San Francisco Beacon Initiative

for San Francisco Beacon Initiative

Messaging Platform

Effective messaging makes an authentic connection with audience members and serves as the external expression of an organization’s mission and vision in a way that resonates with those key audiences. It begins at an emotionally resonant level, and fills in supporting details only after expressing the vital purpose of the work and describing the impact you have on people’s lives. Working with Lightbox Collaborative, the San Francisco Beacon Initiative developed this Messaging Platform to clearly and effectively articulate SFBI’s work and mission for its key audiences.

This Messaging Platform is divided into two sections: Key Messages and Tailored Messages. Key Messages articulate the purpose, impact, and approach of SFBI and Beacon Centers and can be adapted for many uses: to tee up stories; grant reports or proposals; printed or informational materials; talking points; website copy; and more. Tailored Messages illustrate how these key messages can be tweaked and adapted for different audiences, ranging from funders to family members.

You are welcome and encouraged to incorporate these messages into your communications and your written work.

1 for San Francisco Beacon Initiative

KEY MESSAGES

PURPOSE MESSAGES This set of messages explains why San Francisco Beacon Initiative exists, and outlines the problem the organization is working to solve.

Twenty years ago, a group of visionary San Franciscans visited the New York City Beacon school sites. They returned to San Francisco with the determination to capitalize on the underutilized value of school sites and imagined vibrant buildings open past instructional hours that served as hubs for enriching activities, expanding learning, and community building.

Like many public schools, San Francisco Public Schools are working hard to serve a diverse array of students with different needs, on historically tight budgets. Teachers and administrators want to do right by their students, but often lack the resources to juggle so many competing priorities.

The cost of living in San Francisco is high and increasing. Raising a family with limited resources is difficult, especially for families in neighborhoods plagued by drugs, violence, and a lack of economic mobility. These challenges can stop youth from even imagining, let alone realizing, a positive, productive future.

All families want the best for their children. Beacon Centers partner with families to ensure that youth receive the academic and social support they need for a successful life.

The San Francisco Beacon Initiative coordinates public and private partnerships and funding that enable schools, communities, and families to offer academic, social, and emotional support to their youth as they prepare for lives as successful adults.

Beacon Centers strengthen the connection between schools, students, and families.

The San Francisco Beacon Initiative is a model for community schools that showcases what can be accomplished when schools and communities join forces to prepare youth for a bright future.

Beacon directors and staff collaborate to develop innovative, effective, field-building professional development.

IMPACT MESSAGES

This set of messages explains what SFBI offers, not in terms of programs and services, but in terms of impact and results. These messages help audiences understand why the work of SFBI matters. These messages not only outline the impact of your work, they also begin to differentiate the organization from others operating in the same or related fields.

However, the best impact messages for an organization that makes a difference are stories. The following impact messages can stand on their own, but will become even stronger when they are used to tee up success stories that SFBI has prepared to share.

Beacon Centers serve as a model for community schools in the Bay Area and nationally.

San Francisco Beacon Initiative provides a rallying point for school staff, funders, and policymakers working for San Francisco’s youth. These relationships create champions for the Initiative and galvanize support that results in funding and policy change.

San Francisco Beacon Initiative exemplifies the power of a blended funding model, and has inspired other programs across the country to combine public and private dollars from local, state, business, and philanthropic sources.

For twenty years, Beacon Centers have revitalized communities and empowered youth by transforming school sites into hubs that connect the community and expand learning beyond school hours and academics. Today, eight Beacon Centers serve 12,000 San Francisco youth and their families.

Beacon Centers create a more open, collaborative school culture. School faculty partner with Center directors to achieve better results for youth.

Through these strong partnerships, more resources are available and services are better coordinated to achieve positive outcomes for our youth, families and communities.

Families are welcome at Beacon Centers. Siblings, parents, and guardians who participate with the students experience their own learning and build a social support network.

Beacon Centers ignite a passionate sense of possibility that inspires youth to take ownership of their future. Beacon participants have higher rates of attendance, graduation, and job readiness than their peers.

Beacon Centers are a place where youth feel safe and supported, somewhere to turn to when things get tough at school, at home or with their friends.

Beacon centers close the gap between the school services (and hours) and community needs.

Beacon Centers grow the next generation of leaders – in the youth development field and in the community.

APPROACH MESSAGES

This set of messages explains how the organization does its work and how it produces the results outlined in the impact messages. These messages offer a deeper understanding of how the organization is structured and how it functions, without getting too far into the details. The approach messages further differentiate San Francisco Beacon Initiative.

San Francisco Beacon Initiative provides the structure, advocacy, and accountability for the Beacon Centers that enables them to build the right program from the start and adapt to the changing needs of each individual community.

Of the five Beacon cities in the national network, the San Francisco Beacon Initiative is the only one to have a steering committee of pubic, private, and site level leaders guiding the work. Committed partners from different perspectives strengthen the whole.

The Initiative’s structure is a constant, unifying force that maintains the integrity of the Centers in the ever-changing dynamics of politics, funding, schools, and communities.

Beacon staff form a field-building professional development cohort that innovate to help youth thrive.

Schools can’t do it alone and all families need the support of their community. Beacon Centers coordinate and deliver the resources and supports needed to enrich the whole student, not just academic preparedness.

Beacon Centers engage families and invite their participation as learning partners.

Beyond supplementing the school day, Beacon Center activities nurture the skills necessary to be successful in life and school – problem solving, critical thinking, personal motivation, and confidence.

Beacon Center curriculum builds upon the Common Core standards for Mathematics, Science, and English Language Arts and reinforces the skills needed to excel in those subjects.

San Francisco Beacon Initiative is one of the first models of communities and schools working in partnership. The community and its youth feel connected and supported as they take steps to shape their own bright future.

TAILORED MESSAGES

The following tailored messages show how the core messages can be applied to the various priority audience groups. For each audience group, we identify the “ask” you have of that audience; motivating messages; possible messengers; and possible channels through which to reach these audiences. These tailored messages draw from and extend the core messages.

Audience

Public Funders

Invest in the future of your city and the success of San Francisco’s youth.

Motivating Messages

San Francisco Beacon Initiative is a leader in leveraging public and private partnerships on behalf of students and their communities.

Of the 12,000 Beacon participants, X% reported a positive change in attitude towards learning and X% graduate career or college-ready.

Beacon Center curriculum reinforces and builds upon Common Core standards, providing teachers with another opportunity to reach students.

Many Beacon Center participants return as volunteers or staff after graduation and serve as mentor and role models to youth in their communities. Your investment today pays dividends for this generation and the next.

Possible Messengers  San Francisco United School District board and officials  Principals, teachers  Students

Channel Types  In-person meetings  Proposals

Audience

Private Funders

Invest in the future of your city and the success of San Francisco’s youth.

Motivating Messages

San Francisco Beacon Initiative is a leader in leveraging public and private partnerships on behalf of students and their communities.

Funders have an opportunity to enable Beacon Initiative’s unique, proven, and effective programs to replicate throughout the city and impact the lives of more youth.

Beacon Center curriculum reinforces and builds upon the recently implemented, nation-wide Common Core standards. Center activities provide at-risk students with strategic outside-of- class time that prepares them to excel in the classroom.

Many Beacon Center participants return as volunteers or staff after graduation and serve as mentor and role models to youth in their communities. Your investment today pays dividends for this generation and the next.

Possible Messengers  Experts on youth development / community schools  Researchers  Their board

Channel Types  Introductions by other respected funders  Targeted communications to program managers, executive staff  One-on-one meetings

Audience

Local Policymaker

Advocate for and bring opportunities to Beacon Initiative and cite Beacon Initiative as a model in public spaces discussing education reform strategy, especially community schools.

Motivating Messages

We invite you to get to know the people, programs, and impact of San Francisco Beacon Initiative. For twenty years, Beacon Centers have helped at-risk youth excel in life and school, while strengthening schools, families, and communities.

Beacon participants grow into successful adults that often return to Beacon Initiative as volunteers or staff to support the next generation of youth.

The Beacon model has much to offer the City of San Francisco and the San Francisco United School District as they consider launching more community schools.

The Beacon Initiative has years of data and experience to inform San Francisco’s inquiry into operating community schools. Time and money can be saved by partnering with the Initiative.

Possible Messengers  Mayor  NYC officials  Maria Su, Director, San Francisco Department of Children, Youth and their Families  Voters  Regional officials

Channel Types  In-person meetings  Media

Audience

San Francisco United School District (SFUSD) leaders

As a high-level champion who provides funding and other resources, SFUSD partners with the Initiative to replicate the Beacon Center model throughout the city.

Motivating Messages

We invite you to get to know the people, programs, and impact of San Francisco Beacon Initiative. For twenty years, Beacon Centers have helped at-risk youth excel in life and school, while strengthening schools, families, and communities.

Beacons serve as a model for community schools in the Bay Area and nationally.

Beacon Centers ignite a passionate sense of possibility that inspires youth to take ownership of their future. Beacon participants have higher rates of attendance, graduation, and job readiness than their peers.

Beacon Center curriculum builds upon the Common Core standards for Mathematics, Science, and English Language Arts and reinforces the skills needed to excel in those subjects.

Beacon Centers are a place where youth feel safe and supported, somewhere to turn to when things get tough at school, at home or with their friends.

Possible Messengers  Richard Carranza, Superintendent, SFUSD  Kevin Truitt, Associate Superintendent, SFUSD  Jeannie Pon, Assistant Superintendent, SFUSD  Sandra Naughton, Manager of Education Policy, San Francisco Department of Children, Youth and their Families  Maria Su, Director, San Francisco Department of Children, Youth and their Families  Sylvia Yee, Vice President of Programs, Haas, Jr. fund

Channel Types

 One-on-one meetings

Audience

Lead Agency

Through partnership and a culture of accountability, ensure high quality Beacon programs by hiring good people and training and supervising them well.

Motivating Messages

San Francisco Beacon Initiative provides the structure, advocacy, and accountability for the Beacon Centers that enables them to build the right program from the start and adapt to the changing needs of each individual community.

The Initiative’s structure is a constant, unifying force that maintains the integrity of the Centers in the ever-changing dynamics of politics, funding, schools, and communities.

Beacon staff form a field-building professional development cohort that innovate to help youth thrive.

Lead agencies are critical partners that drive the success of Beacon Centers through quality hiring, training, and retention programs for staff.

Through their work with Beacon Centers, lead agencies build a reputation for productive partnerships among other community-based organizations (CBOs) and government agencies.

Possible Messengers  Other CBOs  Government agencies  Community  Funders  Their staff and board

Channel Types  Meetings  Events  Newsletters

 Social media  Evaluation of their Beacon Centers

Audience

School site staff (principals, teachers, counselors)

Utilize Beacon Center as a resource in your school by referring youth and including Beacon in interventions. Support your Beacon Center by leading Beacon academic classes, providing oversight to academic components, and aligning out of school time (OST) with school day.

Motivating Messages

Beacon Centers create a more open, collaborative school culture. School faculty partner with Center directors to achieve better results for youth.

We listen to what youth need for success, learn from our work with them, and adapt our programs accordingly.

Beacon center curriculum builds upon the Common Core standards for Mathematics, Science, and English Language Arts and reinforces the skills needed to excel in those subjects.

The community and its youth feel connected and supported as they take steps to shape their own bright future.

Possible Messengers  Students  Other teachers  Other district leaders  Research-validated sources (experts, researchers)

Channel Types  Events  Newsletters  Articles in education newspapers / journals

Audience

Participate in Beacon Center activities and let your friends, family, and teachers know you value what Beacon brings to you and your school. Encourage other students to take advantage of the opportunities Beacon Centers offer.

Motivating Messages

Beacon Centers create a more open, collaborative school culture. The people in charge will hear what you have to say about what interests you and the challenges you face.

Beacon Centers are a safe place you can turn to when things get tough at school, at home, or with friends.

Your future is up to you. Beacon Center staff and programs help you find a way forward, no matter the challenges you face.

All youth and their families are welcome at the neighborhood Beacon Center, even if they don’t go to that school.

At your neighborhood Beacon Center, you’ll meet other kids who are trying to get ahead and be successful. It is easier to work hard and figure tough things out when you are doing it with friends.

Possible Messengers  Other students  Beacon staff  Teachers, principals  Family

Channel Types  Events  School and Beacon Center website  School site signage  School newspapers, notice boards  Closed group social media (e.g. private Facebook group)

Audience

Families

Encourage your children to participate in Beacon Center activities and join them when appropriate. Support your neighborhood Beacon Center by letting school site staff know how much you value Beacon and why.

Motivating Messages

Schools can’t do it alone and all families need the support of their community. Beacon Centers coordinate the resources and supports needed to enrich the whole student, not just academic preparedness.

We listen to what youth need for success, learn from our work with them, and adapt our programs accordingly.

The community and its youth feel connected and supported as they take steps to shape their own bright future.

All families want the best for their children. Beacon Centers partner with families to ensure that youth receive the academic and social support they need for a successful life.

Center staff create a safe, supportive, and hopeful atmosphere where youth and families feel welcome and empowered.

Center activities are designed to motivate and engage youth as they work toward their goals of graduation, higher education, and a good job.

Possible Messengers  Students  Beacon Center staff  Other families  Other district leaders

Channel Types  Events  Newsletters

 Closed group social media (e.g. private Facebook group)