WTU's Communication Plan 

In today’s world, the ability to connect with people instantly regardless of where they are is important. Individuals demand feedback and want to ensure that their voice is heard and action is taken based upon their feedback. The following plan outlines the WTU’s communications priority targets and tools, highlighting the systems in place and opportunities to enhance and improve member communications and engagement. It is meant as a conversation starter, educating individuals about the platforms we have in place and how we can better utilize them moving forward to engage members and increase the influence of the Union. 

Internal Communications

Target Audience:  Members

Secondary Target: Potential Members

Internal communications and organizing (communications to members and potential members) are to inform members and potential members about union activities and benefits, help educate them about union and union-related issues, promote the value of union membership and to build a sense of self-identification with the union.

The most effective way to build a sense of self identification with the union among members and to recruit new members is day-to-day, face-to-face, interactions between educators and WTU representatives, including Building Reps, other building-level elected leaders, Field Reps, and WTU officers. However, in an increasingly digital environment, we must also prioritize strong digital content and communications, reaching members via their mobile devices.

External Communications

Target Audience: Parents/Advocates, Policy Makers

Secondary Audiences: Members/NonMembers; Members of the Media

External communications are designed to position the Washington Teachers’ Union as an organization of expert, knowledgeable professionals dedicated first and foremost to collaborating with administrators, parents, and the community to create the best possible educational opportunities for each and every student in DC, regardless of race, ethnicity or economic circumstances.

External communications can take many forms, but is currently being done through media, social media and direct email communications. The WTU is seen as a trusted source of information by members of the media and the communications team is able to secure earned media placements regularly. Other communications tools, utilized to take messages directly to the general public – social media, Op-Eds, emails – are used less frequently and do not have a critical following.

Inventory of Current Communications Platforms

Email, via Action Network. This is the primary communications tool for the WTU with Members / Non-members. The WTU sends weekly information on upcoming events (AM Brew) as well as regular update on Professional Development and major events / news.

At this time, our membership information is not 100% clean, meaning that member specific information goes beyond the membership (note, many members receive email to their DC.gov emails, meaning that DCPS officials can obtain those communications). Systems to maintain a current lists of members and non-members do not exist. Content is not usually differentiated between members / non-members when sending mass communications.

• The AM Brew is a weekly update sent to members –only, highlighting key upcoming events and meetings.
• Professional Development Update is sent twice a month highlighting upcoming PD opportunities.

System needs:

• Member Benefits -- Regular messages highlighting benefits of WTU membership (benefits/recruiting)
• Information for Building Representatives, allowing them to feel more informed and proactively deal with emerging issues
• Committee updates, informing members of work going on outside of the staff and how they can get involved.

Email, via Website. The WTU website contains a CRM system allowing integration with social media to track target engagement. Through its built-in email system, we are able to reach approximately 5,000 distinct emails, primarily members of the general public. This capability is used sparingly to update community stakeholders on key WTU issues and concerns.

System Needs: This is largely used for legislative / policy demands. With a reinvigorated legislative committee, we should be better able to utilize this platform.

WTU Website – The WTU website is primarily used as a depository for information on member benefits and upcoming Professional Development opportunities. Content is largely stagnant, outside of PD program offerings, and the platform is not utilized to its potential for member / non-member engagement, event postings, and integration with social media.

System needs – We need to determine what purpose the website serves and who is its audience. Is it a depository for member information? Is it an advocacy / engagement tool?  Content needs audited and we need to determine the most critical information to keep and how to best organize materials.

Accomplishments to the WTU Website in 2022

WTU's Website was updated with a members-only section to communicate information private to WTU members-only. Throughout the webisite, information was re-organized and key information made more accessible to all members. Two infographics to communicate the benefits of joining the union and the top 10 concerns of WTU union members were created. A FAQs section with questions often asked by WTU members was added. Outdated information was removed. Committees and campaign opportunities for WTU members was re-organized and highlighted. The ability to view and pay for courses was streamlined and will be visible in the summer/fall classes moving forward. The ability to translate the site into a number of different languages was added. The site's search feature was added as were easily removable advocacy and engagement tools in the forms of petitions and fundraising tools. Finally, a survey tool was set up to collect WTU's community feedback as were 11 feedback sessions for WTU members.

Text Message, via Hustle. The WTU has two lists, with a combined 6,000 cell phone numbers. It’s unclear when the lists were last updated but the majority are WTU members. The text system is largely utilized for event and meeting reminders.

System needs – The WTU needs to determine how to best utilize a text system, which is usually best utilized for member engagement / mobilization, by breaking numbers into small, assigned groups that relate to their buildings and are utilized by Field Rep staff to engage members. Large event reminders can also be used in moderation.

Social Media – Twitter. The WTU twitter account has 4,500 followers. Twitter is commonly used by policy-makers and advocates. It can be an ‘echo chamber.’

System needs - The Twitter account could be better utilized proactively to engage in policy-makers and allies.  The WTU could consider setting up additional accounts for specific activities – ie, for member announcements/events or political activities.

Social Media - WTU Facebook. The WTU Facebook page has nearly 2k followers. It is largely utilized by older social media users to keep up to date on family, friends and news.

System needs: The Facebook account could see expanded content, especially around events and in giving followers action items, especially around policy priorities.

Social Media - WTU Facebook Members Only Group. The Members only group has 1.8k members, indicating it is not limited to members. It has largely grown into a private, unmoderated discussion on all things DC –education.

System needs:  We recommend that the WTU disavows the members only group and removes staff from approving / moderating members, posts, and comments. If the WTU wants to create a “members only forum,” it needs to be moderated closely. Posts that can be answered and responded to should be. Many current items discussed related to concerns that field staff are best able to assist with. General discussions can be allowed to proceed unmoderated.

Social Media – Instagram. Instagram is largely used to engage younger users (under 35), which is a growing percentage of WTU members and potential members as well as individuals who vote in the District.

System needs - The WTU underutilizes the Instagram platform due to limitation in video/photography capabilities at events and in the course of the day.

Social Media – Linked In. Not currently utilized.

System needs – The platform can be utilized to both advertise professional growth opportunities and job opportunities within the Union and its bargaining unit, as well as highlight work of others and comment on social justice issues. The WTU does not current utilize this platform.

Staff Break Rooms / Flyer Distribution. The WTU largely does not engage in literature distribution at the school level. A calendar of events, regular newsletters, event flyers, and updates should be distributed at the school level.

System needs – internal design support; capacity of field staff to deliver in a timely manner is limited.

Regular In-person events. These events are largely information. The president provides updates and responds to questions, but the agendas are largely developed by internal staff without a great deal of direct member input. There are not written records / updates / follow-up provided in the majority of cases, outside of meeting minutes for official WTU meetings.

• Representative / Member Assembly
• President’s call with Building Representatives
• School Visits

System needs – feedback. In-person events are rarely followed-up on and agendas often reflect the internal echo chamber within the staff.

Monthly Communication Calendar. The monthly calendar includes the regularly scheduled communications that are sent each week of the month.

* Meeting is the following week.

Meeting Calendar. The following are the regularly occurring meetings.

Annual Events. Special events that need significant outreach / marketing are listed below.

Additional events for calendar

Teacher Leaders Monthly Sessions:

9/18/21, 10/23/21, 11/13/21, 12/11/21, 1/22/22, 2/12/22, 3/19/22, 4/9/2

Missing:

            Open Enrollment

            New Member Orientation