During my employment at Bailey Lauerman, I contributed to the development of a case study to the Omaha Public School Board providing examples of potential public school rebranding initiatives. The strategy of this pitch consisted of researching five school districts in North America who launched rebranding campaigns and presenting the findings to the school board for inspiration and trust to move forward with the agency as a partner. My responsibility consisted of researching the details of two public school rebranding campaigns and breaking down the specific information such as the marketing plan, communication, and design details that would connect with the potential client. My research contributions consisted of: 1. Richmond Public Schools 2. Peel School District

1. PUBLIC SCHOOL BRANDING INITIATIVES
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Relevant Case Studies

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Resilience. Pride. Success. We Are RPS.
"Refreshing our brand is also about cohesiveness and setting the tone for collaboration and
collaborative work," Dr. Bedden said. "We now have an identity that speaks to who we are and we can
take ownership in that."
● New logo, tagline & website launched in August 2016
● Introduced at State of the School address
● Strategic marketing plan designed to advance the district’s efforts in increasing student
achievement and bringing the community together to promote a more positive, unified brand.
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Richmond Public Schools

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Facts Matter: Working to Keep Our Students Safe and Healthy
● 2015 initiative to improve perception of the district’s Health and Physical education curriculum
following backlash and protests from the community
● Development of website, parent guide and direct mail, information packets for elected officials
and a social media campaign to spread factual information about curriculum and dispel myths
● Work translated into 11 different languages
● Generated more than 1.5 million media impressions and shifted sentiment around Health and
Physical education curriculum
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Peel District School Board

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● In 2013, Highline Public Schools recognized achievement gaps among low-income students and
students of color
● The district developed an ambitious strategic plan to unify internal stakeholders around a clear
set of goals to counter the low expectations often placed on students in high-poverty districts
● The work was designed to show central office staff – from principals and teachers to support
staff – to see their work as integral for achieving the goals for students
● Strong reporting on goals and improvements, including decrease in in-school and out of school
suspensions and increase in graduation rates
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Highline Public Schools

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Source: Highline Public Schools Annual Report

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Every Student. Every Day.
● Tacoma Public Schools had been suffering from low public esteem for years, facing low
budgets academic underachievement and negative press
● In 2014, Tacoma Public Schools repositioned as ‘the only innovative school district in
Washington state’
● A refreshed logo, supporting marketing materials, PR helped showcase the innovative,
nurturing, relentless personality of the school district
● Soon after launching the new brand, they passed a $500 million school bond measure by a
record margin
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Tacoma Public Schools

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Calendar Spotlight Newsletter

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● Amid rising home prices pushing families to the suburbs, and the growth of charter schools in
Austin, AISD was projected to lose up to 6,000 students over the next 10 years
● In 2016 Austin invested in an advertising campaign to drive up enrollment in schools
● The campaign included micro and macro elements, with micro ads focusing on 30 of the 130
schools in the area, and macro ads focused on engaging the community
● AISD was able to slow the loss of students annually, helping the district receive additional
federal funding based on total enrollment numbers
"The Austin school district really does find itself in a competitive situation," said Reyne Telles, the
Executive Director of Community Engagement. "Every student you're able to put into the seat for
enrollment means more dollars for the district in order to operate."
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Austin Independent School District

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