SCHOOL DISTRICT LAUNCHES MARKETING PLAN TO PROMOTE PARCC DESPITE ONGOING OPPOSITION

As the controversy swirls over the Partnership for Assessment of Readiness for College and Careers (PARCC) test, the school district has launched an intensive promotional campaign aimed at urging students to take part in the upcoming test that includes guidance counselor advice and hints at an inaccurate graduation link.

Known as the Elementary and Secondary Education Act (ESEA) Accountability Plan-2016 Participation Rate, the campaign is required by the state for any district where less than 95% of students take the PARCC test.

Since only 78% of South Orange Maplewood students took the test in 2015, the plan is mandated. The school board approved it at the March 21, 2016, meeting, by an 8-1 vote, with Johanna Wright the lone opposing vote.

A review of the plan, obtained via a public records request, finds it reads like a marketing campaign and uses numerous district resources -- from email blasts to postage and mailing costs for letters to parents to the valuable time of teachers, guidance counselors and principals.

The effort comes at a time when the test is receiving flack for the time it takes from learning and the claims by some that it unfairly seeks to measure student and teacher performance.

Among the elements of the campaign is one approach that states the district would send a "letter to CHS families reiterating importance of PARCC as a graduation requirement." 

That seems misleading as PARCC is not a graduation requirement and was launched last year under the promise that it would not be seen as one. Many opponents contend the test's importance is growing unfairly and that it may soon become such a requirement.

See the plan's below key elements below:

Columbia High School

1. Communicate PARCC reduced testing times
2. Communicate PARCC restructuring to one testing window
3. Meet with schools to develop action plans.
4. Letter to CHS families reiterating importance of PARCC as a graduation requirement.
5. Separate info for classified students as indicated by CST members (translated for all ELL families).
6. Creating one-stop information portal on CHS website for students and parents to access information about PARCC and its value.
7. Counselor conversations regarding student past performance on PARCC on an as-needed basis.
8. Continued use of PARCC-like activities and assessments in ELA and math classes.
9. CHS morning news and announcements to promote importance of PARCC as a graduation measure.
10. Email blasts to promote importance of PARCC as a graduation measure.

Maplewood Middle School

1. Send grade level letters home
2. E-blast training.tutorial information
3. Collaborate with support groups for disseminator

South Orange Middle School 

1. Communicate e-blasts to families
2. PD for staff- protocols/procedures
3. HSA PARCC meeting