Shaker Heights Schools: Strategic Communications Plan 2023-2026

ABOUT US

THE SHAKER HEIGHTS SCHOOLS Department

of Communications aligns its work in support of the District’s vision and mission. While dayto-day activities may vary, the Department of Communications uses this document and the goals and objectives therein as its guiding light. This Strategic Communications Plan is reviewed on an annual basis and is a living document, meaning that updates and changes are made as needed.

DISTRICT MISSION

The District will nurture, educate and graduate students who are civic-minded and prepared to make ethical decisions; who are confident, competent communicators, skillful in problem solving, capable of creative thinking, who have a career motivation and a knowledge of our global and multicultural society.

DISTRICT VISION

Shaker is the first-choice school district for all students.

district

overview

THE SHAKER HEIGHTS CITY SCHOOL

DISTRICT includes the city of Shaker Heights and a small portion of Cleveland near Shaker Square, encompassing about 7.5 square miles. Long known for the beauty of its neighborhoods and parklands, Shaker Heights is home to some 30,000 residents of diverse cultural backgrounds and is renowned for its commitment to educational excellence.

Now in its second century of educational leadership, the District currently serves about 4,600 students in eight buildings. The Shaker Heights City School District was the first district in Greater Cleveland, and one of only seven public districts across North America, to be recognized as a PreK-12 International Baccalaureate

OUR CORE VALUES

• Each student is valued;

• Every student must succeed;

• Diversity makes us stronger;

• Breadth of experience is vital;

• Fiscal responsibility is essential; and

• We are all accountable.

(IB) District. IB, an internationally recognized educational program with a rigorous curriculum, features a global focus and emphasizes creative problem-solving, hands-on projects, inquirybased learning and community service.

In 2020, the District became one of the first school districts in Ohio to establish an Office of Diversity, Equity & Inclusion to ensure that all students receive the world-class education they need and deserve.

A Shaker education produces Ivy League scholars and Broadway stars, Pulitzer Prize winners and trailblazing entrepreneurs. Most importantly, it produces caring citizens who are destined to make our community, and our world, a better place.

METHODS & MESSAGES

research methods

Every year, the Department of Communications reviews the Strategic Communications Plan and the District’s priorities to help refine and align our goals and objectives. Our team continually reviews data to inform our strategies, tactics and messaging. Research used to shape our ongoing communications are as follows:

SWOT Analysis

The District’s communications team conducts a situational analysis of strengths, weaknesses, opportunities and threats facing the District and the department.

Communications Audit

In partnership with the National School Public Relations Association (NSPRA), the District is planning a Communication Audit to assist in assessing communications strengths and area of growth. The NSPRA Communication Audit establishes vital benchmarks to evaluate a school district’s communication program and help ensure a district remains on track for delivering an exemplary, cost-effective and impactful communication program.

eNewsletter and Electronic Communication Metrics

The Communications Team tracks E-Newsletter metrics such as open rates, click-throughs and subscription statistics. While education industry’s open rate is 35.71%, according to Constant Contact, the District’s average eNewsletter open rate is approximately 68%.

Social Media Metrics

The District monitors engagement metrics on its social media accounts, including the number of followers, likes, shares, comments and paid advertising reach.

key audiences

Audiences identified as key District stakeholders are listed below. These groups are central to our communications efforts, and are considered in our daily work.

INTERNAL AUDIENCES

Board of Education members

Administrators

Certified staff

Classified staff Shaker Schools Foundation

EXTERNAL AUDIENCES

Parents/Guardians

Students

Taxpayers

Senior citizens, retirees

News Media

Community leaders

Parent Organizations

Volunteers

Alumni

Civic groups

Real estate agents

Local businesses

Government officials

First responders

Prospective new families

Private school families

Neighboring school districts

key messages

THE DEPARTMENT’S KEY MESSAGES

will emphasize the District’s bedrock principals of Inclusive Excellence and the International Baccalaureate Programme.

Inclusive Excellence is a framework that emphasizes the importance of diverse learning environments in which students and staff of all backgrounds can thrive. It creates a sense of belonging for all students, staff and families.

The International Baccalaureate Programme teaches students to learn and engage with people who are different than them and to address realworld problems.

Message Themes

In alignment with the District’s Core Values, key messages will encompass the following in agreement with Inclusive Excellence and the District’s commitment to the International Baccalaureate philosophy:

• Each student is valued.

• Every student must succeed.

• Diversity makes us stronger.

• Breadth of experience is vital.

• Fiscal responsibility is essential.

• We are all accountable.

how we communicate

AVAILABLE PLATFORMS

Communications needs are diverse in every organization and community. Stakeholders want and need different information, available at different times, delivered through an array of communication tools and platforms. Clear, consistent messages are provided to key internal and external audiences through a variety of platforms year-round. These District communication channels and relevant links can be found in the table below.

CATEGORY CHANNEL AUDIENCE

Social Media Administrator X (formerly Twitter) accounts*

GOALS & OBJECTIVES

main goals

The four main goals of the 2023-2026 Strategic Communications Plan are:

GOAL 1

Use data and metrics to build upon internal and external communication practices to ensure a high level of communication at all times.

GOAL 2

Cultivate relationships and two-way communications with internal and external stakeholders, including staff, families and students with an emphasis on communities that have traditionally been marginalized.

GOAL 3

Highlight the District’s commitment to Inclusive Excellence in alignment with the District’s 2020-2025 Strategic Plan.

GOAL 4

Highlight the District’s commitment to the International Baccalaureate Programme in alignment with the District’s 2020-2025 Strategic Plan.

goal one

Use data and metrics to build upon internal and external communication practices to ensure a high level of communication at all times.

Objective 1

Develop a data collection and reporting system to establish communications data benchmarks and identify trends.

Objective 2

Increase opportunities and accessibility of communications training among faculty and staff to ensure consistent, proactive communication at all levels.

Objective 3

Following a comprehensive Communications Audit, ensure completion of an annual communications check-in survey by 25% of District families and 30% of District employees

STRATEGIES

Communications Audit: Conduct a Communications Audit in partnership with the National School Public Relations Association (NSPRA) to ensure efficient and effective communication practices.

Communications Check-In Survey: Following the comprehensive Communications Audit, establish an annual communications check-in survey.

Communications Training: Create a communications training curriculum and calendar to share best practices in communicating with families through email, newsletters, automated calls and social media.

Communications Score Card: Develop monthly and annual communications score cards to measure communications data points in social media and website communications.

goal two

Cultivate relationships and two-way communications with internal and external stakeholders, including staff, families and students with an emphasis on communities that have traditionally been marginalized.

Objective 1

Increase the number of social media followers by 5% annually and social media engagement by 10% annually, as measured in the District’s Communications Score Card.

Objective 2

Increase the eNews open rate by 2% annually and the click-through rate among buildings by an average of 5% annually.

Objective 3

Create opportunities for cross-department and cross-building connections among staff.

STRATEGIES

Online Interaction: Investigate an interactive tool such as a discussion board platform to be integrated into the District’s staff intranet.

In-Person Collaboration: Establish a calendar of in-person meeting opportunities between administrators, faculty and staff.

Social Media Engagement: Encourage engagement with the District’s social media platforms through paid and native social media campaigns, in-person events and other communication.

Story Idea Submissions: Create a method for faculty and staff to communicate good works happening within buildings and departments for potential story ideas.

Marketing: Assist departments and school sites in designing flyers, brochures, posters, banners and other marketing materials consistent with our standards to attract and establish relationships with students and families as well as high-quality employees.

Website: Ensure the website is kept updated with current, relevant content and continue efforts ensure ADA (Americans with Disabilities Act) compliance.

goal three

Highlight the District’s commitment to Inclusive Excellence in alignment with the District’s 2020-2025 Strategic Plan.

Objective 1

Increase the number of stories and features highlighting Inclusive Excellence by 50% over the life of this plan.

Objective 2

Using survey data, increase the Shaker Heights Schools community’s understanding of Inclusive Excellence by 10%.

STRATEGIES

Social Media: Manage the District’s Facebook, X (formerly Twitter), Instagram and YouTube accounts and create engaging, relevant content.

#ShakerRising Stories: Continue highlighting District, school, staff, volunteer and student stories.

Communications Audit: Conduct a Communications Audit in partnership with the National School Public Relations Association (NSPRA) to ensure efficient and effective communication practices.

Communications Check-In Survey: Following the comprehensive Communications Audit, establish an annual communications check-in survey.

Story Idea Submissions: Create a method for faculty and staff to communicate good works happening within buildings and departments for potential story ideas.

Marketing: Assist departments and schools in designing flyers, brochures, posters, banners and other marketing materials consistent with our standards to attract and establish relationships with students and families as well as high-quality employees.

goal four

Highlight the District’s commitment to the International Baccalaureate Programme in alignment with the District’s 2020-2025 Strategic Plan.

Objective 1

Increase the number of stories and features highlighting the International Baccalaureate Programme by 50% over the life of this plan.

Objective 2

Using survey data, increase the Shaker Heights Schools community’s understanding of the International Baccalaureate Programme by 10%.

STRATEGIES

Social Media: Manage the District’s Facebook, X (formerly Twitter), Instagram and YouTube accounts and create engaging, relevant content.

#ShakerRising Stories: Continue highlighting District, school, staff, volunteer and student stories.

Communications Audit: Conduct a Communications Audit in partnership with the National School Public Relations Association (NSPRA) to ensure efficient and effective communication practices.

Communications Check-In Survey: Following the Communications Audit, establish an annual communications check-in survey.

Story Idea Submissions: Create a method for faculty and staff to communicate good works happening within buildings and departments for potential story ideas.

Marketing: Assist departments and schools in designing flyers, brochures, posters, banners and other marketing materials consistent with our standards to attract and establish relationships with students and families as well as high-quality employees.

DEPARTMENT OF COMMUNICATIONS

APPENDIX

COMMUNICATIONS SCORECARD

STATISTICS FOR MARCH 2023

FACEBOOK

Total Page Followers: 6,041

Net Growth: +28

# of Posts: 47

Total Page Reach: 54,536

Median Post Engagement: 59

Percentage Growth: +73.5%

est. Feb. 2010 X (formerly Twitter) est. Oct. 2010

Total Followers: 3,168

Net Growth: -7

# of Posts: 26

Daily Impressions: 1.1K

Total Impressions: 32.6K

INSTAGRAM

est. Nov. 2015

Total Followers: 3,498

Net Growth: +65

# of Posts: 26

Total Reach: 5,660

Median Post Engagement: 151

Percentage Growth: -7.9%

YOUTUBE

est. March 2011

Total Subscribers: 807

Net Growth: +6

Views: 1,677

Watch Hours: 95.7

# of Videos: 6

TOP POST:

SHHS Chamber Orchestra performs at the Orchestra Cup in New York City.

Reach: 14,238

TOP TWEET:

District to install permanent stadium lights at SHHS.

Impressions: 18,810

TOP POST:

District to install permanent stadium lights at SHHS.

Reach: 2,855

TOP VIDEO:

SSF: A Night for the Red & White 2023

Views: 283

Avg. Duration: 2:55 (57.4%)

WEBSITE shaker.org

# of Pageviews: 105,319

Most Visited Pages:

1. Home

2. Staff Intranet Home

3. High School Home

4. Calendars & Bell Schedules

5. Human Resources

6. School Meals

7. Middle School Home

8. Resources

9. Board of Education

10. Intranet: Student Information & Resources

ENEWS sent with Constant Contact

# of Newsletters Produced: 4

Open Rate: 65%

Click Rate: 16.25%

COMMUNICATIONS TIP SHEET

FOR ADMINISTRATORS, FACULTY & STAFF

STUDENT MEDIA RESTRICTIONS

During enrollment and the yearly student information update process, Shaker Heights Schools families are given instructions on how to opt out of photos and video of their student(s). Any family who wishes to deny permission must contact the Department of Communications directly. A child whose parent or guardian has opted out cannot be included in photos or video under any circumstances (newsletters, social media, website, etc.). Additionally, any student who is placed into foster care cannot be photographed or filmed. Please familiarize yourself with the students in your class(es) who have a media exclusion. The school office can assist you with identifying these students or excluded students may be viewed by running the “Photo Restriction” stored search in PowerSchool.

CRISIS OR EMERGENCY

In the event of a crisis or emergency at your school or building, do not email or post unconfirmed information. This could jeopardize law enforcement investigations or lead to panic from false rumors. Please allow official District accounts to share confirmed information via Communications.

STORY IDEAS, RECOGNITION & EVENTS

Have an engaging story that involves students and/ or staff? Let Communications know so we can share it with the community! For planned events, be sure to share it with us a week or two in advance.

DISTRICT WEBSITE

The Department of Communications manages the District website, with schools and some departments maintaining their individual pages. If you notice information that needs to be updated, please contact Communications with the request.

SOCIAL MEDIA

Social media is a powerful tool that can be used to tell stories in an engaging and fun way. It is important to remember that it should be used in a manner that preserves the professional boundaries between staff, administrators, students, families and the community. The Department of Communications is available to host social media training for school sites and staff groups.

NEWS MEDIA

If you are contacted by a member of the news media about any story related to the District or your school site, please notify your principal or supervisor and refer the media to the Department of Communications.

FLYER DISTRIBUTION

The District allows the distribution of paper flyers by third-parties in alignment with its Flyer Distribution Policy. Eligible organizations may submit flyers for approval by the Department of Communications. Only approved materials may be distributed to PreK-6 students. Flyer distribution is not available for Grades 7-12. The Flyer Distribution Policy and a submission link is available at www.shaker.org/FlyerDistributionPolicy.aspx.

PUBLIC RECORDS REQUESTS

The Shaker Heights City School District’s Office of the Treasurer handles all public records requests. Any requests should be emailed in a timely manner to Jennifer Hillman, Executive Assistant to the Treasurer, at hillman_h@shaker.org.

DEPARTMENT OF COMMUNICATIONS

Scott Stephens: 216-295-4309, stephens_s@shaker.org

Kristen Miller: 216-295-6144, miller_kr@shaker.org

Kristen Cash: 216-295-4374, cash_k@shaker.org

WELCOME! The Shaker Heights City School District includes the city of Shaker Heights and a small portion of Cleveland near Shaker Square. Now in its second century of educational leadership, the Shaker Heights City School District was the first district in Greater Cleveland, and one of only seven public districts across North America to be recognized as a PreK-12 International Baccalaureate (IB) District. IB, an internationally recognized educational program with a rigorous curriculum, has a global focus and emphasizes creative problem-solving, hands-on projects, inquiry-based learning and community service.

DISTRICT MISSION

The District will nurture, educate and graduate students who are civic-minded and prepared to make ethical decisions; who are confident, competent communicators, skillful in problem solving, capable of creative thinking, who have a career motivation and a knowledge of our global and multicultural society.

DISTRICT VISION

Shaker is the first-choice school district for all students.

OUR SCHOOLS & OFFICES

Grades:

Grades:

DISTRICT AT-A-GLANCE CONNECT

Grades:

Grades:

DEPARTMENT OF COMMUNICATIONS

DISTRICT STYLE GUIDE

DISTRICT NAME

For marketing purposes, we refer to the District as Shaker Heights Schools. Shaker Heights City School District is also acceptable. When referring to the entity as the District, capitalize the ‘D.’

Do not use Shaker Heights City Schools.

DISTRICT LOGOS

There are two main variations of the District logo: stacked and horizontal.

This logo is the preferred format. It may be used at all sizes. but preferably no less than 1” in height.

ANCILLARY LOGOS

This logo is acceptable when a horizontal version is needed. It may be used at all sizes but preferably no less than .25” in height.

The Raider logo is used for Middle School and High School athletics. Or in MS and HS communication targeting students.

To maintain branding consistency, District departments should use the District logo with a tagline noting the department name. Contact Communications for a department-specific logo.

To maintain consistency, school logos are available using the District branding.

This intertwined logo is for High School and Middle School athletics use ONLY.

WINDOW LOGO

The window portion of the District logo may be used as an icon or graphic design element. Do not use the window icon as a standalone logo or as initial representation of the District. A full version of the logo is preferred.

DISTRICT COLOR PALETTE

Main three-color palette is below. Color number breakdowns accompany each swatch.

The version with text should be used no smaller than 2” in height. The version with no text can be used under 2” in height.

Pantone 186 C

C = 2

M = 100

Y = 85

K = 6

R = 200

G = 16

B = 46

Hex: c8102e

100% Black

C = 0

M = 0

Y = 0

K = 100

R = 0

G = 0

B = 0

Hex: 000000

*All shades of gray are also permitted.

Pantone 124 C

C = 25

M = 35

Y = 100

K = 0

R = 233

G = 170

B = 34

Hex: e9aa21

C = 12

M = 100

Y = 92

K = 65

R = 250

G = 162

B = 27

Hex: 590007

LOGO FILE TYPES

The Department of Communications maintains various logo file types. Below is a guide to their usage. If you need a logo file, please contact Communications with details of your intended usage.

.EPS File - This file is vector-based meaning printers can scale it to any size needed. This file type is useful when making large-scale printed pieces such as banners.

.TIF File - This file is not vector-based. The file cannot be made larger than its original size, but can be made smaller. This file type can be used on printed pieces. The file is created with a transparent background visible in most publishing software.

.JPG File - This file is not vector-based. The file cannot be made larger than its original size, but can be made smaller. This file type can be used on printed pieces or for web/screenbased usages depending on the color space (see below). This file does not have a transparent background.

.PNG File - These files are suitable for web/screen uses where you also need a transparent background. They are not for use in printed materials.

LOGO COLOR SPACES

The Department of Communications maintains logo files in various color spaces. Below is a guide to their usage. If you need a logo file, please contact Communications with details of your intended usage.

Spot File - These files can be used for professionally printed pieces that require “spot” colors. This is sometimes requested when printing specialty items.

CMYK - These files are used for professionally printed pieces such as brochures, banners, business cards, etc.

RGB - These files are used for web/on-screen uses. They may also be used in consumer-level desktop programs, like Word or Powerpoint.

Reversed - These files are reversed out so that they may appear on dark colored backgrounds. The EPS and TIF files within this folder are for printing. The PNG file is for web usage.

*Please note, the logos are organized by color space. Not all color space folder contains every file format as some color spaces are not supported or needed for usage.

BOARD MEMO TEMPLATES

Click here for a link to the Board Memo template. You will be prompted to save a copy into your personal Google Drive.

BOARD MEMO HEADING

Fill out the From, Subject and Date fields

Please include your preferred courtesy title (Dr./Ms./Mrs./Mr./Mx.) and your job title (ex. Ms. Kristen Miller, Assistant Director of Communications)

If this is a joint memo, include names and title of all senders

In the Date field, fill it out using the format “Month XX, 20XX” and set it to be the Friday date as that is the date Board memos are submitted

BOARD MEMO TEXT

Body copy font and size should be Times New Roman, 11 pt. Include bulleted lists and headings to break up text when able

FONTS

The District logo font is American Typewriter Condensed. This is rarely used outside of the logo.

Other District fonts are Rockwell Bold and the Gibson font family. These are used for display type. Myriad Pro is used as a secondary font in all weights.

In Google Docs, Bree Serif operates as the headline font and Arial as the body copy. Board memo have their own font styles and are included in the template.

DISTRICT TEXT STYLE GUIDELINES

Advanced Placement

Spell out Advanced Placement. AP is acceptable upon second reference as long as the first reference notes the abbreviation in parentheses.

Department Names and Abbreviations

Department names should be spelled out in their entirety on first reference. Departments should be capitalized. Abbreviations and shortened references are permissible on second reference in accordance with the list below.

• Department of Business & Operations

• Internal second reference: Business & Operations

• External second reference: Business & Operations Department

• Department of Communications

• Internal second reference: Communications

• External second reference: Communications

• Department of Exceptional Children

• Internal second reference: no abbreviation

• External second reference: no abbreviation

• Department of Human Resources

• Internal second reference: HR

• External second reference: Human Resources

• Department of Learning & Teaching

• Internal second reference: L&T

• External second reference: Learning & Teaching

• Department of Technology

• Internal second reference: IT

• External second reference: IT Department

• Department of Transportation

• Internal second reference: Transportation

• External second reference: Transportation Department

• Office of Diversity, Equity & Inclusion

• Internal second reference: ODEI

• External second reference: no abbreviation

• Office of the Superintendent

• Internal second reference: Superintendent’s Office

• External second reference: Superintendent’s Office

• Office of the Treasurer

• Internal second reference: Treasurer’s Office

• External second reference: Treasurer’s Office

Diversity, Equity and Inclusion

When referring to the District’s Office of Diversity, Equity & Inclusion, the phrase is capitalized. When referring to diversity, equity and inclusion in general, the phrase is not capitalized and the “and” is spelled out.

Educational Equity

When referring to the concept in general, it is not capitalized. It is capitalized when referring to the District’s Educational Equity Policy.

Grade Levels

When referring to grade levels with cardinal numbers, use numerals. This is an exception to the AP style room for numerals. Capitalize Grade (i.e. Grade 2, Grade 5). You may also use the convention xxxx-grade but spell out ordinal numbers first through ninth and use figures for 10th. (i.e., third grade, 10th grade). When using this convention as an adjective, it must be hyphenated. (i.e. first-grade students, 11th-grade teachers).

I Am Shaker

I Am Shaker is the District’s mantra to foster unity among our diverse students, staff and families. I Am Shaker shows that Shaker is full of diverse experiences and all exemplify the Shaker experience. The hashtag #IAMSHAKER should be used with social media posts highlighting students and staff.

International Baccalaureate Programme

Upon first reference, spell out International Baccalaureate Programme. Note the spelling of Programme. IB Programme or IB is acceptable upon second reference as long as the first reference contained the abbreviation in parentheses.

International Baccalaureate Diploma Programme

Upon first reference, spell out International Baccalaureate Diploma Programme. Note the spelling of Programme. IB DP or DP is acceptable upon second reference as long as the first reference contained the abbreviation in parentheses.

International Baccalaureate Middle Years Programme

Upon first reference, spell out International Baccalaureate Middle Years Programme. Note the spelling of Programme. IB MYP or MYP is acceptable upon second reference as long as the first reference contained the abbreviation in parentheses.

International Baccalaureate Primary Years Programme

Upon first reference, spell out International Baccalaureate Primary Years Programme. Note the spelling of Programme. IB PYP or PYP is acceptable upon second reference as long as the first reference contained the abbreviation in parentheses.

Job Titles / Personnel

Job titles should be capitalized

Upon first reference, use Job Title and full name. (ex. Chief Academic Officer

Marla Robinson)

Upon second reference, use courtesy title and last name. (ex. Dr. Glasner)

School Names

Elementary schools should be referred to as their full name upon first

reference. (ex. Woodbury Elementary School) Second reference can be the singular name (ex. Woodbury).

Shaker Heights Middle School upon first reference. Middle School upon second reference. Note the capitalization.

Shaker Heights High School upon first reference. High School upon second reference. Note the capitalization.

School Names and Abbreviations, Second Reference

School abbreviations are permissible on second reference and/or in shortened communications such as text messages.

• Boulevard: BO

• Fernway: FE

• Lomond: LO

• Mercer: ME

• Onaway: ON

• Woodbury: WO

• Shaker Heights Middle School: MS or SHMS

• Shaker Heights High School: HS or SHHS

Shaker Heights Schools

Preferred references are “Shaker Heights City School District” or “Shaker Heights Schools.” Do not use other combinations of the District name. Second reference can refer to “the District.” When referring to Shaker Heights Schools, District is always capitalized. It is lowercase when referring to school districts in general.

Shaker Rising

Shaker Rising is the District’s call to action in relation to the 2020-2025 Strategic Plan. This mantra is followed by a tagline specific to each school year. The hashtag #SHAKERRISING should be used with social media posts through the end of the 2020-2025 strategic plan.

Strategic Plan

When referring to the District document, Strategic Plan is capitalized. When referring to strategic plans in general, it is not capitalized.

ADDITIONAL STYLE GUIDELINES

In general, the District follows AP Style for grammar and wording rules. While the AP Stylebook requires a subscription, Purdue OWL provides some general guidelines. Some general guidelines from Purdue OWL are below:

Addresses

For numbered addresses, always use figures. Abbreviate Ave., Blvd., and St. and directional cues when used with a numbered address. Always spell out other words such as alley, drive and road. If the street name or directional cue is used without a numbered address, it should be capitalized and spelled out. If a street name is a number, spell out First through Ninth and use figures for 10th and higher. Here are some examples of correctly formatted addresses: 101 N. Grant St., Northwestern Avenue, South Ninth Street, 102 S. 10th St., 605 Woodside Drive.

Ages

For ages, always use figures. If the age is used as an adjective or as a substitute for a noun, then it should be hyphenated. Don’t use apostrophes when describing an age range. Examples: A 21-year-old student. The student is 21 years old. The girl, 8, has a brother, 11. The contest is for 18-year-olds. He is in his 20s..

Dates, Months, Years, Days of the Week

For dates and years, use figures. Do not use st, nd, rd, or th with dates, and use Arabic figures. Always capitalize months. Spell out the month unless it is used with a date. When used with a date, abbreviate only the following months: Jan., Feb., Aug., Sept., Oct., Nov. and Dec.

Commas are not necessary if only a year and month are given, but commas should be used to set off a year if the date, month and year are given. Use the letter s but not an apostrophe after the figures when expressing decades or centuries. Do, however, use an apostrophe before figures expressing a decade if numerals are left out. Examples: Classes begin Aug. 25. Purdue University was founded May 6, 1869. The semester begins in January. The 1800s. The ’90s.

If you refer to an event that occurred the day prior to when the writeup will appear, do not use the word yesterday. Instead, use the day of the week. Capitalize days of the week, but do not abbreviate. If an event occurs more than seven days before or after the current date, use the month and a figure.

Numerals

Never begin a sentence with a figure, except for sentences that begin with a year. Examples: Two hundred freshmen attended. 1776 was an important year.

For ordinal numbers, spell out first through ninth and use figures for 10th and above when describing order in time or location. Examples: second base, 10th in a row. Some ordinal numbers, such as those indicating political or geographic order, should use figures in all cases. Examples: 3rd District Court, 9th ward.

For cardinal numbers, spell out numbers below 10 and use figures for numbers 10 and above. Example: The man had five children and 11 grandchildren.

When referring to money, use numerals. For cents or amounts of $1 million or more, spell the words cents, million, billion, trillion etc. Examples: $26.52, $100,200, $8 million, 6 cents.

Punctuation

Use a single space after a period.

Do not use commas before a conjunction in a simple series. Example: In art

class, they learned that red, yellow and blue are primary colors. His brothers are Tom, Joe, Frank and Pete. However, a comma should be used before the terminal conjunction in a complex series, if part of that series also contains a conjunction. Example: Purdue University’s English Department offers doctoral majors in Literature, Second Language Studies, English Language and Linguistics, and Rhetoric and Composition.

Commas and periods go within quotation marks. Example: “I did nothing wrong,” he said. She said, “Let’s go to the Purdue game.”

Technological Terms

Here are the correct spelling and capitalization rules for some common technological terms:

• Android device

• download

• email

• Facebook

• Google, Googling, Googled

• hashtag

• internet

• iPad, iPhone

Time

• LinkedIn

• livestream

• social media

• smartphone

• Twitter, tweet, tweeted, retweet

• website, web page

• webmaster

• YouTube

Time is expressed using a.m. or p.m. (note the lowercase and periods). Spell out noon and midnight. Use a colon to separate hours from minutes, but do not use :00. Examples: 1 p.m., 3:30 a.m.

MARKETING & BRANDING SAMPLES

SAMPLE MARKETING MATERIALS

shaker.org/careers

Job Fair

Meet & Interview with Shaker Heights Schools Personnel April 5, 2023, 10 a.m.-7:30 p.m. Shaker Heights Public Library, 16500 Van Aken Boulvard, Shaker Heights, OH 44120

Who should attend? Paraprofessionals, student teachers close to graduation, new and experienced teachers

• Interviews every 30 minutes based on grade band

• Availability on a first-come, first-served basis Space is limited. Register today!

Scan the QR code to register.

#IAMSHAKER #SHAKERRISING

WAYS TO STAY CONNECTED

How do I receive alerts for snow days, etc.?

In the event of a school closing, early dismissal, or delayed opening, the District will notify families using as many channels as possible, including automated calls, email, text, District website, social media, news stations. Please be sure to provide your contact information upon enrolling your child so that you receive appropriate updates from the District. We encourage you to monitor more than one of these communication channels. Remember: If it didn't come from the District, it's not official.

How do I receive school-related news?

The District sends a weekly news and event roundup for the District as well as each individual school building. Families automatically receive these newsletters to the email address on file with the District for automated communications. Community members or families not yet enrolled may subscribe to newsletters at bit.ly/ShakerEnewsSignup. The newsletters are also available online at shaker.org/weeklyenews

How do I know about District and building events?

The District maintains an online calendar of all District and building-level events. You can find the calendar at shaker.org/calendar. Calendar items are posted using each school building's two letter code. Calendars can be sorted using the filtering options. Please check the online calendar frequently as events are updated regularly. In addition, the buildings regularly share upcoming important dates in the weekly newsletters.

Is the District on Social Media?

Yes! You can find Shaker Heights Schools on Facebook, Twitter (@shakerschools) and Instagram (@shaker_schools).

PTO Website & Family Directory

The PTO's website and family directory can be found at shakerpto.org. To be in the directory, please register an account with Membership Toolkit. Once you verify your information and select your preferences, you will get a confirmation email. There are no fees to join. Every parent/caregiver and teacher is automatically a PTO member.

WHAT WE DO

The Shaker Heights Schools Family and Community Engagement (FACE) Center connects Shaker families with programs, activities and community groups that support the educational process and promote student success.

WHO WE ARE

Keith Langford, Coordinator langford_k@shaker.org, (216) 295-6268

Each school building also has a Family & Community Engagement Liaison. Contact your school’s main office to get in touch with yours.

Boulevard: (216) 295-4020

Fernway: (216) 295-4040

Lomond: (216) 295-4050

Mercer: (216) 295-4070

Onaway: (216) 295-4080

Woodbury: (216) 295-4150

Middle School: (216) 295-4100

High School: (216) 295-4200

CONTACT US

Shaker Heights Schools Administration Building

15600 Parkland Drive Shaker Heights, OH 44120

DEPARTMENT OF COMMUNICATIONS

CRISIS COMMUNICATION PLAN

WHY IS THIS PLAN IMPORTANT?

This plan is a key element of the Shaker Heights Schools crisis response. It will help Shaker personnel easily access important information about who should do what during a crisis. Important policies, goals, contact information, preferred messaging, media directives and more are included within this plan as it relates to highly probable crisis scenarios. When an organization is more prepared, crises can be contained and mitigated with as little damage as possible.

When the plan is not followed, crises can get out of hand and fast. If a key administrator is not contacted, a media inquiry is fielded improperly, messaging is deviated from or policy is broken, the District can find itself in a more substantial crisis than the initial problem. Please read through this plan, revisit it regularly for review and keep it somewhere easy to access. It should also be saved to your Google Drive for electronic access when off site.

PURPOSES/OBJECTIVES

The objective of our crisis response is to be as transparent as possible with families, staff and the community about any crisis situation, both in real time as the crisis unfolds and as a follow up after the situation concludes, and to ensure the public that the district takes any crisis at hand very seriously. When possible, the District should seek to contain a crisis situation by getting ahead of it, identify who needs to know what and when and be forthcoming with information whenever feasible. *When media involvement occurs, this plan calls for timely response and cooperation, as well as respect for media representatives.

Positive media relationships are vital to successful crisis communications. The objective to media relations is to answer the question at hand and provide truthful, accurate statements as information is known and can be shared. Gather unknown information to provide media or direct questions to another member of the communications team as needed (see Crisis Directory).

CRISIS COMMUNICATION PLAN GOALS:

• Contain the crisis, minimize rumors or conjecture and work towards maintaining public trust during and after the crisis situation.

• Communicate with transparency but within the boundaries provided by law enforcement officials and recommendations from legal council, when applicable.

• Provide timely updates to the Shaker Heights Schools publics.

• Maintain a positive relationship with the media.

• Seek a timely remedy to the crisis.

NOTIFICATION PROCEDURES:

At the onset of a crisis, key Shaker Heights personnel are notified via the Navigate360 application. This notification is sent by a person who is on site and aware of the situation. The goal is for the users in building sites to begin using the notes section of the Navigate360 app to provide as much information as possible at the onset of the crisis situation.

A text message distribution list will be initiated by the Superintendent to include key District personnel. This text message group is intended to share key information about crisis response, up-todate information to share with key publics, ask questions, etc.

KEY PUBLICS

This list includes those the Shaker Heights Schools should consider when creating messages during a crisis. There are both internal and external publics included. Not all publics will require a) communication in all instances or b) the same message. Individual needs should be considered for each group when creating communication plans.

The publics listed here are not necessarily ranked in order of importance, as that can change based on circumstance. Consideration should be taken on a case-by-case basis.

ADMINISTRATORS/SHAKER SCHOOL LEADERSHIP

This group should be treated and notified differently than the rest of the staff. They will likely be debriefed on more sensitive information than the entirety of the staff and will be needed for decision making and information dissemination. They should be at the forefront of notifications.

STUDENTS

A main source of misinformation and rumor within a school building can be the students. They do not need to know all details, but providing enough information to quell rumor and conjecture and ensuring they have confidence in their safety is key. Also, providing an opportunity for twoway communication with students is recommended when appropriate. Additional consideration — many students have cell phones and will contact family members during a crisis, so ensuring both families and students are well informed can be key.

STAFF/FACULTY

This is a key public as they can be ambassadors for the District. They need to feel safe and heard, and they will represent that message to other publics. Keeping staff informed is a key component in any crisis. They also may be asked for information from outside publics, so providing it to them limits misinformation. They should also be advised of how to proceed should they be approached for information from the media or other publics.

FAMILIES

Families often get information from the student second-hand or from internet social media sources if not from the District, so providing accurate, timely information directly from the District is preferable. All families may be interested in the crisis within the District, not just those of affected students, so consider this when deciding which families need to know what information.

BOARD OF EDUCATION MEMBERS

Elected Board of Education members should always be kept apprised of all pertinent information. They will also likely need to provide approval for any suspension or termination actions required.

CITY OF SHAKER HEIGHTS LEADERSHIP

When appropriate, the mayor’s office can be debriefed on what is going on at the District. If not already occurring, the District can also contact Shaker Heights Police Department leadership to maintain open lines of communication, if deemed necessary. Other crises may also require the cooperation of Shaker Heights Fire Department.

COMMUNITY MEMBERS

To prevent rumors, consider directly informing the community members in the Shaker Heights community. (Community members in surrounding cities are of lower concerns and will likely see any press coverage.) As voters and neighbors, it is important to remember the support of the general community when dealing with crisis situations.

MEDIA

Press releases may be necessary at the outset of the crisis, unless the media is notified of the crisis situation first and contacts the District directly. The media should receive honest information when it is available. Keeping a positive relationship with key media sources in the area is a benefit.

BEST PRACTICES COMMUNICATIONS REPRESENTATIVE ON SITE

Get first-hand information from local law enforcement, usher any media to specified areas and ensure no students are filmed if not appropriate. Head off any inappropriate interview requests and provide statements as needed.

MAINTAIN REGULAR COMMUNICATION/ UPDATES WITH KEY PUBLICS

Define at the start of the crisis a reasonable frequency for updates and stick to that plan; inform publics what information to expect, where to find it and when to expect it.

• Short-term crises should have updates every 15-30 minutes.

• Long-term crises should have updates every 2-4 hours on day one, then re-evaluate timing based on progress of the crisis.

• A legal crisis should provide as much information as possible, with clarity that more information will be released when legally prudent

ALWAYS FOLLOW-UP

A crisis doesn’t just end. Follow-up is crucial to maintain trust. Debrief with key publics about what happened, what you know and what will occur moving forward. You should also talk about what worked with crisis management/ communication and remind stakeholders where they can find information in the event of an emergency.

METHODS OF COMMUNICATION

The methods listed here are not necessarily ranked in order of importance, as that can change based on circumstance. Consideration should be taken on a case-by-case basis.

In the event of an emergency, shaker.org/emergency will become information central and will be updated regularly. Please note, during an active scene and investigation, all communication is made in conjunction with the Shaker Heights Police Department. Information is communicated as it is available.

The District will continue to communicate with families and the community throughout the emergency event. While updates will be posted to social media and sent via email, text and robocall directly to families, the best source of information will be shaker.org/emergency, which will have the most up-to-date information that can shared at any given time.

The District communicates with families Districtwide, no matter what building the emergency is impacting because families may have children at multiple buildings, some buildings are close to one another and may be impacted due to proximity, and others may be impacted due to busing or dismissal delays. In certain emergency circumstances, it is important for all families to know what is happening within the District.

Families may not be notified during a nonemergency situation or incidents that do not have a building-wide impact. This may include situations where no immediate threat is perceived to the general student and staff population. For example, this could include some medical emergencies or classroom disruptions. Family notifications in these situations are determined on a case-by-case basis for those students affected.

EMERGENCY INFORMATION GUIDE

BE PREPARED FOR AN EMERGENCY

• Ensure that your child’s emergency contact information is accurate and current with the District and that you receive automated communications.

• Remember and refer to the non-emergency number listed in this brochure. Do NOT call the school itself.

IN CASE OF SCHOOL EMERGENCY

• Do NOT call or rush to your child’s school. Telephone lines and staff are needed for emergency response efforts.

• Do NOT phone your child. Staff and students are discouraged from using cell phone communication for safety reasons.

• Check shaker.org/emergency for official school news alerts.

• Rely on official communications from the school or public safety officials.

• Listen for official information regarding reuniting with your child.

STAY PUT

• Used for medical emergencies, minor utility situations, major disruption in hallways, etc.

• Halls cleared, doors locked, teaching and learning ongoing

• Announcement made to allow students to move to next class

• Rumor or report of an inactive threat immediately investigated. Stay Put is at the discretion of the administrative team.

SHELTER IN PLACE

• Called for an external threat or condition such as weather or crime in the community

HOW CAN I BE REUNITED WITH MY CHILD?

Reunification: Parents or guardians will be directed by school authorities via automated message. Students will be released ONLY to parents or guardians who are documented as emergency contacts and who present a picture ID such as a driver’s license, military ID or passport. The reunification process can be time consuming so parents are urged to be patient.

When you arrive at the alternative evacuation site to pick up your child, there will be four stations: A-F, G-L, M-R, S-Z. Please report to the station that has the first letter of your student’s last name. Give the station worker your child’s name. Once you have been identified, your child will be brought to you at the student release point.

FOLLOWING EMERGENCY DRILLS:

• Listen to and acknowledge your child’s concerns.

• Provide reassurance that your child is safe.

• Assure your child that additional prevention efforts are being put in place.

• Seek help from school personnel or a mental health professional if needed.

• Reverse evacuation: everyone is brought inside

• Halls cleared, doors locked, teaching and learning ongoing

• Parents/guardians notified

LOCKDOWN

• Called for an active threat

• When evacuation is not an option, halls are cleared, doors locked, out of sight, lights off

• Prepare to evacuate

• Parents/guardians notified

• Rumor or report of an inactive threat immediately investigated. Lockdown is at the discretion of the administrative team.

DEPARTMENT

Shaker Heights City School District

15600 Parkland Drive

Shaker Heights, OH 44120

Phone: 216.295-1400

stephens_s@shaker.org