Arlington ISD unveils marketing plan after NSPRA audit, aims to boost enrollment and sentiment

Arlington ISD presented a districtwide marketing and communications framework June 5 after receiving an external audit from the National School Public Relations Association (NSPRA)/Inspire. The presentation, led by new Chief Communications Officer Diana Northington, summarized key strengths, weaknesses and seven strategic recommendations designed to align communications with district priorities.

Northington said the NSPRA audit found strong crisis communications and high perceived accuracy among staff and parents, but noted weaknesses including staffing turnover, website usability problems and insufficient outreach to non‑parent stakeholder groups. "We're gonna tell our own story," Northington said, describing steps to improve the district's web presence, translate materials, and incorporate marketing strategies into communications planning.

The plan sets core objectives that include increasing pre‑K enrollment, improving sentiment across stakeholder groups, reclaiming homeschool and charter students, and retaining currently enrolled students. Northington described tools and tactics already underway: immediate website fixes, social media monitoring (the district has procured Meltwater), campaign calendars, and translation of executive summary materials into Spanish.

Trustees responded favorably and asked practical questions. Trustee Mike said the framework aligns with board priorities and community observations; Trustee Wilbanks asked about return on investment for OTT (over‑the‑top streaming) advertising and urged the plan to explicitly include neighboring district competition. Northington agreed to add the neighboring‑district emphasis and promised regular updates to trustees as the plan moves from framework to implementation.

Superintendent Dr. Smith noted two progress measures: completion of a comprehensive marketing plan (delivered in May, slightly past an April goal) and a reported rise in the district's net promoter score from 39% to 41% on the annual parent survey.

The board did not take policy action at the June 5 meeting; the presentation signals an operational shift to more proactive, data‑driven marketing and outreach.