Communications and Outreach 2020 Bond October 15, 2019
Bond Communications and Outreach 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
Bond Communications and Outreach 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?
Bond Communications and Outreach 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
Bond Communications and Outreach 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
Bond Communications and Outreach 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
Bond Communications and Outreach 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
Bond Communications and Outreach 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
Bond Communications and Outreach 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.
Bond Communications and Outreach 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
Bond Communications and Outreach Timeline Oct Nov Dec Jan Feb Mar Apr Tools Internal External Comm Presents
Bond Communications and Outreach Timeline
Bond Communications and Outreach Strategic messaging and communications • STEM • Equity (Success) • Safety • Space
Bond Communications and Outreach 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
Bond Communications and Outreach Strategic messaging and communications Giving our students facilities and tools necessary for STEM • career pathways The bond funds modernization and upgrades to high school o 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).
Bond Communications and Outreach Strategic messaging and communications Increasing safety and security for students and schools • Secure locksets and keying systems will be added districtwide o Upgrades to fire alarm systems, intrusion systems and fencing will o increase school safety. The bond includes funds to add access control systems at two o high schools. Ensuring students have enough room to learn by adding 21st • century learning and classroom space Enrollment is growing, which creates a need for additional o classrooms. The 2020 bond reduces overcrowding by adding new elementary o classrooms. Replacing worn-out elementary school buildings with modern o schools provides additional capacity that better meets current and future needs, and helps keep class sizes lower.
Bond Communications and Outreach Discussion Messaging: Does this message align with your thinking? What would you add, delete or strengthen?
Bond Communications and Outreach Discussion Tactics: Are there other tools that would help you communicate a more powerful message?
Bond Communications and Outreach Discussion The 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?
Bond Communications and Outreach Next steps • Finalize communication plan and timeline • Implement
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