Professional Documents
Culture Documents
Questech PR Book
Questech PR Book
Spring 2021
Kennedy Johnson, Raven Smith, Fiebe Tengrootenhuysen, Laurin Turner, Laura Willis
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Table of Contents
Organization Summary
Education for the Louisiana Scholarship Program as well as the Tuition Donation Rebate
Program. At QuesTECH, each learner's individual educational needs are concentrated on in this
facility where they can fit in and thrive. QuesTECH Learning has an open, non-discriminatory
admissions policy. They welcome and admit qualified learners regardless of race, creed, color,
ethnic identity, religion, sex, gender, nationality, or place of origin. They are also suited for high
potential students whose primary challenge is dyslexia and/or ADHD and/or Asperger’s. The
approximate 1:8 teacher to learner ratio ensures each student that enters the program during
the year has minimal transition problems and issues. At QuesTECH Learning learners are
grouped according to abilities in math and language arts; at any time during the school year,
learners may change group placement to address their specific, individual academic needs.
and advancement so that learners may become the best version of themselves. QuesTECH
Learning’s purpose is to “speak to the Quest, the adventure and discovery that defines
systems, content, location, and career path”. Their two main goals are becoming productive
Situational Analysis
The Public Relations Agency concluded our clients need more social media presence to
get the word out about the school and other services they provide. QuesTECH has a Facebook
and Instagram, but is not well known and does not have a big following behind them. We
released a survey on Facebook and 65.6% of surveyors have not heard of QuesTECH. Their
Facebook page, Instagram page, and Twitter page reflects this with the amount of followers the
accounts have. QuesTECH would also like to attract more donors to fund the school and other
activities they have set in their sights for the future. Because they are non-profit they get most of
their funding from community support. They have an annual event which funds a lot of their
financial goals, but due to COVID-19, are unable to host the event, and that is their biggest way
of receiving donations. In place of that, they are putting together baskets to raffle off which does
not begin to reach the same amount of funding they would normally receive. Some of these
baskets will include designer purses, jewelry, cooking wear, etc. Fundraising is essential to their
budget, so these baskets will help pay for a lot of things around the school and advertising if it’s
in the budget.
Another area our clients need help with is updating their promotional materials. They
asked us to edit the brochure that is mailed out and handed out to people. Their main way of
getting the word out about their school is by word of mouth, which has worked okay, but adding
the social media and a paper brochure, something tangible and able to be looked at over and
over, will catch the attention of others will help to increase their presence online and therefore
Literature Review
Public school is the most popular way of learning in the United States. Today, ninety
percent of children attend a public school. In 2017, attendance in private school decreased to
ten percent from eleven percent in 1999 (NCES, 2020). This shows that private schools have
not gained any interest, instead they fell one percent. Private schools are at a stalemate in the
country.
According to Godsey (2015), public school quality of education has decreased over the
years. She is a public school teacher veteran who decided to send her children to private
school. Kids attending private school have a yearning to learn and to increase their knowledge.
The behavior that is promoted in private school is seen through the children’s eagerness to
listen and retain the information without any disruptions. Godsey states that those who attend
public school have an image to keep up and if you are interested in the lesson being taught, you
There are many factors to determine when choosing the right school for children to
attend. Class size, school size, costs, academic reputation, and college preparation are just a
few to name. Private schools tend to have a more rigorous academic reputation, whereas, most
public schools perform under the bar. Families are forced to send their kids to the school their
home is zoned for. Based on the public school’s score, the parents must decide if they will send
the kids to the low performing public school or attend a private school (Chen, 2019). Not only
does the school’s academic performance play a role in determination of sending their children to
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public or private school, but also, the class size and cost of attendance. Typically the smaller the
class size, the more attentive the class is. Most families cannot afford to send one child to
private, let alone multiple children. This is the most important deciding factor in private versus
especially a private school. It can help more families find the school online and to create that
brand awareness. Anyone using the internet can stumble across an ad for the school or
intentionally find the school. Establishing a website, and other social media pages is a great
start to trickling out the awareness of the school (Perri, 2019). Digital marketing is not the best
for all, so it is best to determine what works best for each school.
Private schools received money from donors. Finding ways to increase revenue can be
tricky and hard if not done properly. Everyone loves for things to be easy. The easier you have it
to donate, the more likely people are to donate. Using things like “Text-to-give,” or crowdfunding
can go a long way to receiving funds (Kennedy, 2019). Mobile forms and digital avenues would
For our campaign, we have decided to use the Agenda Setting Theory developed by
Maxwell McCombs and Donald L. Shaw. The theory suggests that the media doesn’t focus on
telling us what to think, but how people should think about the nature of issues (Naveed,2012).
Specifically, we will be using the “framing process” or selective control. The framing process is
when social construction is used to outline how the media will package the information along
with displaying it to the general public. To persuade our audience, our campaign will help people
attach the importance of QuesTECH Learning. By repeating the message over a period of 6
months through the same platforms (i.e. social media, press releases, flyers), we hope to
increase followers, funding, awareness, and student enrollment. We believe that by approaching
our audience through various media channels, we can persuade them to donate to QuesTECH
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Learning. If they are already donors, or can’t donate but have young children, this will
encourage them to enroll their child in the program. We will also be able to reach a larger
audience by strengthening the relationship between QuesTECH and individuals who obtain their
information in a variety of ways. We intend to rely on this theory because we can't rely on only
one type of tactic to get this information out. We'll employ a variety of strategies to convey the
same message.
Based on our literature review, we have found very valuable information that can apply
to our campaign. We discovered that private schools are at a stalemate in the country. Some
parents have found that those attending private school have a yearning to learn and to increase
their knowledge. Brand awareness is a big factor in the private school industry. Many factors as
to why parents choose private school showed us how to properly market the school to increase
funding. Private schools receive money from donors. Finding ways to increase revenue can be
tricky and hard if not done properly. Everyone loves for things to be easy. The easier you have it
to donate, the more likely people are to donate. We discovered new ways to get exposure
easily, and multiple ways to appeal to the target audience. Marketing online is an indispensable
asset to a business, especially a private school. It can help more families find the school online
and to create that brand awareness. Anyone using the internet can stumble across an ad for the
school or intentionally find the school. Using the Agenda Setting Theory, using Facebook,
Instagram, and Twitter can influence the decision to support QuesTECH through a lot of
coverage and always having the school’s name pop up on the internet.
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Target Audience
Families with young children are the target audience because the school is a k-12
private school, has summer camp, and has after-school tutoring. Reaching this demographic
would help increase the number of attendees and increase the use of its after-school activities.
Monroe Community
The Monroe community is another target audience because the community helps to
support the school by sending their kids there or donating. It would increase the school’s
Primary Research
We conducted a survey of the parents with kids 4-18 years of age in the Monroe area to
gauge their awareness of K-12 private schools in the area, and the ways our target audience
addresses their child’s education. We put together an online survey with a variety of questions
and posted that survey to Facebook for people to answer. There were 62 respondents to our
survey. We began by asking if they wished to participate in our survey and assured them that
everything was anonymous. Out of the 62 respondents, 54.8% knew at least one private school
in the Monroe area. The two highest known private schools were Ouachita Christian School,
and River Oaks. Only 31.1% of surveyors were satisfied with their child’s current education.
60.7% of surveyors were only willing to drive a max of 25 miles to bring their children to school.
34.4% of surveyors were willing to put their kids in a private school instead of other options.
65.6% of surveyors have not heard of QuesTECH Learning. The last question asked was if they
would like to know more about QuesTECH. This question was essential to our research and the
rest of our campaign so that we could gauge the interest of QuesTECH in the community. This
helped us be able to determine how we can help QuesTECH reach those expectations and
qualities to boost student enrollment. These numbers showed us that the Monroe area was not
interested in sending their children to a private school, but 65.6% of surveyors have not heard of
QuesTECH. We concluded the best way to help QuesTECH was to get the school’s name out to
GOST
Goal: QuesTECH Learning to become a well-known non-profit k-12 school in the Monroe area.
Objectives:
media followers on Facebook, Twitter, and Instagram by 100 more by October 2021. The
2. Increase the amount of funding and donations by 25% from last year’s quota by October
2021. We were told the information was not released from what QuesTECH earned last
year.
2021 by surveying a group of people monthly with the original survey we sent out for
research.
Objective #1: Generate recognition of QuesTECH Learning Center by increasing the number of
social media followers on Facebook, Twitter, and Instagram by 100 more by October 2021. The
number of followers would increase from 550 to 650 on Facebook, 77 to 177 on Instagram, and
13 to 113 on Twitter.
Strategies:
Learning Center. We will use social media platforms to inform the community about the
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school. By making the accounts more personalized, we will gain more followers on the
○ Tactics
on the paper. The website will also have a designated social media
button.
QuesTECH, it will stir interest online and cause the community to want to
Month” on their Facebook, Instagram, and Twitter pages. The post will
summary on why they were chosen. This will generate familiarity with the
Objective #2: Increase the amount of funding and donations by 25% from last year’s quota by
October 1, 2021.
Strategies:
● Promote donations to QuesTECH through the use of fundraisers. We will use social
media platforms and flyers to inform the community about the upcoming fundraisers.
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Parents and followers of the QuesTECH social media sites will share the flyers to
○ Tactics
and Twitter once a week to engage with the followers and make them
aware of the events. Posting content that will engage current QuesTECH
larger audience which will result in a larger turnout for the events. By
utilizing owned media the content will engage its customers and help
that night to the organization. This will help generate funding for the
school with no out of pocket expenses. There is also minimal effort with a
school by using meda organizations and news releases to. The t-shirt
design contest is a way to get community members involved and also use
the winning design to sell the t-shirts as a fundraiser. You may choose to
appeal to more people and have a better chance at having higher sales
and higher revenue. (Ex. “318” design, Monroe design, etc.) The 5K
fundraiser will be a way to raise funds while also being involved in the
with a chance of huge profits; however, they will require more planning
and hands on work to help run the fundraiser efficiently and effectively.
Objective #3: Survey people in Monroe monthly to ensure exposure. We want atr least 5%
Strategies:
● Organize events to engage the community. We will use social media platforms and
flyers to inform the community about the school and events they are hosting.
○ Tactics
out flyers and get kids interested in day camps, after school programs,
ACT prep, etc. to get QuesTECH’s name out in the community and
events QuesTECH is involved in. Social media posts are also a strong
part of this strategy and tactic because that is the most efficient and low
Most people get their news on social media and by doing this they will be
are already established and have huge community support to host events
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events with this organization means they will post on their social media
than before.
○ Tactics
QuesTECH. Press Releases will be written and sent to local news outlets.
This will reach a larger audience and bring attention to QuesTECH with
Strategies:
services . We will use social media platforms to inform the community about the
upcoming events that are open to the public. By getting those children and parents
through the doors of QuesTECH, they will be able to see what all QuesTECH can offer
them for their child’s education and development with hopes of seeing it first hand and
○ Tactics
bring a friend for half-off or a discounted rate, this will increase the
chances of parents getting the word out and in return having more kids
involved in the school. The best time to hold these camps are over the
the school and meet administration would be a great idea. They would get
a good feel of the environment where their kids could potentially attend
school at. Not only would this be for prospective parents and students, but
also for those that already attend. Showcasing the work students are
currently doing and the services offered would help to make parents feel
school and community. The newsletter will also highlight the “Member of
the Month”’ and a class who has performed exceptionally well for the
month.
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Budget
We based the campaign’s budget off ideas that would best help to improve QuesTECH
Learning’s funding. The total pricing based on our estimates would be $1,508.17.
Flyers 10 $0.00
Total: $1423.18
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Evaluation
To evaluate the execution of this campaign, we plan to measure its success by:
We would evaluate our campaign on a suggestive basis. In October 2021, we will look back at
our campaign over the past few months to see how effective our planning was. We would start
with the very first objective. We plan to look at QuesTECH’s social media accounts and observe
the followers. If QuesTECH reached 650 followers on Facebook, 177 followers on Instagram,
and 113 followers on Twitter, we would know that our campaign was successful. However, if we
do not hit certain numbers of followers, we know that our tactics for that specific goal were
unsuccessful, and we need to come up with a new strategy to attract more committed followers.
To track the increase in the amount of funding and donations by, we would look at the success
of fundraisers. We would track the number of individuals that attended the events and donated
to QuesTECH in comparison to previous fundraiser events that attracted donors. Based on our
objective, if we had a 25% increase in donations, our tactics would be considered successful. To
track the community involvement with QuesTECH, we would observe the promotions on social
media and keep count of how many schools and businesses QuesTECH reached out to. If
community involvement is increased by at least 25%, our tactics were successful. Lastly, we
expect to increase student enrollment by 25%. We would look at the number of currently
enrolled students and compare the number to the amount of students who enrolled due to
QuesTECH’s active social media and virtual school option. We hope to see that all four of our
Tentative Timeline
May 2021
2 3-start a 4 5-start 6 7 8
series of following
social more
media people on
posts with social
testimonial media
s from
families of
QuesTEC
H
9 10 11-post a 12-family 13 14 15
flyer about testimonial
upcoming post
summer
program
16 17 18-family 19 20 21 22
testimonial
post
23 24 25 26-repost 27-family 28 29
flyer about testimonial
upcoming post
summer
program
with a
drawing for
every
“share”
30 31-family
testimonial
post
Winner of the drawing with win a free “session” for their child
The family testimonials will basically consist of choosing one family per post and posting a
family photo of their choosing and writing about “Why they chose QuesTECH?” “What sets
QuesTECH apart from other schools?” “What makes QuesTECH unique?” etc. Viewers like to
see first hand the experiences/advice from other families first. This could be a good way to grow
the school’s enrollment.
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June 2021
1-McAllister 2 3 4 5
’s Partnered
Fundraiser
6 7 8 9-family 10 11 12
testimonia
l post
13 14-Miss 15 16 17 18 19
Louisiana
event
20 21 22 23 24-hold a 25 26
free or low
cost parent
ACT
workshop
27 28-hold a 29 30
low cost
ACT prep
class
The Miss Louisiana competition is held in Monroe and a huge monetary benefit for the Monroe
Community. During the week of competition, the candidates do community service events.
QuesTECH could hold an event to invite the candidates to participate/help with a summer
program going on. This would be a great way to get QuesTECH into the community spotlight
and will result in FREE advertising for QuesTECH because Miss Louisiana will be posting to
their social media platforms about the events.
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July 2021
1 2 3
4-make 5 6 7-hold a 8 9 10
social day camp
media post for kids
about 4th
of July
11 12 13-family 14 15-post 16 17
testimonial about
post t-shirt
design
contest
18 19 20 21 22-deadlin 23 24
e for t-shirt
contest
25 26 27-hold a 28 29 30 31
day camp
for kids
The t-shirt design contest is a way to get community members involved and also use the
winning design to sell the t-shirts as a fundraiser. You may choose to have the t-shirts be
QuesTECH related or a general design that will appeal to more people and have a better
chance at having higher sales and higher revenue. (Ex. “318” design, Monroe design, etc.)
The day camp is something that a lot of parents look for to send their kids to during the summer
to keep interaction with others and their brain active. An example would be a science type of
theme and the things still learn but they do fun things such as cool science experiments, make
slime, etc. It will be fun for them but they will also be learning and won’t feel like they are in
school which will attract the kids. Kids are 50% of your customers and the parents are the other
50%.
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August 2021
8 9 10 11-post 12 13 14
family
testimonial
15 16-host a 17 18 19-Newk’s 20 21
sign up fundraising
drive for night
QuesTEC
H where
they
receive
something
if a friend
starts
school with
them
22 23 24-post 25 26 27 28
family
testimonial
29 30 31
25
September 2021
1 2-post flyer 3 4
about 5K
Run/Walk
(partner
with gyms)
5 6 7 8 9 10 11-host a
low cost
ACT prep
19 20-Raising 21 22 23 24 25
Canes
Fundraiser
Event
26 27 28-family 29 30
testimonial
post
26
October 2021
1 2-host 5k
Run/Walk
3 4 5-book 6 7 8 9
character
dress up
day and
have local
people
come read
books to
the kids
for
communit
y service
hours
10 11 12 13-family 14 15 16
testimonial
post
17 18-host a 19 20 21 22 23
fun after
school
information
al day
24 25 26 27 28 29 30-host a
golf
tournament
at a local
golf course
to get
some if not
all of the
proceeds
31
27
Brochure
28
29
30
31
32
33
References
Chen, G. (2019, December 04). Public School vs. Private School. Retrieved March 20, 2021,
from https://www.publicschoolreview.com/blog/public-school-vs-private-school
Godsey, M. (2015, March 05). Why I'm a Public-School Teacher But a Private-School Parent.
https://www.theatlantic.com/education/archive/2015/03/why-im-a-public-school-teacher-bu
t-a-private-school-parent/386797/
GreatSchools Staff | December 3, 2. P. (2012, December 3). Private versus public. Retrieved
https://www.greatschools.org/gk/articles/private-vs-public-schools/
Kennedy, R. (2019, July 01). How To Raise Money For Your School. Retrieved March 13,
Naveed, Fakhar. "Agenda Setting Theory (Maxwell Mccombs And Donald L.Shaw) - Mass
https://www.masscommunicationtalk.com/agenda-setting-theory-maxwell-mccombs-and-d
onald-l-shaw.html.
https://nces.ed.gov/programs/coe/indicator_cgc.asp
Perri, J. (2019, August 14). Private School Marketing: How to Build Your Enrollment Funnel.
https://marketing.sfgate.com/blog/private-school-marketing-how-to-build-your-enrollment-f
unnel
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Appendix
36
Contact:
(318)-445-7021
tengrof@warhawks.ulm.edu
This event will take place at Kiroli Park, and is expected to begin at 9 am and last until 2
pm.
There will be a $20 entry fee for adults and a $10 entry fee for children that would like to
attend the 5K run. Participants of all ages are able to participate at this event, pets are allowed
QuesTECH Learning is looking forward to seeing the community at the event. If you
have any questions or would like to volunteer for this event, please contact Donna Underwood
at 318-322-6000.
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Contact:
Dewana Little
dewanalittle@gmail.com
FOR IMMEDIATE RELEASE
Monroe, LA (June 14, 2021)- Miss Louisiana contestants are set to visit QuesTECH Learning
Center where they will help to clean up the school and meet members of the community.
Principal of QuesTECH Learning Center, Kevin Branson, says he feels hopeful having
“I am hopeful that with the Miss Louisiana Organization behind my school, QuesTECH
Learning will be the center of many students hoping to excel in the academic world.”
The Miss Louisiana Organization is well known for generating support for nonprofits all
across the state of Louisiana, and according to their President, it is their mission to see
The contestants for this year’s competition will participate in a seminar, where Questech
instructors will show the importance of tutoring, its vital role within the community, and how
extremely important the organization is to many students and families in the area.
The contestants will have the opportunity to meet with students, families, and the
instructors to get a first-hand account of what life is like within the organization.
QuesTECH Learning was established in 1997 by Alex George and Donna Underwood.
The main goal of QuesTECH Learning is to provide each child with the opportunity to develop
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