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District rethinks net promoter score use; communications director proposes broader KPIs and outreach
Summary
The district’s communications director reported improvements in the family Net Promoter Score response rate but said NPS alone lacks the depth needed for operational communications planning and proposed a suite of touchpoints, KPIs and targeted community engagement.
Oshkosh Area School District staff on June 11 told the board the district’s Net Promoter Score (NPS) remains a useful but limited tool for measuring family sentiment and proposed expanding measurement to multiple touchpoints and communication KPIs.
Katie Neiman, who presented the update, said the NPS is a single‑question instrument asking how likely a respondent is to recommend the district; the district’s NPS was negative 29 in a 2023 family survey (about 834 responses) and rose to negative 21 in the 2024 survey after the participation count increased to roughly 1,200 respondents. Neiman said response rates remain modest relative to district size and that the single‑question metric provides limited operational guidance for communications strategy.
To get more actionable feedback, Neiman proposed three more frequent touchpoints—a school‑level, a district‑level and a community‑level—collecting immediate event feedback (for example, Bandorama or community dinners) and building a communications KPI tied to strategic plan Key Performance Indicators. She showed examples of recent event NPS responses (Bandorama NPS ~1 with 89 respondents at a particular event; other community events produced NPS in the 70s but with very small response counts).
Board members discussed how climate and family surveys are used by school principals to guide action plans and asked for clarity on how NPS and the broader climate survey intersect. Neiman said climate survey results are used by principals for action planning while the communications KPIs would be more directly tied to outreach and public information goals. Board members suggested measuring website usability and timeliness of content updates; one board member asked the communications office to prioritize updating outdated pages and photos on the district website.
Ending: Neiman said she will continue using NPS as one input while piloting more frequent touchpoints and developing communications KPIs aligned to district strategic goals. Board members asked for concrete KPI proposals and suggested committee review and refinement during summer work and board retreat planning.
