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Waco ISD rolls out new brand, ParentSquare rollout and targeted ad campaign; district to distribute ESSER-funded bonuses
Summary
District communications staff unveiled a new Waco ISD brand and a targeted marketing campaign (billboards, movie ads, digital advertising) and described ParentSquare implementation; administration also confirmed ESSER-funded back‑to‑school allowances and upcoming retention bonus payouts for staff.
District communications staff presented the new Waco ISD brand and a rollout strategy designed to boost enrollment and change external perception. Staff said the district partnered with a marketing firm and used workshops with students, staff, parents and community leaders to develop the brand and creative work plan.
A district communications official provided early campaign metrics, saying digital ads have a click‑through rate of about 0.31% compared with an average 0.08% and that movie ads have generated nearly 100,000 impressions to date. "This is a brand change. This is a mindset change," the presenter said while describing staff reveal events, billboards and Spanish‑language outreach. The district also described phasing in ParentSquare as a single districtwide communications platform and said the tool will allow the district to retire some existing subscriptions.
On personnel pay, the district confirmed ESSER‑funded distributions: a back‑to‑school supply allowance for more than 948 teachers on Aug. 30, sign‑on bonuses totaling nearly $765,000 already scheduled, and a retention‑bonus payment planned for mid‑September that the presenter estimated at approximately $1.8 million for a second distribution. The district said the combined payroll injections are expected to put roughly $5 million back into the local economy.
