2010 Gold Effie Winner “I'm in.”

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Forced to make some tough decisions, the ERFM identified 29 schools targeted .... Every movement needs a rallying cry, and ours was simple: “I'm in!” Creating ...

2010 Gold Effie Winner

“I’m in.” Category: Government/Institutional/Recruitment Brand/Client: Detroit Public Schools Primary Agency: Leo Burnett Media Agency: Starcom USA Contributing Agencies: Berg Muirhead & Associates / Brian Alexander Productions

Strategic Challenge Do the Math: A Decade of Declining Enrollment + School Closings = Millions in Lost Funding Detroit Public Schools (DPS) was advancing their curriculums and had an ambitious goal: to evolve every one of its schools into a “Center of Excellence” despite the reality of its finances. In March 2009, Governor Granholm and the Michigan Department of Education declared DPS to be in a fiscal emergency, a result of enrollment declining roughly 8,000 students per year since 1998. Over the last decade, nearly 80,000 students have been lost. (Source: www.detroit.k12.mi).

Effie® Awards 116 E. 27 St., 6th Floor, New York, NY 10016 Tel: 212-687-3280 Fax: 212-557-9242 th

2010: The information available through effie.org is the property of the Effie Awards and is protected by copyright and other intellectual property laws. This brief may be displayed, reformatted and printed for your personal use only. By using this site, you agree not to reproduce, retransmit, distribute, sell, publicly display, publish or broadcast the information to anyone without the prior written consent of the Effie Awards.

As DPS neared financial ruin, the Michigan Governor appointed an Emergency Financial Relief Manager (ERFM), Robert Bobb. Forced to make some tough decisions, the ERFM identified 29 schools targeted for closure, affecting 9,500 students. These school closings fueled outrage among parents and students, as if DPS had abandoned them. For the district, losing these students could be the fatal blow. The state of Michigan allocates funding for public schools based on student enrollment; every student represents $7,545 in funding. This decade long decline in student enrollment resulted in a $139.7M deficit as of March 2009. DPS was projected to have a $305.4M deficit in FY 2010 (Source: www.detroit.k12.mi).

Strategic Challenge How does DPS slow the bleeding, preventing the loss of thousands of students and millions of dollars in funding?

Objectives Objective 1: Achieve enrollment of 83,777 students for fall 2009 DPS set an aggressive goal – to achieve enrollment of 83,777 students for fall ’09 – that would be required to meet their $632 million budget and achieve financial viability. If they did nothing, enrollment could be nearly 20% short of their ’08 enrollment; they could lose 16,750 students for fall ’09, based on annual declines and the 29 closed schools. If these 16,750 students were lost, enrollment could drop as low as 77,300 students, putting them nearly $49 million dollars under budget (Source: www.detroit.k12.mi).

Effie® Awards 116 E. 27 St., 6th Floor, New York, NY 10016 Tel: 212-687-3280 Fax: 212-557-9242 th

2010: The information available through effie.org is the property of the Effie Awards and is protected by copyright and other intellectual property laws. This brief may be displayed, reformatted and printed for your personal use only. By using this site, you agree not to reproduce, retransmit, distribute, sell, publicly display, publish or broadcast the information to anyone without the prior written consent of the Effie Awards.

Objective 2: Generate $250,000 of unpaid media (press coverage) While officials acknowledged a need for a city-funded effort, a near-bankrupt school district could not afford much of a media budget. DPS wanted to double their initial $250,000 investment by getting one dollar of unpaid media (press coverage) for every dollar spent in marketing.

The Big Idea The doors of Detroit Public Schools have amazing and surprising opportunities behind them; open one and find out for yourself. Opening eyes. Opening doors. Despite what parents may have heard, DPS has some amazing stories to tell: • Five of the country’s top 20 high schools are located within the DPS system (Source: U.S. News and World Report).



DPS students lead the state in the number of National Achievement Scholarship winners, earning over $54M in scholarships and grants during 2008 (Source: www.detroit.k12.mi).



Unique and impressive curriculums; including a pilot’s license program, a world-class chef program, as well as associate degrees.



DPS has more nationally board-certified teachers than any district in the state (Source: www.detroit.k12.mi).



The challenge was to convince parents of the benefits of enrolling their child in DPS. DPS offers opportunities; it’s a door to your child’s future.

Effie® Awards 116 E. 27 St., 6th Floor, New York, NY 10016 Tel: 212-687-3280 Fax: 212-557-9242 th

2010: The information available through effie.org is the property of the Effie Awards and is protected by copyright and other intellectual property laws. This brief may be displayed, reformatted and printed for your personal use only. By using this site, you agree not to reproduce, retransmit, distribute, sell, publicly display, publish or broadcast the information to anyone without the prior written consent of the Effie Awards.

Bringing the Idea to Life Facts in the hands of the people = enrollment = funding DPS didn’t need yet another “ad campaign.” They needed an idea that would truly inspire people to act. Participate. Rally. Take ownership. And become vocal advocates for DPS. DPS needed a movement. Key insights drove tactics for the movement: • Many inner-city families don’t have access to TV; only 20% of Detroit residents have access to the Internet. (Source: www.detroit.k12.mi).



City residents are active, social and move throughout the city.



City residents distrusted DPS; word on the street would hold more credibility.

A door was our in We introduced the blue door, a simple metaphor for the opportunities that lie behind the front entrance of every DPS school, as well as a beacon of hope and an icon for the power of a DPS education. We partnered with Home Depot and created an event to make the doors; more than 500 parents, students and DPS supporters participated. The end result: 172 blue doors, one for every school in the district. Every movement needs a rallying cry, and ours was simple: “I’m in!” Creating momentum The 172 doors then made their way around Detroit; 172 standing tall at Hart Plaza downtown, at Belle Isle, the state fair, even a back-to-school rally and parade complete with floats, bands and thousands of DPS supporters. Some TV, radio and newspaper ads were produced, but what really got people motivated was the ability to get involved. Our effort felt more like a social movement than an ad campaign, with its rallies, yard signs, lapel pins, T-shirts, window signs, door hangers, word of mouth and those iconic full-size DPS blue doors. Power of the people, to the people Before long, more and more people began saying: “I’m in.” Teachers. Students. Parents. Alumni. Aunts. Grandmas. Neighbors. Even local labor unions called up asking for “their doors.” At local events, city residents could be seen with homemade signs proudly professing, “I’m in!” We put the message in the hands of the people: We gave them an opportunity to get involved and take ownership of their school district. The movement was officially underway.

Effie® Awards 116 E. 27 St., 6th Floor, New York, NY 10016 Tel: 212-687-3280 Fax: 212-557-9242 th

2010: The information available through effie.org is the property of the Effie Awards and is protected by copyright and other intellectual property laws. This brief may be displayed, reformatted and printed for your personal use only. By using this site, you agree not to reproduce, retransmit, distribute, sell, publicly display, publish or broadcast the information to anyone without the prior written consent of the Effie Awards.

Communications Touch Points TV Spots Branded Content Sponsorship Product placement

Packaging Product Design Cinema

Interactive Online Ads Web site Viral video Video skins/bugs Social Networking sites Podcasts Gaming Mobile Phone Other_____________

Radio Spots Merchandising Program/content

Print Trade/Professional Newspaper Consumer Magazine Print partnership

OOH

Direct

Airport Transit Billboard Place Based Other_____________

Mail Email

PR Events

Trade Shows Sponsorship Retail Experience POP Video In-Store Merchandizing Sales Promotion Retailtainment

Guerrilla Street Teams Tagging Wraps Buzz Marketing Ambient Media Sampling/Trial

Consumer Involvement WOM Consumer Generated Viral

Other ____________

Additional Marketing Components: None

Reach: Local

Total Media Expenditure: Under 500 thousand

Results Objective 1: Achieve enrollment of 83,777 students for fall 2009 DPS exceeded their enrollment goal, capturing 83,812 students, roughly 6,500 students above their projected enrollment. As a result, an incremental $49 million of funding was generated for DPS, keeping DPS financially viable.

Effie® Awards 116 E. 27 St., 6th Floor, New York, NY 10016 Tel: 212-687-3280 Fax: 212-557-9242 th

2010: The information available through effie.org is the property of the Effie Awards and is protected by copyright and other intellectual property laws. This brief may be displayed, reformatted and printed for your personal use only. By using this site, you agree not to reproduce, retransmit, distribute, sell, publicly display, publish or broadcast the information to anyone without the prior written consent of the Effie Awards.

Our results exceed everyone’s expectations; DPS is thrilled with the results of the movement. “There are some extraordinary things happening with enrollments,” says Robert Bobb, ERFM for DPS (source: www.detroit.k12.mi).



Not only did DPS retain students from the 29 closed schools, they also converted students who were previously attending competitive schools. Crocket High School is an excellent example of this: “Crocket High School had 894 students enrolled, surpassing their projections by nearly 11%, including 45 students from out of district or charter schools”. (source: www.detroit.k12.mi).



Actual enrollment was so much higher than the objective that DPS is now hiring additional teachers.

Objective 2: Generate $250,000 of unpaid media (press coverage) DPS exceeded their press coverage goal by 500%, generating $1.5 million in press, from their initial $250,000 media investment (source: Meltwater News report). The movement generated coverage from all the local NBC, CBS, ABC and Fox affiliates. The DPS effort was also featured on the ABC evening national news. Dan Rather also covered the story for HDNet after personally attending the city rally. The buzz around the effort was so great that several high-profile celebrities lent their name to the cause – unsolicited. Former NBA All-Star and DPS alum Derrick Coleman hosted our build event. TV judge and DPS alum Greg Mathis hit the radio. And long-term public education supporter Dr. Bill Cosby (yes, that Bill Cosby) was so moved by our efforts that he flew into town – twice, on his own dime – to rally DPS students, parents and supporters.

Effie® Awards 116 E. 27 St., 6th Floor, New York, NY 10016 Tel: 212-687-3280 Fax: 212-557-9242 th

2010: The information available through effie.org is the property of the Effie Awards and is protected by copyright and other intellectual property laws. This brief may be displayed, reformatted and printed for your personal use only. By using this site, you agree not to reproduce, retransmit, distribute, sell, publicly display, publish or broadcast the information to anyone without the prior written consent of the Effie Awards.

Anything else going on that might have helped drive results? An Executive Creative Director brought this opportunity to help Detroit Public Schools to our agency. He knew this would be a massive undertaking but still believed in the city of Detroit and the importance of providing a quality education to everyone. His passion quickly convinced our team, and soon after he convinced DPS of the need for this big idea. Sadly, just days after receiving approval to proceed, he suddenly passed away. We lost our leader, mentor, colleague and friend – but we never lost sight of his vision to positively impact the lives of so many youth. We truly believe his spirit continued to fuel this effort well beyond his life. While our agency may not have been paid a fee for its efforts, we still had plenty of incentive to help the city and students of Detroit, and in turn add to his already amazing legacy.

Effie® Awards 116 E. 27 St., 6th Floor, New York, NY 10016 Tel: 212-687-3280 Fax: 212-557-9242 th

2010: The information available through effie.org is the property of the Effie Awards and is protected by copyright and other intellectual property laws. This brief may be displayed, reformatted and printed for your personal use only. By using this site, you agree not to reproduce, retransmit, distribute, sell, publicly display, publish or broadcast the information to anyone without the prior written consent of the Effie Awards.

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