WEDNESDAY MORNING CONCURRENT SESSIONS

WEDNESDAY, FEBRUARY 22 | 10:30 TO 11:30 A.M.

Start with Heart: Leading Difficult Conversations as School Communicators

Texas Ballroom G, 2nd Floor

Learn how school communicators and building leaders have partnered to use student voice as a catalyst for building a safer, more inclusive learning environment. From talking about discrimination to discussing classroom inequities, students have pushed adults to identify critical factors driving our gaps. We’ll share how amplifying student stories through video has humanized data and touched hearts to change minds on difficult topics.

Stan

Alleyne

|

Lead Strategist

| Captivate Media + Consulting

Jake Sturgis, APR | CEO + Founder | Captivate Media + Consulting

The Secret Sauce for Success

Texas Ballroom H, 2nd Floor

The relationship between the superintendent and communications can make or break a district initiative. Chemistry, alignment, perspective and a push/pull dynamic all play into the role and impact of communications. Hear from TSPRA’s 2022 Key Communicator, who is a veteran Superintendent, and his Chief Communications Officer about the intricacies of these two critical positions working together and their perspective on what works. Get insight into what a superintendent wants from communications.

Danielle Clark, APR | Chief Communications Officer | Harris County Department of Education

James Colbert, Jr. | Superintendent | Harris County Department of Education

24/7 Crisis: Managing Daily Crisis Professionally & Personally

Texas Ballroom I, 2nd Floor

In our role as communications experts for our district, we deal in crisis sometimes on a daily basis. We hope to go home at the end of the day and not be faced with personal crisis as well. How do we handle balancing both at the same time? In the midst of a pandemic with a child battling leukemia while moving to a new town and managing a new district team in a fast-growth district with two massive bonds passed in less than two and a half years, Kristin Zastoupil will share her story and what she’s learned along the way when it comes to balancing personal and professional struggles.

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

CORPORATE SHOWCASE sponsored by CatapultK12

Overview of CatapultK12’s Integrated Communication Solutions

Texas Ballroom J, 2nd Floor

Last year we were jumping like kangaroos to present our product suite to you all and this year we are riding the wave of excitement to show you everything new! Our core product suite includes content management software for websites, district branded apps, connect mass communication, emergency management solutions, and anonymous tipping options that keep your district unified in communication, prevention, and response. New products include PA integrations, panic button options, and visitor management software. Join us for an overview of our product integration and see for yourself why CatapultK12 is the best and easiest solution.

CatapultK12 team

Open Records in 2023

Sundance 1, 3rd Floor

Transparency is vital for our public schools and open records laws help ensure public trust. The Texas PIA states that we must treat all requests equally so school communicators must be familiar with district policy, the TPIA, and FERPA. In this session, we will discuss current open records trends, school-specific issues, and ways to properly respond.

Ian Halperin | Executive Director of Community Relations & Marketing | Wylie ISD

Jeff Crownover | Chief of Administrative Services | Prosper ISD

Making Communication Moves with the Hispanic Community

Sundance 2, 3rd Floor

Discover multiple ways to reach and partner with your Hispanic community. Find out how to use TV shows, weekly radio segments, social media, and community events to establish and maintain meaningful two-way communications with the Hispanic Community. Learn how to get Hispanic business owners to give support at the district and campus levels. Uncover best practices that generated remarkable results for Tyler ISD in just a short amount of time.

Maribel Gutierrez | Public Relations Specialist | Tyler ISD

Remixing your District’s Vision: Bringing Life to a Mundane Statement Through Visual Art

Sundance 3, 3rd Floor

Nearly every district is taking information and remixing it for target audiences to showcase on media platforms. But, does it reflect your district’s vision, and are you creatively expressing it? In this session, you’ll hear how one district is taking the word “Destination” and making it its own. Learn behind-the-scenes thinking on how they accomplished the goal and the resources that illustrate it. Be ready to collaborate and develop your own ideas!

Cecelia Jones, CPC | Director for Communications | Little Elm ISD

Brandon Buckner | Web Manager and Graphic Designer | Little Elm ISD

Adapting and Engaging your Community with SWISD

Sundance 4, 3rd Floor

Hear from the team from Southwest ISD on their Home Builder and Employee Rewards programs that have recently been initiated. With 10,000-12,000 rooftops coming to the district, SWISD put together a system to market to new residents (and current residents). The Employee Rewards Program is another exciting partnership with local businesses that offer discounts and incentives to staff members!

Samantha Ruiz, Ph.D. | District and Community Relations Coordinator | Southwest ISD

Brandon Medina | District and Community Relations Specialist | Southwest ISD

Recognition: How to Make it Sincere and Specific, not Saccharine Sweet

Sundance 5, 3rd Floor

Recognition is one of the hallmarks of a thriving workplace culture. But sometimes recognition comes off as an afterthought. Make recognition meaningful by making it targeted and easy to manage!

We often use Google forms for nominations, content and photos. Examples:

1. Look At Them Now: Alumni

2. Greenville Legacy: Multigenerational families

3. Hero of Hope: Employees who make an impact

4. Extra Mile: Employees caught doing something amazing

5. Impactful Partner: Business partners

Helen Williams | Assistant Superintendent of Communications | Greenville ISD

Amy Wade | Director of Community Relations | Greenville ISD

Kyle Heimbigner | Visual Media Coordinator | Greenville ISD

School PR Work Lounge sponsored by Remind

Sundance 6, 3rd Floor

WEDNESDAY, FEB 22 | 1:15-2:15 P.M.

Building a Team of Social Media Content Creators

Texas Ballroom G, 2nd Floor

Would you like help telling your school’s story? Do you wish you could clone yourself and be in two places at once? This session will empower you to create and sustain a team of adults and/or students. From recruitment to retainment, learn how to select, train and inspire others to take ownership of telling your school’s story. Walk away with great tips for motivating your people to create content for someone other than themselves!

Courtnie Nix | Communications Coordinator | Crandall ISD

Start Strong! Tips to Plan An Unforgettable Staff Convocation

Texas Ballroom H, 2nd Floor

Need to plan a Staff Convocation for your school district? PSJA ISD will share strategies and best practices focused on event coordination, video/audio, and social media to help you plan an unforgettable event to kick off the school year!

Claudia Lemus Campos | Communications Coordinator | Pharr-San Juan-Alamo ISD

Crystal Villarreal de la Paz, Marco Vasquez, Daniel Ramos, Karelis Mesquitic, James Jenson, Matt Cortez, Lorelei Lopez, PSJA ISD Communications Department

Be Positive: Pivoting Back to Positive Public Education

Texas Ballroom I, 2nd Floor

Storytelling

School communications professionals have been in crisis mode since February 2020. Now is the time to look beyond the crises and critics, and pivot back to telling the positive stories showcasing the amazing things happening in your schools each day. Learn how a proactive strategy combined with an editorial calendar and intentional use of social media can get your communications team back on the good news storytelling track and increase positive engagement within your community.

Amanda Simpson, CPC | Director of Communications | Coppell ISD

Angela Brown, CPC | Chief Communications Officer | Coppell ISD

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

CORPORATE SHOWCASE sponsored by ParentSquare

Unique Ways to Engage and Involve All Families: Insights from District Leaders Across Texas

Texas Ballroom J, 2nd Floor

During this session, district leaders from Waxahachie ISD, Hutto ISD, and New Braunfels ISD will share their strategies for ensuring that families are not only receiving information, but also engaging with it. We’ll hear their stories and experiences about how to build more vibrant, involved communities. Attendees will leave with ideas for building engagement, and learn how a unified communications platform can help to do so.

Chad Stevens | Chief Strategy Officer | ParentSquare

Rebecca Villarreal, APR | TSPRA President & Director of Communications at New Braunfels ISD

Jenny Bridges | Director | Public Relations at Waxahachie ISD

Eliska Padilla | Communications Manager at Hutto ISD

Lions and Tigers and Bears! OH, MY BRAND!

Sundance 1, 3rd Floor

Why YES, these are your Monkeys, and YES, this is your Circus! Learn how Humble ISD Public Communications, aka The Ringmasters, tamed all 46 campuses to ensure a consistent and effective identity for Humble ISD. Presenters will share resources on branding style guides, mascot creation and use, brand websites, and the communications necessary to juggle all the performers under our Humble ISD Big Top!

Lori Maugans, CPC | Web/Mobile Communications Coordinator | Humble ISD

Rusty Odom | Assistant Director for Broadcast Engineering and Production | Humble ISD

Kelci Hebert | Web/Mobile Communications Coordinator | Humble ISD

From the CTE Video Classroom to District Communication

Sundance 2, 3rd Floor

Learn how to collaborate with your district’s video production teachers and students to facilitate real-world experiences and constant district-level content.

Vanessa Koch | Production Curriculum Coordinator | Cypress Fairbanks ISD

Show Me the RESOURCES!!!

Sundance 3, 3rd Floor

Does your district spend thousands of dollars hosting an event? Who benefits from those district dollars? Find out how Longview ISD utilizes their district resources to host large scale events and how to incorporate community partners when your district resources don’t stretch.

Kacy Swaim | Communication Specialist | Longview ISD

Elizabeth Ross | Multimedia Director | Longview ISD

More Than One Way to Pass a Bond

Sundance 4, 3rd Floor

There is no perfect blueprint for passing a bond in today’s economy and political climate. Find out how two districts with different demographics and varying rates of growth passed bonds with multiple propositions that included both academic and athletic facilities. Similar plans with different strategies made for two very successful elections.

Tommy Brown

Chief Communications Officer Alvarado ISD

Rick Herrin Director of Communications

Argyle ISD

Real Talk: Leveraging Family Engagement to Improve District Reputation

Sundance 5, 3rd Floor

In this interactive workshop, we’ll show you how to improve your district’s public image by:

1. Discovering the causes of community dissatisfaction

2. Identifying and removing barriers to effective communication

3. Empowering teachers and administrators to create positive relationships with families

4. Utilizing feedback from families to better allocate district services

5. Highlighting successes!

Candice Cooper, MBA

Chief Communications Officer Manor ISD

Ivan

Solomon

Account Executive TalkingPoints

School PR Work Lounge sponsored by Remind

Sundance 6, 3rd Floor smore.com/get-a-demo