VCUSD Earns Two National Awards for Excellence in Strategic Communications

VALLEJO, Calif. — The Vallejo City Unified School District (VCUSD) has earned two national honors from the National School Public Relations Association (NSPRA), recognizing the district's commitment to transparent communication, authentic storytelling and accessible digital engagement.

VCUSD received an Award of Excellence in the Social Media category for its Think VCUSD First: Vallejo's Top Choice campaign and an Award of Merit in the Website category for the district's redesigned website during NSPRA's 2026 Publications and Digital Media Excellence Awards.

Each submission to the national awards program is evaluated alongside entries from school districts and education organizations of similar size and type. The Award of Excellence is the highest honor presented in each category, with Awards of Merit and Honorable Mentions also recognizing outstanding work.

"Effective communication is more than sharing information—it is a critical part of how we build trust, strengthen our organization and create the conditions for student success," Superintendent Rubén Aurelio said. "These recognitions reflect our commitment to communicating with integrity, transparency and strategic purpose. When families, staff and our community have access to clear, timely and meaningful information, they become stronger partners in supporting our students. I am incredibly proud of our Communications team for earning this national recognition, advancing the work of our district every day, and helping more families see why they should Think VCUSD First."

The nationally recognized Think VCUSD First campaign was developed to strengthen community confidence in VCUSD by sharing authentic stories from the students, educators, staff, families and community partners who make VCUSD unique. Through engaging short-form videos distributed across social media and the district website, the campaign highlights academic excellence, innovative programs, welcoming school environments and the meaningful relationships that define VCUSD.

Designed to move beyond traditional promotional messaging, the campaign embraces authentic storytelling to build trust and strengthen community connection. Think VCUSD First builds on the foundation established by the district's ongoing VCUSD Voices series, which invites the community to "see behind the curtain" through the personal stories of the staff and students  who make VCUSD unique. By highlighting the people behind the district—many of whom also call Vallejo home—both series celebrate the relationships, experiences and shared commitment that define public education in Vallejo.

Reflecting the diversity of the Vallejo community, the campaign intentionally features voices and stories from across the district including videos in Spanish and American Sign Language. By ensuring families can engage with the campaign in the languages and formats that best serve them, Think VCUSD First reinforces VCUSD's commitment to creating an inclusive communications experience where every member of the school community feels represented, connected, and informed.

Since its launch, Think VCUSD First has consistently outperformed the district's typical social media content, generating higher engagement and significantly longer viewer watch times while creating a growing library of stories that support enrollment, recruitment, volunteerism, and long-term community engagement.

NSPRA also recognized the district's redesigned website with an Award of Merit, honoring VCUSD's strategic approach to creating a digital experience centered on accessibility, transparency, and family engagement.

Rather than simply redesigning its website, the Communications Office created a digital home designed to remove barriers to information, celebrate the voices of the VCUSD community, and provide a foundation that can continue to evolve for years to come. Every major design decision was made with students and families in mind—from simplified navigation and mobile-friendly layouts to multilingual resources and content that aligns with Web Content Accessibility Guidelines (WCAG).

The website also serves as a dynamic storytelling platform, featuring original photography, videos, graphics, and authentic student and staff stories that showcase the people, programs, and experiences that make Vallejo City Unified unique. Built using sustainable templates and content standards, the site allows the district to continually improve and expand the user experience while maintaining consistency across schools and departments.

"These awards reflect our broader communications philosophy," said Celina Baguiao, chief communications and community engagement officer. "Whether someone visits our website, watches one of our videos, or reads a story about our schools, our goal is the same: remove barriers, build trust and celebrate the incredible students, staff and families who make VCUSD such a unique place. Strategic communication is about strengthening relationships, and we're honored that this work has been recognized nationally."

The National School Public Relations Association is the nation's leading organization for school communication professionals. Its annual Publications and Digital Media Excellence Awards recognize exemplary communications that advance public education through strategic, effective and innovative storytelling.