Charting a New Course: Arlington ISD's Bold Priorities for Future Success

by Drew Shaw, Arlington Report
September 25, 2024

Superintendent Matt Smith has been on a transformative journey for nearly five months, tackling a pivotal question:

How should a school district define its core mission?

In determining the Arlington Independent School District's (ISD) priorities for the upcoming 2024-25 school year, Smith navigated the delicate balance between lofty ideals and tangible objectives. He engaged with trustees to clarify their vision of “success,” consulted staff, and gathered valuable feedback from parents. On September 19, during a crucial school board meeting, Smith unveiled his proposed priorities for the district, which were subsequently approved unanimously after an extensive debate.

The adopted priorities will serve as a benchmark for trustees to assess Smith's performance as superintendent, a role he began in January.

What Are Arlington ISD’s Core Priorities?

Smith articulated that these priorities are broad, transformational statements that steer the district in a clear direction. They include:

• Academic Growth: Provide engaging experiences for every student that foster academic growth and ignite a passion for learning.
• Engagement and Marketing: Actively involve families and community stakeholders as essential partners in the learning process.
• Culture: Build an inclusive culture grounded in respect, support, and a commitment to continuous improvement for all students, parents, and staff.
• Safety and Discipline: Create safe, productive learning environments where every student and staff member can thrive.
• Resources: Optimize district resources to cultivate a vibrant educational environment while ensuring sound fiscal management.

School Board Debates the Role of Marketing

During discussions, trustees contemplated the addition of a sixth priority dedicated to “marketing” the district. Board Vice President Sarah McMurrough suggested that marketing could function as a “wrap-around priority” that supports the others.

She argued that enhancing public awareness of Arlington ISD’s successes is vital for achieving broader goals, while Trustee Larry Mike echoed her sentiments, noting that effective marketing could help attract high-quality staff and counteract declining enrollment.

“We’ve got charter schools and private institutions making strides,” Mike emphasized. “We need to take control of our narrative. The best advocates for Arlington ISD are those of us within it.”

Trustees have voiced concerns about negative perceptions surrounding public schools, especially amid recent declines in standardized testing scores and lower grades from the state’s A-F accountability system. They argue that these metrics unfairly tarnish the reputation of public education.

Moreover, trustees worry that ongoing state efforts—particularly Governor Greg Abbott’s push for a private school voucher program—could undermine public confidence in traditional schools.

“We’re competing for the same pool of students and teachers,” said trustee Brooklyn Richardson. “We risk losing funding if we don’t act.”

After a thorough debate, the board ultimately decided to incorporate marketing into the broader pillar of “engagement.” Trustee David Wilbanks argued that marketing is inherently part of the district’s other goals.

“We need to narrow our focus; we can’t overload everyone,” Wilbanks pointed out. “If everything is a priority, then nothing is truly prioritized.”

Now that Arlington ISD’s priorities have been established, Superintendent Smith will collaborate with officials to set measurable targets to evaluate how effectively the district achieves its objectives.

What do you think?

• Are these priorities the right focus for Arlington ISD moving forward?
• How important is marketing in the context of public education?
• Do you believe charter and private schools pose a significant threat to public school funding?
• What role should parents and the community play in shaping school district priorities?
• Is the current