Winning Hearts & Minds – The Power of Branding & Multimedia Storytelling for School Leaders

Petri Darby, Vice President of Brand, Creative & Communications, Raise Your Hand Texas

The loudest narrative about public education is a negative one, and it has been allowed to fester for decades. It isn’t enough to refute it — school leaders must reclaim and reframe the narrative. Whether educated or trained in brand marketing and storytelling, we are all responsible for it, nonetheless. Hear how Raise Your Hand Texas built a culture and content engine to reinforce, over and over, that the future of Texas is in our public schools.

Marketing with Purpose

Lisa Losasso Jackson, Executive Director, Go Public
Jennifer Storm, Executive Director, Friends of Texas Public Schools

Your enrollment efforts may suffer if your marketing tactics are not hitting the mark. Regardless of your district’s size, you’ll learn what to prioritize. Is good storytelling enough? What matters when it comes to social media? Should you spend money on digital marketing? What is essential for your district? Are you getting the most from your website? We’ll share analytics and insights to promote your schools in both a focused and broad approach.

Crisis Communication Lessons from the Pandemic

Mike Kuhrt, Superintendent, Wichita Falls ISD

Hear from Mike Kuhrt, Wichita Falls ISD superintendent, as he explores the ways he built consensus around difficult decision points early in the COVID response, and how he continues to use timely communication and stakeholder input to lead the district as it emerges from the pandemic.

Marketing in Large Urban and Suburban Districts

Linsae Snider, Executive Director, Texas School Public Relations Association (TSPRA)
Brian Woods, Superintendent, Northside ISD
Charles Dupre, Superintendent, Fort Bend ISD
LaTonya Goffney, Superintendent, Aldine ISD
Michael Waldrip, Superintendent, Frisco ISD

Hear how urban and suburban districts highlight bright spots on their campuses, fight the encroaching charter narrative, tell students’ stories, and connect to the community during this panel discussion moderated by TSPRA’s Linsae Snider.

Marketing in a Small to Midsize District

Linsae Snider, Executive Director, Texas School Public Relations Association (TSPRA)
Nikita Russell, Executive Director of Public Relations, Everman ISD
Lloyd Verstuyft, Superintendent, Southwest ISD

Join Linsae Snider, TSPRA, for a panel discussion exploring ways that small to midsize districts draw attention to transformational programs, fight encroaching charters, tell their students’ stories, and connect to the community.