Boise School District Issues Advertising RFP

Boise School District Issues Advertising RFP

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.


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.

Boise School District students continue to outperform the state of Idaho on standardized achievement tests in every subject. The percentage of students reading at grade level on the Idaho Reading Indicator and scoring proficient on the Idaho Standards Achievement Test continue to surpass Idaho results.

Our students outperform Idaho and the nation on standardized tests, college entrance exams and Advanced Placement testing. Our college-going rate continues to increase (topping 60% in 2016), and we have more students majoring in Science, Technology, Engineering and Math than in any other area. Boise District has for years been the leader in the statewide awards to students selected as Finalists in the National Merit® Scholarship Program. In the fall of 2016 it was announced that half of Idaho’s total number of 2017 National Merit Semifinalists (95) were from the Boise School District (47). Boise District enrolls about 9% of the total number of public school students in the state of Idaho. In February of 2017 it was announced that 45 Boise District students were selected as National Merit Finalists.

Each school year, our students regularly receive millions of dollars in annual academic scholarships, and take home award after award in local, state and national competitions. Our staff members are equally impressive. They regularly receive local, state and national recognition and are some of the most experienced and educationally advanced staff members in Idaho.

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

Collaboration Style

Ideally, we are seeking an advertising agency that shares our values and passion for public education, while building on the strongest education brand in the state and one of the most respected school districts in the region.

As a public institution, we are committed to developing long-lasting, respectful relationships through collaboration, transparency and accountability. We are careful with the trust we have built with our constituencies over time. We are as intentional in our communications efforts as we are in our approach to education, which, at times, may result in slower, more cautious action than allowed in the private sector.

Due Date:

September 20th


Boise School District

Purchasing Department

Attn: Scott Engum

8169 W Victory Rd

Boise, ID 83709

Rubenstein PR and Makovsky PR have education experience.

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