In Indiana’s small towns, athletics are more than after-school activities. Friday night football, rivalries carried across generations, and packed gymnasiums are the heartbeat of community life. But like many rural districts, we’ve started to feel the effects of shifting demographics — families moving away, shrinking enrollment, and increased competition from nearby suburban schools. That’s why, when messages started getting lost between schools, coaches and families, we realized we needed to rethink how we communicated. Athletics is a highly visible part of our community, and if families felt disconnected from it, it would likely affect their overall perception of the district.
As the athletic director, I knew something had to change. Initially, our athletics and communications departments weren’t fully aligned. Athletics was focused on logistics and competition, while communications was focused on branding and storytelling. But if we wanted families to feel connected to Wawasee Community Schools, we needed to bridge those worlds.
The communication gap
For parents, the problem was clear. Every coach, school or booster group had its own system, apps, email lists or group texts. Parents were juggling half a dozen platforms, sometimes receiving duplicate messages, and at other times missing critical updates entirely.
From an athletics perspective, this created constant headaches. Coaches were inundated with questions. Logistics became harder to manage. As enrollment shifted and nearby districts grew, we recognized the need to remind families why Wawasee is special. Athletics was a natural starting point — it’s where our community comes together, and where our stories of teamwork and pride begin.
Finding common ground
The turning point came when our communications director and I attended a professional conference session led by Dr. Joe Sanfelippo, a retired superintendent and K-12 thought leader. His message was simple but powerful: “If you don’t tell your story, someone else will — and they’ll get it wrong.” That struck a chord back home. Athletics is one of the most visible aspects of school life, and it became clear that we needed to work together to share our story in the right way.
In addition to streamlining digital communication, our coaches continue to use email and phone to communicate with one another or with me, the athletic director. However, we’ve intentionally eliminated text messaging with student-athletes to ensure communication remains professional and trackable.
We also rely on our Parent Ambassador program to help manage our athletic department’s social media presence. This past spring, each spring sports team selected at least one parent to help highlight student accomplishments and strengthen our connection with the community. The initiative was so successful that it expanded into the fall season and will continue into winter. Through our school social media tool, parent ambassadors can create and share posts through our official athletic accounts — a simple structure that has broadened our storytelling, captured more meaningful moments and boosted community engagement.
Alongside these digital efforts, we continue to collaborate with local media despite declining regional coverage. And while in-person meet-and-greet opportunities are limited, we prioritize key events such as introducing new coaches, hosting alumni weekends, and conducting parent information nights to ensure families feel welcomed and informed. All updates and event details are consistently shared across our communication channels, ensuring families always have access to accurate information.
Establishing a single source of truth
The first step was to simplify. Working together with our director of communications & marketing, we adopted ParentSquare as the district’s unified school-home communication platform, beginning with athletics. Every coach was trained, expectations were clearly set, and parents were informed: if you need updates about practice times, transportation, cancellations or game-day logistics, you’ll find them here.
That shift created an immediate sense of relief. Families no longer had to wonder which app to check. Coaches no longer had to manage multiple channels. District leaders could rest easy knowing that communication was consistent and compliant.
For coaches, it ensures that logistics run smoothly, and we have a straightforward process for sharing our athletes’ successes. Updates can be shared in our private community groups, district websites, and even on our Facebook pages, so everyone can access the right information in the channel they already use. It’s easy to keep every fan and family in the loop. Calendars, athletic handbooks and team guidelines are all available on our website. From last-minute bus changes to celebrating Friday night wins, we can update everything in one place.
Now, 99% of our families receive updates in the language they prefer. Our coaches can focus on leading their teams instead of chasing down messages, and parents feel included — no matter what language they speak.
Stronger partnership
Perhaps the biggest change has been in how athletics and communications work together. What once felt like separate priorities now feels like a shared mission. Our communications team understands the realities of athletics logistics, and we’ve come to appreciate the power of clear, consistent messaging. That collaboration has improved more than our communication strategy — it has strengthened trust with families, staff, and our community.
Coaches now have one approved tool at their disposal. Parents say they feel connected, not overwhelmed. It’s a win-win all around.
Lessons for other districts
If there’s one takeaway from our experience, it’s this: athletics and communications can’t operate in silos. In most communities, athletics is the front door to the district. If communication is inconsistent, it undermines everything else.
Our advice to other districts:
- Include athletics in your communications strategy. It’s the heartbeat of many communities, and when families feel connected there, they’re more engaged everywhere.
- Invest in a single platform that provides administrative oversight. Eliminate the confusion of multiple tools and create one reliable source of truth.
- Work as partners. Athletic directors and communications leaders must trust each other if they want their community to trust the district.
Moving forward
Our journey at Wawasee isn’t finished, but the foundation is strong. By aligning athletics and communications, we’ve moved from fractured systems to a unified voice. Families are connected. Students are celebrated. Our community takes pride in what it means to be part of the Wawasee Community School Corporation.
Athletics gave us the entry point. Our communications platform gave us the structure. And together, we’ve proven that communication isn’t just about logistics — it’s about identity, connection and trust.
Opinions expressed by SmartBrief contributors are their own.
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