The award-winning website for Union Public Schools in Tulsa, Oklahoma, is one of the communications department's most powerful tools in building positive relationships. As with raising a child, the challenge lies in finding ways to nurture a growing entity--constantly providing it with meaningful information, adapting it to social changes, and equipping it for advanced opportunities. The district website has a life of its own, and the extended school family helps it flourish. This article examines how communications staff members answer the challenge and involve the Union community to ensure that the site continues to thrive.