SchoolCEO Conference

What Parents Want:
Breaking Through the Noise in an Era of Choice

Join education leaders at SchoolCEO Conference 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

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, Communications Leaders & Public Relations Directors, Principals & Campus Leaders, and Family Engagement & Retention Directors.

Speakers

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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.

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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.

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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.

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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.

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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.

Speakers

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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.

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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.

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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.

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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.

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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.

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Schedule

Breakout Sessions

Day 1

Wednesday, September 24th, 2025

Open Registration: 8:00am to 5:30pm

Lunch at Apptegy: 11:30am to 1:30pm

Welcome Dinner & Drinks: 6:00pm to 9:00pm

☼ Morning Sessions

You can follow a theme, or mix it up. Morning and Afternoon will be held at Apptegy’s HQ. All sessions repeat. We anticipate Afternoon sessions being at/over capacity, so come in the morning to increase your chances of attending your preferred sessions.



Leadership & Collaboration

9:00 AM – Common Ground: How Supers, CTOs and Comms Can Work Better, Together

10:15 AM – Layers of Leadership: The Powers of Principals

11:30 AM – Partners in Comms: A Seat at the Table



Engagement

9:00 AM – Breaking Through the Noise: What Parents Want from School Communication

10:15 AM – Creating Storytelling Systems

11:30 AM – What Teachers Want: Recruitment & Retention



Hands On Communications

9:00 AM – Crafting Compelling Newsletters

10:15 AM – Maximizing Teacher & Parent Engagement in Two-Way Communications

11:30 AM – Five Key Pages Your District Website Needs

◐ Afternoon Sessions
Keynote Sessions

Day 2

Thursday, September 25th, 2025

Breakfast, lunch and dinner

Provided breaks mid-day and mid-afternoon

Free wifi provided

☼ Morning Sessions

8:00 AM – Breakfast at Statehouse Convention Center



8:30 AM – Opening Session: Winning Enrollment with Authenticity, Brand and Culture



9:00 AM – Future-Proofing School Choice: How to Innovate and Adapt to Shifting Family Needs with Katherine Wintsch & Lauren Fitzgerald



11:00 AM – Messaging Matters: Communication Strategies with William D. Parker

‎𐂐 Lunch
◐ Afternoon Sessions
‎𐂐 Dinner

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We attend lots of conferences, we have never felt more welcome.”
– Jamie Skjeveland, Superintendent, Crosby-Ironton School District, Minnesota

This conference is different from others you've attended. Why?

Limited to 500 attendees

Zero vendors

All keynote speakers

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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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.

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From Outrage to Understanding

How school leaders can navigate even the most challenging conversations.

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What Parents Want

We surveyed over 1,400 U.S. families to discover what parents want in 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

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!

Special conference rate: $139/night

3 Statehouse Plaza

Little Rock, AR 72201

Register now

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