HomeMy WebLinkAboutAgenda - 09-06-2016 - 4-c - Presentation on the Bond Education Committee Communications Plan 1
ORANGE COUNTY
BOARD OF COMMISSIONERS
ACTION AGENDA ITEM ABSTRACT
Meeting Date: September 6, 2016
Action Agenda
Item No. 4-c
SUBJECT: Presentation on the Bond Education Committee Communications Plan
DEPARTMENT: County Manager
ATTACHMENT(S): INFORMATION CONTACT:
Communication Plan
Flyer and Poster Design Travis Myren, 919-245-2308
Community Event Calendar
PURPOSE: To present the communication plan and associated educational materials
developed for the 2016 Bond Referenda for school facilities and affordable housing.
BACKGROUND: In June 2016, the Board of Orange County Commissioners appointed
members to the Bond Education Committee. The Committee was charged with designing and
implementing an educational campaign to inform Orange County residents about the November
bond referenda for school facilities and affordable housing. The Committee was also asked to
design and implement a process educating residents through informational meetings with civic
groups, non-profit agencies, neighborhood associations, and other interested parties while
ensuring equal access to information.
A subcommittee of the Bond Education Committee conducted a solicitation of several potential
vendors to provide professional services to develop of educational materials and media. The
subcommittee recommended Sheer and Associates to provide these services. A contract was
executed with Sheer and Associates in late June.
The full Bond Education Committee has met several times over the summer to provide guidance
to the consultant on the communication plan and timeline and to review creative materials. The
Board of Commissioners will receive a briefing on this activity from consultant Joel Sheer during
this presentation. Mr. Sheer will also be available for questions.
FINANCIAL IMPACT: The Board of County Commissioners authorized up to $50,000 to fund
educational efforts. The FY2016-17 Budget contains this appropriation, so no additional action
is required.
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SOCIAL JUSTICE IMPACT: The following Orange County Social Justice Goal is applicable to
this item:
• GOAL: ENABLE FULL CIVIC PARTICIPATION
Ensure that Orange County residents are able to engage government through voting and
volunteering by eliminating disparities in participation and barriers to participation.
The purpose of the bond education effort is to equip Orange County residents with information
to make an informed decision about whether to vote for or against the bond referenda.
RECOMMENDATION(S): The Manager recommends that the Board receive the information
provided and deliberate as necessary.
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November 2016 Orange County
Bond Referendum: Educational Outreach
Target— Message—Channel - Frequency
The communication plan includes the identification and breakdown of the various target
audiences, the messages most suited to achieve voter awareness and education, the best
channel needed to deliver these messages and finally the timing and frequency for these
messages. (Audience, Message, Channel and Frequency)
Target Audiences:
General Orange County Voter when targeting is not possible
Northern Orange County Voters
Southern Orange County Voters
Civic and Community Organizations
Schools
OC— Flyers in backpacks Twice — K-8 + High Schools
CHCCS — No Flyers (PeachJar)
Senior Citizens
2nd Language Voters
UNC & UNC Hospitals
Major Orange County Employers
Non-Profit Organizations
Organizations That Request Information
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Media/Communication Outlets Considered:
Consideration was given to the following media outlets for publicity and potential advertising
together with the additional collateral expressions that may be required to ensure the success
of this communication campaign.
• News of Orange/Northern Orange County
• Daily Tar Heel
• Chapel Hill Herald
• Chapel Hill News (N&O)
• Chapelboro & WCHL-FM
• Independent Weekly
• Chapel Hill Magazine (Electronic)
• WHUP Radio
• WUNC Radio
• Editors and Local Journalist (All media)
• Peachjar Online School Management tool
• Time Warner Cable (Channel 18 & 1305)
• Orange County ListSery
• Social Media
• Orange County Website
• Special Events
• Bus Posters
• Bill Stuffers
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Collateral:
Large Posters (8.5 x 14)
Insert Handouts (4 x 9) — English & Spanish
Bus Posters
PSA's (Cable TV)
Newspaper Ads (2)
Radio Sponsorship/PSA's
Radio Sponsorship/Interviews
Email Blast for ListServ(s)
Press Release
Talking Points
Video(s) — English & Spanish
Website Content — English & Spanish
Power Point Presentation
Signs
Social Media (Let Others Advocate)
County Publication Ad (Waste Matters)
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Our Schools — Our Neighborhoods
Bond Education Communication Plan 2016
Orange County Bond Referendum: Education Outreach
Target Audiences Message Channel Frequency
General Orange Provides funding for safety,security and -Large Posters(8.5 x 14) -Ads:Chapel Hill News
County Voters educational infrastructure improvements at -Insert Handouts(4 x 9)— (11 Ads),Chapel Hill
(When targeting is schools,including rebuilding Chapel Hill English&Spanish Herald(8 Ads), Daily Tar
not possible) High School,and expanding Phoenix -Bus Posters Heel(6 Ads),News of
Academy and Cedar Ridge High Schools. -PSA's(Cable TV) Orange/Northern Orange
-Newspaper Ads(2) Extra(8 Ads)
Provides funding to address overcrowding -Radio Sponsorship/PSA's -Bus Posters TBD
in elementary schools with a centralized -Radio Sponsorship/ -Radio:WCHL(Two On-
pre-K facility. Interviews Air Interviews and 20
-Email Blast for ListServ(s) Radio Spots)and WHUP
Funds the creation of 1000 affordable -Press Release &La Ley(One On-Air
housing units for rental and ownership for -Talking Points Interview each)
our community's service providers such as -Video(s)—English& -Email:Chapel Hill
teachers,police and first responder Spanish Magazine(2 Email Blasts)
professionals,as well as for seniors and -Website Content—English and ListServ(s)(once,
those with very low incomes and special &Spanish hopefully twice)
needs. -Power Point Presentation -Website:Chapelboro(6-
-Signs week Digital Ad Rotation
Homeowners may see a small increase in -Social Media(Let Others and Sponsored Content),
county property tax to pay for the bonds. Advocate) Chapel Hill Open Data
-County Publication Ad Website(entire time)
(Waste Matters)
Everything else constantly
and as needed.
Northern Orange Provides funding for safety,security and -Large Posters(8.5 x 14) -Ads:News of
County educational infrastructure improvements at -Insert Handouts(4 x 9)— Orange/Northern Orange
schools,including expanding Cedar Ridge English&Spanish Extra(8 Ads)
High School. -PSA's(Cable TV) -Radio:WCHL(Two On-
-Newspaper Ads(2) Air Interviews and 20
Funds the creation of 1000 affordable -Radio Sponsorship/PSA's Radio Spots)and WHUP
housing units for rental and ownership for -Radio Sponsorship/ &La Ley(One On-Air
our community's service providers such as Interviews Interview each)
teachers,police and first responder -Email Blast for ListServ(s) -Email:Chapel Hill
professionals,as well as for seniors and -Press Release Magazine(2 Email Blasts)
those with very low incomes and special -Talking Points and ListServ(s)(once,
needs. -Video(s)—English& hopefully twice)
Spanish -Website:Chapelboro(6-
Homeowners may see a small increase in -Website Content—English week Digital Ad Rotation
county property tax to pay for the bonds. &Spanish and Sponsored Content),
-Power Point Presentation Chapel Hill Open Data
-Signs Website(entire time)
-Social Media(Let Others
Advocate) Everything else constantly
-County Publication Ad and as needed.
(Waste Matters)
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Target Audiences Message Channel Frequency
Southern Orange Provides funding for safety,security and -Large Posters(8.5 x 14) -Ads:Chapel Hill News
County educational infrastructure improvements at -Insert Handouts(4 x 9)— (11 Ads),Chapel Hill
schools. English&Spanish Herald(8 Ads), Daily Tar
-Bus Posters Heel(6 Ads)
Provides funding to address overcrowding -PSA's(Cable TV) -Bus Posters TBD
in elementary schools with a designated -Newspaper Ads(2) -Radio:WCHL(Two On-
pre-K facility. -Radio Sponsorship/PSA's Air Interviews and 20
-Radio Sponsorship/ Radio Spots)and WHUP
Funds the creation of 1000 affordable Interviews &La Ley(One On-Air
housing units for rental and ownership for -Email Blast for ListServ(s) Interview each)
our community's service providers such as -Press Release -Email:Chapel Hill
teachers,police and first responder -Talking Points Magazine(2 Email Blasts)
professionals,as well as for seniors and -Video(s)—English& and ListServ(s)(once,
those with very low incomes and special Spanish hopefully twice)
needs. -Website Content—English -Website:Chapelboro(6-
&Spanish week Digital Ad Rotation
Homeowners may see a small increase in -Power Point Presentation and Sponsored Content),
county property tax to pay for the bonds. -Signs Chapel Hill Open Data
-Social Media(Let Others Website(entire time)
Advocate)
-County Publication Ad Everything else constantly
(Waste Matters) and as needed.
Civic&Community Provides funding for safety,security and -Large Posters(8.5 x 14) Everything constantly and
Organizations educational infrastructure improvements at -Insert Handouts(4 x 9)— as needed.
schools. English&Spanish
-Talking Points
Funds the creation of 1000 affordable -Video(s)—English&
housing units for rental and ownership for Spanish
our community's service providers such as -Website Content—English
teachers,police and first responder &Spanish
professionals,as well as for seniors and -Power Point Presentation
those with very low incomes and special -Signs
needs.
Homeowners may see a small increase in
county property tax to pay for the bonds.
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Target Audiences Message Channel Frequency
Schools—Orange Provides funding for safety,security and -Large Posters(8.5 x 14) Everything constantly and
County educational infrastructure improvements at -Insert Handouts(4 x 9)— as needed.
schools,including rebuilding Chapel Hill English&Spanish
High School,and expanding Phoenix -Email Blast for ListServ(s)
Academy and Cedar Ridge High Schools. -Talking Points
-Video(s)—English&
Provides funding to address overcrowding Spanish
in elementary schools with a designated -Website Content—English
pre-K facility. &Spanish
-Power Point Presentation
Funds the creation of 1000 affordable -Signs
housing units for rental and ownership for -Social Media(Let Others
our community's service providers such as Advocate)
teachers,police and first responder
professionals,as well as for seniors and
those with very low incomes and special
needs.
Homeowners may see a small increase in
county property tax to pay for the bonds.
Schools-CHCCS Provides funding for safety,security and -Large Posters(8.5 x 14) Everything constantly and
educational infrastructure improvements at -Insert Handouts(4 x 9)— as needed.
schools,including rebuilding Chapel Hill English&Spanish
High School,and expanding Phoenix -Email Blast for ListServ(s)
Academy and Cedar Ridge High Schools. -Talking Points
-Video(s)—English&
Provides funding to address overcrowding Spanish
in elementary schools with a designated -Website Content—English
pre-K facility. &Spanish
-Power Point Presentation
Funds the creation of 1000 affordable -Signs
housing units for rental and ownership for -Social Media(Let Others
our community's service providers such as Advocate)
teachers,police and first responder
professionals,as well as for seniors and
those with very low incomes and special
needs.
Homeowners may see a small increase in
county property tax to pay for the bonds.
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Target Audiences Message Channel Frequency
Senior Citizens Provides funding for safety,security and -Large Posters(8.5 x 14) -Ads:Chapel Hill News
educational infrastructure improvements at -Insert Handouts(4 x 9)— (11 Ads),Chapel Hill
schools. English&Spanish Herald(8 Ads),News of
-Bus Posters Orange/Northern Orange
Funds the creation of 1000 affordable -PSA's(Cable TV) Extra(8 Ads)
housing units for rental and ownership for -Newspaper Ads(2) -Bus Posters TBD
seniors and those with very low incomes -Radio Sponsorship/PSA's -Radio:WCHL(Two On-
and special needs,as well as for our -Radio Sponsorship/ Air Interviews and 20
community's service providers such as Interviews Radio Spots)and WHUP
teachers,police and first responder -Email Blast for ListServ(s) &La Ley(One On-Air
professionals. -Press Release Interview each)
-Talking Points -Email:Chapel Hill
Homeowners may see a small increase in -Video(s)—English& Magazine(2 Email Blasts)
county property tax to pay for the bonds. Spanish and ListServ(s)(once,
-Website Content—English hopefully twice)
&Spanish -Website:Chapelboro(6-
-Power Point Presentation week Digital Ad Rotation
-Signs and Sponsored Content),
-Social Media(Let Others Chapel Hill Open Data
Advocate) Website(entire time)
-County Publication Ad
(Waste Matters) Everything else constantly
and as needed.
2nd Language Voters Provides funding for safety,security and -Insert Handouts(4 x 9)— -La Ley(One On-Air
educational infrastructure improvements at English&Spanish Interview)
schools,including rebuilding Chapel Hill -Newspaper Ads(2)
High School,and expanding Phoenix -Radio Sponsorship/PSA's Everything else constantly
Academy and Cedar Ridge High Schools. -Radio Sponsorship/ and as needed.
Interviews
Provides funding to address overcrowding -Video(s)—English&
in elementary schools with a designated Spanish
pre-K facility. -Website Content—English
&Spanish
Funds the creation of 1000 affordable
housing units for rental and ownership for
our community's service providers such as
teachers,police and first responder
professionals,as well as for seniors and
those with very low incomes and special
needs.
Homeowners may see a small increase in
county property tax to pay for the bonds.
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Target Audiences Message Channel Frequency
UNC&UNC Provides funding for safety,security and -Large Posters(8.5 x 14) -Ads: Daily Tar Heel(6
Hospitals educational infrastructure improvements at -Insert Handouts(4 x 9)— Ads)
schools. English&Spanish -Bus Posters TBD
-Bus Posters -Radio:WCHL(Two On-
Funds the creation of 1000 affordable -PSA's(Cable TV) Air Interviews and 20
housing units for rental and ownership for -Newspaper Ads(2) Radio Spots)and WHUP
our community's service providers such as -Radio Sponsorship/PSA's &La Ley(One On-Air
teachers,police and first responder -Radio Sponsorship/ Interview each)
professionals,as well as for seniors and Interviews -Email:Chapel Hill
those with very low incomes and special -Email Blast for ListServ(s) Magazine(2 Email Blasts)
needs. -Press Release and ListServ(s)(once,
-Talking Points hopefully twice)
Homeowners may see a small increase in -Video(s)—English& -Website:Chapelboro(6-
county property tax to pay for the bonds. Spanish week Digital Ad Rotation
-Website Content—English and Sponsored Content),
&Spanish Chapel Hill Open Data
-Power Point Presentation Website(entire time)
-Signs
-Social Media(Let Others Everything else constantly
Advocate) and as needed.
-County Publication Ad
(Waste Matters)
Target Audiences Message Channel Frequency
Major OC Employers Provides funding for safety,security and -Large Posters(8.5 x 14) -Ads:Chapel Hill News
educational infrastructure improvements at -Insert Handouts(4 x 9)— (11 Ads),Chapel Hill
schools. English&Spanish Herald(8 Ads), Daily Tar
-Bus Posters Heel(6 Ads),News of
Provides funding to address overcrowding -PSA's(Cable TV) Orange/Northern Orange
in elementary schools with a designated -Newspaper Ads(2) Extra(8 Ads)
pre-K facility. -Radio Sponsorship/PSA's -Bus Posters TBD
-Radio Sponsorship/ -Radio:WCHL(Two On-
Funds the creation of 1000 affordable Interviews Air Interviews and 20
housing units for rental and ownership for -Email Blast for ListServ(s) Radio Spots)and WHUP
our community's service providers such as -Press Release &La Ley(One On-Air
teachers,police and first responder -Talking Points Interview each)
professionals,as well as for seniors and -Video(s)—English& -Email:Chapel Hill
those with very low incomes and special Spanish Magazine(2 Email Blasts)
needs. -Website Content—English and ListServ(s)(once,
&Spanish hopefully twice)
Homeowners may see a small increase in -Power Point Presentation -Website:Chapelboro(6-
county property tax to pay for the bonds. -Signs week Digital Ad Rotation
-Social Media(Let Others and Sponsored Content),
Advocate) Chapel Hill Open Data
-County Publication Ad Website(entire time)
(Waste Matters)
Everything else constantly
and as needed.
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Target Audiences Message Channel Frequency
Non-Profit Provides funding for safety,security and -Large Posters(8.5 x 14) -Ads:Chapel Hill News
Organizations educational infrastructure improvements at -Insert Handouts(4 x 9)— (11 Ads),Chapel Hill
schools. English&Spanish Herald(8 Ads), Daily Tar
-Bus Posters Heel(6 Ads),News of
Funds the creation of 1000 affordable -PSA's(Cable TV) Orange/Northern Orange
housing units for rental and ownership for -Newspaper Ads(2) Extra(8 Ads)
our community's service providers such as -Radio Sponsorship/PSA's -Bus Posters TBD
teachers,police and first responder -Radio Sponsorship/ -Radio:WCHL(Two On-
professionals,as well as for seniors and Interviews Air Interviews and 20
those with very low incomes and special -Email Blast for ListServ(s) Radio Spots)and WHUP
needs. -Press Release &La Ley(One On-Air
-Talking Points Interview each)
Homeowners may see a small increase in -Video(s)—English& -Email:Chapel Hill
county property tax to pay for the bonds. Spanish Magazine(2 Email Blasts)
-Website Content—English and ListServ(s)(once,
&Spanish hopefully twice)
-Power Point Presentation -Website:Chapelboro(6-
-Signs week Digital Ad Rotation
-Social Media(Let Others and Sponsored Content),
Advocate) Chapel Hill Open Data
-County Publication Ad Website(entire time)
(Waste Matters)
Everything else constantly
and as needed.
Target Audiences Message Channel Frequency
Organizations that Provides funding for safety,security and -Large Posters(8.5 x 14) Everything constantly and
request information educational infrastructure improvements at -Insert Handouts(4 x 9)— as needed.
schools. English&Spanish
-Email Blast for ListServ(s)
Funds the creation of 1000 affordable -Talking Points
housing units for rental and ownership for -Video(s)—English&
our community's service providers such as Spanish
teachers,police and first responder -Website Content—English
professionals,as well as for seniors and &Spanish
those with very low incomes and special
needs.
Homeowners may see a small increase in
county property tax to pay for the bonds.
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Planned Activities &Timelines June-November, 2016
Action Jane Judy July Aug. Aug. Aug. Sept. Sept. Oct. Oct. Nov.
13th 22nd 29th 10th 16th 29th 12th 26th 10th 24th 8th
Contract
awarded and
job begins
Research
Communication
Plan
Contact
Database
Development
Media Contact 1H
List Database
Development
Community
engagement
opportunities
list&goals,
contacts and
speaking
engagements
Media Planning 0 IIII I I
Creative
Communication
Development-
Copy
Creative
Communication
Development-
Design
Identify
campaign news
stories for
publicity
Execution
Election Day
10
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ORANGE COUNTY
NORTH CAROLINA
Our Schools Our Neighborhood ,' yer:4x9 8/19/16 11:56 AM ]?age 2
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Voter Registration Deadline is 5:00 p.m., October 14, 2016
At the Orange County Board of Elections
208 S. Cameron Street, Hillsborough,NC 27278
(919) 245.2350
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CARRBORO TOWN HALL
301 W.Main Street,Carrboro
CHAPEL OF THE CROSS CHURCH
304 E.Franklin Street,Chapel Hill
EFLAND RURITAN CLUB BUILDING
3009 US Highway 70 West,Eland
ORANGE COUNTY BOARD OF ELECTIONS
208 S.Cameron Street,Hillsborough
SEYMOUR SENIOR CENTER
2551 Homestead Road,Chapel Hill
A;h&h Can Z Voe&7
Early Voting begins Thursday, October 20,with no Sunday
voting. For specific days and times,contact the Orange
County Board of Elections: (919) 245-2350 or visit
www.orangecountync.gov/elect
TUESDAY,NOVEMBER 8: ELECTION DAY,
6:30 a.m. - 7:30 p.m.
For absentee voting,please call (919) 245.2350 or visit
www.orangecountync.gov/elect
Your ✓oee
For details about the two bonds,visit
www.ocbond.org
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ORANGE COUNTY
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Upcoming PR Events
Event Date Notes
Orange County-Hillsborough Elementary School Meet the Teacher 7/14/2016,4pm
Meet&Greet w/Interim Superint.James Causby @ United Church of Chapel Hill 8/10/2016,12:30pm to 2:15pm Margaret Samuels requested Bond information be available.
Back to School Forum-Technology 8/11/2016,8:30am to 10am The Whitted Building,300 West Tryon Street,Hillsborough
Conversations in Equity Speaker Series at The Stone Center,UNC Campus 8/16/2016,6:30pm to 8pm Margaret Samuels requested Bond information be available.
Fairview Live 8/20/2016,12pm to 4pm
Community Forum on Selection of a New Superintendent 8/20/2016,early afternoon Margaret Samuels requested Bond information be available.
OC Board Meeting 8/22/2016 Fairview Park,195 Torain Street,Hillsborough
Friends of the Downtown Meeting 8/25/2016,10am Second floor of the Franklin Hotel
Orange County-CW Stanford Middle School Open House 8/25/2016,6pm to 8:30pm
Oranve County-Gravelly Hill Middle School 8/25/2016,6pm to 8:30pm
Orange County-Grady A.Brown Elementary School Open House 8/25/2016,4:30pm
CH Chamber Orange County Development Briefing 8/25/2016
CHCSC&OC First Day of School 8/29/2016
Superintendent Search forums for CHCCS at Chapel Hill High School 8/30/2016,7pm Margaret Samuels requested Bond information be available.
CHCSC Board Meeting 9/1/2016,7pm to 10pm
Superintendent Search forums for CHCCS at Northside Elementary 9/10/2016,1:30pm Margaret Samuels requested Bond information be available.
OC Board Meeting 9/12/2016
Neighborhood Night Out and Block Party 9/13/2016,5pm to 9pm Hargraves Community Center
CHCSC Board Meeting 9/15/2016,7pm to 10pm
Hillsborough Hog Day 9/16&9/17
Orange-AL Stanback Middle School School Improvement Team Meeting 9/19/2016
Carrboro Music Festival 9/24&9/25
OC Board Meeting 9/26/2016
7th Annual TerraVITA Food&Drink Festival 9/28-10/1
OC Joint Board Meeting with BOCC/BOE 9/29/2016
Friends of the Downtown Meeting 9/29/2016,10am Second floor of the Franklin Hotel
CHCSC Joint Board Meeting with BOCC 9/29/2016,7pm to 9pm
Efland Ruritan Rodeo 10/1/2016,8pm to 10:30pm
FestiFall 10/1/2016
Historic Hillsborough Half Marathon and 5K 10/2/2016
Orange County Shred-A-Thon 10/6/2016 At University Mall
CHCSC Board Meeting 10/6/2016,7pm to 10pm
OC Board Meeting 10/10/2016
Annual Walk for Education 10/15/2016
OC Board Meeting 10/24/2016
CHCSC Board Meeting 10/20/2016,7pm to 10pm
Friends of the Downtown Meeting 10/27/2016,10am Second floor of the Franklin Hotel
CHCSC Board Meeting 11/3/2016,7pm to 10pm
CHCSC School Open Houses(Different nights at each school) TBD Check CHCSC Website 2nd week of August(Parents--Parents Handbook)
CHCSC PTA Meetings TBD Check CHCSC Website 2nd week of August(Parents--Parents Handbook)
CHCSC SIT Meetings TBD Check CHCSC Website 2nd week of August(Parents--Parents Handbook)
Orange County Open House-Traditional Elementary Schools TBD Individual School Websites will have updates on or after August 17
Orange County Open House-Orange High School TBD Individual School Websites will have updates on or after August 17
Orange County Open House-Cedar Ridge High School TBD Individual School Websites will have updates on or after August 17
Orange County-SIT Meetings TBD Individual School Websites will have updates on or after August 17
Orange County-PTA Meetings TBD Individual School Websites will have updates on or after August 17