2014-2015 EOY Summaryv3
- 1. The Dallas ISD News & Information team generated nearly 300 published article placements in the second semester of the 2014-‐2015 school year.** It’s the result of a strategy focused on daily, proactive and interpersonal outreach to media sources. The goal is to create opportunities to explore the efforts of students, campus staff and schools in building supporting college and career readiness. Here’s how we did it: 2014-‐2015 Media Coverage Summary BEING SEEN, BEING HEARD From Dec. 2014 to June 10, 2015, News & Information averaged 49.6 stories per month that were pitched and published. Those placements were not random news coverage. The N&I team engages media daily to suggest and assist in news coverage that serves Dallas ISD’s strategic interests. From the champion scholar-‐athlete women’s wrestler at North Dallas High to the outstanding library and literacy program at B.H. Macon Elementary, these stories help shape the thoughts and beliefs of our constituencies.
- 2. REACHING TRUE COMMUNITY AUDIENCES Nearly one-‐third of the team’s successful pitched articles reached strictly African-‐American or Spanish speaking audiences. Dallas ISD averaged more than 15 placements a month in this category, far exceeding the established goal of four mentions per month for those publications.** This outcome is vital, as those groups make up more than 60 percent of the district’s total enrollment. MASSIVE OUTREACH Dallas ISD pitched published articles were viewed approximately 259,611,992 individual times between Dec. 2014 and June 10, 2015. By comparison, the estimated 2015 population of the United States is more than 321 million. From coast to coast in America to abroad, the News & Information team was able to support and pitch articles that appeal to diverse audiences.
- 3. WHAT YOU SPEND, AND WHAT YOU RECIEVE Including salaries, Dallas ISD budgeted an estimated $381,000 to support the News & Information Department. By comparison, the total advertising value of nearly 300 pitched published stories is more than $2.4 million. That is a return of nearly 600 percent to the district and its taxpayers. That value represents the cost if the district had purchased advertising with these media outlets when the listed stories were published. Instead, through the team’s efforts, we were able to obtain those positive mentions for free. BY THE NUMBERS Total mentions: 298 Average number of pitched published stories per month: 49.6 Total circulation of stories: More than 259,000,000 Total estimated return on investment: More than $2.4 million
- 4. STORY HIGHLIGHTS – Each image is a hyperlink Feb. 2, 2015 – Dallas Morning News This feature story from the region’s major daily newspaper chronicled Quintin Neroes, a Conrad HS senior that earned acceptance into Harvard. The multi- talented student’s challenging background paved the way for his success. April 8, 2015 – El Hispano News Throughout the first half of 2015, Dallas ISD increased its recruitment of bilingual teachers. This is one of several stories generated that documented those efforts. As important, the district was able to increase its effectiveness in this area by sharing this message directly with Spanish- speakers and bilingual constituents.
- 5. STORY HIGHLIGHTS Feb. 24, 2015 – Dallas Weekly Dallas ISD announced the creation of the Accelerating Campus Excellence effort to increase achievement at its most challenging campuses. This article, one of several written by Dallas ISD News & Information that were published by various outlets, spelled out what the effort means for students and schools. May 8, 2015 - Univision Not many people know that Booker T. Washington High School has an outstanding Mariachi band. This long-form feature by Univision captures the students showing off their talents.
- 6. STORY HIGHLIGHTS March 3, 2015 – WFAA-8 Kymber’Lynn Jackson, a student at North Dallas High School, has made a name for herself nationally as a women’s wrestling champ. This story by WFAA not only covers her successes, but her transformation from troubled student to victory. March 3, 2015 – KTVT-11 Paul L. Dunbar Learning Center has had tremendous strides thanks to the transformative leadership of Principal Dionel Waters. This story shows how the youngest learners already have their sights set on college and beyond.
- 7. STORY HIGHLIGHTS The figures used in this document were compiled using Meltwater News and TV Eyes, as well as using secondary estimates. **Denotes that there may be as many as 40 more stories not documented by this report due to an inability to track links and publication dates. We are making internal changes to reduce this slippage moving forward, including using a new tracking service. March 5, 2015 – Dallas Morning News Billy Earl Dade Middle School endured a number of challenges during the 2014- 2015 school year. However, rays of light, as always, started with students. In this case, this feature story documents the school’s new Leadership Cadet Corps.