Case Study
Thunderbird Spirit Connects Community
Clients: Education
Services: School Communications, Social Media, Video Production
Unifying Mahwah Through Social Media
THE SITUATION
As the 2025-26 school year began, Mahwah Township Public Schools sought a way to bridge the gap between its classrooms and the wider Mahwah community. The goal was to channel internal district milestones into public-facing narratives. In January, the district launched a “New Year, Same Thunderbird Spirit” digital campaign to foster transparency and strengthen the bond among families, staff and residents.
THE STRATEGY
LBC collaborated with the Mahwah Public Schools administrative team on a high-impact video and digital engagement strategy to bring the “Thunderbird Spirit” to life. Our team coordinated on-site filming days for principals, assistant principals and teachers across all schools. We directed participants to share 30-second reflections on their 2026 resolutions and what the “Thunderbird Spirit” meant to them. Beyond video, we launched a “Thunderbirds with Heart” component, using online forms to collect appreciation messages and photos from families. We used this content for a series of dynamic reels and social graphics that resonated beyond the school community.
THE WIN
The campaign showcased the relatability of district staff and leadership, and turned school stories into shared community experiences. By streamlining the filming and content-gathering process, we maximized social media engagement, with a total of 8,126 views, 118 likes and 14 new followers. Each video averaged 1,625 views. This initiative reinforced Mahwah’s strategic plan by ensuring the district’s “Thunderbird Spirit” was visible and accessible to every resident and increased positive sentiment among those with and without children in the schools.