The purpose of the campaign is to develop a strong brand for
BPS, to enhance the image of the district both internally and within the
overall community, and help maintain or enhance student enrollment numbers.
A family and community public relations and marketing
campaign can build upon the following areas:
A Vision for the Whole Child. The district
vision for the whole child was collaboratively developed with stakeholders and
adopted by the Barnstable School Committee in 2017. The vision sets the course
for schools to implement strong academic, social/emotional, and co-curricular
programming aligned with students’ interests and talents.
Diverse Student Cultures. BPS is extremely proud
that more than 30% of our students are students of color. We are equally proud
of our welcoming school environments for students who are new to the United
States. More than 10% of our students are learning English, and more than 30
different home languages are identified on our home language survey. This
diversity is uniquely Barnstable’s on Cape Cod. Our strength is our diversity
as we prepare all Barnstable graduates to engage in diverse college campuses,
workforces, and cities.
Excellent Educators. The BPS educator workforce
is one of high quality, stability, and content expertise. When educators come
to BPS, they stay. The district promotes job-embedded professional development,
course tuition reimbursement, and time within the school day for professional
collaboration. Supporting the professional knowledge base and skill set of BPS
educators ensures all students have the opportunity for academic achievement.
Core Values. Starting with School Committee
members and continuing to the classroom level, all BPS employees are expected
to embody the district’s core values: In Barnstable Public Schools, we value
commitment, collaboration, and community… Commitment: We are dedicated to the
continuous learning and growth of all. Collaboration: We work together while
keeping student needs at the center of all decision making. Community: We build
strong, respectful partnerships that support student success.
Capital Improvement. Annually, the Town of
Barnstable invests millions of dollars into school capital projects. Recent
projects include $4.6m for new athletic fields at BHS, $3.5m for the BHS 21st
Learning Center providing students with state-of-the-art library and media
spaces, multiple upgrades to security and phone systems, and numerous projects
ensuring that facilities are maintained at the highest level.
Unique Learning Opportunities. Robotics, STEM,
Advanced Placement Courses, Student Internships, Makerspaces, Arts and
Humanities, Career and Technical Education represent just a few of the learning
opportunities throughout BPS. Educators in BPS are encouraged to innovate and
reimagine how teaching and learning can take place in today’s context.
Educators are thoughtfully and strategically envisioning where, when and how
learning takes place in BPS.
Barnstable Public Schools (BPS) educates the whole child by
creating a student centered school culture that addresses students’ physical,
social, emotional, and academic needs by creating a safe and healthy learning
environment in which students are challenged, supported, and engaged. Our nine
schools serve 5,200 students from diverse backgrounds and experiences. At last
count more than 30 home languages were identified. We are proud of our
students’ cultural and linguistic diversity, and seek to establish a strong
brand for BPS so that it is the district of first choice for Barnstable
Scope of Work:
Research Phase. The vendor will conduct research to gain perspective on the scope of school choice options on Cape Cod. The scope of work must include researching competitor districts on Cape Cod to learn why Barnstable students are opting for those districts. Research must also include communication with families who have opted out of BPS. The district is open to including within this scope of work surveys and/or focus groups of current and/or former BPS parents and students. Additionally, the vendor should analyze school choice data and other relevant data, available from DESE and BPS, to understand the current trend of school choice. The vendor should conduct an appropriate number of internal and external meetings to understand the current perception of BPS, and will use best BPS experiences, programs and student successes to form the basis of the brand of BPS.
Development of BPS Brand and Messaging. The selected vendor must
work with district
leadership to develop core messaging that articulates BPS strengths, and how
these differ from competitor school
Creative/Visual Image. The selected vendor must develop visuals that communicate the emotion and personality of the BPS brand. These visuals will include various forms of electronic, print, and media graphics that can be deployed throughout the district and Town of Barnstable. Elements must include:
Logo. A logo for BPS provided in bother high and
low resolution formats.
Tagline(s). A compelling tag line that describes
our brand and our value proposition
Electronic/Print Design Templates.
Electronic/Print Design Templates. Design templates are needed for a wide
variety of marketing materials what are used on a regular basis. The templates
will allow the district to write content on an as-needed basis in a format that
is consistent with the new branding. These templates may include a flyer on
both letter and legal sized paper, a general student / family information flyer
on letter sized paper, post card templates (front and back), 11”x17” poster
templates, 20’x 4’banner template, PowerPoint presentation design, building
signage template, letterhead, catalog cover design, an annual report format,
and email marketing templates.
Media Templates. Templates for print and
electronic ads, as well as a template for press releases.
Web Site feedback / alignment. The district has
a web site already, but would be interested in making sure that the look and
feel of the site is aligned with the branding and look and feel work that this
contract will generate. We will expect the contractor to work with district
staff on the achievement of this visual alignment
Marketing and Public Relations Implementation Plan. The vendor will
develop and manage a plan for systematic and timely marketing communications
outreach to parents, students, and
other constituents, inserting core messaging and branding. The plan can include
resources such as Channel 22, BPS social media platforms, and the BPS website.
The scope of service must include a strategic calendar of messaging to
align with timeframes and key grade
levels for school choice
The consultant shall develop a marketing strategy and implementation plan that identifies efficient and cost-effective avenues to target both external and internal audiences as follows. The district is interested in advertising and communications as well as creating events that will reach:
Current parents and families
Prospective parents and students, including
those who have “choiced out” of the district
The general public for the purpose of enhancing
the perception/image/reputation of BPS.
Current BPS students and alumni, so they are
aware of successes of their fellow students and want to be associated with the
Media outlets to expand the district’s public
relations reach and visibility. Vendor services should include development of
press releases and feature story pitches.
BPS faculty and staff, for the purpose of creating pride in the institution,
enhancing morale and
good will ambassadors throughout the community. Geographically, the target
limited to the Town of Barnstable with the exception of alumni, who may be
reached online or
media. The implementation plan must include a recommended annual marketing
budget. Actual media and print material buys will be a follow-up implementation
phase not included in the budget for this RFP.