Willard Public Schools communications director Heather Harman-Michael turned Taylor Swift and Travis Kelce's engagement announcement into a playful, viral social media campaign for the southwest Missouri community. Harman-Michael discovered the Instagram proposal while dining, immediately texted colleagues and friends, and coordinated with staff to create timely, creative content. The district's posts accumulated thousands of reactions, more than 170 Facebook shares, and praise for savvy social media marketing. Willard is approximately 160 miles southeast of Kansas City. Harman-Michael described the event as a major social media moment and deliberately sought to capitalize quickly to maximize community engagement and visibility.
Your English teacher and your gym teacher are getting married.
I knew we have to capitalize on this,
This is such a big moment ... a big social media moment.
I told my sister, 'The first school district who can take this and run with it is going to go viral.'
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