Helping schools and communities achieve greatness.
Build capacity for your school in your community. Here's an example of the work done in one district.
School districts across Texas have a multitude of positive stories to promote about their schools, students and teachers. Looking beyond the occasional newsletters mailed by administrators, advancing their successes should be a more aggressive, comprehensive year round effort of every school district. If they don't tell their story on a regular basis, someone else with an anti-public school agenda may do so for them.
As part of a communications audit by the Rockwall Independent School District in late 2014, education leaders conducted an inventory of all the successes of their fast growth district. Upon looking at their positive accomplishments, the superintendent and his administration realized that most of the residents of the district were unaware of the positive impact their teachers had on their students and the community.
To better communicate its academic and financial successes, Rockwall ISD retained Brian Mayes to launch a “Quick Fact” direct mail campaign that targeted families and business leaders throughout the district. As part of the multi-part mail series, the district promoted the following:
• Fast growth rate
• 99% graduation rate - that’s 12.5% higher than the national average.
• 31 National Merit Scholars
• Two Teacher Of The Year state finalists.
• 100% of their schools receive the highest state rating for academic
achievement.
• 1,000 Rockwall ISD students are in advanced placement classes.
• The average SAT score in the district is far above the state average.
• Awards for financial transparency and efficiency
• 45,000 volunteer hours by parents and grandparents
Shortly after the start of the mail series, parents in the district formed a new support organization to continue promoting the successes of teachers and students on an on-going basis. And, an existing support and volunteer group of senior citizens enjoyed an uptick of local retirees looking to volunteer their time at schools across the district.
During the course of the mail series, district leaders were thrilled with the countless “Wow, I did not know that!” responses they received from residents and business leaders in Rockwall ISD. The public’s supportive response to the Rockwall ISD promotional effort proves that when the positive impact of a school district is made known, local families are quick to rally. A secondary benefit of the promotional effort was evident when by a 65%-35% margin Rockwall ISD passed their largest bond referendum in history in November of 2015.
