Are QR codes in your digital toolbox?

Digital platforms are a hub for district information, helping to streamline access to materials and improve efficiency. Digital materials reduce printing costs and conserve paper. Providing access to resources and information is more effective than sending longer materials that people may not read or won’t be able to find when they need them.

How can we make important information available to targeted audiences when they need it? One way is to use QR codes. Short for quick response codes, QR codes have been overlooked or underused as an information tool for years, but they became more visible during the pandemic.

According to the Marketoonist article “Talk to the QR Code,” “Once dismissed as niche, the QR code is gaining steam. Scanning increased 25% in 2020, 15% last year and is predicted to grow at an 8.7% CAGR (compound annual growth rate) through 2025. Customer service pundits are referring to this as a ‘new era in hospitality’ and are pushing the advantages in efficiency, cost savings, and collecting customer data.” Read the article at http://links.ohioschoolboards.org/45374.

What are those weird squiggly lines?

In case you haven’t used them lately, QR codes are small, pixelated shapes. Typically, they are square, but they don’t have to be. They look vaguely like they were printed on an old dot matrix printer.

QR codes were first introduced in 1994 by a Japanese automaker to track vehicles during production. They allowed high-speed scanning. The codes didn’t get much attention for consumer use until cameras were added to mobile phones. Initially, a separate app was used as a reader. Now phone cameras recognize the code and offer options to open the associated web content.

They are handy substitutes for printed menus in restaurants, connections to digital coupons in grocery stores or access to a website or portfolio page on a business card.

Adding codes to your communications

Although QR codes are not new, they are foreign to many viewers. They look technical and confusing, and they rely on access to the internet, which could add frustration if the connection is spotty or the site is overloaded.

In the Marketoonist article, Menu Men President Michele Baker Benesch said, “The technology, meant to remove friction, can actually create a significant pain point … People are frustrated, especially people 40 years and older. Sometimes their phones don’t work. They don’t know how to access the QR code. So before they even get to order a beverage … they’re already upset, and that hampers the entire customer experience.”

Most potential glitches can be anticipated. If you are adding codes to your outreach for the first time, you could consider including an explanation or tutorial. Users are less likely to adopt new technology if their first experience is unsuccessful or overly difficult.

Adding codes to your materials — such as newsletters, signage, mailers, business cards and presentation slides — is not difficult. Treat the code file like a graphic and place it as you would an image file. You can create QR codes using a code generator app available by searching the internet. You can also make custom codes in Microsoft Word, Excel and PowerPoint and in Google by adding app extensions.

Here are a few resources:

A few facts about the codes

Understand the basic mechanics of the QR code to ensure it works as intended. There are two types of QR codes: static and dynamic. Static codes are permanent and free to generate and use. The code cannot be changed if the content changes, and it stores limited data, such as email addresses, URLs and social media links.

Think of static codes as a key for your door or a passcode for your device. The code does not expire and will continue to provide access to the content as long as the website address has not changed. This is similar to a key to your door that will continue to open it as long as the locks have not changed.

Dynamic codes allow regular updating of modifiable content and a host of other features, including analytics, password protection, expiry features, multiple URLs and many more tools. Dynamic codes are not free.

Tips for using QR codes in your communications

To ensure that your codes are working effectively, be sure to test them using various Android and Apple devices. Older smartphones may not have the built-in code reader functionality in the camera. Codes can still be accessed on older phones by downloading free QR reader apps. Include this tip in your user guidelines.

For reluctant users or as a precaution against glitches, add a URL address with the code on printed materials. It is helpful to have alternative resources in case of problems like spotty Wi-Fi or dead phone batteries. If you are using a URL shortener, such as Bitly, there is an option to copy the abbreviated URL or generate a QR code within the app.

Remember to have optimized website content. It is difficult to read a publication on a phone if it is only a PDF that has been uploaded in the original size and format. Don’t make readers work too hard to find information. Optimize the content so it is easy to view on various devices and include content links to information in the publication. Adopting new technology should make tasks easier and more accessible. Thinking about users’ experience and needs can help them avoid frustration.

Contributed by Marcia Latta, communications consultant

Communicating when tragedy strikes elsewhere

When a tragedy happens at a school anywhere in the country, the impact reverberates in schools nationwide. The first reaction is typically horror at what took place. Next comes the inevitable question, “Could it happen at my school?”

That is why it’s important for school leaders to communicate quickly with parents when such events happen, even in other parts of the country. Parents naturally will have questions about the emergency procedures in place at their own school. They need to feel confident that their school has an effective emergency plan and that staff is well-versed in the protocols. Most of all, they need reassurance that their school is doing all it can to provide a safe and secure learning environment.

Schools may be reluctant to communicate about bad news that happened outside their district, but it’s important to be proactive in reaching out. It lets parents know that you are alert to what’s happening around you and provides an opportunity to offer helpful resources.

What should you say?

Whether it’s a statement on your website or an email to parents, schools should be quick and forthright in communicating about tragedies, including school violence, injuries from hazing or assaults, staff criminal activity or misconduct, or any other disruptive, harmful or traumatic event.

  • Acknowledge the shock and helplessness that many are feeling but also reassure parents that you are being vigilant to keep your schools safe.
  • Reinforce the fact that you have up-to-date emergency plans that detail how staff and students should respond in the event of various crisis situations.
  • Note that regular safety drills are held, including lockdowns, lockouts, and fire and earthquake drills, so that students and staff are familiar with how to respond in crisis situations.
  • Encourage parents to be aware of what their children are saying and to reassure them that school is a safe place to be. Provide links to resources, such as the National Association of School Psychologists website, which offers suggestions for how to discuss tragedies with your children and how to be ready to help if they experience stress or simply have questions. View this resource at http://links.ohioschoolboards.org/78689.
  • Emphasize your school’s efforts to teach students lessons from the incident.

Reinforce safety procedures

In the days following a tragedy or unsafe incident, when safety is foremost in people’s minds, it’s beneficial to remind parents of the safety measures that are in place in your school and encourage them to be diligent in following safety protocols when they are in your buildings.

Some safety measures you might consider:

  • Visitors can only enter the building from the front door and must report to the front office, sign in and wear a name badge. Staff members are instructed to report unfamiliar people to the school office.
  • All exterior doors except the front door remain locked throughout the school day.
  • Campus monitors patrol the school parking lot, noting people entering and leaving the campus.
  • Staff members monitor and supervise areas such as hallways, cafeterias and playgrounds.
  • School resource officers are a highly visible presence to deter or identify trespassers and help provide a safe and secure environment.
  • Security cameras help staff monitor activity throughout buildings. Secure access systems, with key cards for staff, alert security staff when any exterior door has been entered or left ajar.
  • All school staff and volunteers have had background screenings and are approved to be in school buildings.
  • Regular tests are conducted to ensure the buildings are environmentally and structurally safe.

Ask for feedback

When it comes to the safety of their children, parents may feel concerned, frustrated, angry or numerous other emotions. As part of your communication after a tragedy, invite parents to reach out with questions and feedback, and take the time to respond to them. If they offer suggestions, review them with your safety experts. Safe schools are a collaboration between school staff, parents, students and community partners, and it’s important to acknowledge and respect each.

By acknowledging whatever tragedy occurred, and reinforcing your own safety policies, school leaders can reassure parents that they are aware and vigilant in their efforts to protect students and staff and keep schools safe.

Contributed by Connie Potter, communications consultant

Plan your back-to-school kickoff to comfort and celebrate

A new school year is equal parts exciting and daunting. Some students can’t wait to claim their seats in their new classrooms, and others feel a sense of anxiety. Planning this annual ritual with both sensibilities in mind can launch your new year successfully and make all students feel like they are welcome in their school community.

Planning your ritual

Schools know how to plan a new school year. Although they do it every year, this year promises to be more “normal” than the last few years. A reminder of the old routines, or even a refreshed plan, may be helpful.

There are plenty of easy ways to let your students and families know that you are glad to see them. This list has new ideas and tried-and-true activities to help you plan.

Set up reliable and inclusive communications

  • Assess your systems. People appreciate reliability and feel welcome when they are included in the information loop. The first step is to ensure they receive your information.
    Effective communication is inclusive. Let your families know how you will communicate with them from the very start. Use multiple communication methods to ensure they don’t miss your messages. Let parents know whether you will share information via your website, social media, email or text messaging systems, phone dialer or printed materials sent home with students.
    Be sure to cross-post on whichever channels you choose, and let parents know they will be able to access future messages in the same manner. These systems should be tested in advance to troubleshoot any potential sign-up or access issues.
  • Check your tone. A principal’s welcome letter can set the tone for a positive experience. Create a sense of familiarity by sharing some information about yourself and your summer, introducing new staff members and programs, and summarizing facility work or upgrades that were completed or will be happening during the coming year. A good tone reassures families that your school is well-organized and your staff can’t wait to welcome students.
  • Give them the essentials. A back-to-school packet that provides all of the information for a successful, stress-free start is a welcoming gesture and a necessary resource. This essential information should be available as printed materials, electronic attachments or links. You could consider using a QR code that directs users to a back-to-school webpage.
    If you are distributing digital files, have printed materials available for families that lack reliable internet service. Also have translated materials available and consider how you will accommodate any accessibility needs. Include the following:
    • a school calendar;
    • information regarding immunization requirements;
    • school hours and hours the school office is open and telephones are answered;
    • transportation information;
    • information on how to access school policies and procedures;
    • a statement explaining student use of cellphones at school;
    • costs of extracurricular athletics and activities, school yearbooks and other incidentals;
    • price of school meals and how to apply for the free and reduced-price meals program;
    • rules on harassment, bullying, weapons, drugs and other behaviors that need to be emphasized.

Welcome your families

Back-to-school excitement is not a one-day event. School registration or teacher introduction days are part of the fun. Students’ first impressions may be from these early events. Schools should be clean and look fun. When students arrive, it should be clear to them what they need to do and where they need to go.

Consider including student artwork in the halls, teacher personal statements and photos on the classroom doors or college pennants from staff alma maters. These visuals can be aspirational for students and families, and convey messages of high expectations and support for student achievement.

Bulletin boards and display cases can be used to showcase school programs or student awards. Showcase the best recognitions and achievements.

Before any family event, discuss the goals with staff members. Provide any additional information they may need to be informed and appear confident. If there are special messages about the school or district that you want them to share with families, be sure that they have talking points, details and an opportunity to ask questions in advance.

Is your school ready?

Do an inventory of your building before you invite your families to come in. The attention to detail for the facility and grounds may reassure parents of your attention to detail in managing their child’s safety and educational needs in your school.

  • Plan messaging for school reader boards. Use your reader board for welcoming messages about the new school year several weeks in advance. Include important dates and warm greetings. If you have room, you could include messages to welcome new staff or the student body in general.
  • Check your signage. Directing visitors to the correct entrance is essential for safety and for conveying that the building has safety protocols. The signs can be both clear and friendly. Is it easy to identify the front door? Are the other exterior doors clearly marked with directions to the front entrance? Is the signage welcoming? Is there signage near the parking lot to direct visitors to the front entrance?
  • Hang your banners. Do you have a school banner or a back-to-school flag you can fly? If not, consider buying a welcome-back banner. Hang it prior to the start of school and leave it up for a few weeks after the first day of school.
  • Assess your administrative office space. All visitors must stop by your school office when they enter the building. This is one of the first impressions visitors get of your building. It should be clean and organized. Tidy the counters, stack the forms and refresh the space with welcoming touches, such as framed art, fresh flowers, stuffed toys or a digital photo album featuring staff and students.
  • Offer them a seat. In case of longer wait times, chairs for visitors can reduce frustration. Reading materials also are helpful, especially if they have information about your school, such as school newsletters or brochures.
  • Plan some get-to-know-you events. A back-to-school barbecue, meet-and-greet or open house can be an opportunity to get to know the members of the school community and kick off the new year with some fun. Plan for a festive event with student-made decorations, food, icebreaker activities and a chance to mingle.

Contributed by Marcia Latta, communications consultant

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