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Communication is the Key:

Growing Your Own In-House Communication Professionals to Support and Spread

Your District’s Message and Story

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Presented by

Travis Houslet and Jason LeMay

October 28, 2024

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Just the facts . . .

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District has . . .

  • approximately 865 students in 4K-12
  • has maintained enrollment, but not seeing substantial growth
  • staff tenure that averages 20-25 years of service
  • depended on an operational referendum since 2007

Community is . . .

  • located near Madison, Portage, and Wisconsin Dells
  • a rural community with most residents working elsewhere
  • has minimal large employers = tax base mainly residential
  • extremely supportive of the school district and #PardeevilleProud

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The Pardeeville

Communications Journey

2014

School district launched social media platforms (Facebook, Instagram, and Twitter) and launched #PardeevilleProud hashtag, along with a move towards a consistent “brand”.

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The Pardeeville

Communications Journey

2014

2016

Fully developed social media and communication presence that was utilized with both an operational and capital referendums in 2017.

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The Pardeeville

Communications Journey

2014

2016

2019

Social media presence, as well as other communication areas, had begun to lag and were “restarted.” COVID-era.

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The Pardeeville

Communications Journey

2014

2016

2019

2021

Administrative change and reigns handed over to a part-time communications coordinator for the school district.

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Times were Changing

2014

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Why Pardeeville needed to change our communications

  • Narrative about the school district
  • Change in how people got information about the school
  • Declining enrollment and open enrollment struggled
  • Communication was needed to inform community about upcoming referendums and facility work

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Hitting our Stride

2016

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We had come a long way!

  • Created content for social media and other platforms, as well as posting and maintaining sites
  • Worked and created content for newsletters, mailers, and promotional items
  • Took pictures and made videos featuring students and staff from across the school district
  • Prepared advertisements and notifications
  • Enrollment had stabilized and #PardeevilleProud was part of the lingo

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The Return

2019

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Time to reset and rethink

  • If it’s everyone’s job, it’s NO one’s job.
  • Buildings started handling their own posts and communications.
  • Cohesion was lost and quality wasn’t there in materials, photos, etc.
  • The school district needed to reset and relaunch.
  • COVID . . .

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Effective

Communication

is

Necessary

01.

02.

03.

Consistent Content and Branding logos, pictures, messages, school colors, #hastags

Celebrations and Information

different types of media serve different purposes.

Multiple Platforms

electronic and print newsletters, video recordings, social media, etc.

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Numerous Tools to Help

This Can Include People!

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New positions. New faces.

2021

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A new era and new ideas

  • If it’s everyone’s job, it’s NO one’s job.
  • Return to buildings and getting back to “normal”
  • Retirement of District Administrator and hiring of High School Principal (who handled the communications across the school district) as the replacement
  • Preparing for a strategic plan and another referendum, both operational and capital.
  • An idea became a reality

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Communications Coordinator

An idea becomes a reality

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Infographics

Videos

Social Media

Newsletters & Mailers

Infographics improve reading comprehension by 50% and visuals increase learning and information retention by 78%.

Develop videos to highlight students, staff, programming and to be utilized for “special asks” (e.g. referendum, strategic planning, etc.)

Create informational newsletters and mailers that can be sent directly to your community members. They should also highlight school successes!

Social media can reach a different group of community members and can disseminate information at a much faster rate than other forms of media.

Use photos to illustrate current programming and activities. The pictures tell the story of your school district.

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Photos

Not everyone gets their information from the same sources.

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Infographics

Infographics improve reading comprehension by 50% and visuals increase learning and information retention by 78%.

Not everyone gets their information from the same sources.

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Videos

Develop videos to highlight students, staff, programming and to be utilized for “special asks” (e.g. referendum, strategic planning, etc.)

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Not everyone gets their information from the same sources.

To view all the Focus on Facilities Videos go to : https://www.pasdwi.org/long-range-planning/

Focus on Facilities Videos Series

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Photos

Use photos to illustrate current programming and activities. The pictures tell the story of your school district.

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Not everyone gets their information from the same sources.

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Social Media

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Social media can reach a different group of community members and can disseminate information at a much faster rate than other forms of media.

​

Not everyone gets their information from the same sources.

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Newsletters & Mailers

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Create informational newsletters and mailers that can be sent directly to your community members. They should also highlight school successes!

​

Not everyone gets their information from the same sources.

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SOCIAL MEDIA AND CONNECTIVITY

CHEERLEADER FOR PROGRAMS AND SCHOOL DISTRICT

PHOTOGRAPHY AND VIDEOGRAPHY

LAYOUT AND DESIGN

CREATIVITY

RESEARCH AND WRITING

MANY DUTIES: ONE FOCUS

If it’s everyone’s job, it’s NO one’s job.

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Making it work for you

Ways other schools can use this concept/model

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The number of people who see your posts on social media is controlled in part by an algorithm. Consistent posts are important, as is interaction with those posts.

Consistent Social Media is key

1 point - A like (or love or any reaction)

7 points - A comment

14 points - A share

FACEBOOK ALGORITHM - CLIFF NOTES VERSION

To reach more people you have to score more points. When it comes to algorithm, it breaks down like this:

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Who can do the job?

  • Find someone who can take photos/videos. Those photos and videos are king when it comes to social media.
  • You may have a parent or community member taking photos at sporting events that could be a perfect fit for this role.
  • Someone already working in local media. Working in schools can offer more job stability, better hours, and you get to see your kids during the school day.
  • Flexibility is key. As a special education aide, I am usually able to adjust my schedule if needed. Maybe not the case for the school nurse or administrative assistant.

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Tools and resources to help

  • Wisconsin School Public Relations Association (WSPRA) is a professional association representing schools, school districts, educational associations, consulting agencies and organizations in Wisconsin, and is willing to help those new to school communications.
  • A.I. is a huge help. If you have someone who maybe isn’t the best writer, A.I. is great at writing news stories and social media posts, or just as a tool to help brainstorm ideas.
  • “Mastering Social Media for Schools” and “School PR Podcast” are just two podcasts I’ve used to come up with new ideas and learn about school PR.
  • Follow other schools to see what they are doing. Admire and Acquire what is working for them.

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Select celebrations over

information on social media

  • Social media should be used to only tell the positive stories. Any “bad news” should be communicated in other ways.
  • Don’t post things that will invite negative comments.
  • Social media is not a bulletin board for meetings and events. Try for a 80/20 ratio of celebration over information.

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Districts are competing with neighboring schools and private schools for students, so you need to market your districts to showing people the positive things happening inside the buildings and around the community.

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Takeaways From Today’s Presentation

    • Cultivates leadership from within - use who you already have!

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    • Good communication strengthens community ties and support.

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    • Need consistent content on social media or your trend algorithm tanks, as well as consistent content and branding (logos, school colors, #hashtags).

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    • Find someone who can take good photos or videos to tell your story. AI is a great tool for those who struggle with writing, but you need a person that is in-house to get images and videos.

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    • Social media should be used to tell positive stories. It’s not just a bulletin board for information. Choose Celebration over Information (80/20 is a good ratio to shoot for).

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    • There are a ton of resources to help someone new to school PR including WSPRA.

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    • You are competing with neighboring schools and private schools for students, so you need to market your schools by showing people the positive things happening inside your buildings.

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    • If it’s everyone’s job, it’s NO one’s job. You need someone to professionally manage and enhance your school’s online presence and communication strategy.

Consider investing in a GYO program for your own communications coordinator!

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Thank you very much!

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QUESTIONS?

Contact

Jason LeMay,

District Administrator

w: 715-532-5277 ext. 21312

c: 715-271-2583

jlemay@sdlwi.org

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Contact

Travis Houslet,

Communications Specialist

w: 608-429-2153

C: 608-617-8081

houstr@pasdwi.org

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