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

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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

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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

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CFM reviewed and assessed:

Key Findings

Key Findings External communications

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• 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

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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.

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CKSD websites• District and school websites are a

top sources of information.

• The district websites appear dated.

• District website analytics appear to be inaccurate.

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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

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Media AuditKey Findings

59%41%

Central Kitsap ReporterKitsap Sun

46%

17%

38%

PositveNegativeNeutral

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Media Audit: Tone AnalysisKey Findings

Overall, the tone for news articles about CKSD was: • Neutral: 46 percent • Positive: 38 percent• Negative: 17 percent

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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.

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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!

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Key Findings

Recommendations

Recommendations

Prepare a district communications

plan annually.

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Overall Communications

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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

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Recommendations

Adjust subsequent plans based on

metrics.

Overall Communications

Recommendations

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Recommendations

Overall Communications

Continue with current efforts to balance

traditional and digital media efforts.

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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

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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

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• 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

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Recommendations

Media Audit

Educate media about differences between

budget and levies

Systematically assess media

coverage

Repurpose Articles

CK District and Community

News

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Recommendations

Communications Materials

Continue publishing and sending CK

Connects

Eliminate the CK District and

Community News

Expand Reader Boards

Good Job!

Summary

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• 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

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• 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?