Harmony Public Schools Guide to Communications & Marketing

PURPOSE

The purpose of the Harmony Public Schools Guide to Communications & Marketing is to provide structure and intent to the various forms of communication performed throughout the Harmony Public Schools system, as well as a vision for bringing those communications into alignment with the HPS Mission, Core Values, and Strategic Plan Also included are HPS guidelines, recommendations, and best practices on a variety of communications-related topics, and an in-depth overview of our HPS marketing plan and key messages.

ISSUED BY:

HPS Department of Communications & Marketing 9321 W Sam Houston Pkwy S Houston, TX 77099

This manual will be updated, as needed. For the latest version, please visit www.HarmonyTX.org/communications For additional guidance, questions, or resources, please contact:

John Boyd

HPS Chief Communications & Marketing Officer

jboyd@harmonytx.org

713-343-3333 ext. 1501

WHO IS HARMONY?

Above all else, Harmony Public Schools' communications and marketing efforts must be consistent with the system's core values, mission statement, and broader strategic goals.

So before we go any further, who is Harmony Public Schools?

Harmony Public Schools is a statewide system of Texas public charter schools that provides rigorous, high-quality education focused on Science, Technology, Engineering, and Math

Through a caring and collaborative environment, Harmony provides students from traditionally underserved communities the opportunity to excel through project-based learning where they learn the skills necessary to become a contributing global citizen.

OUR VISION

Harmony’s vision is to lead our students from the classroom into the world as productive and responsible citizens

MISSION STATEMENT

Harmony prepares each and every student for college and career by providing a safe, caring and collaborative atmosphere and a quality student-centered educational program with a strong emphasis on Science, Technology, Engineering and Mathematics

OUR CORE VALUES

OUR CORE VALUES

HIGH EXPECTATIONS

HIGH EXPECTATIONS

Every student will learn and grow into a successful and productive citizen

Every student will learn and grow into a successful and productive citizen.

WORKING TOGETHER

WORKING TOGETHER

Our students, parents, and staff work in harmony to create a strong community of success.

Our students , parents, and staff work in harmony to create a strong community of success.

DEDICATED STAFF

DEDICATED STAFF

We do whatever it takes to help our students reach their goals

We do whatever it takes to help our students reach their goals

STEM FOR ALL

STEM FOR ALL

Every student will graduate with a strong understanding and appreciation of STEM and how it connects to the real world

CHARACTER MATTERS

CHARACTER MATTERS

Every student will graduate with a strong understanding and appreciation of STEM and how it connects to the real world

We guide our students to value integrity, show respect, and be responsible.

We guide our students to value integrity, show respect, and be responsible - 06 -

OUR NORTH STAR

I have a plan for my future.

At Harmony Public Schools, our guiding principleknown as our North Star - is the profile of a Harmony graduate. By graduation day, we have met our promise to our students if they are able to confidently believe five things about themselves

I

I am well-prepared to lead my life.

have something I’m passionate about.

I know how to work with others. I can solve tough problems.

DEPARTMENT ROLES & RESPONSIBILITIES

CORE VALUES & MISSION

Chief Communications & Marketing Officer - Develops departmental strategy & goals, oversees implementation, coordinates efforts across departments, and leads on media relations

District Director of Communications & Marketing - Implements department strategic efforts at district- and campus-level, as well as serves a variety of other roles

Digital Marketing Manager - Oversees strategy and implementation of digital advertising, website optimization, and digital customer experience.

Communications Manager - Develops and executes campaigns across a variety of communication platforms

CENTRAL OFFICE

Graphic Designer - Creates graphic/visual design elements, maintains visual standards

Webmaster - Responsible for development and quality control of all HPS-owned digital properties

Media Manager - Responsible for photo and visual production

Communications/Marketing Specialist - Supports a variety of communications or marketing needs, including social media, advertising, newsletters, and content creation

Communications CoordinatorLeads social media efforts and serves as campus liaison for a variety of communications efforts

Office of the Deputy Superintendent

Chief Communications & Marketing Officer

Communications Manager, Digital Marketing Manager, Webmaster, Graphic Designer, Media Manager, Specialists

DISTRICT OFFICE

Area Superintendent* A Director of Communications & Marketing

CAMPUS

Principal* Communications Coordinator* or Principal Designee*

*Denotes employee is not departmentally aligned within Communications & Marketing Department

PART 2: MEANINGFUL MESSAGING

'INSPIRING FUTURES'

What makes Harmony Public Schools a great school system for students, families, and employees?

It really depends on who you ask.

For families, the answer may be our superior academics which propel students into college and the career of their dreams.

For employees, it may be the leadership development programs that allow them to add skills to their repertoire while growing their careers

And for others, it may be our more than 1,200 campus clubs, stand-out accountability ratings, or awardwinning Character Education program

With such a variety of accomplishments and programs, sometimes it can be difficult to know where to start telling Harmony’s story.

In order to help tell Harmony’s story purposefully and with completeness, the Harmony Communications & Marketing Department has developed a Strategic Marketing Plan that takes the many individual items that make Harmony a great system and weaves them into a complex and consistent narrative that can be told throughout the school year.

At the heart of this strategy is a central theme:

“Harmony Public Schools is Inspiring Futures.”

This message was chosen after seeking input from campuses, districts, and each department within Harmony to identify our unique selling points, or “reasons to believe.” Together, we created a comprehensive list of more than 100 items that make Harmony unique among school systems.

MEANINGFUL MESSAGING 'REASONS TO BELIEVE'

AUDIT

Quality & Compliance Control

ENGAGEMENT

Alumni Network

Beyond Harmony

Career Development

Character Development College Visits

Family Engagement Opportunities

Grow Your Own Teacher Program

Home Visits

In/Out of State/international Trips

Industry Internship Opportunities

Post Secondary Support

Sports/Athletics

Team Building Activities

Student Activities

Student Clubs

Student Mentoring Programs

Volunteer Management System

FINANCE

Financial Audit Results

Financial Internal Control

Financial Transparency/ Efficiency

FIRST rating

Investments (impacts on budget)

Local involvement in Budget Process

Online Purchase Order System

Online Reimbursement System

Procurement Practices

RevTrak & French Toast Online Payments

S&P rating

TASBO award

Websmart and JDox

HUMAN RESOURCES

Benefits & Perks

Career Opportunities Within Organization

Coaching/Mentorship for Admins

Competitive Salaries, Bonuses & Stipends

Comprehensive Background checks for staff

Diverse Teaching Staff

Effective Prescreening and Selection Process

HEEP/ paid masters, certifications

High %of Staff Members with Advanced Degrees

Highly Qualified/dedicated staff

Leadership Programs HALA

Learning Opportunities

LinkedIn Learning

Organizational Health Systems

Teacher of the Year Program

OPERATIONS

Bullying-Free, Drug-Free, Gang-Free Schools

Child Nutrition Program

Customer Oriented Service

Discipline and Behavior Management

Inventory Management System

Smart Snack Program

Social/Behavioral/Emotional Health

Uniforms

PROGRAMS

1-On-1 Academic Counseling

Academic Competitions

Academic Program Grants

AdvancED Accreditation

Coaching/Mentorship for Teachers

College Pep Rally

College Readiness Data

Dual Credit Offering

Dynamic Curriculum

Gifted & Talented Program

In-house Research Opportunities

Innovation Lab

Innovative Courses

Instructional Data Analysis

Intervention for College Readiness

Interventions

Microcredentials

More Hours for Math/ELA

P-TECH

Personalized Learning

PLTW

Professional Learning Communities

Rigorous Coursework

Student Growth Data

T-STEM Program

Teacher Evaluation (Danielson model)

Test Fee Free Schools

PUBLIC RELATIONS & COMMUNICATIONS

Comprehensive Media Relations Program

Flexible Campus Website Options

Harmony in the News

Harmony on the Hill Legislative Event

Harmony Partners in Education

Harmony Main Website

Graphic Design

Newsletters

Vibrant Social Media Community

Video Production

TECHNOLOGY

Mobile App Access to Student Info

Centralized Phone/Camera System

Central Data Center

Cyber Security (Filtering)

Dashboard for KPI Metrics

Instructional Materials Ordering System

IT Help Desk

One-on-One Devices for Students

Single Sign-On

Skyward

MEANINGFUL MESSAGING

TACTICAL MESSAGES

After establishing our reasons to believe, Harmony developed each item into a tactical message which resonates with our various stakeholders on both a practical and emotional level, and that speaks to our core message of inspiring futures.

These tactical messages can be broken into four categories:

SUPERIOR ACADEMICS UNIQUE ENGAGEMENT EXPERIENCES

OPERATIONAL EXCELLENCE SOLID ORGANIZATIONAL GROWTH

EXAMPLES

Reason to Believe

Harmony Has a 100% College Acceptance Rate Among Graduating Seniors.

Reason to Believe Tactical Message

We’re Helping Graduates to Live Inspiring Lives

With a 100% college acceptance rate, Harmony Public Schools enable students to gain post secondary educations that result in careers in sought after industries.

Reason to Believe

Harmony Puts a Heavy Emphasis on STEM Within Its Curriculum.

Reason to Believe Tactical Message

We’re Inspiring Academic Success through an Innovative STEM Curriculum

Harmony’s STEM curriculum is student centered and inquiry based with three pillars: Project Based Learning, Professional Development, and STEM Culture. Within this, teachers actively engage students in new ways of learning

SUPERIOR ACADEMICS

We are a Higher Level of Public Schools

While Harmony is part of the public school system, it has created a culture and curriculum that is beyond what is offered at traditional public schools. We offer students a smaller school setting, a rigorous, challenging STEM curriculum to serve all students, a focus on formative assessment, and a culture of high expectations and support

We’re a Proven and Successful Educational Choice for K-12

For 20 years, Harmony has been a highquality choice where teachers have more say and more freedom to use alternate learning strategies and innovative techniques to help students excel

We’ve Been Part of the T-STEM Network

Since the Beginning of the Initiative

As a Texas Science, Technology, Engineering and Mathematics (T-STEM) Academy, Harmony is focused on improving instruction and academic performance in science and mathematicsrelated subjects and increasing the number of students who study and enter STEM careers T-STEM Academies are demonstration schools and learning labs that develop innovative methods to improve science and mathematics instructions. T-STEM campuses are designated based on a rigorous designation process.

We’re Not Your Average Public School

Harmony students consistently exceed state averages on the Texas Standardized Test In 2018, we met or exceed standards on the annual State of Texas Assessments of Academic Readiness (STAAR) exam.

We Focus on Our Students, One Individual at a Time

As opposed to other public schools, Harmony provides one on one academic counseling

We’re 100% Supportive of Our Students

Thanks to our teachers, learning approach and dedication, 100% of Harmony graduates are accepted to college every year.

We Help High Achievers Reach Higher, Too Harmony Schools offers a special Gifted & Talented program for students who perform at or show the potential for performing at a remarkably high level of accomplishment when compared to others of the same age.

We’re a Model for Student Success

Harmony Instructional Framework is built on the principles of Danielson's Framework for Teaching and has five essential components These are 1) Setting instructional outcomes 2) Managing classroom procedures 3) Using questioning /prompts and discussion 4) Engaging students in learning and 5) Using assessment in instruction.

We’re Advancing Education via AdvancED Accreditation

Harmony Public Schools is one of a select number of school systems that has received performance accreditation from AdvancED Using a set of rigorous research-based standards and evidencebased criteria, AdvancED Performance Accreditation examines the policies, programs, practices, learning conditions and cultural context to determine how well the parts work together to carry out the institution’s vision and meet the needs of every learner

SUPERIOR ACADEMICS

We Provide Students With a Pathway to Fulfilling Work

Through the P-TECH program (Pathways in Technology Early College High Schools) we provide students with work-based education. Students grade 9 through 12 have the opportunity to complete a course of study that combines high school and post-secondary courses. Within six years, we enable students to earn a high school diploma, an associate degree, a two-year post-secondary certificate or industry certification, and complete work-based training

We Lead the Way in Helping students

Realize their Futures

Project Lead the Way (PLTW) empowers students to develop essential knowledge and skills while opening the door to opportunity for their futures Pathways in computer science, engineering, and biomedical science engage students in hands-on activities, projects, and problems; empower them to solve realworld challenges and inspire them to reimagine how they see themselves.

We Develop the Best Teachers and Leaders

High-quality professional development is our key strategy for ensuring excellence in teaching and school leadership and retaining staff We provide extensive professional development for teachers and school leaders before and during the school year, including training all new teachers in their curriculum and datadriven approach and providing support structures for ongoing improvement through frequent collaboration meetings and a mentoring program

Time Learning With us is Time Well-Spent Harmony Public Schools dedicate more hours to math studies and English Language Arts in order to prepare students for higher learning.

Readying for College Readiness

All Harmony students graduate with college credit and at least one college acceptance letter. College planning starts in eighth grade and is informed by more than six college visits in high school. An 11th grade English class focuses on essay development while counselors and advisors help with college and scholarship applications

Students Can Get Twice the Credit for Their Work

At Harmony, Dual Credit courses are offered for dual credit from agreements between high schools, universities and community colleges whereby a high school student enrolls in a college course and simultaneously earns college credit and high school credit for the course

We Challenge our Students to be their Best

Harmony Public Schools provide a rigorous, challenging STEM curriculum serving all students, a focus on formative assessment, and a culture of high expectations and support. The curriculum is inquiry-based and student-centered and matches the focus of the CCSS on rigor, depth, and higher-order skills such as conceptual understanding and application Also, they emphasize mastery of 21st-century skills that all students will need to be successful in college and career. Harmony has a strong Advanced Placement (AP) program at each of the high schools and encourages students to begin taking AP courses as early as 10th grade

We are a Test Fee Free School

Harmony offers Credit by Examination (CBE) testing at no cost to students that are taking credit for acceleration.

SUPERIOR ACADEMICS

We Celebrate Our Students’ Success

At our annual College Pep Rally, family and friends come together to celebrate the senior class as the students announce their college destinations for the first time.

We Bring Big Change to Education by Thinking Small

Micro-credentials are at the center of Harmony’s Human Capital Management System and enable us to promote educators based on demonstrated competency versus seat-time Micro credentialing is the process of earning a microcredential, which are like minidegrees or certifications in a specific topic area.

UNIQUE ENGAGEMENT EXPERIENCES We Do Our Homework

We Create Learning Experiences That Engage and Excite Our Students

Through our Project-based Learning Program, students acquire a deeper knowledge via the exploration of realworld problems and challenges that are meaningful to them.

We Help Educate the Entire Student

In addition to teaching important subjects, our teachers guide students to value integrity and help develop their character so they can become upstanding global citizens

We Help Our Students Become Teachers

Our Grow Your Own Teacher program provides a competitive financial opportunity – up to $20,000 for four years – for current HPS students and/or HPS graduates to pursue a bachelor's degree that leads to teacher certification

We Help Make Dreams Come True

Our Mentoring Programs aim to make our students' college and career dreams come true by connecting them with dedicated and caring Harmony mentors. There are three different types of mentoring programs available, including:

College Admission Mentoring, College

Success Mentoring and Career Transition Mentoring

By visiting students and their families at home, Harmony teachers help build strong communication and a caring classroom. Teachers talk about student progress, programs and planning while parents provide priceless feedback and input.

We’re with You Far Beyond High School

Our engagement officers and college counselors provide Harmony students with the resources and support needed to successfully transition from high school to college. Harmony alumni organizations are ready and willing to provide the social and emotional support to help our high school graduates finish their college degrees

We Travel with You To Your Future

At Harmony, college visits start in ninth grade with at least two per year in grades 10, 11 and 12 Students meet with an advisor daily and a counselor on a regular basis.

Our Teachers Blend Learning With Caring

Teachers at Harmony go beyond the norm of public schools to help students, doing whatever it takes to help students reach their goals

UNIQUE ENGAGEMENT EXPERIENCES

We’re Here for the Entire Family Family involvement is shown to improve student academic improvement, school attendance, and decrease discipline problems At Harmony, we offer a number of ways to engage the family including “Parenting Can Be Fun” workshops, science fairs, and more.

We Even Create Leaders During the Summer Harmony Summer Leadership STEM Camps provide high quality, programs that blend learning with fun These 4-day/5night sessions include STEM courses, leadership talks, College Information Sessions, and recreation for both boys and girls. One fee covers all meals, housing, courses, and activities.

We Provide Practical Experience That Pays Off in the Future

Harmony offers a range of internship opportunities for both current students and alumni, including roles in the Grow Your Own Teacher program, administrative responsibilities, the Engagement Department, and more.

We Exercise Our Brains and Our Bodies Healthy mind Healthy Body At Harmony, boys and girls are offered a wide choice of athletics and sports activities, including soccer, basketball, tennis, track, and cross-country athletics

Because Travel is a Good Educator

Our students travel both in-state and outof-state to participate in a variety of competitions such as MathCounts, First Lego League, and Quiz Bowl as well as take part in international trips such as studying aboard

Become a Volunteer in Just 3 Clicks

Our VOLY (Volunteer Management System) gives parents a quick and easy way to sign up to be a volunteer at Harmony. In just 3 simple steps online, you’ll be registered and ready to make a big difference to a student, a teacher, and everyone else at our school

Our Teachers Help Change the Status Quo

Our teachers help ensure that students from traditionally underserved communities receive a high-quality, college preparatory education.

We Teach Lessons That Last a Lifetime

At Harmony, we place a heavy emphasis on STEM to prepare students for college success and equip them with the skills needed for a successful career

Our Teachers are Here for the Whole Family

Harmony teachers visit more than 7,000 homes each year to answer questions and help with the college applications process.

Your Child is Unique. Their Education Should Be Too.

Harmony isn’t a cookie-cutter school Instead, we provide your child with personalized learning and innovative instructional methods based on their goals – all in a smaller learning environment.

We Believe in Teamwork

From student clubs such as Math Count Club, Chess, Karate, and Art Club, to performing arts activities such as dance, singing and glee club, and team building activities, Harmony Schools offers students the opportunity to learn and build friends through teamwork.

ADVANCED TECHNOLOGY INTEGRATION

We Create 21st Century Leaders by Teaching Meaningful Technology

Harmony Public Schools provides students with the opportunity to learn about technology in a hands-on way, such as our FAA Drone Class, Coding, Underwater Robotics, and Innovation Lab courses, as well as through academic competitions.

We Teach With Tools Students will use in Their Future Working Environments

In addition to providing every student in grades 6 through 12 with a Chromebook computer, we use Google apps to enhance collaboration while all classrooms are equipped with projectors and document cameras to allow for visual learning.

And We Connect Parents to Their Child’s Progress From any Mobile Device

Available from mobile devices, with "Skyward Access" parents can view their child's schedule, daily attendance, quarter/semester grades, and grade books, as well as access general and emergency information.

We are Singularly Easy

Harmony’s Single Sign-On (SSO) portal integrates more than 40 on-premise and SaaS applications into one screen The one-click, SSO solution gives students, parents, and staff access to everything they need to learn, from anywhere, with just one password

Pay Online in Virtually No Time

Introduced in 2019, our online payment option allows parents to order uniforms and pay activity fees online with no additional cost

We Equip Every Student With What They Need to Succeed – One at a Time

Each and every Harmony student is provided with his/her own Chromebook or other device to ensure their learning opportunity is not limited by their level of access to technology.

We Keep Students Safe in Cyberspace

To provide an online experience that keeps students focused on their schoolwork and safe from a variety of online risks, we partner with an education-focused cyber security firm to filter the online content students are allowed to view while at school.

Our IT Help Desk Helps Get It Done

Our IT Help Desk allows employees to quickly request assistance from any department in the organization or search for an answer to commonly-asked questions so they can resolve their issue themselves. The system was designed to automatically assign new requests to the “agent” most likely to be able to solve the specific request, regardless if it is at a campus, district, or central level. Once a request is fulfilled, users can rate their level of support

We’re Driving Change with a Dashboard for KPI Metrics

Harmony has created a detailed system of Key Performance Indicators (KPIs) for each department to create a shared, consistent vision for our organization with quantifiable, metric-driven goals, and transparent accountability for results

The dashboard takes this matrix of scores and simplifies them into a “report card” for departments that can be displayed by district, at a system level, and by the department.

OPERATIONAL EXCELLENCE

We’re Educational Pioneers

Harmony schools are Texas Science, Technology, Engineering and Mathematics (T-STEM) pioneer schools. There are currently 104 TEA designated T-STEM Academies across the state of Texas, and 23 of them are Harmony Schools

We’ve Created an Environment That’s as Safe as it is Smart

With the best interests of our students at heart, we have established discipline and behavior management procedures that are tough on bullying and other negative behaviors.

We Teach Life Skills as well as Academic Skills

Our behavioral counselors work with students to develop appropriate behavior and social skills that allow them to benefit from their educational experience and be emotionally healthy as well.

You Belong Here, but Bullying, Gangs, and Drugs Don’t

Harmony Public Schools have an expulsion prerogative and will use it when student safety or well-being is threatened and when otherwise appropriate In addition, we do not tolerate gangs or drugs on any of our campuses.

We Take a Healthy Approach to Education

Our Child Nutrition program and the Smart Snack program ensure students benefit from healthy foods throughout the day

We’ll Counsel You on the Best Way Forward

Our engagement officers and college counselors provide our students with the resources and support needed to successfully transition from high school to college

Our Students Concentrate on Their Studies, not the Latest Styles

Our school uniform policy helps to ensure that all students feel part of the school and are not distracted by choosing what to wear every day In fact, our students voted on choosing Harmony’s school uniforms

Our Students Are Safe and Secure With Us

To ensure our students are secure, we conduct comprehensive background criminal checks for all volunteers and visitors to our schools against a national registered sex offender database.

We’ve Built Our Solutions Around Our Parents and Kids

From our Skyward Family Access to Relatrix volunteering online, school café access and our Let’s Talk online communication tool, we are customer-oriented and always available to help.

Studying with Harmony is a Capital Idea

Every two years, Harmony brings students and parents from across the state to Austin for “Harmony on the Hill” at the Texas State capitol At this event, attendees have the opportunity to meet their elected officials in their office and show off some of their latest school projects. We also have an all-day STEM showcase in the capitol concourse.

Working at Harmony is Life-Changing

More than offering teachers a competitive salary, including bonuses and stipends, as well as great benefits, professional support and opportunities for advancement, at Harmony we change lives for the better.

We Create Leaders in Education

Harmony Aspiring Leaders Academy (HALA) supports Harmony teachers as they seek to take on leadership roles within the Harmony system

MEANINGFUL MESSAGING

OPERATIONAL EXCELLENCE

We Appreciate Our Teachers

Teacher Appreciation Week is a special time for the recognition of our teachers, including celebrations to honor teachers for their exceptional contributions

We’re Experts at Selecting the Best

Our prescreening and selection process helps ensure we hire the best teachers and support staff in education today. Candidates must upload all required documentation online, take the Gallup assessment if applicable, and be evaluated by a hiring manager for future steps In addition, they must also undergo comprehensive background checks.

We’re Strengthening Futures & the Economy

By opening schools across Texas, we are creating new jobs for educators and new employment opportunities for support staff to run our schools

We’re Helping Our Employees Graduate to the Next Level

Our Harmony Employee Education Program (HEEP) provides financial support for eligible employees through tuition assistance and assistance with tuition related expenses incurred by employees seeking a certification or graduate degree, such as a Masters degree

We Benefit our Employees and their Families

In addition to the life insurance provided to eligible TRS employees by Harmony, employees benefit from short-term disability and free after school care for their children.

We Provide a Ladder to Elevate Careers

To help advance the careers of our employees, we provide coaching for administrative personnel as well as professional development sessions for staff members leading to career opportunities within Harmony.

We Hire for Quality & Commitment

We hire a diverse teaching staff supported by highly qualified administrators and other professionals with advanced degrees that do whatever it takes to help our students reach their goals

We Recognize Our People for Being the Best

Through our “Teacher of the Year Program” teachers are recognized for their unwavering dedication and commitment to helping students achieve their goals

SOLID ORGANIZATIONAL GROWTH

We Have Top Grades in Financial Stability

Harmony is the first Charter School in Texas to be rated highly (“AAA”) by both Moody’s and S&P with participation in Texas Permanent School Fund Bond Guarantee Program

We Think Locally When Creating Budgets

To ensure we do what is best for each of our communities, we involve local entities in the budgeting process.

SOLID ORGANIZATIONAL GROWTH

We’re Known for Being Financially Responsible

In 2019, the Texas Association of School Business Officials (TASBO) bestowed its highest recognition for school financial responsibility, the Award of Merit for Purchasing Operations, to Harmony Public Schools. The designation recognizes Harmony for its exemplary purchasing practices for its 58 campuses statewide

We’ve Earned A’s in Accountability

In 2019, five districts in the Harmony Public Schools system received A-ratings in the Texas Education Agency’s 2019 FIRST Accountability Ratings and two others received B-Ratings. The FIRST ratings are calculated using 15 financial indicators, such as administrative cost expenditures; the accuracy of a district or charter's financial information submitted to TEA and any financial vulnerabilities or material weaknesses in internal controls as determined by an external auditor

We Utilize Online Power to Conduct Business with Vendors

The Harmony Schools Purchasing Department requires that all prospective vendors register on our e-bid site to be notified of upcoming bids and to submit bids in their respective fields Additionally, we utilize an online reimbursement system for greater efficiency and reporting accuracy.

We’re Technologically Smart

Harmony Schools uses JR3’s WebSmart software and JDox records management to track students and business office functions, and to satisfy all TEA compliance expectations. The software was written and tested by experienced Texas school business office personnel to fulfill the requirements set by Texas law and administrative needs to economically and efficiently manage and govern Texas Schools

We are Financially Transparent

All our financial information including financial audit results and budget information is available on our website for anyone to view, anytime

We are Compliant and Quality-Driven Harmony Public Schools complies with all local, state, and federal rules and regulations set by the U S Department of Education regarding transparency, accountability, reporting, and other obligations. Harmony publishes the following information on its public website: Organizational chart, Policies and procedures, School handbooks, 990 Forms, Organization-wide budget, Site-based budgets (curriculum and instruction, library, school leadership, health services, transportation, food services, extracurricular activities, administration, maintenance, security, data processing, debt service).

SOLID ORGANIZATIONAL GROWTH

We’re Driving Change & Getting Superior Results

We are dedicated to changing the conversation on educational possibilities and are committed to changing lives for the better. We have a 98% graduation rate and 100% of our grads go onto college.

We Make a Point of Keeping Everyone in the Loop

Through “Harmony in the News” on our website as well as our Newsletters, parents, students and their extended families, as well as government officials, can stay up-to-date on the latest news, innovations and events at Harmony

We Make Paying Any School-related Fees Easy

Harmony uses the French Toast online system to provide parents with a convenient and trackable way to pay for any school club fees or uniforms

Our Media Relations has Great Relationships with Local Media

Harmony works proactively with local media to tell stories that shine a spotlight on our students and staff while bringing more opportunities to our campuses. In the first half of 2019-2020, Harmony was included in more than 170 positive news stories Many questions posed to Harmony are already answered in our One Pager and Closing the Gap infographic of what we do For media requests, interested parties can simply email us at media@harmonytx org with details of the request

Because every Campus is Unique, Each has Control of their Website

While Harmony has a central office website where interested parties can get pertinent information about the Harmony School System, each Harmony campus has the freedom to control their own school website and social media programs.

MEANINGFUL MESSAGING

SAMPLE CREATIVES

TIMING OF MESSAGES

While some messages are relevant at any time they are shared, certain messages have time-sensitive elements which require them to be shared within specific timeframes so that the audience has the appropriate time to make a decision or form an opinion.

Before making decisions, audiences to need to be informed about the decision on multiple levels.

What is being asked?

Who is asking?

Reasons for responding?

When to respond?

How to respond?

Benefits of responding?

We have used this “Educate to Activate” model to schedule key messages around relevant timeframes that allow stakeholders time to be informed early on about the decision prior to the time needed to make the decision.

KEY MESSAGING TIMELINES

Initial Push: Early October

Heavy Push: Late October, Early December

Support Messages:

December-January

Final Push: Early February

Initial Push: Early DecemberDecember

Heavy Push: Early January

Support Messages: MidJanuary

Final Push: Late January

STAFF RECRUITMENT

Initial Push: February (prior to Job Fairs)

Heavy Push: March-April

Support Messages: Late Spring

Final Push: June

MEANINGFUL MESSAGING

AUGUST

'Inspiring Futures'

Broad spectrum Harmony messaging in the two weeks before and after the start of the school year

(Orientation, Tools for Parents, Financial & Academic Excellence, Working for Harmony, Tools for Employees Alumni Support,

SEPTEMBER

'Inspiring Connections'

Connecting students, parents and staff members to one another, as well as the resources and opportunities that HPS has to offer

(Clubs & E i l H Vi i Tools for

OCTOBER

'Inspiring Achievement' Success stories and how HPS helps achieve them, as a groundsetter for upcoming enrollment/reenrollment periods.

(Ope E ll t C ll R di ess, T )

NOVEMBER

'Inspiring Change'

Broad spectrum messaging regarding what makes HPS a different kind of public school.

(Open Enrollment, Technology, Graduate Success, STEM, Project-Based Learning Acade i A hi t Al i S ccess, O t)

DECEMBER

'Inspiring Success'

Proof-points about the success of HPS academic model, timed to open enrollment and a preface to re-enrollment

(Academic Achievement, Academic Success, Alumni Success, Open Enrollment, Re-Enrollment)

JUNE

JANUARY

'Inspiring New Beginnings'

A new year/new semester is the perfect time to reconnect at HPS through re-enrollment, volunteering, or trying a new club or activity (Re-Enrollment, Open Enrollment, Volunteering, Tools for Parents Clubs & Extracurriculars,

FEBRUARY

'Inspiring Opportunities' Programs at Harmony that help prepare students for the opportunities that await them ahead (Colleg seling,

MARCH

'Inspired Teachers Inspire Students' Timed for Job Fairs and as teachers start making plans for the following year, a focus on our teaching methods, growth opportunities and benefits of HPS.

(Professio Harmony,

APRIL

'Inspiring Greatness'

The hard work put in by students and staff pays off with personal and academic success for our students (C y, College vement)

MAY

'Leading Inspired Lives' Equipping our graduates and other students with the tools they need to succeed and live positive lives beyond HPS

(Graduate Success, Alumni Success, Alumni Support, Teacher Appreciation, GYOT)

'Inspiring New BeginningsGrowth' For both students and staff, summer is a nge to grow your knowledge or skill set (Staff Recruitment, Tools g, Working for Harmony)

JULY

'Sparks of Inspiration'

Laying the groundwork for a successful school year ahead for parents, students, and staff members. (Tools for Parents, Driving Change, Professional Development, Individual Learning, Leadership)

PART 3: ENROLLMENT MARKETING

OPPORTUNITY FOR ALL

While some Harmony Public Schools campuses may have the availability to accept students year-round, the primary method through which new families discover Harmony and apply to one of our campuses is during a threemonth period each fall and winter known as Open Enrollment.

During this time, families can apply to one or multiple Harmony campuses for the following fall semester. If enough openings are available for all applicants, then all applicants are accepted for fall enrollment If the number of applicants outnumbers the amount of available seats, then all applicants are placed in a computerized blind lottery, and students are chosen based on randomized selection to ensure fairness for all student families who apply.

Enrollment Marketing also includes a shorter season – generally in early January – during which Harmony asks current families to let their campus know if they intend to re-enroll for the following school year. This period is known as Re-Enrollment. All current students who submit their ReEnrollment notifications during this time period automatically are guaranteed a seat for the following school year.

Because our number of students enrolled directly impacts the level of funding available to operate our schools, educating both prospective and current families about the benefits of a Harmony education throughout the year, then mobilizing them during each fall and winter are paramount to overall operational success of Harmony Public Schools.

ENROLLMENT MARKETING, BY MONTH

While the actual Open Enrollment and Re-Enrollment periods are only a relatively short few months of the school year, a year-long effort is needed in order to properly educate prospective parents about Harmony's programs and benefits, effectively activate them during the Open Enrollment and ReEnrollment periods, and make sure they complete enrollment once selected Certain times of the school year will naturally require more effort, and necessitate a greater expenditure of both time and budget While the schedule below does not include all activities related to enrollment, it is a good general guide to typical tasks and level of activity for each period of the enrollment calendar

Finalize annual marketing budget. Produce campaign creatives and key messaging. Finalize plans, contracts, and budgets with external marketing agencies. Begin early messaging through paid and organic social media, e-blasts, campus signage, Search Engine Optimization; website optimization.

Update active campaign creatives to reflect beginning of enrollment period. Strong push of multiplatform campaigns.

Weekly monitoring of enrollment applications, traffic sources, and web analytics. Biweekly adjustment of budget and creative, as needed. Send follow-up messaging to early applicants

Open Enrollment ends February 10. Strong, multiplatform final push for Open Enrollment applications.

Distribute educational materials families regarding lottery process. Direct messaging to lottery selectees regarding next-steps and deadlines for enrollment confirmation.

Direct messaging to lottery non-selectees regarding wait list potential and possible open seats in neighboring schools.

Additional enrollment messaging to fill empty seats (if needed).

Additional enrollment messaging to fill empty seats (if needed). Analyze effectiveness and cost-efficiency of enrollment marketing efforts. Periodic “check-in” messaging with all families to remind of registration deadlines for coming school year and share program highlights.

Strong multi-platform push to remind families of need to register and program highlights. Begin preparation of upcoming marketing budget. Contact potential agencies and vendors regarding upcoming enrollment efforts.

MESSAGING OPTIONS

Harmony Public Schools uses a number of messaging mediums to make sure families stay informed about our system's programs, highlights, and opportunities

Each medium has its unique strengths and weaknesses

Digital messaging, for example, allows instantaneous reach and immediate feedback from a wide audience at a relatively low price (if not for free). However, some families may not have access to digital devices or internet, or may choose to avoid popular sites like Facebook where digital messaging options are most plentiful.

Good, old-fashioned brochures and fliers, on the other hand, can be distributed almost anywhere and read on the recipient's own schedule They also offer the ability to tell longer messages with multiple talking points

However, they can be expensive to produce, grow dated relatively quickly, and many people just flat out won't take the time to read them

That's why consistent, simultaneous messaging across a variety of platforms is key to making an impression that sticks

In the next session, we'll discuss several of the common messaging mediums used by Harmony to promote enrollment and other efforts, as well as the strengths and weaknesses of each method.

These strengths and weaknesses should be neither interpreted as an endorsement nor a rejection of any one method They are solely factors to consider when creating, budgeting for, and executing a broad-based messaging campaign for multiple audiences

ENROLLMENT MARKETING

FACEBOOK ORGANIC POST

Free, Reaches Internal Audience, Ads to Social Engagement

Does Not Reach External Audience

Well (i e posting to people who already follow you), Not All Families Are On Facebook, Limited Reach Without Paying to Boost.

GOOGLE ADS (Search or Display)

Reach External Audience, Able to Target Audience, Flexible Budgeting, Google Ads Appear On a Variety of Other Websites and Mobile Applications, Data & Analytics

Costs Money, Google May Not Fulfill the Requested Reach, Complex Billing and Invoicing

FACEBOOK AD/SPONSORED

POST

Reach External Audience, Able to Target Audience, Flexible Budgeting, Facebook Ads Appear On a Variety of Other Websites and Mobile Applications (Including Instagram), Data & Analytics

Costs Money, Facebook May Not Fulfill the Requested Reach, Complex Billing and Invoicing

YOUTUBE ORGANIC POST

Free, Easy to Share

Limited Views and Engagement

YOUTUBE SPONSORED POST/AD

Reach External Audience, Able to Target Audience, Flexible Budgeting, Only Pay For Videos That Users Have Watched Most Of, Data & Analytics

Costs Money, Many Users May Skip or Ignore Ads

NEWSLETTER

Free, Delivered Where Parents Already Are Expecting to Receive Information

Internal Audience Only, Not All Parents Active On Email.

ENROLLMENT MARKETING

E-BLAST (Internal)

Great At Reaching Current Audience, Free, Lots of Messaging Options, Current Families Are Our Best Recruiter of New Families

Limited Direct Reach for New Audience (Relies on Current Families Sharing Emails) Not All Parents Are Active on Email, Messages Can Be Blocked or Unsubscribed To If Used Too Often

OTHER SOCIAL MEDIA

Message to Niche Audience

Audience Size May Be Too Small to Be Effective/Efficient

Free, Easy

TWITTER

Not A Place Where Our Audience Typically Engages

ENROLLMENT MARKETING

DOOR HANGERS

Effective Way to Blanket a Neighborhood, Provides a Lot of Information in a Small Package, Recipients Can Read On Their Own Schedule

Expensive to Print/Produce, Requires Manpower to Distribute, Many Homeowners Don't Like People Coming to Their Door

BROCHURE/FLIER/'ONE PAGER'

Provides a Lot of Information in a Small Package, Can Create Multiple Options to Tell Complex Message, Recipients Can Read On Their Own Schedule

Expensive to Print/Produce, Passive Information Sharing, Often Quickly Out-of-Date, Often Requires Manpower to Distribute

CAMPUS OUTDOOR SIGNAGE

POSTERS

Visually EyeCatching, Can Create Multiple Options to Tell Complex Message

Expensive to Print/Produce, Generally Only Reaches Internal Audience

(Banners, 'Falcon Flags,' Etc.)

Attracts Attention in Neighborhood

Can Be Expensive to Produce, Often Have Short Life Cycle Due to Environmental Conditions

BACKPACK STUFFERS/ PICK-UP LINE HANDOUTS

Cheap, Easy, Direct Messaging to Parents Who May Not Receive Messaging Through Digital Methods (ex email)

Students May Not Always Share With Parents

DIRECT MAIL

Provides a Lot of Information in a Small Package, Effective Way to Blanket a Neighborhood

Expensive to Print/Distribute, People Ignore "Junk Mail," Unsophisticated Demographic Targeting

ENROLLMENT MARKETING

NEWSPAPER AD

Broad Distribution, Newspapers Still Carry Prestige

Does Not Target Audiences Well, Expensive

Repeat Messaging, Broad Distribution.

Expensive, Price Varies Based on External Events (ex election year), Often Only Reaches Audience On One Network, High CostPer-Viewing

PAID E-BLAST

Reaches New Customers, Flexible Messaging, Data & Analytics.

Often Requires Multiple Rounds of Messaging to Be Successful, Sending Unsolicited Emails May Be Illegal in Some Circumstances

OVER-THE-TOP

(OTT)

STREAMING AD

Audience Targeting, Captive Audience (i e audience will sit through ad because there is something specific they want to watch)

Ad-Based Streaming Networks Are Lesser Used Than Subscription (Netflix, Disney+)

DIGITAL AD

Displayed On a Variety of Websites, Brings Users Directly to Desired Landing Page, Can Mix-nMatch Messaging, Retargeting Capability, Data & Analytics

Ad Clutter Can Be Ignored or Blocked by Web Users

OFF-CAMPUS OUTDOOR SIGNAGE (Billboards, Bus Stops, Etc.)

Receives a Large Audience Over Extended Amount of Time

Expensive In Some Markets, Inflexible Messaging

ENROLLMENT MARKETING

OPEN HOUSE

Brings New Families Into School, Allows Families to Meet & Engage With Staff

Requires Manpower to Staff, Other Marketing Efforts Needed to Draw Attendance, Other Marketing Materials Needed as Handouts

COMMUNITY EVENT BOOTH

Allows Families to Meet & Engage With Staff, Puts Schools System In Front of Families Who Might Not Have Otherwise Been Looking For Information About a School

Requires Manpower to Staff, Weather and Attendance Dependent, Other Marketing Efforts Needed to Draw Attendance, Other Marketing Materials Needed as Handouts, Usually Costs Money to Have a Booth

RETAIL LOCATION BOOTH (Mall, Grocery Store, Etc.)

Allows Families to Meet & Engage With Staff, Puts Schools System In Front of Families Who Might Not Have Otherwise Been Looking For Information About a School

Requires Manpower to Staff, Weather and Attendance Dependent, Other Marketing Efforts Needed to Draw Attendance, Other Marketing Materials Needed as Handouts, Usually Costs Money to Have a Booth

PART 4: GUIDE TO MEDIA RELATIONS

In the age of 24-hour news operations and viral stories, few messaging mediums have the same potential for large-scale impact (both positive and negative) as the media.

Accordingly, maintaining a friendly but professional relationship with local journalists and newsrooms is critical to securing free, positive attention for our schools and mitigating the potential effects of any negative attention.

This is done through a variety of ongoing activities and tactics, including:

Direct and regular outreach to campuses for potential story ideas that can be pitched to the media; Writing of press releases and other media pitching; Direct and regular outreach to local journalists and newsrooms for relationship building and story pitching;

TELLING OUR STORY

Regular updates and maintenance of databases of media contacts; Close monitoring of media trends and movements in our communities; Recognition and utilization of unique media structures and practices that provide the opportunity for viral spread of news or strengthen positive impact of news (ex. recognizing and pitching to multi-newsroom media groups, embedding links within press releases for digital publications).

All contact with the media should be coordinated through the Chief Communications & Marketing Officer at the HPS Central Office and the corresponding District Director of Communications & Marketing prior to any communications with the media.

Campuses and other district personnel should not communicate with the media under any circumstances without prior authorization.

MEDIA RELATIONS

MEDIA MARKETS

Media Markets can't always be easily defined by traditional geographic boundaries, or even by Harmony district For our purposes, we choose to group them based on their ability to have a positive impact on the public perception of our schools.

AUSTIN

Austin American-Statesman

El Mundo

Community Impact

Daily Texan (Univ Texas)

KVUE (ABC)

KEYE (CBS/Tele)

KNVA (CW)

KTBC (FOX)

KXAN (NBC)

KAKW (UNI)

Spectrum

BEAUMONT

Beaumont Enterprise

KBMT (ABC)

KFDM (CBS)

BROWNSVILLE-EDINBURGMcALLEN-WESLACO

Brownsville Herald

El Nuevo Heraldo

McAllen Monitor

KRGV (ABC)

KGBT (CBS)

KVEO (CBS/NBC)

KFXV (FOX/CW)

KTLM (TELE)

KNVO (UNI)

BRYAN-COLLEGE STATION

Bryan Eagle

The Batt (Texas A&M)

KBTX (CBS)

KAGS (NBC)

DALLAS-FORT WORTH

Dallas Morning News

Star-Telegram

Al Dia

Community Impact

Star Local Media

WFAA (ABC)

KTXA (CBS)

KDAF (CW)

KDFW (FOX)

KDFI (FOX)

KXAS (NBC)

KXTX (TELE)

KUVN (UNI)

ElPaso

Houston

Beaumont

Austin SanAntonio

Laredo

Brownsville-Edinburg-McAllen-Weslaco

EL PASO

El Paso Times

El Paso Herald-Post

El Diario de El Paso

El Paso, Inc

The Prospector (UTEP)

KVIA (ABC)

KDBC (CBS)

KFOX (FOX)

KTSM (NBC)

KTDO (TELE)

KTFN (UNI)

HOUSTON

Houston Chronicle

Community Impact

KTRK (ABC)

KHOU (CBS)

KIAH (CW)

KRIV (FOX)

KPRC (NBC)

KXLN (UNI)

KTMD (TELE)

LAREDO

Laredo Morning Times

KGNS (ABC/NBC/TELE)

KVTV (CBS)

KNEX (CW)

KLDO (UNI)

LUBBOCK

Lubbock Avalanche-Journal

Daily Toreador (Texas Tech)

KAMC (ABC)

KLBK (CBS)

KJTV (FOX

KCBD (NBC)

KXTQ (Tele)

KBZO (Uni)

MIDLAND-ODESSA

Odessa American

Midland Reporter-Telegram

KMID (ABC)

KOSA (CBS)

KPEJ (FOX)

KWES (NBC)

KUPB (Uni)

SAN ANTONIO

San Antonio Express-News

La Prensa

The Paisano (UTSA)

KSAT (ABC)

KENS (CBS)

KMYZ (CW)

KABB (FOX)

WOAI (NBC)

KVDA (TELE)

KWEX (UNI)

WACO

Waco Tribune Herald

The Lariat (Baylor)

KXXV (ABC)

KWTX (CBS/TELE)

KWKT (FOX)

KCEN (NBC)

STATEWIDE

Texas Monthly

Texas Standard

Texas Tribune

Lubbock Midland-Odessa

Dallas-FortWorth Waco

Bryan-CollegeStation

Any opportunity to tell an individual story about Harmony Public Schools should be taken as an opportunity to tell a bigger, more in-depth story about the school system In doing so, we maximize the impact of media coverage, while also helping the news organizations who cover our schools by supplying the context and color that make stories interesting to their audience An easy way to expand the message of a potential story pitch is by adding context from big-to-small, or from small-to-big

BIG-TO-SMALL

If a story is about a large organizational effort or achievement, look for ways to connect this “big picture” story to how it connects to an actual person down the line by asking the following questions:

How does this big story about a system-wide achievement connect to an actual person somewhere down the chain?

Is there a person, class, or club that exemplifies this achievement?

Is there someone who benefits more than others?

Is there someone who worked particularly hard for this achievement?

BIG PICTURE Harmony received a grant for principal certification.

MEDIUM PICTURE

Five assistant principals in my district will receive a free master’s degree in school administration.

SMALL PICTURE

A working mom who joined Harmony as a P.E. coach right out of college worked her way up to a principal.

In this example, a big picture story about a state grant becomes a more personal story about an individual journey. It also opens up opportunities for reporters outside of a normal education beat to cover the story (ex. Business reporter, features reporter)

EXAMPLE

Campus celebrating 10th anniversary

BIG PICTURE

Harmony Science Academy is celebrating its 10th anniversary.

MEDIUM PICTURE

Five-hundred students have graduated from HSA.

SMALL PICTURE

Five-hundred graduates have contributed 50,000 community service hours in the past 10 years thanks to Harmony’s volunteerism requirement.

EVEN SMALLER PICTURE

Specific student volunteer projects that have made their community better for everyone in the community over the course of the past 10 years.

In this example, a minor anniversary helps share how the school has made an impact in the community.

EXAMPLE

TEA Principal Certification Grant

'BIG-TO-SMALL, SMALL-TO-BIG'

MEDIA RELATIONS

Additionally, this story development model also works in the reverse order: from small-tobig.

SMALL-TO-BIG

If a story is about an individual person or campus, expanding it from small-to-big can help illustrate how a small success is tied to a larger organizational effort or typifies the kind of success the school is known for.

EXAMPLE

Harmony student graduates at age 16

SMALL PICTURE

A 16-year-old Harmony grad is now attending UT two years ahead of her classmates.

MEDIUM PICTURE

The student wasn’t challenged by her old school, but at Harmony was allowed to advance at a faster pace to find courses that fit her learning level.

BIG PICTURE

Harmony offers personalized-learning tracts that are more flexible to students of all learning levels.

EVEN BIGGER PICTURE

Charter schools offer parents a true choice in deciding what's best for their child's education.

In that case, we take a story of one amazing girl, and use it as an opportunity to talk more broadly about the Harmony culture/curriculum and charter schools.

EXAMPLE

Harmony senior accepted to 23 colleges

SMALL PICTURE

One Harmony student was accepted to every college to which he applied.

MEDIUM PICTURE

Harmony helps students prepare for their college and career goals.

BIG PICTURE

Harmony is debuting a new College & Career Access Department designed to put students on the path to college graduation as early as elementary school.

In this example, one student's success is used as an entry point to tell a n important larger story about how Harmony is helping all students with an entirely new department specifically designed to help them on their college journey.

WRITING PRESS RELEASES

A well-crafted press release allows the sender to set the tone for how the school will be covered In almost all cases, you will be more knowledgeable about the subject than the reporters who will potentially cover the story, so your release will be a primary source of initial information. In many cases, the reporter will even copy your release directly for print and digital uses, or read from the release verbatim for broadcast uses. Because of this, it is important that your release be written in a news story format, preferably in AP Style, be stuffed with positive messaging about our schools, and contain links that bring the reader (either the journalist or his/her audience) back to the Harmony website to learn more about our schools When possible, releases should also include high-resolution photos or links to video which the media can use to improve its coverage of the topic. Finally, press releases should also always answer what is known by journalists as the "5 W's & An H": Who, What,

When, Where , Why and How

ELEMENTS OF A QUALITY PRESS RELEASE

(1) Prominent Harmony logo. (2) Date when information can be released to public. (3) Direct contact information for Communications Department team member. (4) Attractive photo - preferably horizontal - that can be used by print, digital, or broadcast outlets. (5) Headline containing school's full name, city name, if possible, and specific major details of story. (6) Secondary headline with additional details to add interest. (7) Informational first paragraph that gives reader a basic idea of story. (8) Embedded hyperlinks that draw recipient to Harmony website and will be embedded on news sites that copy-paste press release. (9) Positive, informational description of school. (10) Primary information about current story being pitched. (11) Relevant background information that adds context, and promotes other positive aspects of school. (12) Additional information about school system that promotes overall excellence. (13) "About" biographical section. (14) End line to signal completion of information.

MEDIA POLICY & GUIDELINES

BUILDING CONNECTIONS

Apart from the face-to-face interactions had at our Harmony campuses each day , our digital presence has the greatest capacity for consistent information-sharing and community-building with our various Harmony stakeholders.

A strong web strategy emphasizes a number of priorities:

Provides a more expansive way to share Harmony's story with the public and employees

Provides complete and easily-found information for students, team members, families, and other communities

Connects stakeholders to resources and opportunities, including events, programs, career opportunities, support services, and more.

Establishes and fosters a positive digital community through social media engagement and responsive digital customer service.

Brings in potential new members of the Harmony family, including prospective families and job applicants.

Increases positive digital exposure through best practices in search engine optimization (SEO), inbound and content marketing, and other digital marketing principles

Successfully meets all requirements related to accessibility and public transparency

To implement this strategy, Harmony undertakes a number of web and social media efforts, which are outlined in the following section.

HARMONY WEBSITES

MAIN WEBSITE

www.HarmonyTX.org

Harmony's main website is the primary information source for all Harmony programs, policies, and resources, as well as the principle entry point for prospective student and employee applicants. It is maintained primarily by the HPS Webmaster and Chief Communications & Marketing Officer, who are responsible for its content and upkeep. Key Pages include:

HOMEPAGE:

www HarmonyTX org

About Us:

www harmonytx org/about

Academics:

www harmonytx org/academics

Apply (Students):

www harmonytx org/apply

Apply (Job Openings):

www.harmonytx.org/careers

Benefits:

www.harmonytx.org/benefits

Employees:

www.harmonytx.org/employees

Find A School:

www.harmonytx.org/schools

Harmony Times:

www harmonytx org/news

Health Services:

www harmonytx org/health-services

Parents:

www harmonytx org/parents

Safety:

www harmonytx org/safety

Sitemap:

www.harmonytx.org/sitemap

DISTRICT WEBSITES

Technically subsections of the main Harmony website, each district website contains primary information about our districts, including campus location, enrollment, contact information, letter from the superintendent, newsletters, employment opportunities, and any required postings. It is maintained primarily by the HPS Webmaster with assistance from the corresponding District Director of Communications & Marketing.

Austin

www harmonytx org/harmonyaustin-district

Dallas-Fort Worth-Waco

www harmonytx org/harmony-dfwdistrict

Houston North

www.harmonytx.org/harmonyhouston-north-district

Houston South

www.harmonytx.org/harmonyhouston-south-district

Houston West

www.harmonytx.org/harmonyhouston-west-district

San Antonio

www harmonytx org/harmony-sanantonio-district

West Texas

www harmonytx org/harmony-westTexas-district

DIGITAL & SOCIAL MEDIA

Campus Websites

(Full list next page)

Each Harmony Public Schools campus has a unique website, offering a hub for information for students, families, and the community, as a whole. Each site is collectively managed by campus staff, the corresponding District Director of Communications & Marketing, and the HPS Webmaster

Features include campus video tour, Harmony highlights, recent campus news, campus quick links, cafeteria information, enrollment information, campus and district calendars, and contact information.

Campuses are primarily responsible for updating campus news, calendars and meal information (i e breakfast and lunch menus) on a weekly or monthly basis, while the majority of all other sections are collaboratively updated as needed by the HPS Webmaster and District Director of Communications and

Marketing

As of 2021, all HPS campus websites are hosted through the popular content management system Wordpress.

DIGITAL & SOCIAL MEDIA

CAMPUS

Harmony School of Achievement - Houston

Harmony School of Advancement - Houston

Harmony School of Discovery - Houston

Harmony School of Endeavor - Austin

Harmony School of Endeavor - Houston

Harmony School of Enrichment - Houston

Harmony School of Excellence - Austin

Harmony School of Excellence - Dallas

Harmony School of Excellence - El Paso

Harmony School of Excellence - Houston

Harmony School of Excellence - Katy

Harmony School of Excellence - Laredo

Harmony School of Excellence - San Antonio

Harmony School of Excellence - Sugar Land (Elem)

Harmony School of Excellence - Sugar Land (Middle)

Harmony School of Exploration - Houston

Harmony School of Fine Arts and Tech - Houston

Harmony School of Ingenuity - Houston

Harmony School of Innovation - Austin

Harmony School of Innovation - Brownsville

Harmony School of Innovation - Carrollton

Harmony School of Innovation - Dallas

Harmony School of Innovation - El Paso

Harmony School of Innovation - Euless

Harmony School of Innovation - Fort Worth

Harmony School of Innovation - Garland

Harmony School of Innovation - Grand Prairie

Harmony School of Innovation - Houston

Harmony School of Innovation - Katy

Harmony School of Innovation - Laredo

Harmony School of Innovation - San Antonio

Harmony School of Innovation - Sugar Land

Harmony School of Innovation - Waco

Harmony School of Science - Austin

Harmony School of Science - El Paso

Harmony School of Science - San Antonio

Harmony School of Technology - Houston

Harmony Science Academy - Austin

Harmony Science Academy - Beaumont

Harmony Science Academy - Brownsville

Harmony Science Academy - Bryan

Harmony Science Academy - Carrollton

Harmony Science Academy - Cedar Park

Harmony Science Academy - Cypress

Harmony Science Academy - Dallas (Elem)

Harmony Science Academy - Dallas (High)

Harmony Science Academy - El Paso

Harmony Science Academy - Euless

Harmony Science Academy - Fort Worth

Harmony Science Academy - Garland

Harmony Science Academy - Grand Prairie

Harmony Science Academy - Houston

Harmony Science Academy - Katy (Elem)

Harmony Science Academy - Katy (Middle)

Harmony Science Academy - Laredo

Harmony Science Academy - Lubbock

Harmony Science Academy - Odessa

Harmony Science Academy - Pflugerville

Harmony Science Academy - Plano

Harmony Science Academy - San Antonio

Harmony Science Academy - Sugar Land

Harmony Science Academy - Waco

WEBSITE

www hsachievement harmonytx org

www hsadvancement harmonytx org

www hsdhouston harmonytx org

www hspaustin harmonytx org

www hsendeavor harmonytx org

www hsenrichment harmonytx org

www hseaustin harmonytx org

www hsedallas harmonytx org

www hseelpaso harmonytx org

www hsehouston harmonytx org

www.hsekaty.harmonytx.org

www hselaredo harmonytx org

www hsesanantonio harmonytx org

www hseesl harmonytx org

www hsesl harmonytx org

www hehouston harmonytx org

www hsart harmonytx org

www hsingenuity harmonytx org

www hsiaustin harmonytx org

www hsibrownsville harmonytx org

www hsicarrollton harmonytx org

www hsidallas harmonytx org

www hsielpaso harmonytx org

www hsieuless harmonytx org

www hsifortworth harmonytx org

www hsigarland harmonytx org

www hsigp harmonytx org

www hsihouston harmonytx org

www hsikaty harmonytx org

www hsilaredo harmonytx org

www hsisa harmonytx org

www hsisl harmonytx org

www hsiwaco harmonytx org

www hssaustin harmonytx org

www hsselpaso harmonytx org

www hsssa harmonytx org

www hsthouston harmonytx org

www hsaaustin harmonytx org

www hsabeaumont harmonytx org

www hsabrownsville harmonytx org

www hsabryan harmonytx org

www hsacarrollton harmonytx org

www.hsacp.harmonytx.org

www hsacypress harmonytx org

www hsaedallas harmonytx org

www hsadallas harmonytx org

www hsaelpaso harmonytx org

www hsaeuless harmonytx org

www hsafortworth harmonytx org

www hsagarland harmonytx org

www hsagp harmonytx org

www hsahouston harmonytx org

www hsakaty harmonytx org

www hsamkaty harmonytx org

www hsalaredo harmonytx org

www hsalubbock harmonytx org

www hsaodessa harmonytx org

www hsapflugerville harmonytx org

www hsaplano harmonytx org

www hsasa harmonytx org

www hsasl harmonytx org

www hsawaco harmonytx org

DIGITAL & SOCIAL MEDIA

In addition to the number of websites and online tools hosted and maintained by the Harmony Communications & Marketing Department, HPS and its various departments work with a variety of third-party vendors to add increased functionality to the web for students, parents, and community members. Generally, these are hosted offsite, and maintained by one or more HPS departments.

Alumni Engagement (via Almabase)

Provides connections, resources, and career opportunities for former Harmony students. Maintained by College & Career Department

https://alumni harmonytx org/

Donor Box

Secure third-party platform for financial giving to HPS students, schools, and programs

www.HarmonyTX.org/give

French Toast

Secure, third-party platform for purchasing school uniforms. www.HarmonyTX.org/uniforms

Let's Talk (via K12 Insight) Staff and community feedback forum. Maintained by Superintendent's Office

www k12insight com/LetsTalk/embed aspx?k=WY2D3DlT

Relatrix

Portal for partnership opportunities and applications Maintained by Public Relations Department.

https://www.harmonytx.org/communitypartners/

School Cafe

Online portal for student meal payments. Maintained by Operations Department.

www schoolcafe com

Schoology

Online portal for all academic activities, including assignments, grading, schedules, and virtual instruction (as needed). Maintained by Programs Department.

www.harmonytx.schoology.com/login

Skyward

In addition to other internal uses, Skyward is a parent data center and messaging system. Maintained by Operations

www skyward iscorp com/HarmonyTX StuSTS

Student Applications (School Mint)

Online portal for student applications and registration. Maintained by Operations Department.

www.apply.harmonytx.org

DIGITAL & SOCIAL MEDIA

SOCIAL MEDIA

Social media always has been a rapidly-evolving corner of the digital ecosystem. The information below includes the most widely-used social media platforms as of January 2021. Consult the Department of Communications & Marketing for more information on these and other social media platforms.

CREATING NEW PAGES & ACCOUNTS

New social media accounts and pages should be created solely by the District Director of Communications & Marketing, or by the Chief Communications & Marketing Officer Neither campuses, school groups, clubs, or employees are allowed to create Harmony-branded accounts independently This ensures that best practices are followed, including in the naming of pages and use of Harmony intellectual property, and account access is preserved throughout the lifetime of the page or account.

AGE RESTRICTIONS FOR STUDENTS

Most, if not all, social media platforms limit the minimum age at which users can sign up for an account (in most cases, age 13) Accordingly, social media accounts should refrain from messaging and other content material that is aimed directly at users under this age group Instead, content material should be aimed at parents or older students, where appropriate If participation from a younger student is needed (ex. social media contest), they should be encouraged to do so with a parent using the parent’s account.

PHOTO USE POLICY

Students must have an approved Photo/Media Permission status in Skyward prior to sharing their photo, video, or other likeness on HPS social media accounts

STUDENT MESSAGING

RESTRICTIONS Admins should never communicate privately (ex Facebook Messenger) with a student using an HPS social media account. This is in violation of the HPS Social Media Use Policy, which can be found in the HPS Employee Handbook. Students are expressly prohibited from using HPSbranded social media accounts in any capacity, unless express permission is granted by the campus principal, District Director of Communications & Marketing, and Chief Communications & Marketing Officer

REQUIREMENTS FOR USE

Persons assigned or given permission to campus social media accounts must be well-versed in the platform assigned, have a strong command of the English language in written form, and have a strong foundation in customer service skills. All users will be held responsible for the quality of the content they contribute, including but not limited to posts, photos/videos, comments, shares, “likes,” photos, and other reactions

FACEBOOK

Facebook is the social media industry leader in terms of users and engagement. It is a primary source for community-building and information sharing for our Harmony communities

CAMPUS-LEVEL RESPONSIBILITIES

Each campus is required to own and frequently update a campus-level Facebook page Facebook Posts should be focused on informing community members about campus activities, successes, initiatives, personalities, and important dates; as well as engaging followers with posts that invite comments, shares, reactions and other participation Campuses should also respond to inbound messages from users within one business day (even if only to inform the sender that a full response to a more complicated message may take a little longer).

DISTRICT-LEVEL RESPONSIBILITIES

Each district is required to operate a district-level Facebook account. Facebook Posts should be focused on informing community members about campus activities, successes, initiatives, personalities, and important dates; as well as engaging followers with posts that invite comments, shares, reactions and other participation. Districts should also monitor all campus-level accounts for suitability of content and responsible use, and provide support, if needed. Districts may create posts on behalf of campuses, if needed.

CENTRAL-LEVEL RESPONSIBILITIES

The Central Office should maintain the primary HPS Facebook account Facebook Posts should be focused on informing community members about campus activities, successes, initiatives, personalities, and important dates; as well as engaging followers with posts that invite comments, shares, reactions and other participation Central should also monitor all campus-level and district-level accounts for suitability of content and responsible use, and provide support, if needed. Central may also post on behalf of campuses or districts, if necessary.

DIGITAL & SOCIAL MEDIA

USER ROLES

Campuses are required to designate 1-2 persons each year to be responsible for these updates These individuals are typically either a principal, assistant principal, or an engagement coordinator, though the ultimate selection is up to the campus principal Each user will be given access to administer the campus Facebook page by the District Director of Communications & Marketing or campus principal Should a Facebook admin be removed from the duties for any reason (ex Change in work responsibilities, leave school), their access to the campus Facebook page should be removed immediately In addition to these personnel, Page Admin-level access to the page must be given at all times to the campus principal, District Director of Communications & Marketing, and Chief Communications & Marketing Officer

ORGANIC/PAID POSTS

Campuses may “boost” posts (i.e. pay to reach more followers) at their own discretion, however this is more typically done for District and Central pages. In general, most posts will be organic (i.e. free posts).

GOALS

The measurable goals for success on Facebook are an increase in followers and growing page engagement levels

TWITTER

Twitter allow users to share short messages known as “tweets.” These are often shared with photos, videos or GIFs Because of the short-form nature of its content and ease of post sharing, Twitter has high value as an information sharing resource, but lesser as a provider for community-building

dates; as well as engaging followers with posts that invite comments, shares (known as Retweets). Campuses should also respond to inbound messages from users within one business day (even if only to inform the sender that a full response to a more complicated message may take a little longer). Because of the frequent anonymity of Twitter users and the ease of creating fake accounts, account admins should practice extreme caution when liking or retweeting the posts of others, or when selecting other accounts to follow.

DISTRICT-LEVEL RESPONSIBILITIES

Each district is encouraged to operate a district-level Twitter account, but is not required to, and should only do so if they are able to keep the account updated frequently and sustainably with relevant content. Twitter posts should be largely focused on informing community members about campus activities, successes, initiatives, personalities, and important dates; as well as engaging followers with posts that invite comments, shares (known as Retweets). Districts should also monitor all campus-level accounts for suitability of content and responsible use, and provide support, if needed. Districts may create posts on behalf of campuses.

CENTRAL-LEVEL RESPONSIBILITIES

The Central Office should maintain the primary HPS Twitter account. Twitter posts should be largely focused on informing community members about campus activities, successes, initiatives, personalities, and important dates; as well as engaging followers with posts that invite comments, shares (known as Retweets).

DIGITAL & SOCIAL MEDIA

Central should also monitor all campus-level and district-level accounts for suitability of content and responsible use, and provide support, if needed Central may also post on behalf of campuses or districts, if necessary

USER ROLES

Campuses are required to designate 1-2 persons each year to be responsible for these updates. These individuals are typically either a principal, assistant principal, or an engagement coordinator, though the ultimate selection is up to the campus principal. Each user will be given access to the campus Twitter username and password. Should a Twitter admin be removed from the duties for any reason (ex. Change in work responsibilities, leave school), the password for the account should be changed immediately to prevent further access. The password must be shared at all time with the campus principal, District Director of Communications & Marketing, and Chief Communications & Marketing Officer.

GOALS

The measurable goals for campus-level success on Twitter are an increase in followers and growing page engagement levels

INSTAGRAM

Instagram is a popular site for sharing photos, short videos, graphics, and combinations of these formats called “Stories.” Instagram has a high value as a culture-sharing and community-building tool, but lesser value as an information-sharing tool.

DISTRICT-LEVEL RESPONSIBILITIES

Districts may own campus-level Instagram accounts, but are not required to, and should only do so if they are able to keep the account updated frequently and sustainably with relevant content Instagram posts should be largely focused on highly-visual photos and videos that give followers a sense of the campus culture and identity Districts should also monitor all campus-level accounts for suitability of content and responsible use, and provide support, if needed Districts may create posts for campus accounts, if needed

CENTRAL-LEVEL RESPONSIBILITIES

The Central Office should maintain the primary HPS Instagram account. Instagram posts should be largely focused on highly-visual photos and videos that give followers a sense of the campus culture and identity. Central should also monitor all campus-level and districtlevel accounts for suitability of content and responsible use, and provide support, if needed. Central may also post on behalf of campuses or districts, if necessary.

DIGITAL & SOCIAL MEDIA

USER ROLES

Campuses owning Instagram accounts are required to designate 1-2 persons each year to be responsible for these updates These individuals are typically either a principal, assistant principal, or an engagement coordinator, though the ultimate selection is up to the campus principal Each user will be given access to the campus Instagram username and password Should a Instagram admin be removed from the duties for any reason (ex Change in work responsibilities, leave school), the password for the account should be changed immediately to prevent further access. The password must be shared at all time with the campus principal, District Director of Communications & Marketing, and Chief Communications & Marketing Officer.

GOALS

The measurable goals for campus-level success on Instagram are an increase in followers and growing page engagement levels.

YOUTUBE & VIMEO

YouTube and Vimeo are popular sites for sharing and viewing videos This makes them valuable tools for sharing our Harmony culture and in-depth information, but less valuable for "breaking" news and two-way communication

CAMPUS LEVEL RESPONSIBILITIES

Campuses are discouraged from operating campus-level YouTube/Vimeo accounts, but may do so with permission of the District Director of Communications & Marketing and the Chief Communications & Marketing Officer Campuses operating pages must be able to keep the account updated frequently and sustainably with relevant content YouTube/Vimeo posts should be largely focused on highly-visual videos that give followers a sense of the campus culture and identity, and provide support, if needed

DISTRICT-LEVEL RESPONSIBILITIES

Districts may own campus-level YouTube/Vimeo accounts, but are not required to, and should only do so if they are able to keep the account updated frequently and sustainably with relevant content. YouTube/Vimeo posts should be largely focused on highly-visual photos and videos that give followers a sense of the campus culture and identity. Districts should also monitor all campus-level accounts for suitability of content and responsible use, and provide support, if needed. Districts may create posts for campus accounts, if needed.

CENTRAL-LEVEL RESPONSIBILITIES

The Central Office should maintain the primary HPS YouTube/Vimeo accounts Posts should be largely focused on highly-visual photos and videos that give followers a sense of the campus culture and identity Central should also monitor all campus-level and districtlevel accounts for suitability of content and responsible use, and provide support, if needed Central may also post on behalf of campuses or districts, if necessary

DIGITAL & SOCIAL MEDIA

USER ROLES

Campuses owning YouTube or Vimeo accounts are required to designate 1-2 persons each year to be responsible for these updates These individuals are typically either a principal, assistant principal, or an engagement coordinator, though the ultimate selection is up to the campus principal Each user will be given access to the campus Instagram username and password Should a Instagram admin be removed from the duties for any reason (ex. Change in work responsibilities, leave school), the password for the account should be changed immediately to prevent further access. The password must be shared at all time with the campus principal, District Director of Communications & Marketing, and Chief Communications & Marketing Officer.

GOALS

The measurable goals for campus-level success on YouTube/Vimeo are an increase in video views.

LINKEDIN

LinkedIn is a social media site used primarily for business-related and employment-based sharing. Accordingly, it is a powerful tool for recruitment, brand-building, and thought leadership, but much less effective for informing parents or sharing campus culture.

DISTRICT-LEVEL RESPONSIBILITIES

Districts are not allowed to operate LinkedIn accounts. Any requests for employment postings on LinkedIn should be made through Human Resources, which can facilitate this request

CENTRAL-LEVEL RESPONSIBILITIES

The Central Office should maintain the primary HPS LinkedIn account LinkedIn posts should be largely focused on content that shares Harmony successes, our company vision and core values, promotes HPS to the business community, or appeals to potential employees.

USER ROLES

LinkedIn account access is held by the Chief Communications & Marketing Officer, Chief Human Resources Officer, and Director of Recruitment.

GOALS

The measurable goals for campus-level success on LinkedIn are an increase in followers, growing page engagement levels, and the recruitment of highly-qualified job candidates.

OTHER SOCIAL MEDIA SITES (NOT LISTED)

The social media sites mentioned elsewhere in the section are only a few of the many social media sites commonly used by students, parents, employees, and other members of the Harmony community However, use of these sites in an official HPS capacity is prohibited without express permission from the Chief Communications & Marketing Officer, who will work with campus and district leaders to determine the suitability of content and audience, as well as the operational ability to effectively manage the social media account

PART 6: CRISIS

CRITICAL COMMUNICATIONS

Crisis Communications are a key part of any broader Crisis Response Plan They ensure that all stakeholders receive accurate and timely information, delivered through appropriate and trustworthy channels, in a way that supports the efforts of those trying to resolve the specific crisis itself.

The term "crisis" can mean any number of things to different parties and take on any number of forms.

For the purpose of this document, a crisis is defined as any emergency or unexpected negative event in which a person associated with a campus could be harmed, be in danger of harm, or perceived by others to be in danger; any event that disrupts a large portion of normal school activities; or any event that brings unexpected and undesired attention on the school or its people.

Examples of "crisis" events on campus include (but are not limited to):

Serious Injury of Student or Staff Member While On Campus or During Off-Campus, SchoolRelated Activity

Death of a Student or Staff Member, Either On or Off Campus

Lockdown/Lock-In of Campus Due to Campus Threat

Lockdown/Lock-In of Campus Due to Threat in Area

Other Physical Threat Against Campus

Social Media Threat

Arrest of Student or Staff Member

Animal Attack/Bite on Campus

Unexpected

Police/Fire/Ambulance Presence on Campus During School Hours

Drugs or Weapons Found on Campus

Outbreak of Illness on Campus

CRISIS COMMUNICATIONS

KEYS TO CRISIS COMMUNICATION

Crisis Communications should always be ...

Accurate

Crisis Communications should always be based upon information provided by reliable sources, preferably with first-hand knowledge of the specific situation. When possible, information should be verified or corroborated by multiple persons.

Timely

Information should be shared with each person or group necessary in a timeframe that aids response, reduces potential panic and rumors, and keeps parties informed throughout the process of resolution of the crisis.

Consistent

While all stakeholders may not require the same level of information to be shared (ex information needed by law enforcement may be of greater detail than that shared to broader public), the information shared within stakeholder groups should be consistent over time If key facts change after initial information is shared, stakeholders should be updated with new information and the reason for the change/update should be explained.

Made Through Appropriate Channels

Communication should come from approved channels:

For Emergency Responders: Principal, District Superintendent or Designee, or Any Others Required by Law Enforcement, Medical Personnel or Other Responders

For Parents & Students: Campus Principal or District Superintendent

For Media: District Communications Director or Chief Communications & Marketing Officer

Delivered to Stakeholder Groups in a Responsible Order

Communications should follow an order that helps alleviate any ongoing negative events, provides support to first responders (if involved), keeps families informed, mitigates negative public sentiment, and respects the rights of families to hear crucial information about their school directly In the event of a crisis, the order of communication should follow:

Law Enforcement or Other Emergency Responders (if necessary)

Campus, District & Central Office Crisis Response Team

Staff Members Immediately Involved

Families of Children Immediately Involved

All Staff & Families (if necessary) Media (if necessary)

CRISIS COMMUNICATIONS

RECOMMENDED VS. NOT RECOMMENDED CRISIS COMMUNICATIONS TOOLS

RECOMMENDED: INTERNAL COMMUNICATION TOOLS

RECOMMENDED: The primary method of internal communications in a campus-level crisis event is through campus-specific WhatsApp groups created for each school These groups contain members of campus, district, and Central Office leadership. They allow for quick, easy sharing of information to all relevant HPS levels so that an appropriate response can be made.

NOT RECOMMENDED: INTERNAL COMMUNICATION TOOLS

Email is unreliable for reaching all necessary parties in a timely manner, and can too easily be shared with those who should not have access to the information Text message and phone calls could exclude all those who need to be aware of key information

RECOMMENDED:FAMILY&STAFFCOMMUNICATIONTOOLS

Skyward and email are the primary ways family expect to be communicated with in most matters, and are the HPS systems most likely to have accurate and updated family contact information.

NOTRECOMMENDED: FAMILY&STAFFCOMMUNICATIONTOOLS

Social media takes personal and sensitive school communications and makes them public, where they can be easily shared, spread, and commented upon by the public in a way that is largely out of HPS control. Additionally, not all families may be social media users, and may miss information shared there.

CRISIS COMMUNICATIONS

RECOMMENDED: MEDIA COMMUNICATION TOOLS

Prepared statements and media releases are the preferred method for sharing information about a crisis event Statements should be reviewed by the Central Office Crisis Response Team before being shared by either the District Director of Communications or Chief Communications & Marketing Officer

NOT RECOMMENDED: MEDIA COMMUNICATION TOOLS

Providing direct interviews to the media during a crisis event should be avoided in most cases, as the interviewee has limited control of what may be asked and may not have all the information available to provide informed, accurate, and well-spoken responses

CRISIS COMMUNICATIONS INFORMATION FLOW

PART 7: GUIDE TO VISUAL BRANDING

PRIMARY LOGOS & ACCEPTABLE VARIANTS

SYSTEMWIDE LOGOS

DISTRICT LOGOS

For more detailed information about logo use, scan the following QR code:

VISUAL BRANDING

CAMPUS LOGOS

(Campus logos are acceptable in a blue typeface against a white background or white typeface against a blue background.)

HOUSTON SOUTH/WEST

HOUSTON NORTH

CENTRAL TEXAS NORTH TEXAS

SOUTH TEXAS

WEST TEXAS

VISUAL BRANDING

DISCONTINUED LOGOS

Discontinued 2013

Discontinued 2013

Discontinued 2013

Discontinued 2018

Discontinued 2019

Discontinued 2019

Use of these logos is prohibited in all cases. Any printed materials incorporating these logos should be removed from circulation Any campus signage incorporating these logos should be removed and replaced immediately.

BLUE BLOOD

Paint Color: SW 6966

CMYK: (100, 79, 6, 0)

RGB: (7, 79, 154)

HEX: #074F9A

VISUAL BRANDING

COLOR PALETTE

PRIMARY COLORS

REAL RED

Paint Color: SW 6868

CMYK: (0, 100, 100, 0)

RGB: (237, 28, 39)

HEX:# ED1C27

CHEERFUL

Paint Color: SW 6903

CMYK: (3, 11, 100, 0)

RGB: (251, 216, 0)

HEX: #FBD800

ALTERNATE PAINT COLORS

EXTRA WHITE

Paint Color: SW 7006

RGB: (235, 236, 231)

HONEST BLUE

Paint Color: SW 6520

RGB: (182, 199, 210)

BLACK Paint Color: SW 6966

CMYK: (100, 79, 6, 0)

RGB: (7, 79, 154)

HEX: #000000

REPOSE GRAY

Paint Color: SW 7015

RGB: (204, 201, 193)

HINTING BLUE

Paint Color: SW 6519

RGB: (208, 217, 221)

To maintain a seamless color identity throughout all print and web assets, use the designated CMYK (print), or RGB (web, digital media) color values listed above The Harmony color palette does not include exact spot Pantone colors for use Please instruct printers and other suppliers to match the CMYK values While deviating from above colors may be appropriate in some instances, care should be taken to avoid using color palettes commonly used by others in the education space

VISUAL BRANDING

MASCOT GUIDELINES

Office departments of Communications & Marketing, Legal and Construction.

All designs should utilize the Nobel Font in any text within mascot "logos" or icons. Logos and icons must also use the official Harmony blue (HEX: #074F9A) and red (HEX: #ED1C27) so when placed next to the official logo for the campus, it will be complementary and coherent. Black (HEX: #00000) may also be used for accents and wording, but should not be the predominant color.

Use of any pre-existing mascot logo, seal, or other design that is similar to that of a trademarked image owned by another entity should be stopped immediately pending a review by the Communications & Marketing and Legal Departments.

Please contact Chief Communications & Marketing Officer John Boyd for all graphic design requests related to mascots.

For more detailed information about mascots, scan the following QR code:

VISUAL BRANDING

EXTERIOR SIGNAGE

In accordance with Harmony’s Strategic Plan for 2025 our leaders have established visual signage standards to ensure that the representation of the organization’s identity via signage enhances Harmony’s institutional image

The strategy intends to:

Build awareness & support for Harmony in local communities and with the general public; Develop a comprehensive brand identity and unique positioning

Signs are a significant representation of Harmony’s brand. Defined herein are graphic design standards for the schools’ signage.

REQUIREMENTS OF NEW EXTERIOR SIGNS ARE:

1. The design and construction of all permanent signage must be approved by the Superintendent for each District and sent to the Central Office Construction Department for final approval.

2. Exterior signage for new construction sites shall be included in the total construction project planning and budget for that campus.

3. Any permanent exterior signage may NOT contain an image of a mascot or any other emblem which is not the logo.

Where possible, please include Harmony’s official tagline “Where Excellence is Our Standard.”

4. Signage shall include lighting options so that it can be seen at night.

For basic signs that contain no lights, please add spotlights from ground or building.

When possible, include a lighted element in new construction signs.

5. The sign should contain the OFFICIAL Harmony school logo (campus version of the Harmony Public Schools logo).

NO OLD OR OTHER VERSIONS ARE AUTHORIZED BY CENTRAL OFFICE. These can be either white text on a blue background OR blue text on a white background.

NO OTHER COLORS are approved by Central Office for use in LOGOS.

6. The sign shall use only Harmony’s Official Colors (see "Color Palette" in this section).

7. The sign shall use Harmony’s Font: Nobel or Nobel Italics.

To keep designs consistent, any text shall be designed using the font "Nobel."

VISUAL BRANDING

FLAG USE & DISPLAY

Each campus should fly the U.S., Texas and blue Harmony Public Schools flags, at the size indicated by the campus flag pole standards. Damaged or faded flags should be replaced immediately and respectfully retired in accordance with U.S. flag code.

If flags are hoisted at even heights, U S flag should be displayed at viewer's left, followed by state flag, and finally HPS flag

If flags are hoisted at uneven heights, U S flag should be displayed at highest point, followed by state flag, and finally HPS flag

If flags are hoisted on a single flagpole, U.S. flag should be at highest point, followed by state flag, then HPS flag, with a minimum of 6" of separation between each flag.

If flags are crossed (as on a wall), U.S. flag should be displayed to viewer's left. U.S. flagpole should appear on top of state flagpole.

If displayed at a podium or on a platform, U S flag should be at viewer's left, followed by state flag, and HPS flag

If displayed with international flags, U S flag should be displayed at left if all flags are at same height, or at highest point if flags are displayed at varying heights

VISUAL BRANDING

SIGNAGE & BRANDING CHECKLIST

The following checklist may be used by all campuses and district offices when inspecting for branding, signage, and mascot policy compliance.

EXTERIOR

Signs meet exterior signage requirement

Signage includes approved font, colors, logos

No use of discontinued/unapproved logos

HPS flag present with approved logo

All flags free of defect (i.e. tearing, weathering)

Exterior paint/facade in clean condition

Parking lot clean

Parking lot paint not faded, offers correct instruction

Appearance is clean, well-kept

INTERIOR

Signage includes approved font, colors, logos

Approved logo(s) used consistently

No use of discontinued/unapproved logos

Approved mascot images used consistently

No use of unapproved mascot images

Overall appearance is clean, well-kept

Front lobby clean, free of clutter

Reception window free of unnecessary clutter

Brochures/printed material up-to-date

Interior paint is fresh, clean

Hallways adorned with signage promoting culture

No out-of-date material in bulletin boards

DIGITAL

Use of approved logos/mascots for social media

Use of approved logos/mascots for newsletter

Consistent use of approved email signature

No use of third-party intellectual property