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District reports record social-media growth; staff to expand routine parent outreach
Summary
The district communications director reported record social-media growth for August, described the centralized communications strategy and previewed upcoming outreach including superintendent-search materials and a 'Fresh This Fall' staff profile series.
Matt Rodewald, the district's director of communications, updated the board on recent outreach successes and plans. Rodewald said the district recorded its largest month of social-media follower growth in August, with Instagram seeing more than 240 new followers and gains across Facebook, X, YouTube and Threads.
"We've built credibility and consistency, and we've also built trust by doing so," Rodewald said, describing the district's centralized social-media strategy. He highlighted a "Day 301" back-to-school campaign that drew thousands of impressions and nearly 60 families using the campaign hashtag. The communication plan pairs social posts with email newsletters; Rodewald noted a 66% open rate for the district's Friday newsletter and a 74% open rate for staff communications.
Rodewald outlined upcoming work: a "Fresh This Fall" new-staff profile series, a periodic district "budget blueprint" communication and support for the superintendent search outreach (community forum, survey). He also recommended a monthly board message to be included in a district newsletter to highlight priorities and improve board-to-community communications.
Why it matters: centralizing messaging aims to reach more families consistently and reduce confusion about which accounts are official. The board and staff discussed balancing volume to avoid overwhelming families and making sure new families can find official district channels.
Next steps: communications will run a superintendent-search survey and public forum promotion, roll out the staff profile series and coordinate with curriculum and facilities teams to amplify topical announcements.
