Blackboard Webinar: Engage Your Education Community by Owning Your Communication Strategy


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Blackboard Webinar: Engage Your Education Community by Owning Your Communication Strategy

  1. 1. Engage Your Education Community by Owning Your Communication Strategy   Tom DeLapp President, Communication Resources for Schools
  2. 2. Leadership Communication <ul><li>District </li></ul><ul><li>Opportunities </li></ul>District Challenge <ul><li>Improve parent and community involvement </li></ul><ul><li>Manage the media, overcome negativity </li></ul><ul><li>Ensure district safety and security </li></ul><ul><li>Relationship Building with Staff </li></ul><ul><li>Make data-driven decisions </li></ul><ul><li>Controlling your message </li></ul><ul><li>Communicating directly to key stakeholders </li></ul><ul><li>Voice of Reason </li></ul><ul><li>Consistent communication utilizing multiple channels </li></ul>Every day, district leaders face situations which test their leadership skills and abilities. A key element of effective leadership is the ability to communicate clearly, consistently, and effectively. Adoption Outcomes
  3. 3. <ul><li>Open lines of communication amongst with parents, students and teachers and administrators </li></ul><ul><li>Address student learning needs </li></ul><ul><li>Deliver real-time performance assessment </li></ul><ul><li>Streamline communications to reduce costs </li></ul><ul><li>Overcome language barriers by communicating in native languages </li></ul><ul><li>Increase parent participation in academic activities </li></ul>How Can You Effectively Respond to Today’s District Challenges? COMMUNITY
  4. 4. Our Business <ul><ul><li>We provide the software and services that K-12, Higher-Ed and other education institutions use to build a better education experience for their students and teachers. </li></ul></ul>
  5. 5. Our Community <ul><li>BLACKBOARD SERVES MORE THAN </li></ul><ul><li>8,700 EDUCATIONAL INSTITUTIONS FROM AROUND THE GLOBE INCLUDING: </li></ul><ul><ul><li>•   4,800 K-12 SCHOOL DISTRICTS </li></ul></ul><ul><ul><li>2,700 COLLEGES & UNIVERSITIES </li></ul></ul><ul><ul><li>•  1,200 CORPORATE / GOVERNMENT </li></ul></ul>
  6. 6. Our Platforms Web Based Teaching & Learning Campus Commerce & Security Multi-Modal Alerts & Notifications Mobile Access & Connectivity Synchronous Classrooms & Collaboration Education Analytics & Reporting Strategic Consulting Student Services & Support Hosting
  7. 7. Integrated Solutions Blackboard Mobile Learn Multi-Modal Messaging Blackboard Learn + Collaborate Blackboard Mobile District
  8. 8. Blackboard Connect <ul><li>Fully-hosted notification and alert solution for reaching millions in minutes through Voice, Email, SMS, Text, TTY, Wireless, and PDA capabilities </li></ul><ul><li>2,600 clients in K-12, Higher Education, and Government </li></ul><ul><li>800 million messages delivered in 2010. 99.99% uptime, serving: </li></ul>Multi-Modal Alerts & Notifications
  9. 9. Owning Your Communication Strategy How to make stakeholders “investors” in your communication plans, systems and practices
  10. 10. A Sense of Ownership <ul><li>Your goal is not just to inform, but to also engage </li></ul><ul><li>Communication Networking (like a woven fabric) </li></ul><ul><li>Comprehensive information matrix/blanket </li></ul><ul><li>Accessible, decipherable, understandable </li></ul><ul><li>Recipient-focused (WIIFM) </li></ul><ul><li>Timely and relevant to diverse audiences </li></ul><ul><li>Integrating dialogues, advisory systems and strategic listening for feedback </li></ul><ul><li>Message reinforcing </li></ul>
  11. 11. Building Public Trust <ul><li>PR = </li></ul><ul><li>PERFORMANCE </li></ul><ul><li>(Doing a good job) </li></ul><ul><li>+ </li></ul><ul><li>RECOGNITION </li></ul><ul><li>(Getting credit for it) </li></ul>A well integrated communication system is your accountability system; it gets you credit and support for what you’re doing
  12. 12. Competing Time Demands <ul><li>Systemic Communication </li></ul><ul><ul><li>Communication infrastructure </li></ul></ul><ul><ul><li>Informational tools & mechanisms </li></ul></ul><ul><ul><li>The “message” highway </li></ul></ul><ul><li>Situational Communication </li></ul><ul><ul><li>“ Crisis du jour” approach </li></ul></ul><ul><ul><li>Interruptions and shifting priorities </li></ul></ul><ul><ul><li>What happens to “walk in the door” </li></ul></ul><ul><ul><li>Cleaning up other people’s messes </li></ul></ul><ul><li>Strategic Communication </li></ul><ul><ul><li>Issue-driven initiatives </li></ul></ul><ul><ul><li>Awareness campaigns </li></ul></ul><ul><ul><li>Positioning & Reputation Management </li></ul></ul>
  13. 13. Your Communication Plan <ul><li>Reputation Management </li></ul>Strategic Communication Community Engagement Integrity of Decision-Making Two-Way Communication Your plan relies on three strategic elements supported by genuine responsive decision-making and open, honest communication
  14. 14. Perception is everything <ul><li>What part do you see first? </li></ul>The Slice or the Circle? Parents, reporters, critics, advocates, citizen journalists and bloggers only see a slice. Misperceptions can imbed quickly and they’re hard to undo. It’s up to us to get them to see the bigger picture. Give them the context not just the facts. This is a “teachable moment”!
  15. 15. The Communication Fog <ul><li>Can they see you clearly? </li></ul><ul><ul><li>Increased competition to attract and hold people’s attention </li></ul></ul><ul><ul><li>Information flow is explosive and often inaccurate or biased </li></ul></ul><ul><ul><li>Shift from a one-to-many to many-to-many delivery system </li></ul></ul><ul><ul><li>On high profile issues affecting your schools new media create a Communication Fog </li></ul></ul>Conflicting & competing information creates Internet Clutter
  16. 16. It’s A Mixed Media World! <ul><li>We don’t communicate to a place or set time anymore; we communicate wherever people are and we must fit their schedule </li></ul><ul><li>People define how they want to receive information through filters they choose </li></ul><ul><li>People can get on-demand or intrusive updates on issues, products, programs and interests </li></ul><ul><li>People are not just information recipients anymore; most can and do create content </li></ul>Mass Personalized Information
  17. 17. Information Age Challenges <ul><li>Shrinking Distances </li></ul><ul><ul><li>Your story or message goes global within minutes </li></ul></ul><ul><li>Increasing Volume </li></ul><ul><ul><li>Harder to wade through the clutter for credible info </li></ul></ul><ul><li>Compressing Time </li></ul><ul><ul><li>Instantaneous reaction and expectations </li></ul></ul><ul><li>Multiple Messages </li></ul><ul><ul><li>Others overlap, amplify, extend and critique </li></ul></ul><ul><li>Compounding contacts </li></ul><ul><ul><li>Multiplying effect, wiki-news </li></ul></ul>
  18. 18. What’s that mean for schools? <ul><li>Harder to control your message </li></ul><ul><li>Difficult to identify how opinions are shaped </li></ul><ul><li>Tougher to beat back rumors </li></ul><ul><li>News breaks faster and spreads farther </li></ul><ul><li>Broader news reach (going global) </li></ul><ul><li>A story’s “shelf life” is longer </li></ul><ul><li>Temptation to let loud voices rule the day </li></ul><ul><li>More chances for inaccuracy to be repeated </li></ul>
  19. 19. Diverse Generational Stakeholders <ul><li>Senior Citizens (over 60 yrs) </li></ul><ul><ul><li>High proclivity voters </li></ul></ul><ul><ul><li>Traditional newsies </li></ul></ul><ul><li>Baby Boomers (40-60 yrs) </li></ul><ul><ul><li>Emerging grandparents </li></ul></ul><ul><ul><li>Anxious pre-retirees </li></ul></ul><ul><li>Generation X (30-40 yrs) </li></ul><ul><ul><li>Secondary school parents </li></ul></ul><ul><ul><li>Hitting career stride </li></ul></ul><ul><li>Generation Y (20-30 yrs) </li></ul><ul><ul><li>Preschool/elementary parents </li></ul></ul><ul><ul><li>Very tech savvy/impatient </li></ul></ul>Your school employees can span all three generations
  20. 20. Mixed Media Consumption <ul><li>Traditionals </li></ul><ul><li>50+ year-olds still use traditional media </li></ul><ul><ul><li>Most are Set-Timers </li></ul></ul><ul><ul><li>Read print newspapers </li></ul></ul><ul><ul><li>Listen to talk radio </li></ul></ul><ul><ul><li>Care about politics </li></ul></ul><ul><ul><li>Watch network & local news programs </li></ul></ul><ul><li>Digitals </li></ul><ul><li>TV Generations tend to news surf </li></ul><ul><ul><li>More are News Grazers </li></ul></ul><ul><ul><li>Use multiple news sources </li></ul></ul><ul><ul><li>Less trusting of sources </li></ul></ul><ul><ul><li>Short attention spans </li></ul></ul><ul><ul><li>Post their own content & comments </li></ul></ul><ul><li>As communicators we have to reach all generations </li></ul><ul><li>Can’t just go digital because we lose voters and taxpayers </li></ul>
  21. 21. Types of Information Consumers The bull’s eye on this target is getting smaller every day . . . . . . while the other bands are getting bigger
  22. 22. The Modern Day Side Arm <ul><li>Smart phones are the “weapon of choice” to contend with a hectic life </li></ul><ul><li>Seniors are the fastest growing users of cell phones because Boomers equip their parents </li></ul><ul><li>The phone is the one common denominator in a mixed media world to reach all stakeholders </li></ul><ul><li>Phones bridge the digital, generational and language divides </li></ul>
  23. 23. The public is watching you! <ul><li>Public meetings are much more public and you may not even be aware of it happening! </li></ul><ul><li>Anyone with a cell phone is a potential “citizen journalist” </li></ul><ul><ul><li>Cameras, video clips and recordings </li></ul></ul><ul><ul><li>Text messages and e-mails of what you’re saying in real time </li></ul></ul><ul><ul><li>Blogging, My Space, You Tube, Face Book postings occur during the meeting </li></ul></ul><ul><ul><li>Half the adults in America are on Facebook </li></ul></ul>Stage your meetings well!
  24. 24. Tips on the new media users <ul><li>Since these are early adopters they often are key communicators, opinion shapers and influential </li></ul><ul><ul><li>They can start and stop rumors </li></ul></ul><ul><ul><li>Validate your message </li></ul></ul><ul><ul><li>Extend your reach to constituencies </li></ul></ul><ul><ul><li>Mobilize services, resources and assistance </li></ul></ul><ul><ul><li>Be intelligence harvesters </li></ul></ul><ul><ul><li>Can be seen as your invisible communication staff </li></ul></ul>
  25. 25. Integrate All of Your Efforts
  26. 26. Be the Best Resource <ul><li>Be an effective resource and the official information clearinghouse </li></ul><ul><li>Audit your tools to see if they are user friendly, current & message-driven </li></ul><ul><li>Structural web site mistakes: </li></ul><ul><ul><li>Digital filing cabinet </li></ul></ul><ul><ul><li>Table of Organization </li></ul></ul><ul><ul><li>Telephone directory </li></ul></ul><ul><ul><li>Informational maze </li></ul></ul>People don’t care about your grass seed; they care about their lawn!
  27. 27. Cyber Connections <ul><li>Be your own answering service </li></ul><ul><ul><li>Make it a one-stop information shopping mall for your school district both for current news and facts </li></ul></ul><ul><li>Be your own wire service </li></ul><ul><ul><li>“ If I can’t get facts from you, I’ll go somewhere else fast!” Be clear on where “latest” stuff is. Break your own bad news. Have a “Media Watch” page </li></ul></ul>
  28. 28. Cyber Connections <ul><li>When I access your portals/sites I should be able to instantly see what you stand for, who you stand up for, and what you believe </li></ul><ul><li>Help me decide whether I should want to enroll my kids in your schools </li></ul><ul><li>Don’t make me do “homework” by reading through a lot of stuff to know your key messages </li></ul>Manage and Map Your Messages
  29. 29. A Transparent Organization <ul><li>Have communication tools and methods in place so people can easily tell what you believe and what you hope to achieve. Give them multiple entry points. </li></ul><ul><li>Use diverse communication tools such as web sites, translations, e-mails, bulletin boards, postcards, webcasts, blogs, newsletters, media relations, phones, etc. </li></ul><ul><li>Integrate your work; do it once and then step on it to get maximum exposure </li></ul><ul><li>Follow a vision and have it cascade down and percolate up through your program </li></ul>Anticipate what you would want to know as a parent
  30. 30. Grow Your Grassroots <ul><li>People don’t care about your grass seed; they care about their lawn! </li></ul><ul><li>Drip irrigation works better than a flood </li></ul><ul><li>A healthy lawn beats back the “weeds” </li></ul>
  31. 31. TUPELO PUBLIC SCHOOL DISTRICT <ul><li>AlertNow, a service of Blackboard Connect Spotlight </li></ul>
  32. 32. Expect Excellence Every Day Mission The Tupelo Public School District serves the community by engaging each student in an excellent education that develops skills and citizenship needed for success in a global society.
  33. 33. TPSD Demographics <ul><li>7,800 students, 1,100 faculty and staff, and 17 facilities </li></ul><ul><li>54% free and reduced lunch </li></ul><ul><li>2 nd largest high school in the state </li></ul><ul><li>19 different home languages </li></ul><ul><li>Elvis Presley, the King of Rock and Roll, was born in Tupelo and sang on the stage at the high school </li></ul>
  34. 34. AlertNow in TPSD <ul><li>Brought AlertNow to TPSD in 2010 replacing the existing notification system </li></ul><ul><li>Need for a user friendly interface, data automation and positive previous experiences drove the decision </li></ul><ul><li>A key in the district’s communication and community outreach efforts </li></ul>
  35. 35. “ iCreate the Future” Initiative <ul><li>Providing the tools necessary to engage in a 21st century educational program that ensures a rigorous and relevant learning environment. </li></ul><ul><li>Phase one , all teachers and administrators in the district and all seniors at Tupelo High School received laptops </li></ul><ul><li>The district is currently in phase two of the initiative: all 6-12th-grade students have received a laptop. </li></ul><ul><li>Future phase three will include purchasing computer carts with laptops for use in kindergarten to fifth-grade classrooms and buying other technology that allow for student interaction in classrooms. </li></ul><ul><li>The overreaching goal for the &quot;iCreate the Future&quot; initiative is for every student to become an independent lifelong learner. </li></ul>
  36. 36. Communication <ul><li>Automated attendance messaging </li></ul><ul><li>Parental involvement notifications </li></ul><ul><li>Social media (Facebook and Twitter) </li></ul><ul><li>“ Ask Dr. Shaver” video Q&A </li></ul><ul><li>Proactive outreach </li></ul><ul><ul><li>Pushing 2 positive messages per day/3 times a week </li></ul></ul><ul><li>Future? Mobile devices </li></ul>Dr. Randy Shaver, Superintendent Kay Bishop, Com2munications Director
  37. 37. AlertNow Feedback <ul><li>Parents supportive of district communication </li></ul><ul><li>2 complaints total </li></ul><ul><ul><li>“ Not using the system enough!” </li></ul></ul>
  38. 38. Q&A
  39. 39. <ul><li>Open lines of communication amongst with parents, students and teachers and administrators </li></ul><ul><li>Address student learning needs </li></ul><ul><li>Deliver real-time performance assessment </li></ul><ul><li>Streamline communications to reduce costs </li></ul><ul><li>Overcome language barriers by communicating in native languages </li></ul><ul><li>Increase parent participation in academic activities </li></ul>How Can You Effectively Respond to Today’s District Challenges? COMMUNITY
  40. 40. Thank You for Your Participation! Tom DeLapp Tupelo Public School District Blackboard Connect 800-213-7168