Hey there, I'm Devin!
Most of the time you can catch me deep in the world of internal comms at Workshop (yes, the Happy Mondays folks!), and while I love AI, there are just some comms questions that need a human who really gets it… that’s me!
Hi Devin,
I’m a comms team of one working in a K–12 public school district with about 665 employees. Our staff is split between certified employees (teachers working directly with students) and classified employees (bus drivers, custodians, kitchen staff, and others).
What are some good ways to increase engagement and help everyone feel like part of the district — without relying on messages that only resonate with one group or the other?
I might be a bit biased from my own experience in education, but I truly believe it’s one of the best industries for telling meaningful, heartfelt stories. Every role plays a vital part in shaping a student’s day — the bus driver who gets them to and from school safely, the teacher who goes above and beyond to decorate their classroom, the cafeteria worker who makes sure students are energized and ready to learn. K–12 is one of the most precious (and pivotal!) times in our lives, and comms can be the connector that brings those stories to light.
When it comes to engagement, segmentation is one of your best tools. It’s how you make sure messages feel relevant — not one-size-fits-all. And in a world where people are constantly bombarded with notifications, that kind of relevance really matters (and gets noticed).
No need to overcomplicate it. Start by segmenting based on the groups you already have and think about what’s useful, actionable, or interesting to each. To really boost engagement, go beyond the tactical. Use subject lines and preview text that invite people in, not just list what’s inside.
Some fun content ideas that come to mind: ask kitchen staff to share their favorite school lunch growing up. Invite teachers to share a weekly highlight or “mission moment.” Then share those stories back out, tailored to each group’s POV.
And finally, consider a shared space (like a running intranet feed or a monthly digest-style email) where everyone can see what’s happening across the district. People are naturally curious about their colleagues, even when their roles are different.
So: tell stories that show why their work matters, segment to make your comms feel personal, and create ways for everyone to see and celebrate each other. Hope that’s helpful!
