Case Study: TASBO Media Kit
As a regular practice, Connecting Our Stories team members offer reflections about our completed projects. We believe sharing our insights about bringing stories to life not only helps us improve and grow, but benefits the entire field and our collective storytelling work.
By: Andrea Fernández, Social Media Strategist
Deliverables
Theme Creation
Media Kit:
- Activation blog
- Social media posts for LinkedIn, Facebook, Instagram, and X
Project Goal
The Texas Association of School Business Officials (TASBO), a nonprofit member association, says it educates those who make education possible. For more than 75 years, TASBO has supported public school business and operations officials across the state with high-quality training and resources.
TASBO connected with Connecting Our Stories to create a strategy and deliverables for their first-ever “SBO Day.”
Building on TASBO’s established branding and messaging, this project aimed to highlight the importance of school business and operations (SBO) professionals and their impact on Texas schools. Through close collaboration with TASBO’s communications team, we created a theme and media kit consistent with the organization’s existing strategy, tone, and approach to ensure the content resonated with TASBO membership and communities. The final deliverables laid the groundwork for a celebratory first year and strong foundation for the continued recognition of SBO in the future.
Activation blog for TASBO website
Our Approach
Our team brought deep experience working with public education and governmental organizations, uniquely positioning us to craft a compelling narrative for SBO Day. As skilled storytellers, we prioritize people first, ensuring the professionals we highlight are represented with authenticity and respect. We reviewed TASBO’s existing storytelling and listened to the voices of those in the SBO community who work hard daily to ensure the safety and success of Texas public schools. It was their voices that inspired the theme #BecauseOfSBO. We crafted the media kit content to honor, celebrate, and elevate their work.
The Results
Strategic Storytelling & Outreach:
Established a foundation for ongoing recognition of SBO Day
Social Media Engagement:
521 total engagements (likes and shares) in one month, showcasing active participation
Blog Announcement:
Created a lasting digital footprint for the initiative
In-Person Recognition:
4,000 attendees and exhibitors at the TASBO Engage Conference honored SBO professionals
Future Growth:
SBO Day set the stage to become an annual tradition
This project laid the groundwork for SBO Day to grow into an annual tradition that will continue to elevate and celebrate the people who make education possible.
SBO Day post on LinkedIn
Our Insights
Throughout this project, we were reminded of how essential it is to truly believe in the work we do. This project inspired us to elevate the unsung heroes in education. A turning point came when we refined our messaging to emphasize not just recognition, but the deeper impact SBO professionals have on schools and communities. We asked ourselves, "What would a day without SBO professionals look like?" This helped us fully grasp their essential role. Once we aligned on this clear and compelling vision, a theme and content naturally followed.
We can create meaningful change when we approach a project with a strong purpose and a strategy to match. SBO Day was not just a campaign. It became the start of a tradition of valuing individuals and elevating communities, and that’s the kind of impact we strive for in all our work.