communications update january 11, 2017 board workshop...•share and compare with other high-...
TRANSCRIPT
Top-performing urban school district in Florida
Communications Update January 11, 2017 Board Workshop
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Top-performing urban school district in Florida
•Assess the current status of our own program against a high-level rubric (NSPRA)
•Identify ways to evolve strategies to next levels – Emerging, Established, Exemplary
•Assign quantifiable measures to the work
•Track results and evolve the work
•Share and compare with other high-performing Districts
•Correlate results with other key indicator data in the District – student performance, staff and parent engagement, teacher morale
The Journey
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Current Status – 15 Components of Best Practices
NSPRA 2013/2014 3
Train Leadership Support Communication with Sufficient Resources and Ongoing Training
Ensure Communication Effectiveness While Adhering to Ethical frameworks (FERPA, NSPRA, etc.)
Apply the RACE framework –Research, Analyze, Communicate, Evaluate
Understanding Communications Needs Through Research –Survey Audiences for Input
Communication Effectiveness Embedded Across District and Building Operations
Deploy Multiple and Varied Communication Strategies, Including Accommodations for Diversity
Effectively Managing Communications Through the News Media
Effectively Engaging Target Audiences Through Social Media
Effective Crisis Communications Plans and Procedures
Effective Finance Communications
Communication to Engage Constituents – Public Education Belongs to Everyone
Advance Identity and Brand of the District
Evaluating Effectiveness to Inform Strategy
Advance District Communication Through Written Policies and Protocols
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Maximize Communication With Trained Leadership at the Executive Level (Very close to Exemplary)
Support Communication with Sufficient Resources and Ongoing Training
Ensure Communication Effectiveness While Adhering to Ethical frameworks (FERPA, NSPRA, etc.)
Apply the RACE framework –Research, Analyze, Communicate Evaluate
Understanding Communications Needs Through Research –Survey audiences for input
Communication Effectiveness Embedded Across District and Building Operations
Deploy Multiple and Varied Communication Strategies, Including Accommodations for Diversity (Progressing to Established)
Effectively Managing Communications Through the News Media (Progressing to Established)
Effectively Engaging Target Audiences Through Social Media (Exemplary minus parent education strategy)
Effective Crisis Communications Plans and Procedures
Effective Finance Communications
Communication to Engage Constituents – Public Education Belongs to Everyone
Advance Identity and Brand of the District
Evaluating Effectiveness to Inform Strategy
Advance District Communication Through Written Policies and Protocols
Emerging – Early Stages of Development – Responsive but not proactive
Established – Defined strategies, tactics goals. Alignment to District goals and objectives
Exemplary – Communications are aligned and integrated into all areas of strategic plan with researched best practices and evaluation
Communication Platforms
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Website – Language-Based Pages
School Websites Facebook – Three Languages
Twitter – Three Languages Instagram You Tube – Video Platform
Vodcast – Video Platform Edline Parent Newsletter – The Source
Staff Newsletter – The Link Comcast and Radio Channels Advanced Parent Portal to Upgrade Edline
You Tube Live Streaming Mobile App with Push Notifications
Online and Phone-Based Town Hall Platforms
Existing Future
*Figures as of Jan 5, 2017 6
Online and Digital Platform Engagement – Growing Strong
The Link Staff Newsletter – Publishes 3 Times Per Week
Average open rate aligned to industry standard (30%)
The Source – Parent Newsletter – Publishes Weekly Average open rate 20% - Specific school information is always more popular
District Website 1.3 billion monthly visits to homepage
Facebook – Average 200 original posts per month 26K Page Followers – Increase of 33.4% since June 1 – Average 40K page views per month – Popular likes range for 300 to 10K clicks per post
Twitter – Average 300 original Tweets per month 18k followers – Increase of 38.8%
Instagram – Building averages 902 Followers – New Platform
You Tube and Vodcast Video is a promising platform – Views range from 1K to 9K and grow regularly
Comcast- TEN No Measure
Good News Submissions Significant increase in good news sent to Communications from schools
Pending RFP to Upgrade Platforms (Release Feb. 1) –Current contracts are up to 6 years old
• Mobile App• Upgraded Parent Portal• Advanced Content Management System for Websites
NYU Educational Equity Audit provides timely recommendations to inform parent and staff engagement work – survey audiences, open platforms for “input”, measure effectiveness
OpportunitiesProviding for a One Stop Shop Experience
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Top-performing urban school district in Florida 8
Current State Desired State
No Mobile Engagement App-based engagement with a one stop shop experience for Parents and Stakeholders
Ability to send to but not “hear” stakeholders Multiple and convenient points of entry to “hear” stakeholders
Stakeholders must move in and out of websites or web pages to travel to get District v. School information
One-click navigation between schools and District
Stakeholders must have multiple social media accounts to consume and share District social media content
A single and tailored stream that stakeholders and parents customize to follow their preferred schools
Limited Parent Portal with inability to define personal preferences
Parent portals that allow parents to set thresholds of alerts for low grades, lunch balances, overdue library books, etc.
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• News stream compiles all posts and media from the District and preferred schools and shows them in the App.
• Even stakeholders that don’t use social media will have the benefit of seeing social media posts.
• Social media users can see something they like and share directly from their own social media accounts.
Parents use their user name and password to sign in to see student info and messages sent from the School.
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Top-performing urban school district in Florida 11
Tip Boxes allow stakeholders to
provide feedback to the
District on various topics
Top-performing urban school district in Florida
• Modern parent portals allow parents to control how they receive messages (phone, text, email)
• Parents can set thresholds for low grades and other important information
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Top-performing urban school district in Florida 13
Mobile Access within the App to
Student Performance Information
Top-performing urban school district in Florida
•Parents never have to miss a message
•Data is stored in the “Notifications” Section
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•Push notifications to all stakeholders
•Close Socio-economic gaps (Device v. Desktop Computer)
•Data informs what stakeholders care about
•Increases “hearing” as well as communication withstakeholders
•Fewer clicks translate to more engagement
Other Benefits of Mobile Platforms
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•Continue to strive for exemplary practices, particularly in terms of data-based strategies
•Continue to diversify District platforms and strategies
•Listen to stakeholders
•Develop storytellers
•Do things “with” not “to” stakeholders. Voice is important as we move forward with improvements
Moving Forward
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