The City of Round Rock’s Communications and Marketing Department and Round Rock Police Department earned a combined 10 statewide awards for communication excellence at the Texas Association of Municipal Information Officers (TAMIO) annual conference, held June 3-5 in Austin.
Three of the awards were first-place TAMI Awards, recognizing innovative work in video, social media and public engagement.
“Whether we’re explaining the City budget, sharing public safety information or telling the stories behind City projects, our communicators are always looking for creative ways to make government more engaging and relevant to residents,” said Sara Bustilloz, Round Rock’s Director of Communications and Marketing.
The following entries were recognized during the conference:
TAMI Awards (First Place)
Best Educational PSA Video (Population 100,000-200,000): Hot Takes Budget Series
Round Rock’s Budget Hot Takes video series proved budget conversations don’t have to be boring. Inspired by the popular “Hot Ones” interview format, department leaders discussed their FY 2026 budgets while eating increasingly spicy chicken wings. The series aimed to help residents better understand how taxpayer dollars support parks, public safety, infrastructure and other City services while making a traditionally technical topic more accessible and engaging.
Regular or Recurring Program (Population Over 100,000): Round Rock PD’s “Taylor’s Traffic Talk”
Taylor’s Traffic Talk launched as a recurring video series designed to answer some of the most common traffic-related questions received by the Police Department. Topics included school bus laws, center turn lanes, e-bike regulations, disabled parking and the Slow Down, Move Over law. The series generated more than 1.8 million organic views in 2025 while turning everyday scrolling into opportunities for traffic safety education.
Best Use of Vertical Video (Population 75,000-150,000): Round Rock’s Strategic Use of Vertical Video
Through its 2025 vertical video strategy, the Communications and Marketing team used Instagram and Facebook Reels to connect with residents through quick storytelling, trending audio, humor and behind-the-scenes content. The approach helped expand the reach of City projects, programs and services while presenting local government in a more approachable and relatable way.
Awards of Excellence (Second Place)
Best Social Media Post (Population 75,000-150,000): Round Rock PD’s “Skip the Sketchy Parking Lots”
During the holiday buying season, the Round Rock Police Department promoted its Safety Exchange Zone through a social media post built around a situation many residents immediately recognized: meeting a stranger in a random parking lot to complete an online sale. By leading with a relatable scenario before directing viewers to a safer alternative, the post delivered an important public safety message in a format people were more likely to watch, understand and share.
Best Social Media Campaign (Unplanned): Winter Storm Fern Response
When Winter Storm Fern entered the forecast, the Communications and Marketing team quickly shifted from its planned content calendar into emergency communications mode. The campaign combined real-time weather updates, preparedness information, timely photography and pop culture references to keep residents informed while helping reduce panic during a period of heightened concern about winter weather impacts.
Internal Communications (Population Over 50,000): Rock Beats Employee Newsletter
In 2025, the Communications and Marketing Department revived Rock Beats, the City’s employee newsletter, after it had been dormant for nearly a decade. Guided by findings from an internal employee survey, the publication was designed to provide important information on training and benefits, celebrate employee accomplishments and strengthen connections across the City’s workforce of more than 1,200 employees.
Awards of Honor (Third Place)
Public Service Announcement (Marketing) (Population 75,000-150,000): Round Rock PD’s “Skip the Sketchy Parking Lots” PSA
The Round Rock Police Department’s Safety Exchange Zone reel placed third in a category of combined vertical and landscape video PSAs and generated more than 5.5 million organic views on social media.
Photography (Multiple Images) (Population 75,000-150,000): Winter Storm Photos
When Winter Storm Fern covered Round Rock in ice, the Communications and Marketing team documented the rare weather event through a series of photographs captured across the city. The images gave residents a real-time look at conditions while reinforcing public safety messaging encouraging residents to stay off roadways during the storm.
Public Service Announcement (Educational) (Population 100,000-150,000): Round Rock PD’s “Willow’s Story”
Willow’s Story is a public service announcement focused on educating the public about the life-changing consequences of drunk driving. The Round Rock Police Department partnered with the family of Willow Walker, a child who suffered severe injuries in a drunk driving crash at the age of 6, to create a video centered on her personal story and the importance of making safe choices before getting behind the wheel.
Best One-Time Special Event (Celebration/Entertainment) (Population Over 100,000): Fire Station 10 Topping-Out Ceremony
After rain washed out the original groundbreaking ceremony, the Communications and Marketing team shifted its focus to a topping-out ceremony marking the placement of Fire Station 10’s highest structural beam. The event brought together firefighters, City leaders, construction partners and residents to celebrate progress on the voter-approved project and highlight the collaboration involved in delivering the new facility.
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