Transcript
CommunicationsAudit:
Why,HowandYouDavidBeilCentralKitsapSchoolDistrictDavidB@ckschools.org360-662-1622
TomEilandCFMStrategicCommunicationstome@cfmpdx.com503-803-8507
Communications Audit:WSPRAConferenceApril2016
Itisallaboutchange
Parentsandstudents
Communicationtools
Schooladministration
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Communications Audit:WSPRAConferenceApril2016
Changeisreal
1996 Today
Schooldistrictnewsletter 14% 26%
Students 6% 21%
Schoolemployees 18% 17%
Internet/website -- 12%
Localnewspaper 34% 12%
Neighbors/othercitizens 7% 5%
Localschoolnewsletter 4% 5%
ThePTO 5% 1%
Television -- <1%
Peoplearenowlesslikelytogetinformationaboutschoolsfromnewspapers.
Districtsneedtoidentifyotherwaystoinformandeducatethecommunity.
Twobadthingshappenifschooldistrictsdon’tcommunicateeffectively:• Nobodyknowswhatyouaredoing• Someoneelseisspeakingforyou 5
Communications Audit:WSPRAConferenceApril2016
Youworkinauniquecommunity
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CKConnectsisakeyinformationsourceforthose55andover(41%).
Residents(59%)recallreceivingthispublication.
Parents(50%)andnon-parents(33%)readthepublicationthoroughly.
Quarterlyprintedmailertothecommunity36,000mailedCost:$40,000/year
Communications Audit:WSPRAConferenceApril2016
Whattochange,howtochange
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“Whenyoucometotheforkintheroad,takeit.”
--Yogi Berra
Communications Audit:WSPRAConferenceApril2016
Bedisciplined,besmart
Identify:• Howpeoplecommunicateandwheretheygetinformation.• Whatinformationpeoplewantandneed.• Whatcommunicationtoolsworknowandwhatothertoolswillfacilitatechange.• Whatarethemissedopportunities.• Waystomeasureresults.
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Theprocess1.Inventorycommunicationsefforts• Communicationsplans• Print,digitalmedia
2.Conductresearch• Interviewstakeholder• Surveytargetaudiences• Analyticsfordigital
communication3.Analyzecommunications• Emailmanagement,designandcontent• Pressreleases,mediakits• Socialmedia• Mediarelations• Contentevaluation 9
Communications Audit:WSPRAConferenceApril2016
Whoconductstheaudit
Useatrustedthirdparty• Insights• Criticalanalysis• Bestpractices• Candor• Administratorswilllisten
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• Importanceofcommunicationsplan• Determinewhomanagescommunications• Prioritizetargetaudiences• Organizecommunicationstools• Usetherightmedia• Refreshorrebootwebsitesandintranet• Createandtrustthedata• Gettheresourcesforsuccess
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HowdidCentralKitsapSchoolDistrictusethecommunicationsaudit?
Communications Audit:WSPRAConferenceApril2016
CKResults
Thoughtfulpause• Howtousetheinformation• Prioritizetargetaudiences• Determinewhatworksandwhatdoesnot
Whatisthecommitment• Staffing• Resourcesandbudget• Timeline
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Communications Audit:WSPRAConferenceApril2016
Districtnewsletter
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e-News
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Pre-audit• Textheavy• Noanalytics• CreatedbyIT
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e-News
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Post-audit• Moreimages• Quickreadwithlinks• Analytics• Coordinatedcampaigns• Fewerduplicateemails
Communications Audit:WSPRAConferenceApril2016
Social
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Pre-audit• Nopresence• Administrativeconcerns
Communications Audit:WSPRAConferenceApril2016
Social
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Post-audit• Needplan• Engageparentsandthecommunity
• Sofar,greatfeedback!
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Website
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Pre-audit• Stafffocused• Poornavigation• Fewimages• Contentheavy
Communications Audit:WSPRAConferenceApril2016
Website
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Post-audit• Parentfocused• Moreimagesandvideos
• Relyonanalytics• Commonnavigationallsites
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• Takerisks
• Usebestpractices
• Beresultsoriented
Communications Audit:WSPRAConferenceApril2016
Questions?
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DavidBeilCentralKitsapSchoolDistrictDavidB@ckschools.org360-662-1622
TomEilandCFMStrategicCommunicationstome@cfmpdx.com503-803-8507
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