June 2016 - Mesquite ISD

Transcription

District Effectiveness Report
Communication Services
June 2016
Executive Summary
The Communications Services Department has the privilege of serving and/or working with every campus and department in
Mesquite ISD. Communication with internal and external audiences is vital to the operations of the district and essential to fostering
trust, credibility and understanding. Our mission is to declare Mesquite ISD’s difference to our students’ families, our employees
and our community. And our goal is to continually seek to expand our reach, improve engagement and master new and existing
mediums.
Using the news media, TV cable stations, the district websites, social media and other communications channels, the
Communications Department spreads positive news about Mesquite ISD students, programs, staff members and events while
informing and educating the public, families and staff members about new initiatives or areas of focus.
In times of crisis or emergency, when student or staff safety is threatened, the Communications staff takes the lead in keeping all
relevant audiences informed through a variety of mediums.
The Communication Services organization is comprised of four separate departments that serve the district in support roles:
 Central Office Team
 KEOM
 Electronic Media Services/Audio-Visual Support
 Print Shop
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June 2016
Executive Summary
Accomplishments
(See Effectiveness Indicators)
Challenges
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Limited communication with police during emergency situations
Recruiting and retaining ALIVE members throughout the year
Limited staff – projects continually added to current staff (Photography and video are particularly overwhelmed; upcoming
addition of new social media/webmaster will help tremendously.)
No bilingual staff members in the department
Board recognition process handled by several departments, which results in frequent errors
Student recruitment for KEOM (Transportation is an issue.)
Lack of staff awareness about KEOM publicity opportunities (both internally and externally)
Ongoing technical issues for KEOM (frequent periods off air, etc.)
Short turnaround times for video projects
Dissatisfaction with emergency notification vendor
Outdated prepress technology (to be replaced for 2016-17)
Service work needed for machines, parts (Print Shop)
Storage – limits paper in stock; have to use floor space
Tests coming in last minute; 50+ tests per round
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June 2016
Description
This organizational chart illustrates our reporting structure:
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June 2016
Description
Central Office Team
Four professional staff members and a secretary manage and coordinate the following functions. Many of these functions are
described in greater detail later in this report.
o district special events
o Board meeting recognition
o employee recognition programs
o publications
o open records requests
o non-curricular Spanish translation
o media relations
o marketing and advertising
o graphic arts
o website content and maintenance
o social media
o general information requests
o community engagement
o various stakeholder surveys
o district calendar
o parent notification
o communications partnerships with the City of Mesquite
o crisis communications
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June 2016
Description
Crisis Communications/Media Events
In event of a crisis or emergency involving one or more MISD schools or staff members, Communications controls the information
coming from the district. Working with administrators, first responders, the City of Mesquite and campuses, Communications
ensures the information is timely, accurate, and reaches the relevant parties, including the media. In many cases, we are able to
avoid being the subject of negative media attention by helping reporters to flesh out their “facts” with truth or background
information.
Our goal is to remove the burden from the affected campus as much as possible so that campus staff can focus on their priorities.
Standard procedures include parent/family notification, staff notification, talking points for staff members who answer calls, media
updates and on-site media management.
Special Events
The Central Office Communications Team is responsible for most of the district’s special events that take place during the year. From
planning and invitations to set-up and coordination, we strive to ensure that each one is a memorable and worthwhile experience
for all involved. The following are the annual events we coordinate:
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Apple Corps Gala
Retiree Luncheon
Val/Sal Luncheon
Milestones Service Awards Reception
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June 2016
Description
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Veterans Day Breakfast
Key Communicators/Business Partners Breakfasts
School/Facility Dedications
New Board Member Information Session
United Way Campaign
Convocation/New Year Kick-off
In addition to these district events, we also assist the Mesquite ISD Education Foundation with its two signature events each year:
the Lone Star Legacy Gala and the Amazing Technicolor 5K.
Electronic Media Services
Video Production
Mesquite ISD’s award-winning producers stay busy year-round, and the department is the envy of many others around the state.
Three producers provide support to campuses and central office departments by creating videos that inform, inspire and influence.
They also work closely with students in the Advanced AVP class, serving as mentors and professional resources.
Photography
In addition to serving as a video producer, Wade Odom is the district photographer. On a daily basis, he can be found on campuses,
at sporting events, at district events – just about everywhere – documenting what happens in Mesquite ISD. His photos dominate
the Mesquite ISD website, social media channels and publications, and they are regularly picked up by media outlets, too.
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June 2016
Description
A/V Support
Working in staggered schedules, Emily Rusk and John Campbell support all meetings/presentations held at the PDC with A/V set-up
and troubleshooting. The recording and broadcast of school board meetings are also vital functions of this area.
Other roles include website maintenance, video support and special event support.
Graphic Design
As a one-person, part-time design agency, MISD’s graphic artist (Kristin Odom) fulfills nearly 50 specific recurring projects
throughout the year with an additional 15 various special categories (multiple projects each) of requests that arise – most with an
immediate turnaround. In addition to the Communications Department, she also serves Instruction/Curriculum, CTE, the
Superintendent’s Office, Community Education, Personnel, Food and Nutrition Services, the Mesquite ISD Education Foundation and
various individual campuses/principals. (see examples below)
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June 2016
Description
KEOM 88.5 FM
This noncommercial, educational, community service station features mostly ’70s with some grooves from the ’60s and flashes of
the ’80s. (This format will change to ’70s, ’80 and ’90s by the end of the year.) Broadcasting to the public at a signal strength of
61,000 watts and streaming worldwide, the station provides locally produced and syndicated community service and educational
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June 2016
programs, TSN news, updates on traffic provided by Total Traffic Network, timely weather forecasts, and Mesquite ISD varsity game
broadcasts. The station recently celebrated 30 years on the air.
KEOM provides information to the community (targeting parents, school district patrons, residents and other metro area adults with
its programming) and serves as a radio laboratory for high school students interested in broadcasting. Several KEOM alumni have
gone on to achieve successful careers in broadcasting.
Station Manager Peggy Brooks oversees the operation to ensure compliance with FCC regulations and requirements as well as MISD
standards. She also reviews and prepares the curriculum and approves all student production submitted for on-air play. In addition,
she is active in the community and serves on several boards. Students serve as the DJs during the school day. Full-time and part-time
staff members cover additional on-air shifts; automation takes over during the overnight hours.
One of the most popular station features is the live broadcast of Mesquite ISD sports. But the station also airs unique locally
produced segments, such as Community Focus and the Mayor’s regular show, as well as syndicated content.
This school year, Mrs. Brooks implemented a new Society of Broadcast Engineers certification for staff and students. A new course
addition – Advanced Broadcast Journalism 3 – will be available to students in 2016-17.
Media Relations
The bulk of Mesquite ISD’s media relations is handled by Director of Communications and Marketing Elizabeth Fernandez. She
pitches, places or handles an average of 25 stories per month, responding to routine media inquiries as well as crisis or emergency
calls from television, print and radio outlets. Relationships are crucial when dealing with the media, and Elizabeth nurtures her
contacts by helping them to do their jobs and find compelling stories. For instance, she regularly meets with reporters to give them
story ideas for projects and programs that are on the horizon. And she serves as a conduit between reporters and students to bring
attention to outstanding achievements.
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June 2016
Description
Print Shop
The Print Shop is a full-service operation whose services rival those of any commercial printing operation. With equipment ranging
from 1- and 2-color presses, to high-speed color and black-and-white copiers, to various plate-making and bindery equipment, the
print shop staff members provide a majority of the printing required by the school district. The Print Shop fulfills a constant stream
of print jobs that range from tests and forms to reports and brochures — and everything in between. This team of five works
together to keep customers satisfied and needs met, often going above and beyond to meet unrealistic deadlines or last-minute
requests. Most jobs are produced in-house, with the exceptions of 4-color presswork or small quantity digital color jobs that are
faster and more economical to print through a commercial shop specializing in those types of work. From concept to completion,
design to finishing, folding to delivery, the Print Shop does it all to meet the need.
Publications
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MISD Matters – Published four times per year and bulk mailed to 60,000+ households in six ZIP codes.
In Touch – Published monthly and distributed by email to Mesquite ISD employees.
eNews – Published intermittently and distributed by email to families of MISD students.
Board Notes – Recap of the monthly Board Meetings; posted internally on Docushare and on the district website.
In the News – Weekly recap of MISD’s media coverage; emailed to members of the Staff Meeting Group.
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June 2016
Description
Recognition Programs
Several employee recognition programs are also coordinated by the Communications Department, including the following:
 Teacher of the Year (new in 2016)
 Apple Corps
 Board Appreciation Month
 Senior Gold Cards (renamed 50 Plus Card)
 Board recognition of students and staff members
In addition, we are frequently called upon to compose entries and nominations for various award programs.
Social Media
Mesquite ISD has a strong social media following with an established presence on Facebook, Twitter, YouTube, Instagram and Linked
In. Much of the content is provided by members of our EMS department or received through publicity requests; however, the
scheduling and monitoring of our social media platforms is managed by an outside firm. As mentioned earlier, Mesquite ISD will
bring these functions in house beginning in July. At that time, a special emphasis on strengthening our messages, strategies and
influence through social media will be at the forefront of the entire department’s operation.
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Website Management
Mesquite ISD currently contracts with Blythe Spirit Design as our website developer. Using this company’s content management
software, Communications does the majority of posts and updates to the website, including daily updates for the home page and
news feed. A handful of other users throughout the district maintain and update their own department web pages, and each
campus has its own webmaster who is responsible for updates to the school’s site. This July, Communications will hire a new person
to serve as the district webmaster, write content for the website, offer technical support for the campus webmasters and manage
the district’s social media presence.
Misc. Projects/Programs/Responsibilities
ALIVE – Mesquite ISD graduated its 10 th ALIVE class in May. The ALIVE program, which began in the fall of 2006, brings parents
and members of the community into the district once a month for a behind-the-scenes look at many of the district’s
operations. The goal of the program is to grow ambassadors for the district and spark interest among participants to be more
involved through district committees, initiatives and even Board service. ALIVE stands for Active Leaders Inspired by a Vision
of Excellence.
Calendar – The Communications Department is responsible for creating the school calendar each year with input from
administrators, MEA, the Council of PTAs and the district Site-Based Decision Making Committee, ensuring that it meets all
state requirements. Once approved by the Board of Trustees, it is made available to staff, families and the public.
Customer Service Training – This year’s customer service training initiative with campus front-line personnel resulted from a
“secret shopping audit” conducted in January 2015. While results of that audit were overall very favorable, there was a desire
to improve the experience our patrons would have when interacting with our campus personnel. Two training sessions were
offered during the school year. These sessions will be followed up with a distric t-specific customer service handbook to
facilitate continuity across the district and an ongoing emphasis on good customer service practices.
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June 2016
Flyer Distribution Requests (Peachjar)
Communications receives a steady stream of requests from outside groups and individuals to distribute flyers to students. In
the fall of 2015, Mesquite ISD entered into a contractual relationship with Peachjar, a flyer management company. Through
Peachjar, parents receive information, which would otherwise be sent home on paper, in the form of a collective email. The
service is free to Mesquite ISD and its entities (PTA, Community Education, Foundation), but outside entities must pay a
minimal fee to use the service, and all flyers must be approved by MISD before they are dist ributed. Commercial advertising
is not allowed. So far, the response from campuses and parents has been favorable.
Election Reminders/Info – Ensuring that MISD employees stay aware of important issues affecting public education and
educators, Communications sends out information, updates and voting reminders whenever appropriate.
Emergency Notification – Mesquite ISD currently contracts with Blackboard for its emergency notification system. In the
event of an emergency, all students and staff can be notified with important information and/or instructions in a matter of
minutes via phone, text or email in the home language. While all emergency messages come from the Communications
Department, campuses also have the ability to contact their own communities through Blackboard. The system is most often
used for weather-related closures, safety alerts, lockdown explanations and health-related alerts.
Mobile App – Mesquite ISD’s current mobile app is provided by Blackboard, Inc., and updated by the Communications
Department. While several thousand users have downloaded it to their mobile devices, it is somewhat limited in its
functionality. By switching to a new provider this summer, we hope to make it more helpful for our patrons to readily access
information on the go. Push notification functionality will be an added feature.
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June 2016
Partnership with City of Mesquite Communications – Mesquite ISD Communications has a positive relationship with the City
of Mesquite’s communication manager. Occasional meetings throughout the year ensure that we are aware of each other’s
efforts and priorities, and we offer support to each other when possible.
Billboards
For the past several years, Mesquite ISD has shared the rental costs for the use of five billboards strategically located
on major thoroughfares around the city of Mesquite. According to our vendor, the boards have a cumulative average of
536,806 views per billboard, per week.
The annual cost of this program, including billboard production costs, is about $50,000 for each entity. Because the
contract has been in place for several years, our current rental rate is substantially lower that the current market rate;
however, if we were to change our board locations or the number of boards, our reduced rate would no longer apply.
By comparison, the same contract parameters today would nearly double our costs. In other words, we could pay the
same amount for fewer boards. The City of Mesquite is now reviewing its options and may decide to end the
agreement this summer. MISD would then re-evaluate our options for billboard advertising.
Joint PR Efforts Targeting Builders/Developers
Following a recent city-contracted study of home developers that indicated less-than-favorable impressions among
some, MISD and the City are in talks to develop a joint PR campaign designed to change these perceptions. A fully developed plan will be in place by this fall.
Support Following Student and Staff Deaths – In the unfortunate circumstance that an MISD student or staff member dies,
Communications steps in to support the campus by crafting messages that are sensitive to students’ emotions and age. We
also provide letters that can be sent home to inform parents. If media is involved, Communications staff will manage the
media presence at the campus and provide photos or other information in an effort to shield the family from these types of
media requests.
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June 2016
Effectiveness Indicators
MISD’s Communications Departments received 34 TSPRA Star Awards (including 2 Best-of-Category Awards) in 2016.
A/V Support
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Provided support for 1,804 meetings during 2015 (average of 150 per month)
90% of meetings at the PDC require A/V assistance
o Cable Programming:
 Mesquite ISD broadcasts on three Time Warner channels, one Uverse channel and one school district-only
channel.
 42,651 Mesquite households have access to MISD programming on TWC
 225,000 DFW-area households have access to our programming on Uverse
o Types of Programming:
 Current time and weather
 Lunch menu
 Upcoming meetings
 KEOM live coverage of district games (audio only)
 Rebroadcast of KEOM programming
 Games of the Week (during football season)
 Replays of School Board meetings
o Original Programming:
 51 new shows in 2015
 Aired 7,350 times
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June 2016
Electronic Media/Video/Social Media
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Produced 179 videos
Completed 309 photo shoots in 2015
Won 46 state and national awards
Nominated for a Lone Star EMMY Award
Added two new reality TV shows
Host annual film festival for high school AVP students
Facebook likes = 17,785
YouTube = 3,516 channel subscribers; 3.28 million views; 1,259 posted videos
Twitter followers = 6,240
KEOM 88.5 FM
On-Air Listeners
Last Arbitron results (from February 2012) indicated 288,000 on-air listeners.
Streaming Listeners
 2015 – 26,020 concurrent listeners (10,085 via computer; 15,295 via mobile device)
 August 2015 – Jan. 21, 2016 = 26,769 concurrent listeners (15,295 via computer; 10, 844 mobile device)
 Average time spent listening to KEOM is 1.5 hours. (By comparison, most stations average 15 minutes.)
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June 2016
The chart below refers to our streaming audiences.
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June 2016
Awards
 20 MARCOM Awards in 2015-16
 Taste & Trade Best of Show Award
 D Magazine “Best Radio Station” nominee (4th consecutive year)
Sponsorship
While KEOM’s educational/non-commercial status does not permit advertising, sponsorships are permitted.
Sponsorships allow the station to award college scholarships to its students. The total amount varies from year to year but averages
$2,500 to $3,000 each year.
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June 2016
Media Relations
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60 media mentions per month*
Audience reach/viewership potential for 2015: 4.8 billion*
Advertising value: $45.1 million*
Sentiment: More positive than negative or neutral
Recent Positive News Stories:
o Dr. Vroonland’s hire
o Opening of Henrie Elementary
o 2015 Bond Election (77% approval)
o Early Reading Initiative
o Range Elementary Construction
o Auto Tech Students restore fallen soldier’s car
o ETC Program
o Recycled bottles art project at Mesquite Academy
o Community garden/related service projects at Gray Elementary
*Per Meltwater media monitoring service
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June 2016
Open Records Requests
Mesquite ISD’s public information officer (Allison Lewallyn) processed 62 public information requests in 2015. To date in 2016, she
has completed 22.
Comments from Requestors:
Dear Allison,
My goodness! I am extremely impressed. You have responded in record time to a Public Information Request and in the
requested format!
I have worked as a teacher and then as a teacher advocate for decades and have rarely seen such prompt efficiency. You (and
Mesquite ISD for having hired you) should be commended!
I wish you a relatively stress-free end of the school year ... and thank you for all of your efforts to help.
Judy Luttrell
Chief Operating Officer
Independent Educators Association
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June 2016
AllisonMesquite ISD should be given an award for your quick response to public records requests! I requested it from 30 districts, and
you are the first to respond.
I really appreciate it.
Jessica Huseman
Education Reporter, The Teacher Project
Results of SCoPE Survey
Earlier this year, MISD contracted with SCoPE (School Communication Performance Evaluation) to determine, through surveys, how
well we are communicating with three vital target audiences: staff, parents/families and the community. Some key results of the
surveys are as follows:
Faculty/Staff
The staff survey assessed communication from the district as well as the school/department.
Completed Surveys: 1,448
Margin of Error: +/-2.2%
Average number of interactions with parents/community members per week: 17,450
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June 2016
Most relied upon methods for district communications:
Least relied upon methods for district communications:
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Email
School Calendar
District Website
Social media/local news (tied)
School Board Meetings
Mobile App
Top 3 preferences for district communications:
 Email
 Automated Text Messages
 Districtwide faculty/staff meetings and eNewsletter (tied)
Communication meets individual needs and preferences for receiving information?
Overall score of 3.9 on a scale of 1 to 5 (78%).
Overall satisfaction with communication from school/district:
4.1 (79% rated either 4 or 5)
Overall rating for perception of the district based on communication:
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June 2016
Communication from the District: Highest and Lowest Scoring Areas (among staff)
Lowest Scoring Areas
Highest Scoring Areas
Understandable
Accurate
Recognizable
Openness and transparency
Timely
Trustworthy
Quality/Reputation of MISD a factor in
decision to work here
1
2
3
4
5
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June 2016
Communication in Key Areas: Highest and Lowest Scoring Areas (among staff)
Best perform my duties
Student success and achievement
How I can best support student achievement
About faculty/staff success/achievements
During a crisis
Regarding school/district leader decisions
How I can deliver effective customer service
Feel valued as an employee
District finances/related issues
1
2
3
4
5
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June 2016
Parents/Families
The parent survey assessed communication from the teachers, school and the district.
Completed Surveys: 694
How They Get Their Information
From Teacher
From School
From District
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Most Relied Upon
Report card/progress note
Backpack notices/flyers
Email with teachers
Automated email
Automated phone calls
Backpack notices/flyers
School calendar
Automated email
Automated phone calls
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Least Relied Upon
Social Media
Teacher Webpages
Phone calls with the teachers
School meetings
School website
Automated text messages
District meetings
Social Media
Mobile App
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June 2016
 Automated email messages
 Automated text messages
 Automated phone calls
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June 2016
Communication from the District: Highest and Lowest Scoring Areas (among parents)
Easy to recognize
Quality of district a factor in decision to move/live
here
Understandabe
Accurate
Open and Transparent
Timely
Trustworthy
1
1.5
2
2.5
3
3.5
4
4.5
5
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June 2016
Communication in Key Areas: Highest and Lowest Scoring Areas (among parents)
About quality of instruction
About extra/co-curricular offerings
About school/district event, programs, issues
About student conduct expectations/issues
About district finances, budget/bonds, related…
During a crisis
How I can become involved
1
1.5
2
2.5
3
3.5
4
4.5
5
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June 2016
Effectiveness Reports
Community
The community survey assessed communication from the district.
Completed Surveys: 109
How They Get Their Information
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Most Relied Upon
School calendar
Printed newsletter/notices
District website
Least Relied Upon
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Mobile app
District/School Meetings
 Printed newsletter
 District website
 eNewsletter/social media
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June 2016
Communication from the District: Highest and Lowest Scoring Areas (among community members)
Easy to recognize
Quality of district a factor in decision to move/live here
Understandabe
Accurate
Open and Transparent
Timely
Trustworthy
1
1.5
2
2.5
3
3.5
4
4.5
5
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June 2016
Communication in Key Areas: Highest and Lowest Scoring Areas (among community members)
About student success/achievement
About district goals/plans/related issues
About quality of instruction
About extra/co-curricular offerings
About school/district event, programs, issues
About student conduct expectations/issues
About district finances, budget/bonds, related issues
During a crisis
How I can become involved
1
1.5
2
2.5
3
3.5
4
4.5
5
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June 2016
Cost of Program
(All figures indicate year-to-date expenditures.)
Communications (Central Office)
Total Budget (minus salaries)
Spending by type (fiscal year to date)
Misc. Operating
(District Events/Recog. Programs)
Billboard Advertising
Mobile App
Customer Service Training
Social Media Management
Media Monitoring
Website Maintenance
Printing
Translation
Travel/Staff Dev.
Postage
Supplies
$415,600
$76,257
$49,122
$11,000
14,978
$25,840
$10,000
$20,000
$29,000
$700
$4,754
$16,808
$69,104
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June 2016
Cost of Program
Electronic Media Services*
Equipment/Supplies
Travel
Repairs
Contracted Services
Misc. Operating
$223,700
$12,580
$1,047
$1,989
$1,150
$1,291
*EMS received $200,000 in October to use on capital expenditures from the PEG account (funds CoM receives from cable providers).
KEOM
Legal Service
Repairs
Copier Rental
Electronics/Computers
Supplies
Travel
Misc. Operating (fees, etc.)
$42,000
$2,275
$1,899
$2,990
$3,152
$2,252
$530
$9,517
Print Shop
Copier Rental
$26,897
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June 2016
Vision for the Future
Short-term/immediate focus areas:
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Gain local, regional and national attention regarding Mesquite ISD’s Early Reading Initiative and other innovations.
Double original TV programming over the next year
Ramp-up social media presence and influence
Governmental relations/legislative priorities
Promote bond fund projects/strategies
Strategic Planning communications
Employ new methods of community engagement, specifically with the business community, real estate agents and senior
citizens.
Public relations campaign with CoM for developers
Website redesign
Mobile app recreation
Long-term focus areas:
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Ensure Mesquite ISD parents, students and guardians are receiving and understanding our communications efforts and are
able to readily get the information they need
Focus on engaging our community in more ways
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June 2016
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Designate one cable station for Spanish-language district programming
Better engage our Spanish-speaking audiences through community outreach efforts and more translated publications, videos
and advertising/marketing
Strengthen and expand campus-level communications efforts to better customize school, student and faculty news
EMS:
 Produce more reality-based projects that showcase our students, teachers and programs
 Provide capability for self-produced video
KEOM:
 Relocate KEOM studio to a school campus (opportunity to increase enrollment)
 Determine solution to provide transportation for KEOM students
 Establish a broadcast room for KEOM sports students in the broadcast booth at the football stadiums to further develop
students in that direction
 Designate adequate funding for Nielsen rating reporting
Print Shop:
 Set-up online order forms for print jobs
 Maintain quality and turnaround time
 Streamline/standardize jobs (such as discipline folders)
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June 2016 - Mesquite ISD

Transcription

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