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Communications Directors Workshop


April 9, 2019

Currey Ingram Academy, Brentwood



Laura Creekmore


Parent-Centric Communications Planning

You've got websites and apps and social and send-home flyers and magazines, and your parents still can't find tomorrow's homework assignments or the link to add money to the lunch account. And they'd like to be able to do that while they're in line at Starbucks. Think about school communications from the parent's point of view, and set up best practices to ensure that your staff communicates effectively and removes barriers that prevent parent engagement.


Laura Creekmore has been making tech and content hold hands and play nice for more than 20 years. She is director of taxonomy and content strategy for Edgenet, a platform for suppliers and retailers to organize and share product content.  For 10 years, she ran Creek Content, a consultancy focused on communications and content strategy for organizations in complex fields like health care and financial services, and before that led digital media at content marketing firm Hammock Inc. and co-created Smallbusiness.com. She has taught content strategy as an adjunct faculty member at Kent State University.

 

Laura graduated from Vanderbilt University and has a master’s in information science from the University of Tennessee. She is a member of the Rotary Club of Nashville, and a member of the board of directors for the Association of Junior Leagues International, the Nashville chapter of the American Marketing Association, the Oasis Center, and the Tennessee Justice Center. She is past chair of the board of Nashville Cable, and a past president of the Junior League of Nashville.  She speaks and presents workshops on content strategy, content marketing, breaking through a cluttered media landscape, connecting with your audience, public speaking, and nonprofit governance issues.

  


 Barbara Esteves-Moore

 

Reorganize Your School's Website - Without a Redesign!

As school communication directors, you are pulled in many directions and wear many hats, webmaster being just one of them.  Barbara Esteves-Moore, chief creative officer and owner of Two Roads Communications, will discuss ideas to reconfigure and reorganize your school website without going through a complete redesign.  She will discuss ideas such as restructuring and reorganizing your main navigation menu, re-evaluating your interior pages, and using video and stories to add new and fresh content to your site.

 

Barbara Esteves-Moore is the owner, chief executive officer and chief idea generator for Two Roads Communications.  She has worked in journalism, communications and marketing for nearly 25 years.  She earned her bachelor’s degree in mass communications with a minor in print journalism, studying at both Boston University and the University of New Orleans.  She spent 10 years working as a print journalist mainly covering education issues in Louisiana and Tennessee before taking a position as director of communications on The Dominican Campus.  After 12 years in private school marketing and communications, she decided to start her own venture. Her clients include small businesses, solo entrepreneurs, non-profits and schools.  She works with both Finalsite and Rediker school website platforms for school clients as well as in WordPress and other non-school website platforms. She partnered with Ovus Ater in Massachusetts on several school rebranding and website redesign projects for school including The Wardlaw + Hartridge School in NJ, The Phelps School in PA, Bellevue Christian Academy in WA and Fontbonne Academy in MA.  She is married to Jay Moore and has a daughter who is a senior at Father Ryan High School.

 


Jay Sheridan & Virginia Reynolds

 

Video 101 & Student Social Media Takeovers:  Do's and Don'ts

Students can be some of your best ambassadors, but what you want them to do and what you don't want them to do must be clearly defined.  We'll walk through the creation of a short video for social media.  We'll discuss elements for a larger video project and whether that can be handled in house or if it needs to be outsourced.


Developing a Creative, Comprehensive Marketing Communications Plan

An annual marketing communications plan can be critical to a school's success.  We'll talk about the important elements of the plan, implementing the plan and how to track deliverables.


Jay Sheridan has built successful campaigns around legislative issues, regulatory and zoning matters, political candidates and policy issues, among a multitude of other initiatives. He’s developed a winning track record through effective grassroots organization, unorthodox strategies for shaping public opinion and the power of the written word.  On the marketing and communications side, Jay's work has spanned industries ranging from fashion to wildlife and habitat conservation, industrial manufacturing to historic tourism, real estate to retail, healthcare, higher education and just about everything in between. He has authored numerous human interest and history books and magazine articles, locally and nationally.  In 2010, as a sole proprietorship, Sheridan PR won the Parthenon Award for media placement from the Middle Tennessee Chapter of the Public Relations Society of America. In 2011, the firm won an Award of Merit in the public affairs category. And in 2015, Jay was named to the Nashville Business Journal's 40 Under 40 list of rising professionals.  Prior to starting Sheridan PR in 2009, he was an account supervisor with McNeely Pigott & Fox Public Relations in Nashville and director of communications at Spheris, an international healthcare technology company.

 

Virginia Reynolds joined Sheridan PR as a senior account supervisor, having previously worked as the marketing manager for Counsel On Call, where she was responsible for a wide variety of communications, marketing, design and web-based initiatives.  She has more than 15 years of experience in strategic planning, media relations, internal and external communications, collateral development and design, and other marketing-related activities. Prior to joining Counsel On Call, Virginia was public relations manager at Catholic Charities, Archdiocese of Boston, the second-largest social service agency in Massachusetts. She also has worked in development and alumni relations at Davidson Academy.

 


 

Schedule

 

9:40Registration, Coffee
10:00Welcome & Introductions
10:10Presentations by Jay Sheridan & Virginia Reynolds 
12:00Lunch
12:30Roundtable Discussions by School Size
 1:30Presentation by Laura Creekmore
 2:30Presentation by Barbara Esteves-Moore
 3:25Evaluations & Departure

 

 

 



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