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Flagler highlights jump in social-media reach, eyes targeted ads for VPK and enrollment
Summary
Communications staff reported a large increase in social-media engagement, outlined community outreach plans and recommended targeted ad buys for VPK enrollment and school-choice promotion.
Flagler County School District staff told the board on June 24 that a recent push in digital content produced a large increase in social-media reach and that targeted advertising could help boost enrollment in programs such as VPK and iFlagler.
"We were actually at a 93% increase from the previous full school year," said the district’s communications lead (presentation by Mister Foley), describing year-over-year improvements in Facebook, LinkedIn and Instagram metrics after increasing content production and refining timing. The communications team highlighted two months that approached nearly half a million total content views on the district page.
Why it matters: the team argued that a modest paid strategy can reach local families who are not yet connected digitally to district channels. A one-week, $100 ad buy tied to a VPK campaign during graduation week produced three times as many VPK page visits and more than twice the application visits compared with the prior week, staff said.
Planned actions: staff suggested expanding LinkedIn for recruitment, improving school-level social pages and testing small targeted ads to reach families with 3- and 4-year-olds. They proposed building district templates and training site-level staff at the instructional kickoff so schools can publish timely, consistent content. The team also presented a recent "baby superintendent" VPK spot as an example of a short, targeted campaign that produced measurable results.
Community outreach and student involvement: communications staff proposed using the renovated historic courthouse space as a community engagement center and recommended developing student internship or diploma-plus opportunities so high-school students can assist with school-based social media. Board members suggested coordinated print, radio and mailer campaigns for families not reached online and recommended the district work with principals to identify staff who can reliably maintain school pages.
Ending: staff said they will present a communication plan and advertising recommendations at the district kickoff and asked the board to expect additional proposals on community engagement, crisis communications templates and internal communications cadence.
