Communications Plan

Transcription

1 Communications Plan engage v enrich v empower

2 Communications Plan Rocky View Schools Do not go where the path may lead; go instead where there is no path and leave a trail. - Ralph Waldo Emerson 1. BACKGROUND 1.1 Empowering the Potential In January 2014, a new Superintendent established three new priorities for the jurisdiction: consolidate its current initiatives, focus on bringing them to successful implementations, and ensure that the agenda is sustainable going forward. Through an extensive engagement process that ran from October 7 to November 26, 2014, a new Four-Year Education Plan entitled Empower the Potential emerged, featuring three new goals: learners are successful, learners are engaged, and learners are supported. Outcomes and strategies accompanying the goals focus on balancing literacy/numeracy with competency skills sets, advancing the full implementation of RVS Communication of Student Learning initiative and inquiry-based instructional practices, and enhancing services for students with special needs. 1.2 Advancing the Agenda In the third year of the plan s implementation, RVS Learning Department continues to foster new ways of teaching and learning, as identified in Figure 1. Figure 1 - Second Order Change Less Teacher-directed Passive, absorbers Extrinsically motivated Teacher-centered Students learn answers Educator responsibility & accountability Memorizing facts Basic literacy Sequential & controlled environment Teacher as dispenser of knowledge Teacher as evaluator and judge Student fits the class Students follow a prescribed learning path Success for some 19th C industrial model Acquiring information Pre/K-12/Post-Secondary Packaged into subjects System-focused Content-focused Prescriptive, sequential Print-based Focused on summative assessment More Learners Self-directed Active, creators Intrinsically motivated Learning Student-centered Students grapple with real-world questions Shared community responsibility & accountability Developing thinking skills through inquiry & discovery Multiple literacies Anytime, any place, any path, any pace Instruction Teacher as architect of learning, guide & facilitator Teachers, students, and parents as assessors Class fits the student Students define a responsive learning path Schools Success for all Engage, Enrich, Empower Creating knowledge Inclusive, equitable access & seamless transition Curriculum & Assessment Shaped around interdisciplinary learning opportunities Student-focused Competency-focused Flexible, synchronous Digitally-based Balanced between formative & summative assessment Rocky View Schools Communications Plan Page 1

3 Less Coding and referrals Silos of service Teaching tool Communication tool Supports innovative practice Outside the classroom A popular choice Top down, rule-based Leadership by some Closed decision-making Fiduciary Accountable to bureaucracy More Learning Support Services Continuum of support Integrated cross-ministerial supports Technology Knowledge tool Discovery pathway Research Drives innovation & evidenced-based decisions Professional Learning Embedded inside the culture Teaching Profession The profession of choice Leadership & Governance Consensual principle-based Leadership of many Collaborative decision-making Generative, strategic, and fiduciary Accountable for learning excellence 2. STATEMENT OF PROBLEM Ten years into Rocky View Schools pursuit to implement second order change, the jurisdiction continues to face communication issues surrounding the public s understanding and acceptance of innovative teaching and learning practices. Amplifying this concern is the popular belief that the foundational skill development of literacy and numeracy are being neglected under this learning framework. Stakeholder expectations that information and teachers be immediately available and/or accessible to address their individual concerns, too, is taxing the capabilities and resources of the system. Effective messaging, communication protocols, and ongoing information related to RVS Four Year Plan and Communication with Parents is required. Also evident is the need to identify quantitative measure to support the effectiveness of innovative teaching and learning practices. 3. COMMUNICATION PLAN 3.1 Communication Goals Rocky View Schools Communications Department exists to: 1. Engage stakeholders in RVS learning environments by disseminating continuous and comprehensive information specific to the jurisdiction s learning goals and outcomes. 2. Enrich RVS credibility by employing communication tactics that are responsive, transparent, and aligned to the jurisdiction s strategic directions. 3. Empower stakeholders to play a greater role in RVS culture by creating opportunities for collaboration and ongoing dialogue. Rocky View Schools Communications Plan Page 2

4 3.2 Communication Objectives Internal 1. To obtain 90 percent agreement that RVS is a good place to work. 2. To establish communication strategies and tactics to support the implementation of RVS Four Year Plan. 3. To obtain 90 percent satisfaction among internal stakeholders that RVS has a student-centred focus. External 1. To obtain 90 percent agreement that parents feel informed and can participate in RVS decision-making process. 2. To obtain 90 percent agreement among parents that schools build positive relationships with parents and partnerships with the community. 3. To obtain 90 percent satisfaction among parents that the needs of learners drive decisionmaking. 3.2 Target Audiences Rocky View Schools has relationships with many different stakeholder groups, which are referred to as target audiences. For the purposes of this plan audiences have been segmented into three categories: primary - those individuals who influence RVS culture; secondary - those stakeholders who have a vested interest in RVS; and, tertiary - those stakeholders who are observers. Primary: Secondary: Tertiary: Students (K 3) Parents/Guardians Non-parent Taxpayers Students (4 12) Professional Affiliations Outside School Boards School Councils Service Providers Federal/Provincial/Municipal Government Support School s Teachers System s Board of Trustees Alberta Education Community/Municipal Partners Business Community (small businesses, networking clubs, and service clubs) Traditional Media Social Media Outlets Special Interest Groups Contractors Rocky View Schools Communications Plan Page 3

5 3.3 Key Messages Foundational Mission - To engage all learners through meaningful and challenging experiences, preparing them to understand, adapt, and successfully contribute to our changing global community. Vision - To inspire a love of learning and community, engaging learners for life Internal Participation and Engagement participation, engagement, and support are critical to ensure RVS effectively demonstrates and communicates its vision of a 21 st C learning organization. Learning Organization RVS is a learning organization, which balances literacy, numeracy and 21 st C skills. Learner Centered For learners to reach their full potential, students must be the centre of all decisions related to learning and teaching. Shared Responsibility We are all learners; we commit to shared responsibility and accountability for results achieved External 21 st C Learning Learning needs to be relevant and respond to the diverse interests, needs, and talents of today s learner. Access to Learning Every learner should have fair and reasonable access to educational opportunities regardless of ability, circumstance, location, or cultural background. Effective Teachers Teachers are the primary contributors to student success teachers must be innovative, passionate, and positive about learning and supported by the system to achieve and foster excellence. Strategic Partnerships - Key to RVS success is the concerted efforts of its stakeholders in helping to make the jurisdiction s vision come alive. 3.4 Strategies Internal Strategies 1. To align the jurisdiction, its Education Centre departments, and schools to the strategic aims of its Four-Year Plans and the accountability requirements of the Ministry of Education. 2. To disseminate continuous and comprehensive information on the jurisdiction s strategic direction and performance through a wide variety of communication tactics. Rocky View Schools Communications Plan Page 4

6 3. To develop, promote, and monitor communication standards for all print and digital communication tactics. 4. To work extensively with internal stakeholders to provide high-level communication support for initiatives and operations related to the implementation of the Four-Year Plan External Strategies 1. To effectively manage Rocky View Schools reputation through a host of media, community, and government relations tactics, and issues management, crisis communication, and emergency response protocols. 2. To disseminate comprehensive information on the jurisdiction s educational opportunities, accomplishments, challenges, and areas of priority. 3. To determine public attitudes regarding the jurisdiction, providing recommendations on the impact of Board decisions and/or jurisdictional initiatives. 4. To build strong relationships with professional associations, the media, and first responders, serving as the key spokesperson for the jurisdiction on a variety of issues Organizational Development Tactics Tactic Description Due Date MRPs Trustee Elections Support Returning in October /Manager managing 2017 Trustee Elections Leadership Blog Write 41 weekly Leadership Blog on Manager a facet of RVS second order change School Annual Results Produce a reporting manual that August Report Manual outlines reporting requirements for School Annual Education Results Reports Four Year Plan Produce a Four Year Rolling Plan in accordance to Ministry s Policy and Requirements for School Board Planning and Results Reporting Assurance Model April Four Year Plan Consultation Web Portal Development Accountability Meetings Annual Education Results Report Design, present, and implement an engagement strategy for the development of a Four Year Plan Lead web portal committee in the development of a new webportal* Meet with Four Year Plan MRPs to review progress of designated action plans Roll-up accountability reports into AERR in accordance to Ministry s Policy and Requirements for School January September to June October December December /Manager Superintendent /MRPs Manager/ Rocky View Schools Communications Plan Page 5

7 Board Planning and Results Reporting Assurance Model Budget Consultation Assist Finance Dept. in implementation January of annual budget development process, press release, presentation April School Education Plan Produce a reporting manual that March Manual aligns School Education Plans to Four Year Plan Board Directives Write, edit, revise Board directives as requested Satisfaction Survey Administer annual RVS satisfaction May survey with parents, students, and staff Knowledge Centres Work with appropriate departments/branches to build two 0365/Sharepoint Specialist online knowledge centres business nd student Forms Alignment Serve as Project Lead to align Business Forms with Admin Procedures Digital Content Board Meetings Attend Board meetings as slated Bi-Monthly Manager Orientation/Incamera/ Attend meetings, provide Bi-Monthly Planning Meetings communication counsel Executive Meetings Attend Executive as slated, preparing Weekly Reports on branch activities Meetings Manage and attend Bi-Monthly /Manager (tentative) Meetings as slated, preparing agenda and directives as required Advocacy Meetings Attend Advocacy Meetings, assisting in identification of Board advocacy positions As called MRP= Most Responsible Person * Webportal Development Tactic Description End Date MRPs Anonymous Public Sites Design, populate, train and rollout of 50 (Board and School) public websites June 2018 Communications Sites Lead design, population, training and rollout of staff portal January 2018 Communication Teacher/Student Sites Lead design, population, training and rollout of teacher and student sites June 2018 Communication Parent Portal Lead design, population, training and rollout of Parent Portal June 2018 Communication Ecommerce Co-lead the design, population, training and rollout of Ecommerce Module June 2018 Finance Dept./ 0365/SharePoint ODL Database Work with Intellimedia to build connectors from ODL database to SRB, PowerSchool, Edulog, Office 365 December / SharePoint Specialist Rocky View Schools Communications Plan Page 6

8 Training Plan/ Online Training Centre Communications Plan/ Procedural Development EC Office 365 Training SharePoint Develop an 0365/SharePoint Training Plan for EC and School ; develop supporting online training materials on the use of 0365/Web portal Write a communications plan and procedures related to the function, use and operation of Web portal December / ongoing December 2017 Manager/Digital Content / 0365/SharePoint Trainer Run EC Office 365 training to build skill levels of key branch staff 0365/SharePoint Trainer Run SharePoint training to build skill level 0365/SharePoint Training of key branch staff Trainer Learning Affirm approach to transitioning Learning October / Knowledge Centre documentation and presence in School 2017 Associate of Bundle. Learning Easy Blog App Lead the development of Easy Blog App June 2018 Communication News Portal Publish two-stories per day via SB news Jan - June Manager portal Internal Tactics Tactic Description Due Date MRPs Research, write, publish, and distribute a bi- 2 st and 4 rd weekly e-newsletter for school-based Monday administrators Sept. Jan. E-newsletters Admin Plone Websites (Intranet Folders) Crisis Response School Council Resource Guide School Logos Graphic Design Projects Rocky the Raccoon Campaign Letters/ Memorandums MRP= Most Responsible Person Serve as web master for current internal website folders, updating for new school year; managing content over course of year Assume role of Information under ICS, as well as manage Crisis Phone 24/7, 365 days Produce and distribute School Council Resource Guide Continue to redesign school logos for new web portal 14 completed by spring to go Design, print, distribute graphic design projects, from school viewlets and website banners, to infograms, and brochures Design, publish, distribute, maintain inventory of colouring books (Eng./FR), zipper pulls, hockey card Draft/Edit letter and memorandums as requested by Superintendent & Associate Superintendent Business and Operations August/ August August / Digital Content Rocky View Schools Communications Plan Page 7

9 3.5.3 External Tactics Tactic Description Due Date MRP E-newsletters Research, write, publish, and distribute Tuesdays Sept. Replay weekly community e-newsletter Jan. RVS App Push Information/Promote RVS APP Digital Content Advanced Registration Campaign Design and write content for Ontrack (registration issue); design advertisements and posters; oversee distribution December / Opening Day Campaign Design and write content for Ontrack (opening day issue); design advertisements and posters; oversee distribution July / Board Contests Manage Board contests, i.e. Christmas Card Public Websites Serve as web-master for RVS & Trustee Website / School Websites Design, monitor, train, and audit School Websites (annually) Digital Content Social Media Manage all social media tactics, specific to Facebook pages, Twitter Digital Content Blog Site Commit to publishing two blogs a week on topics that align with Four-Year Plan, beginning September 1. Manager Board Meetings Board Showcases Community Consultation Campaigns Brochures Attend Board Meetings and manage subsequent media requests Schedule groups to attend Board meetings; liaise with groups; create plaques; distribute swag; write content for Board package Support other Departments roll out of public campaigns, as capacity allows, i.e., Attendance Areas Produce promotional brochures on RVS, Kindergarten, Pre-School, French Immersion, Christian, Food for Thought Bi-weekly (Aug - June) Bi-weekly (Aug - June) January August Manager / Manager / Displays Design various static and portable displays As required Fingertips (School Calendars) Produce pocket size school calendar for distribution to all families and staff August Media Interview Media Releases/Adviso ry Soundbites MRP= Most Responsible Person Serve as Board spokesperson and manage media enquiries Write and release media releases and advisory; host media scrums, press conferences Produce a monthly digest of school activity PSAs for distribution to the local press Monthly Manager Manager/Direc tor OPERATING BUDGET $1,095,987 Rocky View Schools Communications Plan Page 8