Creating College and Career Ready Graduates

Communications Department

Casey Mahon, Director

2014-2018 Comprehensive

Communications PlanFourth-Year (2017-2018) Review

Strategic Roadmap: Direction F

“Tell our Story, brand

development,

reputation management to

increase partnership

and enrollment.”

Background

• Communications Department reestablished

July 1, 2013.

• National Schools Public Relations Association

Communications Audit (November 2013 to

May 2014).

• Comprehensive Communications Plan

• 2014 through 2018

• Presented to School Board June 10, 2014• Activated July 1, 2014

Communication Audit Recommendations

Recommendation 2014-2015 2015-2016 2016-2017 2017-2018

1. Implement a strategic communication plan that reflects best practices in school public relations.

Introduce Focus Focus Maintain

2. Expand a culture of communication.

Introduce Focus Focus Focus

3. Expand outreach to parents and community.

Introduce Focus Focus Focus

4. Create a crisis communication plan based on best practice.

Introduce Focus Maintain

Recommendation 2014-2015 2015-2016 2016-2017 2017-2018

5. Continue to integrate social media into the communicationprogram.

Focus Focus Focus Maintain

6. Expand the use of video as a communication tool.

Introduce Focus Maintain

7. Continue to refresh the District website.

Focus Focus Focus Maintain

8. Develop a marketing plan and incorporate effective marketing/ branding strategies into communication planning.

Introduce Focus Focus Focus

9. Explore additional paths to engaging diverse populations.

Focus Focus Focus Focus

2014-2018 Comprehensive

Communications Plan

• Nine recommendations

(Action Items)

• 35 Strategies

• 142 Tactics

Recommendation 1

Implement a strategic

communication program that

reflects best practices

in school public relations.

• Five strategies

• 23 tactics

• Achieved: 12

• Ongoing 8

• Not Achieved 3

Recommendation 2

Expand a culture of

communication

• Six strategies

• 17 tactics

• Achieved: 7• Ongoing: 5

• Not Achieved: 5

Recommendation 3

Expand outreach to parents

and community

• 11 strategies

• 44 tactics

• Achieved: 14

• Ongoing: 21• In Progress 1

• Not Achieved: 3

• Suspended: 5

Recommendation 4

Create a Crisis

Communications

Plan based on

best practice.

• 3 strategies

• 14 tactics

• Achieved: 3

• Ongoing: 11

Recommendation 5

Continue to integrate

social media into the

communications program

• Two strategies

• 10 tactics

• Achieved: 6

• Ongoing 3

Recommendation 6

Expand the Use of Video

as a Communication Tool

• Two strategies

• 8 tactics

• Achieved 1

• Ongoing 3

• In Progress 1

• Not Developed 3

Recommendation 7

Continue to refresh the

District websites

• Seven strategies

• 14 tactics

• Achieved: 9

• Ongoing 3

• In Progress 1

Recommendation 8

Develop a marketing plan and

incorporate effective marketing

branding strategies into

communication planning

• Two strategies

• 8 tactics

• Ongoing 7

• Not Achieved 1

Recommendation 9

Explore additional paths to

engaging diverse populations

• Two strategies

• 4 tactics

• Ongoing 4

Achieved: 51

Ongoing: 67

In-Progress: 2

Modified: 0

Not Achieved: 16

Suspended: 5

Overall• 120 of the 142 tactics were met (84.5 percent)

• By eliminating the five purposefully suspended tactics, the overall

success rate climbs to 88 percent.

• By including six tactics that were not met because of financial

reasons, the adjusted overall rate is 92.25 percent.

2014-2018 Comprehensive Communications Plan

Results

Questions?