the challenge

Racine Unified School District retooled its Middle School program to address contemporary education challenges, improve the learning environment and address issues associated with aging facilities. A major change in the new Middle School structure was the opportunity for parents to select the schools their children would attend. Choices included their neighborhood school or one of several specialty schools.

RUSD turned to C-22 for help in communicating the changes to the community and to promote the new enrollment opportunities.

the approach

After sitting down with RUSD to discuss the purpose and goals of the “My School. My Choice.” campaign, C-22 got to work developing a comprehensive communication plan. The result was a targeted campaign that featured bold and impactful graphics and accompanying messaging designed to quickly and clearly deliver the benefits of the new program. Program communications were presented in both English and Spanish languages.

To assure the effectiveness of the messaging, several concept designs and color schemes were tested through focus groups comprised of teachers, parents and community volunteers. Once the final concept was selected, flesh was added to bone as C-22 created content for all promotional materials. The program included an informational booklet, single sheets describing each school, web banner ads, door hangers and yard signs. Targeted Pandora radio ads were produced, along with an animated video that ran in local theaters during the enrollment period.

the result

The overwhelming success of this campaign helped contribute to an increase in choice school enrollment by 60-70%. “My School. My Choice.” also went on to win the prestigious Gold Medallion Award from the National School Public Relations Association.

My School. My Choice.
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