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Five years ago, I was trained by the Parent Teacher Home Visit Project , based in Sacramento, California, whose model is used by educators across the country. Home visits are voluntary and prearranged. School staff are trained; they go out in pairs and are compensated for their time. Students are not targeted for visits because of grades or disciplinary issues. Among family engagement strategies, home visits are recognized for their high impact on student success.
During the half-hour visit, we always ask parents about their dreams for their children. Answers vary: “I want my son to have the opportunities my parents couldn’t give me.” “I want my daughter to make something of herself, to be somebody.”
On one occasion, we weren’t prepared for the answer: “I hope she can stay in this country long enough to get an education.” Lindy had an upcoming immigration hearing, and her dad didn’t know whether Immigration and Customs Enforcement (ICE) would deport her or not.
All of my students are immigrant teens. I don’t ask about their documents, thanks to a 1982 Supreme Court decision which guarantees equal access to education regardless of immigration status. But I do read my students’ academic histories. If I see three weeks in Arizona or Texas, I know they spent some time in a detention facility after an arduous journey through Mexico. I know they face a future full of court dates and unknowns.
Lindy had just arrived from Guatemala. She and her dad sat us down in their austere apartment on a rainy afternoon when he didn’t have to work at a distant construction site. He was the first father to tell us that his hope was avoiding deportation. I wondered how this fear affected Lindy’s schoolwork. How could she focus on reviewing vocabulary or organizing her notebook if she worried that ICE would knock on the door at dawn?
Days before her court date, Lindy told me that her dad couldn’t go with her. “Do I need a lawyer?” she asked. I struggled with this: a 17-year-old confronting ICE alone in a language she didn’t speak well. Fortunately, I have a Central American co-worker who had crossed the border herself years ago. Ms. Perez picked up the phone, and soon Lindy was talking with someone at a local nonprofit who agreed to accompany her to the hearing.
Suppose I hadn’t gone to Lindy’s home, met her dad, and learned of their fears. Without the home visit, would Lindy have trusted me enough to mention the hearing? Would she have gone alone? Home visits are designed to build a relationship between families and educators that impacts classroom learning. As we sit in their living rooms, families begin to believe we will treat them respectfully, and educators begin to shed our preconceptions. A relationship develops that can help students confront some very real obstacles to their academic progress.
Be Flexible About Where and Even Who You’ll MeetHome visits don’t have to happen at home or even with parents. A library may be a good alternative to a crowded apartment, and a sibling may have custody of a student whose parents remain in El Salvador. Mauricio hesitated when we called to set up a visit for his younger brother Vicente, so we met at a nearby McDonald’s. We soon realized that this visit was about Mauricio, not Vicente. Mauricio had just broken up with his girlfriend, so the two brothers were sleeping on couches in a friend’s living room — Vicente had left the insecurity of El Salvador for the instability of his brother’s life.
Like many other students with limited prior education, Vicente’s initial interest in high school waned. His buddies passed my pre-algebra class, but Vicente couldn’t remember how to solve two-step equations. A year later he was passing many of his math objectives but was often absent.
Every visit reveals another assumption from my own middle-class experience that accompanies me to school. I wondered how Lindy’s dad could leave her alone in front of an immigration judge, while I admired her bravery in going. I shook my head at Mauricio’s chaos but grudgingly respected him for devising a plan B for his brother. The last time I tried to call Mauricio, none of the phone numbers worked. And then Vicente handed me a 3×5 card with a new number: “In case you ever want to call….”
Home visits transform the way we look at ourselves and our students. Building trust with families is a first crucial step in tackling some of the obstacles in our students’ paths toward graduation.
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Docscanner: A Powerful Photocopier In Your Pocket
The DocScanner iOS app is like having a photocopier in your pocket. Back in the analogue days, photocopiers were useful tools for business and pleasure, copying important documents or scanning photos for making artfully degraded cut-up concert posters.
It’s true you can simply photograph artwork and items for use on your Desktop, but apps like DocScanner do other things that copiers are also good at, like making documents and photos black and white in one pass.
In this article, we look at DocScanner and specifically the ways we could use it to be creative or productive on a Desktop computer.
Saving Space and PaperworkDocScanner is more than just a photocopier because it’s harnessed to the Internet. If you have a Dropbox account (and if you don’t, you really should) you can link it so that everything you copy with DocScanner gets sent automatically to your Dropbox in the cloud.
You can do the same with other paper: business cards, receipts you get from shops, compliments slips and shipping labels from deliveries, bus and train tickets in case you lose them, and ATM receipts. All of them will be securely backed up to your PC at home via Dropbox in case of any disputes, and you save filing space. Plus even when you delete them from your iOS device they stay backed up in the cloud.
Make PDFsThere are many applications on the Desktop which allow you to create multi-page PDFs, but those rely on the pages being digital files in the first place. What if you want a PDF of a book or a section of one as a file you can read on your computer? What if the book you want to read later is in a library and you can’t take it home?
It’s easy, you just scan it and make a multi-page PDF to read later.
Make Copier ArtOne of the things which DocScanner is good at which a Desktop can’t do without additional software is that weird retro burned out photocopy look where any large black areas are turned to white to save toner.
If you make retro art, this is a great one-shot way to get a great starting point for pasteup or retro artworks.
Similarly, it’s a great way to scan doodles for development in Photoshop or Illustrator.
Also any scans which use the adaptive shading are totally black and white with no greys. This means even if you only have a black and white printer, you can use websites like The Rasterbator to make huge multi-page posters you can print out and paste onto your walls.
Sharing the LoveWithin DocScanner, you can copy and send articles in magazines to friends. You can also send quotes from books you are reading to Facebook. Using the cropping tools, you can centre in on the quote you want to feature and the app handles the cropping.
If Dropbox is linked, it also sends a version to Dropbox, and although you can send it directly from the DocScanner app to Facebook, you also have the option of dragging it in from DropBox into Photoshop and then adding it to Facebook in a browser. This is handy if you want to edit the file to highlight certain words.
DocScanner is available for iOS in the App Store for $4.99.
Photo Source: Manchester City Library
Phil South
Phil South has been writing about tech subjects for over 30 years. Starting out with Your Sinclair magazine in the 80s, and then MacUser and Computer Shopper. He’s designed user interfaces for groundbreaking music software, been the technical editor on film making and visual effects books for Elsevier, and helped create the MTE YouTube Channel. He lives and works in South Wales, UK.
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How To Define And Build A Powerful Brand
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Register and trademark your brand name to protect your brand’s growth and your business’s intellectual property.
2. Why do you exist?As a business, you want to make a profit. However, why you exist must go beyond money. Customers want to know what you believe and if it’s something they also believe.
Why your business exists is as important to your messaging as who you are. Review your company’s mission statement and ensure your branding is consistent with its message. If you don’t yet have one, define your business’s tangible values and establish a company mission. A mission statement defines your cause and purpose; it should suffuse your brand and every communication.
A few years ago, the author Simon Sinek gave a TED Talk in which he explained that people don’t buy what you do; they buy why you do it. For example, megabrands like Apple don’t sell anything other companies couldn’t provide. Instead, they sell a belief. Apple’s message, Sinek said, is “We believe in thinking differently.” This resonates on a deeper level than “We sell great computers that are easy to use.”
What does your company believe? Your brand should convey that to a target audience that believes the same.
3. Who is your target market?Everyone can’t be your target customer. When identifying your target market, be specific. Take the following steps:
Determine your target market’s demographics. Look at your target market’s demographics. Who do you see buying your product? Go beyond age to consider who will pay for your product or service.
Look at your competitors’ customers. Research brands similar to yours to see who they’re selling to. Do you want to go after a share of that target market or a different business niche?
Brainstorm descriptors for your target market. Descriptive words can help you understand your target audience, even if you don’t use them in branding materials. For example, do you see your target market as athletic? Are they readers? Do they pay attention to sourcing and want natural products? Are they nonprofit organizations, retailers, or consumers? What kind? Don’t be afraid to use your imagination.
Look for your natural customers. Be realistic about who you’re looking to attract. Most of all, consider who your most natural customers might be. Who are the people already seeking the solutions you’re selling?
Essential elements of creating your brandWhen you know who you are, why your product exists, and who your target market is, it’s time to create your brand. Every choice you make when presenting your brand to the world — photos, images, sounds and words — should reflect the same essence and identity.
Consider the following essential elements:
Choose your brand name. First up is finding the perfect business name. If you don’t already have one, give your company a name that reflects who your business is and why it exists.
Develop a brand logo. Your brand name will inform how you create the corporate logo — the visual image that instantly identifies your company or product in the marketplace. Your logo goes on every communication your company sends out, so shop it around to people who will tell you the truth. How does it make them feel? What does it tell them about your brand? What tweaks could better convey your identity? Your logo is your brand’s icon, and it’s costly and difficult to change after it hits the market.
Develop a marketing aesthetic. Your marketing aesthetic includes your logo and all marketing materials, including your website design and social media presence. Consider an aesthetic that best depicts your company, including a color palette. Use research that explains how color and hue affect consumers as a guide. Colors, logos and other design elements all say something about your company. Ensure you’re sending the right message.
Choose platforms that suit your brand. How you market your business, including its social media platforms, will convey information about your brand. Using TikTok for business can be a boon if your target audience is active on TikTok. Opt for Instagram for business if your customers primarily use Instagram. Your customers may span multiple social media platforms, and if so, you can tailor your messages for each platform. Your brand won’t change, but you can subtly alter your messages, language, images and sounds to be appropriate for each platform.
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Sound branding can also boost brand recognition and sales. For example, consider a sonic logo like Netflix, soundscapes in a retail or restaurant location, and music in any business environment.
What if you need a rebrand?For a company to remain agile, it must evolve and adapt to new realities, including new offerings, methods and audiences. Sometimes, evolving means rethinking your brand identity.
You may need to rebrand your business for the following reasons:
The marketplace has changed.
Your product line has evolved.
You want to introduce a new offering.
A leadership change has shifted the company’s philosophy.
Your product appeals to a different audience than you first thought.
Your brand is outdated.
When rebranding is your best option, go back to the original questions that shaped your brand and answer them again to identify what has changed:
Who are you now?
Why do you exist now?
Who is your target audience now?
Here are some tips for rebranding:
Salvage what worked for your brand in its original incarnation. Dig into your company’s past experience. Look at sales reports and successful marketing campaigns. Can you integrate successful practices into your rebrand?
Examine your competitors. Do another deep dive into your competition. Are they staying relevant? Have they changed their messaging or image? Do their positive customer reviews give you insight into what your market wants? Do their negative customer reviews offer insights for your improvement?
Stay honest with your company and customers. Be honest with yourself, your team and your customers while rebranding. Ensure everyone understands why you’re refreshing your image. Never make new promises with your rebrand that you can’t keep.
Risks of rebrandingRebranding can come with the following risks:
Rebranding is expensive. You must remake every element of your brand, including your business cards, ad copy, website, business blog, social media accounts, newsletters and any other materials your brand uses. You’ll have to rethink your content strategy and pay graphic designers, content developers, web designers and other professionals to recreate materials.
Rebranding can confuse customers. A rebrand can cause confusion and uncertainty among existing customers. It’s imperative to communicate with them and let them know what they can still expect from your brand and what will change. Tell them why you’re making the change, and be positive. For example, “We feel that a fresh look is compatible with our evolving business” inspires more confidence than “Our sales are flagging, so we’re giving this a try.”
Key Takeaway
Customer loyalty is a crucial asset. Don’t lose loyal customers by springing a new brand on them without communicating.
Why the right branding is worth the troubleBranding can require significant effort and expense. But when you understand how to create a brand identity and invest in determining the right strategy, you’ll save yourself time, work and money in the long run. You’ll have already made fundamental choices about how to present your company.
Your brand reflects your company’s mission and purpose. That goes a long way toward helping you communicate with your customers concisely and consistently so they’ll be able to recognize your brand instantly.
How To Measure Employee Engagement
How to measure employee engagement: this task doesn’t have a simple solution, but it’s worth any company exploring. The long-term benefits speak for themselves.
Creating a culture of employee engagement starts with the proper foundation: one that listens to employees supports their growth and development, and places value on their contributions.
To build such an environment, leaders must create a space for dialogue that encourages honest feedback from everyone in the organisation.
Additionally, it is essential to acknowledge and reward employees for their efforts to boost morale and confidence.
Finally, regular communication between employees and management can help build trust and make staff members feel heard.
By taking these steps, businesses will be better positioned to foster an environment of strong employee engagement.
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Stay compliant, stay competitive
Build a better future with the Diploma in Corporate Governance.
Download brochure
Book a call
The meaning of employee engagementAsking how to measure employee engagement is the first step on the road to long-term staff success. It helps to create a working environment in which employees are productive, enthusiastic, and invested in the company’s goals and work as a whole.
Employee engagement means employees feel valued and respected, have job satisfaction, express commitment to organisational values, and are motivated to contribute even more.
When appropriately managed, employee engagement can lead to increased loyalty, improved customer service levels, and more creativity within the workplace.
Companies should strive to provide their employees with support by fostering an atmosphere of open communication and collaboration to help their teams reach their full potential.
The benefits of measuring employee engagementMeasuring employee engagement can help companies better understand their needs and motivations.
This data can then be used to improve the workplace environment and create more effective management strategies.
How to develop an employee engagement planThe first step in creating a successful engagement plan is to define what success looks like for an organisation.
Start by defining goals and objectives, such as increasing employee retention.
Once goals are established, develop a strategy encompassing both qualitative and quantitative engagement measurements.
For qualitative measures, consider conducting regular employee surveys to gauge their satisfaction with the company’s policies and initiatives.
For quantitative measures, track metrics such as absenteeism, turnover rate, and employee satisfaction.
Using employee engagement dataOnce data has been collected from an engagement plan, it is essential to understand how the data can be used to make improvements and drive success.
Analysing employee survey results can help an organisation identify areas of improvement.
Measuring employee engagement can also help an organisation identify which initiatives are working and which need improvement. This data can allow the organisation to focus on the areas that will significantly impact overall success.
Implementing changes based on the data collectedOnce a director has identified areas of improvement based on the data collected, it’s time to start implementing changes.
Start by setting up a plan that outlines the steps needed to implement these improvements. Be sure to involve stakeholders and set milestones for tracking progress.
It’s also important to communicate changes with employees and ensure they understand why and how they will benefit them.
Finally, ensure employees regularly receive feedback on their performance and recognise them for their efforts. This recognition can go a long way in motivating employees to continue striving for success.
Best practices for employee engagementWith employee engagement tools in place, companies can ensure better performance overall and unlock maximum potential from their staff. Best practices for employee engagement include:
Professional developmentFeeling like their career is stagnant can cause employee dissatisfaction. Professional development should provide employees with the opportunity to continually improve their skills, as well as provide additional avenues for career progression.
FlexibilityOffering flexible work schedules and ways to collaborate virtually can create a healthier work-life balance while fostering bonds between remote workers separated by physical distance. Many workplaces hold quick weekly trivia games or similar events to keep remote employees connected.
Regular check-insRegular check-ins with each employee while allowing them the freedom and trust to work on challenges autonomously can help keep employees engaged with their job over the long run. Boards and management can check in with employees individually and run employee surveys to gauge opinions on issues.
How to measure employee engagement: the next steps.
To become an effective people manager, studying for the Diploma in Corporate Governance is a great way to develop your leadership skills. This comprehensive course will give you the knowledge and skills to maximise organisational performance and stay current on changing business needs.
Furthermore, by increasing your understanding of corporate governance, you’ll be able to lead with focus and an understanding of critical issues for success.
Learn more about the Diploma in Corporate Governance by downloading the course brochure below.
Engagement – The Secret To Your Success
Image Credit / Mamapop
As someone interested in SEO you’ve almost certainly, at one point or another, become victim to a drug that plagues the addictive nature of us all: Metricaine. A jump in rankings here, a sudden drop there, and a constant battle to grow your PageRank or Domain Authority to that elusive next level. You’re watching the numbers as traffic increases and then suddenly it hits you – the epiphany. You’re addicted to metrics. The numbers have lulled you into a sense of security and you feel like you’re doing your job. But what if you’re not?
Whether working as an in-house SEO, or helping clients grow their business, your focus shouldn’t just be on ramping up the raw figures – you’re looking to increase the quality of those visitors and how they interact with your content. Think about it – there’s no point attracting a few thousand people if they’re going to look at your page for a couple of seconds and then hit the ‘back’ button. It might mean that you can make yourself look good in reports but you’re not adding value, which should be your ultimate goal.
Going SocialLet’s begin by stating the obvious: Engaging content will be shared and, with the right push, you’ll gain traction across your social networks of choice. Although getting to a stage where they’re common place in most niches, infographics are great for this. I know from personal experience that if you get yourself in front of the right audience, you’ll pick up a huge amount of traffic. There’s also still plenty of opportunity to stand out by adding interactivity with HTML5 or, if you’re a real pro, embedding video content inside an infographic. If anyone does this let me know and I’ll definitely give you a link!
It doesn’t need to be rich media though – just look at some of the amazing posts here on Search Engine Journal; most get hundreds of tweets. The traffic generated from this is huge and doesn’t happen by accident. The editorial team here is dedicated to giving you the best possible information and don’t let sub-standard content through the net – that in itself drives engagement. Need proof? Another SEO site famed for its content is SEOMoz – I did a random check on a Whiteboard Friday video and found the following:
Engagement for SEOYes, it’s true that bounce rate in its rawest form most likely isn’t a direct ranking factor, but things like dwell time almost certainly are. If users are visiting your page, leaving, and then searching for exactly the same thing straight away then that simply has to be a hint to the search engines that your page probably isn’t as engaging as it should be, doesn’t it?
If you’ve created something that’s engaging then, by its very nature, your content has a good chance of grabbing the interest of another blogger or site owner who may, in turn, feature it on their site. Even the best content doesn’t give you any guarantee of picking up links but you need to give yourself the best possible chance – churning out the same old dross that everyone else is doing makes your link building life much tougher.
5 Simple Steps to Engaging ContentEvery industry and niche website has the potential to produce engaging content – it’s just working out what you’re audience needs. In the age of the social web this has become far easier and there are a few simple steps that will help you create something that people will see as being of real value.
1. Research The first thing you’ll want to do is spend some time researching what has worked for other people. Do a search for “your niche” +infographic, check chúng tôi or get yourself a Followerwonk account and see what kind of stuff the most prominent Twitter users in your industry are sharing. See what you can find on Vimeo and YouTube. Speak to people (shock, horror!). Get yourself in a room with a piece of paper and three or four other people to come up with ideas.
2. Test Once you’ve come up with a few ideas, test them out. Get in touch with some of those thought leaders that you found on Followerwonk and ask them what they think of your ideas. If they like any of them you’ve got a perfect opportunity to line them up to promote it once you’ve finished. Also, use services like Amazon Mechanical Turk to ask a couple of hundred people which of your ideas they think is the best. It’ll cost you a few dollars but there’s nothing like a bit of good old-fashioned market research to validate yourself.
3. Create The next step is to actually create something. Use the best people you possibly can within your budget – whether that includes internal resources or services like oDesk, elance and 99designs you need to get this bit right. There’s nothing wrong with going through a few design iterations to make sure you get things just as they need to be; at the end of the day what you’re creating here will be commodity and you can’t afford for it to be sub-standard.
4. Test it Again! At this point it’s very tempting to just release your product and hope that people like it. Don’t. Fire up Mechanical Turk again so that you can ask a few strangers what they think. A simple ‘Is this good enough to share on Facebook?’ would be a good question to ask if it’s a generic piece of content but whatever you do keep the question simple. Speak to friends, colleagues, family and give those industry leaders that we mentioned earlier a preview to get their input. Do any tweaks and changes, and then test again until you feel completely happy with the outcome.
And Finally…If you find something that works, stick with it… but don’t become blinkered. Being engaging isn’t about coming up with the same rehashed content time and time again; it’s about being different and standing out from the crowd. In doing this your competitors will start to take notice and, at some point, it’s very likely that they’ll copy you. Take it as a compliment and smile to yourself – after all, you’ll already have started on something even newer and more exciting before they’ve had a chance to catch up!
Three Ingredients For Powerful Product Naming
Plus three ingredients that you can combine to create a powerful name and strap line
The name you select for a brand, product or service will clearly have a major impact on how prospects and customers perceive your service, but what are the options for choosing the best name? There are lots of ways to name a business, a service, or a product. The addition of a strap line can take the name a little further. From nonsensical words, like Google, to highly descriptive names, like Compare the Market – there are just so many ways to think about naming! Whilst it’s true that naming is a bit of an art and today we are often constrained by domain name availability, there are certainly a few issues to consider to guide you to choose a name that can work much harder for you.
1. Nonsense names – e.g. GoogleThe benefit of a name like this is that once you’ve lodged a meaning in someone’s mind attached to this word, you own it. In fact, when you really nail this, it can enter the language as a verb… to do the hoovering, or just google it. It’s arguable that when you get here, you’ve gone too far, as it’s no longer associated with your brand. People simply think it’s a word. Did you know that Lloyds Banking Group own the name CashPoint?
The difficulty is getting people to attach meaning to an unknown word, or to attach a new meaning to a word with an existing and clearly understood definition (Like Apple, or Orange – what is it with fruit?). You can definitely do it. But, it takes time and (lots of) money.
The downside to a nonsense name, is that you will initially have to explain what you do. So, if you’re after to speed to market on a low budget, this may not be the smartest move. Of course, there is an opportunity for conversation in this initial misunderstanding, but it can also risk people simply not understanding (or mis-filing) what you offer.
2. Founder names or initials – e.g. Marks & SpencerAs above these sorts of names are meaningless in themselves. You need to get people to attach a meaning to them. Once you’ve done so – it’s yours. Once you own it, you can play with it. As M&S are in their current Magic & Sparkle Christmas campaign. This naming convention can also express traditionalism, that in industries like law or accounting, can be appropriate.
You need to think to the future to know if this is the right approach for you. In a smaller business, it can create succession and exit issues. If you have growth, or a fat cheque for what you’ve built, in mind then naming the business after yourself is not usually a good move. If however, you are building a business celebrity or speaker status, your own name has to be at the heart of it.
Where clarity matters, descriptive names work best. When you want to make sure people understand what you do – having a name that tells them can be very helpful.
The potential pitfall here is in extending your business or product range – if you’ve been extremely descriptive, adding new products lines, etc. can be tough. But, as PC World have shown, not impossible.
4. Conceptual names – e.g. Smart InsightsThen there’s a name that says something about you, but not exactly what you do. This is usually something that expresses your values or style of working. The great thing about this kind of name is that you can own it, like the nonsense name, and you can use it to tag onto a range. When I originally chose Clear Thought as my company name (changed last year when I decided to stick to marketing), it said something about my approach – but I could have easily extended from marketing, to finance, IT, etc.
Bringing it together with a strap line with three key ingredientsHowever you choose to name your business, you have the opportunity to make it work even harder for you with the addition of a strap line. This can be integrated into your logo, or work as a line that you use on collateral, document footers, etc.
Here are the three things to have on your list when briefing or working on this for your own business.
In the worked example that runs through my book Watertight Marketing, I’ve used a fictional company – VA-Voom! The strap line is: Virtual Assistants. Real Potential.
1) What you doSomewhere in either the name or the strap line, I’d recommend that you tell people (in pretty simple terms) what you do. It can be so easy to get yourself filed incorrectly in someone’s mind… making it crystal clear in the logo that appears on practically every document, etc. can definitely help.
2) How you do it, or your values / styleIf you can also give a sense it how it will will to work with you, you’re onto a winner. This is about values and personality. For VA-Voom! we wanted to express speed, and the feeling of someone waving a magic wand. This is also picked up in the visual styling of the logo.
3) Why people would want itAnd, of course, there’s the why. I’d always recommend include is a sense of the key benefit of working with you – i.e. how will their life be tangibly better. If you’ve read about The Logic Sandwich – this is where you want to get to that ‘towards’ emotion in place, so that people have a sense of what they’re headed towards.
You can mix and match how you put these elements together:
A descriptive name (what), with a conceptual (how) and benefits-driven (why) strap line,
or a benefits-led (why) name with the what and how.
But, if you can cover these three bases, you have a seriously hard-working name…
© Bryony Thomas – The Watertight Marketer (this article is adapted from Watertight Marketing, and a previous version of it originally appeared here).Thanks to Bryony Thomas for sharing her thoughts and opinions in this blog post. She is the best-selling Author and Founder of Watertight Marketing, and a no-nonsense marketer and business speaker, specialising in helping ambitious small businesses set things up. Her blog post is adapted from her 5-star book, Watertight Marketing, described as an entrepreneur’s step-by-step guide to putting a marketing operation in place that delivers long-term sales results. You can download a free sample chapter or connect with her on LinkedIn, Twitter, Google+ or Facebook.
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