PBS



PBS Education Monthly Station Conference Call + Webinar

October 26, 2011 2-3 pm EDT

Notes:

NETA Conference Recap

PBS LearningMedia was well received at the NETA conference held on October 18th-20th in Kansas City, MO. Paula Kerger, PBS President and CEO; Pat Harrison, CPB President and CEO; and Pat Butler, APTS President and CEO, all made a point of mentioning the service within their remarks, and it was a consistent theme throughout the conference. PBS and WGBH held two sessions on PBS LearningMedia --- Local Underwriting for PBS LearningMedia and Creating a Local Digital Media Service and Leveraging a National Brand—that were both well-attended and the feedback was overwhelmingly positive.

NASA STEM Course Research Study Update

PBS TeacherLine has completed the development of the second STEM course, STEM417 Global Climate Change Education for High School (see the next section for details on the course), for NASA’s Global Climate Change Education initiative and is conducting a research study of the course with the Center for Research in Educational Policy (CREP) at The University of Memphis and Interactive Educational Systems Design, Inc. (IESD).

The purpose of the study is to evaluate the PBS TeacherLine course, STEM417: Global Climate Change Education for High School, regarding the extent to which the course: 1) strengthened teacher knowledge of the science of climate change, 2) increased teacher awareness and integration of NASA data and resources into classroom instruction, 3) fostered interdisciplinary approaches to GCC instruction, and 4) led to increased adoption of effective STEM teaching techniques.

We are pleased to report that the participating stations – SCETV, Vegas PBS, ASSET/KAET, WVIZ – have successfully recruited 122 participants for the treatment group. A special thank you for your efforts! Nationally, we have recruited 86 participants for the control group.

If you are interested in learning more about the Global Climate Change Initiative and the results of the study, please contact Rachel Morrison.

NEW PBS TeacherLine Course

We are excited to share a brand new PBS TeacherLine course, STEM417: Global Climate Change Education for High School. This course is the last deliverable as part of our grant from NASA. It has been extensively reviewed and edited by university professors and climate scientists.

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The course has some of the same design elements as our other courses:

• Roll-over on demand glossary (see Session 1: Introduction)

• Videos, interactives, images, and simulations from NASA (see Session 2: Climate Change Forcings & Feedbacks & Session 4: Engineering Design Process)

The course has some NEW design elements:

• Roll-over text to provide context and information about the quotes in the courses (see any Introduction)

• Expandable citations and references (see any content screen)

Course Highlights:

• Links to assets and information about PBS LearningMedia

• Learners work collaboratively in the forums on part of the course project mimicking the Engineering Design Process.

• Learners create a blog for their course reflections rather than submitting an online journal.

If you would like to explore this course, please use the PBS TeacherLine station login or contact Rachel Morrison.

TL Revenue Share Agreements

The current PBS TeacherLine revenue share agreements end on October 31, 2011. We will be drafting new agreements over the next month, so look for communication in the next few weeks. If you are not a participating station, contact Rachel Morrison for more details.

PBS LearningMedia Illinois Edition Pilot Research Study

The Illinois Public Broadcasting Council (a nonprofit agency comprised of the 17 public TV and radio stations in Illinois) has formed an education committee to collaborate in developing opportunities for PBS LearningMedia. The public broadcasting stations are collaborating to offer a statewide PBS LearningMedia basic service, . Collaborating is an important first step for this group as it will demonstrate unity to state education agencies and leverage resources amongst public broadcasting stations. The next step in their efforts for PBS LearningMedia is conducting a pilot research study to see how teachers are using the service. They are currently in week 3 of the pilot with 50 teachers from 24 schools across Illinois participating. The pilot will conclude on November 30 and the data and feedback collected will provide valuable insight into how PBS LearningMedia is being used within the Illinois classroom, what gaps in content exist, and if any additional teacher support is needed. To support the pilot, Illinois PBS created a Google web page, , where participating teachers can fill out a survey and complete a daily entries on their use of PBS LearningMedia. The stations hope the pilot will establish a track record of success with IL teachers and open opportunities to partner with the State Board of Education and begin for funding a custom service.

If you are interested in learning more about the pilot, please contact Molly Delaney at delaney1@illinois.edu.

PBS Education Welcomes new Assistant Director for Marketing, Camila Jones

We are pleased to welcome Camila Jones to the PBS Education marketing team as the new Assistant Director. She has been working with the team since the summer – focused primarily on promoting PBS LearningMedia and PBS TeacherLine. Though she is new to the team, she is not new to PBS; previously, Camila worked closely with PBS auction and sweepstakes managers as part of the Product Sponsorship & Events team in PBS Development. She continued to serve as a liaison with stations in her subsequent role with PBS Station Services. She is delighted to have the opportunity to join PBS Education and continue channeling her strengths in support of teachers, students, and PBS team members nationwide.

Marketing Updates

PBS TeacherLine Fall Enrollment Numbers

PBS TeacherLine Fall courses began on Wednesday, October 26. Enrollments sit at 1122, which is a 40% reduction from last year’s numbers. Although there was a drop, enrollments in our new and most popular courses have remained strong with multiple sections being offered at full capacity.

PBS TeacherLine Ads

PBS TeacherLine has been able to use external advertising for the first time as we are no longer grant funded and therefore restrictions on adverting no longer apply. Ads featuring a $30 discount code ran on four popular teaching and education sites: Just Before Term, Edutopia, Smart Brief, and Learning. We encourage you to experiment with your own internal and external TeacherLine advertisement, and would be happy to provide you with the banners used in our campaign. Please contact Marcia Foster, Director of Marketing & Product Development, at mdfoster@ for more information.

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Google Ad Words Campaign Recap

The Marketing team ran a four day Google Ads campaign for PBS TeacherLine with a $2000 budget, targeting various keyword searches pertaining to education. This campaign exceeded expectations, with 2,503 clicks and 561,218 impressions generated. At least four enrollments occurred as a direct result of this advertising. Details on the campaign are captured below.

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PBS Connect Promotion

Internal PBS promotion was also pushed for PBS TeacherLine, with ads being featured on PBS Connect and in the weekly internal PBS staff newsletter.

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Summary of Fall Email Campaign

The fall email campaign for PBS TeacherLine reached over 150,000 potential learners. In total, there were 8 emails: 5 to prospects, 3 to in-house lists (plus 4 e-newsletters to in-house lists). We originally planned 4 emails total for fall (plus e-newsletters), but decided doubled our email efforts to maximize outreach efforts for PBS TeacherLine.

The email schedule was as follows:

|Fall Email Schedule -- PBS TeacherLine |

|9/22 - MDR Prospects - “Make Teaching a Little Easier with PBS” |

|10/5 – Treat Yourself: Professional Development Courses Start 10/26! |

|10/8 – MDR Prospects - Discover Flexible Online PD Courses: Reading & Language Arts, 10/26/11! |

|10/8 – MDR Prospects – Discover Flexible Online PD Courses for STEM Teachers – Oct 26! |

|10/8 – MDR Prospects – Discover Flexible Online PD Courses – Oct 26! |

|10/20 – Courses Start Next Wednesday, 10/26! Enroll today! |

|10/22 – MDR Prospect follow up – Online Courses Start Wednesday! Enroll Today! |

|10/24 – Last Chance: Fall Courses Start Wednesday! |

PBS LearningMedia Email Signature Promotion

The following image was placed on employees email signature. Please feel free to use the image with your email signature.

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Engage Your Students

With FREE Classroom-Ready Video, Audio & Interactives



PBS LearningMedia “What If” Campaign Update

We are pleased to announce that the PBS LearningMedia “What If” advertising campaign debuts on November 1 and will run throughout the month. The campaign will hone in on educational websites and target online newsletters. See key stats below and sample ads on the Station Toolkit ()

Ad Design / Audience / Reach

• 33 ads in rotation across 12 education-focused publications

• Ads designed for four subject areas: Social Studies/Math/Language Arts/Science

• Ads ask one of four “What If” questions (depending on subject area)

• Ads appear as either animated or static

• Banner ads will run in ASCD SmartBrief, NSTA Express and NCTM Illuminations newsletters and Edutopia, TeacherTube, We Are Teachers, School Library Journal, and other educational websites.

Ad Content 

• Ads ‘click-throughs’ jump directly to specific content on PBS LearningMedia

• Call to Action: “Sign Up for Free Classroom-Ready Multimedia”

• “What If” Questions:

o     What if Your Students Could Sign the Declaration of Independence?

o     What if your students Could Walk on Mars?

o     What if Your Students Could Go Inside a Poet's Mind?

o     What if Your Students Could Invent Numbers?

Along with the “What If” Campaign, the following marketing activities are planned for November:

• Facebook Ads

Three ads targeting science, social studies and reading/language content launches week of October 31.

• On-Air Spot

A PBS LearningMedia on-air spot will be available to stations in November. Check the Station Toolkit for details:

• Bi-weekly PBS Education Newsletters

This newsletter mails to approximately 150K TeacherLine and Teachers subscribers. Dates and topics for this month are:

November 7th: Math Blast

November 21st: Native American Heritage Month

• Targeted Email Blasts

o During the week of November 7th two targeted emails will go out:

o A special invitation to 20K new prospects to invite them to register for LearningMedia

o American Association of School Librarians conference leads follow-up email

o During the week of November 14th a follow-up email will be sent to Teachers/TeacherLine affinity list and new prospects

• PBS Social Media + Blogger Outreach

o Building audience and increasing engagement for Facebook and Twitter sites through cross-promotion with PBS and stations as well as weekly contests and polls

o Pitching classroom pages to 25 top educational bloggers

o Creating Facebook Tab on PBS Teachers to cross-promote PBSLM

• Registration Numbers

As of October, 26th, PBS LearningMedia had just under 17,000 registered users. We are currently working on creating an analytic report to learn more about who LM users are, so look for more information shortly.

Facebook Poll

We will be posting various Facebook and Twitter polls, both on our accounts and through PBS Distribution. Here is a sample Facebook poll:[pic]

Upcoming Polls include:

What if all of your students could visit one country would you choose:

• England

• China

• Kenya

• Russia

What if you could “live” inside a PBS show would you choose:

• Downton Abbey

• Fabric of the Cosmos

• National Parks: America’s Best Idea

• America’s Test Kitchen

If you would like to receive a monthly samples of Facebook and Twitters post for PBS LearningMedia, please complete this form:

The next station call is scheduled for Wednesday, November 30th from 2pm to 3pm EDT.

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