001and call the August 25th Avenue school board meeting to order. We will begin with the pledge of allegiance. I pledge allegiance to the flag of the United States of America and to the republic for which it stands. One nation under God, indivisible with liberty and justice for all. >> Roll call, please. >> Mr. Bson >> present. >> Mr. Brian, >> Mr. Darren Beck, >> Dr. Gil Borton >> here. >> Mr. Kevin Brooker >> here. >> Mr. Mark Murphy >> here. >> All right, news items and we will move for the approval of the agenda. Move. >> Second motion by sheriff, second by Olsen. >> All those in favor of tonight's agenda signify by saying I. >> I. >> Oppos. Same sign. >> Person's wish to address the board. >> None. >> Board remarks. Any remarks?
002>> All right. And we have a consent agenda in front of us. I'd ask for a motion for approval. >> I'll move. >> Motion by Dr. Bortnham. >> Second by Olsen. Any further discussion to be had on the consent agenda? See none. All those in favor signify by saying I. I. >> Same sign. Thank you. Report to the superintendent, Dr. Guffin. >> Thank you. Our report this evening is our communications and marketing director, Alyssa Dicki, and she's here to share some very exciting things that have happened over the course of the year and are back to school. >> Yes, >> thank you everybody. Excited to be here and excited to kick off another great year of telling the district story. Um, and it has been a great start to the year already. Um, if I
003do say so myself. I mean, I hope everyone else feels the same way, but um in terms of social media, I'll I'll talk about some things at the end because this report is from the previous year and spoiler alert, we've already kind of gone past some of these goals. So, excited to dive into it. Um because today I'll mostly share highlights from the past year. So, first of all, and I apologize if probably most of you were at the welcome back. So, some of these will some of these slides will be the same, but some are different. um but about the department being me um the job is to tell the district story and we do that through press releases, photos and videos which more and more we're trying to do that because videos really
004capture the moment and capture the algorithm on social media. Um and we share that through on social media website and some print publications. One thing that I feel I've neglected to say in the past is why it's important to share the district story. And first and foremost, of course, is to connect with our families because parents, family members love to see their kids and know what's going on and know that they're cared for and learning and happy. Um, but also it's to show community members all of the great things happening in our schools. And another thing, and at the bottom, it looks a little bit ominous, but this I went to with a social media for schools retreat this summer, and it was wonderful. And one thing they kind of drilled into our heads is
005if we don't tell our stories, someone else will. And what it means is, of course, that we need to share the positive stories and, you know, the real things happening in our schools to drown out any potential negative narratives. So, I hope that everyone here already follows us, but um in social media, we're primarily posting on Facebook and Instagram, but we are still on Twitter, Portex, and using the public school hashtag. So, please follow us when you post, use the hashtag, tag us, you know, engage with us. We'll love that. I love doing by the numbers. So this year, meaning the previous school year, uh we reached, as you'll see, almost 70,000 people on social media. And we go by reach rather than views because views can be me clicking on something multiple times to
006make sure it looks okay. But this is individual people or users who have seen a post or who are engaging with our content. Um Facebook followers, it's 1,400. And that's another thing where already we're at 1500, but I didn't change it because that's that's technically now this year. Same with Instagram. We're up to like 630, but as of July 1st, it was 615. And I sent out about 80 press releases or web stories that I posted. Photos are always too much to count. Um, but that's kind of I feel like the bread and butter where that's what we you'll see those on our website and on social media. And that little link goes to um our social wall that is in all of our schools. You'll see the scrolling images, but that you know we
007really try to capture those smiling student pictures, interactions with teachers and the candid you know what's going on in our schools. Other projects though um it's not just digital. We try to reach audiences as much as we can in many different ways. And this year we did our public school proud publication and that was for public schools week in February. Um also Dr. Guffin had a great idea when we were promoting the kindergarten registration day and that was everybody drives by that billboard by Keslers. Can we get on that? Fortunately we were able to and it was uh for the 30-day period before kindergarten registration day. Um and so that was something new and exciting that we're okay to see ourselves on the on the big screen so to speak. Uh we do a magazine
008ads in partnership with the foundation and that is the get to know the golden eagles that we did periodically. And another new thing this year was a change of commerce ad feature and that was to promote when a tech won the community impact award. And so that was kind of a package deal where they gave us um a deal on the cover and then a page three kind of article for lack of a better thing where we got to put graphics and pictures with information about a tech in the news. Now I just put a few because this year we've had um a lot of great news stories and the Aberdine Insider does like they really cover a lot of our stories and I really appreciate that. But this year also, Kell, Dakota News Now,
009and public broadcasting um feature like for this Kell um featured Eric Peterson, the special education staff of honestly everybody featured that because it was a great story, too. But um FTPV did our special Olympics students who are going to nationals. Dakota News Now featured May Overbe's time capsule and the insider again they did a lot of them but they one of them that they did was the Simmons Middle School student who won was a national PTA winner. [Music] Now, the fun part, I think, for me, and again, some of you have already seen this, but um our top 10 social media posts of the year, and this is something I want to keep doing because it's showing kind of how far our stories are are reaching and what's really resonating with our audiences. And our
010top, which um you know, 5,500 people saw or interacted with was our public school pride video from public schools week. And our number two, and this I like this because it really shows how it's a team effort as well. But Melissa Hansen, who is wonderful and had a daughter that sang with their elementary choir and she's like, "Sure, I'll take some pictures when I'm there." It ended up being our top or sec number two post for the entire year because people loved seeing those pictures. Number three, as you see, is our, you know, beloved colleague Dwayne M and his 68 years in education. And next is the wonderful decades of public school pride video that the media production students did a wonderful job on. Number five is weather. I really when I when that one
011popped up I'm like I'm leaving it this year but this is my warning for next year because if we have a bunch of snow days I don't want a top 10 that's like oh important. And as you can see >> I know I know it's reaching our intended audience. Hope you all have a little asterisk and leave those out. So, um, number six was, you know, Miss Clander's wonderful counselor of the year award. And then rounding out the top 10 was kudos for retirees and two different student groups. And then I want to I I want to post or point out the Instagram post because the rest of those were Facebook, which that's where most of our followers are, but I like to say that Instagram is small but mighty because we have had so
012much growth in that and we're trying to do more videos. And this was just a fun little moment that was unexpected where Mr. Howard had his students line up and high-five the Golden Eagles when they came back out and it ended up being our top Instagram post for the year. So, I do really want to, you know, as well as getting more videos in general, I want to get more moments like that. You know, obviously you can't just force that to happen, but you know, to try to be there for those moments and just showing, you know, the power of social media. A couple of our wins is that Facebook we is, you know, again where we have the most followers, but we had an increase in engagement this year by 14%. And again, where
013Instagram is 163% increase in reach, and I'm hoping to keep going with that. I can't promise it'll be another 163% next year, but you never know. Some new things for this year. Um, one thing we're excited about is our new, um, features on the website. One of them is where families are sharing their stories. And I'm not sure if you've noticed yet, but if you go to our homepage, it's a they'll submit a family photo and just a little blurb about why they chose Aberdine Public Schools. And we're still looking for families. So, please, if you're like, "Oh, my family should be on there or I know a family who would be good." Let me know. Let them know to fill out this form. You know, we we can reach out to them. You know,
014we want to get as many people as possible. We've also expanded our newsletter because when we started it, the intention was to have it be a staff newsletter to share, you know, just for something for employees. But, um, in the end, it's like, why not share it for families as well because they're going to love it, too. And I think that there's already been a good response because I got for like this next month, I got some more submissions for summer vacation photos, which it's not too late for that because we want to reminisce about summer for as long as possible, of course. Um, and then the other website feature, and we were going to call it only in Aberdine public schools, but we decided to change it to the Aberdine public schools advantage. And
015that features little um kind of categories that we think Aberdine does really well or is unique to Aberdine where it's hands-on learning at a tech, student support, welcoming environment, that sort of thing. And last, I know this is going to show up really small, but um another thing this year and another takeaway from the conference was trying to have themes for content that align with our goals as a district. And so that's what we have uh and it it'll be in flux of course if we need to change anything up, but for now we have a content calendar for the year starting with in September Golden Eagle Pride because it's homecoming month. So that'll be that kind of fits. So, to wrap it up, thank you all so much for your support. Um, and whether
016it's, you know, being willing to share your photos or story ideas or, hey, it's schoolboard month. Can I take your picture? I know that's not always fun. Appreciate everyone doing it. Please keep them coming. And then we wanted to end with the back to school video. And this is where I'll kind of have spoiler alerts for next year, but um there was a good really good response to this on Facebook where it already had is like it beat all the top 10 from this year. And I did do I went and checked today for some of our insights besides this one which was 6,000 for the reach on Facebook. We had three other posts that would have broke the top 10 this year already um just in the past month and that was the welcome
017back teachers um the post with the new teachers and then this one and again it's always interesting to see what what people need and want but I think Mr. Hansen post the first day of SK the first day schedule for CHS and that reached a lot of people. So it's like okay let's make sure to do more things like that or next year do that again for sure. And then there was one on Instagram too and it was the video um of our students playing for the welcome back but and I don't know if this was the reason but it it is it did bring it was the top one for Instagram where um the students were playing a Taylor Swift song and it happened to be the day that she dropped the album. Maybe
018that's why they're playing. I'm not sure. >> But I, you know, we did, I did put um um uh very timely music for the announcement that our teachers are back. >> Most likely it's because the students, you know, whenever the students are on there and our students that follow it like to share that. So, but we'll say it's because of Taylor Swift. >> But we would like to end with a back to school video. And again, thank you all and I'll, you know, certainly open to questions at any time, but tonight as well. >> Every time um school is done, um, everybody else is so happy and I'm just not feeling the same way. I just love school so much. >> I like how people are nice to me and they include me and stuff.
019>> I like that all the teachers are kind, nice, respectful to all the students. I really like the I guess school spirit that Central brings. >> I like the sports program at Aberdine and all the teachers are very nice. >> Well, I like art. I like science and I like my teacher, Mrs. R. Wish I could stay with her forever. >> I love Miss Kenny Thompson. She's really kind and she's always nice to me. My favorite teacher is Miss Hayden, Mrs. Phillips and Mrs. Rexer, >> Mrs. Darius, >> Miss Leachch, >> Miss Aunt. >> I really love Mrs. Hansen. She's just a really great person and she's very spirited. My favorite administrator would probably Mrs. be Mrs. Cooper. Um, she's also a really great person. Um, she's always encouraging me to try new things and
020to be a better person. >> Mrs. Hay and all my teachers were nice. I do like them all equally and they all do things in their own way. So, it's it's pretty hard to choose favorites. I want to say to everyone that's new to the school coming to kindergarten, you're going to be a golden equal and you got this. >> Just be brave and don't give up. >> You're going to do good at this school. You're going to feel welcome cuz they try to welcome you as much as they can. If you need help, they're going to help you. It's okay. This is going to be the best year ever. >> This is going to be the best year ever. >> And it's going to be because of you. >> This is going to be
021the best year ever because I have you as my teacher. >> Thank you teachers. [Music] So yeah, the students are the stars obviously and that's every every year we want to start with something like that because it really just showcases how wonderful our students are and then they get to talk about how wonderful their teachers are. So that's what we're why we do what we do. >> Thank you. >> Anybody has any questions? >> Of course I have comments. >> Okay. I was in Washington four weeks ago and with our representatives and stuff and what worries me is the rhetoric in Washington coming out of Washington is more anti-public schools. They're failing our kids. Uh we need to do vouchers. We need to do whatever we can to give parents an alternative option to education
022other than public schools. And yet when I see everything that we do, all the the good news reports and I've listened to those for 20 plus years and uh and I I just think we do fantastic things for our kids, but I I go like I'm so worried about what's going on in Washington and the rhetoric there. And I we see these great things that you're posting and that, but I wonder do our senators and representatives see them? Do you send those? We did start that after who recommended that? >> Good. >> You recommended it, but I don't remember if it was from someone here. But yes, we do. For an example, um Senator Rounds, who who uh introduced legislation to promote vouchers, private school education, um is the first one to show up here
023in Aberdine, South Dakota, when we have individuals being appointed to militarymies um uh in the in the government and across the country and handing them in recognition and stuff like that. I'm going like, well, we're failing our kids. Okay, fine. But uh are we really failing our kids in Aberdeen and South Dakota and in South Dakota? And and my comment is basically I'm glad you're you're doing that because they need to hear that crap. Not crap, but what the successes are of our students, of our schools, and what we're doing here in South Dakota, Aberdine, and and all the accomplishments we're doing. I get tired of hearing them saying public schools are failing. Well, maybe they are in certain parts of the country. They certainly aren't in South Dakota and especially Aberdeen and South Dakota.
024So, I hope you forward all this stuff to them. In fact, I met with many of their staff when I was out there. They're all from South Dakota. They're kids that have graduated from high schools in South Dakota. >> Yeah. >> Oh, but we're failing the country, right? Okay. So, my rhetoric, but you know what? They need to hear that crap that stuff because it's true. We are not failing our kids in South Dakota and I don't think we're failing our kids in Aberdine. I think we do a great job provide a great education, give them all kinds of opportunities and and to talk about vouchers, private schools and stuff. I I just get tired of it because I just don't think we're doing that. We're not failing our kids. >> My comments. >> I'd
025like to comment too. I've always said that if a parent or if families would visit the school, if they'd even come into a classroom for a short time, they would see all the good that's happening. And I think that's what you're doing is you're trying to show the community that these are the good things that are going on and our kids are being nurtured and supported. And it's it's not what they're hearing like you said, you know, when they when you go to the national It's almost like they're talking about some school that that we don't recognize. So, if you have a question, you know, the public should be able to come in and and at least see if they're worried about something, come in and visit and see what the teachers are actually doing
026to support the curriculum and all the things that they're doing that's positive. But if they can't come in, at least you're showing, you know, as much as you can so they can watch it on their computers or wherever they are. >> Audienc's reach. That's, you know, it's why, >> it's fun to have see numbers go up on the screen, but it's because then that's our story even more people. >> So, thank you, >> Alissa. What you're doing is you're recording history. And the old saying is who controls history controls the future. And you putting these things about our school out will enable people in Aberdine to make choices in the future that they'll have to make in support of our education. So I thank you for your efforts on that. >> Well, thank you all
027for the support. And I want to say again that I only named a few people on here that had, you know, contributed, but it really is a team effort because um we've got teachers and principles and support staff that are sending pictures or like, you know, going to like it's it's wonderful that everybody, you know, everyone sees it as important and is a part of it. So I appreciate it, but everybody does. I >> have another question. always questions. But before your position, a lot of times there was people and individuals attacking the public schools Aberdine school district on social media. I mean, just posting stuff all the time about how terrible things were and stuff like that. Do do you sense or maybe Dr. Guffing can speak to it. Do you sense that that's
028gone down since we're being proactive and not reactive to saying this is what we do in our district and this is what we do for our kids. I can't speak to before, but I know that I try to monitor like if we're tagged in something or and it's not certainly not a lot. And in fact, sometimes it's like a student saying, "There was snow. Why was there school today?" And I'm like, "Knock." You know, we just don't respond because you know, if there's a there we have a a policy and again from that retreat I went to, it's really good about like when you should respond. And most of the times it's not. It's unless it's totally inflammatory or and so I I don't see a lot of it right now that I can't speak
029to before. So you think about the length of a school year. So typically four nine weeks, four quarters of a school year. So 36 weeks. And you heard Alyssa say earlier she had done 80 press releases. Obviously most of what we do happens in 36 weeks. I mean there's certainly some things we put out in the summertime. There's we still have a lot of things going on, but the bulk of what we do, especially when our children are here, is the 36 weeks of the school year. That's amazing that that much content was put out by a department of one. >> And I feel like that it could be double. I mean, there's just so many cool things. And not all things are press releases. That's why we're, you know, we do photos, video, like
030there's just other Yeah, there's just we could we could have a 24, you know, 247 cycle of things. There's just a lot of cool things going on. Do you see less negative things? >> I just look at the positive stuff. >> Well, those things used to bother me because they'd be so over the top a lot of times. And and I think we're doing the right thing by telling our story about what we're doing, not trying to always defend and react to all the criticism. So, >> um, and there there'll always be that, but I I really worry about Washington and the attitude and mentality out there is attacking public schools. And I'm going like, well, it might be the case in certain parts of the country, but I don't think it's the case here
031in the Midwest and especially now. >> Melissa has made many changes to the website. So, if you have feedback on that, I mean, certainly we'd be open to that, but we we're just trying to stay current with some different things. She does a really nice job changing out some of the photos, especially at the top of the web, the banner. Um, things that are happening. Football season, you see football. If it's basketball, you see basketball. Show choir time, you see show choir. So, just if you see something that needs updating or have a different idea, we follow lots of other school districts across the country. Great ideas. She's does a lot of training on her own um just some webinars and different things but always looking for a great idea. So if you have them
032share them >> what I like also is the fact that there are a number of tangible materials as well. So if I'm a family coming to Aberdine looking at school options, we can hand a folder and say this is what happened over the last year or check out the socials or if you want to get a feel for it and it's just a tangible >> marketing piece essentially but telling just our story and you're doing a fantastic job with that. Thank you. >> And that's a good point too like anything like that too like you know last year we or two years ago we did an a tech publication and this year it was public school proud. So if there's ever like, oh, you should really, we should have a brochure for legislators on this,
033we could put that together and, you know, get it priced out and stuff. So let me know if if there's any certain things that we need swag wise or information wise. >> Well, I would just send all of this to our three representatives in Washington every day that you you post something because they need to hear this story. Um, you know, we have one of them that's running for governor when he comes back. Um, so they're they're not going away and I think they need to be educated on what's actually occurring in South Dakota. Um, so that's that's my feeling. I don't know how everybody else feels, but um I got the sense that yeah, whatever. >> Any further comments or questions? Keep up the great work. >> Thank you. Thank you. >> Thank you.
034>> Appreciate it. >> Seeing no further business in front of this board, I'd ask for a motion for adjournment. >> Yes. >> Olson. All those in favor signify by saying I. >> I. Both same sign.