San Bruno Park School District - Nichols Strategies

In 2022, the San Bruno Park School District hired a new Superintendent to lead the district. The superintendent and the school board collaborated to close one of the district’s five elementary and the rebuilding of another. The impending closure created the need for SBPSD to move from five attendance areas to four.

Nichols Strategies provided counsel and crafted an attendance boundary engagement plan that utilized virtual and in-person community meetings, social media, earned media, website, mass notification system, and SBPSD’s various district and school newsletters. In addition, Nichols Strategies helped with collateral for the grand opening of a newly rebuilt school, as well as a construction update related to the school and a facilities plan update.

San Bruno Park School District engaged each of its five elementary schools and sought input and feedback about the new attendance boundaries and what should be considered when drafting the new boundaries. SBPSD also increased its overall communication to the community with biweekly newsletters to the community and staff and utilizing more features on its website. Additionally, a redesign of outbound communication was created to create a more engaging and visually-appealing format for families and employees.

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"I appreciate Nichols Strategies' willingness to listen, provide trusted counsel on so many topics, and their ability to act quickly to our communication needs."

– Aaron Resendez
McFarland Unified School District Superintendent

"Their Bespoke style of communications and strategy is unparalleled, and their responsiveness to our needs at any time was unmatched. Without reservation, NS will provide your educational organization with an expert team of professionals who know their craft and how it applies to education."

– Dr. Christopher Blair
Former Superintendent of Bullock County School System

"A hallmark of their partnership, the team from Nichols Strategies intentionally focused on deeply understanding SCUSD's community context in order to integrate existing district structures, tools, and systems that allowed for seamless implementation of a customized strategic communication plan."

– Dr. Stella M. Kemp
Former Superintendent of Santa Clara USD

"I think they have the ability to be a strategy partner. It's not like they have a menu and they say, do you want the number 6? It's a lot of back and forth, relational, conversational, exploratory conversations to see what underlies the issue or the opportunity that is available."

– L.K. Monroe
Former Superintendent of Alameda County Office of Education

"The team is forward-thinking, has expertise in working with education leaders, and is viewed as thought leaders within the K-12 school and public relations community."

– Jeannine Richardson
Finalsite

Setting Boundaries