© 2007 rassak experience . Proprietary & Confidential. March 24, 2007 Buena Vista Communications Strategy foto/svenwiederholt.com prepared for larry alegre by barak kassar [email_address] 415-621-4300 x 501 rassak.com/get closer PRO-BONO

Get Closer to the People that Matter Most Key Questions in a “Get Closer” Plan What’s the Goal of the organization? Who do you need to Get Closer to? Who are you? How will you Get Closer? This is about engaging people to meet your goals © 2007 rassak experience . Proprietary & Confidential.

What’s the Goal of the organization?

Who do you need to Get Closer to?

Who are you?

How will you Get Closer?

This is about engaging people to meet your goals

Who Does BV Need to Get Closer To? Let’s prioritize the following audiences: Parents from key communities Students from key communities Teachers Staff Alumni Prospective Parents Neighbors Press City/State/Federal Leaders District Allies/Supporters © 2007 rassak experience . Proprietary & Confidential.

Let’s prioritize the following audiences:

Parents from key communities

Students from key communities

Teachers

Staff

Alumni

Prospective Parents

Neighbors

Press

City/State/Federal Leaders

District

Allies/Supporters

Who Is BV? What are key messages for this year? For next? © 2007 rassak experience . Proprietary & Confidential.

What are key messages for this year? For next?

How will BV get closer? Define and improve communications channels Foster a culture of communication Make communicating an acknowledged and sought-after staff and volunteer function © 2007 rassak experience . Proprietary & Confidential.

Define and improve communications channels

Foster a culture of communication

Make communicating an acknowledged and sought-after staff and volunteer function

Channels: Provide Basic Info to All and Different Ways for People to Engage on Their Own Terms © 2007 rassak experience . Proprietary & Confidential. Noticias (paper in backpacks) eNoticias (web and email) AutoDial Premises

Noticias © 2007 rassak experience . Proprietary & Confidential. This is the most basic communication channel designed to reach everybody Printed Noticias in backpacks every Friday Include personal note from Larry or a deputy. Later Plan to make Noticias more graphical Plan to make Noticias same as eNoticias to save effort Plan for community input/deadlines for Noticias Plan allowing families to choose Noticias or eNoticias

This is the most basic communication channel designed to reach everybody

Printed Noticias in backpacks every Friday

Include personal note from Larry or a deputy.

Later

Plan to make Noticias more graphical

Plan to make Noticias same as eNoticias to save effort

Plan for community input/deadlines for Noticias

Plan allowing families to choose Noticias or eNoticias

eNoticias © 2007 rassak experience . Proprietary & Confidential. Calendar, documents, parent contact info, and notes about events, etc. Sent via email (Judy now has 155 parent emails on a list she controls… need to promote sign-up around school) Archived on website Plan to send email version of Friday Noticias (type it once, print and email) Plan to drive the BV website with same material so can be updated frequently and easily/automatically

Calendar, documents, parent contact info, and notes about events, etc.

Sent via email (Judy now has 155 parent emails on a list she controls… need to promote sign-up around school)

Archived on website

Plan to send email version of Friday Noticias (type it once, print and email)

Plan to drive the BV website with same material so can be updated frequently and easily/automatically

Autodial © 2007 rassak experience . Proprietary & Confidential. ELAC asking for more personal, short, spontaneous communication Autodial is one tool for this E.g. Larry can send message on Fridays wishing a good fin de semana, giving a soundbite of week and refer people to his note in Noticias

ELAC asking for more personal, short, spontaneous communication

Autodial is one tool for this

E.g. Larry can send message on Fridays wishing a good fin de semana, giving a soundbite of week and refer people to his note in Noticias

Premises © 2007 rassak experience . Proprietary & Confidential. Probably the most powerful communications channel Certainly for students/teachers/and many parents Outdoor sign (front and back gate?) Internal sign (electronic or manual?) Playground circle Spontaneous personal time by Larry in the “plaza” benches in front hallway What else? …

Probably the most powerful communications channel

Certainly for students/teachers/and many parents

Outdoor sign (front and back gate?)

Internal sign (electronic or manual?)

Playground circle

Spontaneous personal time by Larry in the “plaza” benches in front hallway

What else?

…

Channels aren’t slavish repeats of one another… they work together, play on their own strengths… and repeat where appropriate © 2007 rassak experience . Proprietary & Confidential.

Ultimately people-to-people communication becomes the goal… the school sets the tone and teachers/ students/ parents naturally reinforce it © 2007 rassak experience . Proprietary & Confidential.

Who communicates Office sets up (and control access to) the channels Once established can deputize teachers, parents, even students to communicate © 2007 rassak experience . Proprietary & Confidential.

Office sets up (and control access to) the channels

Once established can deputize teachers, parents, even students to communicate

Build communication/expectation into culture Part of welcome kit is a description of what to expect Must provide home phone and email if have Must change your information online when classes change, when graduate Put burden to receive/update on parents/students But make it good so people want/need to receive Provide easy tools, ideas, examples to communicators © 2007 rassak experience . Proprietary & Confidential.

Part of welcome kit is a description of what to expect

Must provide home phone and email if have

Must change your information online when classes change, when graduate

Put burden to receive/update on parents/students

But make it good so people want/need to receive

Provide easy tools, ideas, examples to communicators