Santa Clara Unified 2018 Communication Audit
Your Research Team ￮ Trinette Marquis, APR ￮ Amy Mehdizadeh ￮ Regino Chavez 2
Audit Goals Comprehensive review of perceptions ￮ and practices Variety of perspectives ￮ Variety of research methods ￮ Guide development of communication ￮ plan Create a baseline that can be ￮ measured against 3
Project Elements Survey ￮ Walk-n-Talks ￮ Focus groups ￮ Informational interviews ￮ 4
Audit Timeline July September May/June August Walk-n-Talks May 15-29 Focus Groups May 16 - Aug 1 Survey May 29 - June 25 Informational Interviews July 23 - Aug 10 Analysis/Planning Aug 10 - Sept 15 5
1,501 Total participants in all four methodologies 1% Informational Interviews 2% Walk-n-Talks 6% Focus Groups 91% Survey 6
Outreach - Electronic Social media channels (Facebook, Twitter, ￮ Instagram, LinkedIn) FB shared on City of Santa Clara page ￮ News item on district website ￮ Autocall and blast emails for Spanish and ￮ English family groups Districtwide email for staff groups ￮ School Days e-newsletter to community ￮ Emailed invite MailChimp mailing list ￮ Personal outreach via phone to key ￮ stakeholders Chamber of Commerce newsletter ￮ 7
Outreach - Paper Local coffee shops ￮ Senior Center ￮ Northside Branch Library ￮ Central Park Library ￮ Chamber of Commerce ￮ District Office reception lounge ￮ 8
Walk-n-Talks May 15-29 ￮ Approx. 35 participants ￮ 30-45 minute visits with available ￮ staff (administrator, support staff, parent) Walk the campus, visit ￮ classrooms, talk about communication practices and challenges 9
Survey May 29 - June 25 ￮ 1,366 respondents ￮ Electronic (Typeform) and ￮ paper Quantitative and qualitative ￮ Determines scope of ￮ perceptions 10
Survey Respondents or 11
Impression of Communications 12
Familiarity with... Day-to-Day 3.52 Mission 3.50 Events 3.38 Policies 3.36 Accomplishments 3.34 Plans 3.04 Challenges 2.82 13
Receive Information from... 14
Effectiveness School emails 3.87 School website 3.53 District emails 3.50 School newsletters 3.46 Autocalls 3.41 District website 3.22 District newsletter 3.11 Outside media 2.46 District Facebook 2.06 District Youtube 1.69 District Instagram 1.67 15
Level of Trust to Fulfill Stated Values Diversity 3.79 Professionalism 3.58 Integrity 3.53 Fiscal responsibility 3.50 Parental support and involvement 3.46 Full Potential 3.45 16
Data by Stakeholder Group Full breakouts in final report ￮ Initial analysis reveals community members ￮ routinely rate lower than students, staff, parents Examples: Policies (2.3 comm to 3.8 district support) ￮ Plans (2.3 comm to 3.6 district support) ￮ Mission (2.4 comm to 4.2 district support) ￮ 17
Focus Groups May 16 - Aug 1 ￮ 80 Participants ￮ Student ￮ Family (English & Spanish) ￮ Classified ￮ Certificated ￮ Community ￮ 18
Informational Interviews July 23 - Aug 10 ￮ 17 Participants ￮ Board members ￮ Cabinet ￮ Managers ￮ 19
Initial Themes District in transition ￮ Demographics ￮ Size of district ￮ Culture of district ￮ High level of pride ￮ Parents ￮ Students ￮ Staff ￮ 20
Initial Themes Well resourced ￮ Type of funding ￮ Comparisons with other districts ￮ Many opportunities ￮ Variety of student supports, ￮ including wellness program Variety of academic programs ￮ Variety of distinct school choices ￮ 21
Next Steps Continued Final Report Communication Plan Analysis Identify effective strategies and tactics, set up systems 22
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