Maximize the First Week of School
Plan ahead, capture meaningful moments, and tell the stories that matter most during one of the busiest weeks of the year.
Wednesday, August 12, 2026
2:00 - 2:45 pm EDT
The first week of school sets the tone for the entire year—not only for students and staff, but for your community as well.
We will share ready-to-use ideas, planning tools, and storytelling techniques that make it easier to showcase your district's culture, celebrate students and staff, and keep families informed throughout the opening days of school.
Whether you're a superintendent, communications professional, administrative assistant, or anyone responsible for sharing your district's story, this webinar will help you maximize every opportunity.
Special Thanks to our Panel of Professionals:
- Dr. Ketina Armstrong, Assistant Superintendent, Meramec Valley R-III School District (MO)
- Abby Koch, Director of Communications, Marshalltown Community School District (IA)
- Ella Stockwell, Communication Strategist, Donovan Group
Key Strategies for the First Week
1. Set the Tone and Expectations
Establish district goals and mission early, emphasizing that students are safe, cared for, and held to high expectations.
2. Proactive Communication
Focus on logistics—such as school hours, reporting absences, and communication platforms—to help families navigate the new year.
3. Build Systems of Communication
Implement clear, repeatable communication processes, such as regularly scheduled newsletters or updates, to help teachers and administrators share content effectively.
4. Foster Inclusivity and Authenticity
Ensure all student groups, including those in clubs, fine arts, athletics, and special education, are represented in communications.
Prioritize authentic, human-captured content—such as genuine photographs of students and staff—over artificial, AI-generated graphics to maintain trust and reflect the school's brand.
5. Utilize Key Communicators
Leverage active and engaged constituents to help share information and provide feedback on new initiatives.
Managing Challenges and Content
1. Capacity Building
Develop teams of social media ambassadors within individual school buildings to assist in collecting and posting stories, which helps alleviate the burden on the central communications office.
2. Transparency
Be willing to be vulnerable and communicate that the school district is not perfect, which can help address misinformation or confusion.
3. Crisis Preparedness
Train front-line staff, such as administrative assistants, on how to handle difficult calls or media inquiries to prevent misinformation from migrating to social media.
4. Logistical Preparedness
Use tools like "red camera/green camera" systems to identify students who do not have media permissions, ensuring compliance before taking photos or videos.
Humanizing Leadership
The first week is an ideal time to put a face to district leadership.
Creative campaigns featuring a mascot and the superintendent can engage students, build excitement, and foster a deeper connection between the community and district leaders.