Full-Service Advertising and Marketing Communications Agency
Celebrating 27 Years in Media and Communications

Case Study: District of Columbia Public Charter Schools

CLIENT

District of Columbia Public Charter Schools Association
(2006 – 2007)

Washington, DC, leads the nation in one of today’s most controversial educational reforms – a large and growing public charter school population.


Approximately 38% of all DC public school children are educated in public charter schools. A decade into the experiment, DC Public Charter Schools clearly gave students rich educational options that they couldn’t find in the public school system. However, most parents who are desperate for better educational options for their children are not educated on how to choose a public charter school and the options they provide.

MARKETING/BRANDING CHALLENGE

Develop and implement a yearlong integrated media and communications campaign and logistical support services to execute commemoration events for the 10th Anniversary Celebration of DC Public Charter Schools in an effort to increase awareness to parents and students.

STRATEGIC SOLUTION

SRB Communications created a multimedia campaign mix to increase awareness among students, parents and the community at large, promoting the charter school system as an alternative choice for an education. Our team developed the campaign theme and messaging, and designed a logo and marketing collateral including brochures, postcards, flyers, banners, and Metro bus cards and tails. We produced, scripted, directed, edited, and distributed public service announcements (PSAs) in two languages, English and Spanish that aired on area television and radio stations. Our media relations’ strategies captured the attention of local and national media, resulting in a front-page story that appeared in the August 22, 2006, edition of The Washington Post. We also provided our client with a media buying and placement plan, earned media plan, event sponsorship collateral materials and a historical coffee table book.