Sabrina Steinberger, Frisco ISD: A WFI Rising Star

Sabrina Steinberger

Sabrina Steinberger, lead sign/graphics specialist at Frisco Independent School District (Frisco, Texas) is by no means new to graphics production. Her industry journey began in 2000 when she took a job with a mom-and-pop sign shop in Frisco. Among its other customers, the shop served the needs of the school district. When that business was acquired in 2008, she was contacted by District director of communications Shana McKay-Wortham who decided it would be best for the district to set up its own sign company. Steinberger agreed and so began what has been 17 years with Frisco ISD.

About Steinberger, Sherri Broderick, who managed and mentored Steinberger, and recently left the district after 23 years, says, “Sabrina Steinberger consistently exceeds expectations in her role at the Frisco Independent District, demonstrating exceptional dedication and expertise in all aspects of print and sign making. Her commitment to her work is evident in her daily responsibilities, whether she is acquiring new skills to operate advanced equipment and software, or producing signage for the district.”

About Steinberger's commitment and work ethic, Jason Almand, the District’s manager of print/mail/sign says, "Sabrina has shown an incredible work ethic and commitment to her role. She takes ownership of her responsibilities, follows through on every task, and continually seeks ways to improve processes. Her dedication ensures that projects are completed efficiently and to a high standard."

Since the district’s sign shop was established, Steinberger says its value has only continued to increase. She shares that Frisco, a 235,000-person city north of Dallas, has grown quickly. “Lots of people moving into North Texas,” she says.

That growth, she says, has led her to have strong connections not only with the school district, but with other entities involved in zoning and planning. “I got in when it just started to grow,” she shares, “and had great contacts and connections within the community.”

Today, in the district’s two-person sign and graphics shop, Steinberger wears many hats, which include administrative duties, design, and operating the shop’s five Roland DGA roll-to-roll printers, a Vanguard flatbed, and a Kongsberg cutting system. The shop operates year-round.

Broderick describes Steinberger’s typical day like this, “Each day, [Sabrina] brings a positive and proactive attitude,” she says. “Readily assisting staff and teachers with their signage needs, regardless of the project's size. Sabrina ensures the delivery of high-quality signage while remaining mindful of budget constraints, thereby providing the best possible product in-house at minimal cost.”

When she first started in the industry, Steinberger says she became aware that signage is necessary in all walks of life – which became vastly apparent as the district dealt with COVID-focused shutdowns and social distancing notices. In the past, she says the district produced applications such as vehicle wraps, murals, and installation. But now, production has been tightened to focus on the signage needs of the district’s 78 schools, which includes 12 high-schools. “We have a lot of different types of campuses.”

The shop also operates a web portal that enables teachers to specify and purchase custom banners and signage to meet their specific needs.

Asked what she thinks the shop needs most today, Steinberger quickly replies, “Space. We have kind of maxed out our space.” This would include space for more machines, but also for storing materials. Because of space limitations, she says the shop must work on a three-to-six-month period to anticipate what they will need to have on-hand.

Because Steinberger was originally an artist, she says that working within the signage and graphics industry fits well with who she is. Steinberger explains that she has always enjoyed designing, and as she has moved more deeply into production, she is delighted to see teachers and others upload their designs. Also, she’s even happier that she helps them fulfill their signage needs quickly. Steinberger adds that she enjoys the challenge of shaving down production timeframes and helping people better understand how signs can benefit them. “Everything we do provides a benefit,” Steinberger adds.

Steinberger also shares that she’s been involved in, “doing a lot of marketing to tell people we’re here.” Steinberger describes a recent marketing campaign where the shop used a Nutcracker theme to help convey the breadth of materials it offers, and that the campaign got out to every campus in the district and resulted in an increase in signage orders: “It made them aware of the value a sign shop can bring.”

Training is also a strong aspect of Steinberger’s job, and it’s one she’s committed to.

“She inspires her colleagues through hands-on training, guiding them in developing new skill sets within Sign Services. With over 17 years of experience in the district, her contributions have far surpassed the expectations of her role, making her an invaluable asset,” Broderick says.

"Through her creativity, reliability, and great customer service," Almand says, "Sabrina has elevated our center’s reputation, increased our capabilities to produce special projects, and strengthened the quality of our products and services."

Looking ahead, Steinberger says she sees herself continuing in the district’s sign and graphics shop. “I’ve been here [almost] 18 years and would like to reach the 20-year mark. I didn’t know anything about signs in 2000. Since then, it’s been my creation. To leave would be like leaving home – it’s something that is part of my life that I can’t separate myself from, even if had to.”