Final Strategic Communications Plan - Develop the plan

Sep 24, 2026

Strategic communications plan guiding the Santa Barbara Unified School District to deliver reliable, engaging, thoughtful, and relevant information to families, students, staff, and the wider community. Establishes a reference and toolkit for consistent, high-quality communications and customer service, while creating two-way communication environments. Addresses district challenges in connecting with audiences amid inequitable outcomes for Latinx/Hispanic, socioeconomically disadvantaged, multilingual learners, foster/homeless, and special needs students, linking messaging to equity goals and improved student outcomes.

LanguageEnglish

CategoryLetters

FormatPDF

Pages16

Reading Time6 min

AccessFree to download

Introduction

Problem Statement

District Vision

Situation Analysis

Goals

By the Numbers

Strategy One: Develop Communication Systems, Resources & Opportunities

Introduction The purpose of this plan is to guide the Santa Barbara Unified School District in developing standards, systems and protocols for delivering reliable, engaging, thoughtful and relevant information to our key audiences: families, students, staff, and the community at large. Additionally, the plan identifies opportunities to create environments that foster two-way communications and connections that will make our various audiences feel seen and heard. The plan also serves as a reference and toolkit for staff to deliver consistent, high-quality communications and customer service. Ultimately, the strategies and tactics outlined in this plan will assist in building understanding and support of the work of Santa Barbara Unified, and will reinforce our commitment to improving the outcomes of all students and in particular, those whom our school system has traditionally failed to elevate and serve. As Santa Barbara Unified enters its 155th year, and with the District’s first bilingual, Latinx leader at its helm, we reflect on lessons learned from the pandemic crisis and look to build on the momentum of a national, societal awakening and call for educational justice. Public education is the lever for change and growth, and will need vision, leadership, courage, focus, resources and action to create true change. Problem Statement Santa Barbara Unified faces challenges communicating and connecting with the students, families, staff and community we serve. A comprehensive, strategic communications plan is instrumental as we look to empower our staff, connect to our audiences, and build understanding and advocacy for our initiatives. District Vision Every child, every chance, every day 1 Situation Analysis Not unlike public education systems across the nation, Santa Barbara Unified has long grappled with disparate academic outcomes between students of high and low socioeconomic backgrounds. The District sees pockets of success, but not systemwide results. Ongoing, inequitable outcomes have been identified for students who are: ● Latinx/Hispanic ● Socioeconomically disadvantaged ● Emergent multilingual ● Foster and/or homeless ● Special needs Cumulatively, these historically underserved populations make up the majority of our student population. A District and School Board public resolution and call for action was set in motion to improve outcomes for marginalized, underperforming student groups. Evidence cited in support of these efforts include; ● Compared to their peers, Latinx students are more than three times as likely to be identified as having a Specific Learning Disability (SLD) . ● Latinx students are underrepresented in advanced courses and are less likely than their white peers to attend college. ● A college and career going culture is not evident for all students. According to a state measure that evaluateshow well districts and schools are preparing students for success after high school, 74% of Santa Barbara Unified’s white students are “prepared for college/career” compared to 38% of Latinx students. ● Fewer Latinx students are meeting A-G requirements (the mandatory coursework all high school students must complete in order to qualify for attending a California State University or University of California (UC) . Goals 1) Engage and educate stakeholders about Santa Barbara Unified programs and inspire understanding and support of our equity initiatives. 2) Develop strategies that influence stakeholder mindsets, perceptions and behaviors in ways that support positive change throughout the organization. 2 By the Numbers [Source: California Department of Education_DataQuest: excluding District charter students] 4 | Audiences | Communication Tools | | | --- | --- | --- | | Internal:
● Students
● Board of Education
● Certificated Staff
● Classified Staff
● Cabinet
● District leadership
● Part-time employees
External:
● Parents, guardian

FAQs

What is the purpose of the strategic communications plan?

The plan guides the District in developing standards, systems, and protocols for delivering reliable and engaging information to key audiences. It also serves as a reference toolkit to support consistent, high-quality communications and customer service.

Which student and community groups does the plan highlight as historically underserved?

The plan identifies Latinx/Hispanic students, socioeconomically disadvantaged students, emergent multilingual learners, foster and/or homeless students, and students with special needs as historically underserved populations.

How does the plan aim to improve internal and external communication?

It focuses on building communication systems and opportunities, empowering school sites to use constant, branded communication aligned with the District’s voice. It also lists communication tools for internal and external audiences, including memos, Parent Square, emails, newsletters, surveys, and meetings.

Sep 24, 2026

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