Gen Z is Watching: Rethinking School Branding for the TikTok Generation
Date: 7/20/2026
Time: 8:30 - 9:30 AM
Room: Grand Salon 15 & 18 (Floor 1)
Skill Session - Live lecture, panel discussion or interactive session with time for Q&A. 60-minutes.
ENGAGEMENT–Internal/external stakeholder engagement
Session Description
Gen Z is not waiting for school districts to modernize their communications. They are already scrolling. As the first fully digital native generation, today’s students expect content that is visual, authentic, entertaining, and built for the platforms they actually use. Many districts are well positioned to expand their messaging so it resonates not only with parents, but with students as well.
In this session, Denver Public Schools shares how a students first mindset reshaped not just one account, but the district’s entire social media ecosystem. Participants will learn how DPS revamped its approach across platforms, shifted tone and content strategy, and built a cohesive brand presence that resonated with students while still serving families, staff, and the broader community. The result was viral content, sustained growth, and engagement that now performs well above industry benchmarks.
Attendees will explore how DPS successfully navigated a trend driven social landscape without losing authenticity. Rather than chasing every viral moment, the team focused on staying grounded in core values, student voice, and cultural relevance. You will learn how to determine which trends to lean into, which to skip, and how to adapt popular formats in ways that feel genuine to your district rather than forced or performative.
Through real examples, analytics, and behind the scenes lessons learned, participants will see how student centered Reels, intentional school collaborations, and consistent short form video helped close the engagement gap between districts and the students they serve. You will learn why entertainment builds trust, how authenticity sustains momentum, and how relevance rather than perfection drives meaningful connection with Gen Z audiences.
This session is practical, interactive, and designed for communicators who want to rethink branding as culture setting rather than just storytelling. Attendees will leave with a clear framework, a best practices checklist, and immediately applicable ideas to help their district refresh its social media strategy while staying true to who they are.
Presenter(s)
Javier Ibarra
Senior Manager, Media and PR
Denver Public Schools (CO)
Javier Ibarra is an Emmy Award–winning producer and senior communications leader with more than 10 years of experience in public education, storytelling and strategic communications. He is also a Gold Medallion Award recipient, recognized for excellence in school communications, and has been named one of his university’s 10 Under 10 most notable alumni. Javier holds a master’s degree in Organizational Leadership, with a focus on leadership development and communication.
Javier currently serves as the Senior Manager of Media and Public Relations for a large urban public school district, where he leads multimedia storytelling, media relations and digital communications. His work spans video, social media, podcasting and crisis communications, with an emphasis on building trust, transparency and engagement with students, families, staff and community stakeholders.
A Denver native and product of public schools, Javier brings a practitioner’s perspective shaped by more than 30 years in education. He began his career in the classroom, teaching across elementary, middle and high school levels, an experience that continues to inform his communications approach. His background allows him to bridge the gap between educators, leadership and the public with credibility and empathy.
Under Javier’s leadership, district communications initiatives have earned regional and national recognition, including an Emmy Award for storytelling excellence. He has built and led a district podcast network that elevates student voices, highlights school communities and supports authentic leadership communication. Known for his ability to translate complex issues into clear, human stories, Javier regularly advises senior leaders during high stakes moments and organizational change.
Beyond his professional role, Javier is deeply committed to mentorship. He actively supports early career communicators by sharing perspective, practical frameworks and real world guidance on navigating school public relations. His mentoring focuses on helping professionals read organizational dynamics, manage up, build confidence, seek sponsorship and position themselves as trusted advisors rather than task executors.
Javier brings an equity centered lens to his work, with extensive experience in bilingual and culturally responsive communications. He understands that effective communication is not just about tools or tactics, but about relationships, perspective and trust.
As a presenter, Javier is known for real talk, honesty and actionable insight. His sessions blend experience, strategy and mentorship to help communicators take ownership of their careers, navigate difficult moments with confidence and build sustainable, fulfilling paths in school public relations. LinkedIn Profile
Gen Z is Watching: Rethinking School Branding for the TikTok Generation
Category
Skill Session - Live lecture, panel discussion or interactive session with time for Q&A. 60-minutes.