Memo
TO:
Ohio TIF Districts
FROM:
Julie Daubenmire, Communications Specialist,
Battelle for Kids, Ohio TIF Team
DATE:
Updated March 27, 2012
RE:
Ohio TIF Year 2 Communications Plan Template
Regular, transparent communications will continue to play a vital role in the successful
implementation of Ohio TIF in Year 2 and the following years of the grant.
Communications to both internal staff and external stakeholders is especially vital in
Year 2 as your districts move from the design phase to the implementation phase of your
TIF award models.
As your collaborative partners, Battelle for Kids (BFK) and the Ohio Department of
Education (ODE) have developed a Strategic Communications Plan Template to assist
with the planning of communications activities for Year 2, and to help your district fulfill
the TIF requirement around communications.
The plan reflects TIF goals and activities for the 2011-2012 school year. Districts are
encouraged to review the strategies and tactics outlined in this template and customize
the plan to meet your local communications needs regarding your work with Ohio TIF.
This should be viewed as a working document that will evolve over time.
Please keep in mind that districts will again be required to submit their local
communications plan at the end of the 2011-2012 school year with their TIF award
model submissions. Since the communications plan template was presented in the fall,
the communications work has evolved. Your district will want to update your
communications plan to reflect other activities that have occurred, such as the strategic
compensation PowerPoints and communications around educator evaluations
BFK and ODE strive to provide effective and collaborative communications support and
resources to Ohio TIF districts. If you have any questions about the TIF Communications
Plan Template or would like to discuss communication strategies/initiatives taking place
in your district, please contact me at jdaubenmire@battelleforkids.org or 614-481-3141.
Ohio TIF District Communications Plan Template
August 25, 2011
Presented by Battelle for Kids and the Ohio Department of Education
Measure Level
 Individual
 Vertical Team
 Horizontal Team
Building
Ohio TIF
Strategic Communications Plan Template
2011-2012 School Year (Grant Year 2)
March 23, 2016
PLAN OVERVIEW
The Ohio TIF Strategic Communications Plan Template for Year 2 is designed to
support the implementation of Ohio TIF in participating districts through effective and
ongoing communications strategies. The goals, strategies and tactics in this Plan align
with the goals and milestones outlined for Year 2 of Ohio TIF.
TARGET AUDIENCES
Internal Audiences: TIF Coordinators, central office staff, principals, teachers, other
district staff, Board of Education members
External Audiences: Parents/families, community and business leaders, media
INTERNAL COMMUNICATIONS PLAN
Goals include:
1. Build awareness and support among district staff for the work of Ohio TIF and its
alignment with district improvement initiatives.
2. Build awareness and understanding among district staff around the district’s TIF
award model.
3. Build awareness and understanding among district staff around the requirements
of Ohio TIF and how the work will evolve over the course of the grant.
GOAL 1
Build awareness and support among district staff for the work of Ohio TIF and its
alignment with district improvement initiatives.
Strategy 1. Build capacity among TIF Coordinators and district leadership to
communicate TIF and the benefits of participation to internal stakeholders. (Some
materials and support resources may be provided by BFK/ODE.)
1.1 Identify key members of the district TIF team (including TIF Coordinator).
Communicate these members to district leadership and staff.
Person(s) Responsible:
Timeline:
Resources:
District administration
Summer 2011
Staff time
Ohio TIF District Communications Plan Template
Updated March 2012
Presented by Battelle for Kids and the Ohio Department of Education
1
Measure Level
 Individual
 Vertical Team
 Horizontal Team
Building
1.2 Develop a strategic communications plan outlining strategies to communicate the
work of TIF with internal audiences.
Person(s) Responsible:
TIF Coordinator
Timeline:
Summer/Fall 2011
Resources:
Staff time, Template from BFK/ODE
1.3 Regularly attend ODE/BFK-sponsored TIF meetings. Following each meeting, share
appropriate information and updates with TIF team.
Person(s) Responsible:
Timeline:
Resources:
TIF Coordinator
Ongoing
Staff time
1.4 Utilize the Ohio Student Progress Portal and the Ohio TIF Basecamp site to access
communication resources and updates
Person(s) Responsible:
Timeline:
Resources:
TIF Coordinator
Ongoing
Staff time
1.5 Develop an internal communication system and schedule of regular meetings
between the TIF Coordinator, district leadership and members of the TIF team to
share ideas, information, etc.
Person(s) Responsible:
Timeline:
Resources:
TIF Coordinator
Ongoing
Staff time
1.6 Create, share and distribute resources for central office staff, principals and other
district leadership to communicate the work of TIF and answer staff questions.
Resources may include talking points, FAQs, presentation templates, etc.
Person(s) Responsible:
Timeline:
Resources:
TIF Coordinator
Summer/Fall 2011
Staff time, Resources from BFK/ODE
1.7 Foster inter-district collaboration by connecting with other TIF districts to compare
communications strategies and tactics.
Person(s) Responsible:
Timeline:
Resources:
TIF Coordinator
Ongoing
Staff time
Ohio TIF District Communications Plan Template
Updated March 2012
Presented by Battelle for Kids and the Ohio Department of Education
2
Measure Level
 Individual
 Vertical Team
 Horizontal Team
Building
1.8 Engage in inter-district sharing with other TIF districts through the creation of a
PowerPoint presentation explaining the district’s award model
Person(s) Responsible:
Timeline:
Resources:
TIF Coordinator
Ongoing
Staff time
Strategy 2. Create and distribute awareness-building materials that promote
[District Name’s] participation in TIF and how this work aligns with district
improvement efforts to internal staff audiences. (Some materials may be provided
by BFK/ODE.)
2.1 Create, share and distribute TIF back-to-school materials for internal staff, reinforcing
the communication messages conveyed in Year 1 and providing additional details for
the work of TIF in Year 2. Materials may include TIF introductory brochure, FAQ,
sample newsletter article.
Person(s) Responsible:
Timeline:
Resources:
TIF Coordinator
Summer/Fall 2011
Staff time, Resources from BFK/ODE
2.2 Distribute survey to all staff to gauge awareness, understanding and perceptions of
strategic compensation and the work of TIF. The survey will be provided by BFK, and
BFK will collect all responses.
Person(s) Responsible:
Timeline:
Resources:
TIF Coordinator
Fall 2011
Staff time, Survey from BFK/ODE
2.3 Develop a schedule of regular TIF updates to incorporate in staff newsletters from
the TIF Coordinator, superintendent or union president.
Person(s) Responsible:
Timeline:
Resources:
TIF Coordinator
Ongoing
Staff time
2.4 Include TIF updates as part of regular staff meeting agendas. Utilize these meetings
to hold discussions and gather feedback about the work of TIF from staff.
Person(s) Responsible:
Timeline:
Resources:
TIF Coordinator
Ongoing
Staff time
2.5 Incorporate TIF information in staff electronic communications vehicles, including
internal district website and social media outlets (i.e. Facebook, Twitter).
Person(s) Responsible:
TIF Coordinator
Ohio TIF District Communications Plan Template
Updated March 2012
Presented by Battelle for Kids and the Ohio Department of Education
3
Measure Level
 Individual
 Vertical Team
 Horizontal Team
Building
Timeline:
Resources:
Fall 2011
Staff time
2.6 Incorporate messaging about TIF in communications (materials, presentations, etc.)
about other district improvement initiatives such as OAC/RttT, OIP, etc.
Person(s) Responsible:
Timeline:
Resources:
TIF Coordinator
Fall 2011
Staff time
2.7 Provide regular updates about TIF to local Board of Education members. This could
be done through presentations at Board meetings, written updates, etc.
Person(s) Responsible:
Timeline:
Resources:
TIF Coordinator, Superintendent
Ongoing
Staff time
GOAL 2
Build awareness and understanding among district staff around the district’s TIF
award model.
Strategy 1. Build capacity among district leadership to communicate [District
Name’s] TIF award model and its specific components. (Some materials and
support resources may be provided by BFK/ODE.)
1.1 Develop materials and resources to support central office staff and principals in
communicating and reinforcing the components of the district’s TIF award model
(i.e. student growth, achievement, professional development, leadership) and
potential award amounts to district staff. Materials may include talking points,
FAQs, presentation templates, narrated PowerPoint presentations, etc.
Person(s) Responsible:
Timeline:
Resources:
TIF Coordinator
Fall 2011 & Spring 2012
Staff time, Resources from BFK/ODE
1.2 Develop materials and resources to support central office staff and principals in
explaining eligibility requirements for the district’s TIF award model to district staff.
Materials may include eligibility handouts, talking points, narrated PowerPoint
presentation, FAQs, etc.
Person(s) Responsible:
Timeline:
Resources:
TIF Coordinator
Fall 2011 & Spring 2012
Staff time, Resources from BFK/ODE
Ohio TIF District Communications Plan Template
Updated March 2012
Presented by Battelle for Kids and the Ohio Department of Education
4
Measure Level
 Individual
 Vertical Team
 Horizontal Team
Building
1.3 Develop materials and resources to support central office staff and principals in
explaining the inquiry and appeals process relating to the district’s TIF award
model. Materials may include handouts, talking points, FAQs, etc.
Person(s) Responsible:
Timeline:
Resources:
TIF Coordinator
Fall 2011
Staff time, Resources from BFK/ODE
1.4 Develop materials and resources to support central office staff and principals in
explaining the timeline for payouts relating to the district’s TIF award model.
Materials may include handouts, talking points, FAQs, etc.
Person(s) Responsible:
Timeline:
Resources:
TIF Coordinator
Fall 2011
Staff time, Resources from BFK/ODE
1.5 Conduct a training session to ensure central office staff and principals are equipped
to explain the district’s TIF award model to district staff and answer questions
specific to the award model implementation.
Person(s) Responsible:
Timeline:
Resources:
TIF Coordinator
Fall 2011
Staff time
Strategy 2. Create and distribute materials that clearly explain [District Name’s]
TIF award model and its specific components to internal district staff. (Some
materials and support resources may be provided by BFK/ODE.)
2.1 Create, share and distribute materials to internal staff clearly explaining the
components of the district’s TIF award model (i.e. student growth, achievement,
professional development, leadership) and potential award amounts. Materials
may include handouts, FAQs, graphics, narrated PowerPoint presentations, etc.
Person(s) Responsible:
Timeline:
Resources:
TIF Coordinator
Fall 2011 & Spring 2012
Staff time, Resources from BFK/ODE
2.2 Create, share and distribute materials to internal staff clearly explaining eligibility
requirements for the district’s TIF award model. Materials may include handouts,
FAQs, etc.
Person(s) Responsible:
Timeline:
Resources:
TIF Coordinator
Fall 2011
Staff time, Resources from BFK/ODE
Ohio TIF District Communications Plan Template
Updated March 2012
Presented by Battelle for Kids and the Ohio Department of Education
5
Measure Level
 Individual
 Vertical Team
 Horizontal Team
Building
2.3 Create, share and distribute materials to internal staff clearly explaining the inquiry
and appeals process created for the district’s TIF award model. Materials may
include handouts, FAQs, etc.
Person(s) Responsible:
Timeline:
Resources:
TIF Coordinator
Fall 2011
Staff time, Resources from BFK/ODE
2.4 Create, share and distribute materials to internal staff clearly explaining the timeline
for payouts. Materials may include handouts, FAQs, etc.
Person(s) Responsible:
Timeline:
Resources:
TIF Coordinator
Fall 2011
Staff time, Resources from BFK/ODE
2.5 Incorporate presentations about the district’s TIF award model in staff meetings.
Person(s) Responsible:
Timeline:
Resources:
TIF Coordinator
Fall 2011, Ongoing
Staff time
2.6 Provide staff members with regular opportunities to ask questions and provide
feedback about the district’s TIF award model.
Person(s) Responsible:
Timeline:
Resources:
TIF Coordinator
Ongoing
Staff time
GOAL 3
Build awareness and understanding among district staff around the requirements
of Ohio TIF and how the work will evolve over the course of the grant.
Strategy 1. Develop awareness and understanding of district staff around
requirements of TIF relating to testing and value-added reporting.
1.1 Create and distribute materials to internal staff to explain the test administration of
Terra Nova and ACT end-of-course exams. Materials should describe how these
tests fit into [District Name’s] TIF award model; the timeline for test roll-out; and
clarification on concerns related to the alignment to state academic content
standards. Materials may include FAQs and staff newsletter articles.
Person(s) Responsible:
Timeline:
Resources:
TIF Coordinator
Fall 2011
Staff time, Resources from BFK/ODE
Ohio TIF District Communications Plan Template
Updated March 2012
Presented by Battelle for Kids and the Ohio Department of Education
6
Measure Level
 Individual
 Vertical Team
 Horizontal Team
Building
1.2 Create and distribute materials to inform internal staff about the roll-out of valueadded reports. Materials should include an introduction to expanded value-added
reports; how value-added reports fit into [District Name’s] TIF award model; and how
teachers should use value-added report data. Materials may include handouts, FAQs
and staff newsletter articles.
Person(s) Responsible:
Timeline:
Resources:
TIF Coordinator
Fall 2011
Staff time, Resources from BFK/ODE
1.3 Include updates about Terra Nova/ACT end-of-course exams and value-added
reporting in staff meetings.
Person(s) Responsible:
Timeline:
Resources:
TIF Coordinator
Fall 2011
Staff time, Resources from BFK/ODE
1.4 Create and distribute materials to internal staff to explain the use of BFKLink® and
why the linkage process is important for value-added reporting and the district’s TIF
award model.
Person(s) Responsible:
Timeline:
Resources:
TIF Coordinator
Spring 2012
Staff time, Resources from BFK/ODE
Strategy 2. Develop awareness and understanding of district staff around
requirements related to professional development and evaluations/observations.
2.1 Create and distribute materials to appropriate internal staff members to create
awareness and understanding of value-added professional development
opportunities provided through Ohio TIF.
Person(s) Responsible:
Timeline:
Resources:
TIF Coordinator
Fall 2011
Staff time, Resources from BFK/ODE
2.2 Create and distribute materials to appropriate internal staff members to create
awareness and understanding of formative instructional practices training and
professional development opportunities provided through Ohio TIF.
Person(s) Responsible:
Timeline:
Resources:
TIF Coordinator
Fall 2011
Staff time, Resources from BFK/ODE
Ohio TIF District Communications Plan Template
Updated March 2012
Presented by Battelle for Kids and the Ohio Department of Education
7
Measure Level
 Individual
 Vertical Team
 Horizontal Team
Building
2.3 Create and distribute materials to internal staff about the notion of evaluations for
professional growth, and how OTES and OPES will be implemented and integrated
with the strategic compensation award model in 2012-2013.
Person(s) Responsible:
Timeline:
Resources:
TIF Coordinator
Spring 2012
Staff time, Resources from BFK/ODE
Strategy 3. Develop awareness and understanding of district staff around how the
district’s TIF award model will evolve and become more robust over the course of
the grant.
3.1 Create and distribute materials to internal staff to explain how the district’s TIF award
model will be enhanced in Year 2 and the remaining years of the grant.
Person(s) Responsible:
Timeline:
Resources:
TIF Coordinator
Fall 2011, Ongoing
Staff time, Resources from BFK/ODE
3.2 Develop a system for district staff to provide ongoing feedback and ask questions
about the TIF award model enhancements to the TIF Coordinator and district TIF
team.
Person(s) Responsible:
Timeline:
Resources:
TIF Coordinator
Fall 2011, Ongoing
Staff time
3.3 Create and distribute materials to internal staff to explain how the district is
addressing the challenges of fiscal sustainability for the district’s TIF award model.
Person(s) Responsible:
Timeline:
Resources:
TIF Coordinator
Fall 2011, Ongoing
Staff time
Ohio TIF District Communications Plan Template
Updated March 2012
Presented by Battelle for Kids and the Ohio Department of Education
8
Measure Level
 Individual
 Vertical Team
 Horizontal Team
Building
EXTERNAL COMMUNICATIONS PLAN
Goals include:
1. Build awareness and support among parents and families for the work of TIF and
its impact on teacher effectiveness and student learning.
2. Build awareness and understanding business and community stakeholders for
the work of TIF and build support for fiscal sustainability.
3. Develop media strategies to proactively build support for TIF and respond to
media inquiries.
GOAL 1
Build awareness and support among parents and families for the work of TIF and
its impact on teacher effectiveness and student learning.
Strategy 1. Build awareness among district parents and families for the district’s
participation in TIF and the goals of TIF to improve student outcomes and
promote college- and career-readiness.
1.1 Create and distribute materials for parents and families to develop awareness of the
district’s participation in TIF, the goals of TIF and how the work of TIF is impacting
students. Materials may include overview brochure, FAQs, etc.
Person(s) Responsible:
Timeline:
Resources:
TIF Coordinator
Fall 2011
Staff time, Resources from BFK/ODE
1.2 Host parent forums/meetings to educate parents and families about the work of TIF
and engage in discussions about strategic compensation and overall district
improvement efforts.
Person(s) Responsible:
Timeline:
Resources:
TIF Coordinator
Fall 2011, Ongoing
Staff time, Resources from BFK/ODE
1.3 Incorporate TIF information and messages in district electronic communications
vehicles, such as the district website and other social media platforms (i.e.
Facebook, Twitter, etc.)
Person(s) Responsible:
Timeline:
Resources:
TIF Coordinator
Fall 2011, Ongoing
Staff time
Ohio TIF District Communications Plan Template
Updated March 2012
Presented by Battelle for Kids and the Ohio Department of Education
9
Measure Level
 Individual
 Vertical Team
 Horizontal Team
Building
Strategy 2. Build awareness among parents and families around the test
administration process and expanded value-added reports.
2.1 Create and distribute information to parents around the Terra Nova and ACT end-ofcourse exam administration process. Messages include the purpose for testing; the
timeline for test roll-out; how the district will use test results; and what results parents
will receive. Materials may include FAQs and sample letters from the superintendent
and/or principal.
Person(s) Responsible:
Timeline:
Resources:
TIF Coordinator
Fall 2011
Staff time, Resources from BFK/ODE
2.2 Create and distribute information to parents and families around the roll-out of valueadded reports. Key messages include an introduction to expanded value-added
reports; how the district will use value-added reports; and how parents can use
value-added reports. Materials may include overview brochure, FAQ, district
newsletter article and letter from the superintendent and/or principal.
Person(s) Responsible:
Timeline:
Resources:
TIF Coordinator
Fall 2011
Staff time, Resources from BFK/ODE
Strategy 3. Build awareness among parents and families around district’s TIF
award model.
3.1 Create and distribute information to parents informing them of the district’s TIF award
model. Key messages include the work of TIF being part of overall district
improvement goals and the basic concepts of recognizing and rewarding excellence.
Materials may include an introductory brochure, newsletter articles, FAQs, etc.
Person(s) Responsible:
Timeline:
Resources:
TIF Coordinator
Spring/summer 2012
Staff time, Resources from BFK/ODE
GOAL 2
Build awareness and understanding business and community stakeholders for
the work of TIF and build support for fiscal sustainability.
Strategy 1. Build awareness among business and community stakeholders for the
district’s participation in TIF and the goals of TIF to improve student outcomes
and improve college- and career-readiness.
Ohio TIF District Communications Plan Template
Updated March 2012
Presented by Battelle for Kids and the Ohio Department of Education
10
Measure Level
 Individual
 Vertical Team
 Horizontal Team
Building
1.1 Create and distribute materials for business and community stakeholders to develop
awareness of the district’s participation in TIF, the goals of TIF and how the work of
TIF is impacting students. Materials may include overview brochure, FAQs, etc.
Person(s) Responsible:
Timeline:
Resources:
TIF Coordinator
Fall 2011
Staff time, Resources from BFK/ODE
1.2 Hold business/community engagement meetings to educate key stakeholders about
the work of TIF and engage in discussions about strategic compensation and overall
district improvement efforts.
Person(s) Responsible:
Timeline:
Resources:
TIF Coordinator
Fall 2011, Ongoing
Staff time, Resources from BFK/ODE
Strategy 2. Engage business and community stakeholders in discussions about
the district’s plans for addressing the issue of fiscal sustainability for the award
model.
2.1 Incorporate fiscal sustainability for the district’s award model as a discussion point in
meetings with business and community stakeholders.
Person(s) Responsible:
Timeline:
Resources:
TIF Coordinator
Ongoing
Staff time, Resources from BFK/ODE
2.2 Identify opportunities to develop partnerships with local businesses and community
organizations to develop strategies to achieve fiscal sustainability over the course of
the TIF grant and beyond.
Person(s) Responsible:
Timeline:
Resources:
TIF Coordinator
Ongoing
Staff time, Resources from BFK/ODE
GOAL 3
Develop media strategies to proactively build support for TIF and respond to
media inquiries.
Strategy 1. Build awareness and understanding among local media members
about the district’s participation in TIF and how TIF aligns with other district
improvement initiatives.
Ohio TIF District Communications Plan Template
Updated March 2012
Presented by Battelle for Kids and the Ohio Department of Education
11
Measure Level
 Individual
 Vertical Team
 Horizontal Team
Building
1.1 Create and distribute informational materials to key local reporters to educate them
about the goals of TIF; the district’s work with TIF; and how the district is using TIF
resources to support district improvement initiatives.
Person(s) Responsible:
Timeline:
Resources:
TIF Coordinator
Ongoing
Staff time
1.2 Hold meetings with key local reporters to discuss the district’s involvement with TIF
and answer questions.
Person(s) Responsible:
Timeline:
Resources:
TIF Coordinator
Ongoing
Staff time
Strategy 2. Develop strategies to respond to media inquiries around various TIFrelated issues.
2.1 Develop a protocol for responding to media inquiries regarding TIF. Establish one
person in the district as the single point-of-contact for answering TIF-related
questions. Communicate who this person is to central office staff and other key
district personnel, and direct individuals who may receive questions from the media
to direct reporters to contact the established TIF spokesperson.
Person(s) Responsible:
Timeline:
Resources:
TIF Coordinator, Superintendent
Fall 2011
Staff time
2.2 Develop a strategy to respond to media inquiries regarding value-added reports,
specifically teacher-level value-added reports. Equip the district spokesperson and
other key personnel with talking points and guidance for how to respond to media
inquiries.
Person(s) Responsible:
Timeline:
Resources:
TIF Coordinator
Fall 2011
Staff time, Support from BFK/ODE
2.3 Develop a strategy to respond to media inquiries regarding TIF award model
payouts. Equip the district spokesperson and other key personnel with talking points
and guidance for how to respond to media inquiries.
Person(s) Responsible:
Timeline:
Resources:
TIF Coordinator
Spring/Summer 2012
Staff time, Support from BFK/ODE
Ohio TIF District Communications Plan Template
Updated March 2012
Presented by Battelle for Kids and the Ohio Department of Education
12