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Donovan Group offers MCPS a $4,000-a-month communications service; board asks about scope and results
Summary
Dr. Laurie Mueller of the Donovan Group pitched a comprehensive communications and community-engagement service for Montgomery County Public Schools, describing strategic-plan support, social-media campaigns, video production and an offered flat fee (quoted to the board as $4,000/month); trustees asked about costs, deliverables and strategic planning inclusions.
Dr. Laurie Mueller, partner with the Donovan Group, presented a proposal for ongoing communications services to Montgomery County Public Schools, describing the company’s experience in K‑12 communications, examples of strategic campaigns, and a flat-fee subscription model for comprehensive services.
Mueller described services ranging from social-media content and graphic design to strategic planning facilitation and video production, and said those services could be delivered on a monthly retainer that the board later identified in Q&A as $4,000 per month. "For 4,000 a month, again, that's 24/7 access to our entire team," Mueller said, noting the group provides a production team, strategists and content delivery.
Why it matters: Board members pressed on scope and value: whether strategic planning was included (Mueller said yes), how the firm would tailor campaigns to target audiences, and whether travel or overages would be charged. Mueller said the firm typically begins with an audit and community feedback process — surveys, focus groups and stakeholder sessions — to tailor messages and tactics. A trustee asked whether the monthly fee included strategic-plan development and Mueller confirmed it would.
Board discussion also covered references and prior clients: Mueller listed several Virginia districts she has served and shared work samples and video examples. Trustees praised the presentation and asked for sample portfolios and written scope documents to review prior to any contract discussions.
What remains open: No contract or procurement action occurred tonight. Trustees asked staff to obtain a written proposal and scope-of-work document to review before any approval or request for proposals.
Speakers quoted or referenced: Dr. Laurie Mueller (The Donovan Group).
Ending: The board welcomed follow-up materials (portfolios, scope and pricing details) and did not take any procurement vote.
Speakers in article: Dr. Laurie Mueller (presenter).
