brand usa

Red, White, and You

Every nation has a brand, and that brand is defined by its people.

Our Focus...To use education policy and reform as a launching point for global awareness and education among U.S Citizens. Through this we hope to improve our image in the world and American’s perception of the world.

Things to Ponder...What are the current policies in place and the newly proposed policies regarding education in the U.S.?

What are the changing trends in younger generations regarding internationalization? (i.e. volunteer trends? Friends abroad?)

Things to Ponder...What are some of the ties between education reform and its effects on other “bucket topics?”

Who are we selling America to? Swing countries? One target segment?

What are the current perceptions of America?

The World...According to Americans

What’s Currently Happening...Bush-Cheney Administration The U.S. Department of Education’s Strategic Plan for Fiscal Years 2007-2012 three highest priorities include:

1. Increase student achievement, reward qualified teachers, and renew troubled schools so that every student can read ad do math at grade level by 2014, as called for by the No Child Left Behind Act.2. Encourage more rigorous and advanced coursework to im-prove the academic performance of our middle and high school stu-dents.3. Work with colleges and universities to improve access, afford-ability, and accountability, so that our higher education system re-mains the world’s finest.

What’s Currently Happening...Obama-Biden Administration Education Stance

K-12• Reform No Child Left Behind: “Obama and Biden believe teachers should not be forced to spend the academic year prepar-ing students to fill in bubbles on standardized tests.”• Double funding for the Federal Charter School Program • Make math and science education a national priority • Address the dropout crisis• Expand high-quality after school programs• Support college credit initiatives • Support English language learners • Recruit, prepare, retain, and retain teachers

Higher Education• Create the American Opportunity Tax Credit: Provide students with a fully refundable tax credit of $4,000 in-change for 100 hours of community service.

FundingFederal Funding Stimulus for School Construction• State Fiscal Stabilization Fund provides $53.6 billion for edu-cation allocated to the states on the basis of their population and number of school age children.

Primary ResearchStep 1: Intensive interviews with people overseas Goal: Gain individual insight to opinions about Americans and the U.S. as a whole.

Step 2: Develop specific education related program

Step 3: Primary research methods Focus Groups Surveys

Goal: Use research findings to enhance, modify and gain feedback for our campaign.

1. In your opinion, what is the general world opinion of the United States?

2. Do you think people differentiate between citizens and government when formulating opinions about the United States?

3. Is your opinion of the United States different now than what is was before Barack Obama was elected? In yes, how so?

4. Do you think most Americans care about world events and issues outside their own country?

5. In your opinion, what is America’s current position in the world (positive or negitive)? a. Has it changed recently, if so why? b. Can it change?

Sample Interview Q’s

Organizations: National Education Association- NEA • Vision: a great public school for every student. • Mission: to advocate for education professionals and to unite our members and the nation to fulfill the promise of public education to prepare every student to succeed in a diverse and interdependent world.

AFS Intercultural Programs • Provides intercultural learning opportunities to help people develop the knowledge, skills and understanding needed to create a more just and peaceful world • Enables people to act as responsible global citizens working for peace and understanding in a diverse world • Acknowledges that peace is a dynamic concept threatened by injustice, inequity, and intolerance.

Alliance for International Educational and Cultural Exchange• Promotes public policies that support the growth and well-being of international exchange links between the people of the United States and other nations.

American Intercultural Student Exchange • Fosters increased international understanding through the promotion of worldwide intercultural learning and living experiences.

Publications: The National Academies Press (NAP) • Created by the National Academies to publish the reports issued by the National Academy of Sciences, the National Academy of Engineering, the Institute of Medicine, and the National Research Council, all operating under a charter granted by the Congress of the United States.

International Collaborations in Behavioral and Social Sciences Research (Book) • Based on the outcomes of a workshop convened by the U.S. National Committee for Psychological Science and informed by a survey of social scientists who have led cross-national projects, this National Science Foundation-funded report addresses the multiple benefits of research extending across national boundaries and describes factors common among successful collaborations • Workshop participants identified the obstacles frequently encountered and suggested ways of dealing with these challenges to enhance international collaborative research in the behavioral and social sciences • Several dimensions of collaborative processes, such as research planning, methodological issues, organizational concerns, varied training approaches, and funding needs receive critical attention in this book.

Teacher Magazine• Source for K-12 Teachers to blog their opinions, research, new topics and events within the industry.• Web community

Governmental Publications• Database of U.S. Department ofEducation Publications in ERIC (Education Resources Information Center)

4/9

Research strategy

4/23

Situation analysis

4/30

Objectives & strategies

5/14

Tatics

Work 5/12

Complete primary research

Develop plan

5/1

3 discs to CF

5/28 6/4

Presentation rehearsals

6/8

Final presentation

Work Timeline

Complete primary research

Group rehearsal

6/2