1. education
2. school

E N H A N C I N G
E D U C A T I O N A L
L E A D E R S H I P
ASA UPDATE
A Publication of Arizona School Administrators, Inc.
Volume 88, May 2015
INSIDE
Another Rodeo
President’s Message
1
President’s Message (cont.)
2
Legislative Update
2
Branding Your School for
3
Success
Promising Practices
4-5
Online Safety Training
6
Calendar of Events
7
Book Review
7
Star Sponsors
8
Bulletin Board
9
Arizona School Administrators, Inc.
1910 W Washington St.
Phoenix, AZ 85009
602-252-0361
ASA UPDATE is published
five times a year as an information
service by the Arizona School
Administrators, Inc., a non-profit educational organization.
ASA UPDATE is sent to all ASA members as part of their
membership dues.
ASA EXECUTIVE STAFF
Debra Duvall
Executive Director
Margo Spiker
Business Manager/UPDATE Editor
Carmen Ramirez
Executive Secretary
Gary Rooker
Director Professional Development
Kay Hunnicutt
Director Legal Services
H
ave you been to an Arizona Rodeo? Have you asked
yourself if one needs to be brave or just crazy to ride
one of those angry bulls? I’ve often thought that the clowns
that run about the arena, working to keep those riders form
being gored when their rides end, are truly brave – but I guess
Roger Freeman they may be a little crazy too. What keeps you in the arena?
ASA President Though a few were spared, most districts across Arizona were
seriously wounded by the recent legislative budget decisions. Some might say we
became vulnerable because we became too complacent. Others might say, “We
made do” no matter the circumstances, thus, reinforcing the idea there is always
more “fat” to cut. One could build the case for either point of view, but whether
complacency or compliance, it is clear that not everyone agrees that taxpayer supported public education institutions are essential for sustaining democracy or the
foundation of economic prosperity.
As the research from the Center for the Future of Arizona suggests, many in our
communities have become either disengaged and disinterested or more singularly
focused, short sighted or self-absorbed – or perhaps some combination of those.
But, it is what happens as a result of people reaching a certain level of comfort or
complacency that has me concerned.
When people are disengaged or disinterested, they are less likely to care about the
specific circumstances. They move on; they find other areas of interest. What happened to leaving the community a better place for having been there and working
for the common good? Let’s give our communities a reason to care by sharing our
stories and letting people know how they can help.
Singer-songwriter Bob Dylan once claimed, "He who's not busy being born is busy
dying." It's true that we need to take time to contemplate or reflect and even some
times to heal. Someone once asked Ray Kroc, the founder of McDonald's, for the
one piece of advice that would guarantee a successful life. Kroc said, "When you're
green, you grow. When you ripen, you rot." They were talking about attitude, not
age. If it is our intention is to arouse interest, engage our communities, to truly
lead, then we should use that time to gather our energies for new growth, new
movement, and new accomplishments.
Continued on page 2
PRESIDENT’S MESSAGE (continued)
Continued from page 1
2
I must admit that by the end of the legislative session I was exhausted and feeling discouraged about the future of our
field. What was so reassuring for me was the resolve, the persistence, and the determination that I saw in so many of my
colleagues and compatriots. I was inspired by their drive and tenacity. They motivated me to take up arms and get back
into the fray. They are the unsung heroes who stepped up and stepped out for education.
It feels much better to grab hold of the reins that you felt pulled from your grip; to take stock of your resources and marshal your forces to again set course on a direction of your choosing. We are still in a crisis, and our sights are set on a
recovery point. We are still here, however, still standing, and still willing to take on the challenges of a new day, a new
student, a new teacher, and even a new school year.
It comes down to a choice. Every experience can be an opportunity for new growth, or it can be an excuse for decay. It is
up to each of us to decide. Tomorrow our choices will be a catalyst for either a better day or another lackluster performance. So saddle up and continue to work on engagement. Show our supporters and our detractors this is not our first, nor
will it be our last rodeo. We are not alone and we are not yet ready to ride off into the sunset – we will continue to grow
and even thrive with the support of one another and a small band of determined partners who are also not yet willing to
concede the most fundamental mission of our local community public schools.
LEGISLATIVE UPDATE
By Mark Barnes and Elora Diaz
Click here for the multi-page publication containing an overview of the First Regular Session of Arizona’s 52nd legislature. Included in this document are brief summaries of legislation that were enacted into law. Additionally, a list of failed proposals have been included. Hyperlinks to the bill information page and final chaptered version of the new laws have been inserted in every bill summary
within this document.
Unless otherwise noted, legislation becomes effective 90 days after Sine Die. This results in a general effective date of July 3, 2015 for the laws passed this session.
A few noteworthy bills included in this document are: SB 1289 related to the transition period for district and school A-F letter grades and process for revising accountability system; SB 1459 related to
pupil restraint processes and accountability and SB 1461related to dyslexia and exemptions for
MOWR, both of which will directly affect school site staff; HB 2066, HB 2153, and HB 2483 related
to public school tax credits and HB 2577 related to teacher recruitment and retention.
Deb’s comments:
We had more interaction between our members and our elected representatives than we have had
in a number of years. Superintendents, principals and district office staff testified at Education Committee meetings and made email contact on specific pieces of proposed legislation. Prior to the session, small groups of superintendents met with their individual representatives to facilitate future
communication. During the legislative session, numerous local publications by school leaders and
others addressed our issues of concern about the budget and other proposals. A letter of concern
about the budget proposal was sent to all legislators and shared across AZ communities. We need
to continue our discussions with our elected representatives and in our communities. The future
success of the majority of Arizonans, and certainly those who are less fortunate, is being diminished
by the current practices and policies of the majority of state elected leaders.
BRANDING YOUR SCHOOL FOR SUCCESS
3
Branding Your School for Success
By
Jeff Smith, Ed.D.
Superintendent, Balsz School District
Y
ou may think "branding" is a corporate term but if you think about it, schools are some of the most recognizable
brands we see each day. Seeing children in their uniforms on the street, the insignias on their shirts, the signs in
and around school buildings and the school bus driving around the neighborhood - all of these things are part of your
brand. Your stakeholders (and potential stakeholders) already have a perception of what your school means to them.
Building a brand simply means communicating your message to them more effectively so they immediately associate
your school with their needs.
The American Marketing Association (AMA) defines a brand as a "name, term, sign, symbol or design, or a combination
of them intended to identify the goods and services of one seller or group of sellers and to differentiate them from those
of other sellers. Therefore it makes sense to understand that branding is not only about getting your target market to
choose you over the competition, but it is about getting your prospects to see you as the only one that provides a solution
to their problem.
What is your school’s brand identity in the eyes of your community? Is it clearly understood in the minds of your students, families, teachers and staff? A lot of schools want to be perceived one way- but are actually seen as something
quite different. The trouble is- perception is reality. This can cause a gap between your brand identity- how you want to
be perceived, and your brand image- how you are seen.
Packaging of your product should include a visual impression such as a logo and may even consist of a jingle such as a
school song. The goal is to conjure in the mind of your customers the impression you want to deliver. Branding can be a
simple as a new letterhead to the development of an exciting long range media campaign that communicates the story of
your school.
Your brand is also something more ethereal. It is how your school is perceived by the general public. If your brand has a
high perceived value, you enjoy many advantages over your competition, especially when it comes to attracting students.
Why do you think people are prepared to pay too much for items of clothing with the initials "CK" on them?
Branding is essentially burning your company or web site name or slogan into the minds of potential customers. Companies spend millions of dollars developing their brand. They want us to recognize and associate their brands with their
product such as the golden arches association with McDonald’s and when we think of General Motors we know that
Quality is Job 1. Your school's branding includes your logo, color schemes, domain name, and motto or tag line. It is
also important that the online and offline images of your school should be harmonious.
An effective brand should:
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Be single message that can be understood by all
Connects with your target prospects emotionally
Motivate the buyer
Confirm your credibility
Concrete user loyalty
Be consistent and positive
Include powerful graphics that support your message
Your goal is to establish and maintain credibility with your current stakeholders as well as your prospective customers.
Your brand is more than just the logo on your letterhead and business cards and it’s bigger than your school name and
mascot. It is the identity you want to imprint in other’s minds. An effective brand tells the world who you are, what you
do and how well you do it. Armed with an in-depth understanding of your school, its strengths, its weaknesses and how
you compare with your competitors, you can establish the roadmap for success by developing your new brand identity.
PROMISING PROGRAMS & PRACTICES
I
4
n this edition, our Promising Programs and Practices focuses on the Arizona School Public Relations Association ASPRA*tions Awards. ASPRA is an ASA partner and our organization has always supported their
efforts. If your district is not currently a member, visit the ASPRA website to find out how your district can
become involved. ASPRA is affiliated with the National School Public Relations Association and a valuable
resource for school leaders. Congratulations to all of the award winners. In actuality, all public schools win
when we communicate and engage with our stakeholders. For further information, contact Nedda Shafir, ASA
Communications Consultant at nshafir@cox.net or 602-684-4806.
Business, Foundation or Civic/Community Organization for Contributions to Public Education- Awards
of Excellence
o Quality First, nominated by Isaac Elementary School District
o Valley Interfaith Project, nominated by Kyrene Elementary School District
o Snap-on Inc., nominated by West-MEC
o Arizona Cardinals, nominated by Mesa Unified School District
o Advocacy Team, nominated by ASBA
Individual for Contributions to Public Relations - Awards of Excellence
o Robert Myers, nominated by Queen Creek Unified School District
o Alberto L. Esparza, nominated by Chandler Unified School District
o Lori Garvey, nominated by Madison Elementary School District
Government Official for Contributions to Education - Award of Excellence
o Rick Heumann, nominated by Chandler Unified School District
o Bob Robson, nominated by Kyrene Elementary School District
o Catherine Miranda, nominated by Laveen Elementary School District
Governing Board Member for Contributions to Public Relations
o Robert Rice, Chandler Unified School District
Superintendent for Contributions to Public Relations - Award of Excellence
o Dr. Susan J. Cook, Washington Elementary School District
Multicultural Relations
o Family Engagement Project, Isaac Elementary School District
o Refugee Services, Washington Elementary School District
School District for Excellence with a Specific Program - Awards of Excellence
o Film & TV Program, Queen Creek Unified School District
o Customer Service, Isaac Elementary School District
o Small Bite Video Information, Isaac Elementary School District
o Winter Festival, Laveen Elementary School District
o Graphic Standards, Laveen Elementary School District
continued on next page
PROMISING PROGRAMS & PRACTICES (continued)
continued from previous page
School District for Excellence with a Specific Program - Awards of Excellence (continued)
O Community Newsletter, Laveen Elementary School District
o Video Essays, Sunnyside Unified School District
o Student Recruitment, West-MEC
o Customer Service Survey, Mesa Unified School District
o United Way, Mesa Unified School District
o Student Broadcasting Network, Peoria Unified School District
o Arts and Cultural Festival, Peoria Unified School District
o Good News Promotion, Deer Valley Unified School District
o Partners in Education, Deer Valley Unified School District
o Lopes Leap to Teach, Grand Canyon University
o Thunder Vision, Grand Canyon University
o AZEdNews, ASBA
Awards of Distinction
o STEM Celebration, Flagstaff Unified School District
o Child Nutrition Department, Queen Creek Unified School District
o Strategic Planning, Laveen Elementary School District
o Kyrene Alumni Group, Kyrene Elementary School District
o EXPRESSion Project, Alhambra Elementary School District
o ROTC Program, Alhambra Elementary School District
o Cox Connect2Compete, Mesa Unified School District
School District for Overall Excellence in Public Relations
o Isaac Elementary School District
o Madison Elementary School District
o Alhambra Elementary School District
o West-MEC
o Chandler Unified School District
5
ONLINE SAFETY TRAINING
6
5 Star Sponsor
Online Safety Training
The Arizona School Risk Retention Trust, Inc. (the Trust) and Scenario Learning, have announced a partnership to bring the SafeSchools online staff training systems to the Trust’s members.
The following 12 courses are available through the Trust:

Asbestos Awareness

Back Injury and Lifting

Bullying: Recognition and Response

Bus Behavior and Discipline

Crisis Response and Recovery

Defensive Driving

Electrical Safety

Playground Supervision

Playground Maintenance and Inspection

Emergency Operations Planning: Building the Plan

Slips, Trips, and Falls

Special Education: Safety in the Classroom
Since 1986, the Trust has provided comprehensive and responsive risk management solutions that support educational excellence in Arizona schools and colleges. The partnership with Scenario Learning exemplifies the
Trust’s commitment to programs and trainings that are specifically tailored to Trust members.
All SafeSchools courses are 100 percent school-focused and written by the nation’s leading safety experts. Using the training systems, administrators can easily track training completions, monitor progress,
download compliance reports, and view or print training certificates.
Members looking for additional training opportunities can, at a discounted rate, upgrade to the entire SafeSchools online course libraries with over 300 courses, including Arizona-Specific Child Abuse: Mandatory
Reporting (ARS 12-3620); Bloodborne Pathogens Exposure Prevention; Sexual Harassment: Staff-to-Staff;
Hazard Communications: Right to Understand; and more.
Trust members who would like to get started with SafeSchools training should contact Scenario Learning at
1.800.434.0154 or info@scenariolearning.com.
If you have any questions or comments, please feel free to contact Member Services at (800) 266-4911, or via
email at the-trust@the-trust.org.
7
BOOK REVIEW
The Secret
What Great Leaders Know and Do
By Ken Blanchard & Mark Miller
Barrett-Koehler Publishers, Inc., San Francisco,
a BK Business book, 2014
ASA CALENDAR OF EVENTS
MAY
Ken Blanchard and Mark Miller’s newest edition
of The Secret is as relevant today as when first published. This work
was originally released 10 years ago as a result of Miller’s work at
Chick-fil-A and Blanchard’s quest to uncover what constitutes a great
leader. Great leadership, they argue, is based on the idea of service to
others. What Blanchard and Miller do, in narrative format, is to tell the
story of how to train up and mentor new leadership. They highlight the
difference between self-serving leaders, and leaders who strive to serve
others. They effectively highlight the importance of creating a culture
that produces great leadership through acts of service and sacrifice.
The Secret is a helpful book that gets to the heart of great leadership. If
you’ve already read it I wouldn’t necessarily purchase the new edition
because it won’t bring you new insights. However, it’s a great starting
place for aspiring school leaders. It is not a step by step guide, rather it
offers enough material in a very simple thought provoking manner to
help people get started on the path to leading others through service. The
self-assessment included at the end of the book is a quick, useful tool to
use at both the beginning and end of any mentoring or leadership development program.
The Secret is a relatively short book at 138 pages. It would be an excellent resource for school leaders to discuss and evaluate their own leadership skills while reflecting on the principles that Blanchard and Miller
espouse. The very core of the message from The Secret is that great
leaders are the ones who don’t desire to lead, but those who desire to
serve.
Dr. Jeff Smith
Superintendent
Balsz Elementary District
1
APEA HIGHER ED CONFERENCE
NAU
NORTH PHOENIX CAMPUS
JUNE
7-10
10-11
14-16
INSTITUTE FOR EXCELLENCE
LITTLE AMERICA
FLAGSTAFF
QE: RELEVANT EVALUATIONS IN
TODAY’S SCHOOLS
ASA OFFICE
PHOENIX
SUMMER CONFERENCE
HILTON EL CONQUISTADOR
TUCSON
JULY
6/30-7/2
NAESP ANNUAL CONFERENCE
9
Long Beach, CA
NEW SUPERINTENDENT SYMPOSIUM
15-16
ASA OFFICE
PHOENIX
QE: RELEVANT EVALUATIONS IN
TODAY’S SCHOOLS
ASA OFFICE
PHOENIX
8
STAR SPONSORS
Star sponsors are those vendors that make significant financial contributions
that enable ASA to provide educational leadership opportunities in Arizona.
STAR SPONSORS
www.asbait.org
www.huntcaraway.com
www.scholastic.com
www.myvalleyschools.org
www.the-trust.org
STAR SPONSORS
www.horacemann.com
www.herffjones.com
www.mcrel.org
9
BULLETIN BOARD
DON’T FORGET TO REGISTER
APEA Conference
“Putting Education Right Side Up: Making Our Voices Heard”
Friday, May 1, 2015
NAU—Phoenix North Campus
Greenway & I-17
Annual Institute for Excellence
Leadership: Inspecting, Reflecting, Connecting
June 7-10, 2015
Little America—Flagstaff
Featuring: Peter Reed, Dir. of NASSP’s Program Development
Kim Ratz, Nationally known speaker
Plus Informative/Interactive Breakout Sessions
ASA Summer Conference
The Challenge of Public Education
June 14-16, 2015
Hilton El Conquistador—Tucson
Featuring:
Bill Daggett, “Addressing Today’s Challenges Within the Context of Emerging Trends”
Leslie Finnan, “Tools to Challenge the Challenges”
Nick Arnette, “Me, We and Glee”
Plus Informational Breakout Sessions
Registration forms for these conferences are on the website
UPCOMING NATIONAL CONVENTIONS
NAESP
June 30-July 2, 2015
Long Beach, CA