Charter School Marketing Strategy

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Strategic Marketing Plan
New Height Business Academy
Sports Leadership and Development

ADCP 335/Managerial Marketing
Professor A. Savage
September 11, 2010
Bell, A.
Dockersy, S.
Ellis, T.
Salter, M.

New Heights Business Academy of Sports Leadership and Development (NHBA), a start-up charter school, located in the warehouse district of Southeast section of Memphis, Tennessee, will have its first class in August 2011. NHBA will enhance the charter school movement by introducing students to the business-side of athletics. Educators, supporters, and parents became concern after noticing the poor business decisions many athletes make during their careers. A mutual decision arrived that athletes did not know how to market themselves. On this idea alone, plans for NHBA were underway.

What are charter schools? Charter schools are independently-ran public schools created by concerned individuals who saw there was a lack of quality education in the public school system. These schools are free to select their own educational goals and curriculum, choose their own teaching staff, and set their own standards for student behavior. In addition, they have the freedom to extend the school day and year.

According to the Tennessee Charter School Association (TSCA), since 2002 seventeen charter schools operating in the State of Tennessee, with applications submitted each year. Approval for new charter school applications is through a state mandated agency, the Local Education Agency. Currently there are 24 charter schools operating in Memphis. (

The charter school law mandates that charter school has to open it doors to all students, including physically and mentally impaired students and students of a diverse background, with first priority given to students that : * have previously attended a charter school

* attend poor performing schools
* scored below proficiency on the TCAP and Gateway exams * receive free or reduced lunch

The law states that charter school can only select 25% of their students qualifying on free and/or reduced lunches. The remainder will come from the above categories.
Charter schools are the school of choice for many parents because of the quality of education they provide. Parents are at ease knowing their child is in a safe, learning environment; their individual needs are met; and will receive the necessary tools for success. These schools have set high standards in education and must adhere to those standards if they want to remain open. However, public schools remain open no matter how they perform.

According to the TCSA, 100 % of charter school funding is issued from the state and local governments. They are entitled to Title I and Special Education funds based on student enrollment. Unlike public schools, charter schools have to depend heavily on grants, donations, and fundraisers to cover costs, such as, start-up, renovation, construction, and other expenditures not incorporated in the funding budget. printed an issue in July 2010, which stated last year charter schools received $10,394 in funding per child. Since Memphis City Schools is being tasked with overseeing charter schools, a fee of 3% will be charged. After the fee is placed, charter schools will receive $7,633 per child, excluding school lunches and other fees not obligated by the district. There will be fifteen charter schools affected by this fee.

New Heights Business Academy of Sports Leadership and Development (NHBA), is a public charter school that will serve prospective students in 9th thru 12th grades. NHBA will address the needs of students academically and athletically, in a business environment. As a charter school, our focus is to prepare students for college through innovation and abundance in an attractive and meticulous college-preparatory educational program,...
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