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'Team Mom' helps power Flower Mound football

By Loren Nelson, 10/10/16, 1:30AM CDT


Dallas-area high school program benefits from the tireless website work of Dawn Shapley

Webmaster of the Week: October 10-16


Dawn Shapley


Flower Mound High School Football


Vice President of PR and Media

Use of platform:

Dibs, Registration, Sitebuilder


Shapley is a self-described “hover mother” who was a fixture as a classroom mom while her three kids were going through elementary school in Flower Mound, Texas, a Dallas suburb. Eventually Shapley had a to find a new role. “When they get in middle school and high school you don’t get to do that anymore,” she said. So when Shapley’s son, Josh, was playing high school football as a freshman, Shapley was, of course, serving as team mom. Her duties included managing the freshman team’s portion of the football program’s website, and her work caught the attention of coaches and board members. She eventually was promoted from the booster club’s secretary to vice president of PR and media, which means she is in charge of managing all of the Flower Mound High School football program’s website. Shapley, who has a degree in computer science from Texas A&M and worked for Oracle for 15 years, chose to transition the program onto the SportsEngine platform before this season. Josh is a 6-foot-3, 230-pound offensive lineman in his senior season, meaning this is likely the end of Dawn's run with the program.

What she does:

Shapley has made it a point of emphasis to transform the site into a “one-stop shop” for parents and players. She’s created registration sessions for everything from the program’s annual golf tournament, to e-mail sign ups to the collection of player baby photos. The baby photos are unveiled at the team’s season-ending banquet. “We said, ‘Let’s just use the site gather everything like that,’ ” Shapley said. The site’s home page serves as an entry point to ticket sales, featured videos, volunteer opportunities and the team’s souvenir program. “It has been very easy for our communications to say, ‘Just go to the website,’ ” Shapley said. All volunteer opportunities are made available thorugh SportsEngine's Dibs software.

Making her mark:

The Jag Pride page in the Booster Info section lists football, cheer and Rosettes (drill team) MVPs from each game. Shapley said she hears about it from parents if that page isn’t updated in a timely fashion. “It’s a way to put more names on the website, and not just the football players,” she said. “It’s crazy how much parents like to see their kids’ names on the site.”

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About Loren Nelson

Loren Nelson is Community Manager at SportsEngine. He is also the National Media Editor and has served in a variety of other customer facing and media roles since 2009.

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