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
Vision: Peekskill City School District’s Communication Department will maintain a supportive relationship with the school community and provide accurate and timely information. 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
Target Audiences External Audiences: Media Residents Senior Citizens Legislators Business Leaders Civic Groups Non-Profits Clergy Internal Audiences: PTO/SEPTO Administration Peekskill Education Foundation Faculty Emergency Responders (Police, Fire) Support Staff New Residents of the District Students Prospective Residents of District Parents 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”
GOAL #3: Strengthen District's External Communication & Support Parent/Community Engagement 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 outlets • Establish meaningful partnerships with community stakeholders • Display visual examples of “Peekskill Pride” in our own community
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
GOAL #4: Make Better Use of Media Outlets & Improve Access to Information Through Technology 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 on 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 #5: Use Data to Monitor and Drive the Success of Our Communication Efforts 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
Key Metrics
Facebook “Likes” as of March 15, 2019: 3,255 Followers as of March 15, 2019: 3,424 Increase since Sept. 1, 2018: 388 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%
Twitter Total Followers as of March 19, 2019: 1,042 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
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) 40 34.1% 35 28.2% 30 24% 25 PCSD 20 Industry 15 Average 7.93% 10 5 0 Open Rate Click Through Rate
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
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