Wisconsin School Public Relations Association (WSPRA) Award of Excellence, Video Series
The School District of River Falls recently received the Award of Excellence from the Wisconsin School Public Relations Association (WSPRA) for its Recruitment Video Series - a project we produced at DMM Productions.
For us, this was more than a video series. It was a chance to help a school district put into words, and on screen, what makes it a place educators want to work, grow, and stay.
Why Schools Are Turning to Recruitment Video
Teacher recruitment and retention is one of the biggest challenges facing school districts right now, and a well-made recruitment video series has become one of the most effective tools districts have to compete for talent. It's a big part of why we work with school districts and educational institutions across Minnesota and Wisconsin: this kind of storytelling — showing real classrooms, real staff, and real culture — does more to attract candidates than a job posting ever will.
Capturing the Heart of River Falls
When the district approached us about a recruitment series, our goal was simple: reflect the authenticity, passion, and commitment that drive River Falls educators every day.
To do that, we spent time inside classrooms and hallways, sat down for interviews with staff, and captured the small, unscripted moments that speak to the district's culture — the kind of moments that don't show up on a brochure but say everything about who they are.
The final series highlighted what makes River Falls a district where teachers want to build a career. Seeing it earn statewide recognition from WSPRA is a testament to the people who make that culture real.
A Collaborative Effort
Projects like this only work when there's trust and a shared vision between the district and the production team. The River Falls team welcomed us in, gave us space to listen, and helped us shape a story that felt honest and human.
A special thanks to Dakota Nyberg, Jennifer Ames, Nate Schurman, Wesley Papp, and Kyna Min; your partnership made this project what it became.
Honoring the District
While we're proud to have produced this series, the award belongs to the School District of River Falls. It celebrates the work happening in that district every day, and we're glad to have helped tell that story.
Congratulations to everyone in River Falls on a well-deserved honor.
If your school district is thinking about a recruitment video series of your own, contact us — we'd love to talk through what that could look like for your team.