Revolutionizing a School District's Marketing Efforts Dallas Independent

Revolutionizing a School District's Marketing Efforts Dallas Independent

Revolutionizing a School District's Marketing Efforts Dallas Independent School District How can you use content marketing strategies to position your school districts message, shape parent and community perceptions, and strengthen the organizations brand. Learn how Dallas ISDs unique communication approach resulted in the creation of

a robust online newsroom that tells compelling stories and engages various audiences. Dallas Independent School District Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience. WHAT IS CONTENT MARKETING?

Dallas Independent School District OUR CHALLENGE Mounting negative headlines, loss of voice and lack of message control Dallas Independent School District OUR STRATEGY Dallas Independent School District Controlled Communication: Provide regularly

scheduled and controlled communications that effectively inform audiences about major district initiatives and decisions. Deliver regular high quality news that is timely, relevant, compelling, memorable, meaningful, engaging and cutting edge. We will frame the conversations around Dallas ISD. Act as News Source: Serve as our own news source and Break the news. We will leverage our various communication mediums to get stories out to large readerships. Repeat. Repeat. Repeat. Dallas Independent School District

The Tactic CREATE AN ONLINE NEWSROOM Dallas Independent School District First Steps Research

What do we know? What are the best practices? What platforms are available? Who do we want to reach? Plan Set goals, objectives, strategies and tactics Implement Evaluate Dallas Independent School District

Research Nine out of ten reporters use the Internet to search for information when they write a story (Sally Falkow) 70 percent of journalists use social networks to assist in reporting (Middleberg Communications/SNCR study) Best practices include the use of infographics, video content and images

Social media can be used to amplify your content Dallas Independent School District Planning Goal Launch an online newsroom and build awareness among internal and external audiences Objective By October 1, 2014, The Hub will launch

By September 2015, Hub traffic will increase by 15 percent compared to September 2014 Strategy Leverage online tools to position the district as a go-to news source Dallas Independent School District Alignment with Goals By 1 September 2015, 65% of community stakeholders are neutral, agree or strongly agree

with the direction of the District as measured by a survey conducted by a third party. By 1 September 2015, 50% of staff agree or strongly agree with the direction of the District as measured by the spring climate survey. Dallas Independent School District Implementation

Write purpose statement Bring entire team into alignment Make a plan Name the site

Determine platform Build web navigation Set expectations Develop workflow process Build editorial calendar Dallas Independent School District WRITE A PURPOSE STATEMENT Dallas Independent School District Purpose and Intent

The goal of the platform is to serve as the global voice for Dallas Independent School District. The online platform will strive to serve as the primary outlet for compelling, timely, relevant, in-depth, and thoughtful news about the district. Our stories explore news beyond the initial release, digging deeper for our readers. We connect our readers to the work of the district, preparing college- and career-ready students. We will break our own news. Our content will be fast to read and hard to forget. We will give voice to the perspective that is missing in the current conversation about Dallas ISD. We will tell the untold stories of Dallas ISD.

Compelling Memorable Meaningful Relevant Engaging Cutting Edge Dallas Independent School District

NAME THE SITE Dallas Independent School District Naming the site is key. Options Dallas ISD considered:

Inside Out SEE Dallas ISD Show and Tell Dallas InformED Frank Inside Track Your Page Story Board Dallas Independent School District

ALIGN TEAM MEMBERS Dallas Independent School District PLAN THE LAUNCH Dallas Independent School District Phase I As the communication team secures and builds out the most advantageous platform, we are using a transition site

built into the existing dallasisd.org website. ACTIONS Rethink Content Creation Establish a Content Generation Process Launch Weekly Pitch Sessions Aug 6 Identify Site Categories (Buckets) Aug 13 Launch Transition Site Aug 18 Dallas Independent School District Phase II

Transition content to a robust online newsroom. ACTIONS Strengthen Content Creation Process Template and Required Platform Resources Procurement of Template Build Site Populate Site Test Site Launch NLT October 1

Dallas Independent School District DETERMINE PLATFORM BUILD NAVIGATION SET EXPECTATIONS Dallas Independent School District Dallas Independent School District Content Framework Pitch sessions are held weekly. Communication staff pitch the content pieces (topic, medium and angle) that they want to produce the following week, including identifying the deliverable(s). Sample structure is illustrated below.

August 2014 Monday 4 Tuesday 5 Introduce Wednesday 6 Pitch Session #1 Thursday

7 Friday 8 13 20 27 14 21 28

15 22 29 concept 11 18 25 12 19 26

Review Session #1 Pitch Session #2 Pitch Session #3 Pitch Session #4 Publishing of stories is scheduled at the conclusion of pitch sessions. Accepted stories are added to the editorial calendar. Assignment Editors ensure buckets are filled weekly and publish dates are met. Dallas Independent School District

DEVELOP WORKFLOW PROCESS Dallas Independent School District Dallas Independent School District BUILD EDITORIAL CALENDAR Dallas Independent School District Dallas Independent School District LAUNCH ONLINE NEWSROOM

Dallas Independent School District Dallas Independent School District Dallas Independent School District EVALUATE EFFORTS Dallas Independent School District Channels

6.13% Direct 10.13% Social Oranic Search 18.21% Referral 65.53%

Dallas Independent School District Device Type 5.80% Desktop Mobile Tablet 40.68%

53.52% Dallas Independent School District Numbers by the Month 63,869 62,645 60,130 56,478

30,842 29,142 26,599 26,307 23,830 12,716 Sept

Oct Nov Pageviews Dec Jan Users Dallas Independent School District

Numbers by the Month 116518 90236 88443 47,946 45,464 38,919

Feb 37,101 98.34March April Pageviews May Users

Dallas Independent School District NEXT STEPS Hub marketing Refresh the design and layout

Expand content Create partnerships Stronger social engagement Stronger content development Dallas Independent School District Revolutionizing a School District's Marketing Efforts https://drive.google.com/file/d/0B3eybxPQ7wqdVjFaZVZ5OFhsZEk/view?usp=sharing Dallas Independent School District

Links to sample content https://thehub.dallasisd.org/2015/05/26/summer-learning-labsreimagine-dallas-isd-summer-school / https://thehub.dallasisd.org/2015/05/21/dallas-isd-partners-wit h-smu-for-teacher-professional-development-video / https://thehub.dallasisd.org/2015/05/19/first-superintendentsscholarship-run-brings-community-together-for-a-cause-video

/ https://thehub.dallasisd.org/2015/05/13/parents-pleased-thatstudents-could-weigh-in-on-teacher-effectiveness-video / https://thehub.dallasisd.org/2015/05/13/running-for-a-cause-al fredo-ramirez-at-hillcrest-high-school-video / https://thehub.dallasisd.org/2015/04/24/cigarroa-elementary-v

olunteer-danae-gutierrez-puts-her-heart-into-everything-video / https://thehub.dallasisd.org/2015/04/17/u-s-under-secretary-d allas-isd-is-a-leader-in-the-country-in-cafeteria-services / https://thehub.dallasisd.org/2015/04/08/parents-share-the-ben efits-of-their-children-attending-pre-k-video / Dallas Independent School District

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