COMMUNICATIONS & PUBLIC RELATIONS

2. COMMUNICATIONS & PUBLIC RELATIONS

3. COMMUNICATIONS/PUBLIC RELATIONS YEAR 1 PRIORITY 1 STRATEGIC PRIORITY 1 • SBCISD will utilize available, current and trending social media outlets to reach all stakeholders. YEAR 1 GOAL • Develop and implement a policy for standardized use of approved social media. STATUS [December 2016] • As part of our research, we discovered that San Benito CISD’s social media policy is virtually non-existent. • We requested and compiled a sampling of how our neighboring districts govern social media throughout as well as how their policy is written. As of Tuesday, December 13, 2016 FACEBOOKTotal LIKES = 7,592 TWITTER Total Followers: 291

4. COMMUNICATIONS/PUBLIC RELATIONS YEAR 1 PRIORITY 1 CONTINUED (For 3 home games) -990 people reached -52 Post Clicks (For 3 home games) -772 people reached -100 Post Clicks STATUS [December 2016] Continued • We also created additional social media accounts for our sports fans to interact at Bobby Morrow Stadium and beyond. • The social media policy information from neighboring districts has been compiled with an initial meeting held September 29, 2016, with Executive Director of Human Resources Margot Torres. NEXT STEPS • We will be working with Mrs. Torres to create a draft by January 20, 2017. The Policy Committee can use this as a reference, and they will determine the final changes, if necessary.

5. COMMUNICATIONS/PUBLIC RELATIONS YEAR 1 PRIORITY 2 STRATEGIC PRIORITY 2 • SBCISD will foster a positive mindset associated with our schools and community. YEAR 1 GOAL • Conduct surveys and forums with all stakeholders to identify the perceptions of the district. STATUS [December 2016] • We created a survey (in English and Spanish) to identify perceptions of the district and made it available to staff, students, parents, community members, business leaders, and media. The survey, comprised of 19 questions, was conducted from October 21-November 4. The survey link was E-mailed to ALL staff, promoted via newspapers and social media, and posted on the website. A total of 366 individuals responded to the survey, with the breakdown as follows: School District Employees-295, or 80.06 percent Parents-39, or 10.66 percent Students-10, or 2.73 percent Community Members-10, or 2.73 percent Business Leaders-2, or 0.55 percent Other-10, or 2.73 percent

6. COMMUNICATIONS/PUBLIC RELATIONS YEAR 1 PRIORITY 2 CONTINUED Positive Neutral STATUS [Continued] Responses in survey ranged from positive, neutral and negative: •The community is optimistic and willing to embrace change. •Employees are “hard working” and “loyal.” •Athletic, Career and Technical Education, and dual enrollment programs are top-notch. •The community is “high spirited” and demonstrates much “Greyhound pride.” •The district is making progress. •Respondents are generally satisfied with campus & district communication. Over 72% would prefer communication via E-mail, and over 75% of respondents visit the district website daily. •“Compadrismo” / favoritism is widespread. •Employees are underpaid, and there is high employee turnover. •Health insurance benefits are inadequate, and premiums and deductibles are too high. NOTE: Complete survey results are available for review, upon request. NEXT STEPS • The data/responses will be used to identify the perceptions from a sampling of stakeholders. • A Communications/Advisory Committee will be created and will discuss survey results and make recommendations on specific areas to target with a newly-formed positive campaign by early February 2017. We will use the committee to address several items throughout the Communications/PR priorities. Negative

7. COMMUNICATIONS/PUBLIC RELATIONS YEAR 1 PRIORITY 3 STRATEGIC PRIORITY 3 • SBCISD will consolidate district, schools and departmental communications through a collaborative medium. YEAR 1 GOAL • Identify, evaluate, and select the modes of communications. STATUS [December 2016] • In an effort to standardize communication modes among and between campuses, departments, students and parents, we requested a list of such communication practices from all campuses. From the data collected, we created a chart that delineates all campus modes of communication. NEXT STEPS • Based on data gathered from the campuses, we will meet with campus principals to determine the best and proven methods of communication and work towards standardizing a uniform mode of communication. • By mid to late February 2017, a proposed plan to standardize a uniform mode of communication will be developed. (See Modes of Communication Chart, Next Page)

9. COMMUNICATIONS/PUBLIC RELATIONS YEAR 1 PRIORITY 4 STRATEGIC PRIORITY 4 • SBCISD will modernize and update its digital image. YEAR 1 GOAL • Review the current website template and seek mobile phone application options for the district. STATUS [December 2016] • The Communications Department has been working closely with the Superintendent’s Office and the district’s Technology Department, holding meetings and discussions to review the effectiveness of the current website. • The Technology Department has secured services with Edlio, a company that creates custom designed websites. • The services being provided include a district “app” that will allow school leaders to be more effective with communication efforts with both internal and external publics, and the district will use this as another means of promoting the district. NEXT STEPS • The initial steps have been taken for Edlio and/or the district to transition to the new website. The goal is to complete the process by spring 2017. Dec. 12, 2016 - Jan. 31, 2017 : Compile site templates for campuses Dec. 30, 2016 – Jan. 6, 2017 : Campus Mock-Up is created Jan. 9-23, 2017 : Finalize design Feb. 1-28, 2017 : Finalize campus sites March 2017 : Projected Launch • The district will create a communications plan to inform staff and community on details such as training dates for staff, etc. Tentative Timeline:

10. COMMUNICATIONS/PUBLIC RELATIONS YEAR 1 PRIORITY 5 STRATEGIC PRIORITY 5 • SBCISD will evaluate, reshape and implement a cohesive image (brand). YEAR 1 GOAL • Create a marketing and branding campaign. STATUS [December 2016] • Conducted an initial survey involving a sampling of stakeholders regarding questions about the district’s logo and obtained feedback. NEXT STEPS •Questions regarding the district’s logo were included in the perceptions survey, but we did not receiveenoughfeedback. A newsurvey will becreated (December 13 – 16), withquestionstargetingtheeffectivenessofthecurrentlogo. •Survey will be open to stakeholders from December 19, 2016 – January 11, 2017. •In mid-January, the advisory committee will meet and discuss logo survey responses. •Develop an entire campaign based on the new logo design that embodies the district’s new image, brand and direction. •The campaign will include flyers, posters, email blasts, newspaper blasts, billboards, TV spots, vehicle wraps and district Public Service Announcements (PSA) promotions at the local movie theatres, online, magazines, newspapers, etc.

11. COMMUNICATIONS/PUBLIC RELATIONS YEAR 1 PRIORITY 5 CONTINUED NEXT STEPS • A district campaign will be launched by early March and completed by late May to include the district’s new logo and will serve tocontinue enhancing the positive focus on our district. (Promotional and marketing efforts targeting the “Re-Imagine 2021 Strategic Plan Campaign” allowed the public an opportunity to get introduced and become familiar with the district’s new Mission, Vision & Core Value statement. This will serve as a model for the larger image and brand, district-wide campaign.)