The document discusses the Richardson Independent School District's communications strategies and plans to move from informing the public to engaging them. It notes that audiences are weary and they see more competition, so RISD needs to strengthen its brand. The district does well with media relations and campus communications but needs more social media presence, improved photography, and additional writing and translation staff to tell its stories better with limited resources. The goal is to showcase why RISD is special and worth engagement.
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Communication Update
1. R I C H A R D S O N I N D E P E N D E N T S C H O O L D I S T R I C T
Where all students learn, grow and succeed
From Inform to Engage…
the Next Chapter of the RISD Story
2. Richardson ISD | Where all students learn, grow and succeed
Guiding Principles
Our audiences’ attitudes have changed.
Weary/wary
We have a brand.
…and we need to sell it.
We have competition…and it’s more than other ISDs.
Make it easy for people to say “yes” to you.
The user experience and audience expectations should
drive communications practices.
With a lean staff, the multiplier effect is key.
3. Richardson ISD | Where all students learn, grow and succeed
What RISD Does Well
Media relations
Community relations visibility
Clean design that messages stewardship
Campus and District communication to parents
Inter-departmental and campus cooperation
4. Richardson ISD | Where all students learn, grow and succeed
Building on Success – Good to Great
Mine for content. Cross-market. Repeat.
Stock our storytelling toolkit.
Improve photo stock
Strengthen our writing
Add voices
Social media approach
Transition recurrent publications to industry standards.
Strategically introduce new presences/consider exits.
Big 7, in order: Facebook, Google+, YouTube, Twitter,
Instagram, Pinterest, LinkedIn
5. Richardson ISD | Where all students learn, grow and succeed
Building on Success – Good to Great
Strengthen Communications processes and
documentation to enhance service delivery.
View stakeholder experiences, end to end, with a
marketing eye and recalibrate as needed.
6. Richardson ISD | Where all students learn, grow and succeed
Moving Forward…
Blog
Tweaked approach to social media
Direct subjects’ voice in Spotlight, School Times
Improved, documented internal business practices
7. Richardson ISD | Where all students learn, grow and succeed
Additional Support Needed
Translation capability
off-hours, emergency basis
provide more Spanish-language content
Social media/photography
Robust photo/image inventory system
Writer (journalistic and marketing)
8. Richardson ISD | Where all students learn, grow and succeed
Challenges
Time Poverty
Opportunity Costs
Budgetary Constraints
Leadership Churn within Communications
9. Richardson ISD | Where all students learn, grow and succeed
Key Takeaways
RISD is doing great things, but the impact is reduced
without intentional and compelling storytelling.
With existing resources, identify priorities for now vs.
later.
The Why…Our Intended Outcome.
Create/Reinforce the belief that RISD is special and
you/your children should be engaged with us.