Business Communication Group - Strategic Marketing Solutions

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Jefferson County, KY Public School District

Situation
BCG members, while actively involved for more than 10 years in assisting JCPS with many public relations and marketing activities, were contracted by the Superintendent to develop a strategic plan to help this largest of Kentucky's 120 Public School districts with a very focused concern. The problem was that many of the district's elementary and middle schools were losing student population. Assumptions were strong that the private and parochial schools in and around Louisville were siphoning off upwards of 5% of the almost 100,000 public school students each year.

Solution
The ten most critically effected schools were isolated and became the focus of the BCG team members' plans. The team created and met with a marketing committee from each school, devising a unique promotion and marketing plan distinctively designed for that school. During the course of a twenty-four month time frame, we proceeded to guide and monitor the execution of that plan at each school. In addition to the individualized promotion and marketing plans for each targeted school, a supplemental plan was added that featured a broader approach that focused on the benefits of all JCPS public schools. This featured several TV spots produced by BCG members and run in major local TV time periods.

Success
Research conducted prior to the marketing campaign supported the initial assumption of public school population drain being the result of a sharp increase in private and parochial school enrollment, coupled with a small drop in the total number of elementary and middle school-age students throughout the county. Following the approximate 24-month marketing campaign to reverse this trend, it was reported that JCPS experienced a several percentage increase in enrollment.