The Raymore-Peculiar School District in Missouri incorporated intentional communication strategies to share its strategic plan with the community.
Ideally, communication begins during strategic plan development. Keeping the community well-informed and involving stakeholders throughout the process makes it much easier to communicate about the final product.
This engagement can be as simple as a monthly email or social media updates that follow a plan’s development or revision. Inviting a group of key communicators to attend regular meetings throughout the development process also builds trust and credibility in the fact that the plan represents the district and is not just the vision of a small school leadership team. In addition to the in-person meetings, another effective strategy is to invite feedback through email.
Other powerful communication tools are visuals and storytelling. Infographics, videos, and storytelling can make the plan more engaging and easier to understand, increasing interest and support for the plan among community members.
For example, an infographic showing how the strategic plan will address specific community needs can effectively communicate the plan’s impact. A video that shares the story of how the plan came to be and its impact on the community can be a powerful tool for gaining support.
The Raymore-Peculiar Board of Education adopted its most recent strategic plan in May 2022. The plan has three main emphases: student success, high-quality staff, and operational excellence.
The district follows the philosophy of communicating “from the inside out,” meaning school board members, district administrators, teachers, and staff members are among the first to learn about the strategic planning process and to provide input; surveys of patrons and students and meetings with the citizen’s committee fine-tune the effort.
Raymore-Peculiar School District
To support the plan, the community must understand the overall vision and direction. After the plan is approved, the district communicates its goals and objectives through the following means:
- Newsletters from the district and superintendent (see “A Message from Mike”)
- Emails from the district and individual schools
- Website posts
- In-person meetings
- Press releases
- Social media posts
Using multiple channels allows the district to reach different community segments and tailor the message to specific audiences. A clear, concise written summary and a link to Raymore-Peculiar’s complete plan are available on the district’s website (www.raypec.k12.mo.us/page/ strategic-plan-2022-2027).
Raymore-Peculiar School District
Encouraging two-way communication is also crucial. When community members ask questions, provide feedback, and share their thoughts about the plan by way of emails directed to addresses provided by district newsletters, they engage and build trust, and district leaders gather valuable insights and adjust the plan as needed.
Involving community members after the plan is approved is also an effective communication strategy.
This approach allows community members to give their insights and feedback as the district works on the individual action steps to ensure that the plan continues to represent the community’s needs and priorities.
Since the approval of the strategic plan, regular updates have been presented at public school board meetings. These meetings are recorded and available on YouTube for patrons unable to attend in person. Social media posts remind community members of the specific actions or projects that the strategic plan identified as priorities.
Clear and effective communication is essential for implementing a successful strategic plan. By using a variety of channels, encouraging two-way communication, involving community members in the planning process, using visuals and storytelling, and regularly communicating progress and updates, schools and school systems can reach and engage their community and ensure the success of their plan.
Remember that communication is a continuous process, and it is important to adapt and adjust communication strategies to ensure that the community is informed.