New Arlington ISD chief communications officer outlines marketing plan framework, presents audit recommendations

Diana Northington, Arlington ISD's newly appointed chief communications officer, presented a marketing plan framework and the results of a district communications audit during the Board of Trustees meeting June 5.

Northington told trustees the district engaged an outside consultant to perform a communications audit and returned an executive summary with findings and seven recommendations. She said key strengths included an established crisis communications plan and a perception among parents and staff that district communications are generally accurate and reliable. She said weaknesses included staff turnover in the communications department, a need to improve the district website, and perceptions that the district's promotion of its programs has not met community expectations.

The consultant's seven recommendations she read to the board were: transform the communications plan into a strategic guide; incorporate marketing strategies into communications planning; prioritize internal communications and employee engagement; enhance the district website's content and design; realign the communications and marketing department to district strategic goals; improve consistency in parent communications across campuses; and enhance outreach to nonparent community stakeholders. Northington said work on those recommendations is already underway, including website fixes, social-media monitoring and plans for targeted marketing campaigns.

Trustees praised the framework. Trustee Mike said the report "aligns with" concerns he has heard in the community and called it a proactive approach to reduce negative social-media sentiment. Trustee Wilbanks asked about return on investment for over-the-top (OTT) advertising and noted competition from charter, homeschool and neighboring districts. Vice President Sarah McMorrow and Secretary Brooklyn Richardson thanked Northington and her staff for recent communications work during graduations and events.

Superintendent Dr. Smith added that the district met two progress measures: the marketing plan was completed in May and the district's net promoter score on the parent survey moved from 39% to 41%. Northington told trustees she will return with additional, refined timelines and campaign details in future meetings.