For years, Shelby County leaned on a locally-owned rapid notification system and print media to keep families informed. That “good enough” approach collapsed in 2013 when an armed intruder entered a middle school during dismissal and held six volleyball players hostage.

Though no shots were fired, the district faced public scrutiny due to communication failures and perceived weaknesses in its security processes. 

• Hour-long delays in notifications left parents uninformed and panicked, as they awaited word on what was happening at the school.

• Traditional media dependence meant updates lagged behind rumors and fear.

• Public anger boiled over at a packed town hall where parents demanded accountability.

The incident cemented a painful truth: communication is not a side function—it’s central to safety, trust, and reputation.

In response, Shelby County Schools launched a five-point safety plan with a communication overhaul and community engagement as its foundation. Over the next decade, the district tested various tools that improved communication but left Warner and many parents frustrated that multiple platforms were being used by the district and its 31 schools.  By 2022, with its longtime webmaster retiring, the district sought a true communications partner, not just a vendor to host its website. 

Why Apptegy?

• Flexibility: No long-term lock-in during a period of transition.

• Reputation for support: Warner called Apptegy’s service promise “stellar”—a critical differentiator.

• A unified vision: One platform for every audience, every channel, fully in the district’s brand.

The decision wasn’t about adopting a tool. It was about committing to proactive, transparent communication.

Shelby County partnered with Apptegy to roll out its complete communication suite:

• Unified Communication: From mass alerts to Rooms (two-way teacher-family messaging) to social posts, every channel now runs through one hub: the Shelby County Schools App. Families no longer chase information across multiple systems.

• Brand Consistency: Every message, post, and alert reflects Shelby’s identity, not a vendor’s. The district can now tell its story consistently at scale.

• Empowered Staff: Principals, teachers, and secretaries can communicate directly and safely, freeing the central team to focus on strategy. Warner described Apptegy support as feeling like “a member of the Shelby team.”

• Proactive Safety: Role-based messaging, moderation, and full traceability protect both students and staff—keeping communication secure and accountable.

• 24/7 Customer Service:  Shelby County Schools’ website is now powered with the Always On chatbot from Apptegy that answers parents' questions at any time of the day and allows parents to provide website feedback. 

What began as a community crisis has become a national model of proactive communication:

• Rebuilt Trust: Parents now know messages will be fast, clear, and consistent—from the district they trust.

• National Recognition: Shelby’s three-person comms team earned the 2024 NSPRA Gold Medallion for its new strategic plan and an Award of Excellence for social media. Cindy Warner, APR, was named the 2025 National School Public Relations Association School Communicator of the Year for overall excellence! Apptegy is thrilled to provide the tools behind the scenes powering that success.

• Community Engagement: Programs like Shelby 101 bring families inside district operations, reinforcing transparency and value in an era of school choice.

As Warner put it: “Apptegy didn’t just give us tools. They gave us confidence, clarity, and a way to tell our story on our terms.”

• Turn Crisis into Transformation: Communication failures can spark the shift to proactive, unified systems.

• Transparency Builds Trust: Whether in crisis or daily updates, families must hear directly and quickly from their district.

• Unify Brand & Channels: A single, branded platform ensures every message reinforces mission and identity.

• Empower Your Team: When staff have intuitive tools and stellar support, they become confident communicators and brand advocates.