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Leadership in theInformation Age:
A Changing Role for Superintendents
Leadership in the Information Age:A Changing Role for Superintendents
Today’s Presenters:
Bridget O’Connell, SuperintendentPalisades School District, near Philadelphia, PA2014 Bammy! Award Finalist for
Superintendent of the Year@BridgetOConnellBrad Saron, SuperintendentChippewa Falls Area School District, WI2012 Tech Savvy Superintendent of the Year in
eSchool News@BradfordGS
Leadership in the Information Age:A Changing Role for Superintendents
Today’s Presenters:
Joe Sanfelippo, SuperintendentFall Creek School District, WI2014 Bammy! Award Finalist for
Superintendent of the Year@JoeSanfelippofc
Dan Frazier, SuperintendentLitchfield School District, MN2012 Tech Savvy Superintendent of the Year in
eSchool News2014 Bammy! Award Nominee for
Superintendent of the Year@DanielLFrazier
Our Topics and Agenda
1. Our Changing World2. Community Engagement
through Social Media3. Positive Promotion: Examples4. Higher Expectations by Staff and
the Public for Communication
OUR CHANGING WORLD
COMMUNITY ENGAGEMENT THROUGHSOCIAL MEDIA
Public Relations and Telling Your District’s Story
Clearly this will not be…
ShouldShould
Should
Should
Should
Should
Should
Should
ShouldShould
The Experience Feels Different for Everyone!
Where do many stakeholders live?
Parents Students
“I can’t wait to go homeand look at the District website”
-Nobody
2005
2013
Image via businessinsider.com
Kindergarten Concert
Image captured by Joe Zydowsky, Cadott School District
Danielson Principal
Framework 1.2.1
406,000 Tweets
377,000 Unique Twitter Users
21,600 PhotosViewed
120,000,000 times
1.7 Billion Person Reach
13,000 people attended
406,000 Tweets
377,000 Unique Twitter Users
21,600 PhotosViewed
120,000,000 times
1.7 Billion Person Reach
13,000 people attended
Never Give UpThe Opportunity to
Say Something Great
About Your School
Chippewa Falls Area Unified School District
Communication Audit
Communication Plan
Build Your Asset Package
Brand Promises Elevator Speech
Brand Attributes
Representation of Brand
Signature Style
Graphic Identity and Story
Chippewa Falls Area Unified School District Our Brand Promises
• Personalized Attention• Dedicated and Highly Trained Faculty• Education of the Whole Child• A Culture of Excitement• A Sense of Belonging
• Inbounding Strategies• Pictures of Graphic Identity• Telling Our Story• Using Facebook to Link Back to Our
Website• Communication Plan
Build Your Asset Package
Build Your Asset Package
Build Your Asset Package
Build Your Asset Package
Build Your Asset Package
Build Your Asset Package
Build Your Asset Package
Build Your Asset Package
Build Your Asset Package: School Promotion
AWARD of EXCELLENCE: 1. Annual Report - Budget Book 2013 (Annual Report/School Performance category)
2. Governance Brochure (Marketing Material category)AWARD of MERIT:
3. The Cardinal Line - (Newsletter - Community category)4. Compensation Framework (Special Purpose Publication/Project category)
5. CFAUSD Website (Website category)6. Chippewa Chirp - DEC2013 (Newsletter - Internal category)
Build Excitement, Create Pride, Develop WOM
Positive Promotion:Examples
Bridget O’Connell
Palisades School DistrictCommunity Outreach 2014
Of note since we last met…
• Hurricane Sandy impacted our area in October,2012 – Palisades’ Red Cross Shelter Remained Opened Longest in Bucks County; Excellence in Leadership Award received for our efforts.
• Riegelsville Borough Students Officially Enrolled in Palisades as of July, 2013 – approximately 50 new students enrolled.
• Pennsylvania State Police Workspace Grand Opening in October, 2013
• Grant received to work with Seniors for Greater Education in Bucks County for our PEARL volunteers.
• Significant decrease in reporting of underage drinking and marijuana usage by students. CTC grant monies very effective.
Comprehensive Plan 2013- 2016
• Goal 1-Academic Achievement• Goal 2-Enriching Environment• Goal 3-Leadership Opportunities• Goal 4-Community Engagement
Goal 1: Academic Achievement
• Adequate Yearly Progress (AYP) Replaced with School Performance Profiles (SPP)– Palisades High School – 88.6– Palisades Middle School – 80.1– Durham Nockamixon Elementary School – 90.8– Springfield Elementary School – 83.5– Tinicum Elementary School – 91.6
All information regarding School Performance Profiles can be found at - http://paschoolperformance.org/
Total of 100 points possible. School improvement plans are shared annually at our Education Programs and Services Meeting which is open to the public.
OutstandingAchievements:• PHS is ranked among the top
2000 high schools in the nation;
coming in at 1398/25,000 schools! • Cyber centers established in our high school and our
middle school for students who are taking classes online. Online learning is available K-12.
• Our SAT scores remain above the state and national averages; 538 for Math, 508 for Verbal and 516 for Writing were reported for 2013.
• Our Advanced Placement scores remain above state and national averages – 70% of students who have taken AP exams scored a 3 or better.
• Odyssey of the Mind teams competed at the world level - PHS took 3rd place and PALMS took 7th place.
Goal 2: Enriching Environment-Facilities Improvements/Security
• Installed softball field
drainage system• Resurfaced tennis courts• Installation of new turf
field planned for summer • Conducted security inspections at each school
and noted areas of concern• Parent-Child Reunification drills conducted for
students and parents – Palisades practices reuniting children with parents–Intelligencer, Nov. 2013
Improving Security
• State Police held security
awareness training for all
staff at beginning of year• Captured vestibule installed at PALMS• Installed 911 emergency call buttons at each of
our schools• Implemented access control system at each
school• Received $26,000 grant from Department of
Homeland Security for camera installation• New security doors being installed at Durham
Nockamixon Elementary School
Anti-Bullying Programs
• “Stand Up to Silence” high school students presented their anti-bullying message in Doylestown and were asked to come back to the Central Bucks Schools for an encore performance.
• Peace Center of Bucks County offering “Respecting me, respecting you” program at all elementary schools and support group for victims and perpetrators in Quakertown
Wellness Initiative
• New “Food Court” set up at the high school with salad and deli bar.
• Fresh fruit smoothies are being sold in all schools this year, along with fresh fruits and vegetables at the salad bars.
• The district received a $5,000 grant for non-competitive physical activities for all grades.
• Stadium refreshment stand was refurbished.• All schools will be planting gardens to
further our nutrition education program
and initiate a “farm to table” program.
Goal 3: Leadership Opportunities
• Developing “pathways” for student leadership opportunities, examples include:– Environmental Stewardship– Red Cross-Disaster Relief– Emergency Responders-firefighter, EMA, EMS– Youth Sports Organizations or Summer Recreation– School-Based Opportunities-working with younger
grades– Junior Council Person
Program
Goal 4: Community Engagement• PEARL Property Tax Rebate Program
connects with SAGE – Senior Adults for Greater Education; grant received for training/mentoring
• Parent Engagement – Tinicum Elementary School is ramping up their opportunities for families and school personnel
• Operation Recognition – Awarding eligible veterans with a Palisades Diploma
• Social media options for district communication – Facebook and Twitter accounts active
Spotlight on Our Alumni• Chris Creveling – US Olympian and Silver
Medalist; competed in Winter 2014 Olympics.• Patrick Bogard – Scientist (molecular biology),
Ariosa Diagnostics. • Tina Haskins – Biological Oceanographer,
currently conducting research of phytoplankton along the Western Antarctic Peninsula
Palisades…Investing in the Future!
Thank you for support of Palisades’ schools, students
and families!
Dr. Bridget O’Connell
Superintendent
610-847-5131, ext. 4024
In preparation for the White House visit I put a presentation together to share our #FutureReady efforts...is this something we would include as an example of marketing your district/communicating a message? https://www.youtube.com/watch?v=G0UTD8mXpVg&feature=youtu.be
HIGHER EXPECTATIONS by STAFF and the PUBLIC for COMMUNICATION
Social Networking Fact SheetHighlights of the Pew Internet Project’s research related to social networking.
As of September 2014: 71% of online adults use Facebook
23% of online adults use Twitter
26% use Instagram28% use Pinterest28% use LinkedIn
The Near Future:
2.7 zetabytes (2.7 x 1021) of unique new information will be created worldwide this year.
The Near Future:
Third generation fiber optics will carry 10 trillion bits per second down a single strand of fiber.
The Near Future:
The smart phone of 2020 may be as capable as today’s business server.
Your School District Website
Create an Internal Network for School Communication
Generational Differences ofStaff and Communication
Baby Boomers and Gen X Millennial Generation
Grew up without World Wide Web, cell phones, and social media.
Prefer a traditional office hierarchy.
Gen X and Millennials ask, “WHY?”
Have been raised in a time defined by boundary-less communication.
Sharing and networking.
E-mail threads with double digit CC’s.
Prefer a flat organizational structure where all equal.
Technology & Communication➢Modern technologies have
increased the speed of modern communication, so it has also increased the expectation for fast and accurate communication.
➢These tech have increased the need to personalize the message
➢Because of technology, we are on-call and available 24/7.
➢60 percent of all communication is non-verbal.
Leadership in the Information Age:A Changing Role for Superintendents
Questions and/or Comments?
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