Schools
District 68 Plans to Overhaul Communications, Marketing by March 2013
We outline the dozens of changes the district hopes to make in the next year.
officials plan to overhaul the district's communication and marketing programs by next year.
Patrick Broncato, assistant superintendent for business, presented to the District 68 board Monday an overview of 50 to 60 recommendations developed to improve in the two areas.
The recommendations are categorized and have three main deadlines: Sept. 2012, Jan. 2013 and March 2013. The district also reviewed measures it is currently taking to improve its communication and marketing.
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The recommendations stem from a communication audit conducted by Karen Kleinz of the National School Public Relations Association that was completed in fall 2011.
Completing the audit to "provide consistent and effective communication to all community stakeholders."
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The following are some of the recommendations presented to the District 68 board. In italics are the categories. The projected deadlines are bolded.
Identify and frame issues for clear and consistent messaging
By Sept. 2012
- Create communications advisory council
- Ask how we will communicate
- Share key messages and talking points
Improve internal communication systems
Current
- More face-to-face communication
- Message timeliness and consistency
- Keep administrative assistants updated
- Staff updates provided by Assistant Superintendent Greg Wolcott
Sept. 2012
- Regular updates on issues and response
- Express appreciation
- Develop use of e-communication
- Profile strategic goals
- Gather staff input on job-related decisions
Expand communication with parents and community
Sept. 2012
- Maximize effective use of AlertNow (phone/e-mail system used to distribute important information like school closings)
- Maximize value of school newsletters
- Reach out to empty-nesters
- Produce news inserts for business and community
Jan. 2013
- Begin looking at social media readership surveys on district publications
- Revamp Spirit of 68 (reduce the number of issues from six to three and focus on larger issues such a ISAT scores and financial updates)
Improve effectiveness/usability for district, school websites
Sept. 2012
- Keep homepage and website fresh
- Use dynamic content to engage users with website
- Develop and support individual school websites
- Conduct research on enhancing websites and intranet
- Keep staff apprised of updates
Develop a marketing and branding plan for District 68
Sept. 2012
- Offer information meeting for real estate agents
Jan. 2013
- Develop guidelines for school tours
March 2013
- Develop stronger web/media presence
- Develop new logo/tagline
- Develop information and marketing materials
- Develop exit survey for families leaving district
Develop and expand public engagement opportunities
Sept. 2012
- Hold “board listening sessions”
Jan. 2013
- Create Superintendent Business Advisory Council, in which the superintendent goes to the Rotary and Chamber of Commerce to create synergy
- Provide public non-board meeting opportunities for input, such as rotating discussions in which community members can speak to board members one-on-one
March 2013
- Reach out to new District 68 families when babies are born, providing information on kindergarten readiness
- Implement “Principal Shadow Day"
Expand communication with non-English speaking families
Sept. 2013
- Hold quarterly meetings with bilingual parents
Jan. 2013
- Expand opportunities for participation at schools
- Establish a diversity council
- Build partnerships with local ethnic agencies
- Include “minority voice” on committees
Strenghthen commitment to visible leadership
Jan. 2013
- Superintendent to hold brown bag lunches with staff
March 2013
- Write blog on Patch
Provide communication training for staff
Current
- Add communication component to orientation/in-service
Sept. 2012
- Crisis management training
- Provide staff training on p/t conference and open house
- Principal training on communication and newsletters
- Administrator media training and customer service
Staffing
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