Ohio Department of Education Teacher Evaluation Strategic Communications Plan
Need/Opportunity
Throughout the country, states are working to revamp systems for evaluating teachers and
principals in an effort to help improve educators at all performance levels. Ohio's new
evaluation system will provide educators with a richer and more detailed view of their
performance, with a focus on specific strengths and opportunities for improvement. The new
system relies on two key evaluation components, each weighted at 50 percent: a rating
of teacher performance (based on classroom observations and other factors); and a rating of
student academic growth.
As part of Ohio’s successful Race to the Top application in 2010, about half of Ohio school
districts agreed to create teacher and principal evaluation systems. In 2011, the Ohio General
Assembly passed legislation requiring that all districts move to a new evaluation system for the
2013-2014 school year Evaluation results will be used to craft professional development plans
for each educator in the state. While these evaluations can be an element, they cannot be the
sole factor, in removing a teacher from the classroom.
Subsequently, the State Board of Education approved a model policy for districts to follow that
provides a broad outline of how teacher evaluation systems should be constructed. To ensure
consistency, the evaluation of principals will follow the same structure, but should be tailored
to recognize their unique duties.
Using student growth as part of the determination of a teacher’s evaluation is a major change
for the profession. It poses further challenges because existing state tests cover only certain
subjects and grades, meaning the Ohio Department of Education must develop alternative
systems for measuring student progress for many teachers.
The challenge for the Ohio Department of Education is to build complex systems to conduct fair
evaluations, train users to use the system, and explain the process to more than 200,000
teaching license holders in a way that builds confidence in the product. Initial pilot testing of
the new system already has been conducted and this plan is being developed as the process of
statewide implementation is beginning.
Key Audiences
Audience
Teachers
Key Concern
Is the system fair and
will it give me real
feedback that I can
use to improve
student growth.
Concern about the
Message
OTES will help you do
the best job for your
students. It will allow
you to demonstrate
how student learning
is growing. Practicing
Desired Outcome
Educators feel
evaluation model is
fair and thoughtful
and helps improve
educators – not
punish them. OTES
Principals
concept that “tests”
will drive job security.
Is the person
evaluating me
qualified to judge my
performance?
classroom educators
are helping build the
system and we are
listening carefully to
the field as we
develop and adjust
the system.
provides actionable
feedback teachers
can use to help
students learning
increase.
Build confidence in
ability to evaluate
teachers in different
disciplines; major
time commitment
needed to evaluate
staff
OTES will give provide
real data about which
teachers are most
effective teachers.
You will receive the
training you need to
provide positive,
factual evaluations of
all teachers.
You will have real
data to judge how
teachers and
principals are
performing.
Principals feel the
evaluation system is
fair and a good use of
their time and that it
gives them real data
to determine who
their best teachers
are.
Superintendents
They must evaluate
principals. Will bring
model policy to their
local school board for
adoption
Local school boards
They must adopt a
teacher evaluation
policy by 7-1-13.
Educator unhappiness
with the system
would manifest itself
with pushback at this
level.
You will have real
data to judge how
teachers are
performing.
ODE model policy
adopted by school
board. They stand by
the system, even if
popular local
educators receive
poor ratings.
They adopt the ODE
teacher evaluation
model policy.
Research
Teacher evaluation is changing rapidly….According to the National Center for Teacher
Quality, 32 states and the District of Columbia Public Schools (DCPS) have made some change
to their state teacher evaluation policy in the last three years. Changes include:



Just two years ago, only 15 states required annual evaluations of all teachers, with
some states permitting teachers to go five years or more between evaluations. Today,
24 states and DCPS require annual evaluations for all teachers.
In 2009, 35 of the 50 states did not, even by the most broad definition, require teacher
evaluations to include measures of student learning. Today, 23 states require that
teacher evaluations include not just some attention to student learning, but
objective evidence of student learning in the form of student growth and/or valueadded data.
Seventeen states and the DCPS have adopted legislation or regulations that specifically
require that student achievement and/or student growth will “significantly” inform or
be the preponderant criterion in teacher evaluations.
Teachers appear to accept the concept that student growth should be a component of their
evaluations. According to Primary Sources 2012: America’s Teachers on the Teaching
Profession, teachers overwhelmingly agree that student growth over the course of an academic
year is the most important metric in measuring their performance; 85percent of teachers say
this should contribute a great deal or a moderate amount to measuring their performance, with
43percent giving this a rating of a “great deal.”
The survey also found that teachers want much more feedback from administrators, peer
reviews and other assessments of their practice than they currently receive.
These changes are taking place during a difficult period for educators nationally. According to a
national survey of teachers:



Teacher job satisfaction has dropped 15 points since 2009, from 59 percent who were
very satisfied to 44 percent, the lowest level in more than 20 years.
The percentage of teachers who say they are very or fairly likely to leave the profession
has increased by 12 points since 2009, from 17 percent to 29 percent.
The percentage of teachers who do not feel their job is secure has grown from 8 percent
to 34 percent since 2006.
Source: MetLife 2011 Survey of the American Teacher
Key Messages
For teachers:
The new teacher evaluation system will give teachers useful feedback and data that
they can use to improve student performance.
The system is designed to help all teachers at every level get better and help students,
not to punish hardworking educators.
The student component of the system measures how students grow over time, not just
whether they have “high” test scores.
Current classroom educators are playing a leading role in building and testing the new
evaluation system. We are making changes to improve the system based on their honest
feedback.
For principals:
The new evaluation system will show which teachers are having the biggest impact on
student learning.
You will receive the training you need to evaluate all of your teachers fairly and to talk
with them in a positive way about how act upon your recommendations.
Conducting deeper evaluations will take more time, but serving as the school’s
instructional leader is the most important work a principal can do. We are working on
ways to help you manage the workload.
Solution Overview
Provide multiple channels to reach educators, principals and others with messages tailored to
their specific role in implementing the new system.
Continue to focus on the purpose of the work of improving teaching and learning by reinforcing
the “why” in all communications and not be distracted by large volumes of technical “what”
news.–Use teachers’ voices to explain the system and to reinforce that it is both fair and
helpful.
Answer questions and complaints about the method in an honest, open and timely manner.
Key Timeline of Events and Communications Opportunities
Event/Opportunity
Web posting of key
documents outlining
next steps in OTES
When
March 2012
What
Refine and
disseminate
initial guidance
for using locally
developed
student growth
measures,
including
approved
vendors for
Why it matters
This is key
information that
will address
unanswered
questions and
show progress of
the overall
initiative.
Approach
Disseminate
through existing
ODE newsletters,
social media
channels and
partners.
non-state tests.
Preliminary report
from MGT and final
revisions to OTES
model.
April 2012
Outside
evaluation of
pilot tests,
including survey.
Demonstrates
that project is
well-received and
that we are
listening to
teachers in
revising OTES
model.
Promote findings
widely to the
field. Key
message: ODE is
listening to
teachers.
Grants to local
educators to
develop student
growth measures
Opportunity
to apply
going out in
April. Work
to take
place in
Summer
2012
Teams of local
educators to
develop student
growth
measures for
grades/subjects
where other
assessments are
not available.
SLOs fill gaps in
existing system –
project shows
active educator
engagement in
the work.
Announce
winning teams
statewide and do
follow-up
features showing
them doing the
work.
Training of
evaluation trainers
May 14-16,
2012 in
Columbus.
These 60 trainers
will be the face of
OTES for many
and will be
responsible for
training up to
15,000 evaluators
in 12 months.
Beginning of this
training
demonstrates
progress of the
initiative and that
highly respected
educators are on
board.
Teacher Evaluation
Symposium at
Columbus
Convention Center
May 25,
2012
Contractor to
train cadre of 60
veteran
educators who
will in turn hold
regional
trainings for
evaluators
around the
state.
Statewide
conference open
to all educators
explaining how
the new
evaluation
system will
work.
Serves as a
“kickoff” to the
implementation
of teacher
evaluation effort.
Tailored weekly
emails to
superintendents,
principals and
teachers
describing
conference in
detail and why it
is worth
attending.
Mini videos of
presenters or
Begin regionally
based training in use
of the OTES model
Pilot eTPES
(electronic Teacher
and Principal
Evaluation System)
eTPES goes live
June 2012
This is
mandatory
three-day
training for
principals and
others who will
conduct actual
evaluations of
classroom
teachers.
Training will
continue for the
year. Total
audience: at
least one
evaluator per
school (5,800
est.). Total
training
slots=15,000
April-May
This is the
2012:
software that
Electronic
will be used to
system rolls record the
out for
evaluations.
principals.
Evaluators will
June/July
enter their
2012pilot
observations
for teachers. here – ultimately
teacher ValueAdded data also
will be
populated.
September
2012
See above
other “snippets”
from conference
presenters.
Preparing
Demonstrate that
evaluators to
the project is
conduct thorough moving ahead
and fair analyses rapidly. Begin
of classroom
driving up
performance is at numbers of
the heart of the
trained
whole OTES
evaluators so that
process. Principal there is early buybuy-in is essential in and not a lastto the success of minute rush for
the project.
training in 2013.
Extensive training
and certification
ensures that the
evaluations are
fair and
consistent.
This is a
cornerstone of
the system –
piloting shows
educator
involvement in
building the
system.
Promote
milestone to all
audiences.
See above.
Promote
milestone to all
audiences.
Highlight any
changes made
based upon pilot
test feedback.
Disseminate
examples and tools
for locally
developed student
growth measures
Summer
2012
These are for
teachers of
grades/subjects
where state
tests are not
available.
Online module
available for
teachers: The
Teacher’s Role in
the OTES Process
and Procedures
No later
than Oct. 1,
2012
Online PD
opportunity that
explains key
elements of
OTES and what
teachers need to
do to prepare
for fall 2013.
Modules are for
CEUs and are
being designed
by Ohio State.
Ongoing training,
engagement and
awareness-building
September
2012September
2013
All School Boards
Must Adopt
Teacher Evaluation
Policy
July 1, 2013
OTES is
implemented
Fall 2013
Measurement/Evaluation
Need to check
with Lori Lofton
An essential
product that will
answer big
questions of
classroom
teachers and
build buy-in for
the concept.
Driving the
education
workforce to
participate is the
most important
step we can take
to ensure
successful launch.
Participation rate
is a key metric for
the program.
Evaluator
training, teacher
engagement
with online
training etc.
Ongoing.
With product
development
largely done, the
goal moves to
getting broadbased training,
knowledge and
buy-in.
Adoption by
local board is the
final step for
actually
implementing
evaluation
system.
Adoption is
mandatory – ODE
hopes that most
will use the
model policy we
are creating.
Closely track
numbers on both
tracks to ensure
evaluator and
teacher
engagement
levels are
expanding
consistently
toward fall 2013
go live of full
system.
Need to do
occasional
updates on
number of
adopted policies.
We need a way to
track.
Goals for a successful project will be measured by the following:

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


Evaluation goes into effect – no legislative attempt to delay or block.
25 percent of Ohio teaching workforce has completed online module by Sept. 1, 2013,
including at least one teacher at every school (need total count of those required to do
this – non-RttT community schools not covered).
80 percent of RttT districts and 50 percent of non-RttT districts attend May 25
conference.
All local school boards have adopted by July 1, 2013 - 90 percent adopt the ODE model
policy (need process to track adoption).
100 percent training of evaluators by Sept. 1, 2013.
Teacher workforce acceptance benchmarks and goals
Question
Current percent Strongly
Agree (pilot group)
Our new teacher evaluation methods are fair to
teachers in all classrooms, content areas and
grade levels.
Our new teacher evaluation methods are userfriendly and easy to implement.
Our new teacher evaluation methods are useful
for helping teachers improve student learning.
The evaluator's written and verbal feedback and
suggestions are relevant and useful.
The new teacher evaluation methods foster
reflective teaching practice.
Goal – September
2013 percent
Strongly Agree
50
28.6
40
11.8
56.2
60
55.5
60
58.4
60
(Note: We will meet with Chris Woolard and the leadership of the new Ohio Education Research Center to develop a strategy for
extending this sentiment surveying throughout the project.)
Tactics Chart
Item/Tactic
Tagline/Branding
When
ASAP
Audience
All
“What to do Now”
list
ASAP
Do one for
principals, one
for teachers
“Whiteboard” video ASAP
that explains the
general concept of
Teachers,
generalists
Key Message
Teacher eval project is a positive
effort that will help teachers and
is being built by teachers.
List practical steps that educators
and principals can take to start
preparing. (would include going to
summer training, etc.).
The new teacher evaluation will
be fair and will help teachers at all
levels do more to meet the needs
how teacher
evaluation will work
in Ohio.
May 25 conference ASAP. Also ask
– weekly promo
Students First,
emails
KidsOhio and
KnowledgeWorks
to push out.
May 25 conference Beginning mid– emails to
April
buildings and
districts with no
enrollees
May 25 conference ASAP
– emails for
university ed school
faculty.
May 25 conference
– record session for
info video
FAQs for teacher
evaluation landing
page
Develop template
for regular emails
to all audiences
branding Teacher
Evaluation effort
May 25
ASAP
ASAP
of their students.
Separate emails
for teachers and
principals.
Highlight high-level speakers and
specific elements of the
conference.
Non-attending
districts.
You need to be at this big event.
Public and
private college
teacher
educators.
Need to get
mailing list of all
deans and any ed
schools that have
PIOs.
Principals and
teachers – will be
deep enough to
give a good
overview of the
project and what
is involved. Not
designed for
general
audiences
All
In lieu of a
formal
newsletter, we
just want a
header to put on
top of emails
Teacher evaluation is completely
changing – you need to learn how.
Must be a concise summary of
major themes, not a full length
video.
Separate video project that
features teacher testimonials
about OTES
Answer common questions –
show we are listening. Give us
new content to push through
channels.
Need to make sure we are
contacting the field 1-2 times a
month. Email updates will push
people to the new teacher
evaluation landing page.
Landing page for
OTES project
May 25 conference
– landing page
Announce 60
trainers of trainers
have been selected
– tout their skills
and ability and the
fact that training
will be widely
available starting
this summer
Develop system for
message testing
and polling
educators about
OTES.
April
ASAP
April
Will meet with
OSU Research
Center in April
about the project
that can be sent
on an as-needed
basis.
All
Standard landing page to bring
together all OTES content
All
Place to list conference schedule
etc.
Principals,
Progress being made – strong
teachers.
group of trainers will lead the
effort.
Build awareness among principals
that they need to be trained
starting this summer.
Teachers
It is essential we have an ongoing
feedback system to make
adjustments to messaging and
target areas of the state where
support and participation is
lagging.
News release on
April
findings of MGT of
America survey of
pilots and final
OTES Model
Webinar – overview April
of OTES rollout
All
Broad acceptance of usefulness of
OTES – changes being made on
educator feedback
All
Message to field on
opportunity to
apply for grants to
write SLOs
May 25 conference
– news release
April
Teachers
Overview of all the tools and
training opportunities that will roll
out in summer of 2012.
Teachers are doing the actual
work of building the OTES system.
Mid-May
News media
Cover regional
training for
evaluators
June-July
Principals
This is a major event. Opportunity
to update on the progress of this
effort.
Write-up and possible video giving
a flavor of what the training is like
to encourage participation.
Distribute directly to principals
Cover summer
work of teachers
writing SLOs
Summer
All
eTPES goes live
news release and
demo video
September
All
Online teacher
module goes live
news release,
message to field.
October 1, 2012
Teachers
Need ongoing
reminder
messaging and
tracking.
prior to July.
Article/video showing educators
at work creating local measures.
Demonstrates teacher buy-in and
involvement. Give examples of
what they create.
Message to field and news release
showing this product which is a
major milestone. A two-minute
demo video of the product (we
can do this in-house) would be
great.
This is a cornerstone product – we
want as many teachers as possible
to engage with this so they will
know by Fall 2013 how the whole
system works.
Need to meet with OSU
developers to learn more about it
and what tracking metrics they
will have.