Setting Communication Priorities A working session with the Cambrian School District Leadership Team June 28, 2012

Setting the Context Not everything worth doing is worth doing todayNot everything worth doing is worth doing today Time is an essential factor in planningTime is an essential factor in planning Undertake basic tasks that are one-time start-ups or create vehicles to do others tasksUndertake basic tasks that are one-time start-ups or create vehicles to do others tasks

Our Planning Steps Step #1: Communication Plan as presented gives options and desirablesStep #1: Communication Plan as presented gives options and desirables Step #2: Have School Board identify elements that are highest prioritiesStep #2: Have School Board identify elements that are highest priorities Step #3: Let management come back with timelines and work plansStep #3: Let management come back with timelines and work plans

Planned Communication Communication Delivery System Methods, Tools, Programs, Projects, Capacity Building Campaigns, Services Outcomes Relationships Support KeyMessages & Vision Networking Marketing & Awareness

Diverse Communication Vehicles Do it once, then step on it to get maximum exposureDo it once, then step on it to get maximum exposure Web sites, media relations, language translations, e- mail newsletters, information centers/posters, postcards, columns in site newsletters, annual reports, auto-dialing phone systems, community banners, Speakers Bureaus, etc.Web sites, media relations, language translations, e- mail newsletters, information centers/posters, postcards, columns in site newsletters, annual reports, auto-dialing phone systems, community banners, Speakers Bureaus, etc. Follow an awareness calendar and a communication plan so information layers out to stakeholdersFollow an awareness calendar and a communication plan so information layers out to stakeholders Tap into social networkingTap into social networking Twitter, Facebook, You Tube, blogs, etc.Twitter, Facebook, You Tube, blogs, etc. Drive people back to your web siteDrive people back to your web site

Integrate All Your Tools Web Site E- newsletters, E-zines Twitter, E- Blasts Telephone Auto-Dialers Media Releases FaceBook, MySpace, Linked In ListServsBlogs Key Communicator Networks Cable Channels Print Publications

Strategy #1 Electronic & Internet Communication Action Step #1: Modify the District Web PageAction Step #1: Modify the District Web Page Action Step #2: “Setting the Record Straight”Action Step #2: “Setting the Record Straight” Sub-page dealing with misinformation, rumors, etc.Sub-page dealing with misinformation, rumors, etc. Electronic form for stakeholders to post questionsElectronic form for stakeholders to post questions FAQ with answers to frequently asked questions.FAQ with answers to frequently asked questions. Action Step #3: Telephone/Text/ MessagingAction Step #3: Telephone/Text/ Messaging Monthly recorded phone, text and messagesMonthly recorded phone, text and messages Action Step #4: Presence on Facebook and TwitterAction Step #4: Presence on Facebook and Twitter “The Cambrian Connection”“The Cambrian Connection” Action Step #5: Awareness Campaign BlogAction Step #5: Awareness Campaign Blog Achieving 21 st Century Excellence monthly blogAchieving 21 st Century Excellence monthly blog

Strategy #2 School Site & Staff Communication Action Step #1: Parent Information CentersAction Step #1: Parent Information Centers Action Step #2: School Site Newsletter ArticlesAction Step #2: School Site Newsletter Articles Superintendent column Exploring Infinite Possibilities disseminated in school site bulletins Action Step #3: Communication Capacity Building & Staff DevelopmentAction Step #3: Communication Capacity Building & Staff Development Administrators training workshops in effective communication, stakeholder engagement, and customer relations techniques and practices. Action Step #3: Semi-annual Staff and HSC BriefingsAction Step #3: Semi-annual Staff and HSC Briefings

Strategy #3 Community Outreach Action Step #1: Community NewsletterAction Step #1: Community Newsletter Two four-page newsletters in print and electronic formats titled “Partners in Progress” mailed to every household in the districtTwo four-page newsletters in print and electronic formats titled “Partners in Progress” mailed to every household in the district Action Step #2: A Community Conversation on LearningAction Step #2: A Community Conversation on Learning Beginning in Spring 2013, the district will host two public community gatherings on Saturdays for parents and interested citizens to review and discuss academic achievement and implementation of the Strategic Plan.Beginning in Spring 2013, the district will host two public community gatherings on Saturdays for parents and interested citizens to review and discuss academic achievement and implementation of the Strategic Plan. One will be held prior to the week of Open House in April 2013 and the other prior to the week of Back to School nights in September 2013.One will be held prior to the week of Open House in April 2013 and the other prior to the week of Back to School nights in September 2013.

Strategy #4 Media Relations & Public Engagement Action Step #1: Media Relations CampaignAction Step #1: Media Relations Campaign Roll out Achieving 21st Century Excellence information campaign with a media kit, news releases and editorial board meeting. Periodic news releases, News Tips to pitch story ideas, Op-EdsRoll out Achieving 21st Century Excellence information campaign with a media kit, news releases and editorial board meeting. Periodic news releases, News Tips to pitch story ideas, Op-Eds Action Step #2: Key Communicator NetworkAction Step #2: Key Communicator Network Key community leaders database to send The Leadership Link.Key community leaders database to send The Leadership Link. A sponsored “State of the District” breakfast twice a year (May and September)A sponsored “State of the District” breakfast twice a year (May and September) Action Step #54: Annual Report “Focus on Our Future”Action Step #54: Annual Report “Focus on Our Future” Release in January a 4-page annual report using donations to mail it to each household in the community. This will serve as a special edition of the Partners in Progress bulletin.Release in January a 4-page annual report using donations to mail it to each household in the community. This will serve as a special edition of the Partners in Progress bulletin.

Strategy #5 Monitoring, Support & Evaluation Action Step #1: Communication Advisory CouncilAction Step #1: Communication Advisory Council 20 people meet twice a year to provide input and feedback.20 people meet twice a year to provide input and feedback. Action Step #2: Contract Communication ServicesAction Step #2: Contract Communication Services Allocate $10,000 to $25,000 over two fiscal years for contract help on deliverablesAllocate $10,000 to $25,000 over two fiscal years for contract help on deliverables Action Step #3: Satisfaction SurveysAction Step #3: Satisfaction Surveys Fall 2012, conduct a simple satisfaction poll using both online and paper formats (at Back to School Nights).Fall 2012, conduct a simple satisfaction poll using both online and paper formats (at Back to School Nights). Action Step #5: Continuous ImprovementAction Step #5: Continuous Improvement Complete most tasks by June 30, Using the Spring 2013 survey and input from the Communication Advisory Council reassess communication practices and make any adjustmentsComplete most tasks by June 30, Using the Spring 2013 survey and input from the Communication Advisory Council reassess communication practices and make any adjustments

For further information Tom DeLapp, President Communication Resources for Schools 2351 Sunset Blvd, Suite 170, #504 Rocklin, California (916) Cell & Text: (916) Web Site: Blog: Follow me on Facebook, Linked In and Twitter at tomdelapp