CfE Management Board – 13 September 2012 - Paper 3.2
Update from Communications Group: July - August 2012
1.
Summary



2.
All milestones within the Communication Strategy were delivered in full and on
schedule.
Parent and practitioner communications campaigns have been developed and
are being implemented from the start of the new term
Further advice and guidance for National Qualifications were published
Highlights of Activities Completed
Much of the activity of the group in recent weeks has been around back to school
communication campaign for parents and practitioners.
Parent campaign

The communication campaign plan has been developed and agreed by the CfE
Communications and Engagement Group and will be implemented from week
beginning 27th August 2012.

The campaign for parents reframes the messages for CfE around the theme
“Put yourself at the heart of your child’s learning” using a strong graphic and
highlights the key areas of interest using a range of media channels including
printed materials, online advertising, web buttons and social media.

A letter from Cabinet Secretary was sent to the parents of all S3 pupils at the
start of term.

Dr Allan will promote the campaign at the School Handbook launch in
Musselburgh Primary on 12 September.

A3 posters will be produced using the campaign graphic and distributed to
community settings such as GP surgeries, sports centres etc

The parent version of the CfE BGE Briefing has been prepared and is available
on the Education Scotland website. Hard copies of this will be sent to all
schools along with a copy of the A3 poster.

A proactive media campaign is also being developed to support this work.

Parentzone website has been refreshed to make it easier for parents to find
practical information and ideas to support their child’s learning.
CfE Management Board – 13 September 2012 - Paper 3.2
Practitioner campaign

The practitioner campaign focuses on the key developments and expectations
over the next year, drawing on the CfE Implementation plan and programme
plan, but presenting this info in a more accessible, summarised and user
friendly way.

A full page advertorial has been agreed with GTCS and will appear week of 20
August

The next issue of the CfE Implementation Group e-bulletin was sent on 22
August and is available on the Education Scotland website.

The next title in the series of CfE Briefings was developed and focuses on
Progress and Achievement. This is now available on the Education Scotland
website and will be sent to all school week of 3rd September.

SQA Communication Updates to all 3 audience groups (Practitioners &
Partners; Parents and Carers; Employers) were issued 31 August 2012.
Other Activity
3.

The next tranche of advice and guidance for the new NQs was published on the
Education Scotland website throughout August and a communication package
has been developed and implemented to support this.

Work has begun on updating the SSLN promotional leaflet in order to make
printed copies available at SLF

SQA delivered one full set of printed versions of the final documents and a
supply of four new leaflets to all schools and colleges in mid-June 2012.
Activities planned for next period

Next issues of CfE Briefing series to be developed, drafted and published. The
next 2 issues will focus on Profiling and Interdisciplinary Learning

Parental campaign to continue to be implemented and rolled out. Further
opportunities for Dr Allan to highlight the importance of parental involvement in
CfE are being explored.

Materials for Engage for Education site are being developed to reflect the
campaign.

Promotional activities will be implemented to support the publication of the
published and planned support list for CfE
CfE Management Board – 13 September 2012 - Paper 3.2
4.

QA & Moderation Chart to be finalised and sent to all schools with an
awareness raising poster

SLF 2012 takes place in September and activity includes seminars, keynotes
and communication on CfE in the exhibition from partner organisations.

SQA will host 10 curriculum area events in September.

SQA will publish the first package of Unit assessment support at end October.

SQA will run a programme of Subject Implementation Events from October to
March 2013.
Issues
None
5.
Actions Required by Curriculum for Excellence Management Board

Consider whether the key issues and actions are in line with where they see the main
communications priorities;

Discuss how Board members (and their organisations) can support the communications
activities, by providing feedback on current communication approaches and highlight
any areas where additional action is required.

For Management Board to consider how each member can share the current CfE
communications activities within their organisation.

Agree that the planned actions described should proceed as planned.
Denise Brock
Head of Communications
Education Scotland
CfE Management Board – 13 September 2012 - Paper 3.2
APPENDIX A
Detailed communications activities by stakeholder group
Current focus for CfE communications and engagement activity with different
stakeholder groups
Background
Key audiences for CfE communications work remain as parents/carers, practitioners,
head teachers, local authorities, education professional associations, the CLD sector,
employers, colleges and the HE sector, as well as learners themselves.
For Leaders/Managers/Practitioners within the system, the key communications
objectives are to support them in the following areas:
Current Activity
•
The second in the series of CfE Briefing documents was published. It focused
on Progress and Achievement and multiple copies are being distributed to all
schools.
•
SQA delivered one full set of printed versions of the final documents and a
supply of four new leaflets to all schools and colleges in mid-June 2012...
•
The 3rd issue of the CfE Implementation e-bulletin was published and sent to all
schools and colleges.
•
An advertorial was published in GTCS Magazine highlighting forthcoming
support for CfE.
•
Further advice and guidance for new National Qualifications was published on
the Education Scotland website.
Planned Actions
•
New CfE Implementation e-bulletins are being prepared for Profiling and
Interdisciplinary Learning and will be sent to all schools and published online.
•
Activity will begin to raise awareness of the published list of existing and
forthcoming support materials for CfE .
•
Continue with promotion of Support for New Qualifications.
•
QA & Moderation Charts and posters will be issued to all schools in September.
CfE Management Board – 13 September 2012 - Paper 3.2
•
•
In September 2012, SQA will host 10 curriculum area implementation
events.

•
From October to March 2013, SQA will run a programme of Subject
Implementation Events at various venues around the country, to support the
introduction of the new courses at National 2 to National 5.
SQA will continue to promote and encourage feedback on the draft documents
for the new Advanced Highers
Parents
Current Activity
•
The campaign design and plan has been approved by Implementation Group.
•
A letter went to all S3 pupils from Cabinet Secretary at the beginning of the new
school year.
•
A3 posters have been designed and will be sent out to Doctor’s surgeries,
libraries and sport’s centres for display.
•
A parent’s version of the CfE Briefing for BGE has been published on the
Education Scotland website.
•
The parent’s version of the CfE Briefing and the A3 campaign poster will be sent
to all schools with a covering letter requesting their support in promoting to
parents.
•
A parent’s version of the CfE Briefing for BGE has been published on the
Education Scotland website.
•
Parentzone has been updated to reflect the communications campaign.
•
Education Scotland hosted an event for parents entitled “Reading: What is my
role?”. This was held in Glasgow and approximately 60 parents attended. 2
additional conferences have been planned for other venues.
Planned Actions
•
Development of a deep focus on particular areas to communicate to parents
•
Campaign will continue to be promoted through all channels, at SLF and at the
NPFS Annual Conference
•
Parentzone will continue to be updated and developed to reflect the
communications campaign
CfE Management Board – 13 September 2012 - Paper 3.2
•
Education Scotland will host another 2 Parent Conference on Reading. One will
take place in Edinburgh September and the other in Inverness in October.
•
Education Scotland to work with NPFS to ensure that their annual conference
reflects key messages and supports parental involvement in CfE
•
Continue to work with the NPFS to fully understand parental attitudes and
progress, and provide Parent Councils with helpful and relevant information.
•
School Handbook legislation and Guidance will be launched in September by Dr
Allan. It will reflect the importance of schools providing relevant and helpful
information to parents on Curriculum for Excellence.
•
Continuing to explore with the SG Digital Team the creation of a CfE web app,
containing all the factfiles and other useful material for parents and others.
•
Identify and utilise all SG and partner channels (existing and new) that can be
used to reach more parents.
•
Education Scotland will work with Local Authorities to ensure that schools and
other establishments have a coherent action plan for their communications with
parents, including a focus on tracking progress and impact.

SQA will continue to inform parents and carers about the development and
delivery of the new National Qualifications.
Employers
Current Activity
•
CfE Employers' Group, hosted by SG and made up of all the main employer
organisations, meets twice per year (first meeting took place in February 2012,
next meeting planned for September 2012) to discuss the latest CfE
developments from an employers' perspective.
•
SQA proactively engaging with employers and business as part of their wider
engagement programme around development of the new qualifications.
Employers are directly involved in the development process.
•
SQA has developed new promotional materials for employers and young
people. These are now available on our website and have been disseminated
through various channels including the employers and young people and
employers' group members’ web sites. Guide for Employers http://www.sqa.org.uk/sqa/files_ccc/CfE_Employers_Leaflet.pdf and Guide for
Learners - http://www.sqa.org.uk/sqa/files_ccc/CfE_Learners_Leaflet.pdf
CfE Management Board – 13 September 2012 - Paper 3.2
•
SQA Advertorial introducing the final qualifications was published in the summer
edition of IoD Scotland magazine.
•
The SCQF Partnership and Skills Development Scotland are actively engaging
with employers to enhance their understanding of existing and new
qualifications and certification. New materials e.g. qualifications online readyreckoner, employer toolkit on comparing existing and new quals, the My World
of Work resource and the new Career Factsheets are all available on
www.employersandyoungpeople.org .
Planned Actions
•
Continue to work with employers' organisations directly around these issues via
6-monthly meetings and more regularly via updating the employers and young
people web site and sending email alerts around this.
•
Promote the new 'Developing Skills in Practice' interactive resource which will
support teachers to embed skills development within their day to day
professional practice.
•
SQA will continue to engage with employers and keep them informed about the
new qualifications, what skills they will help develop and how they are different
from the current system.