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Communications team credits timing and messaging for enrollment, engagement gains; levy passes
Summary
Vancouver School District communications staff reported increased app adoption, more kindergarten enrollments, improved attendance at community events, stronger outreach for multilingual families, and said the district's capital levy passed with about 54% approval.
The Vancouver School District presented a progress update March 25 on communications and family engagement, reporting growth in app adoption and email updates, improved kindergarten enrollment numbers after shifting outreach timing, strong turnout at targeted hiring and community events, and a passed capital levy.
Communications director Jessica (last name not stated) told the board the district has moved parents toward the district app (ParentSquare) and updated contact information: staff reported about 220 more parents have downloaded the app, 207 more parents’ email addresses were updated, and 50 more parents enabled app notifications. The communications team emphasized timing and audience research—shifting kindergarten outreach later into spring when parents are more ready to make enrollment decisions—and said those timing changes coincided with 200 more kindergarten registrations at the same point this year than last year despite a shorter enrollment window.
Jessica also described targeted adjustments to outreach and collateral. For example, a redesigned classified-hiring fair flyer emphasizing “same day job offers” and “no experience required” drew 213 attendees, 73 interviews, and 67 contingent job offers during the event. Communications staff said translated materials and automatic translation features in ParentSquare have improved access for multilingual families; staff are also using translators for higher-stakes meetings (IEPs, behavior/attendance meetings) rather than spending translator time on routine notices.
On district outreach for choice-program lotteries and community events, Jessica reported a better geographic mix of applicants for choice programs and full or near-capacity attendance at family reading events and resource fairs. She also noted the district ran a public information campaign about the capital-levy measure and that it passed with nearly 54% approval.
Board members asked about ParentSquare features and notification fatigue; staff said the platform’s digest setting and principal coaching on when to send alerts help manage push-notification volume. Staff acknowledged some data gaps—for example, free-and-reduced-lunch identification may undercount families who do not submit forms—and said they will work with other departments to examine additional measures.
