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Council of Great City SchoolsPublic Relations Executive MeetingJuly, 2012
EAST BATON ROUGE PARISH SCHOOL SYSTEM
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DISTRICT INFORMATION
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District Information
• Student Population – 43,300– 82% Minority– 86% Free/Reduced– 9% ESS
• School Sites – 85 – 9 Blue Ribbon
• Employees– 6,200 Total– 3,750 Teachers
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Important Dates• August 2005– Hurricane Katrina• Over 9,000 students enrolled in one week• Over 3,000 permanent students• Rebuilding
• July 2007– Consent Decree • One of the longest desegregation cases in
U.S. history• April 2009– SACS CASI District Accreditation
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SACS CASI
• RECOMMENDATION:“A communitywide marketing strategy should be designed and implemented to address the perceptual gap concerning the quality of education provided by EBR schools.”
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Goal
• Generate positive brand perception for EBRPSS by:
– Connecting emotionally– Making it relevant
In order to:Raise morale/instill prideChange perception
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Audience
InternalPrimary
Students/ParentsTeachers/Principals
Superintendent/School BoardNon-teaching staff (bus drivers,
cafeteria, etc.)
External
PrimaryResidents who live in EBR parish
Parents with kids in private schools
Secondary: Community-at-largeBusiness/Chamber of Commerce
Government/Local Law EnforcementDistrict Retirees
MediaLocal
NationalTrade
Social Media
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Perception is Reality in the Absence of Information
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RESEARCH
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• Surveys– Internal and External
• Internal Interviews– Leadership Team– Schools
• District Highlights• Board Members• Local Public Relations Professionals
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PLANNING
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• Board Approval• Budget• Outside Marketing Company– Zehnder Communications
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• Messaging– What do we want to tell them?
“You think you know East Baton Rouge Parish Schools?”
“We’ll Make You Think!”
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How do we want to tell them?
Messengers - StudentsHeroes - Alumni
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IMPLEMENTATION
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• Soft Launch– Print– Microsite – thinkebrschools.com– Radio– Media Coverage– Social Media
• Hard Launch– Internal Emails– External ENews– Television Spots
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Micrositethinkebrschools.com
• Complements the campaign and creates “buzz”
• Includes the “We’ll Make You Think” video
• Highlights the facts and allows visitors to share those facts with others via various means of digital communication
• Contains a viral marketing component of interactive thought clouds that can be used to send short messages through social media sites and email
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Media Overview
• Objectives
–Generate positive brand perception and instill pride
– Schedule media to achieve consistent flighting January – May for continuous reinforcement of brand message
• Audience
–Due to broad-based audience, media buying was targeted to adults 25-54
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Media Vehicles
• Print Ads
• Radio
• Microsite
• Social Media
• Video
• Television Commercials
• Billboards
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Television
• Broad reach vehicle that quickly created awareness among the Baton Rouge market
• Recommended stations included:
• WAFB – CBS 9• WBRL – CW 21• WBRZ – ABC 2• WBXH – My Network 39• WGMB – Fox 44• WVLA – NBC 33
• Provided reach to our primary audience within East Baton Rouge Parish
• Zoned cable allowed for effective and cost-efficient targeting
• Recommended networks (based on high reach among adults 25-54): ABC Family BET FX Lifetime MSNBC NICK TBS TNT TOON USA
Broadcast Cable
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http://www.thinkebrschools.
Click on video link
“We’ll Make You Think” Video
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EVALUATION
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Results
Internal and communitywide surveys were completed at the end of August and offered quantifiable insight into the campaign’s success.
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Community Survey Results
• 2009 – 54%• 2010 – 63%• 2011 – 63%
The educational programs implemented by the school district will improve
student achievement.
• 2009 – 46%• 2010 – 56%• 2011 – 56%
Students in EBR public schools can achieve at/above the level of other students in Private/Parochial area
schools.
• 2009 – 44%• 2010 – 55%• 2011 – 52%
The public image of the East Baton Rouge Parish School System is improving.
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Community Survey Results
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Community Survey Results
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Community Survey Results
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Community Survey Results
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Student Population
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Feedback
East Baton Rouge Parish School Board and Executive Leadership Team Members“Congratulations are in order, this is the positive news that will keep our system in excellent performance and acceptance!” -W.T. Winfield, former School Board Member
“This is Big League, Chris! Thanks for your hard work.” -Herman Brister, Chief Academic Officer
“Outstanding! It’s a quality and classy piece of work. Great Job!”-Jesse Noble, Chief Technology Officer
“Thanks, Chris, for making this happen. This prize supports your excellent judgment in the selection process used for this advertising piece. CONGRATULATIONS!!”- Dr. Liz Duran Swinford, former Associate Superintendent for Human Resources