Peekskill City School District Public Relations/Communications Plan - - PowerPoint PPT Presentation

Peekskill City School District

Public Relations/Communications Plan

Board of Education Presentation March 19, 2019 Laura Belfiore, Communications Specialist Doug Brown, Cable TV Director

The Role of Public Relations in Communications

PR/Communication Plan Goals

• 1. Establish a clear brand identity for District and schools
• 2. Strengthen District's internal communication & employee

engagement

• 3. Strengthen District's external communication & support

parent/community engagement

• 4. Make better use of media outlets & improve access to information

through technology

• 5. Use data to monitor and drive the success of our communication

efforts

Vision: Peekskill City School District’s Communication Department will maintain a supportive relationship with the school community and provide accurate and timely information.

Target Audiences

Internal Audiences:

Administration Faculty Support Staff Students Parents

External Audiences:

Media Residents Senior Citizens Legislators Business Leaders Civic Groups Non-Profits Clergy PTO/SEPTO Peekskill Education Foundation Emergency Responders (Police, Fire) New Residents of the District Prospective Residents of District Neighboring /Partner Districts Governmental Agencies (City of Peekskill, Westchester County Gov.,)

GOAL #1: Establish a Clear Brand Identity for District and Schools

OBJECTIVE: A consistent brand image will be identified and implemented for the district and schools. ACTION PLAN:

• Announce re-branding effort
• Research PCSD history (logos/slogans)
• Assemble re-branding committee (volunteers with design and

PR/marketing backgrounds)

• Gather community feedback on District’s image
• Present re-brand package to BOE (estimated June 2019)
• Implement updated logo/slogan by Sept. 2019
• Review District forms/school packets, etc. for consistency

* NOTE: The Red Devil mascot will NOT be part of the re-branding process

GOAL #2: Strengthen District's Internal Communication & Employee Engagement

OBJECTIVE: PCSD employees will become ambassadors for our schools if they receive regular information on key district issues. ACTION PLAN:

• Communication related training for staff
• Communicate the rational behind important decisions
• Ensure all staff receive complete information
• Coordinate with school personnel to improve communication with parents

and families

• Develop an employee ambassador program for new staff
• Highlight students and staff regularly; showcase “Peekskill Pride”

OBJECTIVE: PCSD will break free of an outdated reputation and position itself as a high quality district of choice in the Hudson Valley Region. ACTION PLAN:

• Build on our alumni program to create PCSD brand ambassador
• Coordinate with school personnel to improve communication with parents

and families

• Establish connections with families that are new to the District
• Create District information packets for target audiences (real estate agents,

collaborate with HR to reach potential employees, etc.)

• Increase the number of positive press releases published in public media
• utlets
• Establish meaningful partnerships with community stakeholders
• Display visual examples of “Peekskill Pride” in our own community

GOAL #3: Strengthen District's External Communication & Support Parent/Community Engagement

What’s Next for our Cable TV Channel

• Mr. Brown is engaged in ongoing work with the Superintendent of

Schools regarding Media/Public Relations objectives.

Future project ideas:

• Create short documentaries on the school district
• School district news program – Good News Peekskill
• Website “Did You Know” segment
• Professional Development videos
• Facebook Live web streaming
• Television talk shows; BOE, staff and students
• STEAM instructional content
• New TV Studio equipment
• YouTube Channel

OBJECTIVE: PCSD will increase stakeholder engagement and access to information by using traditional and new methods of media and technology to reach a wider audience. ACTION PLAN:

• Americans with Disabilities Act (ADA) Compliance software implemented
• n website (February 2019)
• Mobile app launched (November 2018)
• ConnectEd text component implemented
• Expand PCSD Cable TV viewership
• Keep website content current; post daily to social media
• Create District YouTube Channel
• Utilize translation technology/services to better reach non-English

speaking audiences

GOAL #4: Make Better Use of Media Outlets & Improve Access to Information Through Technology

OBJECTIVE: The PCSD Communications Department will establish methods to regularly measure communication efforts. ACTION PLAN:

• Analyze insights from social media networks monthly
• Analyze analytics from email marketing software (Constant Contact)

monthly

• Develop a survey to be administered in the beginning of the school

year to ask stakeholders to gauge interest in various areas. Follow up with end of year survey to determine if we met stakeholder needs

• Hold annual focus group to assess communication efforts

GOAL #5: Use Data to Monitor and Drive the Success of Our Communication Efforts

Key Metrics

Facebook

• Sept. 1, 2018 – March 1, 2019

Average Monthly Impressions: 142,456 (The number of times a post from a page is displayed.) Average Monthly Reach: 17,239 (The number of people who received impressions of a page post.) Average Monthly Engagement: 3,675 (When people perform actions on your

• content. Ex. Likes, comments, shares, etc.)

Average Monthly Engagement Rate = 2.6% “Likes” as of March 15, 2019: 3,255 Followers as of March 15, 2019: 3,424 Increase since Sept. 1, 2018: 388

Twitter

Monthly Breakdown, on Average

• Sept. 1, 2018 – March 1, 2019:

Tweets: 59 Profile Visits: 2,719 New Followers: 13 Tweet Impressions: 33,620 Engagement: 1,206 Engagement Rate: 3% Mentions: 36 Retweets: 42 Likes: 266 Replies: 7

*Engagement Rate: Total engagements divided by total impressions

Total Followers as of March 19, 2019: 1,042

Instagram

Total Followers: 737

Monthly Breakdown, on Average, Per Post

• Dec. 1, 2018 – March 1, 2019

Impressions: 714 Reach: 420

PCSD Mobile App

Mobile App Downloads as of March 15, 2019:

Total Downloads: 646

Constant Contact

(eNews from Peekskill Schools)

Total Subscribers: 2,591

2018 Annual PCSD Results vs. Average Industry Rates for Email Indusrty: Education – (Primary/Secondary)

5 10 15 20 25 30 35 40 Open Rate Click Through Rate PCSD Industry Average 28.2% 24% 7.93% 34.1%

Flickr To date: 25,903 photos published

Keep in Touch!

Follow on Social Media: @PeekskillCSD Download our free NEW Mobile App! Search “Peekskill City School District” in the iTunes or Google Play store. Visit our website: www.peekskillcsd.org Subscribe to our eNewsletter: https://bit.ly/2L8RzPy PCSD Cable TV Channel: Optimum Channel 77 or Verizon Channel 32 Questions? Email PR@peekskillschools.org