Somerville Public Schools is planning expansive changes in its usage of multiple media platforms.

By Harry Kane

The Communications Department at Somerville Public Schools is making some changes in the new year with the launch of a print newspaper, a new strategy for social media integration, the rebuilding of the SPS website, and much more.

Following an informal audit for enhancing and evolving communications and marketing districtwide, Chief Communications Officer Darryl Nash presented a summary of the changes to come at Somerville Public Schools for next year during the School Committee meeting on December 1.

There are four main goals in the team’s strategic plan. Goal A grows its social media presence. Nash says that social media is the “single most effective way to communicate with a contemporary audience.”

Their goal here is to develop platforms with a specific audience in mind, aimed to increase a following that establishes “an appropriate cadence to engage, but not overwhelm.”

Nash says, “Interaction with the audience, I believe, is the best litmus test for how we are delivering content.”

Goal B is a complete rebuilding of the SPS website. Nash says this may be a lengthy process, and the team will gather feedback from stakeholders to create a more modern site for a streamlined user experience.

Goal C is a plan to engage with the community through impactful storytelling by highlighting student and staff achievements and advances in the curriculum.

“When we place these stories on digital and print platforms, we follow the resulting data, track the interactions, and then we see what kinds of stories are resonating with our audience,” said Nash.

Goal D prioritizes in-house development that provides quality guidance and leadership across the district with best practices in communicating and presentation, brand consistency, and departmental support for district administrators.

“While this is behind the scenes, our efforts here are impactful, and our work at the central office level trickles down to school offices across the district,” said Nash.

Other highlights include a podcast about teachers and learning, and the launch of a paper publication. Nash says the newspaper will allow for greater reach in the community and will result in more investment, input, and interest in the school system.

Lance L. Davis, President of the City Council, was at the school committee meeting and responded by reminiscing about his background in journalism, commenting that he is “tickled and thrilled” with the upcoming launch of a print newspaper for students.

Additionally, the team discussed the viability of SMS texting as a means of communication, added Nash.

Laura Pitone, School Committee member from Ward 5, expressed interest in the usefulness of texting. “I don’t think we’ve tapped into that as well as we could … I really look forward to hearing more about that, because I feel like that’s a missed opportunity.”