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COMMUNICATION PLANHALF-CENT SALES TAX REFERENDUM - 2014

Confiden al

9/26/2014 Communica on Plan 1

COMMUNICATION PLAN

Research — A er the defeat of the 2012 half-cent sales tax referendum, various stakeholder groups shared with the superintendent and his senior staff their thoughts regarding the effec veness of the campaign using various formats such as emails, local media, community group forums, and formal staff mee ngs (staff, parent and School Board). Throughout the remainder of 2013, we began to develop a refined communica ons approach reaching out to various stakeholder groups. What we knew was cri cal was to communicate effec vely to each interested party what was at stake and what the poten al outcomes could be if a 2014 Sales Surtax Referendum did not pass. The analysis included the review of the data such as:

2012 Voter trend analysis (overall and by specific precinct).

Qualita ve input gained from community outreach efforts that included four Dialogue Days and various forums.

Stakeholder survey input to gain feedback on what priori zed items should be cut if the referendum failed.

1. Compression planning process to dra focus communica ons strategies to communicate more effec vely to each sub-group the exact projects to be addressed with the new revenue should it pass and what items would be cut in the budget should it fail. It was important to then create specific communica ons tools to address these important issues as a whole (to the community) as well as to vested par es. Through this process, three dis nct ques ons with their coordina ng outcomes became evident as follows:

a. How will the audiences/stakeholders in Brevard County Learn what is at stake with the Half Cent Sales Surtax Referendum?

i. By providing messages to targeted audiences that are simple, short and easy to ar culate.

ii. When we provide sincere messages to various stakeholder groups without becoming defensive.

iii. By focusing strategies with influen al community members; specifically crea ng staff ambassadors.

b. How will we ensure that the audiences/stakeholders in Brevard County understand and believe our message?

i. When audiences understand “What’s in it for me?” ii. When the messages have personal meaning. iii. When they connect the urgency of the issue to their school and the impact on

their school’s future. iv. When people’s emo ons are involved.

c. How will the audiences/stakeholders in Brevard County PROMOTE our message to others?

i. When they can ar culate our message, share our message and mobilize others. ii. When our sa sfied customers are mobilized to share the message.

TEAM GOAL

Create a comprehensive communications framework to inform our community and every

stakeholder group the facts regarding what is at stake with the 2014 Half Cent Sales Tax

Referendum.

Confiden al


VOTER RESEARCH:

Ac ve Registered Voters as of 12/14/2013

Republicans: 156,226

Democrats: 125,820

Others: 89,273

Total:

371,319

168,248 (45%) registered voters between the ages of 26-55.

61,531 (16.5%) of registered voters are between the ages of 55-65

These combined = 61.5 %. Of this total:

o The majority of parents and teachers fall into this age group.

o Grandparents and employees are in this age range.

o Business owners and professionals fall in this age range as well.

2012 Voters ‐ Half Cent Sales Tax

Total Votes

266,610

YES 129,178 48.45%

NO 137,432 51.55%

Absentee Voters (AVs): Approximately 75,000

104,709 Registered, non‐vo ng

Power Audiences: High density popula on with the highest level of impact based on the elec on outcome. In other words, they are closer to the situa on and will feel a higher level of impact due to the consequences of the elec on. They have more at stake.

1. Parents: 72,000 students = with an average of 2.1 children per household, there are 34,385 parents. Since the average marriage rate in the US is just over 50%, with only 30% of women never marrying, some of these families are single family households, while others have step parents involved. Thus we can make the assump on that there are approximately 30,000‐40,000 parents residing in BPS.

In the Stakeholder survey, parents had the highest number of “no cuts” cited. Since parents

are the demographic group with the most at stake (higher taxes + reduc on in services) they

must be considered the number one audience to:

o Inform them about what is at stake: what will schools get and what will be cut.

o Charged to share this informa on within their networks. They have high mo va on.

2. Staff: total + poten al spouses: 13,500 (based on 9,000 employees with a 50% marriage rate).

Staff members also have a high stake interest in the outcome of the elec on, which can and

will impact work condi ons and compensa on/benefits.

o Convince staff members about what is at stake personally to them and their families.

3. Grandparents

Grandparents are raising 6,324 and rela ves 1,434 (totaling 7,758) of Brevard's children. Over 13% of Brevard County's children are being raised by someone other than their parents.

Difference: 8,254

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4. Senior Ci zens: The average age of Brevard county ci zens is approximately 50 years. Vo ng data, specifically with absentee voters (AVs), indicate they are likely voters. Those registered to vote in Brevard (non-snow birds) have a high likelihood of having grandchildren in BPS.

Focus on Good educa on for grandchildren, maintenance of strong property values.

o MUST get to AV’s to reach many in this demographic.

5. Business/Industry: Business/Industry have power audiences (parents and grandparents) integrated in their workforce. In addi on, they reach other sectors and their endorsement adds credibility to our message.

The results of the elec on would have an economic impact to business and industry.

PROJECT COMMUNICATION DOCUMENTS

To reach the various segments of the community, we will implement strategies that are passive (P) approaches and some that are pro-ac ve (PR). While some strategies may be both pro-ac ve and passive, in general the designa on indicates:

1. Passive (PR): These are communica ons op ons/tools that are available for people to view/experience by choice. These might include videos on demand, documents, presenta ons, and other print materials displayed either physically or digitally.

2. Proac ve (PR): Communica on strategies that are considered pro-ac ve would be those in which we distribute, present, or deliver to informa on to specific audiences.

PROJECT COMMUNICATION TABLE

Media Type Recipients Ac ons Use/Delivery

Development of Masthead and Tagline

All All March 15, 2014

Accomplishments Flyer (Color & Greyscale) (P/PR)

All Community:

Building Administrators

District Administrators

Business Partners

Parent Organiza ons

HOAs

Deliver color copies and PDF files to each school and department for reproduc on, display and distribu on

Prominently display in recep on areas

Hand-out at events, mee ngs and presenta ons

Place on website

District Q & A (Color & Greyscale) (P/PR)

All Community:


District Administrators

Business Partners

Parent Organiza ons

HOAs


Prominently display in recep on areas

Hand-out at events, mee ngs and presenta ons

Place on website

District Talking Points (Color & Greyscale)

Principals, Teachers, Support Staff, District

Deliver color copies and PDF files to

Deliver via: Edline, Twi er, personal

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Quick points for staff to keep on hand to print

Quick points for staff to memorize and share through personal interac ons (P/PR)

Administra on, Parent Organiza ons, Business Partners

each school and department for reproduc on, display and distribu on

mee ngs, newsle er inserts, presenta ons, staff mee ngs, parent mee ngs, event (games/banquets) announcements.

Email to Business Partners to distribute to employees.

Tweet Facts

Individual Schools – Gains & Losses flyer (Color & Greyscale)

Each school will have a one page fact sheet that clearly describes the facili es needs at that loca on on one side and the poten al cuts the school will experience if the referendum does not pass. (P/PR)

Principals

Parents

Teachers & Support Staff


Create forma ed Powerpoint slides for principal to insert school gains & loss predic ons

Post on school website

Hand out for parent presenta ons

Add facts to simple presenta on

Financial Facts Media Kit: Brochure & Video clips

All Community Simple messaging to educate community members about school finance.

Hard Copies for hand-outs and video clips for principals to u lize, post on our website, and promo on in social media.

Simple Presenta on (Need v. Challenge) (PR)

Parents

Civic Organiza ons

Faith Based Communi es

Parent Organiza ons/Parent Leadership Team

Senior Ci zens

Teachers

Support Staff

District Admin/Staff

Administrators and Senior Staff Present at local mee ngs.

Parent Leadership trained to present at school based func ons.

Principals: Present to boosters, PTAs, staff, parents during appropriate school-based func ons.

Principals present to community groups linked to their schools.

Superintendent, Senior Staff and Board Members present to civic

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Military

Hispanic Popula on

Performing Arts Community

Service Organiza ons

Home Owners Associa ons


organiza ons, faith based, civic organiza ons, senior ci zens, support staff, military, district administra ve and support staff, PA community, service organiza ons, building administrators, and home owners associa ons.

Web

Simple Presenta on (Need v. Challenge) Automated (P)

To reach those that do not a end personal mee ngs, these will be placed on the website (district and school based).

U lized at mee ngs/events in lieu of a speaker.

Viewed remotely by visitors to the web.

Web

Complex Presenta on with Detail financial facts (PR)


Business Partners

EDC/Corpora ons

Poli cal Par es

Realtors Associa on

Administrators and Senior Staff Present at local mee ngs.

Superintendent, Senior Staff and Board members

Web

Complex Presenta on with Detail financial facts – Automated (P)

To reach those that do not a end personal mee ngs, these will be placed on the website (district and school based).

U lized at mee ngs/events in lieu of a speaker.

Viewed remotely by visitors to the web.

Web

Editorials for EdConnect, StoryBoard, Legacy Le er wri en by: EDC, Pastors, Business, Realtors, SC Hotel & Hospitality Organiza on. (P/PR)

EdConnect: Community/Parents

StoryBoard: Staff

Legacy: Seniors

DC to obtain editorials suppor ng the ini a ve from key leaders as guest columnists.

EdConnect: Print/Hand deliver

Storyboard: Digital/Email

Legacy: Print/Mail

Web

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Editorials/Press Releases for: FT, Viera Voice, SC Business/Living, Senior Life, Satellite & South Tropical Trail, Brevard Times, Hometown News, Ebony News, Al Dia, ElPlayero. Also include Press Releases for TV & Radio.

Leverage audiences of current media of various issues.

Provide stories/press releases that directly connect to campaign messaging. IE: Arts, Workforce Readiness/CTE, Performance, Efficiency ini a ves.

Write and submit guest columns directly related to the referendum.

Distribute press releases about the great things happening in our schools.

Post on website. Embed as text on website for transla on.

Newsle er Inserts: For school newsle ers, school newspapers, service bulle ns/newsle ers and business partner communica ons tools. (P/PR)

Parents

Employees of Business Partners

Church Members

DC develop a series of Ads. Focus on challenges and what is at stake.

Distribute to all principals for inser on.

Develop of a list of business partners and corporate supporters and distribute via email.

Develop a list of Faith Based organiza ons and distribute via email.

Email Messages & Associated Contact List. (PR)

Employees of corporate supporters and business partners

Send regular emails to list for redistribu on to staff.

Email

Video Clips:

What Ma ers – Arts, Athle cs, Science Research, Science Clubs, CTE, Facili es. (PR)

Where Are They Now? Alumni videos; specifically connected to arts, science research & CTE

Parents

Staff

Community

Grandparents

Develop story based videos that demonstrate great programming and what is at risk of being reduced.

Distribute to Principals to show before events and mee ngs

Post on Web

Tweet links

Place on FB

90 Second video clips: great stories from our schools. (PR)

Parents

Grandparents

General Community

Schools submit video clips covering events such as musicals, sports, presenta ons, speakers to DC.

FB

Twi er

YouTube

Website

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BPS Insider Community Share good news about the district and facts related to the state of the district in news format.

Board Mee ngs

VOD

Web

Celebrity Video Series:

Kelly Slater

Clint Hurdle

Danny McKnight

ALL

Community connected via social media

Engage community. Create endorsements by celebrity figures.

All Social Media

Radio (revamped)

Mee ngs

Movie Theaters

Brighthouse

Brevard Save our Students

PSAs on Brighthouse All Community Focused Public Service Announcements reitera ve public schools value to the community.

Develop in consor um with Brighthouse networks.

Link to our web

Facebook (PR) Parents

Community

Grow number of likes (followers).

Increase shares.

Drive to web for informa on.

Contests (prizes donated by business partners) and Ads in newsle ers and on web.

Twi er (PR) Parents

Community

Some Students

Grow number of followers.

Increase re-tweets.


Contests (prizes donated by business partners) and Ads in newsle ers and on web.

LinkedIn (PR) Parents

Professionals

Business Partners

Grow number of followers.

Increase number of connec ons.


Share district facts with connec ons

Website (P) All Community

Staff/students/parents

Inform Informa onal Warehouse for all materials

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Edline (PR) Staff/Students/Parents Inform Power Audiences

Message Center

Integrates with Blackboard Connect

Messages available with log-in

Blackboard Connect (PR) Parents Inform Integrates with Edline Messaging

Pushes messages

Editorials (P) All Community Inform community about our financial need, what is at stake, and what great things are happening in our schools.

Press Releases

BPS News In a Minute

Op Eds/Guest Columns

Banners/Displays for Schools (PR)

Staff, Students, Parents, Community Members, Volunteers

Quick Facts relevant to the school to inform

Lobby Displays

EdConnect (PR) Parents, Staff, Community

Tell our story Backpacks

Business Partner Drops

Legacy Mailings

Storyboard (PR) Staff Feature staff

Share informa on

Email

Limited print in lounge areas

Legacy Le er (PR) Legacy Club

55+ HOAs

Tell our story

Inform

Mail in EdConnect

Drops at HOAs

District Hosted Events: Staff (PR)

District Hosted Events: Community (PR)

Community Ac on Coali on Mee ngs

Share informa on

Engage as ambassadors

Personal Mee ngs

District Hosted Events: Senior Ci zens (PR)

Legacy Club Members Engage

Connect to Schools

Inform

Personal Mee ngs

District Hosted Events: Business (PR)

Business Partners

Local Corpora ons

Inform

Engage as ambassadors to

Networking Mee ngs

Presenta ons

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STAKEHOLDER STRATEGIES

Business Community

Ac vity Media/Communica ons Strategy Timeline

Business Partner Program

Complex Presenta on@ February Kick-Off

Networking mee ngs

February

Monthly

Presenta ons Complex: EDC, Chambers

Simple: Employees

Late Spring/Early Summer

Email Messaging Cra Email messages. Send to corporate partners to forward to employees

Monthly

Literature Provide Quick Facts & Accomplishments via email in PDF for reproduc on and distribu on to employees

Provide hard copies at Business Partner Mee ngs as hand-outs

Summer

Late Spring

Website Link BPS website to partner websites. Spring

LinkedIn Develop network via LinkedIn and share Quick Facts Spring and ongoing

EdConnect EdConnct Drops for Lobby Display Feb., April, May, Aug., Sept., Oct.

MESSAGING:

Good Schools = a good economy

Good Schools a racts business and industry to Brevard

Well prepared students make for be er employees

Good schools maintain good property values

PROJECT LEAD & RESPONSIBILITIES: MICHELLE IRWIN & DEBRA FOLEY

Organize business partner program. Recruit corpora ons who are willing to share informa on with employees and develop master list for distribu on efforts.

Teachers


Teacher Advisory Council

Monthly Mee ngs: Share informa on. Listen to concerns from the schools. Engage teachers as ambassadors to their buildings.

Jan., Feb., March, May,

August: Half-day event

Sept., Oct., Nov.

share our informa on with customers and staff

Literature

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Presenta ons Simple presenta on by Dr. Binggeli and associated Area Superintendents at each staff mee ng.

Post auto version on intranet

November 2013 – April 2014

Spring

StoryBoard Integrate Facts into each edi on. Email to all staff members.

Feb., April, May, Sept., Oct.

Literature Provide School Based Gains/Loss Flyer, Quick Facts & Accomplishments to Principal for duplica on and distribu on.

April (as follow-up to presenta ons)

EdConnect Distribute in staff mailboxes. Leave in lounge areas. Feb., April, May, Aug., Sept., Oct.

FB, Twi er, Pinterest, LinkedIn

Encourage staff to follow/like/connect and forward district messages to their connec ons.

February and ongoing

Video Clips 1. Encourage teachers to submit video to DC about the great things happening.

2. Share video with staff via Youtube and SchoolTube.


Edline Share Fact Messages via Edline February and ongoing

Train/Equip Principals share literature, presenta ons and other media tools with staff. Develop community ambassadors through teachers.

April and ongoing

MESSAGING:

Teachers should have a basic understanding of the financial issues facing the district and be able to share this informa on.

Increases in Opera onal funds saves jobs, salaries and benefits.

Capital projects create be er working condi ons

PROJECT LEAD & RESPONSIBILITIES: DEBRA PACE, DR. BINGGELI, AREA SUPERINTENDENTS

Train principals to share messaging. Coordinate communica ons efforts between ESF and each school building.

Principals/Department Heads


Leadership Team Equip Principals with the tools to engage the community. Provide training to ensure principals can comfortably convey what is at stake for the district and their school community.

Begin training in March. Ongoing updates and reinforcement at every mee ng.

Engagement Strategies

District Communica ons will work with principals to develop strategies to increase parent involvement in

TBD – Case by case basis

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community based mee ngs. This may include partnering businesses with schools to provide support to reduce barriers to a endance.

School Based Media Kit

Simple & Complex presenta ons. Include auto versions

Color copies of literature. PDF’s with Greyscale for duplica on

Talking Points: to use in newsle ers, emails, and at events.

Video clips

School based only:

Core Foam Board Displays for Lobby

All media kit items should be posted on school website.

March/April

August (school start)

Newsle er Inserts DC will provide newsle er ads to:

1. Encourage sign-up in social media.

2. Share facts

March/April

Literature Provide School Based Gains/Loss Flyer, Financial Facts, Quick Facts & Accomplishments to Principal for duplica on and distribu on. Post PDF version on school website.


EdConnect Distribute in staff mailboxes. Leave in lounge areas. For Elementary and MS, send home copies with students. Post on school website.

Feb., April, May, Aug., Sept., Oct.


Encourage parents to follow/like/connect and forward district messages to their connec ons.


Video Clips 3. Encourage teachers to submit video to DC about the great things happening.

4. Share video with staff via Youtube and SchoolTube.



Train/Equip Principals share literature, presenta ons and other media tools with staff. Develop community ambassadors through teachers.

April and ongoing

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MESSAGING:

Principals should focus their message on how the tax ini a ve will benefit their school community if it passes and the nega ve impacts of its failure.

Principals should recruit and train parents and staff to share this same message within their communi es.

PROJECT LEAD & RESPONSIBILITIES: DEBRA PACE, AREA SUPERINTENDENTS

Train principals to share messaging. Coordinate communica ons efforts between ESF and each school building.

Parents


Parent Leadership Team Mee ngs

Personal Presenta ons and Q & A’s. Provide Quick Facts for parents to share with others. Solicit volunteers for informa on campaigns.

Jan., Feb., March, April, May, Sept., Oct.

Community Ac on Coali on

Personal Presenta ons and Q & A’s. Provide Quick Facts for parents to share with others. Solicit volunteers for informa on campaigns.

January, March, May,

August, October.

PTOs & PTAs Personal presenta ons by school based leadership. Distribute literature. Solicit volunteers for informa on campaigns.

Booster Clubs Presenta ons made by principals/Ads (simple)

Provide literature as take home

Possible Quick Fact announcements during games

Post all informa on on Cape Coast Conference website

March - Ongoing

Literature Provide School Based Gains/Loss Flyer, Quick Facts & Accomplishments to Principal for duplica on and distribu on. Post PDF version on school website.


EdConnect For Elementary and MS, send home copies with students. Post on school website.



Encourage parents to follow/like/connect and forward district messages to their connec ons.


Video Clips Show at major school func ons February and ongoing


Blackboard Engage Send quick facts and mee ng reminders via text March and ongoing

MESSAGING:

Focus on specific gains and losses to schools

Provide basic presenta on to help parents understand the need

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Encourage parents to inform the community about what is at stake

Great schools = Great communi es

Property values are maintained

Cost to parents in a sales tax versus cost to parents in fees

PROJECT LEAD & RESPONSIBILITIES: CURRICULUM & INSTRUCTION & SCHOOL CHOICE

Faith Based Community


Civic Leaders Mee ng

Personal presenta on regarding the current state of the District’s finances.

February

Literature Provide Quick Facts, Financial Facts & Accomplishments to Principal for duplica on and distribu on. Post PDF version on church websites if agreeable.

Talking Points: to use in newsle ers, emails, and at events.

March/April


3. Encourage social media engagement.

4. Share facts

March/April

Literature Provide School Based Gains/Loss Flyer, Quick Facts & Accomplishments to Principal for duplica on and distribu on. Post PDF version on school website.


MESSAGING:

Schools are a key factor to thriving and healthy communi es.

PROJECT LEAD & RESPONSIBILITIES: MICHELLE IRWIN

Share informa on with Church leadership. Encouragement to re-share with membership. Provide literature for reinforcement.

Civic Organiza ons


Speaking Engagements

Administra on provide personal presenta ons at civic organiza onal mee ngs.

Varies. Begin in February through elec on



February

Newsle er Inserts DC will provide newsle er ads to: March/April

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Encourage social media engagement.

Share facts

Literature Provide Financial Facts, Quick Facts & Accomplishments to organiza onal leadership for duplica on and distribu on.

April

MESSAGING:

Strong schools = strong community

Strong schools = strong economy

Cost versus benefit and understanding the district’s financial state.

PROJECT LEAD & RESPONSIBILITIES: DR. BINGGELI & MICHELLE IRWIN

Note: All administra on will be responsible to schedule themselves in various civic organiza on’s mee ngs.

Service Organiza ons


Speaking Engagements

Administra on provide personal presenta ons at civic organiza onal mee ngs. Engage volunteers.

Varies. Begin in February through elec on



February


Encourage social media engagement.

Share facts

March/April

Literature Provide Financial Facts, Quick Facts & Accomplishments to organiza onal leadership for duplica on and distribu on.

April

MESSAGING:

Reciprocal support for schools/organiza ons


PROJECT LEAD & RESPONSIBILITIES: BETH THEDY & MICHELLE IRWIN

Support Staff

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Support Staff Advisory Council

Monthly Mee ngs: Share informa on. Listen to concerns from the schools. Engage teachers as ambassadors to their buildings.

Jan., Feb., March, May,

August: Half-day event

Sept., Oct., Nov.

Presenta ons Simple presenta on by Dr. Binggeli and associated Department Leaders at a staff mee ng.

Post auto version on intranet

November 2013 – November 2014

Spring

StoryBoard Integrate Facts into each edi on. Email to all staff members.

Feb., April, May, Sept., Oct.

Literature Provide Financial Facts Brochure, Quick Facts & Accomplishments to LTM for duplica on and distribu on.


EdConnect Distribute in staff mailboxes. Leave in lounge areas. Feb., April, May, Aug., Sept., Oct.


Encourage staff to follow/like/connect and forward district messages to their connec ons.


Video Clips Share video messaging at regular mee ngs or send messages to staff with links to new videos.



Train/Equip Principals/Department Heads share literature, presenta ons and other media tools with staff. Develop community ambassadors.

April and ongoing

MESSAGING:

Department heads should focus their message on how the tax ini a ve will benefit their employees if it passes and the nega ve impacts of its failure.

Train staff to share campaign messages within their communi es.

PROJECT LEAD & RESPONSIBILITIES: DEBRA PACE, MICHELLE IRWIN

Senior Ci zens


Legacy Club Current enrollment: 2,000. Con nue enrollment campaign.

Events: Book clubs, computer classes led by students, performances, spor ng event entry, and seminars.

August – Ongoing

September (sports). Classes begin in January – Ongoing.

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Legacy Le er Focused newsle er with event informa on, focused news stories about the state of the district and interest based.

Drop bundles at senior centers, 55+ HOA’s, Libraries.

January (send as insert in EdConnect. See EdConnect schedule).

Presenta ons Personal presenta ons at senior organiza on mee ngs.

*Engage Grandparents Raising Grandchildren as ambassadors.

March - Ongoing

Literature Provide Financial Facts Brochure, Quick Facts & Accomplishments as hand-outs at presenta ons.

March - Ongoing

EdConnect Mail to Legacy Members (underwri en by adver sing).

Drop at approved 55+ HOAs and senior centers.


Video Clips When technology permits, show Why ____ Ma ers videos at Legacy events.

January and ongoing

MESSAGING:

Property values are directly impacted by the quality of schools.

Grandparents raising grandchildren need the support of schools

Equipping the future genera ons.

PROJECT LEAD & RESPONSIBILITIES: GINGER BLAIR & MICHELLE IRWIN

Media


Student Press Conference

Provide simple presenta on and literature to student reporters to share informa on in student newspapers.

Begin in Feb./March. Ongoing updates and reinforcement through press releases.

Guest Columns Provide major media outlets with regular guest columns. These may be directly related to the half-cent sales tax, or stories/press releases related to the great things happening in BPS. Focus on arts, CTE, student achievement.

November and ongoing.

BPS News in a Minute

Distributed weekly with school stories. Ongoing

Public Service Announcements

In partnership with Brighthouse, develop a series of PSA’s that Brighthouse will air at no charge.

March and ongoing (pending air me availability).

Social Media Re-tweet and share messaging that the district posts. March and ongoing.

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MESSAGING:


Tourists support our schools

Strong economic development

Facili es and their condi ons

PROJECT LEAD & RESPONSIBILITIES: MICHELLE IRWIN & DR. BINGGELI

Home Owners Associa ons


Presenta ons Simple Version at HOA mee ngs. March - Ongoing

Literature Quick Facts, Financial Facts, EdConnect, Legacy Le er, and Accomplishments.

January - Ongoing


Encourage sign-up in social media.

Share facts

March/April

MESSAGING:

Property values are directly impacted by the quality of schools.


Economic development is directly ed to the quality of schools.

PROJECT LEAD & RESPONSIBILITIES: MICHELLE IRWIN

WEBSITE INFORMATION:

The district website will be the hub for informa on, available on demand by community members seeking addi onal informa on or for those unable to a end mee ngs or events. Informa on to be posted will include:

All versions of the overview presenta on.

All campaign related videos.

Links to both Facili es data and Financial data.

All literature for duplica on.

Gains/Loss flyers per school.

Facili es project priori za on list.

Board of Reference minutes (once they become the oversight commi ee).

COMMUNICATIONS TRACKING METHOD

Board Members, Superintendent, Senior Staff, Administrators, and other key individuals responsible for providing communica ons either pro-ac vely or passively will report to District Communica ons on a regular basis the communica ons efforts occurring:

School based: This may include, but is not limited to events, presenta ons, distribu on efforts.

Community: May include presenta ons, distribu on of materials, pos ngs on social media.

District Communica ons will establish a web-based method for repor ng informa on.

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INFORMATION INITIATIVES CURRENTLY IN PROGRESS

Ac vity Media/Communica ons Strategy Project Lead

Legacy Club Development

Events

Legacy Le er

Presenta ons

Blair/Irwin

Staff Mee ng Presenta ons

Personal Presenta ons Binggeli/Pace/Area Superintendents

ECO Support Organiza onal support

Liaison

Irwin

District Business Partner Program

Networking Events

Literature Drops

Foley/Irwin

What Ma ers Video Campaign

Why Arts Ma er Johnson/Faulds/Hemenway

Survey Budget Cuts & Returns Bingelli/Irwin

Budget List Development

Priori za on of cuts and returns based on future revenue genera on.

Senior Staff

Guest Columns Prepared for distribu on. Distributed to Tropical Trail Life Magazine & Florida Today

Binggeli/Irwin

EdConnect Informa onal stories to reinforce efficiencies and need for capital funding increase

Good will stories to engage community

Revenue genera on for informa onal literature development

Foley/Irwin

StoryBoard Informa onal stories to reinforce efficiencies and need for capital funding increase



Foley/Irwin

Legacy Le er Informa onal stories to reinforce efficiencies and need for capital funding increase


Blair/Foley

Confiden al


Ac vity Media/Communica ons Strategy Project Lead


FB Grow followers

Inform

Irwin/Faulds

Twi er Grow followers

Inform

Faulds

Ar cles in Senior Life Inform senior ci zens about Legacy Club

Blair

Florida Today Editorial Board

Share informa on/need for half-cent sales tax

Binggeli

Board of Reference Create commi ee from community representa on to review opera ons and provide recommenda ons for improvements

Binggeli

Advisory Council Development (Staff & Teacher)

Provide a new venue for two-way communica on without union filters

Educate members about district opera ons

Create ambassadors to/from buildings and departments

Pace/VanMeter/Irwin

Dialogue Days Engage community in dialogue regarding percep ons about district opera ons

Work collabora vely to engage community in problem solving

Irwin

Community Ac on Coali on

Create sustained group of community stakeholders to work solve/implement solu ons to iden fied issues

Irwin

Civic Leaders’ Breakfast Planned for February. Present need and informa on regarding half-cent sales tax.

Engage support

Irwin

HOA Outreach EdConnect & Legacy Le er Drops

Mee ngs/Presenta ons

Irwin

Mullins

Faithbased Outreach Networking Mee ng A endance Irwin/Foley

B2Bs Presenta ons Irwin/Foley

Confiden al


SCHOOL BASED COMMUNICATION STRATEGIES:

Date School Ac vity Tools/Media Used

7/1/2014 Hoover Newsle er Include Quick Facts, FAQ

August 2014


8/1/2014 Capeview Friday Fest Community Event

Share brochures and Quick Facts

8/7/2014 Sea Park Feeder System Community Lunch

Video, Handouts, collaborate on communica on plan

8/11/2014 Cambridge

Staff Mee ng Show info on website/share drive

Capeview Staff Mee ng/Preplanning

Share videos and sales tax informa on

Cocoa High


DeLaura Middle


Endeavor Staff Mee ng Show info on website/share drive

Fairglen Staff Mee ng Show info on website/share drive

Harbor City


Hoover Staff Mee ng Show info on website/share drive

Lockmar Staff Mee ng Show info on website/share drive, Post Cards, Quick Facts Brochure

MILA Staff Mee ng Show info on website/share drive, Post Cards, Quick Facts Brochure

Ocean Breeze


Registra on Days Looping Presenta on, Post Cards, Quick Facts Reg. Packets, Announcements, Dedicate Rm.

Saturn Staff Mee ng Show info on website/share drive

Confiden al


Sea Park Staff Mee ng Show info on web, video, encourage to resgister+vote

Space Coast Jr./Sr. High


Stone Magnet Middle


Suntree Staff Mee ng/Pre-planning

Share info tools, website/handouts, regula ons

Westside Staff Mee ng Show info on website/share drive

8/12/2014 DeLaura Middle


Eau Gallie High

Incoming Freshmen Registra on

Postcards, Looping presenta on

Gemini Registra on Days FAQ

Manatee Elementary


8/13/2014 Audubon Registra on Days Looping Presenta on, Post Cards, Quick Facts Reg. Packets, Announcements, Dedicate Rm.

Capeview Registra on Days Flyers & Looping presenta on

Teacher Meet & Greet

Share handouts and video clips w/ Parents

Coquina Registra on Days Looping Presenta on, Post Cards, Quick Facts Reg. Packets, Announcements, Dedicate Rm.

Golfview Registra on Days Looping Presenta on, Post Cards, Quick Facts Reg. Packets, Announcements, Dedicate Rm.

Harbor City


Hoover Registra on Days Looping Presenta on, Post Cards, Quick Facts Reg. Packets, Announcements, Dedicate Rm.

Jefferson Middle


Lockmar Registra on Days Looping Presenta on, Post Cards, Quick Facts Reg. Packets, Announcements, Dedicate Rm.

Confiden al


Madison Middle


McAuliffe Registra on Days Looping Presenta on, Post Cards, Quick Facts Reg. Packets, Announcements, Dedicate Rm.

Meadowlane Intermediate

Registra on Days/Meet the Teacher

Looping Presenta on, Post Cards, Quick Facts Reg. Packets, Announcements, Dedicate Rm.

Meadowlane Primary

Registra on Days/Meet the Teacher

Looping Presenta on, Post Cards, Quick Facts Reg. Packets, Announcements, Dedicate Rm.

MILA Elementary


Riviera Registra on Days Looping Presenta on, Post Cards, Quick Facts Reg. Packets, Announcements, Dedicate Rm.

Rockledge High

Registra on Days Video in cafeteria- looping presenta on

Sea Park Registra on Days Looping Presenta on, Post Cards, Quick Facts Reg. Packets

Space Coast Jr./Sr. High


Stone Magnet Middle


Tropical Registra on Days Looping Presenta on, Post Cards, Quick Facts @ registra on table

Westside Registra on Days Looping Presenta on, Post Cards, Quick Facts Reg. Packets, Announcements, Dedicate Rm.

8/15/2014 Atlan s Meet and Greet Business Cards

Lockmar Support Staff Mee ng

Show info on website/share drive, Post Cards, Quick Facts Brochure


Staff Mee ng Share informa onal tools and video from Dr. B

Confiden al


Meadowlane Primary

Staff Mee ng Share informa onal tools and video from Dr. B

Ocean Breeze

Meet the teacher Presenta on, Post Cards, Quick Facts, Announcements, host

Sea Park Staff Packets Packet to share in community

Suntree

8/16/2014 Hoover 7th Grade Orienta on

Video

8/20/2014 Roosevelt Staff Mee ng Show info on website/share drive

Sunrise Strings Parent Night Provide materials

8/21/2014 Atlan s Boo Hoo Breakfast Post Cards, Website

Golfview Boo Hoo Breakfast Brochure, Post Cards

Gemini KG Parent Welcome Quick Facts


6th Grade Procedures Open House

Presenta on, FAQ, handouts

Melbourne High

1st Home Volleyball Game

Quick Facts, Post Cards, PA announcements

MILA Back to School Night

Brochure, Presenta on, Post Cards

SAC/PTO Mee ng Financial Facts Media Kit, Video clips, Share Post Cards

Roosevelt Kindergarten Start Days- Roundup

Post Cards

Suntree New Family Welcome

Presenta on, FAQ, Quick Facts

Tropical Boo Hoo Breakfast District FAQ, Quick Facts

8/22/2014 Capeview Volunteer Orienta on

Business Cards

Melbourne High

Newsle er Quick Facts, FAQ

Confiden al



Post Cards

8/25/2014 Atlan s Volunteer&Business Partner Org

Video, Brochure

PTO Mee ng Video, Web resources

SAC Mee ng Video, Web resources

Capeview VPK Newsle ers Include Quick Facts

Harbor City

Open House Brochure, Video, Post Cards

SAC/PTO Show info on website/share drive, post cards

Lockmar SAC Mee ng Show info on website/share drive, Post Cards, Financial Facts Brochure, Accomplishments & Efficiencies Brochure


Post Cards

Sunrise SAC/PTO Mee ng Provide materials

Westside SAC Mee ng Video/ PowerPoint, handout materials

8/26/2014 Gemini Volunteer Orienta on Mee ng

FAQ

Hoover Open House Video, Quick Facts, FAQ

Heritage High

1st Home Volleyball Game

Post cards, announcements

Space Coast Jr/Sr

Open House District FAQ, Quick Facts, Postcards, Athle cs, Financial Facts

University Park

SAC Mee ng Show informa onal tools and share FAQ

Volunteer Orienta on

Show informa onal tools and share FAQ

8/27/2014 Eau Gallie High

Football Kickoff Classic

Athel c postcards, PA announcements

Golfview Open House Brochure, Post Cards, Video

Confiden al


8/28/2014 Stone Magnet Middle

Open House/Back to School Night

Video

Southwest Middle

Open House Presenta on to parents, handouts

Tropical Open House A&E Brochure, Quick Facts, FAQ

Westside Open House Looping prsenta on, Post Cards, Quick Facts, Make Regular Announcements

8/29/2014 Heritage High

1st Home Football Game

Postcards, Announcements

Melbourne High

1st Home Football Game

Quick Facts, Post Cards, PA announcements

Sept 2014


9/1/2014 DeLaura Middle

Basketball Games Flyers for home games (Athle cs Post Cards)

Stone Middle

STEAM Recruitment Mee ngs

Quick Facts, STEAM Packets

9/2/2014 Atlan s Book Fair District FAQ

Heritage High

Open House Postcards, Announcements


Open House Video, Business Cards

Audubon Open House/Ice Cream Social

Looping presenta on, post cards, Quick Facts Informa on

DeLaura Open House Video

Jefferson Staff Mee ng Share info on website/share drive


Open House Video, Business Cards

Voter Drive/ BCO Supervisor of Elec on

Voter informa on

Confiden al


Coquina Open House Looping presenta on, post-cards, announcements

Golfview Volunteer Orienta on

Show info on website/share drive, post cards

Jefferson Open House Video, Post Cards, Quick Facts

Jupiter Open House Automated Elec on Presenta on

Madison Middle

Back to School Night

Video, Quick Facts

McAuliffe Title I Parent Mee ng/Open House

Video, Quick Facts

McNair Magnet

Open House FAQ, Quick Facts, Announcement

Melbourne High

Open House Quick Facts, Post cards

Roosevelt Open House Simple presenta on (needs v.s. challenge) 10 minute version

Sabal Open House Presenta on, Quick Facts, Host Room

Sea Park Open House Video, Quick Facts

Sunrise Open house Provide materials

Suntree Open House Looping presenta on, Quick Facts

Book Fair Looping presenta on, Quick Facts


Gemini Book Fair Quick Facts

Heritage High

2nd Home football game

Postcards, Announcements

Port Malabar

Open House Dedica on presenta on, Quick Facts as handouts

Westside Ice Cream Social Looping presenta on

9/8/2014 Lockmar Open House Presenta on, Quick Facts


School Improvements Mee ng

Presenta on, Dr. B video

Confiden al


Meadowlane Primary

School Improvements Mee ng

Presenta on, Dr. B video

University Park

Open House Looping videos and share FAQ

9/9/2014 Coquina SAC Mee ng Show presenta on, post cards

Melbourne High

SACMee ng Quick Facts, Post cards

MILA Volunteer Orienta on

Financial Facts Media Kit, Video clips, Post Cards

9/10/2014 Audubon Volunteer Welcome Breakfast

Post cards, Quick Facts

Riviera Open House Quick Facts, Videos

Sunrise Volunteer Orienta on

Provide materials

9/8/2014 Capeview Parent Le er Le er regarding sales tax info

9/11/2014 Capeview SAC Mee ng Share sales tax informa on

Parent Le er Le er regarding sales tax info

McAuliffe Volunteer Func ons Share info from website


Book Fair Parent Night

Informa onal handouts-FAQ

School Open House Automated Elec on Presenta on

Roosevelt Welcome Back Luncheons

Distribute Post Cards

Surfside PTO Mee ng Distribute Post Cards

University Park


Looping videos and share FAQ

9/12/2014 Capeview Parent Le er Le er regarding sales tax info

McAuliffe SAC/PTO Share info from website

Newsle er Share info from website

Confiden al


Palm Bay Magnet

Home Football Game

Post Cards distributed w/ cket

9/13‐14/2014

Capeview Parent Le er Le er regarding sales tax info

9/15/2014 Atlan s SAC Mee ng Video, Web resources

Principal's Forum Video

Golfview SAC/PTO Show info on website/share drive, post cards


PTO Mee ng Web Links, "What will it cost me?" video

Meadowlane Primary

PTO Mee ng "What will it cost me?" video


9/16/2014 Audubon SAC Mee ng Share website & video, Quick Facts

Capeview PTO Mee ng Share video clips

Surfside Surtax Informa onal Mee ng

9/17/2014 Golfview Math/Science Family Nights

Brochure, Video, Post Cards

9/18/2014 Gemini Open House Quick Facts, FAQ

Indialanc

Book Fair/Family Dinner Night

Get the Facts Business Card

McNair Magnet

Family Showcase FAQ, Quick Facts, Announcement, Host

Meadowlane Primary


Handouts-FAQ

School Open House Automated Elec on Presenta on

Confiden al


Palm Bay Magnet

SAC Mee ng Quick Facts

Riviera Title One Parent Mee ng

Quick Facts, Videos

Sea Park STEM Night Kickoff Video, handouts

9/19/2014 Palm Bay Magnet

Home Football Game


Roosevelt Zi Dinner Night Looping presenta on on projector, Pass out business cards

Westside Volunteer/Business Partner Orienta on

Video presenta on, handout materials

9/21/2014 Meadowlane Intermediate

Awards Program Announcements, Voter Guides

9/22/2014 Meadowlane Intermediate


9/23/2014 Capeview Title I Night Share video clips

McAuliffe SAC/PTO Share info from website

Newsle er Share info from website



9/25/2014 MILA Elementary

Science Fair Night Financial Facts Media Kit, Video clips

Stone Magnet Middle

Parent Conference Night

Quick Facts

Confiden al


9/26/2014 Turner Career Day Quick facts, video

9/28/2014 Harbor City

Volunteer Orienta on

Show info on website/share drive, Post Cards

Oct 2014


10/1/2014 Atlan s Curriculum Night Video, Business Cards

Golfview Curriculum Night Video, Business Cards

10/2/2014 Atlan s Curriculum Night Video, Business Cards

Jefferson Coffee and Conversa on

FAQ, Quick Facts

10/3/2014 Palm Bay Magnet

Home Football Game


10/3/14‐10/7/14

Audubon Book Fair/Family Night

Looping presenta on, Post cards, Quick Facts, Dedicate rm. to host presenta on

10/7/2014 Gemini Technology Night FAQ, Quick Facts

10/8/2014 Coquina Awards Ceremony Post cards, Quick Facts

Lockmar Faculty Mee ng Reminders to teachers to include info in teacher newsle ers

10/9/2014 Westside Parent Academy Night

Looping presenta on, handout materials

10/10/2014

McNair Magnet

Performing Arts Events

Video, Post Cards, Quick Facts

Roosevelt Carnival Pass out post cards at enterance & exit, Pass out business cards

Confiden al


Sunrise Awards Program Provide materials

10/13/2014


10/14/2014

Audubon 5th Grade Camp Mee ng

Post Cards, Quick Facts

10/15/2014

DeLaura Family Literacy Night

Flyers

10/16/2014

Palm Bay Magnet

SAC Mee ng Quick Facts

Sea Park Science Night Postcards in science packets

10/20/2014

Atlan s PTO Mee ng Video, Web resources

SAC Mee ng Video, Web resources

Capeview Book Fair Handouts w/ purchases @ Book Fair

Meadowlane Primary

Awards Program Voter Educa on Guide

10/21/2014


Lockmar Awards Program Looping presenta on, brochure

Meadowlane Primary

Awards Program Voter Educa on Guide

10/22/2014

Atlan s 1st Grading Period Report Cards

Postcard, A&E Brochure



Confiden al


10/23/2014

Cape View

Literacy Night Sales Tax presenta on

Book Fair Handouts w/ purchases @ Book Fair


10/24/2014


Harbor City

Awards Program Video, Post Cards, Brochure


Palm Bay Magnet

Home Football Game


Roosevelt Recogni on Program

Reminder to parents about elec on day, pass out business cards

Sunrise PTO Harvest Night Provide materials

10/28/2014

University Park

SAC Mee ng Looping videos and share FAQ

10/29/2014

Audubon Awards Assembly Make announcements

Golfview Awards Program Brochure, Post Cards

MILA Elementary

Family Literacy Night

Post Cards

10/31/2014

Gemini Strings Concert Quick Facts, FAQ

Nov 2014


11/1/2014 Sea Park Satellite Beach Founder's day parade

Flyers

11/3/2014 Atlan s Parent Conference Night

Business Cards

Confiden al


Audubon Parent Conference Night

Post Cards, Quick Facts, Display table in courtyard with info and materials

Synervoice Synervoice reminder to have parents vote

Cape View


Presenta on, video clips

Coquina Parent Conference Night

Postcards, Quick Facts

Gemini Parent Conference Night

Quick Facts, FAQ

Jupiter Elementary


Quick Facts

Space Coast Jr/Sr


District FAQ, Quick Facts, Postcards- Athle cs & General, Financial Facts

Suntree Parent Conference Night

Admin. Q & A

Westside Parent Conference Night

Looping presenta on, handout materials

11/4/2014 Suntree Reminder to Vote Sign in Carloop

11/5/2014 Madison Middle

Honor Roll Ceremony

Video, Quick Facts

11/6/2014 Madison Middle


Quick Facts

Messaging: October – November, 2014

Athle c PSA’s:

Date Message

August, 2014 ‐ 1. On November 4, 2014 the Brevard School Board will ask voters to

authorize a half-cent sales surtax. Before going to the polls, be sure

to get the facts on the sales surtax. Go to brevardschools.org.

Confiden al


2. For informa on about how athle cs may be impacted due to the

outcome of the half-cent sales surtax, go to brevardschools.org.

3. Did you know that from 2007-2013, Brevard Public Schools has lost

65% of its capital budget – money used for facili es and

technology? Get the facts on the sales surtax at

brevardschools.org.

4. Are you familiar with how public educa on is funded? If not,

please visit brevardschools.org and click on the elec ons tab to

view videos that explain the need for the half-cent sales surtax.

That’s brevardschools.org.

5. Did you know that athle cs are a key component to building

community, organiza onal skills and leadership development? For

more informa on on how the half-cent sales surtax will affect

athle cs go to brevardschools.org.

6. Did you know that the cost of the half-cent sales surtax to the

average family with an income of $50,000 that spends 10% is $25

annually and that this same family will pay a minimum of $100

annually under the poten al pay to par cipate proposal? Get the

facts on the half-cent sales surtax at brevardschools.org.

November 4, 2014 Repeated mul ple mes based on the announcer at every home football and other spor ng events with announcement capabili es.

Emails to Business Partners & Business Leadership:

Date Message

September 26, 2014 -

Vo ng is at the heart of the American people. If you aren’t registered to vote in

Brevard, it’s very easy and can be done online at:

h p://www.votebrevard.com/Voter-Informa on/Register-to-Vote.aspx

Confiden al


October 2, 2014

Brevard Public Schools is asking all ci zens to get informed about what is at stake

with the half-cent sales surtax. There is an assortment of materials for you to view

and share with your friends and family by clicking on the included image.

October 9, 2014

Are you wondering how the money raised from a half-cent sales surtax will be spent?

There are two ways to get the informa on:

1. Click on the icon to view this short video:

2. View the en re list by clicking on the image:

October 16, 2014

Many Brevard residents have voiced concerns that the money raised from a half-cent

sales surtax will not be spent according to plan. To assure the community of our

inten on to spend the money according to plan, an Independent Ci zens’ Oversight

Commi ee will meet regularly with district personnel to review the plan and the

Confiden al


expenditures. The ICOC will be charged to report back to the community any changes

and jus fica ons for those changes to ensure the proposed plan is implemented with

fidelity. Watch a quick video describing the ICOC process, featuring representa ves

from the Brevard Save Our Students Commi ee; Drew Thompson and Adrian Laffi e.

INSERT IMAGE AND LINK TO VIDEO HERE.

October 23, 2014

Brevard Public Schools has been fortunate to have hometown heroes advocate the

con nua on of a vibrant school system that encompasses more than assessment

scores. Our heroes demonstrate their commitment to athle cs, the arts, and science

research in a series of video messages. Kelly Slater, Clint Hurdle and Danny McKnight

share their thoughts at:

October 30, 2014

Want to know what the half-cent sales surtax will cost? You might be surprised. For a

family with an annual income of $40,000, spending 10% on taxable items, the

approximate cost will be $20 per year. Find out more detail by watching a short video

by clicking on the image below.

November 3, 2014

Confiden al


Connect Messages:

Date Message

September 26, 2014 -

Vo ng is at the heart of the American people. If you aren’t registered

to vote in Brevard, it’s very easy and can be done online at:

h p://www.votebrevard.com/Voter-Informa on/Register-to-Vote.aspx

October 2, 2014 Brevard Public Schools is asking all ci zens to get informed about what

is at stake with the half-cent sales surtax. There is an assortment of

materials for you to view and share with your friends and family by

going to brevardschools.org and clicking on the Elec on tab at the top.

October 9, 2014 Are you wondering how the money raised from a half-cent sales surtax

will be spent? There are two ways to get the informa on. Go to

brevardschools.org and click on the capital project plan by school

image or click on the elec ons tab then videos to watch a short

presenta on tled spending plan.

October 16, 2014 Many Brevard residents have voiced concerns that the money raised

from a half-cent sales surtax will not be spent according to plan. To

assure the community of our inten on to spend the money according

to plan, an Independent Ci zens’ Oversight Commi ee will meet

regularly with district personnel to review the plan and the

expenditures. Watch a quick video describing the ICOC process,

featuring representa ves from the Brevard Save Our Students

Commi ee; Drew Thompson and Adrian Laffi e at brevardschools.org

and click on the elec on tab, then videos.

October 23, 2014 Brevard Public Schools has been fortunate to have hometown heroes

advocate the con nua on of a vibrant school system that

encompasses more than assessment scores. Our heroes demonstrate

their commitment to athle cs, the arts, and science research in a

series of video messages. Kelly Slater, Clint Hurdle and Danny McKnight

share their thoughts at brevardschools.org. Click on elec on and then

the video link.

October 30, 2014 Want to know what the half-cent sales surtax will cost? You might be

surprised. For a family with an annual income of $40,000, spending

10% on taxable items, the approximate cost will be $20 per year. Find

out more detail by watching a short video at brevardschools.org. Click

on elec on and then the video link.

November 3, 2014 From Schools

Confiden al


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