Creating / Designing the Blueprint for District Communication

Toledo Public Schools is a large urban school district in northwest Ohio, serving 23,000 students in more than 50 schools. MadAveGroup has partnered with TPS for nearly a decade, working closely with their communications department and leadership to provide long-term marketing consultation and strategy services.

CLIENT

Toledo Public Schools

Problem

TPS recognized the need to unify and strengthen their recruitment and communications strategies within the district. With individual schools pursuing their own marketing and enrollment efforts, there was a lack of cohesion in goals, messaging and resources. Key stakeholders were uncertain about who was responsible for recruitment and many employees reported inconsistent access to materials and support.

As with other urban districts, TPS faced increased competition from private, parochial and virtual schools, shifting enrollment patterns and outdated perceptions of safety and academic opportunity. Internally, the enrollment process required refining as staff didn’t feel equipped to promote schools effectively.

Solution

We completed an extensive discovery process to uncover the cause of our client’s challenges. Our team identified opportunities within the district’s recruitment and communication departments. We conducted in-depth interviews with leadership, communications staff, enrollment personnel, school administrators and principals to gauge the sentiments of each group. Then, we conducted an environmental analysis to assess population shifts, competitive pressures and local perceptions of TPS.

Through that research, we identified common themes: unclear ownership of recruitment responsibilities, inconsistent messaging amongst schools, a lack of marketing resources at the building level and a desire for stronger support from within the district. School leaders were also eager for a more structured and collaborative approach to student recruitment and retention.

Marketing Management developed a comprehensive communications plan that emphasized goal alignment and clarity, along with strategic engagement. Our recommendations included refining internal roles and responsibilities to promote accountability. We helped the client launch a district-wide branding campaign to unify messaging across all platforms and created a library of marketing materials to address individual school needs.

Our multi-channel advertising strategy included plans to reach area families through digital, social and traditional media. We recommended enhancing alumni engagement, celebrating student enrollment and equipping staff with tools and training to become effective ambassadors.

Each element of the plan helped TPS tell a more unified story and build long-term trust with people in the community to enhance the value of being “TPS Proud.”

Services Provided

  • Marketing Management
  • Communications Strategy and Management
  • Recruitment Campaign Development
  • Internal Communications Planning
  • Video Production
  • Digital Advertising (Search, Display, OTT, Social)
  • Branding and Messaging
  • Staff Education and Training Support
  • Content Creation