An annual review of social media and its impact on Penta Career Center was presented to the board of education at the October 9 meeting.
Monica Dansack, public relations coordinator, said that in addition to the district website, the career center utilizes LinkedIn, Facebook, X and Instagram.
The study, conducted by Allerton Hill Communications, looked at accomplishments in year four of implementing marketing strategies across all platforms.
The company found that Penta has maintained a consistent brand and voice celebrating the career center’s impact on students and the community; leveraged posting tools and trends to stay relevant and engage current and new users; told compelling stories of student growth and practical partnerships in the region, and built upon the successes of paid advertising campaigns in the past to fill programs and spread awareness.
In conducting the study, Allerton Hill looked at:
•Reach, the number of users who received Penta posts;
•Impressions, number of times content was displayed to users;
•Engagements, number of times users engaged with the content by sharing, commenting, etc.,
•Cost Per Click, the most common metric used to measure Facebook advertising results.
“A low CPC is considered good because it means we are getting more clicks for the dollars spent on the ad,” Dansack explained.
The district’s top performing ad had 1,042 clicks for $0.16 CPC. Another for dog grooming cost $.0.20 CPC.
“It was the only marketing strategy utilized and the program [for adult education] was filled,” she said.
Overall, Dansack is pleased with how well Penta performed across the platforms.
The district saw 1,900 instagram posts, 1.9 million impressions, 58,000 likes, 1.3 million comments, 3,000 shares and 112,000 clicks, she said.
Dansack noted that of all the platforms, the only low performer is “X, which is not doing well anymore.”
X started with 1,274 followers and had an increase of 599.
In contrast, Facebook has 8,851 followers, Instagram in one year gained 1,956 followers and LinkedIn has 1,049.
Social media reach varies by audience. Students tend to gravitate to Instagram; parents and staff, Facebook, and staff, LinkedIn for professional development.
With Facebook, the career center has done well. She pointed out one posting of action shots in auto collison repair reached 44,310 people.
Dansack said the study shows that Facebook and Instagram are effective tools to reach students and parents, and she listed several comments they have received from those who engage in those platforms.
The study suggested recommendations entering year five. Those include focusing on three essential pillars: strategy, content and staff and satellite engagement.
The district should leverage new artificial intelligence and search engine optimization tools, continue to grow Instagram with student-centered content, and invest more time and energy into developing short videos for Instagram and Facebook.
With Instagram, content should reflect a diverse student body and wide range of programs offered.
“This type of content is well-suited for Instagram, where students are the audience,” Dansack said.
On LinkedIn, the study suggests content pertaining to superintendent and leadership news–which would be well suited–given the nature of the platform, and encouragement should be given for staff to connect to the site and engage in postings.
Superintendent Ed Ewers said while it is important to market to parents via Facebook, it is even more vital to market the career center to teens.
“We should be marketing to kids who are deciding their educational future,” he said.
Dansack agreed, “We need to dive into Instagram more.” She noted that the district is currently doing content that is student created, which is well received.
Ewers noted that the student content is supervised by staff.
Personnel
The board took action on several personnel matters.
They accepted the retirement resignation of Diane Rogers, Aspire instructor, retroactive to July 1.
They also employed as support personnel Elizabeth Cook, secretary, and Ivonette Haagen and Samantha Resto, cafeteria workers.
Hired as substitute bus/van drivers at a pay rate of $16.88 per hour were Michelle Dandino, Christopher Lammie, Stephanie Miller and Teresa Swaisgood.
Additionally, the board employed Robert Diaz, adult education welding instructor, part time at $31 per hour.
Other Business
•Waived the competitive bidding process for a new chiller due to having only a single supply source. The unit is in need of replacement after its speed drive failed, explained Treasurer Mike Harrigan.
•Modified appropriations to reflect grants of $1.92 million, $962,833, $32,965, $445,915 and $30,000.
•Approved 26 requests to attend professional development meetings, a number of which were for the National FFA convention, SkillsUSA Fall Leadership Conference and Ultimate DECA Power Trip.
In a related matter, they approved five adults to serve as DECA chaperones for events and competitions this school year. They are Sara Arthur, Jessica Hover, Jessica Howell, Janie Ray and Michelle Sheils.
•Toured the new satellite campus at 1205 Corporate Drive, Holland. An official grand opening ceremony is scheduled for noon, Wednesday, October 23.
The next school board meeting will be at 5:15 p.m., Wednesday, November 13, in the board meeting room at the career center, 9301 Buck Road, and is open to the public.
