Promoting TWBI Programs

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Promoting TWBI Programs

• Marilyn Dion
• Dion Desktop Publications
• San José, California
• marilyn.dion_at_diondesktop.com

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Promoting TWBI Programs

• WHAT is our MESSAGE?

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Promoting TWBI Programs

• In business, defining the message is called
• BRANDING

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Promoting TWBI Programs

• IN TWBI, BRANDING MEANS
• Name the Program
• Define the Program
• Demonstrate the Value
• Maintain Consistent Message

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Promoting TWBI Programs

• Once we have a CLEAR, CONSISTENT MESSAGE,
• WHY do we need to promote?

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t Recruit Teacherst Build Increase
Enrollmentt Raise the Profile of Dual
Immersion/ Two-Way Bilingual Immersion t
Disseminate the Importance of Bilingualism
and Biliteracy t Raise Money
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Promoting TWBI Programs

• WHO is our audience?

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WHO is our audience?
t Teachers t Parents t Policy Makers t
Community t Neighborhood t Corporate Business t
Students
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WHO is our audience?
t Teachers Prospective teachers Non-TWBI
teachers in your school Your own teachers - keep
them onmessage, involved and motivated
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WHO is our audience?
t Teachers Work with those who will help you
build a new set of core beliefs, and who will
give others room to evaluate their beliefs and
make decisions about their futures, whether in or
out of the program.
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WHO is our audience?
t Teachers Discuss what each one believes about
the learning of languages. Document core
beliefs Use them for your work!
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WHO is our audience?
t Teachers Establish Buy-in and Understanding
for the new program by building a strong
rationale from the performance data at your
school. Weak or Strong you can create a
message from it.
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WHO is our audience?
t Teachers Determine a Leadership Team to start
the effort, and then move toward working with the
entire staff. Remember Include ALL staff
especially the front office staff
in training sessions.
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WHO is our audience?
t Teachers Conduct Study Sessions 1. Study
professional research findings 2. Make visits to
successful programs 3. Conduct professional
development sessions 4. Hold Program Planning
sessions with entire staff
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WHO is our audience?
t Teachers Plan for Success Success Begets
Success Program Planning - weekly, monthly,
annually is imperative! Begin your data
collection and monitor progress of the students
from the outset.
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WHO is our audience?
t Teachers Demand Fidelity to the Program
Elements. Establish Language Policies with
Teachers(and parents, and students). Do it
right from the beginning, or pay the price
later.
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WHO is our audience?
t Teachers PLEASE NOTE Teacher Training
Presentations and Videos are available on the
Two-Way CABE website and the California
Department of Education web site.
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WHO is our audience?
t Parents Prospective Parents New Parents
Veteran Parents
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WHO is our audience?
t Parents For Prospective Parents Design and
Host Recruitment Sessions Prepare materials to
use during the sessions - School brochures -
Videotapes - School data - Research findings
Plan a powerful orientation on the first day of
Kindergarten
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WHO is our audience?
t Parents For Prospective Parents Answer
questions up front front-load or you will be
answering questions all year! Most parents
have never been part of TWBI and therefore are
constantly evaluating their decision to enroll
even after school has begun. Expect to give
updates and pep talks constantly!
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WHO is our audience?
t Parents For New Veteran Parents TWBI
Parents require regular monthly in-services,
educational programs and speakers to develop
knowledge about the program. Eventually, parents
can begin to train other parents.
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WHO is our audience?
t Parents For New Veteran Parents Your
parents will become ambassadors, recruiters and
spokespeople for TWBI. Their word of mouth
recruitment efforts in the community are
powerful! This makes it even more critical for
them to receive ongoing, frequent, comprehensive
presentations on TWBI from their program
administrators, so they convey positive, accurate
information.
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WHO is our audience?
t Policy Makers
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WHO is our audience?
t Policy Makers
School Board Members/Trustees are school district
policy makers. They can affect the continuance of
your program. Protect your program with strong
academic data. This makes it difficult for anyone
with a differing philosophy to put you out of
business
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WHO is our audience?
t Policy Makers
Build Relationships with Board Members Invite
them to your site to do side by side
walk-throughs Invite them to special functions
and turn your parents loose Invite them to
staff meetings so that your teachers know them by
name!
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WHO is our audience?
t Community
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WHO is our audience?
t Business
Businesses have foundations that give away money!
Target, Dell, IBM, Walmart, Yahoo, Google If
they have heard of TWBI, they are more likely to
give. If their employees are TWBI parents, they
are more likely to give. Look locally first.
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WHO is our audience?
t Neighbors Make friends. Hold neighborhood
clean-ups. Invite them to events. Practice
courteous parking.
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WHO is our audience?
t Students Existing Graduates Remind them of
the value of bilingualism, and stay in touch.
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Promoting TWBI Programs

• HOW do we promote our programs? TOOLS!

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WHAT TOOLS do we use?
t Awareness Sessions t Internet t Print, Radio/TV
Media t School Events t Awards t Parents t
Students t Conference
?
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WHAT TOOLS do we use?
t Awareness Sessions Audience Team
1. Sessions will be needed for District
Staff,School Staff, and Prospective Parents.
2. Establish a training team for presenting the
awareness sessions Principal, resource
teachers, key teacher leaders, and experienced
parents from both language groups.
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WHAT TOOLS do we use?
t Awareness Sessions Agenda

• 1. Program Overview
• 2. Data from your school other programs
• 3. Rationale for Implementation
• 4. Process for Enrollment
• 5. Introduction of Leadership and Staff

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WHAT TOOLS do we use?
t Internet
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WHAT TOOLS do we use?
t Internet
NASA Astronaut Starts Agency's First Bilingual
Twitter HOUSTON, July 2 /PRNewswire-USNewswire/
-- NASA astronaut Jose Hernandez, set to fly
aboard space shuttle Discovery in August, is
providing insights about his training on Twitter
in both English and Spanish. It will be the
agency's first bilingual Twitter. http//www.twit
ter.com/astro_jose
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WHAT TOOLS do we use?
t Internet More recreational, but great for
engaging kids. Have them start a group, using
target language, with a theme. Great for
making plans or sharing photos of school events
or celebrations. Create alumni groups. Create
a TWBI Administrators Group
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WHAT TOOLS do we use?
t Internet Wordpress.com Blogger.com
Exprésate. Crea una Bitácora.
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WHAT TOOLS do we use?
t Print Media INCLUDES SCHOOL NEWSLETTER!
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WHAT TOOLS do we use?
t Radio/TV
Monday, June 5 2006 Listen to the
program Download audio (MP3) The Language of
Learning (Part 2) Dual Language
Immersion Proposition 227 ended most bilingual
education classes in California public schools.
But a growing number of immigrant students are
again being taught in their native languages.
Reporter Kathryn Baron explores the growing trend
of dual language immersion classes. Reporter
Kathryn Baron
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WHAT TOOLS do we use?
t Print Media, Radio/TV
If you invite them in, then you must construct
the message or they will! Have them interview
you and select staff before touring the school.
Be sure a trusted teacher or parent is around to
accompany them at all times!
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WHAT TOOLS do we use?
t School Events
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WHAT TOOLS do we use?
t Awards
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WHAT TOOLS do we use?
t Parents
Remember that your parents have never been TWBI
parents and that they need to be well educated to
fully understand the program. Parent education
presentations by staff are essential for new
parents. Once educated, however, parents will be
able to advocate for the program and become
ambassadors for TWBI in the larger community.
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WHAT TOOLS do we use?
t Students
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WHAT TOOLS do we use?

• t This Conference!
• Welcome! You are now engaged in a national
  network. Meet new colleagues!
• Familiarize yourself with program designs/
  variances.
• Listen to Research Pedagogy.
• Learn from Veteran TWBI Teachers.

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Promoting TWBI Programs This presentation and
related documents will be made available
at www.twowaycabe.org Questions? Contact Marilyn
Dion at marilyn.dion_at_diondesktop.com