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District launches centralized back-to-school hub, boosts outreach ahead of fall semester
Summary
Communications staff outlined a districtwide back-to-school campaign that centers a single online hub, postcards to families, extra e-news and social posts, and new transportation reminders via the eLink system.
Sarah O'Donough, the district communications presenter, told the school board that the district has centralized its back-to-school information in a single online hub and increased outreach ahead of the fall semester. The campaign includes mailed postcard reminders, two district-level e-newsletters in August, pinned social-media posts linking to the hub and ‘‘back to school nights’’ promotion, she said. "Postcard reminders were mailed," O'Donough said, and families should have received them.
O'Donough said district website traffic was down month‑to‑month in July — a typical summer pattern — but up year‑over‑year, and that August is the district's busiest month. She said the district pinned posts with links to the hub so families can quickly find calendars and other start‑of‑year details. She also noted the district's back‑to‑school video and a theme that will roll out before school opens.
On student transportation, O'Donough said bus route information will be available in the eLink app and via web browser and that families will receive a text reminder when routes are posted; she said routes will be ready on Aug. 21 and families without access can call the transportation office for help. "They sign in to eLink. It's an app. They get the information," she told the board.
O'Donough listed recent communications successes, including social media engagement increases — impressions were up roughly 82% year‑over‑year and engagements up more than 40% — and public relations items such as a military alumni wall of honor at SPASH and a grant to improve IEP student success. Board members congratulated the communications team; one board member said the hub made it easier for families with children in multiple buildings to get information from one place.
The board did not take formal action on the communications presentation. Staff said they will continue website enhancements and targeted back‑to‑school messaging through August.
