After a failed tax levy in 2004, the Ladue School District in Missouri realized that it had to significantly change its communication methods. A new superintendent was hired in July 2004 to work with the Board of Education to reestablish relationships and increase effective communications with parents and community members. As such, we are the communication professionals who led the district leadership through the development and implementation of a strategic communications plan. We used the RACE planning model, promoted by the National School Public Relations Association. Although community trust has been reestablished, we continue the journey of constantly reevaluating and refining our plan.