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Arlington ISD unveils marketing plan after NSPRA audit, aims to boost enrollment and sentiment
Summary
New chief communications officer Diana Northington presented an NSPRA communications audit and a marketing framework focused on increasing pre‑K enrollment, reclaiming homeschool and charter students, improving sentiment and retaining current families; trustees praised the plan and asked about ROI for OTT and micro‑targeting.
Arlington ISD presented a districtwide marketing and communications framework June 5 after receiving an external audit from the National School Public Relations Association (NSPRA)/Inspire. The presentation, led by new Chief Communications Officer Diana Northington, summarized key strengths, weaknesses and seven strategic recommendations designed to align communications with district priorities.
Northington said the NSPRA audit found strong crisis communications and high perceived accuracy among staff and parents, but noted weaknesses…
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