District 833 Communications Plan 2015-16 South Washington County Schools 7362 E. Point Douglas Rd. S. Cottage Grove, MN 55016 651-425-6300 www.sowashco.org
Mission South Washington County Schools is committed to igniting a passion for lifelong learning. Values Students come first. Students are challenged and learn based on their unique needs and abilities. Education is a partnership among students, educators, families and communities. Effective and highly motivated staff leads to highly motivated and successful students. Continuous improvement is driven by innovation, technology and best practice. Key Messages We are committed to igniting a passion for lifelong learning Strong community Personalized and lifelong learning High achieving students Taking the Next Steps (Referendum 2015) Together we are SoWashCo 2
Communications Department Purpose Tell our story through our voice Build relationships Support the district s mission Present information with transparency and clarity Maintain consistent brand image Inform, increase awareness, and change perceptions What we do: Parent Communications Community Relations Internal Communications Media Relations Crisis Communications Branding, Marketing and Advertising Strategic Planning Publications Key topics in 2015-16: Referendum Outcome of the referendum Attendance Boundaries Valley Crossing Community School Strategic Planning & World s Best Workforce Budget and Service Levels Teaching and Learning Efforts Curriculum Review Standards Based Grading Technology Integration Growing district partnerships 3
Audiences Internal: Students Staff Teachers Non-Certified Unions Administration School Board District Advisory Groups/Committees External: Parents New/Soon-to-be Existing Empty Nesters Non-public & Homeschool Potential Partners Local Business Local Colleges Employers Community as a whole Elected Officials Community Leaders Parent Organizations Community Organizations Service Special Interest Chamber Realtors Churches District Advisory Groups/Committees Senior citizens Statewide Organizations MDE AMSD MASA MASBO MinnSPRA 4
Communication Tools Current: Website District, departments and schools Weekly News Staff Media Community (district Info to Go) Social Media Facebook Twitter YouTube Video Granicus Weekly videos School promotional videos Blackboard Connect (Parent Notification System) Infinite Campus Media - Public Relations Face to face Community Meetings Focus Groups Cable Channel 15 Bulletin Board Committees/Councils Print Materials Brochures Strategic Planning Document Quarterly Window on Education Newsletter Events District, departments and schools Fact Sheets School and district profiles Current: We re Listening Community Connection What I Know Today Parent University Advertising Infographics District 833 s Undercover Boss Style Guide School Board Meetings Sharepoint (intranet) Potential: Translation Services New/updated marketing materials Letters to Editor Volunteers Media Tours Blogs Realtors Mobile App (costly/not realistic) Expanded social media Pinterest Instagram Flicker Google Apps/Docs/Drive Video Conferencing Google Hangout GoTo Meeting Skype FaceTime Ads displayed inside and out of schools 5
Communications Goals Goal 1: Support the successful passage of the district s referendum election on Nov. 3, with at 52% success rate on each question. 1. Develop and implement a communication plan specific to the referendum. a. Supported through a Referendum Planning Committee b. Ensure creative, unique strategies to gain widespread attention and support of the needs of the district. 2. Develop key messages that are consistent in all communications and effectively share the needs of the district. a. Focus on the three questions answering the why, how and what behind each question. 3. Garner the support of the School Board, administration and staff in sharing key messages with all stakeholders of the community. a. Identify within these groups, those who would become key advocates for the effort moving forward. b. Ensure all are aware of the roles and responsibilities of their position in serving as a key spokesperson for the district. 6
Goal 2: Enhance internal communications to the extent that 65% of employees are aware of and tracking district-wide issues. 1. Launch the district intranet Hot Spot as employees return for the 2015-16 school year. a. Begin with district information and resources being available to staff. b. Train school and department users in ways to build individual department and school pages that complement the district site. c. Department and school pages transitioned to the new HotSpot over the course of the 2015-16 school year. 2. Identify effective means for communicating with internal audiences. a. Leverage communication venues that engage district leaders in sharing key messages and issues of the district. b. Communication Department representatives participate where possible at leadership meetings to have full understanding of messages. c. Surveys and/or focus groups conducted to understand employee preference for communication. Goal 3: Engage 75% of all parents of district students in their child s education by improving school communication efforts. 1. Support communication needs of non-english speaking families. a. Share existing methods of translating electronic communication. b. Update the 2010 EL Communication Plan through the combined efforts of Multicultural Curriculum Coordinator. 2. Complete individual school communication advising sessions over the course of the 2015-16 school year. a. Review and update documents to support the conversation between the communications department and school communications teams. b. Follow-through after meetings with resources and support for individual school needs. c. Promote individual schools and their successes through updated profiles, weekly news and promotional videos. 7
Supporting documents: 2015-16 Superintendent Communication Plan 2015-16 School Board Communication Plan 2015-17 Communications Department Improvement Plan Overview of the District 833 Communications Department District 833 Style Guide District 833 Customer Service Standards District E-mail Standards and Appropriate Use Social media guidelines for staff Communications tips for teachers Tips for talking to the media Video tipsheet Contacts: Barbara Brown, Communications Director Email: bbrown6@sowashco.org Phone: 651-425-6209 Madeleine Rush, Communications Specialist Email: mrush0@sowashco.org Phone: 651-425-6306 Megan Seeman, Video/Communications Specialist Email: mseeman@sowashco.org Phone: 651-425-6259 Department website: sowashco.org/services/communications 8