MarylandTransformsStrategicPlanningEngagementReport - Flipbook - Page 10
OUTREACH
STRATEGIES
A variety of outreach strategies were used to communicate with stakeholders in order to invite them to participate in the strategic
planning process every step of the way. Staff members engaged with the community through grassroots efforts as well as
traditional marketing strategies. The result was an overwhelming number of responses representing the diverse voices of Maryland.
SOCIAL MEDIA CAMPAIGN
Digital marketing was used in every engagement method throughout the strategic
planning process. Social media strategies were used to target large areas of the state and
to encourage a wide variety of stakeholders to interact.
ADVERTISING
Radio spots in both English and Spanish were recorded and distributed on popular radio
stations with an emphasis on reaching historically underrepresented and hard-to-reach
audiences. Transit advertisements were also featured prominently across the state.
DIRECT MAIL PIECES
Postcards were mailed to zip codes in communities with low survey response rates in both
English and Spanish. The mailed pieces included a QR code link directing them to the
online survey.
DOOR-TO-DOOR MARKETING
Using United States Census Bureau data, door hangers were distributed to participants in
areas with low-response groups and counties, areas with community schools, and areas
with underrepresented groups.
EVENT PROMOTION
Maryland State Department of Education staff attended both virtual and in-person events,
interacting with participants to promote involvement at community meetings, school and
district events, festivals, fairs and conferences.
COMMUNITY OUTREACH
An outreach toolkit was developed to include sample language for newsletters and emails,
social media graphics, and a flyer translated into English and Spanish to promote the
strategic planning survey.
PRESS RELEASES
News media was leveraged to keep stakeholders informed of upcoming events and
progress made throughout the strategic planning process. Press releases were distributed
prominently on the Maryland State Department of Education website.
COMMUNITY PARTNERSHIPS
Maryland State Department of Education established a community engagement team
committed to developing partnerships with community-based organizations, nonprofits,
associations, and groups representing Maryland residents.
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MARYLAND TRANSFORMS - ENGAGEMENT REPORT
