Description

Crises can often seem like moments of irreparable damage for school districts, especially when sensitive issues arise and attract national attention. However, these situations can also be pivotal opportunities to improve district policies, strengthen community trust, and reshape the narrative. This session will focus on turning negative media coverage into a platform for positive change, using real-world examples to illustrate practical strategies. 

In this session, we will examine a case from the 2022-2023 school year, when a national news story broke about a teacher’s inappropriate use of a racial slur in a classroom. While the immediate response from the district was crucial in condemning the behavior, the long-term success lay in how the district used the incident to bring about systemic improvements, engage the community, and promote a culture of inclusivity and education. Additionally, the incident was a pivotal point in our communications efforts related to media engagement and shaping the narrative within our district. 

About the Presenter:

Clarissa Trejo is a seasoned professional with over twenty-five years of expertise in marketing, communications, and sales having served in leadership roles across three industry-leading international corporations and one of California's largest school districts. Her career is marked by a consistent record of growth, driven by strategic innovation and a deep commitment to excellence in communication. 

In her current role as the Executive Director of Marketing and Communication at Fontana Unified School District, Clarissa plays a vital role in managing communications from the Superintendent's office, overseeing media relations and press activities, fostering community relationships, and executing district-wide marketing strategies. During the COVID-19 pandemic, she provided crucial leadership, developing innovative solutions to engage educational partners during a challenging period of distance learning. 

Under her guidance, social media engagement quadrupled, and the district's visibility in both local and national media significantly increased. Clarissa's prior roles have further sharpened her skills in brand management, PR, and sales operations. At Crown Poly, Inc., she successfully launched and expanded sustainable product lines, drove annual online sales growth of over 65%, and led a comprehensive rebranding effort that enhanced market visibility. During her tenure at Kubota Tractor Corporation, she achieved a 250% increase in web traffic, significantly improved SEO, and developed a robust digital CRM strategy. 

Clarissa holds a Masters of Business Administration (MBA) from the University of Redlands and a Bachelor’s degree in Science-Business from the University of Notre Dame.