Communications department highlights post-bond outreach, digital growth and ParentSquare adoption
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Summary
Mesquite ISD's communications department presented a year-in-review that credited the team with supporting a successful $600 million bond campaign, reported strong social and digital advertising metrics, described a 99% ParentSquare contact rate and plans to expand recruitment and recognition efforts.
The Mesquite ISD communications department delivered an effectiveness report to the Board of Trustees on Feb. 11 highlighting the unit's role in district outreach, marketing and enrollment efforts.
Presenter Miss Smith said the department helped guide a $600 million bond campaign that won 63% voter approval in May 2025 and described four strategic goals: increase community awareness, maintain a high-quality district brand, create a culture of celebration, and serve as a strategic marketing partner to district departments. She noted specific accomplishments including nomination submissions for state awards, the launch of an "18 under 18" student recognition program and partnership work to support a digital-audio CTE pathway.
Miss Smith presented metrics showing steady social-media audience growth across YouTube, Instagram and Facebook; the department reported average monthly interactions ranging from roughly 41,000 to 58,000 and about 5,730,000 digital-ad impressions in 2025 that produced 90,000 clicks. She said the district's paid-search and targeted digital advertising produced an additional 5,000,000 impressions and 291 interactions.
The district launched ParentSquare in July as the mass-notification tool; the communications report said ParentSquare contactability is at 99% and that messages are delivered in 37 languages. The department also cited 223,000 visits to employment pages since July and 125,000 visits related to enrollment.
Miss Smith acknowledged capacity constraints after the loss of the internal print shop and noted that the small communications team is pursuing digital tools (including AI) and marketing strategies to support enrollment and staffing needs.
Takeaway: Administration described strong digital reach and targeted efforts to support enrollment and district reputation; no board action was required.