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Communications team reports broad reach, previews Prop S outreach
Summary
Communications staff told the board they posted 330 stories last year, have nearly 27,000 Facebook followers, and plan Prop S-focused mailings and online outreach ahead of the Nov. 4 ballot; the presentation included ParentSquare adoption and a 3,527-patron survey.
The Rockwood Board of Education received a communications update that highlighted the district’s recent outreach metrics and previewed plans to inform voters about Proposition S ahead of the Nov. 4 ballot.
Mary Leac presented the report and said the communications team produced about 330 stories last year and that the district Facebook page has more than 27,000 followers, making it the largest district account in St. Louis County. Leac said the district’s audience skew is “about 80% female between the ages of 35 and 54,” and described platform-specific engagement: parents are the primary active followers on Facebook, staff on X, and students on Instagram and YouTube.
Leac reviewed other data points: Rockwood posted 961 Instagram items last year, the district YouTube channel has 3,874 subscribers with nearly three times the prior-year views for posted videos, and ParentSquare has been downloaded by 15,699 parents (an increase year over year). The communications team also conducted a 32-question community survey that returned 3,527 patron responses; survey feedback prompted a change from weekly district e-news to a biweekly schedule.
Leac said the communications department launched a Prop 3 dashboard to show how funds are being used and that an October district newsletter will focus on Prop S information for voters. She also described targeted outreach work (radio, television, streaming and digital contracts) and cited award recognition for district communications work.
Board members asked questions and praised the communications team’s work on staffing recruitment and informational outreach; no motion or vote resulted from the presentation.
What happens next: communications staff will continue scheduled outreach, publish the Prop S informational mailing in October, and update the Prop 3 dashboard for public review.
