Communications Plan

Transcription

1 Communications Plan Executive Summary SBISD Communications Plan The role of the Spring Branch ISD Communication Department is to develop and guide effective communications strategies that support the district goal of T-2-4 and maintain strong community support. T-2-4 is an ambitious goal to double by 2017 the number of SBISD students who earn a technical certificate, two-year or four-year degree. Much of the work critical for the success of T-2-4 involves the ability of all educational partners (students, parents, educators, community) to embrace change. Change requires trust. SBISD communications will build understanding and trust for our district s goal in order to increase engagement and support. To do this, we will continue to tell the story of SBISD in engaging ways, while clearly communicating the why and how of T-2-4. By building trust through transparency and two-way communications, SBISD will deliver and support messaging critical to the promotion and support of T-2-4. Our mission is to: Be the voice of and trusted source for news about Spring Branch ISD Target, develop and promote strategies that support the changes necessary to achieve the district s goal of T-1-4 Build understanding, connections and increased engagement using transparency and two-way communications Based on audit and internal review of strengths and opportunities, the Communications Team has identified eight strategic goals that will drive the focus of our work for The goals meet objectives, guidelines and timelines that directly support our shared T-2-4 district goal. 1

2 Our Goals Increase Direct Spanish Language Communication Build Better Campus Connections and Stronger Campus Leaders Develop Internal Communications Plan - Processes, Strategies and Deliverables Develop Crisis Communications Plan & Templates Refresh & Extend Print & Branding Programs Create New Recognitions Program Platform that Aligns with Partnership Program & Service First Goals Deepen, Optimize Web & Digital Content Develop & Expand Marketing Plan for T-2-4, student choice, and the SKY brand Develop STUDENT Communications Specific to Messaging College & Career Planning (To and Through Model) Our Messages Spring Branch ISD is inspiring minds and shaping lives. Sub-messages: Transformation and change is critical to our success; we must transform the student learning experience; students must own their own learning; technology and innovation; rigor, relevance and relationships; real-world learning and skills development; student leadership /involvement; SEL; student stories; staff stories; achievement Spring Branch ISD is a great school district focused on the future of our students, district and community. Sub-messages: Future for our students (T-2-4 and college/career ready); graduate success stories; Early College and career and program choices - CATE/Guthrie/AOC; program spotlights; bond program; finance and budget; technology; Five-year and strategic planning/leadership Our success is based on our ability to work together. Sub-messages: Connections matter; students achieve when adults believe in them; Good Neighbors; T-2-4 Partners; power of the educator; empowered community as partners in the process All adults in the system recognize and builds on the gifts of each child; provide all students the same opportunity for success after high school; believe all students can achieve and feel it's important to instill that belief in all our stakeholders; are committed to the belief that all students should complete some form of higher education after high school graduation. Sub-messages: Connections matter; students achieve when adults believe in the; power of the educator; empowered community as partners in the process 2

3 Increase Direct Non-English Language Communication Need: Spring Branch ISD has a changing demographic reflective of the area's diversity. We need new strategies to reach this audience and effectively deliver critical information/messaging designed to build engagement and increase the understanding of opportunities within SBISD for these students and families. Strategy: Communications Dept. will develop comprehensive Non-English language communication plan and implement during the school year. s Hire Spanish language specialist and leverage messaging/outreach through targeted partners (internal and external) Reach out to partners via the I am Spring Branch Campaign to design and develop new models/methods/opportunities Investigate mobile strategy to use SMS Texting or other method to reach target audience via mobile devices Timeline: Engaging the Spanish language audience is critical. Timeline and production on content specific to this goal takes priority. Implementation on deliverables will be based on the ability to secure Specialist and begin concrete planning. Evaluation: Increase in Spanish partner participation, positive feedback from parent or campus leadership groups; Web analytics on Spanish content; Text campaign opt-in Print: Identify/produce key (existing and future) publications to be offered in Spanish Web: Create public website for Spanish speakers and create content based on targeted needs. Create internal website where Spanish communication is housed and accessible by staff to download, print and distribute on an as-needed basis Digital: Utilize vendor service to leverage SMS texting as a tool for reaching Spanish speaking families; Develop listening channel via texting to capture response/feedback 3

4 Building Better Campus Connections SBISD Communications Plan Need: It s time to streamline our process of collecting and distributing information to and from our campuses. To empower our brand, tell the success stories of T-2-4, and promote more timely and relevant news/two-way communications, we need to implement a new process. Strategy: Communications Dept. will investigate, design and implement a planned outreach effort within the district to improve district to campus communications to support T-2-4 goal. Communication staff will spend up to 10 hours a week in on-site campus visits. Designated Day with selected needs schools for partnership and training; other sites visited for news/video production needs, group or principal meetings, and learning/listening sessions Communications staff will create Campus PR Rep Program and develop processes, timelines, campus contracts and documentation and training as part of program Investigate stipend and other compensation methods Target focus groups for inputs/feedback/suggestions Timeline: Weekly & year round; Selected partner schools updated on high-need basis; Campus Rep Program to be implemented during Academic Year Evaluation: Measure increase in campus-level communications with all audiences & improve campus websites/related communications; Web analytics; Campus Rep Program documentation/paper trail will provide quantifiable data and the ability to track submissions and campus participation Print: Delivery of relevant print materials that focus on T-2-4. Campus FAQs; Brochures; Pathways; Choices; Campus templates which mirror or tie into district level print materials and marketing strategies based on needs Web & Digital: Web audits at the campus level; provide training as needed; Google Docs tracking system for Campus PR Rep Program and media submissions 4

5 Develop Internal Communications Plan - Processes, Strategies and Deliverables Need: It s time to streamline our process of collecting and distributing information internally within the district. It's critical to leverage communications in support of a new leadership model. We must access existing communications methods and develop new models that support all aspects of T-2-4 and the district mission as part of larger cultural shift that need to take place within our organization. Strategy: Communications Dept. will investigate, design and implement a communications plan for internal communications. Engage all partners and identify key roles/needs; Develop comprehensive plan for communications structured to outline all players roles (departments) and responsibilities surrounding communication process (Community Relations Officer, Communications Director, Webmaster, Administrative Staff, Assistants, Other Staffers) Develop employee blog/news for use as part of online outreach and collection point for other district internal communications Employee perks program Timeline: Based on production schedule(s) and/or priority/needs assessment ranking Evaluation: Improved culture at the district and campus levels; greater understanding of the role individuals play in district mission and goal of T-2-4; expanded understanding for all employees when looking at our organization's activities, role and mission in the community and public education; surveys Audit and review existing communications; target needs based on review and ID key deliverables; develop marketing materials/communication solutions; provide training sessions for key staffers; track web analytics and other means of assessment to gauge effectiveness and outreach; initial training with optional workshops or other support as needed; implement Communications Strengths Series as part of larger scope of work to support leadership at all levels Print/Web/Digital: Deliverable range from video to print and web, social media. All methods at our disposal and as identified by taskforces and district leadership. 5

6 Develop Crisis Communications Plan & Templates Need: There is an urgent need to develop a communications strategy which can be easily used by a coordinated response system in the case of a district emergency. This plan will define all players, methods and messages for use in targeted emergency situations. Strategy: Define types of emergencies; what district and campus level message would be in those emergencies; who key communicators are and their roles; what methods communications will be disseminated; define needed section planning and training exercises, as well as scenario plans with communications templates Engage all partners and identify key roles/needs; Develop comprehensive plan for communications structured to outline all players roles (police/principals/senior staff/support staff) and responsibilities surrounding communication process (Community Relations Officer, Communications Director, Webmaster, Administrative Staff, Assistants, Others) Provide training sessions for key staffers Timeline: Quarterly training/meetings; at least 2 template scenarios per month Evaluation: Improved immediate response to crisis situation; improved phone handling; improved principal response through surveys; Community response to crisis (or lack of) Internal plans with different scenarios Print: Communications Templates and Scripts Web/Digital: Updating web postings, callouts, text messaging and other forms of communications/develop 'dark' site and social media templates 6

7 Refresh & Extend Print & Branding Programs Need: It s time to revisit the district brand. All branded documentation needs to effectively message the goal of T-2-4 and model strategies/messaging for use by district, departments, campuses and community. Strategy: Planned documents will support T-2-4, community goals and messaging; communication team will develop an underwriting plan/ad sales strategy for targeted publications to balance reduced budget funds and increased communications needs; team will investigate additional revenue options for ad sales/align with partnership team to increase community visibility and engagement; team will provide guidance and support for campuses and departments to ensure brand and message are in alignment with T-2-4 Ad sales and community sponsorship opportunities aimed at building support and messaging of Connections and Together We Can Training opportunities and support for campus leadership as needed related to communications; small group training and support for staff Complete and develop strategies for using online store as part of marketing campaigns and other district communications strategies that will build sense of community or district/campus pride Timeline: Based on production schedule(s) and/or priority/needs assessment ranking Evaluation: Community interest and requests; surveys; ad revenue stream increase; ROI Print: Planned publications and production schedule for One-pagers, Good Neighbor, District Profile, Fast Facts, Annual District Profile, Choices & Marketing brochure/packet Web: Finalize online store front for SBISD; provide campus templates Digital: Utilize vendor service to leverage texting as a tool for reaching Spanish speaking families. Develop listening channel via texting to capture response/feedback. 7

8 Create New Recognitions Program Platform that Aligns with Partnership Program & Service First Goals Need: A huge part of the T-2-4 Plan s success is our ability to work together and for all educational partners to be actively engaged in supporting student success. By expanding and deepening our recognition program, SBISD can support the Service First Plan and increase third party recognitions for alumni, media and others while building opportunities for partnership spotlight/honor/sponsorship and engagement. Strategy: Communications team will develop comprehensive communications plan that aligns with Partnership Office goals and strategies; provide target deliverables based on needs for ad revenue sales or other enticement for partners; build, publish and archive website-based Special Recognitions that include Employee of the Month (Service First emphasis), Volunteer of the Month, Campus Teachers of the Year, Principals of the Year, Mentors & Volunteers and Alumni/Others Ad sales and community sponsorship opportunities aimed at building support and messaging of Connections and Together We Can Work to support needs and define communication for partnership office; build strategies for supporting expansion of the Good Neighbor program and wider umbrella of I am Spring Branch. Timeline: Based on production schedule(s) and/or priority/needs assessment ranking Evaluation: Partner growth; Increased sponsorship; Web analytics; community survey and responses Print: As defined in communications plan for goal or partnership needs Web/Video/Digital: Web-based Special Recognitions that include print, photo and video options for a variety of internal and external audiences 8

9 Deepen, Optimize Web & Digital Content SBISD Communications Plan Need: Our website is a powerful tool that can strengthen district brand and deliver critical messaging to target audiences. We need to prioritize web and digital media content and projects in proportion to their impact on the district goal of T-2-4. We will focus on developing and planning strategies, tactical priorities, tasks, milestones and targets that facilitate a common dialogue and streamlined communication between the district, campuses, students, families and our community. Strategy: Streamline content (social media and content management system) and process to result in less time for all parties involved when talking about investment the required to produce effective online/digital communications. Track use of online tools to modify model of engagement and methods practice. Find and implement tracking software/methods to gather and assess analytics to determine success or failure of outreach; provide tracking information on a bimonthly or weekly schedule; based on analytics, streamline social media practices and attempt to build audience reach; increase web traffic, open rates and general analytics Implement transition from Campus Web Publishers to Campus PR Rep Program Create campus website committee to assess campus sites/social media and needs/wants; implement changes on campus sites based on committee inputs; use committee to review progress of Campus PR Rep Program Provide strategies for campuses based on key district-level messaging to ensure planning, launch and end-message delivery is consistent from campus to administrative level Timeline: Daily activities with strategic planning and deliverables based on calendar of messaging and needs assessment Evaluation: Web analytics; SKY applications and enrollment; SKY Tracker Deliverable range from video to print and web, social media. All methods at our disposal and as identified by taskforces and district leadership. Print: As defined in communications plan for goal or partnership needs Web/Video/Digital: Web-based content that include print, photo and video options for a variety of internal and external audiences which supports T-2-4 initiatives. Target needs and define strategies for video production that will support marketing initiatives for district level communications. Content related to CHOICE, or other major programming initiatives. 9

10 Strengthen Sky Brand Develop & Expand Marketing Plan Specific to Choice Need: When we are talking about choice, we are talking about doing what's best for students...and honoring the individual. Choice speaks directly to T-2-4 and our goals. Choice is a pivotal message to leverage when building community connections and changing perceptions surrounding student success. Choice speaks directly to what makes Spring Branch ISD unique...and marketable...as 'the option' for families in Houston when it comes to educational opportunity and excellence. Strategy: Review and assess current publications and communication; generate recommendations and next steps to deliver end-products that are targeted to specific audiences using appropriate engagement models. End goals to increase student achievement and long-term success; increase overall attendance and enrollment; draw students from private schools back to neighborhood public schools; increase engagement of all educational partners (community, parents, students, educators). Work closely with internal groups to review and develop documentation that communicates benefits of programming and course planning within SBISD; work with parent and leadership group to structure deliverables list and methods Timeline: Daily activities with strategic planning and deliverables based on calendar of messaging and needs assessment Evaluation: Web analytics; SKY applications and enrollment; SKY Tracker Deliverable range from video to print and web, social media. All methods at our disposal and as identified by taskforces and district leadership. 10

11 Develop Communications for To and Through College, Career & Life Planning for SBISD Students Need: To support our district goal of doubling the number of students who go on to achieve some sort of education post secondary, it is vital we build a robust communications strategic in which we are making a critical connection...with our students. Their success is our success. Strategy: We must provide a baseline of information that will assist them in achieving the milestones we've outlined as part of T-2-4. If successful, we will be able to capture key stories which illustrate how, as an organization, we are achieving our goal. The communications plan will target three key areas of messaging - Ready, To and Through - as part of the larger 'success in life' message. Student speaker forum Student communications taskforce tasked with identify new methods of communication and engagement for outreach to specific youth market Identify and target alumni to serve as leaders/mentors in peer-to-peer engagement Timeline: Daily activities with strategic planning and deliverables based on calendar of messaging and needs assessment Evaluation: Web analytics Deliverable range from video to print and web, social media. All methods at our disposal and as identified by student taskforces. Web: Create online resources and work with targeted departments to build messaging and content specific to student needs. (Post Secondary, Counseling, Educational Technology) 11