Join us for practical workshops and deep dives into original research. Sessions are first-come, first-serve and all sessions repeat (morning and afternoon). Follow a theme or mix it up!
Apptegy Platform Training Track
These sessions are designed for those who want to get more from Apptegy's products and platform.
9:00 AM – Culture & Internal Communications
10:15 AM – Communications and Attendance: How to (and not to) Communicate about Absenteeism
11:30 AM – Panel Discussion: Leveling Up School District Communications with the Apptegy Platform
Hands On Workshop Track
These sessions are interactive, feature peer districts, and will help you walk away with specific tactics and work to bring back to your district.
9:00 AM – Customer Service and Hospitality in the Age of AI
10:15 AM – Designing Key Webpages for Action and Engagement
11:30 AM – On Brand: How to Create a Distinctive and Effective District Brand
Research & Strategy Track
These sessions are research based and led by SchoolCEO staff writers and researchers.
9:00 AM – Research: AI in School Communications
10:15 AM – Panel Discussion: Activating Brand Ambassadors
11:30 AM – Research: Activating Advocates
Schedule Day 2
Tuesday, September 29, 2026
Provided: Breakfast, lunch and dinner; snack breaks; WiFi
8:00 AM – Breakfast at Fairmont Dallas
8:30 AM – Opening Session: All-In
9:00 AM – Keynote Speaker TBA
11:00 AM – Keynote Speaker TBA
Speakers were phenomenal. Hosts were amazing. The information was so helpful and I felt like there was so much information to bring back to our district to strengthen our schools, our staff, our stories and our community as a whole! Thank you for the wonderful experience!"
Why Dallas
One of the fastest-growing metros in the country, the Dallas-Ft. Worth area is home to both Fortune 500 companies and a thriving arts scene.
The Dallas Arts District, where we'll be for SchoolCEO Conference 2026, encompasses over 20 square blocks and contains national gems such as the Dallas Museum of Art, the Nasher Sculpture Center, the Perot Museum of Nature and Science, and the Margot and Bill Winspear Opera House.
The Fairmont Dallas
Our official conference hotel is the The Fairmont Dallas. Hotel rooms and the conference itself is all located within The Fairmont. Located in the heart of downtown Dallas, you're steps away from world-class art museums, incredible restaurants, and more.
1717 N Akard St
Dallas, TX 75201
Past Speakers
Lauren Fitzgerald
Discover how to appeal to the most important household decision maker (moms) with Lauren Fitzgerald of Fortune 500 consultants The Mom Complex
Lauren Fitzgerald is Managing Director of The Mom Complex, where she helps the world’s largest companies turn deeper level insights into sales-driving strategies. She specializes in transforming the wants and needs of consumers into innovative products, services, and marketing approaches that fuel business growth. Beyond her work with global brands, Lauren serves as an elected member of her local school board, advocating for education and championing initiatives that support staff, students and families in her community.
Michael Bonner
Learn how to make every step of the enrollment process a valuable touchpoint for prospective families with Michael Bonner.
Michael Bonner is a renowned leader, innovator, and performance booster, who is a trailblazer in leadership development and organizational culture. He is a dynamic keynote speaker as seen on The Ellen Show, NBC Nightly News, and Time for Kids and a recent recipient of Atlanta's 40 under 40 awards. He is the CEO of Bonnerville, a business that promotes the value of self-care and a highly respected team member at the famed Ron Clark Academy.
Katherine Wintsch
Discover how to appeal to the most important household decision maker (moms) with Katherine Wintsch of Fortune 500 consultants The Mom Complex
Katherine Wintsch is the founder and CEO of The Mom Complex where she helps some of the largest companies in the world such as Walmart, Sam's Club, Kimberly Clark, Chobani, and Airbnb develop new products and services for mothers. She is also the author of the book Slay Like a Mother. Katherine's sought-after research on women and mothers has been featured by The Today Show, The New York Times, The Wall Street Journal and FastCompany.
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Derek Black
Understand the roots of the current discourse around public education in America, and how to respond with Derek Black.
Derek Black is the Ernest F. Hollings Chair in Constitutional Law at the University of South Carolina School of Law. He is one of the nation’s foremost experts in education law and policy. He offers expert witness testimony in school funding, voucher, and federal policy litigation and his research is routinely cited in the federal courts, including the U.S. Supreme Court. He is also a regular commentator and op-ed contributor across print and broadcast outlets. Derek has authored two books exploring our nation's education history and the fundamental value of public education.
William D. Parker
Explore the powerful role of campus leaders in shaping families’ experiences with your district brand with William D. Parker.
William D. Parker is the Founder of Principal Matters, LLC—an educator, author, speaker, and executive coach who equips school leaders with strategies for improving school culture, communication, and student outcomes. A former award-winning principal and Oklahoma educator since 1993, Will has presented at national conferences, led professional development, and supported leaders worldwide. He served as executive director for Oklahoma’s secondary principals’ association and hosts Principal Matters: The School Leader’s Podcast, with over 1.5 million downloads.
Past Speakers
Katherine Wintsch
Discover how to appeal to the most important household decision maker (moms) with Katherine Wintsch of Fortune 500 consultants The Mom Complex
Katherine Wintsch is the founder and CEO of The Mom Complex where she helps some of the largest companies in the world such as Walmart, Sam's Club, Kimberly Clark, Chobani, and Airbnb develop new products and services for mothers. She is also the author of the book Slay Like a Mother. Katherine's sought-after research on women and mothers has been featured by The Today Show, The New York Times, The Wall Street Journal and FastCompany.
Lauren Fitzgerald
Discover how to appeal to the most important household decision maker (moms) with Lauren Fitzgerald of Fortune 500 consultants The Mom Complex
Lauren Fitzgerald is Managing Director of The Mom Complex, where she helps the world’s largest companies turn deeper level insights into sales-driving strategies. She specializes in transforming the wants and needs of consumers into innovative products, services, and marketing approaches that fuel business growth. Beyond her work with global brands, Lauren serves as an elected member of her local school board, advocating for education and championing initiatives that support staff, students and families in her community.
Derek Black
Understand the roots of the current discourse around public education in America, and how to respond with Derek Black.
Derek Black is the Ernest F. Hollings Chair in Constitutional Law at the University of South Carolina School of Law. He is one of the nation’s foremost experts in education law and policy. He offers expert witness testimony in school funding, voucher, and federal policy litigation and his research is routinely cited in the federal courts, including the U.S. Supreme Court. He is also a regular commentator and op-ed contributor across print and broadcast outlets. Derek has authored two books exploring our nation's education history and the fundamental value of public education.
Michael Bonner
Learn how to make every step of the enrollment process a valuable touchpoint for prospective families with Michael Bonner.
Michael Bonner is a renowned leader, innovator, and performance booster, who is a trailblazer in leadership development and organizational culture. He is a dynamic keynote speaker as seen on The Ellen Show, NBC Nightly News, and Time for Kids and a recent recipient of Atlanta's 40 under 40 awards. He is the CEO of Bonnerville, a business that promotes the value of self-care and a highly respected team member at the famed Ron Clark Academy.
William D. Parker
Explore the powerful role of campus leaders in shaping families’ experiences with your district brand with William D. Parker.
William D. Parker is the Founder of Principal Matters, LLC—an educator, author, speaker, and executive coach who equips school leaders with strategies for improving school culture, communication, and student outcomes. A former award-winning principal and Oklahoma educator since 1993, Will has presented at national conferences, led professional development, and supported leaders worldwide. He served as executive director for Oklahoma’s secondary principals’ association and hosts Principal Matters: The School Leader’s Podcast, with over 1.5 million downloads.
We attend lots of conferences, we have never felt more welcome.”
This conference is different from others you've attended. Why?
Get a head start.
Read a few of our Apptegy and SchoolCEO resources on topics about school marketing, how to navigate tough conversations, and our latest research on what parents want from school communication.
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About SchoolCEO
SchoolCEO is a research and perspectives magazine for superintendents and other K12 leaders. Published quarterly in print and online, SchoolCEO is the only magazine focused on marketing in K-12 public education. This publication equips educators with the unique and actionable ideas they need to brand and market their schools in a highly competitive environment. With more than 20,000 readers, SchoolCEO is leading the conversation on communications, recruitment, and branding in public education. For past issues and more information visit schoolceo.com
About SchoolCEO
SchoolCEO is a research and perspectives magazine for superintendents and other K12 leaders. Published quarterly in print and online, SchoolCEO is the only magazine focused on marketing in K-12 public education. This publication equips educators with the unique and actionable ideas they need to brand and market their schools in a highly competitive environment. With more than 20,000 readers, SchoolCEO is leading the conversation on communications, recruitment, and branding in public education. For past issues and more information visit schoolceo.com