The document discusses the Richardson Independent School District's communications strategies and plans to move from informing the public to engaging them. It notes that audiences are weary and they see more competition, so RISD needs to strengthen its brand. The district does well with media relations and campus communications but needs more social media presence, improved photography, and additional writing and translation staff to tell its stories better with limited resources. The goal is to showcase why RISD is special and worth engagement.

1. R I C H A R D S O N I N D E P E N D E N T S C H O O L D I S T R I C T
Where all students learn, grow and succeed
From Inform to Engage…
the Next Chapter of the RISD Story

2. Richardson ISD | Where all students learn, grow and succeed
 Guiding Principles
 Our audiences’ attitudes have changed.
 Weary/wary
 We have a brand.
 …and we need to sell it.
 We have competition…and it’s more than other ISDs.
 Make it easy for people to say “yes” to you.
 The user experience and audience expectations should
drive communications practices.
 With a lean staff, the multiplier effect is key.

3. Richardson ISD | Where all students learn, grow and succeed
 What RISD Does Well
 Media relations
 Community relations visibility
 Clean design that messages stewardship
 Campus and District communication to parents
 Inter-departmental and campus cooperation

4. Richardson ISD | Where all students learn, grow and succeed
 Building on Success – Good to Great
 Mine for content. Cross-market. Repeat.
 Stock our storytelling toolkit.
 Improve photo stock
 Strengthen our writing
 Add voices
 Social media approach
 Transition recurrent publications to industry standards.
 Strategically introduce new presences/consider exits.
 Big 7, in order: Facebook, Google+, YouTube, Twitter,
Instagram, Pinterest, LinkedIn

5. Richardson ISD | Where all students learn, grow and succeed
 Building on Success – Good to Great
 Strengthen Communications processes and
documentation to enhance service delivery.
 View stakeholder experiences, end to end, with a
marketing eye and recalibrate as needed.

6. Richardson ISD | Where all students learn, grow and succeed
 Moving Forward…
 Blog
 Tweaked approach to social media
 Direct subjects’ voice in Spotlight, School Times
 Improved, documented internal business practices

7. Richardson ISD | Where all students learn, grow and succeed
 Additional Support Needed
 Translation capability
 off-hours, emergency basis
 provide more Spanish-language content
 Social media/photography
 Robust photo/image inventory system
 Writer (journalistic and marketing)

8. Richardson ISD | Where all students learn, grow and succeed
 Challenges
 Time Poverty
 Opportunity Costs
 Budgetary Constraints
 Leadership Churn within Communications

9. Richardson ISD | Where all students learn, grow and succeed
 Key Takeaways
 RISD is doing great things, but the impact is reduced
without intentional and compelling storytelling.
 With existing resources, identify priorities for now vs.
later.
 The Why…Our Intended Outcome.
 Create/Reinforce the belief that RISD is special and
you/your children should be engaged with us.