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TSPRA!
CONNECT
2020 ANNUAL CONFERENCE
AUSTIN OMNI BARTON CREEK
FEBRUARY 24 - 27
#TSPRA20
Get Connected • Be Connected
1 • Stay Connected
region4printcenter.com Table of
REGION 4 PRINT CENTER Contents
JUST WHAT YOUR PRINTING NEEDS
07 A Message from the President Professional Awards
Key Communicator
11 Conference at a Glance Sponsored by Intrado SchoolMessenger
Charles Butt, Chairman and CEO, H-E-B
13 Preconference
14 Partner in Public Education &
Professional Achievement
Media Awards
Most Valuable Member
18 Keynote Speaker Sponsored by Intrado SchoolMessenger
Key Communicator Award Recipient
19 Tuesday Concurrent Sessions Rookie of the Year
Sponsored by O’Connell Robertson
22 Job-Alike Sessions
23 19th Hole Sessions Bright Idea Award
Sponsored by Huckabee
24
Flyers Roundtables
Brochures 28 Wednesday Concurrent Sessions
Graphic Design
Media Award
Sponsored by Blackboard
31 Counselors on Call David Chancellor, WOAI News 4 San Antonio
PROFESSIONAL
PROFESSIONALPRINTING.
PRINTING.Small
SmallPrices.
Prices.BIG
BIGSAVINGS
SAVINGS Regional Meetings
Programs Banners & Signs Newsletter s C a l e n da r s 32 Sponsors
Partner in Public Education Award
Sponsored by HCDE
37
pri n tc e n te r@ e sc 4 .n
Exhibitors Charles T. Doyle, Texas First Bank
e t • 713.744.6888
42 Omni Barton Creek Map
2 3
Connect
Mobile App
Blackboard develped the 2020 Annual Conference
app, which is available for download on Apple and
Android devices.
WiFi
WiFi sponsored by Blackboard
Network Name: Omni Meeting
Password: blackboard
Hashtags
Tag all your social media posts and follow us:
#TSPRA20 #TSPRAconnect
@tspraoffice @tspra
TSPRA Mission Statement
The Texas School Public Relations Association is a
professional organization whose members are dedicated to
improving public education in Texas by:
· Promoting effective public relations practices
· Providing professional development for its members
· Improving communication between Texans and their
public schools
TSPRA Harassment Policy
TSPRA is dedicated to providing a harassment-free event experience
for everyone, regardless of gender, gender identity and expression,
age, sexual orientation, disability, physical appearance, body size, race, CC Auto-transciptions
ethnicity, or religion (or lack thereof). We do not tolerate harassment of
event participants in any form. Sexual language and imagery are not In partnership with Sherman ISD, Join us for our session
appropriate for any event venue, including talks, workshops, parties,
Twitter and other online media. Event participants violating these rules may FEBRUARY Branding: Beyond the Logo
26
be sanctioned or expelled from the event without a refund at the discretion
AT 2:00 PM
ROOM RIO GRANDE
of the event organizers.
Texas School Public Relations Association
See our policy at www.tspra.org.
4 5
Thoughtexchange helps education leaders crowdsource
President
Monica Faulkenbery, APR Welcome
Welcome to the 2020 It’s also about connecting with ourselves to make sure
answers to questions in real-time. Everyone contributes, TSPRA Conference that we take care of us. We are so good about taking
everyone learns, without bias. at the beautiful Omni
Barton Creek Austin. It
care of our districts, our students, and our employees
that often there is no time to take care of ourselves.
is a wonderful location We have sessions at the conference focusing on work/
to be able to relax, life balance.
Learn how leaders in Texas are tapping into the collective recharge, reflect, and Being your president this past year has been a true
reconnect with friends
wisdom of their community. and colleagues who
honor and a huge blessing to me. Thank you for
the opportunity to connect with you this past year
know who you are and in committee work, at various regional meetings,
where you’ve been. and through social media. I feel so energized and
VISIT US AT BOOTH #6 The TSPRA Conference inspired by all of you, and I have learned and grown
is a time to renew connections from the past and make so much this year. I am very proud to be a part of an
new connections that will last a lifetime. #TSPRAConnect organization full of PR Pros who continue to care,
is about making connections and keeping connections with share, and connect with their TSPRA colleagues while
our TSPRA family. sharing the awesome stories from their own school
districts.
Embrace this fun way to connect with our members and
welcome our first-time attendees and school communications
rookies to the TSPRA family!
What you can do:
Get the GooseChase app, register for an account and join
the Chase before you arrive.
Game Name: Get Connected at TSPRA 2020
Game Password: connect
The TSPRA conference planning committee is excited to bring you
a new and exciting networking opportunity for the 2020 TSPRA Game Code: B5LJKE
Conference. Are you ready for the TSPRA GooseChase?
As you complete missions, be sure to tweet about it using
Here’s how it works: the #TSPRA2020 hashtag and don’t forget to tag @TSPRA.
The app-based Chase, which is likened to a digital scavenger Follow the leaderboard on the app to see how you’re doing.
hunt, will launch on Monday, February 24 at 12:00 p.m. and end Most importantly, HAVE FUN and don’t be shy! This is a
on Wednesday, February 26 at 4:00 p.m. There are 20 “missions” great time to get creative and interact with your fellow TSPRA
with varying point values for you to complete over those three colleagues!
days. Prizes will be awarded to the members with the most points
at the end of the Chase.
1st Place: 2021 Conference Registration
Each mission challenges you to find either a TSPRA member or a
sponsor, engage in conversation about TSPRA or school PR, and 2nd Place: $100 Visa Gift Card
then take a selfie with that person. If you add in a sentence or two
of something you learned, it could earn you bonus points, so ask 3rd Place: Gift Card Bundle
good questions! Random gifts also will be awarded throughout the chase.
The missions are designed to build engagement between our
amazing members and share the wonderful things happening in
Learn more at thoughtexchange.com/texas TSPRA and in our districts across the state. Don’t be alarmed if
TSPRA “chasers” find you for a challenge, a question or a picture!
Call us at 1-800-361-9027
6 7
THE HEART OF LEARNING
Committees
STARTS WITH 2019-2020 2020-2021
GREAT EDUCAT RS
Kim Hocott Beth Trimble, CPC
Excecutive Committee Parliamentarian Parliamentarian
Pearland ISD
Executive Committee Red Oak ISD
Monica Faulkenbery, APR Veronica Castillon, APR
President Linsae Snider President Linsae Snider
Northside ISD Executive Director Laredo ISD Executive Director
Created in 2002, the H-E-B Excellence in Education Awards TSPRA TSPRA
was designed to honor and thank outstanding public school Veronica Castillon, APR Veronica Sopher
President-Elect President-Elect
professionals. Through this program, H-E-B awards over Laredo ISD 2019-2020 Fort Bend ISD Conference Planning
$700,000 annually to deserving educators who go the Standing Committee Chairs Committee
extra mile to serve their students and communities. Kristin Zastoupil Review of Financial Monica Faulkenbery, APR Thank you to this year’s
Immediate Past President Records and Procedures Immediate Past President Conference Planning
Forney ISD Matt Mitchell Northside ISD Committee for all their hard
Visit heb.com/education in June 2020 Leander ISD work on this year’s event.
Craig Verley Craig Verley
to nominate or apply. VP Gulf Coast VP Gulf Coast Monica Faulkenbery, APR
Professional Awards
Mission CISD Susan Ard, CPC Mission CISD Northside ISD
Cleveland ISD
Tammy Dowdy Kim Hocott Claudia McWhorter
VP Houston/Beaumont Scholarship VP Houston/Beaumont Eanes ISD
Dickinson Jana Williamson Pearland ISD
Pampa ISD Veronica Castillon, APR
Jamie Fails Jamie Fails Laredo ISD
VP East Texas Executive Director VP East Texas
Willis ISD Evaluation Willis ISD Kristin Zastoupil
Forney ISD
Veronica Castillon, APR
©2020 HEB, 20-2108 Megan Overman, APR, CPC Megan Overman, CPC
VP North Central Nominating VP North Central Rebecca Villarreal, APR
Eagle Mountain- Saginaw ISD Eagle Mountain- Saginaw ISD New Braunfels ISD
Veronica Castillon, APR
Laredo ISD Kristyn Cathey
Kyle DeBeer Kyle DeBeer
VP West Central VP West Central Port Arthur ISD
Strategic Planning
Waco ISD Veronica Castillon, APR Waco ISD
Arianna Vazquez-
Laredo ISD Hernandez, CPC, APR
Corey Ryan Corey Ryan
VP Central VP Central Pharr-San Juan-Alamo ISD
Leander ISD Ad Hoc Committee Chairs Leander ISD
Erin McCann
Star Awards Review Committee Crandall ISD
Kenneth Dixon Teresa Benden Kenneth Dixon
VP Northwest College Station EF VP Northwest
Lubbock ISD Kim Cathey
Lubbock ISD Floresville ISD
Budget
Melissa Martinez, CPC Monica Faulkenbery, APR, Melissa Martinez, CPC Emily Conklin, CPC
VP Far West Northside ISD VP Far West Highland Park ISD
El Paso ISD El Paso ISD
APR Accreditation Jordan Ziemer, Ph.D.
Anne Marie Espinoza Rebecca Villarreal, APR Kim Cathey LaVernia ISD
VP San Antonio New Braunfels ISD VP San Antonio
Uvalde CISD Floresville CISD Hanna Chalmers
TSAS/TASB Fall Conference Angleton ISD
Rebeccca Villarreal, APR Resource Center Rebecca Villarreal, APR
VP At-Large 1 Lauren Loyless VP At-Large 1 Kenneth Dixon
New Braunfels ISD John Paul II High School New Braunfels Lubbock ISD
Kristyn Cathey Crisis Team Development Stephanie De Los Santos Courtney Sanguinetti
VP At-Large 2 Patti Pawlik-Perales VP At-Large 2 Lindale ISD
Port Arthur ISD Alamo Heights ISD HCDE
Jessica Johnston
Arianna Vazquez- Teller Emily Conklin, CPC Brenham ISD
Hernandez, APR, CPC Liza Rodriguez VP At-Large 3
VP At-Large 3 Canutillo ISD Highland Park ISD Stephanie Fretwell
Pharr-San Juan-Alamo ISD Amarillo ISD
8 9
or Conference at a Glance
Come see us f
SCHOOL Monday, Feb. 24, 2020 3:00 p.m. to 3:30 p.m. 2:00 p.m. to 3:00 p.m.
SUPPLIES!
“Tee” Time Break Concurrent Sessions
9 a.m. to 12:00 p.m. Sponsored by VLK Architects Various Locations
Executive Committee Meeting
Trinity 3:30 p.m. to 4:20 p.m. 3:00 p.m. to 3:30 p.m.
Job Alike Sessions “Hump Day Charcuterie” Break
12 p.m. to 5 p.m.
Various Locations Sponsored by Region 4 Print Center
Registration Open
stop by PROUD SPONSOR OF 1 p.m. to 4 p.m.
4:30 p.m. to 5:15 p.m.
19th Hole Sessions
3:30 p.m. to 4:15 p.m.
Counselors on Call
BOOTH #23 2020 TSPRA
Preconference Sessions
Various Locations
Various Locations
6:00 p.m. to 7:00 p.m.
Various Locations
IN THE EXHIBIT HALL CONFERENCE 2:15 p.m. to 2:45 p.m.
Preconference Break
Welcome Reception
4:15 p.m. to 5:00 p.m.
Regional Meetings
Sponsored by Blackboard
to learn more about it! LANYARDS! Monday Meatball Scramble Hill Country Pavilion
Various Locations
5:30 p.m. to 7:30 p.m. 7:00 p.m. 6 p.m. to 7 p.m.
Meet and Greet Reception Evening on Your Own Star Awards Reception
Sponsored by WRA Architects and Client Dinners Brazos Ballroom Foyer
Jim Bob’s Lobby Lounge Sponsored by
Intrado SchoolMessenger
Wednesday, Feb. 26, 2020
Tuesday, Feb. 25, 2020 ATTIRE: Wear your favorite golf
7 p.m. to 9:30 p.m.
Star Awards Banquet
ATTIRE: Wear your district shirt or sports shirt & crazy socks Brazos Ballroom
PROSPER 2016 -2017
Sponsored by
7:45 a.m. to 8:45 a.m.
INDEPENDENT SCHOOL DISTRICT DISTRICT ACADEMIC CALENDAR
Intrado SchoolMessenger
C614-2
July 2016
Su Mo Tu We Th Fr Sa
Important Dates January 2017
Su Mo Tu We Th Fr Sa INTRADO
Exhibitor Viewing
1 2 Aug. 22 ..................................................................................... First Day of School 1 2 3 4 5 6 7
3 4 5 6 7 8 9 Aug. 22 - Oct. 14 .................................................................................... 1st 9 Weeks 8 9 10 11 12 13 14
10 11 12 13 14 15 16 Sept. 5 ....................................................................................................... Labor Day 15 16 17 18 19 20 21
Oct. 10 .............................................................................................. Columbus Day
SCHOOLMESSENGER DAY
17 18 19 20 21 22 23 22 23 24 25 26 27 28
24 25 26 27 28 29 30 Oct. 17 - Dec. 16 .................................................................................. 2nd 9 Weeks 29 30 31
31 Oct. 21-24 .............................................................. Student Holiday / Prof. Dev.
Bank
August 2016
Nov. 21-25 ..............................................................................Thanksgiving Break
February 2017 Special Thanks to Benchmark
Dec. 16 ..................................................................................................Early Release for Students and Parents
Su Mo Tu We Th Fr Sa
1 2 3 4 5 6
Dec. 19-30 ........................................................................................... Winter Break Su Mo Tu We Th Fr Sa
1 2 3 4
for Donating our Hanging Tags
Jan. 2 ........................................................................Student Holiday / Prof. Dev.
Calendar Backpack Student Pick
7 8 9 10 11 12 13 5 6 7 8 9 10 11
She’ll keep
9:30 p.m. to 11 p.m.
14 15 16 17 18 19 20
Jan. 3 - March 3 .................................................................................... 3rd 9 Weeks 12 13 14 15 16 17 18
21 22 23 24 25 26 27
Jan. 16 ........................................................................ Martin Luther King, Jr. Day 19 20 21 22 23 24 25
Feb. 17 .................................................................... Student Holiday / Prof. Dev.
28 29 30 31
Feb. 20 ......................................................................Bad Weather Make-Up Day
26 27 28
growing.
LET’S HELP
WA LKE R
September 2016 March 6-10 .......................................................................................... Spring Break March 2017
Su Mo Tu We Th Fr Sa March 13 - June 2 ............................................................................... 4th 9 Weeks Su Mo Tu We Th Fr Sa
HER GROW
1 2 3 April 14 .................................................................................................. Good Friday 1 2 3 4
8:30 a.m. to 5:30 p.m. Celebration Event
4 5 6 7 8 9 10 April 17 .....................................................................Bad Weather Make-Up Day 5 6 7 8 9 10 11
TO UNDERSTAND
11 12 13 14 15 16 17 May 15 .....................................................................Student Holiday / Prof. Dev. 12 13 14 15 16 17 18
STA
18 19 20 21 22 23 24 19 20 21 22 23 24 25
TIO N
May 26 ......................................................................Bad Weather Make-Up Day
Magnets Tags Up Tags
25 26 27 28 29 30 May 29 ............................................................................................... Memorial Day 26 27 28 29 30 31
8:00 a.m. to 5 p.m.
October 2016 June 2 ........................................................... Last Day of School / Early Release April 2017
Su Mo Tu We Th Fr Sa Su Mo Tu We Th Fr Sa
Contact Information
Registration Open
1 1
ELEMENTARY
2 3 4 5 6 7 8 Administration Rucker Elementary 2 3 4 5 6 7 8
500
9 10 11 12 13 14 15 Main: 469.219.2000 Main: 469.219.2100 9 10 11 12 13 14 15
Hill Country Pavilion
16 17 18 19 20 21 22
Baker Elementary Attendance: 469.219.2101 16 17 18 19 20 21 22
23 24 25 26 27 28 29 23 24 25 26 27 28 29
Main: 469.219.2120
Registration Open
Windsong Ranch Elementary
2019-2020
30 31 30
Attendance: 469.219.2121 Main: 469-219.2220
November 2016 Attendance: 469.219.2221 May 2017
Su Mo Tu We Th Fr Sa Cockrell Elementary Su Mo Tu We Th Fr Sa
Main: 469.219.2130
“Grab-n-Go” Breakfast
1 2 3 4 5 Rogers MS 1 2 3 4 5 6
6 7 8 9 10 11 12 Attendance: 469.219.2131
Main: 469.219.2150 7 8 9 10 11 12 13
13 14 15 16 17 18 19 Folsom Elementary Attendance: 469.219.2151 14 15 16 17 18 19 20
Sponsored by
20 21 22 23 24 25 26 21 22 23 24 25 26 27
Main: 469.219.2110
27 28 29 30 Reynolds MS 28 29 30 31
Attendance: 469.219.2111
December 2016 Main: 469.219.2165 June 2017
Hughes Elementary Attendance: 469.219.2166
Su Mo Tu We Th Fr Sa Su Mo Tu We Th Fr Sa
1 2 3
Main: 469.219.2230 1 2 3
Prosper HS
Sponsored by Smore
4 5 6 7 8 9 10 Attendance: 469.219.2231 4 5 6 7 8 9 10
11 12 13 14 15 16 17
Main: 469.219.2180 11 12 13 14 15 16 17
Light Farms Elementary Attendance: 469.219.2181
18 19 20 21 22 23 24 18 19 20 21 22 23 24
Intrado SchoolMessenger
Main: 469.219.2140
26 27 28 29 30
proud to partner
25 31 25 26 27 28 29 30
Attendance: 469.219.2141
EANES Parents: We’re
Nine Weeks Begin/End Holiday Early Release Bad Weather Make-Up Day Staff Development / Student Holiday in teaching
with you and our schools
By your side, for primary care.
Visit us in Prosper for:
• Well-child exams
®
the value of spending,
For more information,
saving and giving.
please visit us at 3811
Bee Cave Rd. or
.COM
8:15 a.m. to 9 a.m.
BENCHMAR KBANK
Exhibitor Viewing
• Immunizations
• Sick Visits
• On-site lab
• After-hours nurse advice line NMLS# 403379
STUDENT
PICK UP 8:45 a.m. to 10:45 a.m.
Thursday, Feb. 27, 2020
Learn more at childrens.com/prosper
or call 469-488-4900
321 Preston Rd., Suite C
Prosper, TX 75078
© The Walraven Co. • 800-442-4748 • www.walravenco.com
First General Session
8:30 a.m. to 10:15 a.m.
Brazos Ballroom
Take Home Lanyards for ID Badges Keynote Sponsored by H-E-B
Roundtables ATTIRE: Wear your conference
Sponsored by K12 Insight t-shirt
Folders Brazos Ballroom
10:45 a.m. to 11:15 a.m.
Designated Vendor Viewing and 8:00 a.m. to 12:00 p.m.
10:15 a.m. to 10:45 a.m.
Caffeinated Connections Registration Open
Designated Vendor Viewing and
Caffeinated Connections
11:15 a.m. to 12:15 p.m. 9:00 a.m. to 10:00 a.m.
High School Concurrent Sessions Breakfast Buffet
10:45 a.m. to 11:45 a.m.
Brazos Ballroom
Parking Tags Various Locations Concurrent Sessions
Various Locations
Library Bags 12:15 p.m. to 2:00 p.m. 10:00 a.m. to 10:45 a.m.
Lunch on Your Own General Membership Meeting
11:45 a.m. to 1:45 p.m.
Brazos Ballroom
Presidents Luncheon “Master Style”
2:00 p.m. to 3:00 p.m. Sponsored by Intrado SchoolMessenger 10:45 a.m. to 12:00 p.m.
Concurrent Sessions Brazos Ballroom Networking, connections and
5207 McKinney Ave, Suite 14 www.walravenco.com Various Locations
(214) 628-4905 evaluations
Dallas, TX 75205 erin@walravenco.com
10 11YOUR ALUMNI RELATIONS Proud Supporter Preconference is a great time to dive deep into a
PROGRAM. DONE. of TSPRA Preconference concentrated subject with your peers. Sessions
run on Monday, February 24, 1:00-4:00 p.m.
alumninations.com Put the APR in Your Rookie Boot Camp
tspra members get 25% off set up fees Professional Portfolio Brazos F
that’s $1,625 in savings! Rayburn Every PR professional needs some tools to help
Invest in yourself, invest in your career and navigate school communications. TSPRA Rookie
lumn
nal A i Ins National Alumni Institute coming start your path to becoming an APR during Boot Camp will provide you with some basic
NAI tools, tips and techniques to finding your way
Natio
titute
March ����! Stop by booth #� to this interactive session. Don’t let another year
through the day-to-day adventures we all face.
learn how the Institute can help pass without adding this credential to your
professional portfolio. During this session, you Get to know your fellow rookies and meet some
gag l you reach your alumni goals. will meet with an APR mentor to get a jump veterans who will help maximize your TSPRA
e, In spire, D eve TM
op
En
start on your portfolio project and learn what it experience. Presenters: Kim Hocott, Pearland
takes to earn this prestigious credential. The ISD, Barry Perez, Northside ISD, Ian Halperin,
session will provide you with a roadmap to Wylie ISD, Helen Williams, Greenville ISD,
earning your APR. Rebecca Villarreal, APR and Claudia Lemus-Campos, PSJA ISD
TSPRA APRs.
TCU: What Leaders Can Learn from
Mastering the Visual Code: Hurricanes: Crisis Communication and
ARCHITECTURE ENGINEERING INTERIORS The Building Blocks of Powerful Messages of Resilience
BOND PLANNING & COMMUNICATIONS Visual Storytelling San Jacinto
Connect@alumninations.com (920) 277-1241 Brazos G Hurricane Harvey not only battered the Texas
Austin | San Antonio www.oconnellrobertson.com Telling a compelling video story is dependent coast in 2017, but it also dumped several feet
on knowing a hidden visual language that has of rain across the Houston area. One school
been with us since early cinema days. The district in Fort Bend County, Texas, used a
discourse of resilience before, during, and after
Congratulations
language is ‘hidden’ because it is a visual
code embedded in every TV show, every the storm to position its community for renewal.
From this year-long academic case study about
to this Year’s
video message and every movie you have
ever watched. Although it is ever present, this the discourse of renewal, built with help from
the Fort Bend ISD communication team, find out
Scholarship Recipients
visual code is easy to overlook simply because
it is visual. Julie Jones, director of the National how public sector leaders can model resilience
Photographers Association’s (NPPA) News discourse. This model is one way to “round up”
Video Workshop, will introduce you to this crisis communication into more than warnings
language and show you how to harness it so and announcements. Also, in this interactive
you can build better stories from the concept session, attendees will work individually and in
all the way through to the last edit. groups on developing a storytelling map, for
finding the right voices in your district for every
School and District Marketing type of story. Jacqueline Lambiase, Ph.D., is
department chair and professor of strategic
Bootcamp: Strength, Speed, and communication at TCU in Fort Worth, TX. She
Flexibility all Year Long! directs the Certified Public Communicator
Program at TCU.
Jenny Davenport Matthew Jones Peyton Trawick Brazos E
Director of Human Communications Director of This three-hour workshop will flex your Golf
Resources & Public Specialist Communications marketing muscles and get you in shape for
Relations Castleberry ISD Godley ISD
any season! You’ll go through exercises and Golf Pro Shop
Santa Fe ISD
guides to maximize your website (regardless Golf is available on a first-come-first served
of where you’re at), plan small and large basis, with a total of no more than 32 players.
Thank you to this year's scholarship committee: campaigns, and work with what you’ve Meet at 12:15 p.m. to get your tee time at the
got to market all you have. Join us at the golf pro shop, which is located between the
Jana Williamson, Pampa ISD
Rena Thomas, DeSoto ISD
pre-conference starting line! Lisa Losasso parking garage and conference center across
Emily Conklin, CPC, Northwest ISD Jackson, Eleven Productions from the first hole of the Coore Crenshaw
Cliffside Course. Prior registration required.
12 132020 Partner in
One message.
2020 Media Award:
Public Education David Chancellor
Award:
Charles T. Doyle
David Chancellor is a true media
professional who has demonstrated
incredible integrity and dedication
One minute.
Charles T. “Chuck” Doyle, of Texas to showcasing all of the wonderful
First Bank, supports public school
students in multiple ways. One of
things taking place in Texas public Reaching everyone across your
schools.
his largest contributions is through community shouldn’t take more
He is an award-winning broadcast
a program that offers leadership
journalist at WOAI News 4 San than one minute. Blackboards
events to high school juniors
and seniors twice a school year. Antonio and graduate of Lee High Create Once, Publish everywhere
Because his program impacts five School in San Antonio. In the era
of school choice, David has chosen to take up the mission of
(C.O.P.E.) messaging helps you
independent school districts and seven high schools in Galveston
County, Doyle is the ideal partner in education. Since the Charles reminding our communities that having faith in our public schools is reach more people, more quickly,
T. Doyle Leadership Education and Development Series (LEADS) worth it and that our schools and teachers can be trusted to do what and across more channels. That
is best for every student.
was created, Doyle has pledged in excess of $200,000 to the means you’ll have more time to
TCISD Foundation for the Future to operate this program. Above For the past two years, every Monday during the school year David
and beyond that pledge, he and his wife annually give out multiple looks for the best stories in public education. His stories have spend doing the fun things - like
$1,000 scholarships to students who qualify and attend all four included a principal adopting a student, a father and daughter sharing the good stories from
leadership sessions while they are in high school. teaching at the same school, inclusion, CTE programs, partnerships
– you name it.
across your district!
Doyle, both personally and professionally, has been making a
significant contribution to student needs for many years in his David listens to those he interviews and always finds deeper
banking communities. The LEADS program is not the only education meaning in the stories they share. He has a special way of getting
program that Doyle supports. He is also a founding member of the to the heart of the story and drawing out the truth and emotion of
Independent Bankers Association of Texas Education Foundation, just what it means to be a student or a teacher in today’s public
which advocates for Financial Literacy in public schools, often in
conjunction with Junior Achievement. His leadership and vision are
education setting. His stories are set in San Antonio, but they speak
to the truth of public education across our state.
Learn more at blackboard.com/k12
indeed positively impacting children and the communities.
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The K-12 communications resource
you’ve been dreaming about is here.
No contracts or gimmicks. Just tailored solutions fit for you.
800-806-5656 | rhodesbranding.com
16 17KEYNOTE SPEAKER: ANNE GRADY
KEY COMMUNICATOR AWARD
RECIPIENT: CHARLES BUTT Concurrent Sessions
Tuesday, February 25 103
Staffing Your Superintendent and Leadership Teams
11:15 a.m.-12:15 p.m. Veronica Sopher, Fort Bend ISD; Tamra Spence & Troy
Gallow, Ed.D., Pflugerville ISD
100 CORPORATE SHOWCASE: K12 Insight Rio Grande
Creating an Exceptional Customer Experience - While we all cannot live in an episode of The West Wing, we
How to Listen Learn & Lead as A Superhero can learn a few lessons on how important communication is
Christine Wells, K12 Insight to leaders. Learn how two different communications leaders
support their superintendents, boards, and cabinet members.
Brazos G Presenting with Pflugerville ISD’s chief of staff, learn how to
What is good customer service? How can it go from good make your position and department indispensable during
to exceptional? What are the pitfalls that many people times of crises and how to become your superintendent’s right
experience when trying to deliver customer service? Find hand through messaging and sound advice.
out the answers to these and other important customer-service
questions during this taste of CX session. This interactive and
information-packed session will offer participants a chance to 104
explore what exceptional service looks like, practice skills to #didtheyreallyjustpostthat: Advising School Board
deliver exceptional service, and prepare to lead as a customer Members on Social Media and Battling Keyboard
service SUPERhero. Warriors
Anne Grady is not your typical motivational speaker. She is Charles Butt, chairman and CEO of H-E-B, is the recipient Kristin Zastoupil, Forney ISD; Ian Halperin, Wylie ISD;
Megan Overman, APR,CPC, Eagle Mountain-Saginaw;
a bestselling author, two-time TEDx speaker, trainer, survivor,
optimist, inspirer and a truth-bomb dropper.
of the association’s 2019 Key Communicator Award. Butt
receives this award in recognition of his work as a champion
101 Beth Trimble, CPC, Red Oak ISD
for public education. Over the years, he has greatly enhanced HS Journalism Network: CFISD’s Partnership with Colorado
Anne has a master’s degree in organizational communication the academic experience of thousands of students, teachers, Student Media
Twitter and Facebook are the Wild West when it comes to
and has spent the last 20 years working with some of the largest administrators, school boards and districts. Angel Verdejo & Abbie McIntosh, Cypress-Fairbanks ISD information. It’s wide open spaces with little policing, and the
organizations around the globe. Butt has developed several initiatives, including Raise Your never-ending threat of attack. Learn from four veteran school
Rayburn
Hand Texas, a non-profit advocacy organization that works to communications directors sharing their experiences, strategies
She has become known as a leading expert on communication, strengthen Texas public education. Butt committed $50 million In a district with 91 schools, 117,000+ students and 16,000+ and tactics for advising school board members on social
leadership, emotional intelligence and resilience, contributing in scholarships for high school students who commit to a employees, news and coverage opportunities are plentiful media posts, tackling negative social media, fake profiles,
to Harvard Business Review, Entrepreneur, Fast Company, Inc. career in teaching. for the CFISD communication department. Learn how the social media bullies and C.A.V.E. people (Citizens Against
Magazine, FOX Business and many more. team built the High School Journalism Network (HSJN) from Virtually Everything.) Whether you’re a one-person office, a
Created in 2002, the H-E-B Excellence in Education Award the ground up, partnering with 12 journalism departments to
Program is designed to honor outstanding public-school large department, a foundation or partnership program, we
Audiences love her raw honesty, edgy humor, authenticity, and offer writing, photography and press conference coverage have tips for how you can manage your social media. We’ll
insight. Anne shares inspiring personal stories, cutting edge, professionals and to thank them for their dedication and opportunities. Gather tips on how to launch your own district’s
commitment. Since its inception, the program has awarded cover what you can and cannot share and how to identify
research-based content, and implementation tools to transfer HSJN and enhance hyperlocal coverage of your campuses. your social media audience (bullies and fans), targeting
learning into real life to improve relationships, navigate change, more than $11 million in cash and grants.
them for positive online engagement and support in battling
and triumph over adversity. And she’ll make you laugh while she Butt has also committed millions of dollars to open a network of misinformation.
does it. Centers for Applied Science and Technology (CAST) schools 102
in Texas.
Podcasting: Reaching your Audience on the Move
In her first book, 52 Strategies for Life, Love & Work, Anne
provides practical strategies to improve relationships, increase
Finally, in 2017, Charles established The Holdsworth Center,
Justin Dearing, Carroll ISD; Erin McCann, CPC, Crandall ISD
105
investing $100 million to create a non-profit leadership institute
productivity and reduce stress. In her most recent book, Strong The Authentic YOU: How to Find Your Voice as a
Enough: Choosing Courage, Resilience and Triumph, Anne
for Texas public school administrators. The Center is named Brazos F Public Education Champion
after his mother, Mary Elizabeth Holdsworth, who taught school
draws from her personal life experiences that touch the hearts It’s the age of the commuter: How many parents in your Corey Ryan, Leander ISD
in the 1920s in Center Point, Texas.
and minds of audiences helping them use adversity as a district live in your community but work in others? Why not find
catalyst to grow “strong enough.”
Llano
new ways to reach them on their drive? Join two millennial
“35 Under 35s” to talk podcasting. Both Justin and Erin host We need strong advocates for students, districts, schools,
podcasts, personally and professionally. This interactive teachers, staff and communities. Strength comes by sharing
SPONSORED BY H-E-B SPONSORED BY INTRADO SCHOOLMESSENGER session will talk equipment, hosting and editing locations, your story. The messenger is just as important as the message.
metrics and how your district can use a podcast as a strategic Walk away with tips and tricks for tapping your personality
communication tactic to reach more of your audience. to improve your district’s community engagement and
messaging.
18 19 Continued on pg. 20Concurrent Sessions
106 Tuesday, February 25 113 117
West Texas Strong: How El Paso and Odessa 2:00 – 3:00 p.m. One-Person Departments: You CAN Manage a TRE Know Your Role: PR Crisis Planning 101
Collaborated to Cope with Tragedy
or a Bond Election by Leveraging Partnerships Kim Hocott, Pearland ISD; Rebecca Villarreal, APR, New
Gustavo Reveles & Melissa Martinez, CPC, El Paso ISD; Braunfels ISD
Emily White, Communications Director and Doug
Mike Adkins, Ector County ISD 110 CORPORATE SHOWCASE: Blackboard
Williams, Superintendent, Sunnyvale ISD & Michael Llano
Brazos E Taming Your Wild, Wild Website Holmberg, WRA Architects From proactive tips for crisis communications to working
After the shooting tragedies in El Paso and Odessa this Michelle DoPorto, Birdville ISD; Doug Bellamy, Wylie with emergency management personnel, attendees will learn
summer, El Paso and Ector County ISDs relied on each other ISD; Casey Bain, Little Elm ISD Trinity the basics of a district PIO’s role in a crisis. Hear first-hand
to share best practices and messaging strategies to help their Rio Grande One-person departments have a unique set of challenges on testimonials related to school shootings and health-related
students, employees and communities. Learn how, by working any given day. However, when the district decides to call a school crises. Leave this session with helpful tips for training
together, these two districts 280 miles apart worked together to Your website is the first place your community goes for news, bond election or a tax ratification election, work can become opportunities, creating a Go Kit, messaging ideas and building
be #WestTexasStrong. updates, and information about your schools, but is it making even more challenging. Learn how to balance the duties of a ROK Box. You’ll be ready to follow the Boy Scout Motto: Be
a good impression? Whether you’re just starting out, or you’re your one-person department by collaborating with partners Prepared!
giving your site a face-lift, making the most of your web who understand and have an interest in your district.
107 community can seem like a daunting task. These seasoned
PR Life Lessons: What You Don’t Know Might Hurt You
webmasters will share a few simple tips and tricks that will 118
Timothy Carroll, APR, Allen ISD
make the process easier and more manageable. You’ll leave
with amazing insights and be prepared to make your website a
114 Has Your Social Media Campaign Become Anti-
powerful tool for engaging your community. “Sparking” Creativity with Adobe Social?
Trinity
Deborah Silliman, San Antonio ISD Jasmin Nguyen & Justin Elbert, Klein ISD
There are some things you just can’t learn in school. The
Brazos G San Jacinto
presenter will touch on many of them in this quick paced
and informative session. He will share PR experiences from
111 It’s time to take a hard look at what we’re doing on social
Want to learn how to make your next story really pop? Learn
40 years in the business and lessons learned that we can Production 101: Creating a Video Symphony Out of how to wed photos and words together using Adobe Spark! media. Are we using it to further our district vision or are we
all benefit from. Topics such as the crush of national news Your One-Man Band Production This presentation will teach participants how to create a just throwing content at the “wall?” In this session, we’ll discuss
coverage, the tragic death of a student(s), the revolving door Charles “Bubba” Willis, Forney ISD; Rhett Schwartzkopf, webpage featuring photos, text, and videos using Adobe’s ways to make our social media more social by engaging our
of superintendents, the explosion and implosion of social Northwest ISD; and Kris Hill, Eagle Mountain-Saginaw ISD user-friendly, web-based application. NOTE: Adobe Spark is followers with two-way communication and posts that they will
media in public education, school lunch nightmares and many not a free service. care about and that will resonate with them.
Colorado
more. We will discuss the good, the bad and the ugly of the
school PR business. Scriptwriting, People Finding, Lighting, Shooting, Editing,
Creating —You do it all by yourself, but the viewers don’t 115 119
have to know that! This session is aimed at the new-to-video A Story is Like an Onion
108 members. Finding the Me in Moments
Cecelia Jones, CPC & Casey Bain, Little Elm ISD
50 Shades of Grants & Giving: Talk Shop with This whirlwind session will offer simple tips to creating polished Patti Pawlik-Perales & Rosalinda Montero, Alamo
Education Foundation Staffers Across the State videos. Some topics we will cover are scripting, lighting,
Brazos F Heights ISD
Facilitator: Emily Conklin, CPC, Highland Park ISD framing, editing, color tricks and templates. Each of us has meaningful and memorable stories happening Houston
at our campuses. But the trick is how to find and unbundle
Panel: Courtney Sanguinetti, Lindale ISD; Alyssa As communications leaders, we are always focused on
Edstrom, Northwest ISD; Maya Bethany Golden, 1 in 3 them. Unbundling a story is like peeling an onion. As you peel
others! Crafting and creating that heartfelt story—connecting
Foundation 112 the layers away, a fresh layer is revealed. We all craft stories
this reporter with that great kid—writing, photographing,
about the everyday happenings, but with a little bit of curiosity,
Houston Maximizing Partnerships in Special Events you can find a fresh and amazing story to tell. See how you
videotaping, tweeting and posting the stories that share who
we are as a school district. It is fabulously inspiring, creative
From grants to giving, join us for a panel discussion with Lauri Anzaldua, Bastrop ISD; Cassandra Balderas, Hutto can hit the refresh on the commonly asked “Who, What, When,
ISD and... exhausting. We will discuss how to do it all while living a
education foundation staff members across the state. Bring Where and Why” questions.
balanced personal and professional life.
your questions, best practices, and let’s dive in for an hour of Rayburn
brainstorming and sharing with colleagues about what works in
today’s foundation offices.
Do you want to make your special event engaging and useful 116
for your students and families? During this session we will
Managing Your District’s Reputation Through CORPORATE SHOWCASES
talk about how to make and keep the connection between Customer Experience, Environment and Engagement
109 your community partners and the school district. We will take
Danielle Clark, APR & Stephanie DeLos Santos, Harris These are sessions held by elite level sponsors. Each
a closer look at three events in particular – hosting a Back to session will have a door prize drawing for $50 H-E-B and
Visual Strategizing School Bash, running a smooth Stuff the Bus campaign and
County ISD
$50 Amazon gift cards. Must be present to win.
Julie Jones, University of Oklahoma Professor providing resources for families with a Winter Blast. Brazos E
San Jacinto Reputation management is the new buzzword in
communications, but schools and districts are uniquely
Creating strong visual messages for your organization is
primed to manage this often-nebulous concept. By seeing
dependent upon understanding the reason you are telling that
your reputation through the lens of the customer experience,
message in the first place. Julie Jones, award winning video
environment and engagement, you will gain insight into
journalist, will teach you how to recognize the purpose of your
how stakeholders view your organization and how you can
message and story structures that will help make the message
refine processes and solutions to provide big results for your
clear and compelling to your audience.
district’s reputation.
20 21Job-Alike Sessions 19th Hole Sponsored Sessions
DESCRIPTION: An opportunity to dedicate time to
networking with TSPRAns sharing the same job. The
discussion will be determined by the needs of the group.
Tuesday, February 25 Community Partnerships/EFs
Courtney Sanguinetti, Lindale ISD, Claudia McWhorter,
Tuesday, February 25 Finalsite
Trinity
our interactive discussion. Attendees
will leave with information for further
exploration into cultural competency
3:30-4:20 p.m. Eanes ISD 4:30-5:15 p.m. and tested communication practices
Whine and Websites
Rayburn that keep schools relevant and
Have an obstacle setting you back in connected with communities and
Department Heads *** Blackboard
Arianna Vazquez-Hernandez, APR, CPC, PSJA ISD
Other Duties as Assigned Rio Grande
2020? Come collaborate, network (and
even complain a little) with like-minded
families. Come join Parentsquare
and Stephen Nichols, former NSPRA
Kristyn Cathey, Port Arthur ISD, Lara Robertson, Waco ISD professionals to learn fresh ideas. Beverages VP of Diversity Engagement, in this
Llano Come Sip and Dance with
Trinity and light appetizers will be served. interactive discussion.
Blackboard
One person offices* Marketing/Advertising
John Doornbos, Director of Sales, Public
School Division, Nathan Buhl, Educational
Stephen Nichols, MBA, APR, Chief
The best part of any conference Executive Officer, Communication
Kim Cathy, Floresville ISD, Erin McCann, CPC, Crandall ISD Jerry Cantu, CPC, Northwest ISD is meeting with friends and Sales Consultant
Resources for Schools
Brazos E colleagues. Come meet with other
Brazos G
Blackboard users and get their insights
on how to connect effectively with your Huckabee Six Crickets
EMP Show and Tell** Charter Schools entire community. We’ll provide the Brazos G
(Continue to 19th hole) Kaan Camuz, Houston Harmony space and the beverages; you bring Houston
Kenneth Dixon, Lubbock ISD Houston the conversation. And to help you Cheers to Communications How to Close the Equity and
prepare for all the nights events we’ll
Brazos F Join your TSPRA friends for complimentary Quality Gap in After-School
have a dance instructor there to teach
ESCs us a new move or two! beverages and learn more about Huckabee Programs
Webmasters Jennifer Marshall Higgins, CPC, ESC Region 12
Communications services. They’re your
trusted partner for strategic public relations Parents work 2000 hours and students
Lindsey Fishback, Regional Vice
Jessica Johnston, Brenham ISD San Jacinto President, Adam Dolan, Strategic campaigns, branding, marketing, crisis are in school for just 1000 hours. So,
after-school and summertime are
Colorado Accounts Director, Chris Northington, communications and election services.
half of the story of K-12 education.
One-person office topics* EMP’s** Account Executive, Michelle Thompson, Suzanne Marchman, Director of Client While most schools have before/after
Graphic Designers • Find the talent that exists in your district • Bring your productions to show,
Account Executive, Chantal Alaniz,
Client Success Manager, Jeff Windsor,
Communications (Central Texas); Megan care services, enrichment (such as
Smith, Director of Client Communications coding, robotics, art, drama, carpentry,
Claudia Rodriguez, Laredo ISD • Making the work matter – when it is OK share and tell (session extends
Head Solutions Engineer
until 5:15) (Houston); Grant Van Hoose, Digital Media cooking, chess) is an area we’ve
Rio Grande to say, “NO”
Specialist; Lesley Weaver, Director of Client seen significant equity and quality
• Networking like crazy
Communications (DFW) gap. In this session, we showcase
• Department Head ***
Don’t be afraid to specialize and invest
in your future Broadnet how successful, pioneering districts
• Bring Department Organizational Llano like Leander Independent School
Charts Intrado District have partnered with community
How to Effectively Engage Your
Community Through Virtual Town
SchoolMessenger partners and use creative fund-
raising approaches to bring the best
Halls Colorado enrichment to every child.
School Safety Revolution
SAVE THE DATE Learn how districts are using Access
Live to include all of their parents and FACT: >90% of 9-1-1 calls go through
Dr. Helen Wang, 6crickets & Corey
Ryan and Shannon Lombardo from
staff in live, moderated conversations Intrado. FACT: >50% of schools use Leander ISD
– no matter where they are, or what SchoolMessenger. Learn how we’re
device they are using. combining those facts to bring a
Mike Davis, Executive Vice President revolutionary new school safety product to Thoughtexchange
San Jacinto
TSPRA ANNUAL & Lauren Templin, Business and Client
Development Manager
market.
Steven W. Anderson, Director of Solutions Bring People Together
CONFERENCE Engineering; AJ Morgan, Director of
Marketing and Communications We know you’ve had a full day,
EMP come by and have a beverage and
2021 Brazos F
some appetizers. This is simply an
opportunity to chat with your peers
ParentSquare and meet new people, including the
EMP Film Festival Brazos E Thoughtexchange team.
The session is an extension of the job-
Denton Embassy Suites alike session for EMPs. Bring your best
Parentsquare Presents- Expanding
Laura Milne, Account Executive
productions on a flash drive and be the Scope: A Conversation about Colin Doherty, Account Manager
Communication & Equity in America’s
February 22-25, 2021 prepared to participate in the popular
“video show and tell.” Public Schools
John Scroggie, Sales Development
Representative
Kenneth Dixon, Coordinator, Lubbock Schools in America have recently
ISD-TV experienced a series of challenges related
to diversity and equity issues, and this
tspra.org session is designed with them as context for
22 23Take a quick look at some vital timely topics during this high-energy,
Roundtables
fast-paced learning opportunity with industry experts. Choose four of
these 20-minute sessions, which will run on a first-come-first-served
basis. Wednesday, February 26, 8:30-10:15 a.m. Brazos Ballroom
1. 20 Ways to Engage Your 6. As Important as Textbooks: 11. Avoiding Burnout 15. Why TSPRA Leadership? 20. Bond Elections: 5 Years, 4 Bonds 25. 5 Tips to Simplify and
District and Community Discover the Missing Ingredient Danielle Clark, APR, Harris County Kristin Zastoupil, Forney ISD; Susan Ard, CPC, Cleveland ISD Improve Your Email Newsletters
Stakeholders in 2020 that will Keep Families from Department of Education Veronica Castillon, APR, Laredo Five years. Four bonds. Check out John Doornbos & Claudia
Jessica Johnston, Brenham ISD Leaving Your Schools School PR is tough. But you don’t have ISD; Monica Faulkenberry, APR, information, steps, and share ideas that McWhorter, Finalsite/Eanes
Tina Shanks, K12 Insight to sacrifice yourself for the job. Chat Northside ISD; Melissa Tortoricci, will help in a successful bond election. Westlake ISD
Learn how to engage a diverse
community immediately to break down
with a 20-year veteran about signs, Texas City ISD Tried-and-true tips for saving time
New research says building trust is priority recovery and boundaries.
barriers, change public perception, and No. 1 for school leaders. Yet, few have the TSPRA is a strong organization 21. No Google Translate Here! and improving the district’s email
build a community of supporters. confidence to do this work. Find out why. because of its membership and CFISD English & Spanish newsletters. You’ll learn tips for ideal
12. Emotional Intelligence & leadership. See why you should
Website
timing, layout, subject lines, why
Leadership: Crowdsourcing consider a leadership role in TSPRA planning for mobile is important, and
2. Uncovering a Community’s 7. Hiring a Full-Time Parent as a and how it can positively impact your Jennifer Ongoco & Rosario more.
Dark Past - The Discovery of the School Administrator Insight and Cultivating career. Meehan, Cypress-Fairbanks ISD
Sugar Land 95 Cecelia Jones, CPC , Little Elm Ownership with Staff, Students
Learn how the digital content 26. Moments Matter and Have
Veronica Sopher & Amanda Bubela, ISD & Community 16. Keep and Grow Engaged coordinator and the Spanish translator Lasting impact - Learn How to
Fort Bend ISD You want to be the best at your job and Laura Milne & Colin Doherty, Volunteers work together to offer a mirror-image Influence Them
How Fort Bend ISD navigated the legal, family life. Find out how this mother for Thoughtexchange Patrick Hicks, VolunteerNow
website in English & Spanish to the
four balances appointments, soccer, CFISD community. Amy Jones, O’Connell Robertson
political and moral landscape to reinter Thoughtexchange is a tool that
the remains of 95 individuals whose dance and work, while keeping her Prevent volunteer burnout, learn Want to create loyalty and increase
supports emotional intelligence,
remains were discovered during the sanity.
inclusion, and well-being by helping
effective ways to approach volunteer 22. From Must-Haves to What’s tenure among staff, teachers, and
recruitment, and understand how administrators? Learn how moments
construction of their newest school. leaders align their staff, students, Next - 20 Minutes to Improve
8. Build Your Ballot! and community and cultivate broad
leadership impacts volunteer matter and what you can do to
ownership of district culture.
recruitment and retention. Your E-newsletter. influence experiences.
3. The Ultimate Power Couple: Laura Yeager, Texas Educators
Pat Hawn, MarketVolt
Marketing and Communications Vote 27. You’re Always Trying to Win
13. Everything You’ve Wanted to 17. Great Things are Happening Your newsletter need a revamp?
Lisa Losasso Jackson, 11 Learn how to use TEV and LWVTX non-
Know About the APR in YOUR Texas Public School Parents aren’t paying attention? We’ll Megan Smith, Suzanne Marchman
Productions partisan tools to build your ballot (and
teach staff and colleagues) without Jennifer Storm, Friends of Texas cram as many tips and tricks as & Lesley Weaver, Huckabee
Rebecca Villarreal, APR, New possible to help elevate your email
Learn how to maximize marketing efforts, getting into political trouble! Public Schools When should you start ramping up
implement succinct plans, and tap some Braunfels ISD & Angela Duitch, newsletter!
for an election? If you’re asking, then
hidden gems. Session includes at-a- APR, Tyler ISD Learn about the Marketing Toolkit
you’re too late. You should always be
glance checklists, a planning guide, and 9. Taking a Marketing Campaign included with Friends of Texas Public
23. Communications Staff
Thinking about earning your vying for community support. The time
examples for inspiration. from the Foundation to the Accreditation in Public Relations (APR),
School Membership and get tips
are Parents Too! How to to get started is now.
on how to market the great things
Building but didn’t know who to ask? Here’s your happening in your school! Balance Being a Parent and
4. Get Schooled - How We Used Nikita Russell, Ed. D, Derrick
chance to talk with a few APRs about
Communications Professional in 28. Digital Marketing in a
the process and the benefits of earning
“Takeover” Style Social Media to Thompson & Chelsea Davis, your accreditation. 18. Saving Time While Making a Your District Competitive Landscape
Engage Stakeholders Everman ISD Difference Christopher Ammon, Graham
Amanda Simpson, Coppell ISD
Brittany Blanchard & Laurin Participants will learn about time 14. Parent Engagement: Work Frank Ciraci, Peachjar Digital
Discuss how communications
Moore, Angleton ISD management, collaboration, community
Smarter Not Harder professionals, who are also active Discuss the digital marketing
partnerships, and how to develop a It’s hard to find a work/life balance
Angleton ISD’s new series – Let’s Get marketing campaign. Ryan Ta, ParentSquare when you’re overloaded. Learn how to parents in the district for which they opportunities in a competitive
Schooled – invites the community into save time while feeling good about the work, can balance their roles to ensure landscape where grabbing parents’
our classrooms as we tweet, post and We all know that parent engagement work you’re putting in. they remain respected professionals. attention has become vital.This will
Instagram at one campus from the 10. Equity in Communications - can be complex and difficult. include highlighting platforms like
tardy bell to dismissal. Reaching ALL Parents Learn how to streamline all your
24. 7 Tips for More Effective
Google, Facebook & Snapchat.
communication tools and reach your 19. Managing Your Marketing/
Hillary Berman, Alboum Translation diverse parent population. Communication Team Using Videos on Social Media 29. Print in a Digital World
5. Certified Public Communicator Services Wrike Jake Sturgis & Benji Perez Chelsea Ceballos, Megan Parman
Certification, CPC, Oftentimes, parents of ESL learners David DelToro & Kristi Hernandez, Gonzalez, Captivate Media + & Nicole Shepard, Klein ISD
Erin McCann & Jerry Cantu, CPC, don’t speak English at all. Learn how Consulting
Region 4 ESC
Northwest ISD to use translation to empower your It’s time to make print a central part of
district to reach students and parents in Looking to manage your marketing and How do you create video content your communication again. Learn how
Learn how TCU’s Certified Public diverse communities. communication team’s activities in a that cuts through the clutter on social to hyper-target your community using
Communicator program helps you more effective way? Learn how Region media? Learn seven tips on how to print ads in local newspapers and tax
create a communications plan for your 4 ESC uses Wrike, an online project create thumb-stopping video content. letters.
district and earn a certification. management system.
24 25 Continued on pg. 26Roundtables
30. Who’s Telling Your Story? 35. One Communications Plan 40. Too Many Apps:
Chris Yee, Frankie Hill, Teddy for Every Generation of Your Simplifying School-to-Home
Gabbart, Mike Palmer, Gabbart Alumni Communications
Communications Jim Burgraff & Alex Burgraff, Steven W. Anderson, Intrado
How do we tell our stories, influence the Alumni Nations SchoolMessenger
narrative and create positive change? Creating a manageable There are so many ways and apps that
communications plan that resonates are at our disposal to communicate with
31. So, You Want to Podcast with every alum – from the Class of parents and communities. Learn how to
1960 to the Class of 2020. manage it all.
Steven Offield & Renae Murphy,
Rockwall ISD
36. Creating Equitable Schools 41. Behind the Scenes: The
Learn the ins and outs of creating a Making of a Documentary Series
high-quality podcast, including how Steven Ostler, Blackboard, Inc.
to make one on a shoe-string budget. Discuss how schools today face Tiara Richard & Lari Barager,
Learn about equipment, software, challenges in providing equitable Duncanville ISD
recording and editing and more. learning experiences. Share and learn
Do you have a topic powerful enough to
from your peers on how to overcome
capture your audience and keep them
32. Is Free Parent Engagement these challenges.
coming back week after week? Learn
Costing You Serious Money, the ins and outs of a documentary
Effort and Grief? Learn How to 37. One Stop Video Solution series.
Manage the Input You Get and Lisa Harmison, MyVRSpot; Doug
Ballamy, Wylie ISD 42. Leadership, Innovation,
Get the Input You Need
Benefits of one platform for all video
Work-Life Balance
Kevin Lyons, FlashVote
needs: from storage to creating, Dane Dellenbach & Jonathan
From meetings, to emails, to social editing, streaming, sharing and Rivera, Smore
media to online engagement and captioning (live/video). No ads or
surveys, there are a lot more ways for suggested videos – ever! Find more meaning in your work and
parents (and others) to give input to reduce the stress by stepping back
school districts. Learn what’s best for from the minutia, owning your work and
you. 38. Social Media and School putting focus on the things that matter
Bond Elections: An Examination most.
33. Going Live: How a Small of how Facebook Engagement
School District has Leveraged Influenced Election Results. 43. Micro-Casting (Short-form
the Power of Facebook Live Lauren Loyless, John Paul II High Storytelling)
Phil Campbell & Samantha School Scott JuVette, Fort Worth ISD
Williams, Bonneville Joint School Learn how with the rise of social media, Our attention span is :08 seconds.
District 93 in particular, Facebook, districts are Discuss how to hook your audience
From fall carnivals to multicamera using various social media platforms to with high quality, beautiful, timely, and
live streams, this two-person team engage with citizens on bond elections. most importantly, relevant platform-
has found a way to connect with specific content.
their community without breaking the 39. They are Taking Over the
budget. 44. How to Navigate New
Ship! It’s not Mutiny, it’s a
Election Codes Made by Senate
Revolution
34. Back to School Bill 30
Cheryal Loosmore, Lake Travis
Communication: Simple, Tammy Kuykendall, edVANTAGE
ISD; Matt Mitchell, Leander ISD
Streamlined, and Sensational! The complexity of new election laws will
When staff and students takeover
Charlene LaFerriere, Charles Field your social media channels, it can
significantly impact a district’s ability
& Kathryn Lagden, TeacherLists to successfully pass bonds for at least
revolutionize social media messaging
the next four election cycles. We’ll
How to effectively use communication engagement. Learn dos, don’ts and
cover the changes and share thoughts
channels to reach, engage, and best practices.
around specific strategies districts will
wow parents at back to school time. need to consider when planning for a
Tips and tricks to keep it fun and bond.
informative!
26 27You can also read
