2023 TSPRA SCHOLARSHIP WINNERS

Congratulations to our 2023 TSPRA Scholarship Winners. These four have been awarded three-day conference registration, a pre-conference session, and a Star Awards Banquet ticket, three-night hotel stay and reimbursement for travel expenses.

WE APPRECIATE OUR PROFESSIONAL AWARDS SPONSORS

Tuesday Concurrent Sessions

TUESDAY, FEBRUARY 21 | 11 A.M. TO NOON

Pr

Squad 2.0

Texas Ballroom G, 2nd Floor

COVID-19 may have set our goals back but PR Squad is back and better than ever. Join us for a revamp of our Squad Goals presentation in 2020 and learn how we utilize our PR Squads in a post-COVID-19 landscape. We will teach you not only how to engage with your campus PR liaisons, but also get buy in to expand your program for the future.

Chelsea Ceballos | Director of Communications | Klein ISD

Jasmine Nguyen | Communications Manager | Klein ISD

Terencia Lee | Multimedia Content Specialist | Klein ISD

Jessica Williams | Multimedia Content Specialist | Klein ISD

Marlon Torres | Multimedia Content Specialist | Klein ISD

The MAGIC of Getting Them in the Door: Recruitment Marketing

Texas Ballroom H, 2nd Floor

It takes more than a MAGIC wand (although you’ll get one) to make the hiring process easier. We have creative tricks to fill your open positions quickly, with less hassle and fewer headaches. Learn more about target marketing, saving time through automation, winning the first impression, and the importance of sharing your district’s culture. Welcome to The Magic Show for recruiting!

Jennifer Hines, CPC | Chief Communications Officer | Tyler ISD

Skyler Hefley | Social Media Strategy Specialist | Tyler ISD

Angela Duitch, APR | Multimedia Content Facilitator | Tyler ISD

Using Strategic Marketing to Recruit Gen Z Teachers

Texas Ballroom I, 2nd Floor

Much of the teacher recruitment going forward will come from the Generation Z workforce, which is approaching the largest in the country. Districts need to be prepared for their presence and be prepared to recruit from this talent pool. Understanding Generation Z will make it easier to build a strategic plan to recruit new teachers. School Districts need to take a new approach in planning and executing recruitment going forward. Just showing up to job fairs is not enough. Come learn how Jason’s district used dynamic marketing techniques to reach this unique generation and double our teacher applications.

Jason Wheeler, CPC | Director of Communications | Garland ISD

CORPORATE SHOWCASE - SCHOOLMESSENGER

Parents Just Don’t Understand: 5 Tips to Make Better Connections

Texas Ballroom J, 2nd Floor

School districts need to connect with parents on many channels and in many different languages. Luckily there are plenty of ways to improve school-to-home communications, no matter what language a parent speaks. School communications expert, author, and former educator and Educational Twitterer of the year, Steven Anderson, will share 5 tips to improve your school-to-home communications today.

Steven W. Anderson | SchoolMessenger

Bring Students to YOU! Lead Pages, Magnets, and Community Marketing

Sundance 1, 3rd Floor

What if you could use one page of your website that pulls people to YOU, captures your best features, and works 24/7 for enrollment? A lead page is powerful, easy to create, and use. No matter what website platform you have, all districts will benefit from a lead page. We’ll show you how to use them in community groups, digital marketing, and social media ads. A lead page will work tirelessly for YOU!

Lisa Losasso Jackson | Founder | 11 Productions/Public School Marketing Services

Veronica V. Sopher | Chief Communications Officer | Fort Bend ISD

Magic Marketing with Minimal Media

Sundance 2, 3rd Floor

Promoting your school district’s great achievements is essential in creating a feeling of pride, success, and accomplishment within your district, community, and beyond. Enhance your communication for celebrating these achievements through video! You do not need high-cost filming equipment or complicated programs. This session will teach you how to produce and publish creative videos with few devices and easy-to-use free or low-cost programs. It’s magic marketing with minimal media!

Kim Pagach | Retired Director of Communications

There’s a Reason Why Airlines Tell Us to Put Our Masks on First!

Sundance 3, 3rd Floor

Previous to COVID, the rhythm of our work was bursts of crisis followed by seasons of “a normal pace.” Now it seems we have extended seasons of crises with a few bursts of calm. Our Code of Ethics reminds us of who and how we are to be in our work as we serve our school districts. However, when our wellness self is not in a state of balance, making decisions that are in the best interest of others can sometimes be a challenge and be in conflict with our ethics. This session will introduce you to the workings of our brain and provide an opportunity for you to explore the spaces that might need renewal.

Mary Libby | Director of Counseling | Northside ISD

Monica Faulkenbery, APR, Assistant Director of Communications, Northside ISD

Booming Enrollment, Big Bonds, and a Billion Dollars, Oh, My!

Sundance 4, 3rd Floor

Districts facing bond elections are having a more difficult time generating support due to many reasons, including inflation, community distrust, the pandemic, activist groups, legislation, and more. Forney ISD successfully passed a $623 million bond in November 2019 by 73%, and a $1.29 BILLION bond in May 2022 by 66%. We’ll share with you how we overcame obstacles to successfully pass both bonds for our extremely fast-growth district, and how it can be replicated on small and large scales to garner support in your community.

Kristin Zastoupil | Executive Director of Marketing & Communications | Forney ISD

Three Ways to Improve the Parent Experience in Your District

Sundance 5, 3rd Floor

A 2018 Gallup study found only 20% of families feel engaged in their student’s education, and nearly three academic years of pandemic-related changes have made parent engagement even more difficult. Join Ashley Scott from Victoria Independent School District (TSPRA’s 2021-2022 Rookie of the Year) to learn how they have improved the way parents experience their district and walk away with three concepts to apply in your school community.

Ashley

Scott | Executive Director Communications & Public Relations | Victoria Independent School District

School PR Work Lounge sponsored by Remind

Sundance 6, 3rd Floor

Battle of the Regions sponsored by ParentSquare

Fort Worth Ballroom 5-8, 2nd Floor | 7:30 to 10 p.m.

You may have heard about our annual “Battle of the SPRAs” karaoke at NSPRA, and we’re so excited to bring you the Texas version this year at TSPRA - “Battle of the Regions.” Please join us for a night of singing, dancing, and drinks with friends and colleagues. At the end of the night, we will crown the Region winner.

TUESDAY, FEB 21 | LUNCH AND LEARN | NOON TO 1 P.M.

Lessons Learned from the Uvalde CISD Tragedy sponsored by ParentSquare

Texas Ballrooms A-F, 2nd Floor

May 24, 2022, will be a day engrained in many of our memories forever, especially those in Uvalde CISD and the surrounding San Antonio districts. Unlike other school shootings, this one came into our living rooms through body cam video and security footage. Anne Marie Espinoza, CPC, Executive Director of Communications for Uvalde CISD, and Monica Faulkenbery, APR, Assistant Director of Communications for Northside ISD, will discuss the timeline of events and lessons learned during those first few days and weeks.

Ann Marie Espinoza | Uvalde Consolidated School District

Monica Faulkenbery | APR | Northside ISD

TUESDAY, FEB. 21 | 1:30 TO 2:30 P.M.

SPECIAL CONTENT SESSIONS sponsored by Harris County Department of Education

During the planning process for #TSPRA23, the Conference Planning Committee received feedback from members that they would like to have more opportunities to learn and discuss trending topics in our industry. This portion of the conference schedule is dedicated to covering some of the emerging topics that are directly impacting School PR as a whole.

Cowboy, Take Me Away to Finalsite!

Texas Ballroom G, 2nd Floor

You rely on your website, mobile app, and mass communications software for nearly all your work as a school communicator. Understandably, a transition to a new system can seem daunting! Let us take the stress out of your transition to Finalsite’s suite of communication products in this interactive session featuring Finalsite team members. You’ll walk away with a clear understanding of the perks of being a Finalsite client, the timeline for making the switch, and more.

The Finalsite Team

Response & Recovery: Managing a Racial or Bias Crisis

Texas Ballroom H, 2nd Floor

A rash of racial and bias incidents in schools are causing fragmentation and division not unlike what is occurring across the country, especially on issues of diversity, equity and inclusion. School districts don’t know where to start, what to do or are taking too long to address these incidents. Managing a racial or bias crisis may be one of the toughest leadership challenges, but recovering from one can be equally daunting. Learn how to create a Racial Harms Protocol and Response Plan to help school communicators and district leaders turn a racial or bias crisis into a catalyst for positive change.

Rick J. Kaufman, APR | Executive Director of Community Relations and Emergency Management for Bloomington (MN) Public Schools

The Texas Two-Step: Tips To Improve Your Newsletters

Texas Ballroom I, 2nd Floor

Join the creative teams at Smore and Canva for an interactive Texas Two-Step session full of content creation ideas, design best practices and tactics to track success while making an impact with your key stakeholders. This session by two leaders in our industry is designed to help you develop the skills to kick your school newsletters up a notch by making them more engaging, impactful and effective.

Scottt Nunes - District Engagement Advocate Canva

Social Media Solutions: Surviving when “The Floor Is Lava”

Texas Ballroom J, 2nd Floor

[School PR Pro] Being a social media manager is a walk in the park!

[Narrator] That walk leads to a volcano and surrounds you in molten lava. If you’re frustrated with all things Meta and still wondering what is going on with Twitter, you’re not alone! We are all often bracing for the latest eruption on these social media platforms, but many of us have discovered how to make it work for our schools.

Join this special session hosted by Melissa McConnell, Manager, Professional Development & Member Engagement from NSPRA, and Andrea Gribble, Founder of #SocialSchool4EDU. You’ll hear a quick update on best practices for these platforms followed by an open discussion where the room will share questions, wins, and other experiences as we navigate this ever-changing communication tool.

Melissa McConnell | Manager | Professional Development & Member Engagement NSPRA

Andrea Gribble | Founder of #SocialSchool4EDU

Changing Your Lens: Shifting Your Video Perspective

Sundance 5, 3rd Floor

Newsgathering stories, staff highlights, and student accomplishment content pieces are second nature to district digital media teams. What is your approach when the leadership team comes to you with a “bigger picture idea” like a District Brand Video or Teacher Recruitment Campaign? In this special content session, we will talk about how to approach this content and dissect an uber successful video piece created for Crowley ISD.

Justin Dearing | Communications Strategist | CESO Communications

Megan Middleton | Multimedia Manager | Crowley ISD

School PR Work Lounge sponsored by Remind

Sundance 6, 3rd Floor

TUESDAY, FEBRUARY 21 | 2:45 TO 3:45 P.M.

Forging Your Path: Your District’s & Your Own

Texas Ballroom G, 2nd Floor

Your organization’s strategic plan is the roadmap to its success. As a school PR professional, you play a critical role in keeping your district on the path to achieve its mission and vision. Learn how you can use the progress of a strategic plan to build your district’s brand. The presentation also will help you focus on strategically forging your own path, with ideas on how to bring the right people along with you on your journey.

Cathy

Kedjidjian,

APR | NSPRA President

Providing Super Support for your Superintendent

Texas Ballroom H, 2nd Floor

What does a Superintendent need to know? What support can communications provide? In this session, we’ll take a deep dive into the complex world of supporting your superintendent and making your communications team indispensable. Take away practical tips and tricks for keeping your superintendent informed, organized, and confident in their communication.

Justin Elbert | Executive Director of Communications | Klein ISD

Dayna Hernandez | Assistant Superintendent of Communications and Public Relations | Klein ISD

Nicole Shepard | Communications Project Manager | Klein ISD

Dare to iLead: Community and Student Engagement Programs in Coppell ISD

Texas Ballroom I, 2nd Floor

Learn how to develop a community engagement program to prepare parents, students and community members to become informed leaders and advocates for your district. Receive a framework for an ongoing community engagement and advocacy program and how to create a similar program for students. From interactive presentations, building tours, community service and more, a leadership and advocacy program can ignite your community and students to become engaged advocates for your school district and public education.

Angela Brown, CPC | Chief Communications Officer | Coppell ISD

Amanda Simpson, CPC | Director of Communications | Coppell ISD

Naveen Boppana | Coordinator of Digital Content and Community Engagement | Coppell ISD

CORPORATE SHOWCASE sponsored by Harris County Department of Education

Capturing the Soul of Your District: Techniques for More Engaging Visual Content

Texas Ballroom J, 2nd Floor

Powerful visual content engages the audience and informs their perception of your district. Storytelling through photography is a powerful tool to craft and carry the message to your stakeholders. Although the mechanics of making a photograph is universally simple, capturing moments with a lasting impact is a bit more nuanced. Planning, perspective and purpose are all strategies that contribute to successful imagery. Whether new to the creative process or a seasoned professional, you will take away a set of proven techniques to produce meaningful visuals for any platform that will stand the test of time.

Dave

Einsel

|

Director of Communications

and

Photojournalist

|

Harris County Department of Education

Breaking Down the Silos: How Cross Department Communication Can Increase Engagement and Positivity District Wide

Sundance 1, 3rd Floor

Departments across a school district often work separately from each other in their own silos. This session will help you bring departments across your district together, equipping your principals with tools for increased parent engagement and productive parent conversations that keep the negativity off social media, and equipping your HR team with tools for engaging staff recruitment through cohesive partnerships inside and outside of your district.

Dusty Langley | Communications Coordinator for Marketing and Engagement | Eagle Mountain-Saginaw ISD

Kristin Barnes | Communications Specialist | Eagle Mountain-Saginaw ISD

Kris Hill | Communications Coordinator for Multimedia and Creative Arts | Eagle Mountain-Saginaw ISD

Matthew LeBlanc | Director of Communications | Eagle Mountain-Saginaw ISD

Find Your Forte and Tell Everyone About It!

Sundance 2, 3rd Floor

Walk through Aledo ISD’s first true marketing campaign - for a spring 2022 job fair - that yielded an 18% hire rate! Aledo ISD had only about 775 employees but had a job fair with 360-plus attendees, 64 of which were hired. We’ll talk about the concept behind the campaign, the marketing tools we focused on, and the follow up campaign to make sure those employees stayed committed to our district. Walk away with ideas and tools to launch your own marketing campaign!

Mercedes Mayer | Director of Communications | Aledo ISD

Education Foundation + Communications + Academics = Great PR - Creating programs that bring academic success and positive PR to your District

Sundance 3, 3rd Floor

Innovative academic programs can be very costly for a school district. But with a good communication strategy and the support of the education foundation, your vision can become a reality. Learn how Alvin ISD has created four innovative academic programs that have brought not only academic success for the students, but positive PR for the District.

Ana Pasarella | Director of Family and Community Engagement | Alvin ISD

Rachel Moore | Assistant Director of Communications | Alvin ISD

Sheila Olson | Executive Director | Alvin ISD Education Foundation

Let’s Keep it Reel!

Sundance 4, 3rd Floor

It’s time to be real, with Instagram Reels! Instagram and Facebook reels are leading the way for social media video streaming content. Learn how to utilize Insights to measure engagement and growth, create, capture and build Instagram Reels to market your school district! This will be a hands-on session, make sure to bring your moblie device.

Briana Estrada | Multimedia Specialist | Judson ISD

Digital Media Show and Tell

Sundance 5, 3rd Floor

In a continuation of the discussions had during the Special Content Session, this session is an opportunity to share some of the workflow, equipment, and final content that has been successful in your district. Be sure to bring your content to share for this School PR Digital Media Show and Tell!

Justin Dearing | Communications Strategist | CESO Communications

School PR Work Lounge sponsored by Remind

Sundance 6, 3rd Floor