Case Study

Leveraging Social Media to Support the Brand

Twitter Offers Opportunity to Showcase Educators


The New Jersey Joint Council of County Special Services School Districts works to create a common brand and strengthen and unify the voices of its eight special services districts.


Just prior to the 2020-21 school year, the Joint Council launched a Twitter account to further its communications goals. Laura Bishop Communications assisted by developing themed campaigns to create a unified look despite aggregating content from the eight districts. Posts showcased the districts’ transformational programming as well as its role as dedicated partners in educating and empowering students with special needs and significant disabilities.

The Joint Council campaigns coordinated by LBC highlighted the teachers, staff and administrators. The first campaign – “It’s My Calling” – used teachers’ stories and anecdotes focusing on their roles and views that teaching is more than just a job.

Another successful campaign, “I Am Proud Because,” highlighted the dedication of teachers, staff and administrators in achieving milestones and overcoming challenges in support of their students during the pandemic. Due to overwhelming response, the series earned an extended life to share big and small “wins” each week. Additionally, the use of tagging and hashtags targets stakeholders, policymakers, and other influencers to gain visibility and awareness.


The social media campaigns keep followers engaged and aware of the elements comprising the special services school district brand, including resourceful, goal-oriented, and compassionate professionals and educators. The campaigns also encouraged potential candidates to consider a career in special education amid a teaching shortage.

Statement of teacher’s pride
Teacher helping student

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