Description

This session will explore the transformative journey of the rebranding of the San Mateo-Foster City School District through meaningful connections with the community. Sparked by the adoption of a strategic plan in 2022, the Communications Department began its ambitious work to build a foundation of trust and transparency. Attendees will learn the year-long process of developing a comprehensive communication strategy that aligns with the values and needs of the Strategic Plan to ensure the district strengthens relationships with students, families, staff, and partners. By leveraging AI, the district has streamlined its communication efforts, operating efficiently even as a department of one. This presentation will focus on inclusivity, equity, and access, demonstrating how AI can support engagement. Participants will walk away with actionable insights on how strategic communication and stakeholder engagement can drive rebranding. Efforts that lead to lasting trust and transparency within their own districts. 

About the Presenter: Diego Perez is a visionary communications strategist and speaker who currently serves as the Director of Communications for the San Mateo-Foster City School District. With a deep commitment to equity and engagement, Diego has played a transformative role in reshaping how schools connect with families, staff, and the broader community. Diego led the district-wide overhaul of all 21 school websites and the central district site, strengthening the district’s communication infrastructure, and co-created initiatives such as the oneSMFC and unSMFC Podcast, which elevate the voices of students, staff, and families. His introduction of a layered communications strategy, tailored to diverse linguistic and media preferences, has significantly increased parent engagement and ensured that all families have access to timely, accessible information. Recognized for his leadership in educational communications, Diego has presented at the ACSA, CALSA, and CalSPRA conferences, where he contributes to statewide conversations about student-centered, equity-driven engagement.