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District communications touts growth, national recognition and higher email engagement
Summary
Communications staff reported strong year-over-year growth in social media and email engagement, produced more than 275 original stories, and earned four national awards; trustees praised the department and asked staff to continue improving accessibility and music/band coverage.
The Merced Union High School District’s communications team told trustees on June 10 that the department expanded its reach and earned national recognition this year.
Presenters reported Instagram follower growth of about 43% and Facebook growth of about 17.6%, with roughly 4.65 million engagements across platforms for the year and an email open rate that climbed to a reported 75% (with recent individual campaigns near 90% or higher). Staff said they published about 275 original stories, launched a district news site, and were chosen to present at the National School Public Relations Association conference. The team also reported winning four awards at that national meeting for newsletter, story, website design and photography.
Trustees commended the communications staff for professional content and responsiveness to parent feedback. The communications presenter noted priorities for the coming year: improve accessibility of PDFs and documents (current accessibility score reported at 97%), expand coverage of music/band programs, and engage more student writers.
Trustees singled out Sean and Jamie for specific contributions to content production and asked staff to continue refining analytics so the district can better understand which stories draw traffic and how to convert non-follower views into followers.
The board closed the presentations with congratulations to retirees and routine business; no budget or policy action was tied directly to the communications update.
