Streamlining-
One of the things I do when a school district brings us out (as an advisor for www.k2mba.com) for a district audit (which is an asset audit where we identify the areas we think could start generating non-traditional revenue for them) is we look to find out where they can streamline their marcomm (marketing/communications) efforts.

The best way to reach your audience - if you are a school district - is to make sure you are constantly streamlining your communication channels with your audience.  You can have specific communication channels such as reaching your employees, your students, and/or your parents but if you start to inundate them with too many messages or messages that aren't pertinent to them, you'll start to lose them.  Same goes if you start sending the same message in multiple formats and then decide to use separate formats for different messaging later on.

In easy speak:  Make sure you constantly, maybe twice a year, look over how you are reaching your parents, schools, students, and employees.  In the picture below, you'll notice Orange County Public Schools homepage.  Since I work full-time in the public relations department there, I work directly with our Director of Public Relations and our media specialists to find areas where they are reaching audiences with important information and we now tie in advertising opportunities in allowing companies to purchase a web banner on this platform.

 

Even better, run some focus groups to find out how to improve on your system, i.e.,what methods work the best, what kind of messaging they respond to, how many ways do they receive your messages. 

This is vital to your marcomm efforts.  It also helps when you decide to sell advertising into these platforms since, when they are streamlined, you'll be using less of your resources to duplicate unneeded messages and increase your viewership in the platforms you select to focus on when you want to get a message out.  This will help you increase your revenues and cut down on unneccessary work.