Aberdeen schools highlight outreach gains as communications director outlines social media, website work

Alyssa Dickey, communications and marketing director for Aberdeen School District 06-1, told the school board at its Aug. 25 meeting the district has increased its social-media reach, expanded website features and produced print materials to “tell the district’s story.”

Dickey said the communications office — a department of one during the year she summarized — posted about 80 press releases or web stories in the previous school year and reached “almost 70,000 people” on social platforms. She said the office measures reach rather than raw views to estimate unique users. Dickey reported about 1,400 Facebook followers as of the reporting period (she said the account later exceeded 1,500) and roughly 615 Instagram followers as of July 1, and noted a recent surge in Instagram growth.

“Videos really capture the moment and capture the algorithm on social media,” Dickey said, adding that photos and videos from classrooms and events are the department’s “bread and butter.” She pointed to a back-to-school video and other recent posts that already would have ranked among the previous year’s top hits.

The director reviewed other outreach work: a Public School Proud publication for Public Schools Week; a billboard promotion for kindergarten registration; Aberdeen Magazine advertising produced with the school foundation; and a careers feature produced after ATEC won a community impact award. She credited school staff, parents and community contributors for providing photos and story leads.

Dickey described several recent news placements for district stories, citing coverage by KELO, Dakota News Now, public broadcasting and the Aberdeen Insider. She also named individual highlights, including special-education staffer Eric Peterson and longtime educator Duane Ohm, and a Simmons Middle School student who won a national PTA award.

New website features include a family-stories submission form and a section the district now calls the “Aberdeen Public Schools Advantage,” which the communications office will use to highlight areas such as hands-on learning at ATEC, student supports and the district’s welcoming environment. Dickey said the office is developing an annual content calendar tied to district goals and seasonal events such as homecoming.

Board members and attendees praised the work. One board member asked whether the district forwards its material to federal lawmakers to counter national criticism of public schools; Dickey and Superintendent Dr. Guffin confirmed the office has sent materials to South Dakota congressional staff and that they could expand that outreach. Another board member emphasized the value of tangible materials for family recruitment and suggested preparing a brochure for legislators.

Dickey closed her report by showing a back-to-school video featuring students; several students who appeared in the video also spoke during the meeting with brief remarks about school and teachers.

Votes at a glance - Agenda approval: Motion and second were made; the board approved the agenda by voice vote (ayes). (See provenance.) - Consent agenda: Motion by Dr. Bortner, second by Olson; consent agenda approved by voice vote (ayes). (See provenance.) - Adjournment: Motion and second were made; the board approved adjournment by voice vote (ayes). (See provenance.)

The communications report will inform the district’s outreach plans for the coming year, including more video content and efforts to solicit family stories for the website and newsletter. No new policy, contract or budget action was proposed during the presentation.