Parents and children in Boise face an ever-growing number of educational choices -- charter schools, private schools, homeschooling and online options abound. While the Boise School District remains the primary school choice for the vast majority of our current and future customers, the ongoing efforts by the charter school movement, voucher supporters and pro-privatization organizations continue to chip away at the confidence in traditional public schools, as well as pose serious budgetary threats. To ensure the Boise School District remains the first choice of parents, we are seeking an advertising agency to develop and execute a cross-platform, multi-year, branding and promotional campaign designed to retain and attract students.
Background:
We are a district of more than 25,000 students and employ 4,300 people, of whom 1,700 are certified staff. In the district, there are 33 elementary schools, 8 junior high schools, and 5 senior high schools. We offer a variety of specialized programs, including Montessori, Dual Language, Classical, International, Harbor, Full-day and Highly Gifted programs at elementary, to the Treasure Valley Math and Science Center, Dennis Career & Technical Center, and the state’s preeminent Advanced Placement program at the secondary level.In the Boise School District, you will find:
- commitment to college and career readiness
- preparation for an increasingly global society, through the development of creativity and thinking skills with an emphasis on integration of technology
- a safe and secure learning environment
- caring and compassionate staff committed to providing the best education for each and every child;
- opportunities for meaningful parental involvement;
- dedication to our core values of respect, dignity, honesty, responsibility and teamwork;
Here are just a few of the programs you’ll see in Boise’s schools that offer choice and provideopportunity for all students:
- Nationally ranked high schools – All four of Boise’s comprehensive high schools, Boise, Borah, Capital and Timberline have been ranked among the top 11% in the country by The Washington Post for the past nine years for providing rigor through Advanced Placement coursework.
- An Advanced Placement program with at least 25 AP offerings in each comprehensive high school. Boise students took 29% of the statewide Advanced Placement exams in 2016, and scored well above the national and state averages, earning thousands of credit waivers and college credits at universities across the country.
- Commitment to the arts, including band, orchestra, and choir programs beginning in elementary grades. In 2011, The National Association of Music Manufacturers recognized Boise as one of the top U.S. communities for music education. The district’s outstanding art program offers coursework including ceramics, painting and drawing.
- The AVID Program, a college-preparatory program for junior and senior high school students who are performing in the academic middle. From its inception with 85 students at Fairmont Junior High School in 2006-07 to a current status of 1,282 students in grades 7-12 across the District, AVID is now in place at each one of Boise's 8 junior high schools and 5 senior high schools. College going rates for AVID graduates (2011-16) show 77% direct to college enrollment, compared to 60% for the District and 52% for the state of Idaho.
- International Program emphasis at Longfellow Elementary School, with study of world cultures and exposure to the Spanish language;
- Public Harbor School at Owyhee Elementary School serving grades K-6 with a focus on a core knowledge curriculum and direct instruction methods;
- Liberty Elementary School Montessori Program where students become actively involved in the education process through hands-on experimentation and discovery;
- All-day kindergarten program offered in several schools;
- Pre-K program offered at two elementary schools
- Classical Education program at Pierce Park Elementary School which includes instruction in Latin;
- Dual Immersion Language programs at Whitney and Whittier elementary schools that provide an opportunity for fluency in both English and Spanish;
- Gifted and Talented Education programs for qualifying students;
- English Language Learner programs for Limited English Proficiency students; and
- Extensive Special Education programs, including Madison Early Childhood Center, which provides services to developmentally disabled preschool children between the ages of 3 and 5 and support to their families.
Scope of Work:
In addition to our recently completed comprehensive market research project, our advertising campaign will be a critical component of our Strategic Plan and specifically our Communications and Community Relations goal. Messaging and creative components developed for the advertising campaign will be incorporated across every level of the District’s communications initiatives including, but not limited to, public relations/public affairs, marketing, website, and social media.Project Goals
- Increase “customer satisfaction” metrics across select demographics
- Increase awareness of key benefits/messages across select demographics
- Improve retention rates of current customers
- Improve attraction rates of former & future customers
