Arizona School Boards Association
AZ Public Schools Making a Difference Every Day Campaign

Situation:  

Launched in early 2008, the AZ Public Schools Making a Difference Every Day campaign focuses on creating a positive perception of Arizona’s public schools. Ceres leadership created the campaign for a group of Arizona education organizations, led by the Arizona School Boards Association. The campaign continues to shift negative publicity and dialogue on Arizona’s public education system.

Approach:

• Conducted statewide research on perceptions of Arizona public schools.
• Crafted the AZ Public Schools Making a Difference Every Day Campaign messages and strategy from research data.
• Gathered reactions to potential campaign messages from average Arizonans, and community and business leaders.
• The successful and ongoing campaign includes:
  • A comprehensive Web site with information on good things happening in public education and the ability to submit personal stories
  • A weekly e-newsletter showcasing impressive stories about public education across Arizona, in rural and urban communities
  • School bus advertising campaign that distributed more than 1,500 campaign decals placed in school buses
  • Statewide TV, radio and outdoor advertising driving people to the Web site
  • Public relations efforts to increase public awareness and secure positive news stories

Results: 

After a nine-year decline in parent satisfaction ratings, the campaign doubled A+ ratings from 2007 to 2008, according to annual tracking study by Arizona State University.