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October 9, 1996




l\1r. John Stanford Superintendent

Seattle Public Schools 815 Fourth North

Seattle, Washington   98109 Dear John:

It was a pleasure to meet with you several weeks ago in conjunction with the Seattle Center Ad Hoc Marketing Committee and again in Vancouver for the Chamber’s Leadership Conference. Your ability to understand your audience and deliver an appropriate message is greatly appreciated.


After our ad hoc session, it was obvious that you understand the issues and problems confronting Seattle and that you have a vision of a solution.  Your intuitive sense of cause and effect have served you well, and I believe you are right on track with your quest.


I would like to provide a marketing solution for your first initiative and suggest the theme:  Seattle:  The City of Readers.  The question is:  How do you get enough reach and frequency to keep these important messages in front of the population to help sustain a crusade?


Attached, I have outlined a preliminary marketing strategy, based upon what I know of the greater Seattle area.  I have also included a list of individuals who I feel could provide free reach and frequency to help drive the campaign.


I am excited about the possibility of increasing the literacy of the greater Seattle area and willing  to help if you with your vision.  Please call my assistant, Colleen Bol at 506-7692, to set up a time where a few of us could discuss this package.







John K. Buller

Senior Vice President

Sales Promotion & Marketing






The City of Readers



  1. To develop a marketing strategy to encourage Seattle to become a “City of Readers.”
  2. To shift a portion ofresponsibility for teaching reading to the parents.
  3. To establish an expectation that everyone should read thirty (30) minutes per day.




Begin to implement some of these ideas by spring 1996, with a major launch of a complete package in place for August 1996 to coincide with Back-To-School advertising.




The City of Seattle, with special emphasis to lower income areas of the greater Seattle area.




Develop a “City of Readers” ad hoc marketing task force that focuses on defining a complete marketing strategy and works to create a complete launch success.


A list of suggested members are attached.  Each member would understand that the purpose of this ad hoc group is to raise the level of effort on this project in the most cost effective means possible, as well as to raise the money needed to complete this project.




The following is a random list of ideas and concepts that could be in place for an August 1, 1996, launch:




  1. Call a meeting of the ad hoc committee this fall to start the project.  Define concepts and establish project leadership.  (John Buller)


  1. Starting in January, begin holding monthly ad hoc u pdate meetings to maintain progress.


Seattle:  The City of Readers Page Two




3.          By mid-March, send letters to all public officials and Chamber of Commerce businesses to explain the program, ask for help, and let them know how to get involved.


Concepts and Ideas:


  1. Hire a creative team to develop a graphic design package that will serve as the overall creative image.  (Dick Hadley)


  1. Develop ties and exclusive agreements with key Seattle area corporations for in­ kind advertising and event packaging: The Bon Marche, The Seattle Times, Starbucks, Barnes & Noble, University of Washington Book Store, R. R. Donnelly, Washington Transit Advertising, Ackerly Communications, KING TV, etc. (John Buller)


  1. Create written material for campaign focused toward businesses. (John  Stanford)


Possible  Topics:

  1. Home reader evaluation test.
    1. Topics for parent handout.
    2. Where to get free books.
    3. How to use the public library.
    4. How to become involved.

f           Articles for company newsletters.


  1. Create a Seattle Public Library Program, i.e. reading classes, story telling, library card drive.


  1. Create an August/September  public relations strategy.


  1. Create a mailer for household reference and ask the United States Postal Service to deliver it free.


  1. Create a speaker bureau program.


  1. Participate in all major corporation’s newsletters.


Seattle: The City of Readers Page Three





  1. Create a media package that leverages the Bon’s Back-To-School  advertising, The Seattle Times’ “My Word,” bus boards, bill boards, KING Television’s public service announcements, and minority newspaper advertisements into a single comprehensive package.


I 0.        Involve minority communities in the campaign.


  1. Involve religious institutions in the campaign.


  1. Have a levy package ready for the fall elections to buy books and school supplies for the classrooms.


Levy Campaign:  The district could have a major book and resource levy ready for a fall election to use the weight of the campaign to help leverage to financial resources.



This effort could be the largest campaign in the area’s history — the Windows 95 launch for the school system.


Seattle:   The City of Readers

Suggested Ad Hoc Committee Mem bers




Mr. Greg Bennett

Display Advertising Manager The Seattle Times

Post Office Box 70 1120 John Street

Seattle, WA  98109

(work) 464-2960

(fax)    464-2131

Rev. Dr. Ellis H. Casson Senior Pastor

First A.M.E. Church 1522 14th Avenue

Seattle, WA  98122

(work) 324-3664







Mr. Chris Bennett Publisher

The Medium

Post Office Box 22047

Seattle, WA  98122

(work) 323-3070 ext.  16 (fax)

Mr. Chester Dorsey President

Chester Dorsey Auto Salons 2227 East Madison Avenue Seattle, WA  98122

(work) 322-7320

(fax)    322-7329






Ms. Jann Blackbourn President & CEO

Washington Transit Advertising 1601 Fifth Avenue, Suite 1100

Seattle, WA  98101

(work) 467-1100

(fax)    467-0331

Mr. Jack Faris

Senior Vice President Cole & Weber

308 Occidental Avenue South Seattle, WA  98104-2840

(work) 447-9595

(fax)    623-9832






Mr. Arthur Buerk President Northwestern  Trust

1201 Third Avenue, Suite  2010

Seattle, WA  98101

(work) 442-6406

(fax)    442-6401

Mr. Mike Flynn Publisher

Puget Sound Business Journal 720 Third Avenue, Suite 800

Seattle, WA  98104-1811

(work) 583-0701

(fax)    447-8510






Mr. John Buller

SVP, Sales Promotion & Marketing The Bon Marche

Third & Pine Streets Seattle, WA  98181

(work) 506-7692

(fax)     506-7722

Rev. Dr. Robert Jeffrey, Sr. Executive Director

Black Dollar Days Task Force 116 – 21st Avenue

Seattle, WA  98122

(work) 323-0534

(fax)     323-4701




Dr. Charles Kane


,    Chancellor

Seattle Community College District 1500 Harvard Avenue

Seattle, WA  98101-2332

(work) 623-0340

(fax)    625-9940

Mr. Ammon McWashington Principal

Garfield High School 400 23rd Avenue

Seattle, WA  98122

(work) 281-6040





Mr. Fred Kelley

Corporate Manager, Advertising &


The Boeing Company

Post Office Box 3707, MS  10-06 7755 East Marginal Way South Seattle, WA  98124-2207

(work) 544-1611

(fax)     655-3987


Ms. Assunta Ng Publisher

Northwest Asian Weekly 414 8th Avenue South Seattle, WA  98104

(work) 587-2456

(fax)    223-0626






Mr. David Marriott

President of Public Relations Elgin Syferd

1008 Western Avenue, Suite 600

Seattle, WA  981 04

(work) 442-9900 ext. 423

(fax)    326-5114




Mr. Herman McKinney

Vice President, Urban Affairs

Greater Seattle Chamber of Commerce 1301 Fifth Avenue, Suite 2400

Seattle, WA  98101-2306

(work) 389-7231

(fax)     389-7288

Ms. Robin Pasquarella Alliance for Education

1301 Fifth Avenue, Suite 2400

Seattle, WA  98101-2603

(work) 389-7276

(fax)     389-7288




Ms. Liz Stroup

City Librarian & CEO Seattle Public Library Serials Unit

1000 Fourth Avenue

Seattle, WA  98104-1193

(work) 386-4101

(fax)     386-4119




Rev. Dr. Samuel B. McKinney Senior Pastor

Mt. Zion Baptist Church 1634 19th Avenue

Seattle, WA  98122

(work) 322-7951

(fax)    860-7525

Mr. John Washington General Sales Manager KING Television

333 Dexter Avenue North Seattle, WA  98124

(work) 448-3882

(fax)    448-3606



John K. Buller


August 27, 1996




TO:      Mr. Joseph Olchefske Chief Financial Officer

The Seattle Public Schools


RE:      Draft Relationship between John K Buller and The Seattle Public Schools





To create a process that produces opportunities which will increase outside revenue for the Seattle Public School system through advertising and corporate partnerships.




School year 1996/1997




The focus will be on high school and middle school facilities and programs.




There are five (5) significant projects that will need to be completed in order to accomplish this objective:


  1. Creation of a statement of standards and values about how corporate partnerships and advertising would be integrated in the Seattle Public School system.




  1. I will hold a meeting with corporate marketing executives and business leaders to gather significant thoughts about what should comprise key standards and values to monitor this project.






2030 Dexter Avenue North, #250 • Seattle, Washington 98109 • (206) 292-9979


Relationship between John K. Buller and The Seattle Public Schools Page 2




  1. I will write a document that will summarize these thoughts into a “Statement of Standards, Values, and Guidelines.”


  1. I will hold a second meeting of the same group to critique the “Statement of Standards, Values, and Guidelines.”


  1. Once this has been completed, this guideline statement should be discussed by the board.  I expect to have the “Statement of Standards, Values, and Guidelines” written by November  1, 1996.


  1. Development of potential inventory of marketable school system assets. Process:
    1. I will holCI a meeting of key district employees (your choice) to gather input as to what aspects of the school district’s facilities and programs could be used in strategic partnership


  1. I will audit all high school and middle school buildings and compile a complete list of potential marketable assets.  The nature of the list will be school district total as well as facility specific.


  1. I will create a catalog, inclusive of pictures where appropriate, of the potential marketable assets.


  1. I will, in general terms, define the capital cost of putting these marketable assets into a competitive marketing position (i.e. cost of putting in sign holders).


  1. This project should be completed by mid-December  1996.



  1. Defining issues and writing strategies. Process:
    1. Based upon 1 and 2 above, I will develop a key issue list and write two or three marketing strategies that might best balance the political, financial, and operational realities of placing corporate partnerships in place within the Seattle Public School system.


  1. This project should be completed by mid-February  1997.


Relationship between John K. Buller and The Seattle Public Schools

Page 3





  1. Defining a communication strategy. Process:
    1. Because of the political and controversial nature of this project, I will develop a communication strategy that focuses on:

I)      )  The school board.

2)     The press.

3)    Local business leaders.

4)     Local politicians.


  1. This project should be completed by mid-February 1997.


  1. Execution of this program. Process:
    1. With the completion of the above projects and the approval of the school board and Seattle Public Schools administration, I would, under a separate contract, go to the corporate market to institute strategic marketing partnerships under the above stated guidelines and strategies.


  1. The stated goal would be $1.5 to $2.0 million.


My Needs:


I need to discuss the following:


I.                   Seattle Public Schools helping to share the expense of Colleen Bo! to manage the packaging of these projects.


2.                   The negotiation of a small budget to source outside help in cataloging the District’s  marketable assets.









JKB/SEASCH2.ob  1019196


S.A .F.E .

Seattle Athletic Facilities and Ed ucation

DRAFT as of 10/9/96




Introducing S.A.F.E., Seattle Athletic Facilities and Education:

S.A.F.E. was formed under the Alliance for Education as a advisory group comprised of Seattle School District employees, parents, and local business leaders working together to develop an outstanding interscholastic athletics program, funded by a broad range of sources.


The Need for Interscholastic Activities:

Studies indicate activities help keep students in school while earning better grades and attendance records.  Participation teaches values that will serve them for life, including work ethics, fairness, discipline, and good sportsmanship.  Studies have shown that students who participate in school activities are much more likely to:

  1. Stay in school.
    1. Get better grades.
    2. Have higher graduation rates.
    3. Girls who participate in athletics are 90% less likely to have an unwanted pregnancy or become involved in hard drugs.


Interscholastic Athletics at the Crossroads:

Budgetary constraints since the mid-1970′ s have led to the decline of Seattle School District sports programs.  In 1976, Seattle’s middle school athletic program was discontinued, and there are now 5,000 less children participating in school athletics than there were in 1976.  Today, over 85% of all league championships are being won by private schools.                                              ·


Goals of S.A.F.E.:

To correct the deficiencies in the interscholastic athletics program by:


  1. Create a Structure for Strong District Leadership:

S.A.F.E. will advise the Coordinator of Athletics.  S.A.F.E. must be the advocate for District funds to help build the program and provide for community input and support.


  1. Build  a Quality Interscholastic  Sports Program:

Provide middle and high school students with an organized and well-managed sports program that provides maximum opportunity for all Seattle Public School students.


  1. Improve District  Athletic Facilities:

S.A.F.E. will be a strong advocate of improved athletic facilities.  We must provide facilities that are repaired and maintained at a level that is competitive with other public school districts in our Puget Sound region.





$100 allows one middle school student to participate in an after school program.

To donate, call Alliance for Education at 343-0449.



Page Two




  1. Secure and Keep Outstanding Athletic Personnel:

Seattle Public Schools must have qualified coaches and athletic personnel. S.A.F.E. will create highly trained and certified staff that will help Seattle public school children grow and prosper by their participation in these athletic programs.


  1. Enhance the Budgetary Process and Begin Fund-raising:

To ensure financial stability, S.A.F.E. is dedicated to providing:


  1. The start-up capital to return Seattle Public Schools to a full athletic program.


  1. Create a long-term and stable environment to ensure Seattle Public Schools will always have a competitive athletic program.


  1. Bring Back Community Pride:

Community school athletics has historically  been the corner stone oflocal  community pride.   S.A.F.E. will be a strong advocate of increased participation  in all school activities. The more the community  supports its schools, the better it will be able to handle other community issues.


What Success Looks Like:


I.         More middle and high school students compete in athletics and academics.


  1. Key sports facilities are improved, helping to balance the disparity between the District’s facilities and those of other public schools.


  1. Fund-raising increases public and private contributions to meet program needs and community interest and involvement are increased.



S.A.F.E. will be a strong advocate of using our Seattle Public School facilities to provide opportunities for our students to get involved in activities after school (2:00 p.m. to 5 :00 p.m. ). The parks department, Boys and Girls Clubs provide lots of opportunities after 5:00 p.m., but we must not abandon our children to the streets from 2:00 p.m. to 5:00 p.m.  Athletic programs, school pride, involved students, and involved communities can help create kids who stay in school, get better grades, and choose to stay away from bad influences.


Provide opportunities now or build more jails,  carefor  unwanted babies, and treat more drug addicts later.






$100 allows one middle school student to participate  in an after school program .

To donate, cal! Alliance for Education at 343-0449.

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