Communication Audit Proposal for

Marshalltown Community School District

© Copyright 2020. This proposal is copyrighted information of NSPRA to be used only by the decision-makers of

Marshalltown Community School District. No other distribution is permitted by NSPRA.

15948 Derwood Road Rockville, MD 20855

(301) 519-0496 | Fax (301) 519-0494 www.nspra.org | www.facebook.com/NSPRAssociation twitter.com/NSPRA | www.instagram.com/natlschoolpr

NSPRA Communication Audit Proposal Submitted to Marshalltown Community School District

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Prepared at the request of Adam Sodders, Communications Director Marshalltown Community School District 1002 S. 3rd Ave. Marshalltown, Iowa 50158 December 7, 2020 Thank you for inquiring about a National School Public Relations Association Communication Audit for Marshalltown Community School District. We appreciate the opportunity to present this proposal and to share additional information about our communication audit process.

Since 1935, NSPRA has remained committed to a single purpose: helping school systems build support and trust for education through responsible communication with parents, staff and community members. We introduced our communication audit process in the early 1980s, and since that time, NSPRA has worked with several hundred school districts, education associations and agencies. Our assessment of their communications resulted in customized recommendations they could implement to strengthen relationships with internal and external stakeholders.

Our unique history and personal, in-depth knowledge of school system operations makes us uniquely qualified to audit your communication program in Marshalltown CSD.

Today’s education constituents—students, parents, school employees, taxpayers, business leaders and other community members—are savvy consumers; they expect to be kept informed about their local schools. Increasingly, they also are demanding an opportunity to be involved and have a voice in the education process – whether in person or virtually. It is imperative that school districts develop ongoing, two-way communication and engagement programs that keep constituents informed and involved, demonstrate fiscal and educational accountability, and build support for the schools.

The NSPRA Communication Audit establishes vital benchmarks to evaluate a district’s communication program, and when used as a follow-up reassessment several years down the line, it helps ensure a district remains on track for delivering an exemplary, cost-effective and impactful communication program. Our in-depth, independent review of your system’s overall communication program, by veteran school communication experts, will help you make the most of your communication dollars by assessing the effectiveness of current strategies; identifying strengths, weaknesses and communication gaps; and recommending proven, cost-effective tactics for achieving your communication goals.

On the following pages, please find a general overview of our audit process, details on the district’s potential communication investment, contact information for references and more background information on NSPRA. Barbara M. Hunter, APR, Executive Director Mellissa Braham, APR, Associate Director

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The NSPRA Communication Audit Process Nothing is more important in demonstrating accountability and building trust and support between your district and community than the quality of your communication. The NSPRA Communication Audit uses a basic building block of public relations practice — listening — to evaluate and make recommendations for your communication program. An audit is valuable because it saves your district time and money, and it boosts effectiveness by ensuring that limited education funds allotted to communication are spent wisely and in a cost-effective manner.

A communication audit will uncover any communication gaps that exist and help identify important factors affecting the effectiveness of your program, including:

• Current perceptions about the image of your district and schools; • Parent, community and staff issues and concerns; • Current communication, marketing and engagement efforts; • Information that various stakeholder groups want; • Short- and long-term communication goals and priorities; • Key messages to be emphasized; • New communication, marketing and engagement strategies that are warranted; • Communication organization and staffing needs; and • A baseline for evaluating the effectiveness of your overall communication program.

The NSPRA Communication Audit will provide a thorough analysis of your school system’s communication program based on a four-phase process.

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Phase 1: Preparing for a Successful Audit Process We tailor each NSPRA Communication Audit to the specific needs of the contracting school district. Once you have decided to conduct a communication audit, we will begin working with you to ensure a successful outcome. The preparation process involves several important elements and will require four- to six-weeks lead time before the auditor conducts focus groups.

This preparation includes working with your NSPRA staff contact or auditor to:

• Have an in-depth conversation about current communication issues and goals. • Identify specific internal and external audiences for the focus groups. • Customize the focus group discussion questions to address the specific communication needs of

your district. • Determine the focus group schedule.

You will be responsible for the following preparation activities* before the focus groups happen:

• Identify people to participate in the agreed-upon focus groups. • Send invitations to those you have identified, and confirm their participation. • Collect and compile the requested communication review materials, and share them with the

auditor (digital files and links preferred). • Coordinate the promotion of any supplemental SCoPE surveys requested (see p. 8).

Once you have contracted for a communication audit, NSPRA will provide you with checklists and materials to help you prepare, including a sample focus group invitation letter and scheduling grid.

*Preparation Activities During a Pandemic

The NSPRA Communication Audit process typically requires a school district to secure an appropriate location and room on site for the auditor to conduct focus groups in person.

Due to social distancing requirements in most communities, NSPRA auditors will be available to conduct focus groups virtually via secure Zoom Meeting spaces during the ongoing pandemic.

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Phase 2: Analyzing Your Current Communication Program The next phase of the communication audit process involves a rigorous review of existing internal and external communication materials and relevant information, which includes the following:

• District and school communications (e.g., print and electronic publications, social media messaging, video features, marketing materials)

• District and school websites • Special campaigns and projects (e.g., remote learning during the pandemic, budget/levy

campaigns, choice or alternative school offerings, boundary change forums) • Communication policies • Communication and marketing plans • Public engagement processes • News coverage • District strategic plan, school board goals and objectives • Communication office staffing and job descriptions • Additional relevant information

We will give you a comprehensive checklist of materials to collect and share with the auditor.

We conduct this materials review before the auditor conducts focus groups so that he or she has some background and context for your current communication efforts and a sense of your district and community culture prior to speaking with your stakeholders.

Optional Analysis Tool

New in 2020, an NSPRA Communication Audit client also has the option of having NSPRA conduct one public ThoughtExchange related to the school district’s communication practices, prior to the auditor conducting focus groups.

ThoughtExchange is a tool for crowdsourcing ideas through virtual “conversations” with your school community via computer, smartphone or another mobile device. This informal, qualitative research method can contribute additional community feedback to inform the auditor’s analysis. That feedback is provided in a digital public setting in which all respondents can participate anonymously and see and rate others’ ideas.

If the district chooses this option, NSPRA will provide the ThoughtExchange link for the district to promote throughout its community.

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Phase 3: Listening to Your Key Stakeholders The third phase — and core component of NSPRA’s communication audit process — is having the auditor conduct focus groups of the key internal and external stakeholder groups identified in the preparation phase.

Carefully selecting focus group participants* is of crucial importance to the audit results. It is important that a variety of voices are heard to provide a balanced perspective. Generally the superintendent, communications director and key administrators identify participants to ensure broad representation of the staff and community.

The focus groups are usually 50 to 60 minutes long and ideally involve 8 to 12 participants. The auditor will ask each focus group the same set of questions, with some variations that are appropriate to the group. The questions are designed to probe into participants’ perceptions about your district as well as to determine specific communication needs and issues. The auditor will inform participants that NSPRA keeps their responses anonymous in its reporting, to create an environment where they feel comfortable providing open and honest opinions. This focus group process allows NSPRA to obtain in-depth information on why stakeholders feel the way that they do, and the conversations with an auditor often surface communication issues that otherwise might be overlooked with just a survey.

In addition to facilitating the focus groups, the auditor will schedule interviews with the superintendent and communications staff.

After the focus groups and interviews, the auditor also will conduct a short debrief session with the superintendent, along with communications staff if desired, to share some general impressions.

*Listening to Stakeholders During a Pandemic

The NSPRA Communication Audit process typically involves the auditor conducting in-person focus groups on site at the school district.

Due to social distancing requirements in most communities, NSPRA auditors will be available to conduct focus groups virtually via secure Zoom Meeting spaces during the ongoing pandemic.

Districts are asked to provide confirmed participants’ names and email addresses to NSPRA at least one week before the first focus group so that NSPRA can send access information to participants.

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Phase 4: Developing Recommendations for a Strategic Communication Program The final phase of our communication audit process is preparing a comprehensive report based on the review of communication materials and an analysis of the focus group sessions, any individual interviews and any follow-up fact-finding conducted. The report will contain the auditor’s key findings and observations and, most importantly, a set of customized recommendations based on proven communication strategies used successfully in school systems similar to yours. The recommendations serve as the framework for developing a comprehensive communication plan for your district.

The NSPRA Communication Audit Report will address the effectiveness of your district’s current communication, public relations, marketing and engagement efforts, and provide targeted recommendations that cover topics such as:

• Developing a strategic communication plan and aligning it with the district’s strategic plan; • Implementing practical, two-way communication and engagement strategies that support your

district’s strategic goals; • Reaching stakeholders with clear, consistent messaging; • Improving critical internal communication; • Expanding outreach to key external audiences; • Creating employee ambassadors and improving customer service; • Revitalizing the image of your district and marketing your schools; • Increasing the effectiveness of digital communications and social media; • Updating and revising existing communication vehicles; • Using communication research and evaluation for program improvement; • Considering communication infrastructure and staffing issues; and • Addressing additional priority items that emerge from the audit process.

The report also includes the auditor’s assessment of where district communication efforts in six critical function areas, as identified in NSPRA’s Rubrics of Practice and Suggested Measures, fall on a nationally-benchmarked scale of “emerging,” “established” or “exemplary.”

Given the comprehensive nature of the report, it takes approximately 10 weeks after the final focus group to complete the draft of our findings and recommendations. We will send the report draft to the superintendent and communications director for initial review and screening. We will also schedule a conference call to discuss the results of the communication audit and to talk about the recommendations.

Once you have approved the draft of the report, we will make any agreed-upon revisions or changes and prepare the final report. We will send you 10 bound copies of the report and an interactive PDF for use on your website or distributing via email.

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Our Communication Audit Team Our cadre of expert auditors have all served as, or currently are, school system or education agency communication directors. They are respected public relations professionals with experience working in and with school systems of all sizes. They have managed award-winning communication programs and understand the complexities of school district operations and relationships, the myriad responsibilities of district leaders and the challenges facing today’s public schools.

This wealth of expertise is supported by NSPRA’s knowledge of and access to best practices and resources in school communication across North America through our network of professional members. We believe this direct knowledge of how public school systems operate gives us a perspective other agencies lack.

In addition, NSPRA’s executive staff oversees all aspects of the process for each communication audit we conduct—including reviewing, editing and contributing recommendations for the final report—as part of our quality commitment to you.

Once you decide to contract for an NSPRA Communication Audit and site visit dates are determined, we will assign an auditor based on availability and with your specific needs and location in mind in order to make the best possible match.

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Your Communication Investment In addition to providing a baseline assessment that will help you maximize your school communication budget and set benchmarks for measuring the effectiveness of future communication efforts, an NSPRA Communication Audit will also:

• Demonstrate your district’s commitment to improving communication; • Demonstrate the willingness of district leaders to listen, engage stakeholders in dialogue about

their schools and respond to concerns; and • Help your district improve two-way communication and focus on proactive communication

strategies that build support for your schools.

The cost for Marshalltown Community School District for an NSPRA Communication Audit with 10 focus groups includes the base fee for one auditor. Optional services are available for additional fees as described below.

Base fee: $15,500 non-member rate (new NSPRA membership would qualify for $14,500 member rate). Includes guidance in preparing for the audit, a review of communication materials and analysis of the current program, conducting 10 focus groups with internal and external stakeholders, recommendation development, preparation of a comprehensive communication audit report, and follow-up counsel on implementing recommendations.

Optional Services

SCoPE surveys: $3,800 non-member rate (new NSPRA membership would qualify for $3,610 member rate). Includes administering School Communications Performance Evaluations surveys to three audiences (faculty and staff, parents and families, community) in English and Spanish, comparing results to SCoPE’s national data, developing a detailed data report and providing a virtual results review via webinar. (Learn more: www.nspra.org/scope, scopeschoolsurveys.com/)

Virtual presentation of final audit report:

$1,600 for auditor to deliver a virtual presentation on a summary of the results, discuss recommendations and answer questions during a district leadership meeting.

More focus groups: $1,000 for each additional focus group beyond those included in the base fee.

A list of some of the school systems and education associations that recently have completed an NSPRA Communication Audit is included on the next page for reference.

We are happy to customize our communication audit process to best serve your district’s needs, and we look forward to helping you meet your communication goals. If you have questions or would like to schedule a communication audit, please contact:

Mellissa Braham, APR, Associate Director NSPRA | 15948 Derwood Road | Rockville, MD 20855 (301) 519-0496 | mbraham@nspra.org

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References School systems and associations that recently have completed an NSPRA Communication Audit:

Columbia Heights Public Schools Kristen Stuenkel Director of Community Education and Communications 1440 49th Ave. NE Columbia Heights, MN 55421 (763) 528-4515 StuenkeK@colheights.k12.mn.us

Waxahachie Independent School District Dr. Bonny Cain Superintendent 411 N Gibson St. Waxahachie, TX 75165 (972) 923-4631 bcain@wisd.org

Virginia Beach City Public Schools Natalie Allen Chief Media and Communications Officer 2512 George Mason Drive • P.O. Box 6038 Virginia Beach, VA 23456-0038 (757) 263-1313 Natalie.Allen@vbschools.com

School District of Palm Beach County Claudia Shea Communications Director 505 South Congress Avenue Boynton Beach, FL 33426 (561) 357-7661 claudia.shea@palmbeachschools.org

Dinuba Unified School District Marti Kochevar Asst. Superintendent Communication and HR 1327 E El Monte Way Dinuba, CA 93618 (559) 595-7203 MKochevar@dinuba.k12.ca.us

Hickman Mills C-1 Schools Marissa Cleaver Wamble Director of Public Information & Partnerships 5401 E. 103rd St. Kansas City, MO 64137 (816) 316-7003 marissaw@hickmanmills.org

Hartford Public Schools Kim deBoom Student Information Coordinator 115 School Street Hartford, MI 49057 (269) 621-7009 deboomk@hpsmi.org

Consolidated High School District 230 Carla Erdey Director of Communications 15100 S 94th Ave. Orland Park, IL 60462 708-745-5222 cerdey@d230.org

Center Point-Urbana School District Matt Berninghaus Superintendent 145 Iowa St./PO Box 296 Center Point, IA 52213 (319) 849-1102 mberninghaus@cpuschools.org

Ohio School Boards Association Jeff Chambers Director of Communication Services 8050 North High Street, Suite 100 Columbus, OH 43235-6481 (614) 540-4000, ext 271

jchambers@ohioschoolboards.org

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Introducing the National School Public Relations Association Since 1935, the National School Public Relations Association (NSPRA) has been providing school communication training and services to school leaders throughout the United States, Canada and the U.S. Department of Defense Education Activity (DoDEA) schools worldwide. NSPRA’s mission is to advance education through responsible communication. We accomplish that mission by developing and providing a variety of diverse products, services and professional development activities to our members as well as to other education leaders interested in improving their communication efforts.

With more than 80 years of experience, NSPRA is known for providing proven, practical approaches to solving school district and education agency communication problems. We offer useful communication products and workshops as well as an annual national Seminar, maintain best practice resource files and conduct communication accountability research. We also sponsor national awards programs that recognize individuals, districts and education agencies for excellence in communication.

In keeping with our mission, NSPRA provides school public relations/communications counsel and assistance to school districts, state departments of education, regional service agencies and state and national associations. For many of these organizations, we have completed comprehensive communication audits to analyze the effectiveness of their overall communication programs and to recommend strategies for improving and enhancing their efforts.

The NSPRA National Seminar, the most comprehensive school communication conference in North America, is held each July. This four-day conference offers expert speakers on more than 70 topics in the areas of school communication, public relations, marketing and engagement.

NSPRA members continue their professional development and share their expertise with colleagues through e-publications, virtual panel discussions and webinars:

• The NSPRA Network e-newsletter tackles major education communication issues with proven strategies to address them.

• Our e-updates, NSPRA This Week, The NSPRA Counselor and NSPRA Alert, offer summaries of breaking national education news, in-depth studies of issues and trends, and updates on Seminars, products and services available.

• PRincipal Communicator is our monthly, building-level e-newsletter for school principals, which provides practical communication tips to help build relationships between the school, the home and the community.

• Communication Matters for Leading Superintendents is an e-newsletter targeting issues and topics related to communication for school leaders.

• NSPRA Insight features free, members-only, virtual roundtable discussions by leading school communication professionals on topics of interest to school communicators.

• PR Power Hour webinars provide insights and best practices from top experts in school communications, with a discounted registration rate available to NSPRA members.

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At www.nspra.org, NSPRA offers a multitude of school communication resources on the public website and more in-depth information, resources and archives in a Members Only section.

The members-only benefit NSPRA Connect is an online community forum that allows members to connect with and learn from one another while sharing ideas, uploading resources and providing counsel through a robust discussion forum.

NSPRA has 33 chapters across the United States that provide local professional development and networking opportunities for members. We maintain collaborative working relationships with other national education associations along with a network of contacts and resources among corporate communication professionals and their companies.

The Flag of Learning and Liberty is a national education symbol developed by NSPRA during its 50th Anniversary Year. On July 4, 1985, the Flag of Learning and Liberty flew over the state houses of all 50 states to launch the rededication of America’s commitment to education and a democratic, free society.

NSPRA is a member of the Learning First Alliance and the Universal Accreditation Board. The association works with all major national organizations to help improve educational opportunities for the nation’s young people.