Building an Inspiring Brand

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Building an Inspiring Brand
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MCS Board of Commissioners Core Beliefs, Vision,
Mission Strategic Goals I. The Core Beliefs
1. We believe the overall achievement level of
our students must be improved, and the
achievements gaps must be eliminated. 
2. We believe safe and effective learning
environments have a positive impact on the lives
of students and staff.
3. We believe public education will only survive
with public support and that our goal for Memphis
City Schools to become a high-achieving
organization will require community commitment
and investment of financial resources, expertise
and volunteerism.
4. We believe parents and others caregivers are
vital to educational success.
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MCS Board of Commissioners Core Beliefs, Vision,
Mission Strategic Goals I. The Core Beliefs
 5. We believe the Memphis City Schools Board of
Commissioners, students, educators, staff and
families/caregivers must work as a team to
improve student achievement.
6. We believe that social and emotional
development, good nutrition and
increased physical activity are essential for
student success.
7. We believe that 21st century success involves
the proficient use of a wide array of technology
to access information and solve problems.
8. We believe diversity must be embraced and
respected.
9. We believe that a quality education includes
the arts, international languages and cultures,
career and technical programs and community
services.
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MCS Board of Commissioners
  II. The Vision

• Memphis City Schools will be an internationally
  competitive urban school system that produces
  well-rounded, high achieving students.

III. The Mission

• Academic Achievement Number 1

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MCS Board of Commissioners
IV. The Goals   Goal 1 Student
Achievement Accelerate the academic performance
of all students.   Goal 2 Accountability
Establish a holistic accountability system that
evaluates the academic, operations and fiscal
performance of the school district.   Goal 3
Parent and Community Involvement Build and
strengthen family and community partnerships to
support the academic and character development of
all students.  
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MCS Board of Commissioners
IV. The Goals Goal 4 Healthy Youth
Development Create a school community that
promotes student leadership and healthy youth
development.   Goal 5 Safety Maintain a
positive, safe and respectful environment for all
students and staff.   Goal 6 Diversity Create a
school community that is sensitive and responsive
to the needs of an increasingly diverse
population.
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• Every child must daily experience a school
  family that believes in the potential of that
  child, to advance the childs belief in
  himself/herself, to stimulate learning on a high
  level and to instill hope for the future.

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Memphis City Schools is
115,078 students
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We believe

• Equity and access to quality academic programming
  and facilities for all students are essential

Our journey is educational excellence not
just for some, but for all.

• Neighborhood schools strengthen communities and
  provide a strong foundation for student
  achievement.

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• Student achievement is the foundation of
  everything we do and drives our decisions and
  actions every day.

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• For the first time since NCLB standards were
  instituted in 2001, this school year, the State
  of Tennessee declared Memphis City Schools in
• Good Standing

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Math and Literacy Campaigns in Action

• MCS Reads - minimum of 25 books each year
  nearly 3 million books read
• Math Counts campaign incorporates partnership
  with St. Judes Math-a-thon, officially adopted
  as math enrichment project

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Showing Improvement
Mirroring the findings of the Council of the
Great City Schools, Tennessee Value Added
Assessment System (TVAAS) scores show steady
improvement over the past three years for
students in grades 3-8.
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Rising Standards, Raising the Bar

• No Child Left Behind (NCLB) performance standards
  will rise in 2007-08
• MCS attendance expectation is already higher than
  NCLB expectation
• American Diploma Project (ADP) will direct
  curricular and assessment realignment beginning
  Fall 2007
• Governors goal for graduation rate in Tennessee
  is 90

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Partnerships in Action

• More than 500 Partnerships Adopters Including
• Federal Express Memphis Grizzlies
  University of Memphis
• Rhodes College Autozone International
  Paper Starbucks
• Morgan Keegan Memphis Redbirds First
  Tennessee Bank
• Crye-Leike Cargill Cotton Sun Trust Bank
  The Orpheum
• CBU LeMoyne-Owen New Direction Christian
  Church
• Christ the Rock Hope Presbyterian
• Castalia Baptist Second Presbyterian
  Annesdale Cherokee Baptist

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Grants in Action

• 5-Year, 16 million Striving Readers Grant
• 5-Year, 13.8 Million Effective Practice
  Incentive Fund (EPIF)
• 6-Year, 5.7 Million Gear Up Grant
• 2.5 Million Early Childhood Education Grant
• 3-Year, 1.8 Million Advanced Placement Incentive
  Program
• 260K Nike PE2GO Grant
• 3-Year, 500K Assisi Foundation Grant
• 2-Year, 95K State Farm Service Learning Grant

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Excellence in Action

• Memphis named one of the Top 100 Communities for
  Music Education
• VH1 Save the Music Award
• MCS Middle School Reform Recognized on Capitol
  Hill
• Catherine Battle, TN Principal of the Year
• Myra Govea de Arce, American Star of Teaching
  Award
• Rhonda Borden, Milken Family Foundation Winner
• Roy Shears, SECME National Teacher of the Year
• Sarah Armstrong and Kaye Jordan, Presidential
  finalists
• Yolanda T. Heidelberg, Value-Added Achievement
  Award

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• We can only achieve this goal when all of our
  children graduate from high school prepared for
  post-secondary education and a career that
  contributes to the
• social well-being of our community.

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Preparing for Success

• College Prep Testing EXPLORE for 8th graders,
  PSAT for all 10th graders, PLAN for 10th graders
• ACT scores are trending up in all subject areas
  over the past three years. Experts encourage
  scores of 21 or higher to guarantee success in
  college
• All High Schools will have AP and Honors courses
• International Baccalaureate program
• Dual Enrollment opportunities

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• We want Memphis City Schools to be the nations
  greatest school district.
• We can only achieve this goal when all of our
  children graduate from high school prepared for
  post-secondary education and a career that
  contributes to the social well-being
• of our community.

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Internal Awareness Fall 2006

• Initiated first-annual Communications Institute
  for principals and school leaders
• Formed Communications Contact Program for
  schools
• Created signage for all schools Every Child.
  Every Day. College Bound.
• Established district-wide Identity Standards

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• Banners in Schools

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In March 2007, the Board of Education approved a
resolution to adopt Every Child. Every Day.
College Bound. as the official slogan of Memphis
City Schools.
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Community Awareness

• Launched community awareness campaign for
  districts first-ever brand featuring MCS
  students
• Billboards
• Transits
• Bus sides
• PSAs
• Held forum with College Bound students at
  Principals Academy

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Community Awareness

• Initiated city-wide media tour for
  Superintendent, Board Members and Executive
  Leadership Team
• Editorial Board
• Print, broadcast and radio interviews
• Speakers bureau
• Garnered news coverage and community feedback
• Received in-kind donations

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• Image of Billboard

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• Image of Billboard

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• Every Child. Every Day. College Bound.
• Public Service Announcement
• I Believe

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Brandon Boykin White Station HS Surgeon Bound
Elizabeth Guo White Station HS Harvard Bound
Sarai Cannon Kingsbury CTC Pastry Chef Bound
Cordera Woodard Hamilton High School Yale Law
Bound
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Lindsey Culp White Station High School Medical
School Bound
Amara Drame East High School Master Mechanic Bound
Cydnie Trice Central High School Aeronautical
Engineer Bound
Denarius Owens Whitehaven High School Law School
Bound
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