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The New Jersey Association of Secondary Administrators membership represent Public-School Superintendents, Assistant Superintendents and Business Administrators. Their mission is to ensure a superior statewide system of education by influencing education policy, regulations and legislation and maximizing the effectiveness of school leaders though professional development programs and support services. SGW created an influencer campaign by changing the title of Superintendent to Chief Education Officer and launching an aggressive re-branding campaign featuring an educational Video and Podcast series. These communication tactics are v-mailed each month to their members and segmented media outlets. Various assets of the videos are repurposed for web content, social media posts and as part of our public relations media out-reach program. To increase attendees of their annual conferences SGW extended segments to include additional public education audiences producing the largest attendance ever recorded for its annual 2019 TechSpo Expo conference.