Presentation on communications in one school district, and the impact it had. Will be presenting this at the New York School Boards Association annual conference on Oct. 28, 2016.

1. Dr. TahiraA. DupreeChaseDr. TahiraA. DupreeChase
Evelyn McCormackEvelyn McCormack
Greenburgh Central School DistrictGreenburgh Central School District
How RobustHow Robust
Communications BroughtCommunications Brought
One District Back from theOne District Back from the
BrinkBrink

2. About theGreenburgh SchoolsAbout theGreenburgh Schools
 93 percent graduation rate93 percent graduation rate
 Suburban New York metro area25 milesnorth of NYC;Suburban New York metro area25 milesnorth of NYC;
approximately 20,000 residentsapproximately 20,000 residents
 1,995 students1,995 students
 38% African American, 38% Latino, 14%38% African American, 38% Latino, 14%
white/Caucasian, 8% Asianwhite/Caucasian, 8% Asian
 59% freeand reduced lunch program59% freeand reduced lunch program
 Early Childhood Center, threeelementary schools,Early Childhood Center, threeelementary schools,
MiddleSchool and High SchoolMiddleSchool and High School
 WoodlandsHSstudentsin 2016 received morethan $5WoodlandsHSstudentsin 2016 received morethan $5
million in scholarships/aid from collegesand universitiesmillion in scholarships/aid from collegesand universities

3. WHSaNational BlueRibbon School of ExcellenceWHSaNational BlueRibbon School of Excellence
WoodlandsMSan International BaccalaureateWoodlandsMSan International Baccalaureate
School. Classesin Spanish, Italian, and MandarinSchool. Classesin Spanish, Italian, and Mandarin
Chinese, National Junior Honor Society, GreatChinese, National Junior Honor Society, Great
Potential Program, 30 other student clubsPotential Program, 30 other student clubs
Early Childhood Program offerspre-KEarly Childhood Program offerspre-K
Threeother elementary schoolswith solidThreeother elementary schoolswith solid
reputationsand IB programsreputationsand IB programs
Greenburgh Schoolsall in good standing with NYSGreenburgh Schoolsall in good standing with NYS
Acceptances: UPenn, Boston College, Johnson andAcceptances: UPenn, Boston College, Johnson and
Wales, Quinnipiac, Michigan State, U Massachusetts,Wales, Quinnipiac, Michigan State, U Massachusetts,
Manhattan College, IthacaCollege, ArizonaState, St.Manhattan College, IthacaCollege, ArizonaState, St.
John’sUniversity, Hofstra, Marist, Howard, Purdue,John’sUniversity, Hofstra, Marist, Howard, Purdue,
Manhattan College, Hartwick, etc.Manhattan College, Hartwick, etc.

4. And yet…And yet…

5. September 2014

6. October 2014

7. May 2014

8. March 2015

9. March 2015:March 2015:
"Thisdistrict hasbigger issues"Thisdistrict hasbigger issues
than my boobs."than my boobs."

10. TheTideBeginsto TurnTheTideBeginsto Turn
New Superintendent of Schoolsappointed in 2015-16New Superintendent of Schoolsappointed in 2015-16
New communicationsconsultant hired in 2015-16New communicationsconsultant hired in 2015-16
New HSprincipal appointed in 2015-16New HSprincipal appointed in 2015-16
Board of Education developsMission, Visionsand GoalsBoard of Education developsMission, Visionsand Goals
Board of Ed namescommunity task forces(Finance,Board of Ed namescommunity task forces(Finance,
Community Engagement, Communications, etc.)Community Engagement, Communications, etc.)
TTrusting relationship developsrusting relationship develops betweenbetween
superintendent and communicationsconsultant/de-brief andsuperintendent and communicationsconsultant/de-brief and
brainstorm new ideas.brainstorm new ideas.

11. Our Common Goal: Let’sMakeOur Common Goal: Let’sMake
ThisAbout theKidsThisAbout theKids

12. CommunicationsStrategiesCommunicationsStrategies
 CommunicationsCommitteecreated. MeetsmonthlyCommunicationsCommitteecreated. Meetsmonthly
with specific/attainablegoalsfor school year.with specific/attainablegoalsfor school year.
 Frequent and fun postson social media. Facebook pageFrequent and fun postson social media. Facebook page
hasbecome“Town Square” in agood way.hasbecome“Town Square” in agood way.
 Frequent useof Twitter. Building principalstrained inFrequent useof Twitter. Building principalstrained in
using Twitter. Their tweetsareretweeted by theDistrict.using Twitter. Their tweetsareretweeted by theDistrict.
 Launched Instagram page.Launched Instagram page.
 Created uniqueDistrict mobileappCreated uniqueDistrict mobileapp
 Publishing partnership with Greenburgh Daily Voice.Publishing partnership with Greenburgh Daily Voice.
Guaranteeof 10 storiesduring 2016-17 school year.Guaranteeof 10 storiesduring 2016-17 school year.
 Useof Facebook Liveand YouTubeto push out videos.Useof Facebook Liveand YouTubeto push out videos.
 Great photosof kids. Good storiesabout kids.Great photosof kids. Good storiesabout kids.
 Budgetspassed by highest marginsin 2014, 2015, 2016.Budgetspassed by highest marginsin 2014, 2015, 2016.

13. A Look at theA Look at the
NumbersNumbers
 379 total number379 total numberof postson theGreenburghof postson theGreenburgh
Facebook page. AverageofFacebook page. Averageof 9.4 posts perweek.9.4 posts perweek.
 FacebookFacebook reachreach on our postshit ahigh ofon our postshit ahigh of 15,90015,900
(on 3/30/2016) with post about Superintendentsto(on 3/30/2016) with post about Superintendentsto
Watch national award.Watch national award.
 9,000 clicks on videos9,000 clicks on videos posted to Facebook.posted to Facebook. 1717
videosvideos posted, someconcurrent with YouTubeposted, someconcurrent with YouTube
videoswecreated & posted.videoswecreated & posted.
 979979 Twitter posts, including photos& videos.Twitter posts, including photos& videos.
Regularly retweet theSuperintendent, principals, &Regularly retweet theSuperintendent, principals, &
teachers.teachers.
 Greenburgh Daily VoicepublishedGreenburgh Daily Voicepublished 37 Greenburgh37 Greenburgh
Schools storiesSchools stories

14. Community Engagement EffortsCommunity Engagement Efforts
 Superintendent’s TeasSuperintendent’s Teas & Evening& Evening
Superintendent’s DessertsSuperintendent’s Desserts. Community & PTA. Community & PTA
members, town Supervisor, stateAssemblyman, localmembers, town Supervisor, stateAssemblyman, local
fireand policedepartments, community centerfireand policedepartments, community center
directors, attend.directors, attend.
 Dads Take YourChild to School DayDads Take YourChild to School Day to encourageto encourage
Greenburgh fathersto spend timein school &Greenburgh fathersto spend timein school &
classroom with children.classroom with children.
 Parent University PTAParent University PTA eventsfeaturing speakersoneventsfeaturing speakerson
topicsranging from onlinesafety to test anxiety.topicsranging from onlinesafety to test anxiety.
 Well-attended & publicizedWell-attended & publicized Scripps Spelling Bee.Scripps Spelling Bee.
Sent winner to National Bee. (Only school in LowerSent winner to National Bee. (Only school in Lower
Hudson Valley to participate.) JudgeswereHudson Valley to participate.) Judgeswere
community dignitaries.community dignitaries.

16.  TTransparent-as-possibleransparent-as-possible Board of Education meetings.Board of Education meetings.
All includepresentations, mainly around curriculum, andAll includepresentations, mainly around curriculum, and
many celebrateour students.many celebrateour students.
 Boys’ basketball team went to Statefinalsand receivedBoys’ basketball team went to Statefinalsand received
policeescort motorcadeout of Westchester County.policeescort motorcadeout of Westchester County.
 Policeofficersand firedepartment personnel played onPoliceofficersand firedepartment personnel played on
our team in hugeHarlem Wizardsfundraising event.our team in hugeHarlem Wizardsfundraising event.
 Parent Involvement Day Nov. 17.Parent Involvement Day Nov. 17.

17. Crafting Our Own MessagesCrafting Our Own Messages
Telling Our Own StoriesTelling Our Own Stories

18. The Best Things About Woodlands Middle School

20. WeUseLotsofWeUseLotsof Multi-MediaMulti-Media

21. IB Sharing Assembly

22. Don’t Forget to HaveFunDon’t Forget to HaveFun

23. Parent Photos 1st
Day of School

24. Selfieswith theSuperintendentSelfieswith theSuperintendent
#selfieswiththesupt

25. Combining Text with GraphicstoCombining Text with Graphicsto
Tell Our StoryTell Our Story
UseCanvaand AdobeSpark Pageto creategraphic social media
posts. UsemobileappslikeOver, Prizma, Picstitch and moreto
creategraphic postsand to layer text on photos.

27.  Creating “new residents” promotional video,Creating “new residents” promotional video,
#wearegreenburgh#wearegreenburgh
 Creating #wearegreenburgh printed materialsCreating #wearegreenburgh printed materials
 Rebranding District with new standard logo, stationery,Rebranding District with new standard logo, stationery,
businesscards; athletic mascot age-appropriateto eachbusinesscards; athletic mascot age-appropriateto each
schoolschool
 New revamped websitebeing launched in NovemberNew revamped websitebeing launched in November
 Working with video team to createshorter videosWorking with video team to createshorter videos
instead of passively videotaping lengthy eventsinstead of passively videotaping lengthy events
TheWork Continues: Goalsfor 2016-17

28. Old WebsiteOld Website

29. New SchoolWiresWebsiteNew SchoolWiresWebsite

30. PressCoveragein 2015-PressCoveragein 2015-
1616

33. LessonsWeLearnedLessonsWeLearned
 Strong engagement and storytellingStrong engagement and storytelling helpsimprovehelpsimprove
District’sreputationDistrict’sreputation
 ExternalExternal “good news”“good news” about adistrict liftsabout adistrict lifts internalinternal
self-esteemself-esteem
 Good communications only works if everyoneGood communications only works if everyone
behaves themselves.behaves themselves.
 UseUse common talking pointscommon talking points that boost our message–that boost our message–
world-classeducation, enrollment growth, consecutiveworld-classeducation, enrollment growth, consecutive
budgetspassed, #greenburghrocks, #wearegreenburghbudgetspassed, #greenburghrocks, #wearegreenburgh
 Everyoneon samepageand workflow constantlyEveryoneon samepageand workflow constantly
addressed. Communicationsaddressed. Communications teamteam with thesamegoalswith thesamegoals
in mindin mind

34. Thank You!Thank You!
tchase@greenburghcsd.org
evelyn.mccormack@gmail.com
Greenburgh Schools on
Facebook
Greenburgh Schools on Twitter
Greenburgh Schools on
Instagram