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Central Kitsap School District Communications Audit Report
Conducted byHannah Smith and Tom Eiland
1100 SW Sixth Ave. Suite 1425Portland, Oregon 97204
Presentation Overview
Section 1: Approach and Methodology
Section 2: Key Findings
Section 3: Recommendations
2
Project Approach and Methodology
Goal• Improve external and internal communications.
Project Approach and Methodology
• Identify information sources used by community and staff.
• Assess current district communications tools.
• Identify alternative communications tools and assess potential effectiveness for district use.
• Recommend changes to current communications strategies and tactics.
Objectives
4
Project Approach and Methodology
Community & staff surveysInterview key stakeholders
Examples of district e-newsletters
162 newspaper articles
26 district press releases
School publications
District and school websites
5
CFM reviewed and assessed:
Key Findings
Key Findings External communications
7
• For the majority of the community, CKSD is a key information source about local education.
• CKSD sources of information include newsletters, websites and employees.
• Other sources of information include newspapers and word of mouth.
• The community is more likely to complete online surveys or attend school events than attend a meeting.
CK Connects newsletter reaches those not connected with schools.
• District employees are impressed with the district’s communications efforts.
• Constructive criticism about internal communications primarily related to e-newsletter frequency and length.
Key Findings
8
Internal communications
Meetings are an important information source, but many can’t attend in person.
Online Communications AuditKey Findings
42 percent of the community adults own smartphones.
Social media use is widespread in the
community.
Internet use is widespread in
the district.
9
CKSD websites• District and school websites are a
top sources of information.
• The district websites appear dated.
• District website analytics appear to be inaccurate.
10
Key FindingsOnline Communications Audit
No system is in place to execute a well-planned, coordinated e-newsletter campaign.
Of the 162 CKSD articles in local newspapers during the past year:• Kitsap Sun: 59 percent• Central Kitsap Reporter: 41 percent
11
Media AuditKey Findings
59%41%
Central Kitsap ReporterKitsap Sun
46%
17%
38%
PositveNegativeNeutral
12
Media Audit: Tone AnalysisKey Findings
Overall, the tone for news articles about CKSD was: • Neutral: 46 percent • Positive: 38 percent• Negative: 17 percent
13
Interviews with the Media Key Findings
• Generally favorable attitudes
• Good reputation
• District recognized for its focus on academics and education
• Communications staff described as responsive, timely and accurate
One Reporter Said: CKSD communications is “as good as any district (he or she) has been associated with, probably the best in the state.”
Half of parents and a third of non-parents Read it thoroughly.
14
Communications MaterialsKey Findings
CK Connects is an important source of information. • 59 percent recall receiving
CK Connects
The Central Kitsap School District is doing
a good jobkeeping parents, the community,
employees and the media informed about school-related issues, activities, events,
challenges and successes.
Good Job!
15
Key Findings
Recommendations
Recommendations
Prepare a district communications
plan annually.
17
Overall Communications
18
Measure success in meeting goals and objectives.
Recommendations
Overall Communications
Connect communications plan measurement to outcomes for Goal 3: A community that supports and promotes its schools
19
Recommendations
Adjust subsequent plans based on
metrics.
Overall Communications
Recommendations
20
Recommendations
Overall Communications
Continue with current efforts to balance
traditional and digital media efforts.
21
Use survey research to engage teachers
and staff.
Make adjustments to internal e-newsletter
as needed.
Test online meeting concepts to determine effectiveness and level
of participation.
Recommendations
Internal Communications
22
CKSD websites• Redesign the district and school
websites.
• Treat parents as the primary audience for the CKSD website.
• Develop a mobile-friendly version.
• Use Google Analytics.
Recommendations
Online Communications
23
• Centralize authority and responsibility for all digital communications with the district’s communications department.
• Improve E-newsletter management.
Develop a Facebook presence for parents.
Recommendations
Online Communications
24
Recommendations
Media Audit
Educate media about differences between
budget and levies
Systematically assess media
coverage
Repurpose Articles
CK District and Community
News
25
Recommendations
Communications Materials
Continue publishing and sending CK
Connects
Eliminate the CK District and
Community News
Expand Reader Boards
Good Job!
Summary
26
• 64 percent of the community grade the district’s overall performance an A or B.
• 55 percent of the community uses CKSD sources of information to stay informed about district and school activities.
• 81 percent of employees give the district’s communications a grade of A or B.
• The media is impressed with the district’s communications efforts.
Overall, CKSD is doing very well
Way Ahead
27
• Continue performing community surveys every two years.
• Continue performing surveys with employees at least once a year.
• Also consider shorter topic-specific surveys
• Consider performing another communications audit in three to four years.
Questions?