Sample Comms Plan Proposal

RMS_AldineComms_v1.pdf

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Communications Plan: Proposed Bond Rollout Plan

Timeline from Jan. 22 to March 1 or first groundbreaking

PURPOSE OVERVIEW

This document outlines a proposed communications plan to support Aldine Independent School District (ISD)’s roll out of the 2024 bond initiatives. The bonds were passed by the voters in the November 2023 election and the first groundbreaking won’t happen until at least March 1, 2024. The goal for this communications plan is to ensure the community is engaged and informed about the progress of the bond initiatives during the gap.

BONDS RUNDOWN

Proposition A will provide for campus rebuilds, campus redesigns and renovations, safety and security, facility improvements and high-priority maintenance, technology infrastructure, and transportation at a cost of $1,622,325,676.

Proposition B will cover instructional technology at a cost of $65,547,500. Instructional technology enhancements will ensure Aldine students and educators have a technology-rich learning environment that supports, amplifies, and expands the impact of effective teaching practices so that our students are future-ready. The technology projects are focused on student and staff device refreshes (iPads, laptops, and Chromebooks) and classroom technology (interactive display panels).

Proposition C will provide for constructing an Education and Performance Center at a cost of $122,282,967. This center will serve as the district’s premiere performing and visual arts venue, able to accommodate groups of varying sizes.

COMMUNITY PARTNERSHIPS

Leveraging community partnerships is crucial for the success of the bond initiatives. Let’s take this opportunity to build a network of support that extends beyond the school district, creating a unified effort to promote the bond initiatives and ensure success. Below is a list of organizations that have potential to symbiotically add value.

Harris County Department of Economic Equity and Opportunity (DEEO)

DEEO’s mission is to create a level playing field for vendors doing business with the county with regard to M/W/DBEs. During my tenure as the Communications and Community Engagement Manager, I created a weekly newsletter called Bid Opportunities Weekly (BOW) that would be a great channel to send RFPs.

MORE TO COME!

MEDIA CONTACTS

Community Impact: Hyper-local print and web publication.

Houston Chronicle: Houston’s main newspaper publisher.

KPRC/Click2Houston: TV station and web.

ABC13 Houston: TV station and web.

Houston Press. Independent news source, print and web.

Houston Public Media: Radio station

FOX 26 Houston: TV station and web.

KHOU 11 News: TV station and web.

PROPOSED COMMUNICATIONS DELIVERABLES

1. Website Updates

- Regularly update the Aldine ISD website with detailed information about each bond initiative.

- Create a dedicated section with project timelines, goals, and progress updates.

- Review on a weekly basis to ensure all information is accurate and no corrections are needed.

2. Newsletter Distribution

- Create and sent newsletters to parents, teachers, and community members in English and Spanish.

- Include updates on each bond project, the timeline, and success stories.

3. Media and Press Releases

- Leverage relationships with local news organizations for earned media opportunities.

- Issue press releases highlighting key milestones, partnerships, or endorsements.

- Write/record spotlight testimonials and success stories related to the bond initiatives.

- Make key personnel available for media interviews to discuss the impact and progress.

5. Swag items

- Educational or campaign-specific swag items can be beneficial, (stress balls, fidget toys, staff lanyards, student t-shirts, pens and pencils, etc.)

4. Social Media

- See below

PROPOSED SOCIAL MEDIA TOPICS AND DELIVERABLES

1. Facebook @AldineSchoolDistrict

- 10-20 posts per week

- Share infographics, videos, and photos showcasing the benefits of the bond initiatives.

- Host live Q&A sessions to address community queries.

2. Twitter @AldineISD

- 5-6 tweets per week

- Use relevant hashtags to increase visibility.

- Retweet positive community responses and share project updates.

3. Instagram @aldineschooldistrict

- 5-10 posts per week

- Feature visually appealing content such as before-and-after images, project renderings, and behind-the- scenes shots.

- Identify opportunities for timelapses.

- Utilize Instagram Stories for quick updates.

4. LinkedIn @aldine-isd

- 2 posts per week

- Share updates tailored for a professional audience.

- Highlight partnerships and collaborations related to the bond initiatives.

5. YouTube @AldineISD2023

- Bi-weekly video updates

- Create video showcasing progress, interviews with key personnel, and success stories.

PROPOSED ENGAGEMENT STRATEGIES

By implementing these strategies, we can ensure that the community remains informed, engaged, and supportive throughout the period leading up to March 1 and beyond.

1. Interactive Content

- Host polls, quizzes, and surveys to engage the community.

- Encourage feedback and suggestions.

2. Countdown Campaign

- Create a countdown to March 1, building anticipation for the groundbreaking.

- Countdowns can be a fun recurring social media segment for phases and projects.

- Regularly update the community on the remaining days.

3. Balanced Content

- Prioritize visually appealing content to capture attention (infographics, videos, images, etc).

- Create balanced posts (educational, fun, profiles, informational, historical, trivia, etc.)

- Post ~80% created content, and curate the other ~20%

4. Consistent Updates

- Stick to a consistent schedule for updates to maintain community interest.

- Plan a posting schedule and use Hootsuite to schedule posts in advance.

- Address concerns promptly to build trust.

- Keep track of all milestones and plan to remind the community about them later (one month, six months, etc.) Work smarter, not harder. This also ensures those milestones stay relevant and don’t get forgotten.

5. Campaign Messaging

- This is less a strategy and more so a necessity.

- All messaging must clearly articulate the goals and benefits of each proposition.

- Emphasize the positive impact on students, teachers, and the community.

- Highlight the long-term vision and improvements these bonds will bring.

PROPOSED METRICS TO TRACK SUCCESS

Never expect a perfect strategy right out of the gate. Regularly audit the website and social media to see what works and what doesn’t then pivot when needed.

1. Press release

- Number of articles generated by press release (captured with Meltwater)

- Number of clicks of our press release (captured with Meltwater)

2. Social media

- Total number of social media views, likes, shares, engagement on all posts (captured with Hootsuite)

3. Sentiment from community

- Total number of positive versus negative engagements or testimonials from the community, whether it’s in person or online.

4. Surveys

- Surveys, whether online or in-person community meetings, are a great tool to solicit general or specific

feedback from the community.

- Asking for constructive feedback gives people a voice, thus they feel involved, thus they care more.