In 2019, Bay City Independent School District implemented a new strategic design framework in order to better serve students and families. After successful launching and putting into place a strong, visionary foundation, the District was ready to take the next step. They realized that to achieve their six strategic framework goals, they must foster tremendous stakeholder and community buy-in through communications.
They made a proactive decision to improve their communications strategies by partnering with Burnam | Gray. Our goal was to create and deliver a strategic communications and marketing plan designed to: increase community and parent engagement, build positive relationships, grow positive public perception, and create two-way communications processes that convey the true spirit of Bay City schools.
Our four-month partnership had four phases: 1) Research and discovery phase; 2) Audit phase; 3) Plan writing phase; 4) Plan final review
To begin, we conducted interviews with nearly 15 key stakeholders from the community, including students, parents, business and community leaders, staff, Board members, and alumni. This “listening tour”, along with many hours of research and discussions with our partners allows our team to create a unique plan that reflects our partner’s and their community’s needs.
The final product was a full strategic communications and marketing plan, along with an Executive Summary that is intended to be used and not filed away. It includes specific, actionable strategies and tactics that all wrap up into the District’s overall strategic goals.
We are so excited to see what the talented Bay City Independent School District staff will accomplish in the next few years.