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District outlines updated communications plan; board tables deeper discussion to April 9
Summary
The district reported results from a Gray Matters review and a superintendent entry process, moved "It's a Wrap" summaries to next-day distribution, and showed metrics (newsletter open rates ~73%, Instagram reach up ~10%); trustees agreed to resume detailed communications discussion on April 9 and asked for targeted outreach plans tied to projects such as the upcoming pool construction.
Laguna Beach Unified School District staff presented a revised communications framework to the board on March 26, reporting increased subscriptions and laying out next steps for two-way engagement and project-specific outreach.
Communications staff described a living communications plan aligned to Board Policy 1100 and the LCAP that separates routine informational messaging, urgent/crisis alerts and structured two-way outreach. The district cited improvements since a Gray Matters external review and the superintendent entry listening process, including a shift to next-day meeting summaries ("It's a Wrap"), press-release-style summaries sent to local media and civic groups, and an increased focus on reaching community members without school-aged children.
Metrics presented to the board included a nearly 12% increase in community newsletter subscriptions, open rates above 73%, Instagram follower growth of about 10% and roughly 56,000 monthly website visits. Staff noted the district has two YouTube channels (one for long-form storytelling and one for board meetings) and uses ParentSquare for urgent family messaging.
Trustees asked how the communications plan would handle specific projects and impacts to neighborhoods, citing the upcoming pool construction as an example that will require coordination with city partners, targeted notices (including Nixle and resident lists) and advance messaging to affected neighborhoods and program partners. Staff said the district will coordinate with the city, use targeted resident lists and ParentSquare, and provide timely updates on street closures, safety limitations and alternate locations for programs.
Trustee Howard Hills asked for more in-depth discussion of governance and delegated authority for public statements; the board voted to table the remaining communications discussion and return to it on April 9 to allow additional time for deliberation.
Next steps: communications staff will supply the board with the planned outreach schedule for the pool project and incorporate LCAP survey feedback into the next iteration of the communications plan before the April 9 follow-up.
