Join the conversation

Story posted April 23, 2013. (We previously covered this initiative in August 2012, but this narrative adds a different, and very valuable, perspective.) 

Results:

• The district graduation rate has steadily increased from 78.5 percent in 2006 to 95.2 percent in 2012.
  
• All high schools in the district exceeded their individual target graduation rates.
• More than 100 businesses, civic, government and faith-based organizations have signed up to be a part of the 100% Graduation Project.

There’s a real conversation-starter hanging on a wall outside the Clarksville-Montgomery County School System’s (CMCSS) board room. It’s a wall-sized poster of football players representing each of this Middle Tennessee district’s seven high schools. They are standing on the 50-yard line, in uniform, looking tough and determined, with game faces on. Below them is the text: “95.2% is not enough.”

The poster stops many visitors in their tracks. When they realize the meaning behind the words — that the number reflects CMCSS’s current graduation rate, and the district’s goal is 100 percent — they typically question if district leaders are serious. We are!

“One hundred percent graduation,” said Superintendent Dr. B.J. Worthington, “is our goal, and our community has made the commitment. We’ll not strive for anything less.” After all, a football field is 100 yards long, and CMCSS is not content to stop 4.8 yards short of the goal.

A ‘Casebook’ PR Campaign

The initiative to “strive for” that goal has involved targeted research and assessment, numerous communication strategies, community outreach efforts, and engagement activities. Led by the communications office, this ongoing public relations campaign has resulted in new partnerships with: community, business and faith leaders; elected officials; media outlets; and families. The campaign has gained community-wide support for and participation in the district’s work to increase graduation rates.

Scoffers and doubters have challenged the lofty goal, but when asked: “Who are you going to tell that they can’t graduate?” the response is always silence. It was that rhetorical question which drove the goal to be set at the highest mark in the first place. 

Student Personalization and Community ‘Voice and Influence’

When district leaders began the “attack” in 2004, CMCSS had a graduation rate of 76 percent. We realized focused interventions and student personalization would be key. Profiling the high school dropout was critical, and we soon found that common assumptions were proven incorrect. The greatest numbers of CMCSS students not graduating at that time were white females who were pregnant. With interventions offering pregnant teens options in earning their course credits, the dropout profile has changed to white males who are highly transient, meaning they transfer to schools both within and outside of the district, usually due to parent or guardian circumstances.

Once district leaders felt they had maximized available resources, staff questioned what the community could do to help — not in terms of financial support, but in terms of voice and influence. In 2008, about one dozen local leaders were invited to weigh in and first decide on what the graduation rate goal should be for the district.

“It was the community leaders who said the goal had to be 100 percent. And while that scared us a bit, we saw their point and haven’t turned back,” Dr. Worthington explained.

It’s ‘Clarksville’s Business’

The group developed a campaign branded “100% Graduation is Clarksville’s Business!” It kicked off from the steps of the county courthouse with local dignitaries and a testimonial from a former student who got the needed push and help to graduate.

The local newspaper publisher committed his graphics staff to develop a logo. Others on the committee began a successful lobby to have signs installed at all entry points to the city with the logo and slogan boldly communicating the goal. Other local media began telling the stories, and businesses — both large and small — got on board.

A list of non-financial commitments was developed that businesses and organizations, including the city council and county government, could sign professing their partnership. More than 100 businesses, civic, government and faith-based organizations have signed up to be a part of the 100% Graduation Project. A decal with the logo was placed on the door of every community partner.

Partnerships formed, and they took on a variety of looks, from business marquees encouraging students, to a fast-food restaurant manager setting up a study area for student workers and requiring them to bring in their progress reports for review. This no-nonsense manager would cut the students’ work hours if grades dropped. It was an effective incentive. (Watch the video about some of the community outreach.)

Campaign Activities Keep Growing

Since its inception, the 100% Committee has expanded its reach and involvement, including the following:

• Hosting a student leadership summit to identify peer mentors;
• Coordinating school tours to get more community exposure to education successes and challenges;
• Sponsoring and staffing activities centered on graduation at community events;
• Appearing in videos and news features; and
• Speaking to local civic groups and organizations in other communities about how to mobilize similar efforts to support high school graduation.

The presentation sells itself with the committee members making four key points about the results of improved graduation rates:

• A safer community.
• An improved quality of life.
• A stronger economy.
• A brighter future for young people.

‘When a Community Believes’

The CMCSS graduation rate moved from 78.5 percent in 2006 to 85.7 percent in 2007, to 88.3 percent in 2008, to 90.8 percent in 2009, 91 percent in 2010, 93.5 percent in 2011, and 95.2 percent in 2012. (View AYP report here.) All high schools in the district exceeded their individual target rates. These results came from the focus and hard work of students, teachers, administrators, support staff, parents and community members who support the schools.

When a community believes in something and takes responsibility for making it happen, great things can take place.

Reprinted with permission from the copyrighted article, “Yes, We’re Serious – A Campaign to Reach 100% Graduation” published in the April 2013 issue of eNetwork by the National School Public Relations Association, 15948 Derwood Rd., Rockville, MD 20855; www.nspra.org; (301) 519-0496. No other reprints allowed without written permission from NSPRA. The original post can be found here.

About the Author:

Elise Shelton is chief communications officer for Clarksville-Montgomery County School System in Clarksville, Tenn., and NSPRA Southeast Region Vice President. She can be contacted at: elise.shelton@cmcss.net.