As school districts strive to communicate complex financial information effectively, it becomes crucial to craft messages that resonate with all stakeholders. In our first blog post in this series, we focused on using the elements of our strategic communication model to establish a solid foundation for communicating about district finances. This blog post, the second in our series, discusses the intricacies of creating impactful communications using the 3-30-3 messaging model. By breaking down messages into digestible chunks tailored for varying levels of audience engagement, districts can ensure their key points are both clear and compelling.

Develop 3-30-3 Messaging

Our go-to tactic for complicated communications is to establish 3-30-3 messaging.

Effective messaging is absolutely crucial for communicating complex issues succinctly and memorably, but sometimes it’s hard to know where to begin with messaging for each type of audience.

Fortunately, the 3-30-3 messaging framework helps ensure that your messages are tailored for different levels of audience engagement:

• 3 seconds: This represents the initial attention-grabbing phase. In these precious moments, your message needs to capture the reader’s attention. It could be a compelling headline, an intriguing question, or a bold statement that makes the recipient want to continue reading.
• 30 seconds: This is the core of your message. In this short span, you expand upon the attention-grabbing introduction. Present the main points, supporting details, or arguments. It’s the meat of your communication that elaborates on the initial hook and keeps the reader engaged.
• 3 minutes: This is where your audience will seek out details, facts and information – the evidence, or your 30-second message, unpacked. This message should provide comprehensive information, answering key questions and addressing concerns thoroughly.

After you have established your messaging framework, the remainder of your tactics will be built with this as the foundation.

Integrate Pass/Fail Information

Something to consider in your messaging efforts is what we refer to as pass/fail information.

If This Passes…

• Explain how the funds will be used, such as improvements to school facilities, enhanced educational programs, and better resources for students and teachers.

If This Fails…

• Clearly outline the immediate and long-term consequences of the levy failing, such as cuts to programs, staff reductions, and deferred maintenance.

It is important to note that the information must remain factual.

The Ohio Auditor of State recently released guidance around levies outlining best practices for communicating information and recommends the adoption of a board resolution for potential pass/fail information.

Read the full guidance here.

By implementing the 3-30-3 messaging model, school districts can effectively communicate complex financial information to their stakeholders in a clear and engaging manner. Coupled with the transparent presentation of pass/fail information, this approach ensures that the community is well-informed and prepared to make educated decisions regarding school finances.

Stay tuned for the next post in our series, where we will explore additional strategies – including platforms for your messaging and key materials – to enhance your financial communication efforts and strengthen community support.

We’re here to help! If you are struggling to get started with your communication, book your communication consultation with our team, and let our experts guide you.