DEVELOPING A STRATEGIC

COMMUNICATIONS PLAN

Nadine DrewLynn GoldmanMerrie Meyers

Charles Webster

PURPOSE OF THE PLAN Create an overarching framework for

communicating with stakeholders. Establish coordination among all facets

of the organization. Employ consistent standards for

process, transparency, timeliness and accuracy.

Build responsibility for effective communication into the culture of the school system.

THE ROLE OF THE COMMITTEE Lead a work group that can identify

issues of interest and concern. Identify new communication strategies

and tactics. Design and provide training of staff

when needed. Monitor program effectiveness.

HISTORY OF THE COMMITTEE Board members requested a fresh look

at communication. A team of four content specialists was

created to oversee the process. Additional staff was been added to

represent key internal areas. A Draft of the Strategic Communications

Plan was written.

ACCOMPLISHMENTS TO DATE Collected available research data. Identified outstanding communication

issues from research data. Identified “must do” tasks and initiated

planning group (web subcommittee, etc.) Creating a work team of ELT reps and key

content staff. Conducted parent focus group. Conducted an email survey of key

community leaders. Created a web site to house committee

work.

ALIGNMENT WITH THE STRATEGIC PLAN, AUDIENCES AND OUTCOMES The Communication Plan supports the

District’s Strategic Plan. It is designed to help fulfill the mission

of the plan by communicating accomplishments.

It also includes strategies and tactics that specifically support Goal 5, Employee Recognition/Retention and Goal 6, Community Involvement.

ALIGNMENT WITH THE STRATEGIC PLAN, AUDIENCES AND OUTCOMES The Plan was designed to measure awareness and

engagement among key audiences. Plan effectiveness will be measured by the metrics

outlined in the District Strategic Plan goals Five and Six, and feedback via School Board comments, District Customer Satisfaction Surveys, Parent Focus Groups, and Business Leader Surveys and media coverage of district events and activities.

Engagement will be measured by levels of business and community partners, parent participation, volunteerism.

In addition, every component of the plan carries with it a metric to determine whether each strategy and tactic has been addressed.

RESEARCH: BACKGROUND INFORMATION Relying on media coverage about the

District is not adequate to get the message out.

Newspaper readership is declining, and use of new technology is increasing.

Communication within the District is fragmented.

Staff does not consistently follow communications process and procedures.

A new strategy is needed to effectively promote the District and address emerging concerns.

RESEARCH: PRIMARY DATA Community and Board Focus Groups- Dr.

Bill Mathis. Parent Focus Group. Business Leader Survey. Customer Satisfaction Surveys. Public Engagement in Schools. Parent Involvement. Partnership Surveys. Community Involvement Surveys. Content Analysis of Print Media .

RESEARCH: PRIMARY DATA

RESEARCH: PRIMARY DATA

RESEARCH: SECONDARY DATA Phi Delta Kappa and the Gallup

Organization. Other school districts. Other community groups.

GOALS Plan Mission: Improve communication

effectiveness and change/improve perception of BCPS internally and externally.

Goals: Increase awareness and perception.Ensure accuracy and timeliness.Develop a branding initiative.Using available resources to report and

support. student achievement.Provide effective methods for feedback.

GOAL 1INCREASE AWARENESS AND PERCEPTION

Increase awareness among ELT members and Principals.

Initiate training for Department Heads and Principals.

Provide information to Key Stakeholders.

GOAL 2ENSURE ACCURACY AND TIMELINESS

Example: Back to School Day Event.Provide media with verified, real time data.

Ongoing Communication Process.Update or develop processes for compiling

and distributing information that includes checks and balances.

Crisis Communication Plans.Provide training to site based

administrators, enabling them to respond to a crisis from a knowledgeable position.

GOAL 3DEVELOPING A BRANDING INITIATIVE

Identify a branding theme and strengthen the branding process through graphic and language standards.

Some of the messaging might include: The Sixth largest School District in America,A Fully Accredited School District, An “A” District, etc.

GOAL 4USE AVAILABLE RESOURCES TO SUPPORT AND REPORT STUDENT ACHIEVEMENT

Employ an Integrated Model of Communication, using a variety of communication tools.

Identify and engage stakeholders to a greater extent.

GOAL 5DEVELOPING AN EFFECTIVE FEEDBACK MECHANISM

Reconvene the committee. Assess achievement of Goals and

Objectives based on metrics outlined in the plan.

Update Policy 1164 as needed. Update the Plan as needed. Provide information to stakeholders.

NEXT STEPS Board Workshop Presentation. Revise Plan based on Board and ELT

Feedback. Broaden Committee for work on

revisions. Develop a Final Plan for Board approval. Work with Committee to implement and

monitor the plan. Make Policy changes as needed. Monitor Plan effectiveness, and modify

as needed.

PLAN ROLL-OUT (screen shot of web site coming from

Sally)