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Communications team previews referendum outreach: identity video, targeted mailings and preliminary survey data
Summary
Communications staff outlined referendum planning: a community survey mailed April 13, with preliminary results showing about 648 responses; an identity video ('Brown Deer story') will be released in summer and at back‑to‑school; targeted postcards were mailed to ~200 families as part of a 'rediscover' campaign.
Communications staff provided an update on outreach tied to potential referendum planning. The team said the community survey was distributed to staff first and then mailed to village households starting April 13; families received email links and multiple reminders. The survey asked families to respond by May 1 but remained open with staff presenting preliminary results to the board on May 26.
Staff said the survey process was designed to ensure staff were aware before the public and to permit deeper analysis by the survey vendor (School Perceptions). Communications staff reported preliminary counts: about 500 responses earlier in the month, rising to 648 when the survey period closed for the first cut, with the expectation of additional mailed responses before the final presentation. They said they read hundreds of open comments to understand community sentiment and plan to use that detail to refine referendum messaging.
The communications plan includes an identity video called the 'Brown Deer story' — produced with Performance Services — to tell the district narrative via interviews and B‑roll. The video will be premiered in June, included in the district summer magazine and relaunched during back‑to‑school. The team also conducted a targeted postcard mailing to roughly 200 open‑enrollment families to re‑introduce district offerings and encourage re‑enrollment. Plans for community forums, town halls and referendum‑related events are being developed for fall once survey analysis and budget scoping are complete.
Staff said they will share preliminary survey data with the board ahead of the vendor’s final presentation and continue refining outreach schedules and messaging based on board feedback.
