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LET ME TELL YOU ABOUT US:

The Maryland Charter School Network is the statewide advocacy group for charter schools and other public schools in the state operated under site-based autonomy principles

HERE IS WHAT WE NEED:

about a third of charter schools in Maryland have succeeded in either closing or substantially narrowing the minority achievement gap. Our organization wants to give out an award, either a medallion or certificate or something, to each of those schools, for the purpose of both rewarding that accomplishment and generating PR

OUR TARGET AUDIENCE IS:

we want to brand charter schools as leaders in narrowing and eliminating the achievement gap. the branding is in the eyes of the educational establishment (school superintendents, school board members, teachers, teachers unions) and in the eyes of state legislators and parents of school-age kids. In other words, in the eyes of everyone other than your retired spinster aunt (and if she votes, we'll take her too) It has to be more sophisticated than feel good, not only to avoid seeming patronizing but also because the organization behind it, the Maryland Charter School Network, needs to cultivate an image as a sophisticated, go-to actor in educational policy circles in the state

WE LIKE THESE EXAMPLES:

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WE ABSOLUTELY MUST HAVE THIS IN OUR PIECE:

see 'who is your audience' above

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