistant
11/7/2013 6:56 PM
12
teac her assistant
11/7/2013 5:20 PM
13
kindergarten teac hers aid
11/7/2013 2:24 PM
1 / 25
Excellence in Children's Early Language and Literacy (ExCELL) 14
Kindergarten teac her assistant
11/7/2013 2:13 PM
2 / 25
Excellence in Children's Early Language and Literacy (ExCELL)
Q2 This statement is memorable. Answ ered: 74 Skipped: 16
Strongly Disagree
Disagree
Neither Disagree nor Agree
Agree
Strongly Agree
0%
20%
40%
60%
80%
100%
Answ er Choices
Responses
Strongly Disagree
2.70%
2
Disagree
12.16%
9
Neither Disagree nor Agree
47.30%
35
Agree
28.38%
21
Strongly Agree
9.46%
7
Total
74
3 / 25
Excellence in Children's Early Language and Literacy (ExCELL)
Q3 This statement makes me want to learn more about ExCELL. Answ ered: 74 Skipped: 16
Strongly Disagree
Disagree
Neither Disagree nor Agree
Agree
Strongly Agree
0%
20%
40%
60%
80%
100%
Answ er Choices
Responses
Strongly Disagree
4.05%
3
Disagree
4.05%
3
Neither Disagree nor Agree
21.62%
16
Agree
62.16%
46
Strongly Agree
8.11%
6
Total
74
4 / 25
Excellence in Children's Early Language and Literacy (ExCELL)
Q4 This statement is believable. Answ ered: 74 Skipped: 16
Strongly Disagree
Disagree
Neither Disagree nor Agree
Agree
Strongly Agree
0%
20%
40%
60%
80%
100%
Answ er Choices
Responses
Strongly Disagree
1.35%
1
Disagree
2.70%
2
Neither Disagree nor Agree
43.24%
32
Agree
40.54%
30
Strongly Agree
12.16%
9
Total
74
5 / 25
Excellence in Children's Early Language and Literacy (ExCELL)
Q5 This statement makes me want to participate in the ExCELL program. Answ ered: 74 Skipped: 16
Strongly Disagree
Disagree
Neither Disagree nor Agree
Agree
Strongly Agree
0%
20%
40%
60%
80%
100%
Answ er Choices
Responses
Strongly Disagree
1.35%
1
Disagree
12.16%
9
Neither Disagree nor Agree
43.24%
32
Agree
36.49%
27
Strongly Agree
6.76%
5
Total
74
6 / 25
Excellence in Children's Early Language and Literacy (ExCELL)
Q6 This statement is memorable. Answ ered: 72 Skipped: 18
Strongly Disagree
Disagree
Neither Disagree nor Agree
Agree
Strongly Agree
0%
20%
40%
60%
80%
100%
Answ er Choices
Responses
Strongly Disagree
2.78%
2
Disagree
4.17%
3
Neither Disagree nor Agree
36.11%
26
Agree
44.44%
32
Strongly Agree
12.50%
9
Total
72
7 / 25
Excellence in Children's Early Language and Literacy (ExCELL)
Q7 This statement makes me want to learn more about ExCELL. Answ ered: 72 Skipped: 18
Strongly Disagree
Disagree
Neither Disagree nor Agree
Agree
Strongly Agree
0%
20%
40%
60%
80%
100%
Answ er Choices
Responses
Strongly Disagree
1.39%
1
Disagree
8.33%
6
Neither Disagree nor Agree
23.61%
17
Agree
55.56%
40
Strongly Agree
11.11%
8
Total
72
8 / 25
Excellence in Children's Early Language and Literacy (ExCELL)
Q8 This statement is believable. Answ ered: 72 Skipped: 18
Strongly Disagree
Disagree
Neither Disagree nor Agree
Agree
Strongly Agree
0%
20%
40%
60%
80%
100%
Answ er Choices
Responses
Strongly Disagree
1.39%
1
Disagree
5.56%
4
Neither Disagree nor Agree
38.89%
28
Agree
45.83%
33
Strongly Agree
8.33%
6
Total
72
9 / 25
Excellence in Children's Early Language and Literacy (ExCELL)
Q9 This statement makes me want to participate in the ExCELL program. Answ ered: 72 Skipped: 18
Strongly Disagree
Disagree
Neither Disagree nor Agree
Agree
Strongly Agree
0%
20%
40%
60%
80%
100%
Answ er Choices
Responses
Strongly Disagree
1.39%
1
Disagree
9.72%
7
Neither Disagree nor Agree
41.67%
30
Agree
36.11%
26
Strongly Agree
11.11%
8
Total
72
10 / 25
Excellence in Children's Early Language and Literacy (ExCELL)
Q10 This statement is memorable. Answ ered: 71 Skipped: 19
Strongly Disagree
Disagree
Neither Disagree nor Agree
Agree
Strongly Agree
0%
20%
40%
60%
80%
100%
Answ er Choices
Responses
Strongly Disagree
2.82%
2
Disagree
4.23%
3
Neither Disagree nor Agree
39.44%
28
Agree
43.66%
31
Strongly Agree
9.86%
7
Total
71
11 / 25
Excellence in Children's Early Language and Literacy (ExCELL)
Q11 This statement makes me want to learn more about ExCELL. Answ ered: 71 Skipped: 19
Strongly Disagree
Disagree
Neither Disagree nor Agree
Agree
Strongly Agree
0%
20%
40%
60%
80%
100%
Answ er Choices
Responses
Strongly Disagree
1.41%
1
Disagree
4.23%
3
Neither Disagree nor Agree
30.99%
22
Agree
54.93%
39
Strongly Agree
8.45%
6
Total
71
12 / 25
Excellence in Children's Early Language and Literacy (ExCELL)
Q12 This statement is believable. Answ ered: 71 Skipped: 19
Strongly Disagree
Disagree
Neither Disagree nor Agree
Agree
Strongly Agree
0%
20%
40%
60%
80%
100%
Answ er Choices
Responses
Strongly Disagree
1.41%
1
Disagree
2.82%
2
Neither Disagree nor Agree
33.80%
24
Agree
53.52%
38
Strongly Agree
8.45%
6
Total
71
13 / 25
Excellence in Children's Early Language and Literacy (ExCELL)
Q13 This statement makes me want to participate in the ExCELL program. Answ ered: 71 Skipped: 19
Strongly Disagree
Disagree
Neither Disagree nor Agree
Agree
Strongly Agree
0%
20%
40%
60%
80%
100%
Answ er Choices
Responses
Strongly Disagree
1.41%
1
Disagree
8.45%
6
Neither Disagree nor Agree
38.03%
27
Agree
42.25%
30
Strongly Agree
9.86%
7
Total
71
14 / 25
Excellence in Children's Early Language and Literacy (ExCELL)
Q14 This statement is memorable. Answ ered: 70 Skipped: 20
Strongly Disagree
Disagree
Neither Disagree nor Agree
Agree
Strongly Agree
0%
20%
40%
60%
80%
100%
Answ er Choices
Responses
Strongly Disagree
2.86%
2
Disagree
5.71%
4
Neither Disagree nor Agree
35.71%
25
Agree
34.29%
24
Strongly Agree
21.43%
15
Total
70
15 / 25
Excellence in Children's Early Language and Literacy (ExCELL)
Q15 This statement makes me want to learn more about ExCELL. Answ ered: 70 Skipped: 20
Strongly Disagree
Disagree
Neither Disagree nor Agree
Agree
Strongly Agree
0%
20%
40%
60%
80%
100%
Answ er Choices
Responses
Strongly Disagree
1.43%
1
Disagree
5.71%
4
Neither Disagree nor Agree
24.29%
17
Agree
44.29%
31
Strongly Agree
24.29%
17
Total
70
16 / 25
Excellence in Children's Early Language and Literacy (ExCELL)
Q16 This statement is believable. Answ ered: 70 Skipped: 20
Strongly Disagree
Disagree
Neither Disagree nor Agree
Agree
Strongly Agree
0%
20%
40%
60%
80%
100%
Answ er Choices
Responses
Strongly Disagree
2.86%
2
Disagree
2.86%
2
Neither Disagree nor Agree
31.43%
22
Agree
44.29%
31
Strongly Agree
18.57%
13
Total
70
17 / 25
Excellence in Children's Early Language and Literacy (ExCELL)
Q17 This statement makes me want to participate in the ExCELL program. Answ ered: 70 Skipped: 20
Strongly Disagree
Disagree
Neither Disagree nor Agree
Agree
Strongly Agree
0%
20%
40%
60%
80%
100%
Answ er Choices
Responses
Strongly Disagree
2.86%
2
Disagree
7.14%
5
Neither Disagree nor Agree
28.57%
20
Agree
42.86%
30
Strongly Agree
18.57%
13
Total
70
18 / 25
Excellence in Children's Early Language and Literacy (ExCELL)
Q18 Please select the statement you prefer the most. Answ ered: 70 Skipped: 20
Alphabet know ledge, emergent... The ExCELL program makes students m... ExCELL brings families,... ExCELL prov ides pre-K and... I don't like any of the statements 0%
20%
40%
60%
80%
100%
Answ er Choices
Responses
Alphabet knowledge, emergent writing and phonologic al awareness improve in pre-K and kindergarten c lassrooms using ExCELL
22.86%
The ExCELL program makes students more c onfident readers both inside and outside the c lassroom
7.14%
ExCELL brings families, teac hers and librarians together to ensure c hildren are ready to read in kindergarten
20%
14
ExCELL provides pre-K and kindergarten teac hers with the researc h-based resourc es they need to promote early c hildhood literac y
34.29%
24
I don't like any of the statements
15.71%
11
Total
16 5
70
19 / 25
Excellence in Children's Early Language and Literacy (ExCELL)
Q19 Please select the response that best matches your perception of the following statement: Generally, my students already know the alphabet when they enter my class. Answ ered: 69 Skipped: 21
Strongly Disagree
Disagree
Neither Disagree nor Agree
Agree
Strongly Agree N/A (this doesn't relate to me) 0%
20%
40%
60%
80%
100%
Answ er Choices
Responses
Strongly Disagree
27.54%
19
Disagree
55.07%
38
Neither Disagree nor Agree
4.35%
3
Agree
11.59%
8
Strongly Agree
0%
0
N/A (this doesn't relate to me)
1.45%
1
Total
69
20 / 25
Excellence in Children's Early Language and Literacy (ExCELL)
Q20 Please select the response that best matches your perception of the following statement: The parents of my students are actively involved in their child's education. Answ ered: 69 Skipped: 21
Strongly Disagree
Disagree
Neither Disagree nor Agree
Agree
Strongly Agree N/A (this doesn't relate to me) 0%
20%
40%
60%
80%
100%
Answ er Choices
Responses
Strongly Disagree
2.90%
Disagree
36.23%
25
Neither Disagree nor Agree
21.74%
15
Agree
33.33%
23
Strongly Agree
4.35%
3
N/A (this doesn't relate to me)
1.45%
1
Total
2
69
21 / 25
Excellence in Children's Early Language and Literacy (ExCELL)
Q21 Please select the response that best matches your perception of the following statement: I am in regular contact with the libraries in my community related to early childhood literacy resources. Answ ered: 69 Skipped: 21
Strongly Disagree
Disagree
Neither Disagree nor Agree
Agree
Strongly Agree N/A (this doesn't relate to me) 0%
20%
40%
60%
80%
100%
Answ er Choices
Responses
Strongly Disagree
5.80%
Disagree
28.99%
20
Neither Disagree nor Agree
20.29%
14
Agree
28.99%
20
Strongly Agree
5.80%
4
N/A (this doesn't relate to me)
10.14%
7
Total
4
69
22 / 25
Excellence in Children's Early Language and Literacy (ExCELL)
Q22 How long have you worked in education? Answ ered: 69 Skipped: 21
Less than 5 years
5 - less than 10 years
10 - less than 20 years
20+ years
0%
20%
40%
60%
80%
100%
Answ er Choices
Responses
Less than 5 years
17.39%
12
5 - less than 10 years
17.39%
12
10 - less than 20 years
36.23%
25
20+ years
28.99%
20
Total
69
23 / 25
Excellence in Children's Early Language and Literacy (ExCELL)
Q23 If there is anything you would would like to add, please share it here. Answ ered: 18 Skipped: 72
#
Responses
Date
1
I teac h a presc hool spec ial educ ation c lass and reading is not a priority sinc e the majority of my students are not yet talking.
11/15/2013 1:03 PM
2
The c omponants of the Exc ell program are extremely benefic ial to students,educ ators and parents. The researc h based materials and ac tivities that are shared make it simple to promote early literac y skills.
11/13/2013 9:00 AM
3
many of our students know an average of 0-5 letters/sounds when they begin Kindergarten. Pre-K offered to all families in PWC is ideal!!!
11/12/2013 12:10 PM
4
I would like to learn about this program
11/12/2013 12:06 PM
5
I'd rather see the researc h on EXCELL than take a marketing survey.
11/12/2013 8:11 AM
6
My experienc e is working in a Title One sc hool where 40% are English Language Learners.
11/11/2013 8:55 PM
7
There is too muc h c hange in the programs that teac hers are asked to implement. Teac hers never get to master anything they teac h anymore bec ause it is c hanged every year or two. The people making dec isions about what programs to use are justifying their jobs by c onstantly switc hing programs. All the c onstant researc h and c hange gives value to what they do in the higher levels of administration. Years ago teac her got to use a program and they tweaked the program to suit their teac hing style and the needs of the students from year to year. Additionally, years ago the suc c ess rate was higher and with muc h more rigor than today. The researc h is there to prove it. The real problem is that the students are c oming to sc hool with problems that are personal due to issues in their own homes. Sc hools are looking to fix their teac hers and inc rease the money spent on educ ating c hildren, yet the problem is with the families sending their c hildren into the sc hools unprepared to be suc c essful, and without the support to be their best. Teac hers are exhausted and and burning the c andle at both ends bec ause the administration is c onstantly trying to improve them. All anyone is REALLY worried about in now in educ ation is test sc ores. In kindergarten we spend 40% days doing assessments. THAT is not going to move learning forward for c hildren. I am generally a positive and energetic person, but it is getting harder and harder to stay up and energized! The weeks are 50 hours inside the building and 10-15 more at home eac h week. The balanc e of work and personal life is off and not healthy. So it is diffic ult to express any interest in anything new to add to our plate now. If you do get to implement a new program, please see that something is taken off the load before piling on something new.
11/11/2013 8:42 PM
8
It seems as though there is always a new program with the "best researc h based resourc es available" and sc hools buy in and then in a year buy into the next "best" program. I would like to find a program that enc ompasses all areas of literac y development and that will stand on its own for at least a few years.
11/11/2013 8:21 PM
9
no
11/11/2013 7:37 PM
10
Your statements about the program sound more like they are geared for parents, administrators, and the general public than to the teac hers.
11/11/2013 4:55 PM
11
The program sounds wonderful but not sure it c an be implemented in with my c lass sc hedule.
11/8/2013 4:34 PM
12
Some parents are involved but not all. Building a good relationship with them seems to make them more open to suggestions and willing to work with you to help their c hild.
11/7/2013 7:28 PM
13
I would love to have the EXCELL program at my sc hool. I hope it will be expanded.
11/7/2013 5:43 PM
14
Your statements sound like all literac y based programs. What is unique is the statement with "librarians." I c an't think of any literac y program, software, or staff developemnt that inc ludes loc al libraries/ librarians.
11/7/2013 4:25 PM
15
I teac h spec ial needs presc hoolers. I would love more information/resourc es on pre reading materials.
11/7/2013 3:19 PM
16
The EXCELL model provides evidenc e-based best prac tic es that c onnec t professional development with c lassroom and family literac y prac tic es.
11/7/2013 2:36 PM
17
ExCELL is an amazing program whic h has raised the level of my teac hing, and truly helped me reac h my c hildren.
11/7/2013 2:29 PM
24 / 25
Excellence in Children's Early Language and Literacy (ExCELL) 18
No idea what this is.
11/7/2013 2:14 PM
25 / 25
Donor Message Test
Excellence in Children's Early Language and Literacy (ExCELL)
Q1 Are you involved in the decisionmaking related to charitable giving and/or grants from your organization? Answ ered: 10 Skipped: 0
No
Sometimes
Yes
Answ er Choices
Responses
No
10%
1
Sometimes
20%
2
Yes
70%
7
Other (please spec ify)
0%
0
Total
10
#
Other (please specify)
Date
There are no responses.
1 / 17
Excellence in Children's Early Language and Literacy (ExCELL)
Q2 This message is memorable. Answ ered: 8 Skipped: 2
Strongly Agree
Strongly Disagree
Agree
Disagree
Neither Disagree or Agree
Answ er Choices
Responses
Strongly Disagree
12.50%
1
Disagree
37.50%
3
Neither Disagree or Agree
12.50%
1
Agree
25%
2
Strongly Agree
12.50%
1
Total
8
2 / 17
Excellence in Children's Early Language and Literacy (ExCELL)
Q3 This message makes me want to learn more about ExCELL. Answ ered: 8 Skipped: 2
Strongly Agree
Agree
Disagree
Answ er Choices
Responses
Strongly Disagree
0%
0
Disagree
75%
6
Neither Disagree or Agree
0%
0
Agree
12.50%
1
Strongly Agree
12.50%
1
Total
8
3 / 17
Excellence in Children's Early Language and Literacy (ExCELL)
Q4 This statement helps me to understand the purpose of ExCELL. Answ ered: 8 Skipped: 2
Agree
Disagree
Neither Disagree or Agree
Answ er Choices
Responses
Strongly Disagree
0%
0
Disagree
50%
4
Neither Disagree or Agree
37.50%
3
Agree
12.50%
1
Strongly Agree
0%
0
Total
8
4 / 17
Excellence in Children's Early Language and Literacy (ExCELL)
Q5 This message makes me want to donate to ExCELL. Answ ered: 8 Skipped: 2
Neither Disagree or Agree
Strongly Disagree
Disagree
Answ er Choices
Responses
Strongly Disagree
12.50%
1
Disagree
75%
6
Neither Disagree or Agree
12.50%
1
Agree
0%
0
Strongly Agree
0%
0
Total
8
5 / 17
Excellence in Children's Early Language and Literacy (ExCELL)
Q6 This message is memorable. Answ ered: 8 Skipped: 2
Strongly Disagree
Disagree
Agree
Neither Disagree or Agree
Answ er Choices
Responses
Strongly Disagree
12.50%
1
Disagree
12.50%
1
Neither Disagree or Agree
25%
2
Agree
50%
4
Strongly Agree
0%
0
Total
8
6 / 17
Excellence in Children's Early Language and Literacy (ExCELL)
Q7 This message makes me want to learn more about ExCELL. Answ ered: 8 Skipped: 2
Disagree
Agree
Answ er Choices
Responses
Strongly Disagree
0%
0
Disagree
37.50%
3
Neither Disagree or Agree
0%
0
Agree
62.50%
5
Strongly Agree
0%
0
Total
8
7 / 17
Excellence in Children's Early Language and Literacy (ExCELL)
Q8 This statement helps me to understand the purpose of ExCELL. Answ ered: 8 Skipped: 2
Agree
Disagree
Neither Disagree or Agree
Answ er Choices
Responses
Strongly Disagree
0%
0
Disagree
37.50%
3
Neither Disagree or Agree
50%
4
Agree
12.50%
1
Strongly Agree
0%
0
Total
8
8 / 17
Excellence in Children's Early Language and Literacy (ExCELL)
Q9 This message makes me want to donate to ExCELL. Answ ered: 8 Skipped: 2
Strongly Disagree
Neither Disagree or Agree
Disagree
Answ er Choices
Responses
Strongly Disagree
12.50%
1
Disagree
37.50%
3
Neither Disagree or Agree
50%
4
Agree
0%
0
Strongly Agree
0%
0
Total
8
9 / 17
Excellence in Children's Early Language and Literacy (ExCELL)
Q10 This message is memorable. Answ ered: 8 Skipped: 2
Agree
Neither Disagree or Agree
Strongly Disagree
Disagree
Answ er Choices
Responses
Strongly Disagree
50%
4
Disagree
25%
2
Neither Disagree or Agree
12.50%
1
Agree
12.50%
1
Strongly Agree
0%
0
Total
8
10 / 17
Excellence in Children's Early Language and Literacy (ExCELL)
Q11 This message makes me want to learn more about ExCELL. Answ ered: 8 Skipped: 2
Agree
Strongly Disagree
Neither Disagree or Agree
Disagree
Answ er Choices
Responses
Strongly Disagree
12.50%
1
Disagree
37.50%
3
Neither Disagree or Agree
37.50%
3
Agree
12.50%
1
Strongly Agree
0%
0
Total
8
11 / 17
Excellence in Children's Early Language and Literacy (ExCELL)
Q12 This statement helps me to understand the purpose of ExCELL. Answ ered: 8 Skipped: 2
Strongly Disagree Agree
Disagree
Neither Disagree or Agree
Answ er Choices
Responses
Strongly Disagree
12.50%
1
Disagree
25%
2
Neither Disagree or Agree
37.50%
3
Agree
25%
2
Strongly Agree
0%
0
Total
8
12 / 17
Excellence in Children's Early Language and Literacy (ExCELL)
Q13 This message makes me want to donate to ExCELL. Answ ered: 8 Skipped: 2
Strongly Disagree Neither Disagree or Agree
Disagree
Answ er Choices
Responses
Strongly Disagree
12.50%
1
Disagree
62.50%
5
Neither Disagree or Agree
25%
2
Agree
0%
0
Strongly Agree
0%
0
Total
8
13 / 17
Excellence in Children's Early Language and Literacy (ExCELL)
Q14 Please select the statement you prefer the most. Answ ered: 8 Skipped: 2
I don't like any of the statements
Economic disadvantage shouldn't be an obstacle to...
Bringing families, teachers and librarians together ensures children... Answ er Choices
Responses
Ec onomic disadvantage shouldn't be an obstac le to literac y for pre-K c hildren
25%
2
Bringing families, teac hers and librarians together ensures c hildren are ready to read in kindergarten
50%
4
Researc h-based instruc tional strategies, c ombined with frequent parent and teac her interac tions, improve early c hildhood literac y
0%
0
I don't like any of the statements
25%
2
Total
8
14 / 17
Excellence in Children's Early Language and Literacy (ExCELL)
Q15 How long have you worked for your organization? Answ ered: 8 Skipped: 2
1 year - Less than 3 years
3 years - Less than 5 years
5 years or more
Answ er Choices
Responses
Less than 3 months
0%
0
3 months - Less than 6 months
0%
0
6 months - Less than 1 year
0%
0
1 year - Less than 3 years
12.50%
1
3 years - Less than 5 years
25%
2
5 years or more
62.50%
5
Total
8
15 / 17
Excellence in Children's Early Language and Literacy (ExCELL)
Q16 On average, how often to you personally donate to non-profit organizations? Answ ered: 8 Skipped: 2
About once a year I prefer not to answer
More than 4 times per year
Answ er Choices
Responses
Never
0%
0
About onc e a year
12.50%
1
2-3 times per year
0%
0
More than 4 times per year
62.50%
5
I prefer not to answer
25%
2
Total
8
16 / 17
Excellence in Children's Early Language and Literacy (ExCELL)
Q17 If there is anything you would would like to add, please share it here. Answ ered: 3 Skipped: 7
#
Responses
Date
1
the mention of literac y before kindergarten is a bit of a turn off for me.
11/11/2013 11:27 AM
2
If there is not a strong family struc ture, these programs and any others will have limited effec tiveness. No amount of money or skilled implementation will impac t a broken family struc ture.
11/11/2013 9:44 AM
3
I am not interested in rec eiving e-mails from ExCell, although I do support early c hildhood development. I prefer to hear any programming through my normal business c hannels.
11/7/2013 3:19 PM
17 / 17
Email Request Messages
Sample: E-‐mail request message that went to potential survey participants To: [Email] From: <member@surveymonkey.com> Subject: Librarian survey for ExCELL, a Virginia non-profit pre-K literacy program Body: Hello, We are conducting a short survey to test potential messages Excellence in Children's Early Language and Literacy (ExCELL) might use when contacting librarians. The survey takes approximately 10 minutes to complete and your response would be appreciated. Here is a link to the survey: https://www.surveymonkey.com/s.aspx This link is uniquely tied to this survey and your email address. Please do not forward this message. Thanks for your participation! Please note: If you do not wish to receive further emails from us, please click the link below, and you will be automatically removed from our mailing list. https://www.surveymonkey.com/optout.aspx
Sample: Email requests and follow-up messages used to recruit focus group participants Email #1- Opening email Good Evening, I hope this email finds you well. I am writing to you on the behalf of one of Virginia Commonwealth University’s Public Relations Research classes. My class is executing a service learning project, in which we are examine the current communications of the not-for-profit program ExCELL. My group is specifically interested in ExCELL’s communication with its partners. We would like to conduct a focus group, where we interview a representatives from ExCELL’s partnerships. Our goal is to obtain in-depth insight to how ExCELL interacts with its partners. Dr. Chin has informed me that you are the representative of one of ExCELL’s partners. My group would appreciate it if you would take the time to participate in one of our focus groups. The focus group will take place in the form a Google hangout or in person at Cabell Library. The focus group is not expected to last more than one hour to an hour and a half. Just in case, we advise that you reserve a two hour block of time. If you are available, please reply to this email and fill out the Doodle Poll below. http://doodle.com/5b6hf9495ryuxbdx Thank you for your time, Wanda Hernández
Email #2 – Follow up Hello, In our attempts to recruit a good amount of partners for our focus groups, our professor has extended our research deadline and we have provided more time slots that may be available. If you are available, please let me know and fill out the Doodle Poll. http://doodle.com/5b6hf9495ryuxbdx Thank you, Wanda Hernández Email #3- Contact to participants Good Evening, Thank you again for participating in the focus group for ExCELL's communications research. We are excited to see you tomorrow. I wanted to send a friendly reminder that the focus group will take place in Cabell Library (901 Park Avenue, Richmond VA, 23284) in room 152 at 6:00 p.m. The focus group is expected to end by 8:00 p.m. Your focus group moderators will be: Cameron Chichester, Douglas Wyatt and Blake Mirzayan.
If you are not able to attend in person, we ask that you participate via webcam conference by following these instructions: 1. Make sure you are on a computer with a webcam. 2. Go to www.anymeeting.com, and click on “Free” on the left side of the page. 3. Type in your name, email address, and password. 4. Please provide Blake Mirzayan with the email address you are using to sign up, so we can invite you to the chat. You will receive the invite via email. 5. If there’s any questions, concerns, or we’re having trouble getting connected, please promptly call Blake Mirzayan at (540) 293-3629. **Note: Once you are in, please make sure your webcam and microphone are both activated! – Hit “Camera” at the top of the chat. It might also be wise to use headphones in order to reduce echoes, but this is not absolutely necessary. Thank you, Wanda Hernández
Survey Disclaimers
The following sections are the descriptions and disclaimers that each public (internal staff, parents, potential donors, teachers and librarians) received at the beginning of each survey: ExCELL Internal Communication Survey This survey is for internal staff at ExCELL. All responses are confidential. Identifiers such as ISP and email addresses will be removed before the data is given to ExCELL administrators. The data is being collected by a public relations research class at Virginia Commonwealth University that is assisting the ExCELL program with its communications. This survey should take approximately 10 minutes to complete. ExCELL Parent Survey This survey is intended for parents that have been involved with the ExCELL program. All responses are confidential. Identifiers such as ISP and email addresses will be removed before the data is given to ExCELL administrators. The data is being collected by a public relations research class at Virginia Commonwealth University that is assisting the ExCELL program with its communications. This survey should take approximately 10 minutes to complete.
ExCELL Donor Survey This survey should take approximately 10 minutes to complete. It is intended for business leaders in Virginia. All responses are confidential. Identifiers such as ISP and email addresses will be removed before the data is given to ExCELL administrators. The data is being collected by a public relations research class at Virginia Commonwealth University that is assisting the ExCELL program with its communications. ExCELL is a pre-kindergarten/kindergarten literacy program with the goal of ensuring that children receive the learning opportunities (at home, at preschool, and in the community) necessary to develop critical early language and literacy skills. This survey includes three sample statements ExCELL could possibly use to recruit potential donors. Each statement is followed by the same set of questions in order to determine what message is the most preferred. There also are some additional questions that request general information about the survey participants.
ExCELL Teacher Survey This survey should take approximately 5-10 minutes to complete. The ExCELL program brings together families, early childhood educators, community resources, and early literacy specialists with the goal of ensuring that children receive the learning opportunities (at home, at preschool, and in the community) necessary to develop critical early language and literacy skills known to predict later reading success. ExCELL is different from other programs because it sends trained literacy coaches into classrooms to work with Pre-K and Kindergarten teachers, providing them with the tools and resources they
need to improve literacy rates and all around learning. This survey is being sent to pre-K and kindergarten teachers. It is intended to test a series of statements to determine which is most preferred among educators. All responses are confidential. Identifiers such as ISP and email addresses will be removed before the data is given to ExCELL administrators. The data is being collected by a public relations research class at Virginia Commonwealth University that is assisting the ExCELL program with its communications.
ExCELL Librarian Survey This survey should take approximately 10 minutes to complete. The ExCELL program brings families, early childhood educators, community resources, and early literacy specialists together with the goal of ensuring that children receive the learning opportunities (at home, at preschool, and in the community) necessary to develop critical early language and literacy skills known to predict later reading success. ExCELL is different from other programs because it sends trained literacy coaches into classrooms to work with Pre-K and Kindergarten teachers, providing them with the tools and resources they need to improve their studentsâ&#x20AC;&#x2122; literacy rates and all around learning. ExCELL also connects teachers and parents to their local libraries. This survey is intended for librarians and/or those who work or have worked within public and private library systems. It is designed to test a series of statements to determine which is most preferred among librarians. All responses are confidential. Identifiers such as ISP and email addresses will be removed before the data is given to ExCELL administrators. The data is being collected by a public relations research class at Virginia Commonwealth University that is assisting the ExCELL program with its communications.