Family guide to the lausd strategic plan
SERVICES OFFERED: COMMUNICATIONS STRATEGY, CAMPAIGN STRATEGY & EXECUTION, CONTENT CREATION, CREATIVE DIRECTION, BRAND & NARRATIVE DEVELOPMENT
In partnership with LAUSD, I led communications strategy for the development and launch of a bilingual Family Guide designed to help parents better understand the district's Strategic Plan and the commitments made to improve student outcomes. Working alongside district staff, community organizers, and research and policy teams, I developed a strategic communications plan that positioned parents as active partners in their children's education. I helped align messaging across both organizations, directed the development of campaign assets, and supported a public launch that generated media coverage and drove more than 4,000 visits and QR code scans to the guide.
Results:
- 4,000+ clicks and QR code scans
- Coverage on Telemundo and Estrella TV
- Public endorsement from LAUSD Superintendent Alberto Carvalho
- Bilingual guide distributed to families across LAUSD, the nation's second-largest school district
Innovate Public Schools, Los Angeles Unified School District
November 28, 2023
7 months
01 The Challenge
LAUSD's Strategic Plan outlined important commitments to student success, but much of the information was difficult for families to access and understand.
Innovate Public Schools partnered with LAUSD to create a bilingual resource that would help families understand the district's priorities, navigate available resources, and track progress toward student outcomes.
02 The Strategy
After meeting with the district’s team to align on our goals, priorities, and overall approach, I led the development of a comprehensive strategic communications plan. I identified our target audiences, mapped the communication channels needed to reach them, and developed messaging that positioned parents as partners in student success while reinforcing LAUSD’s commitment to transparency and family engagement.
Because the campaign relied heavily on community voices, I maintained close relationships with participating families throughout the process to ensure their lived experiences were represented authentically while balancing the district’s voice and communications priorities.
To bring the strategy to life, I oversaw the creative direction of the Family Guide, collaborating with vendors to manage its content, design, and production. I also led the development of two animated explainer videos that extended the campaign’s reach through digital channels and made the district’s strategic plan more accessible to families.
For the launch, I partnered with LAUSD to develop a coordinated communications plan that included event messaging, spokesperson preparation, talking points, script review, and media outreach. By aligning communications across Innovate Public Schools and LAUSD, we delivered a cohesive campaign that connected strategy, storytelling, creative execution, and public engagement—helping families better understand the district’s vision while strengthening trust and participation.
Tools
• Google Workspace
• Zoom
03 Execution
Here's a summary of the various tactics I executed to achieve campaign goals:
Messaging & Narrative Development
I developed the messaging framework that unified communications across Innovate Public Schools and LAUSD, ensuring families received clear, accessible, and consistent information throughout the campaign.
- Developed a messaging framework that translated LAUSD's Strategic Plan into clear, family-friendly language while maintaining alignment between both organizations' brands.
- Crafted campaign messaging that positioned parents as active partners in their children's education and reinforced shared responsibility for student success.
- Wrote launch messaging, talking points, event scripts, and spokesperson materials to support consistent communications throughout the public rollout.
- Collaborated with district leadership, community organizers, and research teams to ensure messaging accurately reflected district priorities while remaining accessible to families.
- Maintained consistency across print, digital, media, and event communications by aligning messaging throughout every campaign touchpoint.
Campaign Strategy & Community Engagement
I designed and managed a multi-channel launch strategy that increased awareness of the Family Guide while creating opportunities for families to engage with LAUSD's Strategic Plan.
- Developed an integrated communications strategy spanning social media, email marketing, website content, paid advertising, media outreach, and public events.
- Created campaign timelines, content calendars, and launch plans that coordinated work across Innovate, LAUSD, external vendors, and community partners.
- Identified the most effective communication channels for reaching families, tailoring content to increase accessibility and engagement.
- Collaborated across departments to ensure campaign deliverables supported broader organizing and engagement goals.
- Monitored campaign implementation to maintain alignment between communications, stakeholder expectations, and launch milestones.
Media & Public Launch
The public launch required close coordination across Innovate Public Schools, LAUSD, media partners, and community stakeholders to ensure the Family Guide was introduced with a unified message and strong public visibility.
- Developed launch messaging, event scripts, and talking points that clearly communicated the purpose of the Family Guide and its role in supporting families across LAUSD.
- Identified and prepared campaign spokespeople, providing media coaching and messaging guidance to ensure consistent and confident communication during interviews and public events.
- Collaborated with district leadership and internal teams to align messaging across both organizations throughout the launch.
- Coordinated communications surrounding the November 2023 launch event, ensuring speakers, materials, and media outreach reflected a cohesive campaign narrative.
- Supported earned media efforts that resulted in coverage from Telemundo, Estrella TV, and other regional outlets, expanding awareness of the Family Guide among English- and Spanish-speaking audiences.
- Contributed to a launch event featuring LAUSD Superintendent Alberto Carvalho, who publicly recognized Innovate Public Schools' partnership and highlighted the leadership of parents in advancing student success.
Content & Creative Production
I directed the development of bilingual campaign assets that made complex district information easier for families to understand and act upon.
- Oversaw creative development of bilingual campaign assets, including social media graphics, email campaigns, website content, print materials, and launch collateral.
- Developed website copy that translated complex district priorities into accessible, action-oriented information for parents and caregivers.
- Directed the visual identity of campaign materials to create a cohesive experience across digital and print communications.
- Reviewed creative concepts and written content to ensure consistency in messaging, accessibility, and brand presentation.
- Collaborated with vendors to produce campaign assets that reflected the needs and diversity of LAUSD families.
Project Management & Cross-Functional Collaboration
This project required close coordination across two organizations, multiple departments, and external creative partners to deliver a unified public campaign.
- Managed relationships with creative vendors responsible for producing bilingual animated videos and campaign microsites.
- Coordinated timelines, stakeholder reviews, and approval processes across Innovate Public Schools and LAUSD.
- Facilitated collaboration between communications, community organizing, research, policy, and district leadership teams.
- Balanced competing stakeholder priorities while maintaining campaign quality, consistency, and delivery timelines.
- Oversaw project execution from planning through public launch, ensuring deliverables remained aligned with campaign goals.
04 Results & Impact
Outcomes
The Family Guide campaign transformed LAUSD's Strategic Plan into an accessible, bilingual resource that empowered families to better understand the district's commitments and actively participate in their children's education. By aligning communications across Innovate Public Schools and LAUSD, the campaign strengthened trust, elevated parent partnership, and created a model for translating complex institutional information into community-centered resources.
Highlights
- Developed and launched a bilingual Family Guide in English and Spanish, making LAUSD's Strategic Plan more accessible for families across the district.
- Generated 4,000+ clicks and QR code scans within the first three months, demonstrating strong engagement with the resource.
- Secured earned media coverage on Telemundo and Estrella TV, expanding awareness among English- and Spanish-speaking communities.
- Supported a public launch featuring LAUSD Superintendent Alberto Carvalho, who publicly recognized Innovate Public Schools' partnership and highlighted the leadership of parents in advancing student success.
- Strengthened collaboration between Innovate Public Schools and the nation's second-largest school district, establishing a shared communications approach centered on family engagement.
- Created a scalable communications framework that aligned messaging, creative assets, media outreach, and community engagement across two organizations.