NSPRA's Communication Audit Report - Harford County Public ...

• Provide additional support to schools in the use of the eSchoolnewsletter resource.
Both staff and parents in the focus groups were unclear about how to use the
eSchoolnewsletter for school communication. Bringing staff together for training and
dialogue related to the use of this relatively new communication tool for HCPS would
provide an opportunity to build understanding, demonstrate its usefulness and encourage
more schools to take advantage of the technology.
HCPS should continually evaluate the effectiveness of the web site as a key component
of the overall communication effort and strive to increase interactive components and keep it
dynamic and interesting so that users return regularly. For additional ideas, examples of awardwinning
school district web sites are available at www.nspra.org/members/main_links.htm.
Recommendation 13: Develop a comprehensive branding/marketing
strategy.
Focus group participants consistently praised HCPS’ high standards, its innovative and
cutting edge approach to improving education, the quality schools and staff, and the excellent
return on taxpayer’s investment. These are all strengths that should be capitalized on in
communication.
We recommend that HCPS begin more aggressively “branding” and marketing itself and
its schools. The district has an excellent reputation and continues to attract families to the
community. A branding/marketing effort should focus not only on promoting a positive image
and attracting new families and staff, but also on retaining families who are contemplating
enrollment in alternative education programs or the option of home schooling.
Long considered the “Holy Grail” of marketing in the private sector, “branding” is a
relatively new concept for public education. More than a name, logo or tagline, strong brands are
known for something unique – a promise of value that no other product or organization can claim
in quite the same way with as much credibility. The goal of branding is to develop customer
loyalty. In developing this marketing effort, HCPS needs to carefully consider how to most
effectively expand current communication efforts to include this approach.
Marketing efforts should be supported by research and focus on developing key
messages, messengers and delivery methods for each target audience. For example, one target
audience might be families who are moving to HCPS as a result of BRAC. Before you can
market effectively to this group, you first need to research and understand where these families
are currently located and what types of educational environments they currently have available to
them. The following suggestions can help refine branding and marketing efforts:
• Focus on clear, consistent messages. As explained in Recommendation 4, the key to
effective marketing is the development of key messages delivered in “one clear voice.”
HCPS uses a variety of communication channels (web site, print and electronic
publications, voice-messaging, video, public forums, advisory councils) to reach
stakeholders. HCPS needs to more clearly define its brand and stay consistently on
NSPRA Communication Audit 48 Harford County Public Schools