Tracy McCormick-Dishman
editor@floridanewsline.com
St. Johns County Schools is rolling out a new communication platform that promises to transform how the district connects with families, moving beyond simple announcements to interactive engagement.
“ParentSquare,” a web-based and app-compatible system, will replace the district’s current School Messenger platform, which Director of Communications Christine Upchurch describes as limited to “push things out one way.”
“It’s going to open up communication like we’ve never experienced before in the district,” Upchurch said during a recent interview. “This is engaging our community and our parents, and all kinds of different tools are built into it.”
The new platform represents a significant technological leap for the 53,000-student district. Unlike the current system that simply sends messages to parents, ParentSquare allows for true two-way communication between schools and families.
Strategic implementation timeline
The district is taking a measured approach to the rollout. Principals received training on the new system this week, with teachers scheduled to be trained next. Parents will gain access to the platform just before the school year begins, ensuring educators are comfortable with the system before families start using it.
Superintendent Dr. Brennan Asplen sees the communication upgrade as part of a broader strategy to meet modern parent expectations in an increasingly competitive educational landscape.
“We compete more than ever with charter schools and private schools and school choice,” Asplen said. “School choice is a great thing, but you need to be able to compete in that arena. And part of that is communication.”
Meeting parents where they are
The push for better communication technology stems from a recognition that parent expectations have evolved. Asplen, who has a 32-year-old daughter and 30-year-old son, acknowledges the generational communication gap.
“I don’t even know what they’re doing on their phone and on their apps,” he said. “But that’s how they communicate, and so we need to understand how to get the info out.”
The new platform addresses this challenge by offering both web-based access for those who prefer computers and a mobile app for parents who primarily use smartphones. District officials chose ParentSquare specifically because both interfaces offer excellent user experiences.
Beyond basic messaging
While Upchurch says she’s “still learning” all of ParentSquare’s capabilities, the platform promises features far beyond simple text alerts. The interactive nature of the system should allow for surveys, event RSVPs, volunteer coordination and other engagement tools that weren’t possible with the previous one-way system.
The communication upgrade comes as the district implements several other technology initiatives, including new transportation tracking systems and continues expanding its use of artificial intelligence in educational settings.
For parents accustomed to the limited communication options of School Messenger, ParentSquare represents a significant step forward in school-home collaboration. As Upchurch noted, the district has never experienced this level of interactive communication capability.
The platform will be fully operational when students return to school this August, marking a new chapter in how St. Johns County Schools connects with its community.
