Data Without the Dread: Telling the Story of Your Digital School Communications
Date: 7/20/2026
Time: 2:15 - 3:15 PM
Room: Grand Salon 7 & 10 (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
School communication today happens largely in digital spaces, from social media to websites to newsletters and online engagement tools. Leaders and stakeholders are increasingly interested in understanding how these efforts are reaching and engaging the community.
In this session, participants will learn how to turn digital analytics into clear, leader-ready stories about communication reach and impact. Using examples from North Carolina Virtual Public School, where all communications are digital by design, we will walk through a practical framework that organizes social and web metrics into simple, meaningful summaries.
The focus is on telling the story behind the numbers, supporting decision-making, and building shared understanding of how communications contributes to school and district goals. Participants will leave with practical templates and ideas they can adapt right away in their own systems, regardless of size or structure. No technical expertise is required.
Presenter(s)
Amber Parker
Director of Outreach & Support
North Carolina Virtual Public School
Amber Parker is the Director of Outreach and Support at North Carolina Virtual Public School (NCVPS). She leads the school’s communications, outreach, and partner support efforts for districts across the state, helping ensure that educators, students, and families stay informed and connected through clear, digital-first communication.
Amber’s background includes more than 17 years in higher education as both a faculty member and administrator in computer science, instructional technology, online learning, and program development. She has served as a computer programming department head, educational technology director, and distance learning director, and has extensive experience in marketing and brand identity.
A proud ECU Pirate, Amber holds a master’s degree in Instructional Technology and a bachelor’s degree in Information Technology and Business Education. She is deeply committed to expanding equitable access to high-quality online learning for all students and supporting the educators and leaders who make that possible. LinkedIn Profile
Mia Murphy Ed.D
NCVPS Executive Director
North Carolina Virtual Public School
Dr. Mia Murphy serves as the Executive Director for the North Carolina Virtual Public School. She has worked for the organization since 2014 first serving as the Director of Outreach and Support and as the Chief Operations Officer.
Dr. Murphy is a veteran educator with over 27 years working in K-16 schools. Prior to joining NCVPS, she served as the Director of Educational Technology and Learning Resources with Johnston Community College and as the Director of Special Projects and Instructional Technology with the North Carolina Department of Juvenile Justice and Delinquency Prevention.
Dr. Murphy has many years of experience in leadership, project management, budget management, digital technology, online learning, data analysis, and program development and improvement. Reared in rural eastern North Carolina, she is committed to ensuring all students have options and opportunities to meet their unique needs. She holds a bachelor's degree in business education from North Carolina A&T State University, MBA from UNC-Greensboro, a master's in education-instructional technology from East Carolina University, and a doctorate in educational leadership from UNC-Chapel Hill. LinkedIn Profile
Data Without the Dread: Telling the Story of Your Digital School Communications
Category
Skill Session - Live lecture, panel discussion or interactive session with time for Q&A. 60-minutes.