NSPRA
GoldMedallionAward
2014
DallasIndependentSchoolDistrict
Dallas,TX
ParentPortalSystemBilingualCampaign
ElsaValenzuela‐Pennell
Director–OfficeofFamilyandCommunityEngagement
DallasIndependentSchoolDistrict
3700RossAve.DallasTX,75204
Telephone:(972)925‐3767
Email:epennell@dallasisd.org
Website:www.dallasisd.org
NumberofPR/CommunicationStaff:9
TypeofSchool/Organization:SchoolDistrict‐Over25,000Students
EntryCategory:PublicEngagement/ParentalInvolvement
*PleaseconsiderthisentryforaGoldenAchievementAward
SYNOPSIS:
ParentsareanintegralpartofDestination2020–DallasISD’sstrategicplantoraisestudent
achievementforallstudents.Parentsplayanimportantroleintheirchildren’seducationandthe
districtoffersavarietyofresourcestoequipparentsandempowerthemtosupporttheirchildren
academically,emotionally,andsocially.OneofthesetoolsistheParentPortalSystem,avaluable
resourceavailableinEnglishandSpanishthatallowsparentstobecomemoreinvolvedintheir
children’seducation.TheParentPortalSystemprovidesparentswiththreekeybenefits:
1. Secureon‐lineaccesstotheirchildren’sgrades,assignmentsandattendance
2. Emailortextalertsofabsencesandgradeaveragechanges
3. Atwo‐waycommunicationtoolforparentsandteacher
TheOfficeofFamilyandCommunityEngagementwastaskedwithdevelopingastrategicplanto
increaseparentinvolvementtosupportstudentachievementandwasassignedtwoobjectives:
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IncreaseParentPortalSystemregistrationsto40percentdistrictwide,a22percentage
pointincrease,byJune2014asmeasuredbythenumberofstudentswithatleastone
parentregisteredand
Providetrainingandsupporttocampusstaffsotheymayincreasethepercentageof
studentswithatleastoneparentregisteredontheParentPortalSystemto40percentby
campus.
Tothatend,inAugust2013theOfficeofFamilyandCommunityEngagementdevelopedand
launchedabilingualcampaigntoreachthegoalofhavingmoreparentsinvolvedintheirchildren’s
educationbyutilizingtheParentPortalSystem.
AsofFeb.26,2014,thedistricthad43.2percentofstudentswithatleastoneparentregisteredin
ParentPortal.AsofFeb.26,2014,138outof234campusesor58.9percentofschoolshad
increasedtheirpercentageofstudentswithatleastoneparentregisteredto40percentormore.
Furthermore,asofFeb.26,2014,174of234or74.3percentofschoolswereat30percentorabove
andontracktomeetthecampusobjectivebyJune2014.
SITUATION:
TheOfficeofFamilyandCommunityEngagementwastaskedwithdevelopingastrategicplanto
increaseparentinvolvementtosupportstudentachievement.Manyparentsareunabletobe
physicallypresentintheschoolbuthaveadesiretosupporttheirchildren’seducationandbe
partnerswiththeschools.TheParentPortalSystemwaslaunchedtoofferparentsawaytobe
activelyinvolvedintheirchildren’seducation.AlthoughtheParentPortalSystemhadbeen
availablesinceJanuary2012,thenumberofparentsusingthesystemwaslow.TheOfficeofFamily
andCommunityEngagementwasabletogrowthenumberofregistrationsfrom7percentto20
percentduringthe2012‐2013schoolyear.
Inthespringof2013,aspartofthegoalsofDestination2020—thedistrict’sstrategicplan—the
OfficeofFamilyandCommunityEngagementwasassignedtwoobjectives:


IncreaseParentPortalSystemregistrationsto40percentdistrictwide,a22percentage
pointincrease,byJune2014asmeasuredbythenumberofstudentswithatleastone
parentregisteredand
Providetrainingandsupporttocampusstaffsotheymayincreasethepercentageof
studentswithatleastoneparentregisteredontheParentPortalSystemto40percentby
campus.
Tothatend,inAugust2013theOfficeofFamilyandCommunityEngagementdevelopedand
launchedastrategicbilingualcampaigntoreachthegoalofhavingmoreparentsinvolvedintheir
children’seducationbyutilizingtheParentPortalSystemtoaccesshomework,attendanceand
grades,andbeabletocommunicatewithteachersusingthissystem.Welaunchedthebilingual
campaignwithatwo‐prongedapproachthatinvolvedpromotion,resources,andaneducation
componentthatincludedtrainingandsupportforbothparentsandcampusstaff.
RESEARCH:
Thefamilyandcommunityengagementteambeganitsresearchwithaseriesofcomprehensive
brainstormingsessionstocreatethecampaignpurpose,measurablegoalsandatimelinefor
campaigndevelopmentandlaunch.Wethenhostedfocusgroupsessionswithparentstodetermine
thebestapproach.Thepurposeoftheparentfocusgroupswastodetermineifparentsfeltthey
werekeptinformedabouttheirchildren’sgradesandprogress,thebestwaytocommunicateabout
theParentPortalSystem,showcaseitsfeatures,benefitsandeaseofuse.Wewantedtoknowthe
barriersthatwerepreventingparentsfromusingthesystemandalsowantedfeedbackfrom
parentsthatalreadyhadanaccount.
Inspring2013,atenitemsurveywasdevelopedtomeasurethreecomponentsoftheparents’
experienceinDallasISDschools–AcademicOrientation,SchoolCommunicationandSchool
Environment.Atotalof7,154surveyswerecompleteddistrictwide.Underacademicorientation,
most(87.3percent)respondentsansweredpositively(agreedorstronglyagreed)thattheirchild
learnedwhattheyneededtoforthenextgradewithonly10.1percentreactingnegatively
(disagreedorstronglydisagreed)withthisstatement;underschoolcommunication,most(90.8
percent)respondentswhoansweredfeltthattheirchild’sschoolcommunicatedabouttheirchild’s
gradesandlearningprogressthroughouttheyearandunderschoolenvironment,most(85.2
percent)respondentsansweredpositivelythattheirchild’sschoolhadarespectfullearning
environment.Parentswerealsopositive(85.9percent)abouttheirschoolhavingasafelearning
environment,andmost(87.9percent)respondentsindicatedtheyfelttheschoolwelcomedparent
involvementandengagement.
Additionally,parentsrespondedtotheJuly2013TitleIparentsurvey(172respondents).When
askedthequestionHowoftendoyouuseParentPortaltoaccessyourchild’sgrades,attendanceand
homeworkonline?61selected1‐2timesaweek,21selected2‐4timesaweek,25selectedevery
day,and65selected“Idon’thaveaParentPortalaccount.”WhenaskedthequestionHaveyoumet
theParentPortalCoordinatoratyourchild’sschool?71selectedyesand101selectedno.We
tailoredourobjectivesandstrategiesbasedonthesurveyfindingstobeabletosupportboth
parentsandcampusstaff.
PLANNING:
Goal:Strengthenparentengagementtosupportstudentachievementthroughstrategic
communicationprogramsandcampaigns
ObjectiveI:Toincreasethepercentageofstudentswithatleastoneparentregisteredonthe
ParentPortalSystemto40percentdistrictwidebyJune2014.Thiswouldbeanincreaseof22
percentagepoints
ObjectiveII:Toprovidetrainingandsupporttocampusstaffsotheyincreasethepercentageof
studentswithatleastoneparentregisteredontheParentPortalSystemto40percentbycampus
TargetAudience:Parentsandcampusstaff
Strategies:
ObjectiveI:
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DevelopcurriculumforparentleadersontheParentPortalSystemandshow
themhoweasyitisforthemtousethesystemandbeengagedintheirchildren’s
education
Developastrongnetworkwithparentssotheycanhelppromotethesystemto
otherparentsandbecomeadvocates
DevelopaparenteducationcomponentsoparentscanlearnabouttheParent
PortalSystemandregisterforanaccount
Provideaforumforparentstoregistertheirchildreninelementary,middleand
highschoolatoneevent
Developmarketingcollateral(web,printandvideo)andhow‐tomaterialsfor
parents.Ratherthanuseaflyerthatwouldbediscarded,weusedaninnovative
approach.Forexample,onepiecewedesigned–theaccesscard–was
developedsothatparentswouldhaveonedocumentwheretheycouldkeepthe
logininformationforalltheirchildren.Parentswouldbemoreapttokeepa
smallfold‐overcardintheirwalletandrefertoitmultipletimesuntiltheir
childrengraduate.Notonlywasthiswell‐receivedbyparents,butitalso
representedacostsavingsforthedepartment.
ObjectiveII:
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EnsureprincipalsupportoftheParentPortalCoordinatorandthesystemby
providingresourcesandtoolsandhighlightingtheimportanceofparental
involvement
DevelopcurriculumontheParentPortalSystemforcampusstaff
Trainprincipals,campusstaffandotherdesignees
Developmarketingcollateraltopromotetheprogramthatcampusstaffcan
reuse.Feedbackfromcampusstaffindicatedtheywouldbenefitfrommaterials
theycouldreuse.Wethenlaminatedallposters.

Eachcampusreceivedapacketwithallmaterialsinaquantityequaltohalfof
theirtotalenrollment.Totalbudgetforthefirstrunwasapproximately$15,000.
COMMUNICATION/IMPLEMENTATION:
Parents:
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DevelopParentPortalSystemvideosinEnglishandSpanishforparentsforthe
Websiteandforusebycampusstaffatregistrationevents
Developaccesscardsoparentshavealltheinformationtoregisterandaccess
parentportalforalltheirchildrenononecard
Developbookmarkforparentswithinstructionsonhowtoregisterandusethe
systeminEnglishandSpanish.Thiscardincludesinformationonhowtosetup
triggersoralerts
LaunchaworkshopseriesforparentswithafocusontheParentPortalSystem
beginninginOctober2013(PREPUniversityWorkshopSeries)
DevelopcurriculumforparentleadersonParentPortalSystem
ProvidetrainingonParentPortalSystemtoparentleaderssotheymaysupport
campusstaffduringregistrationevents
RedesigntheWebpagetoincludevideolibrary,FAQs,notices,resourcesand
feedbacklinkinEnglishandSpanish
MaximizetheParentPortalSystembytakingadvantageofthefeaturethat
allowsustopostschoolspecificordistrictwidemessages/alertsthroughthe
systemforparentsonthelandingpage
Providefeederpatternregistrationeventsforparentssotheycanregistertheir
childreninelementary,middleandhighschoolatoneevent
Cross‐trainingoftheOfficeofFamilyandCommunityEngagementstaffto
ensureallteammembersareequippedtosupportparentswithParentPortal
Systemissues
Designspecialtybannerstopromotethesystematevents
ProvideinformationontheParentPortalSystematparenteventshostedby
otherdistrictdepartmentsandcommunityagencies
Staff:
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Developatoolkitandimplementationguideforcampusstafftofacilitateparent
registrationeventssocampusstaffarebetterequippedtosupportparents,for
instanceatParent/TeacherConferencesinthefallandspring
Stressinalltrainingstheimportanceofhostingfeederpatterneventsand
communicatingwithothercoordinatorstocreateaseamlessregistration
processforparentswhohavechildreninelementaryandsecondaryschools
Developmarketingcollateralthatincludesreusableposters,laminated
registrationinstructions,etc.
Developreportsonthreedifferentaspectsofregistrationstatistics,socampus
staffcanhaveaccesstoreal‐timeregistrationinformation.Thereportsprovide:
alistofstudentswhohaveatleastoneparentregistered,alistofstudentswho
donothaveaparentregistered,andalistthatprovidesthenumberandpercent
ofstudentswhohaveatleastoneparentregisteredintheParentPortalSystem.
Developane‐newslettertocommunicatecriticalupdates,informationand
resolutionstoanyissuestoParentPortalCoordinators.
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TrainnewParentPortalCoordinatorsandstafffromeachcampusaswellas
providerefreshertrainingtostaffthathasservedinthatcapacityinthepast.
ParentPortalSystemtrainingisofferedaspartoftheprofessionaldevelopment
seriesthedepartmentoffers
Ensureprincipalsupportbyprovidingtrainingandaworkshoponthebenefits
oftheParentPortalSystemduringtheprincipalprofessionaldevelopment
session.Atoolkitforprincipalswasdevelopedforthissession.
Developevaluationinstrumentandadministerparticipantfeedbackaftereach
training
Participateinbrainstormingsessionswithcampusstaffatthefeederpattern
leveltodevelopcreativeideasandspecificactionplanstoincreaseregistrations
Monitorimplementationbydistributingreportsofregistrantpercentagesby
feederpatternonamonthlybasistodistrictexecutivedirectors
PostParentPortalSystemmaterialsonthedistrictintranetforallstaff
RedesigntheWebpagesostaffcanaccessresourcesfromtheParentPortal
Systempageonlinewiththeiremployeelogininformationwithouthavingtogo
totheintranet
Cross‐trainingoftheOfficeofFamilyandCommunityEngagementstaffto
ensureallteammembersareequippedtosupportallcampusstaffwithParent
PortalSystemquestions
DevelopprogramtorecognizecampusstaffatendofyeareventinJune2014
EVALUATION:
Inconclusion,thebilingualcampaigndevelopedtoincreaseparentalinvolvementandengagement
byusingtheParentPortalSystemhasproventobeeffective.Thedistrictbeganthe2013‐2014
schoolyearwith18.3percentofstudentswhohadatleastoneparentregisteredintheParent
PortalSystem.ObjectiveIwasachieved,andasofFeb.26,2014,thedistricthad43.2percentof
studentswithatleastoneparentregisteredintheParentPortalSystem.Thepercentagerepresents
68,542studentswithatleastoneparentregisteredintheParentPortalSystemoutof159,016
enrolledstudents.AsofFeb.26,2014,138outof234campusesor58.9percentofschoolshave
achievedObjectiveII.AsofFeb.26,2014,174of234or74.3percentofschoolsareat30percentor
aboveandontracktomeettheobjectivebyJune2014.Wedevelopedcurriculum,resourcesand
providedover30trainingopportunitiestomorethan345campusstaffinordertohelpthemmeet
theobjective.
Astheyearhasprogressed,theFAQsheethasbeenrevisedandnewquestionshavebeenaddedas
aresultoffeedbackfromparentsandstaff.Furthermore,theOfficeofFamilyandCommunity
Engagementhasbeendevelopingnewmaterial,andaworkshopseriestosupportparentswho
alreadyhaveanaccountandnotjustthosewhoarenewtotheParentPortalSystem.Feedback
indicatesparentsarepleasedwiththistoolthatsupportslearningathomeaswellasprovidesa
resourcefortwo‐waycommunicationbetweenthehomeandschool.
The2013‐2014schoolyearwasthefirstyearofthisbilingualcampaign,andwewillcontinueto
buildonitssuccess.Forinstance,basedonfeedbackfromparentswhohadconcernsaboutgrades
notbeingavailableinatimelyfashion,wewillcontinuetocollaboratewiththeDallasISD
ManagementInformationSystemsDepartment(MIS)toprovidetrainingforGradespeed
Administrators.Wewillcontinuetoprovidesupporttoprincipalsandstresstheimportanceof
teachersenteringgradessotheycanconveytheinformationtotheteacherswhoareenteringthe
gradesatcampusstaffmeetings.
Furthermore,wearecollaboratingwiththeMISteamtodevelopanewtoolforprincipalsand
ParentPortalcoordinators—theParentPortalAnalyzer—thatwillallowcampusstafftorun
registrationreportsbasedondifferentsegmentsofthecommunitytobettertargetfamiliesthatdo
nothaveanaccountversusthosethatdo.Wehavepresentedthisinformationtoafocusgroup
comprisedofprincipalsandhopetolaunchbyAugust2014.
KEYSUPPORTMATERIALS
SURVEYANDRESULTS
PageonefromtheTitleIparentsurveywhererespondentswereaskedtwoquestions:How
oftendoyouuseParentPortaltoaccessyourchild’sgrades,attendanceandhomework
online?andHaveyoumettheParentPortalCoordinatoratyourchild’sschool?
SURVEYANDRESULTS
ResultsfromparentsurveyonAcademicOrientation,SchoolCommunicationandSchool
Environment
SURVEYANDRESULTS
ResultsfromparentsurveyonAcademicOrientation,SchoolCommunicationandSchool
Environment
COMMUNICATION/IMPLEMENTATION
Marketingcollateralthatincludesbookmarks,brochuresandposters.
Bookmark(2.75”x8.5”)forparentsinEnglishand
Spanish Reusablelaminatedposters(17”x22”)to
promoteregistrationeventsandtoinclude
ParentPortalCoordinatorcontactinformationin
EnglishandSpanish
AccessCard(4”x3.5”) for
parentsinEnglishand
Spanish(fold‐over)
COMMUNICATION/IMPLEMENTATION
Banners(29.5”x77.5”)topromotesystematregistrationeventsinEnglishandSpanish
Webpagewithresources
forparentsandstaffin
EnglishandSpanish
Link:
English:
http://www.dallasisd.org
/parentportal
Spanish:
http://www.dallasisd.org
/portalparapadres
FAQs ParentPortalUserGuide
ParentPortalNotices
Feedback
HowtoCreateanEmail
Account
COMMUNICATION/IMPLEMENTATION
Developedvideolibrarywithstep‐by‐stepinstructionalvideosininEnglishandSpanishto
assistparentsinregisteringforParentPortalandsostaffcanusethemasaresourceduring
registrationeventsandparentmeetings.
VideosandLinks:
ParentPortal:Introduction English:http://www.youtube.com/watch?v=mq2WpXxLAZA#t=14
Spanish:http://www.youtube.com/watch?v=Nb9dcn95FYA
ParentPortal:HowtoRegisterforanAccount
English:http://www.youtube.com/watch?v=ZKiuwtoFBZg
Spanish:http://www.youtube.com/watch?v=4CERzE1CCZQ
ParentPortal:HowtoAccessYourStudent’sData
English:http://www.youtube.com/watch?v=Uhhkx67boCc
Spanish:http://www.youtube.com/watch?v=iPkC‐tmv2u0
COMMUNICATION/IMPLEMENTATION
Developedtrainingpresentation,manualandtoolkitfortraining
COMMUNICATION/IMPLEMENTATION
Developedtoolkitandimplementationguideforcampusstaffandprincipalstofacilitate
parentregistrationeventssocampusstaffisbetterequippedtosupportparents.
LinktocompletePrincipalPresentation:
http://www.dallasisd.org/cms/lib/TX01001475/Centricity/Domain/135/PrincipalPP100113.pdf LinktocompleteGradeSpeedAdministratorPresentation:
http://www.dallasisd.org/cms/lib/TX01001475/Centricity/D
omain/135/GradeSpeedPP092313.pdf
LinktocompleteCampusStaffPresentation:
http://www.dallasisd.org/cms/lib/TX01001475/Centricity/D
omain/135/CampusStaffPP102813.pdf
TrainingSessionsforStaff
ResourcesforStaffon
intranet
COMMUNICATION/IMPLEMENTATION
DevelopedreportssocampusstaffcanaccessParentPortalregistrationdatainrealtime.
DevelopedParentPortalCampus
CoordinatorGuide
Linktocompleteguide:
http://www.dallasisd.org/cms/lib/TX01001475
/Centricity/Domain/135/ParentPortalCampus
CoordinatorGuide1.0091113Final.pdf
Developede‐newsletterforParent
PortalCampusCoordinators
Flyersforworkshop
serieslaunched
withafocuson
ParentPortal
EVALUATION
ReportforParentPortalregistrationsasof02/26/14
ParentPortalAnalyzertoolcurrentlyindevelopment
Web Page 1 / Main
Web Page 4 / School Information
WhatDallasISDparentsaresayingabouttheParentPortalSystem
“Havingaccesstomystudent'steachersanduptodategradesisgreat!Itishelpfulwhenweneed
todiscusspositiveandnegativeissuessurroundingeachclassgradeandthedetailed
assignmentsandteststhatareall"spelledout"intheportal.ThanksformovingDISDParents
intothecurrenttimeswhereweneedthisaccessandshoulduseittoitsfullestcapacity.”
ThomasC.MarshMiddleSchool–10/31/13
“IpersonallylikeparentportalbecauseIdon'tlikesurprisesandIliketoseemychildprogress,
thisisaveryconvenientwaytodothat,andmydaughterdoesn’tgetannoyedwithmeforgoing
tohercounseloreveryweek.”
HerbertMarcusElementarySchool–05/23/13
“Ineedtokeepupwithmydaughtersgradesandthisisanexcellentwaytodoso.”
Wilmer‐HutchinsHighSchool–03/03/14
“Muybienparachecarlosgrados.”
YvonneA.EwellTownviewCenter–10/26/13
“Thismakesitmucheasiertokeepupwithmychildren'sgrades,homeworkassignmentsand
communicationwiththeirteachers.Ithashelpedkeepbettercontroloftheirgrades.Theyalso
knowIcancheckuponthemanytimeanywhere.Ithashelpedcurbdeclininggradesand
determineiftutoringisnecessary.”
“UtilizandoestasystemadeParentPortalesmaravilloso!Comomamaquetrabajamepermita
estaraltantodelosgradosdemishijos,sustareasescolares,ymantenermeencomunicacioncon
susmaestrosencualquierdia,dondetengoaccesodeinternet.Hemospodidorecortarlosgrados
bajososisebajanytambiendeterminarsiesnecesariotutoreriadespuesdelaescuela.”
SidneyLanierExpressiveArtsVanguard–01/14/14