Coeur d’Alene High School

Marketing Plan
FY2009 through 2012
Randy Russell, Principal
Todd Gilkey,Assistant Principal
Michael S. Nelson, Assistant Principal
Troy Schueller, Assistant Principal

Assistance in this plan came from the counseling team, building secretaries
and marketing students under the direction of Mr. Jon Hastings.

Approved and Adopted by the Staff Advisory Council: XXX

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Coeur d’Alene High School Marketing Plan 2008-2010, Approved 9/13/07
 Background

Coeur d’Alene High School has a proud academic and athletic tradition in the Pacific Northwest that
has grown through the remarkable work of faculty, staff and students over the past century. Today,
our school serves nearly 1,500 students from the communities of Hayden, Dalton and Coeur d’Alene,
Idaho. Our school is committed to the complete education of each student with an emphasis on
academic excellence, individual achievement, and social growth. CHS offers a student-centered and
student-friendly atmosphere where success is expected, encouraged, and attained. Our motto is
“Continuing the Tradition of Excellence.”

Our school bases all decisions on 5 principles, all starting with the letter R: Relationships, Rigor,
Relevance, Results, and Rewards, each identifying key components of creating a high school
environment that nurtures a student’s social growth, but also has a strong academic feel. Students
are held accountable for their learning by continuous assessment, celebration of accomplishments
and goal setting through a variety of sources.

However, the days of ‘business as usual’ in a high school may be soon ending. Our school has seen
a steady decrease in enrollment which can be attributed to the academic standards of our school, a
lack of variety in course offerings and a declining enrollment in our normal attendance boundary,
although our school accepts out-of-district transfers. It has become very clear that students, by far,
state that they feel safe in our environment, but for many, the offerings at our traditional high school
do not match their needs, as enrollment in alternative / charter high schools has increased as well as
that of our sister high school, Lake City High School.

The purpose of this plan is to market the talents of our students, celebrate the accomplishments of
our school community and continue to earn the support and trust of our community to earn an
education at Coeur d’Alene High School. We believe, that when identifying our strengths and having
a constant message about how our school has led, and will continue to lead, the educational
opportunities in our region. Our goal is simple, we want to be recognized as a ‘Premier High School in
the Northwest.’

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Coeur d’Alene High School Marketing Plan 2008-2010, Approved 9/13/07
Mission and Core Values

Mission Statement
Coeur d’Alene High School is committed to an environment of academic excellence and citizenship
that empowers our teaching community to develop exceptional curricula, nurturing lifelong learning
and character development in our most important asset: our students.

Values Statements
At Coeur d’Alene High School, we commit to:
 EXPECTING students to demonstrate achievement in accordance with nationally recognized
standards.
 FUNCTIONING as a transitional experience for each student’s next stage of life, with the
understanding that ultimately each student must earn a living.
 PROVIDING students with multiple options.
 PREPARING each student to be a lifelong learner.
 CONTRIBUTING to a foundation building good citizenship while learning to participate in our
democracy.
 PLAYING a role in the personal development if young people as social beings, who have
needs beyond those that are strictly academic.
 LAYING a foundation for student participation in an increasingly technological society.
 EQUIPPING young people for life in a country and a world in which interdependency links their
destiny to that of others, no matter how diverse those others may be.
 SUSTAINING a philosophy that advocates for young people without reservation.

Marketing Vision
The marketing vision of Coeur d’Alene High School is to raise awareness of the successes currently
being seen in our building, therefore increasing enrollment and supports for student activities, clubs
and school events.

Target Audience
Our target audience is community members in the cities of Coeur d’Alene, Hayden, Dalton, Post Falls
and Rathdrum with an emphasis on young adults from the ages of 13-20. This is to attract quality
middle school students to use open enrollment and come to Coeur d’Alene High School, retain
students in our attendance boundary and build relationships with young adults after graduation,
collaborating with their parents / guardians to have a lasting feeling of connectivity with our school,
administration and students.

Goals & Objectives

Goal 1 By the end of 2010, all Coeur d’Alene High School mailings / signs and marketing
materials are consistent.

Objective 1.1 Communicate marketing plan with Viking Boosters, Sports Cellar, Kimmel Athletic
and other clothing providers to produce consistent use of logo and colors.
Objective 1.2 Communicate with Jostens to ensure that all stationary and correspondence are
consistent in design.
Objective 1.3 Create templates for stationery use on InfoCenter for common use.
Objective 1.4 Create sponsorship to allow for t-shirts available for awards for staff / students.
Objective 1.5 Offer class with goal to make all programs / agendas and handouts for events.
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Coeur d’Alene High School Marketing Plan 2008-2010, Approved 9/13/07
Goal 2 By the end of 2011, every student, staff member and Viking Booster will wear
Viking Blue on Friday.

Objective 2.1 Have greater availability of Viking Wear available at our school.

Strategies Add additional cabinet of Viking Wear near student entrance

Have Viking Wear available with a manned table once a month during
lunch periods.

Objective 2.2 Have Viking Wear available at every varsity activity.

Strategies Create a box of Viking Wear that can be used with each activity.

Objective 2.3 Engage in a marketing campaign with Viking Boosters and school community to remind
that Friday is ‘True Blue Friday.’

Strategies Send reminder emails to staff before Friday.

Make weekly announcements on public address / KCDA-14.
Reward classrooms with high percentages of Viking Blue at random.

Goal 3 By the end of 2010, Coeur d’Alene High School has a consistent presence in print
and multimedia.

Objective 3.1 Send press releases for exciting / unique events surrounding our student body and
staff.

Strategies Ensure that all newsletters are sent to local media outlets.
Tools Follow-up telephone calls to media outlets to encourage coverage.
Place current events on website as tool for communication.

Encourage parents to share information regarding their students.

Tools Open Facebook account for information sharing / building fan base.
Open Twitter account to send targeted messages to fans.
Send press releases to public address announcers for events.
Request time for recognition at school board meetings

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Coeur d’Alene High School Marketing Plan 2008-2010, Approved 9/13/07
Schedule and Budget
Cost estimate Existing or
Time Who is
Goal/Objective Strategies Tools (if blank, cost New source of
Period responsible
is In-Kind) funding
1.1: Communicate Send emails and make efforts Email 3 months Administrative
marketing plan with Viking to communicate marketing Telephone Team
Boosters, Sports Cellar, plan face-to-face with school
Kimmel Athletic and other and district personnel.
clothing providers to
produce consistent use of
logo and colors.
1.2: Communicate with Communicate face-to-face Email 1 month Administrative Variable Existing
Jostens to ensure that all during visitation or via email Face-to-face Team
stationary and with Bob and Julie Telephone
correspondence are Casagrande
consistent in design.
1.3: Create templates for Create commonly understood Face-to-face 3 months Administrative Variable
stationery use on templates for classroom Email Team
InfoCenter for common handouts, activity programs,
use. letterhead, business cards

1.4: Create sponsorship Create lasting partnership Face-to-face 3 months Administrative

to allow for t-shirts with local businesses to have Team
available for awards for t-shirts on hand to reward
staff / students. exceptional student deeds
1.5: Offer class with goal Use existing Business- 6-10 Students Ongoing Administrative Existing
to make all programs / Management Technology Teacher Training Team
agendas and handouts for course to maintain consistent Student Training A. Carrico
events. use of materials.
2.1 Have greater Work with Viking Boosters Email Ongoing Administrative
availability of Viking Wear and external vendor to Face-to-face Team
available at our school. increase number of items, Telephone R. Giles
available at a reasonable
price, for students, staff and
supporters
2.2: Have Viking Wear Work with boosters to ensure Email Ongoing Administrative
available at every varsity that a table is available at Face-to-face Team
activity. each activity. Telephone R. Giles
2.3: Engage in a Create a campaign with a Email Ongoing Administrative
marketing campaign with common logo to identify the Face-to-face Team
Viking Boosters and use of royal (Viking Print A. Carrico
school community to Blue)around our school
remind that Friday is ‘True community.
Blue Friday.’
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Coeur d’Alene High School Marketing Plan 2008-2010, Approved 9/13/07
3.1: Send press releases Have common format for Email Ongoing Administrative
for exciting / unique press releases available and Print Team
events surrounding our communication to newsletter Telephone Staff
student body and staff. for media outlets.

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Coeur d’Alene High School Marketing Plan 2008-2010, Approved 9/13/07
Appendix

Coeur d’Alene High School has a desire to protect its ‘brand’ in the surrounding community, but maintaining consistency in logos, color
schemes and message. To that end, please adhere to the following logo options whenever communicating about or referring to our
school:

Official Title: Coeur d’Alene High School

Official Motto: Continuing the Tradition of Excellence
Official School Colors: Royal Blue (Pantone 286C) and White (Pantone White) with Black Accent (Pantone Black C)
Official Font Scheme: “Coeur d’Alene” (Ale and Wenches) “Vikings” (Alexis Expanded) with Arial / Helvetica text.
Official Logos: Please see the logo set and titles below

Viking Banner Long

Coeur d’Alene High School Viking C Coeur d’Alene High School Crest Coeur d’Alene High School Seal

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Coeur d’Alene High School Marketing Plan 2008-2010, Approved 9/13/07
 CHS Viking Script

Coeur d’Alene High School Coeur d’Alene High School Rising Viking
Renaissance

Coeur d’Alene Vikings Banner

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Coeur d’Alene High School Marketing Plan 2008-2010, Approved 9/13/07
 True Blue Logo Viking Booster Club Logo

Regional and District Recongition Banner State Championship Banner Recognition Banner
Updateable with Years of Recognition $49.00 Apiece $49.00 Apiece
$84.00 Initially / Updateable Annually for $10 per Year
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Coeur d’Alene High School Marketing Plan 2008-2010, Approved 9/13/07
Letterhead Business Cards

The business cards proposed maintains the consistent elements

of school colors and presents a fresh look for the recipients.
Additionally, the business card template can be generated in-
house allowing teachers / support personnel and other staff to
print their own cards if not allowed within the current budget.

Newsletter
Already in production, the school’s
newsletter is produced every other
Monday and sent to every parent /
guardian associated with our
school, over 3,500 in total.

The newsletter makes a strong

emphasis on student successes
and includes links to external
resources for additional
information.

The newsletter is also posted to

The proposed letterhead maintains the consistent elements of our Facebook account and Coeur
the marketing campaign, but still is clean and able to be used d’Alene High School website.
for multiple purposes.
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Coeur d’Alene High School Marketing Plan 2008-2010, Approved 9/13/07