The district has recently received statewide recognition for its districtwide Valley Hawks rebranding effort. The New York School Public Relations Association (NYSPRA) has awarded the district the Merit Award for the design and introduction of the new school mascot for the Fonda-Fultonville community. On Nov. 6, the winning campaigns were announced as part of the 2025 NYSPRA 46th Annual Communications Contest Award Winners event. You can view the complete listing of winning entries here.
Earlier this year, the district’s Valley Hawks rebranding initiative received national recognition from the National School Public Relations Association. The district earned an “Award of Excellence” for its branding process, which engaged the community and developed a comprehensive plan to introduce mascot options for the school community. You can find that news item here.
The district worked in partnership with Capital Region BOCES Engagement and Development Services division and a district-focused stakeholder group, which consisted of volunteer community members, students, and staff, that reviewed the final mascot designs to be considered as the new school mascot.
The branding initiative was performed in response to the New York State Education Department (NYSED) releasing official guidance for schools that had Native American imagery associated with the school mascot. Schools that were affected by the guidance were required to implement final changes by the beginning of the 2025-26 school year. The Fonda-Fultonville Central School District officially incorporated the Valley Hawks mascot at the start of the 2024-25 school year.
What is NYSPRA?
The New York School Public Relations Association is a state chapter of the National School Public Relations Association, nationally recognized for its efforts on behalf of school public relations professionals. With members representing school districts, BOCES and independent PR agencies throughout New York State, NYSPRA is dedicated to the development and dissemination of educational communications that engage parents, staff, community residents, partners in education and other stakeholders. Together, members support student achievement and school improvement initiatives. Additional background information can be found here.