communications and outreach · 2019-10-14 · strategy. bond communications and outreach. branding:...

Communications and Outreach2020 BondOctober 15, 2019

Objectives

Understand the plan for community outreach and engagement on the 2020 capital bond including timeline, strategic messaging and communications.

Bond Communications and Outreach

Overview• Celebration

• Overview of PDC standards

• Strategy and tools

• Timeline

• Strategic messaging and communications

• Discussion


Celebration• Projects were chosen with community input

• Decision made early, so we have time to communicate

• We can accomplish work with a slight decline in the

over all tax rate

• There is something for every school in every region

• Recommendations result in bond amount lower than

neighboring districts

• Others?


PDC Standards


• No district time, resources, email, buildings, etc., can

be used to assist a campaign

• Communications must be “normal and regular

conduction of business”

• You cannot provide unbalanced information speculating

as to the consequences of passage or failure

• All comments and communications must be factual and

can’t influence the outcome

PDC Standards – Promoting or Assisting


• Information containing promotional tenor and

tone, including:• Voters have a great opportunity to do something special

for children• Everyone's future depends on the education of our

children• If the bond fails, students will be less prepared for

success• If the bond fails, there will be more portables

• Opinion vs. Fact

PDC Standards – What can you do?


• You can engage in a political activity on your own time.

• It is important to state “this is my personal view”

• You can put campaign signs in your yard

• You can attend meetings/events supporting or

opposing the bond

• You can pass out leaflets and wave signs supporting or

opposing the bond

Tools


• Strategic communication plan with messaging• Website• Comprehensive community engagement options• Logo and brand• Information graphics suite

• One-pager• Poster• Mailer• Palm card

• PowerPoint presentation• Digital marketing ads and videos

Strategy


Messaging based off of previous community surveys on what resonates

• 2/3 respondents would like more investment in STEM career pathways

• 3/4 think overcrowding is a serious issue• Student safety is a high priority

Strategy


Goals for communication on the bond:• Ensure community-wide understanding of the need for the

projects included in the capital bond.• Build community understanding of how school construction is

funded.• Tell the story of Everett Public Schools and how improving

facilities will help students prepare for the future.• Show the district will manage these funds as described in the

bond proposal.• Reach audiences beyond parents, both those who are pre-

retirement and those who are retired.• Ensure staff are familiar with the measure and support the

district’s vision for the bond.

Strategy


Branding:The messaging focuses on the need for projects to prepare students for a changing future. Given the future focus of the district's mission and vision statements, and also to represent the capital projects that will be funded by the bond, we recommend the slogan

“Building the Future”

Additional branding:• short URL for the bond: www.everettsd.org/2020bond• hashtags on social media:

• #EPS_2020bond• #EPS_BuildingtheFuture

Timeline


Oct Nov Dec Jan Feb Mar Apr

Tools

Internal

External

CommPresents

Timeline


Strategic messaging and communications• STEM

• Equity (Success)

• Safety

• Space


Strategic messaging and communications


• Giving our students facilities and tools necessary for STEM career pathways

• Providing equitable access and opportunities for students

• Increasing safety and security for students and schools

• Ensuring students have enough room to learn by adding 21st century learning and classroom space

Strategic messaging and communications• Giving our students facilities and tools necessary for STEM

career pathwayso The bond funds modernization and upgrades to high school

classrooms to support the STEM career pathway programs and new science standards.

• Providing equitable access and opportunities for students by funding capital projects in every region, at every school (except North and Tambark Creek).


Strategic messaging and communications• Increasing safety and security for students and schools

o Secure locksets and keying systems will be added districtwideo Upgrades to fire alarm systems, intrusion systems and fencing will

increase school safety. o The bond includes funds to add access control systems at two

high schools.

• Ensuring students have enough room to learn by adding 21st century learning and classroom spaceo Enrollment is growing, which creates a need for additional

classrooms.o The 2020 bond reduces overcrowding by adding new elementary

classrooms.o Replacing worn-out elementary school buildings with modern

schools provides additional capacity that better meets current and future needs, and helps keep class sizes lower.


Discussion

Messaging:

Does this message align with your thinking?

What would you add, delete or strengthen?



Discussion

Tactics: Are there other tools that would help you communicate a more powerful message?


DiscussionThe role of the board collectively is to:• Speak with one voice on the bond issue• Use district provided messaging when speaking as a

board member

The role of the board individually is to:• Participate in community presentations• Inform your network of bond facts

Any questions?

Next steps• Finalize communication plan and timeline• Implement


communications and outreach · 2019-10-14 · strategy. bond communications and outreach. branding:...

Documents