What is School Marketing?
In this episode, we explore the tools and strategies that are being used in the private sector and the actionable steps you can use to take your schools to the next level.
SchoolCEO Conference
What Parents Want: Breaking Through the Noise in an Era of Choice
Join education leaders at SchoolCEO to discover how strategic parent communication drives enrollment and community trust. Learn proven approaches to reach modern families, differentiate your district, and build lasting connections through effective digital engagement.
September 24th - September 25th, 2025
Little Rock, Arkansas
Statehouse Convention Center
Statehouse Convention Center
Register for SchoolCEO Conference!
This year’s SchoolCEO Conference brings together K-12 leaders to master the art of parent communication in an increasingly competitive education landscape. You’ll learn how to address a core challenge facing districts today: standing out and building lasting trust with families.
Through expert-led sessions, school leaders will learn proven strategies to articulate their district's unique value, effectively reach modern parents (especially moms who drive school choice decisions), and leverage digital communications to strengthen community bonds. Attendees will leave equipped with actionable frameworks for crafting compelling district narratives, implementing strategic parent outreach programs, and utilizing technology to maintain meaningful two-way engagement that drives enrollment and retention.
"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!"
Past attendees
SchoolCEO Conference is designed for:
Superintendents
As the visionary leader of your district, SchoolCEO Conference will not only equip you with practical ways to grow your community but also challenge the way you think about marketing and workplace culture.
I learned more in one day of the SchoolCEO Conference than any conference I've attended.
Communications & Public Relations Directors
As a communications leader, SchoolCEO Conference will inspire you to think differently about how you reach both internal and external audiences. You’ll learn out-of-the-box ways to get people to talk about your schools.
If you're not at this conference, you're not doing it right. This is exactly what educators need right now.
Principals & Campus Leaders
SchoolCEO Conference will help you hone in on the great experiences you can cultivate for district families every day. You’ll learn the language and tools needed to be your community’s biggest champion for the great work your teachers and staff are already doing.
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!
Family Engagement & Retention Directors
Families are at the heart of what makes your district special. But how do you engage them to take part in the great things that are happening in your schools? That’s a question we’ll dive into at SchoolCEO Conference.
We just feel empowered and excited to go back and implement what we learned.
Speakers
Katherine Wintsch
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
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
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
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
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.
Schedule
Day 1 - Pre-Conference
Wednesday, September 24th, 2025
Registration
8:00am - 5:30pm Conference check-in
Pre-Conference Sessions at Apptegy HQ
9:00am to 5:00pm
- What Teachers Want: Stealing Recruitment & Retention Ideas from the Private Sector at 11:30am and 3:30pm
- Breaking Through the Noise: What Parents Want from School Communication at 11:30am and 2:00 pm
- Layers of leadership: Using Building Leaders to Market Your Schools at 10:15am and 12:30pm
- Common Ground—How Supers, CTOs and Comms Pros Can Work Better, Together at 9:00am and 2:00pm
- Partners in Comms: A Seat at the Table at 10:15am and 3:30pm
- How to Maximize Parent Adoption and Engagement in Two-Way Communications at 9:00am and 12:30pm
- Crafting Compelling Newsletters at 9:00am and 12:30pm
- 5 Key Pages Your Website Needs at 10:15am and 2:00pm
- How to Create Storytelling Systems in your School Community at 9:00am and 2:00pm
- What's Coming Soon from Apptegy at 10:15am and 3:30pm
Lunch at Apptegy
11:30am to 12:30pm
Welcome Dinner and Drinks
6:00pm—9:00pm
Day 2 - Conference
Thursday, September 25th, 2025
08:00 AM
Breakfast at the Statehouse Convention Center
08:30 AM
Opening Session
11:45 AM
Lunch
04:50 PM
Closing Session
06:00 PM
Dinner & live band karaoke
Register now
“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.
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 .
Why Little Rock?
Little Rock is where we're from and we'd love to bring you one step closer to our culture and our people!
Plus, you'll get first hand views of the beautiful Arkansas River and enjoy some delicious Southern comfort food in the bustling downtown River Market.
Hotel information
Little Rock Marriott
New hotel and conference center—same amazing experience!
3 Statehouse Plaza
Little Rock, AR 72201
Register now!
The best one-day conference school leaders can attend*
*Technically, it’s a day and a half.