2024 Fall Annual Conference

Conference Agenda

Monday, October 28

8:00 - 9:00 a.m. - Registration and Breakfast 

9:00 - 9:30 a.m. - Welcome

9:30-10:30 a.m. - Changing the Narrative 

Presenter: NSPRA President Heidi Vega, APR, Arizona School Boards Association (Phoenix, AZ)

Take a journey through the art of leadership by weaving engaging stories that illuminate the path to self-discovery and effective leadership strategies. Drawing from personal experiences and compelling anecdotes, we’ll delve into the essence of various leadership styles and the lessons Heidi has learned along the way. By connecting narratives to practical insights, we’ll uncover the profound impact of self-awareness and meaningful connections in shaping authentic leadership. Join Heidi in this storytelling adventure, where we challenge old narratives to carve out a new, empowering leadership story that fosters growth and transformation in both personal and organizational realms.

15 Minute Break - Network and Visit Sponsors

10:45-11:45 a.m. -  Your Story is Your Superpower 

Presenter: NSPRA School Communicator of the Year Dirk Tedmon, APR, Eden Prairie Schools (Eden Prairie, MN)

In our role as school communicators, we often get consumed in telling the stories of others. However, our personal stories are not just reflections of our past — they are the keys that unlock our ability to more authentically, empathetically and deeply connect with others. Knowing and owning your story can make you a more effective communicator and enhances your ability to engage and inspire. As you seek to do work that is meaningful and impactful, uncover how your story is your superpower.

11:45 a.m. - 1:00 p.m. - Lunch/Networking 

1:00- 2:00 p.m. - Breakout Sessions 

Showing up for Success: Reduce Chronic Absenteeism through Family Engagement

Presenter: Chris Prince, Regional Sales Director, ParentSquare & Alex Meis, Senior Director, Product, ParentSquare and WSPRA member panel

Please join us for a roundtable discussion to learn and share how proactive and empathy-driven family engagement can dramatically reduce chronic absenteeism and result in better attendance and improved student outcomes. In this session, we will cover root causes and proactive strategies for chronic absenteeism, empathy in action to understand families’ unique challenges, and success stories on how some schools and districts have transformed attendance rates. We’ll also touch on some ways that ParentSquare can help to improve attendance, with insights from our Senior Director, Product. Session attendees will leave with best practices for building a positive school culture around attendance.

Core School Funding Issues in Washington: Clear Strategies for Communicating Complex Financial Issues
Presenter: Monique Dugaw ESD 112 and Dan Steele Assistant Executive Director of Government Relations at WASA

As school districts across Washington face financial challenges, the need for transparent, simple, visual, and consistent communication around these complex issues has never been more pressing. Attendees of this session will learn practical strategies for simplifying complicated financial information that resonates with target audiences —from staff and families to community members and lawmakers.

We’ll also discuss statewide resources to help staff, communities, families, and lawmakers explain the primary factors responsible for the issues with school funding in Washington: WASA’s Core Issues with School Funding website and toolkit of resources.

Attendees will walk away with:

• Tips to communicate complicated information in simple and visual terms
• Strategies for navigating difficult financial conversations
• Tips for creating a year-round financial communications strategy
• Access customizable tools and information containing vetted data that outlines the consistent key drivers behind school funding issues in Washington

2:15 - 3:15 p.m. Maximizing Community Partnerships: Building Lasting Connections Between Your District and Local Businesses

Presenter: Ana Munguia, Pasco School District (Pasco, WA)

Are you looking to expand your district’s reach and create impactful community partnerships? Pasco School District’s PEAK! (Partners in Educating All Kids) Program has revolutionized our collaboration with local businesses and organizations, providing a unique opportunity for partners to directly engage with schools while gaining valuable brand exposure. PEAK partners also gain exclusive access to provide resources for staff, participate in district events, and have their business and logo prominently featured on our website. These partnerships have led to close relationships, with many businesses stepping up to sponsor major district events, such as our district calendar. Join this session to learn how your district can establish strategic partnerships that engage your community, generate sponsorships, and elevate your communication and outreach efforts, all while making a positive impact on students and schools.

15 Minute Break - Network and Visit Sponsors

3:30-4:30 p.m. - Breakout Sessions 

From Overwhelmed to Empowered: The AI Journey for School Communicators
Presenter: Jared Putney, Issaquah School District (Issaquah, WA)

School communication teams today face the daunting task of delivering rapid, accurate, and engaging content with limited resources. The good news? AI can help. Drawing from real-world experience, this session will guide you through the steps to integrate AI into your communications workflow. You’ll learn from both successes and setbacks, gaining practical insights on how to start small, build confidence, and become an AI champion in your district.  By the end, you’ll have the tools to transform challenges into opportunities, using AI to elevate your communications and meet the demands of today’s fast-paced environment.

Praise.... One Pin At A Time! (3:30- 4 p.m. - 30 minute session)
Presenter: Brittany Kaple, Educational Service District 105 (Yakima, WA)

After hearing feedback from our employees that they felt like some of our programs were in silos, we decided we needed to find more ways to visually show the connections between our departments and the work we do to support each other’s initiatives. Insert ...PRAISE PINS!  Inspired by pin collecting at Disneyland, Praise Pins are a fun, inexpensive way to show appreciation for our employees internally when they support the important work we’re doing collectively. What started as just three pins has grown to 12, with a handful more in the development stage. Employees proudly don their collection on their lanyards for all to see! Come see our collection and learn about how to implement a fun internal recognition program like this at your school! 

6-8 p.m. - Dinner and Awards 

Tuesday, October 29

8:00 - 9:00 a.m. - Registration and Breakfast 

9:00 - 9:30 a.m. - Welcome Back 

9:30- 9:45 a.m.- A Message from your NSPRA Northwest Region Vice President, David Beil

9:45-10:45 a.m.- Education Communicators’ Role in Skilling for the Future in Washington State 
Presenter: Rita Walker, Partnership for Learning/Washington Roundtable (Seattle, WA)

Ranking first in 10-year GDP growth and ninth in job growth, Washington stands tall amongst leading state economies. The state’s job growth from 2023 to 2032 is projected at 12.8%, a rate that will eclipse the projected national average of 2.8%, with an estimated 1.5 million+ job openings during that period. Most jobs (75%) require postsecondary credentials (degrees, apprenticeships, and industry-aligned certificates and licenses). Bachelor's and advanced degrees will be in highest demand—necessary for 45% of all job openings—and will continue to offer workers the greatest long-term wage premiums. However, Washington’s education and training systems are not producing new talent at the volume and with the skills needed to sustain the state’s projected growth, and importing talent won’t close the gap. 

This presentation will: 1) Highlight new research and state-level data on expected job concentrations and credential needs, 2) Explore skilling approaches through career connected learning, which enjoys strong public support as indicated in opinion polling, to support economic mobility and develop a robust workforce, 3) Discuss the role communicators in the education space can play to help students, families, educators, and the education community as a whole get on the same page to help prepare Washington for the economy of the future.

15 Minute Break - Network and Visit Sponsors

11:00 a.m. - 12:00 p.m. - Stop the Bus! Communications Strategies to Support a Struggling Transportation System 
Presenter: Theresa Tanner, Spokane Public Schools (Spokane, WA)

Like many districts, Spokane Public Schools struggled to get students to and from school on time due to the nationwide bus driver shortage following the pandemic. Along with several operational solutions, including contracting with a forward-thinking bus provider and partnering with our regional transit authority, district leadership also prioritized folding Communications into the Transportation planning process, which was a big culture shift both for the district and our parents.

Two Communications team members with expertise in websites, newsletters, social media, marketing and customer service joined the Transportation team and Zum Student Transportation Services at weekly meetings starting in March 2023 to plan how we would introduce a new registration system, mobile app, bus routes, and other changes to busing for the 2023-24 school year to our families.

In our presentation, we’ll share the communications strategies we were able to bring to the table and the continued support we contribute as SPS refines and improves processes in providing transportation for 13,000 students every day.

12:00 - 12-15 p.m. - Closing