Cache County School

District
Social Media Business Proposal
September 2016 December 2016

Content
Introduction
Current Social Media Use
Client Goals
Client Concerns
Target Audiences
Campaigns
Content Calendar
Hashtag Ideas
Conflict Resolution

Lindsay Sousa

Introduction

Under the direction of Superintendent Steven Craig Norton, E.d.D, the Cache County
School District, with two thousand three hundred employees strives to provide a
challenging, safe and positive learning environment for all students.
With the boundaries spread from Lewiston to Wellsville, the district serves nearly
eighteen thousand students in its 25 schools: 16 elementary, five middle and four high
schools.
I began working with this client in September as the first Public Relations intern the
district had taken on. In addition to this, the Cache County School District had never
before had a Public Information Office. Under the direction of Tim Smith and Jenda
Nye, I helped to generate content and essentially redesign the districts social media
platforms.
Explanation: I added to the introduction in order to further explain my position within
the company. I think the additional information is necessary and offers more insight into
my position with the Cache County School District.

Social Media Use

Facebook
o 2,255 likes, 27 visits, 3.5/5 stars with eight reviews.
o Typically content is updated several times a day.
o Always offer pictures with a caption.
o If parents have publicly posted requesting additional information
regarding posts, there hasnt been a response.
o Posts that are personable and organic have gotten up to 72 likes and 0
shares.
o Generic posts have received up to 3 likes and 1 share.

Twitter
o No account or content.

Instagram
o No account or content.

Blogspot
o No account or content.

Pinterest
o No account or content.


Clients Overall Goals

Facebook
o Post 1-2 times a day, updating on activities or events going on. Always
include organic pictures or videos with the post.
o Create groups for each school reminding parents and staff about
upcoming events. Creating groups will allow the separation of
unnecessary content being seen by those it does not apply to.
o Reach a larger audience in order to create a better-connected
community, which will allow the opening of communication channels for
both parents and teachers with the district.
o Increase likes, comments and shares by 10%.

Instagram
o
o
o

Post a minimum of four times a week.

Link more generic articles to Instagram feed.
Use a variety of pictures and videos of good quality to increase public
interactions.

Website
o Our website acts as a blog, therefore I removed the Blogspot
idea. The website served as a great platform for our audience. Most of
our audience consisted of parents, faculty with the occasional high
school students. We used Facebook to direct our audience members
to the site when new content was posted. This showed to be highly
beneficial as we experienced a large growth within our Facebook
community.
Clients Overall Concerns
o
o

o
o
o

Trolls

Avoid using generic content. i.e. word documents copied and pasted in
status.
Avoid using excessive word characters. Audiences want information
quickly and dont have time to read through long posts. Maximum of 5
seconds.
Maintain current and comprehensive content. Avoid excessively posting
flyers.
Media policies
The concern of not being able to effectively mediate hashtags among
students was popularly discussed. I proposed we combat this by hiding
those images associated with negative content from our Page. I also
suggested reporting the content to Instagram if it was negative enough.

o
o
o
o
o
o

Delete/report any inappropriate comments immediately to stop

spreading of negativity on all social media platforms.
Responding to parents when concerns are expressed publicly and
privately.
Amp-ing up school district buzz.
Providing a new level of communication with students, parents and staff.
Offer a positive flow of information.
Pay attention to site promotion.

Target Audiences

Parents
o
o
o

Using all platforms to inform parents of upcoming events.

Using two platforms to highlight moments at events.
Using all platforms to educate parents, spotlight teachers.

Faculty
o Using all platforms to remind faculty of upcoming events specific to
their school. (Groups will play a big role in this.)
o Using all platforms to spotlight faculty.

Students
o Using all platforms to remind students of events and activities.
o
o

Using all platforms to spotlight educators.

Using all platforms to highlight memorable moments of events.

Campaigns
Vlogging/Blogging
o

Create professional blogs to enhance publics connections.

CCSD Website
o
o

Update with articles weekly.

Use links to direct audience to other platforms. Use platforms to direct
audience to website.

Instead of posting content to our Page that was in the initial campaigns, we used our
articles with associated photos on Facebook. We were typically being given stories to
cover from schools within the district. Once we get an active Instagram, I hope to
implement the campaigns I suggested in the initial business proposal.

Content Calendar

The content calendar was changed entirely, because the previous content I
suggested was not the direction the district wanted to go. The previous content
calendar was geared more toward an Instagram account rather than a
professional Facebook page. In the future, we want to make sure our content
calendar has an equal amount of fun, silly posts, in addition to more professional
posts. This is due to the audience we are hoping to reach.
Hastags
o #ccsdpride
o #ccsd
o #school
o #elementary
o #fridayfun
o #highschool
o #graduation
o #middleschool
o #cachevalley
o #wednesdaywowzers

o
o
o

Events
Promote athletics on Facebook, Instagram.
Promote school events/activites.
Remind parents/students of upcoming events.
Stories
o
o
o
o
o

CCSD Overview
Millville Elementary Remodel
Rex Woodward Spotlight
Septembers Health Awareness
Elementary Writing Curriculum

Conflict Resolution
If conflicts arise based on social media use or content, face-to-face meeting will
be arranged with Tim Smith and Jenda Nye. Negative feedback comments on
social media content will be addressed quickly and subtly. Conflicts will be
resolved with the help of PIO officers as well as with the advice of Candi CarterOlson.
Lindsay Sousa
Public Relations Intern
lindsay.sousa@ccsdut.org
805.760.4320

Jenda Nye
Information Specialist
jenda.nye@ccsdut.org
Tim Smith
Chief Information Officer
tim.smith@ccsdut.org