This document summarizes a direct mail initiative by a school district to personalize outreach to families. The initiative involved collaborating offices creating a postcard that principals could personalize and mail to families with a recap email, talking points, and copy of the postcard. The goal was to directly contact principals and families. Initial results were positive in personalizing the school district's approach to communication.

1. Example of Personalized Direct Mail Initiative:
Front of postcard
Back of postcard
This project is a collaboration between the Public Information Office, Charter School
Management/Support, Innovative Programs and Demographics & Student Assignments.

2. Takeaways:
•Rediscover your work – Ask who is the end user of the message or collateral
piece…and what do you expect them to do with it?
•Start with your end-user in mind
•Apply a strategic approach to communications
•Track and measure impact
Personalizing Our Approach:
Direct Mail Initiative
A Focus on Personalization
•Direct Outreach to Principals
•Creation of a personalized direct mail initiative sent out at the District-level
•”Toolkit” and tool set for principals to reach out to families:
o Recap email
o Talking points
o Copy of personalized direct mail initiative
Positive Results:
The Public Information Office’s
Marketing & Communication Center (Marcomm)
has a variety of resources for your review and use. Visit
browardschools.com/marcomm to view the resources.