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Your Research Team
￮ Trinette Marquis, APR ￮ Amy Mehdizadeh ￮ Regino Chavez
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Santa Clara Unified 2018 Communication Audit Your Research Team - - PowerPoint PPT Presentation
Santa Clara Unified 2018 Communication Audit Your Research Team - - PowerPoint PPT Presentation
Santa Clara Unified 2018 Communication Audit Your Research Team Trinette Marquis, APR Amy Mehdizadeh Regino Chavez 2 Audit Goals Comprehensive review of perceptions and practices Variety of perspectives Variety of
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Audit Goals
￮ Comprehensive review of perceptions and practices ￮ Variety of perspectives ￮ Variety of research methods ￮ Guide development of communication plan ￮ Create a baseline that can be measured against
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Project Elements
￮ Survey ￮ Walk-n-Talks ￮ Focus groups ￮ Informational interviews
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Audit Timeline
August September May/June July
Walk-n-Talks May 15-29 Focus Groups May 16 - Aug 1 Survey May 29 - June 25 Informational Interviews July 23 - Aug 10 Analysis/Planning Aug 10 - Sept 15
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1,501
Total participants in all four methodologies 1% Informational Interviews 2% Walk-n-Talks 6% Focus Groups 91% Survey
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Outreach - Electronic
￮ Social media channels (Facebook, Twitter, Instagram, LinkedIn) ￮ FB shared on City of Santa Clara page ￮ News item on district website ￮ Autocall and blast emails for Spanish and English family groups ￮ Districtwide email for staff groups ￮ School Days e-newsletter to community ￮ Emailed invite MailChimp mailing list ￮ Personal outreach via phone to key stakeholders ￮ Chamber of Commerce newsletter
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Outreach - Paper
￮ Local coffee shops ￮ Senior Center ￮ Northside Branch Library ￮ Central Park Library ￮ Chamber of Commerce ￮ District Office reception lounge
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Walk-n-Talks
￮ May 15-29 ￮
- Approx. 35 participants
￮ 30-45 minute visits with available staff (administrator, support staff, parent) ￮ Walk the campus, visit classrooms, talk about communication practices and challenges
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Survey
￮ May 29 - June 25 ￮ 1,366 respondents ￮ Electronic (Typeform) and paper ￮ Quantitative and qualitative ￮ Determines scope of perceptions
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Survey Respondents
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- r
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Impression of Communications
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Familiarity with...
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Day-to-Day 3.52 Mission 3.50 Events 3.38 Policies 3.36 Accomplishments 3.34 Plans 3.04 Challenges 2.82
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Receive Information from...
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Effectiveness
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School emails 3.87 School website 3.53 District emails 3.50 School newsletters 3.46 Autocalls 3.41 District website 3.22 District newsletter 3.11 Outside media 2.46 District Facebook 2.06 District Youtube 1.69 District Instagram 1.67
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Level of Trust to Fulfill Stated Values
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Diversity 3.79 Professionalism 3.58 Integrity 3.53 Fiscal responsibility 3.50 Parental support and involvement 3.46 Full Potential 3.45
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Data by Stakeholder Group
￮ Full breakouts in final report ￮ Initial analysis reveals community members routinely rate lower than students, staff, parents Examples: ￮ Policies (2.3 comm to 3.8 district support) ￮ Plans (2.3 comm to 3.6 district support) ￮ Mission (2.4 comm to 4.2 district support)
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Focus Groups
￮ May 16 - Aug 1 ￮ 80 Participants ￮ Student ￮ Family (English & Spanish) ￮ Classified ￮ Certificated ￮ Community
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Informational Interviews
￮ July 23 - Aug 10 ￮ 17 Participants ￮ Board members ￮ Cabinet ￮ Managers
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Initial Themes
￮ District in transition ￮ Demographics ￮ Size of district ￮ Culture of district ￮ High level of pride ￮ Parents ￮ Students ￮ Staff
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Initial Themes
￮ Well resourced ￮ Type of funding ￮ Comparisons with other districts ￮ Many opportunities ￮ Variety of student supports, including wellness program ￮ Variety of academic programs ￮ Variety of distinct school choices
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Next Steps
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Final Report Continued Analysis Communication Plan
Identify effective strategies and tactics, set up systems