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 research methods

￮ Guide development of communication plan

￮ Create a baseline that can be measured against

3

Project Elements￮ Survey￮ Walk-n-Talks￮ Focus groups￮ Informational interviews

4

5

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

1,501Total participants in all four methodologies

1% Informational Interviews2% Walk-n-Talks6% Focus Groups91% Survey

6

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

7

Outreach - Paper￮ Local coffee shops￮ Senior Center￮ Northside Branch Library￮ Central Park Library￮ Chamber of Commerce￮ District Office reception lounge

8

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

9

Survey￮ May 29 - June 25￮ 1,366 respondents￮ Electronic (Typeform) and

paper￮ Quantitative and qualitative￮ Determines scope of

perceptions

10

Survey Respondents

11

or

Impression of Communications

12

Familiarity with...

13

Day-to-Day 3.52Mission 3.50Events 3.38Policies 3.36Accomplishments 3.34Plans 3.04Challenges 2.82

Receive Information from...

14

Effectiveness

15

School emails 3.87School website 3.53District emails 3.50School newsletters 3.46Autocalls 3.41District website 3.22District newsletter 3.11Outside media 2.46District Facebook 2.06District Youtube 1.69District Instagram 1.67

Level of Trust to Fulfill Stated Values

16

Diversity 3.79Professionalism 3.58Integrity 3.53Fiscal responsibility 3.50Parental support and involvement 3.46Full Potential 3.45

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)

17

Focus Groups￮ May 16 - Aug 1￮ 80 Participants

￮ Student￮ Family (English & Spanish)￮ Classified￮ Certificated￮ Community

18

Informational Interviews

￮ July 23 - Aug 10￮ 17 Participants

￮ Board members￮ Cabinet￮ Managers

19

Initial Themes￮ District in transition

￮ Demographics￮ Size of district￮ Culture of district

￮ High level of pride￮ Parents￮ Students￮ Staff

20

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

21

Next Steps

22

Final ReportContinued Analysis

Communication Plan

Identify effective strategies and tactics, set up systems