Smith-Green outlines unified communications strategy ahead of possible referendum

District staff presented a multi-part communications plan at the March 16 board meeting, saying stronger, coordinated messaging will support transparency and stakeholder engagement as the district prepares for potential voter outreach.

Staff member (speaker 5) summarized three goals: (1) a clear, coordinated district communications plan; (2) a unified marketing plan using social media to highlight student activities; and (3) deeper connections through education collaborations and external partnerships. "The 1st goal is to develop a clear, coordinated district communication plan that supports transparency, consistency, and stakeholder engagement," the staff member said.

Presenters credited increased use of ParentSquare and a more proactive social-media presence for a reported 61% year-over-year increase in engagement on some district pages. They said 99.8% of families receive district messages via ParentSquare and that building managers and counselors can be added as managers to help answer parent questions directly.

Board members questioned how the district will coordinate multiple coach and program pages and asked staff to clean up old or duplicate social accounts. Staff said the plan includes unified account naming, a phased cleanup of legacy pages, and expectations that coaches post weekly results and schedule updates to make activity and results easier for families to find.

Staff also said they are considering a mix of digital and traditional outreach (mailers and in-person community presentations) to reach households not engaged digitally. The presenters noted social-media outreach is being aligned with planning for a possible referendum in the fall, and said the communications plan will be finalized in coming months.

No formal board action on the communications plan was recorded in the provided segments; staff said they will circulate a finished plan when ready.