School Board Minnetonka I.S.D County Road 101 Minnetonka, Minnesota. Board Agenda Item VIII.

Transcription

1 School Board Minnetonka I.S.D County Road 101 Minnetonka, Minnesota APPROVAL Board Agenda Item VIII. Title: Approval of Communications Plan April 10, 2014 EXECUTIVE SUMMARY: Focused on world-class child-centered excellence and inspiring in everyone a passion to excel, the District s communication program ensures two-way stakeholder engagement that increases awareness, interest, understanding, trust, and support for the students, staff, programs, and goals of the Minnetonka Public School District. The School Board and Communications thoroughly discussed the District s Communication Plan and research behind the plan at the March School Board Study Session. The plan is presented tonight for School Board adoption. The District s communication plan has eight specific goals: 1. To inspire in everyone a passion to excel with confidence and hope. 2. To gain the awareness, understanding and support required for the achievement of the District s vision, mission, and goals. 3. To engage employees and stakeholders as ambassadors for the Minnetonka School district. 4. To inspire higher levels of achievement by actively engaging parents, students and staff in the learning process. 5. To ensure two-way engagement with stakeholders, interpreting the organization to its publics and interpreting the public (values, opinions, and attitudes) to the District. 6. To celebrate pride in the success and contributions of students, staff, and community members. 7. To market Minnetonka Public Schools as a world-class district, one of the top school districts in Minnesota and the nation. 8. To ensure that effective communication strategies are employed throughout the District. Communication standards within the plan are set to ensure that: 1. School and district communication channels are a primary source of information for stakeholders regarding District information. 2. Communication activities align with the District mission, goals and strategic priorities. 3. Communication is planned and proactive. 4. Communication is guided by the pursuit of truth, accuracy, and fairness.

2 5. The privacy and reputations of students, families, and employees are respected and protected. 6. District communications and actions are in concert with high ethical standards. 7. Positive language, face-to-face dialogue and personalized communication are employed. 8. The District strives for openness in decision-making, provides appropriate access to public information, and respects the ideal of free inquiry and the opinions of others. 9. Communication tools including district-owned communication channels, earned media and paid media are used to achieve results. RECOMMENDATION/FUTURE DIRECTION: The District s comprehensive Marketing Communications and Public Relations Plan is presented for Board adoption. Submitted by: Janet Swiecichowski, APR, Executive Director for Communications Concurrence: Dennis Peterson, Superintendent

3 Minnetonka Public Schools Comprehensive Marketing Communications and Public Relations Plan Presented to the School Board April 10, 2014 Prepared by Janet Swiecichowski, APR Executive Director of Communications Dennis L. Peterson, PhD Superintendent

4 Minnetonka Public School District Integrated-Marketing Communications Plan Communications Vision To ensure results-oriented public relations and two-way communications that increase awareness, interest, understanding, trust, and support for the students, staff, programs, and goals of the Minnetonka Public School District a community that transcends traditional definitions of excellence and inspires in everyone a passion to excel. The District communications team is student-focused, mission-driven, collaborative and strategic in engaging stakeholders in the important work of our schools, students, staff, School Board and community. Philosophy Effective school district communications focus on building relationships between an educational organization and its internal and external publics. It is a planned and systematic management function, grounded in ethical decisionmaking, and designed to help improve the programs, services and reputation of the organization. It relies on two-way communication processes involving both internal and external publics with the goal of stimulating better understanding of the objectives, accomplishments and needs of the organization in fulfilling its mission for students. It requires interpreting public attitudes, opinions and beliefs; identifying and helping shape programs, policies and procedures; and fostering engagement and trust that earn understanding and support, thereby supporting student achievement. Constructive PR is planned. Destructive PR just happens. Lew Armistead, APR Every decision and every action among people in an organization have the potential to improve or damage the relationship the organization has with its stakeholders, and therefore improve or endanger the opportunities to fulfill its mission for students. The District s communication plan can only be effective if everyone in the organization accepts responsibility for communicating effectively, building relationships, and marketing the organization. Everyone in the organization must fulfill their role as ambassadors of the District as they meet and greet people going about their daily work. The speed of information technology, scrutiny of public institutions, and intense competition for students, revenue and visibility fueled in part by a more discerning consumer have set high expectations for educational communications. As an industry, education is not alone and must respond to a larger change in society as a whole. Some schools will be fighting for their very survival. Minnetonka, however, is in an advantageous position to not only survive, but thrive as an innovative leader in education. In an environment of scarce resources, the school

5 districts that will thrive will define their special competitive advantage, answer the call for greater accountability, and strategically plan communications. With everyone on the same page and involved in gaining support, the District can focus on its mission: Ensuring all students envision and pursue their highest aspirations while serving the greater good. The District communications plan seeks to engage staff, students, parents and community members in speaking with one voice in support of world-class, child-centered excellence. Rapidly changing communication technology and the presence of five different generations among key stakeholder groups require the District to maintain a closely coordinated communications program that employs a variety of communication tools and tactics to effectively reach all key stakeholder groups. The District can rely on its website as a primary source of information, but must leverage many communication tools such as face-to-face, electronic, print, social media, and third-party to ensure effective two-way communication. Visual communication is equally important and will be used to help communicate to all audiences through print and digital formats. Great photographs create a snapshot in time which shares the excitement, joy and energy of that moment with others. Video is also a powerful storytelling tool. We have a responsibility to use visual elements to bring messages to life and highlight our students and staff, while staying consistent with the District vision and mission. The District s mission sets a course to transcend excellence. Excellent school districts share many characteristics, including visionary, child-centered leadership; highly qualified and dedicated employees with high expectations for student performance; engaged students with a desire to learn and achieve; involved parents with high expectations for students; and a supportive and involved community. The District communications plan is focused on identifying, motivating, engaging and celebrating each of these elements. Beliefs 1. An educated populace is an essential component of our American democracy. 2. Public support for our public schools is essential to maintaining and improving upon high levels of student achievement. 3. Effective communications require a commitment by the School Board and leadership team to provide a unified vision and voice for the organization and to set policies and expectations for excellence in all areas of the organization. 4. Organizational reputation and public trust are earned assets that must be cultivated, monitored and protected. 5. Ethical communication promotes the free-flow of information so that stakeholders develop informed opinions and citizen owners can make educated decisions regarding their schools.

6 6. We have a responsibility to communicate effectively with constituents. 7. Meaningful engagement of internal and external publics builds trust and support. 8. In a two-way communication model, if a message has not been received, then it has not been effectively communicated. 9. Communications, marketing and public relations are everyone s job. Each staff member, school and department must make a conscious effort to communicate effectively, celebrate successes, and earn the trust and confidence of stakeholders. 10. Effective internal and external marketing will increase efficiency, improve morale and productivity, inspire achievement and significantly contribute to the District s mission, goals and financial stability. Standards for effective communications Proactive, open, accessible, responsive, truthful, unassailable, positive, personal, feedback 1. Schools that provide genuine two-way, credible, ongoing communication are held in higher esteem and serve as the go-to resource for information. Parents want to hear directly from the school or district rather than from secondary sources. (NSPRA, 2011) 2. Communication activities align with the District mission, goals and strategic priorities. 3. Communication planning is focused on the audience or individuals and uses the most effective communication channels to ensure understanding. 4. Communication is guided by the pursuit of truth, accuracy, and fairness. 5. The privacy and reputations of students, families, and employees are respected and protected. 6. Behavior, attitudes, and actions are in concert with high ethical standards (in public and in private). 7. Positive language, face-to-face dialogue and personalized communication are most effective for bringing about desired attitudes and behaviors. 8. The organization strives for openness in decision-making, provides appropriate access to public information, and respects the ideal of free inquiry and the opinions of others. 9. Major change initiatives or new programs have a written communications plan, which anticipates constituency s issues, needs, and expectations in addition to organizational needs. 10. Effective integration of communication tools including district-owned communication channels, earned media and paid media yields the greatest results when targeted to specific audiences, goals and objectives.

7 Communication Goals 1. To inspire in everyone a passion to excel with confidence and hope. 2. To gain the awareness, understanding and support required for the achievement of the District s vision, mission, and goals. 3. To engage employees and stakeholders as ambassadors for the Minnetonka School district. 4. To inspire higher levels of achievement by actively engaging parents, students and staff in the learning process. 5. To ensure two-way engagement with stakeholders, interpreting the organization to its publics and interpreting the public (values, opinions, and attitudes) to the District. 6. To celebrate pride in the success and contributions of students, staff, and community members. 7. To market Minnetonka Public Schools as a world-class district, one of the top school districts in Minnesota and the nation. 8. To ensure that effective communication strategies are employed throughout the District. Stakeholders/Key Audiences School Board Employees Key Communicators Parents Parents of young children (pre-k) Students Alumni Community partners Community leaders/elected officials/legislators Citizens without children/taxpayers Realtors/Relocation specialists Families of new students/potential customers Potential employees International partners Colleges/admissions/career placement

8 State and national educational community Key Messages: Inspire. Innovate. Excel. Minnetonka is an innovative, high-performing school district, focused on world-class, child-centered excellence. o Transcends traditional definitions of excellence o Vision of world-class, child-centered excellence o Inspiring in everyone a passion to excel o A place where dreams set sail o Ensuring all students envision and pursue their highest aspirations while serving the greater good. o Personalizing education Minnetonka is internationally competitive and student performance meets or exceeds that of area private schools. Minnetonka Public Schools offer What Parents Want. Parents want the best education for their child. So do we. Strong college-bound curriculum grounded in the basics among the top test scores in the state in reading, writing, and math and enhanced by fine arts, technology, innovation, global-mindedness and 21 st Century skills. High expectations for character, service, behavior, respect and responsibility Championing E-12 education, making the most of the critical early childhood years The pillars of success are strong in Minnetonka Schools: Students with a desire to learn, highly qualified and caring staff, involved parents with high expectations for their children and their schools; supportive and engaged communities. Co-curricular activities, both competitive and non-competitive, play an important role in the academic, social, physical and emotional development of students. Leader in classroom technology, technology fluency and digital citizenship. World-class Fine Arts Financially responsible: One of only three school districts in state with Moody s Aaa Bond rating (highest rating possible); prudent stewards of taxpayer funds. Global: Educating future leaders of local and international businesses, government, services and nonprofit agencies.

9 Communication Tools Listening tools Twitter, Facebook, Social Mention and Google Alerts Google Analytics, Facebook Insights, web site search logs, Minnetonka App feedback tool Face-to-Face Meetings (Board Listening Sessions, Coffee with the Principal, Issues-based meetings) Annual District Parent Survey Annual Administrative Leadership Survey Periodic Community Survey Curriculum Review Surveys (cyclical 2-4 annually) Special Purpose Surveys Human Resources Surveys (school climate survey, new hire survey) Enrollment Surveys Exit Surveys Tracking phone calls and/or complaints Interpersonal Communication Tool Purpose Who Frequency Community Participation Build relationships and District leaders and key Monthly or City Leaders Meetings engage partners in the stakeholders Quarterly Chamber Membership District s success Community Service Organization membership Volunteer program support Alumni Association Foundation Board Public Meetings (School Board) Parent Meetings PTA/PTOs PTO/PTA Leadership Special issue meetings (as needed, by school) Program Information Meetings Advisory Groups (per Board policies) Finance Advisory Community Education Advisory Governance; demonstrate good stewardship of district resources, transparency and openness in decision-making; provide opportunity for public comment Inform, engage and seek input from parents whose children are involved or affected by decisions Build relationships and provide for informed decisionmaking; engage volunteers Seek advice and counsel of citizens with expertise or interest in specific areas School Board, Superintendent District leaders General public Administrators, teachers, parents Administrators and School Board representatives Twice monthly (Regular Meetings recorded for cable access and web streaming) Monthly or as needed Monthly or Quarterly

10 Special Education Advisory Teaching and Learning Advisory Minnetonka CASE (LAC) Tonka Pride Committee Employee Insurance Committee OPEB Advisory Committee Staff and Department Meetings; Leadership and committee meetings (includes PLCs, Innovation, 21 st Century Fluencies) Inform and engage staff in the work of the school and District Support managers as key communicator to employees Administrators and staff Varies Parent-Teacher Conferences Staff Trainings (Communications and Customer Service) New Employee Orientation Enhance parent-teacher partnership is support of student learning Support effective communication skills; enhance employee communication All teachers and parents New teachers All New Staff Twice annually and as needed School tours, private meetings, Open house events Special Events and Recognition Activities Celebration of Excellence Celebration of Service President s Academic Awards Monthly School Board Recognitions Minnetonka Scholars Academic Competitions Media Relations Assist parents in selecting the best educational opportunities for their child Celebrate and inspire students, staff and community Build professional relationships that aid journalists in reporting to the public School principals, guidance counselors, Designed personnel and students Employee Awards Student Awards Students academic State Qualifiers, AP/IB Honors, National Merit, Nat l Board Teachers Students - Academic Communications staff District leaders Subject matter experts Ongoing Annual Annual Annual Monthly Annual Annual Ongoing Position Minnetonka staff as thought-leaders and experts

11 Publications: Publication Title Purpose Distribution Frequency Annual Budget Articulates district budget priorities School Board and citizens by request; Also posted on web Annual Report of Student Performance Communicate student achievement data All households Also posted on web (mid-october) Annual School Year Calendar (1 page) Calendar of Events Comprehensive Annual Financial Report District Brochures ECFE/Preschool Kindergarten Elementary Middle School (Skipper Log) High School High School Profile High Potential/Navigator Navigator Parent Handbook Realtors District Fast Facts District Vision Blasts Special events Emergency notifications School Board News This Week s Events Employee News & Minnetonka Wellness Newsletter To provide a quick reference for school schedules and to allow for advance planning Provide activity as well as district information for all families Report on district finances Market Minnetonka School District Provide staff, Board, volunteers and realtors with quick school information Articulates district vision, mission and strategic plan Provide parents and subscribers with updates on events in individual schools Provide ongoing information to District employees Promote employee wellness All District families and staff; New families and staff (approximately 10,000) Also posted on web 4,700 District families and staff School Board and citizens by request; Also posted on web Potential families and home-buyers; realtors Also posted on web Varies New families and employees Also posted on web Varies Varies As updated by Board 11,000+ Weekly 1,500 Bi-weekly

12 Individual Department Brochures Communicate programs and (upon request) opportunities available MHS Athletic & Activities Secondary Guidance Post High School Planning Tech Site Visit Tonka Institutes Employee Benefits VANTAGE brochures K-5 Essential Learnings Communicate District standards for students at each grade level MCES Catalogues MHS Course Catalog Skipper Log & Supplement Provide information about MCES programs Communicate course offerings Varies Varies 8,000 All district households Each student at MHS Three times per year; fall, winter, spring Student and Parent Handbook Communicate school policies Posted on web 1,000 printed for pick up at schools Postcards IB Meetings MHS Testing MCE programs Kindergarten (3) Early Childhood Screening MCA Testing MS/HS Guidance MS/HS Congratulations for students School News Postcards Promote individual programs Direct mail Varies Inform taxpayers / citizens regarding district issues All district households via bulk mail Every six weeks Elementary School Postcards Elementary Brochures 5 th Grade Music Options School Newsletters Provide important news and information to individual elementary school families, including events test scores, new programs, student achievements Provide information for fifth grade students and parents on the four options for music instructional time: band, choir, orchestra, and classroom music. Primary tool for disseminating individual school information Households in school area Each student in fifth grade. Varies by school or biannually as requested by the school Weekly or bi-weekly

13 Web-site Advertising District Recognitions programs and invitations Celebration of Service Celebration of Excellence Retirement event Provide updated information about everything concerning the school district Build awareness of programs and opportunities Recognizes Minnetonka students, groups and adult volunteers who have earned the President s Volunteer Service Awards Celebrates excellence in staff, volunteers and business partners Provide highlights of athletic teams and individual athletes, Features schedules and paid advertisements MHS Athletics: Programs, Banquet Books & Posters Volleyball Football Girls & Boys Basketball Boys Track District Style Guide Provide consistency in language, style and identity standards vital to convey the District s mission. N/A Placements on radio, television, magazines, newspapers, social media and search engines Award winners and families Athletes, families and fans Print and electronic to all staff Updated Frequently (minimum: daily) Ongoing

14 Social Media and Electronic Channels: Facebook Build community; celebrate Goal of 5000 followers District page our students and staff; by June, 2014 Alumni page promote events & Minnetonka Theatre opportunities Minnetonka Foundation Minnetonka Aquatics Groveland Elementary Scenic Heights Elementary Minnewashta Elementary YouTube Channel Enhance District Reputation Tracking views; not on world s #2 Search Engine tracking subscribers Vimeo Channel Primary video sharing tool Tracking views, not subscribers Twitter Listen, engage, celebrate, 1,000 establish representatives direct communication with high school high school students; school culture; @MHSLeadership14 Daily Weekly Weekly Daily Minnetonka App RSS Feeds Linked In Mass Notification Systems School Board News This Week in Minnetonka Special purpose blasts Provide news, calendars, notifications, student academic alerts, newsletters, lunch menus and sport scores News Releases School Announcements interface with Mobile App Support HR recruitment and reputation goals Position Minnetonka School District as thought-leaders on world-class, child-centered excellence Personalize communication from principals Emergency mass communication Efficient home-school communication Primary tool for home-school communication 3,044 downloads Daily Operational functionality, not targeting subscribers All parents All staff Expand to citizens through opt-in portal All employees, Students (4 12) All parents Weekly or more frequently Weekly As needed (at least weekly) As needed

15 Webinars Website (Including mobile site) Facilitate virtual parent meetings; also recorded for on-demand access. Provide accurate and timely information about everything concerning the school district Offer 12 per year General public Mobile public Varies Paid Advertisements Increase awareness Target by project and audience School morning announcements Inform and involve students Students Varies Updated Frequently (minimum: daily) As needed

16 Internal Roles and Responsibilities for Effective Communications Marketing and communications research has repeatedly shown that the most important communicators are those on the front line of any organization. Working through managers and supervisors and human resources orientation, every employee will understand the important work they perform in relation to student success and their role as an ambassador of the school district. Employees Responsibilities for Marketing Communications Custodial Staff First impression facilities and personally Friendly greeter Knowledgeable about activities scheduled and floor plan of building Often the only interaction a non-parent has with district upon a visit (2 nd shift) Demonstrates pride in the school district and a commitment to quality Well groomed, professional appearance, in uniform Program and Building Supervisors First impressions (MCE) Can-do attitude Goes above and beyond to assist visitors and patrons Demonstrates pride in organization and a commitment to quality School Secretary First impressions Friendly, welcoming (addresses visitors first, by name if possible) Knowledgeable, informed member of admin team Demonstrates pride in organization and a commitment to quality Can-do, positive attitude Runs safe, orderly school office that supports teachers and learning Exceptional secretarial skills, on-task Bus Driver (contracted service) Friendly, welcoming, loves kids, upbeat, positive Can make or break a child s day Places safety of students first Instills confidence in parents Training Required Customer service Thorough orientation about the District Build pride in work Building cleanliness expectations clearly communicated and measured Customer Service Thorough orientation about the District Customer Service Effective Newsletters E-news and notification system Maintaining information on the web School-based communications Thorough orientation about the District Orientation about the District

17 and other drivers Food services Friendly, helpful, caring Committed to healthy children Knowledgeable about importance of nutrition in relation to student achievement Teachers Every interaction with a parent is an opportunity to earn their cooperation and support for student learning Every interaction is an opportunity to reaffirm their confidence in Minnetonka Schools as a great choice. Frequent and timely communication about child, learning, and progress At least one good news phone call to each family within the year. Communication made available on a weekly basis via the web. Homework posted to web as assigned. Principals Every interaction with a parent is an opportunity to earn their cooperation and support for student learning Every interaction with a parent is an opportunity to reaffirm their confidence in Minnetonka Schools as a great choice. Sets the tone for climate in the school. Champion of recognition, publicity and marketing at the site level. Weekly communication with staff. Monthly or bi-weekly communication with parents. Works in partnership with PTO. Spokesperson for school and district. District Committees Keep stakeholder groups informed of committee work, new initiatives Customer Service Thorough orientation about the District a quick efficient communication tool Classroom newsletters Maintaining a classroom webpage Building Relationships Effective parent-teacher conferences Thorough orientation about the District Media Interviews Effective Communication Communication Planning Writing for people to read Listening and barriers to effective listening Communicating with difficult parents Thorough orientation about the District Mass notification system Strategic use of social media Working with volunteers District Style Guide and Communication Standards Ensuring Customer Service Communications planning District Style Guide and

18 Consider and plan for communication of new initiatives Provide opportunities for public input and/or public opinion research prior to making recommendations Provide opportunities for parents, community, students and staff to work together toward common goals Superintendent Primary communicator with School Board, management team, employees and public Ensures openness and responsiveness to the public Maintains high visibility / availability among staff and community Primary communicator of school district vision, mission and goals Meets regularly with parent, student, staff and community leaders to facilitate two-way communication Communications Staff Provide counsel to School Board and administrators regarding effective communications Develop and ensure implementation of district communications plan Ensure consistency and accuracy of district communication Ensures timeliness of communication Proactive and responsive with media Planful and student-centered Supervisors and Administrators Set the tone/cultural for communication and relationships in a school or department Primary communicators of information for employees and constituents Set goals and plan for school/department communications Inspire others Communication standards Group processes Public engagement processes Educational leadership initiatives Media Relations Public Speaking Crisis Communication Public engagement processes Hierarchy of effective communication Ongoing development of cutting edge communications practices Advanced electronic communications tools Project management Leading educational issues and emerging trends Media relations Communications research Communications planning Communications ethics and law Crisis communication roles Building/Dept Recognition Activities Effective communication strategies for various audiences Ensuring Customer Service Crisis management roles Media

19 School Board Articulate a clear vision for the District Speak in a single voice through Board action Tireless advocates for students Champion the success of the District Responsive to constituent concerns Adopts appropriate communication policies and goals Maintain high visibility and availability to constituents Ensure open and timely communication with the superintendent Inspire through words and actions Governance and leadership District orientation Effective advocacy Public opinion processes Effective public engagement Crisis communication roles and responsibilities Media training