Lewis-Palmer School District 38 Communications Audit. Web Survey Findings and Recommendations January 15, 2015

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1 Lewis-Palmer School District 38 Communications Audit Web Survey Findings and Recommendations January 15,

2 Phase 2 Approach Two web surveys Insiders (Parents, D38 Staff, Students) Community (Business Owners, Residents) Some questions in common, others customized Live for a few weeks 2

3 Response Insiders = 1073 Respondents Answer Choice Response Total Parent 65% 703 Student 15% 159 Staff 20% 211 Answer Choice Response Total Under 18 12% % % % % 5 3

4 Response Community = 101 Respondents Answer Choice Response Total Business owner 27.7% 28 Resident 72.2% 73 Answer Choice Response Total Skews older Under 18 6% % % % % 9 4

5 Findings 1. Web survey results (mostly) paralleled the findings of the focus groups. 2. Sub-segment findings (mostly) paralleled each other when parsed for age, relationship, and tenure. 3. This gives us some clear direction (yay!) 5

6 Findings D38 Staff Pella Principle is in full effect (especially for younger/newer staff) and seems to work reasonably well Not huge fans of L-Pedia Use all calendars, but Outlook most Feel reasonably informed about decisions that affect them (especially younger/newer staff) 6

7 Findings Overall Websites are busy Happier with up-to-datedness than search Happier with Infinite Campus than School Fusion Half use online calendars (younger) Half read newspapers (older) Most use social media 7

8 Recommendations Focus on digital first Establish and uphold a common set of standards for teacher use of School Fusion Create a function that allows users to select the school and type activities about which they want updates Update L-Pedia by clearing out outdated content and developing a smart-search function 8

9 Recommendations Focus on digital first Replace websites search with smart-search capability and make sure formats are friendly to tablets and phones Build a master calendar Allow users to select which activities they want to synch to their digital calendar (Outlook, Google and icalendar) Allow users to print sets of calendars they need in a print-friendly format 9

10 Recommendations Focus on digital first Post District news and event news on social media. Prioritize Facebook and Instagram everyone has Facebook, younger folk use Instagram Invest in good photography Make sure posts elicit a response rather than just push messaging Make about 10 percent of the posts broad enough in appeal to involve the Community stakeholders 10

11 Recommendations Focus on digital first Send actionable news to Insiders via and text. Make sure the subject line captures the heart of the issue. Send e-newsletters Focus on great subject-lines to get them opened One-page Concise linked content Visually appealing photos and layout Make sure Community content is rewritten from their vantage point Track click-through trends 11

12 Recommendations Use print carefully Send hard copy newsletters to Insiders homes. Ideally, the content will reinforce messages on the e-newsletter without being a direct repetition Pitch stories about District news and upcoming events to The Tri-Lakes Tribune and The Gazette. These will go to older segments No print ad space spending Give front-liners (like realtors) printed stuff to share 12

13 Recommendations Stick to TV for broadcast media Focus on local TV news outlets Pitch stories from the angle of how D38 positively impacts residents. Student and staff achievements are of least interest tie them back to message of D38 adding value to the community. Don t worry about local radio except for action-oriented messages 13

14 Focus groups Web surveys Competitor marketing analysis Brand strategy 14