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Goshen Central School District
Communications Plan 2009-10
Christina Intranuovo
Communications Specialist
COMMUNICATIONS PRIORITY ONE
Continue to promote and expand the district Web site
as a primary information source for the community, and begin
exploring the option of redesigning the Web site.
Analysis
Since its launch in September 2005, the Goshen Central School District Web site
has seen its number of unique visitors increase by 348 percent, with more than
23,000 unique visitors typically each month. The district also invested in School
News Notifier (SNN), which was launched in March 2008. To date, SNN
enrollment has been steadily growing, with 1,140 current subscribers.
This is proof that Goshen residents are increasingly turning to their district Web
site for information about their schools.
To meet the needs of this growing audience, I will continue to expand and
develop the site so that it contains pertinent, up-to-date information for the
community in a technically appropriate and aesthetically pleasing setting.
Planning & Execution
•
Continue to expand content (for example, create a section on the site
about the district’s music department).
•
Continue to tell the district’s many stories through well-written, informative
and timely news articles posted on the site.
•
Continue to use SNN as an important tool to build the home-school
connection, and continue to work on increasing subscribership.
•
Create photo galleries depicting student activities. For the first time since
launching the site, the district is allowing the use of student photos, which
will help increase traffic and help visitors gain a deeper understanding of
the day-to-day activities at school.
•
Work with district administrators and staff to explore the option of a Web
site redesign to make the site more visually appealing, user-friendly and
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Goshen Central School District
Communications Plan 2009-10
Christina Intranuovo
Communications Specialist
technologically current. The existing site was designed and built four years
ago, and does not reflect current best-practices in Web site development,
navigation and handicapped-accessibility. Rebuilding the site with a more
contemporary look and improved navigation would help spark new
excitement for this crucial communication tool, further boosting traffic and
allowing the district to better get its messages out to the community.
•
Begin to examine social networking tools such as Facebook, Twitter, etc.
for improving and broadening district communications. Many districts are
beginning to use these social networks to increase communications, and
this may be an option for Goshen to pursue in the future.
COMMUNICATIONS PRIORITY TWO
Communicate details of the 2010-11 district budget,
build consent and encourage residents to vote.
Analysis
Last May, Goshen saw its proposed 2009-10 budget approved by almost a
1,000-vote margin. However, this budget passage was bitter-sweet because the
district cut several teaching positions, extra-curricular activities and educational
programs in order to minimize the tax levy increase, in light of reduced state aid
and the uncertain economy.
With the economy continuing to falter and New York State’s deficits continuing to
deepen, school districts across the state must work even harder to communicate
the difficult decisions that lie ahead and to engage the community in the budgetdevelopment process.
Planning & Execution
•
Work with district administrators to communicate about fiscal, academic,
staffing and related issues as they arise throughout the school year.
•
Continue to highlight student and staff achievement through press
releases, Web site articles and newsletters, so that district residents can
see a return on investment in the district.
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Goshen Central School District
Communications Plan 2009-10
Christina Intranuovo
Communications Specialist
•
Continue to use the Web site as an important source of budget
information. Make budget details and voting information easily accessible
and post updates as new information becomes available.
•
Encourage administrators to conduct community forums in order to hear
residents’ questions and concerns and build trust and open
communication with district residents.
•
Continue to produce budget publications such as the budget newsletter,
budget postcard, budget fact sheet, etc., to inform voters about the ins and
outs of the 2009-10 budget vote.
•
Look for ways to promote the importance of voting and having residents’
voices heard.
•
Encourage administrators to use an exit survey during the budget vote so
that we may obtain a better understanding of why residents voted the way
they did and any underlying concerns they may have. In the past,
administrators have dismissed the idea of using exit surveys to gather
insights into voter thinking, but I believe this is an invaluable tool that
should be considered again, especially in light of the fiscal and
educational balancing act that all school districts will face this year.
COMMUNICATIONS PRIORITY THREE
Continue to focus on student and staff achievement in order to build
community support and awareness in the district. Illustrate for the Goshen
community the value of their educational dollar.
Analysis
Education is, by its very nature, a resource-intensive endeavor. Residents have a
right to know how their tax dollars are spent. Regular communication with
community members will help them better connect with the school district.
Planning & Execution
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Goshen Central School District
Communications Plan 2009-10
Christina Intranuovo
Communications Specialist
•
Continue to highlight student, staff and district achievements by sending
pictures and press releases to the local media, inviting the local media to
attend important school events and activities, publicizing information in
district newsletters and posting information on the district Web site.
•
Continue to strengthen the lines of communication between myself and
the building principals and secretaries, so that I continue to stay abreast of
school events and happenings.
•
Continue to use School News Notifier (SNN) to relay upcoming events and
information via e-mail alerts.
COMMUNICATIONS PRIORITY FOUR
Effectively communicate the progress of the
capital improvement project and the district’s plans for
another capital project in the near future.
Analysis
In May 2008, residents approved a $2.4 million district-wide capital improvement
project designed to help the district meet the recommendations of its 2005
Buildings Conditions Survey while addressing several needed repairs throughout
the district. Increases in student enrollment have outpaced projections in recent
years, with numerous demographic studies indicating that district facilities will not
be large enough to accommodate the growing number of enrolled students.
However, in December 2007, district residents overwhelmingly voted down a
proposed $69.9 million capital project that would have allowed for expansion and
renovation of facilities in all four school buildings in order to accommodate our
growing student population.
In anticipation of another smaller capital project within the next 12-14 months, the
district must work on building trust in the community and focus discussion of the
project around fiscal responsibility and the ultimate positive impact on student
achievement.
Planning & Execution
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Goshen Central School District
Communications Plan 2009-10
Christina Intranuovo
Communications Specialist
•
Provide regular updates about capital improvement construction progress
in our schools through press releases, Web site articles and other
publications
•
Use the Web site to illustrate capital improvement construction progress
through photo galleries.
•
Work with administrators to enhance public understanding of Goshen’s
growing student population as well as areas within its schools that are not
ideal for student learning. Also identify ways to build trust between the
community and the district as it relates to future capital project proposals.
Efforts may include:
o Capital Project Communications Efforts
Face-to-Face Communications
U
Community Presentations – Host “open house” style community
meetings to promote discussion about the bond issue – i.e., provide
information (through PowerPoint or other presentation) while
answering questions and concerns from the community. Announce
meeting dates/times through press releases, newsletters, SNN and
district Web site.
Presentations to School and Community Groups – Make
presentations on the bond issue to members and guests of school
and community organizations, such as PTA, etc., or other
community groups such as a local senior center. Provide
information (through PowerPoint or other presentation) while
answering questions and concerns from the community. Announce
meeting dates/times through press releases, newsletters, SNN and
district website.
Displays and Information Tables – Set up information tables in
school buildings that community members can view when visiting
schools (especially during evening events). Tables could display
building plans as well as informational brochures and other
literature that highlight the project.
Print Communications
U
Bond Issue Newsletter – Produce a newsletter that focuses on the
needs and proposal for the capital project. Include project details,
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Goshen Central School District
Communications Plan 2009-10
Christina Intranuovo
Communications Specialist
planning process, detailed tax impact information, explanation of
available state aid, construction phasing information, voting details
and consequences of a rejected proposal.
Q & A Flyer – Produce a detailed Q & A that can be available on
display tables, main offices of each school, Main Street Building,
sent to local media, e-mailed via SNN and posted on the district
web site.
Website Communications
U
Capital Project Section – Create a section of the Web site
dedicated to the capital project that is updated regularly. Include all
printed information such as newsletters, press releases, etc., and
voter information.
District Homepage – Feature articles about the capital project on
the homepage. Try to hit different angles of the vote, such as how
new classrooms will help students meet state mandates.
Tax Calculator – Work with Ken Petersen of Capital Region
BOCES to include a tax calculator on the district Web site so that
district residents will be able to view their individual tax impact.
SNN – Create an SNN alert dedicated solely to capital project news
and updates.
Media Communications
U
Press Packets – Create a press packet for local reporters that will
include a press release summarizing the project and announcing
the vote date as well as all printed materials to provide background.
Press Releases – Send press releases during different highlights
as the project progresses, such as when the referendum is adopted
by the Board of Education, the availability of absentee ballot
applications, dates of community presentations, etc.
Get out the vote efforts
U
Web site Notices – Publicize the vote date on all entry pages of
the district Web site.
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Goshen Central School District
Communications Plan 2009-10
Christina Intranuovo
Communications Specialist
SNN Alerts – Send out SNN alerts reminding subscribers to vote.
School Newsletter Vote Reminders – Ask principals and PTO
presidents to include a “remember to vote” note in their newsletters.
Newspaper Reminders – Send press releases to local papers that
will appear right before the vote.
COMMUNICATIONS PRIORITY FIVE
Use video as a communications tool.
Analysis
In the past, district policy stated that no student photos were permitted on the
Web site; therefore, the option for video was extremely limited. Now that this
policy has been reversed, I’m extremely interested in exploring the option of
creating videos as a new, fresh way to communicate with the public.
Planning & Execution
•
Learn the skills necessary to take, edit and post video on the district’s
Web site.
•
Explore equipment options that will provide high-quality videos while being
fiscally responsible.
•
Attempt to create and post videos on a regular basis while working within
the time constraints of Goshen’s 0.75 account.
•
Tell the district’s stories by filming day-to-day activities, special events and
other activities within our four schools.
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Goshen Central School District
Communications Plan 2009-10
Christina Intranuovo
Communications Specialist
COMMUNICATIONS GROWTH
Suggestions for ways to strengthen the existing communications program
The Goshen Central School District began growing its account with the Capital
Region BOCES Communications Service in 2005 in order to build trust and
consent within the community. A number of initiatives have been taken, including
a brand new Web site, newsletter redesign, and increased media relations. All
can agree that the community, as a whole, responded well to the district’s efforts.
However, there is still a lot more the district can be doing to strengthen its
communications and ultimately, the home-school connection.
By expanding the existing 0.75 FTE contract to 1.0 full-time, the district would be
able to undertake the following additional initiatives:
•
Capital Project Campaign
The district is considering a capital project in the near future. In December
2007, the district’s proposed building project was overwhelmingly
defeated.
With a full-time account, the communications specialist would have
sufficient time to develop a detailed campaign for the capital project,
including a detailed district newsletter, fact sheets, Q & As and brochures,
Web site information section, exit surveys, community forums and more.
Without an increase in FTE, a capital project campaign could still be
accomplished, but other priorities would have to be set aside to allow
sufficient time for this initiative.
•
A newly designed Web site
The district Web site is its number one source of information, with more
than 23,000 unique visitors each month. At the time of its launch, it was
one of the best school Web sites in the county; some may say it was the
best. Its new design showed the district’s commitment to providing the
community with a comprehensive and vibrant Web site that was filled with
up-to-date information.
However, there have been several advancements in Web site design in
the past four years, both aesthetically and structurally. The district’s site is
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Goshen Central School District
Communications Plan 2009-10
Christina Intranuovo
Communications Specialist
no longer the leader in Web communications among area schools. The
site is four years old, beginning to look outdated and is somewhat
overwhelming and cumbersome to navigate.
With a full-time account, the communications specialist would have
sufficient time to undertake the necessary planning and development
tasks required to launch the new site, working in cooperation with
colleagues at Capital Region BOCES. Without an increase in FTE, the
new Web site could still be accomplished, but other priorities would have
to be set aside to allow sufficient time to launch the new site.
•
An anti-rumor section on the Web site
The Goshen Central School District works hard to control rumors by
communicating in an honest and open manner with its community;
however, it is a daunting task to manage every rumor that may circulate
within the community. Miscommunication, misunderstanding and just plain
negative attitudes all contribute to the rumor mill, and not every resident
will have the time, energy or desire to seek the truth from the
superintendent or other district official.
With a full-time account, the communications specialist could create an
anti-rumor section of the Web site, where district residents can
anonymously submit a question about the district that would be answered
and posted online. As more questions are answered, an archived section
could be created where residents can research answers to their questions.
Parent Newsletters
The Capital Region BOCES Communications Service offers a series of four
different newsletters for parents that address many of today’s most
challenging educational issues. The first three pages of each newsletter
include a feature story as well as tips, resources and other strategies, created
by the Communications Service. The back page has space that the district
can use to personalize the newsletter with district-specific information, or the
district may opt to use themed-copy for the back page that BOCES can
provide.
The district can opt into the parent newsletter series at any point during the
school year, but some issues may already have gone to print. The district can
also purchase electronic-rights to the stories, which would allow the stories to
be used on the district Web site or in any district publications. Participating in
this series is an additional cost, outside the FTE.
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