PGCPS Elementary Boundary Adjustment Project
Project Overview
Oversee and support Prince George County Public Schools' communication needs related to the division's elementary school boundary adjustment project, which sought to establish new boundaries for the county's schools beginning in the 2023-24 School Year.
Background
As Prince George County Public Schools faced a two-pronged challenge of continued growth alongside the expected opening of a new 850-student elementary school in the county in the winter of 2023, the Prince George School Board and division partnered with outside firm Cooperative Strategies to begin the planning, development, and implementation of new elementary school boundaries starting with the 2023-24 School Year. Michael Campbell, serving as the school division's Coordinator of Communications and Public Relations, was a member of the internal committee involved in the boundary adjustment process, including the superintendent, instructional, and support services leadership.
The nearly year-long process involving community input and data analysis resulted in new boundaries that the Prince George School Board formally approved in January 2023. Following their approval, the next communication phase would begin, particularly with affected families, employees, and other stakeholders.
Planning
In the fall of 2022, Michael Campbell and the division's Office of Communications and Public Relations prepared a communications plan to maximize outreach regarding the division's online survey soliciting comments on proposed options for elementary boundaries. This plan identified the division's key communications platforms, listed below, and created strategies for their use as part of this campaign:
- Internal Communications
- Automated Email / Phone Messaging System
- Division Websites
- Social Media
- Physical Signage (fliers in key locations for parents)
Implementation
Working with Cooperative Strategies and the school division's leadership, Michael rolled out the district's first communications seeking feedback on proposed options on September 20, 2022. Click HERE to see the division's article.
Recurring messages were shared during the month-long survey window, encouraging families to participate and reminding them of the planning in-person community meeting in October. As part of this campaign, thousands of phone calls and email messages were distributed to the division's families and staff. Fliers were posted in key areas of the division's schools, with Michael conducting spot checks at campuses to ensure the marketing material was appropriately displayed and the included QR code was not obstructed. Click HERE to see the division's flier used during the survey window.
Data gathered during the survey window showed the following insights:
Facebook (Audience Size: 7,519)
- Number of Posts: 8
- Reach: 6,904 Facebook Users
- Likes: 17
- Post Shares: 11
- Link (URL) Clicks: 173 (2.3% Engagement Rate)
Division Website (http://www.pgs.k12.va.us)
Automated Phone/Email System (Vendor: School Messenger)
- Average of 4,457 phones contacted across 4 calls
- Average of 1,883 phones calls answered (42%)
- Average of 2,291 voicemail messages (51%)
- Approximately 4,174 of the 4,457 phones either were answered or a voicemail was left (93.6%)
- Average of 4,797 emails sent across 5 messages
- Average of 1,924 emails marked in system as 'Delivered' (40%)
- Average of 2,371 emails marked in system as 'Opened' (49%)
- Average of 319 emails marked in system as 'Clicked,' meaning users clicked a link embedded in the email
- Average Email (Click-Through) Engagement Rate: 6.64%
Following the survey period, the information gleaned from the community was used to inform discussions between the division's instructional leadership and the Prince George School Board, culminating in their January 2023 decision on their preferred elementary boundaries. Following their action, Michael Campbell and the division's Office of Communications and Public Relations prepared a communications plan to maximize outreach to the entire division while also targeting communications to those affected families who may have new school assignments in the upcoming year.
On January 20, 2023, Michael Campbell and the division's Office of Communications and Public Relations collaborated with the division superintendent to develop a message to families regarding the school board's boundary selection. The letter also provided links to current and new maps, an interactive school locator map, and advised the community to look for additional updates in the coming weeks. Click HERE to view the district's message to families.
On February 7, 2023, the division launched its first-ever Balancing Enrollment website. This website was created by Michael Campbell and the division's Office of Communications and Public Relations and sought to provide various information and resources in a central location. The page was developed using insights from other school divisions in other states and tailored to the needs of the Prince George community. The page features boundary maps, an interactive school locator map, an overview of the project timeline, and a frequently asked questions page.
Michael developed the contents of the page in collaboration with the division superintendent. Once the boundary adjustment project concludes, the webpage will serve as a resource for the community to understand how redistricting initiatives help support the ability of a school division to provide high-quality instruction to all students and how the division conducted its most recent boundary adjustment. Click HERE to view the division's Balancing Enrollment website.
Looking Ahead
Michael Campbell and the division's Office of Communications and Public Relations will continue to publish reminders to the division's website, social media, and other platforms throughout the end of the 2022-23 School Year. Additionally, the office will work with the district's Technology team to push reminders through the division's student information system during critical times, such as end-of-year report cards.
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