1. Kansas City Kansas Public Schools
Strategic Communications Plan
and Facilitators Training
David R. Voss

2. Why Are You Here? Facilitator Training You are the chosen ones
Small group discussion is the only way we will create a parade behind Diploma+
It will take a district-wide effort to engage everyone, not just communications
So what’s a facilitator?

3. Facilitators Training
What’s Your Role?
Set up meetings (ideal 5-7 people)
Present information and listen to concerns
Answer questions and address concerns
Get back to them with unanswered questions
Take notes and report back
Recruit additional facilitators

4. Format: Three Questions
What is Diploma+?
Go through White Paper
Learn and deliver key messages
Open discussion; answer questions
Demonstrate excitement
Ask: Do you understand the big picture?

5. Format: Three Questions
Why do you need to know?
We all own the graduate (Pre-K - 12)
It’s a cultural shift, not just a new program
Each student has a different pathway
Every employee has a role to play
Ask: Why does everyone needs to be involved?

6. Format: Three Questions
What role can you play?
Individualized roles: from “talking it up” to counseling…know your role
Wear the buttons, put up posters, echo the messages, ask students if they’re on board
Know how to answer questions, refer to experts
Find stories; tell stories; inspire others
Ask: What do you think? What’s your role?

7. Communication Goals Communications Plan
Transform a community’s way of thinking.
Elevate expectations among everyone.
Instruct, support and reinforce how to get there.
Generate sustained, engaging conversations that are strategic and purposeful.

8. Audiences and Timelines
Communications Plan
Audiences and Timelines
Target Audiences and Timeline
Internal first (August through October)
Parents and students (Launch in November)
Business/Community (Build momentum over time)
Sustain campaign for at least two years

9. Strategies - Internal First
Communications Plan
Strategies - Internal First
It starts with White Paper distribution to staff as foundation
Theory and history behind the goals
Outcomes we expect, how we’re going to get there
Video messages from the Superintendent to staff

10. Strategies - Internal Communications Plan
Series of “School Conversations” on a tiered schedule
Create large group of facilitators
Provide two hour training on Diploma+ and facilitation
Use pyramid approach to get as many as possible by Oct. 30
Enable educators and staff to discuss, ask questions
Clearly answer the question: “What does it mean to me?”
Each conversation is customized to the participants’ needs/wants/interests

11. Strategies - Stories Collect and tell stories (systematically)
Communications Plan
Strategies - Stories
Collect and tell stories (systematically)
Create and promote a program that enables staff to produce a series of short videos “from the classroom” that shows success tied to Diploma+, whether it’s elementary, middle or high school stories.
Post and promote videos through social media

12. Strategies - Materials
Communications Plan
Strategies - Materials
Create series of consistently branded InfoGraphics
Buttons for adults, wrist bands for students
Posters, banners in secondary schools
Prepare Q and A for principals/staff who must answer tough questions

13. External Strategies - Students
Communications Plan
External Strategies - Students
Elevate student awareness of the Dashboard… promote within schools
Create or use existing videos on future workforce illustrations
Distribute InfoGraphics on income differences between HS and certificate/college/technical school graduates
Articulate the incentives (like college credits)

14. External Strategies - Parents
Communications Plan
External Strategies -
Parents
Host small group conversations with parents; promote through BrightArrow, support with InfoGraphics
Parent sign contracts…commit to support school and child…receive periodic updates
Set up external web page with ability to submit questions and get answers: “How to get involved”
Make it easier for parent-to-parent communication…use parent-teacher organizations to create two-way forums.

15. External Strategies - Community
Communications Plan
External Strategies - Community
Set up Diploma+ Ambassadors Key Communicators Group
Ambassadors get stickers, mugs, newsletter articles that say “I support Diploma+ students.”
Create a digital space for ambassadors to share ideas
Invite sponsors to participate

16. Key Messages - All Communications Plan
Diploma+ is the next stage of our transformation. We are already on the right path. 
Not only are we transforming our schools.  We are transforming our community.  
Diploma+ gives our students what they need to succeed in tomorrow’s world.
The + in Diploma+ raises the bar, sets expectations, and requires everyone to contribute.

17. Key Messages - Internal
Communications Plan
Key Messages - Internal
The keys to achieve Diploma+ are contained in our Model of Instruction and career academies.
A high school diploma is not enough for our students to reach their dreams.
Learn what it means to you.  The District Leadership Team is prepared to help you figure it out.
We all own the graduate…from pre-K to 12.

18. Next Steps Divide groups into small discussions — ideal is 5-7 people
Schedule and conduct facilitated discussions
Take notes and report back on Google Doc form