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Board adopts superintendent communications guardrail report after district cites large uptick in outreach
Summary
The board adopted Superintendent Guardrail No. 1 progress report; district communications staff cited increased mailers, social media engagement and new governance recaps as evidence of expanded outreach.
The Phoenix Elementary School District governing board voted Feb. 18 to adopt the superintendent guardrail No. 1 progress monitoring report, which measures reciprocal communication between the superintendent, district employees and community stakeholders.
District communications director Ms. Baker presented metrics showing increases in district outreach over the recent reporting period. Among figures shared: 11 governing board recaps published in English and Spanish, more than 43,000 mailers sent to district addresses, a 26% increase in social media impressions, a 51.2% rise in social media engagements, link clicks up 915%, messages to district accounts up 95.6%, video views up 57.9% and 21,000 website hits from July through December. ClassDojo usage was reported at nearly 2,400 active parents and 386 staff across 12 schools; 75% of teacher messages on that platform were read the same day.
"These numbers show people are not only seeing our content, they're interacting with it and expecting a response," Ms. Baker said, noting that direct messages and comments both rose.
The presentation said the district expanded regular convenings: monthly meetings with employee associations and the superintendent student leadership advisory council, additional family cafecitos and business partner luncheons, and more frequent meetings with the City of Phoenix economic development office to coordinate district initiatives.
Board members asked about expanding to additional platforms and the timeline for updating school marquees. Ms. Baker said the district is evaluating TikTok and Nextdoor; she said Nextdoor had been explored but cost estimates were high and that the district would seek any available educational discounts. Staff said marquee software updates and a training program are underway and the goal is to make marquee posting available before the end of the school year.
President Jessica Bueno moved to adopt the superintendent guardrail number 1 progress monitoring report; Vice President Carmen Trujillo seconded. Roll-call votes were: Jessica Bueno — Aye; Erica De La Rosa — Aye; Carmen Trujillo — Aye; Erica O'Valle — Aye. The motion carried.
District leaders said the communications team built a baseline this academic year and will continue to report impact analyses and metrics to the board.
