Situation: Public schools across the nation are facing an unprecedented crisis of confidence and a widespread perception that they are failing our children. According to a 2012 Gallup poll, Americans’ confidence in public schools was at 29 percent, down from 58 percent in 1973.
Strategy: To combat negative attitudes, DeBerry helped craft a fully-integrated awareness campaign focused on the strengths of public schools – high-quality teachers, extracurricular and other enrichment opportunities, and a sense of family and community. We branded the campaign “Go Public” and created a comprehensive advertising and digital marketing strategy that includes a website, social media assets, various collateral pieces, and radio, TV, digital and outdoor advertising.
Impact: After just one year, surveys showed attitudes toward Bexar County public schools beginning to shift. Nearly half of all respondents familiar with Go Public had a strongly positive impression of public schools versus only 35 percent of those who had not. Among all respondents, 40 percent said they had a strongly positive impression of local public schools, up from 27 percent in 2013. The campaign has received statewide recognition, including the Texas School Public Relations Association’s Bright Idea Award for outstanding promotion of public education in Texas through effective communications.
Go Public PSAs – Why Choose Bexar County Public Schools?
Because Great Lessons Go Beyond Books
Because Here We’re All Family
The Best, Most Experienced Teachers – Hands Down