Just south of Jacksonville, Florida, Clay County District Schools is well-known for its academic excellence and deep roots in the community. Although it’s large by most states’ standards—with just under 40,000 students on more than 50 campuses—leaders say the district has a “small-town feel.” And while many ingredients contribute to that feeling, there is at least one secret to the district’s close-knit ties to their community: their “Communications Cadre.”

The Communications Cadre is a small group of professionals from across the communications, technology and leadership teams that meets regularly on all things comms and technology. The group shifts depending on specific needs, but generally includes the following key members:

• Terri Dennis, coordinator of communications and media relations
• Trudi Boese, graphic designer
• Sabrina Thomas, supervisor of technology services
• Linda Schriver, professional development specialist
• Ethan Caren, director of information technology services (ITS)
• David Broskie, superintendent of schools

When asked how this team maintains a sense of purpose and clarity with so many leaders at the table, they are quick to acknowledge both their process and their mutual respect. “Every Tuesday, the superintendent meets with me and the director of ITS in a senior staff meeting,” Dennis tells SchoolCEO. “Then, on Thursday, we meet as our Communications Cadre with a collaborative agenda that we fill out together ahead of time.” This agenda is more than a list—it’s a chance to be proactive. The goal is to come out of the meeting with a proactive plan for each challenged discussed. This usually means assigning each action item to a point person who’s accountable for moving things forward. 

This shared sense of ownership and accountability—and the enthusiasm each person brings to the table—has fostered strong mutual respect, as well as a clear understanding of one another’s priorities. “We’re all so nerdy about what we do,” Thomas laughs. “That’s something this group always has in common.” And this highly strategic—and collaborative—approach to online communication tools has paid dividends for Clay County Schools. 

Recently, the district saw major success with the rollout of their new website and mobile app. For this project, it was important to unite everyone—from the graphic designer to the superintendent—around a common goal. “We started the project by working together to gather data through staff and parent surveys,” Dennis explains. “Then, as a team, we developed a detailed implementation and training plan, which included presentations to the school board and targeted training for school leaders. This included our Instructional Application Facilitator (IAF) model. Our team empowered one IAF per school to provide on-site support for website and social media management, allowing for personalized assistance and ensuring all schools were equipped to effectively utilize the new platform.”

Looking ahead, the Communications Cadre is aware of how much change is in the winds for communications and technology. “The next five years will fundamentally reshape our approach to technology,” the team wrote to SchoolCEO. “We’re facing an accelerated integration of AI, which demands immediate action on cybersecurity and strategic deployment. Simultaneously, the expectation for instant information access is pushing us towards data-driven, personalized communication.” 

When it comes to facing these challenges, the Communications Cadre has a word of advice for any district, no matter how big or small: “Building relationships, actively listening, and seeking to understand each other’s roles and challenges is essential to strong collaboration.” In other words, focus on what unites you, while also making the time for regular collaboration.