Driving Results: A RPIE-Driven Roadmap from Recruitment Crisis to Fully Staffed Bus Routes
Date: 7/21/2026
Time: 10 - 11 AM
Room: Grand Ballroom A (Floor 1)
Skill Session - Live lecture, panel discussion or interactive session with time for Q&A. 60-minutes.
MARKETING–Marketing/branding for school systems, student enrollment, employee recruitment
Session Description
When Kingsport City Schools (KCS) faced a critical bus driver shortage - 14 vacancies out of 39 positions, daily transportation disruptions, and rising parent frustration - the district needed more than a quick fix. It needed a strategic, research-backed communications plan. Using the RPIE model, KCS launched a lean but high-impact integrated communications campaign that increased applications by 500%, hired 18 new bus drivers, and built a sustainable recruitment pipeline... All on a $3,000 budget.
In this session, attendees will learn how to apply RPIE to real-world staffing challenges, transform research into actionable strategy, and execute effective recruitment efforts with limited resources. Participants will walk away with practical tools, messaging examples, and a replicable framework that can be used for transportation staffing and other hard-to-fill roles.
If your district is navigating shortages or looking for a proven communications roadmap, this session delivers both inspiration and actionable solutions.
Presenter(s)
Marybeth Kench
Communications Coordinator
Kingsport City Schools
Marybeth Kench is the Communications Coordinator for Kingsport City Schools and an award-winning public relations professional with 18 years of experience leading campaigns, coordinating events, and producing high-impact marketing and communications materials. In her role, she leads districtwide strategic communications, manages the district’s real-time brand voice, and develops publications, digital content, and messaging that strengthen community trust and highlights student and employee achievements. She supports emergency communications, maintains district web, social media and publication content, and collaborates with administrators, staff, and media to ensure clear, timely, and compliant communication across all audiences.
She previously served as Small Business Marketing Manager for the Kingsport Chamber, supporting local businesses and helping coordinate the beloved Santa Train. Marybeth is an active member of PRSA, NSPRA, and their state and regional chapters and serves as an advisory committee member and student mentor for the Dobyns-Bennett High School Work-Based Learning Program. She is also a 2019 Leadership Kingsport graduate.
A dual major in Public Relations and Political Science from Ferris State University, Marybeth was active in campus leadership through Zeta Tau Alpha, the Panhellenic Council, Student Government, and PRSSA.
Outside of work, she is a proud mom to her 13-year-old son, who keeps her busy with football, basketball, and trips to the bookstore. LinkedIn Profile
Driving Results: A RPIE-Driven Roadmap from Recruitment Crisis to Fully Staffed Bus Routes
Category
Skill Session - Live lecture, panel discussion or interactive session with time for Q&A. 60-minutes.